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M E T A M A R K E T I N G
PA ID SOC IAL AND SEARCH ADVERT IS ING
© 2016 Meta Group
2 META
We truly believe that there is an audience for every brand.
Our goal is to connect you to yours.
© 2016 Meta Marketing Group
At Meta, we understand the landscape for brands and businesses is constantly changing and evolving.
Through ROI-driven results, we can help grow and take your business to the next level.
3 FOCUS OF WORK
© 2016 Meta Marketing Group
Paid SocialSEM/PPC
SEO
DigitalAnalytics
Content
PAID SOCIAL ADVERTISING
5 FACEBOOK
© 2016 Meta Marketing Group
Facebook - The #1 advertising platform for small to mid-size businesses.Approach:
Reach new consumers with Paid Social Use campaign priority lists to capitalize on low-
hanging fruit Top Priority: Users who are in buy
mode/purchasing phase and retargeting dormant users
Mid-Priority: Users who know the brand Low-Priority: Users who have never
heard of the brand (Interest Targeting, Lookalikes)
Maximize ROI through optimizations & testingTactics:
Image and video creative Promoted Posts and News Feed Ads Mobile and desktop newsfeed placements Cost Per Click, Cost Per Impression bidding
6 FACEBOOK TARGETING
© 2016 Meta Marketing Group
Custom Audiences allow targeting by:• Email address• Phone numbers• User IDs• People who have visited your website (Retargeting)• People who have engaged with your ad
Lookalike Audiences:• Target people who are similar to
custom audience• Scale current lists to reach new
potential customers
Facebook offers the most robust targeting option of any advertising platform. The most essential targeting option for brands - Custom and Lookalike Audiences.
• Relationship status• Education level,
college major• Employer, position
• Type• OS version• Wi-Fi connectivity
• Actions taken with sites and apps
• Offline purchase behavior
• Likes, interest, conversations
• Local• Real time
(weather, events)• Seasonality
(mothers)
• Age• Gender• Language• Location
• Customers from your database matched to Facebook profiles
• Friends of fans/users
Demographics Social Status
Device Affinities/Behavior Human Experience
CRM
7 FACEBOOK BIDDING
© 2016 Meta Marketing Group
TWO-PRONGED APPROACH
Brand | Awareness Action | ConversionOptimized for Impressions and Reach
Optimized for Conversions and Clicks
Bid Type You Value You Pay For We Optimize For Best PracticeCost per thousand impression (CPM)
Views Impressions Impressions Best for driving mass awareness and impressions at the cheapest cost. Commonly used for new product launches
Cost per clicks (CPC)
Clicks Clicks Clicks Best for driving actions and conversions. Most commonly used for Direct response campaigns
SEARCH ENGINE MARKETING (PPC)
9 PPC PROCESS
© 2016 Meta Marketing Group
POST-LAUNCH
PRE-LAUNCH
Pay-Per-ClickProcess
PRE-LAUNCH Keyword Research, Match Types Ad Creation, Testing Landing Page Development, Funnel
Optimization Account Structure, Location Targeting,
Ad Scheduling, Device Multipliers, Ad Extensions
Tracking Installation & Testing
POST-LAUNCH
Campaign Launch – Text ads, Shopping, RLSA
Monitor Performance, Bidding, Optimizations, Reporting
Campaign Assessment & Benchmarking Analysis & Feedback
10 PPC STRUCTURE
© 2016 Meta Marketing Group
AdWords Account
Campaign 1 Campaign 2
Ad Group 1.1 Ad Group 1.1 Ad Group 1.1 Ad Group 1.1
Ad Keyword Keyword Keyword KeywordAd Ad Ad
Campaign & Ad Group StructureStructure will be different for each business
• Be as segmented as required• Tightly align keywords and ads• Use website structure as guide• Leverage budgets and GEOs at
campaign level• Stay organized and relevant with ad
groups
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• Time on Site• Page Views• Bounce Rates• Downloads• New Visitors
POST LAUNCH
© 2016 Meta Marketing Group
Monitor
• ROAS – Return On Ad Spend• ROI – Return On Investment• CPL – Cost Per Lead• CPA – Cost Per Acquisition• COS – Cost Of Sale• CPNR – Cost Per New
Revenue
Optimize
12 MULTI-CHANNEL STRATEGY
© 2016 Meta Marketing Group
Search and Social together :• Meta’s Multi-Channel Strategy to Digital Marketing
drives conversions and increases efficiency, making the most of your advertising budget.
• Facebook Advertising dramatically improves Paid Search Return on Ad Spend, Average Order Value, Click-through Rate and decreases Cost per Conversion.
• Leverage Facebook Advertising to drive awareness and site traffic and Paid Search to close the loop when users are ready to convert.
• Activating Facebook campaigns in conjunction with Paid Search makes Search work harder – increasing overall search volume.
Return on
Ad Spend
Averag
e Order
Value
Click-th
rough Rate
Facebook Ads Improve Paid Search Performance
24% AOV
7% CTR
4.5% CPA
30% ROAS
Cost per- Acquisition
WHY META?
14 WHY META?
© 2016 Meta Marketing Group
Value. Results. Commitment. Our holistic approach drives business results by helping you reach and convert potential customers at the right time.
We operate in an agile environment to deliver nimble solutions from strategy to execution that will take your business to the next level.
Let’s get started.
THANK YOU