Facebook Ads Optimisation

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Presentation from my talk at Tech in Asia's meetup in Singapore. Topic: Facebook Ads Optimisation.

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Facebook Ads Optimisation

  1. 1. Facebook Ads Optimisation Meetup
  2. 2. Preetham Venkky Digital Strategist & Business Head - KRDS Asia facebook.com/ideasmaverick ideasmaverick@gmail.com +65 83 54 3326
  3. 3. The Mission
  4. 4. Facebook’s mission is to give people the power to share and make the world more open and connected.
  5. 5. FIND AND REACH YOUR AUDIENCE WITH PRECISION AT SCALE WITH FACEBOOK ADVERTISING CONNECTING WITH, ENGAGING AND INFLUENCING YOUR CUSTOMERS CONNECT THE POWER OF FACEBOOK ADVERTISING MORE PEOPLE, ON MORE DEVICES, MORE OFTEN THAN ANYWHERE ELSE HOURS SPENT ON DESKTOP PER PERSON PER MONTH 2 1 1 61% YEAR OVER YEAR MOBILE USER GROWTH 600M 6:35 FACEBOOK 3:20 GOOGLE TM 2:07 YAHOO TM 1:55 MICROSOFT TM 1B 58%RETURN DAILY TOTAL MONTHLY ACTIVE USERS MONTHLY ACTIVE USERS ON MOBILE
  6. 6. ENGAGEBUILD MEANINGFUL 1:1 RELATIONSHIPS 3,200,000,000 FACEBOOK IS AN EXTREMELY ENGAGING PLACE AGE GENDER DMA CITY / STATE / ZIP BIRTHDAY EDUCATION WORKPLACE RELATIONSHIP STATUS LIKES & INTERESTS FRIEND CONNECTIONS ACTIVITY (E.G., CHECK-INS) INTENT DEMOGRAPHIC SOCIAL PERSONAL FIND THE RIGHT CUSTOMERS WITH BETTER TARGETING REACH THE RIGHT PEOPLE EFFICIENTLY LIKES AND COMMENTS EVERY DAY IN THE WORLD 4 3 FACEBOOK FACEBOOK94% 91% 77% 27% ALL PUBLISHERS ONLINE AVERAGE ALL TARGETING ACCURACY NARROW TARGETING ACCURACY ( 15 YEAR SPAN) COST SAVINGS47% COST SAVINGS71% VS VS
  7. 7. 3,200,000,000 FACEBOOK IS AN EXTREMELY ENGAGING PLACE BIGGER ADS, AT THE CENTER OF OUR DESKTOP AND MOBILE EXPERIENCE ENGAGE ACROSS PLATFORMS TO REACH PEOPLE WHEREVER THEY ARE COMMON MOBILE AD FACEBOOK SPONSORED STORY IN NEWS FEED8X+ENGAGEMENT FOR PAGE POSTS IN NEWS FEED LIKES AND COMMENTS EVERY DAY IN THE WORLD 5 4 398X398 FACEBOOK SPONSORED STORY IN NEWS FEED 300X250 DISPLAY AD
  8. 8. 49% HAD A 5X OR GREATER RETURN ON AD SPEND CREATE WORD OF MOUTH AT SCALE ACHIEVE HIGHER BRAND RESONANCE AND ONLINE SALES DRIVE OFFLINE SALES +98% DRIVE BUSINESS RESULTS MORE EFFECTIVELYINFLUENCE +31% GREATER BRAND AWARENESS ONLINE AVERAGE ONLINE AVERAGE BETTER AD RECALL HIGHER SHARE OF CONVERSIONS +192% TRUST WORD OF MOUTH OF FRIENDS & FAMILY TRUST TV, RADIO & NEWSPAPER 47%92%6 7 9 3-5X 5X+ ROI ROI 70% HAD A 3X OR GREATER RETURN ON AD SPEND IN AN ANALYSIS OF OVER 60 CAMPAIGNS ON FACEBOOK 35%LOWER COST PER CONVERSION 8 ONLINE AVERAGE
  9. 9. Paradigms
  10. 10. } Maslow’s Hierarchy of Social Needs
  11. 11. Purchase Funnel Social Feedback Cycle
  12. 12. POEM Framework
  13. 13. OWNED MEDIA • Facebook / G+ Page • Website / Micro-site • Twitter Account • YouTube Page • LinkedIn Company Page • Corporate Blog
  14. 14. EARNED MEDIA
  15. 15. PAID MEDIA • Social Ads • Banner Ads • Sponsored Stories • Road-blocks • Video Ads • Contextual Ads • Mobile Ads • Pop-up Ads
  16. 16. Now Deprecated
  17. 17. https://www.facebook.com/ads/manage/powereditor/
  18. 18. Goal! Goal! Goal! What is the objective?
  19. 19. Split Testing
  20. 20. Optimisation Tips
  21. 21. Ask a question in the ad Not only will this drive in-line likes (fans), but encourages participation. Consider asking them if they like you or the interest you’re targeting — but make sure you’re still relevant or you’ll be disapproved.
  22. 22. Write short ad copy Sure you can use up all 135 characters in the body and 25 characters in the headline, but odds are that people won’t read it all. On Facebook, people are unlikely to conduct serious business, so make it light and easy.
  23. 23. Use a close-up face in your image Smiling is better, as well as looking directly at you. This is FACE-book, so use FACEs in your ads.
  24. 24. Personalize the image If they’re a 45 year old white female, we’re not going to show an urban teenager rocking out. People usually convert better when the ad model is closer to them — the exception is dating and beauty products. Baby products can be like that, too. Whatever the case, test it.
  25. 25. Capitalize a couple words Saying FREE is not okay in AdWords, but we see it all the time on Facebook. Give it a shot!
  26. 26. Use numbers and unusual characters If you make a claim — don’t say “We can help you save money on insurance.” Don’t even say “We can save you 15% on your insurance.” You need to be more specific — “Save 17.3% in just 3 minutes!”
  27. 27. Stimulate emotion “You’ll be sorry if you don’t attend Tech in Asia’s meetup.” Arouse curiosity. Message it as if it was a personal friend talking to a personal friend — “You folks are an awesome audience, now click like!”
  28. 28. Send users to your Facebook page This is where custom tabs, especially a reveal tab or engagement app positively rules.
  29. 29. Follow through on the promise on the landing page Don’t send everyone to exactly the same page, as opposed to differing landing pages based on what’s targeted in the interests and ads.
  30. 30. Dayparting Consider how time of day may affect the messaging as well as the type of user you see. For example, if you’re selling cold and flu medication, you might run ads between midnight and 6 am saying “If you were using X, you’d be sound asleep right now.”
  31. 31. Fan targeting Once you have all these fans, you have to keep the conversation going. The fan targeting won’t give you much volume, it has the highest CTR of any ads you run. It’s the equivalent of social retargeting.
  32. 32. Preetham Venkky Digital Strategist & Business Head - KRDS Asia facebook.com/ideasmaverick ideasmaverick@gmail.com +65 83 54 3326 Thank You!

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