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How to Create Social Media Ads Easily to Improve Your Marketing21 min read

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How to Create Social Media Ads
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Table of Contents

Creating and running social media ads is something you have to learn if plan on reaching out to more people. It is also very essential in social media marketing or digital marketing as a whole.

As mentioned previously, social media ads are very important in social media marketing. Social media platforms also offer you ways to reach out to more people for a reasonable price. This is a win-win transaction as you get to reach more people, get followers, page likes etc. and they make money.

Social Media ads is one of the major sources of income for all social media platforms so it is taken very seriously. There are also various types, variations, steps and guidelines involved.

However, it isn’t rocket science nor should it be. Social media Marketing and running of social media ads is one of the things we consider the easiest and most basic in the world of Digital Marketing.

So, let’s get started on social media ads

Don’t forget, you can skip to the part you are most interested in using the Table of Contents

What is Social Media?

Firstly, lets define “SOCIAL MEDIA”.

This might seem funny to you as you probably already have an idea of what social media is.

However, having a clear/better knowledge and understanding of it would help understand better the purpose of social media ads.

Simply put, Social Media is any digital platform in form of a blog, app or website that allows individuals/users to share their digital data with other users of the same platform to form a network or community.

From this you understand that the main aim of any social media platform is to allow you to share information and media with other users.

There are different types of social media platforms. The most popular ones include:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Snapchat
  • Pinterest
  • Reddit

These platforms accommodate millions to billions of users who share billions of data among themselves across the world in a matter of seconds, every day.

Today, just like in terms of traditional marketing, businesses take advantage of the user activity on these social media platforms to reach out to potential leads and convert them to sales.

In fact, Social Media is very much popular that 94% of digital marketers use it for content distribution and marketing purposes. This is also coupled with the fact that Social Media Marketing is very easy and effective to get started with.

The most popular social media platforms

There are a lot of social media platforms out there but we’ll quickly give you the overview of the most popular social media platforms in 2020.

You will definitely find your target audience using these social media platforms. And they are:

Facebook

facebook marketing guide
  • Founded: 2004
  • Active Monthly Users: 2.45 billion worldwide
  • Industry impact: B2B and B2C
  • Best Thriving Industries: All industry especially financial services, ecommerce, retail, gaming, entertainment, media, telecom, technology, consumer goods, and automotive businesses.
  • Best for: Brand awareness; advertising

Twitter

Twitter marketing guide
  • Founded: 2006          
  • Active Monthly Users: 330 million worldwide
  • Best Thriving Industries:
  • Industry impact: B2B and B2C
  • Best Thriving Industries: Highest engagements are recorded in industries related to entertainment, sports, politics, or marketing
  • Best for: Public relations; customer service

Instagram

Instagram marketing guide
  • Founded: 2010
  • Active Monthly Users: 1 billion worldwide
  • Industry impact: B2C
  • Best Thriving Industries: Ecommerce businesses, influencers, and coaches
  • Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising

LinkedIn

LinkedIn marketing Guide
  • Founded: 2003
  • Active Monthly Users: 310 million worldwide
  • Industry impact: B2B
  • Best Thriving Industries: All professional organizations
  • Best for: B2B relationships, business development, and employment marketing

Snapchat

  • Founded: 2011
  • Active Monthly Users: 360 million worldwide
  • Industry impact: B2C
  • Best Thriving Industries: Companies targeting young audience
  • Best for: Brand awareness, advertising, influencer takeovers

Pinterest

  • Founded: 2010
  • Active Monthly Users: 367 million worldwide
  • Industry impact: B2C
  • Best Thriving Industries: Industries related to design, fashion, food, decor, wedding, workout
  • Best for: Visual advertising; inspiration

Reddit

  • Founded: 2005
  • Active Monthly Users: 430 million worldwide
  • Industry impact B2C and B2B
  • Best Thriving Industries: All industries

Choosing the Best Social Media Platforms for ads

How can you create a social media marketing strategy when you can’t even choose the right social media for you? How can you learn to create social media ads that generate and convert leads when you can’t even choose the right channel?

Choosing the best social media can be confusing get started with the best platform to get started and run your social media ads. However, we have highlighted the best ways to get started with social media marketing.

