This document provides guidance on using social media marketing, particularly Facebook ads, to raise brand awareness, promote apps, drive local sales, and increase online sales. It discusses targeting audiences based on location, age, gender, interests and behaviors. Specific ad formats are recommended for different objectives, such as newsfeed ads to raise awareness, mobile app install ads to promote apps, local awareness ads and boosted posts to drive local foot traffic, and retargeting ads and website tracking pixels to increase online conversions. Similar targeting strategies using keywords, topics, interests and remarketing are outlined for search, display and YouTube ads. The overall aim is to engage and convert target audiences at each stage of the customer journey through social media advertising.

1. HOW to WIN MOMS
& YOUNG GIRLS
THROUGH MEDIA
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2. adlabs.asia

3. Marketing on Facebook Objective
• Raise Brand Awareness
• Promote App
• Get Local Sales
• Drive Online Sales
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4. Raise Brand Awareness
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5. Raise Brand Awareness
Choosing Adverts Audience
Reach audiences who should see our
adverts before they have to search for you.
Target adverts to our audience by location,
age, gender, interests and more.
Find Similar People With Our Customers
With Lookalike Audiences, we can reach
people on Facebook who share traits with
our customers or people who like our Page.
Click To Website Adverts
Run Facebook Adverts that take
people to any page on our website.
Video Views
Create engaging video adverts that
help people connect with and
remember our brand.
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6. Raise Brand Awareness
Choose Our Goal Choose Images And Where Your
Advert Appears On Facebook
Build Targeted Audience
Choosing Adverts Audience
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7. Facebook Ads targeting based on Facebook users interest.
Interest : Recipes, Baking and Cuisine
Age : 21-35
Location : Indonesia
Choosing Adverts Audience
Raise Brand Awareness
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8. Newsfeed Ads
Right Hand
Column Ads
Adverts Placement
Raise Brand Awareness
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9. Promote Apps
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10. Choosing Advert Audience
Reach audiences who should see our
adverts before they have to search for us.
Target adverts to our audience by location,
age, gender, interests and more.
Reaching Customers We Know
With Custom Audiences, we can reach
customers from their emails and phone
numbers.
Use Audience Network
The Audience Network is a way to
advertise our ads to third party app.
App Install and Engagement Adverts
Reach people on any device who will
want to install your app or use it again.
Promote Apps
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11. Facebook
Mobile App
Install Ads
Facebook
Audience
Network Ads
Promote Apps
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12. Female android users who are
21 – 35 years old with cooking
interest are 88% more than IOS
users in Facebook.
Promote Apps
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13. Get Local Sales
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14. Remarketing to Website Visitors
When people visit our website, we can
reach them again and remind them
about our brand with a Facebook
advert.
Local Awareness Adverts
Local Awareness adverts help us reach
people in the area around us. Reach
them at any time, on any device, so
they'll have in mind when they're
nearby.
Boosting Posts To Reach More People
We can show our Page posts to more of
the people who like our Page and new
audiences.
Reaching Customers We Know
With Custom Audiences, we can reach
customers we already know by targeting
them using phone number or email
address.
Get Local Sales
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15. Get people talking by boosting our posts
With a boosted post, more people see your update,
photo, video, event, offer and more. And you'll reach
more of the people who like your Page, their friends and
all-new audiences in the News Feeds.
Local Awareness Adverts
With this we can choose the targeted location that we
want our adverts to appear.
Example: If our promotion is only for Surabaya area, we
can target our ads location and boosting our post only
for that area.
Boosting Posts To Reach More People
Get Local Sales
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16. Drive Online Sales
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17. Boosting Post to Reach More People
You can show your Page posts to more of the people who like your Page
and new audiences.
Tracking Customer Actions on Our Website
Measure the effectiveness of our Facebook adverts and see how many
people come to our website to make purchases.
Reaching Customers We Know
With Custom Audiences, we can reach customers we know from email
address and phone number database.
Remarketing to Website Visitors
When people visit your website, you can reach them again and remind
them of your business with a Facebook Advert.
Drive Online Sales
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18. • Insert some code into the web page
We can track actions with a Conversion Pixel
– a snippet of code – that we install in the
HTML of a page that we want visitors to go to.
When visitors arrive on that page, the
Conversion Pixel tells Facebook about the
action, and we receive reports on how many
people took action on our website based on
our Facebook advert.
Tracking Customer Actions on Our Website
Drive Online Sales
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19. INSTAGRAM
ADS
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20. Instagram Ads Format
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21. Ads Type Objective
Click to Website Send people to important sections of our website
/ Instagram account
Available Ad Formats: Image, Video, Carousel
Video Views Tell a story using video
Available Ad Formats: Video
Mobile App Install Get people to install mobile app
Available Ad Formats: Image, Video
Instagram Ads Objectives
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22. Adwords
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23. 1
2 3
When someone searches for something on Google , Google looks at the Adwords
advertisers pool and determines whether there will be an auction.
If one or more advertisers are bidding on keyword that Google thinks relevant to the
search query, an auction is triggered.
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24. Ad Rank = Max CPC x QS
Top Position
AdRank = A value that's used to determine your ad position
Lower Bid
Bid 1-10
CTR
Relevancy
Landing Page
Keywords
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25. Keyword Research & Match Options
Keyword
Match
Keyword Search Query Search Query not
Appear
Strength Weakness
Broad Pewarna
Makanan
• Pewarna Makanan
• Jual Pewarna Makanan
Online
• Pewarna Makanan Bagus
• Pewarna Makanan Jakarta
• High
Impression
• No need to
add a lot of
keywords
• Useful to do
new search
query
• More
competitor
• “Less”
relevant ads
with the query
• Higher Cost
Broad
Modifier
+Pewarna
+Makanan
Pewarna Makanan Online
Pewarna Makanan
Jenis Pewarna Makanan
• Jual Pewarna
• Pewarna
Untuk
Makanan
• High
Impression
• More targeted
keywords
• Decrease
irrelevant
impression
• Still have a
chance to get
less relevant
query
Keyword: “Pewarna Makanan”
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26. Keyword
Match
Keyword Search Query Search Quey not
Appear
Strength Weakness
Phrase “Pewarna
Makanan
Jakarta”
• Pewarna Makanan
Jakarta
• Pewarna Makanan
Jakarta Murah
• Cari Penjual Pewarna
Makanan Jakarta
• Jual Pewarna
Makanan
• Cari Pewarna
Makanan
• More Specific
than Broad
Match
• Keyword in
one phrase
• Useful to get
new query
ideas
• Less
impression
• Need a lot of
keyword
Exact
Match
[Pewarna
Makanan
Jakarta]
Pewarna Makanan jakarta • Pewarna Makanan
Jakarta Barat
• Cari Pewarna
Makanan Jakarta
• Specific
• Ads are
relevant with
the query
• Low CPC
• High CTR
• Low
Impression
• Need a lot of
keyword
Keyword Research & Match Options
Keyword: “Pewarna Makanan”
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27. Keyword Research Grouping
Brand
Keyword
Product
Keyword
Expand
Keyword
• Koepoe Koepoe • Lada Putih
• Pewarna Makanan
• Soda Kue
• Bawang Putih Bubuk
• Resep Masakan
• Resep Kue Bolu
• Cara Membuat Ayam Bakar
Sambal Ijo
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28. Keyword Research Tool
Google Tool:
• Keyword Planner
• Google Suggestion/Related
Result
• Search Term Report
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29. Text Ads Format
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32. Youtube
Ads
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33. adlabs.asia

