This presentation highlights effective ways to create Facebook Ad campaigns to achieve a better CTR and success rate.

1. Creating an effective Facebook
Ad Campaign
Naveen PRASAD
IESEG School of Management
France

2. The Campaign
• For Software Developers
Innovative idea proposed through this ad:
Apart from the job seekers, this ad will also
attract friends who know Thiery. They will be
inclined to like it and share it with their friends.
When the ad is liked, it will be shared across
the social network via the news feed.
Additionally, if a job seeker knows Thiery,
he/she will be more motivated to apply
On click
http://app.work4labs.com/job/multiposting/software-
developers/1452388/310149590598?st=-
J6r5fICpaYGPwXDaTtXRQTxkyo&ref=perma

3. The Campaign
• For Network Administrator
On click
https://www.facebook.com/multiposting?v=
app_404596412628&app_data=job%2BK8
9080
The Idea: Using an eye-catching image; A title in
bold giving a clear information about the ad; Leave
the users with a hanging question in their mind
that would want them to click; Short and sweet
body inspiring the users to click; Highlighting the
lucrative components.

4. Campaign Framework
• One campaign per target segment
• Number of target segments
o Geographic Segmentation : Based on the ‘current location’ or
‘hometown’. Target professionals who are currently living in France or
those who are native of France.
o Demographic Segmentation : Based on the ‘age’, ‘current and past
employers’, ‘income’ and ‘education’. Target people based on the
relevance of the current opportunity with their past work experience and
employer. Target them based on the relevance of their education with
the current opportunity.
o Psychographic Segmentation : Target professionals based on their ‘About
you’, ‘Basic info’, ‘Interests’ and ‘Views’. Classification should be done
based on the requirements of the current job such as being innovative,
creative, and team player.
• At least four different ads for each campaign
o Observe which ads work best for a campaign
o Pause the other non-performing ads
o Allocate budget to the most performing ad

5. Budget
• Budget Allocation
o We will bid on Cost per click (CPC) basis as the aim here is to redirect to
the Work4Labs application
o Initially bid at an average price and then with the help of Facebook’s
suggested bid range, we will bid high for the best performing ads
• Budget Estimation
o For Software Developers Campaign assuming a period of two months
• CPC (Estimate) – 0.71 €
• Number of Clicks (Estimate) – 2000
• Campaign Budget (Estimate) – 1420 €
o For Network Administrator Campaign assuming a period of two months
• CPC (Estimate) – 1.37 €
• Number of Clicks (Estimate) – 800
• Campaign Budget (Estimate) – 1096€

6. Forecasts
The Campaign
Period of the
Campaign
Estimated
Budget
Estimated
Average CPC
Forecasted
Impressions
Forecasted
Clicks
Forecasted
CTR
Software Developer 60 Days 1420 0.71 6145000 2000 0.000325
Network
Administrator
60 days 1096 1.37 3948000 800 0.000203