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Twitter Chat: PPC & Facebook Advertising in 2017- Transcript & Summary

Twitter Chat: PPC & Facebook Advertising in 2017- Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 25th April 2017.

Madalyn Sklar hosted a Twitter Chat with Ed Leake around the topic of “PPC & Facebook Advertising in 2017”

Details of our next Twitter Chat:

Topic: Personal Branding: What, why and how?
Guest: Dan Knowlton – Writer, Speaker & Co-Founder of KPS Digital Marketing
Date & Time: Tuesday, 2nd May 2017, 6.00pm EDT
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Sue B Zimmerman.

Questions

  1. PPC (Pay Per Click) Marketing often gets associated purely with Google Adwords. What are some other popular PPC platforms?
  2. Paid advertising doesn’t run itself. Why is it important to monitor and tweak your ads?
  3. As a rule of thumb, should I focus on spend or conversions?
  4. In your opinion, which 3 Facebook Ads metrics are the most important and why?
  5. Facebook also rank ads based on their ‘Relevance Score’. What is this and how can you secure a high score?
  6. How do businesses best determine their ideal budget for Facebook ads??
  7. What are some common mistakes people make when setting up Facebook Ads?
  8. What does the future of Facebook advertising look like to you? Where do you think people should focus their budgets?

Q1) PPC (Pay Per Click) Marketing often gets associated purely with Google Adwords. What are some other popular PPC platforms? #SocialROI pic.twitter.com/xURBLeflDs
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A1: Search ads are predominantly Google AdWords but don’t forget @BingAds, cheaper CPC + higher age demographic = lower CPA! #SocialROI pic.twitter.com/4tA1Deucsp
— Ed Leake (@EdLeake) April 25, 2017

A1: Don’t forget the more visual platforms, particularly for content. Yep – pay to promote content – warm people up to your brand #socialroi pic.twitter.com/SWOpmJaPYX
— Ed Leake (@EdLeake) April 25, 2017

A1: Retarget people – but watch you don’t overdo it! Refresh the message or take a break every 5-10 days #socialroi pic.twitter.com/S1QGM4EhtH
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

A1 PPC usually means Google AdWords or Bing Ads, but Facebook, Twitter, and even websites use PPC ads. They’re everywhere! #SocialROI pic.twitter.com/5G6tIh2WC3
— Flavia Logsdon (@flaviacat03) April 25, 2017

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Q2) Paid advertising doesn’t run itself. Why is it important to monitor and tweak your ads? #SocialROI pic.twitter.com/hlmpN9spVO
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A2: Have a process (e.g. AdWords >https://t.co/ekaIunkExt), stick to it and be consistent with your actions #socialroi pic.twitter.com/3brf0gF3iw
— Ed Leake (@EdLeake) April 25, 2017

A2 Performance isn’t constant. It’s an auction with lots of moving parts. Plan your goals + keep it tight before you scale #socialroi pic.twitter.com/PaUjf3LfHR
— Ed Leake (@EdLeake) April 25, 2017

A2 The more targeted the audience, the quicker you saturate them. Keep refreshing ads or give them a break (avoid high frequency) #socialroi pic.twitter.com/BVXesbNHPd
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

@ManageFlitter A2) WHO WANTS TO SPEND TOO MUCH MONEY? #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 25, 2017

A2) Funny question because I think the future is that paid advertising will run itself. The computers always win. #socialroi #AI https://t.co/tdWaFHyvjN
— Dan Gingiss (@dgingiss) April 25, 2017

A2: One of the biggest benefits of PPC is the ability to optimize campaigns in real time. Small tweaks can have big effects. #SocialROI
— Mallie Rust (@malliefe2o3) April 25, 2017

@ManageFlitter @EdLeake A2) Failing to monitor and tweak effectively will result in inefficient campaigns wasting serious amounts of money #socialroi #ppcchat
— Gil David (@Gil_RunDMG) April 25, 2017

A2 Putting any system on autopilot is unwise. You need to monitor performance to ensure it meets your intent. Tweak where needed. #SocialROI
— Jim Katzaman (@JKatzaman) April 25, 2017

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Q3) As a rule of thumb, should I focus on spend or conversions? #SocialROI pic.twitter.com/7YPy3TZmBG
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A3: What’s your goal? Direct action/sales, focus on your CPA (cost per acquisition) #socialroi pic.twitter.com/iyr3K4VcQL
— Ed Leake (@EdLeake) April 25, 2017

