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Step by Step guide on how to build a success lead generation campaign via online advertising and A/B testing of multiple parameters. Provided by www.odigma.com ONLINE EXPERTS PRO TIPS FOR SUCCESS IN ONLINE ADVERTISING ! ABOUT US Social Media Agency based in Bangalore with offices in NCR, Mumbai, Kolkata and Ahmedabad 2010 2011 2012 Worked with over 375 clients and over 20 billion Facebook Ad clicks Facebook Ads optimization experts with a team of over 50 Expertise in Google Ads (Google Adwords Certified professionals), SEO and Social Media. FACEBOOK ADS FACEBOOK PAGE ENGAGEMENT/ APPS E-COM WEBSITE MANAGEMENT SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING OUR OFFERINGS ADS OPTIMIZATION ANALYTICAL ENGINE Best Time/Day/ Date Best Creative Type Best CPC Bid Best Title Best Description Best Volume Best Conversions Best Interest Groups Ads Optimization Engine For any given Target audience, we have historical data that answers - OUTPUT Best Time – 12 PM – 2 PM; 7 PM to 11:30 PM Best Creative – Faces / Bright Colors Best Day – Sunday Best Description – Less than 35 Letters INPUT 18 – 22, Male, Metros, Interest – Outdoors OPTIMIZATION EXAMPLE CASE STUDY 600,000 INR(Rs) monthly budget across all card types We source Credit Cards in Mumbai, Delhi/NCR, Chennai, Calcutta, Bangalore, Hyderabad, Pune, and Ahmedabad only The economic value of 1 full application form submitted online (see examples below) is roughly equivalent to 10 short leads (~7 fields) Landing pages can be inside (on the Citi India FB page) or outside of Facebook The only objective of the campaign is to get as many Credit Cards bookings as possible at the lowest cost 90% of our current Credit Card leads are male (this is also true industry wide) The minimum age for a credit card is 25 The minimum salary is 3 lakh annually for salaried employees and 5 lakh for self-employed Demographics – Age, Gender, Location Interest and Education Based Targeting FIRST LEVEL TARGETING SELECT YOUR TARGET DETAILED INTEREST BASED TARGETING • Generic • Actor / Actress • Musicians / Singers • Production Houses • Movie Channels • Movie Names • …… CASH BACK DESCRIPTION IMAGES TITLE ON MOVIES SAVE ON MOVIES SAVE OVER CASH BACK CARD 7000 Get 4 Complimentary movie ticket vouchers from BookMyShow with a card. APPLY NOW Get 5% cash back on all your movie spends with a card. APPLY NOW CREATIVES Demographics Education Interest Image Title Desc. 25 – 28 28 – 32 33 – 37 38 – 45 46 – 50 50+ Delhi Mumbai Bangalore … IIT NIT Engineer Doctor Generic Movies Actors Singers TV Channels Movie Names COMBINATIONS Demographics Interest Education
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ONLINE EXPERTS
PRO TIPS FOR
SUCCESS IN ONLINE
ADVERTISING !
ABOUT US
Social Media Agency based in Bangalore with offices in NCR, Mumbai, Kolkata and Ahmedabad
2010 2011 2012
Worked with over 375 clients and over 20 billion Facebook Ad clicks
Facebook Ads optimization experts with a team of over 50
Expertise in Google Ads (Google Adwords Certified professionals), SEO and Social Media.
