C E RT I F I C AT E I N D I G I TA L M A R K E T I N G

Module 4:
Social Media Advertising
Social Media Advertising (Paid)
Cutting through the noise in Social Media can be challenging, and often, marketers must use paid social media marketing
strategies to amplify their message. In this course, you learn about the opportunities for targeted advertising in social media
and how to execute advertising campaigns that resonate with your audience.
Lesson Topic Description
1 Intro to Social Media In this lesson, you will learn to discover how social media advertising works and dive into current
Advertising landscape.
2 Platform for Social Ads In this lesson, you will learn what is possible on several platforms, evaluate which is right for your
objective, and your audience. Social Media Platforms offer different opportunities for paid
advertising.
3 Facebook – Getting In this lesson, you will learn how to gain hands on experience by setting up your Facebook
Started advertising account and explore campaign objectives. Facebook is a powerful social media platform
with massive audience worldwide.
4 Facebook – Create Ad In this lesson, you will learn different ways to target your audience, ad placements available, and
Sets how to determine a budget and bidding schedule. Ads need to reach the right audience.
5 Facebook – Create and In this lesson, you will learn how to create and run ads on Facebook, write compelling copy, choose
Manage Ads the right images, test different ads, and evaluate the performance of ads using campaign examples.
Facebook ads require thoughtful planning.
6 Jobs in Social Media In this lesson it describe what it’s like to be a Social Media Advertising and what skills recruiters
Advertising look for in the hiring process.
1. Intro to Social Media Advertising
Social media advertising is
an offshoot of digital
marketing where paid ad
campaigns are run on social
media platforms to reach
target audiences.

Marketers and advertisers

can promote their brands
and inspire sales through
the social channels that
users frequently use
Facts about Social Media Advertising
Every minute, 300 new profiles are created, 293,000 statuses are
updated, 510,000 comments are posted and 136,000 photos are
uploaded. There is now far more content being made than there
is time to absorb it.

One study from EdgeRank Checker found that between February

2012 and March 2014, organic reach for the average Facebook
page dropped from 16 percent to 6.5 percent. And another
report found that publishers experienced a 52 percent decline in
organic reach after Facebook adjusted its algorithm to prioritize
content from friends and family.
Today, your reach may be as low as 2 percent.
(adweek.com)
Traditional Advertising vs. Internet & SMM
Internet and Social Media
Traditional Advertising
Advertising

• Impersonal • Personal
• Numbers driven • Direct communications
• Unquantifiable consumer • Feedback driven
behaviour • Engaged
• Low cost per capita
• Cost Effective – A/B testing
• High total cost
• Highly visible
• One way communication
communication
• Response to feedback is not
immediate
2. Platform for Social Ads
Platforms like Facebook, Twitter,
Instagram, and Google Ads are
often called
“networking” platforms because
they allow user accounts to interact
with each other in a variety of
different ways.

If you're a small business, like a

restaurant, a platform like
Facebook could be a great place to
start your social strategy.
Objectives & KPIs
Social Media Metrics and KPIs are values used by marketing and social media teams to
measure the performance of social media campaigns. ... Social media teams often use a
number of social media channels to increase impressions and reach of marketing messages.

Twitter
Instagram
Facebook

Google ads
• Page like • Engagement • Followers • Video views
• Link clicks • Profile visit • Engagements • Click website
• Post • Link clicks • Link clicks • Reach
Engagement • Video Views • Video Views • Awareness
• Leads
• Video views
Possibility Platform for Ads: Facebook
Facebook Paid Ads are hyper-
targeted advertisements that
take advantage of Facebook’s
unmatched user data and
profiling.

Facebook paid Ads allows

businesses to:
• Connect to the right
audience based on Age,
Gender, Location, and
Interest.
• Expand existing market and
reach to new audience.
Possibility Platform for Ads: Instagram
Instagram being owned by Facebook is
very good thing.
You can display your ads to targeted such
as:
• A specific age group
• Specific interests
• Specific locations
• People that exhibit specific behavior
Possibility Platform for Ads: Twitter
Twitter Ads account is how you can set up, run, and analyze Promoted Tweet campaigns
on Twitter. You must sign up for a Twitter Ads account at ads.twitter.com, after which you'll
have a Twitter Ads account in addition to your organic account. Your Twitter Ads account is
linked to the handle you create it from.
Possibility Platform for Ads: Google AdWords
Google AdWords is one
such tool which when used
well, will make a distinct
difference to your site
traffic/candidate attraction.

