PEI DIGITAL VIDEO ADVERTISING July 12, 2016

PEI VIDEOS

To download the videos, contact Rex - [email protected]

OVERVIEW & AGENDA We are here today talking about how you can use Facebook as a platform to reach potential recruits using PEI videos. Our main takeaway: How to set up a simple Facebook video ad campaign 1.

Gitwit

2.

Digital Video Marketing Overview

3.

Facebook Campaign Setup

4.

Best Practices

5.

Questions

Jacob Johnson Principal, Strategist

Jeremiah Maloney Executive Producer

WWW.GITWIT.COM

Ben Perrault Campaign Director

A DIGITAL CREATIVE AGENCY

OVERVIEW

DIGITAL VIDEO MARKETING

GOALS Good digital marketing starts with a clear understanding of 1.

Audience - Who are we talking to?

2.

Goal - What are we trying to accomplish? What do we want our audience to do?

EXAMPLE PERSONA Jeremy ●

●

Goal for Jeremy:

Facts

Submit an application for an entry-

○

24 years old

○

Lives in Tulsa

○

Electrician assistant

○

Veteran

Needs/Wants ○

Great overtime pay

○

Challenging work

level service technician position.

JOB BOARD DILEMMA Why can’t we reach and recruit Jeremy using job boards? 1.

Jeremy doesn’t know enough about the position, so he won’t click a listing

2.

He isn’t looking for another job, so he won’t ever see a listing. He’s a passive candidate.

There is another place online that Jeremy spends 20% of his digital time.

FACEBOOK Facebook is an ideal platform for reaching Jeremy (and more) because it has ●

Audience attention - 1 in 5 page views online are on Facebook

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Targeting based on demographics and location

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Video is now the primary content type

POWER OF VIDEO Video has the highest conversion rate of any content type ●

10x more likely to engage (share, comment) with video content than text content

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Videos are stories - 22x more memorable than facts

Facebook ●

Over 4 billion video views per day

●

Monthly average mobile minutes viewed per user ○

YouTube - 31 minutes

○

Facebook - 182 minutes

DIGITAL CAMPAIGN Our goal is to drive Jeremy to apply for a job on your website. To do this we need to build and execute a digital funnel.

AD

>

LANDING PAGE

JOB > APPLICATION

STEP 1 ●

Jeremy logs on to Facebook, bored

●

As he’s scrolling, he sees your video ad begin to autoplay

●

After 28 seconds of watching, he clicks through to learn more

AD

>

LANDING PAGE

JOB > APPLICATION

STEP 2 ●

After clicking the ad, Jeremy lands on your website ○

A page just for this job that matches the ad content.

●

The page is simple, convincing, with a clear call-to-action: apply now.

●

Ideal: Landing page on your website

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2nd option: Job listing (like monster.com or Indeed) AD

>

LANDING PAGE

JOB > APPLICATION

STEP 3 ●

Jeremy decides to apply and clicks through to an application

●

If he doesn’t apply, we can begin remarketing.

AD

>

LANDING PAGE

JOB > APPLICATION

FACEBOOK

CAMPAIGN SETUP

DEFINE THE CAMPAIGN ●

Goal: More qualified applicants to your job listing on a careers page a.

Page visitors to careers page i.

Clicks on an ad leading to the career page

●

Campaign goal: Clicks to website

●

These goals may be different for your organization

SETUP CHECKLIST 1.

Create a company page

2.

Access your Facebook ad account

3.

Create a new campaign

4.

Select a marketing objective based on your campaign goal

5.

Create your target profile

6.

Set a budget

7.

Upload your ad creative

OPEN ADS MANAGER

CREATE A CAMPAIGN

DEFINE THE GOAL

NAME YOUR CAMPAIGN

CHOOSE TARGETING

TARGETING - LOCATION ●

Select from city/state level

●

Drop pin

●

Define a radius

TARGETING - DEMOGRAPHICS ●

Based on persona ○

Age range

○

Gender

○

Languages

TARGETING - DEMOGRAPHICS ●

Many options for demographic targeting

●

Base these on your ideal target

TARGETING - DEMOGRAPHICS

CHOOSE PLACEMENTS

NEWSFEED ●

Newsfeed ads appear directly in the most viewed part of Facebook ○

Space is shared by organic content

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Looks like organic content that friends or family share

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Available for desktop and mobile

DESKTOP

MOBILE

NEWSFEED

DESKTOP

MOBILE

RIGHT COLUMN ●

Appears in the sidebar ○

This is an ad specific space

●

Available for desktop only

●

Less expensive than newsfeed ads

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Easily ignored ○

●

“sidebar blindness”

Useful for remarketing ○

Brand familiarity is already established

BUDGET & SCHEDULE ●

Lifetime vs daily budget ○

●

Start with lifetime

Schedule vs run continuously ○

Set a schedule - 2 weeks

COST & STARTING BUDGET ●

Auction model - bid against other advertisers

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Cost estimate based on campaigns we have run recently ○

~$0.01 - $0.10 per video view

○

~$0.50 - $5.00 per click

●

Minimum budget - $1 per day, per ad set

●

Set budget based upon your target cost per acquisition

DELIVERY & COST STRUCTURE ●

For now, use the default settings on this section.

