ISM E-commerce: Facebook Ads PDF

ISM e-commerce: Facebook Ads DOMANTAS ŠIRVINSKAS Facebook Ads algorithm Campaign structure Audiences Key performance indicators Funnels Content ALGORITHM CAMPAIGN STRUCTURE What do we expect? How much to spend? When to display it? Where to display it? Whom to show it to? What content? What do...

ISM e-commerce: Facebook Ads DOMANTAS ŠIRVINSKAS Facebook Ads algorithm Campaign structure Audiences Key performance indicators Funnels Content ALGORITHM CAMPAIGN STRUCTURE What do we expect? How much to spend? When to display it? Where to display it? Whom to show it to? What content? What do we expect? CAMPAIGN How much to spend? When to display it? AD SET Where to display it? Whom to show it to? What content? AD Let’ s see how it works AUDIENCES Saved Audiences Age | Location | Gender | Language | Interests Custom Audiences Web visitors | Facebook or Instagram engagers | Past buyers Lookalike Audiences INDICATORS ABSOLUTE INDICATORS: Reach, Impressions (Link) clicks Conversions – actions on the website RELATIVE INDICATORS: CTR (click-through rate) = clicks / impressions Conversion rate = conversions / website visits ROAS (return on ad spend) = ads income / ads budget PRICE INDICATORS: CPM (cost per mille) – cost per 1000 impressions CPC (cost per click) CPA (cost per action) – cost per conversion, sale, lead, etc Frequency – how many times one ad was served to one user inside the campaign  ROAS Return on Ad Spend = income / ad budget (not including content crea on, management hours, etc) ti FUNNELS  Engagement Low High Price Importance Need of knowledge Di erence between competitors Risk … ff 'Oranges are good for you' 'Check out my oranges' 'Buy now and get a discount'  Goal Facebook TOFU Traf c to the website Broad: saved (interests), lookalike Blog post, video Introduce the variety of products, MOFU Introduce products Website visitors (custom) gain trust BOFU Sell Users who added to cart (custom) Discounts, offers Users who recently purchased Upsell Leave a review, buy more (custom) Giveaway in exchange of a revew fi Sales funnel Post campaign BOF campaign MOF campaign TOF campaign 7 d. 14 d. 21 d. 28 d. Sales funnel Post campaign BOF campaign MOF campaign TOF campaign 7 d. 14 d. 21 d. 28 d. CONTENT TOFU Brand value Entertainment Education Problem solving TOFU Values  MOFU Reviews Product Product selection bene ts fi BOFU Discount Free shipping Scarcity Questions  AČIŪ [email protected] linkedin.com/in/DomantasSirvinskas