Facebook Ad critiques

David 2017 https://www.youtube .com/watch?v=iR6A TUw0BIU • Engaging, highly relevant to Facebook changes • Quickly introduce Facebook Ads FA vocabulary detailed such as Custom Audience,

Specific task 1: Key resources

Table 1: Resources used to learn about Facebook AdManager

YouTube

👀 Facebook Ads in

2019 | From

Facebook Ads

Beginner to

EXPERT in One

Video! (David 2017)

https://www.youtube

.com/watch?v=iR6A

TUw0BIU

• Engaging, highly relevant to Facebook changes

• Quickly introduce Facebook Ads (FA) vocabulary detailed such as Custom Audience, Lookalike Audience, Facebook Pixel to help “lay” audience

• Mention personal mistakes of targeting wrong customers as an example to draw attention and build trust with audience

• 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

9/

10

Blog The Complete Guide

to Facebook Ads

Manager: How to

Create, Manage,

Analyze Your

Facebook Ads (Lua

2019)

https://buffer.com/lib

rary/facebook-ads-manager

• Provide comprehensive guide to FA management process with step-by-step approach on setting up account, creating and editing ads, reporting and ads 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

• Could be improved with a content blueprint outlining individual sections at the beginning to inform audiences what they’re going to read

8.5/

10

Blog The 9 Facebook

Advertising Tips

You Need to Know

(Gotter 2018)

https://www.disrupti

veadvertising.com/so

cial-media/facebook-• Provide great tips on FB audience targeting with 9 key points concisely demonstrated

• Discuss pros and cons of retargeting existing audience, mobile-first content and videos, making various ad copy and placing them strategically, provide personal critique => reliable

• Step-by-step approach each key points with relevant

FA features depicted in screenshot, prominent sub

10/

10

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

• Explain jargons in backlink => SEO-benefited Blog Facebook Ads

Manager vs Business

Manager: What’s the

Difference?

(Marcario 2019)

https://snapshotinter

active.com/facebook

-ads-manager-vs-

business-manager-whats-difference/

• Clearly explain the difference between FA and Fb’s Business Manager

• Content is concise, easy to understand but not easy

to recall as there is no pictures depicting features mentioned, overused jargons => Images, Screenshot could have been used to help better reader’s

information processing

• Could have been improved if using a comparison tables to help better contrast the content

7/

10

YouTube Facebook's Updated

Ad Manager Tutorial

2018! Learn How To

Use The New Ad

Manager & Launch

A Campaign

(Beckler 2018)

https://www.youtube

.com/watch?v=gaUF

H9Ie4iU

• Deliver content based on screen video recording with focus on most important Facebook ad features including setting and segmenting targeted audiences

• Use straightforward, simple examples, but not drawn

on FB examples that are more relevant to the point

• Provide interesting personal tips which greatly help selecting custom audiences

• Refer to how to understand metrics of KPI and analytics => useful in monitoring Ad performance

8.5/

10

Guest

lecture

Advanced

Segmentation –

Connected Digital –

Larissa Parry

• Provide fresh insight into current practise in the industry concerning inhouse programmatic trading desk, Ads operations and serving, tag management and site tracking

• Use straightforward examples of Iconic to step-by-step demonstrate the marketing funnels

• Provide introduction of multiple platforms such as LinkedIn YouTube, native or DSP with reference

8/

10

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

2019: What's

Working Now!

https://www.youtube

.com/watch?v=stenw

y-FCy8

• Straight to the point of how to create a compelling

ad with “call to action” right in the beginning =>

interesting and engaging

• 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

8.5/

10

Tutorial

class

Nickie’s talk on

How to utilise FB‘s

free service

• Introduce FB AD Library with a view to seeing the performance and strategy used by other brands, 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)

9/

10

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

Facebook)

1 PEPSI THAILAND (successful)

A brand awareness campaign to reinforce

connection to a young audience with music

by engaging audience via a bot for

Messenger

• Focused on music and incentivised

people to use a specially created

augmented reality (AR) filter to win

prizes via its bot for Messenger

• 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

• The bot for Messenger incentivised using a fun and engaging AR

filter, play the music of their favourite singers and create their own

music videos to express themselves in a creative way They then

could share these with family and friends to collect points and

exchange them for rewards such as movie and concert tickets

• 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

5-point increase in campaign

awareness (among 18- to 24-year-olds)

3.7-point increase for brand

favourability

13.4-point increase

in brand credibility (among 35- to 44-year-olds)

2-point increase in association with music in January– April 2019 (compared to January–April 2018)

2 SENDO.VN (VIETNAMESE ECOMMERCE SITE) (successful)

A brand positioning campaign with a focus in

rural areas and year-end sales rise

• Used mobile-optimised video and photo

ads (some in the carousel format),

repurposing creative from existing

traditional TVC, resulting in significantly

higher awareness and recall Trimmed

videos to emphasise key messages

related to product variety, convenience

and affordable pricing

• Used text overlays and split-screen frames to speed up the storytelling

Employed Broad audience targeting feature to reach people aged 22–35

for 4 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

27-point lift in ad recall

13-point lift in brand awareness 50% lower cost per action

7X return on ad spend

3 SAMSUNG TAIWAN (SUCCESS)

An awareness campaign with AB testing

supporting marketing research

• Successfully reached 60–70% of its

intended audience in the 20–44 age

range for its previous campaigns by

frequency buying for a 15-second

on-mobile videos, highlighting new

camera features

• Showed the ads to the younger

8.3-point lift in message association

4.3-point lift in ad recall

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 2 times or 3 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

4 JASPER’S MARKET (A HUB OF FAILED ADS)

A brand awareness campaign to boost

brand awareness in Canada with

multiple content ranges employed

• Sensationalized language used with

exaggerated headlines with

consistently poorly constructed

captions Ad copy is long, no call to

action is used

• Content varies but not supports any

niche market’s needs, is not

delivered on the landing page

• Target audiences is not specifically

selected, just used broad audience

feature => higher money spent

without poor return on ad spent

• Purposefully withhold information

to entice people to click in order to

understand the full context

• Used engagement baits with spammy content asking people to engage,

requesting likes, comments and shares

Marked as disruptive content with relevance score drop by 43%

in three months

Distribution score drop by 19%, costing 2.3 times higher than average

Resulted in immediate 1.3K page unlikes

Resulted in Facebook forming new algorithms of hiding spamming ads, surveying audience’s experience with the brand

Specific task 4: Key diagrams

1 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

2 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

3 Facebook Ads’ Pros and Cons (see task5)

Specific task 5 Critiques

1 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

2 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

3 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