crunching (the right) numbers · 2019-06-27 · a deep dive into social media advertising and...
TRANSCRIPT
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Crunching (the Right) NumbersA Deep Dive Into Social Media Advertising and Analytics
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Steps to Success
1. Objective2. Audience3. Creative4. Plan & Execute5. Measure
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Objectives
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Audiences
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Creative
● Tailor creative to your platform
● Create content your audience will enjoy
● Leverage existing resources and creative
● Facebook Best Practices
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Plan & Execute
● Advertising campaign structure:
○ Campaign (Objective, Spending Limit)
■ Ad Set (Audience, Placements, Budget)
● Ad (Creative)
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Let’s Dive In!
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Maryland Day 2019
● Organic content plan
● Campus partner coordination
● Paid content/ad campaign
● Facebook event and notification strategy
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Advertising Walkthrough
● Objective: drive traffic to marylandday.umd.edu
● Audience: Maryland residents within a one-hour drive
● Creative: ○ Call to Action: Come to College Park○ 2018 Event Photography○ 2019 Social Media Graphic
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Follow Along!
Demo Materials: go.umd.edu/crunch
Facebook Ads Manager: facebook.com/adsmanager
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Measure Impact
● Results (Based on objective)
● Impressions and reach
● Engagements and engagement rate
● Link clicks and cost per click
● Frequency
● Conversions
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Which Performed Best?
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Questions?
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