how to run facebook ads

Facebook Ads The Method to this Madness

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Information Audience Behaviour Results Strategy Overview

Targeting Sample Ads Search Data Ads: Why & How

Overview

Communicate the Right

Information

Targets the Right Audience

Elicits the Right Behaviour

Translates into Right Results for the brand

Ads: Why & How

• Create Awareness about the tyre brand’s focus initiative around travel

• Communicate the essence of the platform- Stories about road trips

• Appeal to the right audience mix by conveying the persona the brand is associated with for the focus initiative

• Promote the launch of the website and position it as the only platform for stories about road trips

• Feature the various highlights of the website

Information Audience Behaviour Results Strategy Overview Information

Targeting Sample Ads Search Data Ads: Why & How Ads: Why & How

Information Audience Behaviour Results Strategy Overview Audience


0

5

10

15

20

25

30

35

40

45

50

Offbeat Discovery Getaway Laidback

Age

(in

yea

rs) 24-30

31-35

36-40

41-45

SEC A1, A2, A3

Tier I and Tier II cities

Information Audience Behaviour Results Strategy Overview Audience


Luxu

ry b

ran

ds

Travel & Luxury

Festivals/Fairs

Music Gigs

Toyo

ta F

ort

un

er

Toyota Corolla Altis

Maru

ti Swift

Maruti Alto

Female Male

Interests Cars Owned

Information Audience Behaviour Results Strategy Overview Behaviour

Conversions

Awareness

Interaction

Engagement

Positive WOM

If done right, lays the foundation for building a strong community

The chain reaction triggered by an FB Ad


• Right mix of TG on the platform inline with the personas defined for the platform • Contextual content that creates relevant brand perception and helps meet campaign objectives Note: Producing content for a generic audience dilutes the brand positioning

• Positioning as the foremost platform on specialised editorial content on road trip stories • Strengthens brand’s association with the travel ‘space’ as against other tyre brands

Information Audience Behaviour Results Strategy Overview Results


• Create a bucket of 4-5 ad campaigns with each campaign having a specific objective and TG in mind e.g. Introducing the launch of a new web comic for comic lovers

• Each campaign should have a set of 2-3 adverts with different messaging and imagery • Start with a CPC based model for two reasons-

• CPC based ads are placed above CPM based ads • CPM should generate a lot of impressions to optimise cost Note: Migrate to a CPM based model over the long term if enough impressions are being generated

• Switch between different campaigns to test the efficacy of the ads

Note: Based on a precedent analysis of past campaigns, we have found that ideally an ads effectiveness falls after it is run for more than 3 days at a stretch

• Continuously monitor the performance and make relevant changes to the ads.

Experiment, as it is not an exact science.

Note: FB allocates a higher budget to the best performing ad within a campaign

Information Audience Behaviour Results Strategy Overview Strategy


Facebook Ads employs a PUSH STRATEGY wherein ads are targeted at people based on the information provided by them. Google Ads on the other hand employs a PULL STRATEGY which helps a business/brand optimize its ranking for keywords that people are ALREADY SEARCHING for. Therefore, it is based on actual search behaviour and intent. Let us have a brief look at the key travel related topics that people are searching for, the popularity of these topics and which part of the country these searches are coming from

Targeting Sample Ads Search Data Ads: Why & How Search Data

Overview Search Terms Search Traffic Overview

Targeted cities based on Google Search Data in India for 2011 for the following KEYWORDS- Channels/Networks Interests Information Search 1. NDTV Goodtimes 1. Photography 1. Travel 2. Master Chef 2. Travelogue 2. Holiday Outing 3. National Geographic 3. Road Trip 3. Resorts 4. Animal Planet 4. Trekking 4. Highways Web Platforms Multimedia 1. Team BHP 1. Short films 2. Club Mahindra 2. Document 3. Lonely Planet 3. Podcast


Overview Search Terms Search Traffic Search Terms

Search Data

Team BHP

Trekking

Club Mahindra

Podcast

Short films

Documentary

Resorts

Highways

Animal Planet


Overview Search Terms Search Traffic Search Traffic

Search Data

Goodtimes

Masterchef

Nat Geo

Photography

Travelogue

Road trip

Holiday Outing

Travel

Lonely Planet

Targeting Sample Ads Search Data Ads: Why & How Targeting

Overview Search Terms Search Traffic Search Traffic

Location Demographics Interests Connections Qualifications Cost Location

• Since the target audience belongs to SEC A1, A2 and A3 the majority of the TG would come from Tier I and Tier II cities

