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How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
How To Run Facebook Ads
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How To Run Facebook Ads

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The whole gamut of Indian brand facebook pages out there which use ads to ‘buy’ their fans and artificially bloat up the community, do it through media companies who, more often than not, do not have …

The whole gamut of Indian brand facebook pages out there which use ads to ‘buy’ their fans and artificially bloat up the community, do it through media companies who, more often than not, do not have an aorta of knowledge about user behaviour. Lets solve this riddle that is Facebook ads

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  • 1. Facebook Ads The Method to this Madnessinfo@shack.co.in
  • 2. OverviewOverview Information Audience Behaviour Results Strategy Communicate the Right Information Targets the Right Audience Elicits the Right Behaviour Translates into Right Results for the brandAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 3. Overview Information Information Audience Behaviour Results Strategy • Create Awareness about the tyre brand’s focus initiative around travel • Communicate the essence of the platform- Stories about road trips • Appeal to the right audience mix by conveying the persona the brand is associated with for the focus initiative • Promote the launch of the website and position it as the only platform for stories about road trips • Feature the various highlights of the websiteAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 4. Overview Information Audience Audience Behaviour Results Strategy SEC A1, A2, A3 Tier I and Tier II cities 50 41-45 45 36-40 40 31-35 35 24-30 Age (in years) 30 25 20 15 10 5 0 Offbeat Discovery Getaway LaidbackAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 5. Overview Information Audience Audience Behaviour Results Strategy Interests Cars Owned Toyota Fortuner Luxury brands Music Gigs Travel & Luxury Maruti Alto Toyota Corolla Altis Festivals/Fairs Maruti Swift Female MaleAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 6. Overview Information Audience Behaviour Behaviour Results Strategy The chain reaction triggered by an FB Ad Positive Conversions WOM If done right, lays the foundation for building a strong community Engagement Awareness InteractionAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 7. Overview Information Audience Behaviour Results Results Strategy • Right mix of TG on the platform inline with the personas defined for the platform • Contextual content that creates relevant brand perception and helps meet campaign objectives Note: Producing content for a generic audience dilutes the brand positioning • Positioning as the foremost platform on specialised editorial content on road trip stories • Strengthens brand’s association with the travel ‘space’ as against other tyre brandsAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 8. Overview Information Audience Behaviour Results Strategy Strategy • Create a bucket of 4-5 ad campaigns with each campaign having a specific objective and TG in mind e.g. Introducing the launch of a new web comic for comic lovers • Each campaign should have a set of 2-3 adverts with different messaging and imagery • Start with a CPC based model for two reasons- • CPC based ads are placed above CPM based ads • CPM should generate a lot of impressions to optimise cost Note: Migrate to a CPM based model over the long term if enough impressions are being generated • Switch between different campaigns to test the efficacy of the ads Note: Based on a precedent analysis of past campaigns, we have found that ideally an ads effectiveness falls after it is run for more than 3 days at a stretch • Continuously monitor the performance and make relevant changes to the ads. Experiment, as it is not an exact science. Note: FB allocates a higher budget to the best performing ad within a campaignAds: Why & HowAds: & How Search Data Targeting Sample Ads
  • 9. Overview Overview Search Terms Search TrafficFacebook Ads employs a PUSH STRATEGY wherein ads are targeted at people based on theinformation provided by them.Google Ads on the other hand employs a PULL STRATEGY which helps a business/brandoptimize its ranking for keywords that people are ALREADY SEARCHING for. Therefore, it isbased on actual search behaviour and intent.Let us have a brief look at the key travel related topics that people are searching for, thepopularity of these topics and which part of the country these searches are coming fromAds: Why & How Search Data Search Data Targeting Sample Ads
  • 10. Overview Search Terms Search Terms Search TrafficTargeted cities based on Google Search Data in India for 2011 for the following KEYWORDS-Channels/Networks Interests Information Search1. NDTV Goodtimes 1. Photography 1. Travel2. Master Chef 2. Travelogue 2. Holiday Outing3. National Geographic 3. Road Trip 3. Resorts4. Animal Planet 4. Trekking 4. HighwaysWeb Platforms Multimedia1. Team BHP 1. Short films2. Club Mahindra 2. Document3. Lonely Planet 3. PodcastAds: Why & How Search Data Search Data Targeting Sample Ads
  • 11. Overview Search Terms Search Traffic Search TrafficTeam BHPTrekkingClub MahindraPodcastShort filmsDocumentaryResortsHighwaysAnimal Planet Ads: Why & How Search Data Search Data Targeting Sample Ads
