setting up for paid social success - caitlin jeansonne, smx west 2017

Setting up for Paid Social SuccessSOCIAL MEDIA DIRECTOR

MMI AGENCY | @MMIAGENCY

CAITLIN JEANSONNE | @QCAIT

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About Caitlin

• Cat lady, pop culture junkie, geek • 12 years experience in digital

strategy, SEO/SEM, social media

#MasterSocialAds | #SMX | @QCait

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Let’s Chat

• Tagging Set Up

• Campaign Set Up

• AB Testing Set Up

• Attribution Set Up

• Expectations Set Up


First things First: What are we tracking?

What Is The Goal?

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Sample Social Ad Goals

Awareness Consideration Preference/ Purchase Retention

• Increase visibility to key new audiences

• Utilize existing customers’ 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

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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


What Data Is Most Useful? (What Will You Want To Report On Later?)

Set Up Pixel Tracking Pixel Helper Chrome Extension Is Your Friend

Next: URL tagging structure Adobe, Google Analytics, etc.

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Document Your URL Structure


Get Everyone In The Same Room Disagree. Hash It Out.

Think Beyond Current Scope

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A Few Examples


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GA will never match Facebook perfectly


Campaign Structure

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Stay consistent between platforms


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Note that Twitter reports on audience variables separately


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• Use separate Campaigns for different:

• Objectives

• Marketing Campaigns

• Within Evergreen Campaigns:

• Campaign Type

• Month/Quarter

• IO numbers/Budget buckets

Campaign Structure

• Use separate Ad Sets for different:

• Audiences

• Specific Budget Allocation

• Months (for very similar campaigns spanning several months)

• Promoted Posts/Pins/Tweets to ensure each gets budget


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Budget

• Facebook minimum is $5/day

• 38% of organizations spent >20% of their total ad budgets on social in 2015

• Things that affect budget:

• Audience size • Audience competition • CTA • Relevance score • Marketing Priorities

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Rule of thumb: The more you’re expecting a user to do, the more you should expect to pay


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• Refresh campaigns in order to:

• Avoid ad fatigue

• Clear historical data

• Too much historical data can “lock in” your winning ads

Start campaigns fresh quarterly


Label Clearly (Don’t Forget To Include The Year)

Assume You Will Win The Lottery And Someone Else Will Take Over

Set up: AB Testing

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• Images

• Titles

• Texts

• Links

• Audience (Age, Gender, Interests)

Things to Test

• Location

• Placement

• Landing Page

• Call to action

• Ad Type

• Bidding


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Things can get complex quickly


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• Define by week or month

• What will you test

• What are you looking to learn?

• How long will it take?

Create a Testing Plan


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• 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


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• 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


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• 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)

More tips for the road ahead


Attribution

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• 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


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• Last click

• First click

• Linear

• Time Decay

• Position Based

Attribution Models


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In a perfect world…


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• Agree on conversion window methodology

• If reporting all conversions by channel, be up front about inevitable overlap

• Test major changes one at a time to see how they affect cross-campaign

• Add/remove a platform

• Budget increase/decrease

Reporting Attribution, even without an analyst


Key Takeaways

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• Think about URL tagging at scale

• 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)

• Accept that cross-platform reporting won’t be perfect

Key Takeaways


Thank YouSOCIAL MEDIA DIRECTOR

MMI AGENCY | @MMIAGENCY

CAITLIN JEANSONNE | @QCAIT