Social Advertising: I ll Click on That!
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1 Social Advertising: I ll Click on That! Erica Sietsma, Vice President, Business Development Digital Air Strike New York, NY Erica@digitalairstrike.com
2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service. 2
3 Learning Objectives: What you ll get out of this workshop! The ULTIMATE GOAL of the workshop is to give you the background information and simple-to-use tools to help you construct an effective social ad campaign that will encourage your existing and new customers to click on your ads! In order to achieve this goal, you ll be able to do the following by the end of the workshop: 1. Campaign Goal Setting Identify and select appropriate social advertising goals. 2. The Right Platform + the Right Ad Style Match chosen campaign goals with the best social platform and ad style for reaching those goals. 3. The Right Ad Discover simple tips on creating ad creative and copy that converts. 4. Measuring Campaign Performance Analyze campaign metrics to ensure your campaign is on track to maximize spend and hit your campaign goals. 5. Avoid Common Mistakes Recognize common errors in ad strategy and execution and be able to differentiate between sound and not-so-sound advice from SMEs. How to use this guide: This workbook is a companion guide to the NADA session, Social Advertising: I ll Click on That! presented by Erica Sietsma, Vice President, Business Strategy, Digital Air Strike. Presentation slides that have specific actions that will aid you in the development of your social advertising strategy are indicated on that slide and the associated action template can be found in this guide. For example, Slide 7 has an action plan template indicated and that template is located in this guide. 3
4 1. Campaign Goal Setting In order to create an effective social campaign, it s imperative to know the goal of the campaign. Below are the most common campaign goals for social advertising: Platform Engagement (i.e. likes, comments shares on Facebook) Likers/Followers for your dealership s social page Awareness Campaigns (this would track reach and impressions of a campaign) Event Attendance Website Traffic (clicks to your website or VDPs or service scheduler) New-Car/Used-Car Leads (tracked by one of the following: sitespecific conversion pixels or Google Analytics tags on the lead submission confirmation; Facebook Offer downloads; Twitter Cards) Service Leads/Service Business (tracked by one of the following: Facebook Offer downloads; Twitter Cards; site-specific conversion pixels or Google analytics tags on a service leads form or on confirmation page of service scheduler; tracking promo codes in DMS) Parts/Accessories Leads or Sales (tracked by one of the following: Facebook offer downloads; site-specific conversion pixels or Google analytics tags on a service leads form or on confirmation page of service scheduler; tracking promo codes in DMS) Have you done any social ad campaigns in your dealership previously? If you answered yes to the above, list which sites you used and what the goals of your campaign were: Based on the campaign goals reviewed in the presentation and above, select two you would like to set as goals for a new campaign(s). (Note: You may want to break up and do two campaigns and each may have different goals, i.e. sales may be leads, whereas service may be offer redemption tracked with a promo code on the Facebook Offer) 4
5 Interesting Social Stats Despite discussions around change in social behavior and the addition of new platforms, Facebook is still the dominant platform for every major metric. As of September 2013: 71% of online adults use Facebook 19% use Twitter 17% use Instagram 21% use Pinterest 22% use LinkedIn Source: Social Media Update 2013, Pew Research Center (December 30, 2013). cial-media-update-2013/ Pew Internet Research Trust is an AWESOME source for social media stats and they should be publishing updated stats in January or February of 2015 for 2014! You can use the link above and check the site for updated stats that would show on the right-hand side under Related Articles. YouTube Stats: Nine in ten vehicle shoppers visit YouTube at least once a month they are 20 percent more likely to see your video ads. 47 percent of auto shoppers that watch a vehicle video visit the dealership. Source: YouTube Facebook Stats: 70 percent of B2C marketers have acquired customers through Facebook Source: Facebook 46 percent of car buyers say they saw a local dealership on Facebook Source: Digital Air Strike 2014 Social Media Trends Study Twitter Stats: 67 percent of Twitter users are more likely to buy from brands they follow. Source: Twitter Which of the social sites (Facebook, Twitter, YouTube, Instagram, Pinterest, LinkedIn) do you use at least three times per month? Based on the information reviewed about the top social sites, which are most appealing to you for social campaigning? At your next staff meeting, ask your team the same question and see if your dealership matches the national averages (check Pew website for updated stats for 2014). Facebook: % Twitter: % YouTube: % Instagram: % Pinterest: % LinkedIn: % 5
