Getting started with twitter advertisingTed Prodromou
This document provides an overview of Twitter advertising options including Promoted Tweets, Promoted Accounts, targeting, lead generation cards, campaign management and analytics. It explains the basics of each advertising feature, how to set up campaigns, optimize content and track performance. Key points covered include how Promoted Tweets are prioritized and seen by users, how to build an email list with Promoted Tweets, and tips for improving engagement with Promoted content.
This document provides an overview of Twitter advertising opportunities and products. It discusses how Twitter allows marketers to connect with audiences of over 100 million daily active users. It also describes various Twitter ad formats like Promoted Tweets, Cards, and Accounts that can be used to drive brand awareness and direct response. The document recommends testing different ad campaigns on Twitter and optimizing performance based on goals and metrics.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
If you really want to be a business success online, then you need to attract hungry markets targeted to your niche. During the early years of the internet, there were only a few ways to build your business using simple traffic methods such Pay Per Click and Search Engine Optimization.
But now with the power of social media marketing the game has changed and there are now even more ways to build your online business without the hassle of SEO or paying a small fortune for PPC. Yes that's right, the playing field has well and truly been leveled to accommodate anyone seeking to make their online fortune.
The document provides an overview of Facebook advertising strategies and best practices. It discusses developing a content strategy, targeting the right audiences, optimizing ad campaigns, tracking conversions, and analyzing performance metrics. Case studies are presented showing how companies like Banana Republic, iTrueMart, Vichy, and Salesforce used custom audiences, retargeting, and audience insights to increase sales, boost brand awareness, and improve return on ad spend. Resources for continuing education on Facebook marketing are also listed.
This document provides tips and strategies for developing effective Facebook ad campaigns. It discusses how Facebook has become the leading social network with over 500 million users, and how marketers are increasingly using Facebook ads to reach consumers who spend more time on Facebook than other websites. The document also covers best practices for audience targeting on Facebook by leveraging profile data from existing fans and their friends' networks. Creative design considerations are also discussed, emphasizing the importance of high-quality images to grab attention in Facebook's visual environment.
A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.
This document provides guidance on using Facebook ads for colleges and universities. It recommends creating a dedicated Facebook ads account to run targeted ads to attract student applicants, increase event attendance, and solicit alumni donations. The document outlines best practices for ad creation, including using images of smiling people and school names, and writing copy that benefits the target audience. It also discusses campaign setup, pricing, ad approval processes, and integrating ads with Google Analytics for reporting.
Getting started with twitter advertisingTed Prodromou
This document provides an overview of Twitter advertising options including Promoted Tweets, Promoted Accounts, targeting, lead generation cards, campaign management and analytics. It explains the basics of each advertising feature, how to set up campaigns, optimize content and track performance. Key points covered include how Promoted Tweets are prioritized and seen by users, how to build an email list with Promoted Tweets, and tips for improving engagement with Promoted content.
This document provides an overview of Twitter advertising opportunities and products. It discusses how Twitter allows marketers to connect with audiences of over 100 million daily active users. It also describes various Twitter ad formats like Promoted Tweets, Cards, and Accounts that can be used to drive brand awareness and direct response. The document recommends testing different ad campaigns on Twitter and optimizing performance based on goals and metrics.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
If you really want to be a business success online, then you need to attract hungry markets targeted to your niche. During the early years of the internet, there were only a few ways to build your business using simple traffic methods such Pay Per Click and Search Engine Optimization.
But now with the power of social media marketing the game has changed and there are now even more ways to build your online business without the hassle of SEO or paying a small fortune for PPC. Yes that's right, the playing field has well and truly been leveled to accommodate anyone seeking to make their online fortune.
The document provides an overview of Facebook advertising strategies and best practices. It discusses developing a content strategy, targeting the right audiences, optimizing ad campaigns, tracking conversions, and analyzing performance metrics. Case studies are presented showing how companies like Banana Republic, iTrueMart, Vichy, and Salesforce used custom audiences, retargeting, and audience insights to increase sales, boost brand awareness, and improve return on ad spend. Resources for continuing education on Facebook marketing are also listed.
This document provides tips and strategies for developing effective Facebook ad campaigns. It discusses how Facebook has become the leading social network with over 500 million users, and how marketers are increasingly using Facebook ads to reach consumers who spend more time on Facebook than other websites. The document also covers best practices for audience targeting on Facebook by leveraging profile data from existing fans and their friends' networks. Creative design considerations are also discussed, emphasizing the importance of high-quality images to grab attention in Facebook's visual environment.
A review of how to set up, create, target, and measure advertising on Facebook, including targeting, pricing, and bidding strategies to optimize performance and ROI.
This document provides guidance on using Facebook ads for colleges and universities. It recommends creating a dedicated Facebook ads account to run targeted ads to attract student applicants, increase event attendance, and solicit alumni donations. The document outlines best practices for ad creation, including using images of smiling people and school names, and writing copy that benefits the target audience. It also discusses campaign setup, pricing, ad approval processes, and integrating ads with Google Analytics for reporting.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
A case study that attempts to understand the Indian Social Media scene. The fastest growing economy after China. India has the largest consumer of mobile phones and internet in the sub-continent. Here is a study that analyses how companies have done organic Social Media Marketing in the diverse indian social structure
This document provides information about using Facebook for business purposes. It discusses why companies should use Facebook, details about the Facebook ecosystem including pages, ads, and applications. It also provides tips on how to set up a fan page and get fans, examples of Facebook ad types, and case studies of campaigns run by B!Digital, including for 3Italia mobile and Samsung Galaxy Apollo. The document is meant to educate companies on utilizing Facebook for marketing and customer engagement.
Facebook can be used effectively as a marketing and advertising tool for businesses. It allows businesses to create pages to share information with users, target specific audiences through demographic data collection, and run affordable advertising campaigns. When used strategically through posting engaging content and running optimized ad campaigns with defined objectives like boosting page likes, increasing website traffic or conversions, or promoting events, Facebook marketing can help businesses improve brand awareness and reach new potential customers.
Facebook marketing involves creating a Facebook page for a business to interact with and attract customers. With nearly a billion users, Facebook allows businesses of all sizes to promote their brand and engage with potential customers more easily than through a traditional website. The article provides an overview of Facebook marketing and its benefits for businesses looking to take advantage of the large and growing Facebook audience.
The document provides an overview of social media advertising, including:
- An introduction to the basics of social media advertising costs, ad formats, and targeting options.
- Details on creating social media profile pages and pay-per-click ads on networks like Facebook and Twitter to engage customers.
- Guidance on how to integrate social media advertising into an overall marketing strategy, and when certain businesses should consider social advertising.
- An introduction to the Clickable platform which aims to simplify social media advertising management and reporting.
