More CTAs for Your Buck: Navigating Paid Social Media - Social Assurance
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More CTAs for Your Buck: Navigating Paid Social Media

July 24, 2019
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The Four Points of Paid Social Media Success:


Step One: Choose the Right Social Campaign

Each channel offers a different way of reaching your audience — make sure to do your research and choose your channel wisely to maximize your results. Don’t forget you can partner with Social Assurance for your paid advertising and campaigns.


Step Two: Optimize Call to Actions (CTAs)

Design with your consumer in mind — what will capture their attention? If you aren’t sure what will work, A/B test with a different picture, a different CTA, or a different button. Above all – make sure it is mobile friendly, as most users are on their phones.


Step Three: Make Ads Compliant

Be careful when targeting. Be absolutely clear in what you are advertising, what the consumer has to do to get it and how they can qualify. Keep regulations in mind and include “Member FDIC, Equal Housing Lender” when advertising your brand.


Step Four: Measure Results

First, determine your budget. Second, understand that you may lose money when you’re first starting out. You’ll find that some things will work, and some won’t. Third, always make sure you’re assessing your results so you can learn from your next ad.


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Ben Pankonin 0:17
Well, welcome to another webinar Wednesday with social insurance. This is Ben pankot. And we’re going to be talking about CTAs. We’re going to be talking about navigating paid social. And I am joined with Dani Chaney. Welcome, Dani. Hello. Well, I’m excited about this one. For many reasons, one of them because I had, I was just at a couple conferences, and I got asked this question, and I’m guessing you get asked this as well, which is, how do you stay up on all of the things social media? Do you get asked that one? I say? Yeah. So I get asked this one. And, you know, initially, I think I was Kind of defensive about it. And I was like, Well, you know, I’m only like a quick learner. I don’t know how to, like, answer that. And the more I keep doing this, the more I say, I don’t

Yeah, like I like I literally don’t.

We have a team that, you know, fortunately will message me and say, Hey, this is changing. I had one of those this morning. Literally, somebody on our team this morning, messaged me and said, Hey, this is changing. And I was like, Oh, well, the webinar slides are all done. But you know, we’ll talk about it. Right. Yeah. And I know you’re doing a bunch of new education. Yeah. So I’m excited to hear about how that goes to.

Dani Chaney 1:39
Yeah, you know, degrees are changing as well. And I’m excited to start a master’s program that’s focused mainly on social media, which, you know, didn’t exist 10-15 years ago, and everything’s changing and metrics and education are so important in social media. So really just learning everything and then adapting to constant changes all the time is so important.

Ben Pankonin 1:56
Yeah, yeah. No, I’m excited to see what comes out of that. Yes, and what you end up doing research on and things like that. Yeah. I hope we don’t end up in too many case studies.

Dani Chaney 2:07
But you know, the case.

Ben Pankonin 2:09
Like, I’m really excited to hear that because, you know, that’s something, you know, we obviously leaned on you a lot. And, and then a lot of other team members, like I said, you know, I’m getting kind of like a text message this morning, Hey, did you know this is changing? And I was like, oh, man, you know, like, things do change incredibly fast. So, you know, that’s one of the things we really want to focus on, I think, in this webinar, too, is to say, hey, things do change a lot. But let’s, let’s see how we can help navigate the space, make some of those things understandable. So that, you know, I, as I looked through some of the questions we just had a little bit ago, one of those is just how do I get started? How do I understand where to go? And so, you know, I think we’re gonna dive into that all the way through, hey, how do we really optimize if you are running a bunch of ads? How do we make that better?

Dani Chaney 2:59
Yeah, I’m excited.

Ben Pankonin 3:00
Awesome. Well, we kind of navigate it a little bit, you know, this is about navigating paid social, which, you know, when we think about navigation, right? And we we sort of drill that down. We’re going to be talking about the four areas we see in paid social, those four points, right? And we’re going to start at the top, we’re going to start with the North area of, hey, what is what is the right area for social? Like, how do I pick? There’s so many options. What do I pick from? We’re going to talk a little bit about optimizing CTAs. Something I know as a writer, you’re really, really honed in on Yes, I think that’s gonna be fun. We’re going to talk about, you know, a little bit about compliance. We’re going to touch about that. A little bit of what we need to be thinking about there. And then we’re going to talk about how do we know if it worked, right. So so first things first. Why do we need to even be thinking about paid social Yeah, so one of those is, we’re just gonna have a lot more reach. So if we had a page on Facebook, in particular with 1000 likes, thousand people liked it. And we made a single post, on average, we’re gonna have about 80 people see that? Yeah. Which is a bit depressing at times, sort of if you know you’re working up those numbers and you’re saying, Hey, I got 1000 I got 10,000 likes. Yeah, you know, that you’re basically getting about 8% of people are saying, Hey, I saw that message. Now, better organic content certainly delivers a lot higher than that.

Dani Chaney 4:41
Yeah, we see, you know, with with community banks not but community focused content does perform really well. Product posts, you know, served after a community post that does really successful there are ways to modify that organic algorithm to get more engagement, but overall organic engagement is down and this this pain of play, still kind of does exist. You know, organic social puppies and kittens and all of that we talk about a lot does really well, because universally, puppies, kittens, coffee, you know, those types of things resonate with a lot. But you know, we’re in a unique space where we’re in a regulated industry. So how do we appeal to people and paid ads to get them to engage with them to?

Ben Pankonin 5:18
Right, right. So So, you know, when we’re thinking about that one of the things that sometimes happens as well, sometimes we get engaged with a bank that their page has dropped in engagement significantly, if that’s something you’ve experienced, and you’ve said, Hey, we just haven’t had any engagement. You know, paid is really one of the it’s certainly the quickest way to pull yourself out of that. But you kind of have to pay your way into engagement. Yeah,

Dani Chaney 5:45
a lot of times, yeah. And I have a lot of institutions reach out to me because they’re breaking ground in a new community. And no one really knows them or they’re not as well known in that community. So it’s really good to if you’re getting ready to branch or branch off in a new community as well so that way you can get page likes up get people to see your messages and awareness there too. Yeah.

