Facebook Ad critiques

Specific task 1: Key resources Table 1: Resources used to learn about Facebook AdManager Resource Name of Resource Overall assessment: Rate 👀 Facebook Ads in • Engaging, highly relevant to Facebook changes 9/ • Quickly introduce Facebook Ads (FA) vocabulary 10 YouTube 2019 | From Facebook Ads detailed such as Custom Audience, Lookalike Beginner to Audience, Facebook Pixel to help “lay” audience EXPERT in One • Mention personal mistakes of targeting wrong Video! (David 2017) customers as an example to draw attention and build https://www.youtube trust with audience com/watch?v=iR6A • TUw0BIU Explain every tool in details and in relevance to efficient use in portfolio building • Describe content with real practice by screen recording => easy for viewers to practise along Blog The Complete Guide • to Facebook Ads Analyze Your Facebook Ads (Lua 2019) 8.5/ process with step-by-step approach on setting up 10 account, creating and editing ads, reporting and ads Manager: How to Create, Manage, Provide comprehensive guide to FA management performance evaluating • Showcase FB ad tools and features with screenshot images => supportive of visualisation • Provide useful personal tips on features like Audience Insights, Power Editorand Pixels https://buffer.com/lib • outlining individual sections at the beginning to rary/facebook-ads- inform audiences what they’re going to read manager Blog The Facebook • Advertising Tips You Need to Know Could be improved with a content blueprint • (Gotter 2018) Provide great tips on FB audience targeting with 10/ key points concisely demonstrated 10 Discuss pros and cons of retargeting existing audience, mobile-first content and videos, making various ad copy and placing them strategically, https://www.disrupti provide personal critique => reliable veadvertising.com/so • cial-media/facebook- Step-by-step approach each key points with relevant FA features depicted in screenshot, prominent sub advertising-tips/ tittles with numbers, figures placed dominantly to attract attention • Highlight imperative of relevance score and frequency with reference to other monetary metrics => effective spending to be considered Blog • Explain jargons in backlink => SEO-benefited • Clearly explain the difference between FA and Fb’s 7/ Manager vs Business Business Manager 10 Manager: What’s the • Content is concise, easy to understand but not easy Difference? to recall as there is no pictures depicting features (Marcario 2019) mentioned, overused jargons => Images, Screenshot https://snapshotinter could have been used to help better reader’s active.com/facebook information processing Facebook Ads -ads-manager-vs- • business-manager- Could have been improved if using a comparison tables to help better contrast the content whats-difference/ • Deliver content based on screen video recording 8.5/ Ad Manager Tutorial with focus on most important Facebook ad features 10 2018! Learn How To including setting and segmenting targeted audiences YouTube Facebook's Updated Use The New Ad • Manager & Launch A Campaign on FB examples that are more relevant to the point • (Beckler 2018) https://www.youtube Use straightforward, simple examples, but not drawn Provide interesting personal tips which greatly help selecting custom audiences • com/watch?v=gaUF Refer to how to understand metrics of KPI and analytics => useful in monitoring Ad performance H9Ie4iU • Provide fresh insight into current practise in the 8/ Segmentation – industry concerning inhouse programmatic trading 10 Connected Digital – desk, Ads operations and serving, tag management Larissa Parry and site tracking Guest Advanced lecture • Use straightforward examples of Iconic to step-bystep demonstrate the marketing funnels • Provide introduction of multiple platforms such as LinkedIn YouTube, native or DSP with reference latest changes in the industry • Introduce general segmentation tools, campaign types of FA with “live” on-screen practice which could have been discussed more in details to specify the tools’ role • Engaging, informal and flexible style • Examples could have been more credible and relevant with actual reference to personal achievement in client work YouTube Facebook Ads in • Straight to the point of how to create a compelling 8.5/ 2019: What's ad with “call to action” right in the beginning => 10 Working Now! interesting and engaging https://www.youtube • com/watch?v=stenw • y-FCy8 Discuss both advantages and disadvantages of FA Provide tips on latest changes in FB Algorithms like hiding “spam” ads, positive words, instant experience ads, vertical video ads get prioritised • Show real life examples from other brands and ads =>more credible • Cover large deal of info but could have been addressed more concisely to get attention and support memory Tutorial Nickie’s talk on class • Introduce FB AD Library with a view to seeing the 9/ How to utilise FB‘s performance and strategy used by other brands, 10 free service