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This poster was designed for the Flipside Cafe. It was printed as a large A3 poster and as a postcard with half the image on each side.

The promotional material ran in tandem with a simple Facebook Ad campaign for one month. The campaign preceded the best two months of business since the it started a year earlier.

To replicate the campaign, you will need:

  1. A website to drive people to (or a Facebook page)
  2. An image to put in an ad
  3. A Budget (don’t spend more than 500 dollars)

Google and Facebook are the two biggest places to advertise online.

When people look for stuff online they type keywords into Google and you can pay Google to be in the results.

Conversely, you can pay Facebook to put your ad in front of different kinds of people when they are fiddling around on Facebook. You can pay to get your ad in front of people within a certain age group, in certain locations with specific interests.

Google lets people come to you and Facebook lets you go to them.

For this campaign, we used Facebook.

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The interface has changed since we ran the ad but it’s functions just the same. You enter a location and a precise interest, and it tells you how many people you can advertise to.

In the example above there are 22,160 people (where it says Audience in the top right corner) between the age of 20 and 35 who live in India (in New Delhi) and have a public interest in “Coffee".

Coffee might not be the best interest to focus on, so we used Google Trends to understand what people were interested. For example, the Flipside was a creperie, so we started wanted to know if there were more searches for “coffee", “cakes" or “crepes".

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The results show that people are more interested in cakes and coffee than crepes. It made no sense to create the ad for people who are interested in crepes.

Using Google trends is just a way to see if people are still interested in something. Instead of investing ads in all three interests we spent more money investing in the two that people are more interested in.

If this is confusing, you can skip the Google trends bit. It’s just a way of confirming interest. I set up my Facebook account when I was a teenager and haven’t really updated my interests since. Showing me ads for something I said I was interested in 10 years ago is going to have less success than something I am currently searching for on Google. This approach won’t tell you what I am searching for as an individual but it will give you a sense of overall search volume in a city or country, and that can help you make better decisions.

When it comes to your budget, spend 10 percent of it to test out different options. Try different wording and target different people using CPM. The CPM option means 1000’s of people get to see your ad whether or not they click on it (Cost per mille, in Latin mille means thousand). Once you have tested a few variations, pick the options that got the best response and spend the rest of your money on CPC advertising (Cost per click), so that you only pay when people click on your ad.

That’s what we did.

Go to
facebook.com/business
to get started.

Credit to Meesha Manhas for all the Graphic Design work for this project.