Ben Pankonin 6:03
Now I didn’t pull yesterday, but Facebook stock had a little bit of an uptick yesterday. They had some earnings reports. There are a lot more people paying for social media ads. There are a lot of big brands paying big money for social media ads. That’s another reason why we have to be there. Facebook knows that they need that. So one of the things that, you know I hear a lot is, how do I help convince senior management that we should be doing something in paid ads? I think there’s a lot of ways to do that. Yeah. One of the ways I’ve seen to do it is to reference ads that they know. Yeah, we’re out there. It is. There are enough case studies and enough material written about our last presidential election to make a definitive statement that says it was one on Facebook That, you know, that was an election that was literally one on Facebook. If you go back through the studies, Hillary’s campaign actually rejected the help of Facebook to run ads. So where, you know, Brad and his team of digital marketers embrace that had a Facebook staff member at their office. And, and they used it in many different ways. So, you know, when we look at the effectiveness of reach, certainly they’re doing it on a national scale. But one of the things that they were doing was they were hyper targeting, and they were targeting individuals, they were literally looking, you know, per household or per email address as ways to target so don’t get caught in the weeds of that was a national campaign. I couldn’t do that. They were doing that in markets like Florida, where they were looking at an email address to specifically market to Certain email addresses differently than others. So really sophisticated campaigns, but certainly effective.

Dani Chaney 8:07

Ben Pankonin 8:08
So when we look at, you know, choosing the right social options, there are a ton of options. Yes.

Dani Chaney 8:15
And list options.

Ben Pankonin 8:16
It really does feel that way, right? Yes.

Dani Chaney 8:18
It’s kind of the drinking from a firehose, you know, I mean, we can do Facebook, we can do Twitter, we can I, you know, so many different platforms. And really, in each of those, you have so many subsections in them. So when you say I want to run an ad on Facebook, there are so many options anywhere from inputting a list to generating leads to getting people to click on your website, increasing your likes. There’s so many options for all of these now that you really do have endless choices and narrowing those down can sometimes be the hardest of those is how do I target who do I reach? And really, it’s just basically understanding and knowing where to start. You don’t have to feel overwhelmed by all of them, just choosing one and Facebook in particular. A really great advertising platform and really effective ads for a lot of our community bank partners.

Ben Pankonin 9:05
Yeah, yeah. So we’re going to kind of, you know, hone in on a few of those areas. Yep. I don’t want to ignore some of the others. Yeah, I don’t want to ignore that LinkedIn can be super effective as if you’re going in a b2b scenario. I was just working with a bank yesterday. That’s really going after a commercial market. And we’re leveraging LinkedIn, we’re saying, Hey, this is this is part of what you want to do. So we’re doing a combination of organic and paid can be really effective. Yeah, some of those can be really dangerous. You know, our average cost per click on in that market is about $4. Yeah. You know, for many of you, you’re saying, Well, yeah, but I’m boosting a post for $20. And I’m getting a bunch of engagements on Facebook. Yes, you are. And that’s the reality is you you’re going to have a lower cost per click on on a platform like Facebook. But I think we also want to To understand a little bit of why that is, you know, we also want to think about when we choose a different platform. Yes, we are trying to encourage many of you to learn from each other. And we we’ve gotten to run enough ads across the US. Yeah, I think you had some comments earlier about where, where some of these might be more effective.

Dani Chaney 10:22
Yes, yeah. And the Midwest, obviously, your advertising dollars are going to go much further, when you think about some of the smaller communities in Iowa, Kansas, Nebraska, you know, $100 in the Midwest, especially if you’re targeting, you know, Boone, Iowa or some of these on our specific branch area, are going to go a lot further than the the, you know, suburbs in near Seattle or in New York City. So very similar to when you work with a traditional firm, you’re advertising you’re in those specific areas, it’s going to be really expensive. And you know, we bring up a good point earlier, Ben, where we talk about politics, we are approaching applause Season. So I do see at this time that advertising can be a little bit more expensive, especially, you know, in some of those Midwestern communities like Iowa, where they are kind of this split state. So I will mention that I do think they’ll there will be an increase around the political season ads will be more expensive generally, just like traditional advertising is. So right now we’re in an interesting spot, but there’s a lot of opportunity to be filtered through that noise as well and to get your ad seen.

Ben Pankonin 11:25
Yeah. It’s no doubt when you’re looking at and it’s something to be conscious of, when we kind of bring that up. If you’re in a swing state, you know, ad prices are going to be different, and they’re going to be different on TV L and oh, yeah, right. Yeah. But, you know, also, you know, when we look at rural we look at, you know, not rural, actually, you know, on the left, I was driving to one of our clients and had to wait for tractors and, yeah, um, and, you know, that’s that’s kind of where I come from, and, you know, a lot of those counties you know, we can advertise to that entire county. And like we were talking about an ad earlier, and we said, Hey, everybody who’s on Facebook saw that ad four times. Yeah.

Dani Chaney 12:10
Which is really great and really effective there. All those studies that say, you know, people need to see something X amount of times before they take action, when you’re running a split test to start, they’re seeing both ads. And then from there, you can see how they click through and how they go to whatever your CTA might be. So it’s really effective when you can reach people multiple times.

