Create impactful meta campaigns with less data Veronika is going to talk about how to create impactful Meta campaigns with less data. At a time when data protection no longer allows important insights, it's time to be inventive. One of the most efficient ways to get data are test campaigns without a target group. This method shows very quickly which creatives work and which don't, who your target group is and how they move. With these insights, you can start scaling impactful campaigns. It is important to document all results and to speak openly about the learnings. For more efficient meta campaigns.

1. Internal Use Only
Create impactful meta
campaigns with less data
Slideshare.Net/Veronika533585
@HollerVeronika
Veronika Höller
CompuGroup Medical
1

2. Internal Use Only
Hi my Name is Veronika, I´m 44
years old I´m a mother of 2
wonderful sons
2
#BrightonSEO
@HollerVeronika
My favorite color is yellow,
but I prefer clothes in
black, blue or green

3. Internal Use Only
3
#BrightonSEO
@HollerVeronika
I love cats, dogs,
Ireland,
Walking,
My favorite Author is
Terry Pratchett

4. Internal Use Only
What are you thinking right
now?
4
#BrightonSEO
@HollerVeronika

5. Internal Use Only
Crazy introduction or all the
marketeers here...
#BrightonSEO
@HollerVeronika
5

6. Internal Use Only
Jackpot – I know exactly
how to get her as a
#BrightonSEO @HollerVeronika 6

7. Internal Use Only
customer for my products
or services etc.
#BrightonSEO @HollerVeronika 7

8. Internal Use Only
8
#BrightonSEO
@HollerVeronika

9. Internal Use Only
Yes, would be a
dream … but the
Truth is a
#BrightonSEO @HollerVeronika 9

10. Internal Use Only
The Meta Universe
shows us nothing
10
#BrightonSEO
@HollerVeronika

11. Internal Use Only
My journey in the German
Health Sector
#BrightonSEO @HollerVeronika 11

12. Internal Use Only
DSVGO & iOS Update
12
#BrightonSEO
@HollerVeronika

13. Internal Use Only
Now it´s time to be creative
13
#BrightonSEO
@HollerVeronika

14. Internal Use Only
#BrightonSEO @HollerVeronika 14

15. Internal Use Only
No, Problem –
understand your
target group, your
USP´s & your story
15
#BrightonSEO
@HollerVeronika

16. Internal Use Only
#BrightonSEO @HollerVeronika 16

17. Internal Use Only
Before the iOS Update 2021
#BrightonSEO @HollerVeronika 17

18. Internal Use Only
#BrightonSEO @HollerVeronika 18
We had a:
TOFU
MOFU
BOFU

19. Internal Use Only
After the iOS Update 2021
#BrightonSEO @HollerVeronika 19

20. Internal Use Only
#BrightonSEO @HollerVeronika 20
The TOFU & MOFU
migrate to one
stage
TOFU

21. Internal Use Only
WHY?
21
#BrightonSEO
@HollerVeronika

22. Internal Use Only
We had less Data, and we
should migrate campaigns to
get more insights
22
#BrightonSEO
@HollerVeronika

