Hội thảo “Optimize your digital advertising campaign” (tạm dịch: Tối ưu hóa hiệu quả chiến dịch quảng cáo trên digital) Nguồn: MASSO Group và Knorex

1. OPTIMIZEYOUR DIGITAL
ADVERTISING CAMPAIGN
UPDATE FOR 2018

2. AGENDA
17:00 – 17:301
2
3
17:30 – 18:30
18:30 – 19:00
• Social media optimization, case studies by Masso Group
• Digital optimization with programmatic advertising system by
Knorex Singapore & Case studies
• Q & A

3. REACH & FREQUENCY:
PREDICTABLE MEDIA BUYING

4. REACH & FREQUENCY
Reach and frequency buying on Facebook and Instagram delivers
accurate and predictable media planning and delivery features that
allow you to control who sees your message and how many times they
see it, helping you build maximum brand impact.
”
”
|What Is It?

5. REACH & FREQUENCY
Reach and frequency is an alternative to buying through the Facebook auction,
giving you:
• Transparent media planning and buying
• Predictable delivery
• More control
|Predictable Media Buying

6. REACH & FREQUENCY
Recommended for:
• Value predictability in reach and pricing
• Want frequency control for their messages
• Want to compare media plans on Facebook and Instagram with other reach
• And frequency-based media plans on other channels like TV and print
Not recommended for:
• Target local areas since the minimum audience for a reach and frequency
campaign is 200,000 people
• Have a goal of driving the most cost-efficient direct response outcome
|Predictable Media Buying

7. REACH & FREQUENCY |Predictable Media Buying
Predictability
When you create a campaign using Facebook and Instagram’s reach and frequency buying tool, you
can predict your:
• Reach and CPM
• Frequency distribution
• Spend per day
• Placement distribution (e.g., IG vs.FB)
Reach and frequency campaigns are not guaranteed, but they represent
our best prediction of how a campaign will perform. You are agreeing to pay a locked price (CPM) for
the advertising inventory you reserve, and will only be charged for delivered impressions.

8. REACH & FREQUENCY |Predictable Media Buying
•Flighting, Frequency cap, Budget
(schedule of dates for the campaign)
•Creative type
(e.g., video ad, Canvas, etc.)
•Objective
•Predicted login behavior by users
•Target audience, placement
• Other advertisers’ reservations against
the same audience
•Whether or not you have
overlapping campaigns against
the same target audience
•Whether you have a lift study holdout - if so,
your reach will be diminished because some
people won’t receive your ads (the control
group)
•Creative quality, which is a mix of signals
including positive engage- ment and
negative feedback your ads received in the
past 90 days
Changing any one of these can have an impact on both your campaign’s estimated reach and the
CPM you pay.
THE PREDICTED REACH, AND THE PREDICTED CPM, DEPEND ON MANY FACTORS, INCLUDING:

9. REACH & FREQUENCY |Deck

10. REACH & FREQUENCY |Predictable Media Buying

11. REACH & FREQUENCY |Delivery control
Users see
the teaser
Users see
the Official
Version
Users see
the
Promotion
• Reach and frequency campaigns can run from 24 hours to 90 days, and can deliver across both Facebook
and Instagram. On Facebook, ads will run on mobile and desktop News Feed, desktop News Feed only,
mobile News Feed only, or on the right column. On Instagram, ads will run in mobile feed.
• Reach and frequency will optimize primarily for reach, but secondarily for your chosen objective
• Delivery can be standard, sequenced or scheduled.

