Social Fresh 2019 - Social Fresh is the original social media conference, find more info at https://socialfresh.com

1. CREATE FACEBOOK AND
INSTAGRAM ADS THAT
WILL DELIVER IN 2020
Susan Wenograd
Chief Marketing Officer, aimClear
Social Fresh 2019

2. I’m about to nerd out. FYI.
• 15+ years of digital marketing experience.
• Email marketing, content, ecomm, lead gen, retailers,
with paid media being my fave.
• Managed tens of millions of bucks in ad spend.
• Agency side and in-house.
• General Motors, At Home stores, CircuitCity.com &
many more.
• SearchEngineJournal, MarketingLand, NPR, Wired &
others

3. @SusanEDub

4. Where Are We & How Did We
Get Here?

5. What Happened?

6. Less targeting.
Less reliability.
Longer sales cycles.

7. More placements.
More creative types.
More competition.

8. May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018
OUCH

9. Growth Area:
Instagram Stories

12. IG Story Concentated testing = growth

13. Concentrated testing = efficiency

14. “We don’t see results like that.”

15. Get GREAT at Creative. Now.

16. Start Using:
Creative Tools

17. Issue #1: Default Image Views

18. Use Dem Tools!

19. Make Static Images Pop

20. Use Templates to Animate

21. Animate Them Into Video

22. Issue #2: Video Fails
<10 second experience
Immediate hook
Tone down brand/commercial
feel

23. Use The Tools! (Again!)

24. Use Dem Tools! (Again!)

25. Issue #3: Letting FB Call Spend Shots
Start with combined placement.
Test & learn.
Scale as separate placement.
Switch out creative more frequently

26. Start Using:
Platform Tools That Mimic Site
Experience

27. Your mission(and you MUST ACCEPT IT)
is to recreate brand
experiences on-platform

39. What About the Old Stuff?
Show examples

40. What About the Old Stuff?

41. Don’t Assume Easy = Unworthy

42. Thank You!
Susan Wenograd | Account Group Director
susan@aimclear.com
Twitter: @SusanEDub

43. Susan Wenograd
susan@aimclear.com
@SusanEDub