ROI ( Return On Investment) จากเงินลงทุนที่จ่ายไป สามารถกลับมาเป็นผลลัพธ์ตัวเงิน (วัดจากยอดขาย) หรือการเข้าถึง (ในแง่การตลาด) ได้มากน้อยขนาดไหน เราจ่ายแพงไปไหม แล้วเงินที่จ่ายไปคุ้มค่าหรือยัง ?
200 + Post ในการซื้อ Ads หรือ Boot Post ของ Facebook ในรอบ 2 – 3 ปีใช้เงินไปแล้วมากกว่า 1 ล้านบาท โดยไม่ผ่าน Agency ทำให้เรียนรู้ระบบการคิดการออกแบบของการสร้าง ADS ของ Facebook ซึ่ง Facebook เองก็มี Back office หรือ เครื่องมือที่เราไปเอาตัวเลขมาทำการวิเคราะห์ได้หลากหลายรูปแบบ เราจะตั้งโจทย์ของการไปเอาตัวเลขก่อนว่าต้องการอะไรบ้าง
- ADS มีคนเข้าถึงโดยใช้ COST ไปเท่าไหร่ คุ้มไหม ?
- ADS ที่เราลงไป จะไปอยู่ในกลุ่ม Target ไหน ?
- ADS ที่เราลงโฆษณา เปรียบเทียบกับคู่แข่งแล้วเป็นอย่างไร?
ส่วนใหญ่ จะเจอ 3 หัวข้อนี้ที่คนทำการตลาดมักจะเจอคำถามนี้ กับทางฝ่ายบริหาร
มาตีโจทย์ข้อแรกก่อน ADS ในการทำการตลาดผ่าน Facebook ราคาควรไม่เกินเท่าไหร่ ?
Algorithm ของ Facebook ในการเข้าถึง Reach ไม่เกิน 1% จาก Fanpage ยังเป็นจริงในปัจจุบัน หมายความว่า ใน 100 Fanpage จะเข้าถึงได้อย่างมากก็แค่ 1 คน หรือมากกว่านั้น แต่มั่นใจว่าไม่เกิน 10 % แน่
Fanpage เรามีเท่าไหร่ ? เช่น เรามี Fanpage (2 แสน) ขอสัก 50% คือสัก 1 แสนคนที่เห็น ADS โดยจ่ายเงินไม่เกิน 2 -3 หมื่นเป็นไปได้ไหม ( 20,000 / 200,000 = .10 – 0.15 บาท) ตอนนี้ก็เริ่มมาลงเงินกันจริงใน Budget ที่กำหนดไว้
จากโจทย์ที่ให้ไว้ คือ Cost ที่ให้มา กับ Case ที่ทำจริง จะประมาณ 0.47 บาท ( โดยเรา Boost Post เป็นแบบ Engagement) แต่ถามว่าตัวเลขโดยเฉลี่ย 0.40 บาทนั้นเป็นจริงหรือไม่
เวลา เรา Boot Post ส่งผลต่อ Oraganic ของ FB มันสูงขึ้นไปด้วย ถ้าเราเอา Organic + Boost กับจำนวนเงินที่จ่ายไปก็อยู่ประมาณ 0.05 – 0.10 บาท เท่านั้นเองถ้าถามว่าคุ้มไหม ก็ต้องตอบว่า เราทำการตลาดผ่านพึ้นที่ Facebook ในราคาประมาณนี้ก็น่าจะคุ้ม
โจทย์ข้อที่ 2 ADS ที่เราลงไป จะไปอยู่ในกลุ่ม Target ไหน ?
พอดีทำงานในกลุ่ม Smartphone ด้วยเลยอยากรู้เพิ่มเติมว่า กลุ่มเป้าหมายเราใช้ Smartphone อะไรอยู่ เผือไว้ในอนาคต จะใช้ Keywords รุ่น สมาร์ทโฟนนี้ใน Google Adwords เพื่อเข้าถึงกลุ่มคนกลุ่มใหม่ แล้วทำให้เขาเปลี่ยนใจมาใช้เรา
ได้คำตอบมาเป็น % จำนวนมากว่า Target เราคือใคร ? แล้วเราเอามาทำอะไรต่อ
- วัยประมาณ 18 – 24 Lifestyle เขาชอบอะไร ?
- การคิด Content Marketing เราจะสื่อสารต้องทำอย่างไร ? ให้ตรงใจ และ เข้าถึงกลุ่มคนดังกล่าว
- ทำอย่างไรจะดึงเขามาเป็นลูกค้าเรา ?
โจทย์ข้อที่ 3 ADS ที่เราลงโฆษณา เปรียบเทียบกับคู่แข่งแล้วเป็นอย่างไร?
Facebook มันมีการ ADD Page ที่ใกล้เคียงในธุรกิจเดียวกันกับเรา สามารถเอามาเป็นตัวตั้งต้นได้ว่าใน Content ที่เรา Post ไปเมื่อเทียบกับคู่แข่งนั้นแล้ว ใกล้เคียง ดีกว่า หรือ ด้อยกว่าอย่างไร ?
เป็นเพียง Case Study ในการหาค่าสัก 3 ผลลัพธ์ในการนำเสนอให้กับทางผู้บริหารว่าเงินที่เราลงไป ROI ในการใช้เงินนั้นคุ้มค่ามากน้อยขนาดไหน
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