Maximizing Twitter and Facebook Ads for Lead Gen, Engagement & ROI - #SESNYC

Page 1√ #SESNY | @Jenerationy

New York| March 25–28, 2013 | #SESNY

Maximizing Twitter Ads for Lead Gen, Engagement & ROI

Jennifer WongMarketing, HasOffers

[email protected]@Jenerationy

#SESNYNew York | March 25–28



TRAFFIC

Website Leads

Offline LeadsPurchased Leads

OutboundInbound Where Do Leads Come From?

Core Website

Directories

Blog

Mentions, links, referralsPPC

Press coverage

Search Engines

Paid directories

Social Media

Retargeting

Viral content

Referrals

Events

Purchased lists3rd Party Lead Vendors

CRM

Display

Social Ads

Content Syndication

Webinars

Email

Affiliates

LANDING PAGES



The Two Types of Social Media

ORGANIC• Grow your community• Resource intense: time• Longer time to see

results• More trustworthy• High quality

PAID• Optimize your budget• Resource intense:

time and money• Immediate results • Greater reach• Targeted placement



Fans, Friends, Followers are NOT

Leads



Know Your Target Audience…On TwitterTarget Audience

Pain Point

Solution

Search Queries

Hashtags

Call-to-Action

Small size company owner in North America looking for a marketing software for their business

Need to drive more demand, need to streamline reporting, need more granular tracking capabilities

Content includes overview, description, review and testimonial, as well as demo or trial

Marketing software, how to drive more leads, how to acquire more customers

#inbound, #content, #onlinemktg

Free trial, purchase now, compare products, download whitepaper



Promoted Account

Shown in the Who to follow section – first position

Charged on a cost per follower (CPF) basis



Promoted Account

Build your follower base by targeting users with particular interests and influencers of specific interests.



Promoted Account – The Set Up

Target interests that align with your content/product/service

Target users that are influential about your product/service



Promoted Account

“Include users like my followers” - If you have a

followers base that is on target, check this box.

- If you don’t have the right audience, don’t check this box.



Promoted Account

Specify what geographic locations are important.

Where do you do business?



Promoted Account

Is your product/service gender bias or neutral?



Promoted Account

Check your projected reach based on your targeting settings and bid



KILLER OFFER

Download the

Study

Sign up for

newsletter

KILLER OFFER

Fill out the

Survey

Click for a Promo Code

NEXT OFFER

Sign up for our

Webinar

Purchase Now

FUTURE OFFERS

Request a Demo

Enter Sweepstakes

KILLER OFFER

LANDING PAGE

THANK YOU PAGE

THANK YOU EMAIL

EMAIL TEMPLATE FOR SALES

Plan, Set Up, and Execute Campaigns



Types of Offers

• Premium content • Special assessment• Discount code• Sample• Webinars• Events• Exclusive deals• Preview access



Creating Offers• Use search keywords

in your copy• Placement of link • Use relevant hashtags• Ask a question• Present a solution• Address their pain

points• Include a picture or

video• Promote gated

content



Good vs. Bad Offers



Killer Offers Need Killer Landing Pages

13.9% 7.9%



Campaigns

There are three types of campaigns you can run:• Promoted Tweets in search• Promoted Tweets in timelines• Promoted Trends

For each campaign learn:• What is it• When is it best to use• How to set it up• Best practice for targeting



Promoted Tweets in Search

Use Promoted Tweets in Search to reach an audience interested in a specific topic

Promoted Tweets are ordinary Tweets that show up at the top of relevant search



Promoted Tweets in Search – The Set UpSelect keywords that are relevant to your offer

Put them in quotations if you want exact match, you can target @usernames as keywords

Check which organic search terms are driving the highest quality visitors to your site and to determine your targeting criteria




Specify what geographic locations are important.

Where do you do business?




Choose which devices to display on

If you care about form completions choose desktop only so you don’t waste money on non conversions*



*Device Targeting Experiment• Promoted Tweets in Timeline• 24 hour

Campaign spend

Cost per Engagement

Engagement rate

Impression Count

Engagement # of Leads Cost per Lead

Targeting iOS &

Android

$640 $1.09 .85 69575 589 30 $21

Targeting Desktop

$245 $1.49 .49 33590 165 15 $16

Higher engagements and impressions when target iO & Android devices

Lower cost per lead when targeting Desktop




Is your offer gender bias or neutral?




Choose your conversion optimized tweet with the content that aligns to the search terms



Promoted Tweets in Timelines

Use Promoted Tweets in Timelines to reach followers who might have missed your organic Tweets and/or users who share similar interests with your followers.

Promoting Tweets to targeting users in their timeline, at scale.



Promoted Tweets in Timelines – The Set UpSelect keywords that are relevant to your offer

You can target @usernames as interests




Include followers?Include users like your followers?*

Control Net New Leads vs. Total Responses



*Followers Targeting Experiment• Promoted Tweets in Timeline• 24 hour

Campaign spend

Cost per Engagement

Engagement rate

# of Leads Cost per Lead

# of Net New Leads

Cost per New Lead

Targeting Followers

only

$830 $.76 .93 72 $11.52 52 $15.96

Targeting Users like followers

only

$745 $.83 .56 65 $11.46 57 $13.07

Targeting users like followers only resulted in more net new leads versus known contacts




Pick specific locations where you do business




Choose which devices to display on

If you care about form completions choose desktop only so you don’t waste money on non conversions




Is your offer gender bias or neutral?




Manual vs. Most recent Tweet

For lead gen – always choose your own



*Photo vs. No Photo Experiment

A linked photo results in 120 percent increase in engagement and 350 percent increase in clicks for a tweet.

Takeaways:- Include a call to action- Make it relevant- Use a URL shortner that is compatible

with Twitter- Make the photo equal 1000 words- Make it interesting



Promoted Trends

With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by advertisers "Promoted."

Paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."



Reporting Success



Reporting Success – Earned Media



Reporting Success – ROI

Lead Profile 683 leads 150 Agencies (22%), 536 Non Agency (78%) 88 Title contains ‘marketing’ or ‘digital’ (13%) 66 Bad Information (10%), 70 out of scope (10%)

Opportunities Profileo 15 Agency – 68%o 7 Non Agency – 31%

Stageo (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0% o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media

Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide (4), T4B Guide (1), organic (1)



Strategy Goals and baseline metrics Content plan Frequency Set and manage budget Track everything – but focus

on the metrics that matter Test, test, test Social nurturing

Checklist for Managing Campaigns



How to Get Started



• The 5 Step Plan to Start Driving Leads from Social Media

• Using Twitter to Increase Reach and Engagement During a Webinar

• Brand Your Twitter Profile to Increase Engagement• Promoted Tweets: Is a Picture Worth 350% More Clicks

?

Additional Resources: Maximizing Twitter for Lead Generation, Engagement & ROI

http://socialmediatoday.com/jenerationy/788616/5-step-plan-start-driving-leads-social-media




http://www.optify.net/inbound-marketing/how-to-use-twitter-to-increase-reach-and-engagement-during-a-webinar




http://socialmediatoday.com/jenerationy/1218576/design-specs-brand-your-twitter-profile-increase-enagement

http://searchenginewatch.com/article/2249549/Promoted-Tweets-Is-a-Picture-Worth-350-More-Clicks

http://searchenginewatch.com/article/2249549/Promoted-Tweets-Is-a-Picture-Worth-350-More-Clicks

JENNIFER WONGMARKETING, HASOFFERS

[email protected] @JENERATIONY /JENERATIONY

Maximizing Twitter Ads for Lead Gen, Engagement & ROI


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