Facebook & Instagram Ads

18th November 2020

Geetha Nadarajan
geetha@prioritydynamics.com
Time
9.00-10.00am Overview & Facebook Business Page
10.00am Facebook Business Manager
10.15am Break
10.30am FB User Demographics
10.45am Types of Fb ads
11.15am Customer Journey
11.30am Marketing Objectives
12.00pm Set Up FB Ads Account
12.15pm Building Campaigns
1.00pm Lunch
2.00pm Building FB Campaigns
3.00pm Instagram User Demographics
3.15pm FB & Instagram
3.30pm Types of IG ads
3.45pm Marketing Objectives
4.00pm Building Campaigns
4.45pm Q&A
Content Marketing
The Content Marketing Institute defines content marketing
as a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content
to attract and retain a clearly defined audience — and,
ultimately, to drive profitable customer action.

Data-Driven Marketing
According to Gartner, Data-driven marketing is a
discipline for acquiring, analyzing and applying all
information about customer and consumer wants, needs,
motivations and behaviors.
 Data-Driven Content Marketing
Benefits
• Understand the personas
• Data helps you develop your user persona based on location, age, profession, needs and wants, pain points, and more.
• You must have a good understanding of how personas move through the user journey, from awareness to consideration to
making a decision. In this way, you can match content to the user’s decision process for each persona.
• Using personas to connect with target audience based on their needs, interest, goals and behaviors allows you to target
consumers more easily and creates positive interactions with the brand that will lead them to convert.
• Personalized Content
– Data helps in creating content that attracts and engages the right audience. You need to understand your audience and
what type of content and channels are most appropriate for them. What topics resonate with them?
• Attribution Modelling
– Attribution modelling can be used to understand the impact that media channels can have on the target audience.
– Data helps to uncover the channels that your target audience is using. What time of day are they most active and where?
– Gain insights on the best channel to use by analyzing income traffic source.
– Data can also tell you who is leaving your site and why, how many people are engaged by the content, and what people
prefer doing when they visit your pages.
• Know What’s Working and What’s Not
• Data-driven content marketing helps you to identify specific content that is leading prospects through your sales funnel. This
helps you optimize the campaign.
Facebook Ads
 Facebook
Business Page

• Features of a good FB Business Page

https://blog.hubspot.com/marketing/how-to-create-facebook-business-page-ht
• Smart Reader BK9 Facebook Page
https://www.facebook.com/smartreaderbdrkinrara9/

• Activity: Let's get to know your FB Business Page ☺

 Facebook Business Manager
Your FB Business App

• https://www.facebookblueprint.com/uploads/resource_courses/targets/359576/ori
ginal/index.html#/page/5b92c3a74688ca25e5955011

• Activity: Download FB Business Manager from PlayStore/App Store

 FB User
Demographics

• Facebook Users https://napoleoncat.com/stats/facebook-users-in-

malaysia/2020/03#:~:text=There%20were%2025%20760%20000,group%20(9
%20300%20000) https://www.statista.com/statistics/376128/facebook-global-
user-age-distribution/

• Discussion questions: Who are the target customers for your products/services?
Is Facebook the right channel for your target customers?
 FB Ads
Types of Ads

• Fb Ads
https://blog.hootsuite.com/how-to-advertise-on-facebook/

• Discussion question: Which types of ads best tells your product/service story?
 Customer Journey
Awareness/Engagement/Conversion
AWARENESS ENGAGEMENT CONVERSION RETAIN

Remarketing

Create awareness for the Retain / renew existing

Drive engagement on FB Drive Intent to convert
product/services amongst customers; Turn existing
and convince intenders to intenders in Marketplace
OBJECTIVE target customer customers into loyalist /
the Marketplace into customers.
segments. advocates.

1.Brand Lift Study 1. Cart-Ins

2.Videos – Views, View 2. Number of New 1. Number &
1. Ads – Clicks, Click-
KEY Through Rate, Completion Customers Percentage of Active
Thru-Rate (CTR), Cost-per-
METRICS Rate, Cost-per-View (CPV) 3. Lead Conversion Customers
Click (CPC), Engagement
etc. Rate 2. Percentage Lift in
etc.
3.Impressions 4. Cost Per Acquisition Shares / Mentions
4.Reach (CPA)
 Tying Content to Customer Journey
Awareness/Engagement/Conversion
PROMOTE IT is gaining
WANT IT wants to satisfy a need GET IT is getting the brand commitment to the
to satisfy the need brand

AWARENESS ENGAGEMENT CONVERSION RETAIN

OBJECTIVE Awareness & Consideration Engagement & Urgency Engagement & Urgency

Connect emotionally Get them to choose by reminding Get them to talk about their
TASK FOR COMMS. Get them to consider
and create awareness them experience

Educate - Unique
COMMS.
Launch creative assets Selling Point, Value, Convince users Generate advocacy and WOM
STRATEGY
Benefits

CHANNEL FB/Insta/Website FB/Insta/Website Online/Offline Marketplace FB/Insta/Website

BROAD
MESSAGING Drive awareness Drive Engagement Drive urgency Success stories/testimonials etc.
(CONSUMER)

• Activity: Build your funnel (/channel) from awareness→ engagement→conversion→retention

 Engagement to Conversion
Effectiveness

Click ‘Buy
Now’
Order placed Delivered

Festive Order not

Campaign placed
Festive bundle
1 Ad Click ‘Buy
Now Order placed
Delivered
Did not
click Order not
Festive bundle placed
1 Ad
Did not
click

T=0 T=1
 Marketing Objectives
SMART Goals

● Awareness:
- Achieve 500 FB followers by
January 2021

● Engagement:
- FB engagement at 20% & ad clicks
at 4% by June 2021

● Consideration
- 10% sales conversion (online
+offline) from FB unique visitors'
by June 2021

● Retain
- 10% sales conversion from FB
repeat visitors' by June 2021

• Activity: Determine your FB Marketing goals.

