Social Media Marketing Advertising with Dekker (SMMA)

Intro to Profitable Campaigns

learn to set up profitable facebook ad campaigns by choosing sales, leads, or awareness objectives, using manual audience targeting, pixel tracking, and optimized placements for conversions.

Intro to Facebook Ads Philosophy

Explore Facebook ads philosophy by balancing performance marketing with brand awareness, focusing on demand generation, direct response advertising, and lead generation across many oranges rather than squeezing a single one.

Introduction to Facebook Ads for Consumer Marketing

Discover how to master Meta ads for consumer marketing by using broad and narrow strategies to drive long-term growth, broad reach, and cost-effective advertising versus organic marketing.

AI Powered Social Media

Use ai-powered social media to generate tailored ads and posts for buyers with Elsa AI from M1 Project. Build an ICP, create high-converting Facebook and LinkedIn content, and save time.

How to Set Up a Facebook Ads Awareness Campaign to Maximize Reach

Set up a broad Facebook ads awareness campaign in ad manager, choose the awareness objective, set a daily budget, and select placements on Facebook and Instagram to maximize reach.

What Is Broad Facebook Advertising

Explore broad Facebook advertising by prioritizing expansive targeting of all product category buyers, future buyers, out of market and current customers, including light and heavy buyers.

Facebook Advertising Tutorial 2024

Learn to set up a sales-focused Facebook ads campaign with manual optimization, pixel tracking, and maximize conversions; scale via broad targeting and awareness campaigns for balanced bottom- and top-funnel growth.

Reach as a Facebook Ads Goal

Make reach the foundation of your Facebook ads by targeting broad audiences to maximize exposure and brand recall, with cost-effective impressions that reach millions.

Awareness Objective: People Need to Hear about You to Buy You!

Prioritize the awareness objective to maximize reach and brand awareness, because exposure drives growth more than perfect messaging. Use reach and video views to expand your audience and sales potential.

Memory as an Advertising Objective

Learn how memory-based advertising builds long-term growth by linking triggers and category entry points to your brand, creating mindshare for future buying decisions.

Advertising Old Brands & New Brands

Brand advertising and decades of marketing build consumer memory that drives purchases far into the future; for new brands, focus on becoming a recognizable category symbol to build reach.

How Advertising Really Works

Advertising relies on psychology, not just engineering; clicks don't predict recall or purchase intent. Broad, long-term advertising subtly boosts brand awareness and customer acquisition across large audiences.

Dangers of Relying on Facebook Click Data [Example]

Rely on Facebook click data for revenue attribution, but it misleads campaigns; analyze by delivery and country, comparing clicks to actual customers and revenue to avoid dangerous proxy KPIs.

Profit Growth

Drive profit growth by acquiring more customers and expanding market share through Facebook advertising, grounded in empirical evidence that acquisition, not retention or frequency, fuels long-term profitability.

Low Frequency for Facebook Ads

Keep frequency low in broad Facebook ads to avoid overexposing the same people and prioritize reaching new audiences with a steady, monthly budget and seasonality adjustments.

Optimization & Distinctiveness

Develop a disciplined approach to broad Facebook advertising by focusing on reach and mental availability rather than clicks or ROI, to grow market share with a memorable, distinctive brand.

Facebook Ads Targeting Is Not Accurate

facebook brand awareness campaigns often have inaccurate interest targeting; QA placements, interest targeting, and global targeting to ensure you reach the right people, with tools like lead in force.

Why Facebook Video CPM Is Higher Than Images

Facebook video ads carry higher cpm than images because the algorithm balances content types within placements, making video placements more competitive even as click-through rates rise.

Fixing Inaccuracies with Facebook Ads

Fix inaccuracies in Facebook ads by using manual placements on Facebook and Instagram, excluding Audience Network and apps, and refining targeting beyond broad interests.

Asymmetric Advantages

Explore asymmetric advantages of broad brand advertising over narrow direct-response tactics, showing how broad campaigns boost short-term sales while building long-term revenue, profitability, and market share through economies of scale.

Auditing Reach Awareness Campaigns within the Facebook Ads Interface

Audit awareness reach campaigns in the Facebook ads interface by examining reach, cost per result, engagement metrics, and video plays, then refine targeting by country, placements, and frequency.

