Social Media Practice Assignment #4

Social Media Practice Assignment #4

Creating Instagram Paid Ads

Welcome to Social Media Marketing Practice Assignment #4

Repeated info from other practice assignments:

Please note that these practice assignments are different from your 1-on-1 real work experience assignments which will come after you are finished with your training videos as stated on our website. These practice assignments are designed to help you immediately get practice implementing what you’ve just learned in smaller, more manageable chunks rather than just expecting you to know how to set up a full campaign all at once. These practice assignments are strategically broken up into several parts and in step-by-step format so that we can tackle every aspect of setting up an effective campaign from the research phase all the way to the creation phase. By doing each of these practice assignments, you will now know how to get your digital marketing campaigns up and going in an effective and strategic way. 

Doing these practice assignments are of course optional, but they are encouraged as this extra practice now will help you create better marketing campaigns for the 1-on-1 real work experience part of the program. Instructions on how to do each task, where to save your work, and examples so you can compare what you came up with vs. what I came up with so that you can assess how you did on this practice assignment will all be provided below. Please note that although I provide examples of the marketing content that I came up with in some of the practice assignments, there is no exact right way that your content should look like when it comes to marketing. So, you cannot expect your results to look exactly like mine. What is important is that you are implementing what I’ve taught you in the training videos and in the below practice assignment as this is all meant to help you create the best marketing campaigns possible. 

Hypothetical Company For This Assignment: 
Repeated info from other practice assignments: As with all practice assignments, you can use your own company, a company you’d like to work for, a made-up company in an industry you’re interested in, or you can use the hypothetical made-up Digital Marketing Agency I talk about below when completing each practice assignment. If you’re unsure which company to use for these practice assignments, using the made-up Digital Marketing Agency may be easiest for learning purposes as you’ll be able to compare and contrast your marketing content with the examples I provide which will be for a Digital Marketing Agency. The key thing is that you should use the same company throughout all of your practice assignments as the practice work you do on 1 practice assignment will be carried over and used in later practice assignments. 

Once again, like with all our practice assignments, I’m going to use a Digital Marketing Agency as our hypothetical company that we are trying to grow via Digital Marketing. I want you to assume that they specifically focus on Social Media Marketing, Email Marketing, PPC Marketing and SEO Marketing. 

Insert Your Work In the Below Link To Stay Organized
Joseph's Work Product For This Assignment (Use this to compare and contrast your work)

 

Start of the Assignment

For this practice assignment, you will be creating the framework for 3 Instagram ad campaigns so that you can get your hypothetical company in front of people for the first time and move them through your marketing ad funnel until they become a customer. In doing so, you will create an audience and an ad for your cold audience campaign (people who have never of you), for your warm audience campaign (people who have heard from you but haven’t taken a high intent action indicating they are close to purchasing), and for your hot audience campaign (people who have taken a high-purchasing intent action but haven’t purchased). By structuring your campaign so that you aren’t just getting in front of people for the first time, but instead are also retargeting them over and over again through more ads, this will help you move people through your marketing ad funnel and into becoming a customer. 

In doing this practice assignment, you can go about this in 1 of 2 ways: 

  1. You can simply add the content you create for this assignment in the same Social Media Practice Assignments Bio and Creatives (2-4) ↗︎ document that you used for Social Media Practice Assignment #2 and #3 and just write out what you would do for each ad without actually creating or designing any of them. 
  2. Or, you can fully create all of these ads by doing everything below using Canva.com or any other free software online if you’d like practice on the entire process and put them in your Social Media Practice Assignments Bio and Creatives (2-4) ↗︎ document. 

It’s whatever works best for you as this is just some extra hands-on practice.

