HOW to WIN MOMS & YOUNG GIRLS THROUGH MEDIA
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This document provides guidance on using social media marketing, particularly Facebook ads, to raise brand awareness, promote apps, drive local sales, and increase online sales. It discusses targeting audiences based on location, age, gender, interests and behaviors. Specific ad formats are recommended for different objectives, such as newsfeed ads to raise awareness, mobile app install ads to promote apps, local awareness ads and boosted posts to drive local foot traffic, and retargeting ads and website tracking pixels to increase online conversions. Similar targeting strategies using keywords, topics, interests and remarketing are outlined for search, display and YouTube ads. The overall aim is to engage and convert target audiences at each stage of the customer journey through social media advertising.
![Keyword
Match
Keyword Search Query Search Quey not
Appear
Strength Weakness
Phrase “Pewarna
Makanan
Jakarta”
• Pewarna Makanan
Jakarta
• Pewarna Makanan
Jakarta Murah
• Cari Penjual Pewarna
Makanan Jakarta
• Jual Pewarna
Makanan
• Cari Pewarna
Makanan
• More Specific
than Broad
Match
• Keyword in
one phrase
• Useful to get
new query
ideas
• Less
impression
• Need a lot of
keyword
Exact
Match
[Pewarna
Makanan
Jakarta]
Pewarna Makanan jakarta • Pewarna Makanan
Jakarta Barat
• Cari Pewarna
Makanan Jakarta
• Specific
• Ads are
relevant with
the query
• Low CPC
• High CTR
• Low
Impression
• Need a lot of
keyword
Keyword Research & Match Options
Keyword: “Pewarna Makanan”
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HOW to WIN MOMS & YOUNG GIRLS THROUGH MEDIA
- 1. HOW to WIN MOMS & YOUNG GIRLS THROUGH MEDIA adlabs.asia
- 2. adlabs.asia
- 3. Marketing on Facebook Objective • Raise Brand Awareness • Promote App • Get Local Sales • Drive Online Sales adlabs.asia
- 5. Raise Brand Awareness Choosing Adverts Audience Reach audiences who should see our adverts before they have to search for you. Target adverts to our audience by location, age, gender, interests and more. Find Similar People With Our Customers With Lookalike Audiences, we can reach people on Facebook who share traits with our customers or people who like our Page. Click To Website Adverts Run Facebook Adverts that take people to any page on our website. Video Views Create engaging video adverts that help people connect with and remember our brand. adlabs.asia
- 6. Raise Brand Awareness Choose Our Goal Choose Images And Where Your Advert Appears On Facebook Build Targeted Audience Choosing Adverts Audience adlabs.asia
- 7. Facebook Ads targeting based on Facebook users interest. Interest : Recipes, Baking and Cuisine Age : 21-35 Location : Indonesia Choosing Adverts Audience Raise Brand Awareness adlabs.asia
- 8. Newsfeed Ads Right Hand Column Ads Adverts Placement Raise Brand Awareness adlabs.asia
- 10. Choosing Advert Audience Reach audiences who should see our adverts before they have to search for us. Target adverts to our audience by location, age, gender, interests and more. Reaching Customers We Know With Custom Audiences, we can reach customers from their emails and phone numbers. Use Audience Network The Audience Network is a way to advertise our ads to third party app. App Install and Engagement Adverts Reach people on any device who will want to install your app or use it again. Promote Apps adlabs.asia
- 11. Facebook Mobile App Install Ads Facebook Audience Network Ads Promote Apps adlabs.asia
- 12. Female android users who are 21 – 35 years old with cooking interest are 88% more than IOS users in Facebook. Promote Apps adlabs.asia
- 14. Remarketing to Website Visitors When people visit our website, we can reach them again and remind them about our brand with a Facebook advert. Local Awareness Adverts Local Awareness adverts help us reach people in the area around us. Reach them at any time, on any device, so they'll have in mind when they're nearby. Boosting Posts To Reach More People We can show our Page posts to more of the people who like our Page and new audiences. Reaching Customers We Know With Custom Audiences, we can reach customers we already know by targeting them using phone number or email address. Get Local Sales adlabs.asia
- 15. Get people talking by boosting our posts With a boosted post, more people see your update, photo, video, event, offer and more. And you'll reach more of the people who like your Page, their friends and all-new audiences in the News Feeds. Local Awareness Adverts With this we can choose the targeted location that we want our adverts to appear. Example: If our promotion is only for Surabaya area, we can target our ads location and boosting our post only for that area. Boosting Posts To Reach More People Get Local Sales adlabs.asia
- 17. Boosting Post to Reach More People You can show your Page posts to more of the people who like your Page and new audiences. Tracking Customer Actions on Our Website Measure the effectiveness of our Facebook adverts and see how many people come to our website to make purchases. Reaching Customers We Know With Custom Audiences, we can reach customers we know from email address and phone number database. Remarketing to Website Visitors When people visit your website, you can reach them again and remind them of your business with a Facebook Advert. Drive Online Sales adlabs.asia
- 18. • Insert some code into the web page We can track actions with a Conversion Pixel – a snippet of code – that we install in the HTML of a page that we want visitors to go to. When visitors arrive on that page, the Conversion Pixel tells Facebook about the action, and we receive reports on how many people took action on our website based on our Facebook advert. Tracking Customer Actions on Our Website Drive Online Sales adlabs.asia
