Marketo-DG2DA
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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
SOCIAL ADVERTISING<br />
Let’s dig into each platform to get a<br />
better idea of which types of ads<br />
you might be able to create.<br />
Facebook<br />
Facebook continues to rise as a<br />
powerful social network with a very<br />
large and active user base. It is built<br />
on the idea of connecting people<br />
and their ideas and provides a place<br />
for users to connect with each other<br />
and the brands they care about.<br />
You want your audience to interact<br />
with your ads. If you can show<br />
value to your followers, your<br />
advertising efforts can have a true<br />
network effect.<br />
At <strong>Marketo</strong>, we are always<br />
experimenting with different types<br />
of ads and content. Over the years,<br />
we have learned that to<br />
successfully advertise on<br />
Facebook you need the following:<br />
to do something. You want<br />
people to have something to<br />
click on. You also might consider<br />
having your promoted posts go<br />
directly to a form, if you want to<br />
collect buyer information.<br />
How do promoted posts work? You<br />
can promote a post (including status<br />
update, video, blog posts, and offers)<br />
directly from your News Feed.<br />
Here is an example of a promoted<br />
post from Uber. This post shows up<br />
in a user’s News Feed and is clear and<br />
concise, and has an obvious CTA.<br />
Facebook has officially created a<br />
space for brands on its social<br />
network and has continued to<br />
evolve the ways that marketers can<br />
engage with their audiences.<br />
1. Compelling messages<br />
2. Eye-catching visuals<br />
3. Shareability<br />
4. A clear CTA<br />
With Facebook’s unique targeting<br />
abilities, advertising on the social<br />
platform can yield some of<br />
the biggest bang for your<br />
marketing buck.<br />
Contagious Facebook Advertising<br />
So what works on Facebook for<br />
advertising? The key is to strike a<br />
balance between offering content<br />
that is valuable for brand positioning<br />
and offering content that is fun and<br />
shareable on social channels.<br />
5. Personality!<br />
Promoted Posts<br />
Your promoted post is the bread<br />
and butter of your Facebook ad<br />
strategy. Amplify your organic<br />
posts and engage your followers<br />
(and their networks) by putting<br />
paid efforts behind some of your<br />
top posts. Remember, when using<br />
promoted posts for advertising<br />
purposes, there should always be<br />
a strong CTA—ask your followers<br />
Uber Promoted Post
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