1. Paid social advertising allows companies to create ad content and target relevant users on social media platforms like Facebook and Instagram to build brand awareness, generate traffic, and drive conversions. 2. There are four main types of paid social ads: image ads, video ads, dynamic ads, and lead forms. Each ad type has a different objective like increasing brand awareness or generating conversions. 3. The benefits of paid social include reaching large audiences, measuring results, targeting specific demographics, and retargeting past visitors. The downsides include costs, the expertise required to implement effective campaigns, and the time needed to refine ads.

1. An Introduction to
Paid Social
(Facebook &
Instagram)

2. What is paid social advertising?
Paid Social advertising allows you to create ad
content and target relevant users on social media
to build brand awareness, generate traffic and
drive conversions.

3. §
Paid Social
Process

4. Content creation
Strategy
• Set Campaign objectives and goals
• Research Audience Insights / Targeting
• Define your target criteria
• Create the amplification plan
• Create a plan
• Content production
• Produce an asset pack
• Review the strategy and the content
• Activate the campaign(s)
• Analyse the data from the campaign(s)
Data
Amplification

5. How does it
show your ads?

6. Facebook has over 2.3 billion monthly
active users and Instagram has over
1 billion. Facebook Business Manager
enables you to target these audiences.
Paid Social ads mainly show in your
feed and stories, and are integrated
in a way to create a seamless social
browsing experience. Some people
don’t realise that they are seeing
ads every time they use the social
network.
A combination of your targeting, ad
creative and the Facebook algorithm
determines who, when and where
your ads will be shown.

7. How are you
charged?

8. The majority of advertisers pay when
a user clicks or views an ad, which is
known as the Cost-Per-Click (CPC) or
Cost-Per-1000-Impressions (CPM).
The media spend for both Facebook
and Instagram is paid directly to
Facebook Business Manager, and it’s a
large part of how Facebook generates
its revenue.
It’s important to develop a strategy
to minimise wastage in spend and
maximise efficiency of your budget.

9. Paid vs organic
social

10. Organic social refers to non-paid for
posts on social media where you don’t
pay for clicks or placements.
The aim of organic posting is to grow
your community and post engaging
images / videos / stories / links to your
followers for them to interact with.
Paid social is when you use a social
media ad engine, such as Facebook
Business Manager or LinkedIn Ads, to
target audiences with your content and
pay for clicks / engagement.
The aim of paid social ads are to
drive conversions and new customer
acquisition. There are various tactics
that can be utilised to target customers
at each stage of the customer journey.

11. Organic reach is
on the decline

12. Facebook Page Organic Reach

13. There are four
paid social ad types

14. Image ads
A photo ad on Facebook and Instagram is
a great way to increase awareness of who
you are and what you do. A photo ad gives
you a clean, simple format to use with
inspiring imagery and engaging copy.
1
Video ads
Show off product features, and draw
people in with sound and motion. When
done right, video makes an instant impact
on your target audience.
2
Dynamic ads
Encourage shopping by displaying items
from your product catalogue – customised
for each individual.
3
Lead forms
Lead ads on Facebook and Instagram help
you to collect information from people
who are interested in your business. A
lead ad is presented using an image, video
or carousel, and followed by a lead form
when the user engages with the ad.
4

15. Image Ads
Great for when you want to
drive people to your site.
Whatever your business goals are, an image ad on Facebook or
Instagram is a great way to increase awareness of who you are
and what you do. An image ad gives you a clean, simple format
to use with inspiring imagery and engaging copy.
Facebook ads often run in people’s feed, right next to posts from
their family and friends. To get the maximum impact, ads should
feel like a part of a person’s social fabric. The trick is to blend in
with the tone (but stand out with the content!).
Ad content must meet editorial guidelines and risk being
disapproved if they violate any of those guidelines.

16. Video Ads
With the rise of cameras on phones, communicating with video
has never been more relevant but attention spans have never
been so short. With that in mind, it’s crucial that advertisers
reflect the way people actually consume video – from bite-sized
videos that they watch on the go, to longer video styles that they
watch on the sofa.
There are multiple placement options for video on Facebook and
Instagram:
• Short videos and GIFs
• Vertical videos
• Instagram stories
• Carousel
• Collection
• In-stream video (long form)
Great for increasing brand &
product awareness

17. Dynamic Ads
Building awareness of your brand is important, but it’s equally
important to target users when they want to know more or make
a purchase.
This is where dynamic ads shine.
Facebook dynamic ads automatically show the relevant products
to people who have already expressed interest on your website,
in your app or elsewhere on the Internet. Simply upload your
product catalogue and set up your campaign once, and it will
continue to work for as long as you want – finding the correct
audience for each product, and always using up-to-date pricing
and availability.
Great for generating
conversions

18. Lead Forms
Lots of people want to hear from your business, but filling in
forms can be difficult on mobile. Facebook lead ads makes the
lead generation process easy. People can simply tap your ad and
a form pops up – it’s already pre-populated with their Facebook
contact information and ready to be sent directly to you.
With just a few taps they can get the information they want, and
you generate a qualified lead for your business.
Great for turning users into
customers

19. Conversion
Funnel
1
2
3
4
Awareness
Drive new customer awareness through creative content
Engagement
Drive engagement with your established awareness audience
Conversion
Convert engaged audiences who’ve visited the site
Retention
Retain people who have purchased products

20. Step 1 - drive new customer awareness
through creative content

21. 1Goals
Brand recall - a user is able to recall seeing the ad and remembers
the brand.
Page likes - a user likes / follows a brand’s social media page.
Content engagement - a user views a video and/or engages with the ad
content.
Triggers
Interest based - Facebook Business Manager finds people who have
engaged with or posted about a subject, i.e. women’s luxury fashion.
Geographic - Targets people based on their location (country / city /
within x miles of).
Demographic information - targets users based on their age,
gender, languages, etc.
Lookalike - uses current customer data to find users with similar
social media habits.

