PRO Tips for Success In Online Advertising - Ver 2.0

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Step by Step guide on how to build a success lead generation campaign via online advertising and A/B testing of multiple parameters. Provided by www.odigma.com
ONLINE
EXPERTS

PRO TIPS FOR SUCCESS
IN ONLINE
ADVERTISING !
ABOUT US

Social Media Agency based in Bangalore with offices in NCR, Mumbai, Kolkata and Ahmedabad

2010 2011 2012
Worked with over 375 clients and over 20 billion Facebook Ad clicks
Facebook Ads optimization experts with a team of over 50
Expertise in Google Ads (Google Adwords Certified professionals), SEO and Social Media.

FACEBOOK ADS
FACEBOOK PAGE ENGAGEMENT/ APPS
E-COM WEBSITE MANAGEMENT
SEARCH ENGINE OPTIMIZATION

SEARCH ENGINE MARKETING

OUR OFFERINGS
ADS OPTIMIZATION ANALYTICAL ENGINE
Best Time/Day/ Date
Best Creative Type
Best CPC Bid
Best Title
Best Description
Best Volume
Best Conversions
Best Interest Groups


Ads Optimization Engine
For any given Target audience, we have historical data that answers -
OUTPUT

Best Time – 12 PM – 2 PM; 7 PM to 11:30 PM
Best Creative – Faces / Bright Colors
Best Day – Sunday
Best Description – Less than 35 Letters
INPUT

18 – 22, Male, Metros,
Interest – Outdoors

OPTIMIZATION
EXAMPLE

CASE STUDY

600,000 INR(Rs) monthly budget across all card types
We source Credit Cards in Mumbai, Delhi/NCR, Chennai, Calcutta, Bangalore, Hyderabad, Pune, and Ahmedabad only

The economic value of 1 full application form submitted online (see examples below) is roughly equivalent to 10 short leads (~7 fields)

Landing pages can be inside (on the Citi India FB page) or outside of Facebook

The only objective of the campaign is to get as many Credit Cards bookings as possible at the lowest cost

90% of our current Credit Card leads are male (this is also true industry wide)

The minimum age for a credit card is 25
The minimum salary is 3 lakh annually for salaried employees and 5 lakh for self-employed


Demographics – Age, Gender, Location
Interest and Education Based Targeting
FIRST LEVEL TARGETING

SELECT YOUR TARGET
DETAILED INTEREST BASED TARGETING

• Generic
• Actor / Actress
• Musicians / Singers
• Production Houses
• Movie Channels
• Movie Names
• ……

CASH BACK
DESCRIPTION


IMAGES

TITLE
ON MOVIES
SAVE ON
MOVIES

SAVE OVER

CASH
BACK CARD

7000
Get 4 Complimentary movie ticket vouchers from BookMyShow with a card. APPLY NOW
Get 5% cash back on all your movie spends with a card. APPLY NOW


CREATIVES

Demographics
Education
Interest
Image
Title
Desc.
25 – 28
28 – 32
33 – 37
38 – 45
46 – 50
50+
Delhi
Mumbai
Bangalore


IIT
NIT
Engineer
Doctor
Generic Movies
Actors
Singers
TV Channels
Movie Names
COMBINATIONS
Demographics
Interest
Education

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PRO Tips for Success In Online Advertising - Ver 2.0

