The social media advertising landscape is complex. Learn about how to set social media advertising goals and objectives, the best advertising strategies for each objective and goal, and how to measure performance that drives bottom line business growth.
8. Custom Audiences {Facebook}
ď¤ Types
of Custom Audiences
ďŽ Lookalike
cluster
ďŽ Targeted ad segment
ď¤ Available
in Power Editor
ď¤ How it Works:
ďŽ Upload
list with match criteria fields
ďŽ FB will search accounts for criteria match
ďŽ When a match exists, ad is displayed to that
user
ď¤ Lookalike
cluster is primarily used for
lead gen Finding prospects that have interests
and FB profiles similar to those that match in
9. Ads Bidding {Facebook}
ď¤
ď¤
Optimization is key when bidding and building the
algorithm
CPM: Optimized to get more likes or more comments
(page post ads, like ads)
ďŽ
ďŽ
ď¤
Charged every time someone sees post (impression)
Bid is set to a daily budget â FB will determine bid price per
instance
CPC: Advanced bidding
ďŽ
3 options: Optimized to get more actions (like, comment), Optimize
for clicks, Optimize for impressions
ďŽ
ďŽ
ďŽ
ď¤
Optimize to get more likes/comments
ďŽ Daily budget is used as bid, FB will determine individual ad bid
performance
ďŽ Optimized for impressions
Optimize for clicks
ďŽ Automatically optimize for more clicks
ďŽ Manually bid for clicks
Optimize for impressions (switches to CPM)
ďŽ Charged for impressions
ďŽ Set a bid for impression (per thousand impression)
OPE: Optimized for Engagement
ďŽ
Optimized for likes vs. clicks vs impression
10. Ad Rules & Best Practices
{Facebook}
ď¤ Compelling
copy and imagery
ď¤ Be cognizant of time decay
ďŽ Impact
on sentiment, edge rank
algorithm, and overall ad
performance
ď¤ Test!
ďŽ Test
bid pricing, duration of ad,
copy, desktop vs. mobile, audience
targeting
11. Twitter Ads
ď¨
ď¨
Drive engagement, inbound traffic, lead
gen, follower growth
Ad Units include:
ď¤ Account
Promotions
ď¤ Keyword and Profile targeting
ď¤ Interests Targeting
ď¤ Television Targeting
ď¤ Tailored Audiences
15. Linkedin Ads
ď¨
ď¨
Drive engagement, inbound traffic, lead gen,
community follower growth
Targeting includes:
Location
ď¤ Companies
ď¤
Name, Category, Company Size, Industry
ďŽ Option to exclude specific company name
ďŽ
ď¤
Job Title
Title, Category â job function, seniority
ďŽ Option to exclude specific titles
ďŽ
ď¤
Advanced Targeting:
ďŽ
School, Skills, Group, Gender, Age
Source: https://www.facebook.com/help/161297210743576The objectives you can choose from are:Clicks to Website: Get people to visit your website.Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel for your website before you can create this ad.Page Post Engagement: Promote your Page posts.Page Likes: Get Page likes to grow your audience and build your brand.App Installs: Get people to install your mobile or desktop app.App Engagement: Get people to use your desktop app.Offer Claims: Create offers for people to redeem in your store.Event Responses: Increase attendance at your event.
Clicks to Website: Get people to visit your website.Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel for your website before you can create this ad.Page Post Engagement: Promote your Page posts.Page Likes: Get Page likes to grow your audience and build your brand.App Installs: Get people to install your mobile or desktop app.App Engagement: Get people to use your desktop app.Offer Claims: Create offers for people to redeem in your store.Event Responses: Increase attendance at your event.
Targeting is key â you could serve up like ads ad promoted page post ads, but to the wrong target demographic. You end up with a fluff community that isnât going to engage with your content. Targeting optionsGeo-targetinginterest targetingKeyword, pages, group, recently used termsConnectionsAnyoneOnly ppl connected to pageOnly ppl NOT connected to pageAdvanced targeting optionslanguage, education, workplaceEducation â anyone, in high school, in college, college gradCan add specific university + graduation yearFoFTargeting competitorsBe specific about doing this â do with intent & direct goal in mind; matching content