WORKSHOP: Social Ads Masterclass, Justin Kistner, Dennis Yu, Max Dempster, Social Fresh Conference 2015.
•
2 likes•987 views
WORKSHOP: Social Ads Masterclass Updated, Justin Kistner, Dennis Yu, Max Dempster, Social Fresh Conference 2015.
Report
Share
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (15)
Similar to WORKSHOP: Social Ads Masterclass, Justin Kistner, Dennis Yu, Max Dempster, Social Fresh Conference 2015.
Similar to WORKSHOP: Social Ads Masterclass, Justin Kistner, Dennis Yu, Max Dempster, Social Fresh Conference 2015. (20)
More from Social Fresh Conference
More from Social Fresh Conference (20)
Recently uploaded
Recently uploaded (20)
WORKSHOP: Social Ads Masterclass, Justin Kistner, Dennis Yu, Max Dempster, Social Fresh Conference 2015.
- 1. SOCIAL ADVERTISING MASTERCLASS Presenters Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces
- 2. SOCIAL ADS MASTERCLASS • Focusing on Facebook • Largest and most mature • Everyone is copying them
- 3. Campaign Goal A single stage objec<ve (video views and website conversions) SOCIAL ADS MASTERCLASS Program Goal An objec<ve achieved from sequenced campaigns
- 4. 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
- 5. • Live Demo SOCIAL ADS MASTERCLASS
- 6. • AD TYPES AND CREATIVE • Facebook Ads, their strengths, and their specs. SOCIAL ADS MASTERCLASS
- 7. Objectives & Your Audience SOCIAL ADS MASTERCLASS Facebook Popula<on
- 8. Objectives & Your Audience SOCIAL ADS MASTERCLASS Facebook Popula<on Your Audience
- 9. Objectives & Your Audience SOCIAL ADS MASTERCLASS Facebook Popula<on Your Audience likely to take an ac<on
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. Local Objectives SOCIAL ADS MASTERCLASS • Uses the Offer format (visible or Dark Posted) • Reach people who claim Offers. Offer Claims
- 15. Video Objectives SOCIAL ADS MASTERCLASS • Videos can be used in other ad types. • This objec<ve specifically focuses on building video views. Video Views
- 16. • Live Demo SOCIAL ADS MASTERCLASS
- 17. • AUDIENCE MANAGEMENT • Targe<ng types and strategies SOCIAL ADS MASTERCLASS
- 18. 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
- 19. 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
- 20. 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
- 21. STRATEGIES SOCIAL ADS MASTERCLASS Audiences • Seed • Lookalikes • Abandoners • Excluding Converters • Sequencing
- 22. • BID AND BUDGET SOCIAL ADS MASTERCLASS
- 23. • 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.
- 24. OVERRIDING oCPM SOCIAL ADS MASTERCLASS
- 25. • Live Demo SOCIAL ADS MASTERCLASS
- 26. • 1ST & 3RD PARTY TOOLS SOCIAL ADS MASTERCLASS
- 27. 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
- 28. 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
- 29. 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
- 30. 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
- 31. POST CLICK EXPERIENCES Websites, landing pages, and apps SOCIAL ADS MASTERCLASS
- 32. LANDING PAGES Social + Mobile Optimized Design • Responsive • AJAX • CDN OG Meta Tags Conversion Pixel Audience Pixel
- 33. • Live Demo SOCIAL ADS MASTERCLASS
- 34. SOCIAL ADVERTISING MASTERCLASS Q&A Thanks from… Justin Kistner, Mixpo Dennis Yu, BlitzMetrics Max Dempster, Social Forces