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Creating Effective Facebook Ads Strategy
14.000.000 +22.000.000 +
70% +
Online Users
Source: Facebook, March, 2014
INTRO
PEOPLE CENTER
Targeting & Segmentation
1. DEMOGRAPHICS 5. AFFINITY/BEHAVIOR
Age Gender Location Language
2. DEVICE 6. HUMAN EXPERIENCE
Desk Mobile OS version Wifi
Connectivity
Local Real time (weather,
events) Seasonality
Actions taken with sites and apps
Buying patterns Likes, interests
3. SOCIAL STATUS Relationship
status Education level,
college, major Employer,
position
Customers database matched
Friends of your fans/users
4. CRM
ACCOUNTABLE
ĐỊNH DANH ĐỊNH VỊ ĐỊNH LƯỢNG
ADDRESSABLE MEASURABLE
FACEBOOK ADS
1.Objective2.Target3.Content4.Tracking5.Optimize
O.T.C.T.O Model
1. OBJECTIVE
Click to website
Page Like
Website Conversion
Offer Claims
App Installs
Page Post
App Engagement
Event Responses
MARKETING
SALES
2. TARGET
LOOKALIKE AUDIENCE
AUDIENCE INSIGHT1CUSTOM AUDIENCE2
3
AUDIENCE INSIGHT1
Demographics TargetingLocationAge Gender BehaviorInterest Categor
y
CUSTOM AUDIENCE2
PHONE EMAIL WEB APP
LOOKALIKE AUDIENCE3SAVED CUSTOM AUDIENCE
A FAN PAGE
CONVERSION PIXEL DATA
1. Compelling Creative3. CONTENT
2. Advertising Guidelines
CALL-TO-ACTION (C-T-A)
1. Compelling Creative
HAPPY - POSITIVE
AS FUNNY AS CASUAL
CLEAR - SOLID
8/25 boxes = 32%5/25 boxes = 20%
2. Advertising Guidelines
20% TEXT POLICY
Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/468870969814641/
2. Advertising Guidelines
Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/250509391644213
|shock or scare| |political or sexual| |nonexistent functions|
AD IMAGE POLICY
2. Advertising Guidelines
Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/199766486817238/
UNAPPROVED GRAPHICS
2. Advertising Guidelines
Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/
Nhắm chọn quảng cáo với nhóm tuổi trên 18
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HEALTHCARE
2. Advertising Guidelines
Source: https://www.facebook.com/ad_guidelines.php https://www.facebook.com/help/399392800124391/
Vi chất dinh dưỡng dùng để ăn kiêng và thảo dược"Bạn muốn giảm cân?"
Sản phẩm có chứa steroid đồng hóa, chitosan, comfrey, dehydroepiandrosterne, ephedra, hormone sinh trưởng của người, melatonin“Bạn cảm thấy béo?”
HEALTHCARE
REACH FREQUENCY
CTR COST PER ACTION
4. TRACKING
1AUDIENCE SEGMENTS
3C-T-A
RELEVANCY
2CTR
DETAILS
A/B TESTING
CAMPAIGN TYPE
CPC, CPA
5. OPTIMIZE
ĐỊNH DANH ĐỊNH VỊ
ĐỊNH LƯỢNG
PEOPLE - FIRST 3 UNIQUE POINTS
1.Objective2.Target3.Content4.Tracking5.Optimize
O.T.C.T.O MODEL
THANK YOU