Social Media Advertising is one of the fastest growing online channels. If your brand isn't already active on Social Media, it’s high time you did!
These slides are from a recent talk held at AstroLabs Middle East (https://www.meetup.com/Digital-Learning-Meetup-Dubai/events/238077401/). These slides will not just talk about the importance of Social Media, but also how you can make use of this digital channel to your advantage.
You can watch the whole session here: https://www.facebook.com/AstrolabsME/videos/1304315032981335/
Topics:
• 5 Tips and Tricks to Apply to Your Campaigns Today to Stand out from the Crowd
• Demystifying Social Media: No Longer Just a Tool for Consumer Engagement
• How is Social Media Advertising different from Community Management?
• Industry Trends from Facebook & Instagram: Videos, Stories, Messaging Ads, etc…
Grow Your Business Online Using Social Media Advertising
1.
2. Senior Media Specialist at RBBi.
Raised in Dubai, Rachel joined RBBi back in 2015 and currently manages SEM & Paid Social
Campaigns for various industries, like Hospitality, FMCG, Healthcare, Fitness, Banking &
Finance to name a few.
Hello! I’m Rachel D’Souza
3. Awarded Gold at the recent MENA Digital
Awards for the “Best Performance
Campaign” for our work with ADIB.
Second Gold for the RBBi team. First was in
2016 for the “Best Search Campaign” with
Qatar Airways.
Some Good News to Share!
8. 91% OF RETAIL
BRANDS USE 2
OR MORE
SOCIAL MEDIA
CHANNELS
SOCIAL MEDIA
USERS HAVE
RISEN BY 176
MILLION IN THE
LAST YEAR
SOCIAL NETWORKS
EARNED AN
ESTIMATED $10.9
BILLION FROM
ADVERTISING IN
2016 (55% increase
YoY)
16. Organic Social Marketing is
building social followers,
subscribers, and an online
community through the
sole use of high-quality
and engaging content.
Content here is driven by
the followers themselves.
Also called Community
Management.
Paid Social Marketing allows
you to have much more
control over who your
content reaches – you
choose your desired target
audience, budget, ad type
etc.
You also get detailed ad
performance data.
+
20. INSTAGRAM AD TYPES
Photo
With link
Square and
landscape
Video
Square and
landscape
Up to :60
seconds
Carousel
Showcase
multiple
products
Photo and Video
27. Choose a campaign objective based on your
MARKETING GOALS
Boost
your posts
Promote
your Page
Send people to
your website
Increase
conversions on
your website
Get installs
of your app
Increase
engagement in
your app
Reach people
near your
business
Raise attendance
at your event
Get people to
claim your offer
Get video
views
29. Ads that elicit actionINTENT & LOYALTY
Improve website
conversion rate
Drive people to
your website
Increase app
installations
30. WHAT OBJECTIVE TO USE AT EVERY PART OF THE FUNNEL
• Link ad
• Lead ad
• Carousel ad
• Link ad
• Lead ad
• Carousel ad
• Photo
• Video
• Creative Visuals
• Canvas
• Boost your post
• Video views
INTENT
DISCOVERY
LOYALTY
Objective Ad type
• Drive website traffic
• Increase website conversion
• Increase app downloads
• Increase website conversion
• Increase app engagement
33. • Men aged 18-30
• Live in Taipei
• Like sport and leisure activities
• Foodies – especially pasta
• Use both desktop and mobile Facebook
FIND YOUR TARGET AUDIENCE
39. MEASURE YOUR RESULTS AND OPTIMISE
• How many people were reached
• How many impressions were served
• What was the click through rate
• What was the cost per acquisition, click, impression etc.
• Who saw your ads
• Which ad placement performed best
47. WHAT OBJECTIVE TO USE AT EVERY PART OF THE FUNNEL
• Website clicks
• CTR
• Website conversions
(registrations, checkouts)
• Conversion cost
• Checkouts
• Checkout costs
• Repurchase rate
• ROI
• Reach, page views
• Frequency
• Post interactions
• Impressions
INTENT
DISCOVERY
LOYALTY
Objective Ad types Metrics
• Link ad
• Lead ad
• Carousel ad
• Link ad
• Lead ad
• Carousel ad
• Photo
• Video
• Creative Visuals
• Canvas
• Boost your post
• Video views
• Drive website traffic
• Increase website conversion
• Increase app downloads
• Increase website conversion
• Increase app engagement
57. Core Audiences
Target people based
on information on
their profiles, like
interests, age,
location etc.
Custom Audiences
Target people who
have demonstrated
intent (through the
Facebook pixel or
customer emails)
Lookalike Audiences
Target people similar
to your existing
customers.
59. What and How?
Divides your
audience into
random, non-
overlapping groups,
who are shown ad
sets with identical
creative.
One variable per
test. It can either be
different saved
audiences,
placements, or
delivery
optimizations.
Tests can be run
with either 2
strategies (an A/B
test) or 3 strategies
(an A/B/C test)
62. Can create rules that
automatically update or
notify you of changes to
your campaigns, ad sets
or ads.
You can choose to either
turn off your ads sets, get
a notification or adjust
your budgets once the
condition is met.
64. Prevent ads from
appearing on websites
within certain
industries in the
Audience Network
Exclude the delivery of
your ads into sensitive
industries like: Dating,
Gambling, Politics, and
Religion.
65. Prevent ads from
appearing on websites
within certain
industries in the
Audience Network
Create and Manage a
Block List on Audience
Network
67. Instagram
Stories
launched on
March 1st
globally.
Right now, only
verified
accounts can
add links to
their promoted
stories.
70% of
Instagrammers
follow a
business
1 in 5 stories on
Instagram gets
a direct
message from
its viewers
68. Facebook Messenger Ads
Once someone taps on
the Newsfeed ad which
opens a Messenger
conversation between
the business and
customer. More real-
time and personalised.
Can be used to
introduce new
offers or
discounts.
69. Facebook In-Stream Videos
Allowing
advertisers to
insert short video
ads into native
videos on
Facebook
Targeting is
audience-based,
viewers of the
same broadcast
will see different
ads depending on
their interests
71. RAMADAN CONNECTIONS HAPPEN ON
FACEOOK
47.6 M
posts about
Ramadan & Eid
in MENA
14.6 M
people in MENA
talking about
Ramadan
FMCG spending
increases by
100%, families
cook an average
of 43% more
dishes.
57% of Ramadan
chatter on
Facebook is
from people 25-
44 years old
72. MOBILE IS THE SCREEN OF CHOICE FOR FIRST
INTERACTIONS
more people on Facebook on Mobile vs
Desktop during Ramadan
more content uploaded on Facebook from
Mobile vs Desktop during Ramadan
more photos posts vs status updates on
Facebook during Ramadan
75. If you’d like to ask me any questions later on, please feel
free to contact me and I’ll be happy to help ☺
Email: rachel.dsouza@rbbideas.com
LinkedIn: https://ae.linkedin.com/in/rachel-dsouza