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Video Transcript

Before you set up your ad, we recommend familiarizing yourself with the different ad options each platform offers. We’ll get into ad variations later on in this course, but ultimately you want to ensure the ad campaign type aligns with an objective in your social media strategy. For example, if your goal is to drive traffic to your website from Facebook, choose the “Send People to Your Website” campaign objective as opposed to the “Promote Your Page” objective. The latter will get more likes for your page which may result in more traffic later on, but it’s not the best means of achieving your objective.

As previously mentioned, your ad decisions should be informed by your customer research, which will inform the targeting options you use. Use this information to narrow your target audience so you’re not spending valuable dollars placing ads in front of people who won’t be as receptive. These audience insights should be contained in your social media strategy document, and if you don’t have any yet, develop a survey to learn more about your customers before trying to target them with paid ads.

When it comes to the messaging in your ad, a good idea is to look at your best performing organic social posts. You may want to note what type of language and tone your audience responds to?  It’s also important to be as clear as possible about what someone will get by clicking your ad. For example, if you’re advertising a white paper, be sure to include a call to action explicitly mentioning a white paper download. This ensures you’re not paying for visitors who will leave your page as soon as they land just because they weren’t sure what to expect.

When it comes to visuals, you’ll want to use branding that your customers are familiar with but also take the opportunity to stand out from the crowd. For example, the colour scheme of LinkedIn is blue and white so incorporate vivid, eye catching imagery into your ad. If you’re driving traffic to a landing page, aim to keep visual continuity consistent there as well.

If you're looking to capture mobile traffic and you're directing visitors to your website or landing page, you’ll definitely want to make sure it’s optimized for mobile devices.

Based on your choice of social network, you can bid on ads based on engagement, impressions or clicks, and we’ll get into those details later on in this course. However, when it comes to bid value and budget, it’s important to determine how much an action is worth to you. If you’re trying to get people to subscribe to your email list, you’ll want to ask yourself: “what’s the value of capturing an email?” If you want to get more people to download your app, how much are you willing to pay for each new download? If you’re promoting an event what would you pay to get it in front of 2000 potential attendees? This number will differ for everyone but keep in mind that your ad is competing with others who will get priority placement if their maximum bid cost is higher than yours.