23. Internal Use Only
#BrightonSEO @HollerVeronika
23

24. Internal Use Only
Let´s start building
your campaigns
24
#BrightonSEO
@HollerVeronika

25. Internal Use Only
For a small or new
advertising accounts,
#BrightonSEO @HollerVeronika 25

26. Internal Use Only
without historical data or
other traffic sources ….
#BrightonSEO @HollerVeronika 26

27. Internal Use Only

28. Internal Use Only

29. Internal Use Only
Conversions – Ongoing
Campaign
29
#BrightonSEO
@HollerVeronika

30. Internal Use Only
Core Audience—Broad
Interests
30
#BrightonSEO
@HollerVeronika

31. Internal Use Only
Open targeting (only
demographic if it is needed)
31
#BrightonSEO
@HollerVeronika

32. Internal Use Only
Conversions – Test Campaign
32
#BrightonSEO
@HollerVeronika

33. Internal Use Only
before they are included in
the Ongoing setup
34
#BrightonSEO
@HollerVeronika

34. Internal Use Only

35. Internal Use Only
Catalog Sales all Products
Open targeting
40
#BrightonSEO
@HollerVeronika

36. Internal Use Only
Note: use
Dynamic ads as
the basis of your
product
catalogue,

37. Internal Use Only
booked into
large/prospecting
target groups

38. Internal Use Only
Be brave use
only campaigns
with open
targeting

39. Internal Use Only
Audience are deliberately -
not excluded.
44
#BrightonSEO
@HollerVeronika

40. Internal Use Only
Audience are deliberately -
not excluded.
45
#BrightonSEO
@HollerVeronika

41. Internal Use Only
In this way, the funnel stages
prospecting and retargeting
are mixed.
46
#BrightonSEO
@HollerVeronika

42. Internal Use Only
Even if you do not actively
book retargeting target groups
into your ad groups
47
#BrightonSEO
@HollerVeronika

43. Internal Use Only
these Ads will be displayed in
your target groups – have faith
48
#BrightonSEO
@HollerVeronika

44. Internal Use Only
#BrightonSEO @HollerVeronika 49

45. Internal Use Only
Campaigns set-up for large
Accounts ….
#BrightonSEO @HollerVeronika 50

46. Internal Use Only

47. Internal Use Only
one
campaign

48. Internal Use Only
Conversions ongoing Campaign
53
#BrightonSEO
@HollerVeronika

49. Internal Use Only
10% or 15% Super lookalikes,
value-based lookalikes & lookalikes
based on CRM data
54
#BrightonSEO
@HollerVeronika

50. Internal Use Only
Core Audience—Broad
Interests
Open targeting
55
#BrightonSEO
@HollerVeronika

51. Internal Use Only
Conversions
Sale/Launch/Promo Campaign
56
#BrightonSEO
@HollerVeronika

52. Internal Use Only
Top Performer ad group
from ongoing campaign
57
#BrightonSEO
@HollerVeronika

53. Internal Use Only
Note:
To promote promotions or the launch
to push new products in a targeted
manner,
#BrightonSEO @HollerVeronika 58

54. Internal Use Only
you use another one at the same time
Campaign with the top two
performing ad sets
#BrightonSEO @HollerVeronika 59

55. Internal Use Only
from your ongoing campaign.
#BrightonSEO @HollerVeronika 60

56. Internal Use Only
Catalog Sales all Products
Open targeting
61
#BrightonSEO
@HollerVeronika

57. Internal Use Only
Note:
Dynamic ads based on your
product catalogue,.
62
#BrightonSEO
@HollerVeronika

58. Internal Use Only
booked in
on large/prospecting
audiences.
63
#BrightonSEO
@HollerVeronika

59. Internal Use Only
Conversion Testing Campaign
#BrightonSEO @HollerVeronika 64

60. Internal Use Only
Open targeting:
Testing of new ads & creatives before
they are transferred to the ongoing
setup
#BrightonSEO @HollerVeronika 65

61. Internal Use Only
Note: Plan at least 5% to 10%
of the total budget for this
#BrightonSEO @HollerVeronika 66

62. Internal Use Only
Now it´s time scale your
campaigns
#BrightonSEO @HollerVeronika 70

63. Internal Use Only

64. Internal Use Only
We create two Conversions
Campaigns
#BrightonSEO @HollerVeronika 72

65. Internal Use Only
one for example product A and
one for product B
#BrightonSEO @HollerVeronika 73

66. Internal Use Only
Conversions Campaign Topic/ Product A
74
#BrightonSEO
@HollerVeronika

67. Internal Use Only
5% to 10% category lookalikes (based
on a custom Audience of buyers of
product or category A)
75
#BrightonSEO
@HollerVeronika