perceived competitors to learn from them • Refer to personal work experience to give example and instructions of how to use segmenting tools • Provide personal tips on targeting and ad formatting • Introduce free training course with insight into its components • Could have been more beneficial if referring to wider range of tools and their usage (however, it was due to time constraint) Specific task 2: Key concepts Segmentation: The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics (Business Dictionary) Niche market: niche market is a small portion of a larger market that has its own specific needs, preferences, which are different from the larger market (Corrigan 2019) Customer profiling: Segregate customer information and data into homogenous set (profile) to help form customer persona or look-alike audiences (Experience UX 2019) Lookalike audience: a Facebook segmentation tool that finds users whose demographics and interests are similar to those of existing followers (BigCommerce 2019) Facebook Pixel: the code placed on a website that collects data, tracks conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on website (Newberry 2019) Specific Task 3: Examples ad campaigns with tactics unveiled BRANDS AND STRATEGY USED Result (reported by Facebook) PEPSI THAILAND (successful) A brand awareness campaign to reinforce 5-point increase in connection to a young audience with music campaign by engaging audience via a bot for awareness (among Messenger 18- to 24-year- • Focused on music and incentivised olds) people to use a specially created • augmented reality (AR) filter to win 3.7-point increase prizes via its bot for Messenger for brand favourability Each Pepsi can is featured a QR code directing audience to the Messenger bot The campaign also used 15-second videos ads under vertical format starring well-known Thai singers encouraging people to scan these codes 13.4-point increase in brand credibility (among 35- to 44year-olds) • • The bot for Messenger incentivised using a fun and engaging AR filter, play the music of their favourite singers and create their own 2-point increase in music videos to express themselves in a creative way They then association with could share these with family and friends to collect points and music in January– exchange them for rewards such as movie and concert tickets April 2019 The brand used reach and frequency buying to reach Thais aged 15–39 on both Facebook and Instagram several times during the 2.5-month campaign period between February–April 2019 (compared to January–April 2018) SENDO.VN (VIETNAMESE ECOMMERCE SITE) (successful) A brand positioning campaign with a focus in rural areas and year-end sales rise 27-point lift in ad • Used mobile-optimised video and photo recall ads (some in the carousel format), repurposing creative from existing 13-point lift in traditional TVC, resulting in significantly brand awareness higher awareness and recall Trimmed videos to emphasise key messages 50% lower cost per related to product variety, convenience action and affordable pricing 7X return on ad • Used text overlays and split-screen frames to speed up the storytelling spend Employed Broad audience targeting feature to reach people aged 22–35 for weeks first then retargeted people watching 50% of the video previously by FB stories ads => highlighting platform’s convenience and affordability • Used Facebook’s reach and frequency buying, reaching 61% of target audiences Installed Facebook pixel on landing page, main website and used Facebook SDK to understand audience actions taken on site and app after seeing ads SAMSUNG TAIWAN (SUCCESS) 8.3-point lift in An awareness campaign with AB testing message supporting marketing research association • Successfully reached 60–70% of its intended audience in the 20–44 age 4.3-point lift in ad range for its previous campaigns by recall frequency buying for a 15-second onmobile videos, highlighting new camera features • Showed the ads to the younger audiences aged 18–34, used look-alike audience to connect, target more audiences • Used AB testing by showing ads just often enough for impact and then compared the efficiency of delivering either times or times a week => Samsung eventually found that delivering its video ads twice per week worked better for ad recall among its audiences an important discovery that could be applied to future campaigns to improve performance JASPER’S MARKET (A HUB OF FAILED ADS) Marked as A brand awareness campaign to boost disruptive content brand awareness in Canada with with relevance multiple content ranges employed score drop by 43% in three months • Sensationalized language used with exaggerated headlines with Distribution score consistently poorly constructed drop by 19%, captions Ad copy is long, no call to costing 2.3 times action is used • higher than average Content varies but not supports any niche market’s needs, is not delivered on the landing page Resulted in immediate 1.3K • page