This document provides an overview of social media tips for businesses and the anatomy of a Facebook ad. It discusses understanding your audience, building an editorial calendar, exploring social media tools, and not ignoring Facebook ads. It then examines the basic elements of a Facebook ad including text, images, links, headlines, descriptions, and calls to action. The document concludes by offering tips for businesses to consider before getting started with Facebook ads such as goals, audiences, creative assets, objectives, and choosing creative content.

1. Speaker
Brandon Berté
Vice President of Paid Social
Meet the

2. About Me
● BA (SUNY New Paltz) in 2009
● 7 years’ experience in content development
and social media marketing
● Joined Scorpion August 2017
● Manage a team of Social Ads analysts,
coordinators, and designers

3. Scorpion
About
● Launched in 2001
● Helping clients transform their businesses
through effective digital marketing
● Industries Served: Legal, Healthcare,
Franchise, Home Services, and Medical
Practices
● Over 6,000 clients
● Inc. 5000 list 7 years in a row

4. Cover Today
● Social Media Tips for Business
● The Anatomy of a Facebook Ad
● What to Consider Before You Get Started
● Stats, Tips, and Benchmarks
● Q&A
What We’ll

5. Tips for Business
Social Media

6. Things to consider
Understand Your Audience
1. Ages
2. Interests
3. Where are they located
4. What voice connects with them

7. Build an Editorial Calendar
1. Write down a plan of action
2. Plan ahead for holidays, anniversaries, and
events
3. Do not post only promotional content
TIP: Create evergreen content that can be shared more
than once

8. (Especially the free ones!)
Explore Different Tools
1. Buffer
2. Canva
3. Facebook

9. Don’t Ignore Facebook Ads
1. Facebook’s algorithms change daily
2. Your content is likely to reach less than 6
percent of fans
3. Facebook makes it easy to Boost posts from
your Facebook Page
TIP: Use Ads Manager to utilize powerful features like
campaign budget optimization, split testing, and more
campaign objectives

10. of a Facebook Ad
The Anatomy

11. The basic anatomy
Elements of a Typical Facebook Ad
1. Text
2. Image/Video
3. Display Link
4. Headline
5. News Feed Link Description
6. Call to Action Button

12. Elements Defined
Text
● “Status Update”-type text located above the image
● Helps persuade users to click
● TIP: Experiment with different formatting options,
including length, spacing, and emojis
Image/Video
● Ad focal point, should be simple yet eye-catching
● Shutterstock photos are FREE within Ads Manager
● TIP: Authentic photos perform better than stock
images, so get shots of your staff, products, etc.
Display Link
● Optional, can be used to call out a specific landing
page
Headline
● Aone-liner about your product, sale, or offer
● TIP: Start with an action word to inspire users to take
action, and include a lead magnet wherever possible
News Feed Link Description
● Tell customers where they're clicking to and what to
expect
● TIP: Keep it short and simple
Call to Action Button
● Optional, but smart to use whenever possible
● Choose from pre-set CTAs such as Learn More and
Get Offer
● TIP: Button should match your ad’s overall CTA

13. Before You Get Started
What to Consider

14. Ask yourself the following questions
Before You Dive In
● Do I have a Facebook Page?
● What business goal am I hoping to achieve?
● Who would I like to reach?
● What creative assets do I have?

15. Choose an Objective
1. Introduce your brand and capture user attention
with Brand Awareness , Reach, and Video
Views campaigns
2. Utilize Traffic , Lead Generation , App Installs,
and Engagement campaigns to get more
people to engage with your business
3. Inspire action with Conversions and Store
Visits campaigns
TIP: There’s a Facebook campaign objective for just
about every marketing goal

16. Build Your Audience
1. Input the location you’d like to target by
country, region/state, DMA, city, zip code, and/or
address
2. Select your audience’s age range , gender , and
language
3. Browse or search for relevant demographics ,
interests , and behaviors
TIP: Install the Facebook Pixel on your website to track
traffic, build Custom Audiences, and eventually generate
Lookalike Audiences

17. Consider Placements
1. Facebook purchased Instagram in 2012,
allowing advertisers to serve ads on the platform
2. Extending Facebook campaigns to Audience
Network can lead to a more efficient overall
campaign
3. Facebook Messenger has over 1.2 billion
monthly active users, making Messenger Inbox
a smart placement option
TIP:Choosing Automatic Placements allows Facebook to
auto-optimize ad placement for best results

18. Choose Your Creative
1. Upload a single image , video , or multiple
images and/or videos into a carousel
2. Alternatively, use an existing post that’s
already been published to your Facebook Page
TIP: 64% of consumers say that watching a video on
Facebook has influenced them to make a purchase-- use
this knowledge to your advantage

19. & Tips
Stats

20. & how to apply them
Stats You Should Know
● Social media platforms capture 33% of the time
users spend online. With more than 2 billion
monthly active users, Facebook is still the most
popular social media platform.
● 37% of online shoppers say they use social
media for “purchase inspiration.” Share
photos/videos of your products/services in action to
educate users about your brand.
● 69% of digital media time is spent on mobile
devices. Make your ads as mobile-friendly as
possible.
● Instagram recently hit 1 billion monthly users.
Advertise in the Feed and Stories to reach users,
especially teens and young adults.
By 2020, over 75% of
the world's mobile
data traffic will be
video.

21. Facebook Advertising Benchmarks

22. QUESTIONS?