Social Media Ads Assignment & Project

Digital Marketing

Facebook Ads Assignment

Developing some of Facebook Ads Skills Set

Account Structure Implementation - Targeting Implementation - Competitor Analysis -

Ads personalization - Group Project -

WeRent & Co.

Werent offers varied and Anti-Mainstream wedding equipment rental services, provide a variety of themes and packages. And consulting services with professional

wedding consultants

Creative Solution

Provides convenience for planning a wedding party

Variative

The party becomes more interesting, unique and varied

Customer

Care

We are ready to discuss the party concept anytime and anywhere

Guaranteed Hygiene

Customers get a comfortable, clean, and satisfying party experience

SKILL SET 1: OBJECTIVE CAMPAIGN AND RELEVANT METRICS

Prospecting (Reach)

Consideration

ReEngagement (Traffic)

ReMarketing (Conversion)

Impression, Reach, CPM,

Awareness

Reach out and make people aware about

CPC, CTR, Link Click

Lead, CPL, CVR, ROAS

Conversion

Getting Leads and Subscription

CAMPAIGN GOALS

CAMPAIGN OBJECTIVE

KEY METRICS

Get People Interested

Get people engaged with the brand

​

​

Getting people come to Landing Page

Get People Decide

CAMPAIGN STRUCTURE

Werent _Jkt_Prospecting_Reach

Campaign Objective

Werent _Jkt_Pros pecting_Reach_ LAL 3% LP

visitor last 7D_FBIG

Ad Set #3

Ad Set #2

Werent _Jkt_Pros pecting_Reach_ Wedding Proposal_FBIG

Werent_Jkt_Pros pecting_Trend Wedding _FBIG

Ad Set #1

Werent _Jkt_Pros pecting_Reach_ LAL 3% LP

visitor last 7D_FBIG_IMG

Ads #1

Werent _Jkt_Pros pecting_Reach_ Wedding Proposal_FBIG_ IMG

Ads #1

Werent _Jkt_Pros pecting_Trend Wedding

_FBIG_IMG

Ads #1

Werent _Jkt_ReMarketing_

Conversion

Campaign Objective

Werent _Jkt_ReM arketing_Conve rsion_LP visitor_Last

7-30D_IG

Ad Set #3

Werent _Jkt_ReM arketing_Conve rsion_LP visitor_Last 7D_IG

Ad Set #1

Werent _Jkt_Pros pecting_Reach_ LAL 3% LP

visitor last 7D_IG_IMG

Ads #1

Werent _Jkt_ReM arketing_Conve rsion_LP visitor_Last 7D_IG_IMG

Ads #1

Werent _Jkt_ReEngagement_Traffic

Campaign Objective

Werent _Jkt_ReE ngagement_Traffic_FB Engagement_Last 7 Day_IG

Ad Set #1

Werent _Jkt_ReEng agement_Traffic_ FB

Engagement_Last 7Day_IG_IMG

Ads #1

Understanding Facebook Objective and Making Account Structure

Target Audience

SKILL SET 2: TARGETING IMPLEMENTATION

Targeting people who follow the wedding trend, always up to date and fashionable because it is very relevant to our USP, which is a variety of themes.

​

​

Trend Wedding

Target audience who have little time and want to plan a wedding party easily and

go well

​

​

Marriage Pr

​

​

oposal

Location : Jakarta Gender : Male & Female Age : 21 - 35 years old

Interest targeting: 2 targets based on different interests, demography and behavior

Targeting the right audience, so that we can provide solutions with our services from audience problems

SKILL SET 3: COMPETITOR ADS ANALYSIS

Business Category: Catering and wedding decoration services

Analysis: There are still not many who advertise decoration services in Indonesia. There is good copywriting containing their product offerings and a CTA to sign up. However, from the ad there is no headline, Ad copy and website link

To Improve in my business:

