Social Media Marketing

What is SMM?

Social media marketing is the process of gaining user engagement or website visitors from social media sites. It happens through sharing content and word of mouth from user to user on social media sites. Many social media sites offer the option of advertising your content which will increase your reach. If we compare SEM with social media marketing, social media marketing is more on a personal level than SEM because you can tailor your ad campaigns to people according to their interests, age, gender, marital status, which users/brands they follow or like and their connection with other users. You can also target the users in the methods seen in SEM such as location, devices, etc.

Filed under: Documentation→Social Media Marketing
Tags: • social media marketing • social media

Social Media Marketing vs. Search Engine Marketing

Social media marketing and search engine marketing both have their pros and cons. Social media marketing is less likely to convert into a sale because people using Facebook, Twitter, etc. don’t have the intention of buying a product when they log in compared to someone who is searching for a product or service on Google. On the other hand, search engine marketing has higher cost-per-click (CPCs) compared to social media marketing.

One benefit to social media marketing is that you can target users on a personal level: the books they read, the movies they like, the food they eat, the schools they attend, etc. This is called audience targeting. Another benefit to social media marketing would be that the followers/likes you acquire from your campaigns can be instantly reached out to without any additional cost to you. It works similar to a newsletter where the people who like/follow your page have opted in for future updates from you. For example, if you have one million followers on your Facebook page and you post an update to your page, you might reach 20,000 or more of your followers with your post. Every time you make a new update to your Facebook page, you’ll reach some of your followers who might click “Like”, comment on your post or share it with others. They may also convert if your post is promoting a product or service.

Filed under: Documentation→Social Media Marketing
Tags: search engine marketing, sem, social media marketing

What types of ads are available on Facebook?

There are many different types of ads that you can create on Facebook such as page post engagement, page likes, offer claims, event responses, website conversions, mobile app installs, desktop app installs and video views.

Don’t be surprised if new ad types are introduced in the future because Facebook frequently experiments with their ad platform.

Besides audience targeting ads on Facebook, there are also boosted posts and Facebook events/offers. Boosted posts let you reach more people when you are promoting special offers, events or news. Facebook event/offer ads are a way to increase sales and conversions for your business.

Filed under: Documentation→Social Media Marketing
Tags: ad types, facebook ads, social media marketing

How do I create a page post engagement ad on Facebook?

Page post engagement is a great way to gain likes, comments and shares on your Facebook posts. You can create a post ad as a video, photo or text to engage your users. To do so, click on the “Build Audience” at the top right corner of your Facebook page and click “Use Ads Manager”. Click on the green button “Create Ad” and click “Page Post Engagement” from the list. From there, you can select which post you’d like to promote, target your audience and set a campaign pricing. It will take a few minutes for your ad to be approved.
For video ads, it is recommended to use 500 characters of text, 16:9 aspect ratio, 1080 resolution, .mov file format and no larger than 1 gigabyte. An example of what a video ad may look like on desktop, mobile and right side of Facebook:

For photo ads, it is recommended to use 90 characters of text, 1:1 image ratio (a perfect squared image) and 1200×1200 pixels image. Furthermore there is a 20% limit to how much text can be added in your photo. Having too much text in your photo will get your ad disapproved. You should use the Facebook grid tool to see how much text is being used on your photo: https://www.facebook.com/ads/tools/text_overlay. Here are what photo ads look like on desktop, mobile and right side of Facebook:

For text ads, it is recommended to use 90 characters of text. Here are what text ads look like on desktop, mobile and right side of Facebook:

Filed under: Documentation→Social Media Marketing
Tags: facebook ads, page post engagement ad, social media marketing

How can I gain page likes using Facebook Ads?

Select your page from the dropdown or type in the URL of your Facebook page that you want to increase page likes for. After you have selected the Facebook page you want to promote, you can use up to 6 different images that will show up for your ad and 90 characters of text. Configure your audience targeting and set campaign pricing and click “Place Order”. It will take a few minutes for your ad to be approved.