Fixing Problematic Targeting

Geographic Targeting Issue

Navigate geographic targeting in Facebook ads by selecting countries in browse mode and manually checking Switzerland or Australia, avoiding city-level mis-targeting like Mexico in global campaigns.

Avoid Junk Inventory Placements

Scale Facebook ads with a focus on reach by selecting placements that grab attention and build brand memory, avoiding junk inventory. Analyze attention across platforms and creatives for long-term recall.

Facebook Reach Maximization Challenge

Maximize reach on Facebook by optimizing for reach with brand awareness and broad targeting, while avoiding granular targeting to balance expansion with cost.

Attention Metrics

Can You Trust Facebook's Data?

Evaluate Facebook advertising data reliability through MSC accreditation and independent CPA audits. Acknowledge past scandals and the effort to remove fake accounts to improve data trust.

Broad Marketing Overview

Explore broad Facebook marketing with awareness and reach objectives, targeting out-of-market and in-market buyers. Focus on long-term mindshare, memory impact, and reach as key KPIs.

Narrow Facebook Ads Introduction

Apply narrow Facebook advertising to in-market buyers using retargeting, intent data, and trigger events to drive conversions and ROI, while leveraging broad advertising for growth.

Retargeting 1

Explore how retargeting segments in-market buyers from broader audiences using lead gen forms, lookalikes, and multi-channel ads across Facebook, Google, and email nurturing.

Setting Up a Lead Generation Campaign with Standard Targeting

Set up a consumer lead generation campaign with standard targeting on Facebook, using instant forms to capture leads within Facebook, and configure budget, placements, and privacy policy link requirements.

Retargeting vs Lead Generation

Compare retargeting and lead generation in social media marketing, showing how retargeting lowers friction with video ads and leads to views, while email-led lead generation offers cheaper cpms and nurturing.

Setting Up Lookalike Lead Generation Campaigns

Set up lead generation campaigns with lookalike audiences at the ad set level, starting tight (1%) and building from lead form interactions, custom audiences, and paying customers.

Retargeting 2

Explore a two-step retargeting funnel that starts with awareness campaigns and adds retargeting to drive sales or app promotion, avoiding bottlenecks of a strict three-step lead generation funnel.

Setting Up a Retargeting Campaign with Facebook Ads

Set up a Facebook retargeting campaign to drive sales by selecting the sales objective, using the Facebook pixel, and building custom audiences from 10-second video viewers and page engagers.

Other In-Market Targeting

Import a customer list to build a custom audience for in-market targeting, using offline activity and data from Data Axle, while testing negative targeting on Facebook and urgency-driven incentives.

Facebook Audience Management 1 - Customer List

Import customer lists into Facebook to create custom audiences and lookalike audiences, mapping fields from a csv file such as first name, last name, country, and city to improve targeting.

Facebook Audience Management 2 - Lookalikes

Learn to create lookalike audiences from a custom customer list, test 1% and broader percentages, and manage country targets and audience sizes in Facebook ads manager.

Audience Management 3 - LeadEnforce

Identify and refine Facebook and Instagram lead in force custom audiences—from pages and influencers to competitors and employees—then analyze, save, and deploy them in ad manager for precise targeting.

Instant Experiences Advantages with Facebook Ads

Explore instant experiences, micro websites within Facebook, to retarget engaged audiences without external sites. Discover fifteen times faster load times, easy creation with templates, and cost-effective, hosted convenience.

Instant Experience Example

Demonstrate how to use an instant experience in ads, replacing a landing page with a Facebook hosted shopping experience featuring images, videos, carousels, and product listings.

Creating Instant Experiences

Learn to create instant experiences in ads by changing the destination to instant experience, selecting templates, adding images and product text, and saving the experience for future use.

Creating Instant Experiences - Templates

Explore instant experiences templates social ads, including customer acquisition and storytelling formats with carousels, images, and video, and learn to build a custom experience with buttons, text blocks, and headers.

Facebook Dynamic Creative

Facebook dynamic creative automatically combines images, videos, headlines, descriptions, and calls to action into multiple ad variations and optimizes delivery to the right audiences for bottom-of-funnel sales.

Narrow Advertising Overview

Define narrow marketing by direct response, demand generation, retargeting, and sales activation, emphasizing physical availability across in-market and out-of-market audiences to optimize return on investment.

Low Ticket Offers

Explore why low ticket offers outperform high ticket strategies, and how direct response versus mass brand marketing and channel partnerships drive profits.