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How to Structure Your Ad Budget to Include Social

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Hanapin Marketing
Hanapin Marketing

At some point, after being highly successful with your regular search advertising, you're going to want to expand your efforts into new territories. Social media advertising can be a great way to go; you can target potential customers demographically and psychographically and it constantly changes with new opportunities. The question is, how do you fit social advertising into your budget and where do you focus your efforts? Join digital advertising experts, Cassie Oumedian from Hanapin and John Lee from Clix Marketing, as they discuss best practices on how to structure your budget to include social media advertising. You'll get expert-level PPC tips like: *What social networks to focus on *How to budget for social advertising *Tracking tips to measure impact of social advertising Learn how to get and keep social in your budget!

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How to Structure Your Ad Budget to Include Social HOSTED BY: & #THINKPPC
Presenters • John Lee – Managing Partner at Clix Marketing – John is a PPC, display and social advertising professional. He has written for Search Engine Watch, ClickZ, Acquisio Blog, Clix Marketing Blog, PPC Hero and the WordStream Blog. John is also a speaker at SMX, ClickZ Live and HeroConf. • Cassie Oumedian – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero #THINKPPC
Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions. #THINKPPC
How to Structure Your Ad Budget to Include Social 1. How Businesses are Budgeting for Social Media in 2014 2. Create A Social Strategy – Have A Plan 3. What Social PPC Options Are Best For Your Budget? 4. Tracking Social Media – Track ROI & Get More Budget 5. Economy of Scale – Small vs. Large Budget Success 6. Best Practices for Metering Your Social Advertising Budget 7. What Features are Worth Testing on a Limited Budget? 8. The Question on Everyone’s Mind: How Do I Set a Social Ads Budget? #THINKPPC
Live Poll Question #1 How long have you been in PPC? A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #THINKPPC
Live Poll Question #2 How do you manage your account(s)? a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #THINKPPC
2014 Social Media Budgets 45.6% of business expect their social media spending to increase up to 10% Only 29.1% of businesses have a distinct budget for social. 23.9% of budgets coming from print, television, and radio. Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com #THINKPPC
2014 Social Media Budgets Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com #THINKPPC
2014 Social Media Budgets #THINKPPC
Creating a Social Strategy Determine Goals Keep it fresh Know your audience Analyze competition Engage your audience Define tone and frequency Determine Social Tactics #THINKPPC
What Social PPC Is Best For You? …….It Depends! BTC vs. BTB Large Budget vs. Small Budget Branding vs. Direct Response #THINKPPC
PPC Social Options – Facebook - BTC 1. Interest and Category Targeting 2. Custom Audiences – target email sign ups! 3. Lookalike Audiences 4. FBX (Facebook Exchange) Retargeting – Newsfeed Case Study: Health Supplement Vertical (BTC) Facebook - 79% Lower CPA on CONVERSIONS vs. Google & Bing #THINKPPC
PPC Social Options – Linkedin – BTB • Minimum CPC of $2.00 • Targeting Options • Job title, job function, industry, geography, company size, company name, seniority, age, gender, LinkedIn group • 10 targets per campaign for Geography, Industry, Job Function • 100 targets per campaign for Company, Job Title, School, Skill, Group • Budget & Performance Tips – • Higher CPCs but typically higher CVRs due to targeting options #THINKPPC
PPC Social Options – Linkedin - BTB #THINKPPC
PPC Social Options – Twitter – BTB/BTC • Promoted Tweets • Promoted Accounts BTC • Twitter Lead Cards – • Collects email addresses. • 20 character call-to-actions. • Target by audiences, keywords, #hashtags. • Avoid Hard Sell #THINKPPC
Tracking Social – Facebook Not Just Likes & Social Impressions!! Track Actual Leads, Conversions in Facebook and get more budget! #THINKPPC
Tracking Social – LinkedIn • In Account Lead Collection • Lead Includes - member’s name, headline, LinkedIn profile, and email • Free! #THINKPPC
Tracking Social – Twitter • Promoted Tweet Conversion Tracking – Great for Direct Response/BTC • Custom Attribution – 1,7,14,30 #THINKPPC
Tracking Social – GA URL Builder #THINKPPC
Economy of Scale: Small vs. Large Budget Success Is Social Media Advertising is Easier With a Larger Budget? In a word… Yes. #THINKPPC