This document provides specifications and guidelines for standard Facebook ads. It outlines requirements for ad image size, title character count, body text limit, and linking specifications. It also provides tips for creating effective ads, such as using compelling images, clear calls to action, and testing multiple ad variations. Additionally, the document lists examples of ads with good and bad click-through rates.
Whitepaper I developed while working at CitizenNet. Covers strategy for audience discovery and programmatic optimization of targeting using Facebook's interest categories
A very big trend of newly marketing era of Digital Marketing. Facebook marketing will help you for making advertise your product on Facebook for business Leads and awareness.
Facebook has over 1.1 billion users globally as of May 2013, with 13 million users in India alone. Users spend on average 20 minutes per day on the site, with half logging on daily. Marketing on Facebook is considered very important by 42% of marketers and beneficial for promoting brands. Some key aspects of Facebook include Pages to promote companies and their products/services, sponsored/promoted posts to engage users, and ads targeted towards users' interests.
Drive Quality Conversions for Your Brand with Facebook AdsHanapin Marketing
In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.
This document provides an overview of buzz networking and social media marketing. It defines buzz networking as creating excitement about a product through online marketing. Social media marketing utilizes social media platforms as a marketing tool to create buzz and spread content that users will share, increasing brand exposure. The document outlines various social media platforms like Facebook, Twitter, LinkedIn and YouTube and how they can be used for social media marketing. It also discusses advantages like increased traffic, disadvantages like decreased productivity and interactive marketing strategies like viral marketing and pop-up ads. A case study shows how Samsung used social media for customer support. A survey found most people are aware of and interested in learning more about buzz networking and social media marketing.
The document provides information on using Facebook for advertising and marketing purposes. It discusses the advantages of Facebook advertising including brand awareness, driving web traffic, customer engagement, reputation management, lead generation, and acquiring new customers. It also outlines how to create Facebook ads, target audiences, set pricing and campaigns, analyze advertising reports, and common dos and don'ts for Facebook ads.
The document provides details about a two-day workshop held by a brand team at Facebook's offices to improve their Facebook marketing strategy. On the first day, the brand team did an in-depth analysis of their Facebook page data without their creative or media agencies. This uncovered insights like high agency servicing costs and opportunities to better target audiences. The workshop aimed to help the brand team better understand their audiences and optimize their Facebook content and advertising approaches.
Facebook has become a powerful advertising tool for reaching niche audiences. Advertising on Facebook allows for strategic targeting of users by their interests and demographics, providing up to a 5-fold return on investment. With over 500 million mobile users, Facebook advertising also reaches consumers on the go. Customizing ads to appeal to different age groups can help attract a wider range of potential customers.
We are sharing Facebook Marketing Overview & Proposal. We provide FaceBook ads marketing, ads optimization, campaign management services to all type of business. Promote your business, products & services on FaceBook to get more ROI. We are expert in designing a customize facebook timeline or business pages & facebook apps.
Social Media is one of the most effective communication and advertising channels. But
cutting through the noise can be challenging, and often, marketers must use paid social
marketing strategies to amplify their message in social platforms.
While businesses use social networking platforms to advertise their enterprises, digital marketers have suddenly discovered a new venue to connect with and engage their target audience. Facebook is the most popular social networking site, so it makes sense. For businesses, actively maintaining a presence across all of the top social networking platforms is a difficult task.
With over two billion active users, Facebook is a powerful tool for standing out and reaching the target audience. Explore the power of Facebook Ads for solar companies.
The document provides information on using Facebook for advertising and marketing purposes. It discusses the advantages of Facebook advertising including brand awareness, driving web traffic, customer engagement, reputation management, lead generation, and acquiring new customers. It also outlines how to create Facebook ads, target audiences, set pricing and campaigns, analyze advertising reports, and common dos and don'ts for Facebook ads.
This best practice guide provides strategies for using Facebook effectively for marketing. It outlines five guiding principles for an authentic social media strategy: being social by design, having an authentic brand voice, being interactive, nurturing relationships, and continuous learning. It then details how Facebook can be used to foster various business objectives like generating awareness, driving traffic/sales, building loyalty, and gaining insights. Helpful resources are also mentioned.
Official Facebook Marketing Best Practices GuideThérèse Cator
This is the Official Best Practices Guide that Facebook recently released. It gives businesses a guide on how to effectively navigate the Facebook ecosystem. The focus is on Marketing on Facebook, and also details ways to use Facebook ads, plugins, analytics and more.
A case study that attempts to understand the Indian Social Media scene. The fastest growing economy after China. India has the largest consumer of mobile phones and internet in the sub-continent. Here is a study that analyses how companies have done organic Social Media Marketing in the diverse indian social structure
This document provides information about using Facebook for business purposes. It discusses why companies should use Facebook, details about the Facebook ecosystem including pages, ads, and applications. It also provides tips on how to set up a fan page and get fans, examples of Facebook ad types, and case studies of campaigns run by B!Digital, including for 3Italia mobile and Samsung Galaxy Apollo. The document is meant to educate companies on utilizing Facebook for marketing and customer engagement.
Facebook can be used effectively as a marketing and advertising tool for businesses. It allows businesses to create pages to share information with users, target specific audiences through demographic data collection, and run affordable advertising campaigns. When used strategically through posting engaging content and running optimized ad campaigns with defined objectives like boosting page likes, increasing website traffic or conversions, or promoting events, Facebook marketing can help businesses improve brand awareness and reach new potential customers.
Facebook marketing involves creating a Facebook page for a business to interact with and attract customers. With nearly a billion users, Facebook allows businesses of all sizes to promote their brand and engage with potential customers more easily than through a traditional website. The article provides an overview of Facebook marketing and its benefits for businesses looking to take advantage of the large and growing Facebook audience.
The document provides an overview of social media advertising, including:
- An introduction to the basics of social media advertising costs, ad formats, and targeting options.
- Details on creating social media profile pages and pay-per-click ads on networks like Facebook and Twitter to engage customers.
- Guidance on how to integrate social media advertising into an overall marketing strategy, and when certain businesses should consider social advertising.
- An introduction to the Clickable platform which aims to simplify social media advertising management and reporting.
This document provides specifications and guidelines for standard Facebook ads. It outlines requirements for ad image size, title character count, body text limit, and linking specifications. It also provides tips for creating effective ads, such as using compelling images, clear calls to action, and testing multiple ad variations. Additionally, the document lists examples of ads with good and bad click-through rates.
Whitepaper I developed while working at CitizenNet. Covers strategy for audience discovery and programmatic optimization of targeting using Facebook's interest categories
A very big trend of newly marketing era of Digital Marketing. Facebook marketing will help you for making advertise your product on Facebook for business Leads and awareness.
Facebook has over 1.1 billion users globally as of May 2013, with 13 million users in India alone. Users spend on average 20 minutes per day on the site, with half logging on daily. Marketing on Facebook is considered very important by 42% of marketers and beneficial for promoting brands. Some key aspects of Facebook include Pages to promote companies and their products/services, sponsored/promoted posts to engage users, and ads targeted towards users' interests.
