These are the ones you are most familiar with. Text + image or video and one CTA button, asking you to sign up or learn more. 

Traffic from these social media marketing ads is sent to either a landing page (website, conversion one pager) or your social media business page. The audience is based on interest groups, demographics, behavioural patterns, custom upload metrics (like your email list). For example, you could advertise a restaurant lunch offer by targeting a 1 mile radius around the restaurant, choose office workers, school faculty etc. and show the ad between 10-13 from Monday-Friday. 

That’s it. Simple and efficient. 

The name says it all. You collect leads and enquiries directly from your advert. No need to send traffic to a landing page, where they would need to fill out a form. Makes things easy for your audience.

The slightly tricky part is managing the leads that do come in through these ads. They are usually kept on the social media database and you would need to log in each time you want to access them. What we’ve done in the past (and recommend that you do as well) is we linked that database with a Google Sheets document, using Zappier. This meant that all the leads were automatically imported to one document, sending a notification email to the client. Takes a few hours to set up but saves a ton of time down the line.

You could even link it up with your CRM this way. 

In terms of targeting, it’s all very similar to the standard social media advert. 

These look like your run-of-the-mill campaigns, but upon engaging with the advert, a questionnaire pops up. Now, you can customise whether your audience should answer 1-2 questions or fill out a 10-minute survey. It’s all up to you. They’ll probably hate you if you choose the latter, though.

Naturally, the purpose of this campaign is to collect authentic opinions from your chosen audience. Be it a remarketing campaign for previous customers, feedback from event participants, feedback from page followers or opinions on new product before product launch. The choices are endless here. 

Remarketing is when you put together a custom audience of people, who for example: 

• Visited your website.
• Purchased a certain product.
• Became a follower of your social media page. 
• Have already seen or interacted with one of your previous adverts.
• Abandoned their shopping cart in the last 180 days.
• Viewed 3+ different pages on your website and spent at least 2 minutes and 10 seconds on your site.
• Or any other criteria, really. 

You get to choose who they are by including custom segments and excluding the ones you don’t want. For example, you could add everyone who added a product to their shopping cart and exclude the ones who placed an order.

Remarketing ads can be targeted in one of two ways: 

1. Dynamically. This is where you let the AI match the correct content with the individual. For example, if they browse black Nike shoes, then they see the same type of shoe in their news feed as a product advertisement. 
2. Manually. You set the specific criteria and show the same type of ads to your chosen audience. For example, when they participated in a Valentines day party, you show all of the participants an advert about the upcoming Easter Bunny party, offering a free glass of bubbly. 

In most cases you need at least 500-1000 unique people in your remarketing audience, or Facebook will not start showing your ads. This can also be achieved with a mix of retargeting and lookalike audiences.

Need to sell products or services? Ecommerce campaigns have got you covered. And we do too. 🙂 

Most platforms allow you to use a custom ecommerce format for advertising. This lets you showcase the products just as they are on your website: image, price, description, etc. All of that stuff.

On Facebook you can choose between a carousel format, a dynamic placement, a static advert of a collection ad format. We usually recommend the collection ad format or dynamic placements. Dynamic placements are when you let the AI pick and mix different placements that work better for certain individuals. A collection ad format is where you essentially build an in-Facebook catalogue, called Instant Experience.

There are also multiple options of placing products directly on the image. For example, show each article of clothing on your model as a separate product and URL. Drive traffic from one single image to multiple products on your website. Interactive, engaging, beautiful. 

Then, there’s what TikTok did for shopping campaigns. They combined video and product catalogues in three different formats. 

Feel free to also check out Pinterest Shopping ads solutions. Shopping on Twitter. That should cover most of the bigger ones. If you are looking for something more comprehensive, then feel free to try out programmatic solutions as well. Or give us a call.

Augmented Reality or AR allows your audience to engage with the advert through their physical surroundings.

These are anything from try-on accessories and clothing to seeing how different paint options or furniture best suit their living room.  IKEA even made a campaign, where you could see which size Christmas tree fits in your home. There are also multiple examples of makeup adverts for both men and women, where you can try on different shades of everything.

It makes the online purchasing of certain items (a sofa, for example) much simpler, especially if there are customisable elements to it. Like fabric, finish or colour. While slightly more expensive to create, these adverts offer an immersive experience for the audience, making high-ticket items and consumer products easier to sell.

Do let us know if this has peaked your interest. We have the skills in-house for creating such solutions.

Dynamic adverts make social media marketing easy. With the correct targeting settings and creative input, you can leverage the platform AI to do the heavy listing for you. It’s getting the targeting and creative right, which is the hard part. A correct dynamic campaign delivers profitable results consistently. An incorrect setup delivers bad results consistently. 

And it’s not always clear which one you got. To find out you need to test various options and setups.

Dynamic adverts work by letting the platform AI decide which ad format and design to use when showing the ad to different individuals. You could have 10K different versions of the same thing shown to 14K people. Everyone gets a slightly different result. When generating the differences, the AI uses metrics, KPI’s and criteria that you have specified. 

In an ideal world, it would be a set it and forget it type of campaign. But with power comes responsibility. Someone needs to monitor and optimise it at all times or the AI could be stuck in learning phase for months on end. 

This campaign type is most often used in: 

• Remarketing.
• Ecommerce.
• Lookalike advertising.
• Events promotion.