Understand how to run cost effective campaigns across Facebook, Instagram and Linkedin with the latest Sweet Digital / Hart Training & Recruitment masterclass.
9. ● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own
10. ● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own
We can target most of these
via social ads.
If you’re eCommerce
consider where your
audience shops too, as you
can target these within
Interest Targeting
11. Facebook Targeting
Location, age and gender
targeting is extremely simple.
Then layer this up with
Detailed Targeting…. Think
interests, job roles, life events
Competitors come under
Interest targeting too
12. Consider Look-a-like Audiences Too
If you’re prospecting
and the audience is
quite generic, a
look-a-like audience
can be created from
your site or page
followers to target
those who have similar
attributes.
13. LinkedIn Targeting
Location, age and gender
targeting is still there.
But the detailed
targeting is very much
based on industry and
job details (title, length of
service, seniority etc).
14. You Can Exclude Audiences On Both
Channels
This is great for
excluding job roles
on LinkedIn to
ensure you hit the
decision makers.
On both channels
locations, languages
and interests can be
excluded too.
17. Use Cases
● You’re a jeweller….Target those who have
been in a relationship for over a year with
Engagement Rings.
● You’re a bridal boutique….Target those
who have just gotten engaged.
● Sell Baby Products…. Target new mums
● Stationery?... Hit those with new jobs or
just started Uni.
21. InMail Ads
These come straight into your
LinkedIn InMail (messenger)
and have the format of an email.
They’re labeled “Sponsored”
Great for explaining a complex
concept, taking a personal
approach or inviting to events /
downloads
22. The most common style of ads.
You’ll see these within your
timeline… they may be video or
image led, but always contain a
link.
Top tip - Use high quality, large
imagery and always include a
CTA
Sponsored
Content Ads
Here’s one on my
feed today
23. Very similar to Sponsored
Content ads but have an added
surprise!
Forms are pre-filled with data
LinkedIn holds for ease.
Great for arranging product
demos, downloadables and
discussing services further.
Lead Gen Ads
24. Small snippets which
show on the right hand
side on desktop.
Personally, not a fan of
these as they’re very
easy to scroll past.
Text Ads
25. Very similar to Sponsored
Content, except we’re using
more images.
Perfect for storytelling, or
promoting the steps involved
in a process.
Perform stronger on mobile
due to swipe functionality.
Carousel Ads
26. Right hand side visibility
again, but it pulls in the
user’s details to
personalise the ad.
Often used for jobs and
to build following.
Dynamic Ads
27. Facebook / Instagram Ad Styles
Story Ads Collection Ads
Dynamic
Product
Retargeting
Carousel Ads
Single Image /
Video Ads
28. Images should be 1080 x 1920
pixels
Remember that that CTA button
will show central at the bottom,
so leave this area clear of
important information.
These can show on Facebook
and Instagram.
Story Ads
29. Ideal for eCommerce and
showing off a range of
products.
Product Sets needs to have
at least 8 products in to be
eligible.
Mobile only. Opens up a
much larger catalogue style
experience.
Collection Ads
30. The most common style of
ad you’ll see, often within
your timeline.
Looks like a normal social
post, with a status, visual and
call to action.
Single Image or
Video Ads
31. You can be really creative
with these.
Video or image…. Or even
product.
Use your Product Sets to
make themed carousel
ads
Carousel Ads
32. Show users products
they’ve previously
viewed on your website
to drive them to
purchase.
You want a high
frequency with these ads
for strong conversion.
Dynamic
Product
Retargeting Ads
36. ● Campaign Source - usually the platform/website
● Campaign Medium what is it? (ad / email etc)
● Campaign Name - what it says on the tin
?utm_source=facebook&utm_medium=ad&utm_cam
paign=black-friday
Naming Conventions
39. Retargeting campaigns are cost effective
and tend to have a higher conversion rate.
You can even set up retargeting
audiences based on how they’ve
interacted with your social accounts or
basket abandonment.
Often retargeting ads include an offer or
discount code to help pull people in.
40. Simply create a Custom
Audience on Facebook
to do this.
Note* You do need to
have your Facebook
pixel in place.
41. On LinkedIn it’s
controlled here and
again you can target via
site visitors or those who
have engaged with your
page.
42. To go one
step further,
upload the
emails of who
you want to
target!
44. Facebook will automatically set your
ads to show on Instagram, Audience
Network, Messenger, Stories and more
45. Not All Are Right For Your Audience
Manually select the placements
which work best for your
audience and assets.
Example
Have Stories targeting as separate
Ad Set as the asset needs to be a
different size.
47. All channels opt in to this as a standard.
It can go against the linear targeting
you’ve created!
Switch this off initially, unless you have
a broad prospecting campaign.
48. You can find
this really
pushes up your
spend, but not
your
conversions
otherwise
50. Ads Don’t Need To Be Stand Alone
If an organic post is
working well and
creating strong,
positive engagement…
…. Sponsor It!
Budget doesn’t need
to be large
51. This is a great strategy for
your competitions too.
Sponsoring your
competitions can increase
entry numbers and
awareness