There are different ways to determine that but the best and easiest ways include:

Marketing Research

To do a quick and effective marketing research, ask yourself the following questions:

  • Which industry are you in?
  • What are your social media strategy objectives?
  • What social media channels are your competitors using?
  • What channels are your target audience using?
  • What are the types of contents you want to create?
  • How do you plan to interact with your customer?

Once you can provide the answers to those questions, you’ll pretty much have the idea of the best social media platforms to use. When you make your research on your target audience and competitors and also experiment a bit, you should be off to a good start

You can also check the previous section to guide you further on the best social media platform for your industry.

Testing

While this would surely take some time to get the definite result, it is very effective. Testing involves trying out various social media platforms that you have highlighted and seeing which produces the best result.

An example of this is when Fovero Digital Technologies started, we decided to mainly use two social media platforms:

  • Facebook
  • Instagram

However, it wasn’t until trying out others such as Twitter and LinkedIn before we saw that Twitter for example gave us some preferred results when compared to Instagram.

So, in the same way you can test your strategy, content, ideas on different platforms and see which turns up the most.

Making the Most out of your Social Media Platforms

To drive maximum engagement and conversions through social media for your business, you have to make the most out of it. Here are some things you should ensure doing:

Another thing that goes a long way is your content.

What should you post?

The answer to that is simple.

Post things related to your industry and not just about you. Remember that Social Media Marketing is never about you; it is about your audience, your customers. And also endeavour to post professional images and graphics.

Note these crucial points. They seem little but have great effects.

Some things you should never do:

Don’t focus on inorganic ways to build your followers.

That means do not:

  • Buy business accounts
  • Pay influencers to get followers
  • Immerse yourself in gain trains as it is called
  • Use social media bots or related

General structure of a Social media ad

Most ads usually have something in common. Let us quickly look at the basic structure of ads and social media ads especially. A social media ad consists of:

Headline

This is the short description/heading that captivates your audience. It is usually bigger or bolder or both. The headline of an ad is very important as it usually determines whether a user would click on it or not.

Body

This is the main description of what your ad is about. This is the place to succinctly highlight your points and captivate your audience.

Media

Depending on the type of ad you are running, your media might be single or multiple images, video, slideshow etc.

CTA(Call to Action)

A CTA/Call To Action is usually at the bottom of the ad and describes the action which users should take. Popular examples include: Sign Up, Learn More, Message Now

Types of Social Media Ads

Social media ads or “SOCIAL MEDIA ADVERTISING” is a means of advertising on a social media platform using text, photo, audio/video mediums to create marketing content which informs social media users about a business’s product or service.

There are different types of social media ads and all the major social networks/platforms offer advertising options.

That doesn’t mean you should use all of them. It is the job of a digital marketer or businessman looking to advertise his business product & service to analyze and choose which advertising option best fits the audience he’s trying to reach and the results he’s trying to achieve.

When thinking about which social networks to use for advertising, look at which ones perform well organically.

When choosing where to place your ads, it’s also helpful to know which networks are most popular with your target audience.

Pinterest, for example, has far more female than male users. If you’re targeting a younger crowd, you’ll likely find them on Snapchat and Instagram.

Let’s explore the top three social media platforms and the types of ads they offer:

  • Facebook
  • Instagram
  • Twitter

Types of Facebook ads

Facebook ads campaign objectives

Facebook ads are designed to help you achieve primary campaign objectives:

Awareness: Build brand awareness or increase reach.

Consideration: Send traffic to your website, increase engagement, encourage app installs or video views, generate leads, or encourage people to communicate with you on Facebook

Messenger Conversion: Create online conversions, make catalog sales, or drive foot traffic to offline stores.

Audience considerations: Facebook is popular across demographics and offers detailed targeting options. This allows you to reach out to more active users per campaign thereby increasing chances of sales conversion.

