JAC Academy SMM Advanced Lesson 2 PDF

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 2 Prof. Federica Barbella  META ADS ABC: SETUP + OVERVIEW Plan & schedule: the best free and low-cost tools Datasets, catalogs, cr...

SOCIAL MEDIA MANAGEMENT Advanced Class Lesson n. 2 Prof. Federica Barbella  META ADS ABC: SETUP + OVERVIEW Plan & schedule: the best free and low-cost tools Datasets, catalogs, creative folders and domain veri cation in BM How FB Adv and the auction mechanism really work Overview of the Ad Manager Dashboard + The new structure and objectives of Meta Ads Effective set up of the ads account [CHECK-LIST] The IG algorithm LESSON PLAN fi  PLAN & SCHEDULE: THE BEST FREE AND LOW-COST TOOLS PLAN & SCHEDULE: Meta realized it didn’t have a native tool for scheduling and managing content, so it merged Business Manager, Business Suite, and Creator Studio to create the Planner. You can nd it in Business Suite under the planning tools section. When you click on it, it redirects you to the Composer tool. From Home BS From the From the > Create Post Business Feed Content LET’S SEE IT LIVE fi Peak activity time ME HEALTCARE (+40k) SaaS (-5k) SHOWBIZ (+80k) Where do I publish content from? “You’re as unreliable as posts scheduled via Business Suite" is the saying Scheduled posts must be set within a timeframe of 20 minutes to 29 days Not all features available on the native app (e.g., Stories and Reels) are present FREE & LOW-COST TOOLS POSTPICKR ZOHOSOCIAL Available in Italian Planning ow Publishing, scheduling, team management, With SmartQ, you can schedule your posts and analytics at times when your followers are more likely AI assistant: "Describe the request in to see them. natural language or use pre-de ned prompt Media library, content recycling, targeting, templates to get perfectly formatted, and monitoring. consistent, and customized texts for your URL tracking, emergency publishing target audience.” suspension Available in freemium From €10/month fl fi FREE & LOW-COST TOOLS BUFFER SOCIALPILOT From $25/month Freemium version AI Assistant: Generate new ideas for posts, The AI Assistant can generate new ideas, captions, and hashtags on social media, reuse your existing posts, rewrite text in the customize content for various platforms, style you prefer, and even translate your create unique text variations, reuse posts, content. and expand your global reach with quick Shortener, tagging, story scheduling, Reels, translations—all with just a few clicks. GB pro les, Hashtag manager, analytics Work ow with post review for agency plans UTM parameters, analytics, Canva... fl fi FREE & LOW-COST TOOLS LOOMLY From $26/month Advanced tools like labels and optimization tips Loomly Media Studio, Hashtag Manager, UTM parameter generator Integrations with Unsplash, Giphy, and Google Drive Integrated post boosting  DATASETS, CATALOGS, CREATIVE FOLDERS AND DOMAIN VERIFICATION IN BM DATA SOURCES Data sources were introduced by Meta last year: essentially they are data sets where all the brand's tracking assets are stored. Data sources are fundamental for running sales campaigns and distinguish the work of a cugggino from that of a professional. Catalog > Always have the legitimate owner create it and then share it with you. Pixel and Data > Same as above. Since each pixel has a history, it should be set up once and left in place, ideally using one pixel per domain/brand. Are you using a new ad account? Share the dataset! Of ine Events > These are used to track events that occur of ine. They should always be created and linked in the client's Business Manager. Shared Audience > You can share custom audiences with other Business Managers. fl fl DATA SOURCES To use certain tools in ad accounts (e.g., pixel, catalog, of ine event tracking...), it is necessary to ASSIGN THE ASSOCIATED RESOURCE (e.g., ad account). fl BUSINESS CREATIVE FOLDERS "Companies can use Business Manager's creative folders to upload, organize, and share images and videos with other companies, which can then be used in their own Facebook ads. It’s very useful especially when working on big shared projects instead of sending WeTransfers and so on.” DOMAIN VERIFICATION & OTHER ADVANCED FEATURES Domain veri cation > Domain veri cation also allows you to manage permissions for editing links and content to prevent misuse of your domain. This includes both organic and paid content. Lead Access > From here, you can control which people and CRM systems can access your leads by customizing the contact access settings. System Users > System users represent the servers or software that make API