Ben Pankonin 12:26
That’s awesome. So now when we think about why those are effective, and we kind of referenced, you know, political season and things like that, online ads, a lot of times we forget that there’s a supply and demand for online ads. The thing that determines that is traffic. Now, so that’s one of the things we want to consider when we’re choosing online ads or platforms like that is it’s no different than when you’re driving down the interstate and you see a billboard if I showed too many billboards in that Interstate, I don’t know We have anybody from South Dakota on. But you know, if I’m driving down I 90 in South Dakota, there’s there’s billboards all the way down. If I’m driving I Ed, less and same with I 70. So when I think about those, I have less noise on 70 and 80. But we also have a challenge of traffic, how many people are driving by and see your ad, right? So if we look at the major platforms for social media advertising in particular, Facebook essentially owns every interstate in the US. Now, Snapchat, if you noticed yesterday, their stock jumped by 10% because they are being effective at growing users. Right. So that may be effective over time, but they they still have a huge challenge. Yeah, and they’re still so much smaller, that you know, Facebook’s profit could buy Snapchat, they could actually buy Twitter. But antitrust laws won’t let them do that. But you know, those, they’re they’re such smaller platforms in that sense. So when we think about where they are, think about it in terms of there is a supply. If I logged into Facebook, and all they showed me was ads, I would start to disengage, I would log in less times. So they’re very conscious of that, as they’re, as they’re separating those things out.

Dani Chaney 14:28
Yeah. And Users can also engage with ads, too. So you can click on an ad if it’s not relevant to you, and you can give feedback to that respective channel to to help ads better serve to so you know, engaging ads, you know, even if they bank somewhere else, or they might be considering a switch, thinking about that that style of campaign and how you can reach people in an effective way is so important to just make sure you don’t get marked as spam or saying I don’t like this ad. And I think that that’s really important when you think about getting started.

Ben Pankonin 14:54
Right, right. So so as we think about which platforms to focus on Facebook has so much of the traffic on the internet. Now Google has still a high high percentage with both Facebook and Google, we can buy ads. Not on those sites as well. Right. So that’s something we’ll kind of get into a little bit later. But you know, when you’re getting started, one of those is just the difference between boosting ads or, or boosting posts or running an ad.

Dani Chaney 15:29
Yes, I get this question all the time. Yeah. I when I talk to clients, they, one of the biggest things I like to explain to them is the difference between the two because I do think it’s really important. So we run ads and clients will say, Well, I don’t see this ad. How come I don’t see it? Well, the important difference between the two is when you boost a post, you’re boosting an organic post that has gone on your page. So if you’re running a social media campaign, or posting about something in particular, you can actually in you probably have seen a button if you’re an administrator That says boost post, you click on that button and you can actually interactively, you know, boost that post all within Facebook’s page itself. They’re easy to run, you don’t need extensive training. But it does lack some customization features and targeting features that you can do when you actually run an ad. And the difference between the two is when you run an ad, it actually does not show up organically on your page, but you still could be served that ad because you probably are in the demographic of a city where that ad would be served. So I do have clients that end up seeing those ads, they’re just seeing them in a paid capacity. Those ads are ran in Facebook Business Manager, which is a really great resource for Team sharing and collaborating with your team all in one hub. And you can optimize them for so much and you have greater control over your audience and the placement and you can actually see those ads live and dynamic and how they’ll display so you know, getting started. It’s really easy to boost posts, and then figure out how those engaged and then running specific ads. And it really just depends if you’re trying to get engagement on an anniversary post or a new branch picture or something. Or if you really have a goal to increase your audience or get website clicks, you want to make sure that you’re optimizing those ads appropriately. So running an ad, obviously, would be more effective in that instance.

Ben Pankonin 17:22
Awesome. Yeah, no, I think understanding the differences is kind of critical to figure out like, where do we jump in and get started, we have so much more flexibility when we’re running an ad. But, you know, for many of you, if you’re not running ads today, just starting out, boosting a post, put $20 down and you know, get your credit card plugged in and you know, start doing that. That’s, that’s a great way to get going. Yeah, and you can set your limit, you can see what your total ad spend is, so you’re not going to go over that. So I think that’s an easy way to get started. Now, we’re going to talk about how things can get much more specific But if you just need a post to perform better, boosting a post in, you know, restricting it, at least to a geographic area that’s reasonable for you, is probably a good way to start.

Dani Chaney 18:11
Yeah. So you might, you know, have a post about a new real estate person who joined your team, you might want to boost that to that specific community. But you know, if you really wanted to focus in on getting people to a website, fill out a form, you’d want to run an ad.

Ben Pankonin 18:23
Awesome. Now, we’re going to talk a little bit about pixel tracking. Yes.

I think there’s still a concept that this is Voodoo. There is that concept?

Dani Chaney 18:35
Yeah. So this on the right, this little chart that was created kind of explains what the pixel is. And basically, you know, the pixel is a code that you put on your website to measure an action. You can do this multiple ways, basically just helps you learn more about your website traffic, someone visits your website, they take an action. I know many banks, you know, you don’t have necessarily a purchase, but they could take an action where they’re clicking on A button you can track that button like form fill out, the pixel is then triggered. And from there you can reach the customer again and retargeting, so maybe I clicked on that ad, but I actually didn’t go and fill out the form. So I wasn’t fully engaged. But I did click on the ad. So what that means is that you can reach that customer, again, maybe it was the voice of that ad, maybe it’s just reminding them again, that it’s their Facebook houses all this information in there, the back end of their platform, and then ads are optimized to you. So sometimes you’ll see that a pair of shoes follows you around or, you know, you’ll engage with something and then it follows you around. Sometimes those ads become dynamic. Sometimes it’s the same ad that follows you around. So there are a lot of great things that you can do with a pixel. You just have to have it engage properly. It’s not enough to put the code on your website, you have to track specific actions in order for it to be effective.

