Introduction to Ad Platform: Facebook & Instagram | Stephanie Seow | Skillshare

Introduction to Ad Platform: Facebook & Instagram

Stephanie Seow, Digital Marketer in NYC

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9 Lessons (18m)
    • 1. Introduction to Ad Platform : Facebook Introduction

    • 2. Introduction to Ad Platform: Limitation & Getting Started

    • 3. Introduction to Ad Platform: Audience Targeting

    • 4. Introduction to Ad Platform: Custom & Lookalike Audience

    • 5. Introduction to Ad Platform: Placements

    • 6. Introduction to Ad Platform: Campaign Hierarchy And Tactics

    • 7. Introduction to Ad Platform: Budget, Creative & Finishing Touch

    • 8. Introduction to Ad Platform: Instagram

    • 9. Introduction to Ad Platform: Project & Conclusion

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About This Class

This class is the first instalment of a 3-part Advanced Beginner/Intermediate series to the most popular ad platforms every digital marketer should be skilled in. In this class, I will be walking you through the basics of the Facebook and Instagram ad platform and explain to you the concepts of Campaign, Ad Sets, Creatives, Audience targeting and placement as we go along to a process of setting up a fictional campaign. I will be discussing scenarios and tactical decisions with you as we go along the set up process.

This class is a walk through and demonstration of the platform and is the lead up to my upcoming intermediate class on media optimization strategies and AB testing to improve marketing ROI on these platform. 

Please follow and stay tune to the future parts of this series where I will be introducing Google Search Marketing, Google Display and YouTube advertising to you, followed by other intermediate series on media optimization. Thank you for learning with me and I hope you have enjoyed the process of bite-size learning. 


