Step by Step guide on how to build a success lead generation campaign via online advertising and A/B testing of multiple parameters. Provided by www.odigma.com ONLINE EXPERTS PRO TIPS FOR SUCCESS IN ONLINE ADVERTISING ! ABOUT US Social Media Agency based in Bangalore with offices in NCR, Mumbai, Kolkata and Ahmedabad 2010 2011 2012 Worked with over 375 clients and over 20 billion Facebook Ad clicks Facebook Ads optimization experts with a team of over 50 Expertise in Google Ads (Google Adwords Certified professionals), SEO and Social Media. FACEBOOK ADS FACEBOOK PAGE ENGAGEMENT/ APPS E-COM WEBSITE MANAGEMENT SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING OUR OFFERINGS ADS OPTIMIZATION ANALYTICAL ENGINE Best Time/Day/ Date Best Creative Type Best CPC Bid Best Title Best Description Best Volume Best Conversions Best Interest Groups Ads Optimization Engine For any given Target audience, we have historical data that answers - OUTPUT Best Time – 12 PM – 2 PM; 7 PM to 11:30 PM Best Creative – Faces / Bright Colors Best Day – Sunday Best Description – Less than 35 Letters INPUT 18 – 22, Male, Metros, Interest – Outdoors OPTIMIZATION EXAMPLE CASE STUDY 600,000 INR(Rs) monthly budget across all card types We source Credit Cards in Mumbai, Delhi/NCR, Chennai, Calcutta, Bangalore, Hyderabad, Pune, and Ahmedabad only The economic value of 1 full application form submitted online (see examples below) is roughly equivalent to 10 short leads (~7 fields) Landing pages can be inside (on the Citi India FB page) or outside of Facebook The only objective of the campaign is to get as many Credit Cards bookings as possible at the lowest cost 90% of our current Credit Card leads are male (this is also true industry wide) The minimum age for a credit card is 25 The minimum salary is 3 lakh annually for salaried employees and 5 lakh for self-employed Demographics – Age, Gender, Location Interest and Education Based Targeting FIRST LEVEL TARGETING SELECT YOUR TARGET DETAILED INTEREST BASED TARGETING • Generic • Actor / Actress • Musicians / Singers • Production Houses • Movie Channels • Movie Names • …… CASH BACK DESCRIPTION IMAGES TITLE ON MOVIES SAVE ON MOVIES SAVE OVER CASH BACK CARD 7000 Get 4 Complimentary movie ticket vouchers from BookMyShow with a card. APPLY NOW Get 5% cash back on all your movie spends with a card. APPLY NOW CREATIVES Demographics Education Interest Image Title Desc. 25 – 28 28 – 32 33 – 37 38 – 45 46 – 50 50+ Delhi Mumbai Bangalore … IIT NIT Engineer Doctor Generic Movies Actors Singers TV Channels Movie Names COMBINATIONS Demographics Interest Education

1. ONLINE
EXPERTS

2. PRO TIPS FOR SUCCESS
IN ONLINE
ADVERTISING !

3. ABOUT US
Social Media Agency based in
Bangalore with offices in NCR,
Mumbai, Kolkata and
Ahmedabad
2010 2011 2012
Worked with over 375 clients
and over 20 billion Facebook
Ad clicks
Facebook Ads optimization
experts with a team of over 50
Expertise in Google Ads (Google
Adwords Certified professionals),
SEO and Social Media.

4. FACEBOOK ADS
FACEBOOK PAGE ENGAGEMENT/
APPS
E-COM WEBSITE MANAGEMENT
SEARCH ENGINE OPTIMIZATION
SEARCH ENGINE MARKETING
OUR OFFERINGS

5. 2
DIFFERENT
FONTS
ADS OPTIMIZATION
ANALYTICAL ENGINE
Best Time/Day/
Date
Best Creative
Type
Best CPC Bid
Best Title
Best Description
Best Volume
Best
Conversions
Best Interest
Groups
Ads Optimization
Engine
For any given Target audience, we have historical data that answers -

6. OUTPUT
Best Time – 12 PM – 2 PM; 7 PM
to 11:30 PM
Best Creative – Faces / Bright
Colors
Best Day – Sunday
Best Description – Less than 35
Letters
INPUT
18 – 22, Male, Metros,
Interest – Outdoors
OPTIMIZATION
EXAMPLE

