WideNet U: Social Media 301: Facebook & Instagram Ad Creation

Social Media 301

Part 2: Facebook And Instagram Ad Creation

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 Storieso The “hustle” aspecto Video

• Part 4: Making It Work Togethero Utilizing multiple platforms at onceo Cross posting and promotion

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

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

Format Types

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?

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

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 foro Conversions

Slideshow Ads

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

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 limitso Literally a slideshow.o No capture capabilities.

• Great way to tell a deeper story with images.• Perfect for

o Brand awarenesso Store traffico Event promotion

Video Ads• Videos you upload to

Facebook.• More immersive

option for video. o Information/vlogo Advice/Self-Helpo Product demonstrationo Political/Social causes

• Think about audience.o Exec’s respond well to videos.o Can you hold attention?

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 authentico Can be hyper-personalized to a high degree o Most of the “selling” is done on Facebook.

• Perfect foro Conversionso Brand awareness o Store visits

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 awarenesso Deals/Promotionso Conversionso Store visits

Takeaways• A lot of variations for video in Facebook Ads.

o Adobe Stocko Slidely Promoo 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!

Questions?• www.widenetconsulting.com• 256-241-6112• [email protected]• Facebook.com/widenet• Twitter: @widenet• Instagram: @widenet