mobile social ads: how to crush it on facebook and instagram by dave roth

#SocialPro #12B @EmergentDigital

Dave Roth | Emergent Digital

Mobile Social Ads: How to Crush it on

Facebook and Instagram


LET’S TALK


LET’S TALK •  Mobile First

•  Video First • Instagram •  Facebook • Get your Ads Right


Shameless Self-Promotion Slide

Emerging, Digital Media Social Enterprise

o  Search & Social

o  Paid & Earned

o  E-commerce

o  Lead Gen

o  ROI

o  Sustainable Energy

o  Social Change

o  B-Corps

o  NonProfits

o  Education


VIDEO ADS


•  Auto-captioning is coming! •  Default is no-audio •  First few seconds count •  Keep it short •  End with call to action •  Test, Test, Test

VIDEO ADS


INSTAGRAM


•  Emulate post photos •  Aspirational •  Authentic •  Creative CTA •  Experience,not products

INSTAGRAM


INSTAGRAM •  Subtle Branding •  Light on ad text •  Brand-related hashtags •  Photo best practices

•  Lighting

•  Focal point

•  Detail source: curalate


INSTAGRAM Carousel Ads with Video

•  Mix images + videos •  Up to 5 assets •  Carousel increases recall •  Video increases engagement •  Entertainment •  Product demos

source: curalate


INSTAGRAM Shoppable Feeds

•  Commerce-enabled posts

•  Third-party driven

•  Significant overhead •  Development •  Integration •  Maintenance

source: curalate


FACEBOOK


Mobile Ads

•  Mobile-specific ad copy •  Less room to use

•  Especially headline & link description •  Don’t rely on preview tool •  Send ad to your phone (and your other phone)


Mobile Ads

Ad preview Ad on iphone


Custom Audiences


Custom Audiences •  Standard

•  Email, phone, FBID

•  Website •  Retargeting

•  App Activity •  Open •  Purchase •  Reach level

•  Lookalike •  Filter with interests


Advanced Website Custom Audiences

•  Released last month •  Frequency •  Dynamic Dates •  Aggregated Values •  Devices •  Include/Exclude •  Combine


Lead Ads

•  Name/Email capture •  Customizable

•  Image •  Mobile-friendly

•  Forms •  Customizable •  Tricky

•  Integration with CRM •  Marketing Automation


Lead Ads


Canvas •  Post-click •  Mobile •  Customizable •  Clicks + Conversions •  Multiple Components

•  Header •  Video •  Carousel •  Product sets •  Buttons


SUMMARY


SUMMARY

•  Keep FB and IG separate… •  …but use FB audience tools for both •  IG more visual, aspirational •  Try video ads for engagement •  Lead ads require integration… •  …so do Insta shoppable feeds. •  Remember, this is the fun stuff!


THANK YOU

mobile social ads: how to crush it on facebook and instagram by dave roth

Social Media