success tips for paying to promote your content with facebook sponsored posts by merry morud

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

• The BIG Picture – Social Signals for SEO

• Sponsored Ad Units

• Mapping Strategy to Ad Types

• Targeting - Strategic Audience Acquisition

• Content Promotion Success

– Links from Coveted Blogs

– PR WINS

Overview

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Social Signals. SEO. PERIOD.

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

bit.ly/SEOSocSig

“To summarize, it appears that

Google previously had major technical limitations

with regard to the

use of social signals as a ranking factor.

With Hummingbird,

Google now has the infrastructure to

better process social signals (among other things).”

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

The Great 2013 Social Media Buzz Kill

Free Social Distribution Spayed

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

SEO Distribution Neutered Years Ago

Content Goals• Scalable Psychographic Traffic

• Attributable Conversion

• Real Links From Good Authority Sites

• Social Signals From Strong Users

• Focused Likes, Follows, Shares

• Insulation From Harsh SEO Updates

• PR Distribution To Bloggers & Media

SEO

SEO

SEO

SEO

$$$

SEO

$$$

…And What IS “Content” Anyway?

Amplify Content That Performs Organically!

Get More Out Of What Works

Facebook Sponsored Ad Units

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Facebook Ads: Sponsored Units

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Account Must Have Direct

Page Advertising Access

Facebook Sponsored Ad Units: Page Post Ads

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

627px

1200px

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Facebook Isn’t Even Good at This

225px

600px

Facebook Ads | Ad Unit: Page Like Ads

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

90 Char.

Facebook Ads | Ad Unit: Page Image Ads

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

403px

403px

Facebook Page Post Ads & Page Like Ads

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Likes

Paid Organic Amplifies Organic Viral

$300.00

Total Cost

Facebook Ads: Strategic Audiences for

REAL Links & PR

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Page Post Ad Strategies: PR

• Promote Content to Media Pros• Successes:

– Interviews!

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Page Post Ad Strategies: PR

• Successes:

–New FriendsLIKE = FB,

Social, Zuck

Work = Media

Page Post Ad Strategies: Links

Primary Goal = Visits & Conversions• Spent: <$3,000 • 13K Visits• 121 Conversions = $24 CPA

BONUS KPIs

• 2,572 Links• 366 Page Likes

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

Sail Through Algorithm Updates

• Organic Distribution aint What it Used to Be

• Redefine “Content”

• Align Ad Unit with Goals

• Use Page Post As to Get REAL Links

• Major PR Wins

• Insulation from Algo Updates

Paying to Promote Content | Takeaways

@MerryMorud, Social Advertising Director, aimClear, © 2013, is a publication of aimClear®

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

Thanks!