6 2. The Right Platform + the Right Ad Style Match chosen campaign goals with the best social platform and ad style for reaching those goals. Facebook Ad Types and Targeting Facebook has the most robust options for campaign targeting, campaign goals, and ad placement options. While some demographics may not be as strong on Facebook, with 71 percent of the adult population on Facebook, it has the ability to deliver more relevant eyeballs to your ads than any other site. Ad Types (as of Oct. 2014) Liker Ad Website Traffic/Link Ad Website Conversion Ads Page Post Engagement Offer Ads Mobile App Ad Event Response Ads Local Awareness Ads (new) Targeting Options (as of Oct. 2014) Data Logix Polk data: Purchase intenders, owners Geographic don t just think YOUR zip codes, consider your competitor s zip codes Demographic Interests Life-stage (married, single, etc.) Custom Audiences uploading dealership customer lists. ) Facebook Ad Examples Look-Alike Audience Type: Page Liker Ad Campaign Goal: Increase page likers Format Options: Photo 1,200 x 444px Type: Promoted Post Campaign Goal: Engagement that is defined as likes on your post, comments, shares, and photo views. Format Options: Photo 1,200px 6
7 Type: Website Traffic and Conversion Campaign Goal: Drive website traffic/leads Format Options: Photo 1200 x 628px Type: Event Response Campaign Goal: Generate attendance Format Options: Photo 1200 x 444px Type: Offer Claims Campaign Goal: Drive sales/service through discounts Format Options: Photo 1200px 628px (Unofficial) Type: Local Awareness Ads Campaign Goal: Message customers near your dealership with relevant offers Format Options: Photo 1200px 628px (Unofficial) Type: Click-to-buy Campaign Goal: Transact through Facebook Format Options: Photo 1200px 628px (Unofficial) 7
8 Twitter Ad Types and Targeting Ad Types (as of Oct. 2014) Tweet engagement ads Website clicks or conversions ads App install or app engagements ads Followers ads Twitter cards Twitter Ad Examples Targeting Options (as of Oct. 2014): Geo location Gender Language Interests Followers of your handle or that of a brand or competitor Look-alike Keywords in timeline or search Tailored audiences - database TV DLX Polk owner/intender data coming for dealerships in 2015 Type: Promoted Tweets/Promoted Accounts Campaign Goals: Increase Content Exposure / Gain Followers Format Options: Photo 1,200 x 444px Type: Twitter Cards Campaign Goals: Lead Generation and event registration Format Options: Photo 1,200px 8
9 YouTube Ad Types and Targeting YouTube the second largest search engine following Google, it has more than fourbillion hours of video watched each month and 72 hours of video uploaded every minute. 68 percent of YouTube Ads are made up of automotive, retail, and consumer goods. 47 percent of auto shoppers that watch vehicle videos visit the dealership. Ad Types (as of Oct. 2014) TrueView in-search TrueView in-display TrueView in-stream TrueView in-slate YouTube Ad Examples Targeting Options (as of Oct. 2014): Demographic Topic: Specific websites related to the content of selected topics Keyword Affinity: Categories in interest targeting list Interest: People interested in a product or service similar to your offerings. Remarketing: Cookies site visitors and enables advertisers to continue to serve relevant ads as visitors browse other sites Type: TrueView in-stream Campaign Goals: Reach users while they are actively watching related content Pricing: Plays before another video on YouTube. Pay only when viewers watch 30 seconds of the ad, or to completion, if the ad is under 30 seconds. Type: TrueView in-display and in-search Campaign Goals: Reach users when viewing pages of similar interest/topic Pricing: Pay only when viewers click on your video ad and begin watching your video. 9
10 Ad Matrix Cheat Sheats Match your goals with available ad platforms, ad style and targeting. Ad Campaign Goal Facebook Twitter YouTube Content Engagement Build Audience Increase Awareness Sales and Service Website Traffic Event Attendance Sales and Service-Lead Generation Video Ads Discounts and Offers Targeting Option Facebook Twitter YouTube In-market Targeting (2015) Owner Targeting (2015) Demo Targeting Interest Targeting With Topics Geo-targeting Keyword Targeting Now that you have learned more about the ad platforms, ad types and targeting options, time to design your campaign (s). Below, select your platform (s), ad type (s) and targeting options based on the original goals you chose on page 4. Platform(s): Ad Type(s): Targeting Options: 10
11 3. The Right Ad Now that you have your ad type and targeting options selected, time to create your ad! Creating the right ad means mixing good copy with eye-catching imagery and a call to action! Strong Offer/Message: You want to have copy that gives the user a REASON to click on the ad! Eye-Catching Imagery: Make sure your images are attractive to look at and catch the eye. Facebook has rules around how much text can be on an image, so beware. Call to Action: Despite popular opinion, people like being told what to do, so give direct present-tense instructions both in your copy and in your ad buttons. o Examples of good calls to action: RSVP Now, Click Here, Shop Now, Book Now. Strong Offer Eye-Catching Imagery Call to Action Write out one or two potential offers or ad messages you would like your ad to include: What are some images you could use to support your offer/ad? (Write out descriptions, i.e. interior) What calls to action will you use for your ad(s)? 11
12 4. Measuring Campaign Performance Analyze campaign metrics to ensure your campaign is on track to maximize spend and hit your campaign goals. Measurable campaign metrics: Plan End results leads, visits, likes/follows Reach Website traffic Impressions Activities/comments/shares/link clicks Cost-per-click/engagement Improve Analyze Collect Your Data Find Industry Data **Circle the level of tracking below which best fits your dealership s expertise level Level Tools Data/Metrics Pros/Cons Beginner Facebook Insights Reach Twitter analytics Adwords for video Impressions Frequency Clicks Actions CPC CTR CPM And many more Pro: Simplest method as doesn t require installation of any tags/pixels on website. Con: Only provides platform ad metrics Con: Limited website metrics Con: Limited conversion-attribution window (28 day) Intermediate Google Analytics: ics/gallery/#landing/start/ o Must tag all links with UTM parameters: Source, Medium, Campaign, Content Facebook and/or Twitter conversion pixels for tracking lead submission on website Native ad managers (i.e. Facebook insights) GA: All website metrics for campaigns (VDPs, Leads Submissions, etc) Reach Impressions Frequency Clicks Actions CPC CTR CPM And many more Pro: More robust and holistic data Pro: Enhanced ad features like retargeting and look-alike audiences Con: Reference multiple sites (i.e. Google Analytics and Facebook) Con: More complicated than beginner as the analytics and con Advanced Cyfe all in one dashboard All data above in one place Pro: Custom dashboard which imports Google Analytics, Twitter and Facebook activity. Con: Users must have deep understanding of tagging, goal set up, audience segmenting data exports, and conversion setup. 12
13 5. #ADSFAIL: Avoid Common Mistakes Common mistakes include: Improperly sized images that look stretched, squished or too much cropped off. These are not appealing to the eye and convert at a lower rate. Facebook won t allow too much text on the image, so make sure more than 20% of image isn t covered by text. Promoting posts and doing display/timeline ads simultaneously and targeting the same group of people. Drives price up! Targeting the entire country you ll waste money on people who will never be clients and eventually deactivate from your page. Poor or no call to action ads won t convert as well. Ad exhaustion don t keep running the same ads month-in and month-out, your conversion will bottom out. Ad overexposure don t run the same ad across every single medium. Be careful of agencies running the same ad for all of their clients in your area. Customers will tune out. If you have run any social ads campaigns before now, have any of the above happened? 13
14 Summary: Launching Your Social Ad Campaign Step 1: Set achievable campaign goal(s). Campaign(s) goal(s) page 4: Step 2: Select the social platform(s) and the appropriate ad type per platform to reach your goals. Write in what you chose on page 10. Platform(s): Ad Type(s): Targeting Options: Step 3: Design ad with strong offer or message, compelling imagery and a call to action Write in what you chose on page 11. Offer(s) or Message(s): Image idea(s): Call to Action: Step 4: Launch campaign Step 5: Measure campaign success and optimize/adjust as needed Which level of metric tracking did you choose? What metrics will you track most closely? (Hint: it should include the goals from Step 1, but doesn t need to be limited to just those goals) Step 6: Learn from campaign and make next one even stronger What will you change in your next campaign? 14
15 In-House Versus Agency If you are running social ads currently, who is managing it for you? A dealership employee, an agency or a consultant? The chart below helps to call out some of the pros/cons of in-house versus an agency. Time Experience/ Know-how Money In-House Not a full-time job for someone, but may be too much for someone responsible for all digital. You ll need someone who knows the sites inside/out (or is a quick study and open to continual learning) plus understand reporting/website implementation. Ad-spend plus employee s hourly rate Agency Agency reduces the time your team has to spend worrying about any social campaigns. Most agencies will have some experience with social ads, but want to choose one that has a team dedicated to social ads. Ad-spend plus commission/production fee If you opt for an agency, below are some pointers in selecting an agency partner: Average management fee/commission should be between 25 to 40 percent; the more the agency does, the more can be commanded in a production or management fee. o Examples of enhanced services: creative design, campaign strategy, enhanced reporting (Google Analytics), landing pages/submission forms, conversion pixel tracking, multiple ad network (Facebook, Twitter, YouTube, etc. each requires different ad sizes, so it s additional work). o If company runs display ads for you, then they should be on the lower end of the commission spectrum. Be wary of large display agencies that say they do social most just use retargeting and don t do social specific campaigns. o Ask how many team members are dedicated to social advertising. If you have multiple agencies (which is common), ask them to all work together behind the scenes. Send intro s between them. They should not charge extra for this and should be happy to work together to better serve you. o Joint monthly calls is a great way to review your monthly ad strategy with all of your agency partners on one call. 15
16 Case Studies 16
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19 Puklick is in rural North Dakota! Helpful links Facebook Ads: FB Conversion Pixels: Twitter Ads: Youtube: Google Analytics: Cyfe Social Advertising: I ll Click on That! Erica Sietsma, Vice President, Business Strategy, Digital Air Strike erica@digitalairstrike.com Cell:
Social Advertising: I ll Click on That!
Social Advertising: I ll Click on That! Erica Sietsma VP, Business Development Digital Air Strike New York, NY 206-707-3320 erica@digitalairstrike.com @digitalairstrk #dasnada2015 1 2 CASE STUDY: Social
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