Drive Quality Conversions for Your Brand with Facebook AdsHanapin Marketing
In this new live webinar, Hanapin’s Chadd Powell and DialogTech’s Blair Symes show you how to optimize the customer journey by using Facebook ads to drive the online conversions and offline phone conversations that drive revenue.
This document provides an overview of buzz networking and social media marketing. It defines buzz networking as creating excitement about a product through online marketing. Social media marketing utilizes social media platforms as a marketing tool to create buzz and spread content that users will share, increasing brand exposure. The document outlines various social media platforms like Facebook, Twitter, LinkedIn and YouTube and how they can be used for social media marketing. It also discusses advantages like increased traffic, disadvantages like decreased productivity and interactive marketing strategies like viral marketing and pop-up ads. A case study shows how Samsung used social media for customer support. A survey found most people are aware of and interested in learning more about buzz networking and social media marketing.
The document provides information on using Facebook for advertising and marketing purposes. It discusses the advantages of Facebook advertising including brand awareness, driving web traffic, customer engagement, reputation management, lead generation, and acquiring new customers. It also outlines how to create Facebook ads, target audiences, set pricing and campaigns, analyze advertising reports, and common dos and don'ts for Facebook ads.
The document provides details about a two-day workshop held by a brand team at Facebook's offices to improve their Facebook marketing strategy. On the first day, the brand team did an in-depth analysis of their Facebook page data without their creative or media agencies. This uncovered insights like high agency servicing costs and opportunities to better target audiences. The workshop aimed to help the brand team better understand their audiences and optimize their Facebook content and advertising approaches.
Facebook has become a powerful advertising tool for reaching niche audiences. Advertising on Facebook allows for strategic targeting of users by their interests and demographics, providing up to a 5-fold return on investment. With over 500 million mobile users, Facebook advertising also reaches consumers on the go. Customizing ads to appeal to different age groups can help attract a wider range of potential customers.
We are sharing Facebook Marketing Overview & Proposal. We provide FaceBook ads marketing, ads optimization, campaign management services to all type of business. Promote your business, products & services on FaceBook to get more ROI. We are expert in designing a customize facebook timeline or business pages & facebook apps.
Social Media is one of the most effective communication and advertising channels. But
cutting through the noise can be challenging, and often, marketers must use paid social
marketing strategies to amplify their message in social platforms.
While businesses use social networking platforms to advertise their enterprises, digital marketers have suddenly discovered a new venue to connect with and engage their target audience. Facebook is the most popular social networking site, so it makes sense. For businesses, actively maintaining a presence across all of the top social networking platforms is a difficult task.
With over two billion active users, Facebook is a powerful tool for standing out and reaching the target audience. Explore the power of Facebook Ads for solar companies.
The document provides information on using Facebook for advertising and marketing purposes. It discusses the advantages of Facebook advertising including brand awareness, driving web traffic, customer engagement, reputation management, lead generation, and acquiring new customers. It also outlines how to create Facebook ads, target audiences, set pricing and campaigns, analyze advertising reports, and common dos and don'ts for Facebook ads.
Facebook experts provide tips for advanced Facebook advertising:
1) Use high-quality photos and videos in ads as they generate more engagement than other formats.
2) Closely analyze your audience data from Facebook Insights and target your ads based on what resonates most with your specific audience.
3) Continually test ads by creating multiple ad sets with variations and optimize spending towards the highest performing ads.
This document provides best practices for marketing on Facebook. It outlines five guiding principles for an effective Facebook strategy, including building a social strategy, creating an authentic brand voice, making content interactive, nurturing relationships, and continuously learning. It then discusses how to use Facebook to achieve different business objectives like product development, awareness, preference, traffic, loyalty, recommendations, and insights. Specific tactics are provided for each objective.
The ethical way to make money with facebookHubert Boothe
Social networking holds the promise of being the next biggest marketing arena in town. However, the rules are far different on social networks like Facebook, MySpace, and Twitter for marketers than they are for conventional formats like television ads or direct marketing campaigns. A more subtle approach is required because of the policy that many of the social networks do not allow direct solicitation of their members.
Social media marketing has become an essential part of marketing strategies. Job opportunities in social media marketing are diverse and include roles like social media manager and social media strategist. Top companies for social media marketers include Accenture, Amazon, and Dell. Salaries range from $50,000 to $65,000 depending on the role. The document then promotes Simply Learn's postgraduate program in digital marketing and how it can help one learn about topics like SEO, SEM, content marketing and more.
Social media advertising slides Bristol Nov 17Business West
This document provides an overview of using social media advertising to find new overseas customers. It discusses understanding target audiences and where they interact online, creating targeted ads on different social media platforms, and setting budgets and schedules for social media campaigns. The presentation includes exercises for attendees to develop persona profiles and example ad campaigns. Tips are provided for localization, trust factors, and measuring performance of international marketing efforts on social media.
Social Vantage - Social Media Marketing StrategySocial Vantage
This document provides an overview of an effective social media marketing strategy for businesses. It recommends using a combination of educational, promotional, and engaging content along with paid social media advertising like Facebook like campaigns and web click campaigns. It stresses the importance of analyzing social media metrics and analytics to optimize the strategy and understand its impact. The strategy aims to help businesses leverage social media to boost their brand awareness, generate new sales, and attract more customers in a cost-effective manner.
We can all agree that advertisements are frequently the most interesting and moving messages on social media. Simply put, quality content is quality stuff.
Advertising tools to define, reach and convert your target audience at ArabNe...ArabNet ME
Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017
Facebook is used by over 1 billion people daily. It reaches 89% of its intended target audience through ads. The document provides guidance on using Facebook to establish business goals, create an engaging page, target the right audience, develop compelling content, promote posts and ads, and prepare advertising campaigns. The goal is to increase engagement, sales, and awareness through an optimized Facebook strategy.
6 Steps to get started with Facebook advertising:
- The anatomy of Facebook advertising
- Facebook’s audience targeting technology
- 6 steps to Facebook advertising
Social media is a helpful tool for businesses to market themselves. It allows targeting of specific interests and demographics through ads on sites like Facebook. Facebook's advertising program analyzes user information and groups to target ads to each individual. This has been very effective, with click rates much higher than other online ads. Businesses can also create engaging ads, virtual gifts, and apps to reach customers within their social networks on Facebook. Dell and other companies have found success using blogs, tweets, and exclusive deals through social media.
Social media is a helpful tool for businesses to market themselves. It allows targeting of specific interests and demographics through ads on sites like Facebook. Facebook's advertising program analyzes user information and groups to target ads at individuals. This has been very effective, with click rates much higher than other online ads. Businesses can also create engaging ads that users can comment on or gift to friends, expanding the reach of the ads through social interactions. Apps like Farmville also provide advertising opportunities through in-game branded items seen by large numbers of users. Companies have seen great success using these social media marketing strategies on Facebook.
