Introduction

Established in 1995, Sky Asia Tours is a fast growing travel company. Today, Sky Asia has created a name for itself among inbound tour operators in India with offices in India, Bhutan, and Nepal. Their services include leisure tours, unique experiences, and luxury travel.

Objective

Having launched the organic campaign on Facebook, Sky Asia is now looking to scale its advertising further by leveraging paid Facebook Ads. With Facebook Ads, Sky Asia wants to drive consideration among its target audience. Also, they have produced 10 new promotional videos, for which they want to drive views among the category audience and decision-makers. They want to achieve close to 5million video views and reach 12 million category users in a month’s time.

Instructions:

Perform all of the below steps; for each step, add a screenshot of your selection below the question and the reason for your selection. Be sure to include your reasons for each step, as reasons carry more weightage than screenshots.

1. Promotional Videos: Sky Asia Tours has invested in creating 10 new promotional videos. Video content tends to be engaging and can effectively showcase the travel experiences they offer. Using the Video Views objective would optimize the ads to reach users who are more likely to watch the videos, increasing the chances of achieving their goal of close to 5 million video views.
2. Audience Engagement: The objective of driving consideration among the target audience aligns well with the Video Views objective. By maximizing the number of views on their promotional videos, Sky Asia Tours can capture the attention of potential customers and encourage them to consider their travel services and experiences.
3. Scalability: The Video Views objective allows for scalability in reaching a wider audience while focusing on engaging content. By reaching 12 million category users, Sky Asia Tours can expand its brand awareness and potentially attract new customers who might be interested in their travel offerings.
4. Measurable Results: The Video Views objective provides clear and measurable results, allowing Sky Asia Tours to track the performance of their paid Facebook Ads campaign easily. They can monitor the number of video views, engagement metrics, and overall campaign reach to assess the effectiveness of their advertising efforts. In summary, selecting the Video Views campaign objective aligns with Sky Asia Tours' goals of promoting their promotional videos, driving consideration among their target audience, and achieving significant reach within a month's time. | | 2 | Who will be the target audience for your campaign? Define Gender, Age, Location, Interests, Stage of life, and any other relevant parameter. | Mention your choice and reason for each Gender: Age: Location: Interests: Stage of life: To effectively target the campaign for Sky Asia Tours' promotional videos and travel services, we need to consider various demographics, interests, and behaviors of their potential customers. Following is the bifurcations of the target audience:
5. Gender: Both males and females can be targeted as travel is generally appealing to individuals regardless of gender.
6. Age: The target age group can range from 25 to 55 years old. This demographic typically comprises individuals who are financially stable and have the freedom to travel, whether they are young professionals seeking adventure or older adults looking for leisurely experiences.
7. Location: The primary focus should be on users located in India, Bhutan, and Nepal, where Sky Asia Tours has established offices and presumably targets most of its customers. Additionally, users from other countries interested in traveling to these destinations can also be included.
8. Interests: The target audience's interests should include travel, adventure, culture, and exploration. Users interested in specific activities such as trekking, wildlife safaris, cultural tours, and luxury experiences should also be targeted based on the types of tours and experiences offered by Sky Asia Tours.
9. Stage of Life: The target audience may include individuals who are in various stages of life, such as professionals seeking unique travel experiences, families looking for memorable vacations, empty nesters exploring new destinations, and retirees enjoying leisure travel. *Others:*Other Relevant Parameters: • Income Level: Targeting individuals with moderate to high disposable income who can afford travel packages offered by Sky Asia Tours. • Travel Behavior: Targeting users who have shown an interest in travel-related content, visited travel websites, or engaged with travel-related posts on social media platforms. • Device Usage: Considering users who are active on mobile devices, as they are likely to engage with Facebook content on-the-go. | | 3 | Create a Facebook business page for Sky Asia and optimize the profile based on best practices, by following steps “a” to “e” below. | >>> Nothing to be filled here <<< |