Google AdWords keep your

budget under full control –
AdWords offers the chance
to gain uniwue visitors to
your sute on pay per click
(CPC).
General Tips

• Use free social media to beta-test your paid social ads

• Take advantage of targeting features
• Rotate ads frequently (week on/week off) to avoid the results, and
then pushing winning ads to larger groups. I’ts cheaper and more
effective
• Understand how ads are sold and adapt your content accordingly
• Design your ads with smartphones in mind
Sample Ads
3. Facebook – Getting Started
Follow the steps below to create a new Facebook ad account in Business Manager.

1.Click “Add New” &

“Ad Accounts”

To begin, click “Add

New,” the green
button located on the
upper right side of
your screen. When
the drop down menu
appears, click “Ad
Accounts“.
Steps to Create a new Facebook Ad Account
2. Create new ad account

To create a new ad account,

answer the required fields
below.

You will need to create an ad

account name (most ad
account names are the names
of clients’ businesses), include
a partner who will advertise on
your behalf, your time zone,
currency, and payment
method. Afterward, click
“Create Ad Account“.
Steps to Create a new Facebook Ad Account
3. Add people to your account

Facebook will then allow you to

give people access to your
account. When selecting people,
you can also assign roles.

Because this step is optional, you

can choose to skip. Otherwise,
choose who you want to have
access then click “Save
Changes“.
Steps to Create a new Facebook Ad Account
4. Click “OK” to finish.

5. You’re done!

Your new ad account will appear

here.
Campaign Structures
How to Set Up a Facebook Ads Campaign:
1: Set some goals for your Facebook Ads
2. Head over to Facebook Ads Manager
3. Choose your objective
4: Define your audience and budget
5: Create your advert
6: Choose your ad placements
7: Place your order
Facebook Campaign
The structure of a Facebook
advertising campaign consists of
three levels:

1. a campaign,
2. an ad set
3. an ad.

The first level, the campaign, is the

basis of your ad. Each Facebook ad
campaign is made up of three
parts.
4. Facebook – Create Ad Sets
An ad set is a
group of ads that
share the same
daily or lifetime
budget, schedule,
bid type, bid info,
and targeting data.

Ad sets enable you

to group ads
according to your
criteria, and you
can retrieve
the ad-related
statistics that apply
to a set.
Creating a Custom Audience
If you advertise on Facebook, it’s helpful to look at different customer segments in the
context of the platform. Facebook lets you create custom audiences based on your customer
list, website visitors, and engagement. You can then use Audience Insights to learn more
about those audiences.

To create a Facebook custom audience:

• Go to the Audiences section of your

Facebook Ads Manager. Then click
Create Audience and select Custom
Audience from the drop-down menu.
Creating a Custom Audience
• Next you’ll see a list of
audiences you can create.
Create Ad Sets
To create an Ad Sets:

1. Upload an Audience of Current

Customers or Leads

If you want to upload a list of

customers or leads to create a
custom audience, select Customer
File. Facebook will match these
contacts with Facebook users and
create an audience based on those
matches.
Create Ad Sets
2. Base an Audience on Website Visitor
Behavior

Facebook lets you build audiences

based on site traffic. You can set rules
for Facebook to populate audiences
based on how people behave on your
site.

Select Website Traffic to set up this type

of custom audience.
In the Create Audience box, you
can choose from a number of targeting
options in the Website Traffic drop-
down menu.
Create Ad Sets
3. Generate an Audience
Built on Facebook
Engagements

You can create a sweeping

audience that includes
anyone who has engaged
with your Facebook page or
its posts (including ads) in
the last year. Click
Engagement on Facebook.

Then click Page.

Placement Facebook Ad
Your Facebook placements will designate, of course, where your ad actually shows up and on
which platforms. This, in turn, will affect several other factors, like the format your ad can take
on different platforms, how much text you can have, and even ad cost.

Facebook Instagram Audience Network Messenger

• Feeds • Feeds • Native, banner, • Inbox

• Instant article • Stories and interstitial • Stories
• In-stream video • In-stream video • Sponsored
• Right column • Rewarded video massages
• Suggested video
• Marketplace
• Stories
Budget & Schedule
To customize and view your bidding
options, go to the “Budget and
Schedule” section.
This can be found in the Ad Set part of
Facebook campaign creation.
You’ll see “show advanced options”
underneath where you can set up
additional bidding options.

When you’re at the bidding section in

Facebook Ads and click on the
“Advanced options” cue, here’s what
you’ll see:
5. Facebook – Create and Manage Ads
What is Facebook Ads Manager?

