SlideShare a Scribd company logo
1 of 102
Internal Use Only
Create impactful meta
campaigns with less data
Slideshare.Net/Veronika533585
@HollerVeronika
Veronika Höller
CompuGroup Medical
1
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
Internal Use Only
3
#BrightonSEO
@HollerVeronika
I love cats, dogs,
Ireland,
Walking,
My favorite Author is
Terry Pratchett
Internal Use Only
What are you thinking right
now?
4
#BrightonSEO
@HollerVeronika
Internal Use Only
Crazy introduction or all the
marketeers here...
#BrightonSEO
@HollerVeronika
5
Internal Use Only
Jackpot – I know exactly
how to get her as a
#BrightonSEO @HollerVeronika 6
Internal Use Only
customer for my products
or services etc.
#BrightonSEO @HollerVeronika 7
Internal Use Only
8
#BrightonSEO
@HollerVeronika
Internal Use Only
Yes, would be a
dream … but the
Truth is a
#BrightonSEO @HollerVeronika 9
Internal Use Only
The Meta Universe
shows us nothing
10
#BrightonSEO
@HollerVeronika
Internal Use Only
My journey in the German
Health Sector
#BrightonSEO @HollerVeronika 11
Internal Use Only
DSVGO & iOS Update
12
#BrightonSEO
@HollerVeronika
Internal Use Only
Now it´s time to be creative
13
#BrightonSEO
@HollerVeronika
Internal Use Only
#BrightonSEO @HollerVeronika 14
Internal Use Only
No, Problem –
understand your
target group, your
USP´s & your story
15
#BrightonSEO
@HollerVeronika
Internal Use Only
#BrightonSEO @HollerVeronika 16
Internal Use Only
Before the iOS Update 2021
#BrightonSEO @HollerVeronika 17
Internal Use Only
#BrightonSEO @HollerVeronika 18
We had a:
TOFU
MOFU
BOFU
Internal Use Only
After the iOS Update 2021
#BrightonSEO @HollerVeronika 19
Internal Use Only
#BrightonSEO @HollerVeronika 20
The TOFU & MOFU
migrate to one
stage
TOFU
Internal Use Only
WHY?
21
#BrightonSEO
@HollerVeronika
Internal Use Only
We had less Data, and we
should migrate campaigns to
get more insights
22
#BrightonSEO
@HollerVeronika
Internal Use Only
#BrightonSEO @HollerVeronika
23
Internal Use Only
Let´s start building
your campaigns
24
#BrightonSEO
@HollerVeronika
Internal Use Only
For a small or new
advertising accounts,
#BrightonSEO @HollerVeronika 25
Internal Use Only
without historical data or
other traffic sources ….
#BrightonSEO @HollerVeronika 26
Internal Use Only
Internal Use Only
Internal Use Only
Conversions – Ongoing
Campaign
29
#BrightonSEO
@HollerVeronika
Internal Use Only
Core Audience—Broad
Interests
30
#BrightonSEO
@HollerVeronika
Internal Use Only
Open targeting (only
demographic if it is needed)
31
#BrightonSEO
@HollerVeronika
Internal Use Only
Conversions – Test Campaign
32
#BrightonSEO
@HollerVeronika
Internal Use Only
before they are included in
the Ongoing setup
34
#BrightonSEO
@HollerVeronika
Internal Use Only
Internal Use Only
Catalog Sales all Products
Open targeting
40
#BrightonSEO
@HollerVeronika
Internal Use Only
Note: use
Dynamic ads as
the basis of your
product
catalogue,
Internal Use Only
booked into
large/prospecting
target groups
Internal Use Only
Be brave use
only campaigns
with open
targeting
Internal Use Only
Audience are deliberately -
not excluded.
44
#BrightonSEO
@HollerVeronika
Internal Use Only
Audience are deliberately -
not excluded.
45
#BrightonSEO
@HollerVeronika
Internal Use Only
In this way, the funnel stages
prospecting and retargeting
are mixed.
46
#BrightonSEO
@HollerVeronika
Internal Use Only
Even if you do not actively
book retargeting target groups
into your ad groups
47
#BrightonSEO
@HollerVeronika
Internal Use Only
these Ads will be displayed in
your target groups – have faith
48
#BrightonSEO
@HollerVeronika
Internal Use Only
#BrightonSEO @HollerVeronika 49
Internal Use Only
Campaigns set-up for large
Accounts ….
#BrightonSEO @HollerVeronika 50
Internal Use Only
Internal Use Only
one
campaign
Internal Use Only
Conversions ongoing Campaign
53
#BrightonSEO
@HollerVeronika
Internal Use Only
10% or 15% Super lookalikes,
value-based lookalikes & lookalikes
based on CRM data
54
#BrightonSEO
@HollerVeronika
Internal Use Only
Core Audience—Broad
Interests
Open targeting
55
#BrightonSEO
@HollerVeronika
Internal Use Only
Conversions
Sale/Launch/Promo Campaign
56
#BrightonSEO
@HollerVeronika
Internal Use Only
Top Performer ad group
from ongoing campaign
57
#BrightonSEO
@HollerVeronika
Internal Use Only
Note:
To promote promotions or the launch
to push new products in a targeted
manner,
#BrightonSEO @HollerVeronika 58
Internal Use Only
you use another one at the same time
Campaign with the top two
performing ad sets
#BrightonSEO @HollerVeronika 59
Internal Use Only
from your ongoing campaign.
