Automatisert facebookannonsering

2. UTNYTTE DATA I
FACEBOOK
ANNONSERING

3. UTNYTTE LATTERLIG GODE
SEGMENTERINGS-
MULIGHETER

4. FØRST!
T-SKJORTE BRANSJEN

5. VIRKER BARE OM
FORSKJELLIGE MÅLGRUPPER
TRIGGER PÅ FORSKJELLIGE
BUDSKAP

6. OVER TIL
CASENE

7. 7

8. 492 STUDIER
Bunntekst her8

9. 9

10. 10

11. Bunntekst her11

12. 12

13. FUS BARNEHAGENE

14. Nettside AdWordsFacebook
Barnehage med
ledige plasser

19. Bunntekst her19

20. CA 1000 NYE PRODUKTER I KVARTALET

21. RESULTATER

22. RELEVANSE:
GEOGRAFI + LOKAL PERSON

24. • A/B TEST
• A: Statiske generelle
annonser, B: Dynamiske
personlige annonser
• A sin målgruppe: Helt lik som
B, bortsett fra at B er delt
opp i 255 geografiske
segmenter
• B slår A :
– 2x så «lav» CPM
– 5X så høy klikkrate
– 2X så høy konvert.rate
– Totalt: 2x5x2=20 ganger
så bra ROI med dynamisk
annonse som med statisk

25. SPØRSMÅL

26. Hvorfor er det ingen som ser meg?

27. 2

28. 3
Be om en like!

29. 4
Enkle spørsmål. Folk orker bare ikke...

30. 5
Bygg følgere.
Inviter de som engasjerer seg i innholdet

31. 6
Tagg relevante sider i dine oppdateringer

32. 7
Lange tekster funker (om det er relevant).
Facebook vekter tiden folk bruker på innholdet
ditt høyt. Dersom du deler poster med ”lange”,
relevante historier vil de få bra ranking i
nyhetsstrømmen.

33. 8
Tilpasset innhold gir bedre
rekkevidde. Vertikale eller
1:1-videoer passer på mobil
og gir høyere rangering i
nyhetsstrømmen.

34. 9
Sider som har en fullstendig utfylt
profilside blir rangert høyere i
nyhetsstrømmen. Bruk tid på å fylle ut
alle informasjonsbolkene på siden din.

35. 10

36. Facebook advertising and automation at scale
Learnings from Advanced Advertisers
Kalle Tiihonen – Customers, Nordics

37. Meet
Jan

38. Jan is a smart guy.
Is manual optimization
really the best way to
spend his time?

39. By using his time on manual optimization, Jan misses a
lot of strategic work he could be doing. Maybe he
could let the computers to the manual stuff?

40. You need to let the
computers do their job
so you can concentrate
on what’s important

41. You don’t necessarily have to invest a lot of time to set up an
extensive automation framework. Leveraging Facebook’s
own optimization will get you already quite far.

42. Facebook’s
Revenue
per User
investor.fb.com
Facebook is not showing
more ads per person but
instead optimizing their
ad delivery to get better
results for advertisers. It
would be dumb not to
utilize the work Facebook
has put into this.

44. Facebook also has a
lot of information of
their users Jan
doesn’t have.
Facebook uses this
to guide their ad
delivery.

45. How can I fully utilize
Facebook’s optimization?

46. 1. Use large audiences
2. Bid boldly
3. Automate

47. 1. Use large audiences

48. Think first
before going granular
Facebook works best with
big audiences and big budgets

49. There are still
reasons to split
your ad sets
sometimes
1. Audience-specific creatives
E.g. show different creative for men and women
2. Different conversion values
E.g. LTV of iOS installs is higher than Android
installs → bid differently
3. Insights beyond Facebook’s breakdowns
E.g. breakdown by interest, city or custom
audience. Facebook provides some reporting
breakdowns: age, gender, placement, device, …
4. Insights for 3rd party tracking
3rd party tracking can show insights only on ad /
ad set level.

