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Resources: 

Customer Journey: 

Awareness: Making someone aware of your movement 

Consideration/Interest: Get people to start thinking about your movement and look for more information about it

Acquisition/ Purchase/ Conversion: Encourage people interested in your movement to move forward on your call to action or whatever you are asking them to do. 

Retention: Keeping the student involved in your movement 

Advocacy: A student is willing to advocate for your movement with others. 

Ads are not your strategy, they are a tactic that helps boost your strategy.  

1. Strategize 

Understanding your audience 

• What is their biggest frustration? 
• What dreams do they have? What don’t they have but they need? 
• What are their fears? 
• If they were standing in line at the coffee shop, how would they describe their frustration? 

Understanding the audience ad journey 

• What is your ad going to look like? 
• What is the journey you want the student to take after seeing the ad? 
  • What does the student do after seeing your ad? 
  • If they are clicking on something that leads them to a form or a site, what does that look like?
  • Is there a clear guide on the website or form for what their next steps are? 

Budget

You need to have a quantifiable number of what success would be to you and then from there, you can base your budget off of a metric that makes sense. 

1. Awareness 

The main goal of awareness campaigns is not to get contacts. Instead, the aim is that your movement will become the first thing students think about when they need a service you offer. 

In this ad, talk about your most valuable contribution you can make to students so they become warm leads who are open to being retargeted.  

To create a brand awareness ad, you need to: 

1. Define your target audience
2. Define your brand message 
   1. what is the main message that you want to advertise?
   2. If students walk away from your ad and only remember one thing, what do you want it to be? 
3. Find the best storytelling angle : 
   1. How can you tell your message in an interesting, fun, and engaging way? 
4. Create your brand awareness ads 
   1. Video format works ads and this include Reels.
5. Select your advertising channels and budget 
6. Set up your brand awareness campaign

1. Lead Generation 

The main goal is to get them to engage with your content.

If you’re new to Facebook/Instagram ads, I would strongly recommend running engagement campaigns. Engagement and video views would be your best options for this. 

If you are solely looking to get students’ contact information, we’d recommend running lead generation or messaging ads. 

• Again we will link videos on how to run the actual ads, but we want to focus on giving you a strategy in this training that you may not get from watching youtube videos. 

1. Retargeting 

How to retarget people who engaged with your previous content

• Pay attention to the start, and then he specifically talks about Instagram at minute  5:55 (in the middle he talks about retargeting using a website)

1. Scale and Optimize 

This is asking questions to see how your ads have done, make changes that are necessary, or to even see if you should continue. 

Questions to ask

What is working and what can we do to improve? 

Can we justify spending more money?

 If we do, how much will we make? 

What was the cost per lead? 

What was the amount of time people watched the video? 

Analyze if your story ads on Instagram are working 

Tips: 

1. Story ads are doing better than feed ads because it will run by itself and it takes up the whole screen 
2. If an ad is done right it should flow right into the other posts.
3. Have 4-5 different ad options so your audience aren’t getting tired of seeing the same single ad. 
4. If you are doing a carousel post, you can create that in Canva and make sure you have moving elements. If you are making a stand-alone post, create a video and add words through IG. 
5. keep the 1st 7-8 seconds of your ad consistent because people are trying to register what’s going on in the first 3 seconds.  
6. The more expensive your product or service, the more trust you must build with your potential customers.
7. People will not watch your whole ad 

Facebook Ads Tutorial

Instagram Ads 2021 for Beginners

How to Create Instagram Ads in Ads Manager

Quiz for this Training