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Facebook Ads
     The Method to this Madness




info@shack.co.in
Overview
Overview     Information       Audience         Behaviour          Results      Strategy



                                    Communicate
                                       the Right
                                     Information



                                     Targets the
                                   Right Audience




                                   Elicits the Right
                                      Behaviour



                                   Translates into
                                    Right Results
                                    for the brand


Ads: Why & How
Ads:     & How             Search Data                 Targeting             Sample Ads
Overview        Information
                  Information       Audience         Behaviour         Results          Strategy




 • 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




Ads: Why & How
Ads:     & How                  Search Data               Targeting                Sample Ads
Overview         Information                Audience
                                             Audience            Behaviour             Results      Strategy




                                                        SEC A1, A2, A3
                                                   Tier I and Tier II cities
                              50
                                                                                      41-45
                              45
                                                                      36-40
                              40
                                                  31-35
                              35
                                    24-30
             Age (in years)




                              30
                              25
                              20
                              15
                              10
                              5
                              0
                                   Offbeat      Discovery          Getaway        Laidback




Ads: Why & How
Ads:     & How                        Search Data                         Targeting              Sample Ads
Overview           Information                      Audience
                                                     Audience        Behaviour            Results                          Strategy




                         Interests                                                   Cars Owned




                                                                                              Toyota Fortuner
                               Luxury brands




            Music Gigs                         Travel & Luxury              Maruti Alto                         Toyota Corolla Altis
                           Festivals/Fairs




                                                                                           Maruti Swift
                                                            Female   Male




Ads: Why & How
Ads:     & How                                  Search Data                 Targeting                                Sample Ads
Overview    Information        Audience          Behaviour
                                                  Behaviour          Results      Strategy


                     The chain reaction triggered by an FB Ad


                            Positive
                                                       Conversions
                             WOM




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




                                         Interaction




Ads: Why & How
Ads:     & How             Search Data                   Targeting             Sample Ads
Overview         Information         Audience          Behaviour          Results
                                                                           Results            Strategy




 • 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




Ads: Why & How
Ads:     & How                  Search Data                   Targeting                    Sample Ads
Overview        Information        Audience          Behaviour           Results          Strategy
                                                                                           Strategy

 • 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


Ads: Why & How
Ads:     & How                 Search Data                  Targeting                  Sample Ads
Overview
  Overview            Search Terms          Search Traffic




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




Ads: Why & How              Search Data
                            Search Data                  Targeting               Sample Ads
Overview          Search Terms
                    Search Terms          Search Traffic




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




Ads: Why & How             Search Data
                           Search Data                 Targeting             Sample Ads
Overview     Search Terms        Search Traffic
                                        Search Traffic


Team BHP



Trekking



Club Mahindra

Podcast


Short films



Documentary

Resorts



Highways



Animal Planet


  Ads: Why & How         Search Data
                         Search Data                Targeting   Sample Ads
Overview   Search Terms        Search Traffic
                                         Search Traffic


Goodtimes



Masterchef



Nat Geo

Photography



Travelogue



Road trip

Holiday Outing



Travel



Lonely Planet


  Ads: Why & How          Search Data                Targeting
                                                     Targeting   Sample Ads
Location
Location     Demographics        Interests      Connections        Qualifications        Cost




   • 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




Ads: Why & How              Search Data                Targeting
                                                       Targeting                    Sample Ads
Location    Demographics
            Demographics       Interests      Connections       Qualifications        Cost




   • 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




Ads: Why & How             Search Data              Targeting
                                                    Targeting                    Sample Ads
Location     Demographics       Interests
                                 Interests     Connections       Qualifications        Cost




   • 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




Ads: Why & How              Search Data              Targeting
                                                     Targeting                    Sample Ads
Location     Demographics                  Interests            Connections
                                                                Connections               Qualifications        Cost




                                                          <Brand page title>
                                                       <Brand page title>




                      <Brand page title>        X

                                                                     <Brand page title>



   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.




Ads: Why & How                Search Data                                   Targeting
                                                                            Targeting                      Sample Ads
Location     Demographics       Interests     Connections    Qualifications
                                                             Qualifications        Cost




   • 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



Ads: Why & How              Search Data             Targeting
                                                    Targeting                 Sample Ads
Location     Demographics       Interests     Connections       Qualifications        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




Ads: Why & How              Search Data             Targeting
                                                    Targeting                    Sample Ads
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



 Ads: Why & How                Search Data                 Targeting                   Sample Ads
                                                                                      Sample Ads
FB Application
FB Application   Web Comic               Page Story   Community        Trip Planner            Site Launch

                                                                          <Brand page title>

                         <Brand page title>




                         <Application Name>



                         <Brand page title>




      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



  Ads: Why & How                 Search Data               Targeting                     Sample Ads
                                                                                        Sample Ads
FB Application
FB Application   Web Comic               Page Story   Community        Trip Planner           Site Launch

                                                                         <Brand page title>

                         <Brand page title>




                         <Application Name>



                         <Brand page title>




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



  Ads: Why & How                 Search Data               Targeting                      Sample Ads
                                                                                         Sample Ads
FB Application   Web Comic
                 Web Comic              Page Story         Community        Trip Planner           Site Launch

                                                                              <Comic Book Title>




                        <Destination URL of comic strip>



                        <Comic Book Title>




                        <Comic Book Title>




      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


 Ads: Why & How                  Search Data                    Targeting                     Sample Ads
                                                                                             Sample Ads
FB Application     Web Comic             Page Story
                                         Page Story   Community        Trip Planner           Site Launch

