Tai lieu quang cao Facebook advertising 2014, nguon: Dao Phuong Nam

1. FACEBOOK ADVERTISING 2014
BY DAO PHUONG NAM

2. FACEBOOK ADVERTISING AGENDA
FACEBOOK ACCOUNT & ADVERTISING
FACEBOOK ADS
REPORTING AND OPTIMIZE FACEBOOK ADS
TIPS

3. FACEBOOK ACCOUNT & ADVERTISING

5. VIEW MORE HERE

6. WHAT CAN YOU DO WITH FACEBOOK
FANS PAGE
Interactive with your fans
Know potential customer
Build a comunity
ADVERTISING
Reach exactly the people
you want with ads, and
let you know
target by age, location,
interest….
SPONSERED STORIES
Take advantage of
friends talking to friends
with sponsered stories
 words of mouth
PLATFORM
Trasform your website
into social experience
with plug-ins and custom
apps

7. WHAT YOU NEED NOW?
• Email with account facebook to create fan pages, run
campaigns
• Do not use one account for many campaigns
• Password secures : abc@#&$(@...
• Setup time-zone : GMT+7 HCM CITY
• Billing : VND or USD
• Important : Visa Card, Master Card or Paypal Account

8. TYPE OF FACEBOOK ADS
CLICK TO WEBSITE
- Takes people to a page
on your website
(external URL)
- You can promote your
fanpage in the same
time

9. TYPE OF FACEBOOK ADS
CLICK TO WEBSITE
NEW FEED - PC ON MOBILE
RIGHT COLUMN - PC

10. TYPE OF FACEBOOK ADS
PAGE LIKE

11. TYPE OF FACEBOOK ADS
PAGE LIKE
NEW FEED - PC ON MOBILE
RIGHT COLUMN - PC

12. TYPE OF FACEBOOK ADS
WEBSITE CONVERSION
- Promote specific action
for people to take on
your website

13. TYPE OF FACEBOOK ADS
WEBSITE CONVERSION

14. TYPE OF FACEBOOK ADS
OFFER CLAIMS
Certain businesses, brands and
organizations can share discounts with
their customers by posting an offer on their
Facebook Page. When someone claims an
offer, they'll receive an email that they can
show at the Page's physical location to get
the discount.

15. TYPE OF FACEBOOK ADS
OFFER CLAIMS
NEW FEED - PC
ON MOBILE
RIGHT COLUMN - PC

16. TYPE OF FACEBOOK ADS
OFFER CLAIMS
Certain businesses, brands and
organizations can share discounts with
their customers by posting an offer on their
Facebook Page. When someone claims an
offer, they'll receive an email that they can
show at the Page's physical location to get
the discount.

17. TYPE OF FACEBOOK ADS
APP INSTALLS
Certain businesses, brands and
organizations can share discounts with
their customers by posting an offer on their
Facebook Page. When someone claims an
offer, they'll receive an email that they can
show at the Page's physical location to get
the discount.

18. TYPE OF FACEBOOK ADS
OTHERS
Gift Ads, Video Ads, Comment Ads…. :
Available to qualified advertiser & monthly
budget over 30K USD

19. FACEBOOK ADS YOU MIGHT USE
LIKE ADS
SPONSORED STORIES
DIRECT ADS

20. FACEBOOK ADVERTISING STEP
DEFINE YOUR GOALS FOR ADVERTISING
CREATE GREAT LANDING PAGE & ADS
PICK AND MANAGE YOUR BUDGET
DEFINE YOUR TARGET AUDIENCE
REVIEW, TEST AND OPTIMIZE

21. WHAT ARE YOUR GOALS???
• LEADS
• SALES
• LIKE
• BRANDING
• PAGE POST VIEW
• OTHER?
HAVE A LOT OF MONEY? CRAZY…..

22. CREATING FACEBOOK ADS

23. WHAT YOU NEED
1. DEFINE YOUR TARGET AUDIENCE
2. DESTINATION PAGE (LANDING PAGE)
3. ENTICING HEADING
4. ENTICING/ EYE CATCHING IMAGE
5. WELL CRAFTED BODY TEXT
6. CHOSE YOUR BUDGET AND BID PRICE

24. TARGET AUDIENCE

25. TARGET AUDIENCE : GEOGRAPHY
HA NOI
JAPAN

26. TARGET AUDIENCE : DEMOGRAPHICS
YOU CAN RUN ADS FOR DIFFERENT
AGE
GROUP AND GENDERS MORE
EFFECTIVELY
BY USING YOUR RESPONDER REPORT

27. TARGET AUDIENCE : INTERESTS
1. INTEREST RELLY HELP BUSINESS
FIND THEIR CLIENT
2. THINKING ABOUT YOUR CLIENTS
INTERESTS AND WAY YOU CAN
REACH OUT USING FACEBOOK AD
LOVE MOVIES FOOTBALL

28. ADVANCE DEMOGRAPHICS
USE FULL FOR PARTICULAR PRODUCT AND SERVICES
EX: A PHOTOGRAPHER TARGET TO ENGAGED WOMAN TO OFFER MAKE AN ALBUM WEDDING

29. oSOCIAL CONNECTION
Used for sponsored stories - Like ads, page post ads...
Good for target to fans or not-fan to promote your brand

30. USING LANDING PAGE

31. WHY & HOW ?
1. 25%-200% INSCREASE IN CONVERSIONS
2. STRONG MEASAGE MATCH – LESS BOUNCED TRAFFIC
3. FOCUS AND SIMPLICITY (MAKE CUSTOMER EASY TO
COMPLETE ACTION IN YOUR WEBSITE)
4. LESS INTERACTION POINT – AVOID “WANDERING “

32. LANDING PAGE – WTH ????

33. LANDING PAGE – BETTER

34. LANDING PAGE – VERY NICE

36. USE THE RIGHT IMAGE

37. DON’T USE SOCKING IMAGES

39. EYE ITCHY? FINDING TO HARD TO CONCENTRATE?
AVOID ADS FATIGUE
Rule of thumb : Refresh your ads images
when that ad generates impression that
are 3x your target audience size or every
10-12 days

40. IMAGE TIPS
1. Image should be 110px * 80px save in .png format for cleanest looking
images
2. Use image not copyrighted or you have permission to use
3. Images which evoke some sort of emotional response but are not socking
4. Images that seem to perform best : happy woman, colorful logos and
headshot s
5. If your image looking boring, pick up camera and take an photo

41. READING FACEBOOK STATISTIC

42. TYPES OF FACEBOOK REPORTS
1. PERFORMANCE
2. RESPONDER
3. CONVERSION BY IMPRESSION TIME ( TIME TAKEN
CONVERT AFTER IMPRESSION)
4. INLINE INTERACTIONS ( PEOPLE WHO INTERACTED
WITH YOUR ADS DIRECTLY AND DID NOT COME TO
YOUR PAGE)

48. BIDDING HINTS & TIPS
1. Try to bid as high as your budget allows and then try backing off as your CPC
drops
2. Check and adjust bids on a daily or 2nd day basis for maximum performance
3. Use CTR rates to guide you to raise your bids
4. The more specific your targeting the more expensive bids can become

49. GENERAL HINTS & TIPS
1. Instead of a direct ad, try using a page post ad for a promotion. This often
promotes more interaction, a viral type effect and feels less like an ad
2. Be clear about what you are advertising – don’t be too tricky
3. Fit the essentials into the written content area - what do you need to say
NOT what you would like to say
4. Use you ad copy to target your audience further where possible

50. QUESTION TIME