Advertising on Meta Business Suite Belonging to Facebook Social Media Networking Site

Introduction to Facebook 

With 2.93 billion monthly active users Facebook needs no introduction. FB has become a household name worldwide and is the leading social media networking site. It was started in the year 2004 by Mark Zuckerberg from the USA. 

Facebook is the number one site for social networking, and it nurtures virtual relationships between family and friends daily in cyberspace. To describe it as a living platform would be apt as the social site has become a virtual extension of our lives.     

Though entirely meant for personal networking FB today has become a major commercial entity and the FaceBook Pages facilitate advertisement on the platform.  Facebook is now Meta and advertisements on Meta in the year 2020 earned a revenue of 80 billion plus dollars. 

How to Advertise on Meta?

Meta Business Suite

(https://business.facebook.com/)

Meta Platforms now comprise FaceBook, Instagram & WhatsApp and enable advertisement using one common business suite known as Meta Business Suite. The suite allows the integration of FaceBook and Instagram messaging platforms for the purpose of online Ads in one place. Yes, the suite allows response to messages and notifications and the facility to post stories or content based on a content calendar. You can also manage ads using Meta Business Suite. 

Posting Ads on Meta Business Suite

You can make simple posts that could be shared on Facebook and Instagram Platforms after you have linked with each. There is an option to add links, videos, or photos to your post and stories. You can post immediately or use the content calendar to schedule posts, stories, and Ads. The business suite provides a calendar to meticulously post as desired based on suitable events, festivals, and weekends for example.  

You can place ads based on demographics, location, gender, and profession and limit them to a certain area where you wish your ads should be visible. 

But first, you must set the goal among the options given:

• Get more messages
• Get more calls
• Get more leads
• Get greater engagement
• Get more traffic 
• Automatic

Audience

Next, you must choose the audience type

• Student
• Local Residents 
• People who like your page 
• People who like your page and similar pages
• People you choose to target

There are options to choose more audience types when you click on the create new button below you get a list of options based on interest, demographic, and behaviors whence you click on the browse button. For greater targeting options you can click on the Ads Manager for more options:

• Create Custom Audience
• Create Saved  Audience
• Create Lookalike Audience 

Insights 

There is an option to use meta pixel as well to get a better idea of how your ad is performing. 

Ad Spend & Duration 

Here you can specify the ad spend and duration the amount of money you deposit with Facebook will limit your ad display.  Before your ads begin to show you must specify the mode of payment and deposit the required amount at the meta business suite.  

Pathway for Marketing Solutions

All ads utilize the same funnel for achieving the goal Meta offers many types of Ads that can be used suitably. Ads can be displayed across 15 platforms for wider coverage. The sales funnel works exactly like that used everywhere.

• Attraction or Awareness
• Engagement or Consideration 
• Goal Conversion or Action   

Advertisers can use plain text with appealing headlines, photos, or videos. Unlike Google Ads Meta of Facebook ads is not shown in the search but nevertheless, the phenomenal user base is enough to make all advertisement campaigns a huge success.  Facebook's amazing targeting methodology, ads-related tools, and management capabilities are best suited to boost your business to reach incremental growth. 

Using the Facebook Audience Network you can reach the target audience on high profile promising mobile apps as well. The highly rated and secure network is visited by over one billion users every month.  Those businesses seeking higher reach must include Audience Network in the mix of placement on the Facebook or Meta Advertisement Platforms.  

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Uday works at Above The Fold Company based in Mumbai. The company provides marketing solutions for advertisements on social media. Uday works as SEO & Content Writer at ATF. 

He can be contacted at pateluday90@hotmail.com ...9755089323

Author

9755089323 

Introduction to LinkedIn Marketing Solutions

A Blog on LinkedIn Marketing Solutions

Understand how marketers and brands use Linkedin channels to market products and services, enhance brand reputation and eventually convert people by offering solutions to their pain points. Understanding these solutions will help formulate a perfect social media strategy for brand promotion, enhancing audience reach, and creating connections that matter for businesses and professionals. Thus, LinkedIn is not just a job search and recruitment site. It is much more read-on... 

Introduction 

LinkedIn has over  810 million members in over 200 countries with 77% members outside the USA. It has a global presence with a platform available in 25 languages. It has a specific business focus and is the 3rd largest among the social media sites preceded by Instagram (1.2 billion members) and Facebook (3 billion members).