 FB Ad Account
Set Up

• FB Ads Account and related metrics

• Activity: Set up your own FB Ads Account

https://blog.hubspot.com/marketing/facebook-paid-ad-checklist
 Building Campaigns/Ads
Build Incrementally and Test as you go

1) Never be satisfied
• Continually measure, analyze and optimize
• Collect relevant data that are measureable and
actionable in relation to marketing objectives.
2) Experiment and test different campaigns and
approaches to find out which tactics drive higher and
quality leads/conversions
3) Keep track on the spend get the best ROI

https://www.facebookblueprint.com/uploads/resource_courses/targets/386053/original/index.html?_courseId=196098#/page/5dc5e14f39
638656a80c1714
 Facebook Ad Sample
Phase 1: Testing
● Created a Conversion Campaign
● Daily Budget of RM50 for 3 days = RM150 total
● Segmented into 5 ad sets with 5 different COLD Traffic Interests
using the same ad creative
● Interests: i) Games
ii) PS4
iii) Video Games
iv) Online Games
v) E-Sports
● Gender: Male and Female
● Age: 16-34
● Location: People living in Malaysia
 Facebook Ad Sample
Phase 2: Scaling

● If Phase 1 is successful, able to scale

to increase conversion rate
● With the use of Lookalike Audiences
● Able to create LLA for customers who
have purchased products from Phase
1
● Effective: reaching out to interested
users
● Create LLA of 1%, 3%, 5% which
provides FB algorithm more data to
find customers who will most likely
convert

• Activity: Build at least 2 FB ad sets for a combination of awareness, engagement and

conversion
 Ad Creative and Post

Chill u up
 FB Marketing Budget
Prioritizing ads as per Business Objective

Campaign Daily Monthly Duration Total ● Awareness:

Phases spend spend - Achieve 500 FB followers by
January 2021
Awareness RM15 RM450 Nov20- RM1350
Jan21 ● Engagement:
Engagement RM15 RM450 Jan21- RM2700 - FB engagement at 20% & ad clicks
Jun21 at 4% by June 2021
Consideration RM15 RM450 Jan21- RM2700 ● Consideration
Jun21 - 10% sales conversion (online
Retain RM15 RM450 Jul21- RM2700 +offline) from FB unique visitors'
Dec21 by June 2021
Total (2021) RM9450 ● Retain
- 10% sales conversion from FB
repeat visitors' by June 2021
 Measuring Results
Phases KPI Target Outcome Target vs Outcome

Awareness FB followers (January 2021) 500 600

Engagement FB Engagement (June 2021) 20% 10%

Ad clicks at 4% by June 2021 4% 2%

Consideration 10% sales conversion (online 10% 10%

+offline) from FB unique
visitors' by June 2021
Average sales value RM50 RM60
Retain 10% sales conversion from FB 10% 5%
repeat visitors' by June 2021
Create Awareness
https://www.facebook.com/business/help/997135723755052?id=1794272243992044

Brand Awareness
https://www.facebook.com/business/help/703012206531179?id=1794272243992044

https://www.facebookblueprint.com/student/catalog
Instagram Ads
 Instagram User
Demographics

• IG Users https://napoleoncat.com/stats/instagram-users-in-
malaysia/2020/02#:~:text=There%20were%2011%20488%20000,group%20(4
%20200%20000 ; https://www.statista.com/statistics/248769/age-distribution-of-
worldwide-instagram-users/

• Discussion questions: Who are the target customers for your products/services?
Is Instagram the right channel for your target customers?
 FB and Instagram
Cross posting

Instagram relies heavily on the use of #hastags

Activity: Create an Instagram page and connect with the FB Business page
 Instagram Ads
Outline

https://blog.hootsuite.com/instagram-ads-guide/

https://www.instagram.com/wondercheese88/

Activity: Create Instagram ads in FB Ads Manager

 Marketing Objectives
SMART Goals

● Awareness:
- Achieve 500 Insta followers by
January 2021

● Engagement:
- Insta engagement at 20% & ad
clicks at 4% by June 2021

● Consideration
- 10% sales conversion (online
+offline) from Insta unique
visitors' by June 2021

● Retain
- 10% sales conversion from Insta
repeat visitors' by June 2021

• Activity: Determine your Instagram Marketing goals.

 Building Campaigns/Ads
Build Incrementally and Test as you go

1) Never be satisfied
• Continually measure, analyze and optimize
• Collect relevant data that are measureable and
actionable in relation to marketing objectives.
2) Experiment and test different campaigns and
approaches to find out which tactics drive higher and
quality leads/conversions
3) Keep track on the spend get the best ROI

• Activity: Build 1 Insta ad set for a combination of engagement and conversion

https://www.instagram.com/chilluupdessert/?hl=en
https://www.instagram.com/wondercheese88/?hl=en
 KEY
TAKEAWAYS

• Listen to the interest of the target audience and create relevant contents that will help in the customers decision-
• Follow competitor’s Fb and making processes. 2
Insta pages • Map the customer journey to understand consumer behaviour and connect your content to it. Such an
• Bookmark:
5
understanding provides the insights you need to create meaningful content at every stage of the marketing funnel.
• It is important to make sure that you’re collecting data that are relevant, actionable, and measurable in relation to
https://www.facebook.com/b your organization’s marketing objectives.
• Data-driven marketing is an ongoing journey – Experiment, Adapt and Learn.
usiness/ • CPM is the cost an advertiser pays for one thousand views or clicks of an advertisement
Thank you!