Chiến lược quảng cáo facebook hiệu quả

Creating Effective

Facebook Ads Strategy
By: Nguyen Van Minh

Lazada Agenda – 04/2016


70% +
Online Users

22.000.000 +
14.000.000 +
Source: Facebook, March, 2014


INTRO

PEOPLE CENTER


Targeting & Segmentation

1. DEMOGRAPHICS






Age

Gender
Location
Language

2. DEVICE






Desk
Mobile
OS version
Wifi Connectivity

3. SOCIAL STATUS

 Relationship status
 Education level,
college, major
 Employer, position

4. CRM

 Customers
database matched
 Friends of your
fans/users

5. AFFINITY/BEHAVIOR

 Actions taken with sites
and apps
 Buying patterns
 Likes, interests

6. HUMAN EXPERIENCE

 Local
 Real time (weather, events)
 Seasonality


FACEBOOK ADS

ACCOUNTABLE

ADDRESSABLE

MEASURABLE

ĐỊNH DANH

ĐỊNH VỊ

ĐỊNH LƯỢNG


O.T.C.T.O Model

5.Optimize

1.Objective

4.Tracking

2.Target

3.Content


Page Like

Click to website
MARKETING

Page Post

App Engagement

1. OBJECTIVE
Event
Responses

SALES

Website
Conversion
Offer

Claims
App
Installs


2. TARGET


1
2
3

AUDIENCE INSIGHT

CUSTOM AUDIENCE

LOOKALIKE AUDIENCE


1

AUDIENCE INSIGHT

Targeting

Demographics
Age

Gender

Location

Interest

Category

Behavior


2

CUSTOM AUDIENCE

PHONE

EMAIL

WEB

APP


3

LOOKALIKE AUDIENCE
SAVED CUSTOM AUDIENCE
CONVERSION PIXEL DATA
A FAN PAGE

1. Compelling Creative
3. CONTENT

2. Advertising Guidelines


1. Compelling Creative
CALL-TO-ACTION (C-T-A)

AS FUNNY AS CASUAL

HAPPY - POSITIVE
CLEAR - SOLID


2. Advertising Guidelines
20% TEXT POLICY

5/25 boxes = 20%

Source: />
8/25 boxes = 32%


2. Advertising Guidelines
AD IMAGE POLICY

|shock or scare|

|political or sexual|

Source: />
|nonexistent functions|


2. Advertising Guidelines
UNAPPROVED GRAPHICS

Source: />

2. Advertising Guidelines
HEALTHCARE

Nhắm chọn quảng cáo với nhóm tuổi trên 18

Bạn có hói không?
Giảm 10 kg trong 7 ngày. Làm ngay hôm nay!

Source: />

2. Advertising Guidelines
HEALTHCARE

Vi chất dinh dưỡng dùng để ăn
kiêng và thảo dược
"Bạn muốn giảm cân?"

Sản phẩm có chứa steroid đồng hóa, chitosan,
comfrey, dehydroepiandrosterne, ephedra,
hormone sinh trưởng của người, melatonin

“Bạn cảm thấy béo?”
Source: />

REACH

FREQUENCY

CTR

COST PER ACTION

4. TRACKING


1
AUDIENCE
SEGMENTS

5. OPTIMIZE

A/B TESTING

2
CTR
DETAILS

3
C-T-A
RELEVANCY

CAMPAIGN TYPE
CPC, CPA


ĐỊNH DANH
ĐỊNH VỊ
ĐỊNH LƯỢNG
PEOPLE - FIRST

3 UNIQUE POINTS

5.Optimize

1.Objective

4.Tracking

2.Target

3.Content

O.T.C.T.O MODEL


THANK YOU