12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK &...
Transcript of 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK &...
![Page 1: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/1.jpg)
12. September 2018 @ dmexco
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 2: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/2.jpg)
⁄ Digital Marketing Agency since 1999⁄ Subsidiary of AWIN and therefore Axel-Springer group
⁄ based in Hamburg with 130+ Digital Experts
⁄ Technology is part of our DNA
⁄ inhouse software development⁄ Own Bidmanagement- and Tracking-System⁄ Granular Performance Dashboard
⁄ Multi-Channel strategies in order to cover the whole user journey
![Page 3: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/3.jpg)
SEITE 3
Director Social Media Advertising @ eprofessional
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 4: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/4.jpg)
SEITE 4
What can you expect?
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ Principles of the Facebook Ad Delivery
⁄ Modules of the Ad Delivery
⁄ Optimization of ad delivery
⁄ Bidding strategies
⁄ What you get charged for
⁄ Buying Options: Auction vs. Reach & Frequency
![Page 5: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/5.jpg)
SEITE 5
Chapter 1
Let‘s get started!
![Page 6: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/6.jpg)
SEITE 6
Basics
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ Two main goals with regards to ad delivery:
⁄ Ad delivery is based on three main components:
Relevance for individual user Maximization of company goals
FacebookAuction
PacingSystem
AdvertiserControls
![Page 7: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/7.jpg)
SEITE 7
Total Bid = Advertiser BidEstimated
Action rate
Relevance &
QualityX +
Maximizes the advertiser valueOptimizes the user
experience
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
BEAR formula = „Total value formula“
Paced: 0,x * Bid
⁄ BEAR formula is ranking ads in the auction using a total value formula, where the ad with the highest value isshown to the person in consideration:
![Page 8: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/8.jpg)
SEITE 8
You never bid against your own ads.
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
KPIs within the BEAR formula
⁄ Paced Bid = the advertiser‘s bid value for the desired result
⁄ Estimated Action Rate = the probability that showing an ad to the person will lead tothe desired outcome (estimated CTR & CVR, based on any available data about theindividual user)
⁄ Relevance & Quality = depending on rating (pos./ neg.), this part will result in deduction or bonusese.g. misleading ads have strong negative impact
rele
vant
con
tent
?
KEEP IN MIND
different factors
![Page 9: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/9.jpg)
SEITE 9
The final (= total) bid differs from user to user.
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Person Advertiser BidEstimated
Action RateTotal Bid*
Steffi 25,00 € 5%25€ x 0,05 =
1,25€
Tom 25,00 € 2%25€ x 0,02 =
0,50€
Anna 25,00 € 8%25€ x 0,08 =
2€
*Total Bid = (Paced) Advertiser bid * estim. Action Rate + Relevance & Quality
Facebook‘s estimation
![Page 10: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/10.jpg)
SEITE 10
Two Options
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ Pacing determines how to spend an advertiser‘s budget across the different ad opportunities
⁄ Two different options:
Standard Delivery Accelerated Delivery
Designed to spend the budget evenlyover time.
Spends the budget as quickly aspossible.
![Page 11: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/11.jpg)
SEITE 11
Setting options for advertisers
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ creating the framework for the auction and pacing systems
⁄ Targeting
⁄ Budget
⁄ Bid
⁄ Placement
⁄ Schedule
⁄ Optimization for Ad Delivery
▪ Bid = important and sensitive variable, in oder to decide how the ad will be classified and deliveredwithin the auction system
▪ All other factors = evenly important parameters when it comes to campaign optimization
KEEP IN MIND
![Page 12: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/12.jpg)
SEITE 12
Chapter 2
Let‘s do it!
![Page 13: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/13.jpg)
SEITE 13
![Page 14: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/14.jpg)
SEITE 14
1
2
3
![Page 15: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/15.jpg)
SEITE 15
1
The available bidding & opt. strategies depend on the chosen campaign objective.
![Page 16: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/16.jpg)
SEITE 16
2
![Page 17: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/17.jpg)
SEITE 17
2
![Page 18: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/18.jpg)
SEITE 18
Which options do I have?
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Target CostLowest Costwith bid cap
Lowest Cost
SCALE CONTROL
Automatic
Bidding
Maximum value
for desired result
Stable cost as you scale
![Page 19: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/19.jpg)
SEITE 19
Lowest Cost (Automatic Bidding)
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Who setsthe bid?