Step 1: Research Your Competition’s Ads

Let’s now go through a step-by-step process on exactly how you’d go about creating Instagram ads for a business in a strategic way:
Step 1: Research Your Competitors' Ads
Once again, you should never create social media ads (or any marketing content) from scratch. Creating effective ads takes a good amount of trial and error and you may be spending a lot of money on running ads. So, there is no reason that you should run an ad that you have 0 idea will work as this can be a huge waste of money.  Instead, see what 5-10 successful competitors’ ads look like. 
  • How do you see what their social media ads look like? 
      • If you created a separate Instagram account like I mentioned in the previous practice assignment where you’re following a bunch of companies in your industry, the algorithm is likely going to think you are very interested in this space. Therefore, they will likely show you ads from these companies and other similar ones.
      • You can also visit your competitors’ websites as they may be running retargeting ads so this will allow you to see what those look like too. Remember, the pages you visit on their website will likely dictate what types of ads you see from them. For example, if you just go to their homepage, they might just retarget you with their cold or warm campaigns since you don’t know too much about them but have shown some interest. If you go to their checkout page on the other hand, they might deem you to be a hot lead and therefore might put you in their hot campaign where they show you more “buy now” type of ads. 
      • Additionally, you can also follow the company’s social media page as they may show ads to their followers. 
      • Lastly, and the most easy way to immediately start seeing your competitors’ ads is by going to https://facebook.com/ads/library and there you will be able to actually input your competitors’ name in the search bar and Meta will show you the ads that they are running as you see below: 
      • These are all different things you can do so that you can see as many ads as possible from your competitors. Remember, your competitors have probably already spent a decent amount of money testing these ads so if they are still running, then that likely means they must be doing decently well otherwise the company would have taken them down. Also, you can use the link I shared above so that you can see what month the ad was launched because usually if an ad has been running for quite some time, this can usually be an indication that this ad is performing well.
      • Finally, if you notice a lot of your competitors’ ads look somewhat similar, note that in your spreadsheet as well as they probably do because there is something about these that perform well with this particular target audience so you might want to incorporate those similarities within your ad (obviously with your own company’s twist though). 
      • These are the most common strategies to see what your competitors’ social media ads look like. 

So, take a look at your competition as stated above and start Saving their ads by clicking the save icon as you see below so that you have all of their ads easily accessible in 1 organized place. 

Finally, after looking at your competition which is where I always recommend you start off, now that you have an idea of what they are doing and what info likely works well for this target audience, if you ever want to try something new, you can also look at what sorts of organic content is doing well in giving you an idea on some other formats you may want to try out for your ads. 

    • For example, let’s say that you notice video skits are doing really well where 2 people are going back and forth (or 1 person with video cuts where it looks like he’s having a conversation) talking about something. Well, if you want to, you could try to use this skit format and create an ad out of it where they are going back and forth about your service or product and how much it has helped them. Ads like this can, if done right, feel more like an organic post rather than an ad which could potentially help you achieve your goal as some people, as soon as they realize something is an ad, automatically tune out and try to skip it. But, if you can make your ad not feel like an ad because it’s similar to what people are seeing with organic content, well this could potentially work well for you so it could be worth testing at some point in the future.   
Step 2: Create Your Cold Campaign
Part 1: Create Your Audience
Your cold campaign ads are meant to be shown to people who have never heard of you (hence, they are a cold audience). Getting your ad in front of the right people who could potentially be interested in your business is super important because if you are sending your ads to the wrong people, it doesn’t matter how good your ad is because they won’t convert. It’s like trying to sell hamburgers with bacon to people who are vegan. The ad can be great, but it won’t work because it’s being shown to the wrong audience. So, it’s important that you get this right as soon as possible (it can take a few months if your company is new to running social media ads). 

The 3 main strategies companies use to send ads to a cold audience are: 

  • Strategy #1: Create a lookalike audience based on prior customers. If you don’t have many prior customers, you could possibly create a lookalike audience based on your leads (however this won’t be as good as you then might be targeting people that just like to sign up for things (which make them leads) but never end up purchasing and you of course want to ideally target similar people that make purchases rather than just becoming leads.

  • Strategy #2: You can use the targeting details that Meta provides you in their platform to state which criteria people should match with in order to see your ad. If you go this route, try not to use more than 5 as the more targeting details you add, the more your ads will cost and the more you are potentially limiting your business as you’re now shrinking who your ads are being shown to. So, instead of limiting your audience too much by putting in a ton of targeting details, try to limit yourself to using 5 or so max and let the algorithm do its thing and optimize who your ads are shown to based on the data it gathers and who is actually converting so that it can show it to more people like this.

  • Strategy #3: Having almost 0 targeting details other than country, language, and possibly age. There are some PPC specialists that say social media algorithms are getting so good at analyzing what your ad is about that they know best as to who to show it to. And by putting in a bunch of targeting filters in, you are “interfering” with Meta’s (or other social media’s) algorithm in showing your ads to the best people possible. If you go this route, you just need to make sure that your ad and the “Primary Text” or “Description” clearly states what your company helps with as the algorithm will be using this information to ensure it’s sending your ad to the best people possible.

