Setting up Social Ads for Success
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This document provides guidance on setting up paid social media campaigns for success. It recommends: 1) Defining goals and key performance indicators up front. 2) Setting up proper pixel tracking and campaign, ad set, and creative structures. 3) Developing an AB testing plan to test different creative, audiences, and optimizations. 4) Ensuring proper URL tagging and attribution setup across platforms for reporting. 5) Agreeing on a consistent methodology for measuring conversions and attribution.
Setting up Social Ads for Success
- 1. Setting up for Paid Social Success SOCIAL MEDIA DIRECTOR MMI AGENCY | @MMIAGENCY CAITLIN JEANSONNE | @QCAIT
- 2. 2 About Caitlin ⢠Cat lady, pop culture junkie, geek ⢠12 years experience in digital strategy, SEO/SEM, social media #MasterSocialAds | #SMX | @QCait
- 3. 3 Letâs Chat ⢠Campaign Set Up ⢠AB Testing Set Up ⢠Tagging Set Up ⢠Attribution Set Up ⢠Expectations Set Up #MasterSocialAds | #SMX | @QCait
- 4. First things First: What are we tracking?
- 5. What Is The Goal?
- 6. 6 Sample Social Ad Goals Awareness Consideration Preference/ Purchase Retention ⢠Increase visibility to key new audiences ⢠Utilize existing customersâ networks to build awareness through social endorsement ⢠Improve brand perception in consideration set ⢠Reinforce key brand attributes ⢠Educate on service offerings ⢠Drive website traffic and new consumers into the sales funnel ⢠Purchases and conversions ⢠Capture direct customer feedback and market insights ⢠Resolve customer service issues efficiently ⢠Build brand trust and customer loyalty
- 7. 7 Sample KPIs Awareness Consideration Preference Purchase ⢠Reach ⢠Views ⢠Clicks ⢠Content Views ⢠Engagement ⢠Likes/follows ⢠Sentiment ⢠Likes/follows ⢠Shares ⢠Post-click engagement ⢠Coupon downloads ⢠Social listening ⢠Conversions ⢠Coupon Redemption ⢠Tracking Tags #MasterSocialAds | #SMX | @QCait
- 8. Set Up Pixel Tracking Pixel Helper Chrome Extension Is Your Friend
- 10. Take Into Account Your Ad Types
- 11. 11 Stay consistent between platforms #MasterSocialAds | #SMX | @QCait
- 12. 12 Note that Twitter reports on audience variables separately #MasterSocialAds | #SMX | @QCait
- 13. 13 ⢠Use separate Campaigns for different: ⢠Objectives (required) ⢠IO numbers/budget buckets ⢠Marketing campaigns ⢠Within long-term evergreen campaigns: ⢠Campaign type ⢠Month/Quarter for a fresh start Campaign Structure #MasterSocialAds | #SMX | @QCait
- 14. 14 Ad Set Structure ⢠Use separate Ad Sets for different: ⢠Audiences (required) ⢠Think about audiences you want to report on ⢠Specific budget allocation (true AB testing) ⢠Promoted Posts/Pins/Tweets to ensure each gets budget ⢠Months (for campaigns spanning several months) #MasterSocialAds | #SMX | @QCait
- 15. 15 Budget ⢠Facebook minimum is $5/day ⢠Things that affect budget: ⢠Audience size ⢠Audience competition ⢠CTA ⢠Relevance score ⢠Marketing priorities
- 16. 16 Rule of thumb: The more youâre expecting a user to do, the more you should expect to pay #MasterSocialAds | #SMX | @QCait
- 17. 17 ⢠Refresh campaigns in order to: ⢠Avoid ad fatigue ⢠Clear historical data ⢠Too much historical data can âlock inâ your winning ads Start campaigns fresh quarterly #MasterSocialAds | #SMX | @QCait
- 18. Label Clearly (Donât Forget To Include The Year)