unlikes Target audiences is not specifically selected, just used broad audience feature => higher money spent without poor return on ad spent • Purposefully withhold information Resulted in Facebook forming new algorithms of to entice people to click in order to hiding spamming understand the full context ads, surveying audience’s • Used engagement baits with spammy content asking people to engage, experience with the requesting likes, comments and shares brand Specific task 4: Key diagrams Marketing funnels (Luckless 2019) - Attract: Sendo.vn (mentioned above) has used broad audience targeting to reach larger audience in the targeted age cohorts (Facebook 2019 Success stories) - Convert: Coschedule is a noticeable example when it showed ads by look-alike, page view custom and product page custom audiences tools then targeted those who would visit landing page (KlienBoost 2019) - Engage: MailChimp is a good example of engaging with warm customers when it retargets those who was searching for subscription options using FB pixel and “ads targeted” feature Also it provide premium trials for those signing up on FB to encourage continuous usage by purchasing (KlienBoost 2019) - Sell: gather data on purchase reference, sales volumes and customer details - Connect: via messenger based on previous data to display cross-selling, up-selling ads, recommendations ads to current customers, carry out loyalty programmes to kindle repurchase intention Pepsi Thailand (mentioned above) has used QR code to direct customer to a Messenger chatbot to response to queries and encourage them to share their own music videos that in turn boost brand advocacy Segmentation (see appendix) Geographic: Facebook Ad allows brands target audiences in different locations For example, The Iconic targets people in metropolis cities like Sydney and Melbourne The Vespa Fashion (A bespoke suit boutique shop in Sydney) narrows its market in Liverpool, Macarthur area with geographical audience targeting Psychographic: Interests of customer including entertainment, hobbies and fashion interest can all be utilised to segment the market of Facebook Demographic: gender, age group, marital and occupational status are amongst various other variables offered by Facebook for targeting The Body Shop Australia running a campaign that specifically targeted married men from 35 to 40 years old to buy lipstick as a presence for their wives in Valentine season 2018 is an example Behavioural: FB ads can be displayed in specific time, different devices to target media consumption habits For example, working women commuting to work on train in the morning or married people going out for dinner in weekend are all feasible targeting features Facebook Ads’ Pros and Cons (see task5) Specific task Critiques It’s the most popular platform Extracted from Digital Marketing report by Deloitte 2018 (left) and Roy Morgan 2019 (right), the figures indicate that Facebook and Messenger (a Facebook’s product) are the two most frequently used social media and messaging platforms across all generations with proliferating user base Therefore, in addition to traditional marketing channels such as TV, billboard, direct mail or magazines and search engine marketing, Facebook is a powerful platform to deliver messages to consumers and Facebook marketing (Facebook Ads) is just as effective It’s cost-effective and inexpensive Although Facebook Marketing has become increasingly expensive due to thriving demand or advertising market, it cost relatively less than other platforms including YouTube, Google Ads, not to mention TV or print advertising The average CPM of Google Ads is $117 (Pratskevich 2018) whereas that for Facebook is astonishing $10 (Shewan 2019) Below is a screenshot of a business that spent $519.87 in Facebook ads and generated $1,557.50 in sales On average, they spent $3.42 per conversion It’s goal-specific Facebook is also effective in boosting brand awareness, generating website traffic or fostering leads and sales Marketers can run a website click campaign to target their audience and send them to the main website or a brand awareness can be run to expose business to the market While they can increase website traffic through multiple sources, the precision and cost-effectiveness of Facebook advertising makes it more efficient 4 It’s accurate Facebook Ads provides a great range or highly specific segmentation tools With 72 variables for audience targeting including locations, hobbies, interests, spending habits (Facebook Ads Manager 2019) marketers can layer their markets into niche and specific segment, eliminating questionable, irrelevant clickers, avoiding wasted money Facebook Ads, therefore, tremendously benefit firms in “working down the marketing funnels” Facebook Pixel also allow marketers to track their audience’s behaviour and actions taken (Parry 2019), that is highly supportive of retargeting campaigns to persuade final product purchase, generating sales