7. CASE STUDY
600,000 INR(Rs) monthly
budget across all card types
We source Credit Cards in Mumbai,
Delhi/NCR, Chennai, Calcutta,
Bangalore, Hyderabad, Pune, and
Ahmedabad only
The economic value of 1 full
application form submitted online
(see examples below) is roughly
equivalent to 10 short leads (~7 fields)
Landing pages can be inside (on the
Citi India FB page) or outside of
Facebook
The only objective of the campaign is
to get as many Credit Cards bookings
as possible at the lowest cost
90% of our current Credit
Card leads are male (this is
also true industry wide)
The minimum age for a
credit card is 25
The minimum salary is 3 lakh
annually for salaried
employees and 5 lakh for
self-employed

8. æ
Demographics –
Age, Gender,
Location
Interest and
Education Based
Targeting
FIRSTLEVELTARGETING
SELECT YOUR TARGET

9. DETAILED INTEREST
BASED TARGETING
•Generic
•Actor / Actress
•Musicians / Singers
• Production Houses
•Movie Channels
•Movie Names
• ……

10. CASH BACK
DESCRIPTION
IMAGES
TITLE
ON MOVIES
SAVE ON
MOVIES
SAVE OVER
CASH
BACK CARD
7000
Get 4 Complimentary movie
ticket vouchers from
BookMyShow with a card.
APPLY NOW
Get 5% cash back on all
your movie spends with a
card. APPLY NOW
CREATIVES

11. Demographics Education Interest Image Title Desc.
25 – 28
28 – 32
33 – 37
38 – 45
46 – 50
50+
Delhi
Mumbai
Bangalore
…
IIT
NIT
Engineer
Doctor
Generic
Movies
Actors
Singers
TV
Channels
Movie
Names
I1
I2
I3
I4
I5
I6
T1
T2
T3
T4
T5
T6
D1
D2
D3
D4
D5
D6
Page
L1
L2
L3
L4
L5
L6
COMBINATIONS

12. Demographics
Interest
Education
Image
Landing Page
Description
Title
OPTIMIZATION FUNNEL

13. Clicks Volume Click Cost Lead Sale
Demographics
Education
Interest
Image
Title
Desc
END TO END OPTIMIZATION

14. Movies
Petrol
Air Miles
Rewards
Lead Sale
CATEGORYOPTIMIZATION

15. Creatives Preparation
By Category – 5 images,
2 Titles, 2 Desc. each for
Movies, Petrol, Air Miles,
Rewards
Landing Pages
Preparation by
Category – 3 for each
category
Ads approval and
implementation by
Category - 20 for each
category
Third Split test – Budget
Rs 40,000 per category.
Output will be to find
best landing page per
category for each
creative and user profile
Second Split test –
Budget Rs 20,000 per
category. Output will be
to find best creatives in
each category for each
user profile
First Split test phase – Budget
Rs 10,000 per category.
Output will be to find most
responsive User profile per
category
Fourth Split test – Budget
Rs 80,000 per category.
Find the most responsive
category will optimized
user profiles, creatives and
categories
Discard less performing
creatives and landing
pages. Assign budget per
category based on
performance
Discard last 20% of bad
performing user profiles
Prepare for next cycle –
Objectives – Find the most
optimized creatives,
landing pages and
creatives for next 10-20%
of user profiles
SPECIFIC STEPS FOR CASE STUDY

16. 1
TOTAL
BUDGET
2
TOTAL COST
PER LEAD
3
TOTAL
LEADS
4
ADS MGMT
FEES
KEY MEASUREMENT POINTS
Product Budget Target
(Acquisition)
Fees Target
Achieved
Fees
Credit Cards 600,000 1500 60000 1800 -120% 72000 (120%)
Credit Cards 600,000 1500 60000 1350 -90% 54000 (90%)
Credit Cards 600,000 1500 60000 1500 -100% 60000 (100%)

17. THANK YOU
ODigMa Consultancy Solutions Pvt. Ltd. |
http://info@odigma.com
| www.odigma.com |