1. Create copywriting

containing product offers

2. Insert a CTA
3. Include headline and ad copy

Improve analysis skills against competitors from our business and take the insights obtained to be used as improvements and improvements in our business advertisements

SKILL SET 4: ADS PERSONALIZATION

Develop creativity skills by creating creative advertisements, copywriting, and brand design for products and content in accordance with campaign objectives and target audience

ADS CREATIVE

Prospecting

ReEngagement

ReMarketing

Design

Make a design according to the color theme of the brand and according to the target audience

​

Copywriting

Make appropriate ad copy to convey the message of the campaign objective created to the target audience

Prospecting

GROUP PROJECT

Company Profile & Member

WeRent offers varied and Anti-Mainstream wedding equipment rental services, provide a variety of themes and packages. And consulting services with professional wedding consultants

WeRent & Co Team

Project Manager

Performance

Design

Technical

M Hielmy

Ogi S

Hastin L

Latif

Retya S

Viona

Copywriting

Performance

FACEBOOK ADS CAMPAIGN SUMMARY

Avg, CTR

Total Leads

0.44%

7

Avg, CPC

Rp. 6.349

Our team runs the campaign within 5 days with the following details:

Funnel : Prospecting & ReEngagement

Objective : Conversions

Metrics : Lead, CPC, CTR and CPL Placement : Feeds and Story on FB & IG Ads Creative : Motion & Video

Avg, CPL

Rp. 63.479

Total Amount

Rp. 444.354

PERFORMANCE

Assumption

The target audience is 21-35 years old. And the highest who clicked on the ad link was at the age of 25-34 years old

Assumption

The majority of viewers who click on our content ad links are women. We can assume that women are more likely to be attracted to our content that has various wedding decorations.

ANALYSIS

AGE & GENDER

PERFORMANCE

ANALYSIS

TARGET AUDIENCE & PLACEMENT

Assumption

We used CBO on campaign level, and we found that Trendy couple is the good performance, so we keep this audience till the end of the campaign

Assumption

Our target audience had more activity on instagram than facebook, and they interest with our content video that show wedding decoration

D

AY 2

Problem

1. Result is empty but on unbounce there are 4 new leads
2. Low CTR 0.20%

Optimization:

1. Check technical
2. Optimization of ad creative and adding new ad creative

Problem::

1. Low CTR 0.16% of the audience Trendy Couple and high CPC Rp. 17,712
2. ad creative video no sound on broad ads doesn't burn the budget

Optimization:

1. Interests from the trendy couple audience are explored more
2. allocate more budget to broad audience ads

D

AY 4

AY 3

Problem:

1. High CTR from New Audience and no result
2. Overlapping audience

Optimization:

1. Using exclude on both core audiences so that
2. Ad creative optimization

D

D

AY 1

Problem

1. There are leads that are not included in the pixel
2. Overlapping audience

Optimization:

1. Turn optimization delivery into Conversion Lead

3. Create a new ad set in the prospecting campaign

Pitching Day

DAY TO DAY OPTIMIZATION

INSIGHT & RECOMMENDATION

Recommendations

• Always check the overlapping audience between the core audiences that has been set before running ad.
• Content formats, visual ads, and ad copy must be tailored to the target audience & contain the Business Value Proposition / USP.
• If we want to using video, the key message must be delivered at least within 2-5 seconds. And ad copy must also be more intimate with our potential customers.
• Always use Campaign Budget Optimization (CBO) to let Facebook optimize our campaign, as soon as we knew the winning audience, then we can turn off the worst campaign soon.

• Value Proposition material in Ad Copy has a very good impact on ad performance, then do not hesitate to use content in video format to show our VP.
• When the campaign is running, make sure all elements and displays on the Landing Page function properly (desktop & mobile versions). Because this is quite influential on the acquisition of our ad Leads.
• Use several ad sets options for each different core audience when running ads and don't change audiences too quickly.
• We get 80% Leads from organic, when running ads. After we investigated it was because someone shared our ad with other people and they filled out the form.

Insights

Thank You