This document provides an overview of Facebook advertising and boosting posts. It discusses Facebook's large user base and time spent on the platform. It then covers establishing advertising goals, identifying target audiences, creating compelling content, and reaching the right people. It explains how to set up ads, boost posts, and analyze performance. The document provides guidance on video capabilities, tools for page admins, and contact information.
How and why you should spend money on facebook.Anyssa Jane
This document discusses strategies for businesses to spend money on Facebook advertising and engagement. It outlines key reasons for businesses to have a Facebook presence, including reaching millennials and local customers. It provides tips for generating leads through Facebook, such as using calls-to-action and targeted advertising. The document also explains how to set objectives and metrics for Facebook campaigns, including increasing page likes, clicks to a website, and video views. Overall, it promotes integrating Facebook into marketing strategies and testing different post types and promotions.
Semelhante a Social Media Advertising Guide كل اللي تحتاج تعرفه عن اعلانات السوشيال ميديا (20)
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
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2. Welcome!
Social Media is one of the most effective communication and advertising channels. But
cutting through the noise can be challenging, and often, marketers must use paid social
marketing strategies to amplify their message in social platforms.
Even though you might have created a really insightful piece of content, it can be hard to
reach the right audience, especially in the beginning, where no one knows you or your
brand. You can use social ads to boost your existing content, for example your Facebook
posts or your blog.
Highly targeted ads on social media can help you reach exactly the people who care
about your content. The ability to target potential readers and customers based on
demographic data, behaviors, and very specific interests is the biggest strength of social
media ads.
But social ads are not limited to promoting content; they are also a great way to advertise
products, drive traffic to your website or online shop, or collect contact information for
your email campaigns.
In this guide, you learn what is possible in several leading platforms and learn how to
evaluate which platform is right for your message and your audience. On the next pages
we cover six major social media platforms: Facebook, Instagram, Twitter, Pinterest,
Snapchat, and LinkedIn. Each of these sites has more than 100 million monthly active
users.
This guide is a short excerpt from the Udacity Digital Marketing Nanodegree program – a
comprehensive and highly interactive course that teaches you all you need to know to
become a Digital Marketer.
Social Media Advertising Guide 1
3. Table of Contents
Welcome! 1
Table of Contents 2
Facebook 4
About Facebook 4
What Facebook ads look like 4
What objectives can I meet with my Facebook ads? 5
What targeting options does Facebook offer? 6
What is the minimum budget to advertise on Facebook? 6
How to get started 6
Case Studies 7
Instagram 8
About Instagram 8
What ad types does Instagram offer? 8
What Instagram ads look like 8
What objectives can I meet with my Instagram ad? 9
What targeting options does Instagram offer? 9
What is the minimum budget to advertise on Instagram? 10
How to get started 10
Case Studies 11
Twitter 12
About Twitter 12
What ad types does Twitter offer? 12
Tweet engagement 12
Video views 13
Grow your followers 13
Website visits 13
Website conversions 14
App installs and re-engagements 14
Lead generation 14
What targeting options does Twitter offer? 15
What is the minimum budget to advertise on Twitter? 16
How to get started 16
Case Study 16
Pinterest 17
About Pinterest 17
Social Media Advertising Guide 2
4. What ad types does Pinterest offer? 17
Awareness campaigns 17
Engagement campaigns 17
Traffic campaigns 18
What targeting options does Pinterest offer? 18
What is the minimum budget to advertise on Pinterest? 19
How to get started 19
Case Studies 20
Snapchat 21
About Snapchat 21
What ad types does Snapchat offer? 21
Snapchat Discover 21
Sponsored Lenses 21
Snap Ads 22
Sponsored Geofilters 22
How much do Sponsored Geofilters cost? 23
How to get started 23
LinkedIn 24
About LinkedIn 24
What ad types does LinkedIn offer? 24
Sponsored Content 24
Text Ads 25
What targeting options does LinkedIn offer? 25
What is the minimum budget to advertise on LinkedIn? 25
How to get started 26
Case Studies 26
HSBC 26
HP Software 26
Become a Digital Marketer! 27
About Udacity 27
Social Media Advertising Guide 3
5. Facebook
About Facebook
Facebook probably doesn’t need much of an introduction – launched in
2004, the social network now is the largest social media platform with
more than 1.7 billion monthly active users worldwide. The company
today is more than just a social network – Facebook acquired messaging
app WhatsApp and started its own successful messenger. They also
bought photo-sharing platform Instagram and the virtual reality company Oculus VR.
Since most Facebook users log into the site every day and engage with other users,
brands and content, the platform knows a lot about their users. For advertisers Facebook
is one of the most attractive online channels, because it lets them utilize their rich user
data to target very specific audiences. And since most companies and brands are already
present on Facebook, ads are a great way to build a following and boost engagement for
the content they share.
What Facebook ads look like
Here you have four different choices – you can create an ad that features a single image,
a single video, or multiple images that are displayed either in a carousel format or as a
slideshow.
Single Image Single Video/Slideshow Carousel
Social Media Advertising Guide 4
6. Facebook also offers a new, more immersive ad experience on
mobile. They call it Facebook Canvas. Canvas looks like a normal
mobile news feed ad, but once a user taps to open the ad, he or
she is taken to a full screen experience (videos, images, text,
products) that the advertiser can customize. To learn more about
Facebook Canvas, go to canvas.facebook.com.
Here is an example of how cruise company Holland America Line
used Facebook Canvas to advertise a Caribbean getaway:
What objectives can I meet with my Facebook ads?
You can optimize ads on Facebook based on what specific
objective your campaign has. Generally, Facebook distinguishes
three different kinds of objectives that follow the traditional user
journey from awareness to conversion:
1. Raising awareness: This includes campaigns to raise brand awareness, local
awareness and to maximize reach.
2. Consideration: These are ads that drive traffic to your website, boost the
engagement of your posts, increase app downloads or video views and help you
collect customer data (leads) to use in follow-up campaigns.
3. Conversion: These are ads that increase the conversion on your website or online
shop*, advertise specific products to users who have interacted with your shop
before*, or get people to visit your local store.
*These campaign objectives require you to add a few lines of code to your website, which
will then implement the Facebook pixel on your site. To learn how to create a Facebook
pixel and how to add it to the code of your website, have a look here. If you want to track
the actions that happen inside your mobile app as a result of your ads, your developer
should implement a piece of code called App Events. Point them to Facebook’s developer
site to learn more.
Based on past user behavior data, Facebook will show your ad to those people in your
target audience who are most likely to perform the action you want them to.
