success tips for paying to promote your content with facebook sponsored posts by merry morud
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Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud #smxsocial13 #SMX #14BTRANSCRIPT
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!