To je to, oč tu běží... Jak vytěžit z obou systémů to nejlepší a dělat informovanější rozhodnutí? "Outside campaign approach" je dnes alfa a omega úspěšné inzerce. Jak ale s produtkovými daty oba systémy pracují?

1. Unify or differentiate product
strategy between Google
and Facebook?
30th January 2024
PPC Date #6
by Petra Pacáková
CEO at

2. Vote!

3. Tips based on those
findings.
Product insights
across both
platforms
Google vs.
Meta
highlights
Picked
product
strategies
Outside
campaign
approach
…content agenda

4. Outside
campaign
approach
Training
Match

5. Outside
campaign
approach
Data quality
Enrichments,
Strategy
Campaign

6. Deep dive into theory first
Product strategies
in general

7. The
prospecting
strategy
Are you thinking
about shopping
funnel?

8. The
prospecting
strategy
Let’s pick the right
products for
prospecting!

9. Identify “prospecting” products at first?
- GA4 reports + automated export into Google
Sheets + connection to your feed
- Use Dotidot direct API connection to GA4 and
label your prospecting products by yourself
- Ask your developers to label “prospecting”
products and add it to your feed directly
How to process the prospecting strategy?

10. The sales
strategy

11. Question to ask:
● Are you aware of the reason behind discounted
products?
● Are you reflecting those reasons in your advertising
strategy?
The most common reasons behind
discounted products

12. ✔ Increasing revenue (cash boosting): Increased sales volume can compensate
for the lower profit margin on individual items.
✔ Inventory Management (stock unloading): Discounts can help move inventory
more quickly, especially for seasonal items, overstocked goods, or products that
are nearing the end of their life cycle.
✔ Attract more new customers (acquisition): Discounts can serve as an
incentive for new customers to try a product or service.
✔ Competitive Strategy: If competitors are offering discounts, a store might also
offer discounts to ensure that customers don’t move to the competition.
✔ Encourage Bulk Purchases: Offering discounts on bulk purchases can increase
the order size, which, in turn, helps in reducing shipping and logistics costs
relative to the value of the order.
The most common reasons behind
discounted products

13. Discounted products - what is the reason behind that
1. Cash boosting
your target
Sell what you can but
there is a max ROAS to
remain profitable or
stay on target.
Danger zone!
Profitable only when
a specific amount of
concrete products sold.
2. Stock unloading
your target
To sell all, as soon as
possible, even with some
loss.
Danger zone!
Every sale can
generates too big loss.
3. More customers
your target
To attract more NEW
customers - what your
max CAC need to be?
Danger zone!
You reach only current
clients.

14. - Prices and their discounts are the basic part of
each standard feed.
- So you have all you need in terms of product.
- This strategy is more related to your separate
objectives for those products and so to your
communication with sales department or
managers 🚀
How to process the discount strategy?

15. Quick summary

16. What to have in
mind about
Facebook and
Google
(aka differences)

17. Performance Max
vs.
Facebook Dynamic
Product Ads (DPA)

18. Facebook
Posts/videos
- people go there to
consume content (they
don’t go to social
networks to buy
something - you need
them convince first)
Google
Mostly about search
- You can rely on some
specific demand (people
actually took some action via
search network) - so they
have some intend for sure
Understand your target audience intend
Facebook Google

19. Google: Highly effective for products or services that users are
likely to search for, high-intent purchases or niche products.
Facebook: More effective for lifestyle products, brand-driven
purchases, or products/services that benefit from visual
storytelling and social proof.
Understand your target audience intend and
behaviour

20. Understand your target audience behaviour
Facebook
Majority
interactions is
from mobile
phones
98 %
Google
Desktop has
still influence
on results via
Google search
30 - 40 %

21. Understand your technical settings
1. Do you have the same conversion
window?
2. What is your bidding strategy?
3. How do you limit your daily budgets via
both platforms?

