Meta Social Media Advertising Guide PDF

Advertising with Meta technologies FACEBOOK AUDIENCE NETWORK INSTAGRAM WHATSAPP MESSENGER Meta Ads Manager: app or browser Meta Ads Manager browser What advertisers decide Who to reach Advertisers decide: When to display What creative Which action Who to reach Choose the audience f...

Advertising with Meta technologies FACEBOOK AUDIENCE NETWORK INSTAGRAM WHATSAPP MESSENGER Meta Ads Manager: app or browser Meta Ads Manager browser What advertisers decide Who to reach Advertisers decide: When to display What creative Which action Who to reach Choose the audience for your ad. People ages 18–65 in Belgium, Germany, the Netherlands and the UK When to display Set a schedule for when the ad will appear. October 10 – November 22 What creative Video ads Which action Choose the objective for the ad. Awareness Create an ad Three steps to create an ad: 01 02 03 Identify the objective of your ad campaign. Define who you want to see the ads, when and where. Add media and text. Three levels of an ad campaign Choose an objective. Create a new audience. Adjust your audience. Advantage placements Ad formats Conversion tracking Choose an objective Set goals that are: Specific Measurable Achievable Relevant Time-bound Set up an audience 01 02 03 Audience Custom Audience Lookalike audience Select your audience manually based on characteristics like age, location and interests. Upload a contact list to connect with customers on Meta technologies. Use customer information to find similar audiences on Meta technologies. 01 Audience 01 Create an audience manually by specifying characteristics like location, demographics, interests and behaviors. 02 Your ad will appear to people who match those characteristics. 03 This is the default audience selection in Ads Manager. Target audience ● 34-55 years old ● Live near Tucson, AZ ● Interested in garden design, home improvement ● Visit home design content online 01 02 Custom Audience A Custom Audience enables you to find people on Meta technologies who are already aware of the business or product. 02 You can create a Custom Audience from: ● Customer files. ● Website activity. ● Mobile app activity. ● Facebook and Instagram engagement. 03 Lookalike audience 01 When you create a lookalike audience, you choose a source. 02 Meta technologies will identify common qualities of the people in it and find other similar audiences. 03 Your ads are shown to people similar to your source audience. Your Custom Audience becomes the source for your lookalike audience. What are ad placements? Where people see your ad Facebook Feed (mobile) Facebook Feed (desktop) Facebook right column (desktop) Instagram feed Instagram Stories Messenger Overview of ad formats COLLECTION VIDEO CAROUSEL Creative tips for your ads Get attention early Attract people with your most engaging content. Incorporate brand identity early. Use recognizable characters or products. Simple message Design for soundoff Experiment with framing Repurpose creative Advertising Policies How it works Ads are reviewed for: • Images. • Text. • Targeting and positioning. • Content on the ad’s landing page. Your ad may not be approved if: • The landing page content isn’t fully functional. • The landing page doesn’t match the product or service promoted in the ad. • The landing page doesn’t fully comply with Meta Advertising Policies. Once your ad is reviewed: • You’ll receive a notification letting you know if the ad is approved. • If approved, your ad starts running, and you can see the results in Ads Manager. Your creative can’t include: Misleading buttons. Before and after images. Sexually suggestive images. Shock and scare tactics. Outdated brand assets. Too much text. Measure ad performance Align your campaign objective to a business goal SOURCE SLIDES Your campaign plan 01 Align your campaign objective to a business goal. 02 Create campaigns using the ad creation workflow. 03 Customize, save and schedule reports to understand how your ads are performing. 04 Make optimizations based on ad performance. Link Strategic Intent to KPIs Connect your objective to your goal. Customer journey 01 02 03 Awareness Consideration Conversion Increase discovery of a business or brand. Get people to start thinking about the business and to look for more information about it. Encourage people interested in the business to take a specific action. Objectives and success metrics Objective Success metrics Awareness Awareness Estimated ad recall lift, reach Consideration Traffic Number of unique link clicks to website, cost per unique link click, clickthrough rate Engagement Number of unique clicks, number of Page likes, number of RSVPs, number of overall post engagements, cost per unique click, click-through rate Leads Number of leads, number of unique link clicks, cost per lead, clickthrough rate Conversion App promotion Number of app installs Sales Cost per purchase, purchase conversion value Conversion metrics PRODUCT AND SERVICE ACTIVITY • • • • • Number of sales Appointments scheduled Lead forms Subscriptions Sign-ups APP ACTIVITY • Game plays • App installs • In-app activity Analyze results Customer journey Awareness Impressions Consideration Conversion Clicks Sales or sign-ups Ads Reporting best practices Goal setting Before you create a campaign, establish a clear goal with actionable success metrics. Help the ad delivery system learn Include different campaigns, ad sets and ads to let the platform optimize based on what performs best. Ad creative Create at least two ads to test different text and creative. Evaluate campaigns Create new campaigns similar to the ones that were successful. Evaluate your success Illustration purposes only. FOLLOWERS How many people follow the Page Page activity metrics LIKES How many likes the Page gets each day ACTIONS ON PAGE The number of clicks on the Page’s contact info and call-to-action button Followers See how many people follow and unfollow the Page over time. Find out where the Page follows happened. Illustration purposes only. Likes See how many likes the Page gets each day. Illustration purposes only. Actions on Page See which kinds of people took action, and how often people took different actions. Illustration purposes only. REACH Your organic and paid reach Discovery metrics PAGE VIEWS How many times the Page has been viewed Reach See the number of people who were shown content from the Page, both organic and paid. Illustration purposes only. Page views See the number of times the Page has been viewed. Illustration purposes only. Posts See which post types generate the most reach. Illustration purposes only. Audience metrics Helpful demographic information about the people who interact with the Page or content People See the demographic information of the people who interact with the Page and the content you post. Illustration purposes only. Your followers See the demographic information of the people who follow the Page. Illustration purposes only. People reached See the demographic information of the people who have seen content from the Page. Illustration purposes only. People engaged See the demographic information of the people who have engaged with content from the Page. Illustration purposes only. Review 1 The metrics you use to evaluate success will differ depending on your goal. 2 Monitor metrics that relate to awareness (reach), engagement and the growth of your audience. 3 Take advantage of tools like Page Insights to measure your success.