Filed under: Documentation→Social Media Marketing
Tags: cpc, facebook ads, facebook likes, page likes, ppc, social media marketing

How do I receive clicks to website with Facebook Ads?

Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “Clicks to Website” from the list. “Clicks to Website” works similar to “Page Likes” except it promotes a webpage instead of a Facebook page.

Enter the URL you want to promote and click “Continue”. Add up to 6 images for your ad and 90 characters of text. Configure your audience targeting and set campaign pricing and click “Place Order”. It will take a few minutes for your ad to be approved.

Filed under: Documentation→Social Media Marketing
Tags: clicks to website, cpc, facebook ads, facebook likes, ppc, social media marketing

How do I receive website conversions with Facebook Ads?

Website conversions on Facebook Ads are ads that promote a call-to-action that can be tracked with a tracking pixel. Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “Website Conversions” from the list.

Enter the URL of the landing page. In this example, we want to convert users into signing up to our website. Once you have added the URL, you will need to click the “+” button to add a tracking pixel. This pixel will record how many times a user has converted. In this case, we created a tracking pixel and placed it on the page that shows when a user has finished their registration with us. There are many types of conversions to choose from: Checkouts, Registration, Leads, Key Web Page Views, Adds to Cart and Other Web Conversions.
Once you have given the tracking pixel a name like “Registration Complete”, you can add the pixel code that Facebook gives you to the registration completed page on your website. Depending on what you want to track, you will need to place the tracking pixel at the end of the funnel (the page that shows up when the user has completed the action you wanted on your website). This is how you verify your tracking pixel and how Facebook reports when a user has converted.

Filed under: Documentation→Social Media Marketing
Tags: cpc, facebook ads, ppc, social media marketing, website conversions

How do I increase app installs with Facebook Ads?

App installs is a way to drive installs to your mobile app. When a user clicks on the “Use App” button on your ad, it will redirect to the Google Play or App Store page for users to install your app. Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “App Installs” from the list.

Enter the app’s URL as you see it on Google Play or App Store. You can add up to 6 different images for your ad and 90 characters of text.

For audience target, you’ll see that it will be a little different from before. You can choose which mobile platform to target: Android only or iOS only. You can also select which wireless connection you want to target such as: All mobile users or Wi-Fi only. Once you are done configuring the target audience, set a campaign budget and click “Place Order”.

To keep track of app installs, you’ll need to complete two things:
1. Register your app on Facebook
2. Add the Facebook SDK with a mobile measurement company

For more information on registering your app on Facebook and adding Facebook SDK, go to: https://developers.facebook.com/docs/ads-for-apps/mobile-app-ads

Filed under: Documentation→Social Media Marketing
Tags: app installs, cpc, facebook ads, ppc, social media marketing

How do I gain app engagement with Facebook Ads?

Mobile app engagement ads take users to a customized location within your app. These engagement ads have a call to action button such as scheduling an appointment, buying a product, or unlocking a level in a mobile game. This is similar to the website conversions ad we talked about earlier except it’s dealing with mobile apps.

Before you start your campaign, you must register your app and configure the app settings. For more information on this go to: https://developers.facebook.com/docs/ads-for-apps/mobile-app-ads-engagement

When you’re ready to start a new campaign, go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “App Engagement” from the list.

Insert your app URL from Google Play or the App Store and click continue. Choose your audience, set a budget and place your order.

Filed under: Documentation→Social Media Marketing
Tags: app engagement, facebook ads, social media marketing

How do I drive responses to my event on Facebook?

Event responses ads are ads that help drive responses to your event. If you’re holding a party, an open house, etc. these ads may be used to target people around your area and to see how many users on Facebook are planning to go to your event. For example, a user can click on the “Join” link on your ad and it will display the amount of people who are going to your event e.g. “25 people are going”.

First you would need to create an event or offer by going to your Page’s Timeline and clicking Offer, Event + and select Event. Fill out the name and details of the event and click Create.

Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “Event Responses” from the list. Select the event you want to promote and fill out the audience target, set a budget and place your order.

Filed under: Documentation→Social Media Marketing
Tags: event responses, facebook ads, social media marketing

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