Types of Facebook ads include:

Image ads

Facebook Ads Happy Socks
  • Headline: 25 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All except video views

Video ads

Facebook Video ad by New York Times
  • Headline: 25 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All except catalogue sales

Facebook Stories ads

  • Text: No set character count. Aim to leave 250 pixels text-free at the top and bottom of the ad.
  • Campaign objectives: Engagement, messages, catalog sales, store traffic

Carousel ads

  • Headline: 25 characters
  • Link description: 20 characters
  • Body text: 125 characters
  • Campaign objectives: All except engagement and video views

Slideshow ads

  • Headline: 25 characters
  • Link description: 30 characters
  • Body text: 125 characters
  • Campaign objectives: All

Collection ads

  • Headline: 25 characters
  • Link description: n/a
  • Body text: 90 characters
  • Campaign objectives: Traffic, conversions, catalog sales, store traffic

Instant Experience ads

  • Text: Blocks of text up to 500 words each.
  • Campaign objectives: All except lead generation, catalog sales, and messages

Messenger Inbox ads

  • Headline: n/a
  • Link description: n/a
  • Body text: 125 characters
  • Campaign objectives: Traffic, app installs, conversions, catalog sales, messages

Please note that there are still other Facebook ad format such as dynamic ads but these are main types

Types of Instagram ads

Now let’s explore more into ads types on Instagram:

STORIES ADS

Supported objectives:

  • App installs
  • Brand awareness
  • Conversions
  • Lead generation
  • Messages
  • Reach
  • Store traffic
  • Traffic
  • Video Views

Call-to-action buttons:

  • Apply Now
  • Book Now
  • Contact us
  • Download
  • Get Showtimes
  • Get Quote
  • Get Offer
  • Install Now
  • Learn More
  • Listen Now
  • Order Now
  • Play Game
  • Request Time
  • See Menu
  • Send Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More

PHOTO ADS

Supported objectives:

  • App installs
  • Brand awareness
  • Catalog sales
  • Conversions
  • Engagement
  • Lead generation
  • Messages
  • Reach
  • Store traffic
  • Traffic

Call-to-action buttons:

  • Apply Now
  • Book Now
  • Book Test Drive
  • Call Now
  • Check Availability
  • Contact us
  • Donate
  • Download
  • Get Directions
  • Get Showtimes
  • Get Quote
  • Get Offer
  • Install Now
  • Learn More
  • Listen Now
  • Open LInk
  • Order Now
  • Play Game
  • Preregister
  • Request Time
  • See Menu
  • Send Message
  • Send WhatsApp Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More

VIDEO ADS

Supported objectives:

  • App installs
  • Brand awareness
  • Conversions
  • Engagement
  • Lead generation
  • Messages
  • Reach
  • Store traffic
  • Traffic
  • Video Views

Call-to-action buttons:

  • Apply Now
  • Book Now
  • Book Test Drive
  • Call Now
  • Check Availability
  • Contact us
  • Donate
  • Download
  • Get Directions
  • Get Showtimes
  • Get Quote
  • Get Offer
  • Install Now
  • Learn More
  • Listen Now
  • Order Now
  • Play Game
  • Preregister
  • Request Time
  • See Menu
  • Send Message
  • Send WhatsApp Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More

CAROUSEL ADS

Supported objectives:

  • App installs
  • Brand awareness
  • Catalog Sales
  • Conversions
  • Lead generation
  • Messages
  • Reach
  • Store Traffic
  • Traffic

Call-to-action buttons:

  • Apply Now
  • Book Now
  • Book Test Drive
  • Call Now
  • Check Availability
  • Contact us
  • Donate
  • Download
  • Get Directions
  • Get Showtimes
  • Get Quote
  • Get Offer
  • Install Now
  • Learn More
  • Listen Now
  • Open Link
  • Order Now
  • Play Game
  • Preregister
  • Request Time
  • See Menu
  • Send Message
  • Send WhatsApp Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More

COLLECTION ADS

Supported objectives:

  • Catalog sales
  • Conversions
  • Store traffic
  • Traffic

Call-to-action buttons:

  • Learn More
  • Purchase

INSTAGRAM EXPLORE ADS

Supported objectives:

  • App installs
  • Brand awareness
  • Conversions
  • Engagement
  • Lead generation
  • Messages
  • Reach
  • Traffic
  • Video Views

Call-to-action buttons:

  • Apply Now
  • Book Now
  • Book Test Drive
  • Check Availability
  • Contact us
  • Download
  • Get Showtimes
  • Get Quote
  • Get Offer
  • Install Now
  • Learn More
  • Listen Now
  • Play Game
  • Preregister
  • Request Time
  • See Menu
  • Send Message
  • Send WhatsApp Message
  • Shop Now
  • Sign Up
  • Subscribe
  • Use App
  • Watch More

