Live from SMX Advanced: What’s Hot with Paid Social

By Janet Driscoll Miller | Jun 12, 2013
More Articles by Janet

What is paid social? Why is it a good option for marketers and what are the options available? This panel featured Jeffrey Jewett of Optify, Jennifer Wong of HasOffers, Marty Weintraub of Aimclear, and Adam Berke of AdRoll who answered those questions.

Jeff Jewett

Jeff was up first and discussed his role as a lead generation marketer at Optify. He shared his successes at Optify using Twitter, which he was clearly excited about as an advertising channel.

Jeff started off by sharing some of the social media advertising channels he’s tried. He said that display ads on LinkedIn (LinkedIn Marketing Solutions) are a great option because they offer API integration with Slideshare and other sites that can help you produce dynamic ads. But the minimum insertion order is $15,000/quarter, and that can be a large investment for small companies.

Jeff also touched on Facebook retargeting as an option. There are several third party vendors you can use to participate in Facebook retargeting, but some of these third party vendors do also have minimum insertion order amounts, so watch for that.

Essentially, as a lead generation marketer, Jeff sees a great emphasis today on high quality leads. Most of Optify’s leads come from social media ads and he believes Twitter is the best option for B2B marketers.


So what are the latest options for advertising on Twitter? Jeff was very excited about Twitter’s lead generation cards:

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These cards also allow for hidden form fields, allowing you to pass valuable campaign data through the form to your back end CRM or marketing automation system.

Optify created a guide to the Twitter lead gen cards at this link:

Jennifer Wong

Next up was Jennifer Wong of HasOffers. Jennifer started off by asking why marketers would want to use paid social:

  • It’s on demand. Start and stop at any time.
  • It shows immediate results.
  • It’s highly flexible and scalable.
  • It has a high degree of targeting.

Next Jennifer focused on the key process to use when using social advertising and shared five main steps:

  1. Define the target buyer.20130611_140148
  2. Set goals and metrics. Make sure you set measurements according to your goal for the funnel.
  3. Choose your networks and ad types. Options include:
    • Facebook Marketplace Ads, such as promoted posts
    • Facebook Sponsored Stories
    • Twitter Promoted Tweets and Timelines
    • Twitter Promoted Tweets and Search
    • Twitter Promoted Accounts (good for building followers)
    • Twitter Promoted Trends
    • LinkedIn Text Ads
    • LinkedIn Display Ads (LinkedIn Marketing Solutions)
  4. Plan, set up and execute campaigns.
  5. Share your success.

Jennifer finished by discussing tools, and there are really too many to list! Tools you use depend on the goal and what you want to measure. She shared this graphic from Luma Partners of the Social Lumascape to illustrate all of the tools available:

SOCIAL LUMAscape from Terence Kawaja
Marty Weintraub
Next up was the incomparable Marty Weintraub. Marty covered social content distribution. You’re spending a lot of time, effort and money creating content — why not give it the most visibility possible?

Marty began by discussing the importance of content in the marketing mix. Content drives SEO, likes and conversions. Essentially it is the tie that binds much of our marketing efforts together. But there are problems with using solely organic content distribution. For example, Facebook doesn’t always show your content to all of your friends, and Facebook is also expanding paid content to give it more visibility than organic.  Twitter requires that your followers see the content at the time it is shared and is also regulating how it shows paid versus organic.

So what’s the answer? Also use social advertising to get exposure for your content.

Adam Berke

The final speaker on the panel was Adam from AdRoll. Adam focused on the Facebook Exchange, the way that advertisers can retarget using ads in Facebook.

Adam started off by stressing that website owners have a wealth of data available to them — data that is highly indicative of visitor intent by the pages they visit and the actions they take on a website. This data is incredibly valuable and can be harnessed via retargeting.

While AdRoll is the largest retargeting platform, Facebook had been a “blind spot” — retargeting wasn’t available on this platform which held the promise of access to the largest inventory available on the web.

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Facebook Exchange provides retargeting inside of Facebook for retargeting those that have visited a marketer’s website. How is it working so far?

2013-06-11 18.02.09

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What’s next for Facebook Exchange? Facebook recently launched retargeted ads in the newsfeed on a cost/insertion basis.

  • Click through rate is 1904% higher than retargeting on the web and 5171% higher than right hand side of Facebook retargeting (normal Facebook ad placement)
  • Cost per click is 75% lower than retargeting on the web and 53% lower than Facebook retargeting ads on the right side.
  • Cost per acquicsition is 63% lower than retargeting on the web and 10% lower than Facebook retargeting ads on the right side.

Originally, Adam thought that the newsfeed ad might take clicks away from the right hand side ads, but in fact it just added to the clicks that the right hand side ads received:

2013-06-11 23.22.24

Facebook Exchange also allows for dynamic creative, allowing advertisers to programmatically retarget as well.

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