ch 16 social media advertising

snap ad reporting dashboard

monitor ads in real time, identify performance trends, optimize toward goals

youtube bidding

paid for on a cost-per-view (CPV) basis (.10 - .30 cents); set daily or campaign budget advertisers compete for the same target markets & pay one penny above second lowest price

instagram ad types

photo video carousel stories collection

pinterest targeting

interest targeting - .promoted pins sent based on interests & likes to category & home feeds keyword targeting - promoted pins targeted to appear in search results & as related pins audience targeting - based on social demographics (millenials, getting married, etc), interests (foodies, beauty, etc), location

FB bidding

max amount willing to pay when someone sees your ad or takes a desired action average is 1.72 per click

linkedin ad objectives

objective based advertising awareness consideration conversions

FB ad formats

photo - jpg or png, ratio 1.91:1 to 4:5, resolution 1080 x 1080 px, link headline 25 char, link description 30 char video - ratio 9:16 x 16:9 or max 400x100, size 26g max, max 241 min, text 125 char, link headline 25 char, link description 30 char slideshow - collection - cover image/video followed by several product images, headline 25 char, text 90 char carousel - up to 10 images/videos, 4g max, video length 240 min. max, image size 30 mb max, text 125 char, headline 25 char, link description 20 char messenger stories ads - disappear after 24 hrs

snapchat targeting

choose from over 300 audiences based on what they care about, buy, watch, and where they go demographics - age, location, income, etc audience match - find & build custom audience by uploading existing customer data lookalike expansions - build lookalike audiences similar to a brand's customer

pinterest ads manager

create, edit, manage promoted pins track & measure ad view-ability, audience verification, impressions, engagements, brand loyalty, consideration, etc

linkedin campaign manager

detailed reporting & analytics measure conversions (leads, purchases, event registrations, etc) engagement metrics (clicks, impressions, engagements, etc) demographic metrics (job title, company name, industries, etc)

conversions

encourage people to buy or use a product or service

twitter targeting (options)

followers, look a likes, interests, keywords, location, device, gender, tv, tailored audience

consideration

get people to think about the business & look for more info

linked in advertising

good for B2B

pinterest ads

help people decide what to do or buy next B2C

linkedin audience network

helps brands reach target audiences on partner apps & websites beyond linkedin

google ads for video

how youtube trueview ads are measured metrics: views, view rate, avg CPV, engagements, engagement rate, reach, video viewership, etc

youtube advertising

- all videos - #2 search engine in the world - advertisers only pay when customers show interest ads show on homepage & searching for specific topics -can show ad before video before video being watched (like tv commercial)

pinterest ad objectives

-build brand awareness (be seen by people on the most visible parts of pinterest; charged per 1000 impressions) -boost engagement (track audience signals of intent; charged for each engagement (closeup, repin, click) on your pin) -get website traffic (sends content to a motivated audience; charged for clicks to website) -increase app installs (drive downloads directly from pinterest with promoted app pins) -autoplay videos (shown to raise brand awareness; charged on impression) campaign objectives determine how advertisers bid in auction & ad formats available goal selected determines how pins are delivered & what brands pay

benefits (SM advertising)

-can track ROI in real time -increased brand awareness -greater reach -increased social & website traffic -improved search engine ranking -increased leads & higher conversion rates -cost effective -highly measurable -audience targeting -marketplace & customer insights -increased brand loyalty -increased revenue

LinkedIn targeting

-demographic data (interests, job titles, industries, etc) -matched audiences (customized) -website retargeting (for audiences that visit a brand's website) -contact targeting (for uploading or integrating existing customer email lists) -account targeting (for matching a brand's target companies against the 13+ million company pages on linkedin)

target options

-location (country, city, zip, market area, etc) -demographics (age, gender, ethnicity, education, relationship status, life events, etc) -interests (hobbies, activities, business, technology, fashion, etc) -connection type (people who like a page, app, or event; friends of people who like your page, app, or event; exclude people who like your page, app, or event) -behavior (automotive, financial, purchases, travel, B2B, digital activities, donations. etc) -custom audiences (create based on customer data advertiser already has (email, phone #, websites visited, apps used, etc))

youtube targeting

-reach over 90% internet users world wide through 2 million sites & apps (ads run on youtube & across the web through Google display network) targeting options - demographics (age, gender, income, parental status, etc), interests, placements & remarketing lists affinity audiences - people who already have an interest in relevant topics custom affinity audience - tailored to brands (ex: marathon runners for shoe co.) life events - when purchase behavior shifts & brand preferences change during life milestones (graduation, wedding, etc) in-market audience - customers researching/considering buying products/services similar to brand's video remarketing - viewers based on past interactions with brand's videos, ads, or channel

best practices (SM advertising)

-select right goals, platforms, & ad formats -target the right people -consider ad funnel & buyer's journey -use high quality videos & images -clear call to actions & corresponding links -embed tracking pixels in webpages & use UTM parameters for SM links -A/B test everything -automate when possible -post at most optimal days & times -continually monitor performance & adjust as needed -refresh poor performing & older ads to prevent fatigue -monitor, report, & analyze metrics to direct future strategies

steps (SM advertising)

1. goals (tied to SM goals of company/will dictate campaign when placing ads) 2. target market (each ad may target a different persona in your target market) 3. select platforms 4. select budget 5. select ad format 6. consider the Ad Funnel (moving customers along the buying journey/retargeting customers with new content based on an action they took on a previous ad (AIDA)) 7. develop the content