  1. 1. ONLINE EXPERTS
  2. 2. PRO TIPS FOR SUCCESS IN ONLINE ADVERTISING !
  3. 3. ABOUT US Social Media Agency based in Bangalore with offices in NCR, Mumbai, Kolkata and Ahmedabad 2010 2011 2012 Worked with over 375 clients and over 20 billion Facebook Ad clicks Facebook Ads optimization experts with a team of over 50 Expertise in Google Ads (Google Adwords Certified professionals), SEO and Social Media.
  4. 4. FACEBOOK ADS FACEBOOK PAGE ENGAGEMENT/ APPS E-COM WEBSITE MANAGEMENT SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING OUR OFFERINGS
  5. 5. 2 DIFFERENT FONTS ADS OPTIMIZATION ANALYTICAL ENGINE Best Time/Day/ Date Best Creative Type Best CPC Bid Best Title Best Description Best Volume Best Conversions Best Interest Groups Ads Optimization Engine For any given Target audience, we have historical data that answers -
  6. 6. OUTPUT Best Time – 12 PM – 2 PM; 7 PM to 11:30 PM Best Creative – Faces / Bright Colors Best Day – Sunday Best Description – Less than 35 Letters INPUT 18 – 22, Male, Metros, Interest – Outdoors OPTIMIZATION EXAMPLE
  7. 7. CASE STUDY 600,000 INR(Rs) monthly budget across all card types We source Credit Cards in Mumbai, Delhi/NCR, Chennai, Calcutta, Bangalore, Hyderabad, Pune, and Ahmedabad only The economic value of 1 full application form submitted online (see examples below) is roughly equivalent to 10 short leads (~7 fields) Landing pages can be inside (on the Citi India FB page) or outside of Facebook The only objective of the campaign is to get as many Credit Cards bookings as possible at the lowest cost 90% of our current Credit Card leads are male (this is also true industry wide) The minimum age for a credit card is 25 The minimum salary is 3 lakh annually for salaried employees and 5 lakh for self-employed
  8. 8. æ Demographics – Age, Gender, Location Interest and Education Based Targeting FIRSTLEVELTARGETING SELECT YOUR TARGET
  9. 9. DETAILED INTEREST BASED TARGETING •Generic •Actor / Actress •Musicians / Singers • Production Houses •Movie Channels •Movie Names • ……
  10. 10. CASH BACK DESCRIPTION IMAGES TITLE ON MOVIES SAVE ON MOVIES SAVE OVER CASH BACK CARD 7000 Get 4 Complimentary movie ticket vouchers from BookMyShow with a card. APPLY NOW Get 5% cash back on all your movie spends with a card. APPLY NOW CREATIVES
  11. 11. Demographics Education Interest Image Title Desc. 25 – 28 28 – 32 33 – 37 38 – 45 46 – 50 50+ Delhi Mumbai Bangalore … IIT NIT Engineer Doctor Generic Movies Actors Singers TV Channels Movie Names I1 I2 I3 I4 I5 I6 T1 T2 T3 T4 T5 T6 D1 D2 D3 D4 D5 D6 Page L1 L2 L3 L4 L5 L6 COMBINATIONS
  12. 12. Demographics Interest Education Image Landing Page Description Title OPTIMIZATION FUNNEL
  13. 13. Clicks Volume Click Cost Lead Sale Demographics Education Interest Image Title Desc END TO END OPTIMIZATION
  14. 14. Movies Petrol Air Miles Rewards Lead Sale CATEGORYOPTIMIZATION
  15. 15. Creatives Preparation By Category – 5 images, 2 Titles, 2 Desc. each for Movies, Petrol, Air Miles, Rewards Landing Pages Preparation by Category – 3 for each category Ads approval and implementation by Category - 20 for each category Third Split test – Budget Rs 40,000 per category. Output will be to find best landing page per category for each creative and user profile Second Split test – Budget Rs 20,000 per category. Output will be to find best creatives in each category for each user profile First Split test phase – Budget Rs 10,000 per category. Output will be to find most responsive User profile per category Fourth Split test – Budget Rs 80,000 per category. Find the most responsive category will optimized user profiles, creatives and categories Discard less performing creatives and landing pages. Assign budget per category based on performance Discard last 20% of bad performing user profiles Prepare for next cycle – Objectives – Find the most optimized creatives, landing pages and creatives for next 10-20% of user profiles SPECIFIC STEPS FOR CASE STUDY
  16. 16. 1 TOTAL BUDGET 2 TOTAL COST PER LEAD 3 TOTAL LEADS 4 ADS MGMT FEES KEY MEASUREMENT POINTS Product Budget Target (Acquisition) Fees Target Achieved Fees Credit Cards 600,000 1500 60000 1800 -120% 72000 (120%) Credit Cards 600,000 1500 60000 1350 -90% 54000 (90%) Credit Cards 600,000 1500 60000 1500 -100% 60000 (100%)
  17. 17. THANK YOU ODigMa Consultancy Solutions Pvt. Ltd. | http://info@odigma.com | www.odigma.com |

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