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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
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
• 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
CREATE AN AD IN 5 EASY STEPS
Choose a campaign objective
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
CREATE AN AD IN 5 EASY STEPS
Choose a campaign objective
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
CREATE AN AD IN 5 EASY STEPS
Choose a campaign objective
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
CREATE AN AD IN 5 EASY STEPS
Choose a campaign objective
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
CREATE AN AD IN 5 EASY STEPS
Choose a campaign objective
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
• Link ad• Lead ad• Carousel ad
• Link ad• Lead ad• Carousel ad
• 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…
Setting it up…
Setting it up…
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