(average SM advertising) revenue per internet user

2018 - $86.66

privacy (FB advertising)

2018 - shut down partner categories (which enabled 3rd party data providers to offer targeting options to advertisers) -now requires the origin of audience info when creating a custom audience -must have permission to use people's data & accept a terms of service agreement before placing ad with custom audience -"why am I seeing this?" link to show source of ad & how they're being reached -users can opt out of seeing ads -ad preferences

advertising on FB

2019 - expected to account for 11.3% of all US ad spending, compared with 10% for print -best ROI (said 96% of SM marketers) -most popular (93% of marketers use FB)

instagram advertising

2nd most popular for advertisers mostly younger demographic must have a facebook page

Social Media Advertising

A form of online advertising that uses social media channels to deliver targeted commercial messages to potential customers.

youtube ad types

TrueView video ads - advertisers don't pay unless watched or interacted with; --2 types: in-stream - plays before, during, or after other videos video discovery - videos are promoted in places like next to related videos, part of a search result, or mobile homepage, thumbnail with text bumper ads - 6 sec or less, play before, during, or after other videos; no option to skip outstream ads - mobile only, play on partner websites & within apps; tap to unmute; only charged when more than half of ads screen space is shown for more than 2 sec sponsored cards - small rectangular ads that appear within video while playing overlay ads - 480x70 image ads overlaid on bottom of player on watch pages display ads - only on desktop, to the right of video player in corner of screen

linkedin bidding

ads sold through auction; amount paid is based on budget can set daily budget, total budget, or set bids (max amount willing to pay for clicks, impressions, or inmail)

goal based bidding (snapchat)

allows brands to bid on a goal relative to total impressions, video views, swipe ups, shares, or installs. snapchat automatically suggests an amount based on average platform performance delivered at lowest cost to users who are most likely to take the chosen action

CPM (cost per thousand)

amount it will cost to reach 1,000 people $2.50 - SM

twitter ad objectives

app installs followers tweet engagements promoted video views, website clicks/conversions, app re engagements, awareness

snapchat ad objectives

awareness - branding consideration - app installs, traffic, engagement, video views, lead generation conversions - app conversions, website conversions, catalog sales

FB advertising objectives

awareness - generate interest in product or service consideration - get people to think about brand & look for more info (includes website traffic, app downloads, video views, collect leads/engagements on posts) conversions - encourage purchase or use of a product or service

retargeting stages

awareness - videos, blog, tip sheet, infographic, articles, guides, tutorials, interviews, podcasts, ed. content, whitepaper, expert content interest & desire - customer testimonial, advanced ebook, case study, demo video, product spec sheet, expert guide, webinar action - free consultation, free trial, pricing page, live demo, estimate or quote, coupon

pinterest bidding

bids placed on: -traffic campaigns - brands set max CPC bid -awareness campaigns - the max CPM a brand is willing to pay (cost per 1000 impressions); includes video campaigns -promoted app pin campaigns - brands set target CPI (cost per install), pinterest automatically optimizes for most likely users to install the app -keyword level bidding - for when ads show in search results

twitter bidding

priced using an auction model (cost depends on type & what others targeting same demographic bid) automatic bidding - ensures bid is optimized for best results for lowest price within budget maximum bidding - manually select how much a click or engagement is worth target bidding - brands set a target for cost per link clicks & twitter will optimize the bids to achieve a daily avg. cost that meets or beats the target

twitter ad types

promoted account - ad that invites users to follow a brand promoted trend - most talked about subjects on twitter, brand hashtag promoted for 24 hrs promoted tweet - appear directly in timelines at a specific time that's been bid on, clearly labeled as promoted

pinterest ad types

promoted pins - paid to appear in target audience timelines promoted video pins - paid videos to catch attention promoted carousels - use up to 5 images to swipe through one-tap pins - take people straight to the source where content originated promoted app pins - IOS apps can be downloaded directly from pin

youtube analytics

provides additional data on how audience is reacting & interacting with videos

campaign dashboard (twitter)

provides detailed analytics on ad performance track impressions, results tied to ad objective, website visits, link clicks, engagement, cost per results

types of snapchat ads

snap ads - full screen, 100% viewable, audio on by default (drives web views, app installs, long form videos) filters - advertise a physical location (ex: disneyland banner at bottom of photo) AR lenses - very expensive, appear when photo is taken in app, cover large target market (ex: dog ears) collection ads - showcase a series of products, purchase with a tap story ads - series of snaps with sponsored Discover tile that lives alongside popular content tailored to user preference

linkedin ad types

sponsored content - promote company updates in newsfeed; 3 formats: single image, carousel, & video sponsored inmail - delivers personalized messages to linkedin inbox; offers seamless prefilled lead generation forms to serve as call-to-action text ads - appear on the right-hand section on linkedin desktop; headline, description, & 50x50 image dynamic ads - target decision makers & influencers; personalized & customizable creatives

FB Ads Manager

tool to create FB & instagram ads -create & run ads -target ads -set ad budgets -analytics

snap ads

video live cinemagraph gif style still image

advertising objectives

what they want people to do when they see the ad ex: visit website, watch a video, etc. -objectives should align with the overall marketing goals of the organization

snapchat bidding

works on bidding strategy, brands input daily budget & bid based on goal