1. ASSESSMENT RECAP

Develop social media advertising strategy for a company, including the strategy overview, campaign structure, audience targeting, ad formats, mockups, and measurement plan, with a focus on using Facebook Ads.

Structure:

1. Overview of social media advertising strategy for the company
2. Ad Campaign settings
3. Ad Set settings
4. Ads (a total of 2 Ad Mock-ups for the same (1) Ad Set)
5. Advertising campaign measurement & optimization

2. KEYWORDS EXPLANATION 

1. SMART objectives - A specific, measurable, achievable, relevant, and time-bound marketing objective. It provides focus and direction for the campaign.

2. Advertising campaign structure refers to the hierarchical organisation and components of an advertising strategy:

• Ad Placement - The social media platforms, formats, and positioning where the ads will be displayed to reach the target audience. This includes Instagram feed, Facebook stories, YouTube pre-roll etc. Placement impacts ad visibility, engagement rate, and conversion costs.
• Ad Sets - Groups of target audiences, often divided demographically or by interests. Ad sets allow testing messaging and creative variants.

3. HINTS & TRICKS

1. Introduction

Brief background on the company, industry, and marketing situation

Example:

Nike, founded in 1964, is a global sportswear leader with over 7,000 products and 170 countries. With over 1,000 stores and a strong online presence, it achieved sales of $44 billion in 2021. Its digital and social media strategies appeal to Gen Z and Millennials.

• Current Social Media Presence: Analyse the brand’s current social media presence. Look at platforms they are active on, the type of content they post, frequency of posts, engagement levels, etc.