What decisions do you need to make when planning an ad campaign? How do you do it on social media? What objectives and audience targeting options are there? All the answers are in this helpful guide to planning for paid advertising on social media.

1. Investing for Impact
Planning for Successful Paid
Social Campaigns

2. Dominant

3. Also
Dominant

4. 3x more ad
revenue than
Instagram
14x more ad
revenue than
Twitter

5. Half of the money
spend on advertising is
wasted. The trouble is I
don’t know which half.
- John Wanamaker

6. The clicks are barely happening

7. Topics we’ll explore
• Planning a paid advertising campaign
• Setting a campaign goal (and key metric)
• Choosing the target audience
• Creating compelling communication
• Summary of things to remember

8. Planning a paid
social advertising
campaign

9. People-based targeting for any
marketing goal

10. Essential
campaign
planning
decisions
1. What goal is a paid campaign
strategy supporting?
2. Who is the target audience?
3. What action do you want
them to take?
4. How will you measure it?
5. What will the communication
say and look like?

11. Overview of an advertising campaign
plan

12. Setting a
campaign goal

13. Campaign Type: Brand or Performance

14. Choosing a brand
campaign
• Target audience is earlier in
decision process
• “TOFU”–top of funnel
• Something new–audience,
product, service, message
• Something interesting–
content
• Key is audience targeting

15. Marketing goal: Awareness
• Audience targeting
• Breakthrough
creative (i.e. video)
Key to
Success
• Estimated ad recall
• Reach
• Cost-per-1000
(CPM)
Metric
• Maybe?
Call to
Action

16. Marketing goal: Engagement
• Interesting content
Key to
Success
• Likes, Comments,
Shares
• Cost-per-click (CPC)
• Video views
Metric
• Learn More
• Watch More
• Watch Video
• Open Link
Call to
Action

17. Choosing a
performance
campaign
• Target audience asked to
take an action, make a
decision
• “BOFU”–bottom of funnel
• Something they already know
about
• Key is a strong call-to-action

18. Marketing goal: Acquisition
• Audience targeting
• Interesting or
ongoing value
Key to
Success
• # New followers
• Cost-per-acquisition
(CPA)
• Cost-per-click (CPC)
Metric
• Like Page
• Sign Up
Call to
Action

19. Marketing goal: Conversion
• People know you–
right offer, right time
• Install FB Pixel
tracking code on
website
Key to
Success
• # or $ of sales,
bookings, donations
• # app downloads
Metric
• Apply Now
• Book Now
• Shop Now
• Install Now
Call to
Action

20. How it looks in Facebook Ads Manager

21. Choosing the
target audience

22. Core Audience uses Facebook data

23. Custom Audience uses your audience
data

24. Lookalike Audience builds off a Custom
Audience
X

25. Save audiences to segment further over
time

26. Creating
compelling
communication

28. “But I just want to read the article”

29. Make it mobile
Make it interactive
Facebook Canvas

30. Building an ad is a process itself

31. Summary of things
to remember

32. 10 Steps to execute a campaign on
Facebook and Instagram
Set a campaign
goal
• Decide on an
objective
• Pick a call-to-
action
Choose a target
audience
• Create
audience profile
Create the
communication
• Decide on
creative format
• Select
placements
Do the tactical
execution
• Define budget
• Set duration-
schedule
• Upload creative,
headline and
body copy, set-
up links
• Select FB or IG
page for the
campaign
• Review each
step and place
the order

33. • These advertising principles and processes apply beyond
Facebook, beyond paid social
• 3 main decisions:
1. Brand campaign or performance campaign
2. Marketing campaign goal
3. Core audience, custom audience or lookalike audience
• Brand awareness is an extrapolation (“educated guess”)
• Nobody is eagerly waiting to get interrupted by advertising
• Make communication mobile-friendly…and interactive
Key points for paid advertising

34. Knows which half of
his paid advertising
is working