The Ads manager is where you go to create and manage your campaigns.

In full, you can use the ads manager to:

• Set up Facebook ad campaigns

• Create new ad sets and ads
• Manage Facebook ad bids
• Target many different audiences
• Optimize your ad campaigns
• Keep track of your campaigns’ performance
• A/B test your Facebook ad campaigns.
Using Ads Manager
If you’ve never used the
ads manager before, it
can be quite a lot to
take in at first.

The bulk of your screen

will consist of four tabs:

• Account Overview
• Campaigns
• AdSets
• Ads
Create Facebook Ads
In order to create a campaign, you
should be on the “campaigns” tab.

From there, click on the green

“+Create” CTA to create a new
campaign from scratch!

Facebook does a good job to

guide you through creation.

Once You’ve selected to

create a campaign, you’ll
see this:
Steps in creating Facebook Ads:
Step 1: Select Your Campaign Objective

Now, on Facebook you can choose from a handful of campaign objectives that match your
advertising goals. For example, if you are looking to drive traffic to a physical location you would
use “Local Awareness”. If you’re driving traffic to a website, you want to use “Conversions”.

Here’s the complete list of Facebook campaign objectives available:

• Brand awareness • Video views
• Local awareness • Lead generation
• Reach • Conversions
• Traffic • Product catalog sales
• Engagement • Store traffic
• App installs • Messages
Steps in creating Facebook Ads:
Step 2: Give Your Ad Campaign a Name

After we have decided our campaign type, let’s give our campaign a name. For
example, you should always include the date range the campaign will be running in
your campaign name.

Depending on whether you are advertising for your own business or for clients, you
can add more elements in your campaign name:

• Client name/ website

• Target Audience/ Location
• Custom Audiences
• Creative Type ( Video? Carousel?)
• Facebook Page, etc.
Steps in creating Facebook Ads:
After you select your objective,
you can also choose to create a
split test on the campaign or
optimize your budget.

Creating a split test, or an A/B

test allows you to run
experiments and collect data
that shows you the best
performing creative,
placement, audience and
delivery optimization
strategies.
Steps in creating Facebook Ads:
Step 3: Set Up the Audience Targeting

Facebook offers a lot of powerful ways to target audiences.

In this phase of your campaign setup, you have two options:

• Create a new Facebook target audience

• Use a Saved Audience
As you build your audience,
Facebook will display your
estimated daily reach and tell
you if your audience is too big,
too small or if it’s just right
using the meter.

You can target “likes” or

interests on Facebook,
behaviors or demographics,
and create very specific
audiences to target in your
campaign.
Steps in creating Facebook Ads:
Step 4: Set Up Your Ad Placement

By default, Facebook will have

“automatic placements” selected which
can include Facebook, Instagram and
Audience Network, but generally will use
the placements optimized to give you
best results.

You can also choose to edit your

placements if you have some data on
what placement works best for you.
Strategy – Start with Why
• Branding – Increasing reach and awareness (Google, Facebook,
Twitter, Instagram, LinkedIn)
• Community Building – Boost social engagement (Facebook, Twitter)
• Public Relations – Reach and engagement (Facebook, Twitter)
• Market Research – Reach new markets, segments (Twitter)
• Customer Service – Gain keywords insight (Facebook, Twitter)
• Leads & Sale – Retarget potential customers to increase conversations
(Google, Facebook, Instagram)
Steps in creating Facebook Ads:
Step 5: Set Up Your Campaign Budget and Bidding
Facebook gives you two budgeting options:

1. Daily budget – Facebook will spend this sum on

delivering your ads every day during your
campaign. When you set your daily budget,
you’re telling Facebook to get you roughly your
daily budget’s worth of the results every day.

2. Lifetime budget – Facebook will divide the total

campaign budget more or less evenly across the
campaign dates. If you set a lifetime budget,
Facebook will ask you for the campaign dates,
so that it can calculate the average spend for
each day.
Steps in creating Facebook Ads:
Step 6: Set Up Your Facebook
Ads

The actual ads are what users on

Facebook will see, and you want
them to look good.

This is the final step of your

campaign creation process, you can
select your preferred Facebook ad
type and insert your ad images and
copy.

There are two options here: you can

either select an existing Facebook
Page post or create new ads:
6. Jobs in Social Media Advertising
Social Media Specialists are responsible for planning, implementing and monitoring the
company's Social Media strategy in order to increase brand awareness, improve Marketing
efforts and increase sales.