Creating a LinkedIn Page 

Besides reaching followers, you can use the page to boost images, videos, events, and text posts to increase reach, consideration, and conversions by fixing the objectives. After creating the page, you can assign yourself the roles of paid admin and paid media admin.

Paid Admin Types

• Sponsored Content Poster (Share and Update) 
• Lead Gen Forms Manager (Download Leads)
• Landing Page Managers

Remember you need to be an admin to create a sponsored content post.

Complete the page for thirty percent additional weekly views. Add logo, keywords, and the URL besides describing your company and the mission. If you post 4 times per week you will get 2 times the lift. Gain 150 followers to get greater engagement. Now you are ready to boost a post and whence you begin LinkedIn automatIcally creates a Campaign Manager.

Campaign Manager 

Campaign Manager is LikedIn's Ad management platform. On this platform, you create an Ad. launch it, and evaluate the performance of the campaign.   

Roles 

• Account Manager: Ideal for someone who will be overseeing overall account actions from managing users to creating and editing campaigns.
• Campaign Manager: This is ideal if you’re only focused on running campaigns. You won’t be able to manage users.
• Creative Manager: You can edit and add new creatives, but won’t be able to create new campaigns.
• Viewer: You’ll be able to view campaign data and reports but not edit any ads or campaign details like targeting or daily budget.
• Billing Admin: You’ll be able to change billing details and have the same access as an Account Manager to other features.

Billing Options 

• Credit Card No Minimums
• Insertion Order for those who have a LinkedIn Ad Rep.
• The minimum spend for monthly invoicing is $3,000 USD per month for 2 of the last 12 months
• Must have a LinkedIn Campaign Manager account

Advertisement Best Practices 

A good mix of brand awareness and conversion is advised while creating an Ad. B2B 50% and B2C 60/40%. Highlight insights, add real relevant images, and do not use stock photos. Besides clear content and call for action cite third-party sources for credibility. Use # tags to build online communities.

Prepare 4 to 5 different creatives. More creatives will lead to more people in your audience.  Keep changing headlines but not the images and do not forget to optimize the page for smartphones.. 

The first step is: 

Creating an Ad Account. For this, you should have a LinkedIn profile, paid media admin access to a LinkedIn business page, and an accepted payment method. 

You can access the campaign manager directly/campaignmanager or from the home page. 

Upon opening the campaign manager open an Ad account. Create 1st Ad Group for creating related Ads and then plan, manage and optimize the campaign. After creating a group you can change the name and settings. There is a default option to create a new Ad this is terms as New Campaign Group. 

Campaign Hierarchy 

1. Campaign Group 
2. Campaign 
3. Ad

It is possible to create multiple groups and ads and delete the one's not required.

The campaign journey starts by selecting an  Ad Group and creating a campaign, followed by creating an Ad and initiating the launch.

Select Ad Group

Set the Budget and the Schedule, if you wish to limit the process to a week or a month so to say. You can thus manage the status, view performance, and send reports if required. 

In order to create an advertisement first choose the objective and define the target audience. This is then followed by choosing the format that matches the objective and then follows the placement, optimization, and bid preference. You can also gauge the forecast that could be the outcome after the launch.   

Defining the Objective

LinkedIn categorizes the Ad as follows:

Awareness

Brand Awareness

Impression-based campaigns are good for creating awareness.

The outcome leads to increase visibility and share of voice

Consideration 

Objectives 

• Website Visits
• 
  
• Video View (bid and optimize based on CPV.)
• 
  
• Engagements (Increase social action = comments, likes, shares, etc.

The outcome leads to deeper engagement for relationship building.

Goal Conversion 

(downloading white papers, filling out forms) Must include the conversion tracking feature.

• Lead generation
• Talent leads
• Goal conversions
• Job applicants

The goal conversion leads to actions

• Event Sign Up
• Job Application 
• Purchase Decisions

Define the Right Audience

On LinkedIn, you can target C-Suite, influential decision-makers, and individual contributors. Run a full-funnel marketing campaign to influence the entire buyer community.

Target members using demographic information, retarget website visitors or upload lists of contacts, or target companies for account-based marketing. For precise targeting exclude individuals and companies. Remember member profile data helps in inferring the age and gender on LinkedIn.