1. Introduction to Ad Platform : Facebook Introduction: Hello to introduction to Platforms. This is a three part series where I will walk, platforms, explain and demonstrate campaign setups. Well, let's explain the metrics and features then use, so be sure to check out the other parts. Teoh. You are interested in the other platforms If this is your first time joining one of my classes. My name is Stephanie and I working as official, working professional for over six years now in Asia, Pacific and North America. Through my years of experiences, I have worked mostly startups ranging from would Strap Billy Things to which my group startups feel free to check out my lengthen and website listed in their portfolio. If you're curious to find out more about me, also feel free to jump if you have any questions or feedback on the classes or suggest board to suggest new content that you would like to see, follow or subscribe to my classes if you find yourself enjoying the process of learning with me and you know to see new classes as they come available to you. All right, this class is suitable for intermediate level learners, whether a student entrepreneur or more traditional marketers as long as you have a basic understanding off the marketing. If you don't please visit my begin a series introductions to this, your marketing for a quick recap before we jumped into the deeper and of the pool in this class, I will walk you through the common platforms and give you an example of how to set up various types of campaigns. Feel for you to follow along and go ahead to pause the video if you need time to Sabti account. Or you could just sit back and cruise along this video and followed through my screen shots in this presentations, which you can download as a resource guy at the end of the class when you're ready to explore to pass the platforms. This is some much longer class than usual, so please consider taking breaks and breaking down your learning into smaller bite size and at a boot mark on your browser to come back to the class after each break. All right, let's jump right in 2. Introduction to Ad Platform: Limitation & Getting Started: thief first platform in this three part CVS, I would like to introduce Ruby Facebook. This is one of the easiest and user friendly at platform, in my opinion. And what the most favorite channel at the moment by most advertises who are very direct response driven. You know, S T R Y of campaign is usually quick and on target for this platform. However, if you're running a bigger scale business or half a more complex product, then you would want to give it a little more thought into your our ally measurement. For example, Instead of using just a simple cost per acquisition that has calculated based off your profit margin analysis, you might want to take into consideration the quality off that user or customer acquired without diving too deep into these. In a nutshell. Facebook's algorithm will be able to drive you the results. The results that you want at your desire cost police or cost per acquisition, but it will not take into consideration the quality off that lead or user quiet. So ah, using my show low retention rate or, you know, have a local customer lifetime value. So a savvy marketer will be a lot more cautious on how you would like to figure out what that target our ally off your should be. Still, with this understanding. Let's go ahead and jump into Facebook at manager, and you can find this on the site navigation bar on your Facebook home page. Click down to Maury was not showing at the moment. And let's go ahead to create a new campaign. You can start off with their quick creation, but for now I will choose to set it up with the Guider option to better explain the concepts as we go along the process. So let's pretend that I am running a lead generation campaign to together signs, ups and awareness for my new furniture company. I will go ahead to pick that option and gave my campaign and name. We can set up budget for our entire camping here or at the outset level, which I will explain in just a little bit. So let's hit continue 3. Introduction to Ad Platform: Audience Targeting: first at the absent level. I will like to talk about the targeting options that we have here. Targeting refers to your chosen audience. It can be very brought if your product is suitable for everyone or it could be a lot more selective. So here are some of the options, and you would really want to consider your audience very carefully here at this point, or even run a split test between brought targeting and selective targeting to see which brings you, the better our ally. If you're unsure at this point in general, marketers will like to avoid a spray and pray situation. When I was working an agency, it was very often to hear business owners with say that everyone under the sun is a target audience off their product. Well, then you may wish to consider prioritizing those that you could actually serve mawr profitably. So some of the options we have here off course your demographic and your locations. But I want to highlight something that more powerful there is available to you, and that is the option to create custom audiences or lookalike audiences. And now let me explain the to 4. Introduction to Ad Platform: Custom & Lookalike Audience: first custom audience. This is where you build your most valve in audience for the campaign objective, and you can choose from the variety off options here, whether you want to re target your website, your Web traffic visitors. And this will require you to set up a Facebook pixel, which you re pumped it upon selection of these options. If you have not done so, simply follow the stabs and you can at the pixel to your website. If you're confused with what a pixel this, think of it as a little piece of tracking court that sends information on who visited your websites back to Facebook for targeting purposes. So all this is anonymous and it's cookie base. If you can choose, You can also choose Facebook audience who have interacted with you in other ways, like watching your video at before or filling an elite foreign before I have to like your Facebook page or visited your instagram profile before all this. So all this a powerful indicators of interest in your brand and product, and thus this the audiences who are more likely to convert. The second option here is to create a lookalike audience and This refers to finding net new audience or let your selected audience think of it like you have an existing set off high value customers who purchase a lot, and you wish to reach more people who are like them. This is telling Facebook to find audience who are just like this. Value customers of yours. And here you can choose to create lookalike audience based off your custom audience that you built or create a quick look alike audience based on the value signals that you choose . You can choose also to include or exclude interest of the interest information from your target audience and, you know, finally, safety audience for future use. So that way you will short in the process off your campaign set up if you frequently uses the same few honest targeting 5. Introduction to Ad Platform: Placements: next we got placements. Placements refers to where your ads is going to appear here, some of the more common spots where they appear on Facebook properties, which includes instagram and messenger. At this point, you can choose automatic placements, which includes all of the placements, allowing Facebook to serve the ads. Where do you think the bass audience are for you all campaign objective? Or if you know which platforms which placements typically performed better for you, go ahead and hit added placements to select them. I would usually advise on running your ad separately for Instagram and Facebook. This is because the creative specifications for INSTAGRAM is very different. I would also think that the audience is very different and so to optimize for the best viewing experience and the best targeted messaging for the type of audiences on the two very different platform. You might