How to create successful ads, how to improve it, and how to measure campaign success in terms of KPI metrics

1. ROLANDO E. UNDA, MBA
FACEBOOK ADS:
CREATION,
OPTIMIZATION, AND
CAMPAIGN MEASUREMENT

2. FACEBOOK AD: CAROUSEL
1) EACH CAROUSEL IMAGE WOULD NEED TO HAVE A
BRIEF DESCRIPTION IN ONE LINE OF THE PRODUCT.
2) FOR EXAMPLE: "SWEATER MADE EXCLUSIVELY WITH
COTTON FROM URUGUAY."
3) THE LAST IMAGE IN THE CAROUSEL WILL NEED TO
HAVE AN INVITATION TO CLICK ON A BITLY LINK TO
THE E-COMMERCE PAGE

3. FACEBOOK AD: VIDEO
1) 30-40 SECONDS VIDEO: IT NEEDS TO HAVE AN
APPEALING STORY TO ENGAGE THE CUSTOMER'S NEEDS
IN TERMS OF SOPHISTICATION, HEALTH, OR HOW
PRACTICAL THEY CAN IDENTIFY WITH THE PRODUCTS
2) THE VIDEO WILL NEED TO EXPLAIN HOW THE
PRODUCT IS TAILORED TO FIT THEIR PREFERENCES, BY
MAKING THEM WHETHER LAUGH OR CRY
3) THE END OF THE VIDEO WILL BE AN INVITATION TO
SATISFY THEIR NEEDS (FRUSTRATION MARKETING)

4. MORE CHROMATIC AND COMPELLING IMAGES, WHICH
CREATE MORE ENGAGEMENT (FACEBOOK ADS
GUIDELINES)
THE COLORS NEED TO BE BOOSTED, AND TESTED IN
TERMS OF HOW IMAGES LOOK ON DIFFERENT DEVICES
COLORS EXPRESS FEELINGS THAT HAVE TO BE
MATCHED WITH CUSTOMERS NEEDS. FOR INSTANCE,
TURQUOISE: "REFRESHING AND RELAXING. IT GIVES THE
FEELING OF BEING CLEANED."
IMAGE NEEDS TO EXPRESS THE ACTION AND CONTENT
AT THE SAME TIME.
IMAGE SIZE: 1200 X 628 PIXELS
FACEBOOK AD: SINGLE IMAGE

5. TEXT ABOVE THE SINGLE IMAGE WILL NEED
TO BE IN TWO JUSTIFIED LINES, EXPRESSING
THE MESSAGE IN SIMPLE PHRASES TO SATISFY
THE CUSTOMER'S IMMEDIACY.
ADD A BITLY LINK: "HTTP://BIT.LY/CLICK-
HERE" WITH KEYWORDS THAT COMPLEMENT
IMPLICITLY THE ORGANIC REACH
HEADLINE NEEDS TO HAVE A CLEAR & SIMPLE
MESSAGE
THE LINK DESCRIPTION NEEDS TO BE IN ONE
LINE: "GET ONE SOCCER BALL FROM A
DIFFERENT COUNTRY EVERY MONTH. (FROM
ONE TO TEN, THE NUMBERS NEED TO BE
WRITTEN IN WORDS)
USE BETTER "WATCH MORE" INSTEAD OF
"LEARN MORE," SINCE IT IS MORE ENGAGING,
AND LESS LECTURING
FACEBOOK AD: TEXT IN SINGLE IMAGE

6. 1) ARE WE REACHING INTERESTED PEOPLE? IN TERMS OF: CLICKS,
LIKES, SHARES, COMMENTS, BRAND MENTIONS, PROFILE VISITS,
AND NUMBER OF FOLLOWERS
2) ARE WE ENGAGING WITH INTERESTED PEOPLE? N TERMS OF
HOW MANY ACTIVE FOLLOWERS, IMPRESSIONS, AND TRAFFIC
DATA WE HAVE
3) HOW MANY OF OUR SOCIAL MEDIA FANS ARE INQUIRING
ABOUT THE PRODUCTS? IN TERMS OF THE FACEBOOK
CONVERSION PIXEL PUT INTO YOUR WEBSITE, AND YOUR
LANDING PAGE (CART)
4) HOW MANY OF THEM ACTUALLY BECOME CUSTOMERS? IN
TERMS OF NUMBER OF ACQUIRED CUSTOMERS VS. THE BUDGET
SPENT ON FACEBOOK