34. Search vs Display
Network Definition Search Network Display Network
Network Definition Use keyword as a trigger for ads
to appear
Ads appear in relevant
content
No need to do research
Web Page View Less than 5% in internet use 95% time consuming in
Internet
Cost AdRank = CPC x QS AdRank = CPC x QS
QS (CPM) = landing page
QS (CPC) = CTR & LP
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35. Display Network Targeting
Placement
Targeting
Contextual
Targeting
Audience
Targeting
Placement Web
& Apps
• Can choose which website
to advertise
Keywords
• Target relevant website
based on the content
• Ex: resep praktis untuk
anak keyword – google will
decide which website the
ads will appear based on
the keywords. Maybe in
Mother & Baby forum.
Topic
• Target websites that have
certain topic. Ex: cooking &
recipes, news.
• Wide targeting, create more
traffic
Interest
• Specific target audience
based on user interest.
• Audience interest are seen
from their history behavior
Remarketing
• Target audience who visited
our website
Age & Gender
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36. User Cycle and Targeting Option
Awareness & Interest
Consideration
Buy /
Registration
Topic & Interest
Placement &
Keyword
Remarketing
RemarketingPost Buy /
Post
Registration
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37. Flexible Targeting & Bid Adjustment
• Keywords: Resep 15 Menit, Resep Praktis, Bumbu Ayam
Goreng
• Placement: mother&baby forum, cooking website, etc
• Topic: Cooking & Recipe, Cuisine, Poultry
• Interest: Foodies
• Gender & Age: Female, 21-35
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38. adlabs.asia

39. TrueView
• TrueView in-stream ads run on videos served on YouTube.
• Viewers can choose to skip the video ad after 5 seconds. If they choose not to skip the video ad, the YouTube video view
count will be incremented when the viewer engages with the video ad or watches 30 seconds of the video ad (or the
duration if it's shorter than 30 seconds).
User can choose to view or skip the
pre-roll ad
User can choose to click through to
view the video
User can choose to view the video while
on relevant websites
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40. Ad Format Viewer Experience Pricing Model Objective
TrueView In-search Ads
Ads appear in the
YouTube search page
Viewers see the video ad
above or next to
Youtube’s regular search
results
Pay when viewers click
on the video and begin to
watch
• Demonstration
• Storytelling
• Generate response
• Customer retention
TrueView In-display Ads
Ads appear next to videos
on the Youtube watch
page.
Viewers see the video ad
when they watch videos
on Youtube
Pay when viewers click
on the video and begin to
watch
• Response integration
• Customer retention
TrueView In-stream Ads
Ads play as a pre, mid or
post roll on Youtube
partner videos of all
length
Ad plays for 5 sec, then
viewers choose to skip or
watch the rest
Pay only when viewers
watch the video
• Good for all campaign
objective
Youtube Ads Format
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41. Youtube Ads Targeting
Contextual
Targeting
Placement
Targeting
Audience
Targeting
Keywords
Topic
Placement Web
& Apps
Interest
Remarketing
Age & Gender
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42. THANK YOU!
play@adlabs.asia
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