Reverse engineer profile data to discover more target audiences. Also evaluate profiles for trends, job functions, titles, and skill sets. Estimate audience size through the forecast feature. Get 30,000+ (niche) to 300,000+ embers for Sponsored Content solutions and between 20,000+ (niche) to 200,000  members for Sponsored Messaging solutions.  Optimize creatives, rotate between 4-5 Sponsored Content and 2-4 Sponsored Messaging.

LinkedIn Ad Targeting Best Practices

• Define Location (mandatory)
• Audience Attributes 
• Company 
• Traits and Interests
• Job Experience
• Demographics

Use the Global search feature to expand targeting categories or the exclusion feature to minimize. Add not more than 2 or 3 targeting facets. Keep target audience over 50000 for sponsored content and text ads and over 15000 for message ads.

Matched Audience

Need 300 members to run this campaign(known accounts and contacts). Combine LinkedIn's 1st party data with your business 1st party data to fetch company addresses or Email lists for ABM or account-based marketing with company targeting. In this feature, you can exclude a list of current customers and add potential leads (PL) to nurture. MA helps in engaging using website retargeting and contact targeting. You can use the audience expansion feature or build a look-alike audience.

The advertiser can choose any option mentioned above or choose all, using the full-funnel marketing content strategy.  

There are 4 types of matched audience targeting 

• Account Targetting
• Lookalike Targeting
• Email Targeting
• Account Targeting 

Matched Audiences to significantly improve cost per lead by up to 14%.

Define Ad Format 

Ad Types

• Single Image (Feed)
• Video
• Event Ad
• Carousel (Swipeable Cards on Feed)
• Message (Active Members)
• Conversion (Active Members)
• Text Ad (Desktop Right Rail)
• Dynamic Ad (Desktop Right Rail)

Budget & Schedule

Second Price Auction saves money.

Bidding Types 

• Automated (Max Delivery)
• 
  
• Target Cost 
• 
  
• Manual Bidding

Optimize for Conversion

High rate of audience response but no conversion.

Implement conversion tracking to let LinkedIn optimize the page. Make sure the offer is clear and the page is responsive. Use campaign demographics to better understand the audience and ad relevancy. Identify underperforming segments and improve conversions with more relevant and appealing creatives change them if required. Also, run a test with LinkedIn Lead Gen Form. Expand the audience with lookalike features as well.

Optimize Campaign delivery for a brand awareness campaign. First review content for an engaging offer. The intro text should be concise and the message relevant. Set bids higher the cost will be just one percent higher than the second. Set bid 10 to 20 % higher. Check the metric one week later.

Marketing Funnel 

Awareness - Focus on the right audience. Content Formats that work: Video, static images, carousels. 

Consideration - Stay engaged by thought leadership, seminars, webinars, research reports, and page follow. 

Conversions - Goal Conversion. By this time the customer knows the solution you offer and is ready for action. A conversion can be a product purchase, sales inquiry, or job application. Here Campaign Manager suggestions will help you optimize the ad format based on the objective. Remember ensuring a balance of brand with demand builds deeper relationships. 

Defining Marketing Objectives

You can define your objective by analyzing the type of content you are trying to promote. 

Awareness/Reach 

Run an awareness campaign on a video highlighting products and services. Make customers know about your business or products and services. The campaign should be bolstered by ungated content usually blog posts about the company.

Consideration/Nurture

Use middle-of-the-funnel gated content for consideration like case studies, Email marketing, webinars,  and detailed informative blog posts that provide a solution to pain points and gently promote the company. Promote case studies with lead generation form to collect information from the customers and create a solid potential lead. Shortlist the audience and nurture them with content to stay in consideration. 

Conversions/Acquire 

Invoke potential CFA or call for action with a backup plan.  Keep the potential leads in a loop with a follow-up within 30 days. Launch a single image ad with an offer of a live demo for example. Retarget website visitors and nudge them down the funnel for conversion. 

  

Benchmarking Campaigns

Keep an eye on the forecast tool on LinkedIn or study past campaigns before launching a new one. Keep an eye on audience demographic and, size, the budget spent, and results or ROAS. Understand what worked for better targeting, ad formats used, scheduling, and budget size.