want to regard the campaign as separate, so set him out as two separate campaigns, or at least set them up as two separate at sets in order to manage them differently. So now that we're done with E at Set, we can move on to our creative level 6. Introduction to Ad Platform: Campaign Hierarchy And Tactics: before we move on, some of you at this point might be wondering why is the platform set up by campaign s set and creative? Why's it this way? So for some of you who are new, this might be a very confusing foreign concept. I would like to think of it as like a Venn diagram here. Campaign has a hierarchy over at sets and that sets has a hierarchy over creative. Within each assets are invested de creatives And why do we want to do this again? That's because as you get more custom to visual at delivery, you want more control over the targeting and placements and even budget allocations off your at a very early on as we start the tutorial, Here's to scenario that we have if you have to customers segment to target, which, you know, we define on the set level that targeting and you have $500. And you know, in this scenario, number one that you want to spend $300 on millennials and $200 on boom is then, in this case, you will want to choose to set budget to the to access that you create it on the outset level. The second scenario is you have the same $500 the same two segments. Except at this time, you don't care how much is gonna be split between the two segments. You just want Facebook to spend it as efficiently and get as much leads or users as possibles between the two millennial and boomer segments, regardless. So in this scenario, you will set your budget at campaign level and allow Facebook to best optimize the spend between your assets for the greatest amount of leads in Scenario B. You might also wonder, then, why bother creating two different at sets? Why not just combine everything into one at set one campaign one that said and no, and combine all of the segments for an easier set up? Yes, this way set up would be a lot easier and simpler, but you would actually appreciate a cleaner read on the data and performance of a campaign . If you actually split them out, run it as two separate at sets. By setting them up as two separate access, you can get a clear lead into the performance mash rigs and see for yourself, which one this actually, the more profitable segment you might also have two very different creatives were very different at messaging or image issues for the two segments, obviously, because they're very different people. By setting up as to assets you can set for each at set a different at to serve. This allows you to speak in a more personalized way to your audience. In my next class, I will also dive deeper into media optimization principles and a B testing where we will revisit this concepts off campaign tactics, which influences your set up. In summary, you can create multiple at sets in one campaign. You can choose to set them up by selecting a different customer segments each time. If that's what you care about, or you can serve just one customer segment. But you know you can. You wish to test that different placements so you can set all this out into different set All this up into different at sets split out by placements 7. Introduction to Ad Platform: Budget, Creative & Finishing Touch: Leslie as a finishing touch. Go ahead and set your schedule and your delivery method highlight here. Distended delivery will allow you to pace the campaign evenly. And throughout the days that your schedule forward we call this campaign's light. That's means the entire duration campaign it's running. I would also personally recommend this option for sending delivery unless you have a very high budget to spend on a brand a winner's campaign within a short period of time. For example, we have a big event that it's launching and you're only half a short amount of lead time to the event. Then I would recommend using accelerated delivery. That way it will tell de platform to spend the budget as quickly as possible while keeping to your objective and target. Finally, to all created, Facebook allows a variety of creative formats, which you can leverage on. I will recommend spending some time and test budget to give each one of them a try to find out which one is the most effective option for you. It will be different based on the objective of the campaign that you have and the product they're trying to promote, to learn even more. You can head over to Facebook blueprint in my resource list to check out even more free classes by Facebook themselves to take your advertising to the next level. And I hope that this discussion here today will provide you that foundation off understanding and how to approach a platform, understanding the principles behind campaigns and understand what a campaign one at said. One of the creative is about the logic for set up the tactics. They have to think about half that mindset as you approach those additional classes askew. Go through a course on Facebook Blueprint. I believe that will set you up for success and will make things a lot easier for you to grasp and understand. Right. Moving on Teoh Instant. 8. Introduction to Ad Platform: Instagram: desist e hot favorite among Mercatus as the younger audience of shifting or, I would say, have already shifted from Facebook. Instagram is where there is a pool of captive audience that sits there and the performance also constantly adding new at features to make their ads look more native to the platform and more shop herbal to attract. Direct response advertises. We would go through the exact same steps as we deep for Facebook. But when we approach the placement level, hit that edit placement button and it's a lag between story and feet placements. So replacement is quickly taking over and viewership from feet. If for sound. The clients that I've worked with, I have seen about a 60% shift in engagement from feet to story. So if you're a new brand with, you know, strong vigils to showcase, um, I would highly recommend the story placements in order to take full advantage off that full screen immersive mode. With such an immersive placements, creative is highly important, and I will suggest spending more effort and developing good creative if you're placing and image at you some APS or tools to create a more magazine like spread to capture the audience attention or use videos there are filmed in portrait mode. In some cases, audience will also be also be able to swipe up to learn more about your offerings and at your destination. Ural. So if you are rich in interested to create a shop a ble at on Instagram and haven't existing inventory it lists, you can go ahead to pick catalog sales as a campaign objective. This right of beginning as you create a campaign on. Then you know, Hit gets started on creating your first catalogue, creating a cattle lock. ISS simple. You can upload a form or data feed or simply connected with your e commerce platform if you're using one like Shopify, once all of this is set up, got back to that manager and finish up at creation process. And this way you could create a shop, a bill at and be able to directly link users to the items that they see on the on the instagram and be able to shop and voila! You're all set for your first instagram 9. Introduction to Ad Platform: Project & Conclusion: now that we have walked through Facebook and Instagram for your homework, creating out of your own on either channels and charity creative preview link with the class. Um, remember to keep your campaigns pause or deactivated so that it does not actually start consuming the dollars unless that's what your plan for. For a safety sake, you can also set your budget riel low to maybe a dollar to prevent any mishaps. Now that we have learned about this too, popular social media channels, you know, next lesson apart. Be to this series. I will be teaching you about Google ECM or search engine marketing. So head over to my class whenever you're ready. And once again, thank you for letting with me today. I hope Teoh see you in the next one.