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Tag: วิธี Broadcast บน Facebook
โฆษณา Sponsored Messages คืออะไร ?
โฆษณา Sponsored Messages คือ การที่แบรนด์สามารถส่งโฆษณา ข้อความ หรือโปรโมทชั่นพิเศษ ถึงกลุ่มคนที่เคยแชท หรือ Inbox กับเพจเรามาแล้ว
แล้วการทำโฆษณา Sponsored Messages ทำไปเพื่ออะไร ?
การทำโฆษณารูปแบบนี้ จะช่วยให้แบรนด์สามารถกระจายข่าวสาร หรือโปรโมชั่น เรียกได้ว่าเป็นการทำ Re-Engagement กับลูกค้าที่เคยมีการแชทกันทาง กล่องข้อความ หรือ Inbox ซึ่งทำให้ลูกค้าบางกลุ่มที่เคยซื้อไปแล้ว หรือยังไม่ได้ซื้อ สามารถที่จะ Remind เกี่ยวกับสินค้าหรือบริการของคุณได้
เมื่อรู้แล้วว่า Sponsored Messages คืออะไร จากนั้นเรามาเริ่มสร้างโฆษณากันได้เลย !
ขั้นตอนที่ 1
เข้าไปยัง Ads Manager (URL : www.facebook.com/adsmanager) ในหัวข้อ Campaigns ให้กดปุ่มสีเขียว (+Create) เพื่อสร้างโฆษณากันเลย จากนั้น Facebook จะให้เราเลือก Objective ในการโฆษณา ให้เลือกคำว่า Messages ในหัวข้อของ Consideration พร้อมใส่ชื่อ Campaign ของเรา และกด Continue ไปยังหน้า Ad Set ได้เลย
ขั้นตอนที่ 2 และ 3
ในหน้า Ad Set จะมีหัวข้อ Messages ให้เลือกเปลี่ยนจาก Click to Messenger เป็น Sponsored Message จากนั้นกดกล่องด้านขวา เพื่อเลือกเพจที่เราต้องการที่จะโฆษณาไปยังคนที่เคย Inbox เข้ามา
- Ad Set > Audience (ข้ามไปได้เลย)
ในหัวข้อ Audience ทาง Facebook จะบอกเราว่า ข้อความที่เราโฆษณาจะถูกส่งไปยังกลุ่มคนที่เคย Inbox หาเราอยู่แล้ว ซึ่งไม่จำเป็นต้องเลือก หรือหากอยากเลือก Target ใหม่ก็ได้เช่นAd Set > Placements (ข้ามไปได้เลย)
เมื่อเราเลือกโฆษณาเป็น Sponsored Message ทาง Facebook จะแนะนำให้เลือกเป็น Automatic Placements เพราะการโฆษณาแบบ Sponsored Message ไปหา Placement หรือ Platform อื่นไม่ได้ในหัวข้อนี้
ขั้นตอนต่อมาในหัวข้อ Budget & Schedule ให้ใส่งบ และเลือกวันที่เราต้องการโฆษณาได้เลย (หรือบางคน Advance หน่อย สามารถเลือกใช้ Bid Strategy ก็ได้เช่นกัน โดยกด Advanced Options ด้านล่างได้เลย)
ขั้นตอนที่ 4
หน้า Message Setup เป็นส่วนที่สำคัญมาก ซึ่งเป็นการตั้งค่าข้อความ เพื่อแสดงโฆษณาที่เราจะสื่อไปยัง Inbox ของลูกค้า มาเริ่มกันเลย !!
- ด้านซ้ายมือ : เป็นส่วนของการใส่ Format, Text Greeting , Image และส่วนประกอบต่างๆ
- ด้านขวามือ : เป็นส่วนของ Preview ให้เราดูก่อนว่าที่เราใส่ด้านซ้ายมือจะออกมาเป็นอย่างไร
Format : จะมีให้เลือก 2 แบบนั้นคือ ใส่แค่ข้อความอย่างเดียว(Text Only) หรือข้อความและรูปภาพ(Text&Image)
Text Greeting : เป็นกล่องข้อความที่ส่งไปหาลูกค้า ควรใส่ข้อความให้น่าสนใจ เพื่อให้ลูกค้ากดเข้ามาอ่าน เช่น เฉพาะลูกค้าเก่าเท่านั้น!!, ลด 50% ถึงพรุ่งนี้ หรือโปรโมชั่นพิเศษสำหรับคุณ เป็นต้น
นอกจากนี้สามารถกด Add Personalization เพื่อ Set ให้ข้อความที่เราพิมพ์ไปนั้นมีชื่อลูกค้าแต่ของละคน ที่เราส่งข้อความไป และเลือกได้ว่าจะให้พิมพ์ชื่อลูกค้าด้วย ชื่อ นามสกุล หรือทั้งสองอย่างก็ได้เช่นกัน
ส่วน Image Size ทาง Facebook แนะนำนั้นคือ 1,200×628 px พร้อมใส่ชื่อสินค้าหรือบริการ หรือใส่รายละเอียดตามที่เราสะดวกได้เลย
ขั้นตอนที่ 5
เลื่อนลงมาอีกนิดเราสามารถใส่ Customer Actions เพื่อ Set ให้ Bot ตอบกลับได้อัตโนมัติ(Quick Repies) หรือสร้างปุ่มเพื่อลิงก์ไปยังเว็บไซต์ของเราก็ได้เช่นกัน(Buttons)
สรุป
เป็นยังไงกันบ้างครับสำหรับขั้นตอนการโฆษณาไปยังคนที่เคย Inbox มาหาเพจเรา ขั้นตอนนั้นไม่ยากเลย แต่จะสามารถดึงดูดลูกค้าได้มากขนาดไหนนั้น ขึ้นอยู่กับขั้นตอนที่ 4 และ 5 ด้วย เพราะเป็นส่วนสำคัญที่แสดงไปถึงลูกค้าแต่ละคน หากสามารถดึงความสนใจได้ ก็จะทำให้ลูกค้าหันกลับมาซื้ออีก หรืออย่างน้อยก็ช่วยให้ลูกค้าจดจำได้ว่าเพจเรานั้นเกี่ยวกับอะไร แต่ขอเสียนั้นก็มีเช่นกัน นั้นคือการทำให้ลูกค้ารำคาญ ถึงขั้นกด Unlike เพจเราเลยก็เป็นได้
สุดท้ายนี้หากเกิดปัญหาในการใช้งาน Ad Manager สามารถติดต่อกับทาง Facebook Support ได้ที่ fb.me/getsupport หรือ fb.me/facebookadsupport ได้เลยครับ ^^