Social Media Advertising Guide 5
7. What targeting options does Facebook offer?
Facebook offers a variety of targeting options that you can combine to build a specific
audience:
Location Target users by country, state, city, zip code, or the area around
your physical business.
Demographics Target users by age, gender, education, and the languages they
speak.
Interests Target users by interests, based on profile information, pages,
groups or content they engage with. You can choose from
hundreds of categories like sports, movies, music, games, or
shopping. You can also target users who like specific pages.
Behaviors Target users based on what Facebook knows about user
behavior, such as the way they shop, the phone they use, or if
they plan to buy a house or a car.
Connections Target users who like your page or app and their friends.
Custom Target existing customers based on data (e.g., emails, phone
numbers) you provide. You can also create Lookalike Audiences
– people who are similar to your existing customers.
What is the minimum budget to advertise on Facebook?
When you set up your daily budget on Facebook, the minimum daily budget depends on
what your ad set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions $1
Clicks, likes, video views, post engagement $5
Offer claims, app installs and other low-frequency events $40
If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the
campaign, your minimum budget is calculated by multiplying the minimum daily budget
by the number of days the campaign lasts.
How to get started
Click here (and then click on “Create an Ad”) to start advertising on Facebook, and here to
access Facebook’s documentation that describes every single ad type.
Social Media Advertising Guide 6
8. Case Studies
Cupcakin’ Bake Shop in Berkeley, California
wanted to grow its business both with consumers
and businesses in the area. The company targeted
its ad to people aged 18–55, living within 5 miles of
the shop who were interested in weddings,
flowers and cupcakes. Over the course of one year
the campaign generated 4.5X more sales than
print advertising.
NBA team Orlando Magic wanted to promote
single-game ticket sales and decided to reach their
existing database of customers and website users
using Facebook’s “Custom Audience” targeting. In
addition they reached local basketball fans by
targeting people in Orlando aged 18 and older
with interests in live events, Orlando Magic or
basketball. The campaign led to a 84% higher
return on the money spent (‘ad spend’) than all
other advertising channels.
Gaming company King wanted to increase
downloads of their mobile app game Candy Crush
Saga. The company tested both ads featuring a
single image and ads using Facebook’s carousel
format with multiple images. The test showed that
the carousel ad led to 1.4X more Android app
installs and lowered the advertising costs per
install by 32%.
Social Media Advertising Guide 7
9. Instagram
About Instagram
Instagram is an online and mobile social network for photo- and
video-sharing with more than 500 million monthly active users
worldwide. Users can share photos and videos publicly and privately on
the Instagram app and through other social networking platforms such
as Twitter, Tumblr or Facebook. Instagram started out with photos that
were square shaped but now is open to pictures in any aspect ratio as well as videos with
up to 60 seconds.
For Advertisers, Instagram is a fantastic platform to tell a company’s story in a visual and
engaging way. Successful campaigns do not sell products or advertise big discounts but
bring a product’s or brand’s authentic heart and soul to life. Advertisers have to carefully
balance the information and the inspiration value of their campaigns to encourage the
community to like and share their ads.
Since Instagram was acquired by Facebook in 2012, the
advertising platforms merged and most of the advertising and
targeting options are the same for both platforms. Similar to
Facebook ads, to run ads on Instagram, you'll need a Facebook
Page for the brand or product you are promoting.
What ad types does Instagram offer?
Similar to what we have seen for Facebook, we can classify
Instagram’s ad options based on what the ads look like and
what objectives they have. All Instagram ads will be placed in
the user feed, both in the browser and the app version.
What Instagram ads look like
Here you have the same three choices you know from Facebook
ads – you can create an ad that features a single photo, a video, or multiple photos that
are displayed in a carousel format.
Single Ad Video Ad Carousel Ad
Social Media Advertising Guide 8
10. What objectives can I meet with my Instagram ad?
For self-service customers, Instagram offers a range of different objectives for which you
can optimize your campaign. Similar to Facebook, Instagram will show your ad to the
people in your target audience who are most likely to take the action you want them to
take. The campaign objectives you can choose from are:
● Brand awareness
● Reach
● Traffic (for clicks to your website or to the app store page of your app)
● App installs
● Engagement (with your posts)
● Video views
● Conversions (on your website or app)*
* This campaign objective requires you to implement the Facebook pixel on your site. To
learn how to create a Facebook pixel and how to add it to the code of your website, have
a look here. If you want to track the actions that happen inside your mobile app as a
result of your ads, your developer should implement a piece of code called App Events.
Point them to this site to learn more.
What targeting options does Instagram offer?
Instagram offers the same targeting options as Facebook. You can combine them to build
a specific audience:
Location Target users by country, state, city, zip code, or the area around
your physical business.
Demographics Target users by age, gender, education, and the languages they
speak.
Interests Target users by interests, based on profile information, pages
or content they engage with. You can choose from hundreds of
categories like sports, movies, music, games, or shopping.
Behaviors Target users based on what Instagram knows about user
behavior, such as the way they shop, the phone they use, or if
they plan to buy a house or a car.
Connections Target users who like your Facebook Page or Instagram account
and their friends.
Custom Target existing customers based on data (e.g., emails, phone
numbers) you provide. You can also create Lookalike
Audiences, people who are similar to your existing customers.
Social Media Advertising Guide 9
11. What is the minimum budget to advertise on Instagram?
The minimum daily budget on Instagram is the same as for Facebook ads and depends
on what your ad set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions $1
Clicks, likes, video views, post engagement $5
Offer claims, app installs and other low-frequency events $40
If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the
campaign, your minimum budget is calculated by multiplying the minimum daily budget
by the number of days the campaign lasts.
How to get started
Instagram and Facebook use the same tool and process, via Facebook’s Ad Manager, to
create and manage ads on both platforms. Click here (and then click on “Create an Ad”
and choose Instagram in the Placements section) to start advertising on Instagram. Click
here to access the Instagram ad documentation.
Social Media Advertising Guide 10
12. Case Studies
Ben & Jerry’s
Learn how ice cream brand Ben & Jerry’s used Instagram ads to drive sales of its new
flavor, Cinnamon Bun, in Sweden by 80%.
Wool and the Gang
Wool and the Gang is an online shop for Wool and Knitting accessories that grew their
business by targeting Millennials on Instagram.
Shore Projects
Watch how company Shore Projects started their business using Instagram as their
only shop window. With the help of Instagram ads, they were able to turn Shore
Projects into a global lifestyle brand that sells watches worldwide.
Social Media Advertising Guide 11
13. Twitter
About Twitter
Twitter, also known as the “SMS of the Internet”, was founded in 2006
and now has more than 300 million registered monthly active users who
post and read messages with up to 140 characters. Users can add links,
photos and videos to their tweets, include hashtags to help others find
their message, and run polls within a tweet.
