Facebook Marketing

- Algorithm

Presented to Presented by
ODYODY Harish R
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Audiences
We can target three different kinds of Audiences.

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Business Goals
Facebook operates with six different Goals that helps Businesses to grow.

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Facebbok Platforms
Facebook Page, Instagram, WhatsApp, Messenger.

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Advertisement
Facebook opeartes with three different Advertising Strategies.

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Facebook Measurement
We can make a Business decisions based on the FAcebook Analytics.

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Facebook marketing Services
Facebook Offer, Lead generation form..
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Audiences
Core Audiences Custom Looalike
Demographic Audiences Audiences
Geographic Reach to people who have Reach to new People who
already responded to our ar similar to your Core
More Business Audiences

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Core Audiences
● City
01 Location
● Community

02 Behaviour ● Purchase and device usage

● Age
● Gender
03 Demographics ● Education
● Job

● Include or Exclude who are connected to

04 Connections
your FB Page/event

● Interests
05 Interests
● Hobbies 4
Custom Audiences
Get in touch with people who already know about our Business

➔ Contact List
Audiences made from customer lists..(Excel sheet)

➔ App Users
Facebook SDK

➔ Site Vistors
Facebook Pixel

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Contact List
● Customer audiences made from customer
lists to build our reach
● Information Identifiers
● EG: Collected mail, Phone no, Address
● Facebook Hashes (Matching)
● Hashing
○ Cryptographic security method turns
information into randomised code
Identifiers

Mail Phone no DOB

First & Last name Year of birth City

State Pincode Gender

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APP Users Register your
mobile app
Target your app
Ad
Implement the
SDK

● App events helps us to understand

how people are interacting with our
app.
● Measure the performance of the
Optimize your Setup app Measure your
app app Ad events app Ad
● Install Facebook SDK
● Helps to get more installs and
engagement in our app
● Receive the notification in fb
analytics if users adds any product Add deep links Create the
More
to cart to your app asset

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Site Visitors
● Set up FB Pixel to automatically create a custom
audience of people who visit your site or take certain
actions
● You can show people targeted ads for items that they
have previously viewed on your website

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Lookalike Audience
● Fast and effective way to
connect with people
who are likely to
respond to your Ads.
● Create source audience
● Takes 6 to 24 hours to
get updated

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Business Goals
Building our marketing strategy with free and paid solutions on FB, Insta,
Messenger, Whatsapp to connect with right people

Build Brand awareness Promote our app Grow sales Online

Retarget existing
Increase Local sales Generate Goals
customers
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Brand Awareness
Building or Boosting our Online presence

01 Get the word out Let people know about you

Stay top of the mind so people can think of us

02 Establish a following
while buying time

Build bigger audience who are similar to our

03 Reach More People
best customers
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Facebook page
Connect with your community and keep them updated

➔ Add Business name and description

➔ Profile

◆ Profile pic - Logo of the company

◆ Cover pic - Image of our shop, products or on-going marketing campaign

➔ Add CTA

◆ Visit website or call

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Facebook page (Cont.d)
Best practices

➔ Publish New Content

➔ Promote your page

➔ Start messaging

➔ Keep improving

➔ Add special characters

◆ Display menu

◆ Listing our services

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Facebook page (Cont.d)
What else can we do with our Fb page?

➔ Create an Event ( Free and can be promoted as well)

➔ List an open Job

➔ Post to Marketplace

◆ Place for people and business to discover, buy and sell.

◆ Reach buyers on FB where they are already browsing

◆ Fast answers with real time messaging

◆ Deliver info such as price and product description

◆ Mobile friendly listings

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Instagram shopping
70% shopping enthusiasts turn to Instagram for product
discovery
● Activate a shop tab
● Try featuring more than one product in one posts for higher
engagement
● Get the word out - Product launch/sale announcement
● Use images, carousels, stories to connect people
● Keep the product front and centre
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WhatsApp Business App
➔ 2 Billion users/month, 500 Million users use status/day

➔ 67% online Business uses messenger applications for CRM

➔ Business Profile

◆ Let people know where to reach you

◆ Provide customer care

◆ Send notifications through direct message and status

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Messenger Business profile
● 1.3 Billion users. 79% people said that being ables to message
a business helps them feel more confident about the brand
● Acquire customers( direct conversation to people to take
action where they already spent time)
● Try featuring more than one product in one posts for higher
engagement
● Show customers that you care ( Integrate messenger into a
customer service)

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Advertisement
Ad Ad Buying Ad FB
Solutions Optimization Measurement
Auction
Ad recall lift Meet your
Brand awareness Reach and optimisation audience
obj frequency
Video view
Reach Advertising Target rating Facebook
optimisation
obj points Attribution
Video views Insights with FB
advertise obj testing

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Ad Buying Availability
Frequency Delivery
controls controls

Choose the way your ads reach your

audience
● Auction
○ Reach and frequency buying
○ Auction buying Predictability Pricing Scheduling

● Reach and frequency

● Target rating points

Targeting Objectives Placement

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Facebook Measurement
Reports about our brand perception & awareness across FB platforms

Meet our Audience

Are our ads being seen by the right people and in the right places ?

Demographic Connecting Marketing

breakdown effort

Keep your brand safe Find an expert to help

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Facebook Measurement (cont.d)
Facebook Attribution
How do I know which parts of my marketing are driving impact ?

Attribution reports Choose your rules

Go deeper with data Work with expert

Insights with FB testing

How do I test my campaigns to see what's working ?

Split testing See which Ad drives success

Run a Brand poll Understand the true value 21

Promote your Mobile App
Grow our user base and keep people coming back

➔ Use CTA to direct people to our app

◆ Screenshots & videos, Benefits of the app, shop now button

◆ Install FB SDK to learn about people using our app(Developer)

➔ Mobile app Ads

◆ Mobile app install Ads

◆ App engagement Ads

◆ Measure our app Ad

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Increase Online sales
Increase conversions or sell through FB, Automate our Ads

Upload a catalogue for free and let people

01 Set up shop
shop from their fav FB platform

Connect e-Commerce No need to create a catalogue if our platform

02 platform is integrated with FB to import products

Dynamic Ads - Right Ad to right people

03 AD types ○ Pixel - product Catalogue

○ SDK - App install, App Ad
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Lead Generation
- FORM

Quick High quality

Follow up leads

Custom que CTA

Book
Dynamic Ads
appointment

High intend
Location
form- Review
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Offers
● Offers are free to create
● Boost the offer (Paid)
● If user saves our offer, FB
sends an offer expiry
notification.
● Best Practice
○ Offer description
○ Photo
○ Expiry date
○ Promo code

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Source
● Picture dimensions

https://www.facebook.com/help/125379114252045?ref=fbb_set_up_your_page

● Advertisements information

https://www.facebook.com/business/help/169249477193317

● Insights to go

https://www.facebook.com/iq/insights-to-go

● Fb Busnees

https://www.facebook.com/business/goals

● facebook shop

https://www.facebook.com/business/help/268860861184453?id=1077620002609475

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Thank You !

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