FACEBOOK ADVERTISING 2014

BY DAO PHUONG NAM

FACEBOOK ADVERTISING AGENDA

FACEBOOK ACCOUNT & ADVERTISING

FACEBOOK ADS

REPORTING AND OPTIMIZE FACEBOOK ADS

TIPS

FACEBOOK ACCOUNT & ADVERTISING

VIEW MORE HERE

WHAT CAN YOU DO WITH FACEBOOK

FANS PAGEInteractive with your fansKnow potential customerBuild a comunity

ADVERTISINGReach exactly the people you want with ads, and let you know target by age, location, interest….

SPONSERED STORIESTake advantage of

friends talking to friends with sponsered stories words of mouth

PLATFORMTrasform your website into social experience with plug-ins and custom apps

WHAT YOU NEED NOW?

• Email with account facebook to create fan pages, run campaigns

• Do not use one account for many campaigns

• Password secures : abc@#&$(@...

• Setup time-zone : GMT+7 HCM CITY

• Billing : VND or USD

• Important : Visa Card, Master Card or Paypal Account

TYPE OF FACEBOOK ADS

CLICK TO WEBSITE

- Takes people to a page on your website (external URL)

- You can promote your fanpage in the same time

TYPE OF FACEBOOK ADS

CLICK TO WEBSITE

NEW FEED - PC ON MOBILE

RIGHT COLUMN - PC

TYPE OF FACEBOOK ADS

PAGE LIKE

TYPE OF FACEBOOK ADS

PAGE LIKE

NEW FEED - PC ON MOBILE

RIGHT COLUMN - PC

TYPE OF FACEBOOK ADS

WEBSITE CONVERSION

- Promote specific action for people to take on your website

TYPE OF FACEBOOK ADS

WEBSITE CONVERSION

TYPE OF FACEBOOK ADS

OFFER CLAIMS

Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.

TYPE OF FACEBOOK ADS

OFFER CLAIMS

NEW FEED - PC

ON MOBILE

RIGHT COLUMN - PC

TYPE OF FACEBOOK ADS

OFFER CLAIMS

Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.

TYPE OF FACEBOOK ADS

APP INSTALLS

Certain businesses, brands and organizations can share discounts with their customers by posting an offer on their Facebook Page. When someone claims an offer, they'll receive an email that they can show at the Page's physical location to get the discount.

TYPE OF FACEBOOK ADSOTHERS

Gift Ads, Video Ads, Comment Ads…. : Available to qualified advertiser & monthly budget over 30K USD

FACEBOOK ADS YOU MIGHT USE

LIKE ADS

SPONSORED STORIES

DIRECT ADS

FACEBOOK ADVERTISING STEP

DEFINE YOUR GOALS FOR ADVERTISING

CREATE GREAT LANDING PAGE & ADS

PICK AND MANAGE YOUR BUDGET

DEFINE YOUR TARGET AUDIENCE

REVIEW, TEST AND OPTIMIZE

WHAT ARE YOUR GOALS???

• LEADS

• SALES

• LIKE

• BRANDING

• PAGE POST VIEW

• OTHER?

HAVE A LOT OF MONEY? CRAZY…..

CREATING FACEBOOK ADS

WHAT YOU NEED

1. DEFINE YOUR TARGET AUDIENCE

2. DESTINATION PAGE (LANDING PAGE)

3. ENTICING HEADING

4. ENTICING/ EYE CATCHING IMAGE

5. WELL CRAFTED BODY TEXT

6. CHOSE YOUR BUDGET AND BID PRICE

TARGET AUDIENCE

TARGET AUDIENCE : GEOGRAPHY

HA NOI

JAPAN

TARGET AUDIENCE : DEMOGRAPHICS

YOU CAN RUN ADS FOR DIFFERENT AGE

GROUP AND GENDERS MORE EFFECTIVELY

BY USING YOUR RESPONDER REPORT

TARGET AUDIENCE : INTERESTS

1. INTEREST RELLY HELP BUSINESS FIND THEIR CLIENT

2. THINKING ABOUT YOUR CLIENTS INTERESTS AND WAY YOU CAN REACH OUT USING FACEBOOK AD

LOVE MOVIES FOOTBALL

ADVANCE DEMOGRAPHICS

USE FULL FOR PARTICULAR PRODUCT AND SERVICES

EX: A PHOTOGRAPHER TARGET TO ENGAGED WOMAN TO OFFER MAKE AN ALBUM WEDDING

oSOCIAL CONNECTION

Used for sponsored stories - Like ads, page post ads...Good for target to fans or not-fan to promote your brand

USING LANDING PAGE

WHY & HOW ?

1. 25%-200% INSCREASE IN CONVERSIONS

2. STRONG MEASAGE MATCH – LESS BOUNCED TRAFFIC

3. FOCUS AND SIMPLICITY (MAKE CUSTOMER EASY TO COMPLETE ACTION IN YOUR WEBSITE)

4. LESS INTERACTION POINT – AVOID “WANDERING “

LANDING PAGE – WTH ????

LANDING PAGE – BETTER

LANDING PAGE – VERY NICE

USE THE RIGHT IMAGE

DON’T USE SOCKING IMAGES

EYE ITCHY? FINDING TO HARD TO CONCENTRATE?

AVOID ADS FATIGUE

Rule of thumb : Refresh your ads images when that ad generates impression that are 3x your target audience size or every 10-12 days

IMAGE TIPS

1. Image should be 110px * 80px save in .png format for cleanest looking images

2. Use image not copyrighted or you have permission to use

3. Images which evoke some sort of emotional response but are not socking

4. Images that seem to perform best : happy woman, colorful logos and headshot s

5. If your image looking boring, pick up camera and take an photo

READING FACEBOOK STATISTIC

TYPES OF FACEBOOK REPORTS

1. PERFORMANCE

2. RESPONDER

3. CONVERSION BY IMPRESSION TIME ( TIME TAKEN CONVERT AFTER IMPRESSION)

4. INLINE INTERACTIONS ( PEOPLE WHO INTERACTED WITH YOUR ADS DIRECTLY AND DID NOT COME TO YOUR PAGE)

BIDDING HINTS & TIPS

1. Try to bid as high as your budget allows and then try backing off as your CPC drops

2. Check and adjust bids on a daily or 2nd day basis for maximum performance

3. Use CTR rates to guide you to raise your bids

4. The more specific your targeting the more expensive bids can become

GENERAL HINTS & TIPS

1. Instead of a direct ad, try using a page post ad for a promotion. This often promotes more interaction, a viral type effect and feels less like an ad

2. Be clear about what you are advertising – don’t be too tricky

3. Fit the essentials into the written content area - what do you need to say NOT what you would like to say

4. Use you ad copy to target your audience further where possible

QUESTION TIME