calls to the resources owned or managed by a Business Manager. fi fi DOMAIN VERIFICATION & OTHER ADVANCED FEATURES DOMAIN VERIFICATION & OTHER ADVANCED FEATURES USEFUL LINKS: How to create a business account > https://www.facebook.com/business/help/ 1710077379203657 Basic Guide to Business Manager > https://business.facebook.com/settings/ setup-guide Basic Guide to Business Suite > https://www.facebook.com/business/tools/ meta-business-suite/get-started Creative Folder > https://www.facebook.com/business/help/ 2476241715732107 Domain Veri cation > https://www.facebook.com/business/help/ 286768115176155 Blocked Items List > https://www.facebook.com/business/help/ 1314478651899918 News Page Registration > https://www.facebook.com/business/help/ 316333835842972 System Users > https://www.facebook.com/business/help/327596604689624 fi FAQ Q: There are admins on the page, but I can't see them in BM or BS. Why? A: Because they were added manually and directly within the page, without going through BM. Q: The main page/account of my company is linked to another BM that we don't have access to. What should I do? A: Only support can help you. Contact them by explaining the problem and providing the BM ID to which the resource is connected. Q: I mistakenly created the client's ad account from our BM instead of theirs. How can I unlink it? A: You can't. You have two solutions: 1) Share it with their BM by giving them full control, but it will remain owned by your BM. 2) Create a new one from their BM – but be aware that you will lose all history! Q: The client doesn’t want to have a personal FB account. What can be done? A: As of today, there is no alternative. It is mandatory and in their best interest to have a personal account to log into the BM. Q: Some of the tools you showed are not available in my BM/BS. Why? A: In some cases, these tools are being rolled out and are not yet available for everyone. In other cases, they are only active for certain segments (e.g., creators). If in doubt, you can contact Meta support for more information. Q: Help, my account has been hacked! What now? A: Go to facebook.com/hacked and follow the steps. If you can’t x the issue ask a colleague to open a support channel for you. Q: I have several brands under the same company, should I create a BM for each of them? A: Yes and no. It largely depends on how you want to structure your business and how independent the different brands under the same company are. The decision should be carefully considered because, it’s worth noting, that any BM admins would have access to all the assets of all brands, even those they might not be responsible for. Do we really want that? Where can I con gure automatic replies? Go to your inbox and click on Automatic Replies > https://www.facebook.com/business/help/318238182723007. fi fi FAQ Q: Can the BM admins be changed once they are set? A: Yes. Another admin has to do it, as they can remove others. Note that any user can “remove themselves” from the BM at any time by choosing to leave it in the Settings. Q: Where can I nd the BM ID to share access between different Business Managers? A: Finding the Business ID, which is the unique identi er of your BM, is very simple. Just go to the BM Settings > Business Info > there you will nd a string of numbers representing your BM’s unique ID. I accidentally created an ad account / I'm not using it anymore. Can I delete it? No. Currently, FB does not allow the deletion of ad accounts; however, you can deactivate them. The process is very simple: go to BM Settings > Ad Accounts, select the account you’re interested in, click on the three-dot icon °°° in the top right, and proceed with deactivation, which typically happens within 24 hours. How many ad accounts can I create with BM? It depends. Generally, when you rst set up a BM, you are allowed to create one ad account, but it’s possible to request an increase in this limit through the Help Center. Keep in mind that it’s recommended to create ad accounts from your own BM only if they are owned by the business that manages the BM. Q: Can I delete a BM? How? A: Yes. You can delete the BM using the appropriate button, but you need to be an admin to do so, and it’s important to carefully consider the consequences. Additionally, it cannot be deleted if there are pending payments or if all the resources have not been assigned to someone. Q: Help, something's not working today (e.g., scheduling). How can I check if it's just my issue or everyone’s? A: Go to https://metastatus.com/ and check for widespread issues. See if there are already similar posts in our