5. CPMs increase 297%
CPA’s increased 243%
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March April May June July August September October November
CPA
CPM
CPM Retail CPA Retail Linear (CPA Retail)
27. TELLFACEBOOK WHAT IT DOESN’TKNOW
EMPOWER THE ALGORITHMS THROUGH
CONSOLIDATION
KEEPADS RELEVANTWITH DYNAMIC CREATIVE
OPTIMISATION
HAVE AWESOME ADS PEOPLEWANT TO SEE
28. HOW TO CHEAT FACEBOOK
INTO GIVING YOU CHEAPER CPMS
CLAIRE STANLEY-MANOCK
Notas do Editor
CSM head of PM here at c3
Household brands
All applies
Last year Apple broke the model
Reduced data to apps – privacy
Esp FB / IG
audiences also disappearing – home décor
INTERESTED IN ROCK MUSIC
More often than not – trend lines lines like this
What can do if can’t use for or make apple change minds
Good news - SCIENCE –
Meta wants to give its user the best experience and highest value ad wins.
A higher value ad that facebook wants to show, will be given prefer
So all you need to do is increase your total value. – simple right?
3 simple parts
higher bid isn’t nessessarily a bad thing if means capture people who are worth more
A Google slide
In FB not same control.
So brings me nicely onto the next point about EAR.
How to increase your EAR…
The EAR is defined as
Traffic click
Conversions conversions
In order to increase our CTR or CVR we need to help guide the systems on who are our high value customers
Tell facebook what it doesn’t know…
3 data sources
Conversions API – immediately give 15% more conv. But also richer data means stronger retargeting and lookalikes.
More people implement – better for everyone. And some new features coming out in Beta require it.
Audience lists Website and CRM – doesn’t know who your top 5% of customers are or sale shoppers
Offline data – store visits to help support store, lead values.
Also need to make sure the systems have enough data and free reign to learn what works
Avoid temptation – too granular
Consolidation get out of learning phases as fast as possible. -25% retail
If still struggling bring conv point forward
Give the user the best experience on Meta’s platform.
Not only need a good landing page and onsite user journey but and arguably more important
Facebook wants to show the best ads!
FURTHERMORE FB last week said
And each day scroll the height of the statue of liberty
When consolidating q is how stay relevant.
Because relevance drives performance
Answer = dynamic ads – non feed.
So how get best ads…
-42% CPA versus normal feed adsas has the post view impact,