Ben Pankonin 19:51
And I did have a question about pixel tracking in particular, like how does it work? So for those of you nerds, I’d love to have you raise your there’s a there’s a one by one pixel image that is loaded. You know, every time you get served up a certain page on your website. So just like if you were familiar with Google Analytics has a has a small script, that it gets installed on your website to make all of those pages work. Facebook, Google and others do a pixel tracking. A lot of times we actually combine that script when we install that. But, you know, that little script then tells that social media platform that if someone was logged into Facebook, and they, you know, loaded this specific page, and that one by one pixel image loaded, then they know who was logged in and downloaded that image. Yeah. So it’s basically loading an image. And so that’s why we call it pixel tracking, because it is a one pixel image, but when that image downloads from that page, then We know. And so if you were logged into Facebook at the time that you then logged into this platform, we could see that. So there’s some some really cool technology around it. It’s actually not new technology. This is over 10 years old. It’s been done on online advertising for a long time. Some of our developers actually worked with some of the early iterations of that from some other technologies that were doing that pre Facebook. But it’s a really powerful tool, because we’ve all experienced the result of it, right? Yes.

Dani Chaney 21:30
Even if we don’t really know we have been retargeted. Yes.

Ben Pankonin 21:35
Yes. So for me last week, at our house, it was it was a big moment. We were shopping for a gas grill. Yes. So big exciting moments at the bank and in house. So when we’re looking for a gas grill, you know, not only do I get served ads because I started looking at sites like barbecue guys calm who knew right? So I, you know, I’m out there looking at which gas grill, I would sort of find. And, you know, I start getting retargeted by ads. Now some of those ads were targeted to the specific grill I was looking at. And that’s where, you know, many of you have experienced this on Amazon platforms like that, where, yep, where you’ve gone out to that platform, and that specific pair of shoes now haunts you later on the internet, right. So that’s what they’re doing is drawing those but you’ll also see, it wasn’t just that I went to barbecue guys calm, which just have great reviews, by the way. But I also got targeted by things like Franklin barbecue, which I don’t know that I have visited that specific site. And a little bit familiar with Aaron Franklin. And I’m headed to Austin next month for a conference. So hopefully I will go I’ll hit up perfect barbecue With some of you at a bank marketing conference in September, but you know, when we when we think about what they’re doing, you know, Franklin barbecue is also saying, Hey, we have some other offers to offer you. And actually, the interesting thing is they were trying to offer me paid videos for how to be better at barbecuing. Clearly, I was out searching enough about barbecuing, that they thought I was at that level that I might spend $100 on a video about how to barbecue better, which is really fascinating, because they’re recognizing that through my search history, on Facebook, so so that’s a really important component when we start thinking about it. But it doesn’t even just stop there. When we run an ad. You’ll notice that I’m getting ads on Facebook, as well as Instagram. Now, I’m not searching grills on Instagram. And I think that’s one of the key things we want to think about is sometimes we’re wondering how did they get there? I wasn’t even necessarily searching Facebook for grills, but I was logged into Facebook while searching for grills. Yeah. And that’s one of the key components when you’re starting to develop a campaign is a lot of times, we go into the executive meeting and we say, Hey, we need to target these people on these various platforms. And it’s not necessarily about their behavior on that platform. It’s not always even about placing, you know, for regtech grills, which I did not visit, I did not buy their grill, they just know that I’m in the market for a grill. And so they started marketing to me on both Facebook and Instagram. Now, the nice part for them is they can run that ad right in one spot. So from a Facebook perspective, they can run that ad once. This was actually a very well produced video that then targets me in two different locations and indicates Hey, there’s a call to action of you know, learn more about A pellet grill with Wi Fi connectivity because I certainly do need to have that on my

Dani Chaney 25:05
wall. And again, you know, you can Facebook owns Instagram. So anything that Facebook knows Instagram knows and vice versa as well. So I think it’s important to remember, you know your online searching if you’re logged into facebook facebook knows more than you think Facebook knows an easy example is you order a sandwich for lunch while you’re you know, browsing Facebook before you go pick it up. That sandwich will then appear again the next day to on your sidebar typically, so reminding you, hey, you want that sandwich again? And so you think about they’re not always they often do become dynamic like this, but sometimes again, it’s really simple ads that follow you around. Yeah.

Ben Pankonin 25:44
So now with Instagram, we also have story ads with multiple different types of ads. Yeah, right. Right. Yes. Explain to us a little bit why why we might use a story ad and and I know we talked before this webinar, to reiterate the point We both said, Hey, actually, there’s some other people on our team that run more of these. Yes,

Dani Chaney 26:04
yeah, Instagram is there are so many possibilities with Instagram. And one of the things that is really exploding here that we listed first are those story ads. So included here is just a casual video that kind of was very whimsical and then turned into a product, it was shoes. So one of the things that we wanted to mention here is that one third of the most viewed stories come from businesses and actually one out of five will get a message so that’s some some data that Instagram actually released. So when you think about it, your customers can engage with you in this capacity on this ad and send you a message. Another one is a photo ad again, those would be static, but can have multiple as you you know, kind of scroll through them. You can see multiple pieces of an ad, and then a collection ad. And those you know, again, are browsing for products, things like that, you might decide that you know, a story ad might make more sense if you’re following a brand launch or something like that. So Again, there are so many options for Instagram story ads, by far, I would say are one of the more popular ones. But those static ads still exist. They’re just then multiple squares. So definitely one platform that’s increasing a lot. And again, something you can do if you’re advertising on Facebook, you can do the multiple square on Instagram as well. And they’ll optimize that for you.

Ben Pankonin 27:20
Awesome. Yeah. No, I think that’s, it’s great to be able to advertise those in the same spot. And on that note, I had a question in from Megan, through our chat on the right side, and she says, Is there a difference between boosting a post and use existing post to create an ad in ads manager,

Dani Chaney 27:39
I would say when you think about it, that it’s very similar to boosting when you use an existing post and ads manager. You can sometimes optimize it but when you use an existing post that’s already out there and it’s live. So when you use an existing posts, you can actually do some more targeting that’s in the back end of Facebook Business Manager. But you won’t be able to change elements of it because it already exists there. So I would say yes, that’s kind of an in between between boosting and creating a custom ad. It’s the in between where you can target more. But you can’t really edit the elements of that because it already exists someplace else. So I would say that would be a good in between if you start with boosting, and then you want to learn more about the paid platform, but you don’t necessarily have a small team or you’re not really sure where to go with that. You can select those. And Twitter does that too, where you can select tweets that have already gone live. And you can actually write new tweets and an ad series. So that would kind of be this step in between, but because you would be using an existing post, you actually can’t add it that live within that.

