This document provides information on digital marketing strategies for social media platforms like Instagram and Facebook. It discusses creating goals and objectives, understanding audiences, researching competitors, auditing current efforts, setting up accounts and profiles, finding inspiration, creating content calendars, and testing strategies. It also provides details on different types of Instagram ads, factors that impact ad costs, formats, objectives, and call-to-actions. Additionally, it outlines how to design effective ads and lists tips for social media advertising best practices.

1. Digital Marketing
Fundamentals

2. DIGITAL MARKETING STRATEGY
• Social media advertising strategy
• Instagram ads tactics
• Deep dive into the Facebook
• How to design effective ads
Main topics

3. DIGITAL MARKETING STRATEGY
• Evaluate alternative strategic approaches for using social
media platforms.
• Identify the similarities and differences in creating ads.
• Describe the different stages needed to create an
effective social media presence.
Learning Objectives
After reading this course, you should be able to:

4. Social Media Advertising Strategy
Social media are computer - mediated technologies that facilitate the
creation and sharing of information ideas, career interests and other
form of expression via virtual communities and networks.
User- generated content, such as text posts or comments, digital
photo or videos, and data generated through all online interaction.
Some of most popular social media websites with over three Billion
registered users (49% of the world Population), includes Facebook,
YouTube, Google+, Instagram, Tweeter, Telegram WhatsApp and more.

5. Social Media Advertising Strategy
Social media advertising strategy is a summary of
everything you plan to do and hope to achieve on social
media. It guides your actions and lets you know whether you
are succeeding or failing. Every post, reply, like, and
comment should serve a purpose.
The more specific your strategy is, the more effective the
execution will be.

6. How to create social media advertising strategy
I. Goals setting:
Set social media marketing goals that align to business objectives.
The first step to creating a winning strategy is to establish your
objectives and goals. Without goals, you have no way to measure
success.
Align goals with the S.M.A.R.T. framework: This is all about creating
relevant, achievable goals that help support your overall business
objectives.

7. How to create social media advertising strategy
I. Goals setting:
S.M.A.R.T. framework. The acronym stands for:
• Specific
• Measurable
• Attainable
• Relevant
• Time-bound
This will guide your actions and ensure they lead to real business results.

8. How to create social media advertising strategy
I. Goals setting:
Example:
Business Objectives Social media goal Metric(s)
Grow the brand Awareness: (these metrics illuminate
your current and potential audience)
Followers, shares, etc
Turn customers into advocates Engagement: (these metrics show how
audiences are interacting with your
content)
Comments, likes, @mentions, etc
Drive leads and sales Conversion: (these metrics
demonstrate the effectiveness of your
social engagement)
Website clicks, email signups, etc
Improve customers retention Consumers: (these metrics reflect how
active customers think and feel about
your brand)
Testimonials, social media
sentiment, etc

9. How to create social media advertising strategy
II. Learn about your audience:
These allow you to think of your potential fans, followers, and
customers as real people with real wants and needs. And that will
allow you to think more clearly about what to offer them.
Social media analytics can also provide a ton of valuable
information about who your followers are, where they live, which
languages they speak, and how they interact with your brand on
social.

10. How to create social media advertising strategy
III. Research the competition:
A competitive analysis allows you to understand who the
competition is and what they are doing well (and not so well). You
will get a good sense of what is expected in your industry, which
will help you set social media targets of your own.

11. How to create social media advertising strategy
IV. Conduct a social media audit:
Examine your current efforts. Ask yourself the following questions:
• What is working, and what is not?
• Who is connecting with you on social?
• Which networks does your target audience use?
• How does your social media presence compare to that of your
competitors?

12. How to create social media advertising strategy
V. Set up accounts and improve existing profiles:
Determine which networks to use
(and how to use them)
As you decide which social
channels to use, you will also need
to define your strategy for each
network.
For reference, here is how other
small and medium-sized (SME’s)
businesses are using social tools
to communicate with customers.

13. How to create social media advertising strategy
VI. Find inspiration:
While it is important that your brand be unique, you can still draw
inspiration from other businesses that are great on social.
Consumers can also offer social media inspiration. What are your
target customers talking about online? What can you learn about
their wants and needs? If you have existing social channels, you
could also ask your existing followers what they want from you.

14. How to create social media advertising strategy
VII. Create a social media content calendar:
Create a posting schedule:
Your social media content calendar lists the dates and times at
which you will publish types of content on each channel. It is the
perfect place to plan all of your social media activities.
Plot your content mix:
Make sure your calendar reflects the mission statement you have
assigned to each social profile, so that everything you post is
working to support your business goals.

