A little story about when I was a trainer

1. Facebook Ads
2022
By Ryan, Lead Digital Marketing of Tiara Hana Indonesia

2. 01
02
03
04
05
06
Facebook Ads Objective
Targeting Audience
Budget Optimized
Facebook Ads Journey
Facebook Ads Funnel
Running & Split Testing Formula

3. Ryan
Lead Digital Marketing of Tiara Hana Indonesia
Social Media Specialist of Adadiskon.com
Community Specialist of Klix Digital Digital Agency
Head of Social Media and Community Management at Lima Digit Digital Agency
Digital Marketing Specialist at Culture Royale Indonesia
Lead Digital Marketing at Tiara Hana Indonesia
Project Brand: Pertamina Lubricant (Fastron & Enduro), BCA KlikPay, Djarum Super
Mild, MLD SPOT, Kencana Voyage, Dapur Panglima, Culture Royale, Dill In The Box,
Dill Daily Catering, Cait n Becs, Jukebox 5D, Biang Inovasi
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02
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05

4. Into to
Facebook Ads

5. EARNED
OWNED
PAID
Display Ads
Paid Search
Retargeting
Paid Influencers
Paid Content Promotion
Social Media Ads
Website
Social Media
Blog
Email
Shared
Mention
Repost
Review
(Social Sharing)
Digital Marketing Mix

6. The Biggest Social Network
2,740,000,000
Monthly active user worldwide
(From Total Population 7.5 Bio)

7. Facebook will prioritize showing
your ads to the people in your
target audience.
Distribute to placement; Facebook, Audience Network, Messenger
By chosen selected detail targeting;
Location, Demographic, Profile
Information & Activity etc.
Distribute to placement; Feed, Stories, Shop, Explore, Reels
Facebook in Indonesia
168 Mio User
54% Men
Mostly 25 - 35 y.o
Instagram in Indonesia
82 Mio User
52% Women
Mostly 18 - 35 y.o

8. Facebook Ads Policies
Big No For;
● Porn, Adult Content, Drugs, Online
Pharmacy
● Online Gambling, Weapons, Explosive
● Adult Friend Finders
Content & Landing Page
Does not include;
Personal Characteristics
● Name, Race, Etnic, Sexual Orientation,
Physcal/Mental Disability, Medical Condition,
Financial Status, etc
Vulgas, Profone or Insulting Langague
Deceptive Claim
● False, Fraid, Misleading Claim, Get Rich
Quick Scheme, MLM
Landing Page are
● Not Facebook Homepage
● Not a website under contruction
Creative
Should not contain;
● Misleading button
● Before after (weight loss)
● Sexually sugestive
● Shock & Scaretactics
● Brand asset of Facebook , IG (Can’t use
old/changed logo)
Targeting;
● Alcohol >have age limit
● Health & fitness (+18 y.o)
● Financial Services (+18 y.o)
● Dating & Non discrimination

9. 01 Facebook Ads Objective - Brand Awareness
Estimated ad recall lift
Awareness Attention Ad Recall
150,000 100,000 50,000
User
Brand awareness Campaign, let you to see how many people
aware about your product by calling back after 2 days
50%
Rate

10. 01 Facebook Ads Objective - Reach
Reach as many people
Awareness Reach
150,000 50,000
User
Reach Campaign, let you to see how many people reach your Ad
50%
Rate

11. 01 Facebook Ads Objective - Traffic
Click to Source
Awareness Action
150,000 100
User
Traffic Campaign, let you to get as many people action on
Click-Button (Link, API Whatsapp - Link)
0,1%
Rate
Attention
100,000

12. 01 Facebook Ads Objective - Engagement
Action to Engage
Awareness Engage
50,000 1,500
User
Engagement Objective, let people interact with your event; Likes,
Save, Share, Comment, Event Response
4,28%
Rate
Attention
35,000

13. 01 Facebook Ads Objective - App Installs
Action to Installs
Awareness Installs
50,000 50
User
App Installs, if you have an apps (Google Play, App Store and more), you
can use this objective to call people to install your apps. It cost high per
installs!
0,14%
Rate
Reach
35,000

14. 01 Facebook Ads Objective - Video Views
View your Video’s
Awareness View
50,000 13,000/100%
User
Video view will separate into; thru play (3 second), 25%, 50%, 100% plays
37,1%
Rate
Reach
35,000

15. 01 Facebook Ads Objective - Lead Generation
Lead
Awareness Lead
50,000 125
User
This objective will give you specific data to collect into form, automated
chat, call
0,35%
Rate
Action
35,000
Form: Contact, User Information, Demographic Question, Work Information

16. 01 Facebook Ads Objective - Messages
Messages
Awareness Message
50,000 10
User
Message objective can be used for Click to message; Messenger,
Whatsapp, Instagram Direct
0,06%
Rate
Action
15,000
Whatsapp number need to register on Facebook Page

17. 01 Facebook Ads Objective - Conversion
Attract to call to Action
Awareness Purchase
25,000 10
User
Conversion has the powerful objective to attract people buying,
submit. Depend objective on website
0,13%
Rate
Action
7,500
Purchase, Submit Form, Whatsapp Button and more