Ben Pankonin 28:41
Yeah, yeah, great response. I think the other interesting thing that we see a lot of times is, sometimes I’ll talk to a financial institution that says, hey, we want to promote something, but we really want to just promote our brand. And then, you know, we don’t want to promote any products. Well, if I go in and make An ad by itself, I’m not actually even publishing it to my page, right? Um, so you know, that’s kind of another difference that you can do is if somebody comes and visits your page, and it’s a lot of ads, you know, scattered through there, because you’re just making an ad and then boosting it. That’s a very different experience, where if they come to your page, and they see that it’s really about engagement, yeah. But elsewhere, you’re promoting those ads to them. You know, it’s a little bit more applicable.

Dani Chaney 29:30
Yeah. And I think, you know, thinking about it, if you start with awareness, we’ll run a page likes ad. And then once those people like your page, the attempt would be that they would start seeing your organic content or that you can reach them in a new way. So that would be a good like, lateral move from that. So there are different ways to do that. And awareness is a good feature, but it’s important to remember your goals too. You know, if you’re just trying to grow your audience, what are you serving them to get them to be customers or to sell them a different product as a current customer?

Ben Pankonin 29:55
Awesome. We’ve got some Instagram examples. Things like sponsoring posts where, where we can boost those or we can run that as an ad. You know, we can do that story ad that you talked about. Yeah.

Dani Chaney 30:07
And I think that’s a good one for making mobile transfers, maybe how to use your mobile app. This one was kind of a fun engaging example where it, it basically was a video of showing you how to do something and add fun backgrounds and switched out and have different hands. So there’s a lot of options to deal with some of those when you think I don’t know how to get started with one, or you have a new product launch or if you’re, you know, trying to really encourage people to use your mobile app or you just launched it. This is a really fun way to utilize stories.

Ben Pankonin 30:33
Yeah, love it. Now, Twitter, different perspective from a lot of people. I obviously I think starting like you said before, with, you know, take a tweet that you want people to see and promote it.

Dani Chaney 30:47
Yes. Yeah. So similar to Ben’s grill. I recently went on vacation. So now I am and I space obviously, anniversaries and things like that have just happened. So I’ve been getting you No video ads and, and Hotel Ads and things like that. And you can see that these are actually tweets that they wrote to promote. But one of the things you can do is select tweets that you’ve already written to then pre promote those you actually see them very frequently in Twitter, even if you don’t really know. One of the things that I like to do is kind of explain this to my team. As you’re scrolling through Twitter. Twitter serves you content that you don’t necessarily engage with all the time and also gives you a lot of ads. So I don’t have a dog but I get a lot of pet food and pet ads because I do follow accounts that have relevance to that. So sometimes advertising does miss the mark, but it does hit the right people. So Twitter’s a great one to test to and they have some targeting features that Facebook doesn’t have. But Twitter actually has a very short just like you know, the the 240 characters your ads are very limited to that to

Ben Pankonin 31:47
that I love doing those around events.

Dani Chaney 31:49
Yes, their Twitter is great for events. People are live tweeting if they have a hashtag if your conferences big enough you can target to hashtag so that’s also really great some of the larger social media conferences, they do have four, you can actually target the hashtag with your ad. So it’s kind of amazing what you can do in a live capacity here that you can’t do on Facebook.

Ben Pankonin 32:09
Whenever there’s something major going on in your community, that’s a great opportunity to just check your Twitter traffic. Yes, it is. This is something we want to be a part of it we’ve got some other fun examples. Shaq has some interesting ones. I’m seeing more and more of these where you’ll see a post that it might be a TV ad, but it’s also repositioned on platforms like like Twitter. And then you know, we can pay to promote those. So you know, when we’re really thinking about it, you know, yes, the platform’s important, knowing what we want to respond, is it is it product related? And then you know, we’re going to talk some more about budget as we keep going. But yeah, thinking through which platform where does that fit but now, let’s talk a little bit more about messaging. Yes. You know, how do we think about CTAs? What is it that draws us in? to finding the right ad? Or the right promotion?

Dani Chaney 33:13
Yeah, I think when you look at this example, obviously, you’re one on the left is a more regulated industry is a little bit more typical of what you might see in a regulated industry. Whereas on the right, you have something that’s engaging with a product. And I think, you know, the reminder here is that you can cross the two of these, you could easily you know, have something that was like a phone or a mobile app, or if whatever your CTA might be that could catch attention, obviously, your font and things like that on the right are very different. And maybe throw people a person in that ad with people responding to people and a mix of those two, is is a great reminder.

Ben Pankonin 33:49
Yeah, so when we think about a call to action, thinking about that really specific sentence, or whatever that you want to make, but I think at the end of the day, really A call to action is just that it is driving people to an action. Yes, it’s getting people to do something. So one of the things we like to talk about sometimes is we want to take people somewhere, like, just like you went on vacation. You know, I’m getting targeted, you know, having done a lot of business travel by a lot of those travel vendors, where they’re saying, Where do you want to go? How do you want to get there? You know, what is the experience you want? You know, you everything you’re doing in a call to action should take me somewhere. You know, I pulled a couple of these because I thought it was kind of interesting to see, you know, obviously, we don’t all pull in, you know, Netflix, but I thought their call to action in here was particularly good to see, you know, Netflix, it would be really easy to say for them in a call to action would be, you know, to sort of just say, Hey, what’s on TV, or sign up for better TV or we have more shows But what they did instead was they drew me in to what is coming. You know, see what’s next. They wanted to pull me into that excitement that, hey, there’s an experience that as a family could be had with Netflix, right there is they want to pull me into an environment and experience a future that is better than what I have today.