For advertisers, Twitter offers a variety of ad types that can be tailored to different
campaign objectives, from increasing website visits and sales to creating a bigger
following for a company’s Twitter account. Twitter also offers rich options to target a
specific audience, including demographic, interest and behavior targeting.
What ad types does Twitter offer?
Twitter organizes its different ad types by campaign objective: i.e., the action an
advertiser wants a user to perform. Depending on which campaign objective you choose,
the ad will be displayed in a different format, which Twitter calls “Cards.” For detailed
technical specifications of the different card types, take a look at Twitter’s
documentation. Here is an overview of the different campaign objectives you can choose
from, and what the ads look like to the user:
Tweet engagement
Promote a new or existing tweet to your target audience. You pay for engagement with
the tweet, e.g., clicks, retweets, likes, follows and replies. If you prefer to maximize brand
awareness and care less about engagement, you can book an Awareness campaign. Here
you pay for the number of impressions (CPM). You can attach up to four images to your
tweet. If you do this, only 116 characters are available for your Tweet, as 24 characters
are used for the images.
Tweet without image Tweet with one image Tweet with multiple images
Social Media Advertising Guide 12
14. Video views
Embed a video in a tweet and promote it to your desired
audience. Your videos will auto-play muted on scroll,
encouraging users to tap or click to open the tweet and
watch. Twitter will show your ad as a “Video Card” that
consists of your ad copy (max. 140 characters), a video, a
video title (max. 70 characters), and a video description
(max. 200 characters). You pay for video views, which
Twitter defines as follows: “A view occurs when a video is at
least 50% in-view on the user’s device and has been
watched for at least 2 seconds, or the user clicks to watch
the video in fullscreen.”
Promoted tweet with video
Grow your followers
If you want to promote your Twitter account and grow your follower base, this is the ad
type for you. Twitter suggests to your target audience that they follow your account, and
also indicates whether any of their followers follow your account. These ads show up in
the user feed and in the “Who to follow” sidebar on Desktop. You pay for every follower
the ad generates.
Promoted account in sidebar Promoted account in feed
Website visits
Drive your audience to your website using this
campaign type. Twitter will display your message in a
“Website Card” that consists of your ad copy (max. 116
characters), an image and a website title/description
(max. 70 characters). You will pay for website link
clicks.
Promoted tweet for website visits
Social Media Advertising Guide 13
15. Website conversions
This ad type makes use of the “Website Card” shown above, but optimizes campaigns for
conversions such as purchases or downloads on your website. Advertisers have to
integrate the Twitter website tag on their site, so Twitter can track conversion. User data
about interests and intent helps Twitter optimize the campaign delivery. Although the
objective is conversion, you still pay for website link clicks.
App installs and re-engagements
If your campaign objective is to generate downloads of your
mobile app or motivate people to open it again, this could be a
great ad type for you. This promoted tweet is shown as an “App
Card” which consists of an ad copy (116 characters), an image,
the app name, price and rating (pulled from the app store), and a
call to action button. You can choose to either pay for app link
clicks or app installs.
Promoted tweet for app installs
Lead generation
With the lead generation campaign type, you can create
promoted tweets that aim to collect the user’s email
address, so you can follow up with a newsletter or offer.
The Lead Generation Card includes your ad copy (116
characters), a Call to Action button (20 characters), a
short description (50 characters) and an image. If a user
clicks the Call to Action button, Twitter will submit the
name and email associated with the user’s Twitter
account and show a customizable message (100
characters). You pay for the number of leads generated.
Promoted tweet for lead generation
Social Media Advertising Guide 14
16. What targeting options does Twitter offer?
Twitter offers the following nine targeting options that you can combine as needed:
Location Target users by country, state, region, metro area, or ZIP
code.
Gender You can target only male or only female users or both.
Twitter infers genders from information users share as they
use Twitter, e.g., their profile names.
Languages By default, Twitter delivers campaigns to all languages, so
make sure to target only people who understand your
message.
Devices,
Platforms and
Carriers
Target users who use specific mobile devices (e.g. iOS,
Android, Blackberry) and mobile phone carriers (e.g. AT&T,
Verizon) to access Twitter. You can also target users based
on when they first used Twitter on a new device or carrier.
Interest Target users based on 25 interest categories that expand
into 350 subtopics, from Automotive to Travel. Twitter
identifies user interests based on what content users
engage with and what usernames they follow.
Followers Provide Twitter with a list of usernames and your ad will
reach users who have similar interests as those who follow
any of the accounts you have listed.
Keyword Reach users based on the keywords of their search queries,
recent Tweets, and Tweets they recently engaged with. For
each keyword, you can define whether you want to target
users with exact keyword matching, broad matching (i.e.,
Twitter will also target related keywords) or negative
matching (i.e., Twitter won’t target users who match for this
keyword).
Behavior To target users based on their online and offline behavior
(e.g., product or shopping preferences), Twitter utilizes user
data that third-party data providers have shared with them.
Tailored
Audiences
With tailored audiences, you can target existing customers,
leads or website visitors. To do this, you have to upload a
list of emails, Twitter IDs or mobile advertising IDs.
Alternatively, you can put a code snippet on your website
so Twitter can identify your website visitors. You can either
focus a campaign on a tailored audience, or exclude the
tailored audience if you prefer to reach only new prospects.
Social Media Advertising Guide 15
17. What is the minimum budget to advertise on Twitter?
Twitter requires you to set up a maximum daily budget for your campaigns, after which
Twitter will stop distributing your ad. Optionally, you can also set a maximum budget for
the duration of the whole campaign. The cost of an action (defined by campaign type, as
explained earlier) depends on how much other advertisers, who compete with you for
the same audience, bid. Unlike Facebook and Instagram, Twitter does not ask you to
commit a minimum budget.
How to get started
To get started you need an active Twitter account. Go to Twitter Ads and you will be
prompted with a screen where you select your campaign objective. These objectives
match the ones we have discussed above. If you get stuck, have a look at Twitter’s
documentation for Businesses.
Case Study
L’Oréal Paris Australia wanted to drive traffic and engagement from exclusive TV content
around red carpet events, using Twitter. To do this, the brand used Promoted Tweets, a
Promoted Trend and a Twitter Amplify campaign that directed users to L’Oréal’s Get the
Look Website.
Social Media Advertising Guide 16
18. Pinterest
About Pinterest
Photo and video sharing site Pinterest lets users upload, save, sort, and
organize images and videos, called pins, in personal and collaborative
collections, called boards. The platform now reports 150 million monthly
active users, who contribute to what the Pinterest CEO calls the
“Catalogue of Ideas”.
Many businesses, especially in the fashion, art or interior design space, have successfully
used Pinterest to promote their products organically and have developed a following
which engages with their content. Promoted Pins are Pinterest’s native advertising
format – they look and behave the same way as regular Pins, but advertisers can pay to
have them seen by more users.
What ad types does Pinterest offer?
