WHY SOCIAL MEDIA & GOOGLE ADS?
Social media is an essential piece of your business
marketing strategy. Social platforms help you connect
with your customers, increase awareness about your
brand, and boost your leads and sales. With more than
three billion people around the world using social
media every month
Google Ads allows you to take advantage of
the benefits of online advertising: show your
ads to the right people, in the right place,
and at the right time
By: Fazeel Jalali
SOCIAL MEDIA ADVERTISING
By: Fazeel Jalali
GENDER & AGE GROUP BIFURCATION

19%
81%

13 - 24 25 - 36 37 - 48 49 - 59 60 – 65+

15 M 15 M 3.6 M 1.1 M 640K

By: Fazeel Jalali

TOP CITIES – AUDIENCE WISE

KARACHI LAHORE ISLAMABAD

9.4 Million Users 7.8 Million Users 1.8 Million Users

By: Fazeel Jalali

FACEBOOK ADVERTISING

Facebook allows you to reach people based on location, age, gender, interests, and more, with
regular updates on how well your ads are performing.

By: Fazeel Jalali

CAMPAIGN STRUCTURE

Primary Advertising Goal.

e.g. Post Engagement

Day parting, Budget,

Bids, Targeting,
Placement

Ad Copy, Images,
Links, Call-to-
Actions, Videos

By: Fazeel Jalali

FACEBOOK AD FORMATS

By: Fazeel Jalali

Objectives

By: Fazeel Jalali

Placements

By: Fazeel Jalali

ADS EXECUTIONS

INSTANT EXPERIENCE

LEAD GENERATION

By: Fazeel Jalali

 CAROUSEL

COLLECTION

By: Fazeel Jalali

SLIDESHOW

OFFER POST

By: Fazeel Jalali

By: Fazeel Jalali
TWITTER ADVERTISING
Twitter is an American online news and social networking service on
which users post and interact with messages known as "tweets".
Tweets were originally restricted to 140 characters.

Why Twitter Advertising?

• Expand your influence

• Connect with new audiences
• Control your budget

By: Fazeel Jalali

TYPES OF USERS

Personal users: Professional users: Business users:

They have a personal profile and They share useful information about The profile description strongly
show a low to mild behavior in specific topics and involve in healthy depicts their motive and a similar
their social interaction. discussion related to their area of behavior can be observed in their
interest and expertise. tweeting behavior.

Businessmen
Students Brand
Employee
Family Persons Advertisers
Celebrities
New readers Organizations
Sports Person & Analyst
Entertainment Enthusiast Local Business
Fitness Trainers
NGOs
Influencers & Bloggers

By: Fazeel Jalali

By: Fazeel Jalali
CAMPAIGN CREATION PROCESS
AUDIENCE
Geographic areas
Followers of a notable account BUDGET
Target people's interests. At least $30/day

BIDDING Creative
Manual Avoid #hashtags or @mentions
OBJECTIVE Automatic
Awareness
Tweet Engements
Followers
Wbsite Clicks
App Installs
By: Fazeel Jalali
CAMPAIGN STRUCTURE
Primary Advertising Goal.
e.g. Awareness
Day parting,
Budget, Bids, CAMPAIGN
Targeting

AD AD
GROUP GROUP

Creative Creative

Creative Creative

By: Fazeel Jalali

By: Fazeel Jalali
LINKEDIN
LinkedIn is a social networking site designed specifically for the
business community. The goal of the site is to allow registered
members to establish and document networks of people they know
and trust professionally

Why Linkedin Advertising?

• We can reach SEC A, B & C classes through it

• Find clients/customers, and create a professional
image for you and your business
• LinkedIn can improve professional relationships

By: Fazeel Jalali

TYPES OF ADS

By: Fazeel Jalali

CAMPAIGN CREATION PROCESS
Geographic areas Automated
Audience Attributes Maximum CPC Bid
Matched Audiences Maximum CPM Bid

OBJECTIVE AD FORMAT SET UP AD CREATIVE

AUDIENCE BIDDING

Brand Awareness Single Image Text Ad

Website Visits Video Sponsored Content
Engagement Carousel Sponsored InMail
Video Views Message
Lead Generation Text
Website Conversions Dynamic
Job Applicants

By: Fazeel Jalali

By: Fazeel Jalali
SNAPCHAT ADVERTISING
Snapchat is a mobile messaging application used to share
photos, videos, text, and drawings.There is one feature that
makes Snapchat different from other forms of texting and photo
sharing: the messages disappear from the recipient's phone after
a few seconds

WHY SNAPCHAT?

Snapchat can capture anyone’s

We are living in a time where
our attention is minimal
Now a days attention span of
attention for few seconds and
audience is not more than 2
has the ability to CUT
minutes on digital platforms
THROUGH the attention crisis

By: Fazeel Jalali

 3-10 second full-screen vertical video ads

What are
snap ads?

