From the SocialPro Conference in Seattle, Washington, June 20-21, 2016. SESSION: Facebook & Instagram Ads: Mobile Strategies That Boost Brands & Sales. PRESENTATION: Mobile Social Ads: How to Crush it on Facebook and Instagram - Given by Dave Roth, @daverothsays - Emergent Digital, CEO. #SocialPro #12B

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Dave Roth | Emergent Digital
Mobile Social Ads:
How to Crush it on
Facebook and Instagram

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LET’S
TALK

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LET’S
TALK • Mobile First
• Video First
• Instagram
• Facebook
• Get your Ads Right

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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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VIDEO ADS

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• 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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INSTAGRAM

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• Emulate post photos
• Aspirational
• Authentic
• Creative CTA
• Experience,not products
INSTAGRAM

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INSTAGRAM
• Subtle Branding
• Light on ad text
• Brand-related hashtags
• Photo best practices
• Lighting
• Focal point
• Detail
source: curalate

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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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INSTAGRAM Shoppable Feeds
• Commerce-enabled posts
• Third-party driven
• Significant overhead
• Development
• Integration
• Maintenance
source: curalate

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FACEBOOK

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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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Mobile Ads
Ad preview Ad on iphone

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Custom Audiences

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Custom Audiences
• Standard
• Email, phone, FBID
• Website
• Retargeting
• App Activity
• Open
• Purchase
• Reach level
• Lookalike
• Filter with interests

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Advanced Website Custom Audiences
• Released last month
• Frequency
• Dynamic Dates
• Aggregated Values
• Devices
• Include/Exclude
• Combine

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Lead Ads
• Name/Email capture
• Customizable
• Image
• Mobile-friendly
• Forms
• Customizable
• Tricky
• Integration with CRM
• Marketing Automation

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Lead Ads

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Lead Ads

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Canvas • Post-click
• Mobile
• Customizable
• Clicks + Conversions
• Multiple Components
• Header
• Video
• Carousel
• Product sets
• Buttons

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SUMMARY

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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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THANK YOU