Economy of Scale Applied to Social Advertising: • Translate cost to time and efficiency. Textbook Definition: A proportionate saving in costs gained by an increased level of production. – More budget = more impressions, clicks and conversions = more data. – More data = faster, more accurate optimization. • Shared learning spread across all campaigns and ads to quickly scale campaigns. #THINKPPC
#THINKPPC
Economy of Scale: Small vs. Large Budget Success Why a Large Budget? • Lack of ad scheduling. • Large number of targeting options and features. • While specific and detailed, targeting is relatively broad. o Not like Search PPC where an individual is actively looking for your product or service. • High CPCs (excluding Facebook). • Large audience = high impression and click potential. • Traffic velocity dictates testing speed (accuracy?) in a high adturn-over-rate environment. #THINKPPC
Economy of Scale: Small vs. Large Budget Success Does This Mean the Small Budget Advertiser is Out of Luck? • No! • Data accumulation and optimization will take longer and be less efficient. • Must be prudent with channel and feature testing. #THINKPPC
What Features are Worth Testing on a Limited Budget? The Most Targeted Ones. (note to presenter: pause for comedic timing) #THINKPPC
Feature Testing: Facebook Edition Custom Audiences Lookalike Audiences Facebook Exchange Remarketing / Website Custom Audiences Targeting Connections / Similar to Connections Interest Targeting Partner Category Targeting #THINKPPC
Feature Testing: LinkedIn Edition Single Campaign/Multiple Targeting Features Companies and/or Industries (Single Campaign / Single Targeting Feature) Job Titles and/or Job Categories (Single Campaign / Single Targeting Feature) Skills (Single Campaign / Single Targeting Feature) Groups (Single Campaign / Single Targeting Feature) #THINKPPC
Feature Testing: Twitter Edition Promoted Tweets: Similar to YOUR Followers Promoted Tweets: Similar to Followers of Competitors or Thought Leaders Promoted Tweets: Exact and Phrase Match Keywords (Search and/or Timeline) Promoted Tweets: Broad Match Keywords (Search and/or Timeline) Promoted Tweets: Interests (Search and/or Timeline) Promoted Accounts (assuming your goal is direct response) #THINKPPC
Best Practices for Metering Your Social Budget When budget is small, you can’t test everything at once. • Test one channel at a time. • Test one feature at a time (refer to targeting pyramids). • Blend feature sets and channels once you’ve established what works. • If need be, manually pause/resume campaigns to establish ad scheduling. • Time of day; day of week. • Twitter: utilize standard ad delivery to pace budget daily. #THINKPPC
Get More For Your Buck! Looking for a long-term, sustained campaign? • Facebook: – right-hand placement ads (low CPC, slow-but-steady traffic) • LinkedIn – traditional ad placement (high CPC, slow-to-moderate traffic) • Twitter – any promoted tweet format on low bid and standard delivery (low cpc, steady traffic) #THINKPPC
Get More For Your Buck! Thinking big and OK with draining budget? • Facebook: – newsfeed ads on desktops & mobile (high CTR, moderate CPC) • LinkedIn – sponsored updates on desktops & mobile (high CTR, moderateto-high CPC) • Twitter – any promoted tweet format on a higher bid and accelerated delivery (higher engagement rate, moderate-to-high CPC) #THINKPPC
How Do You Set a Social Ads Budget? • The “holy grail” that advertisers and agencies seek to find. • There is no exact number or one size fits all solution. #THINKPPC
How Do You Set a Social Ads Budget? At a Glance: • What is available? – Based on business limitations and overall marketing budget. – Find areas of wasted spend in other marketing channels to divert to social (permanently or for testing). • Back into the math... Not an exact science. #THINKPPC
How Do You Set a Social Ads Budget? Create accounts and build hypothetical campaigns. • Understand CPC/CPM requirements based on audience size (reach) and targeting parameters. #THINKPPC
The Conversion-Based Formula Clicks per Conversion Estimated CPC / eCPC Cost per Social Conversion Desired # of Social Conversions Cost per Social Conversion Potential Budget Use conversion goals to determine budget. • Back into the math. – How many conversions do you want or need to be “successful”? – How many clicks does it take to get a conversion? • Use display advertising clicks and conversion rates as a baseline for estimation. – ***This is just one way to approach budget.*** #THINKPPC
Live Poll Question #3 Which types of ads do you use most often (or which type are you most excited to start out with)? #thinkppc a) b) c) d) e) Ads (the right hand side ones that started it all) Sponsored stories Mobile only ads Video ads Anything and everything #THINKPPC
Live Poll Question #4 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). b.) Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing. #THINKPPC
