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Grow Your Business Online Using Social Media Advertising
- 2. Senior Media Specialist at RBBi. Raised in Dubai, Rachel joined RBBi back in 2015 and currently manages SEM & Paid Social Campaigns for various industries, like Hospitality, FMCG, Healthcare, Fitness, Banking & Finance to name a few. Hello! I’m Rachel D’Souza
- 3. Awarded Gold at the recent MENA Digital Awards for the “Best Performance Campaign” for our work with ADIB. Second Gold for the RBBi team. First was in 2016 for the “Best Search Campaign” with Qatar Airways. Some Good News to Share!
- 4. What is Social Media?Why Social Media?
- 6. TOTAL WORLDWIDE POPULATION 7.3 BILLION INTERNET USERS 3.17 BILLION ACTIVE SOCIAL MEDIA USERS 2.3 BILLION ….and counting.
- 8. 91% OF RETAIL BRANDS USE 2 OR MORE SOCIAL MEDIA CHANNELS SOCIAL MEDIA USERS HAVE RISEN BY 176 MILLION IN THE LAST YEAR SOCIAL NETWORKS EARNED AN ESTIMATED $10.9 BILLION FROM ADVERTISING IN 2016 (55% increase YoY)
- 9. Newsfeed is a very busy place…
- 10. >8.4 M people access Facebook every month. >5.8 M or 70% of monthly active people return every day. Facebook in United Arab Emirates.
- 11. 500+ Million Active monthly users 300+ Million Active daily users INSTAGRAM IS ONE OF THE FASTEST-GROWING MOBILE PLATFORMS EVER
- 12. Mobile and smartphone users continue to grow Mobile and smartphone users, UAE, 2015-2020
- 13. People now spend more time with digital and mobile
- 14. …and THIS is your competition.
- 15. Reaching through Paid campaigns How do you standout? Developing Quality Content Engaging organically
- 16. Organic Social Marketing is building social followers, subscribers, and an online community through the sole use of high-quality and engaging content. Content here is driven by the followers themselves. Also called Community Management. Paid Social Marketing allows you to have much more control over who your content reaches – you choose your desired target audience, budget, ad type etc. You also get detailed ad performance data. +
- 17. +2M Facebook views +24K Shares +61K Reactions https://www.youtube.com/watch?v=TBUV8O4Jl7w&t=1s
- 18. Demystifying Social Media: No Longer Just a Tool for Consumer Engagement.
- 19. FACEBOOK AD PLACEMENTS Desktop Mobile Right-Hand Column
- 20. INSTAGRAM AD TYPES Photo With link Square and landscape Video Square and landscape Up to :60 seconds Carousel Showcase multiple products Photo and Video
- 21. Canvas
- 22. Video ads
- 23. Carousel ads
- 24. Choose a campaign objective Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS
- 25. Choose a campaign objective Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS
- 27. Choose a campaign objective based on your MARKETING GOALS Boost your posts Promote your Page Send people to your website Increase conversions on your website Get installs of your app Increase engagement in your app Reach people near your business Raise attendance at your event Get people to claim your offer Get video views
- 29. Ads that elicit actionINTENT & LOYALTY Improve website conversion rate Drive people to your website Increase app installations
- 30. WHAT OBJECTIVE TO USE AT EVERY PART OF THE FUNNEL • Link ad • Lead ad • Carousel ad • Link ad • Lead ad • Carousel ad • Photo • Video • Creative Visuals • Canvas • Boost your post • Video views INTENT DISCOVERY LOYALTY Objective Ad type • Drive website traffic • Increase website conversion • Increase app downloads • Increase website conversion • Increase app engagement
- 31. Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS Choose a campaign objective
- 33. • Men aged 18-30 • Live in Taipei • Like sport and leisure activities • Foodies – especially pasta • Use both desktop and mobile Facebook FIND YOUR TARGET AUDIENCE
- 34. Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS Choose a campaign objective
- 35. TAILOR YOUR MESSAGE TO YOUR AUDIENCE Targeting young people Targeting older folks February 20 at 12:56pm • February 23 at 2:04pm •
- 36. Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS Choose a campaign objective
- 37. CONTROL YOUR BUDGET HOW MUCH DO YOU WANT TO SPEND? HOW MANY PEOPLE DO YOU WANT YOUR AD TO REACH?