50. Specific messaging
Specific bids/budgets
Learnings
More effective optimization
Granular Broad
It’s a tradeoff.
P.S. Note that insights from granular splits might not have enough
data to be statistically significant!

51. 2. Bid boldly

52. Bid your
true value
Usually it’s not that easy.

53. True value =
The average life-time profit that you’re getting per conversion during a one day
click-through, without view-through attribution window

54. “Spend €10k per day
with €5 CPA”
Which one
is your priority?
The problem of this goal:
- Would you be willing to spend
more than €10k if your CPA
stays below €5?
- If your CPA is above €5, do you
still want to spend the entire
€10k?

55. “Spend as much
as possible (10k) while
CPA stays below €5”
Actually, there were two alternative goals in the previous
statement. These are also the two main optimization
strategies. You can only do one of these at a time.
“Spend €10k per day
with as low CPA as
possible”
OR

56. “Spend as much as possible while
CPA stays below €5”
a.k.a.
CPA-constrained

57. “Spend as much
as possible while
CPA stays
below €5”
Just bid €5 for conversions and
Facebook will get you the
conversions below that if your
budget is not a constraint.

58. CPA-constrained
campaigns
Problem:
CPA not on the
desired level
→ Use Average Bidding
→ Scale bid up/down based on CPA
→ Adjust bid conversion window
Facebook recently introduced average bidding which lets you
define your target as an average. However, it’s still quite
conservative so sometimes you’ll have to bid higher to reach
your desired CPA.
If a large share of your conversions are occurring with a lag
longer than one day, you should adjust your bid conversion
window to reflect that.

59. “Spend as much
as possible while
average CPA
stays below €5”
Note: When you look at the CPA
of an ad, ad set or a campaign,
it’s always an average over some
time period. To have an average
CPA of €5, you pay more than
€5 for some of the conversions.

60. CPA-constrained
campaigns
Problem:
Initial CPA
higher than bid
Low delivery
Less data for
optimization
High CPA
→ Start with a higher bid
→ Use budget-controlled
campaigns and scale budget
up/down based on CPA
If your initial bid is not high enough, it can make
your delivery plummet. You can start with a
higher bid and adjust it to the appropriate level
after one or two days.
Another option is to use budget-controlled
campaigns and scale the budget to reach your
desired CPA. That will be covered next.

61. “Spend €10k per day with as
low CPA as possible”
a.k.a.
Budget-constrained

62. How to spend my budget
only to the cheapest conversions?

63. “Spend €10k per
day with as
low CPA as
possible”
With budget-controlled
campaigns, Facebook gets
you conversions until you
have exhausted your
budget.

64. 3. Automate

65. • Computers are not intelligent -> they need
quite exact instructions to know what to do
and then do exactly what they were told to do
• If your goals are vague or non-existing, you
cannot expect to get any good results by
automation (same applies to all online
advertising though)
Goal setting
is key to the
automation

66. • It’s easy to make one busy by focusing on micro-managing
ads, bids, audiences etc. And usually it’s very hard for
people to change habits and automation can feel like losing
control although what you’re doing is just changing
approach
• If you want to reach significant scale (+500k/month) with
hundreds (or even tens of thousands) of active ads you
cannot afford to focus on every single detail like you can
when working with only small campaigns with couple of
audiences
• You need to see the whole picture and focus on trying to
improve total performance of the whole operation and not
spend time trying to squeeze CPA down in one ad by 5%
• You need to focus your time on finding significant
performance improvements or new audiences. You can
spend unlimited amount of time tweaking minor details and
changing results only little whereas e.g. Finding new
audiences or new types of creatives can give you
multiplying effect
Forest
vs
trees

67. • All regular actions – e.g. budget changes
based on performance
• Creative rotation. Ad fatigue can hit
campaigns hard and it’s quite easy to get
around that
• Campaign creation if your bottleneck is
regularly created campaigns
• Audience selection
• Creative production
What to
automate

68. 1. Use large audiences
2. Bid boldly
3. Automate what you can

69. You need to let the
computers do their job
so you can concentrate
on what’s important

70. Tusen takk!
kalle@smartly.io