  • There is not a wrong or a right approach as to which cold audience strategy is going to work best for your company as it can vary by industry. I have always felt that Strategy #1 has given me the best results but you can of course test 2 different audiences against each other (for instance Audience 1 will use Strategy #1 and Audience 2 will use Strategy #3) and see which gives you the best numbers for your particular company and then just go with that strategy. Remember, your ad campaign should become more and more efficient as time goes on as you’re telling Meta what conversion event (download form, go to checkout page, purchase etc.) you want the campaign optimizing for so as it sees more and more people that are converting for that specific event (such as download form), the algorithm is getting a better and better idea of the type of people it should serve your ad to as it wants to help you convert as many people as possible. 

So, for your audience, you should state in your practice assignment who should be included in this audience and who should be excluded (typically past purchasers if you sell a 1 time service or product)
Part 2: What Conversion Event Do You Want Your Campaign To Optimize For

Choose one of the conversion events below: 

  1. Filled out a lead form
  2. Add To Cart/Visited Checkout Page
  3. Purchase

Please note that there are other conversion events that you can choose from within Meta’s platform. However, these are typically the most common ones you will choose when the entire purpose of your Social Media ad campaigns are to bring in new customers. Also please note that you want to be strategic in what you tell Meta to optimize around. 

For instance, yes we want people to purchase so at first thought, we might think that we’d always want our cold audience campaign to optimize around the purchase event. This definitely can be true for purchases that don’t cost a lot of money. However, if you’re selling something that is $300+, the likelihood is many people probably won’t convert into a customer their very first time clicking your ad as would someone if your product or service was just $40. So, if you think your service or product may take several visits to your website from a person before they are going to be willing to purchase due to the fact that you charge a higher amount for your service or product which may make it less of an impulse purchase, you may want to pick a conversion event that is higher up in the funnel than a purchase such as the actions someone would take right before purchasing such as “Add to Cart” or even becoming a lead (those that filled out your lead form). 

The reason for this is this will then give Meta’s algorithm more data so that it can optimize your campaign to show it to more people like those that successfully converted in the action you’re telling meta to optimize around. If you’re only getting a few purchases a month and you’re optimizing toward purchase, Meta isn’t really getting much data helping it know who to show your ads to as it can come to very few conclusions about who to show your ads with only a few conversion events per month. The idea is that you will have a lot more people who get to your checkout page (indicating that at least they’re very-high intent who will likely purchase at some point) than purchase so by at least Meta having all of this Checkout page conversion event data, Meta would be able to figure out better who to serve your ads to. You can also go even higher up in the funnel and instead optimize your campaign around those that filled out your lead form. Just remember that the higher up in the funnel you go, the less likely these people are going to convert as their purchasing intent is lower and lower. So, if you’re telling Meta to optimize your campaign for someone taking not-so high-purchasing intent actions, then you’re probably going to show your ads to people who are less likely to convert into a customer down the road than if you’re optimizing your campaigns around higher-intent conversion actions. In a perfect world, you want your ads optimizing around purchases as that’s what you ultimately want. But, if you sell a higher priced product or service where you know you aren’t going to get that many purchases directly from this cold ad as mentioned above, then it’s typically a good strategy to pick a conversion event a bit higher up in the funnel so that Meta’s algorithm can get conversion data so it knows when it’s doing a good job in getting you conversions you like so it can serve your ad to more people like this.  