68. Internal Use Only
5% up to 10% Super Lookalike
Audiences
76
#BrightonSEO
@HollerVeronika

69. Internal Use Only
Core Audience:
Interest/Behavior
77
#BrightonSEO
@HollerVeronika

70. Internal Use Only
characteristics based on buyers
Persona of Product/Category A
78
#BrightonSEO
@HollerVeronika

71. Internal Use Only
Open targeting
(only demographics)
79
#BrightonSEO
@HollerVeronika

72. Internal Use Only
Conversions Campaign
Topic/Product B
#BrightonSEO @HollerVeronika 80

73. Internal Use Only
5% to 10% category lookalikes
(based on a custom Audience of
buyers of product or category B)
#BrightonSEO @HollerVeronika 81

74. Internal Use Only
Conversions Campaign
Topic/Product B
#BrightonSEO @HollerVeronika 82

75. Internal Use Only
5% to 10% Super Lookalike
Audiences
#BrightonSEO @HollerVeronika 83

76. Internal Use Only
Core Audience:
Interest/Behavior
characteristics based on buyers
#BrightonSEO @HollerVeronika 84

77. Internal Use Only
Persona of Product/Category B
Open targeting
#BrightonSEO @HollerVeronika 85

78. Internal Use Only
#BrightonSEO @HollerVeronika 86

79. Internal Use Only
87
#BrightonSEO
@HollerVeronika
Whether the account is large
or small

80. Internal Use Only
88
#BrightonSEO
@HollerVeronika
The C-Suite wants to know

81. Internal Use Only
89
#BrightonSEO
@HollerVeronika
Why you want this budget
and what's the impact

82. Internal Use Only
90
#BrightonSEO
@HollerVeronika
Conversions
Sales
Webinar Registrations
Etc.

83. Internal Use Only
Tell them about your Test
Campaigns!
#BrightonSEO @HollerVeronika 91

84. Internal Use Only
92
#BrightonSEO
@HollerVeronika
Report honestly
Tell about your successes

85. Internal Use Only
93
#BrightonSEO
@HollerVeronika
Also about your fails
documents it

86. Internal Use Only
#BrightonSEO @HollerVeronika
94

87. Internal Use Only
Formula calculation Daily
Budget
95
#BrightonSEO
@HollerVeronika

88. Internal Use Only
Budget calculation for 3 ad
groups - with a CPO of 10€
#BrightonSEO @HollerVeronika 96

89. Internal Use Only
and 5 conversions a day:
#BrightonSEO @HollerVeronika 97

90. Internal Use Only
(5 x 10) x 3) = 150
(daily budget in €)
98
#BrightonSEO
@HollerVeronika

91. Internal Use Only
and 5 hot-conversions in 7
days:
((5 x 10) x 3) x 7 = 1050€
(weekly budget in €)
#BrightonSEO @HollerVeronika 99

92. Internal Use Only
#BrightonSEO @HollerVeronika 100

93. Internal Use Only
The risk of having campaigns
with open targeting is
overlapping
#BrightonSEO @HollerVeronika 101

94. Internal Use Only
Make sure that your target
groups or campaigns
102
#BrightonSEO
@HollerVeronika

95. Internal Use Only
in your advertising account
overlap as little as possible.
103
#BrightonSEO
@HollerVeronika

96. Internal Use Only
How?
#BrightonSEO @HollerVeronika 104

97. Internal Use Only
Add at least one variable
(advertisement or bid strategy)
105
#BrightonSEO
@HollerVeronika

98. Internal Use Only
Summary Checklist
#BrightonSEO @HollerVeronika 106
Identify USPs
Create creatives

99. Internal Use Only
#BrightonSEO @HollerVeronika 107
Start creative test campaigns with
open targeting

100. Internal Use Only
#BrightonSEO @HollerVeronika 108
Optimize creatives and keep testing
start scaling campaigns

101. Internal Use Only
#BrightonSEO @HollerVeronika 109
reporting and capture learnings

102. Internal Use Only
110
#BrightonSEO
@HollerVeronika
Thanks for your attention
You find me on Twitter &
LinkedIN
In a world full of violence, Medical
Goods are one of the most
important goods please donate:
Support Hospitals in Ukraine