Remarketing allows ads to be displayed to recent website visitors This means that if a certain audience visit a website, and does not purchase or contact yet, he or she can be re-engaged through Facebook advertising It’s flexible and supportive Marketing on Facebook is flexibly viable when it comes to showing Ads in different formats, placements that is device-responsive Photo ad, video ad, stories ad, messenger ad and carousel ad are amongst various formats that work well on mobile, desktop or other screens, devices The ad performance can also be measured right after the campaign goes “live” Facebook incorporates visual report with metrics displayed specifically based on marketer’s needs Hence, it’s straightforward to know what ads are performing well, what content are preferred and what channels should be invested more As these tools are various and sophisticated due to special functionality, they require expertise and times to practice However, to address that and increase user’s confidence and knowledge, Facebook provides a wide range of support services including free training course, analytics services and guidance on buying/managing Ads in Instagram (another Facebook’s product) That helps both enhance business performance and marketer’s professional skills REFERENCE David, K (2017) 👀 Facebook Ads in 2019 | From Facebook Ads Beginner to EXPERT in One Video! [online] YouTube Available at: https://www.youtube.com/watch?v=iR6ATUw0BIU [Accessed 28 Aug 2019] Gotter, A (2018) The Facebook Advertising Tips You Need to Know | Disruptive Advertising [online] Disruptive Advertising Available at: https://www.disruptiveadvertising.com/socialmedia/facebook-advertising-tips/ [Accessed 28 Aug 2019] Lua, A (2019) How to Use the Facebook Ads Manager: A Complete Walkthrough [online] Buffer Marketing Library Available at: https://buffer.com/library/facebook-ads-manager [Accessed 28 Aug 2019] Marcario, K (2019) Facebook Ads Manager vs Business Manager: What's the Difference [online] Snapshot Interactive Available at: https://snapshotinteractive.com/facebook-ads-manager-vsbusiness-manager-whats-difference/ [Accessed 28 Aug 2019] Beckler, M (2018) Facebook's Updated Ad Manager Tutorial 2018! 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[online] Available at: https://www.bigcommerce.com.au/ecommerce-answers/whats-facebook-lookalikeaudience-and-why-it-important/ [Accessed 28 Aug 2019] Newberry, C (2019) The Facebook Pixel: What It Is and How to Use It [online] Hootsuite Social Media Management Available at: https://blog.hootsuite.com/facebook-pixel/ [Accessed 28 Aug 2019] Facebook Business (2019) Pepsi Thailand - Increasing brand awareness with a bot for Messenger [online] Available at: https://www.facebook.com/business/success/pepsi-thailand# [Accessed 28 Aug 2019] Facebook Business (2019) Sendo Sendo - Raising brand awareness with Facebook video ads and playable ads [online] Available at: https://www.facebook.com/business/success/2-sendo# [Accessed 28 Aug 2019] Facebook Business (2019) Samsung Taiwan - Growing brand awareness with Facebook reach and frequency buying [online] Available at: https://www.facebook.com/business/success/samsungtaiwan [Accessed 28 Aug 2019] Facebook Ads Help Centre (2019) Avoid creating negative experiences for people who see your ads | Facebook Ads Help Centre [online] Available at: https://www.facebook.com/business/help/1767120243598011 [Accessed 28 Aug 2019] KlientBoost (2019) 32 Facebook Ad Examples You Can't Resist But Copy [online] Available at: https://klientboost.com/ppc/facebook-ad-examples/ [Accessed 28 Aug 2019] Luckless Digital (2019) Digital Marketing Sales Funnel - What it is and Why you need one Luckless Digital [online] Available at: https://lucklessdigital.com/digital-marketing-sales-funnel/ [Accessed 28 Aug 2019] Pratskevich, A (2019) Google AdWords CPM, CPC, & CTR Benchmarks for Q1 2018 [online] Blog.adstage.io Available at: https://blog.adstage.io/google-adwords-benchmarks-q1-2018 [Accessed 28 Aug 2019] Shewan, D (2019) The Comprehensive Guide to Online Advertising Costs [online] Wordstream.com Available at: https://www.wordstream.com/blog/ws/2017/07/05/onlineadvertising-costs [Accessed 28 Aug 2019] APPENDIX Demographic targeting tool Geographic targeting tool Behavioural targeting tool Psychographic targeting tools ... [Accessed 28 Aug 20 19] YouTube (20 19) Facebook Ads in 20 19: What's Working Now! [online] Available at: https://www.youtube.com/watch?v=stenwy-FCy8 [Accessed 28 Aug 20 19] BusinessDictionary.com (20 19)... https://www.facebook.com/business/help/1767 120 243598011 [Accessed 28 Aug 20 19] KlientBoost (20 19) 32 Facebook Ad Examples You Can't Resist But Copy [online] Available at: https://klientboost.com/ppc/facebook-ad-examples/ [Accessed 28 ... [Accessed 28 Aug 20 19] Corrigan, K (20 19) What is a Niche Market | Niche Market Definition - Oberlo [online] Oberlo Available at: https://au.oberlo.com/ecommerce-wiki/niche-market [Accessed 28 Aug 20 19]