                                                                              <Brand Page Title>
                          <Brand page title>




      •    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




 Ads: Why & How                   Search Data              Targeting                    Sample Ads
                                                                                       Sample Ads
FB Application   Web Comic               Page Story   Community
                                                      Community        Trip Planner           Site Launch

                                                                         <Brand Page Title>
                         <Brand page title>




                         <Brand page title>




      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)



 Ads: Why & How                   Search Data              Targeting                     Sample Ads
                                                                                        Sample Ads
FB Application     Web Comic              Page Story         Community        Trip Planner
                                                                              Trip Planner      Site Launch




                          <Destination URL of Application>




      •    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)




 Ads: Why & How                   Search Data                     Targeting                   Sample Ads
                                                                                             Sample Ads
FB Application     Web Comic                Page Story       Community        Trip Planner           Site Launch
                                                                                                     Site Launch

                                                                                <Website Title>




                          <Destination URL of Application>



                          <Website Title>




      •    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)




 Ads: Why & How                   Search Data                     Targeting                        Sample Ads
                                                                                                  Sample Ads
FB Application   Web Comic      Page Story   Community        Trip Planner     Site Launch




  WHAT WE DO – www.shack.co.in
  WHAT WE THINK – www.shackcompanis.com
  WHAT WE LIKE – www.twitter.com/shackcompanis




 Ads: Why & How              Search Data          Targeting                  Sample Ads

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How To Run Facebook Ads

  • 1. Facebook Ads The Method to this Madness info@shack.co.in
  • 2. Overview Overview Information Audience Behaviour Results Strategy Communicate the Right Information Targets the Right Audience Elicits the Right Behaviour Translates into Right Results for the brand Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 3. Overview Information Information Audience Behaviour Results Strategy • 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 Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 4. Overview Information Audience Audience Behaviour Results Strategy SEC A1, A2, A3 Tier I and Tier II cities 50 41-45 45 36-40 40 31-35 35 24-30 Age (in years) 30 25 20 15 10 5 0 Offbeat Discovery Getaway Laidback Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 5. Overview Information Audience Audience Behaviour Results Strategy Interests Cars Owned Toyota Fortuner Luxury brands Music Gigs Travel & Luxury Maruti Alto Toyota Corolla Altis Festivals/Fairs Maruti Swift Female Male Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 6. Overview Information Audience Behaviour Behaviour Results Strategy The chain reaction triggered by an FB Ad Positive Conversions WOM If done right, lays the foundation for building a strong community Engagement Awareness Interaction Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 7. Overview Information Audience Behaviour Results Results Strategy • 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 Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 8. Overview Information Audience Behaviour Results Strategy Strategy • 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 Ads: Why & How Ads: & How Search Data Targeting Sample Ads
  • 9. Overview Overview Search Terms Search Traffic 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 Ads: Why & How Search Data Search Data Targeting Sample Ads
  • 10. Overview Search Terms Search Terms Search Traffic 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 Ads: Why & How Search Data Search Data Targeting Sample Ads
  • 11. Overview Search Terms Search Traffic Search Traffic Team BHP Trekking Club Mahindra Podcast Short films Documentary Resorts Highways Animal Planet Ads: Why & How Search Data Search Data Targeting Sample Ads
  • 12. Overview Search Terms Search Traffic Search Traffic Goodtimes Masterchef Nat Geo Photography Travelogue Road trip Holiday Outing Travel Lonely Planet Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 13. Location Location Demographics Interests Connections Qualifications Cost • 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 Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 14. Location Demographics Demographics Interests Connections Qualifications Cost • 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 Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 15. Location Demographics Interests Interests Connections Qualifications Cost • 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 Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 16. Location Demographics Interests Connections Connections Qualifications Cost <Brand page title> <Brand page title> <Brand page title> X <Brand page title> 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. Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 17. Location Demographics Interests Connections Qualifications Qualifications Cost • 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 Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 18. Location Demographics Interests Connections Qualifications 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 Ads: Why & How Search Data Targeting Targeting Sample Ads
  • 19. 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 Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 20. FB Application FB Application Web Comic Page Story Community Trip Planner Site Launch <Brand page title> <Brand page title> <Application Name> <Brand page title> 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 Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 21. FB Application FB Application Web Comic Page Story Community Trip Planner Site Launch <Brand page title> <Brand page title> <Application Name> <Brand page title> Inviting users to the App by defining the method (Collect travel stamps) and leveraging the social incentive of the platform (Share) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 22. FB Application Web Comic Web Comic Page Story Community Trip Planner Site Launch <Comic Book Title> <Destination URL of comic strip> <Comic Book Title> <Comic Book Title> 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 Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 23. FB Application Web Comic Page Story Page Story Community Trip Planner Site Launch <Brand Page Title> <Brand page title> • 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 Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 24. FB Application Web Comic Page Story Community Community Trip Planner Site Launch <Brand Page Title> <Brand page title> <Brand page title> 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) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 25. FB Application Web Comic Page Story Community Trip Planner Trip Planner Site Launch <Destination URL of Application> • 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) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 26. FB Application Web Comic Page Story Community Trip Planner Site Launch Site Launch <Website Title> <Destination URL of Application> <Website Title> • 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) Ads: Why & How Search Data Targeting Sample Ads Sample Ads
  • 27. FB Application Web Comic Page Story Community Trip Planner Site Launch WHAT WE DO – www.shack.co.in WHAT WE THINK – www.shackcompanis.com WHAT WE LIKE – www.twitter.com/shackcompanis Ads: Why & How Search Data Targeting Sample Ads