May 14–16, 2014

#CZLTO | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital Marketers

Reach Out And Touch Someone…With Exciting New Social Advertising Ad Formats

John A. LeeClix MarketingManaging Partner

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

No school like the old school!

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Who the Heck Is This Guy?• Managing Partner - Clix Marketing• Digital Advertising Geek

– Emphasis on “Geek”

• Prior Sentences Served:– Hanapin Marketing – Wordstream

• Writer: – Search Engine Watch, ClickZ,

Clix Marketing Blog, Acquisio Blog, PPC Hero

• Speaker:– SMX, SMX Social, SES / ClickZ

Live, HeroConf, State of Search

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

What’s In Store For You?• Facebook Ads

– Objectives, Ad Sets & Custom Audiences. Oh My!

• Twitter Ads– Awesome, Amazing Things. Trust Me.

• LinkedIn Ads– In 3rd Place and Loving It. But, hey, it works.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

FACEBOOK ADSReach Out and Touch Someone With…

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Campaign Types• Based on objective.• Need to track

conversions? No problem.

• Objectives dictate certain campaign features.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Track Conversions with Facebook

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ad UnitsPage Post Ad (multi-device, multi-page placement)

Right Column Ad(desktops, one page placement)

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ads: Pro Tip

For page post ads, create posts specifically as ads.

Also known as “dark posts,” this tactic allows you to maintain clean data for your campaign.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ad UnitsPage Likes(multi-device, multi-page placement)

App Installs(multi-device, multi-page placement)

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ad Units• Also ran…

– Page Post Engagement

– App Engagement– Offer Claims– Event Responses

• Coming Soon!• Bigger right column

ads:

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Newsfeed Ads ROCK• Higher click-through rate (CTR)• 51% higher• Seriously• Don’t believe me?

– bit.ly/FBCTR

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ads Image Specs• 1200 x 627: This size works for page post ads, right column ads, etc.• If image is outside of these dimensions, Facebook will resize for you.• 20% or less of image can be text.• This is the most exciting image you will see all day.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Ad Sets: Facebook Grows Up• Similar to traditional PPC

campaign/ad group hierarchy.

• Campaigns– organize by objective.

• Ad Sets – organize by budget,

audience segment, targeting feature.

• Ads– test different ad types,

images, text, etc.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Facebook Ads: Pro Tip

Custom Audiences FTW!!!

Upload email addresses or phone numbers from pre-existing lists and match to Facebook users.

Create “positive” targeting lists AND “negative” exclusion lists.

Sync with other marketing campaigns like email and your CRM efforts.

Create “lookalike” audiences based on your customer data.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Did You Miss It?• Custom Audiences

allow you to create Facebook remarketing lists.

• “Custom Audience from your website”

• Boom, baby!

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

TWITTER ADSReach Out and Touch Someone With…

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Twitter Campaign Types

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Twitter Ad Units• Promoted Tweet• 140 characters

– Including your link.

• “Promoted Only” keeps ads separate from organic tweets.

• Include hashtags, @handles and video/image to boost engagement.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Twitter Ads: Pro Tip

Images, videos, hashtags and @handles will greatly increase engagement rates.

Is your goal website clicks?

Images, hashtags and @handles are charged as a click, but may not send traffic to your website.

Try using Twitter Cards instead!

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Twitter Lead Gen Card• Request Twitter

Followers contact you directly from Twitter.

• Username, name and email address are submitted.

• Submissions compiled in .csv file or can submitted directly to CRM.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Twitter Website Card• Opportunity to post

images for higher engagement rates, but still drive traffic to your website.

• Include images, call-to-action button and additional copy with promoted tweets.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

IPO = Features!Twitter Ads

Conversion TrackingAnd a Little Remarketing Just for Fun

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

LINKEDIN ADSReach Out and Touch Someone With…

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

LinkedIn Ad UnitsRight Column(desktop only, one page placement)

Sponsored Update (newsfeed)(multi-device)

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

LinkedIn Ads: Pro Tip

You can also create a “video ad” unit within LinkedIn Ads.

Sounds great. In theory.

You pay for a LinkedIn user to “click” the play button. This doesn’t mean that they will come to your website.

Is this valuable to your marketing goals? Your choice.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

LinkedIn Ads Image Specs• Right column ad:

– 50x50

• Sponsored update:– 646x220 minimum– Info here is sparse and images will be

cropped to fit device screen.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

LinkedIn Ads Lead Collection• Users can contact you directly via LinkedIN.• Negative drawback: you are forced to respond to these leads within LinkedIN as well.• Ain’t nobody got time fo’ dat!

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Reach Out and Touch Someone With…

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

MOAR TIPS PLEEZ!LinkedIn & Facebook on theGoogle Display Network?

• Yes!• Placement target

linkedin.com and/or facebook.com via Google AdWords.

• Layer with keywords to hit the right audience.

• Solid impressions, low traffic. Great for branding.

+Post Ads from Google+

• Turn Google+ posts into display ads on the Google Display Network.

• Closest thing we have to Google+ ads.

• Ad is geared toward engagement with +1, comments and Hangout Air features.

• Requires AdWords and 1000+ followers.

@john_a_lee

May 14–16, 2014 | #CZLTO | @ClickZLive

Thank You!

• Have Questions?• @john_a_lee• john@clixmarketing.com• www.clixmarketing.com