Events and Shops

1. Events and Shops

2. LESSON 7 RECAP Last week we looked at: Types of Events Shopping on Social Creating Offers on Social Login to Computers shortcourses • Univ3rsitY2 Login to WIFI AUB_GUEST • 50382280

3. LESSON EIGHTDIGITAL ADVERTISING

4. TYPES OFADVERTISING SOCIAL ADVERTISING ADVERT OPTIMISING MAKING AN ADVERT

5. TYPES OF ADVERTISING

6. PPC PPC stands for pay-per-click. Essentially, you pay for what you get! Every time someone clicks on your ad you pay a fee. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

7. KEYWORD Keyword advertising works in conjunction with PPC and SEO. By identifying the keywords and searches that are most relevant to your business's offerings, you can then bid to place your ads in the search results for relevant keywords. For example, if you sell shoes, you can make sure people searching for keywords like "sneakers" or "women's boots" see your adverts.

8. INFLUENCER Influencer advertising is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. This often goes hand in hand with affiliate marketing where influencers can leverage their audiences to sell for brands and reclaim a percentage. Learn More: http://www.thedrum.com/news/2018/01/09/influencer-marketing-2018-will-become-integral-part-brand-s-marketing-mission

9. TARGETED Targeted advertising enables you to target the most receptive audiences with certain traits, based on the product or service you want to promote. Not only can you select a target, you can also exclude people from your adverts to pinpoint your ideal customer. You can also retarget users, who perhaps visited your website but didn’t carry out a qualifying action. Retargeting then delivers your message later on to increase the chance of conversion.

10. SOCIAL ADVERTISING

11. FACEBOOK ADS Facebook was one of the first (unsurprisingly) platforms to introduce ads.Due to the huge amount of users and detailed demographic information, it’s often rated as the top channel for return on investment. Canvas Carousel Slideshow Collection Messenger Photo Image

12. PHOTO & VIDEO ADS The technical spec for photo ads depends on the ad objective. For instance, if your ad objective is clicks to your website, photo ads offer a headline of 25 characters, 90 characters of test, and a link description of up to 30 characters. Depending on the ad objective, you may also be able to add a call to action button with actions like Shop Now, Learn More, and See Menu. Full Ad Specs Video ads generally have the same call to action options and character counts as photo ads. The aspect ratio required depends on the campaign objective, but 16:9 or 1:1 usually works.

13. CAROUSEL AD The carousel format allows you to showcase up to ten images or videos in a single ad, each with its own link. With more creative space you can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card. You get 90 characters of text, a 40 character headline, and a 20 character link description. Images should be a 1:1 image ratio.

14. SLIDESHOW AD A slideshow is an ad that creates a video from several static images. All images should have the same size and aspect ratio. Facebook slideshow adverts are video-like adverts that use motion, sound and text to tell your story. You can use an existing video or create a slideshow advert easily using the inbuilt editor. They even have a huge library of stock images you can use can even create a slideshow advert out of stock images available!

15. Canvas is a full-screen mobile ad type that combines videos, photos, and call to action buttons. It’s mobile-optimised and allows users to tilt and zoom to interact with the imagery. CANVAS AD

16. COLLECTION AD With Collection ads, people who tap on your ad can browse more products or learn more about the features of a specific product. You can choose between a grid and lifestyle layout to best showcase your products or services. It’s fantastic if you want to highlight a new range of items or all the different benefits of one item.

17. FACEBOOK TARGETING You can target based on location, age, gender, and language. Then, you can dive into Facebook’s detailed targeting options! Demographics allows you to filter for nine demographic categories: education, ethnic affinity, generation, household composition, life events, parenting, politics (in the USA), relationship, and work. Interests are broken down into nine broad categories: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies and activities, shopping and fashion, sports and outdoors, and technology. Each of these has multiple subcategories, so you can drill down quite deep in your targeting. Behaviors allow you to filter users based on their behaviors on Facebook and information Facebook gathers from partners. You can also choose to target or exclude people who already have a connection with you on Facebook, as well as those people’s friends. Facebook also lets you create a custom audience by uploading a list of email addresses, phone numbers, Facebook user IDs, or app user IDs. You can then use lookalike audiences to find other people on Facebook that are similar to that audience. Once you’ve created your target audience, you can narrow your focus even further based on type of device, and even whether the Facebook user is connected via data or Wi-Fi.

18. TWITTER ADS There are three different kinds of Twitter Ads: Promoted Tweets are messages that will appear directly in the timelines of the Twitter users you target at a specific time. A Promoted Account is an ad that invites targeted Twitter users to follow your brand. Trending topics on Twitter are the most talked about subjects on the social network, appearing on the left side of the page. Promoted Trends allow you to put your story at the top of that list.

