Local Governments' Guide to Social Media Advertising
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- Learn how you can use Facebook and Instagram advertising to align with your business goals. - Learn how to find new ways to target your audience. - Learn how your creatives should be developed with a mobile first approach.
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Local Governments' Guide to Social Media Advertising
- 2. Socialize as You ADVERTISE How Local Governments Can Get in the Game @starmarkintl
- 3. June 2018 Socialize as You ADVERTISE How Local Governments Can Get in the Game @starmarkintl
- 7. Facebook and Instagram Dominate 2.20 billion monthly active users in Q1 2018 1.15 billion mobile daily active users 25 - 34 is the most common age demographic Average time spent per Facebook visit is 20 minutes 800 million monthly active users 71% of US businesses use Instagram 80% of users say they follow at least one business on the app 30% of Instagram users have purchased a product they first discovered on Instagram
- 8. Facebook and Instagram Dominate 2.20 billion monthly active users in Q1 2018 1.15 billion mobile daily active users 25 - 34 is the most common age demographic Average time spent per Facebook visit is 20 minutes 800 million monthly active users 71% of US businesses use Instagram 80% of users say they follow at least one business on the app 30% of Instagram users have purchased a product they first discovered on Instagram
- 13. WHAT ARE WE TRYING TO ACHIEVE? WHO DO WE NEED TO SEE IT? WHATMESSAGEAREWESENDING? CAMPAIGN OBJECTIVES TARGETING YOUR AUDIENCE CREATIVES
- 17. Campaign Objectives | Awareness Brand Awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it and remember it after 2 days.
- 18. Reach: Show your ad to the maximum number of people in your target audience. Campaign Objectives | Awareness
- 19. Impressions: total # of times your content is displayed Reach: total # of people who see your content Campaign Objectives | Awareness REACH VS IMPRESSIONS
- 20. Campaign Objectives | Consideration Traffic: Increase the number of visits to your website or get more people to use your app. App Installs: Send people to an app store where they can download your app. Engagement: Get more people to see and engage with your post or Page. Video Views: Get more people to watch your video content. Lead Generation: Drive more leads from people interested in your brand or business. Message: Get more people to have conversations with your business through Messenger. eTip 251
- 21. PRO TIP
- 22. Traffic: Increase the number of visits to your website or get more people to use your app. App Installs: Send people to an app store where they can download your app. Engagement: Get more people to see and engage with your post or Page. Video Views: Get more people to watch your video content. Lead Generation: Drive more leads from people interested in your brand or business. Message: Get more people to have conversations with your business through Messenger. Campaign Objectives | Consideration eTip 251
- 23. Traffic: Increase the number of visits to your website or get more people to use your app. App Installs: Send people to an app store where they can download your app. Engagement: Get more people to see and engage with your post or Page. Video Views: Get more people to watch your video content. Lead Generation: Drive more leads from people interested in your brand or business. Message: Get more people to have conversations with your business through Messenger. Campaign Objectives | Consideration eTip 251
- 25. There is little correlation between someone “clicking” an ad and driving brand awareness or conversions/lead generation. Increase in Engagement Lower Reach and Brand Value Campaign Objectives | Consideration
- 27. Brand Awareness Reach Video Views Campaign Objectives | Best Practices Conversions
- 28. Campaign Objectives | Conversions Conversions: Drive valuable actions on your website or app. Uses the Facebook pixel or app events to track and measure. Product Catalog Sales: Create ads that automatically show products from your product catalog based on your target audience. Store Visits: Get more people nearby to visit your store locations eTip 201
- 33. Core Audiences give advertisers the ability to target people based off 4 main targeting types: ‣ Location ‣ Demographics ‣ Interests ‣ Behaviors Target Your Audience | Core Audience
- 34. BUT WAIT…
- 36. Advertisers will no longer be able to target purchase behaviors, in-market audiences and house hold income.
- 38. DON’T PANIC!
- 39. ‣ Customer File - Use a customer file to match your customers with people on Facebook ‣ Website Traffic - Create a list of people who visited your website or took a specific action using your pixel (ex: purchase !) ‣ App Activity - Create a list of people who launched your app or game, or took a specific action ‣ Offline Activity - Create a list of people who interacted with your business in-store ‣ Engagement - Create a list of people who engaged with your content on Facebook and Instagram Target Your Audience | Custom Audiences
- 40. Target Your Audience | Custom Engagement Audience
- 41. Target Your Audience | Custom Website Audience ‣ Create rules that apply to your marketing goals ‣ Target website visitors up to 180 days ‣ Target people who landed on specific pages ‣ Target people who time spent a certain amount of time on your website or specific pages on your site ‣ Target people using standard events eTip 147
- 43. THIS. IS. THE. SECRET. SAUCE.
- 44. PRO TIP
- 45. Pro Tip: After you’ve made a few custom audiences that are valuable to your business and brand, make a lookalike version of it and test it against your Core Audiences. Target Your Audience | Lookalike eTip 145
- 46. Target Your Audience | Lookalike
- 47. Target Your Audience | Lookalike 93% of total results
- 48. Target Your Audience | Lookalike
- 50. Creatives
- 51. Use shorter videos ‣ :06 seconds ‣ :15 seconds Use aspect ratios, not dimensions ‣ 1:1 ‣ 9:16 ‣ 16:9 Quick and to the point Creatives| Best Practices
- 52. ‣ Tested :30 seconds vs :06 video ads to see which was most effective ‣ :06 second ad delivered +11% increase in ad recall ‣ +12 increase in ROAS ‣ +271% increase in video completion rate ‣ Overall incremental lift across other key markets Creatives| The Power of 6 Seconds
- 54. Creatives| Vertical Videos ‣ 91% of consumers have watched a video about a product or service they wanted to learn more about ‣ Mobile-first experience ‣ Landscape orientation videos are either smaller or you have to rotate your phone to see it in detail ‣ Unnecessary step in your user experience ‣ Focus on what really matters: Your brand or product eTip 224
- 55. WHAT ARE WE TRYING TO ACHIEVE? WHO DO WE NEED TO SEE IT? WHATMESSAGEAREWESENDING? CAMPAIGN OBJECTIVES TARGETING YOUR AUDIENCE CREATIVES √ √ √