Week XIV Pt I: Developing Online Advertising

What happened to having to spend millions of dollars for a short TV commercial? How about extensive outreach to promote a brand? Massive research budgets to test products?

Online advertising.

The benefit of online advertising is being able to optimize a campaign for a variety of objectives. Those range from page likes/follows to website conversions, and everything in between, including video views, post engagements, and app installations, to name a few.

Mama Sai's Cookies would most benefit from building a steady following while aggressively pursuing website conversions. Since it's an online business, its long-term survival depends on a robust following, but in the short term, only conversions will keep it financially afloat. The three ads below focus on those objectives:

1. Page Like Incentive

Simple, effective, and branded. All that's needed to garner a few hundred likes a week at a low cost per like. Over time, this simple invitation grows into a dear connection between consumer and company as branded posts cement the image of Mama Sai's Cookies into feeds and minds alike.

2. Website Conversion Incentive

URL included in the post to appease FaceBook's optimization preferences. The key to these ads is their short form copy that includes a discount code and direct product link without having to click "See More". As Dave Kerpen insists, there is no need to try to sell to the customer, rather, a post only need make it easy to buy. 

3. Browse Offers Incentive

The goal of an offer-based campaign is to keep potential buyers on the FaceBook page. The consequence is a blend of the first two ads' objectives: purchases and page engagements!