mobile social ads: how to crush it on facebook and instagram by dave roth
TRANSCRIPT
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#SocialPro #12B @EmergentDigital
Dave Roth | Emergent Digital
Mobile Social Ads: How to Crush it on
Facebook and Instagram
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#SocialPro #12B @EmergentDigital
LET’S TALK
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#SocialPro #12B @EmergentDigital
LET’S TALK • Mobile First
• Video First • Instagram • Facebook • Get your Ads Right
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#SocialPro #12B @EmergentDigital
Shameless Self-Promotion Slide
Emerging, Digital Media Social Enterprise
o Search & Social
o Paid & Earned
o E-commerce
o Lead Gen
o ROI
o Sustainable Energy
o Social Change
o B-Corps
o NonProfits
o Education
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#SocialPro #12B @EmergentDigital
VIDEO ADS
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#SocialPro #12B @EmergentDigital
• Auto-captioning is coming! • Default is no-audio • First few seconds count • Keep it short • End with call to action • Test, Test, Test
VIDEO ADS
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#SocialPro #12B @EmergentDigital
![Page 8: Mobile Social Ads: How to Crush It on Facebook and Instagram By Dave Roth](https://reader031.vdocuments.mx/reader031/viewer/2022030312/58ed95f81a28abcf2c8b45ff/html5/thumbnails/8.jpg)
#SocialPro #12B @EmergentDigital
• Emulate post photos • Aspirational • Authentic • Creative CTA • Experience,not products
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#SocialPro #12B @EmergentDigital
INSTAGRAM • Subtle Branding • Light on ad text • Brand-related hashtags • Photo best practices
• Lighting
• Focal point
• Detail source: curalate
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#SocialPro #12B @EmergentDigital
INSTAGRAM Carousel Ads with Video
• Mix images + videos • Up to 5 assets • Carousel increases recall • Video increases engagement • Entertainment • Product demos
source: curalate
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#SocialPro #12B @EmergentDigital
INSTAGRAM Shoppable Feeds
• Commerce-enabled posts
• Third-party driven
• Significant overhead • Development • Integration • Maintenance
source: curalate
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#SocialPro #12B @EmergentDigital
![Page 13: Mobile Social Ads: How to Crush It on Facebook and Instagram By Dave Roth](https://reader031.vdocuments.mx/reader031/viewer/2022030312/58ed95f81a28abcf2c8b45ff/html5/thumbnails/13.jpg)
#SocialPro #12B @EmergentDigital
Mobile Ads
• Mobile-specific ad copy • Less room to use
• Especially headline & link description • Don’t rely on preview tool • Send ad to your phone (and your other phone)
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#SocialPro #12B @EmergentDigital
Mobile Ads
Ad preview Ad on iphone
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#SocialPro #12B @EmergentDigital
Custom Audiences
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#SocialPro #12B @EmergentDigital
Custom Audiences • Standard
• Email, phone, FBID
• Website • Retargeting
• App Activity • Open • Purchase • Reach level
• Lookalike • Filter with interests
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#SocialPro #12B @EmergentDigital
Advanced Website Custom Audiences
• Released last month • Frequency • Dynamic Dates • Aggregated Values • Devices • Include/Exclude • Combine
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#SocialPro #12B @EmergentDigital
Lead Ads
• Name/Email capture • Customizable
• Image • Mobile-friendly
• Forms • Customizable • Tricky
• Integration with CRM • Marketing Automation
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#SocialPro #12B @EmergentDigital
Lead Ads
![Page 20: Mobile Social Ads: How to Crush It on Facebook and Instagram By Dave Roth](https://reader031.vdocuments.mx/reader031/viewer/2022030312/58ed95f81a28abcf2c8b45ff/html5/thumbnails/20.jpg)
#SocialPro #12B @EmergentDigital
Lead Ads
![Page 21: Mobile Social Ads: How to Crush It on Facebook and Instagram By Dave Roth](https://reader031.vdocuments.mx/reader031/viewer/2022030312/58ed95f81a28abcf2c8b45ff/html5/thumbnails/21.jpg)
#SocialPro #12B @EmergentDigital
Canvas • Post-click • Mobile • Customizable • Clicks + Conversions • Multiple Components
• Header • Video • Carousel • Product sets • Buttons
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#SocialPro #12B @EmergentDigital
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#SocialPro #12B @EmergentDigital
SUMMARY
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#SocialPro #12B @EmergentDigital
SUMMARY
• Keep FB and IG separate… • …but use FB audience tools for both • IG more visual, aspirational • Try video ads for engagement • Lead ads require integration… • …so do Insta shoppable feeds. • Remember, this is the fun stuff!
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#SocialPro #12B @EmergentDigital
THANK YOU