Dani Chaney 35:30
Yeah, as people focus the one on the right is not as as person focused, but you have that form right there. I think when we think about this, you know, what’s your advantage? You know, are you offering something that your competitors aren’t or you can you reach them in a way that maybe you know, if this grant and company was your competitor, take a look at them and and see how you’re different is it saying that switching as easy as that promoting totally free checking, whatever that might be? You can really pull people in In that way that we see here with this Netflix example?

Ben Pankonin 36:03
Yeah, on the right, you know, this was an was actually a response, I clicked on an ad in our local newspaper online. And it took me there. Partly just because I was looking for, for other ad options. Yeah. And when I, when I pulled that up, you know, the general form that I get, yeah, I’m sure whoever created that ad there said, Well, we really just need people’s contact info. But the reality was, it didn’t take me anywhere, right? You know, yes, they have a visualization of a kitchen with some granite in it or bathroom with granite, but they they didn’t sort of take me there, that they didn’t, you know, present a world of possibilities, or really any text that draws me in it just says contact. Right, right. So sometimes we run into those where, you know, if you’re if your goal or your end call to action, with a group of loan officers is You you want their contact info? That’s the next step. Yes. The way to ask for that is to pull them in and say, see what you could do. Right? Yes. See where we could be sure. Yes, yeah. See what sort of savings or options bring me into that story. And, and there’s a number of different ways we can craft those responses. But I think I think this presents that option for you to think about. This one came out of a little bit of pain for us at our house. We went to a store to look at grills. So looking for gas grills, went to a physical store and clearly are our sales associate at the fireplace in grill store. did not recognize that my wife is actually the purchaser of gas grills at our house. I am the researcher. So she says Ben we need this sort of a gas grill because I have a really need. She cooks professionally and needs to do a national photo campaign and needs a better grill. Clearly the person we met with didn’t understand that. Also, it was ironic that, you know, he wanted to talk to sort of like the man. And I happen to see, this was the brand that they had represented in their grill store. And so my wife and I were laughing at both both being marketers saying, Hey, you know, the fact that that man law was sort of the predominant brand. Yeah. It sort of brings us into that conversation of if you’re creating a CTA by yourself. That’s a real danger. And I think that’s why we have to a lot of times, brainstorm and think about, what are the perspectives? Yeah, have a CTA.

Dani Chaney 38:43
Yeah. And this, this add to the left here is kind of a fun. This is Twitter does all different kinds of ads, where you’ll see this. And this is a really good example of, you know, what is what is your option? We’re providing you with many choices. We’re asking you to engage with us and this was something that hadn’t been live very along and had already had some engagement. So polls getting people excited about something, community focused events. Twitter does provide some perspectives and engagement and ads that are very unique to that platform to

Ben Pankonin 39:14
Yeah, love it. But yeah, you know, getting a team around or you know, figuring out if you’re creating CTAs even if you know, if you’re that that team of one that has to create that, go go find somebody that’s not like yourself at the bank, see how they react to it. See, you know, see what their responses to some of those. And that’ll help you get some different perspectives. Now, we do a lot of AV testing, but there’s a lot of things we can test it

Dani Chaney 39:43
Yes, a lot of things you know, and I usually always suggest when you’re first getting started, don’t A B test everything. So if your image copy all of that is different, you won’t really learn a lot about what your audience is responding to. So I only really suggest changing one thing. So images are a great one to start. Keep your coffee be exactly the same the button the same switch out the image copy link. If you want to test a button, maybe people respond to a learn more of or say, you know, watch now whatever that might be, you’ll want to just when you first start a B or split test one option to see what people are responding to. Yeah, I like it. We’ve done a lot of and I’m going to kind of breeze through a couple of these mobile versus desktop ads. Designed for mobile i O. Yep. I so I always think dress designed for mobile. They still look great on desktop. People have short attention spans, you have to write shorter copy for mobile always optimized for mobile.

Ben Pankonin 40:35
Yeah. And actually, this is this is the part that we were talking about this morning. That is changing. So I believe it’s on the 19th of August, the ad sizes change for Facebook. So that’s definitely something we’re going to want to be talking a little bit more about. Yeah, and staying in the loop but there are some add size changes on there also restricting the amount of text for mobile advertising, so I had a little bit of information in here about the amount of text for mobile needing to be less. But that’s even less now. Yeah, so so think small. You know, for the most part, we were running some carousel ads, which are a lot of fun. But carousel ads also allow me to have, you know, multiple ads side by side, right. But I really only get two words. Yeah, mobile, two words per image. And then, you know, you get some supporting text. But yeah, but you know, you’re thinking in two words.

Dani Chaney 41:32
Yeah. And your carousel ads are so visual that if you accomplish what you need to end visuals, the copy, you know, isn’t as important whereas some of the other ads without enticing visuals or with a static visual, they do lean on copy with buttons. So really think about what your goal is. And if you have something really great to advertise a carousel ad might be the best option.

Ben Pankonin 41:52
Yeah, I mean, we were doing one yesterday that literally has a school bus. It’s broken up into three or four different adds on a carousel starts with the front of the bus and sort of like chops it up. So when you’re clicking through it, you see each each part of the bus right back to school. Yeah, you’re bringing that together. So I want to touch just a little bit on compliance. But just those little things that we want to think about. First, to be absolutely clear, yes. What’s the offer? What do I have to do to get it? How do I qualify? Make sure that you can answer those questions in absolute clarity. Again, test it with somebody else at the office say, Hey, is this absolutely clear? If there’s any ambiguity to that, you know, change up that at Facebook also has some prohibited financial products. This is section 29 of their Facebook advertising policies. But you know, it’s just there are certain products. Now some of those are cryptocurrencies and things like that, that we’re not going to probably run into but they have flagged as If they kind of look like they might be those so. So that’s something to think about. Now, just because you can do it doesn’t mean you should. Yes, like so. You know, a lot of times I will talk to someone who says, Hey, can we target? And I’ll say, Hey, can we Yes? The answer is most often Yes, we can target based on a ridiculous number of options. Yes. But that is often what gets us into trouble.