12. REACH & FREQUENCY
Campaign Objective: build
awareness and drive sales for its
newly launched, co-branded 4G SIM
card with telco operator Viettel
2x
Increase in Sale
|Case Study from Facebook
18-point
Lift in Ad Recall
8-point
Lift in Brand
Awareness
Lift in Purchase Intent
9-point
Solutions:
- Shortened its original 4-part TV commercial into a 15-
second video
- Each of the videos showcased people in everyday
situations
- The campaign ran on Facebook in 2 phases: the first
informed customers about the high-speed internet
connectivity of the new 4G SIM card and package,
and the second encouraged them to go to stores to
buy it

13. REACH & FREQUENCY |Case Study
Target: Vietnam (Focus Hanoi, HCM)
Time: Nov 2017 – Dec 2017
Channel: Facebook
Raise awareness about Romano’s event
Raise awareness about Romano’s Barbershop
Trigger target audience to join the Romano event
Huge amount of KPI with limited timeline
Challenge
Solution
Step 1: Using Reach & Frequency tool to estimate
availability inventory of the target audience
Step 2: Execute as plan and optimize for
performance required category.
Step 3: Optimize the traditional TVC into digital
environment for desktop & mobile device
Step 4: Remarketing

14. REACH & FREQUENCY |Case Study
Result: In 1 Month
Total
Impression
Total Reach
3s View
Rate
10s View
Rate
Completed
View
CTR (All) CTR (Link) Action Rate
Estimate Ad
Recall Lift
Benchmark
Total
Audience:
14,000,000
5%
(AdAsia)
2%
(AdAsia)
0.82%
(Rich Media for
interaction
rate)
0.09%
(Rich Media for
display ad)
Video
Performance 50,000,000 9,600,000 16% 7% 3% 9%
10 – 14
Points
Banner
Performance
(Carousel/Stand
ard)
26,000,000 3,000,000 0.93% 0.84%

15. OFFLINE
CONVERSION TRACKING

16. OFFLINE CONVERSION |What Is It?
Offline Conversions allow advertisers to connect their database
systems, such as CRM or POS systems to their Facebook account to
track offline events that are not captured by the Facebook Pixel or
SDK. Provides insight into customers who have seen an ad online and
then taken an action offline.
What it does:
• Drive results that matter
• Reach the most valuable shoppers
• Optimize for performance

17. How offline conversions work
You can start taking advantage of Offline Conversions in 4 easy steps:
Create
Create offline event-
based Custom
Audiences based
on offline behaviors
and attributes
Set up
Create your event
set, assign it to
your ad
account(s) and
enable auto-
tracking
View
View your results
in Ads
Manager,
Facebook
Analytics or Lift
Tools
Run
Run your
campaigns
across Facebook,
Instagram and
Audience
Network
Hone your campaigns with offline insights
Offline event sets are created and
assigned to all your campaigns.
For Offline Conversions API Only: There
is a one-time integration process to
connect your transaction records
(e.g. POS, CRM) to the API, after
which data transfer will take place
automatically.

18. Offline Conversion Deck

19. Put your offline data to work with Offline
Conversions

20. Put your offline data to work with Offline
Conversions

21. OFFLINE CONVERSION
JUNO wanted to increase sales in its online and offline stores while celebrating International Women’s Day
with a sales event. It looked to a full-funnel Facebook strategy to achieve its target of 100,000 orders
|Case Study
50%
Lower Cost per Purchase
2x
Increase in Overall
Sales
8 million
People Reached
The story:
1. In the awareness phase, it ran video ads that brought to life the tagline “a true man wraps his gifts”, showing a man wrapping a gift for his
girlfriend. Store visit ads encouraged those who lived near its stores to shop at JUNO.
2. For the consideration phase, JUNO created Custom Audiences of the people who watched its video ads, and retargeted dynamic ads
to them.
3. JUNO created another Custom Audience for the conversion phase, running more dynamic ads to reconnect with those who visited the
online store or viewed or added something to their cart.
4. Finally, JUNO used the Facebook pixel to track online purchases, and used offline conversion events to track offline purchases. It then
created lookalike audiences based on people who had purchased or watched the video ad, and targeted ads to them with the same
strategy.