1. Brand Recognition: Establishes immediate recognition among customers and potential clients due to the distinct and familiar brand name, "Sky Asia Tours."
2. Geographic Focus: Emphasizes the company's specialization in tours across Asia, particularly in countries like India, Bhutan, and Nepal, providing clarity about the regions covered.
3. Aspirational Element: Incorporates "Explore Exotic Destinations," which adds an aspirational touch to the brand, suggesting adventure and discovery in unique travel locations.
4. Keyword Inclusion: Enhances search visibility by incorporating relevant keywords like "Explore" and "Exotic Destinations," potentially improving the page's discoverability on both Facebook and external search engines.
5. Memorability and Appeal: The chosen name is concise, making it easy to remember, while its descriptive nature piques curiosity and interest among users browsing travel-related content. | | b. | Add a profile picture | Reasoning: The profile picture chosen for Sky Asia's Facebook business page effectively represents the brand, resonate with the target audience, convey the essence of travel and exploration, and maintain professional aesthetics to create a positive and memorable impression among users.
6. Brand Identity: The profile picture should feature Sky Asia Tours' logo, ensuring instant brand recognition and consistency across platforms.
7. Visual Representation: It should depict travel and exploration, potentially showcasing iconic landmarks, cultural symbols, or scenic landscapes from the destinations covered by Sky Asia Tours.
8. Professional Aesthetics: The chosen image should be professionally designed, visually appealing, and of high quality to uphold the brand's reputation and credibility.
9. Brand Personality: It should reflect the brand's personality, whether adventurous, luxurious, or culturally immersive, resonating with the emotions and aspirations associated with travel.
10. Visibility and Scalability: The profile picture must be recognizable and scalable across various devices and screen sizes, ensuring it stands out in users' feeds and thumbnails for easy identification and association with Sky Asia Tours.Paste screenshot below the table under the title “Profile picture screenshot:” | | c. | Add a cover picture | Reasoning: The cover picture chosen for Sky Asia's Facebook business page is instrumental in conveying the brand's essence, captivating the audience's attention, and setting the tone for the page. Here's the reasoning behind the selection:
11. Destination Focus: The cover picture should showcase captivating landscapes or iconic landmarks from the destinations offered by Sky Asia Tours, such as the Himalayas, ancient temples, or vibrant markets. This instantly communicates the company's focus on travel experiences and destinations.
12. Emotional Appeal: The cover picture should evoke emotions associated with travel, such as awe, excitement, or wanderlust. By featuring breathtaking scenery or immersive cultural experiences, it ignites the audience's desire to explore and discover new places.
13. Branding Consistency: The cover picture should align with Sky Asia Tours' branding elements, including color schemes, typography, and visual style. This ensures consistency across the page and reinforces brand recognition among followers and visitors.
14. Call-to-Action (CTA) Integration: While not overly promotional, the cover picture can subtly incorporate a CTA or message that encourages users to engage with the page, such as "Discover Your Next Adventure" or "Explore Asia with Us." This prompts visitors to learn more about the company's offerings.
15. Visual Impact: The cover picture should be visually striking and of high quality to captivate users' attention as soon as they land on the page. Whether through vibrant colors, compelling compositions, or intriguing perspectives, it should compel users to explore further.
16. Adaptability: The chosen cover picture should be adaptable to different screen sizes and devices to ensure optimal viewing across desktops, tablets, and mobile phones. This ensures that the image remains impactful and visually appealing regardless of the platform used by visitors. By considering these factors, the chosen cover picture serves as a powerful visual representation of Sky Asia Tours' brand identity, travel offerings, and commitment to providing memorable experiences for its audience.Paste screenshot below the table under the title “Cover picture screenshot:” | | d. | Create a suitable and searchable username (you may not be able to create a username on the profile page yet, as there are certain eligibility criteria. Mention the username you would use if the profile was eligible) | 1. Write the username here: SkyAsiaTravel
17. Reasoning: Brand Consistency: The username aligns directly with the brand name, "Sky Asia Tours," ensuring consistency across all online platforms and making it easily recognizable to users familiar with the brand.