Currently, Pinterest only offers one advertising type to all
businesses in the US, Canada, and the UK: The Promoted Pin.
The company is also testing a Pin in which you can directly buy
the product you see (Buyable Pin), but this feature is currently
only available to a limited audience.
Promoted Pins are inserted into a user’s feed and search results.
They look exactly like regular Pins, but are marked as “Promoted
Pins”.
You can buy Promoted Pins optimized for three different
campaign objectives: Awareness, Engagement, and Traffic.
Awareness campaigns
Awareness campaigns are the right choice if your main objective
is to get your brand or product exposed to as many people in
your target audience as possible. A lot of people use Pinterest to
discover new ideas and get inspiration without a concrete plan
in mind. Awareness campaigns get optimized for reach, not for
engagement, and you will pay based on the number of
impressions your Pins generate.
Engagement campaigns
If you choose an engagement campaign, Pinterest will optimize
the delivery of your Pins so they reach people who could be
interested in saving or repinning them. These campaigns target
Social Media Advertising Guide 17
19. people who are in the ‘intent’ stage and who are actively looking for solutions to their
problems or ideas for their projects. This is also the right campaign type if your objective
is to build a bigger following on Pinterest. You will be charged for engagement (close-ups,
repins or clicks), not for impressions. Note that this campaign type won’t direct users to
your landing page. To do this, choose traffic campaigns.
Traffic campaigns
Traffic campaigns are designed to drive Pinterest users to an advertiser’s landing page.
So, if your objective is to target people who have completed the inspiration and planning
phase and are ready to act (or buy), choose this campaign type. This is the only campaign
type that will include a link to your landing page in the Promoted Pin. You will be charged
for every link click.
What targeting options does Pinterest offer?
Pinterest offers a variety of targeting options that you can combine to build a specific
audience:
Location Target any combination of users from the US, Canada, and
the UK, at the country level or at the metro level.
Languages Target users who speak specific languages.
Gender Target users based on their gender.
Devices Target users based on the specific device they use to access
Pinterest.
Keywords Target users who search for a specific keyword (which must
be relevant for your ad).
Interests Target users based on other Pins they have saved and
engaged with.
Audience Target: people who have visited your website (you have to
embed a Pinterest tag in the code of your site); existing
customers or leads (you have to upload a list of email
addresses); an audience that has engaged with Pins that
link to your website; or an ‘act-alike audience’ that behaves
similarly to your existing audience (you need to provide a
list with at least 100 email addresses of customers who are
also Pinterest users).
Social Media Advertising Guide 18
20. What is the minimum budget to advertise on Pinterest?
Once you have set up a campaign and entered your bid for a specific audience you
target, Pinterest will give you some guidance on whether your bid seems promising or
not. Only awareness campaigns require a minimum budget; the other two campaign
types do not require a minimum bid. Have a look at the table below to understand how
you may be charged:
Advertising objective What your maximum bid means
Awareness Your bid is the maximum you are willing to pay for
every 1,000 people (CPM) who see your Promoted
Pin. The minimum you can bid is $5.
Engagement Your bid is the maximum you are willing to pay
when a user engages with a Promoted Pin, i.e.
close-ups, repins and click-throughs (Cost Per
Engagement, CPE). Important: if a user close-ups,
repins and clicks through on your Pin, you will be
charged for each of these actions.
Traffic Your bid is the maximum you are willing to pay for
each click a person makes on your Promoted Pin
to visit your website (CPC).
How to get started
To get started, you need a Pinterest business account (you can register here). You can
also convert your existing account into a business account. After you have registered
your business account, click here to get started. If you have any questions or issues once
you get started, have a look at Pinterest’s Help Center.
Social Media Advertising Guide 19
21. Case Studies
Adore Me is a subscription service for
modern lingerie, targeting millennial
women. After building a great basis of
followers organically, the company used
Promoted Pins to reach a bigger audience
and sell subscriptions to new customers. The
most successful Pins were when the model’s
face was not visible, so the user could
imagine herself wearing the products. Adore
Me saw a 2,600% increase in website traffic
from Pinterest, and higher conversions than
on other channels.
REESE’S used Promoted Pins to drive
product consideration for their iconic Peanut
Butter Cups. The brand aimed to reach
young customers who were planning menus
or tailgate events during the football season.
To do that, REESE’S promoted Pins featuring
unique Football themed recipes to their
target audience. A market research study
showed that the campaign indeed drove
product consideration and brand favorability
for REESE’s products.
Pura Vida sells bracelets made in Costa Rica
in more than 3,500 stores worldwide. Before
using Promoted Pins, the company used
Pinterest to tell their company story, share
their blog posts, and showcase their
products. To drive new customers to their
website and extend their Pinterest fan base,
the company set up traffic and engagement
campaigns, featuring their products and the
lifestyle associated with them. 25 days after
the campaign ended, Pura Vida saw an
increase in orders by 31%.
Social Media Advertising Guide 20
22. Snapchat
About Snapchat
Snapchat started out as visual instant messaging service and has now
evolved into a combination of a multimedia messaging and content
platform. Snapchat now has more than 200 million monthly active
users, many of them Millennials. They exchange snaps and stories with
their friends and access the media content provided by editorial
partners.
Since 2015 advertisers can reach Snapchat’s users through different ad placements and
sponsorships. The majority of advertising offerings is currently only available to bigger
advertisers with considerable budgets. But one ad type, the On-Demand Geofilter, is
bookable through self-service.
What ad types does Snapchat offer?
Most of Snapchat’s advertising options are targeted at large brands and companies, and
can’t be booked through a self-service platform like the other options we have seen so
far. Only Sponsored Geofilters are available through self-service, so keep that in mind
when evaluating advertising channels.
Snapchat Discover
It’s not officially listed on the website, but brands can take over a publisher’s channel in
the Discover section of the app for about $50,000 a day. If you want to sponsor a Live
Story (also a feature in the Discovery section), you can expect to pay about $250,000.
Sponsored Lenses
Sponsored Lenses are a very interactive format in which users
engage with promotional elements that overlay a video user’s
film of her/himself. Snapchat reports that the average user
plays for 20 seconds with a Sponsored Lens, which can really
help a brand drive awareness. Taco Bell’s Sponsored Lens
received over 224 million views. But high engagement comes
with a high price tag: Sponsored Lenses can cost $500,000 or
more – per day.
Taco Bell’s
Sponsored Lens on Snapchat
Social Media Advertising Guide 21
23. Snap Ads
Snap Ads are 10-second vertical mobile video ads with the option to swipe up for more
related content, such as another video, article, ad or mobile website. Snapchat says that
five times more users swipe up on Snap Ads than click through on ads on comparable
platforms. Pricing for Snap Ads depends on the details of the campaign, but can be as
low as $1,000. Currently Snap Ads can only be booked through Snapchat’s Partners.