15. How to create social media advertising strategy
VIII. Test, evaluate, and adjust your strategy:
Your social media strategy is a hugely important document for your
business, and you can not assume you will get it exactly right on the
first try. As you start to implement your plan and track your results,
you may find that some strategies don not work as well as you
would anticipated, while others are working even better than
expected.

16. About Instagram and Facebook
Instagram first began offering limited ads services in 2013 after
being purchased by Facebook.
2015 they opened floodgates and allowed advertising for brands
and business of all shapes and sizes.
And because Instagram is integrated with Facebook Ad manager
and brands can leverage facebook's massive wealth of user
information to advertise directly to their target audience.

17. Instagram ads tactics
Instagram ads are posts or stories that a business pay to
promote to users’ Instagram feeds.
They can just look like regular Instagram posts. But are always
identified by a “sponsored” label.
They can also include a call-to-action button to drive traffic or
conversions.
Some Instagram advertising types include additional e-
commerce features.

18. How Does This Work?
There are a few different ways you can go about advertising
on Instagram. Certain routes will open more tools and
options than others.
 With Instagram
 With Facebook Ads Manager

19. How Much do Instagram ads cost?
Though the cost of specific Instagram ad will be unique
(Not all ads are the same), the average cost per-click for
Instagram ads is around $0.70 – $0.80
This figures comes from an analysis of more than $300
million of ads spend.
Keep in mind, this is just average cost per-click. Your ad
might end up costing less or more depending on variety of
factors. Example, age you choose to target.

20. Factors Impact the cost of ads
 Targeting
 Ad placement
 Ad format
 Time of the year
You Control your ads cost by setting a
campaign spending limit, a daily budget,
and a bid strategy.

21. Types of Instagram ads
Instagram offers several ad formats
 Stories ads
 Photo ads
 Video ads
 Carousel ads
 Collection ads
 Explore ads
 IGTV ads
 Instagram Shopping ads
Each of these ad formats are woven into users’ Feeds and
stories offering a non- destructive user experience. Its also
offers different types of call-to-actions that help to collect
more leads.

22. Instagram ads formats objectives
Considered as campaign objectives to the audience defining
section to the right of your targeting options
• Brand awareness. Helps increase awareness of your business or
products among users who haven’t heard of you yet.
• Reach. Shows your ad to as many people as possible in your target
audience.
• Traffic. For clicks to your website, to your app, or to any other URL you
choose.
• App installs. Get users to download your app when they see the ad.
• Engagement. Aims to increase the amount of comments, likes, shares,
event responses, and offer claims you receive.

23. Instagram ads formats objectives
• Video views. Share your video with those most likely to watch it.
• Lead generation. Gather lead data from users who click on the ad.
• Messages. Get users to send a message to your brand account.
• Conversions. Drive sales and sign-up conversions on your website or
app.
• Catalog sales. Promote sales of products from your online store
catalog.
• Store traffic. Direct users to your brick-and-mortar location.

24. Call-to-Actions (CTAs)
Call-to action have the role of directing people into what they should
do next such as
 Apply Now
 Book Now
 Contact Us
 Download
 Get Showtimes
 Get Quote
 Get Offer
 Install Now
 Learn More
 Listen Now
 Order Now
 Play Game
 Request Time
 See Menu
 Get Showtimes
 Send Message
 Shop Now
 Sign Up
 Subscribe
 Use App

25. Stories ads
Instagram Stories Ads are full screen
ads that appear between users’ stories.
Brand can take advantages of all
Instagram stories features, like adding
face filters, video effects and text to
create fun and creative promotions.
The call-to-action takes the form of a
swipe-up feature at the bottom of the
story.

26. Photo ads
Photo ads allow brands to showcase
products and services through
compelling images.
As with all Instagram ad types, think
about which call-to-action (CTA) best
supports your goal.
Do you want to send visitors to your
website? Your Instagram Profile? Or
Push them to conversion?

27. Video ads
Video ads on Instagram can be up to one
minute long, they give you a chance to
give users a closer look at your brand,
your business, or your product
Shorter videos can often be more
effective, especially if you include
branding in the first few second of the ad.

28. Carousel ads
Carousel ads let users swipe through a series
of images or videos with a call-to-action
button to connect them directly to your
website.
You can use them to:
 Highlight multiple product
 Share a multi-part story
 Dive deep into a single service in up to 10
images or videos

29. Collection ads
Instagram Collection ads offer a compelling
commerce feature: Users have the option
to purchase products directly from the ad.
When users click on the ad, they are
directed to an Instagram Instant Experience
Storefront.
These ads combine the power of photos,
video and direct response marketing all in
one powerful advertisement.