Part 3: Create Your Cold Audience Ad
Designing your ad creative
  • If you use Canva, you can simply type into their search bar, “Instagram Ad” or “Instagram Video Ad” etc and you’ll see a ton of templates pop up as you can see below. Then you can simply choose whichever template you like the best and you can then put in whatever content you want in there and change it to your liking. By using these templates, you’re getting a huge head start not having to design these from scratch and you don’t have to be a graphic designer in order to create something that looks great.
  • Branding
    • When creating your ads, try to use the same color scheme and font type for each of your ads. This is a key part of branding. Remember, people are moving fast on social media. So you want to make sure that your branding stays consistent so that people can easily recognize your content because the more and more they see you, the more and more familiar and trusting they’ll become of your company. 
What should be in your cold audience ad creative?
    • For your cold audience campaign, your ad creative should be abundantly clear and straightforward as to what your company does and this usually comprises of 2 things in your ad creative:
      1. Stating what your company does 
        • For example: Digital Marketing Agency
      2. Stating your Unique Selling Proposition (USP) 
        • For Example: We’ll 2x your ROAS within 2 months or your money back
    • Why is it so important that you are abundantly clear what your company does? 
      • Remember, you’re going to get charged every time someone clicks your ad. So, you don’t want to waste your budget on people clicking your ad not knowing for sure what your company does as then they’ll just get to your landing page and realize that this isn’t what they want and leave. That’s wasted money.
      • Additionally, you should be sending retargeting ads to people that have clicked on your cold ad (as you’ll see with our warm and hot campaign below) because if they’ve clicked on your ad, that should indicate that they are at least somewhat interested in what your company does. However, if you’re bringing in the wrong audience with your cold campaign because you’re getting people to click who aren’t really sure what your company does, now you’re wasting further money by sending them retargeting ads. So, it’s very important that you’re bringing the right people into your funnel at the outset because if you aren’t, you can waste a lot of money quickly as these people won’t convert and they’ll lower your click through rate numbers for your retargeting campaigns (warm campaign and hot campaign) therefore making the algorithm think that your ad isn’t liked by people which can cause the algorithm to charge you a higher cost per click.
    • Why is it so important that you include your USP in your ad?
      • This is what’s going to get people interested so that they actually want to click your ad. If your ad just states that you’re a Digital Marketing Agency, well, this doesn’t really make you seem special one bit compared to all the other Digital Marketing Agency ads people are seeing. If you don’t say anything unique about your company that makes people interested in you, then you’re going to have a low click-through-rate (CTR). And if you have a low CTR, the algorithm is going to think people don’t like your ads so they are going to charge you more per click in order to show your ads as the algorithm wants to prioritize showing things (including ads) that people like over showing them things (including ads) that people don’t like to ensure their platform users have as good of an experience as possible.
Your Primary Text section of your ad (125 characters max)
  • What to write in this section of your ad:
    • Once again, look at what your competition is doing as this will give you guidance for your target audience.
    • A few general best practices to keep in mind for this section:
      • Clear and Concise Message: 
        • Try to get right to the point as to who your company helps and how. When detailing how, you don’t want to have a big blob of text. Instead, try to use bullet points to highlight your benefits or how you help so it’s easily skimable and not overwhelming. You can use emojis as your bullet points or just as a way to break up some text.
      • Focus on Results: 
        • Whether it’s “Get clients faster”, “Grow your business faster”, “Get 2x better ROAS” etc. Results are what people care about so it usually helps if your Primary Text starts off with language like this before elaborating on how your company will help them with your service or product
      • Highlight Benefits: 
        • Depending on what kind of ad format you use (especially if it’s an image), you might not be able to get everything you want in that ad. Your Primary Text Section is where you can elaborate on things further to hopefully give you a little extra help in incentivizing people to click on your ad to check out your company.
      • Phrase Things From a Helpful Standpoint
        • You should never phrase things so that you’re just saying how great your company is. Instead, phrase everything so that you’re talking about how you help the viewer of your ad. 
          • For example (don’t use these are these aren’t what a full Primary Text section should look like as I’m just illustrating a point): 
            • Bad: We’re the best digital marketing agency because we: 
              1. Analyze your competition
              2. Create an omnipresent marketing campaign for you
              3. Optimize your performance until you’re getting a 3x Return on Ad Spend.
            • Good: Our Digital Marketing Agency will help you grow your business 2x faster Guaranteed with our 3 step approach where we’ll: 
              1. Analyze your competition
              2. Create an omnipresent marketing campaign for you
              3. Optimize your performance until you’re getting a 3x Return on Ad Spend.
          • Yes, these sound similar but the “Good” example one will likely get better results as it’s focused on how it’s going to help the customer and is phrased that way which sits better with people than the “Bad” example that’s focused on why their company is great.
      • You Can Create Urgency or FOMO: 
        • You can incorporate language that creates a sense of urgency or fear of missing out (FOMO) to prompt immediate action. Limited-time offers, exclusive deals, or low-stock alerts can drive urgency.
      • End It with A Call To Action
        • Always make clear what action you want the viewer to take. 
        • For Example: Click the link below to learn more. OR Click the link below to set up a 1-on-1 free consultation etc.
      • Test and Iterate: 
        • It’s always a good idea to have a few variations of Primary Texts and then you can just test to see which one works best for your target audience and then get rid of the others.
      • Avoid Clickbait: 
        • While it’s important to grab attention, avoid using clickbait or misleading language as this will erode trust with your audience. Be honest and transparent about what your ad is offering. At the end of the day, you don’t want people clicking your ad (which charges you money) only to get to your landing page and for them to realize this isn’t what they want as they’ll then just leave which is a waste of money for you. So, I know you want to make your ad stand out, but it doesn’t do you any good to get people to click if they are all just going to feel misled once they get to your landing page as your goal is to get people to convert into customers and this of course won’t achieve that. 
  1.  
  •  
Your Headline section of your ad (40 characters max)
  • Use this space to help further incentivize people to click your ad. This could be a good place to create a sense of urgency or show social proof to help further incentivize people to want to click your ad. 
  • For example: 
    • 50% OFF This Month! 👉
    • 2,000+ Reviews 👉
    • Helped 500+ Businesses Grow 📈
Your CTA section of your ad
  • Meta will give you options that you can choose such as: Download, Learn More, Contact Us, Book now etc.