#BrightonSEO @HollerVeronika 60
Internal Use Only
Catalog Sales all Products
Open targeting
61
#BrightonSEO
@HollerVeronika
Internal Use Only
Note:
Dynamic ads based on your
product catalogue,.
62
#BrightonSEO
@HollerVeronika
Internal Use Only
booked in
on large/prospecting
audiences.
63
#BrightonSEO
@HollerVeronika
Internal Use Only
Conversion Testing Campaign
#BrightonSEO @HollerVeronika 64
Internal Use Only
Open targeting:
Testing of new ads & creatives before
they are transferred to the ongoing
setup
#BrightonSEO @HollerVeronika 65
Internal Use Only
Note: Plan at least 5% to 10%
of the total budget for this
#BrightonSEO @HollerVeronika 66
Internal Use Only
Now it´s time scale your
campaigns
#BrightonSEO @HollerVeronika 70
Internal Use Only
Internal Use Only
We create two Conversions
Campaigns
#BrightonSEO @HollerVeronika 72
Internal Use Only
one for example product A and
one for product B
#BrightonSEO @HollerVeronika 73
Internal Use Only
Conversions Campaign Topic/ Product A
74
#BrightonSEO
@HollerVeronika
Internal Use Only
5% to 10% category lookalikes (based
on a custom Audience of buyers of
product or category A)
75
#BrightonSEO
@HollerVeronika
Internal Use Only
5% up to 10% Super Lookalike
Audiences
76
#BrightonSEO
@HollerVeronika
Internal Use Only
Core Audience:
Interest/Behavior
77
#BrightonSEO
@HollerVeronika
Internal Use Only
characteristics based on buyers
Persona of Product/Category A
78
#BrightonSEO
@HollerVeronika
Internal Use Only
Open targeting
(only demographics)
79
#BrightonSEO
@HollerVeronika
Internal Use Only
Conversions Campaign
Topic/Product B
#BrightonSEO @HollerVeronika 80
Internal Use Only
5% to 10% category lookalikes
(based on a custom Audience of
buyers of product or category B)
#BrightonSEO @HollerVeronika 81
Internal Use Only
Conversions Campaign
Topic/Product B
#BrightonSEO @HollerVeronika 82
Internal Use Only
5% to 10% Super Lookalike
Audiences
#BrightonSEO @HollerVeronika 83
Internal Use Only
Core Audience:
Interest/Behavior
characteristics based on buyers
#BrightonSEO @HollerVeronika 84
Internal Use Only
Persona of Product/Category B
Open targeting
#BrightonSEO @HollerVeronika 85
Internal Use Only
#BrightonSEO @HollerVeronika 86
Internal Use Only
87
#BrightonSEO
@HollerVeronika
Whether the account is large
or small
Internal Use Only
88
#BrightonSEO
@HollerVeronika
The C-Suite wants to know
Internal Use Only
89
#BrightonSEO
@HollerVeronika
Why you want this budget
and what's the impact
Internal Use Only
90
#BrightonSEO
@HollerVeronika
Conversions
Sales
Webinar Registrations
Etc.
Internal Use Only
Tell them about your Test
Campaigns!
#BrightonSEO @HollerVeronika 91
Internal Use Only
92
#BrightonSEO
@HollerVeronika
Report honestly
Tell about your successes
Internal Use Only
93
#BrightonSEO
@HollerVeronika
Also about your fails
documents it
Internal Use Only
#BrightonSEO @HollerVeronika
94
Internal Use Only
Formula calculation Daily
Budget
95
#BrightonSEO
@HollerVeronika
Internal Use Only
Budget calculation for 3 ad
groups - with a CPO of 10€
#BrightonSEO @HollerVeronika 96
Internal Use Only
and 5 conversions a day:
#BrightonSEO @HollerVeronika 97
Internal Use Only
(5 x 10) x 3) = 150
(daily budget in €)
98
#BrightonSEO
@HollerVeronika
Internal Use Only
and 5 hot-conversions in 7
days:
((5 x 10) x 3) x 7 = 1050€
(weekly budget in €)
#BrightonSEO @HollerVeronika 99
Internal Use Only
#BrightonSEO @HollerVeronika 100
Internal Use Only
The risk of having campaigns
with open targeting is
overlapping
#BrightonSEO @HollerVeronika 101
Internal Use Only
Make sure that your target
groups or campaigns
102
#BrightonSEO
@HollerVeronika
Internal Use Only
in your advertising account
overlap as little as possible.
103
#BrightonSEO
@HollerVeronika
Internal Use Only
How?
#BrightonSEO @HollerVeronika 104
Internal Use Only
Add at least one variable
(advertisement or bid strategy)
105
#BrightonSEO
@HollerVeronika
Internal Use Only
Summary Checklist
#BrightonSEO @HollerVeronika 106
Identify USPs
Create creatives
Internal Use Only
#BrightonSEO @HollerVeronika 107
Start creative test campaigns with
open targeting
Internal Use Only
#BrightonSEO @HollerVeronika 108
Optimize creatives and keep testing
start scaling campaigns
Internal Use Only
#BrightonSEO @HollerVeronika 109
reporting and capture learnings
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

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