30. Explore ads
Explore is the Instagram Screen where
users discover new content and
accounts. More than half of Instagram
users access Explore every month.
Instagram Explore ads do not appear
in the explore grid or the topic
channel. Instead, the ads appear after
someone clicks on a photo or video
from explore .

31. IGTV ads
Instagram recently announced will be offering
advertising in IGTV. As this is a brand new
development, details on how IGTV ads will work
are not yet clear, but video creators will receive
55% of the ad revenue.

32. Shopping ads
If you are set up with Instagram
Shopping, you can run shoppable posts
as Instagram ads.
Instagram Shopping ads take shoppers
directly to a product description page
within the Instagram app. They can then
purchase through your mobile website.

33. How to Advertise in Instagram
There are two ways to set up your ads on Instagram.
The simplest way is to simply promote an existing post
directly within the app.
But the method that offers the most customized options
is to create Instagram ad using Facebook Ads Manager.

34. How to advertise on Instagram right
from the app
The easiest way to start advertising on
Instagram is to promote an existing post on
your Instagram profile post.
This is similar to the Boost Post option to
Facebook ads.
If you have a post that’s performing well and
getting lots of engagement, promoting it within
the app is a quick, easy method to reach even
more users.
You need to have a business or creator account
on Instagram to do this.
You can Monitor the results
on the Promotion Tab on
your Instagram profile

35. Deep Dive into the Facebook
Facebook page is a personal page that shares personal information.
You connect with friends and family with this page.
Facebook fan page is a business presence on Facebook. You will do
business and communicate business ideas through this page.

36. How to advertise on Instagram using
Facebook Ads Manager
Facebook Ad manager lets you create ads that run on
both Facebook and Instagram.
You can also customize audience and other features, and
monitor how your ads are performing.
Since Facebook owns Instagram, the advertising tools for
these two social platforms are well integrated.

37. How to connect it to the
Facebook Ads Manager
i. Go to business.facebook.com
ii. Click Create Account.
iii. Enter a name for your business, select the primary
page and enter the name and work email address.
iv. Move through the rest of the onboarding flow by
entering the rest of the required fields.
v. Learn how to add people to business manager.
Once that’s done, you can move into the first step of
creating your Instagram ad…

38. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
Step 1: Choose your objective
To start, go to Ads manager and click + Create

39. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
The next step is to decide who you want to target with your ad.
Step 2: Identify your audience

40. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
In the Placements section, you can decide where your ads will
appear on Facebook and Instagram.
Step 3: Select your ad placements

41. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
This section determines how much you want to spend on your promotion
and for how long
Step 4: Choose your budget and schedule

42. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
Now it’s time to create the actual ad. Start by choosing the format
you want to use for your ad.
Step 5: Create your ads

43. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
Things are fairly straightforward from here:
Step 5: Create your ads
• Choose your pictures or videos
• Craft your ad copy
• Pick a payment option
• Review your ad
• Click Confirm
The Ads Manager displays the technical format requirements as you
select your images or videos.

44. Let’s take a look step by step on how to Link your Instagram
account into your Facebook Business profile
Then, Scroll down to the Tracking section if you want to track conversions
through a Facebook pixel on your website, or an app event. These options
will give you information about how your audience interacts with your
business after clicking on your ad.

45. How to design effective ads
It’s crucial to be international about your ad format.
There one big question you need to answer that will help you decide:
What is my goal?
 Start by reviewing social media marketing strategy.
 Create some SMART goals for ads campaign.
 Then, take a look at the business objectives supported by each
ad format.
Once you have placed a few ads be sure to review social media Insight
to track success. You can then test ad tweak your ad type choices to
improve your advertising strategy over time.

46. Social media ad tips and best practice
Great ads are an art, not a science.
Here are some things to keep in mind while crafting an ad that
engages and delights users.
I. Know your audience.
Think about your ads from your potential customers’ perspective:
• What solution does your product or service offer them?
• What do they need and want?
Keep their goals and values in mind as you create your ads. This is all
about them not you.

47. Social media Ad tips and best practice
II. Use text wisely.
An image is worth a thousand words and that is a good thing,
because you can not use that much text in your Instagram ads.
Technically, you can use up to 2,200 characters for most Instagram
ads, but only two rows of text will display without being cut off.
III. Engage.
You need to respond to comments and likes on your ads just as you
would on your organic posts. Your response can make the difference
in driving purchases.

48. The End