18. 01 Facebook Ads Objective - Catalog Sales
Visit the catalog until action to purchased
Awareness
Conversation
or
Purchased
50,000 10
User
Creating catalog in Facebook Page or Instagram Shop or External
source: woocommerce and etc and let people visit the catalog to
purchased the product
0,06%
Rate
Action
15,000
For external source you need to create product list using Business Manager; Product Catalog

19. 01 Facebook Ads Objective - Store Traffic
Awareness Directions
10,000 100
User
Store Traffic let people know where your offline store and direct to
the maps
64%
Rate
Action
1,500
This objective need to add details store; Locations

20. 02 Targeting Audience

21. Local gelato store wants to boost transaction
via whatsapp, which campaign objective can
they use ?
a)Traffic
b)Message
c)Both traffic and message

22. Facebook Custom Audience
Retargeting
New User
This step will help you to set a targeted user in every experience
campaign

23. Facebook Custom Audience
Goals; Remarketing

24. Facebook Lookalike Audience
New User
Lookalike Audience option to target users that are similar
to the target you’ve defined in your Custom Audience.

25. Demographics Interest Behaviours
Location
Age
Gender
Education, Financial, Life
Events, Parents,
Relationship, Work.
Business and Industry,
Entertainment, Family and
Relationships, Fitness and
wellness, Food and drink,
Hobbies and activities,
Shopping and fashion, Sports
and outdoors, Technology.
Anniversary, Consumer
classification, Digital Activities,
Ex-pats, Mobile Device User,
Purchase behaviour, Soccer,
Travel
Facebook Detailed Targeting
● People living in or recently in
this location
● People living in this location
● People recently in this location
● People travelling in this location

26. 03 Budget Optimized

27. Without Campaign Budget
Optimization
With Campaign Budget
Optimization
Campaign Campaign
Ad Set 1 Ad Set 2 Ad Set 3
Campaign
Ad Set 1 Ad Set 2 Ad Set 3
10
10
10
10
Total Conversion: 10
Total Conversion: 17
2
5
3
10
2
5
Key: Budget Allocated Budget Spent Conversions
Illustration
Budget Optimized

28. Bid Strategy: Lowest Cost
Campaign Conversion
Lowest cost is the best to produce the lowest price of
action on Facebook Ads. Facebook will automatic set
the lowest cost for you

29. 04 Facebook Ads Journey
Discovery
(Awareness)
Close Deal
(Consideration)
Purchase
(Conversion)
Retention
(Re-engagement)
A potential customer is aware of his need. He start researching information on the topic
A potential customer starts comparing different options
A Potential customer makes a decision about the purchase
The customer is using the product and getting the support from the brand

30. 04 Facebook Ads Journey
Discovery
(Awareness)
A potential customer is aware of his need. He start researching information on the topic
Cold Prospecting Core Audience
New Audience Lookalike Audience
Potential customers begin at the brand awareness stage

31. Close Deal
(Consideration)
A potential customer starts comparing different options
04 Facebook Ads Journey
Warm Consideration Visitor
Engagement Traffic Web
This stage, customer will comparing the product to other

32. Purchase
(Conversion)
A Potential customer makes a decision about the purchase
04 Facebook Ads Journey
HOT Purchased Freq Visitor
Action Freq
And finally, a percentage of these leads will reach the conversion stage

33. Retention
(Re-engagement)
04 Facebook Ads Journey
The customer is using the product and getting the support from the brand
Customer Re-marketing Retention
Purchased Converting button
This stage, we set for to become lifetime value customer
“Frequently buying the product”

34. WARM Sample
COLD Sample HOT Sample
Customer
Content
Journey

35. 05 Facebook Ads Funnel
The Facebook Ads funnel consists of three main stages:
● Awareness – Top of the Funnel (TOFU)
● Consideration – Middle of the Funnel (MOFU)
● Conversion/Decision – Bottom of the Funnel (BOFU)

36. Instagram, Facebook
Page
Demographic
Traffic
Facebook Ads
Conversions
Web visitor
Engagement
Campaign Funneling
Generating by Profile,
Interest, Location
Custom Audiance by
Page View, View
Content, Action Button
(Landing Page)
Facebook Ads Funnel
COLD
WARM & HOT

37. Personal Ad Account Business Manager
● Can use bank transfer for payment
● Can run campaign for all pages that you
are the admin of the page
● Limited Features
● Only Credit or Debit card as the payment
method
● Can add your teammate to manage the
campaign
● Unlock all Features
Create your own asset channel now
Just open : https://business.facebook.com/adsmanager/manage Create it here : https://business.facebook.com/overview

38. Sample
of
Ads
with
a
different
Objective

39. 06 Running & Split Testing Formula
Create your own
1 Engagement Instagram campaign, with minimum 4 ads
for your own designated project
Periode: 14 - 20 March 2022
Budget: 250K
1. Campaign Structure
2. Targeting audience
3. CTR
*You can use A/B Testing Formula to see Target or Ad that
effective to your objective

40. Ryan
Lead Digital Marketing of Tiara Hana Indonesia
Thank You