A3: Is your goal brand building? Clicks (spend) to content and lead capture, warming people up to your message #socialroi pic.twitter.com/AUhxLGxT7N
— Ed Leake (@EdLeake) April 25, 2017

A3: In other words, have a clear goal, work backwards from conversion cost and factor in your budget #socialroi pic.twitter.com/eP9lN3HUuG
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

@ManageFlitter A3) Conversions I would say, though of course spend is also important to keep in control. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 25, 2017

A3. Prioritize on conversations & supplement by spending. #SocialROI
— Ai Zhang (@aiaddysonzhang) April 25, 2017

A3 Focus on the conversations. Because if you’re not engaging people you’re wasting money #socialROI https://t.co/ta9DssyIhZ
— Jade Alberts Consult (@Jade_A_Consult) April 25, 2017

A3: Focus conversions first and once traffic is up, you can really start seeing the results when you make tweaks. #SocialROI
— Flavia Logsdon (@flaviacat03) April 25, 2017

@flaviacat03 A3) agree 100%. Then once you see what is converting, increase the spend if necessary and hit it while it’s hot #socialroi
— Gil David (@Gil_RunDMG) April 25, 2017

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Q4) In your opinion, which 3 Facebook Ads metrics are the most important and why? #SocialROI pic.twitter.com/5KRmwqqlsZ
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A4: CPA – cost per acquisition, be it a video view, click or conversion – know your ROI! #socialroi pic.twitter.com/INEHECLMoJ
— Ed Leake (@EdLeake) April 25, 2017

A4: CTR – click-through rate of LINKS on your ads because it tells you people like your Ad and so will the Ad platforms #socialroi pic.twitter.com/j5I4t6yGoB
— Ed Leake (@EdLeake) April 25, 2017

A4: Frequency – tells you how often people see your ads + how saturated. Over 5 is going sour, 10+ is bad news #socialroi pic.twitter.com/Z3WcWCGbf4
— Ed Leake (@EdLeake) April 25, 2017

A4: WORST metric, Facebook ‘video views’ which by default are 3 seconds, a pretty useless vanity metric #socialroi pic.twitter.com/fEDYQ47S0x
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

A4: Depends on your goals. The best metrics for awareness campaigns aren’t the best for conversion/sales campaigns. #SocialROI
— Mallie Rust (@malliefe2o3) April 25, 2017

A4: CPA is the most important to me. I review all of them #socialroi https://t.co/bgC6v2vZbN
— Jade Alberts Consult (@Jade_A_Consult) April 25, 2017

A4 Don’t get distracted by “vanity metrics” such as likes/reach/relevance. Stick to impressions, frequency, and link clicks. #SocialROI
— Flavia Logsdon (@flaviacat03) April 25, 2017

A4 – Click Through / Action / Leads would be most important for me. Want to engage and deliver. #SocialROI
— Scott Donald (@scottgwd) April 25, 2017

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Q5) Facebook also rank ads based on their ‘Relevance Score’. What is this and how can you secure a high score? #SocialROI pic.twitter.com/7bHyWdHsEw
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A5: Relevance is a scale of 1-10 with 10 being the most relevant. Based on pos/neg ‘feedback’ to your ad (people taking action) #socialroi pic.twitter.com/oIXYX6YuRK
— Ed Leake (@EdLeake) April 25, 2017

A5: Aim for 7+ relevance but don’t worry too much if your CPA is where you want it, your goal metric is far more important #socialroi pic.twitter.com/0uR8VbGN1M
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

A5: Relevance score measures how relevant your ad is to your audience. Not sure about best ways to increase it. #SocialROI
— Mallie Rust (@malliefe2o3) April 25, 2017

A5 VIDEO!!!!!! When your ad is being viewed a lot you have a higher score and they promote it. Costs less b/c it’s seen more #socialroi https://t.co/F6VOXRU1y4
— Jade Alberts Consult (@Jade_A_Consult) April 25, 2017

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Q6) How do businesses best determine their ideal budget for Facebook ads? #SocialROI pic.twitter.com/gzWo1zc4nl
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A6: Optimise for lifetime value of your customer – use average order value as your max CPA target #socialroi pic.twitter.com/SKLIc8Y7pR
— Ed Leake (@EdLeake) April 25, 2017

A6: Then, work out how many new customers you want, multiple your CPA by that number = ideal your budget #socialroi pic.twitter.com/URKOb95n3g
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

