http://www.widenetconsulting.com/widenet-u/2017-03-15-social-media-301-2/ Last month started our 4 month social media series. At this month's WideNet U, we'll be taking a deeper look into ad strategy, creation, and messaging. Are you ready to grow you social media plan? This class is for you! Join us on Wednesday, March 15th as Matthew Tyson presents Social Media 301:Facebook & Instagram Ad Creation. In this session, we’ll cover: - The different ad types on Facebook and how to utilize them - Targeting ads to your custom audiences - Cross platform advertising - The ad campaigns you should (and shouldn't) be using - How to develop an effective ad strategy

1. Social Media 301
Part 2: Facebook And Instagram Ad Creation

2. Topics of Discussion
• Part 1: Facebook Audiences & Conversions
o Audience Building
• Data Targeting
• Pixels
o Custom Conversions
• Part 2: Facebook & Instagram Ad Creation
o Facebook: Ad Formats and How to Use Them
• Part 3: Organic Content: Instagram & Snapchat
o Utilizing Stories
o The “hustle” aspect
o Video
• Part 4: Making It Work Together
o Utilizing multiple platforms at once
o Cross posting and promotion

3. Ad Objectives on Facebook
• There are three categories of objectives, with 11 total
objectives to choose from.
o Awareness
• Brand awareness
• Local Awareness
• Reach
o Consideration
• Traffic
• App installs
• Engagement
• Video View
• Lead Generation
o Conversion
• Conversions
• Product Catalog Sales
• Store Visits

4. Format Types
• Image Ads
• Video Ads
• Carousel Ads
• Slideshow
• Canvas
• Messenger**

5. Format Types

6. Questions to Consider
• What is the goal of your campaign?
• Who do you want to reach?
• Where do you want to reach them?
• Where do you want the storytelling to take place?

7. Image Ads
• “Classic” Facebook Ads.
• Consist of one single
image, text, headline,
description.
• Image is most important.
o Text is 2nd most important.
o Description gets cut off in right side
and mobile ads.
• Perfect for
o Brand awareness/traffic/likes
• Blogs, content, etc.
o Conversions
• Deals/Specials

8. Carousel Ads
• Include up to 10 images
or short videos in an ad.
• Promote different
products without running
multiple ads.
o Can include different URLS for
each one.
o Partner with pixel/retargeting.
• Perfect for
o Conversions

9. Slideshow Ads
“Lightweight” video
ads you can make
within the Facebook
Ad Manager.

10. Slideshow Ads
• Take up less bandwidth, so they’re easier to view across
different devices and internet speeds.
o People don’t have to click.
• Production limits
o Literally a slideshow.
o No capture capabilities.
• Great way to tell a deeper story with images.
• Perfect for
o Brand awareness
o Store traffic
o Event promotion

11. Video Ads
• Videos you upload to
Facebook.
• More immersive option
for video.
o Information/vlog
o Advice/Self-Help
o Product demonstration
o Political/Social causes
• Think about audience.
o Exec’s respond well to videos.
o Can you hold attention?

12. Canvas Ads
• Mobile only.
• Include a combination of images, video, and actions.
o Scroll up/down/left/right.
• Allow you to tell a whole story.
o Totally immersive and interactive ads.
o Extremely authentic
o Can be hyper-personalized to a high degree
o Most of the “selling” is done on Facebook.
• Perfect for
o Conversions
o Brand awareness
o Store visits

13. Messenger Ads
• Not technically ad an
format.
• An option found under the
Traffic objective.
• Can be used for any format
except Canvas.
• Used to start a conversation
with a user.
• Perfect for
o Brand awareness
o Deals/Promotions
o Conversions
o Store visits

14. Takeaways
• A lot of variations for video in Facebook Ads.
o Adobe Stock
o Slidely Promo
o Vidyozee
• All have great ways to hyper-personalize.
o Especially messenger and canvas ads.
• Remember: Where do you want the storytelling to take
place?
o Facebook gives you significant control over how you present your business to
the world.
• Don’t forget your pixels and custom audiences!

15. Questions?
• www.widenetconsulting.com
• 256-241-6112
• Tim@widenetconsulting.com
• Facebook.com/widenet
• Twitter: @widenet
• Instagram: @widenet