GETTING CREATIVE:! THE SECRET TO! FACEBOOK ADVERTISING! SUCCESS!
Hello, I’m Will
Advertising Automation Software"
Why do Facebook ads work?!
Creative"
Targeting"
Optimization"
The single, most important element of a successful advertising campaign that ad tech historically forgets is “great� creative.! Advertising Automation Software"
Know your target audience! " • " • " •
Who is your target audience?" What are their interests, lifestyles, frustrations?" What will motivate them to click on the ad?"
Is it designed with the end in mind? Advertising Automation Software"
Leverage personas to drive creative - Kirsten! Age: 21 College student, Boston University Boston, MA Single Proficiency: Third year French in college; not fluent
Key Attributes: • Likes French; interested in French culture, movies • Likes trying to read French literature • Not naturally strong in language • Has visited Paris; would like to do study abroad program in France
Advertising Automation Software"
Leverage personas to drive creative - Alex! Age: 41 Corporate Sales for Nokia Espoo, Finland Married, with a son and daughter Proficiency: Native Finnish, German, English; decent Italian; advanced French Key Attributes: • Travels all over Europe selling Nokia equipment to businesses • Has built up a strong ability to acquire and learn language • Likes to polish his fluency in the languages he uses for business (Italian, French, English
Advertising Automation Software"
Leverage personas to drive creative - John! Age: 26 IT Professional San Francisco, CA Single, lives in apartment Proficiency: Native English; basic Spanish
Key Attributes: • Loves to travel • Enjoys language and culture • Watches foreign films • Not a master of any second language • Likes to attempt conversation in various languages • Likes meeting people when traveling
Advertising Automation Software"
Know your brand! •
Can you describe your brand?"
•
Do you have a brand guidelines document?"
•
What should be avoided in the creative and copy?"
IS IT ON BRAND?
Advertising Automation Software"
Know your product! Think about the key product features and benefits consumers want or need.
WHAT IS YOUR PRODUCT’S USP?
Advertising Automation Software"
THE FOUR STAGES OF! CREATIVE SUCCESS!
The Interest Stage! Use powerful visuals to get attention
DOES IT HAVE THUMB STOPPING POWER Advertising Automation Software"
Is it a rich, high quality and authentic image?
Is it a rich, high quality and authentic image?
Advertising Automation Software"
Is there a single focal point?
Advertising Automation Software"
Or are you trying to say too much with one image?
Advertising Automation Software"
Consider using an album
Advertising Automation Software"
Is the product/package in a natural environment or integrated in a clever way?
Advertising Automation Software"
The Consideration Stage! • Free shipping" • Value (coupons)" • Limited time (expiration)" • Sales" • Free gift card or gift with purchase" • Exclusive" • Loyalty or membership points" • Save when you spend" Advertising Automation Software"
First 90 Use Copy to characters Drive Action" are key"
The Decision Stage! Highlight the value of your product
DOES IT SHOW THE ROLE YOUR BRAND CAN PLAY IN HER LIFE? Advertising Automation Software"
Stay relevant through the journey!
Advertising Automation Software"
Frequency! Will you start to recognise them in your feed? Consistency drives both awareness and recall.
Advertising Automation Software"
Keep It Fresh! $25.00
0.90%
0.80%
$20.00
0.70%
0.60% $15.00 0.50%
0.40% $10.00 0.30%
0.20%
$5.00
0.10%
$0.00
0.00% 1-‐Oct-‐13 2-‐Oct-‐13 3-‐Oct-‐13 4-‐Oct-‐13 5-‐Oct-‐13 6-‐Oct-‐13 7-‐Oct-‐13 8-‐Oct-‐13 9-‐Oct-‐13 10-‐Oct-‐13 11-‐Oct-‐13 12-‐Oct-‐13 13-‐Oct-‐13 14-‐Oct-‐13 15-‐Oct-‐13 16-‐Oct-‐13 17-‐Oct-‐13 18-‐Oct-‐13 19-‐Oct-‐13 20-‐Oct-‐13 21-‐Oct-‐13 CPA1
CTR
Advertising Automation Software"
PLANNING AND AUTOMATION:! CONDUCTING EFFECTIVE! CREATIVE TESTS!
Budget dictates volume of creative! Number of Concepts
Images per Concept
Total number of Images per week
Budget of $100,000+
5
2
10
Budget below $100,000
3
2
6
N.B. Elements such as number of segments targeted should be taken into account and the number of images required can be adapted accordingly Advertising Automation Software"
How to conduct a creative test! Test creative concepts—thematic ideas that group together a number of different images!
1!
2!
Advertising Automation Software"
Build out new ads on the winning theme! Continue optimising ad creative testing by introducing new variables based on the results of the earlier tests.!
!
Advertising Automation Software"
Optimise by introducing new variables! Vary the CTA, image, etc. on your theme to test performance.!
!
Advertising Automation Software"
Automation: only the best ads survive!
Advertising Automation Software"
Queued and then Tested!
UI Chosen Ordering
Crea7ve Tester Queue
Ads pulled from top of queue
In Tes7ng (Stage 4)
Pause worst ads (according to specified KPI)
Crea7ve Paused
Advertising Automation Software"
Set confidence levels for testing!
Advertising Automation Software"
Path to a successful creative strategy! PLANNING
Know your target audience and use customer personas Understand your brand and product
Remember the 4 Stages of Success: 1. AestheXcs to generate interest EXECUTION 3. Relevance to encourage a decision 2. Language to trigger consideraXon 4. Frequency to ensure ads stay fresh
TESTING
Have enough crea7ve and don’t get caught short Test crea7ve themes and iterate on those that work Bring in different variables (buKons/placements)
AUTOMATION
Use technology to help you test and scale in a scienXfic way Advertising Automation Software"