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Digiday Video Advertising Summit | Common Thread Co.

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Presented by Savannah Sanchez

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Digiday Video Advertising Summit | Common Thread Co.

  1. 1. Machine Learning on Facebook: Is It Smarter Than a Seasoned Media Buyer? Savannah Sanchez social_savannah
 thesocialsavannah.com
  2. 2. Personally spent $10M on ads Trained 15 media buyers at a 8-figure ad agency
 
 Built a side-hustle as an ad creative expert Who Am I? @SOCIAL_SAVANNAH | #DIGIDAY
  3. 3. BRANDS I’VE WORKED WITH @SOCIAL_SAVANNAH | #DIGIDAY
  4. 4. The Robots Are Coming… 🤖
  5. 5. Signal based machine learning is simplifying account management and driving better performance.
  6. 6. AUTOMATIC PLACEMENTS LET FACEBOOK DECIDE WHERE TO SHOW YOUR ADS
  7. 7. Automatic Placements FB + IG Feeds: 2.5x ROAS Stories: 3.1x ROAS Right Column: 8.3x ROAS Audience Network: 5.4x ROAS
  8. 8. Automatic Placements $285$453 $5477 $31632 2.5x 3.1x 8.3x 5.4x FEEDS STORIES RIGHT COLUMN AUDIENCE NETWORK 2.7x ROAS $37,847 CPA 2.5x ROAS $31,632 SPEND AUTOMATIC PLACEMENTS FEEDS ONLY 46% 54% 68% 32% @SOCIAL_SAVANNAH | #DIGIDAY
  9. 9. lift in return on ad spend compared to campaigns manually choosing placements 23% Allows you to scale by taking advantage of lower-cost delivery opportunities, while serving on the platform your audience is most likely to convert on. Automatic Placements @SOCIAL_SAVANNAH | #DIGIDAY
  10. 10. ACCOUNT SIMPLIFICATION KEEPING THE STRUCTURE SIMPLE
  11. 11. Account Simplification The Old Way Of Media Buying - Heavy Focus Audience Testing
  12. 12. Account Simplification Letting The Robots Take Over With Audience Consolidation + CBO
  13. 13. Account Simplification PROSPECTING Lookalikes and Broad Audiences RE-ENGAGEMENT IG + FB Engagers DPA REMARKETING Website Traffic /
 Past Customers C A M PA I G N S @SOCIAL_SAVANNAH | #DIGIDAY
  14. 14. DYNAMIC CREATIVE TESTING LET FACEBOOK DECIDE WHICH CREATIVE AND COPY
  15. 15. Dynamic Creative Testing The Old Way Of Media Buying - Building Lots Of Ads
  16. 16. Dynamic Creative Testing The New Way Of Media Buying - Building Dynamic Creatives
  17. 17. 5 Headlines 10 Creatives 5 Top Texts Dynamic Creative Testing @SOCIAL_SAVANNAH | #DIGIDAY
  18. 18. Dynamic Creative Testing
  19. 19. Dynamic Creative Testing @SOCIAL_SAVANNAH | #DIGIDAY
  20. 20. CBOLET FACEBOOK DECIDE WHO TO SHOW YOUR ADS TO
  21. 21. Campaign budget optimization helps advertisers improve ROAS by automatically distributing spend to top performing ad sets in real time. Campaign Budget Optimization @SOCIAL_SAVANNAH | #DIGIDAY
  22. 22. The Old Way: Manually Adjusting Budgets For Each Ad Set Campaign Budget Optimization
  23. 23. The New Way: Letting Facebook Distribute Your Budget Campaign Budget Optimization
  24. 24. Zero Time Spent Managing Budgets
 Campaign Budget Optimization Decision Making Based Off Future Outcomes Less Control Takes Longer For Algorithm To Optimize @SOCIAL_SAVANNAH | #DIGIDAY
  25. 25. The Test: Can CBO drive higher ROAS than a seasoned media buyer?
  26. 26. CBO Challenge @SOCIAL_SAVANNAH | #DIGIDAY
  27. 27. CBO Challenge NO CBO CBO • Do Not Turn Off Ads or Ad Sets • Do Not Adjust Campaign Budget • $5000 over 2 weeks • Same Audiences • Same Creatives CBO A • Can Adjust Ad Set Daily Budgets And Turn Off Ad Sets • Do Not Turn Off Ads • $5000 over 2 weeks • Same Audiences • Same Creatives No CBO B @SOCIAL_SAVANNAH | #DIGIDAY
  28. 28. 2.01x ROAS 28% 1.48x ROAS 15% 1.87x ROAS 10% 1.56x ROAS 47% 1.24x ROAS 17% 1.50x ROAS 21% 1.50x ROAS 22% 1.91 ROAS 40% CBO NO CBO @SOCIAL_SAVANNAH | #DIGIDAY
  29. 29. 1.71x ROAS $15.51 CPA 1.62x ROAS $16.28 CPA CBO NO CBO 46% 54% 68% 32% CBO Challenge @SOCIAL_SAVANNAH | #DIGIDAY
  30. 30. CBO Challenge @SOCIAL_SAVANNAH | #DIGIDAY
  31. 31. CBO Challenge @SOCIAL_SAVANNAH | #DIGIDAY
  32. 32. Automatic Placements: Where To Show Your Ads Let Machine Learning Help You… Account Simplification: Consolidate Ad Sets To Send Maximum Signal Dynamic Creative Testing: 
 Which Creative Combinations For Your Audience CBO: 
 Which Audience To Serve Your Ads To @SOCIAL_SAVANNAH | #DIGIDAY
  33. 33. THE NEW COMPETITIVE ADVANTAGE IS CREATIVE
  34. 34. Creative Best Practices Design for sound off Introduce product in first 3 seconds Keep videos between 6-15 seconds Keep messaging clear and concise @SOCIAL_SAVANNAH | #DIGIDAY
  35. 35. Arbitrage still exists in Instagram and Snapchat stories.
 Brands will increase investment in story specific content in 2020.
  36. 36. @SOCIAL_SAVANNAH | #DIGIDAY
  37. 37. @SOCIAL_SAVANNAH | #DIGIDAY
  38. 38. The Best Content For Stories: User Generated Content Boomerang Unboxing TestimonialApplication
  39. 39. Facebook’s algorithm is smarter than us at targeting and choosing placements. Embrace the robots to get back time and drive better results. Focus your energy on the important creative components for socially native content in 2020. @SOCIAL_SAVANNAH | #DIGIDAY
  40. 40. Thank you! Savannah Sanchez
 www.thesocialsavannah.com
 social_savannah
 savannah@thesocialsavannah.com

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