group or in similar groups. If necessary, contact support. Then relax. Meta bugs are just part of an SMM’s daily life. :) fi fi fi fi HOW FB ADV AND THE AUCTION MECHANISM REALLY WORK LET’S DIVE IN! IG AND FB ADS ARE NOT A SIMPLE WAY TO MAKE ADV, THEY ARE A NATIVE FORM OF ADV Meaning that the Adv molds itself to t into the media it’s hosted on, hence we have to dress up our adv in order to make it camou age in the feed/reels/stories section. Meta earns money through adv and the engine that fuels it is people who spend more time on its platforms. Think: would you be willing to spend time on Meta if your feed was full of intrusive and unrelevant ads? We have to craft interesting and appealing ads, otherwise our content will not be pushed on Meta and users won’t be able to see it Meta created very sophisticated systems to both make businesses happy showing theirs ads, and make also users happy showing them relevant ads fi fl HOW DO WE BUY ADS ON META? TARGET REACH AND AUCTION RATING FREQUENCY POINT (TRP) Place a bid for speci c Pay a xed price to reach a Purchase veri ed actions or views with a predictable number of people impressions for speci c range of control (not available to all) campaigns at a options predetermined cost (not You can choose from You can share your media available to all) plan with reach, frequency, different audiences; and costs before launching; Similar to TV adv The system aims to Facebook optimizes to reach spend your money Minimize the chances of a certain number of people ef ciently under-delivery and veri ed by Nielsen underspending; You can adjust settings Available for purchase up to in real-time. You can create sequential 6 months in advance ads and tell a story. For big brands, available It’s a sort of reservation. through a FB representative fi fi fi fi fi fi WHEN WE MAKE ADS ON FB WE TAKE PART IN A REAL-TIME AUCTION Created to maximize value for the advertiser while ensuring a good experience for the consumer. The more this sophisticated, machine-learning based system predicts that an ad is relevant to the user, the less the advertiser will pay to display it. The formula Meta uses to determine the winner of the auction: [Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value Based on the Website performance, Depends on your previous account ad quality, relevance of offer strategy performance + activity the ad to the audience of the target persona it is being shown to TO BREAK IT DOWN: To determine the total value of an ad, Meta sums up: + How much we are offering + How many chances there are that an user makes the action we optimized the ad for + The estimated value the user we targeted would give to the ad > if the ER of our Meta account is low, if users skip or hide our ads, this will heavily affect the User Value indicator = TOTAL AD VALUE Which is compared with the one of someone else how is taking part in the auction and the winner is going to be shown. Hence we will be paying for the value determined by the other ad (the winning one) TO BREAK IT DOWN: Auction: In an advertising auction, advertisers offer a maximum amount they are willing to 1 pay for the ad objective (such as clicks, views, or conversions). The actual amount you pay depends on the bids of other advertisers competing for the same target audience. Relevance: Ads are evaluated based on their relevance to the target audience. More 2 relevant ads can achieve a lower cost per result (such as clicks or conversions) compared to less relevant ads. Budget: You can set a daily or total budget for your advertising campaign. This budget 3 affects how often the ad is shown and the overall campaign cost. Ad Objectives: The objectives of your advertising campaign, such as getting website clicks 4 or conversions, influence costs. Some objectives may be more competitive and costly than others. Obiettivi più costosi da raggiungere: 1.vendite 2.lead generation 3.download app/app promotion 4.traffico 5.engagement 6.awareness CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions): You can choose to 5 pay based on clicks received (CPC) or impressions displayed (CPM). The payment model you choose will impact costs. TO BREAK IT DOWN: Account Reputation: The reputation of your advertising account, based on past 6 performance and compliance with advertising guidelines, can in uence costs. Competition: The level of competition for your target audience can affect costs. Higher 7 competition may require higher bids to achieve desired results. Audience Type: The audience you are targeting can in uence costs. Highly speci c or niche 8 audiences may require higher bids