[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. 1. High-precision targeting

   User attributes are accumulated as data from profile information and daily activities.
   This is possible because Facebook has a real name and many active users.
   

2. 2. Efficient reach to mobile users

   In Japan's online shopping, the mobile ratio accounts for 49%, so it can be said that marketing on Facebook, which has more than 90% of mobile users, is a very efficient means.

続いて、ターゲットを区切って配信するFacebook広告において、ペルソナ分析が重要だ、と説明。
架空の人物を作り上げ、人物に好かれる広告を考案する。
実際に人材派遣のクライアント様で提出したペルソナ分析がこちらである。
こういう人、周りにいる！と顔が思い浮かぶまでの詳細なペルソナ分析だ。

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。

The click rate and the number of CVs were higher for ads that were specifically targeted.
It can be said that it is also 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, creative becomes 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.

Facebook広告において、アップデートは非常に頻繁で、気づいたら新機能が使えるようになっていた、ということも多い。
その中でも、今回はマルチプロダクトアドという新機能について触れる。
マルチプロダクト広告は１つの広告で、画像、リンク先を5つまで追加できる、というものである。
弊社で実際に配信してみたところ、コンバージョン単価を4分の1も削減させることができた。

• PLAN → Banner AB test
• DO → Set banner A and banner B
• CHECK→成果分析（バナーAが成果良い）
• ACTION → Stop banner B and allocate budget to A.

It turns out that.

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

1. • Even small measures can be a move
2. • Limit the number of elements to be tested to one
3. • First check the click rate
4. • Immediately turn off what was bad

At first, as a preliminary step to overseas expansion, we will explain overseas market data and trends related to EC as basic information on overseas markets.
In this seminar, even if we say "overseas," we will advance the agenda mainly in Southeast Asia, which has been attracting attention due to 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 are useful overseas", the benefits of using Facebook ads are explained in order.

One of the reasons why Facebook ads are 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 there is no doubt that Facebook is one of the most used social networking sites.

The second reason is that Facebook is an SNS that has the property of "spreading" by users.
In conventional advertisements such as listings, the appealing effect of the advertisement is often completed by the click, conversion, bookmark, or other action of the user who saw the advertisement. However, on SNS such as Facebook, you can see the advertisement, comment or share it, and you will be able to connect with the users that the advertisement directly appeals to. In fact, users in Southeast Asia tend to be more active in posting photos / videos and sharing posts / pages than in Japan.

Third, even overseas, highly accurate targeting based on user attributes, behaviors, and interests can be performed.
For example, advertising delivery English users in Indonesia, you can reach by setting the regional setting to Indonesia and the language setting to English.
A common example is to add keywords such as "Japanese culture" to items of interest when promoting to foreigners who like Japan. Recently, the behavioral segment has made it possible to target only "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.

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.