Social media ads might look the same, but they can be optimised for all types of objectives - reach, sales, video views, traffic and more. In this presentation you'll find out what types of ad suits your business the best.

1. Generating The
Best Return On
Investment From
Paid Social Media
Campaigns

2. A bit about me…

3. I was born the year Elvis passed
away
I love to travel

4. Think human,
not corporate…
most of the time
How does this have any
relevance?

5. A bit more about me…

6. I founded a digital marketing
agency back in 2013
We help businesses grow

7. We’ve worked
with these
companies…

9. I’m going to show you how to
see tangible results from your
paid social media campaigns
What this webinar is about…

10. What do you want to achieve
from this campaign?
When setting up social media
campaigns, social networks
want to know something…

11. Reach
Do you want…
👉
Engagement👉
Traffic👉
Conversions👉
Video views👉
👈

12. What does that look like?
Conversion campaign on Facebook

13. What does that look like?
Lead generation campaign on Facebook

14. Before I go any further…
Always use desktop when creating
your campaigns! You have much
more control, more options & you
will see better results.

15. Awareness
Consideration
Conversion

16. Facebook / Instagram…

17. Twitter…

18. LinkedIn…

19. Facebook / Instagram…

20. Facebook / Instagram - Reach…
- When you’re looking to reach as many
people as possible
- When you want to reach the largest
amount of your target audience
- You’ll experience little engagement, but
you’ll reach large volumes of people

21. How many people on Facebook in Drogheda &
surrounds?

22. Facebook / Instagram…

23. Facebook / Instagram – Brand Awareness…
- When you’re looking to reach as many of the
right people as possible – people who are
most likely to remember your ad
- Has its own unique metric – Ad Recall Lift
(people who’d remember your ad if surveyed)
- Focuses on dwell time
- Less reach than a ‘Reach’ campaign, bit more
engagement

24. Facebook / Instagram…

25. Facebook / Instagram – Engagement…
- When you want likes, comments and shares
- You’ll reach less people than with a Reach or a
Brand Awareness campaign, but you’ll see
more word of mouth type marketing
- Very effective when it comes to growing the
size of your Facebook page by way of inviting
people who liked the post to like your business
page

26. Comparison
Reach
Brand
Awareness
Engagement
* With budget of €100 for 7-day campaign targeting people in Drogheda+20km aged 18 – 65+
Daily reach
between 13k – 36k
Daily reach
between 7k – 21k
Daily reach
between 3k – 10k

27. Facebook / Instagram…

28. Facebook / Instagram – Traffic…
- When you want to promote something on your
website
- Suitable for a blog post… not for e-commerce
- Install the Facebook Pixel – you can then
further optimise for ‘Landing Page Views’
(clicks that let the page fully load)
- Effective when building an audience to re-
target

29. Facebook / Instagram…

30. Facebook / Instagram – App Installs…
- If you’re promoting an app and you want
people to install it
- App needs to be registered for the Facebook
for Developers site for installs (otherwise
you’re optimising link clicks)

31. Facebook / Instagram…

32. Facebook / Instagram – Video Views…
- When the creative is a video and you want to
make sure people watch it
- Anything more than 3 seconds is considered a
view
- Anything longer than 15 seconds is called a
ThruPlay
- Extremely effective when building an audience
to re-target

33. Facebook / Instagram…

34. Facebook / Instagram – Lead Generation…
- Gets the customer’s foot in the door!
- You can ask for name, email address, phone
number, what they’re interested in and more
- Ads can be optimised for ‘high volume’ or
’high intent’
- Quality over quantity!

35. Facebook / Instagram…

36. Facebook / Instagram – Messages…
- Ads have a ‘Send Message’ button that
triggers messages via Messenger
- Effective for people who don’t have a website
but want to trigger the conversation online
- Can be used to generate leads, increase
transactions, answer questions and more
- Run them for Facebook, Instagram or
WhatsApp

37. Facebook / Instagram…

38. Facebook / Instagram – Conversions…
- Requires the Facebook pixel installed and
certain ‘events’ also
- Conversion could be registering for a webinar,
signing up to an email list or making a
purchase
- For e-commerce websites, allows you to see
exactly how much of a return your ads are
generating

39. Facebook / Instagram…

40. Facebook / Instagram – Catalogue Sales…
- Promote products from your catalogue on
Facebook/Instagram (shop)
- You’re promoting items in your Facebook /
Instagram shop… that link back to your
website anyway!
- Stick with a conversions campaign linking
directly to your website

41. Facebook / Instagram…

42. Facebook / Instagram – Store Visits…
- Good if you’ve got multiple locations
- Ads can have ‘Get Directions’ buttons and
more
- Each ad can have a shop’s location, phone
number etc.
- Only one location? Choose the Reach, Brand
Awareness or Engagement objectives

43. Here are some
other quick
tips…

44. A/B test
Some more quick tips…
👉
Make sure to continually optimise👉
Don’t delete negative comments…
hide them
👉
Add subtitles to your videos👉

45. Remember – Twitter and
LinkedIn are very
similar… just a little bit
more expensive

46. 🚨 Special Offer! 🚨
Book Sixtwo Digital for any of our
services by COB Tuesday, 21st July
and get 20% off!

47. I hope you’ve just picked
up some tips… thank
you!
Get in touch with me these ways:
e: colm@sixtwodigital.com
Tel: +353 (0)41 214 6938
Social: @colmhanratty