Grow Your Business Online Using Social Media Advertising

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

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!

What is Social Media? Why Social Media?

TOTAL WORLDWIDE POPULATION7.3 BILLION

INTERNET USERS3.17 BILLION

ACTIVE SOCIAL MEDIA USERS

2.3 BILLION

….and counting.

SOME MORE STATS…

YAAYY!

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)

Newsfeed is a very busy place…

>8.4 Mpeople access

Facebook every month.

>5.8 Mor 70% of monthly

active people return every day.

Facebook in United Arab Emirates.

500+Million

Active monthly users

300+Million

Active daily users

INSTAGRAM IS ONE OF THE FASTEST-GROWING MOBILE PLATFORMS EVER

Mobile and smartphone users continue to growMobile and smartphone users, UAE, 2015-2020

People now spend more time with digital and mobile

…and THIS is your competition.

Reaching through Paid campaigns

How do you standout?

Developing Quality Content

Engaging organically

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.

+

+2M Facebook views

+24K Shares

+61K Reactions

https://www.youtube.com/watch?v=TBUV8O4Jl7w&t=1s

Demystifying Social Media: No Longer Just a Tool for Consumer Engagement.

FACEBOOK AD PLACEMENTS

Desktop Mobile Right-Hand Column

INSTAGRAM AD TYPES

PhotoWith linkSquare andlandscape

VideoSquare and landscape Up to :60 seconds

CarouselShowcase multiple products Photo and Video

Canvas

Video ads

Carousel ads

Choose a campaign objective

Choose your

audience

Measure your

results

Set a budget

Tailor your message

CREATE AN AD IN 5 EASY STEPS

THE MARKETING FUNNEL

Discovery

Intent

Loyalty

Choose a campaign object ive 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

DISCOVERY

Ads to increasediscovery

Video adsBoost post

Ads that elicit actionINTENT & LOYALTY

Improve website conversion rate

Drive people toyour website

Increase app installations

W H AT O B J EC TI VE TO US E AT E VE RY PA RT O F T HE F UNNE L

• 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

Choose your

audience

Measure your

results

Set a budget

Tailor your message



LOOKALIKEAUDIENCES

CUSTOMAUDIENCES

COREAUDIENCES

AUDIENCE TARGET TING OPTIONS

• 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

Choose your

audience

Measure your

results

Set a budget

Tailor your message



TAILOR YOUR MESSAGE TO YOUR AUDIENCE

Targeting young people Targeting older folks

February 20 at 12:56pm • February 23 at 2:04pm •

Choose your

audience

Measure your

results

Set a budget

Tailor your message



CONTROL YOUR BUDGET

HOW MUCH DO YOU WANT TO SPEND?

HOW MANY PEOPLEDO YOU WANT YOUR

AD TO REACH?

Choose your

audience

Measure your

results

Set a budget

Tailor your message



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

SO, LET’S GET STARTED!

CHOOSE A CAMPAIGN OBJECTIVE

Step

CHOOSE YOUR AUDIENCEStep

SET A BUDGET AND BID

Step

I S YOUR AUDIENCE SELECTION A GOOD S IZE?

Step

MEASURE AND REPORTStep

Choose your

audience

Measure your

results

Set a budget

Tailor your message



W H AT O B J EC TI VE TO US E AT E VE RY PA RT O F T HE F UNNE L

• 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



• 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

5 MUST-HAVES FOR A SUCCESSFUL CAMPAIGN

The Facebook Pixel

Setting it up…

Parts of the PixelThe Facebook pixel code with a standard event.

Standard Events

Audiences

Core AudiencesTarget people based on information on their profiles, like

interests, age, location etc.

Custom AudiencesTarget people who have demonstrated intent (through the Facebook pixel or customer emails)

Lookalike AudiencesTarget people similar

to your existing customers.

Split Testing

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)

Automated Rules

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.

Controlling Visibility on Audience Networks

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.

Prevent ads from appearing on websites

within certain industries in the

Audience Network

Create and Manage a Block List on Audience

Network

NEW KIDS ON THE BLOCK

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

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.

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

RAMADAN & FACEBOOK

RAMADAN CONNECTIONS HAPPEN ON FACEOOK

47.6 Mposts about

Ramadan & Eid in MENA

14.6 Mpeople 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

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

THANKS GUYS!

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: [email protected]: https://ae.linkedin.com/in/rachel-dsouza

mailto:[email protected]

https://ae.linkedin.com/in/rachel-dsouza

Grow Your Business Online Using Social Media Advertising

Marketing

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