Live Q&A Time! #THINKPPC
Have more questions? Thank you for attending Social PPC webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • • Get a free PPC, display and social advertising campaign review and opportunities analysis: try.clixmarketing.com/free-campaign-analysis/ Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com #THINKPPC

More Related Content

How to Structure Your Ad Budget to Include Social

  • 1. How to Structure Your Ad Budget to Include Social HOSTED BY: & #THINKPPC
  • 2. Presenters • John Lee – Managing Partner at Clix Marketing – John is a PPC, display and social advertising professional. He has written for Search Engine Watch, ClickZ, Acquisio Blog, Clix Marketing Blog, PPC Hero and the WordStream Blog. John is also a speaker at SMX, ClickZ Live and HeroConf. • Cassie Oumedian – Sr. Account Manager at Hanapin Marketing – Blogger at PPC Hero #THINKPPC
  • 3. Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions. #THINKPPC
  • 4. How to Structure Your Ad Budget to Include Social 1. How Businesses are Budgeting for Social Media in 2014 2. Create A Social Strategy – Have A Plan 3. What Social PPC Options Are Best For Your Budget? 4. Tracking Social Media – Track ROI & Get More Budget 5. Economy of Scale – Small vs. Large Budget Success 6. Best Practices for Metering Your Social Advertising Budget 7. What Features are Worth Testing on a Limited Budget? 8. The Question on Everyone’s Mind: How Do I Set a Social Ads Budget? #THINKPPC
  • 5. Live Poll Question #1 How long have you been in PPC? A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #THINKPPC
  • 6. Live Poll Question #2 How do you manage your account(s)? a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #THINKPPC
  • 7. 2014 Social Media Budgets 45.6% of business expect their social media spending to increase up to 10% Only 29.1% of businesses have a distinct budget for social. 23.9% of budgets coming from print, television, and radio. Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com #THINKPPC
  • 8. 2014 Social Media Budgets Source: Social Strategies for 2014, Wildfire by Google and AdAge, 2013 & MarketingProfs.com #THINKPPC
  • 9. 2014 Social Media Budgets #THINKPPC
  • 10. Creating a Social Strategy Determine Goals Keep it fresh Know your audience Analyze competition Engage your audience Define tone and frequency Determine Social Tactics #THINKPPC
  • 11. What Social PPC Is Best For You? …….It Depends! BTC vs. BTB Large Budget vs. Small Budget Branding vs. Direct Response #THINKPPC
  • 12. PPC Social Options – Facebook - BTC 1. Interest and Category Targeting 2. Custom Audiences – target email sign ups! 3. Lookalike Audiences 4. FBX (Facebook Exchange) Retargeting – Newsfeed Case Study: Health Supplement Vertical (BTC) Facebook - 79% Lower CPA on CONVERSIONS vs. Google & Bing #THINKPPC
  • 13. PPC Social Options – Linkedin – BTB • Minimum CPC of $2.00 • Targeting Options • Job title, job function, industry, geography, company size, company name, seniority, age, gender, LinkedIn group • 10 targets per campaign for Geography, Industry, Job Function • 100 targets per campaign for Company, Job Title, School, Skill, Group • Budget & Performance Tips – • Higher CPCs but typically higher CVRs due to targeting options #THINKPPC
  • 14. PPC Social Options – Linkedin - BTB #THINKPPC
  • 15. PPC Social Options – Twitter – BTB/BTC • Promoted Tweets • Promoted Accounts BTC • Twitter Lead Cards – • Collects email addresses. • 20 character call-to-actions. • Target by audiences, keywords, #hashtags. • Avoid Hard Sell #THINKPPC
  • 16. Tracking Social – Facebook Not Just Likes & Social Impressions!! Track Actual Leads, Conversions in Facebook and get more budget! #THINKPPC
  • 17. Tracking Social – LinkedIn • In Account Lead Collection • Lead Includes - member’s name, headline, LinkedIn profile, and email • Free! #THINKPPC
  • 18. Tracking Social – Twitter • Promoted Tweet Conversion Tracking – Great for Direct Response/BTC • Custom Attribution – 1,7,14,30 #THINKPPC
  • 19. Tracking Social – GA URL Builder #THINKPPC
  • 20. Economy of Scale: Small vs. Large Budget Success Is Social Media Advertising is Easier With a Larger Budget? In a word… Yes. #THINKPPC
  • 21. Economy of Scale Applied to Social Advertising: • Translate cost to time and efficiency. Textbook Definition: A proportionate saving in costs gained by an increased level of production. – More budget = more impressions, clicks and conversions = more data. – More data = faster, more accurate optimization. • Shared learning spread across all campaigns and ads to quickly scale campaigns. #THINKPPC
