workshop: social ads masterclass, justin kistner, dennis yu, max dempster, social fresh conference...
TRANSCRIPT
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SOCIAL ADVERTISING MASTERCLASS
Presenters Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces
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SOCIAL ADS MASTERCLASS
• Focusing on Facebook • Largest and most mature • Everyone is copying them
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Campaign Goal A single stage objec<ve (video views and website conversions)
SOCIAL ADS MASTERCLASS
Program Goal An objec<ve achieved from sequenced campaigns
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CAMPAIGN STRUCTURE SOCIAL ADS MASTERCLASS
Campaign • Objec<ve • URL • Budget Ad Set • Targe<ng & Bid Ads • Crea<ve
Campaign Unique URL
Ad Set 1 Audience 1
Crea<ve A Image & Copy A
Crea<ve B Image & Copy B
Ad Set 2 Audience 2
Crea<ve A Image & Copy A
Crea<ve B Image & Copy B
same crea<ve
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• Live Demo
SOCIAL ADS MASTERCLASS
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• AD TYPES AND CREATIVE • Facebook Ads, their strengths, and their specs.
SOCIAL ADS MASTERCLASS
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Objectives & Your Audience SOCIAL ADS MASTERCLASS
Facebook Popula<on
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Objectives & Your Audience SOCIAL ADS MASTERCLASS
Facebook Popula<on
Your Audience
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Objectives & Your Audience SOCIAL ADS MASTERCLASS
Facebook Popula<on
Your Audience likely to take an
ac<on
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Website Objectives SOCIAL ADS MASTERCLASS
• Primarily drives traffic • Reach those likely to click through
• Uses Conversion Pixel • Drives specific conversions • Track which ads convert
Clicks To Website Website Conversions
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App Objectives SOCIAL ADS MASTERCLASS
• Targets those likely to install
• Unique Install CTAs
• Target users of your app • Lead to a specific page or func<on of app
App Installs App Engagement
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Page Objectives SOCIAL ADS MASTERCLASS
• Reach those who like to Like
• CTA buUon “Likes” Page
• Reach more people with Page posts
• Priori<ze those who Like, Comment, Share
Promote Your Page Boost Your Posts
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Local Objectives SOCIAL ADS MASTERCLASS
• Reach those likely to RSVP to your event.
• Unique RSVP CTAs
Event Awareness
• Reach local users near your business
• Unique CTAs like “Get Direc<ons”
Local Awareness
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Local Objectives SOCIAL ADS MASTERCLASS
• Uses the Offer format (visible or Dark Posted)
• Reach people who claim Offers.
Offer Claims
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Video Objectives SOCIAL ADS MASTERCLASS
• Videos can be used in other ad types.
• This objec<ve specifically focuses on building video views.
Video Views
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• Live Demo
SOCIAL ADS MASTERCLASS
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• AUDIENCE MANAGEMENT • Targe<ng types and strategies
SOCIAL ADS MASTERCLASS
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Facebook Native SOCIAL ADS MASTERCLASS
• Good when you’re star<ng out
• Focus is on Interest-‐based targe<ng
• Facebook Audience Insights is very useful
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Custom Audience SOCIAL ADS MASTERCLASS
• Can u<lize exis<ng audience info from on/off Facebook
• Pixel tracks users at certain points in your funnel
• Great for lookalike audiences
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Inclusion & Exclusion SOCIAL ADS MASTERCLASS
• Use custom audiences to pick and choose who sees your ads
• Avoid adver<sing to people who have already converted
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STRATEGIES SOCIAL ADS MASTERCLASS
Audiences • Seed • Lookalikes • Abandoners • Excluding Converters • Sequencing
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• BID AND BUDGET
SOCIAL ADS MASTERCLASS
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• Budget • The maximum amount you’re willing to spend on a campaign.
SOCIAL ADS MASTERCLASS
Bid The amount that a certain ac<on (like conversion or click through) is worth to you.
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OVERRIDING
oCPM SOCIAL ADS MASTERCLASS
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• Live Demo
SOCIAL ADS MASTERCLASS
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• 1ST & 3RD PARTY TOOLS
SOCIAL ADS MASTERCLASS
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Ads Manager SOCIAL ADS MASTERCLASS
• Intui<ve for beginners • New interface makes management a breeze • Improved automated repor<ng tools • Not as robust as Power Editor
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Power Editor SOCIAL ADS MASTERCLASS
• Updates First: get new func<onality before other users • More control: create longer headlines, special characters, change your display URL, etc
• MulFple tracking pixels: for a wider range of useful audiences • Bulk acFons: from impor<ng crea<ve to duplica<ng & itera<ng upon Ad Sets
• Less stressful: make changes “offline”, then upload
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Audience Insights SOCIAL ADS MASTERCLASS
• IniFal research: Can help you define & build your first seed audiences.
• Uncover more: Discover the makeup of your Custom and Lookalike Audiences
• Learn more: Find out user interests, affinity, income, likely ac<ons on Facebook, educa<on level, Page Likes, loca<on and more!
• It’s free: A very powerful tool if you don’t have access to 3rd party research
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THIRD PARTY TOOLS SOCIAL ADS MASTERCLASS
Automa<on • Bulk ad crea<on (MVT, A/B tes<ng, etc.) • Workflow automa<on for connected campaigns • Rules and algorithms Integra<on • Data integra<ons with CRMs, DMPs, etc. More Control • Custom specs: Targe<ng, Engagement, and Tracking
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POST CLICK EXPERIENCES Websites, landing pages, and apps
SOCIAL ADS MASTERCLASS
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LANDING PAGES
Social + Mobile Optimized Design • Responsive • AJAX • CDN
OG Meta Tags
Conversion Pixel
Audience Pixel
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• Live Demo
SOCIAL ADS MASTERCLASS
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SOCIAL ADVERTISING MASTERCLASS Q&A Thanks from… Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces