Using Social Ads to Increase Reach and Revenue

On Wednesday February 22nd, Hootsuite hosted a webinar with guests from Mediative and Facebook to discuss “Using Social Ads to Increase Reach and Revenue”. The speakers in the webinar were:

  • Ryan Ginsberg – Senior Manager, Social ads, Hootsuite @rygins
  • Carolina Rivera – Director of Paid Media,, Mediative @CarolinaPPC
  • Vik Kambli, Regional Head, Facebook @Vikkambli

This is a quick recap of the key points that were discussed:

Social Ads Trends for 2017 – Ryan Ginsberg, Senior Manager, Social ads, Hootsuite

It’s getting harder for organizations to reach their fans through Facebook. Only 2% of a brand’s audience sees their organic posts– so, you need a combination of paid AND organic in order to reach your fans. Facebook is surfacing only what it thinks is the most relevant content, rather than ALL content. But less content, means less impressions, less clicks and therefore less leads, which is not good for brands who are trying to increase the numbers of leads.

According to eMarketer, companies have invested $35B in social ad spending – an increase year over year. The trend is definitely towards spending more on social advertising rather than less!

Other than obviously increasing reach in a way that organic postings cannot, social ads also work really well to engage people:

  • Social ads on desktop have an 8.1x higher CTR than normal ads
  • And on Mobile, that number increase to 9.1x higher.

So what is it about social ads – Facebook ads in particular – that make them so effective? Personal data. Social users share personal data, and lots of it. Enough that advertisers can really target social users with ads that are so relevant to them, they can’t resist a click. It’s the power of the data that make it the holy grail for advertisers.

Trend: Social Video Advertising

Video advertising on social media is a growing trend that is not slowing down. As a result, 65% of marketers prioritize use of the platforms that allow video (source: Trusted media brands inc), and in particular, Facebook Live is seen as being ahead of the game. 70% of marketers plan to use social video advertising in the next 12 months (source: Animato)

The role social ads play in a successful social strategy – Carolina Rivera, Director of Paid Media, Mediative

The question we need to answer is, how do we engage with the modern consumer today? It’s not the same as it was 20 years ago, and social media is largely responsible for that. And in order to reach people, advertisers need to be where the consumer is – online, and on social media. Paid search, combined with social media advertising means better results.

So how does a brand integrate social ads into a successful advertising strategy? Where does one start?

Case study: Mediative had an automotive client that wanted to run a tire changeover campaign. We followed these steps to get the best return on their advertising investment:

Define clear goals – without knowing where you want to be, you can’t effectively strategize on how to get there. Specific, measurable goals for what success looks like are critical.

Learn as much as you can about your audience – who they are, where you find them, what are they looking for, how/where do they find content, what motivates them.

Leverage buyer personas – Aberdeen Research found that advertisers can experience a 73% higher conversion rate when personas are used.

For our case study, we created three personas:

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  1. We started with Paid Search ads to reach the people with a high intent to buy
  2. To capitalize on advanced targeting capabilities, we used Facebook ads.
  3. Then to maximize the campaign reach, we tied in programmatic display ads.

Measure and Learn

When you’re reviewing the campaigns, it’s critical to take a holistic view, and measure all relevant actions, identifying trends across all channels, and collecting insights from one channel to apply to another. Optimize your campaigns, and continue to test what works and what doesn’t. Take these learnings into your next campaigns.

From this campaign for our automobile client, we learned that:

  • New micro-audiences were revealed from original personas
  • Performance was driven by weather conditions
  • The “Gearhead” persona converted in store

These takeaways will be applied to the next campaign.

Social ads on Facebook – Vik Kambli, Regional Head, Facebook

“Do not give Facebook a single dollar of your investment unless we’re driving a business outcome” Carolyn Everson. VP, Global Marketing Solutions, CES 2016

When it comes to advertising, there has been a fundamental shift – business can now drive real outcomes by themselves. There are three key areas to think about:

  1. Earn attention on mobile as this is where people are spending their time. Think about how much time YOU spend on your phone? It’s our constant companion. Facebook is leveraging this shift by allowing YOU to be the centre of discovery. According to Facebook, there are 1.79B monthly active people on Facebook, and comScore report that Facebook and Instagram combined account for 20% of all time spent on mobile.
  2. Deliver people-based Marketing at scale. Advertisers now have the tools to be at the centre of discovery – on their phone. Facebook has built a set of ad solutions that means you can meet consumers at every stage of their journey, and drive desirable outcomes at that stage.
  3. Measure your true business value across the customer journey.

Advertiser pain points:

  • Advertising on social has huge benefits, however, spending money effectively is the #1 main point. How, why and where is money being spent?
  • Managing complexity of advertising is the #2 pain point, and this is where Hootsuite can really help to improve ad effectiveness by saving time managing the ads, and connecting organic postings and paid ads.

Audience Q and As

How often should we be rotating our ads on Facebook?

Vik: Everyone is different. Use ads manager to keep eye on the KPIs you care about. If you see a change or drastic decrease in those KPIs, it’s probably time to change the ads – test different creative to see what works best.

How do you measure in-store conversions and link it back to online engagement?

Carolina: Well in-store visits is a Paid Search specific metric that is not available to all advertisers. But for those who are unable to see this they can analyze behaviours that indicate intent to visit the store such as visits from paid search or paid social campaigns to location pages or get direction pages on their site. Also look at the device used when reaching those pages – if the user was on a a mobile device there is a strong chance they visited the store. And lastly, review this data against direct feedback from the client or stores.

Do you have nay advice for a company just getting started with video ads?

Ryan: Think mobile first, and shorter is better. Flaunt your assets. Use multiple variations of the same ad to see what works. Think about audio. A lot of people watch with audio off especially if watching on mobile – so use subtitles, headlines etc. to capture attention even with audio off.

Do you have any tips for creating successful ads on Facebook?

Vik: The power of Facebook is its scale. When creating ads, think broad,. Think of the most important aspects of your personas, then test creative, push your ad spend, figure out what works best, and blow those ads up.

How should I determine the budget distribution between tactics?

Carolina: It all depends on the budget you have available, your audience and your KPIS. For example, in our case study, we maximized search budget because of its high purchase intent, and then spent on Facebook because we could target so well, and then we looked at programmatic display for greater reach – but it very much depends on the budget available, and KPIS.