Social Media Marketing

5.

Paid Social Media Advertising

5.1.

Introduction to Social Ads

5.1.1.

Benefits of Paid Social

5.1.2.

Types of Paid Social Campaigns

5.1.3.

Paid Social vs Other Digital Advertising

5.1.4.

Platform Advertising Ecosystems

5.2.

Campaign Structure and Organization

5.2.1.

5.2.2.

5.2.3.

5.2.4.

Naming Conventions

5.2.5.

Campaign Organization Best Practices

5.3.

Defining Campaign Objectives

5.3.1.

Awareness Objectives

5.3.2.

Consideration Objectives

5.3.3.

Conversion Objectives

5.3.4.

Custom Objectives

5.3.5.

Objective Selection Strategy

5.4.

Budgeting and Bidding Strategies

5.4.1.

Setting Budgets

5.4.2.

5.4.3.

Lifetime Budgets

5.4.4.

Budget Optimization

5.4.5.

5.4.6.

5.4.7.

Automated vs Manual Bidding

5.4.8.

Bidding Strategy Selection

5.4.9.

Budget Allocation Across Campaigns

5.5.

Audience Targeting Options

5.5.1.

5.5.1.1.

5.5.1.2.

5.5.1.3.

5.5.1.4.

Geographic Targeting

5.5.2.

Custom Audiences

5.5.2.1.

Website Visitors

5.5.2.2.

5.5.2.3.

5.5.2.4.

Engagement Audiences

5.5.3.

Lookalike Audiences

5.5.3.1.

Creating Lookalike Audiences

5.5.3.2.

Adjusting Similarity Levels

5.5.3.3.

Source Audience Quality

5.5.4.

Audience Layering and Exclusions

5.5.5.

Audience Size Optimization

5.6.

Ad Formats and Placements

5.6.1.

5.6.2.

5.6.3.

5.6.4.

5.6.5.

5.6.6.

5.6.7.

5.6.8.

Platform-Specific Placements

5.6.9.

Automatic vs Manual Placements

5.6.10.

Mobile vs Desktop Considerations

5.7.

Ad Creative and Copy Best Practices

5.7.1.

Visual Design for Ads

5.7.2.

Writing Effective Ad Copy

5.7.3.

Ad Compliance Guidelines

5.7.4.

Creative Testing Strategies

5.7.5.

Seasonal Creative Considerations

5.7.6.

Brand Safety in Ad Creative

5.8.

A/B Testing and Optimization

5.8.1.

Testing Creative Elements

5.8.2.

Testing Copy Variations

5.8.3.

Testing Audience Segments

5.8.4.

Testing Placements

5.8.5.

Testing Bidding Strategies

5.8.6.

Analyzing Test Results

5.8.7.

Iterative Optimization

5.8.8.

Statistical Significance

5.9.

Understanding the Ad Auction and Delivery

5.9.1.

How Social Ad Auctions Work

5.9.2.

Factors Affecting Ad Delivery

5.9.3.

Quality Score and Relevance

5.9.4.

Ad Frequency Management

5.9.5.

Delivery Optimization

Previous

4. Community Management and Engagement

Go to top

Next

6. Analytics, Measurement, and ROI