Compare Metrics

• CPC: Cost per click, lead, impressions, and views.
• 
  
• CTR the click-through rate 
• 
  
• Reach the number of people who saw your single Ad.
• 
  
• Conversions How many website actions took place?

Past Creatives 

Ad formats that worked. Titles and ad text used. Compelling images and call to action that worked? 

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Glossary 

Key Results measurable value shows how well you are achieving marketing objectives.

 · Attribution: 

The tracking of user actions and assignment of values to these, as well as the channels in which the actions occurred. Three common models for marketing attribution:

• • • • • • First Touch Attribution: assigns credit for a conversion to the channel responsible for the first interaction
          • Last Touch Attribution:  assigns credit for a conversion to the channel responsible for the last interaction.
            
          • Multi-Touch Attribution:  distributes the credit for conversion across multiple touchpoints along the buyer journey.

 · Customer Relationship Management (CRM): 

CRM manages the company’s relationships and interactions with customers.

 · Marketing Automation System: 

Manage and automate marketing activities to improve engagement and efficiency.

 · Lead Score (LS): 

A methodology used to evaluate the quality of leads.

 · Marketing Qualified Lead (MQL): 

MQL is considered a strong prospect. 

 · Sales Qualified Lead (SQL): 

Vetted and qualified as a prospective customer.

 · Return on Ad Spend (ROAS): 

Revenue is generated for every amount spent on the Ad Campaign 

 · Leads: 

Prospects who share personal or company contact information, click on an ad, download a whitepaper, etc.

  · Frequency: 

It is impressions divided by reach.

 · Cost Per Mille (CPM): 

Money spent on ads divided by 1,000 impressions.

 · Cost Per View (CPV): 

Average cost per view. Qualified with 2 continuous seconds of playback with the video being 50% on screen or CTA. 

For Message & Conversion Ads 

 · Open Rate: 

The number of opens is divided by the number of sends.

 · Click to Open Rate: 

Here the percentage of clicks is divided by opens.

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Uday provides a search engine optimization service for digital marketing. He provides website content and content for authoritative links. He also works as SEO Content Writer for digital companies on a remote WFH basis.

He also teaches digital marketing in his home town Jabalpur. He can be contacted at: 

pateluday90@hotmail.com

09755089323          

Types of Google Ad Campaigns & Youtube Ads

Display Ads: Increase brand awareness when users are browsing content they’re interested in online. These ads appear on a network of more than two million sites. 

Shopping: Promote your products, share details about your inventory, and boost traffic to your online or physical store. Display merchant name and prices. They are created from Google Merchant Center data attributes using the product information.   

Paid Search Ads: Drive action on your site when users are searching for similar products or services. They appear next to Google Search Results on SERPs. This type of advertisement is also known as Google Search Marketing.  

Video: Reach your target audience at scale and bring your business’ story to life. Ads on YouTube and googles network of sites and mobile apps. Pay only when people choose to watch the ad shown before their favorite video. They engage customers.  

APP Ads: App campaigns run ads in Google Play Store, mobile sites, apps, and YouTube. Add bids are automatically adjusted. You have to add the text line and your bid. Using these ads you can boost engagement, encourage app installs, and app actions like making a purchase or opting for a newsletter. 

Automated Smart Campaigns

Fully automated smart Ad campaigns are best suited for newcomers to the World of online advertisement.

Googles Ads can be targeted based on language and location, based on device, based on bid limit based on a daily budget.  Using Ad extensions links, phone numbers and location details can be provided. 

YouTube Ads 

YouTube has over two million monthly logged-in users.  People spend over 180 million hours a day viewing these videos over Smart TV while half of the users use mobile devices to view YouTube content. 

Google Video Partners (GVP): are videos played outside YouTube in apps, on the web & in games. GVP increase reach by 50 % over YouTube as a compliment. Outstream Ads with the sound off ads are only available on GVP preferred in gaming and news platforms. 

YouTube Ads are powered by Google Data insights and Advance Tools and it is one of the most engaging platforms preferred by businesses globally. Besides Advertisers benefit from easily measurable and proven results. The ads on YouTube have the highest viewability 95% and audibility 95% on the web.

Measurement solutions like Brand Lift aid in result comparison against the brand metrics and awareness recall. Advanced analytics offer a clear data-driven platform on wide spectrum channels online. The expanding suite of measurement solutions to include plug-in to the third party offline sales solutions and compare with goals achieved using YouTube Ads online.  