Snap Ads appear in between friends’ stories and

Snapchat curated content such as Snapchat’s stories or
publishers’ stories

By: Fazeel Jalali

CAMPAIGN CREATION PROCESS

• Drive traffic to your • Geography

website • Demographic
• Drive install of your • Placements
app • Devices
• Grow awareness
• Drive video views
AUDIENCE,
OBJECTIVE BUDGET &
SCHEDULE

AD SELECT MONITOR

• Snap Ads • Monitor

• Filters • Optimize
• Lenses • Report
• Story Ads
• Product Ads

By: Fazeel Jalali

CAMPAIGN STRUCTURE

Primary Advertising Goal.

CAMPAIGN e.g. Awareness

Day parting, Budget, Bids,

Targeting, Placement
AD SET AD SET

AD AD

AD AD

By: Fazeel Jalali

GOOGLE ADS
Google Search Network

By: Fazeel Jalali

GOOGLE SEARCH NETWORK

SEARCH IS AN INDICATOR OF
WHAT PEOPLE

DO, FEEL,
BELIEVE
Why Google Search Network?

• Capture highest intent audience

• Provide on the spot solutions
• Drive direct conversions

By: Fazeel Jalali

What are search ad?
Search advertising is a method of placing online
advertisements on web pages that show results from
search engine queries.

By: Fazeel Jalali

 HOW GOOGLE SEARCH WORKS

Real-time bidding (RTB)

A super-fast, silent auction takes place every
single time someone searches for something.
Ad rank =
Brands bid to appear in the search results on
Ad rank is the position of bid (how much you are paying
top.
your website link on a search for the ad)
results page X
Multiple factors determine what AD RANK they quality score
get which ultimately determines where in the
search results they end up appearing and how
much they end up paying.

By: Fazeel Jalali

 HOW AD RANK MEASURES
How likely people are to click on
your ad based on real-time
performance to date
EXPECTED CTR

How relevantly your ad copy

answers the query
BID AD RELEVANCE

How relevant,
How much money you pay per keyword
transparent and
easy to navigate
your page is (will
LANDING PAGE people spend time
EXPERIENCE on it or leave?)
QUALITY SCORE By: Fazeel Jalali
TYPES OF ADS
• Show up to 3 headlines
and 2 descriptions, as
Text Ad well as your website
URL

• Create an ad that
Responsive automatically adapts to
Search Ad show relevant messages
to your customers

Call-Only • Show click-to-call ads

Ad with a phone number

• Use Google's organic web

Dynamic crawling technology to
Search Ad automatically target
relevant search queries.

By: Fazeel Jalali

BIDDING MODELS
Target CPA
Sets bids to get the most
conversions possible while
reaching your average cost-per-
acquisition (CPA) goal.
Target search page location
Sets bids to help you get
your ads to the top of the
page or on the first page of
search results.
you set your own maximum cost-per-click (CPC) for your ads.
Target ROAS Maximize clicks
Sets bids to help you get Sets bids to help
the most conversion value you get the most
while maintaining your clicks within your
target return on ad spend budget.
(ROAS).
Target outranking share Enhanced CPC
Sets bids to help you Google Ads
outrank another domain's automatically adjusts
ads your manual bids to help
maximize conversions.
Manual CPC
Maximize conversions
Sets bids to help you
get the most
conversions within
your budget
Target impression share
Target impression share"
automatically sets your bids to
increase your ads' chances of
appearing in the search page
area you select.
By: Fazeel Jalali
Google Display Network

By: Fazeel Jalali

GOOGLE DISPLAY NETWORK

A display ad, also known as a banner ad, is a form of

online paid advertising that is typically a designed
image or a photo

Why Display Ads?

• Awareness
• Top of Mind
• Drive traffic to landing page

By: Fazeel Jalali

THERE ARE 2 MAIN AREAS WHERE ALL OF DISPLAY ADVERTISING TAKES
PLACE

AD NETWORKS LOCAL PUBLISHERS

Large scale ‘market places’ Content producers who work

which offer placements across with direct buys on their
a large variety of smaller platform based on negotiated
websites. rates

By: Fazeel Jalali

WHAT IS GDN?

Google display network is the largest display network in Pakistan with more than 60+ million cookies

By: Fazeel Jalali

STANDARD AD FORMATS

Standard Ads – Limited to Size of 140kb with limited options

e.g. simple animations

Mobile Ads:

Smaller Ad units work best on Mobile networks

E.g. 300 x 50 | 250 x 250 | 300 x 250

By: Fazeel Jalali

TYPES OF ADS

AD Types

Standard Animated Responsive

Banners
Rich Media
Display Ad

Includes advanced
Automatically adjust their
features like video, audio,
You can upload image ads size and format to fit
or other elements that
as GIF, JPG, and PNG. different ad placements
encourage viewers to
across the web.
interact

You can upload HTML5

or AMPHTML ads as ZIP.