FACEBOOK ADS
FACEBOOK PAGE ENGAGEMENT/ APPS
E-COM WEBSITE MANAGEMENT
SEARCH ENGINE OPTIMIZATION
SEARCH ENGINE MARKETING
OUR OFFERINGS
2DIFFERE
NTFONTS
ADS OPTIMIZATION ANALYTICAL
ENGINE
Best Time/Day/ Date
Best Creative Type
Best CPC Bid
Best Title
Best Description
Best Volume
Best Conversions
Best Interest Groups
Ads Optimization Engine
For any given Target audience, we have historical data that answers -
OUTPUT
Best Time – 12 PM – 2 PM; 7 PM to 11:30 PMBest Creative – Faces / Bright ColorsBest Day – SundayBest Description – Less than 35 Letters
INPUT
18 – 22, Male, Metros, Interest – Outdoors
OPTIMIZATION EXAMPLE
CASE STUDY
600,000 INR(Rs) monthly budget across all card types
We source Credit Cards in Mumbai, Delhi/NCR, Chennai, Calcutta, Bangalore, Hyderabad, Pune, and Ahmedabad only
The economic value of 1 full application form submitted online (see examples below) is roughly equivalent to 10 short leads (~7 fields)
Landing pages can be inside (on the Citi India FB page) or outside of Facebook
The only objective of the campaign is to get as many Credit Cards bookings as possible at the lowest cost
90% of our current Credit Card leads are male (this is also true industry wide)
The minimum age for a credit card is 25
The minimum salary is 3 lakh annually for salaried employees and 5 lakh for self-employed
æ
Demographics – Age, Gender,
Location
Interest and Education
Based Targeting
FIRS
T LE
VEL TA
RG
ETIN
G
SELECT YOUR TARGET
DETAILED INTEREST BASED TARGETING
•Generic•Actor / Actress•Musicians / Singers• Production Houses•Movie Channels•Movie Names• ……
CASH BACK
DESCRIPTION
IMAGES
TITLE
ON MOVIES
SAVE ONMOVIES
SAVE OVER
CASHBACK CARD
7000
Get 4 Complimentary movie ticket vouchers from
BookMyShow with a card. APPLY NOW
Get 5% cash back on all your movie spends with
a card. APPLY NOW
CREATIVES
Demographics
Education
Interest Image Title Desc.
25 – 2828 – 3233 – 3738 – 4546 – 50
50+Delhi
MumbaiBangalor
e…
IITNIT
EngineerDoctor
Generic Movies
ActorsSingers
TV Channels
Movie Names
I1
I2
I3
I4
I5
I6
T1
T2
T3
T4
T5
T6
D1
D2
D3
D4
D5
D6
Page
L1
L2
L3
L4
L5
L6
COMBINATIONS
Demographics
Interest
Education
Image
Landing Page
Description
Title
OPTIMIZATION FUNNEL
Clicks Volume Click Cost Lead Sale
Demographics
Education
Interest
Image
Title
Desc
END TO END OPTIMIZATION
Movies Petrol Air Miles Rewards
Lead Sale
CATEG
ORY O
PTIM
IZATIO
N
Creatives Preparation By Category – 5
images, 2 Titles, 2 Desc. each for Movies,
Petrol, Air Miles, Rewards
Landing Pages Preparation by
Category – 3 for each category
Ads approval and implementation by
Category - 20 for each category
Third Split test – Budget Rs 40,000 per
category. Output will be to find best landing
page per category for each creative and user
profile
Second Split test – Budget Rs 20,000 per
category. Output will be to find best creatives in each category for each
user profile
First Split test phase – Budget Rs 10,000 per
category. Output will be to find most responsive User
profile per category
Fourth Split test – Budget Rs 80,000 per
category. Find the most responsive category will optimized user profiles, creatives and categories
Discard less performing creatives and landing
pages. Assign budget per category based on
performanceDiscard last 20% of bad performing user profiles
Prepare for next cycle – Objectives – Find the
most optimized creatives, landing pages and
creatives for next 10-20% of user profiles
SPECIFIC STEPS FOR CASE STUDY
1TOTAL
BUDGET
2TOTAL COST PER
LEAD
3TOTALLEADS
4ADS
MGMT FEES
KEY MEASUREMENT POINTS
Product Budget Target (Acquisition)
Fees Target Achieved
Fees
Credit Cards 600,000 1500 60000 1800 -120% 72000 (120%)
Credit Cards 600,000 1500 60000 1350 -90% 54000 (90%)
Credit Cards 600,000 1500 60000 1500 -100% 60000 (100%)
