Facebook Ads Strategy for Sky Asia Tours (Video Views)
Project Description: Facebook Ads Strategy for Sky Asia Tours (Video Views)
| Feature | Detail |
|---|---|
| Objective | To leverage Facebook Paid Ads to drive mid-funnel consideration among the target audience and achieve a high volume of video consumption, specifically aiming for 5 million video views and a 12 million category reach within a month, using 10 new promotional videos. |
| Time Required | 4 days (Strategy, setup, page optimization, and reporting framework development) |
| Charge for Service | Rs 30,000 |
| Tools Used | Facebook Ads Manager, Facebook Business Page Insights, Canva (for creatives), Semrush/Google Keyword Planner (Conceptual for audience interest validation), ChatGPT/Gemini AI (for copywriting and ad idea generation). |
| Client/Organization | Sky Asia Tours - Completed as an assignment "Facebook Ads for Sky Asia Tours" for the Advanced Digital Marketing and Analytics Course by Intellipaat in collaboration with IIT, Madras. |
Facebook Ad Campaign Strategy and Optimization
This project involved designing a full-funnel Facebook ad strategy focused on the Consideration stage of the customer journey, aligning with the client's goal of maximizing video views and brand reach.
1. Campaign Objective Selection
Selected Objective: Video Views
Reasoning: The primary goal is to drive consideration and specifically achieve 5 million video views across 10 promotional videos. The Video Views objective is designed by Meta's algorithm to optimize ad delivery to users most likely to watch the videos, directly supporting both the consideration phase (showcasing unique travel experiences) and the quantitative target (5M views).
2. Target Audience Definition (High-Value Travel Segment)
The targeting focused on individuals with the intent and financial capability for luxury/unique travel experiences in Asia:
| Parameter | Selection | Reasoning |
|---|---|---|
| Gender | All | Travel is a universal interest. |
| Age | 25-55 | This range captures young professionals (seeking unique experiences) and financially stable older adults/retirees (seeking luxury/leisure travel), aligning with high-ticket tour purchases. |
| Location | India, Bhutan, Nepal (Primary) + High-Intent International Travelers to these regions. | Targets both domestic/inbound markets where Sky Asia has offices and established clientele. |
| Interests | Adventure, Culture, Luxury Travel, Outdoor Activities, Hiking, Sightseeing, Bhutan, Nepal, Himalayas. | Deep interest targeting ensures the videos reach users actively consuming related content and planning travel. |
| Behaviors | Frequent Travelers, Engaged Shoppers (indicating high purchasing power/activity). | Targets users who are proven travelers and actively engage with shopping/e-commerce content. |
| Language | English | Standard for professional/luxury tourism communications in the region. |
3. Facebook Business Page Optimization
To ensure credibility and maximize organic resonance of the paid ads, the page profile was optimized based on best practices for a travel company:
Page Name: Sky Asia Tours - Explore Exotic Destinations
Reasoning: Clear brand recognition combined with aspirational keywords ("Exotic Destinations") for searchability and appeal.
Username: @SkyAsiaTravel
Reasoning: Concise, memorable, and directly aligns with the company's offering for cross-platform consistency and easy sharing.
About Section: A detailed description was created emphasizing two decades of expertise, specialization in India, Bhutan, and Nepal, and the focus on leisure tours, unique experiences, and luxury travel, building trust and authority.
Profile Picture/Cover Picture: (Conceptualized) The profile picture would be the company logo for brand recognition, while the cover photo would be a high-impact, captivating image of an iconic, non-clichéd destination (e.g., a serene monastery in Bhutan or the Annapurna range in Nepal) to evoke wanderlust.
4. Ad Campaign Creation and Structure
| Component | Detail | Rationale |
|---|---|---|
| Objective | Video Views | Directly supports the 5M view target and consideration goal. |
| Campaign Name | Discover Asia with Sky Asia Tours - Video Views MOFU | Clear naming convention for organization and funnel stage. |
| Audience | Defined Audience (25-55, India/Bhutan/Nepal, Luxury Travel Interests) | Ensures the videos are seen by high-potential, financially qualified leads. |
| Placements | Manual Placements: Facebook Feeds, Instagram Feeds, Facebook Stories, Instagram Stories. | Focuses on high-visibility, full-screen, native video environments to maximize completion rates and reach. |
| Budget/Schedule | Daily Budget: Approx. Rs. 340 (Rs. 10,200/month) Duration: One Month | Spreading the budget over a month allows the algorithm time for learning and optimization, achieving better cost efficiency and frequency for a long-cycle purchase like travel. |
| Ad Name | Sky Asia Tours - Explore the Wonders of Asia | Clear identifier for reporting. |
5. Campaign Metrics and Insights for Success
To measure the campaign's success against the primary goal (5M views and consideration), the following metrics would be tracked:
| Metric | Type | Purpose |
|---|---|---|
| Total Video Views | Goal-Oriented | Directly measures progress toward the 5 million target. |
| Reach | Awareness | Measures the number of unique users (against the 12 million category reach goal). |
| ThruPlay & Video Plays at 75%/100% | Engagement/Quality | Assesses content quality—did users actually watch the videos (not just 3 seconds)? This is key for consideration. |
| Cost Per ThruPlay (CPTP) | Efficiency | The primary cost metric to optimize, ensuring video views are acquired efficiently. |
| Frequency | Fatigue | Must be closely monitored over the month (ideally below 3.0) to prevent ad burnout on the same audience. |
| Link Clicks / CTR (Click-Through Rate) | Consideration | Measures how many users clicked the CTA (e.g., "Learn More" or "Book Now") after watching the video, signaling deeper interest. |
04 Feb 2024
Keywords
