Social Advertising to Increase Lead Gen, Engagement & ROI, Jacinta Walker

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SES case study

Company: SES

Published: 18 February 2014

Business Area: Social Media

Format: Portable Document Format (.pdf)



A year ago, "social advertising" consisted mostly of right-side ads on Facebook aimed at driving brand awareness. Now, Facebook is courting ROI-driven marketers with a new suite of performance ad options. Find out how to leverage new social ad formats that deliver high ROI and conversion among target segments.

This presentation will walk you through practical tactics to leverage not only Facebook ads, but also LinkedIn ads, Twitter ads, and YouTube video campaigns to generate targeted, quality leads. It will cover:

  1. Each channel's targeting capabilities, strengths, and weaknesses.
  2. Tools for success - conversion tracking/analytics, syncing with CRM, and access to creative development (video, images, and landing pages).
  3. Deploying unpublished page posts to get ads placed within the newsfeeds of highly targeted segments and attain clickthrough rates 20-40 times higher than Facebook's right-side ads.
  4. Facebook's new analytics offerings that can accurately measure conversion, ROI, and customer acquisition from paid social ads.
  5. The top five B2B tips for each channel - LinkedIn ads, Twitter ads, and YouTube.

Jacinta Walker, Head of Online Marketing, EMEA, Salesforce