From the course: Introduction to Social Media Strategy
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Establishing your advertising goal
From the course: Introduction to Social Media Strategy
Establishing your advertising goal
- Before you start advertising on social media, it's important to articulate your advertising objective. Without that step, you risk getting lost in the myriad of possibilities for ads, and you might end up in a campaign that doesn't deliver what you hoped. In this lesson, I'll tell you how you can define the objective for your campaign and prepare yourself for success. You'll find that to start an advertising campaign, most social media platforms will ask you to choose your objective from a list of options. Here's the list you'll find on Facebook's Ads Manager tool, for instance. The objective you choose here will then determine which options you can choose from when you build out your campaign. Facebook divides the objectives into three categories. Awareness, which has objectives like generating brand awareness or reach, consideration, which covers objectives like driving traffic, engagement, app installs, et cetera, and…
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