Recap: Here are the sections you’ll work on in creating your Cold Audience Instagram Ad Campaign:

Please put what you create in your the same Social Media Practice Assignments Bio and Creatives (2-4) document from your previous Social Media Practice assignments so you can keep all your practice assignments in 1 place.  

    1. Create Your Cold Audience: 
      • State who will be included in your audience based on the above guidance by stating if you’ll go with Strategy #1, #2, or #3 above. Or, will you test these against one another?
      • State who will be excluded from your audience based on the above guidance.
    2. What Conversion Event Do You Want Your Campaign To Optimize For? 
      1. Filled out a lead form
      2. Add To Cart/Visited Checkout Page
      3. Or purchase

    3. Create Your Cold Audience Ad: 
      1. Create and design your ad based on the above guidance preferably using Canva.com. This can be either an image ad or a video ad (your choice). Please note that you will typically create multiple ad creatives per campaign and once you see which ad creative is performing best based on data, you’ll get rid of the others. For this assignment, you can just create 1 ad creative for each campaign but feel free to create multiple variations of your ad creative if you’d like.
      2. State what your Primary Text section will say based on the above guidance. You can use a max of 125 characters for this section.
      3. State what your Headline section of your ad will say based on the above guidance. You can use a max of 125 characters for this section. 
      4. State what CTA you will use from Meta’s options. Please choose between: Download, Learn More, Contact Us, Book now.
Step 3: Create Your Warm Campaign
Part 1: Create Your Warm Audience

Your warm campaign ads are retargeting ads that are meant to be shown to people who have already interacted with your business in some capacity. These could be people that have: 

    1. Clicked on 1 of your cold audience campaign ads
    2. Visited certain pages on your website
    3. Signed up for a form on your website
    4. Called you and given you their contact info 
    5. Went in your store and gave you their contact info
    6. And things of that nature

These retargeting ads are meant to either get these people who are already familiar with your company to purchase from you or at least help move them further along in your marketing funnel. Remember, people usually don’t convert on their very first visit to a company’s website. So, retargeting ads are super important in giving you more chances to get these people to take the actions you want (such as purchasing or becoming a lead so you can email market them). 

So, for your audience, you should state in your practice assignment who should be included in this audience and who should be excluded (typically people who have already purchased if you sell a 1 time service or product).

Part 2: What Conversion Event Do You Want Your Warm Campaign To Optimize For

Choose one of the conversion events below: 

  1. Filled out a lead form
  2. Add To Cart/Visited Checkout Page
  3. Purchase

Please note that there are other conversion events that you can choose in Meta. However, these are typically the most common ones you will choose when the entire purpose of your Social Media ad campaigns are to bring in new customers. Also please note that you want to be strategic in what you tell Meta to optimize around. 