22. Highlights within
Google and Facebook
algorithm

23. Campaign
highlights…
Aspect
Facebook Dynamic Product Ads
(DPA)
Google Performance Max
Campaigns
User
Behavior &
Intent
Analyzes individual user data profiles and
interactions with products on your website
or app.
Analyzes user search queries, browsing
behavior, and interactions with ads to
understand intent and preferences.
Asset Quality
& Variety
Requires high-quality images and engaging
ad copy. Dynamic updates reflect changes
in product availability and pricing.
Requires a variety of assets including
images, videos, headlines, and
descriptions. Tests different
combinations.

24. Campaign
highlights… Aspect
Facebook Dynamic Product Ads
(DPA)
Google Performance Max
Campaigns
Bidding
Strategy
Campaign level vs. ad set level Maximize Conversions or Maximize
Conversion Value,
Product Feed
& Catalog
Product feed similar to GMC. More sensitive for product feed
information.
Cross-Device
Targeting
Variety of placements with different
purpose for users.
Optimizes ad delivery across variety of
Google's advertising channels.

25. Products share
basics

26. Facebook vs. Google (must have understandings before product comparison &
any kind of decision)
✔ Pmax doesn’t allow you to have purely remarketing campaign
◆ So when comparing products keep that in mind that some products on
Facebook has no impressions because users actually weren’t visiting
them (If you are focusing on remarketing via DPA).
✔ So if you ran your Advantage+ it will be better comparison with no such
differentiations.
Things to keep in mind before any
decision

27. Deep dive into current data and ads
behaviour
Products insights from
active campaigns

28. PPC specialist - best group that can work with
data and do proper evaluation and decision.
But still, we are not data analysts - so we still
need to be careful when decision is being made
- haven’t you miss some important factor that
can actually lead you to wrong decision?

29. Let’s take a look at metrics…

30. But some general statements at first
PMAX reaches usually
better RIO that Facebook
DPA or Advantage+

31. Impressions Costs Clicks
Performance of campaigns in general

32. Number of products with impression

33. Number of products with clicks
Impressions
Clicks

34. Yesterday

35. Average:
4,465
Sum:
312,583
Average:
5,540
Sum:
387,832
Yesterday

36. When FB sees interests
of people, does he serves
one product again and
again?
FB: Why is amount of
products shown by FB so
low? (facebook has no
believe in the rest?)
Is Facebook
spending money on
products with no
value?
Questions asked

37. Products share
Revenue insights

38. Last month - Google
Analytics

39. How many products
with no revenue was
shown by Facebook?
?
How many products
with no revenue was
shown by Google?
?
Question I have asked….

40. Last month

41. Last month
4 %

42. Is Facebook trying to play it more safely?
4 %
Facebook
Google
Share of impressions for products with no revenue in last month

43. Is Facebook trying to play it more safe?
5 %
Facebook
Google
Share of clicks for products with no revenue in last month

44. Proof of behaviour for bestsellers

45. Why the hell the facebook is
not better in terms of ROI?

46. In this case? Because of
intend…

47. Proof of
behaviour for
bestsellers

48. So based on our just
explored data - let’s
DIFFERENTIATE your
strategy!

49. Outside campaign
approach

50. Outside campaign approach?
- Technical setup
(pixels, conversion windows etc.)
- Targets plus settings (budgets,
bidding)
- Product analysis
- Visuals

51. CONTINUOUS
MONITORING
of product performance
via different channels.
TAKE ACTION
Use your findings into your
strategy and keep optimization.
TESTING AND LEARNING
Keep testing different
approaches and learn from
the data.
summary

52. ● Unify Strategy: If you find that the performance,
customer behavior, and engagement are similar on
both platforms, and the same messaging resonates
with the audience across both, a unified strategy
might be more efficient.
● Differentiate Strategy: If the data shows clear
differences in performance, audience behavior, or
engagement metrics, or if the user journey significantly
differs between the platforms, a differentiated strategy
might be more effective.

53. Thank you!
And let’s be in touch :)
pacakova@dotidot.io
linkedin.com/in/petrapacakova