Creating Effective Facebook Ads Strategy By: Nguyen Van Minh Lazada Agenda – 04/2016 70% + Online Users 22.000.000 + 14.000.000 + Source: Facebook, March, 2014 INTRO PEOPLE CENTER Targeting & Segmentation DEMOGRAPHICS     Age Gender Location Language DEVICE     Desk Mobile OS version Wifi Connectivity SOCIAL STATUS  Relationship status  Education level, college, major  Employer, position CRM  Customers database matched  Friends of your fans/users AFFINITY/BEHAVIOR  Actions taken with sites and apps  Buying patterns  Likes, interests HUMAN EXPERIENCE  Local  Real time (weather, events)  Seasonality FACEBOOK ADS ACCOUNTABLE ADDRESSABLE MEASURABLE ĐỊNH DANH ĐỊNH VỊ ĐỊNH LƯỢNG O.T.C.T.O Model 5.Optimize 1.Objective 4.Tracking 2.Target 3.Content Page Like Click to website MARKETING Page Post App Engagement OBJECTIVE Event Responses SALES Website Conversion Offer Claims App Installs TARGET AUDIENCE INSIGHT CUSTOM AUDIENCE LOOKALIKE AUDIENCE AUDIENCE INSIGHT Targeting Demographics Age Gender Location Interest Category Behavior CUSTOM AUDIENCE PHONE EMAIL WEB APP LOOKALIKE AUDIENCE SAVED CUSTOM AUDIENCE CONVERSION PIXEL DATA A FAN PAGE Compelling Creative CONTENT Advertising Guidelines Compelling Creative CALL-TO-ACTION (C-T-A) AS FUNNY AS CASUAL HAPPY - POSITIVE CLEAR - SOLID Advertising Guidelines 20% TEXT POLICY 5/25 boxes = 20% Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/468870969814641/ 8/25 boxes = 32% Advertising Guidelines AD IMAGE POLICY |shock or scare| |political or sexual| Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/250509391644213 |nonexistent functions| Advertising Guidelines UNAPPROVED GRAPHICS Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/199766486817238/ Advertising Guidelines HEALTHCARE Nhắm chọn quảng cáo với nhóm tuổi 18 Bạn có hói không? Giảm 10 kg ngày Làm hôm nay! Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/ Advertising Guidelines HEALTHCARE Vi chất dinh dưỡng dùng để ăn kiêng thảo dược "Bạn muốn giảm cân?" Sản phẩm có chứa steroid đồng hóa, chitosan, comfrey, dehydroepiandrosterne, ephedra, hormone sinh trưởng người, melatonin “Bạn cảm thấy béo?” Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/ REACH FREQUENCY CTR COST PER ACTION TRACKING AUDIENCE SEGMENTS OPTIMIZE A/B TESTING CTR DETAILS C-T-A RELEVANCY CAMPAIGN TYPE CPC, CPA ĐỊNH DANH ĐỊNH VỊ ĐỊNH LƯỢNG PEOPLE - FIRST UNIQUE POINTS 5.Optimize 1.Objective 4.Tracking 2.Target 3.Content O.T.C.T.O MODEL THANK YOU ... https://www .facebook. com/help/199766486817238/ Advertising Guidelines HEALTHCARE Nhắm chọn quảng cáo với nhóm tuổi 18 Bạn có hói không? Giảm 10 kg ngày Làm hôm nay! Source: https://www .facebook. com/ad_guidelines.php... Source: https://www .facebook. com/ad_guidelines.php https://www .facebook. com/help/250509391644213 |nonexistent functions| Advertising Guidelines UNAPPROVED GRAPHICS Source: https://www .facebook. com/ad_guidelines.php... Advertising Guidelines 20% TEXT POLICY 5/25 boxes = 20% Source: https://www .facebook. com/ad_guidelines.php https://www .facebook. com/help/468870969814641/ 8/25 boxes = 32% Advertising Guidelines