How To Run Facebook Ads

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

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

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

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

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

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

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


Search Traffic

Team BHP

Trekking

Club Mahindra

Podcast

Short films

Documentary

Resorts

Highways

Animal Planet


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


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


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


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.


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


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


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

<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

Sample Ads

FB Application

<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)

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

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

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)

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)

Sample Ads

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)

Sample Ads


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How To Run Facebook Ads

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