• Also the search data for key terms related to Travel and Journeys also verifies this

assumption • Create 2 separate buckets for Metros and Tier II cities


Location Demographics Interests Connections Qualifications Cost Demographics

• 4 buckets for age group can be created based on the age range of the core TG for the 4 campaign themes

• Advanced demographics needn’t be specified unless there is substantial data to

justify this targeting


Location Demographics Interests Connections Qualifications Cost Interests

• Unless not available, target broad interest areas (interest preceded by a #) which will include related terms as well e.g. #Nature would also include Nature Walks


Location Demographics Interests Connections Qualifications Cost Connections

We do not recommend ‘advanced connection targeting’ initially since we do not have a critical mass of the right target audience on the platform. It can be done once there are more insights about the users and performance of the ads.


<Brand page title>

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Location Demographics Interests Connections Qualifications Cost Qualifications

• Since our TG would be at least a graduate and have shown a high propensity to mention their alma-mater, checking this option would help filter the audience quality further

• Based on these targeting parameters, we would be able to reach about 4-5 lakh

users


Location Demographics Interests Connections Qualifications Cost Cost

• Bids should be at least as much as the suggested bid price to improve performance • Otherwise, the ad will show up very low in the results or might even be excluded

altogether


FB Application Web Comic Page Story Community Trip Planner Site Launch

Best Practices • Image should be easily understandable given the small ‘real estate’ of the ad and it should be relevant to the ad copy

• Ad copy should follow from the image & headline and should clearly state who it is addressing (e.g. those who are going for a weekend trip..) and should have a clear call-to-action (e.g. Click here to plan your trip)

• Landing page should be relevant to the promise of the ad

• Social Proof ad has a higher chance of conversion since it has the authenticity of an interaction by a person within the user’s network

Targeting Sample Ads Search Data Ads: Why & How Sample Ads

FB Application Web Comic Page Story Community Trip Planner Site Launch FB Application

Inviting users to the App by asking them a rhetorical question (Does the idea of a…) i.e. if they fit the characteristics of any of the 4 personality types


<Brand page title>

<Application Name>

<Brand page title>

<Brand page title>

FB Application Web Comic Page Story Community Trip Planner Site Launch FB Application

Inviting users to the App by defining the method (Collect travel stamps) and leveraging the social incentive of the platform (Share)


<Brand page title>

<Application Name>

<Brand page title>

<Brand page title>

FB Application Web Comic Page Story Community Trip Planner Site Launch Web Comic

Introducing the comic strip (adventures of a restless …) and inviting them to read it (Click here to read now) by redirecting them to the comic book section on the website


<Destination URL of comic strip>

<Comic Book Title>

<Comic Book Title>

<Comic Book Title>

FB Application Web Comic Page Story Community Trip Planner Site Launch Page Story

• Promoting a popular story on the page in order to increase conversion and user engagement

• Stories made as per personas allows more effective targeting for the ads


<Brand Page Title>

<Brand page title>

FB Application Web Comic Page Story Community Trip Planner Site Launch Community

Encouraging user to become part of the Facebook community by promoting the essence of the platform and the takeaway for the user (Share your road trip story)


<Brand page title>

<Brand page title>

<Brand Page Title>

FB Application Web Comic Page Story Community Trip Planner Site Launch Trip Planner

• Targeting users who might be planning a trip (Thinking of making….) by creating positioning the Trip Planner App as a facilitator of taking trips.

• Also promoting the simplicity of its use (4-clicks)


<Destination URL of Application>

FB Application Web Comic Page Story Community Trip Planner Site Launch Site Launch

• Introducing users to Goodyear JOJ website and positioning it as the ‘Home of stories about road trips’

• Using Rosh to the guide them to the website with the help of a road sign (Image)


<Destination URL of Application>

<Website Title>

<Website Title>

FB Application Web Comic Page Story Community Trip Planner Site Launch


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how to run facebook ads

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