Here is an example from Netflix, advertising their production LOVE:
Sponsored Geofilters
This is the only advertising option you can
book yourself online and with a small budget.
Geofilters, however, are a very specific ad type
that only suits some campaign objectives.
Geofilters are pre-designed overlays such as
frames, logos, images or text elements that
Snapchat users can use to decorate their
snaps if they are in a certain location.
Companies and brands can purchase
Geofilters for a specific location (between
20,000 and 5,000,000 square feet) to promote
their product, services or event.
Geofilter for Sports Event Geofilter for Birthday
Social Media Advertising Guide 22
24. Also, big brands like Starbucks or McDonald’s make use of Sponsored Geofilters targeting
the locations of their stores. This way customers are encouraged to share their
experience in a playful way.
Starbucks Geofilter (Source) McDonald’s Geofilter (Source)
If your objective is to promote a store in a mall, a party on campus, a booth at a
conference, or anything else that is of interest to Snapchat users in a specific location,
Geofilters could be an interesting choice for you. You can also use Geofilters to create
some entertainment for your friends or guests at a wedding, birthday or any other
personal occasion. But if you want to target users in a whole city or country, or by specific
interests or behaviors, this is probably not the right choice for you.
How much do Sponsored Geofilters cost?
The price of a Geofilter depends on the dates, times and the area size (measured in
square feet) of your Geofilter. Pricing begins at $5 for a Geofilter covering a small area
during a short period of time, but Snapchat will show you an exact quote once you have
entered this information in their booking platform.
How to get started
Go to https://www.snapchat.com/geofilters and log in with your Snapchat account
information. The Geofilter creation tool walks you through the design process, helping
you with customizable templates. Alternatively, design your personal Geofilter in your
favorite image editing software (e.g., Adobe Photoshop) and upload your file (learn more
here). Choose the dates (min. 1 hour, max. 30 days) and define the location of your
Geofilter (currently only the US, UK and Canada): Enter the address closest to the area
you want to advertise and draw a fence around your selected area. Your area must be
between 20,000 and 5,000,000 square feet. Snapchat then quotes you a price and you
can submit your order for approval. If you have any questions, have a look at the related
section on the Snapchat Support site.
Social Media Advertising Guide 23
25. LinkedIn
About LinkedIn
LinkedIn is the largest professional social network in the world with
more than 460 million registered accounts. Of these, about 106 million
users visit the site at least once a month. In addition to allowing users to
connect with each other and search for business contacts, LinkedIn
offers group features, company pages, and job listings. They also have a
publishing platform on which invited thought leaders, influencers, and all other registred
users can publish posts.
From an advertising standpoint, LinkedIn can be a great platform for two purposes: To
promote employers, their jobs and stories, and to advertise products and services that
are of interest to a professional audience.
What ad types does LinkedIn offer?
LinkedIn offers two types of ads – Sponsored Content and Text Ads. These ad types can
be booked via LinkedIn’s self-service platform, called Campaign Manager. In addition,
larger advertisers can book display ads and promotional messages, called Sponsored
InMail, via the LinkedIn Ad Sales team. If you want to learn more about these options,
take a look here.
Sponsored Content
LinkedIn’s Sponsored Content Ad allows you to publish a promotional update on users’
newsfeeds, alongside all the updates from their regular connections. The update is
marked as ‘Sponsored,’ but other than that it looks and behaves exactly like a normal
update. Your update can include an image, video, infographic, PDF, SlideShare or link to a
blog post or landing page.
To set up a Sponsored Content Ad, you need to
have access to a Company Page or a Showcase
Page, or create a new one. Your content will be
shared in the name of this company or brand.
With a click on the user name or icon, people can
visit the respective page and follow your updates.
Your Sponsored Content Ad can either promote
an existing update from your page or an update
you create specifically for your campaign. LinkedIn
gives you various targeting options to reach your
desired audience, which we will cover later.
LinkedIn Sponsored Content
Social Media Advertising Guide 24
26. Text Ads
LinkedIn Text Ads are traditional ads that appear in the right column of the desktop and
in other locations on their website. A Text Ad consists of a small image (50x50 pixels), a
short headline (25 characters), a description (75 characters) and a link to your landing
page or LinkedIn Company Page.
LinkedIn Text Ad
What targeting options does LinkedIn offer?
LinkedIn lets you target users based on their demographics, education, professional
experience, and group memberships:
Demographics Target users by age, gender and location.
Education Target users by schools, degrees and field of study.
Experience Target users by job function and title, seniority, skills,
company name, company industry and company size.
Groups Target users by the groups they belong to on LinkedIn.
What is the minimum budget to advertise on LinkedIn?
You can set up your Sponsored Content and Text Ad campaigns both as a click (CPC) or
impression (CPM) based campaigns. The minimum daily budget for both ad types is $10.
With both campaign types, the LinkedIn Campaign Manager will show you a suggested
bid range based on what other advertisers are bidding for the same audience. The
minimum CPC or CPM bid for Text Ads is $2. For Sponsored Content, the minimum bid
depends on your target audience.
Social Media Advertising Guide 25
27. How to get started
To get started, access LinkedIn’s Campaign Manager by clicking here and then click on
“Create Ad’. This will present you with a screen where you can select your ad type.
LinkedIn will then walk you through the ad creation, targeting and budgeting process. If
you come across any problems or questions, take a look at LinkedIn’s Advertising FAQ’s.
They have also created a detailed Text Ad playbook, which is worth checking out if you
plan to run Text Ads.
Case Studies
HSBC
Financial service provider HSBC used LinkedIn’s Sponsored Content to attract new
business customers and generate more followers with engaging content about doing
business globally.
HP Software
With the help of LinkedIn Sponsored Content and InMail, HP Software (Hewlett Packard)
was able to drive a conversation among targeted IT decision makers, practitioners and
developers. The company promoted relevant content, provocative statistics and
infographics to engage their audience.
Social Media Advertising Guide 26
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You’ll learn and apply new techniques, analyze results, produce actionable insights, and
build a dynamic portfolio of work. You’ll benefit from supportive mentoring and rigorous
project review, and our expert partners, who together comprise the absolute
cutting-edge of digital marketing expertise, will teach you in the classroom, and engage
with you during online events.
The Nanodegree Program covers all relevant aspects of digital marketing in nine courses:
1. Marketing Fundamentals
2. Content Strategy
3. Social Media Marketing
4. Social Media Advertising with Facebook
5. Search Engine Optimization (SEO)
6. Search Engine Marketing with Adwords
7. Display Advertising
8. Email Marketing
9. Measure and Optimize with Google Analytics
Learn more about the program and jumpstart your career as digital marketer.
About Udacity
Udacity’s mission is to democratize education. Udacity believes that education should
empower students to succeed not just in school but in life. Udacity, Inc. is headquartered
in Mountain View, California
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