Markus Ojala kertoi Facebook-mainonnan analytiikasta CXPA Finlandin ja Mobile Mondayn yhteistapaamisessa Sanomilla 7.5.2015.

1. Optimized Online Advertizing in Facebook
Markus Ojala, Chief Data Scientist, PhD
Twitter: @MarkusOjala

2. FINNISH ECONOMICS MAGAZINE 30 APR

3. Campaign
Optimization
Dynamic
Product Ads
Quick & easy
workflow
Realtime
Analytics
The Smartly Platform is a SaaS tool for managing
large-scale Facebook marketing efficiently
OVERVIEW
+ Market-leading
real-time support

4. Lookalikes

5. CPC
To get likes, comments, shares or
clicks, go with this option
CPM
Works best with highly targeted
audiences
CPA
Works with mobile app installs,
page likes, offer claims, and link
clicks
oCPM
Minimum 25 daily conversions! For
large audiences.
Facebook Bidding 101
nces!
bid = CPC bid * eCTR
the higher the eCTR, the
likely it is the ad will win
uction
e other hand, if the ad is
ng CPM, then the system
ptimise for the cheapest
ssions rather than clicks.
Cheapest clicks
(high eCTR)
Cheapest
actions
(high eCVR)
Cheapest
impressions
oCPM

6. 01 DYNAMIC PRODUCT AS
Dynamic Product Ads allow advertisers to scale and personalize
Facebook ads cross-device
Personalized ads
Dynamic Product Ads connect your product
inventory to website visitors with a new native
Facebook functionality. Early results have shown up
to 80% decrease in CPA.
Dynamic creative/image templates
from product feed
Smartly’s templating engine allows advertisers to
create highly visual banner designs that can be
automated for thousands of product images.
DYNAMIC PRODUCT ADS

7. 9X
higher click-­‐
through rate
83%
decrease in cost
per acquisition

8. Automated optimization to maximize conversion rate
OPTIMIZATION
Automated budgeting
Let our algorithms decide where to put your
advertising spend. We’ll find the best
places and opportunities and tweak your
campaigns in real-time.
Programmatic optimization
Automated optimization is always-on when
needed and tweaking your campaigns 24/7
based on the goals and rules you set up.

9. 2
4
5
6
1
3
adset
6014188452330
6014191135530
6016218626130
6016218626330
6014188451930
6014191135130
conversions
848
723
60
107
22
45
impressions
1417764
1349349
121784
270757
65200
154330
cr
0.0005981249
0.0005358139
0.0004926756
0.0003951883
0.0003374233
0.0002915830
budget.prop
0.92730
0.01428
0.05666
0.00000
0.00176
0.00000
0
5000
10000
15000
20000
2e−04 4e−04 6e−04 8e−04
cr.sample
density
adset
6014191135530
6014191135130
6014188451930
6014188452330
6016218626130
6016218626330
Scale rate: 0.1
Adset Conversions Impressions Conversion rate Budget proportion
1 848 1 417 764 0.060% 92.7%
2 723 1 349 349 0.054% 1.4%
3 60 121 784 0.049% 5.7%
4 107 270 757 0.040% 0.0%
5 22 65 200 0.034% 0.2%
6 45 154 330 0.029% 0.0%
2
6
5
1
3
4
From A/B testing to Explore / Exploitation

10. CUSTOMERS
We serve the 100+ most advanced
performance marketers in the world!

12. Thank you.
Markus.Ojala@smartly.io
Twitter: @MarkusOjala

13. SERVICE
Live support chat
In case you need our help, our dedicated support team,
Account Managers, and engineers are there to help you. We
usually get things fixed in minutes rather than days or weeks.
We listen to client feedback
We develop Smartly.io in an agile and rapid fashion, and
this common marketing-jargon is truly mirrored in our
internal engineering organization and processes. Since
we’re organized for it, it’s also why we really want to get
customer feedback and ideas on what should we build
and improve next.
We are extremely passionate about the service
we provide for our customers

14. OUR OFFER
FAST & EASY IMPLEMENTATION
Smartly integration can be done in
5 minutes – just plug in your ad accounts and start
creating campaigns.
NO UPFRONT FEES OR COMMITMENT
Get started with a 14-day free trial to see the value for your
company. No long-term commitment required – we have
no minimum contract periods.
TRANSPARENT PRICING
3 - 5% of your Facebook advertising
spend on ad accounts linked to Smartly, invoiced monthly
with no minimum contract period.
FIRST TO MARKET
We’ve constantly been the first Marketing Partner to
introduce new Facebook features. ”Move fast” is our motto
– it’s reflected in our processes!
Simple, easy & transparent.