  • 12. Overview Search Terms Search Traffic Search TrafficGoodtimesMasterchefNat GeoPhotographyTravelogueRoad tripHoliday OutingTravelLonely Planet Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 13. LocationLocation Demographics Interests Connections Qualifications Cost • Since the target audience belongs to SEC A1, A2 and A3 the majority of the TG would come from Tier I and Tier II cities • Also the search data for key terms related to Travel and Journeys also verifies this assumption • Create 2 separate buckets for Metros and Tier II citiesAds: Why & How Search Data Targeting Targeting Sample Ads
  • 14. Location Demographics Demographics Interests Connections Qualifications Cost • 4 buckets for age group can be created based on the age range of the core TG for the 4 campaign themes • Advanced demographics needn’t be specified unless there is substantial data to justify this targetingAds: Why & How Search Data Targeting Targeting Sample Ads
  • 15. Location Demographics Interests Interests Connections Qualifications Cost • Unless not available, target broad interest areas (interest preceded by a #) which will include related terms as well e.g. #Nature would also include Nature WalksAds: Why & How Search Data Targeting Targeting Sample Ads
  • 16. Location Demographics Interests Connections Connections Qualifications Cost <Brand page title> <Brand page title> <Brand page title> X <Brand page title> We do not recommend ‘advanced connection targeting’ initially since we do not have a critical mass of the right target audience on the platform. It can be done once there are more insights about the users and performance of the ads.Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 17. Location Demographics Interests Connections Qualifications Qualifications Cost • Since our TG would be at least a graduate and have shown a high propensity to mention their alma-mater, checking this option would help filter the audience quality further • Based on these targeting parameters, we would be able to reach about 4-5 lakh usersAds: Why & How Search Data Targeting Targeting Sample Ads
  • 18. Location Demographics Interests Connections Qualifications Cost • Bids should be at least as much as the suggested bid price to improve performance • Otherwise, the ad will show up very low in the results or might even be excluded altogetherAds: Why & How Search Data Targeting Targeting Sample Ads
  • 19. FB Application Web Comic Page Story Community Trip Planner Site Launch Best Practices • Image should be easily understandable given the small ‘real estate’ of the ad and it should be relevant to the ad copy • Ad copy should follow from the image & headline and should clearly state who it is addressing (e.g. those who are going for a weekend trip..) and should have a clear call-to-action (e.g. Click here to plan your trip) • Landing page should be relevant to the promise of the ad • Social Proof ad has a higher chance of conversion since it has the authenticity of an interaction by a person within the user’s network Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 20. FB ApplicationFB Application Web Comic Page Story Community Trip Planner Site Launch <Brand page title> <Brand page title> <Application Name> <Brand page title> Inviting users to the App by asking them a rhetorical question (Does the idea of a…) i.e. if they fit the characteristics of any of the 4 personality types Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 21. FB ApplicationFB Application Web Comic Page Story Community Trip Planner Site Launch <Brand page title> <Brand page title> <Application Name> <Brand page title> Inviting users to the App by defining the method (Collect travel stamps) and leveraging the social incentive of the platform (Share) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 22. FB Application Web Comic Web Comic Page Story Community Trip Planner Site Launch <Comic Book Title> <Destination URL of comic strip> <Comic Book Title> <Comic Book Title> Introducing the comic strip (adventures of a restless …) and inviting them to read it (Click here to read now) by redirecting them to the comic book section on the website Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 23. FB Application Web Comic Page Story Page Story Community Trip Planner Site Launch <Brand Page Title> <Brand page title> • Promoting a popular story on the page in order to increase conversion and user engagement • Stories made as per personas allows more effective targeting for the ads Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 24. FB Application Web Comic Page Story Community Community Trip Planner Site Launch <Brand Page Title> <Brand page title> <Brand page title> Encouraging user to become part of the Facebook community by promoting the essence of the platform and the takeaway for the user (Share your road trip story) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 25. FB Application Web Comic Page Story Community Trip Planner Trip Planner Site Launch <Destination URL of Application> • Targeting users who might be planning a trip (Thinking of making….) by creating positioning the Trip Planner App as a facilitator of taking trips. • Also promoting the simplicity of its use (4-clicks) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 26. FB Application Web Comic Page Story Community Trip Planner Site Launch Site Launch <Website Title> <Destination URL of Application> <Website Title> • Introducing users to Goodyear JOJ website and positioning it as the ‘Home of stories about road trips’ • Using Rosh to the guide them to the website with the help of a road sign (Image) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 27. FB Application Web Comic Page Story Community Trip Planner Site Launch WHAT WE DO – www.shack.co.in WHAT WE THINK – www.shackcompanis.com WHAT WE LIKE – www.twitter.com/shackcompanis Ads: Why & How Search Data Targeting Sample Ads

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