compared to broader audiences. Ad Placement and Format: The location where the ad is displayed (e.g., in the feed, in 9 stories, or in the Explore section) and the format (image, video, carousel, etc.) can in uence costs. Seasonality: Seasonal trends and special events can impact advertising costs. For 10 example, costs may increase during holidays or signi cant events. fi fl fl fi fl  OVERVIEW OF THE AD MANAGER DASHBOARD + THE NEW STRUCTURE AND OBJECTIVES OF META ADS HOW DOES META DETERMINE THE COSTS OF AN AD? PLACEMENT AD RELEVANCE OFFER Every COMPETITION The more STRATEGY placement has OPTIMIZATION More competitor = relevant your higher costs A ects how much a cost A ects the cost you pay ad, the less (e.g.: sidebar is you’ll pay very low) The better you are at making ads, the less you’ll pay Creating a relevant, engaging, and well-targeted ad is crucial as it gets shown and allows us to save with the same results (+ the more relevant an ad + it gets shown + brings results). If Meta has to choose between protecting the user and making the advertiser spend, it will always choose the user. The creative aspect is crucial: a poorly designed and unprofessional ad can mean wasting a lot of money. ff ff THE FORMULA FOR SUCCESS TARGET READY TARGETED MESSAGE TECHNICAL ASPECTS To take the action you That addresses the needs/desires of ask of them that audience Budget, Bidding, Optimization THE HARD TRUTH YOU’LL HAVE TO DEAL WITH Your ads and accounts could be suspended or blocked at anytime, especially if you open a new ads account: sometimes rightfully, sometimes wrongly. It's not a perfect system, so be very careful to avoid borderline practices and going against the policy; Prices are rising and will continue to rise: it's an auction-based system, that's why it's so important to measure the real impact ads have on your business. Right now there are 20 million advertisers; 30 During certain times of the year, competition is higher (e.g.: Black Friday; Try considering lead generation campaign in august, when your competition is silent); Tools (especially new ones) are full of bugs: seek confirmation from support or groups, but don't panic too much when something doesn't work. ADS MANAGER DASHBOARD: OVERVIEW Name and ID of the account Ads creation button Row and preset of Ads Time frame all the metrics Remember the Matrioska structure: 1. Campaign > Objective 2. Ads group > Where, Budget & Who (Placements, Budget and Targeting) 3. Ad > How (Creativity) If you scroll tour mouse on each section, a brief description of every word will pop up MORE SECTIONS THE NEW STRUCTURE AND GOALS OF META ADS From 11 to 6 objectives to simplify your life THE NEW SETUP 2 1 3  7 4 5 6 8  11 9 10 12 13 14 15 10 HOW TO CORRECTLY SETUP YOUR ADS ACCOUNT STEP BY STEP There are two ways to open it IF YOU ARE OPENING IT FOR YOURSELF: NOT RECOMMENDED RECOMMENDED LINKED TO YOUR PERSONAL ACCOUNT LINKED TO THE BUSINESS SUITE Link here: facebook.com/ads/create Procedura step by step Personale > Go to business.facebook.com https://www.facebook.com/business/ help/428891787289529 Go to Settings Procedura step by step Business Under 'Business Resources,' choose 'Ad Manager > https://www.facebook.com/ Account' > 'Create a new advertising business/help/910137316041095 account' HOW TO CORRECTLY SETUP YOUR ADS ACCOUNT STEP BY STEP Do you remember why the one linked to your personal account is not recommended? NOT RECOMMENDED LINKED TO YOUR PERSONAL ACCOUNT Non fate come i cuggini, che Altra cosa importante: potete sganciare un all’interno del loro BM inglobano gli pagina, account IG da una Suite o BM ma asset/account dei clienti, anche per non potete sganciare un account una questione di serietà e pubblicitario. Quindi se lo create dal vostro responsabilità: voi non volete essere BM non potete poi cederlo al cliente, a cui responsabili di fronte a chiunque giustamente spetterebbe. Voi dovete vuole info su chi gestisce i dati. Ogni gestire i suoi asset come Partner, o come azienda quindi deve avere sua Suite a persone via indirizzo mail, anche per avere cui noi come SMM chiediamo accesso. una migliore assistenza. BE CAREFUL 1 3 2 PAYMENT METHODS You can use different payment methods (also depending on the country), butI recommend using a credit/debit card or PayPal to avoid delays or issues. It's also possible to request a credit line, but it's subject to a certain minimum spend (until recently, it was 10k/month for a minimum of 3 months). Tip: Add a second payment method as well, so if the rst one fails, Facebook can charge the cost to the second one, and your campaigns won't suddenly