A6) Ideally by comparing relevant KPIs to other #marketing channels. Can’t treat social as a vacuum. #SocialROI https://t.co/OHCuWKKjud
— Dan Gingiss (@dgingiss) April 25, 2017

A6 This depends on your time window, your goals, your current presence, etc. Some places suggest about $1 per Facebook fan. #socialroi
— Flavia Logsdon (@flaviacat03) April 25, 2017

@ManageFlitter A6) Keep going slowly increasing it until it doesn’t make you money any more. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 25, 2017

A6) Usually related to desired returns – e.g If they are selling a product worth £100 and want to sell 100 units, what ad% is ok #socialroi
— Gil David (@Gil_RunDMG) April 25, 2017

@ManageFlitter @EdLeake A6.- I say: You’ll spend $300 on a print ad with no traceable ROI but you are still just $25 on Facebook and getting nervous. #socialroi
— Brandie Peters (@brandiepeters_) April 25, 2017

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Q7) What are some common mistakes people make when setting up Facebook Ads? #SocialROI pic.twitter.com/H51puRN6Vg
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A7: Not tracking properly is a sin! Setup Google Analytics, Facebook Pixel and use UTM parameters on your links #socialroi pic.twitter.com/3FMlkTycPE
— Ed Leake (@EdLeake) April 25, 2017

A7: Going too broad and large too soon. Big audience comes later AFTER you’ve understood what works #socialroi pic.twitter.com/YO0YljQgBH
— Ed Leake (@EdLeake) April 25, 2017

A7: Not paying attention to frequency is killer! #socialroi pic.twitter.com/DtLbH2Trgv
— Ed Leake (@EdLeake) April 25, 2017

A7: Cherry pick first (low-hanging fruit), your current audience and website visitors via the Pixel #socialroi pic.twitter.com/slWwwQkU2O
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

A7) not drilling down on their buyer personas and targeting audiences that are far too broad #socialroi
— Gil David (@Gil_RunDMG) April 25, 2017

@ManageFlitter A7) Broadly targeting based on general demographics; salesy ads; not learning the platform. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 25, 2017

A7: You need to know what works before you go too hard and fast. Learn more about what your numbers say and mean! #SocialROI
— Aashi Mital (@PivSolutionsCEO) April 25, 2017

A7: Setting up a campaign and not checking in. Optimization is critical for success. #SocialROI
— Mallie Rust (@malliefe2o3) April 25, 2017

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Q8) What does the future of Facebook advertising look like to you? Where do you think people should focus their budgets? #SocialROI pic.twitter.com/n6wzQXjQdG
— ManageFlitter (@ManageFlitter) April 25, 2017

Guest Answers

A8: More Messenger based ad technology based around conversations and bots #socialroi pic.twitter.com/cOJoi0bUeg
— Ed Leake (@EdLeake) April 25, 2017

A8: Targeting Groups with ads, to place your message in communities that fit your interests #socialroi pic.twitter.com/3T8zwYuGZJ
— Ed Leake (@EdLeake) April 25, 2017

A8: Pixel targeting to the next level, as more data is fed in to the machine and targeting becomes laser-focused #socialroi pic.twitter.com/ull3yOQTjc
— Ed Leake (@EdLeake) April 25, 2017

A8: Virtual Reality, mid-roll video engagement ads, stories and live video will become part of the fabric of Facebook #socialroi pic.twitter.com/7KJVFH8Bxq
— Ed Leake (@EdLeake) April 25, 2017

Other Answers

@ManageFlitter A8) It’s running out of advertising space. Groups will be the next area, and FB Live ads. #socialroi
— Tim @ Stoneham Press (@StonehamPress) April 25, 2017

A8) I’ve been saying for a while that Facebook will = social media marketing soon. No other social channel really compares. #socialroi https://t.co/jEE48J7cKP
— Dan Gingiss (@dgingiss) April 25, 2017

A8 In my crystal ball, I see more messenger ads, mid-roll video ads, stories, and soon… virtual reality videos (get excited!) #SocialROI pic.twitter.com/yEibqYmeVC
— Flavia Logsdon (@flaviacat03) April 25, 2017

A8: I foresee branded chatbots getting very popular, especially as the AI improves. #SocialROI
— Mallie Rust (@malliefe2o3) April 25, 2017

We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 2nd May 2017, 6.00pm EDT.

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