creating social media advertising campaigns

• What’s your hook?

Advertising Campaign Questions

Examples:• PR/marketing company: Call today for a

free list of editors fax numbers to send your press release to

• Dentist: Just relax. We know the drill• 7 Mistakes People Make When Choosing a

(insert your business here)_• Before You Purchase (insert your product or

service here) You Should Read This Report

Advertising Campaign Questions

• How engaging is your copy? • Using Hashtags? #youruniqueword• Are you using unique images or video? (essential FB algorithm)• Who are you targeting & where are they hanging out?• What is your objective?• What is your Call to Action?• Where are you sending people? (landing page, etc.)• What is your budget?• What is the duration of your advert?• Install Conversion Pixels, have T&C’s, Privacy, Refund Policies

• What’s your hook?

•Boosted Post• One off payment for wider

reach & exposure• Displays “sponsored” message

to fans & targeted audience• A “Like Page” CTA to non fans• Static url - no vanity endings

https://www.facebook.com/business/ads-guide

• Promoted Post• Use Ads Manager/Power Editor for

wider reach & exposure• Displays “sponsored” message to

fans & targeted audience• A “Like Page” CTA to non fans• Can create a vanity url ending• Use FB preferred bidding method –

shown to those most likely to click• Images - 20% text rule, strict T&C’s


• Clicks to Website• Website Conversions – BEFORE using this type of ad, must insert within the

<head> of your website a conversion pixel• Page Post Engagement• Page Likes• App Installs• App Engagement• Offer Claims• Local Awareness - Reach potential customers in your immediate area• Event Responses• Video Views

Advertising Objectives:


• Instagram handle• Displays “sponsored” message to

followers & targeted audience• Visuals and Images – prominently

displayed • Optional CTA to encourage the click• Text Box – provide descriptive text,

generate interest• Hashtags – private profiles won’t appear

on public hashtag pages, your own posts only, numbers allowed, no spaces & special characters, limited to 30 hashtags per posthttps://help.instagram.com/

• Company logo & LinkedIn Page url displayed• Option to follow Company Page• Displays “sponsored” message to contacts

& targeted audience• Visuals & Images – small display area • Headline - 25 character limit (eg exceeded)• Description – no more than 75 characters

(2 lines), beware the “…”• Push not pull advertising; your

product/service not actively searched for, work harder for ad to capture attentionhttps://www.linkedin.com/ad/start

• Specific job title, employer, role, skills & interests targeting, more professional info provided• Added potential for visibility via

“Influencers” and “Pulse”• High Visibility - Doubleclick exchange

& ad network Collective Media – partners being New York Times, BusinessWeek, CNBC• Sponsored updates – story, interview

or content delivered from Company Home Page,directly onto a user’s home feed

https://www.linkedin.com/ad/start

• Ability to promote tweets, schedules, accounts, trends (time-, context-, and will occasionally show in timelines)

• Interact with promoted content in much the same way as organic content

• Follow, Like, or Retweet content on Twitter, including promoted content - your followers may see your name associated with that content

• More options for users to opt out of seeing advertising partners services

• Plus option to “dismiss” ads you’re not interested in seeinghttps://business.twitter.com

• Forecaster Tool - provides estimated audience size and monthly bid reach, based on targeting options & campaign bid• App or Twitter Cards – use beyond 140

characters by adding engaging media experiences to your Tweets, such as an image, ratings, a call to action & video• Interest & @username targeting• Target on keywords used in search

queries, recent Tweets, and Tweets user’s have recently engaged with

• Must have a Business Account – easy to convert a personal account

• Promoted Pins – no promo info, calls to action, service claims, price listing, signup requests or deceptive content in the pin image. Must arrive at a relevant landing page

• Buyable Pins – join waitlist, shop for product without leaving their app

• Testing with a few major brands & 5 commerce platforms - Bigcommerce, Demandware, IBM Commerce, Magento, Shopify

• Guided search, organic pins only – keyword auto suggestion “sometimes you don’t know what you’re looking for until you see it”https://ads.pinterest.com/

creating social media advertising campaigns

Social Media