  • 23. Economy of Scale: Small vs. Large Budget Success Why a Large Budget? • Lack of ad scheduling. • Large number of targeting options and features. • While specific and detailed, targeting is relatively broad. o Not like Search PPC where an individual is actively looking for your product or service. • High CPCs (excluding Facebook). • Large audience = high impression and click potential. • Traffic velocity dictates testing speed (accuracy?) in a high adturn-over-rate environment. #THINKPPC
  • 24. Economy of Scale: Small vs. Large Budget Success Does This Mean the Small Budget Advertiser is Out of Luck? • No! • Data accumulation and optimization will take longer and be less efficient. • Must be prudent with channel and feature testing. #THINKPPC
  • 25. What Features are Worth Testing on a Limited Budget? The Most Targeted Ones. (note to presenter: pause for comedic timing) #THINKPPC
  • 26. Feature Testing: Facebook Edition Custom Audiences Lookalike Audiences Facebook Exchange Remarketing / Website Custom Audiences Targeting Connections / Similar to Connections Interest Targeting Partner Category Targeting #THINKPPC
  • 27. Feature Testing: LinkedIn Edition Single Campaign/Multiple Targeting Features Companies and/or Industries (Single Campaign / Single Targeting Feature) Job Titles and/or Job Categories (Single Campaign / Single Targeting Feature) Skills (Single Campaign / Single Targeting Feature) Groups (Single Campaign / Single Targeting Feature) #THINKPPC
  • 28. Feature Testing: Twitter Edition Promoted Tweets: Similar to YOUR Followers Promoted Tweets: Similar to Followers of Competitors or Thought Leaders Promoted Tweets: Exact and Phrase Match Keywords (Search and/or Timeline) Promoted Tweets: Broad Match Keywords (Search and/or Timeline) Promoted Tweets: Interests (Search and/or Timeline) Promoted Accounts (assuming your goal is direct response) #THINKPPC
  • 29. Best Practices for Metering Your Social Budget When budget is small, you can’t test everything at once. • Test one channel at a time. • Test one feature at a time (refer to targeting pyramids). • Blend feature sets and channels once you’ve established what works. • If need be, manually pause/resume campaigns to establish ad scheduling. • Time of day; day of week. • Twitter: utilize standard ad delivery to pace budget daily. #THINKPPC
  • 30. Get More For Your Buck! Looking for a long-term, sustained campaign? • Facebook: – right-hand placement ads (low CPC, slow-but-steady traffic) • LinkedIn – traditional ad placement (high CPC, slow-to-moderate traffic) • Twitter – any promoted tweet format on low bid and standard delivery (low cpc, steady traffic) #THINKPPC
  • 31. Get More For Your Buck! Thinking big and OK with draining budget? • Facebook: – newsfeed ads on desktops & mobile (high CTR, moderate CPC) • LinkedIn – sponsored updates on desktops & mobile (high CTR, moderateto-high CPC) • Twitter – any promoted tweet format on a higher bid and accelerated delivery (higher engagement rate, moderate-to-high CPC) #THINKPPC
  • 32. How Do You Set a Social Ads Budget? • The “holy grail” that advertisers and agencies seek to find. • There is no exact number or one size fits all solution. #THINKPPC
  • 33. How Do You Set a Social Ads Budget? At a Glance: • What is available? – Based on business limitations and overall marketing budget. – Find areas of wasted spend in other marketing channels to divert to social (permanently or for testing). • Back into the math... Not an exact science. #THINKPPC
  • 34. How Do You Set a Social Ads Budget? Create accounts and build hypothetical campaigns. • Understand CPC/CPM requirements based on audience size (reach) and targeting parameters. #THINKPPC
  • 35. The Conversion-Based Formula Clicks per Conversion Estimated CPC / eCPC Cost per Social Conversion Desired # of Social Conversions Cost per Social Conversion Potential Budget Use conversion goals to determine budget. • Back into the math. – How many conversions do you want or need to be “successful”? – How many clicks does it take to get a conversion? • Use display advertising clicks and conversion rates as a baseline for estimation. – ***This is just one way to approach budget.*** #THINKPPC
  • 36. Live Poll Question #3 Which types of ads do you use most often (or which type are you most excited to start out with)? #thinkppc a) b) c) d) e) Ads (the right hand side ones that started it all) Sponsored stories Mobile only ads Video ads Anything and everything #THINKPPC
  • 37. Live Poll Question #4 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). b.) Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing. #THINKPPC
  • 39. Have more questions? Thank you for attending Social PPC webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up • • Get a free PPC, display and social advertising campaign review and opportunities analysis: try.clixmarketing.com/free-campaign-analysis/ Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com #THINKPPC