• 60 % of watch time is on mobile
• Ads are 3 times more effective on YouTube than on generic mediums. 
• Real-Time Data Update 
• Interaction with Google Properties Maps, Youtube, and Search
• Cross-Device Reach
• Connect Users based on Demographic Profiles 
• Connect Users based on Interest, Habits, and Purchase Intent
• Ads based on Affinity (passionate lifestyles, interests & consumption habits)

Targeting using Google Intent-Based Solutions 

• In-Market Audience actively seeking purchase
• Based on Life Events or Milestones 
• Custom Intent Audience who have used Google SERPs
• Remarketing Audience that has shown an Intent already 
• Similar or Custom Match Audience Likelihood of Purchase

YouTube 2nd Largest Search Engine

Youtube audience includes two billion subscribers There are 500 hours of video being uploaded every day. The statistics show the power of this social media site. It has become a major generation site for ads in terms of publishing and viewing. This video hosting site is now more popular than live TV. With over 30 million visitors every day it pays to publish Ads on this medium and more so if you are doing it in the right manner.    

YouTube Ad Formats

For Awareness 

CPM cost per 1000 impressions

CPV cost per view

vCPM pay $2 each time add is viewed 1000 times.

tCPA Target Cost for 1000 impressions

Format	Bidding Approach	Inventory
Bumper ads (6.0 sec Non Skippable)	CPM	YouTube and Google Video Partners
TrueView for reach (Skippable)	CPM	YouTube and Google Video Partners
Non-skippable in-stream ads	CPM	YouTube and Google Video Partners
Outstream video ads	vCPM	YouTube and Google Video Partners
Masthead	CPD or CPM	YouTube

TrueView in-stream	CPV or Maximize lift	YouTube and Google Video Partners
TrueView discovery	CPV	YouTube

TrueView for action	CPA and Maximize conversions	YouTube and Google Video Partners (beta)

Consideration 

Format	Bidding Approach	Inventory
TrueView in-stream	CPV or Maximize lift	YouTube and Google Video Partners
TrueView discovery	CPV	YouTube

Action

Format	Bidding Approach	Inventory
TrueView for action	CPA and Maximize conversions	YouTube and Google Video Partners (beta)

Bumper Ads: Stand Alone Video Solution they are 6-sec non-skippable in-stream ads for reach, frequency, and brand awareness. Ideally suited for visitors on the go with a short attention span. They have a high completion rate. 

True View: Skippable Ad Formats (Skip Ad Option)  

True View for Reach: Lowest CPM for Awareness and Recall (20 %)

TrueView in-stream for Consideration - 11 sec plus ads: View charged after 30-sec watch or till completion. Can skip after 5 sec. 

TrueView Discovery for Consideration: Viewer Need to Click to Watch

TrueView for Action :

Mast Head Marquee Placement: Runs on Home Page and Home Feed. For high-impact placement and awareness. 

Non Skippable Ads in Stream Ads:  15 sec or less. 

TrueView for reach (CPM)  Awareness

TrueView in-stream          Consideration

(CPV and Maximize lift)

TrueView discovery (CPV)Consideration

  

TrueView for action             Action

(tCPA and Maximize conversions)

Read on YouTube Optimization 

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Uday provides a search engine optimization service for digital marketing. In addition, he provides website content and content for authoritative links. He teaches Internet Marketing in Jabalpur.

He can be contacted at: 

pateluday90@hotmail.com

09755089323      

Shaping An Online Marketing Strategy & Evolving Search

Whence Internet was newly introduced little did people know that it will evolve from a phenomenal communication tool with extensive outreach to a business paradigm which will come to rule.  The major dimensional thrust for online activities is through a medium we call website or portal effectively powered by social media. 

As Internet evolved website development did too, alongside, and search became more and more efficient in order to retrieve information buried in the saturated labyrinth of  websites, blogs and portals. 

It is search that now dominates website development and dictates terms. The evolution of algorithms is attributed to Sergei Brin and  Larry Page, and like Microsoft Windows the search mechanism has proved to be revolutionary and unbeatable. 

Other companies that came to fore are Bing and Yahoo which are at the best a lean shadow of the giant called Google. More companies are staking claims but will take them eons to dominate i.e. until unless they develop a highly effective search mechanism that fetches desired results in millisecond. 

