The basic knowledge you should know, including Google ads and Facebook.

1. 2019 Q1
Digital Ads training
With the basic knowledge you should know.

2. Content
Google
Facebook
Best Practice
Key Metric

3. Key Metric
for us to evaluate our digital performance

4. Others
Social
Video
Display
Search
General ads types
• Ecommerce ads
• Twitter trends
• APP
• Phone screen cover
• others
• Facebook
• Instagram
• Twitter
• Wechat
• Weibo
• YouTube
• Other platforms
• Google
• Doubleclick
• Other platforms
• Google
• Baidu
• Bing
• Other platforms

5. Key Metrics
Reach
Impres
sions
Clicks
Conver
sions
The number of people who
saw your ads at least once.
The number of times your ads
were shown on screen.
The number of clicks on your
ads.
The number of conversions
on your ads.
Freque
ncy
CPM CTR CPC
The average number of times
each person saw your ad.
Cost per 1,000 Impressions.
The average cost for
1,000 impressions.
Click-Though Rate. The
percentage of times people
saw your ad and performed
a click.
Cost per click. The average
cost for each click.

6. Facebook ads

7. Image ads Video ads
Facebook creatives
Slideshow ads Carousel ads

8. Objective
The engagement objective is designed to
get more people to see and engage(like,
comment, share) with your Facebook post
or Page
Ad Formats
Photo (1200*628 pixels)
Video
Carousel (600*600 pixels)
Slideshow
Ads type 1 – page post engagement PPE

9. Objective
The page like objective is designed to get more
people to see, engage and like your Facebook
Page
Ad Formats
Photo (1200*628 pixels)
Video
Carousel (600*600 pixels)
Slideshow
Ads type 2 – page like (PL)

10. Objective
The reach objective is designed to get more
people to see with your Facebook post or
Page
Ad Formats
Photo (1200*628 pixels)
Video
Carousel (600*600 pixels)
Slideshow
Ads type 3 – reach ads

11. Objective
The video views objective specifically optimizes
for video views. Show your ads to the right
audience to help you get the most video views
of 10+ seconds at the lowest cost.
Ad Formats
Video
Ads type 4 – video view (VV)

12. Objective
The ER objective is designed to get more
people see your ads and response for your
event.
Ad Formats
Photo (1080*1080 pixels)
Ads type 5 – event response (ER)

13. Objective
The traffic objective is designed to drive
people to your website or app.
Ad Formats
Photo (1200*628 pixels)
Video
Carousel (600*600 pixels)
Slideshow
Button
Shop now
Sign now
Learn more
Watch more
Listen now
Apply now
Book now
Ads type 6 – click to website (CTW)

14. Objective
Get more people to install your app,
optimize for app events or attract
your highest-value customers with
value optimization.
Ad Formats
Photo (1080*1080 pixels)
Video
Carousel (600*600 pixels)
Slideshow
Ads type 7 – app install ads

15. • The Ads will be not
approved if relevant icons or
logos of Facebook were
used as Ad images，
especially on phones' UI.
Facebook ads rules
• Your image may not
include more than
20% text, See how
much text is on your
image.
https://www.facebook.
com/ads/tools/text_ov
erlay
• The image size & text
of Ads will be strictly
followed by Facebook
officially，for detailed
information，please
refer to this link.
https://www.facebook.
com/business/ads-
guide/

16. Facebook
Targeting Options

17. Basic Targeting - FB
Select countries, cities, gender,
age, to show or exclude your
ad to people in those
locations.

18. Advanced Targeting Reach specific audiences by looking at their interests, activities, the pages they
liked and closely related topics.