18. Descriptive and Memorable: "SkyAsiaTravel" succinctly describes the company's primary focus on travel services across Asia. It's straightforward and easy to remember, which is essential for effective branding and word-of-mouth referrals.
19. Searchability: The username contains keywords like "Asia" and "Travel," which are highly relevant to the company's services. This makes the username searchable and enhances the page's visibility on social media platforms and search engines, potentially attracting more followers and customers.
20. Professionalism: The username conveys professionalism and credibility, reflecting the company's commitment to providing exceptional travel experiences. It avoids using numbers, special characters, or unnecessary abbreviations, maintaining a polished and professional appearance.
21. Universal Appeal: "SkyAsiaTravel" has universal appeal and can resonate with a broad audience interested in exploring travel opportunities in Asia. It appeals to both leisure travelers seeking adventure and business travelers looking for reliable tour operators in the region. Overall, "SkyAsiaTravel" serves as an effective and memorable username that encapsulates the brand identity, focuses on key travel-related keywords, and enhances the page's searchability and visibility across digital platforms. | | e. | Fill out the About section | Write the description here: About Section: Welcome to Sky Asia Tours - Explore Exotic Destinations! At Sky Asia Tours, we specialize in crafting unforgettable travel experiences across the vibrant landscapes of Asia. With over two decades of expertise, we have established ourselves as a premier inbound tour operator in India, Bhutan, and Nepal. Our passion lies in curating immersive journeys that capture the essence of each destination, from the majestic peaks of the Himalayas to the bustling streets of cultural capitals. Whether you seek adventure, tranquility, or cultural immersion, we offer a diverse range of leisure tours, unique experiences, and luxury travel packages tailored to your preferences. With a commitment to excellence and personalized service, our team of travel experts is dedicated to making your dream vacation a reality. Let us guide you on a journey of discovery, where every moment is filled with wonder and possibility. Join us as we embark on an extraordinary adventure through Asia. Explore, discover, and create memories that last a lifetime with Sky Asia Tours. Contact us today to start planning your next adventure! | | 4 | Create an ad campaign.
22. Choose the objective of your campaign
23. Choose a campaign name
24. In “Create New Audience,” add the details of your target audience
25. In “Placements,” select “Manual placements” and choose
26. In “Budget and schedule”
27. Name your ad | IDEA AND REASONING
28. Objective of the Campaign: ◦ Objective: Video Views
29. Campaign Name: ◦ "Discover Asia with Sky Asia Tours"
30. Create New Audience: ◦ Location: India, Bhutan, Nepal ◦ Age: 25-55 ◦ Gender: All ◦ Interests: Travel, Adventure, Culture, Luxury Travel, Outdoor Activities, Hiking, Sightseeing ◦ Behaviors: Engaged Shoppers, Travel Frequent Travelers ◦ Language: English
31. Placements: ◦ Manual Placements Selected ◦ Facebook Feeds ◦ Instagram Feeds ◦ Facebook Stories ◦ Instagram Stories
32. Budget and Schedule: ◦ Budget: Rs.10,200 ◦ Schedule: One month duration ◦ Daily Budget: Rs.340 (Approximately)
33. Ad Name: ◦ "Sky Asia Tours - Explore the Wonders of Asia" Top of Form
34. Metrics to Measure the Success of the Campaign: ◦ Video Views: Track the total number of views on the promotional videos to ensure that they are being watched by the target audience. ◦ Reach: Measure the total number of unique users who have seen the ad to gauge the campaign's overall visibility. ◦ Engagement: Monitor likes, comments, and shares to assess the level of audience interaction with the ad content. ◦ Click-Through Rate (CTR): Calculate the percentage of users who clicked on the ad compared to the total number of users who viewed it, indicating the ad's effectiveness in driving user engagement. ◦ Cost per Video View: Evaluate the cost-effectiveness of the campaign by analyzing the average cost per video view, ensuring efficient allocation of the advertising budget. ◦ Conversion Tracking: If applicable, track conversions such as website visits, inquiries, or bookings generated as a result of the ad campaign to measure its impact on driving business objectives. ◦ Audience Insights: Gain insights into the demographics, interests, and behaviors of the audience engaging with the ad to refine targeting and optimize future campaigns for better results. By tracking these metrics, we can assess the performance of the ad campaign, optimize targeting and messaging, and make data-driven decisions to maximize its effectiveness in achieving the campaign objectives.Paste appropriate screenshots |