- 21. Ads Type Objective Click to Website Send people to important sections of our website / Instagram account Available Ad Formats: Image, Video, Carousel Video Views Tell a story using video Available Ad Formats: Video Mobile App Install Get people to install mobile app Available Ad Formats: Image, Video Instagram Ads Objectives adlabs.asia
- 23. 1 2 3 When someone searches for something on Google , Google looks at the Adwords advertisers pool and determines whether there will be an auction. If one or more advertisers are bidding on keyword that Google thinks relevant to the search query, an auction is triggered. adlabs.asia
- 24. Ad Rank = Max CPC x QS Top Position AdRank = A value that's used to determine your ad position Lower Bid Bid 1-10 CTR Relevancy Landing Page Keywords adlabs.asia
- 25. Keyword Research & Match Options Keyword Match Keyword Search Query Search Query not Appear Strength Weakness Broad Pewarna Makanan • Pewarna Makanan • Jual Pewarna Makanan Online • Pewarna Makanan Bagus • Pewarna Makanan Jakarta • High Impression • No need to add a lot of keywords • Useful to do new search query • More competitor • “Less” relevant ads with the query • Higher Cost Broad Modifier +Pewarna +Makanan Pewarna Makanan Online Pewarna Makanan Jenis Pewarna Makanan • Jual Pewarna • Pewarna Untuk Makanan • High Impression • More targeted keywords • Decrease irrelevant impression • Still have a chance to get less relevant query Keyword: “Pewarna Makanan” adlabs.asia
- 26. Keyword Match Keyword Search Query Search Quey not Appear Strength Weakness Phrase “Pewarna Makanan Jakarta” • Pewarna Makanan Jakarta • Pewarna Makanan Jakarta Murah • Cari Penjual Pewarna Makanan Jakarta • Jual Pewarna Makanan • Cari Pewarna Makanan • More Specific than Broad Match • Keyword in one phrase • Useful to get new query ideas • Less impression • Need a lot of keyword Exact Match [Pewarna Makanan Jakarta] Pewarna Makanan jakarta • Pewarna Makanan Jakarta Barat • Cari Pewarna Makanan Jakarta • Specific • Ads are relevant with the query • Low CPC • High CTR • Low Impression • Need a lot of keyword Keyword Research & Match Options Keyword: “Pewarna Makanan” adlabs.asia
- 27. Keyword Research Grouping Brand Keyword Product Keyword Expand Keyword • Koepoe Koepoe • Lada Putih • Pewarna Makanan • Soda Kue • Bawang Putih Bubuk • Resep Masakan • Resep Kue Bolu • Cara Membuat Ayam Bakar Sambal Ijo adlabs.asia
- 28. Keyword Research Tool Google Tool: • Keyword Planner • Google Suggestion/Related Result • Search Term Report adlabs.asia
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- 34. Search vs Display Network Definition Search Network Display Network Network Definition Use keyword as a trigger for ads to appear Ads appear in relevant content No need to do research Web Page View Less than 5% in internet use 95% time consuming in Internet Cost AdRank = CPC x QS AdRank = CPC x QS QS (CPM) = landing page QS (CPC) = CTR & LP adlabs.asia
- 35. Display Network Targeting Placement Targeting Contextual Targeting Audience Targeting Placement Web & Apps • Can choose which website to advertise Keywords • Target relevant website based on the content • Ex: resep praktis untuk anak keyword – google will decide which website the ads will appear based on the keywords. Maybe in Mother & Baby forum. Topic • Target websites that have certain topic. Ex: cooking & recipes, news. • Wide targeting, create more traffic Interest • Specific target audience based on user interest. • Audience interest are seen from their history behavior Remarketing • Target audience who visited our website Age & Gender adlabs.asia
- 36. User Cycle and Targeting Option Awareness & Interest Consideration Buy / Registration Topic & Interest Placement & Keyword Remarketing RemarketingPost Buy / Post Registration adlabs.asia
- 37. Flexible Targeting & Bid Adjustment • Keywords: Resep 15 Menit, Resep Praktis, Bumbu Ayam Goreng • Placement: mother&baby forum, cooking website, etc • Topic: Cooking & Recipe, Cuisine, Poultry • Interest: Foodies • Gender & Age: Female, 21-35 adlabs.asia
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- 39. TrueView • TrueView in-stream ads run on videos served on YouTube. • Viewers can choose to skip the video ad after 5 seconds. If they choose not to skip the video ad, the YouTube video view count will be incremented when the viewer engages with the video ad or watches 30 seconds of the video ad (or the duration if it's shorter than 30 seconds). User can choose to view or skip the pre-roll ad User can choose to click through to view the video User can choose to view the video while on relevant websites adlabs.asia
- 40. Ad Format Viewer Experience Pricing Model Objective TrueView In-search Ads Ads appear in the YouTube search page Viewers see the video ad above or next to Youtube’s regular search results Pay when viewers click on the video and begin to watch • Demonstration • Storytelling • Generate response • Customer retention TrueView In-display Ads Ads appear next to videos on the Youtube watch page. Viewers see the video ad when they watch videos on Youtube Pay when viewers click on the video and begin to watch • Response integration • Customer retention TrueView In-stream Ads Ads play as a pre, mid or post roll on Youtube partner videos of all length Ad plays for 5 sec, then viewers choose to skip or watch the rest Pay only when viewers watch the video • Good for all campaign objective Youtube Ads Format adlabs.asia
- 41. Youtube Ads Targeting Contextual Targeting Placement Targeting Audience Targeting Keywords Topic Placement Web & Apps Interest Remarketing Age & Gender adlabs.asia