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Meaningful Ad Reports in Seconds #AFBMC

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Vortrag von Tim Ebener auf der AllFacebook Marketing Conference 2019 in München.

Details:
https://conference.allfacebook.de/session/facebook-ads-reports-kpis/

Konferenz:
https://conference.allfacebook.de/

Published in: Social Media
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Meaningful Ad Reports in Seconds #AFBMC

  1. 1. Meaningful Ad Reports in Seconds innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) 4. April 2019
  2. 2. Agenda innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need. How to build the report. Excel time! Intro Questions? Why is it better to report in Excel?
  3. 3. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Intro
  4. 4. About me innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Intro • Databased Content & Performance Marketing • Facebook Algorithms • Social Advertising (almost all channels) • Databased Creation • Data in general & a little bit of Coding Tim Ebner Digital Analyst @innogy.C3 Likes: Soccer, Ice-Hockey, Gaming, Soundtracks, Metal & Electro Find me as @Tim_Ebner in Social Media Skills Previous Projects< • Sky • BVB • Henkel • Opel • Arla Foods • WMF • Ankerkraut • Moovel • Boehringer Ingelheim • upljft • ...
  5. 5. About innogy.C3 innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Intro Open PositionsCustomized Agency • Data Scientist • Senior Art Director • Community Manager • Senior Creative Manager • (Junior) UX Designer • (Senior) Social Media Manager careers.c3.co/jobs Ask me!
  6. 6. In Essen isset doch schön! innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Intro outlier !
  7. 7. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Why?
  8. 8. We‘ll save time & leverage quality. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Why? No need to manually type in values into Powerpoint diagrams every week. No copy and paste orgies either Quality gain in interpretation (more time) Quality gain in our lives (less monotonous tasks) Efficiency gain (less time needed per reporting) Interpretive dominance (PDF file) Credit for your work stays yours (PDF file) side effect side effect
  9. 9. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need
  10. 10. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need We need three things. Report designed in ExcelA Facebook Ads Manager for Excel Add-InB Basic formulasC
  11. 11. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need Just imitate your report in Excel. Then print it as PDF. Powerpoint blueprint1 Imitation in Excel2
  12. 12. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need Prepare to the Office Add-In Go to the Office Store1 Search & add the Ads Manager Add-In2 Launch it from your insert tab3
  13. 13. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need Import your data with one click. Login & enjoy the magic4 Even across multiple accounts! Important for weekly reports: Set start date to a Monday and end date to a Sunday!
  14. 14. What does SUMIF() do? innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need SUMIF() searches one range for a criterion we provide and then sums the values of a corresponding sum_range. range sum_range Example: SUMIF(D:D;10.12.18;F:F)
  15. 15. What does DATE() do? innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need DATE() creates a date in the correct format from three values: year, month and date. This can be useful because sometimes Excel cannot recognize dates.
  16. 16. What does $ do? innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What we need The dollar sign allows us to define blueprint formulars for other cells. If you want to use the same calculation in multiple cells with slightly different input, you can define the formula once and drag it to the other cells. Excel lets us fix colums or rows in the blueprint which are always supposed to be the same with the dollar sign. Especially useful if you need the same calculation 60 or more times.
  17. 17. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 How to build the report
  18. 18. We need three layers: Input, throughput, output. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 How to build the report Output sheet Looks exactly like our Powerpoint report would have looked like. Diagrams update automatically, only interpretations need to be added manually. Input sheet Is filled with the raw data from facebook. (Overwritten at any refresh) Throughput sheet Converts our data in presentable pieces, fitting perfectly for our diagrams. Data processing
  19. 19. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Excel time!
  20. 20. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What‘s also possible?
  21. 21. There are many automation opportunities! innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 What‘s also possible? Automatical detection the top and flop 5 ads. Budget consumption vs. campaign pace. Qualitative dimensions (e.g. dog vs. cat content) Saturation analysis (CTR vs. frequency) You name it! Be creative.
  22. 22. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Questions?
  23. 23. innogy.C3 · Tim Ebner - Data Science & Business Intelligence (IDC) - 4. April 2019 Thank you! Tim Ebner Digital Analyst T +49 151 171 89 352 tim.ebner@innogyc3.com

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