19. TWITTER CAMPAIGN TYPES Twitter ads are also categorised by objective: For website clicks or conversions campaigns, you promote Tweets to people who you want to visit your website and pay per click. For Tweet engagements campaigns, you promote Tweets with the goal of starting conversations and pay for the initial engagement. For followers campaigns, you promote your Twitter account and pay per follower gained. For awareness campaigns, you promote your Tweets to a broad audience and pay for impressions. For video views campaigns, you promote your videos to a targeted audience and pay per video view. For app installs or re-engagement campaigns, you promote your Tweets and pay per app install. For lead generation campaigns, you promote Tweets and pay per lead collected.

20. TWITTER TARGETING Twitter enables high-level targeting based on location, gender, languages, device and platform. More detailed targeting options allow you to target your audience by: Keywords they Tweet Interests by category or based on usernames of Twitter users who embody the interests of your desired audience Specific TV shows they Tweet about Behaviors and their interest in specific events You can also upload specific lists of people (like a list of contacts you got via typeform, for example) to target with ads, or target people who are similar to your follower base.

21. INSTAGRAM ADS Since Facebook owns Instagram, it’s not surprising that Instagram ad types mirror three of the Facebook ads types - photo, video, and carousel. Instagram ads offer the same audience targeting option as Facebook ads.Bare in mind, though, that the demographics of Instagram users are different from those of Facebook users. The largest demographic of Instagram users is young urban women aged 18 to 29.

22. INSTAGRAM OBJECTIVES Like Facebook, Instagram has a number of different objectives. For Instagram, the available objectives are: Website clicks Website conversions Mobile app installs Mobile app engagement Video views Reach and Frequency Page post engagement Mass awareness and local awareness

23. PINTEREST ADS Ads on Pinterest are called Promoted Pins. Essentially they’re same as regular Pins, except you pay to promote them to a wider audience. There are three main types of campaigns: Awareness campaigns aim to get your Pins in front of people who have not heard of your business before or are not already interacting with your brand. Engagement campaigns encourage Pinners to engage with your content by repining or clicking your Promoted Pins. Traffic campaigns funnel visitors from your Promoted Pins directly to your website.

24. PINTEREST TARGETING Pinterest enables you to target your audience in a few different ways: Interest targeting allows you to target Pinners based on 420 different interests for example, street style or sustainable architecture Keyword targeting targets Pinners based on search terms Business data targeting lets you target existing customers, Pinners who have visited your site, or a “lookalike” audience that looks and acts similar to your existing audience. You can also target by location, language, type of device, and gender.

25. LINKEDIN ADS There are five types of ad on LinkedIn Display ads which share content with a targeted audience Sponsored InMail which delivers sponsored content directly to LinkedIn user inboxes Sponsored content so your content will appear in the LinkedIn timelines of your target audience Text ads that appear in the right column of the desktop Dynamic ads which also appear in the right column, but incorporate display ad unit formats

26. LINKEDIN TARGETING LinkedIn targeting is great for employee- and company-specific targeting. You can specify who you want to see the ad based on:- The industry they work in Their position and seniority Where they work How big their employer is If the audience you choose is too big or too small it might not perform well, so test audience targeting with several ads to hone in on the right one for you.

27. CREATING AN ADVERT FACEBOOK

28. CREATE YOUR AD Click on the three ‘more’ dots Select ‘Create ad’ Choose your Objective Check/Set up your Ad Currency Complete the Objective custom fields Define your audience (and save) Exclude audiences that aren’t relevant Set your Budget & Schedule Choose your format & Create your Ad :) If you want to publish your ad, press confirm.

29. Choose Objective

30. Objective: Traffic

31. Ad Setup:- Traffic Destination- Offer- AudienceTo the right are your expected results.

32. Ad Setup:- Audience Location- Type of Location Behaviour (dropdown)- Age- Gender- Language

33. Ad Setup:- Targeting, Interests- Connections- Save Audience

34. Ad Setup:- Placements- Budget- Schedule

35. Ad Setup:- Identity- Format

36. Ad Setup:- Links- Text- Destination- Cards-- Image-- Headline-- Description

37. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

38. CREATING AN ADVERT TWITTER

39. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

40. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

41. Choose Objective Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

42. Choose Objective > Details Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

43. Creatives: Choose existing Tweet or Create New Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

44. Targeting Ad Setup:-- Your Audiences-- Demographics-- Locations-- Audience Features

45. Targeting Ad Setup:-- Behaviors-- Keywords-- Follower Look-alikes

46. Bid / Budget- Total- Type- Preference

47. CREATING AN ADVERT LINKEDIN

48. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

49. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch

50. Ad Setup:-- Destination-- See More-- Call to Action-- Advanced-- Conversion-- Confirm -- Launch