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 #14B

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Page 1: 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.

Page 2: 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.

Page 3: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

• 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®

Page 4: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

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).”

Page 5: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 6: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 7: 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.

The Great 2013 Social Media Buzz Kill

Page 8: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Free Social Distribution Spayed

Page 9: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

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

Page 10: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

SEO Distribution Neutered Years Ago

Page 11: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 12: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 13: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

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

$$$

Page 14: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

…And What IS “Content” Anyway?

Page 15: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 16: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 17: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Amplify Content That Performs Organically!

Page 18: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Get More Out Of What Works

Page 19: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Sponsored Ad Units

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

Page 20: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Ads: Sponsored Units

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

Account Must Have Direct

Page Advertising Access

Page 21: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Sponsored Ad Units: Page Post Ads

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

627px

1200px

Page 22: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

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

Facebook Isn’t Even Good at This

Page 23: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

225px

600px

Facebook Ads | Ad Unit: Page Like Ads

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

90 Char.

Page 24: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Ads | Ad Unit: Page Image Ads

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

403px

403px

Page 25: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Page Post Ads & Page Like Ads

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

Page 26: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 27: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 28: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 29: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Likes

Page 30: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Paid Organic Amplifies Organic Viral

Page 31: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 32: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 33: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 34: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 35: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

$300.00

Total Cost

Page 36: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Facebook Ads: Strategic Audiences for

REAL Links & PR

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

Page 37: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 38: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 39: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 40: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 41: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 42: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Page Post Ad Strategies: PR

• Promote Content to Media Pros• Successes:

– Interviews!

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

Page 43: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

@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 44: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

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®

Page 45: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud
Page 46: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

Sail Through Algorithm Updates

Page 47: Success Tips For Paying to Promote Your Content with Facebook Sponsored Posts by Merry Morud

• 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®

Page 48: 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.

Thanks!