facebook_marketing_102
TRANSCRIPT
FACEBOOK AD MARKETINGUpdated 1/2015
TABLE OF CONTENTS
INTRODUCTION
ADS PRODUCT
TARGETING
BIDDING MODELs
CASE STUDIES
INTRODUCTION
KEY POINTS:
• Number of users in Vietnam: 28+
millions (native speakers) and 800K
(non-Vietnamese speakers)
• These users fill in numerous
information about themselves (e.g.
hometown, gender, age, etc.)
IMPLICATIONS:
• Advertisers can utilize this to target
specific users to click on their
respective ads.
• Advertisers can strategically drive more
traffic & convert these clicks into sales
& likes.
DEMOGRAPHIC NUMBER OF USERS
Total VN Users 28,800,000
Vietnamese Users 28,000,000
GENDER NUMBER OF USERS
Male 15,600,000
Female 13,200,000
AGE GROUP NUMBER OF USERS
13-17 5,400,000
18-24 12,200,000
25-34 8,200,000
35-44 2,000,000
45-56 640,000
64+ 360,000
DEMOGRAPHIC
55%
45%
Gender Ratio
Male
Female
19%
42%
29%
7%
2% 1%
Age Group Ratio
13-17
18-24
25-34
35-44
45-55
56+
TABLE OF CONTENTS
INTRODUCTION
ADS PRODUCT
TARGETING
BIDDING MODELs
CASE STUDIES
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
Fan Page Recruit FanTitle text 25 characters
Body Text: 90 characters
Desktop: 470x170Mobile: 600x618
Right Hand: 100X72
PAGE LIKE ADS
DESKTOP NEWSFEED MOBILE NEWSFEED RIGHT HAND COLUMN
PROMOTION OBJECTIVE COPY TEXT
Fan Page Post Fan/Users Engagement Photo/Link/Video
RIGHT HAND COLUMNDESKTOP NEWSFEED MOBLIE NEWSFEED
PAGE POST ADS
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
WebsiteClick To WebsiteWeb Conversion
Title text 25 charactersBody Text: 90 characters
Desktop: 600x315Mobile: 560x210
Right Hand: 100x72
DESKTOP NEWSFEED
WEBSITE ADS
MOBILE NEWSFEED MOBILE NEWSFEED MOBILE NEWSFEED
EVENT ADS
PROMOTION OBJECTIVE COPY TEXT EVENT ADS FOR
Event Increase event attendanceTitle text 25 characters
Body Text: 90 characters
WebsiteEvent
Facebook Event
DESKTOP NEWSFEED MOBILE NEWSFEED RIGHT HAND COLUMN
DESKTOP NEWSFEED MOBILE NEWSFEED RIGHT HAND COLUMN
OFFER ADS
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
Facebook Offers Promote OffersTitle text 25 characters
Body Text: 90 charactersDestop: 470x246Mobile: 570x292
Right Hand: 100x72
DESKTOP NEWSFEED RIGHT HAND COLUMN
DESKTOP APP ADS
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
Play Apps Engage UsersTitle text 25 characters
Body Text: 90 characters
Desktop: 1200x627 470x246
Right Hand Coulmn: 100x72
MOBILE APP INSTALL ADS
MOBILE NEWSFEED
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
Mobile Apps
Open linkShow nowListen nowBook NowPlay Game
Use AppWatch Video
Title text 25 charactersBody Text: 90 characters
App icon: 75x75
Mobile banner: 600x360
VIDEO VIEW ADS
PROMOTION OBJECTIVE COPY TEXT AD SIZE (PIXELS)
Viral Clip Engage To ViewTitle text 25 characters
Body Text: 90 charactersApp icon: 75x75
Mobile banner: 600x360
DESKTOP NEWSFEED MOBILE NEWSFEED
MULTI-PRODUCT AD
PROMOTION OBJECTIVE COPY TEXT AD PIXEL
Drive More Engagement/Conversion
Traffic to Site Or Engage To Conversion
600x600
DESKTOP NEWSFEED MOBILE NEWSFEED
LOG OUT EXPERIENCE
LOG OUT ADS
PROMOTION OBJECTIVE ADVANTAGES DISADVANTAGES
Fan pageEnage regoinal users
in mass scaleReach mass users High Cost
TABLE OF CONTENTS
INTRODUCTION
ADS PRODUCT
TARGETING
BIDDING MODELs
CASE STUDIES
OVER VIEW OF AUDIENCE TARGETING CAPABILITIES
Standard Audiences
LookalikeAudiences
Custom Audiences
Facebook Categories & Interests
AUDIENCE TARGETING
Facebook Categories & Interests
AUDIENCE TARGETING
CUSTOME AUDIENCE TARGETING
YOUR CRM DATA FACEBOOK USERS
Find Your Customer on Facebook
YOUR CUSTOMER
ON FB
Custom Audience ToolBy FB ID, Emails, Phone contact
LOOK ALIKE AUDIENCE TARGETING
YOUR EXISTED
CUSTOMERS
LOOK ALIKEPEOPLE WHO ARE
POTENTIAL CUSTOMERS
Find more people who similar to your exsited customers
REMARKETING – RETARGETING WHO VISITED YOUR SITE IN FB
Tracking who visited
Reach someone who:- Visited your site
- Added to a shopping cart
- Bought something
VISITED FROM WEBSITE TO RETARGETING IN FACEBOOK
Buy Not Buy
TABLE OF CONTENTS
INTRODUCTION
ADS PRODUCT
TARGETING
BIDDING MODELs
CASE STUDIES
COST MODELs
CPM
CPC
CPF
CPE
CPI
CPR
COST PER 1000 IMPRESSION
COST PER REACH (NO. OF USERS WHO SEE AD)
COST PER CLICKS (AD CLICKS)
COST PER FAN (FAN LIKED)
COST PER ENGAGEMENT (NO. OF ACTION USERS ENGAGED)
COST PER APP INSTALL (FACEBOOK APP, MOBILE APP INSTALL)
TABLE OF CONTENTS
INTRODUCTION
ADS PRODUCT
TARGETING
BIDDING MODELs
CASE STUDIES
PEPSI 2014 TET CAMPAIGN
• KPI: RECRUIT 15,210 VIDEO MAKERS
• DURATION: 1 MONTH (JANUARY/2014)
PEPSI 2014 TET CAMPAIGN
Media objective: to engage Pepsi users to play the app
Ads Type: Desktop App Ads
We targeted exactly Vietnamese Facebook users from 15-25 years old, including:
• Those like Pepsi: 440,000 users
• Those like online games, entertaining videos: 2,600,000 users
• Those like iPhones: 2,800,000 users
0
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Clicks
App Installs
Date Clicks App Installs6 Jan 2517 17
7 Jan 2636 656
8 Jan 7165 2040
9 Jan 2092 623
10 Jan 2546 752
11 Jan 2455 737
12 Jan 4661 695
13 Jan 12686 1487
14 Jan 5418 981
15 Jan 4331 776
16 Jan 3915 1014
17 Jan 4168 862
18 Jan 4309 840
19 Jan 4113 649
20 Jan 3653 664
21 Jan 2677 463
22 Jan 2689 433
23 Jan 3118 461
24 Jan 3725 531
25 Jan 3838 475
26 Jan 3245 416
27 Jan 4372 593
28 Jan 5081 660
29 Jan 4068 633
30 Jan 7142 732
Total 106620 18190
PEPSI 2014 TET CAMPAIGN | RESULT
SUMMARY:
• Clicks: 106,620
• Arrival: 152,500
• App Install: 18,190
• Video Makers: 15,838
• KPI Reach: 104%