- 19. Assume You Will Win The Lottery And Someone Else Will Take Over
- 20. Set up: AB Testing
- 21. 21 ⢠Creative ⢠Ad Unit ⢠Titles ⢠Texts ⢠Links ⢠Audience (Age, Gender, Interests) Things to Test ⢠Location ⢠Placement ⢠Landing Page ⢠Call to action ⢠Ad Type ⢠Bidding #MasterSocialAds | #SMX | @QCait
- 22. 22 Things can get complex quickly #MasterSocialAds | #SMX | @QCait
- 23. 23 ⢠Define by week or month ⢠What will you test ⢠What are you looking to learn? ⢠How long will it take? Create a Testing Plan #MasterSocialAds | #SMX | @QCait
- 24. 24 ⢠Start by developing a baseline with a relatively small budget ⢠Then test factors most likely to affect ROI ⢠Test very different options at first, then hone in on specifics in follow-up campaigns Where to Start #MasterSocialAds | #SMX | @QCait
- 25. 25 ⢠For social generally: Imagery/creative ⢠For complex conversions: Desktop vs. Mobile At right, AdEspresso study of factors most impacting campaign performance: Factors that matter most #MasterSocialAds | #SMX | @QCait
- 26. 26 ⢠Create different ad sets to test with even spend ⢠Wait until you have enough data to make decisions (i.e. a few weeks, 10-20 conversions) ⢠Consider starting optimizing for CPC before optimizing for Conversions More tips for the road ahead #MasterSocialAds | #SMX | @QCait
- 27. 27 If youâre doing lots of AB testing, invest in a tool #MasterSocialAds | #SMX | @QCait Cost per conversion by text version Add to Cart Volume by audience and video asset
- 28. Next: URL tagging structure Adobe, Google Analytics, etc.
- 29. Again: What Is The Goal?
- 30. What Data Is Most Useful? (What Will You Want To Report On Later?)
- 31. 31 Document Your URL Structure #MasterSocialAds | #SMX | @QCait
- 32. Get Everyone In The Same Room Disagree. Hash It Out.
- 33. Think Beyond Current Scope
- 34. 34 A Few Examples #MasterSocialAds | #SMX | @QCait
- 35. Attribution
- 36. Have One Source Of Truth
- 37. And Use Channel Metrics To Optimize On A More Granular Level
- 38. 38 GA will never match Facebook perfectly #MasterSocialAds | #SMX | @QCait
- 39. 39 ⢠Google Analytics = Last-click attribution ⢠Facebook/Instagram = Up to 28 day click/ 1 day view ⢠Twitter = Up to 90 day click/ 90 day engagement ⢠Pinterest = Up to 60 days post click or engagement Attribution varies by platform #MasterSocialAds | #SMX | @QCait
- 40. 40 Note Your Top Conversion Paths #MasterSocialAds | #SMX | @QCait Note that social sometimes comes through as âUnknownâ Expect multiple touch points
- 41. 41 ⢠Agree on conversion window methodology ⢠If reporting all conversions by channel, be up front about inevitable overlap Agree on Conversion Methodology #MasterSocialAds | #SMX | @QCait
- 42. 42 Test major changes one at a time to see how they affect cross-campaign, i.e.: ⢠Add/remove a platform ⢠Budget increase/decrease ⢠Major creative changes Take it one step at a time #MasterSocialAds | #SMX | @QCait
- 43. Key Takeaways
- 44. 44 ⢠Assume you may win the lottery tomorrow and never come back ⢠Put time up front into a testing plan (it will save you in the future) ⢠Think about URL tagging at scale ⢠Use one source of truth ⢠Accept that cross-platform reporting wonât be perfect Key Takeaways #MasterSocialAds | #SMX | @QCait
- 45. Thank You SOCIAL MEDIA DIRECTOR MMI AGENCY | @MMIAGENCY CAITLIN JEANSONNE | @QCAIT