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Conquering Paid Facebook Advertising to Increase Campaign Awareness
May 11, 2017 @ 8:00 am - 10:00 am
To register: https://www.prsa-ncc.org/conquering-paid-facebook-advertising-increase-campaign-awareness
Not long ago, activities conducted by PR departments were distinct from functions handled by the marketing team. Technology though has triggered a convergence of responsibilities. Today, with the increasing complexity of client campaigns and how media is being consumed, the PR model has had to adopt digital duties like influencer outreach, content creation and shaping social media conversations. To evolve further, PR professionals now must conquer paid media tactics where the content is being distributed in order to stay competitive and to meet the growing needs of clients. Paid distribution will ensure it is seen by the right audience, at a greater scale, and be measured in way.
There are a number of native advertising and application-specific paid media opportunities for your next campaign, but with 1.8 billion monthly active users and unlimited targeting parameters, Facebook should be the first ad platform a PR professional should learn. In this hands-on Facebook advertising workshop, we will review:
Ad management tools
Testing methods
Campaign objectives
Campaign structure
Platform ad placements
Targeting parameters
Budget and timing considerations
During the session, we’ll go step-by-step in developing a Facebook ad and provide a hands-on instructional environment activity to get you thinking about your next client campaign.
About the Presenter:
Dan Higgins (@AdScientist) is director of social media and content marketing at the PlowShare Group. His experience has included an entire spectrum of digital marketing services for clients such as the Centers for Disease Control and Prevention, Truth Initiative, Progressive, Fidelity Investments, Tyson Foods, Santander Bank and University of Phoenix. His contributions have helped his teams win many awards including four Effie Awards and eight Clio Healthcare Awards for digital and integrated campaigns.
Cost:
$35 PRSA, WWPR and BPRS members
$60 non-members
$10 students/retirees
$10 additional the door