Most companies at this stage will want their ads optimizing around purchases as these are retargeting ads and you don’t want your ad funnel becoming too drawn out as that can get expensive. People that are in this campaign are those that have already shown an interest because they’ve interacted with your company before. So, if they are clicking on this ad and heading back to your website again, these people should be very interested at this point to be returning once again to your website. So, you should be getting purchases from some of these people as they aren’t checking you out for the first time and you want to let Meta’s algorithm know that you deem your ads are doing well for you when people are making a purchase so the algorithm can try to get you more conversions like this from people you are retargeting. If you choose a conversion event that is higher in the funnel such as “filling out a lead form”, then Meta is going to strive to get your ad in front of as many people in your audience that are most likely to take this particular action. If you go that route, then you likely won’t get a lot of purchases still meaning that most of this ad spend is still not resulting in money coming back in for your company which is probably not what you want. So, typically, companies will say in their retargeting campaigns that they want to optimize for Purchases.  

Part 3: Create Your Ad
Designing your ad creative
  • Once again, you don’t need to create these from scratch. Always try to see what 5-10 of your successful competitors are doing to give you an idea as you should be doing something similar but with your own company’s twist on it as the ads they are running are likely running because they work. 
    • In order to see their ads for their retargeting campaigns, you can take specific actions on their website (such as filling out a form) that makes them think you’re an interested prospect so that they start retargeting you or by using this link (https://facebook.com/ads/library) as I discussed above in this practice assignment. 

  • If you use Canva to design your ad, you can simply type into their search bar, “Instagram Testimonial Ad” or “Instagram Free Trial Ad” etc and you’ll see a ton of templates pop up as you can see below. Then you can simply choose whichever template you like the best and you can then put in whatever content you want in there and change it to your liking. By using these templates, you’re getting a huge head start not having to design these from scratch and you don’t have to be a graphic designer in order to create something that looks great.
  • Branding
    • Same comments as above
What should be in your ad creative?
  • Since this is an ad for our warm audience, that means they already know who we are. Our goal now is to create some ads that are going to help move them through our marketing funnel into a lead or hopefully a customer by showing them ads that are going to help them see that our company is legit and can help them solve their issue/make their life easier. Typically in warm campaigns, we can help gain someone’s trust so they move further down our marketing funnel with these types of ads:
    • Testimonials, 
    • Free trial offers 
    • Social proof (such as stats, awards, quantity of online reviews)
    • And things of that nature

  • Please note though, when running a warm campaign, you likely will have multiple ad creatives in this campaign for a couple reasons. 1, this allows the algorithm to see which ad performs best and then start spending more money sending out that ad over the others. And 2. You’re likely going to be more able to persuade people into thinking your company is legit if you have a couple ads they are seeing where a few ads show different people all stating how great your company is and you have another ad talking about your stats and success rates of happy customers. By having multiple ads like this shown to people, this is going to increase your credibility. (Side note: you may also want to put 1 of your cold audience ad creatives in this campaign to once again reinforce what your company does and their Unique Selling Proposition. It’s possible that someone clicked on your cold ad the very first time they saw it, went to your website and then left. If they are all of a sudden just seeing testimonial ads and things of that nature, unless they really know what your company does, these ads may not be as effective as they could be so it could be a good idea to use that cold ad in this campaign again to remind them very clearly what your company does). 

  • With that being said, you want to make sure that any ad you put out still makes clear what you do otherwise this can be wasted ad spend. 
    • For example, let’s say you are running a testimonial ad. Here’s an example of a bad and good testimonial:
      • Bad Testimonial: I loved Philman’s company because they helped me grow my business faster!
      • Good Testimonial: I loved Philman’s Digital Marketing Agency as they helped me grow my business faster via Paid Ads!

    • The bad testimonial doesn’t even say what the company does or how they helped which could get clicks from people who are just curious as to what this is all about which is not what you want. The good testimonial clearly states what you do and how you helped them therefore making it very clear to the audience the type of help they’d get if they click on your ad. Remember, there’s a lot going on on social media and people are moving fast. Although you want everyone to remember your company from just seeing your ad a few times, the fact of the matter is that they won’t. So, although they will see your company name in the Sponsored corner of the ad, you still want to make sure that your ad makes it abundantly clear what you do to avoid wasting money on lower intent clicks. 
Your Primary Text section of your ad (125 characters max)
  • What to write in this section of your ad: 
    • Once again, look at what your competition is doing as this will give you guidance for your target audience. 
    • A few general best practices to keep in mind for this section: 
      • Same comments as in the Cold campaign
Your Headline section of your ad (40 characters max)
  • Same comments as in the Cold campaign
Your CTA section of your ad
  • Meta will give you options that you can choose such as: Download, Learn More, Contact Us, Book now etc.

