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.

Discover how to master Meta ads for consumer marketing by using broad and narrow strategies to drive long-term growth, broad reach, and cost-effective advertising versus organic marketing.

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.

Explore broad Facebook advertising by prioritizing expansive targeting of all product category buyers, future buyers, out of market and current customers, including light and heavy buyers.

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.

Make reach the foundation of your Facebook ads by targeting broad audiences to maximize exposure and brand recall, with cost-effective impressions that reach millions.

Prioritize the awareness objective to maximize reach and brand awareness, because exposure drives growth more than perfect messaging. Use reach and video views to expand your audience and sales potential.

Learn how memory-based advertising builds long-term growth by linking triggers and category entry points to your brand, creating mindshare for future buying decisions.

Brand advertising and decades of marketing build consumer memory that drives purchases far into the future; for new brands, focus on becoming a recognizable category symbol to build reach.

Advertising relies on psychology, not just engineering; clicks don't predict recall or purchase intent. Broad, long-term advertising subtly boosts brand awareness and customer acquisition across large audiences.

Rely on Facebook click data for revenue attribution, but it misleads campaigns; analyze by delivery and country, comparing clicks to actual customers and revenue to avoid dangerous proxy KPIs.

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.

Facebook video ads carry higher cpm than images because the algorithm balances content types within placements, making video placements more competitive even as click-through rates rise.

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.

Audit awareness reach campaigns in the Facebook ads interface by examining reach, cost per result, engagement metrics, and video plays, then refine targeting by country, placements, and frequency.

Navigate geographic targeting in Facebook ads by selecting countries in browse mode and manually checking Switzerland or Australia, avoiding city-level mis-targeting like Mexico in global campaigns.

Scale Facebook ads with a focus on reach by selecting placements that grab attention and build brand memory, avoiding junk inventory. Analyze attention across platforms and creatives for long-term recall.

Maximize reach on Facebook by optimizing for reach with brand awareness and broad targeting, while avoiding granular targeting to balance expansion with cost.

Evaluate Facebook advertising data reliability through MSC accreditation and independent CPA audits. Acknowledge past scandals and the effort to remove fake accounts to improve data trust.

Explore broad Facebook marketing with awareness and reach objectives, targeting out-of-market and in-market buyers. Focus on long-term mindshare, memory impact, and reach as key KPIs.

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.

Compare retargeting and lead generation in social media marketing, showing how retargeting lowers friction with video ads and leads to views, while email-led lead generation offers cheaper cpms and nurturing.

Set up lead generation campaigns with lookalike audiences at the ad set level, starting tight (1%) and building from lead form interactions, custom audiences, and paying customers.

Explore a two-step retargeting funnel that starts with awareness campaigns and adds retargeting to drive sales or app promotion, avoiding bottlenecks of a strict three-step lead generation funnel.

Set up a Facebook retargeting campaign to drive sales by selecting the sales objective, using the Facebook pixel, and building custom audiences from 10-second video viewers and page engagers.

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.

Import customer lists into Facebook to create custom audiences and lookalike audiences, mapping fields from a csv file such as first name, last name, country, and city to improve targeting.

Learn to create lookalike audiences from a custom customer list, test 1% and broader percentages, and manage country targets and audience sizes in Facebook ads manager.

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.

Explore instant experiences, micro websites within Facebook, to retarget engaged audiences without external sites. Discover fifteen times faster load times, easy creation with templates, and cost-effective, hosted convenience.

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.

Facebook dynamic creative automatically combines images, videos, headlines, descriptions, and calls to action into multiple ad variations and optimizes delivery to the right audiences for bottom-of-funnel sales.

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.

Invest in attention as an asset by targeting underpriced platforms like TikTok and Instagram and rising micro-influencers, while testing engaging content formats and agile strategies for scalable results.

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

Learn how InVideo uses AI to generate footage, scripts, voiceovers, and subtitles in minutes, enabling faceless channels and viral videos across YouTube, TikTok, and Instagram.

Learn to select Facebook campaign objectives—awareness, consideration, and conversion—by matching them to buyer awareness stages, especially in B2B, where 95% are not in market, to avoid a funnel doesn't fit.

Set facebook objectives by applying sales force 3-2-1 strategy, target in-market vs out-of-market audiences, prioritize bottom funnel lead generation, and balance video views, traffic, and brand awareness for B2B growth.

Explore brand awareness, reach, traffic, engagement, and lead generation within B2B Facebook ads, contrasting gated content with open content and emphasizing the total addressable market for scalable campaigns.

Use the Facebook lead generation objective with instant forms to generate bottom-of-funnel leads, and boost targeting via custom audiences, import lists, and LinkedIn for a demo.

Learn how to create effective Facebook lead gen forms, optimize fields for high conversions, and nurture after submission with CRM integrations like HubSpot or ActiveCampaign.

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.

Discover how Facebook lookalike targeting uses a source list to find people similar to your sales qualified leads, using 1% to 10% lookalikes and geographic filters.

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.

Explore bottom-of-funnel lead gen ads for SaaS, leveraging offer-centric messaging, Facebook text restrictions, and testing calls to action like free consultation or quotes to boost conversions without a landing page.