INSTAGRAM SHOPPING ADS

Supported objectives:

  • Brand awareness
  • Conversions
  • Link click
  • Post engagement
  • Reach

Types of Twitter ads

There are several types of twitter ads to help you reach your social media marketing goals and they includes:

  • Promoted Tweets
  • Promoted Accounts
  • Promoted Trends
  • Promoted Moments
  • Automated Ads

Creating your first ad on Social Media

We will focus on how to create social media ads on the 3 most popular social media platforms which are:

  • Facebook
  • Instagram
  • Twitter

There are 2 types of social media ads.

  • Organic
  • Paid ads

Organic ads

This entails the posting or advertising on a social media platform to an immediate social network. That is to say: posting or advertising to your friends or followers on either Facebook or Instagram. This form of advertising can be productive but is limited to those who already follow you on Instagram or are friends with you on Facebook.

Paid posts

This is where the gold chest is really for businesses today with an unlimited outreach and audience targeting options businesses can gain more outreach, brand engagement, lead generation and sales conversion.

Facebook and Instagram Ads

How to create Facebook ads

Now let’s start with Facebook. A lot of us know that we can boost posts on Facebook but that’s all we know. When creating ads on Facebook, you do that in three ways:

  • Click on the posts on your Facebook page and click on Boost Post. This is by far the easiest and most convenient type.
  • Go to ads options on your Facebook page (mobile and desktop). Here it gives you more options such as Create ads to boost page (for most page likes), To get leads, To boost website traffic, etc.
  • Go to Facebook Ads Manager (App or desktop site). Here you can find the full features you can utilize.

How to create Instagram ads

Now let’s move to Instagram. There are three ways to create Instagram ads too

  • Boosting of post
  • Go to promotions options in the menu
  • Go to Ads Manager

Now to create ads on Instagram, you need Facebook page connected. Because once you have Facebook page, you automatically have access to ads manager which is required for Instagram ads

Digging deeper into creating Social Media Ads on Facebook and Instagram

1.  To easily create and manage paid ads on Facebook and Instagram simultaneously, you must set up “Facebook ads manager” account or download the mobile app. This allows you to monitor, manage and create ad campaigns on these social media platforms at the same time.

2. You must setup an ad account (basically, the Facebook page that you want to run your ads from) using your login information and bank debit/credit card details for billing of the ad campaign on your ads manager app.

3. Fund the account.

You can create ads in Ads Manager that would run on Facebook, Instagram & Messenger by creating a target Audience Network.

Before you begin:

  • You can use ads with multiple objectives. To reach people most likely to watch your video, the Video Views objective is highly recommended.
  • Use a supported file format and make sure your photo/video meets the minimum specifications needed to deliver your ad successfully.
  • You can create a photo/video ad in Ads Manager using the steps below.
  • You can also boost a post that includes a photo/video from a Facebook Page.

To create photo, video and carousel ads in Ads Manager

1. Go to ads manager Click + Create.

2. Choose an objective that supports your ad and then click Continue.

3. Choose your audience, placements and optimization and then click Continue.

4. Choose the budget and duration for the ad campaign. This budget is setup using a ratio of “amount/outreach” that means the larger your ad budget, the larger amount of people/outreach you get.

5. Select your media:

If your format is Single Image or Video: Click Add Media, then click Add Video and select your video from your library.  Click Upload to upload a new video. To create a video using the video creation kit, choose Create Video.

If your format is Carousel:

  • Scroll to the Ad Creative section and click Video/Slideshow. 
  • Then, click Select Video to upload a video or select a video from your library.

To create a new video,

  • Select Create Video. Do this for each carousel card you wish to include in your ad.
  • Click Edit Video to crop or trim the video and customize a thumbnail image.

 You can also add captions, text overlays and logo overlays.  Note that all options may not be available when including a video as part of a carousel. Add your text, links and tracking.

When you’re done,

Click Confirm to publish the ad.

How to create ads on Twtiter

1. Create Twitter ads Account

Twitter ad manager - social media ads
Images by Hootsuite

Log into your twitter account and go to ads.twitter.com to setup your account. This is similar to Facebook ads manager. Input your country and time zone and click on the Let’s go button.

