Automate four aspects of your campaign setup to improve results

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Humber College *

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252

Subject

Marketing

Date

Apr 3, 2024

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pdf

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Uploaded by ColonelRainCat40

Automate four aspects of your campaign setup to improve results Machine learning in advertising This lesson prepares you to: - identify the value of machine learning - understand which questions machine learning can help answer - choose the best objective and optimization event to guide the system questions machine learning can help answer - Machine learning is now a fundamental part of digital marketing and helps show the right ads to the audience you want to reach - Machine learning uses serial algorithms and predictive analytics to find the best audience at the right time at the best price. It also processes countless data points in real time to help you answer questions such as: - which devices work best for your message - which placements are most effective - how should you allocate your budget based on the audience - what audiences are most likely to take your desired action What Is liquidity - Liquidity is the condition that gives the delivery system the flexibility to move ad spend where it’s likely to achieve the best results. - This course covers four aspects - budget - placement - audience - creative - machine learning and flexible campaigns can access new efficiencies and insights. Translate business goals to ad objectives - Awareness - Show your ads to people most likely to remember them. - - reach - - brand awareness - - video views - Traffic - Send people to a destination, like your website, app or Facebook event. - - Link clicks - - landing page views - - messenger and WhatsApp - - calls - Engagement - Get more messages, video views, post engagement, Page likes or event responses. - Messenger, Instagram, Whatsapp - Video Views

- Post engagement - Conversions - Leads - collect leads fro your business or brand - Instant forms - Messenger - Conversions - Calls - App Promotion - find new people to install your app and continue using it - App installs - App events - such as inapp purchases - Sales - find people likely to purchase your product or service - Conversions - Catalog sales - Messenger, Instagram, Whatsapp - Calls Use Data To Optimize Delivery - To ensure our machine learning can optimize delivery towards key customer interactions, it needs the right data sources in place. In addition to the Meta Pixel for website actions or Facebook SDK for in-app actions, you should consider implementing the Conversions API. - The Conversions API is a Tool that directly connects your marketing data and Meta technologies. - The Conversions API can help you use your marketing data to optimize ad targeting, decrease cost per action and more accurately measure campaign outcomes. Key Takeaways - Liquidity is the condition that gives the machine learning the flexibility to move ad spend where it’s likely to achieve the best results. - Increase liquidity in your campaign by setting broader parameters across four dimensions: budget, placement, audience and creative.

Budget Liquidity This lesson prepares you to: - Recognize Advantage campaign budget and understand its value compared to manually adjusting budgets at the ad set level. - Demonstrate an understanding of how reporting may differ when using Advantage campaign budget compared to manually adjusting budgets. - Evaluate business scenarios to determine if Advantage campaign budget is distributing funds to the ad sets as expected. What is Advantage Campaign Budget - Budget liquidity refers to the degree of flexibility with which machine learning can allocate an ad campaign budget. Advantage campaign budget is one tool that enables advertisers to increase liquidity. - You have the option to enable Advantage campaign budget at the campaign level in Meta Ads Manager. - When you enable Advantage campaign budget, you set a single budget for your campaign that dynamically distributes budget to the top performing ad sets. Ad set budgets versus Advantage campaign budget - Ad set budgets - There are two ad sets, each with their own budget. Halfway through the campaign, you realize that ad set 1 has spent all of its budget, but there are still abundant opportunities in that ad set. Meanwhile, in ad set 2, there are fewer opportunities and plenty of budget remaining. - Shifting budgets manually from one ad set to another would result in resetting the learning phase, and there's no guarantee that the opportunities would still be there. - Advantage Campaign Budget - In the same scenario, Advantage campaign budget would automatically distribute your campaign budget to the ad sets with the most cost-efficient opportunities. In doing so, it simplifies campaign management and eliminates the need to re-enter the learning phase. - Advantage campaign budget works continuously and in real-time to capture the most results for your budget, effectively lowering your total cost per result. Advantage Campaign Budget Helps You - Maximize Total Value

- Advantage campaign budget works continuously and in real-time to capture the most results for your budget, effectively lowering your total cost per result. - Simplify Campaign Setup - Using Advantage campaign budget simplifies campaign management as there are fewer budgets to track. It also eliminates the need to recalculate budgets mid-flight. The “BreakDown Effect” - When using Advantage campaign budget and the lowest cost bid strategy, Ads Manager finds the lowest cost per optimization event for your overall campaign, not a specific ad set. - As a result, you may notice that the ad set with the highest budget allocation doesn’t have the lowest cost per action. This is due to the “breakdown effect.” - Ad Set A - CPA = $1.46 - Budget = $450 - Ad Set B - CPA = $1.10 - Budget = $50 - Ad sets with better initial performance (lower CPA) might receive less budget allocation as they "exhaust" their low-cost opportunities quickly. - Ad sets with higher initial CPA might end up receiving more budget because they still hold potential for cheaper conversions. - This doesn't mean the system is prioritizing high-cost options. It simply indicates that the "good deals" have already been snatched up by other ad sets, leaving more expensive options in that particular set. Key Takeaways - Use Advantage campaign budget to increase budget liquidity and distribute your budget automatically to the highest performing ad sets. - Remember that Advantage campaign budget optimizes distribution across the overall campaign, so analyzing its results at the ad set level can be misleading. - Avoid using spend limits as it reduces liquidity and the overall efficiency of your campaign budget.

Placemnmet Liquidity This lesson prepares you to - Recognize the value of using Advantage+ placements compared to manually selecting placements. - Learn which controls you can use to ensure your brand isn’t displayed beside undesirable content. - Set up campaigns to reach the audience most likely to take a desired action at the lowest cost. Advantage+ Placemnets - Placement liquidity is achieved when you allow machine learning to determine which placement and impression combination delivers the best results. - The easiest way to increase placement liquidity is with Advantage+ placements in Ads Manager. Advantage+ placements consider all available options and place ads where they have the greatest opportunity to reach your campaign objectives. - With more options, Ads Manager is able to determine in real time where ads have the best results for the lowest cost. This simplifies campaign management and typically yields a lower cost per outcome overall. Advantage campaign budget and Advantage+ placements together - Use Advantage campaign budget and Advantage+ placements together - Campaign level budgets combined with increased placement liquidity enable Ads Manager to find the best opportunities across ad sets. - Advantage campaign budget distributes budget to the ad sets with the best opportunities at that time. - With Advantage+ placements, you also grant the system the flexibility to find the best opportunities across placements within each ad set. - Advantage+ placements looks at opportunities and selects the least expensive placements at the time. It does this without regard for what the average cost per optimization event is for any specific placment

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