reach out and touch someone with new social ad formats: john lee clickz live toronto #clzto
DESCRIPTION
Learn new ad formats and features of Facebook Ads, LinkedIn Ads and Twitter Ads that will allow you to more efficiently engage with potential customers via social advertising.TRANSCRIPT
![Page 1: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/1.jpg)
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
![Page 2: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/2.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
No school like the old school!
![Page 3: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/3.jpg)
@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
![Page 4: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/4.jpg)
@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.
![Page 5: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/5.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
FACEBOOK ADSReach Out and Touch Someone With…
![Page 6: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/6.jpg)
@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.
![Page 7: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/7.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Track Conversions with Facebook
![Page 8: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/8.jpg)
@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)
![Page 9: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/9.jpg)
@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.
![Page 10: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/10.jpg)
@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)
![Page 11: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/11.jpg)
@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:
![Page 12: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/12.jpg)
@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
![Page 13: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/13.jpg)
@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.
![Page 14: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/14.jpg)
@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.
![Page 15: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/15.jpg)
@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.
![Page 16: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/16.jpg)
@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!
![Page 17: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/17.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
TWITTER ADSReach Out and Touch Someone With…
![Page 18: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/18.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Twitter Campaign Types
![Page 19: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/19.jpg)
@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.
![Page 20: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/20.jpg)
@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!
![Page 21: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/21.jpg)
@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.
![Page 22: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/22.jpg)
@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.
![Page 23: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/23.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
IPO = Features!Twitter Ads
Conversion TrackingAnd a Little Remarketing Just for Fun
![Page 24: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/24.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LINKEDIN ADSReach Out and Touch Someone With…
![Page 25: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/25.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
LinkedIn Ad UnitsRight Column(desktop only, one page placement)
Sponsored Update (newsfeed)(multi-device)
![Page 26: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/26.jpg)
@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.
![Page 27: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/27.jpg)
@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.
![Page 28: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/28.jpg)
@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!
![Page 29: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/29.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Reach Out and Touch Someone With…
![Page 30: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/30.jpg)
@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.
![Page 31: Reach Out and Touch Someone with New Social Ad Formats: John Lee ClickZ Live Toronto #CLZTO](https://reader033.vdocuments.site/reader033/viewer/2022051514/54bd79af4a7959b2518b4580/html5/thumbnails/31.jpg)
@john_a_lee
May 14–16, 2014 | #CZLTO | @ClickZLive
Thank You!
• Have Questions?• @john_a_lee• [email protected]• www.clixmarketing.com