stop. Everything you need to know about payment methods > https:// www.facebook.com/business/help/ 2 338388466239851 fi ADS ACCOUNT SETUP If the advertising account doesn't belong to you (e.g., a client's), you must REQUEST access through Business Manager; don't add it! Absolutely avoid adding multiple clients/brands under the same advertising account: each account has its own history, and one brand's campaigns could affect another's! Do you need to run advertising campaigns for multiple countries? Consider creating a separate advertising account for each region/country. ADS ACCOUNT SETUP > ADD PEOPLE META BUSINESS SUITE > SETTINGS > PEOPLE ADD PEOPLE ADS MANAGER: CHECKLIST Have you given the account a recognizable name? Is the time zone and currency set correctly? Have you entered all the right billing information? Have you set a spending limit (if applicable)? Have you added a working and reliable payment method + the backup method? Have you con gured the dashboard with the data that matters most to you? Have you connected the pages and Instagram accounts you want to advertise? Have you granted access to those who need to work on the account? fi ADS MANAGER: BILLING The timing of when you will pay for your ads depends on the payment method you have chosen. There are two main payment settings for Facebook ads: 1. Automatic Billing: Meta will automatically charge your chosen payment method when you spend a certain amount, known as the "payment threshold." Any remaining amounts will be charged on the monthly billing date. You will pay using this method if you use PayPal or common credit and debit cards. 2. Prepaid Amounts: You must rst add money to your advertising account, and then Meta will deduct daily expenses directly from this balance for the duration of your advertising campaigns. You will pay using this method if you are using a manual payment method, such as PayTM or Boleto Bancário. With prepaid amounts, there is no payment threshold. In both cases, it is important to carefully manage your budget and monitor expenses to avoid surprises in billing. Facebook will issue invoices or spending summaries based on the payment method and your billing preferences. fi INVOICES HOLDER META BUSINESS SUITE > SETTINGS > BUSINESS SETTINGS > BUSINESS INFO INVOICES DOWNLOAD META BUSINESS SUITE > SETTINGS > BILLING & PAYMENT> PAYMENT ACTIVITY > DOWNLOAD BILLING USEFUL LINKS How does Meta charge for ads? > https://www.facebook.com/business/help/716180208457684 How and when are payments charged? > https://www.facebook.com/business/help/ 105373712886516 How does monthly billing work? > https://www.facebook.com/business/help/2086865811541431 Differences between budgets, spending limits, and payment thresholds > https://www.facebook.com/ business/help/998181913623584 IG ALGORITHM IG ALGORITHM Basically everytime we post, IG makes a prediction: how many chances the user that could see your post might be clicking and commenting it? The more the chances, the more easily your post will show up to them. Therefore, if you have low/0 interactions, IG will show less and less your current and upcoming content. IG ALGORITHM To recap: what are the main signals for ranking on Instagram? Timeliness > Generally, the more recent, the more interesting to people. Hence POST WHEN USERS ARE ONLINE! Relationship > Do you follow each other? Have you searched for their name? Do you exchange messages and comments? Do you tag/save each other's posts? Hence ENGAGE WITH YOUR FOLLOWERS, AND MOST IMPORTANTLY, ENCOURAGE THEM TO ENGAGE WITH YOU! Interest > The algorithm knows the topic you're referring to and shows it to people more interested in it. Hence BUILD YOUR NICHE CONSISTENTLY!] Usage Frequency > The more your followers use IG, the more chances they have to see you. Following > The fewer people they follow, the more chances they have to see you. Session > The more time they spend, the more chances they have to see your content. HOW TO INCREASE REACH Use carousels Use reels in your feed and and generally, new features. Post consistently (During Instagram's Creator Week in June 2021, Instagram chief Adam Mosseri revealed that a posting cadence of 2 feed posts per week and 2 Stories per day is ideal for building a following on the app.) Play fair, if you don't want to risk it (pods, fake followers, unauthorized automations...) > https://blog.hootsuite.com/instagram-pods/ Use hashtags strategically and consistently (no generic or off-target stuff). Create valuable interactions with your followers (for example, using stickers, quizzes, live sessions, etc.) Analyze, test, and iterate what works.