Dani Chaney 43:32
Exactly. Yeah, there are so many options to target but when you really think about it from a compliance perspective, you don’t want to target a zip code, specific type of person who makes a specific income because that is discriminatory. So it’s important to remember that just because you can do that and it’s great that if you did have a specific ad for a for banks and credit unions, you that’s just not something that you’ll want to do. So you mentioned

Ben Pankonin 43:58
specific zip codes, the CRA will It’d be one of those key areas where we start targeting just certain zips and not others, we want to be able to describe why. Now, it’s fine if those zips are in proximity. And we can justify that, right? So we have to be able to justify that we’re offering this service or we’re promoting this service to a geography that’s in proximity to branch locations, to our market demographic, we want to be able to back that up and support that when we are doing some sort of geo targeting event,

Dani Chaney 44:34
right. And again, you know, targeting your communities completely fine targeting five zip codes and one of your communities that might be a more affluent area, not fine. So that’s a that’s a good you know, distinguisher between the two.

Ben Pankonin 44:47
Yeah, absolutely. You know, trust and savings, obviously, we’ve got some different things that we want to you know, address there. I’ll just touch on the one click. If you’ve got some disclosures, make sure that that disclosed Measure is present. So if it’s, if it’s a Facebook ad, you click on it, that next page I go to should have the necessary disclaimers. Yes.

Dani Chaney 45:07
And that’s something that I talk to customers a lot and like to remind them of is we don’t have a lot of room and an ad and where they go needs to have that answer. And so I’ve worked with a lot of institutions to help create mobile landing pages that have that disclosure, because you need that on there. And it’s often long, and you can’t fit that in an ad. So having that where you click looks better, and it is effective for this one quick rule.

Ben Pankonin 45:29
Absolutely. Fair Lending, same sorts of concerns. But really, you know, we start to look at more diversity, and making sure that even our imagery is more reflective of, you know, population. So those are there’s definitely some concerns there. Now, one of the things that we have come up sometimes is, Hey, I sent all of my ads to an outside source, so they’re sort of taking the wheel you No, it’s it’s still your responsibility and and that still can come back to you, I have seen some where a, you know, where an advertiser who doesn’t have an understanding of bank regulations makes advertisements, specifically in the lending area that have, you know, submitted other complaints. So that’s something to really be on the watch out for is, if you are picking a general purpose advertiser to run those ads for you that doesn’t have knowledge of banking regulations, then it’s your responsibility to educate them on that. So, so you’ll need to let them know of some of these aspects and let them know of the different compliance concerns that that you might have in that respect. Yeah. So the the take the wheel approach, you know, can be a challenging one because then you do have to spend some time educating. Now things we do get questions about whether or not we include member fdic. We’re not we don’t. Typically we see if it’s a depository product, we need that, you know that member FDIC on there, and then Equal Housing lender if it is a lending product. Some institutions choose to put that on on all of those pieces, right? kind of depends. And obviously some of our products or the way that we mark it is as a bank as a whole. And in that case, you probably need to err a little bit closer on, on containing that material.

Looks like I had some other questions come in here.

A couple questions about, hey, whether or not we’re including the recordings, yes, we are, including recordings. We will send this out so you have all of this information for you as well. Now, when we start measuring social media, this is the last thing I want to tell all of you, but you’re going to lose some money. You’re gonna Yeah, you’re gonna pay something for social media. And it’s some part of that’s not going to work. The advantage over paying for a lot of traditional media is we usually know what didn’t work. Right. And that’s the challenge sometimes is that we know that this part didn’t convert at all.

Dani Chaney 48:15
Yeah, the the metrics with social media are automatic. So what’s great about it too, is if you’re running a test ad, and one of them just really is not performing, you can shut it off. And then all of your money goes to the more successful ad is, I usually like to let those shake out, especially when you’re first starting is like, Oh my gosh, it’s really easy to just shut something off if it’s not working. But it’s usually in a testing phase for 48 hours. And I really like to leave those first couple of ads, even though if there’s a glaring winner between the two. It’s really just one might be overserved. One might be underserved, that those tests will really help you but when you first start, you’ll see that you’ll lose money, especially when a B testing you’ll think, Oh my gosh, why don’t I just shut this one off, I would let it run and then optimize kind of based on that and you’ll lose, you’ll learn something every time And then as you go into specific communities, some of those will be more successful than other some of your smaller, really small towns that you might be marketing to. It might cost you a little bit more, they might see them more. But it might cost you a little bit more to get those people to engage with your ads.

Ben Pankonin 49:16
Yeah. So So really, when we’re, when we’re honing an ad set, really what we want to do is figure out, Hey, what did work? What started spending our money? Yes. So if we’re optimizing for clicks, for instance, then what we want to do is spend money. Yeah. You know, if people aren’t clicking, then it’s clearly not effective whatsoever. So we want to optimize so that we are starting to get clicks. Yeah. So that means that you know, if we have some other areas that aren’t really converting, we shut those off. Yeah. We learned our lesson with some of those, and then we move towards the ones that are converting. So losing money is part of the process. Yep. That you know, the office Optimizing part of it is making sure we’re not losing very much money. Yeah, to then move on to the things that we know are working and effective. And those won’t be effective forever. Right? That’s just part of the game. And that’s part of what we have to keep learning and and reiterating on those. So you know, when you’ve done this for a while, what you start looking at is when we dive into a new market, we look for, what are those areas that will work? So we can kind of, you know, look out there and see what are people buying? What are your competitors buying for ads? And then how do we optimize for the ads that we know will work? So we can spend less, less money learning and more money actually converting? Right. So obviously, there’s there’s a bunch of metrics to be considering. I know you’re running ads on all of these areas. Yes.