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.

Explain how to leverage retargeting for form incompletes, target visitors who clicked but didn’t submit on lead forms, and use follow-up messaging to boost lead conversion.

Integrate CRM data with Facebook metrics to track indicators like MQLs, SQLs, and pipeline. Smooth marketing to sales handoffs and optimize the funnel to balance short-term metrics with brand growth.

Discover how Facebook retargeting powers segmentation without gating content, using website visits, video views, and lead forms to optimize campaigns and lower costs.

Retargeting takes time to build audiences; run bottom, middle, and top of funnel ads together. Use exclude options to avoid the thank you page for the demo request when scaling.

Install the Facebook pixel to enable conversion tracking and retargeting, and add it to your site via the events manager by copying the code into HTML.

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.

Create engaging Facebook video ads by adding captions with tools like subtitle and headlines. Optimize for through play with short videos and a learn more call to action across placements.

Shift your KPI strategy from short-term pipeline to long-term brand awareness by embracing emotional, bold brand marketing that builds fame beyond immediate revenue.

Explore how frequency influences brand recall in Facebook ads. See how one exposure per week yields about 80% of total lift, while two per week yields 95%.

Analyze a brand awareness campaign with over a million impressions, using video and image ads to build brand recall and discuss recall lift metrics as long-term indicators.

Master a cost-efficient Facebook awareness campaign that promotes a free PDF, optimizes ad sets for traffic, expands audiences, and addresses objections with no gating, a clear call to action.

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.

explore how b2b branding extends beyond demand generation and product marketing to build a bold, emotionally engaging brand with mascots that resonate long-term.

Leverage Facebook's high engagement to drive text-based conversations via messenger for sales. Use inbox insights from comments to learn needs, address objections, and nurture prospects into the funnel.

Learn advanced business-to-business targeting on Facebook using Lead Reinforce to create audiences from influencers, groups, competitors, and LinkedIn data for cost-effective lead generation.

Explain Facebook native targeting limitations for B2B ads and show how custom targeting, LinkedIn Sales Navigator lists, and lead and force audiences boost leads and lower cost per lead.

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.

Create a streamlined Facebook lead form with personalized coworking manager copy, offering a free automation demo and a CTA to schedule a 15-minute demo via calendar, boosting MQL to SQL.

Master the reach, frequency, and memorability formula to boost brand value, using video ads on YouTube and social platforms, steady messaging, and memorable branding elements like mascots.

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

Explore bottom-of-funnel LinkedIn ads for lead generation, including message and conversation ads, Sales Navigator outreach, and image, video, and text ad strategies to capture demand.

Understand conversation ads that enable multiple calls to action and embedded images to steer prospects. Learn how strategic senders, incentives, and targeting improve engagement and generate pipeline and revenue.

Learn how to build LinkedIn conversation ads for lead generation, set budgets, target IT directors, use templates, and optimize with flowcharts and error resolution.

Learn to use LinkedIn Sales Navigator for account-based marketing, building account and lead lists, and orchestrating automated and personalized outreach with careful pacing and sales team alignment.

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.

Differentiate product positioning from advertisement positioning and craft use-case driven ads with clear promises—speed, personalization, and localization—using precise targeting and trusted brands to boost conversions via LinkedIn lead capture forms.

Create a LinkedIn lead generation campaign using a single image, targeting mid-sized marketing roles in the United States with a lead capture form, a $50 daily budget, and manual bidding.

Create bottom-of-funnel video ads for lead generation by leveraging quick, cost-efficient productions with native LinkedIn lead forms, precise targeting, social proof, and demos and captions to drive urgent actions.

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.

Explore LinkedIn text ads, their bottom-funnel focus, and how to optimize with strong calls to action, simple landing pages, low bids, and conversion tracking using the LinkedIn insight tag.

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 LinkedIn advertising audiences by uploading contact or company lists with segmentation by seniority and function, and retarget via company page, events, forms, video views, website visits, and look-alike audiences.

Explore why low ticket offers outperform high ticket strategies, and how direct response versus mass brand marketing and channel partnerships drive profits.

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.

Master top and middle funnel strategies for LinkedIn campaigns, focusing on awareness and consideration. Use retargeting and lead generation, and uncover out of market opportunities in business to business marketing.

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 integrated marketing across LinkedIn ads, warm-up emails, and direct mail can drive roi, with case studies showing rapid pipeline and revenue growth.

Raise brand awareness at the top of the funnel by focusing on brand marketing and applying a five-step method: video post with hashtags, boost, engage, and expand across channels.

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 targeting problem unaware audiences at the top of the funnel by selling the problem, not the brand, using urgency, social proof, and examples like labor shortages and broken pricing.

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.

Elevate product awareness through education over gating demos, using interactive tours and soft learn more prompts, while leveraging case studies and informative content to inform leads and retarget.

Spy on competitors’ ads to spot gated middle-of-funnel content and awareness and video opportunities, then use LinkedIn website demographics to optimize across channels.

Master advanced LinkedIn targeting with matched audiences, lookalikes, and layered attributes to create precise campaigns. Implement retargeting across video views, site visits, and cross-channel, always-on strategies to optimize reach.