| | 1. In the “Ad Creative” section 2. What metrics will you track to measure the success of your campaign? | | | --- | --- | --- | | 6 | What will be the duration of your campaign and why | Duration: The duration of the campaign depends on various factors such as the campaign objective, budget, target audience, and the expected outcome. In this case, considering the objective of driving consideration among the target audience and promoting 10 new promotional videos for Sky Asia Tours, I would recommend a duration of one month for the campaign. Reasoning: Here's why:

1. Sufficient Time for Visibility: A one-month duration allows the campaign to run long enough to gain sufficient visibility and reach among the target audience. It provides ample time for users to discover the ad, watch the promotional videos, and engage with the content.
2. Optimal Frequency: A month-long campaign enables the ads to be shown to the target audience multiple times without overwhelming them. It strikes a balance between maintaining visibility and avoiding ad fatigue, ensuring that the message resonates effectively with the audience over time.
3. Accommodates Budget Allocation: With a specified budget allocated for the campaign, spreading the expenditure over a month allows for consistent spending and optimization of resources throughout the duration. It helps in achieving a steady flow of engagement and maximizing the impact of the advertising budget.
4. Flexibility for Optimization: A month-long duration provides flexibility for monitoring and optimizing the campaign performance based on real-time data and insights. It allows for adjustments in targeting, messaging, and ad placements to improve effectiveness and achieve the desired results.
5. Accommodates User Behavior: Consideration of user behavior patterns, such as peak engagement times and days, can be factored into the campaign duration. A month-long campaign can cover different time periods and audience behaviors, ensuring comprehensive coverage and engagement opportunities. Overall, a one-month duration strikes a balance between visibility, engagement, budget allocation, and optimization opportunities, making it an ideal choice for achieving the campaign objectives effectively. | | 7 | What Insights will you track to measure the performance of your campaign? | Insights: To measure the performance of the campaign effectively, I would track the following insights:
6. Video Views: Monitor the total number of views on the promotional videos to gauge audience engagement with the content.
7. Reach: Measure the total number of unique users who have seen the ad to assess the campaign's overall visibility and potential audience exposure.
8. Engagement Metrics: Track likes, comments, shares, and other forms of engagement to evaluate the level of audience interaction and interest in the ad content.
9. Click-Through Rate (CTR): Calculate the percentage of users who clicked on the ad compared to the total number of users who viewed it, indicating the ad's effectiveness in driving user engagement and interest.
10. Cost per Video View: Evaluate the average cost per video view to determine the efficiency of the advertising budget allocation and cost-effectiveness of the campaign.
11. Conversion Tracking: If applicable, track conversions such as website visits, inquiries, or bookings generated as a result of the ad campaign to measure its impact on driving business objectives and ROI.
12. Audience Insights: Gain insights into the demographics, interests, and behaviors of the audience engaging with the ad to refine targeting and messaging for future campaigns and optimize campaign performance.
13. Ad Placement Performance: Evaluate the performance of different ad placements (e.g., Facebook feeds, Instagram feeds, stories) to identify which placements are most effective in reaching and engaging the target audience.Reasoning: By tracking these insights, we can assess the performance of the campaign, optimize targeting and messaging, and make data-driven decisions to maximize its effectiveness in achieving the campaign objectives. Top of Form Top of Form |

Profile picture screenshot

Cover picture screenshot

SCREEN SHOTS FOR AD CAMPAIGNS