This would give you full access to Twitter advertising platform and features such as creating, tracking and analyzing your marketing campaigns.

2. Choose between “Promote Mode” and “Twitter Ads.”

You need to choose whether you want to promote single feeds (similar to boost post on Facebook) or run an entire ad campaign for a specific purpose.

Difference between Promoted Tweets and Twitter Ads:

When you use promoted tweets, this will allow your tweets to appear in the Twitter streams or Twitter search results of specific users.

Running Twitter Ads has more options and you can choose different types of ads. It provides a more holistic campaign, using multiple groups of tweets to accomplish a single goal for your brand.

Depending on your objective, Twitter Ads can display your username in places other than a user’s newsfeed, such as the “Who to Follow” section to the right of their Twitter homepage.

3. Select your Twitter Ad’s objective.

Twitter social media ads objectives
Images by Hootsuite

Once you have decided what your campaign objectives are. The categories includes:

Awareness

Under this we have:

  • Reach: This is to increase the number of people that see your tweet. Based on your targeting, you can have as many as you want to see your promoted tweet. The charges come in per 1,000 impressions(views).
  • In-stream video views: This is best type for videos or videos related campaigns. Your video gets shown at the start of videos from Twitter’s premium content partners. You are charged per view.

Consideration

The sub-objectives under this are:

  • Video views: This is when you want people to watch your videos or GIFs and the charges is per view.
  • App installs: Shows your ads for installing an application and the charges is per app install.
  • Website Clicks or Conversions: If you want people to go to your website, maybe you want to direct them to a landing page, then this is for you. Your charges come in per click.
  • Engagements: Best for increasing engagements on your promoted tweets to the maximum. You are charged per first engagement only.
  • Followers: If you want to increase your twitter followers and build your audience, then this is for you. You are charged per follower.

Conversion

  • App re-engagements: If you want to target people who have installed your app to open and use it, this is for you. You are charged for each app click.

4. Fill in the details your ad campaign.

Twitter ads campaign
Images by Hootsuite

Once you have chosen your Twitter ads objective, it brings you to the screen where you fill in details about your ad campaign. This is where you create your campaign name, budget, method of payment, schedule etc.

5. Create an ad group within your campaign.

Twitter social media ads steps
Images by Hootsuite

Next you are required to create an ad group. An ad group simply puts different ads in a category. Think of it as a folder for various ads that are similar. With your ad group, you can divide your campaign into categories for different audience, contents etc.

However, if you are a beginner, you might want to stick to one ad group.

6. Select your target audience for each ad group.

Twitter social media ads audience targeting
Images by Hootsuite

Here you are to choose your target audience for each ad group and you can use various demographics such as gender, age, location, language, platforms etc.

Taking it further, you can also use keywords, events, interests, follower look-alikes, movies, TV shows etc. You can even add specific list of people maybe with your email list or follower base similarity.

7. Choose your ad placement

Twitter ads location

You can also setup where you want your ads to show up. Some popular options includes: users’ timelines, profiles and tweet detail pages, search results etc.

8. Review and launch your campaign.

Revie your campaigns and then launch it.

How to Quickly Promote a Tweet on Twitter:

1. Select “Promote Mode” from the campaign menu and click “Get started.”

2. Select your promoted tweet’s country and timezone.

3. Choose either “Interests” or “Location” as your targeting method.

4. Choose up to five interests associated with your target audience.

5. Choose up to five locations associated with your target audience.

6. Review your ad criteria and select “Proceed.”

7. Add your billing information and launch your promoted tweet.

Conclusion on Social Media Ads

Learning to create social media ads is something that is essential for you if you quickly want to reach more audience. It is a lot easier than what most people think.

But we advise you focusing on more organic ways of playing your digital marketing game. Check out how to get started with social media marketing of learn about creating marketing strategy to achieve your marketing goals.

Let us know in the comment section below if you have any further questions or enquiries.

Editorial Team

Editorial Team

Fovero Digital Technologies' Editorial Staff is a team of Tech experts led by Odewale Ayomide. We are a world class Graphics, Web and Digital Marketing agency operating from Lagos, Nigeria.

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