22. ACTIONABLE &
VANITY METRICS

23. VANITY METRICS
Page Like
|What Are They?
Likes / Reactions
Web Sessions
Bounce Rate
Click

24. ACTIONABLE METRICS
Conversation Rate
|What Are They?
Engagement RateBrand Recall Lift
Retention RateLead

25. ACTIONABLE & VANITY METRICS
An actionable metric is a measurement
that empowers business owners to make
decisions and inspire action-orientated
behavior.
Data available in off-the-shelf analytics
packages are what I call Vanity Metrics.
They might make you feel good, but they
don’t offer clear guidance for what to do.
Actionable
Metrics
Vanity
Metrics

26. CASE STUDY

27. REAL ESTATE – VINHOMES RIVERSIDE
Target: Hanoi
Time: Feb. 2017 – Sep 2017
Channel: Facebook, Google Display Network and Google
Search
Directly compete with retailers and many
competitors, Masso has to come up with funnel
strategy to reach the target audience through
online channel and end up with sales data.
Challenge Solution
Step 1: A/B Testing from ad set to ad
Step 2: Define Target through many ad group
Step 3: Daily get feedback from customer
about the quality of data
Step 4: Define value audience & remarketing
Result
Leads CTR CVR
437 Leads
Client spent 300.000
VND/lead
3.27% 0.26%

28. REAL ESTATE – KEM BEACH RESORT
Target: Hanoi, HCM
Time: Apr 2017 – Nov 2017
Channel: Google Display Network & Others, Google Search and Facebook
Directly compete with retailers and many
competitors, Masso has to come up with funnel
strategy to reach the target audience through
online channel and end up with sales data.
Challenge Solution
Step 1: A/B Testing from ad set to ad
Step 2: Define Target through many ad group
Step 3: Daily get feedback from customer
about the quality of data
Step 4: Define value audience & remarketing
Result
Leads/Email
subscribed
CTR CVR
Client
spent
90% SoldFacebook 354 Leads 2.56% 0.88%
250.000
VND/Lead
Google
19,734 Email
subscribed
0.23%
2.48%
(Subscribed/
Interaction)
25.000
VND/Email

29. HOSPITALITY – WHITE PALACE
Target: HCM
Time: Apr 2017 – Jul 2017
Channel: Google Search and Facebook
Objective:
- Optimizing for verified leads
- Optional, optimizing for contract sign
Challenge
Solution
Step 1: Set up working process between sales,
marketing & agency
Step 2: Define target audience
Step 3: A/B Testing from ad set to ad
Step 4: Daily get feedback from customer
about the quality of data
Step 5: Define value audience & remarketing
Result Leads/Contracts signed CTR
Facebook 304 Leads | 198 Verified Leads 3.06%
Google Client Spent Client Earned
4.500.000VNĐ/contract on paid media
3.000.000VNĐ/contract on performance
media
50 Contracts signed
~300,000,000VND/contract

30. GALLE WATCH - ECOMMERCE
Target: Big cities
Time: Sep 2017 – Nov 2017
Channel: Google Display Network
Objective:
- Optimizing for orders
Challenge
Solution
Step 1: Analyze the website performance
Step 2: Set up custom audience through many
factor: Pageview, Time on Specific Site, Add to
Cart, Check out
Step 3: Retarget the value audience and
exclude non-value ones.
Result Orders CTR CV%
Google 264 Orders 2.48% 0.64%
Result
Client spent Client Earned
200.000 VND/Order
264 Orders
2M ~ 1B VND/Oder

31. Masso Media
Launching

32. Masso Media Services
Enrich Customers Experience &
Optimize for Best Outcome
New Media
Platform
Advertising
Program-
matic
Advertising
Platform
Facebook/
Google
Advertising

33. Top Spending Facebook Agency

34. Programmatic Advertising Platform
Partnership In
All-in-One Platform

35. © 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.
KNOREX PROUDLY ANNOUNCES MASSO GROUP PARTNERSHIP
XPO™ by KNOREX
VIETNAM MARKET
EXCLUSIVE PARTNER

36. © 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.
PLEASE SET UP A MEETING SO WE CAN PRESENT
THIS PROGRAMMATIC ADVERTISING SOLUTION
FOR YOUR TEAM.

37. THANK YOU