By: Fazeel Jalali

FINDING THE RIGHT AUDIENCE

Each ad network (e.g. GDN) will have an inventory of impressions available by:

 Demographic - Male/Female, Age & Location

 Affinity Audience/Interests – Based on interest of users for particular content

 Topics/Keywords – Users interested in particular topics aka contextual targeting

 Remarketing Audiences – Using data from past campaigns or advertisers CRM

 Managed Placements – Targeting specific websites for delivery of your campaign

By: Fazeel Jalali

OTHER PLANNING PARAMETERS

Time of Day Ads shown during specific hours (e.g. 9 AM to 6 PM PST)

Frequency Capping Limiting delivery of impressions per user for a fixed duration, e.g. 3
per week

BIDDING You can set bid adjustments for better control over when and where your ad appears

CREATIVE A-B Testing can help you decide which of your Ad Creatives are performing

By: Fazeel Jalali

BIDDING MODELS
Target CPA
Sets bids to get the most
conversions possible while
reaching your average cost-per-
acquisition (CPA) goal.
Viewable Impressions
Focuses on viewable
impressions
Target ROAS Maximize clicks
Sets bids to help you get Sets bids to help
the most conversion value you get the most
while maintaining your clicks within your
target return on ad spend budget.
(ROAS).
Maximize conversions Manual CPC
Sets bids to help you
get the most
You set your own
conversions within maximum cost-per-
your budget click (CPC) for your
ads.
By: Fazeel Jalali
TOP PUBLISHERS BY GENRE

NEWS ENTERTAINMENT SPORTS FASHION FOOD

By: Fazeel Jalali

Google Video Network

By: Fazeel Jalali

 STATISTICS
73 % 78 %
of online of YouTube users in
Pakistanis Pakistan agree that the
watch YouTube platform is their first
every month.1 stop when looking for
any kind of video.1

YouTube reaches
In Pakistan, YouTube
80 %
of online
reaches the highest
number of users during
millennials residing TV's primetime evening
in metro cities in hours (8 p.m.-11 p.m.).1
Pakistan. 2

64 % 63 %
of online Pakistanis of YouTube users in
say YouTube is their Pakistan agree that
favorite video they often watch
platform.1 YouTube with
friends and family.1

SOURCE: THINK WITH GOOGLE By: Fazeel Jalali

 50 %
of YouTube users in Pakistan
who have seen ads say they
help them decide which
products or brands to buy.1
68%
of YouTube users in Pakistan
say YouTube is a useful site
when searching for product
and brand information.1
43 %
of users who use both YouTube
and TV believe the
advertising they see on
YouTube is more relevant
than the advertising they see
on TV.1
SOURCE: THINK WITH GOOGLE
40 %
of Pakistanis who use both
YouTube and TV think the
brands they see on YouTube
are more credible than the
brands they see on TV.1
60 %
of YouTube users in Pakistan
believe watching YouTube
videos helps them decide
which products or brands to
buy.1
64 %
of YouTube users in Pakistan
say they visit a website
mentioned in the video or
found on the watch page.1
By: Fazeel Jalali
YOUTUBE ADVERTISING

YouTube is a video sharing service where users can

create their own profile, upload videos, watch, like and
comment on other videos.

Why Youtube Advertising?

• Awareness
• Consideration
• Action

By: Fazeel Jalali

TYPES OF AD BUYING

•In Reserved, there is a guaranteed inventory (like from Google

Preferred channels) where advertisers can target specific audiences,
select what type of content their ads run on, and pay more to
guarantee that their ad is shown first based on a fixed rate of either
CPM (cost per mille) or minimum CPD (cost per day) and guaranteed
impressions.

•In Auction, ads are sold to the highest bidder in a marketplace of non-
guaranteed inventory. Advertisers bid by selecting the maximum CPM,
CPV (cost per view), or CPC (cost per click) for the ad.

By: Fazeel Jalali

TYPES OF ADS

By: Fazeel Jalali

FINDING THE RIGHT AUDIENCE

Each ad network (e.g. YouTube) will have an inventory of impressions available by:

 Demographic - Male/Female, Age & Location

 Affinity Audience/Interests – Based on interest of users for particular content

 Topics/Keywords – Users interested in particular topics aka contextual targeting

 Remarketing Audiences – Using data from past campaigns

 Managed Placements – Targeting specific videos/channels for delivery of your campaign

By: Fazeel Jalali

OTHER PLANNING PARAMETERS

Time of Day Ads shown during specific hours (e.g. 9 AM to 6 PM PST)

Frequency Capping Limiting delivery of impressions & views per user for a fixed
duration, e.g. 2 per week

BIDDING You can set bid adjustments for better control over when and where your ad appears

CREATIVE A-B Testing can help you decide which of your Ad Creatives are performing

By: Fazeel Jalali

BIDDING MODEL
Maximum CPM
Your bid amount is the most you want to
pay for every 1,000 times your ad is shown
(cost-per-thousand impressions).
Maximum CPV
Your bid amount is the most
you want to pay per view.
Maximize conversions
Google Ads automatically sets bids to help you
get the most conversions within your budget.
Target CPA
Google Ads automatically sets bids to give you as many conversions as
possible at the target cost-per-action (CPA) you set.
Target CPM:
Your bid amount is the average amount you
want to pay for every 1,000 times your ad is
shown (average cost-per-thousand
impressions).
Viewable CPM
An ad is considered "viewable" when at least
50% of the ad shows on screen for two
seconds or longer.
By: Fazeel Jalali
THANK YOU