7. HOW TO MEASURE THESE RESULTS? ctr
CTR: CLICK THROUGH RATE > RATIO OF THE NUMBER OF
TIMES YOUR AD WAS CLICKED, DIVIDED BY: THE
NUMBER OF TIMES IT WAS DISPLAYED (IMPRESSIONS) ON
ANY SEARCH ENGINE.
CTR = CLICKS/IMPRESSIONS
EXAMPLE: IF YOUR AD HAS RECEIVED 20 CLICKS AND IT
WAS DISPLAYED 1000 TIMES, YOUR CTR IS 2%.
1. THE HIGHER CTR RESULTS, THE LOWER COST-PER-
CLICK IN EVERY CAMPAIGN.
2. THE HIGHER CTR RESULTS, THE HIGHER QUALITY
SCORE OF THE KEYWORDS.
3. THE HIGHER CTR RESULTS, THE HIGHER THE CHANCES
OF CONVERSIONS, OR BETTER CONVERSION RATE.

8. HOW TO MEASURE THESE RESULTS?
CPC: COST-PER-CLICK> IS THE AMOUNT YOU PAY FOR A
CLICK.
CPC = DEPENDS ON THE MAXIMUM BID AND QUALITY
SCORE OF A KEYWORD.
EXAMPLE: FACEBOOK MAY SAY THAT THE CPC FOR
YOUR AD TYPE IS BETWEEN: $2 AND $4
1. THE ROI OF PAID CAMPAIGNS DEPENDS ON THE
AMOUNT YOU ARE SPENDING PER CLICK (BID).
2. LOWER COST PER CLICK WILL LOWER YOUR COST-PER
ACQUISITION.
3. THUS, THE VALUE OF EACH CLICK IS ESSENTIAL FOR A
CAMPAIGN SUCCESS.
CPC

9. HOW TO MEASURE THESE RESULTS?
CPA: COST-PER-ACQUISITION > THE AMOUNT THAT YOU
PAY FOR THE ACTION TAKEN BY THE CUSTOMER ON
YOUR WEBSITE ("WATCH MORE").
CPA = TOTAL COST/CONVERSIONS
EXAMPLE: THE PEAK HOURS AT LOWER CPA INCREASE
THE CHANCES OF CONVERSIONS
1. THE LOWER THE CPA, THE HIGHER THE ROI ON PAID
CAMPAIGNS.
2. THE LOWER THE CPA, THE HIGHER THE CAMPAIGN IS
OPTIMIZED.
3. THE LOWER THE CPA, THE MORE EFFICIENT THE
BUDGET PUT ON AN AD.
cpa

10. HOW TO MEASURE THESE RESULTS?
CR: CONVERSION RATE > NUMBER OF CONVERSIONS,
DIVIDED BY: NUMBER CLICKS DURING THE SAME TIME
PERIOD.
CR = CONVERSIONS/CLICKS
EXAMPLE: VALIDATE THE SEARCH INQUIRIES REGULARLY
SO IT'LL REDUCE THE JUNK CLICKS (IRRELEVANT
QUERIES) ON ANY SEARCH ENGINE
1. CR IS THE INDICATOR OF TRAFFIC PERFORMANCE.
2. CR HELPS CALCULATE THE ROI (RETURN ON
INVESTMENT).
3. CR SHOWS THE SUCCESS RATE OF THE CONTENT
PROMOTED. IT HELPS BE MORE INFORMED ON THE
DECISION FOR CONTENT PROMOTION.
CR

11. ROLANDO E. UNDA, MBA
Thank you!