When to use? + -
/ if you want to lower your cost as much as possible and do not
have a concrete CPA goal in mind
/ minimize cost per result while
spending yourbudget
/ less control of your max. CPA / costs rise as you run out of the
most cost-effective results orincrease your budget
/ high fluctuation of your costs(depending on competition)
Lowest Cost
![Page 20: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/20.jpg)
SEITE 20
Target Cost
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Who setsthe bid?
When to use? + -
Advertiser/ maintain a stable average cost near your target as your
spend increases
/ maintain stable cost at the target bid that you set as
you scale
/ in order to keep stability, higher CPAs might be preferred
/ will not minimize your CPA
Target Cost
![Page 21: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/21.jpg)
SEITE 21
Lowest Cost with bid cap
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Who setsthe bid?
When to use? + -
Advertiser/ if you want to set a maximum
bid to control your CPA
/ achieve the mostresults under yourspecified bid cap
/ minimize cost per result
/ costs rise as you run out of themost cost-effective results or
increase your budget/ you may not spend your entire
budget
Lowest Costwith bid cap
![Page 22: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/22.jpg)
SEITE 22
![Page 23: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/23.jpg)
Bild in den H
intergrund stellen!
WHICH BIDDING STRATEGY DO I CHOOSE IF…… I advertise a new product and do not know my
target CPAA: Lowest Cost | B: Target Cost | C: Lowest Cost w. BC
![Page 24: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/24.jpg)
Bild in den H
intergrund stellen!
WHICH BIDDING STRATEGY DO I CHOOSE IF…… I advertise a new product and do not know my
target CPAA: Lowest Cost Bidding
![Page 25: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/25.jpg)
Bild in den H
intergrund stellen!WHICH BIDDING STRATEGY DO I CHOOSE IF…… my main goal is to lower my CPA
![Page 26: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/26.jpg)
Bild in den H
intergrund stellen!
WHICH BIDDING STRATEGY DO I CHOOSE IF…… my main goal is to lower my CPA
Lowest Cost Bidding with Bid Cap
![Page 27: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/27.jpg)
Bild in den H
intergrund stellen!
WHICH BIDDING STRATEGY DO I CHOOSE IF…… I know my max. CPA &
… want to maximise my spendings
![Page 28: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/28.jpg)
Bild in den H
intergrund stellen!
WHICH BIDDING STRATEGY DO I CHOOSE IF…… I know my max. CPA &
… want to maximise my spendingsTarget Cost Bidding
![Page 29: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/29.jpg)
SEITE 29
Which strategies are available?
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
Target Cost
Lowest Costwith bid cap
Lowest Cost All Objectives (for Brand Awareness campaigns you must choose this option)
All Objectives except for Brand Awareness
Only available for Conversion-, Lead-, Catalog- & App-Install campaigns
![Page 30: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/30.jpg)
SEITE 3012.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 31: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/31.jpg)
SEITE 3112.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 32: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/32.jpg)
SEITE 3212.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 33: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/33.jpg)
SEITE 3312.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 34: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/34.jpg)
SEITE 34
3
![Page 35: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/35.jpg)
SEITE 3512.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
▪ Pay per Impressions = (o)CPM
▪ Pay per Action = CPC/CPA, limits the amount of users extremly ➤ not recommended for most cases.
KEEP IN MIND
CPM CPC / CPV
CPM = Standard, CPC/CPV only available for Link Click and Video View Ad Delivery Optimization
![Page 36: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/36.jpg)
SEITE 36
What‘s important to know
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
There is no optimal delivery during the learning phase
Duration:
➤ at least 15-25 Conversion per ad set per week (optimum 50-100)
➤ after 70K–100K impressions (per ad set) the system has a good understanding of the performance
Duration of the learning phase depends on objective, total amount of conversions, and on attribution window
Do not undertake major changes during the learning phase
Factors which might reset the learning phase:
/ changes of targeting, assets, event-optimization, or bidding strategy
/ pause campaign or ad sets
/ budget depening on amount (small changes = no reset)
1
2
3
4
5
![Page 37: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/37.jpg)
SEITE 37
Best Practice tips to remember
⁄ Not enough conversions? ➤ switch to event further upin the funnel (remember to adjust your bid)
⁄ Don‘t switch bidding strategy too often
⁄ Use different bids for different target groups
⁄ Budget needs to be much higher than bid
⁄ Bid boldly but wisely
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 38: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/38.jpg)
SEITE 38
Chapter 3
Let‘s check it out!