AUDIENCE DEFINITION ●

Based on targeting, budget, schedule

UPLOAD MEDIA

UPLOAD MEDIA

1

AD SETUP 1.

Connect your company page

2.

Enter landing page URL

3.

Fill in ad copy

4.

Select call to action

2 3

4

A FEW BEST PRACTICES Do

Don’t

A/B test constantly - Create two identical campaigns and change one variable.

Set up a few campaigns with no plan for comparison.

Narrow targeting to a specific audience Everyone has at least one thing in common.

Add as many demographics as possible to your targeting.

Write a short (90 characters max) description for your ad.

Try to get every last detail in one ad. Focus on catching the right attention, deliver later.

Create a landing page for your ad, matching content. Reduce friction.

Send ad clicks to your homepage, Facebook page, a landing page that doesn’t match the ad they come from.

Include your landing page URL in the ad copy, shortened if needed.

Use a URL with tons of nonsense characters or a long string.

RECAP & QUESTIONS

Our main takeaway: How to set up a simple Facebook video ad campaign

If you have questions or need help setting up campaigns, get in touch

Jacob Johnson Principal, Strategist Email: [email protected] Cell: 918-697-3773

Jeremiah Maloney Executive Producer

Ben Perrault Campaign Director

Email: [email protected] Cell: 918-859-6520

Email: [email protected] Cell: 918-813-1124

WWW.GITWIT.COM

APPENDIX

WWW.GITWIT.COM

AUDIENCE NETWORK ●

Shown across the web

●

Publisher sites, in apps

CUSTOM AUDIENCES

CUSTOM AUDIENCES

CUSTOM AUDIENCES

CUSTOM AUDIENCES

REMARKETING ●

A large % of those that click your ad will not apply immediately ○

They are either not interested, not ready, got distracted

●

Keep them engaged

●

New step in your digital funnel: Remarketing

●

New ads created for this audience ○

AD

>

Defined by email capture or pixel tracking

LANDING PAGE

>

RE-MARKETING

>

LANDING PAGE

>

JOB APPLICATION

TARGETING - CONNECTIONS ●

Friends of friends ○

●

Adds credibility

Exclude people who like your page

TARGETING - LOCATION

INSTAGRAM ●

Similar to the Facebook mobile newsfeed

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Takes up full page on mobile

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60 second video limit

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Great for multiple touchpoints and Remarketing

COST ●

Budget set at the “ad set” level ○

●

●

Campaign > ad set > ad

Cost factors ○

Audience targeting

○

Ad relevance to audience

○

Objective action

○

Chosen cost structure - CPC, CPA, CPM

Auction model makes it difficult to estimate cost ○

~$0.01 - $0.10 per video view

○

~$0.50 - $5.00 per click

STARTING BUDGET ●

Start with an end goal in mind ○

●

●

I want to get new applicants for $100 each

Break this down based on historical knowledge ○

For every 100 people who visit our jobs page, 5 apply

○

I’m willing to spend $500 per 100 clicks to the jobs page

Start with a budget of $100 per ad set, across 5 ad sets for a total of $500

●

Run ads, measure, and changed based on the goal

●

Scale up or down as needed

AUDIENCE DEFINITION ●

2800 potential reach

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$350 budget over 1 month

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~12.5 frequency

ITERATION EXAMPLE ●

Build ○

Develop a simple, measurable hypothesis ■

○ ●

●

“Electrician assistants will convert more than plumbers”

A/B test - One ad, Two different ad sets

Measure ○

Run both ads for 2 weeks with the same budget

○

Plumbers convert at 2:1 ratio to electrician assistants

Learn ○

New test comparing plumbers to welders

○

New test comparing ad creative for electrician assistants

MEASURE ●

Results - The action defined as your objective (i.e. website clicks)

●

Cost - Cost per action

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Impressions - the number of times your ad was served

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Reach - The number of individuals your ad was served to

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CTR - Click-through-rate, the % of users who click

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Frequency - the average number of times your ad was served to each audience member

ITERATIVE MARKETING OVERVIEW Create a Build - Measure - Learn feedback loop to inform strategy

and content ●

Build - Develop content and targeting for digital ads based upon initial research and knowledge

●

Measure - Execute ad campaign A/B tests and record results

●

Learn - Analyze results and develop new ideas, strategies, and content based upon them.

BUILD

LEARN

MEASURE

COST & STARTING BUDGET

1 application

~2% conversion rate

~1% Click-through-rate

CPA Target: $250

50 visitors

5000 Impressions

Target cost-per-click: $5