< Seminar Report> [What is a higher-grade Facebook ads operation?] Operation trivia release + Iroha of overseas posting

まずは、Facebook広告配信にあたっての最大のメリットは以下の2点だといえる。

1. High-precision targeting
   User attributes are accumulated as data from profile information and daily behavior. This is possible because Facebook has a real name and many active users.
2. Reach mobile users efficiently
   Since mobile accounts for 49% of online shopping in Japan, marketing on Facebook, which accounts for more than 90% of mobile users, is a very efficient means.

Next, he explained that persona analysis is important in Facebook ads, which delimits and distributes targets. Create a fictional character and devise an advertisement that the person likes. Here is a persona analysis that was actually submitted by a temporary staffing client. There are people like this around! It's a detailed persona analysis until the face comes to mind.

At first glance, isn't it necessary? By assuming the user's personality and behavior pattern, it can be used for the distribution area, time zone, interest target, and creative direction.

Many Facebook ads operators may have wondered whether it is better to distribute the target roughly or to set it in detail. Targeting was explained using the results of actual tests at our company.

Contents: Announcement of our DMP free seminar

ざっくり「広告」への興味関心で区切ったターゲットと各広告媒体・業界用語を細かく設定したターゲットにて配信テストを行った。

Specifically targeted ads had higher click-through rates and CVs. It can also be said that it is effective to test the target in this way.

When it comes to Facebook ads and posts, the first thing you see is the photo, followed by the ad text. Therefore, creativity is very important.

As a result of testing what the result would be if the banner was replaced once a month, the following results were obtained.

If the image has been delivered unchanged for a long time, I recommend you to change it.

Updates to Facebook ads are very frequent, and before you know it, new features are available. Among them, this time I will touch on a new feature called Multi-Product Ads. Multi-product ads allow you to add up to five images and destinations in a single ad. When we actually delivered it, we were able to reduce the cost per conversion by one-quarter.

It turns out that.

In summary, the following four points are important in PDCA in Facebook ads.

1. • Even small measures can be taken
2. • Limit testing to one element
3. • Check your click-through rate first
4. • Anything that went wrong is instantly turned off

First, as a preliminary step to overseas expansion, we explained the data and trends of overseas markets surrounding e-commerce as basic information on overseas markets. In this seminar, we will advance the agenda with a focus on Southeast Asia, which has been attracting attention due to the rapid expansion of IT companies in the past few years and the high level of growth rate.

Understanding the local market is extremely important for expanding overseas. At that time, it is important to understand the strengths and weaknesses of the company's products locally and compare them with local needs. If the target country is not clear yet, there is a way to read the local trends and volumes from the following macro data and compare it with your company's strengths to determine the target country.

With online advertisements such as Google and Facebook, you can set the distribution of areas at the city or municipal level, so it is useful to keep track of the capitals of each country with a large population.

It is good to look at the total population of each country by grasping the population volume where it can be judged that penetration rate is low, so it is not targeted" when looking only at numbers such as penetration rate If so, it can be thought that "the penetration rate is low compared to other countries, but there is enough volume to target in terms of the number of people who spread it."

Similarly, when considering billing and payment payment system when building the Web, it is good to suppress the local currency.

The figure below shows the penetration rate of smartphones. In Asian markets, Hong Kong, Taiwan, the Internet, primarily in Singapore penetration rate has been increasing, smart phone penetration rate higher.

Even in Japan, we often see people using smartphones on trains, especially in urban areas, but what we can read from the above figures is that smartphones are used more than in other Asian countries.

Next, we will look at the data and specifications of Facebook, which is the theme of this seminar, overseas. As "3 reasons why Facebook ads is useful overseas", the advantages of using Facebook ads are explained in order.

One of the reasons why Facebook ads is useful overseas is the large number of users overseas. In Southeast Asia, the percentage of social media account ownership is growing rapidly year by year, and Facebook is undoubtedly one of the most used social networking sites.

The second reason is that Facebook is a social networking site with the nature of a "spread" effect by users. In conventional advertisements such as listings, the appeal effect of the advertisement is often completed by actions such as clicks, conversions, and bookmarks of the user who saw the advertisement. However, on social networking sites such as Facebook, by seeing, liking, commenting, or sharing advertisements, you can also connect with users who are directly appealed to by advertisements. In fact, users in Southeast Asia tend to be more active in posting photos and videos, and sharing posts and pages than in Japan.

Third, it is possible to target users with high accuracy based on their attributes, behaviors, and interests, even overseas. For example, if you want to advertising delivery to English users in Indonesia, you can reach them by setting the region to Indonesia and the language setting to English. A common example is when promoting to overseas people who like Japan, such as adding keywords such as "Japan culture" to the hobby interest section. Recently, behavioral segments have made it possible to limit targeting to "people traveling abroad".

The second half will finally introduce tips for actually delivering advertisements, but the most important thing in delivering overseas is setting an appropriate target. As mentioned earlier, in Southeast Asia, where there are many users who are highly motivated to take action, it can be said that appropriate distribution is possible as long as the distribution target is not misguided.

"Overseas distribution" can be classified by the following three patterns.

1. Appeal to overseas users overseas
2. Appeal to overseas users in Japan
3. Appeal to Japan users overseas

Most of the business operators who are thinking of expanding overseas are targeted for 1, but some of them are job hunting events for international students in Japan and Japanese traveling abroad. Patterns such as 2 and 3 such as restaurant reservation services for Japan can also be targeted by appropriate segment settings.

When I introduced about five of the above three patterns as actual distribution examples, some customers nodded.

Target setting differs depending on the various environments and trends, such as overseas users overseas, overseas users in Japan, Japanese users overseas, and overseas. As explained in the first half, targeting based on persona analysis is important.

In the second half, we will talk about overseas market trends and Facebook adsHowever, there is no doubt that the means of overseas expansion will vary depending on the local environment, the method of appeal, and the target of the company's promotion. In principle, the content of the promotion differs depending on the target country and product, so the second half of the seminar concluded by telling the customer that they could consult with us at any time outside of the content of this seminar.

This time, on the theme of Facebook ads, we introduced operational trivia centered on targeting and creative, as well as overseas distribution. We hope that visitors will be able to realize that the tips for improving the quality of daily operations for both domestic and overseas distribution are to run the PDCA cycle through the accumulation of multiple + α.

It was a great success with many comments from the visitors, such as "I'm interested in overseas distribution" and "I learned the operational knowledge of Facebook and learned it."