- 38. Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS Choose a campaign objective
- 39. MEASURE YOUR RESULTS AND OPTIMISE • How many people were reached • How many impressions were served • What was the click through rate • What was the cost per acquisition, click, impression etc. • Who saw your ads • Which ad placement performed best
- 40. SO, LET’S GET STARTED!
- 41. CHOOSE A CAMPAIGN OBJECTIVE Step
- 43. SET A BUDGET AND BID Step
- 44. IS YOUR AUDIENCE SELECTION A GOOD SIZE? Step
- 46. Choose your audience Measure your results Set a budget Tailor your message CREATE AN AD IN 5 EASY STEPS Choose a campaign objective
- 47. WHAT OBJECTIVE TO USE AT EVERY PART OF THE FUNNEL • Website clicks • CTR • Website conversions (registrations, checkouts) • Conversion cost • Checkouts • Checkout costs • Repurchase rate • ROI • Reach, page views • Frequency • Post interactions • Impressions INTENT DISCOVERY LOYALTY Objective Ad types Metrics • Link ad • Lead ad • Carousel ad • Link ad • Lead ad • Carousel ad • Photo • Video • Creative Visuals • Canvas • Boost your post • Video views • Drive website traffic • Increase website conversion • Increase app downloads • Increase website conversion • Increase app engagement
- 48. 5 MUST-HAVES FOR A SUCCESSFUL CAMPAIGN
- 50. Setting it up…
- 51. Setting it up…
- 52. Setting it up…
- 53. Setting it up…
- 54. Parts of the Pixel The Facebook pixel code with a standard event.
- 55. Standard Events
- 56. Audiences
- 57. Core Audiences Target people based on information on their profiles, like interests, age, location etc. Custom Audiences Target people who have demonstrated intent (through the Facebook pixel or customer emails) Lookalike Audiences Target people similar to your existing customers.
- 58. Split Testing
- 59. What and How? Divides your audience into random, non- overlapping groups, who are shown ad sets with identical creative. One variable per test. It can either be different saved audiences, placements, or delivery optimizations. Tests can be run with either 2 strategies (an A/B test) or 3 strategies (an A/B/C test)
- 61. Automated Rules
- 62. Can create rules that automatically update or notify you of changes to your campaigns, ad sets or ads. You can choose to either turn off your ads sets, get a notification or adjust your budgets once the condition is met.
- 63. Controlling Visibility on Audience Networks
- 64. Prevent ads from appearing on websites within certain industries in the Audience Network Exclude the delivery of your ads into sensitive industries like: Dating, Gambling, Politics, and Religion.
- 65. Prevent ads from appearing on websites within certain industries in the Audience Network Create and Manage a Block List on Audience Network
- 66. NEW KIDS ON THE BLOCK
- 67. Instagram Stories launched on March 1st globally. Right now, only verified accounts can add links to their promoted stories. 70% of Instagrammers follow a business 1 in 5 stories on Instagram gets a direct message from its viewers
- 68. Facebook Messenger Ads Once someone taps on the Newsfeed ad which opens a Messenger conversation between the business and customer. More real- time and personalised. Can be used to introduce new offers or discounts.
- 69. Facebook In-Stream Videos Allowing advertisers to insert short video ads into native videos on Facebook Targeting is audience-based, viewers of the same broadcast will see different ads depending on their interests
- 71. RAMADAN CONNECTIONS HAPPEN ON FACEOOK 47.6 M posts about Ramadan & Eid in MENA 14.6 M people in MENA talking about Ramadan FMCG spending increases by 100%, families cook an average of 43% more dishes. 57% of Ramadan chatter on Facebook is from people 25- 44 years old
- 72. MOBILE IS THE SCREEN OF CHOICE FOR FIRST INTERACTIONS more people on Facebook on Mobile vs Desktop during Ramadan more content uploaded on Facebook from Mobile vs Desktop during Ramadan more photos posts vs status updates on Facebook during Ramadan
- 74. THANKS GUYS!
- 75. If you’d like to ask me any questions later on, please feel free to contact me and I’ll be happy to help ☺ Email: rachel.dsouza@rbbideas.com LinkedIn: https://ae.linkedin.com/in/rachel-dsouza