![Page 39: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/39.jpg)
SEITE 39
How does a Reach & Frequency campaign work?
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ Advertiser sets Frequency Capindicates how often the ad will be shown on average
⁄ Average frequency is usually lower than the Frequency Cap
/ Example: Frequency Cap = 2 / week, ∅ frequency at the end of the campaign = 1,47 / week
▪ ∅ frequency of 1,47 does not mean that everyone who saw the ad, saw it 1-2 times a week!
▪ The actual distribution of ad impressions varies during the campaign run time:some users saw the ad once, others 2, 3, or 4 times…
KEEP IN MIND
![Page 40: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/40.jpg)
SEITE 4012.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 41: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/41.jpg)
SEITE 41
When do I favor for which buying option?
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
⁄ Buying Option Reach & Frequency
Guaranteed reach & fixed CPMs
Frequency control (e.g.: 2 impressions per 7 days)
Ad sequencing
Less flexible for ongoing optimizations
Always optimizes first towards reach and then towards my chosencampaign objective
⁄ Buying Option Action
No forecasted prices & results
More choices and flexibility with regards to ongoing changes & optimization possibilites
Only opimizes towards my chosen campaign objective
![Page 42: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/42.jpg)
SEITE 42
Let‘s clear them up!
![Page 43: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/43.jpg)
》You cannot adjust budgets once a R&F campaign has started.《
![Page 44: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/44.jpg)
》You cannot adjust budgets once a R&F campaign has started.《
By now, you can adjust both thecampaign runtime and the budgetretroactively.
![Page 45: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/45.jpg)
》 It‘s best to log in the R&F as earlyas possible.《
![Page 46: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/46.jpg)
》 It‘s best to log in the R&F as earlyas possible.《
Nowadays, it is not a big advantageanymore to log in early.
![Page 47: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/47.jpg)
》My Ad Account might be blocked ifI delete R&F campaigns too often.《
![Page 48: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/48.jpg)
》My Ad Account might be blocked if I delete R&F campaigns too often.《
There is no penalty to expect if youdelete single campaigns. Still, youshould not upload and deletecampaigns on a regular basis.
![Page 49: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/49.jpg)
SEITE 49
![Page 50: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/50.jpg)
Bild in den H
intergrund stellen!HOW DO I HAVE TO ADJUST MY FREQUENCY CAP IF I WANT TO MAXIMIZE MY REACH?
![Page 51: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/51.jpg)
Bild in den H
intergrund stellen!
HOW DO I HAVE TO ADJUST MY FREQUENCY CAP IF I WANT TO MAXIMIZE MY REACH?
Lower the FC
![Page 52: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/52.jpg)
SEITE 52
Best Practice tips to remember
⁄ Ad Recall / Reach: set FC to 1/week
⁄ Purchase Intent: set FC to 2/week
⁄ Keep an eye on the frequency per person
⁄ Use Campaign Planner for forecasts
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
![Page 53: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/53.jpg)
SEITE 53And that‘s
it. Key takeaw
ays?
![Page 54: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/54.jpg)
SEITE 54
![Page 55: 12. September 2018 @ dmexco - EPROFESSIONAL · 2018-09-17 · 12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE ⁄ Advertiser sets Frequency Cap](https://reader033.fdocuments.us/reader033/viewer/2022043001/5f7a6dbe843250238f5aa73f/html5/thumbnails/55.jpg)
EPROFESSIONAL GMBH / GESCHÄFTSFÜHRER: THOMAS NUSS / JAN-PHILIPP WACHSMUTH / MARK GARY WALTERSHEIDENKAMPSWEG 74-76 / 20097 HAMBURG / +49 40 399 27 80 / [email protected]
12.09.2018 / DMEXCO 2018 / FACEBOOK & INSTAGRAM ADVERTISING - HOW TO BID & OPTIMIZE
YOUR CONTACT
Steffi KegelDirector Social Media [email protected]