Dani Chaney 50:49
Yeah. It’s it’s important to just know if you’re running an awareness ad, you know, your you might not have a customer that converts so what is it what are those important to you? Is it reaches if the exposure is it just getting your name out in terms of engagements, you know is that people replying is it is engagement? Is it people coming into your branches? In terms of traffic? Obviously, you want people to visit your website, but are they just visiting your website and you want them to come to a branch? Is it filling out a form, that’s where the pixel was really great. And coming in is tracking that forum participation, making sure those landing pages for your ads are mobile optimized. So people don’t just abandon if they go to a page and there’s too much copy or not clear what they do. And then again, event responses, you actually can promote these events that you’re you’re putting on Facebook, or you can boost organic posts, things like that. So when you’re boosting an event, you might find that you know, rsvps are your initial one, but how many of those actually converted, and then you can see the names of those people so you can re advertise your next event to them as well.

Ben Pankonin 51:54

Now, there’s a lot of ways to sort of do Determine whether or not we’re getting a return on investment. But one of those is just looking at, hey, here’s what our reach is, here’s the number of interactions. This is these are actually actual numbers that I pulled from a campaign a little while ago. And, you know, we can, we can pull through all of those now, our click through rate or cost per click, so we can look and see what those numbers are, what our total spend was. And then you know, you have to value the products as well. Yeah, we were talking at the beginning about, you know, some of those more expensive ads like LinkedIn where they’re $4, a click. You know, I was I was working with a small financial institution that said, Hey, we’re going to do some testing. I did a little bit of work with them. And I said, you know, look, it sounds like you’ve got a pretty small budget for LinkedIn, but just try something out. And then let me know how it goes. You’re one week later. I get a call. And they said, Hey, we we ran a campaign, it was $10. And I thought, yeah, I knew it was gonna be a small budget, but like, that’s, that’s pretty small. You know, you’re probably not going to learn a whole lot with $10. And he said, Well, we, we ran it, we got two clicks, because I was there about $4 in click, which is pretty average. And I said, Okay, well, you know, how did it work? Well, we were trying to target a commercial market. And, you know, out of those two clicks, one of them produced an appointment with an employer of about 100 people. And I said, well, is that appointment worth more than $10? He said, Oh, I would pay, you know, 10 times that for that appointment easily. So well, then it sounds like it was probably worth it, right? Like, you know, so we have to evaluate is, is that appointment worth $4 right is that is the end result of that, you know, interaction worth it or not? Right? So I think that’s one of the things sometimes we lose sight of is, what is the end goal?

Dani Chaney 54:06
Yes. And sometimes people get really caught up in that cost per click. So when they see something like four or five $6, they get really scared. And they think, Oh my gosh, Is that good? Well, if you acquire a home loan customer, or if you acquire a commercial loan customer, obviously, that that is worth that. And again, you know, if your ad is awareness, and you got people to come into your branch, if you signed up new checking customers, you know, it really just depends on you know, what, what is that main goal? And, you know, sometimes I wouldn’t be so much worried about that cost per click, if you see results from that ad. So again, all of the factors, community location, all of that has something to do with it. So just keep that in mind when you’re getting started.

Ben Pankonin 54:49
So some of those, you know, return factors, we might not be able to track all the way back to, you know, our core banking system, right. Yeah, we might have to wait for that and say Hey, no commercial lenders, I’m delivering a lead to you. Let me know if you received any feedback. Yeah, right. If that was an inquiry, if that was some feedback that might be worth what you’re presenting. Now advertising for commercial lenders advertising for loan officers is a fantastic way to do that. But we do have to put in a mechanism to get some feedback to know whether or not it worked. Yes, yep. So that’s a key component, whether you’re doing it in house or you’re, you’re outsourcing it every once in a while, we’ll have one of those moments where we’ll say, Hey, we need we need shorter term feedback. We need to know if this is working. Because we’re, we’re going to be spending some of your money to try to figure that out. And I think that’s an important component there. So you know, figuring out what your budget is, again, if you if you’ve never done advertising, on social media, going and requesting that hundred dollars to just make sure that you’re getting more effectiveness out of your social media. It’s just a easy way to get started. And then you know, when we start thinking more long term, you know, thinking about how that team’s created, the people who analyze advertising and figuring out whether or not it’s effective, the analytics people and the people who are doing creative and the people who are doing, you know, writing. And the people who are, who are pulling the levers for budget are typically all different people. Yes, those are very, very different skill sets. And, you know, a lot of times, you know, we’re seeing the, hey, if I learn everything about advertising, I can do all five aspects of that. And that’s, that’s really painful if you’re going to, you know, have a reasonable or pretty large budget in this area, right. So, you know, with that, there’s a lot to learn. You know, our goal of this webinar wasn’t to sort of get everything out on social media, but it’s really to hopefully help all of you navigate it a little bit more effectively and find some unique ways to do that. And Danny thanks for for guiding us through this. Yeah,

Dani Chaney 57:04
thanks so much. It’s you know, it can be really scary when you get started. But you know, investing your money and social the automatic metrics and the things that you learn about your communities is just really fun and important and social is something I’m very passionate about. And advertising on social is something that everyone is is really a part of, and we’ve seen a huge uptick in it from our customers as well. So as always, Ben and I are here to help answer any questions as you guys get started and good luck with all the ads and

excited to be a partner in it.

Ben Pankonin 57:36
Awesome. Well, you know, reach out to us if you’ve got questions, we have another exciting webinar coming up for August. So stay tuned for that. We’ll be sending out a recording for this one as well. But you know, let us know if if you’re looking at your the way that you’re spending money in ads, you’re glad to do a little brainstorm and and do a little bit of analysis in your market to understand And that a little bit better. So, again, thank you so much and we’ll talk to you again soon.