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Kampagnenautomatisierung und Automatisierte Kampagnen - Bulkerstellung, Regeln und API #AFBMC

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Slides zum Thema: Kampagnenautomatisierung und Automatisierte Kampagnen - Bulkerstellung, Regeln und API
von Dennis Fäckeler auf der virtuellen AFBMC.

https://conference.allfacebook.de/

Published in: Marketing
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Kampagnenautomatisierung und Automatisierte Kampagnen - Bulkerstellung, Regeln und API #AFBMC

  1. 1. Campaign Automization Bulk creation, rules & API
  2. 2. User research Personas Prototyping Crowd usability tests UI design Lean startupAdvertising effect tests Online surveysInhouse tests & eye tracking Card sorting A/B-testing International usability testing
  3. 3. No more issues organising testers, hardware and rooms Test target audiences Document and prioritise generated insights Virtual eye-tracking and quantitative metrics Generate your own highlight-video for presentations Share your results with colleagues Optional: Let experts analyze your tests
  4. 4. What you can expect 1. Automation Goals 2. Types of Automation 3. Automated Rules 4. Bulk Edits 5. Automated Ads 6. Additional Automations 7. API
  5. 5. Goals of Automation Scalability Increase your efficiency Decrease monkey work Increase data transparency
  6. 6. Facebook Types of Automation Automated Rules Bulk Edits API Drittanbieter- Integrationen Ad flighting & sequencing Scheduling
  7. 7. Automated Rules in a Nutshell Turn off campaigns, ad sets, ads Send a notification Adjustments to budget, bids Criteria to trigger Action to take Where to apply
  8. 8. Limitation to Automated Rules 250 rules in one account One of each conditions per rule Only same level associations No rules for political ads
  9. 9. Only same level associations
  10. 10. Adjusts budget based on difference to target value
  11. 11. Rule can only fire once in selected timeframe independent from selected schedule
  12. 12. Available Conditions Cost per Add of Payment Info Cost per Add to Cart Cost per Add to Wishlist Cost per Registration Completed Cost per Checkout Initiated Cost per Lead Cost per App Install Cost per Purchase Cost per Result Website Content Views CPM (Cost per 1,000 Impressions) CPM (Cost per 1,000 Impressions) Estimated Budget Spending Hours Since Creation Frequency Impressions Reach Results Name in UI Objective Start Time Stop Time Buying Type Billing Event Optimization Goal Results Daily Budget Lifetime Budget Spend Cap Bid Amount Created Time Updated Time Placement Budget Type Hours Since Creation Estimated Budget Spending % Audience Reached % Active Time in Seconds Current time in seconds
  13. 13. What can I do with those rules?
  14. 14. Automated Rule Examples Alerts Underpacing Ad Sets Spend too high with no conversions Frequency too high Optimization Prevent ad fatigue Increase ad budget based on ROAS Budget allocation Pause non- performing ad sets Increase bid if delivery is low Avoid wasted ad spend Scheduling Decrease budget on weekends Increase budget on Wednesdays Testing Ad rotation rules
  15. 15. Automated Rule Types Alerts Underpacing Ad Sets Spend too high with no conversions Frequency too high Optimization Prevent ad fatigue Increase ad budget based on ROAS Budget allocation Pause non- performing ad sets Increase bid if delivery is low Avoid wasted ad spend Scheduling Decrease budget on weekends Increase budget on Wednesdays Testing Ad rotation rules
  16. 16. Alert: Spend too high with no conversions
  17. 17. Optimization: Prevent Ad Fatigue
  18. 18. Optimization: Prevent Ad Fatigue https://www.intotheminds.com/blog/en/effects-ad-frequency-recency-ctr/ https://adespresso.com/blog/overcome-ad-fatigue-keep-cpa-down/ Data from 2019 Data from 2016
  19. 19. Optimization: Increase Ad Budget based on ROAS
  20. 20. Optimization: Increase Ad Budget based on ROAS
  21. 21. Rule Hack: Multi-ruling Rule #1 Increase budget by 50% If CPC < 0,15€ Rule #2 Decrease budget by 50% If CPC > 0.25€ Rule #3 Stop ad set If CPC > 0,30€
  22. 22. CPC vs. CPA optimization CPC matters not as much as CPA Depends on the business model Take retention into account
  23. 23. Purchase AddPaymentInfo InitiateCheckout AddToCart View Search 40% 60% 70% 8,40€ CPA (CPC) 21€ CPA 35€ CPA 50% Ø 50€ → 100€ CAC ROAS: 0,5
  24. 24. More Advanced Rules with third parties
  25. 25. Bulk Edits
  26. 26. Bulk Edits in Ads Manager Name Find and Replace Budget Spending Limit Name Find and Replace (Budget) Start Date End Date Minimum Spend Limit Maximum Spend Limit Age Gender (Delivery Optimization) (Bid Strategy) Billing Event (Delivery Type) Placements Devices Mobile Device Types (OS Versions) Name Find and Replace Page Primary Text Website URL Display Link Headlne Landing View Description Call to Action URL Parameters Campaign Ad set Ad
  27. 27. Bulk Edits mit Excel
  28. 28. Bulk Export & Import
  29. 29. Bulk Edit in Excel
  30. 30. Bulk Edit in Excel: Interest splitting [{"interests":[{"id":"6003326098406","name":"Ice"},{"id":"60 02926351162","name":"Hockey"},{"id":"6003137808261"," name":"Lipstick"}]}]
  31. 31. 1. All columns need to be filled, just copy from the original ad set 2. Leave ad set id blank, but give it a new name 3. Leave ad id blank, but give the ads a name
  32. 32. Limitations of Bulk Edits Gives an error for dynamic product ads 250 Upload and download not reliable over 250 rows
  33. 33. Automated Ads Multiple versions of your ad Tailored audience suggestions Recommended budget that generates results Timely notifications about your ads
  34. 34. Automated Ads vs Boosted Posts Simplified ad that is supposed to optimize itself over time Boosted Posts Automated Ads Post from your timeline with applied budget that appears as ad Main goal: Increase engagement Maximizes ad visibility Grow your audience Lack of control Main goal: Defined in settings, can be conversions Finding the right ad creative, placement and audience to yield the best results
  35. 35. Overlap Exclusion
  36. 36. Lookalike stacking + interest overlays
  37. 37. 1€
  38. 38. API Transferring data for reports Automating campaign creation Automating campaign maintenance
  39. 39. Transferring Data with Tools Transferring to Excel Transferring to Google Sheets Transferring to Data Studio Transferring to BigQuery Paid Free Data Studio Community Connector
  40. 40. Create campaigns automatically for increasing product portfolios via API
  41. 41. Campaign Automization Bulk creation, rules & API All icons used (original and altered form) are licensed under Flaticon premium license without the need of author attribution to digitalazubi.

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