[catcom] chiến lược quảng cáo facebook hiệu quả

Creating Effective Facebook Ads Strategy

14.000.000 +22.000.000 +

70% +

Online Users

Source: Facebook, March, 2014

INTRO

PEOPLE CENTER

Targeting & Segmentation

1. DEMOGRAPHICS 5. AFFINITY/BEHAVIOR

Age Gender Location Language

2. DEVICE 6. HUMAN EXPERIENCE

Desk Mobile OS version Wifi

Connectivity

Local Real time (weather,

events) Seasonality

Actions taken with sites and apps

Buying patterns Likes, interests

3. SOCIAL STATUS Relationship

status Education level,

college, major Employer,

position

Customers database matched

Friends of your fans/users

4. CRM

ACCOUNTABLE

ĐỊNH DANH ĐỊNH VỊ ĐỊNH LƯỢNG

ADDRESSABLE MEASURABLE

FACEBOOK ADS

1.Objective2.Target3.Content4.Tracking5.Optimize

O.T.C.T.O Model

1. OBJECTIVE

Click to website

Page Like

Website Conversion

Offer Claims

App Installs

Page Post

App Engagement

Event Responses

MARKETING

SALES

2. TARGET

LOOKALIKE AUDIENCE

AUDIENCE INSIGHT1CUSTOM AUDIENCE2

3

AUDIENCE INSIGHT1

Demographics TargetingLocationAge Gender BehaviorInterest Categor

y

CUSTOM AUDIENCE2

PHONE EMAIL WEB APP

LOOKALIKE AUDIENCE3SAVED CUSTOM AUDIENCE

A FAN PAGE

CONVERSION PIXEL DATA

1. Compelling Creative3. CONTENT

2. Advertising Guidelines

CALL-TO-ACTION (C-T-A)

1. Compelling Creative

HAPPY - POSITIVE

AS FUNNY AS CASUAL

CLEAR - SOLID

8/25 boxes = 32%5/25 boxes = 20%

2. Advertising Guidelines

20% TEXT POLICY

Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/468870969814641/

2. Advertising Guidelines

Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/250509391644213

|shock or scare| |political or sexual| |nonexistent functions|

AD IMAGE POLICY

2. Advertising Guidelines

Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/199766486817238/

UNAPPROVED GRAPHICS

2. Advertising Guidelines

Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/

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HEALTHCARE

2. Advertising Guidelines

Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/

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HEALTHCARE

REACH FREQUENCY

CTR COST PER ACTION

4. TRACKING

1AUDIENCE SEGMENTS

3C-T-A

RELEVANCY

2CTR

DETAILS

A/B TESTING

CAMPAIGN TYPE

CPC, CPA

5. OPTIMIZE

ĐỊNH DANH ĐỊNH VỊ

ĐỊNH LƯỢNG

PEOPLE - FIRST 3 UNIQUE POINTS

1.Objective2.Target3.Content4.Tracking5.Optimize

O.T.C.T.O MODEL

THANK YOU