Recap: Here are the sections you’ll work on in creating your Warm Audience Instagram Ad Campaign:

Please put what you create in your the same Social Media Practice Assignments Bio and Creatives (2-4) document from your previous Social Media Practice assignments so you can keep all your practice assignments in 1 place. 

  1. Create Your Warm Audience: 
    • State who you will Include/retarget in this campaign’s audience based on the guidance above
    • State who will be Excluded from your audience based on the above guidance.

  2. What Conversion Event Do You Want Your Campaign To Optimize For?
    1. Filled out a lead form
    2. Add To Cart/Visited Checkout Page
    3. Or purchase

  3. Create Your Warm Audience Ad:
    1. Create and design your ad based on the above guidance preferably using Canva.com. This can be either an image ad or a video ad (your choice). Please note that you will typically create multiple ad creatives per campaign and once you see which ad creative is performing best based on data, you’ll get rid of the others. For this assignment, you can just create 1 ad creative for each campaign but feel free to create multiple variations of your ad creative if you’d like.
    2. State what your Primary Text section will say based on the above guidance. You can use a max of 125 characters for this section.
    3. State what your Headline section of your ad will say based on the above guidance. You can use a max of 125 characters for this section.
    4. State what CTA you will use from Meta’s options. Please choose between: Download, Learn More, Contact Us, Book now.
  1.  
Step 4: Create Your Hot Campaign
Part 1: Create Your Hot Audience

Your hot campaign ads are retargeting ads that are meant to be shown to people who have already shown high-purchasing intent with your business. These could be people that have: 

    1. Clicked on your testimonial ads or warm campaign ads
    2. Have gone to your checkout page
    3. Downloaded your app
    4. Signed up for your free trial
    5. And things of that nature

These hot campaign retargeting ads are meant to get people to convert into customers. 

So, for your audience, you should state in your practice assignment who should be included in this audience and who should be excluded (typically people who have already purchased if you sell a 1 time service or product)

Part 2: What Conversion Event Do You Want Your Warm Campaign To Optimize For

Choose one of the conversion events below: 

  1. Filled out a lead form
  2. Add To Cart/Visited Checkout Page
  3. Purchase

Please note that there are other conversion events that you can choose from in Meta. However, for hot retargeting campaigns, your conversion event should be the Purchase conversion event because someone can’t get any deeper in your funnel than the actions that have put them in this campaign. 

Part 3: Create Your Ad
Designing your ad creative
  • Once again, you don’t need to create these from scratch. Always try to see what 5-10 of your successful competitors are doing to give you an idea as you should be doing something similar but with your own company’s twist on it as the ads they are running are likely running because they work. 
    • In order to see their ads for their retargeting campaigns, you can take specific actions on their website (such as going to the checkout page) that makes them think you’re close to buying so that they start retargeting you with their hot campaign ads or by using this link (https://facebook.com/ads/library) as I discussed above in this practice assignment.

  • If you use Canva, you can simply type into their search bar, “Instagram Flash Sale Ad” or “Instagram Limited Time Offer Ad” etc and you’ll see a ton of templates pop up as you can see below. Then you can simply choose whichever template you like the best and you can then put in whatever content you want in there and change it to your liking. By using these templates, you’re getting a huge head start not having to design these from scratch and you don’t have to be a graphic designer in order to create something that looks great.
  • Branding
    • Same comments as above
What should be in your ad creative?
  • Since this is an ad for our hot audience, that means they already know who we are and they’ve taken a high-purchasing intent action. Our goal now is to create some ads that are going to get them to make the purchase now. We can do this by creating these types of ads:
    1. Ads talking about a flash sale,
    2. A free shipping offer
    3. Discounts 
    4. Limited time offer
    5. More testimonial ads 
    6. More social proof 
    7. and things of that nature. 

  • Please note though, when running a hot campaign, you likely will have multiple ad creatives in this campaign for a couple reasons. 1, this allows the algorithm to see which ad performs best and then start spending more money serving those ads over the others. And 2. You’re likely going to be able to persuade people into making a purchase if you have a couple ads they are seeing where a few ads are talking about your limited time offer and where a few ads might be of the testimonial sort which is further establishing that people love your company and it will be a good purchase for them. By having multiple ads like this shown to people, this is going to increase the chances that someone will make a purchase rather than them only seeing a limited time offer ad. 