19. Remarketing
Optimize Conversion Try to get email/ tel. numbers from offline store/ online registration
page to those interested in our brand/ products, this will help to
enhance the purchase intention by retargeting them the digital ads

20. Facebook Best Practices

21. Start with a goal
Start by choosing an objective for your ads,
then tailor their style and format around what
you hope to achieve.
For example, you can increase awareness of
your brand by using media that tells a story
about the people behind your products. Below,
Tio Gazpacho's ad tells a story about why he
started the business.
Tip 1

22. Show people using your product
Facebook ads often run in someone's News
Feed or Instagram feed, right next to posts
from their family and friends.
To create attention-grabbing ads that feel like a
familiar part of someone's social fabric, show
images of people benefiting from your product,
instead of just the product itself.
Tip 2

23. Less (text) is more
Too much text is distracting and can lead to
your ad being shown to fewer people.
Images that are uncluttered by text have
greater impact. Learn more about writing
effective copy for your ads.
Tip 3

24. Focus your message
Crop tightly around the important part of the
image.
If you're trying to fit too much information into
a single piece of media, consider using
the Carousel format to show off multiple
images within a single ad.
Tip 4

25. Use high resolution images
You don't have to be a professional
photographer to create great looking ads.
Just be sure to pay attention to the size and
quality of the media files you're working with.
Find size recommendations for your particular
advertising objective in the Facebook Ads
Guide.
Tip 5

26. Tip 6 - A/B Test

27. Google Ads

28. Definition A group of search-related websites where your ads can appear. When you advertise on
the Search Network, your ad can show next to search results
Google Search Network(GSN)
Ad Formats

29. Definition
The Google Display Network can help you
reach people while they’re browsing their
favorite websites, showing a friend a YouTube
video, checking their Gmail account, or using
mobile devices and apps.
Ad Formats
PC
200*200 240*400 250*250 300*250 120*600
300*600 336*280 728*90 160*600 970*90
468*60
320*480
Mobile
300*250 320*50 320*100 250*250
Ps
- All banner need less than 150 KB.
- Bold means higher CTR according to historic data.
Google Display Network(GDN)

30. Definition
Instream video ad will appear before, during or
after other videos on YouTube. Objective is get
efficient impressions and reach.
Bumper(only 6s) ad will appear before videos
on Youtube, it is non-skippable ads.
Non-skippable in-stream(only 15s) ad will
appear before videos on Youtube, share your
entire message with up to 15-second non-
skippable in-stream ads.
Youtube

31. How to leverage
online ads?

32. Purpose definition
Awareness
If you are new in the
market, more
impressions and reach
will help you to be
known sooner.
You can set your
campaign for getting
more awareness with
images and videos.
Traffic
Websites like brand
sites, short-term
campaign is good for
traffic purpose.
Audience will get to
know more details,
even take actions after
visiting the websites.
Engagement
It happens more on
the social media or a
website which can be
engaged.
Likes, comments,
reactions are most
likely to be the metrics.
Usually, more
engagements can
make bigger influence.
Conversion
Orders, app installs,
lead generation are
usually the metrics.
The purpose is clear
and ultimate, to make
a deal with the
audience.
Note only do you set
the ads purpose, but
also need to create a
fluent process from
awareness to
conversion to make
your budget much
efficient.

33. Suitable strategies
Centralized
Put all budget in a
relative short-term to
make the ads effect
explosive.
Usually for limited
budget campaign. Try
to make the ads effect
cause word-of-mouth
by enhancing
frequency in a short
term.
Continuous
Allocate budget to the
campaign period,
which will make the
effect into audience’s
mind.
Branding takes the
strategy most. Because
it takes longer time
and needs more
sophisticated
communication skills.
Blinking
Media buy counts on
the campaign.
Well-known brands
have more brand
equity, which lead
them to broadcast for
brand recall or
emotion development,
not for sales only.

34. Best practice
Awareness & conversion
Centralized
Purpose
Strategy
Phases 1 2Awareness Conversion
Because the brand, Gionee,
is new in the Africa. We
need to get people’s
attention for making the
conversion. Thus, we use
GDN, CTW, YouTube to earn
reach at the first phase.
After two weeks awareness
phase, we put all budget
into GSN, remarketing of
GDN, CTW to create sales
over 150% than usual.

35. Impressions
8,787,836
M6 Sells
146
Other Sells
37
Best practice
In the budget 3,600 USD, we created almost 9 million impressions and 146 new model sales in
three days. 37 units of other model sales.
The performance is over expectation about 150% higher than plan.

36. The End.
Sunlee
Sun.lee.work08@gmail.com
Wechat:sunlee08
Line:cunlee08