22. Step 2 - drive engagement with your
established awareness audience

23. 2Goals
Targeted traffic - a user sees the ad and then returns to the site.
Adds a product to basket - a user sees a product they’ve previously
viewed and adds this product to their basket.
Content Engagement - the customer engages with the brand’s content
further.
Triggers
Viewed a product - a user views a product but does not take action
immediately.
Reads a blog post - a user reads a blog post on-site.
Searched on the site - a user uses the search bar on a brand’s
website.
Signed up to the newsletter - a user signs up to the newsletter.

24. Step 3 - convert engaged audiences who’ve
visited the site

25. 3Goals
Sales - The user is retargeted with an ad and purchases (possibly
using an incentive).
Completes a lead form - the user clicks an ad and completes the form
(this usually includes an incentive in the ad e.g. ‘free trial’)
Triggers
Product viewers - a user has viewed a product or range, who we
will then serve personalised ads.
Added a product to basket - a user added a product to their basket,
but did not purchase.
Abandoned a lead form (e.g. request a quote) - a user begins to fill
out a lead form, but does not complete the process.

26. Step 4 - retain people who have purchased
products

27. 4Goals
Sales - the user reengages with the brand and purchases a product.
Content engagement - the customer engages with the brand’s content
further.
Triggers
Cross-sell - campaigns that show products a user may be
interested in (e.g. shoes for a dress).
Lapsed customers - people who haven’t purchased in a set period of
time.

28. What are the
pros and cons?

29. Key benefits of Paid Social
Scale
Grow your business online with more traffic
and sales
Brand
awareness
Get your brand and your message in front of
new audiences and customers.
Measurable
Paid Social advertising gives you
quantifiable ROI, which allows you to see
exactly what you are getting out of the ads.
Targeted
advertising
Reach your target audience based on the
interests they have.
Speed
It’s possible to get your product or service in
front of potential customers quickly.
Retargeting
Send targeted and personalised ads to
people who have interacted with your
website from any channel.

30. Paid Social benefits to other channels
Improvement in
secondary goals
An increase in traffic through Paid Social can have
benefits to your overall marketing. For example, you
may receive an increase in the number of mailing
list subscribers, remarketing audience size and
engagement.
Increase in
social proof
Driving traffic to your site through Paid Social can
cause after effects such as social mentions, sharing
links, etc, to your content pages. This all serves to
send strong signals to Google that your page is very
relevant to the topic at hand. This of course means a
boost to your organic traffic!
Content
amplification
Driving traffic to your content pieces, such as blog
posts, will help to familiarise your brand with your
target audience. This means that later when a user
is in the market for what you sell, there’s a higher
likelihood that they will click on your brand to
purchase your products.

31. Potential pitfalls of Paid Social
Cost
Depending on your competition and
the industry you work in, Paid Social
marketing can be very expensive. Some
ad placements can be costly and it isn’t
profitable for every business.
Expertise
Social advertising platforms are like a
good puzzle, they take minutes to learn the
basics but years to become an expert.
The best way to learn the platform is to
actively run ads for your business, but
unfortunately this process of learning
from mistakes can be costly!
Creative
investment
As Paid Social platforms mature, ads placed
on these platforms have gradually become
more sophisticated. To capture the attention of
your target audience, ads need to be visually
engaging (which requires creative time and
cost investment). Failure to innovate can lead
to low levels of engagement (particularly in
crowded niches).
Time
investment
One of the biggest factors in success for Paid
Social is patience. The platform works best
when you test every element of your ads (e.g.
different colour scheme, copy variants, call to
actions, etc). This requires time to get right,
which may lead to some false conclusions if not
managed correctly.

32. Summary

33. 1Paid Social advertising allows you to
create content and show it to relevant
users online to build brand awareness,
generate traffic and drive conversions.

34. 2The 4 main advertising methods for campaigns
• Image Ads
• Dynamic Ads
• Video Ads
• Lead Forms

35. 3Pros
it’s visual, brand building
and easy to reach an
audience that is interested
in products like yours.
Cons
the cost, time investment
and expertise required to
deliver the campaigns.

36. Create best in class
ads that reach,
connect and inspire
consumers to act

37. Appendix –
Paid Social
Terminology
Audiences are groups of people on Facebook and Instagram that you can target based
on a number of parameters such as age, location, gender and interests.
Impressions are counted each time your ad is served on Facebook or Instagram and
seen by your audience.
CTR aka click-through-rate, measures how often people click your ad after it’s
shown to them, which can help you to understand the effectiveness of your
ad. CTR is calculated by clicks/impressions.
CPC aka cost per click, is the price you pay for each click. The price is
dependant on how engaging an ad is to your target audiences (e.g. how
many clicks, likes, shares your ad receives).
Conversion is when a visitor completes a desired goal after entering the website. This
can be filling out a form or making a purchase.
ROAS return on advertising spend, is a KPI used to determine campaign
effectiveness. ROAS is calculated by revenue/cost. A ROAS higher than
1 means the campaign is generating more revenue than expenses.
Engagement is the number of likes, comments, shares, reactions and link clicks your ad
receives.
Budget is the amount of spend that is assigned to a campaign. This can be set as
daily (where it will spend the set amount each day) or lifetime (where the
budget will be spent over a period of time defined by the advertiser).

38. Rob Goodison
Paid Social Strategist
e: rob.goodison@seventy7group.com
The Old School House, Thirsk Street , Manchester M12 6PN
+44 (0)161 273 7551 seventy7group.com @thisisSeventy7