  • With that being said, you want to make sure that any ad you put out still makes clear what you do otherwise this can be wasted ad spend. 
    • For example, let’s say you are running a limited time offer ad. Here’s an example of a bad and good ad:
      • Bad ad: Get 25% off your first month. Limited time offer.
      • Good ad: Get 25% off your first month with our Digital Marketing Agency
    • The bad ad doesn’t even say what the company does which could get clicks from people who are just curious as to what this is all about which is not what you want. The good ad clearly states what you do therefore making it very clear to the audience what this 25% off is for. Remember, there’s a lot going on on social media and people are moving fast. Although you want everyone to remember your company from just seeing your ad a few times, the fact of the matter is that they won’t. So, although they will see your company name in the Sponsored corner of the ad, you still want to make sure that your ad makes it abundantly clear what you do to avoid wasting money on lower intent clicks. 
Your Primary Text section of your ad (125 characters max)
  • Once again, look at what your competition is doing as this will give you guidance for your target audience. 
  • A few general best practices to keep in mind for this section: 
    • Same comments as in the Cold campaign
Your Headline section of your ad (40 characters max)
  • Same comments as in the Cold campaign
Your CTA section of your ad
  • Meta will give you options that you can choose such as: Download, Learn More, Contact Us, Book now etc.

Recap: Here are the sections you’ll work on in creating your Hot Audience Instagram Ad Campaign:

Please put what you create in your the same Social Media Practice Assignments Bio and Creatives (2-4) document from your previous Social Media Practice assignments so you can keep all your practice assignments in 1 place.  

  1. Create Your Hot Audience: 
    • State who you will Include/retarget in this campaign’s audience based on the guidance above
    • State who will be Excluded from your audience based on the above guidance.

  2. What Conversion Event Do You Want Your Campaign To Optimize For? 

  3. Create Your Hot Audience Ad: 
    1. Create and design your ad based on the above guidance preferably using Canva.com. This can be either an image ad or a video ad (your choice). Please note that you will typically create multiple ad creatives per campaign and once you see which ad creative is performing best based on data, you’ll get rid of the others. For this assignment, you can just create 1 ad creative for each campaign but feel free to create multiple variations of your ad creative if you’d like.
    2. State what your Primary Text section will say based on the above guidance. You can use a max of 125 characters for this section.
    3. State what your Headline section of your ad will say based on the above guidance. You can use a max of 125 characters for this section.
    4. State what CTA you will use from Meta’s options. Please choose between: Download, Learn More, Contact Us, Book now.
  1.  
  1. Important Note: Here, we have broken up our ad funnel into 3 campaigns to move people through our marketing funnel. The cold campaign is to get in front of people for the first time so they know what our business does. The warm campaign is getting back in front of people that have already interacted with our business but didn’t show high-purchasing intent yet and serving them ads such as social proof to help move them further down the funnel or hopefully to make a purchase. The hot campaign is used to get back in front of people who have already taken high-purchasing intent actions and serving them ads such as limited time offers so that they purchase now. This 3 campaign approach is very common but you may also see some PPC specialists merge the warm and hot campaign together so that there is a total of only 2 campaigns where 1 is for cold, and 1 is for retargeting anyone that has visited your website. In this retargeting campaign, they would then have some social proof ads and some limited time offer ads. There isn’t a right way or a wrong strategy as to if you should break your ad funnel up into 3 campaigns (cold, warm retargeting, and hot retargeting) or into 2 campaigns (cold and retargeting). You can just test what works best for your particular target audience as these are just 2 different strategies. I personally prefer to break campaigns up into 3 as it allows you to make your ads more personalized based on the actions a person has taken, but some PPC specialists like to keep things even simpler by just having 2 campaigns (cold and retargeting) which is fine as well.

    Please note that we will not have an additional practice assignment for creating social media ads for the other social media platforms that we cover in our program because as long as you understand the above concepts, the strategy/approach you will take is exactly the same on other platforms. Just like with Instagram, you’ll look at what 5-10 of your successful competitors are doing well on that platform and you’ll do something similar but with your own company’s twist while creating an ad funnel in a similar way as described above to help you move people through your marketing funnel. Yes, other platforms have some differences to them, but by following the above approach, you’ll be able to run effective ad campaigns on all social media platforms as the strategy on how to move someone through your funnel is the same. 

Step 3: Create Your Warm Campaign

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