Social Media Marketing Advertising with Dekker (SMMA)

learn to set up profitable facebook ad campaigns by choosing sales, leads, or awareness objectives, using manual audience targeting, pixel tracking, and optimized placements for conversions.

Explore Facebook ads philosophy by balancing performance marketing with brand awareness, focusing on demand generation, direct response advertising, and lead generation across many oranges rather than squeezing a single one.

Use ai-powered social media to generate tailored ads and posts for buyers with Elsa AI from M1 Project. Build an ICP, create high-converting Facebook and LinkedIn content, and save time.

Set up a broad Facebook ads awareness campaign in ad manager, choose the awareness objective, set a daily budget, and select placements on Facebook and Instagram to maximize reach.

Learn to set up a sales-focused Facebook ads campaign with manual optimization, pixel tracking, and maximize conversions; scale via broad targeting and awareness campaigns for balanced bottom- and top-funnel growth.

Drive profit growth by acquiring more customers and expanding market share through Facebook advertising, grounded in empirical evidence that acquisition, not retention or frequency, fuels long-term profitability.

Keep frequency low in broad Facebook ads to avoid overexposing the same people and prioritize reaching new audiences with a steady, monthly budget and seasonality adjustments.

Develop a disciplined approach to broad Facebook advertising by focusing on reach and mental availability rather than clicks or ROI, to grow market share with a memorable, distinctive brand.

facebook brand awareness campaigns often have inaccurate interest targeting; QA placements, interest targeting, and global targeting to ensure you reach the right people, with tools like lead in force.

Fix inaccuracies in Facebook ads by using manual placements on Facebook and Instagram, excluding Audience Network and apps, and refining targeting beyond broad interests.

Explore asymmetric advantages of broad brand advertising over narrow direct-response tactics, showing how broad campaigns boost short-term sales while building long-term revenue, profitability, and market share through economies of scale.

Apply narrow Facebook advertising to in-market buyers using retargeting, intent data, and trigger events to drive conversions and ROI, while leveraging broad advertising for growth.

Explore how retargeting segments in-market buyers from broader audiences using lead gen forms, lookalikes, and multi-channel ads across Facebook, Google, and email nurturing.

Set up a consumer lead generation campaign with standard targeting on Facebook, using instant forms to capture leads within Facebook, and configure budget, placements, and privacy policy link requirements.

Import a customer list to build a custom audience for in-market targeting, using offline activity and data from Data Axle, while testing negative targeting on Facebook and urgency-driven incentives.

Identify and refine Facebook and Instagram lead in force custom audiences—from pages and influencers to competitors and employees—then analyze, save, and deploy them in ad manager for precise targeting.

Demonstrate how to use an instant experience in ads, replacing a landing page with a Facebook hosted shopping experience featuring images, videos, carousels, and product listings.

Learn to create instant experiences in ads by changing the destination to instant experience, selecting templates, adding images and product text, and saving the experience for future use.

Explore instant experiences templates social ads, including customer acquisition and storytelling formats with carousels, images, and video, and learn to build a custom experience with buttons, text blocks, and headers.

Define narrow marketing by direct response, demand generation, retargeting, and sales activation, emphasizing physical availability across in-market and out-of-market audiences to optimize return on investment.

Focus on high quality content and wide distribution through gatekeepers to maximize reach, using platform-specific posting frequencies and Sparktoro to identify influencers.

Automate lead nurturing by routing demo requests into a two-day delay flow, delivering welcome emails, features tutorials, and case studies with tools like ActiveCampaign or Mailchimp.

Utilize Facebook Messenger ads to drive live conversations with prospects, bypassing phone bookings, and set campaigns with messages as the objective to generate sales-qualified leads and pipeline.

Use native Facebook targeting when no lists exist, focusing on behavioral and firmographic details to reach B2B decision makers, and extend reach by integrating Instagram for corroborating messages across channels.

Test three core elements in direct response marketing—audience list, creative, and offer with positioning—and integrate Facebook lead generation with LinkedIn for B2B campaigns.

