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Fundamentals of Social Media Advertising, Certification link

1. Introduction to Social Media Advertising

5 differences between Paid Ads and Organic Posts:

  1. Guaranteed to be displayed.
  2. Shown to the target audience of your choice.
  3. Control when and where your ad is shown.
  4. Labeled as ‘sponsored’ and often have a CTA button.
  5. Payment determined by auction.

Five Components of a Social Media Ad:

  1. Target audience
  2. Copy (written content)
  3. Creative (visual content)
  4. CTA (call to action)
  5. Landing page (should match other components)

KPI : Number of leads, Cost per Lead, Return on Ad Spend.

2. Create Effective Ads

2.1. 💡 Create Content

  • Create quality visual content
  • Write effective copy:
    • Addresses objective, Address objection, Introduces a solution, More effective headline.
    • Organization : Opening, Transition, CTA.
      • Opening : Call out your audience, Pique curiosity with a hook (Pain points, Feelings, Logic).
      • Transition : effect after using the product.
      • CTA : what expect audience to do.
    • Tips : tie to visual content, diff ads for diff people, speak to audience, emojis, be recognizable, mention price, create urgency.

2.2. 💡 Team

  • Brand marketers : brand’s vision, personality, and guidelines, ensuring consistency across campaigns.
  • Designers : create visual assets for campaigns.
  • Copywriters : produce written content.
  • Email marketers : manage email communication strategies.
  • Marketing analysts : evaluate campaign success and ROI.
  • External experts or agencies

2.3. 💡 Creative Brief

Creative Brief 📥 Template : a document that outlines the key information and objectives for a creative project, such as an advertising campaign.

  • Serves as a road map for the creative team, outlining project goals and objectives.
  • Components : Project Title, Project Overview, Objective, Target audience, Competition, Offer, Key benefit, Problem, Proof Points, Deliverables, Look and feel, Guidelines, Logistics.

3. Data, Privacy and Policies

Data-Based Advertising. Data formats:

  • Web server logs : IP, User identifier (UID), username, timestamp, content, http status.
  • Cookies : website-specific code stored in a person’s browser to ease navigation.
    • local user behaviors.

Data Protection Policies:

  • Government Regulations: GDPR (General Data Protection Regulation, EU), CCPA (California Consumer Privacy Act, US) & COPPA (Children’s Online Privacy Protection Act)
  • Industry Self-Regulation , DAA, EDAA.
  • Company Data Policies

4. Ads on Facebook & Instagram

Facebook Business Goals:

Business Goal Ad Objective Success Metrics
Increase people’s awareness of your business, brand or service and get Page likes Promote Your Page Number of Page likes
Show your ad to as many people as possible in your target audience Boost Post Number of post engagements
Reach people near your business Promote Your Business Locally Number of people reached
Send people from Facebook to any URL you choose Get More Website Visitors Number of people that visited your website
Encourage people to download your business app Promote Your App Number of app downloads
Collect info from people interested in your product Get More Leads Number of leads
Communicate with potential or existing customers to encourage interest in your business Promote Your Send Message Button Number of clicks on your Send Message button
Encourage people to take a specific action on your business’s site Get More Website Purchases Number of website purchases

Instagram Stories Ads

5. Create a Creative Brief

📥 Create the Creative Brief for your Paid-Ad

📥 Copy of Create an Ad Templates