As the search became popular, companies, professionals, and individuals realised the power, speed and reach of the Internet. Now they can publish their company profiles or themselves online, communicate globally and even sell their wares with ease. The latter is called eCommerce and is the instrument for companies to skyrocket their sales and services. It is online reputation generated through social media that matters immensely.   

From simple link assessment methodology, the algorithms have come a long way and employ diverse metrics to rank and index websites, thus search engine optimization has become more complex and ever evolving. 

Companies and professional which do not have access to good SEO or Internet Marketing professionals need to advertise using PPC (pay per click) or other methods. This is where online strategy formation come forth. Online advertisement through, Adwords, Facebook, Twitter and other sources can be a costly campaign but can deliver.

Before creating huge advertising campaigns a test marketing should be done to gauge product /service popularity and demand online. Large PPC campaigns should be inducted only if tests succeed else it will result in revenue leakage.  

For most businesses, professionals and individuals online presence is essential for their survival. Land based business doing well may accord little importance to presence on Net, but sooner or later this alternate medium will strike them.   

PPC campaign can be costly and should be supported by organic traffic which Internet Marketing professionals or companies generate. A singular approach apart from costing huge sums can be lacklustre. Though search engine optimization cost money it is less expensive and can help reduce advertisement budget spent on PPC. Plus social media activity is essential under any circumstance since it builds reputation and enlivens brands which PPC does not do.  

For an online presence it is imperative that the instrument be it a portal or blog subscribes to guidelines of major search engines. That means link architecture, contents and other attributes like images, graphics and videos should be of quality and well optimized. Mobile friendly sites have become essential as the search evolves on cellular medium.

These aspects may not be given importance to sites subscribing to PPC alone. In online business not only SE guidelines matter, usability and ability to convert effectively matters as well in order to generate business.     

In fact the search engine guidelines are key to effective website development and subscribing to them means better results on the Net. With the induction of new technologies product displays, merchandise and self propaganda is becoming more appealing drawing huge crowds to make businesses profitable. In effect the eCommerce portals are making a significant dent on offline sales and in cases they have become indispensable.    

Hence those seeking online presence should hire quality, technically able, web development companies along with experienced Internet Marketing professionals, content writers and graphic designers. A well developed portal, mix of social media activity, search engine optimization and online advertisement campaigns makes a sound strategy.   

Dominating the SERPS is the key to success on the Internet.

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Uday provides Internet Marketing Services (SEO)
Website Contents in English
And runs Internet Marketing Classes at Jabalpur
Contact: pateluday90@hotmail.com
Mobile: 9755089323

World of Online Advertisement

With the increasing popularity of Internet the social media has become a major source of traffic generation. It is the Ad interface which has become a boon for businesses. Businesses big or small advertise using this media and get loads of publicity and trade.

The whole exercise of advertisement, traffic generation and creating a presence on major search engines is known as Internet Marketing. Many call it Online Marketing or eMarketing but the process remains the same.

Two most powerful platforms for Ads online are Google Ad words and Face Book.  Other forms are banners, affiliate marketing, you tube and podcasts, videos and other social media modes that emerge every now and then. 

Most productive platforms are till this date Ad words and Face Book.  These are easy to use and can be handled by customers themselves. The first step is to open an account and then design an ad on the interface itself. Registering with Google will enable you to list your company in Google Places and have access to webmaster tools for constant site analysis. You can also use the analytic for free which is highly effective. The text advertisement so created is circulated all over Google result pages or the Face Book site on targeted search terms. The text should be highly effective in inviting visitors and converting them into potential customers. Hence taking professional help from content writers and search engine optimizers is not a bad idea. 

These interfaces accord tremendous adaptability, niche and navigation. Hence the advertiser can control various aspects like deeply analyzed search terms, geo targeting and costs. The cost can be distributed on daily basis and a budget created as per the client’s desire.

Sometimes professional help is required in choosing keywords, geo targeting etc. Your seo service should be able to help you in choosing the right search terms. It is assumed that if you are publishing ads online you may also be into search engine optimization of your website.     

In the initial stage it is proper to organize small campaign. With greater experience you can go in for big campaigns if your budget allows. The return in many cases are very high but poorly organized campaigns will fail.