Week 11 Assignment Part I Ads

After reading the lecture and evaluating the options of advertising among the social media platforms such as Facebook and Twitters, I came to the conclusion to run my future ads on Facebook which seems to be more established and sophisticated and offer more flexibilities than its peers.

Since my business page on Facebook is a brand new one with a meager 3 Likes, it is a natural decision to begin with advertising my business page rather than promoting a post on it. After initial advertising campaign and hopefully a successful one that produces a respectable number of Likes, I would emphasis more on promoting a post on my business page than advertising the page itself. The rationale behind it is that I feel the right-column page advertising resembles the transitional push mode advertisements that just plaster themselves across the spectrum with high level messages. A promoted post with relevant content and attractive image tailored to the targeted audience's interest would generate more focused response and yield a higher return rate.

For my business page advertising, I came up with the following ad:

The image closely resembles that of my business page logo to serve as the link between the ad and the page. The text, with the limited numbers of characters imposed by Facebook, briefly explain what the business is about while delivering an ad-like punch line. As I said, this is a high level message to just push the page name out there.

For my post promoting ad, the design is simply the top part of the post that is being promoted, for which I inserted a photo of  coastline along Torrey Pines States Preserve that is befitting the content of the blog text. The content of the blog text is a comment about SoCal area as an ideal place for foreign students and scholars because of the prominence of its Chinese culture. I believe insightful posts would be very effective in amassing audience.

 



The audience of the ads are as follows:

targeted: 311,820 people

• who live in the United States
• who live within 50 miles of Irvine, CA
• between the ages of 18 and 40 inclusive
• who like #University of California, Los Angeles, #University of California, San Diego, #University of California, Irvine, #University of Southern California or #University of California, Riverside or #speak Chinese

Since my business specializes in relocation services in Southern California for foreign students and scholars, the above mentioned criteria should be self-explanatory. I was trying to further isolate the Chinese Facebook users from the above audience, but was very disappointed when I found out there isn't a parameter as "Chinese" under the "Ethnic" from the "Broad Categories". The only available selection underneath is "Hispanic". As a second choice, I used #speak Chinese for "Precise Interests". However, final collection of all the attributes sets and the set under #speak Chinese is a union not an intersection which is what I preferred.

I would have limited budget for the ad campaign on Facebook. Initially, I will cap the daily budget to $5.00 and the length of the ad to be a week to just test the water to see how effective the ad would be and to further tweak it into more cost effective.