Match offers to the audience’s level of awareness using retargeting, diverse ad types, and limited or early access invites to educate and convert in B2B marketing.

Analyze hard offer, direct-response Facebook ads for B2B, focusing on precise audience targeting, clear benefits like Amazon and QuickBooks integration, and credible lead-generation signals like the G2 badge.

Promote a medium offer, using group demos or demo videos or product tours to educate product awareness, enabling self onboarding, product-led growth, and scalable sales.

Use group demos to reach b2b buyers with less pressure than one-on-one sales, offering live, pre-recorded, or on-demand sessions that scale and address objections for small and enterprise buyers.

Map content to funnel stages—from top-of-funnel infographics to middle-funnel case studies and bottom-funnel guides and demos—recognizing the funnel as a flexible mental map driving views, leads, and consultations.

In B2B, prioritize demand generation early, then invest in brand marketing and brand equity for long-term growth. Build top-of-mind, trusted brands to become the default choice for out-of-market buyers.

Discover how Clickup builds brand awareness and recall through distinctive visuals and color, while differentiating brand marketing from product marketing and demand generation in B2B advertising.

Explore real world b2b Facebook ads for veterinary clinics, comparing cost per view, branding versus demonstration, and strategies to generate leads and free trial signups.

The lecture shows how Hewlett Packard Enterprise uses bold brand creative, including mascots and billboards, to build long-term B2B brand equity and top-of-mind trust with out-of-market buyers.

Set up Facebook automated rules and custom notifications to speed lead follow-ups and improve mql to sql conversion through integrations like Zapier or a CRM.

Discover traffic secrets that teach building profitable funnels, identifying dream customers, and leveraging dream 100 partnerships to turn visitors into buyers with irresistible offers.

Learn how to craft bottom-of-funnel image ads on LinkedIn that emphasize clear offers, use compelling incentives, integrate branding, and optimize targeting and bidding for higher conversions.

Present specific use cases as separate image ads to avoid vague messaging and improve clarity, while aligning campaigns with distinct jobs to be done.

Create video ads using the same bidding and setup as image ads, then add video-specific elements like subtitles and headlines, upload the video, and monitor granular video analytics for leads.

Master bottom-funnel LinkedIn strategies by leveraging audience uploads, intent signals, and retargeting, while monitoring demographics and testing targeting, creative, and offers for efficient conversions.

Master LinkedIn targeting by selecting geographies, excluding regions, and layering audience attributes such as company size, seniority, job titles, and skills. Leverage audiences, look-alikes, retargeting, and custom audiences for advertising.

Build memorable, distinctive brand marketing with a mascot or spokesperson to create long-term associations with the webinar need, as shown by the Wistia Wizard campaign.

Allocate your LinkedIn ad budget across top, middle, and bottom funnel stages, prioritizing brand awareness and demand while measuring memory and cognition, not just leads.

Learn how to create awareness on LinkedIn by posting a video with hashtags and a write-up, then boost to maximize organic and paid reach via an engagement campaign.

Set up a video views campaign with a $0.05 bid, enable audience network, and disable audience expansion, then create a brand awareness campaign focused on reach using the same audience.

Video views campaigns boost retargeting and lead generation through webinars and complex content, while awareness reach suits simple messages, builds associations, and keeps frequency low for quality control.

Shift from direct response to brand awareness by testing CPV, cost per impression, and reach on LinkedIn; optimize frequency and video views to build distinctive, memorable branding.

Launch thought leader LinkedIn ads by promoting personal-page posts within a brand awareness campaign using single image ads, with permissions and repurposed content to boost personal brand and thought leadership.

Select a post with 122 reactions, 20 comments, and 15,000 impressions. Approve it, mark as an ad in draft, preview on desktop and mobile, then launch the campaign for reach.

Teach marketers to educate category unaware audiences by framing problems and benefits, position the category as the solution, and use LinkedIn events and webinars to build awareness.

Learn to create a LinkedIn event from a company page, set online format with an external link, add registration and privacy policy, and leverage social proof for momentum.