Zelfstudie Hubspot Academy
Digital advertising: a targeted, data-driven advertising strategy for reaching consumers online at
every stage of the buyer’s journey, including awareness, consideration and decision stages.
Bv. Social media, paid advertising
Consumers don’t hate ads, they hate bad ads.
Wat leren:
- How to use digital advertising across the buyer’s journey
- What targeting strategies are and how to use them
- How to strategize your paid media campaigns
- How to write ad copy, design creative and build a conversion path
- How to advertise on social media channels
- How to do paid search advertising
- Advances strategies for advertising on Google
- What programmatic advertising is and how it works
- How to evaluate the performance of your digital advertising campaigns
The advantages of social media advertising
8.5 billion dollars spended on social media
i. Reach specific target audiences
- Organic social media: you’re reliant on your followers
- Social media advertising: target people who haven’t heard of you yet
ii. Variety of ad formats
Each platform unique value
Types of ad formats:
- Photo and video ads
- Shopping ads
- Lead ads
- Message ads
- …
iii. Invest in efforts that drive leads and sales
Exploring the social media advertising platforms
Facebook
- 2.5 billion users (30% van de wereldpopulatie)
- Targeting capabilities
3 types of audiences
, o Core audiences: based on criteria like age, interests and geography
o Custom audiences: get back in touch with people who have engaged with your
business
o Lookalike audiences: reach new people whose interests are similar to those of your
best customers
Ad types:
- Photo ads
- Video ads
- Story ads
- Lead ads: capture lead information without directing people out of the Facebook
platform (newsletter, win a prize)
Messenger: 20 billion messages every months
- Call to Action in ads: start conversations with ads on Facebook that include a call to action to
send a message
- Story ads: run story ads on Messenger stories
- Ads: ads to deliver content directly into users’ Facebook Messenger chats
- Retargeting: sponsored messages allow your to advertise to people who have already
interacted with your business in Messenger
Instagram
- 1 billion users (half of Facebook)
- Mostly between 18-34 y/o
- Targeting
3 ways to advertise on Instagram
o Promote posts and stories directly from your Instagram professional account
o Create ad form you Facebook page and promote them on both Facebook and
Instagram
o Create ad campaigns in the Facebook ads Manager to access full targeting
capabilities
Ad types:
- Photo ads
- Video ads
- Story ads
- Ads in the explore tab: people using Instagram Explore are exploring their interests and
discovering new content creators
- Shopping post ads: allow you to include a that shows your brand name and price
LinkedIn
- 660 million monthly active members
- B2B advertising
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