CitizenNet campaign creation

CITIZENNET CAMPAIGNMANAGEMENT

Groups* CitizenNet Only

Company* CitizenNet Only

https://www.facebook.com/business/help/433385333434831

CORE (PRIMARY)The core is the main audiences that you want to target. It can originate from a variety of sources and you can have multiple cores. If you want to target multiple core audiences, make sure to place them in order of priority as the system automatically creates waterfall exclusionsTypes of Core Audiences:• Custom Audiences• Connections• Interests (Keywords is an analogous term)• Video View Targeting

Highest priority

2nd highest(excludes the first)

AFFINITY INTERESTThe affinity interest is generated by CitizenNet’s technology to come up with predicted audiences. The user selects which core audience to base the Affinity interest off of with this toggleThe Affinity interest can be placed in any order for priority. (Above all core audiences, in between core audiences, or after core audiences.)Select a Facebook Page/Twitter Profile that is the most related to your target audience

Facebook/Twitter

Page

interest

interest

interest

CN finds users within our Database who have interacted* with the Facebook or Twitter page

(Likes/comments/followers/retweets/public timelines etc.)*

Users are continually being added to the database

Thousands of interestsare generated

CN Databasehundreds of millions of users

CN finds the overlap between the interests and the Core and scores & ranks them

Interest GatheringNamed Entity Recognition

Following - other pages that users follow to generate interests

ex. Katy PerryText Analysis - examine all interactions is processed to identify other interests

Affinity Interest(place in any position)*ex. You could put Lookalikes after Affinity

CITIZENNET TARGETING &AFFINITY INTEREST GENERATION

CN selects thetop interests(Max 400)

Affinity Interests

interest

interest

Interest Scoring

interest

—————————————Data Collection————————————— —————————————Targeting Generation—————————————

Creating a Group in CitizenNet• Name the Group

• Total Spend - Limits the total amount of spend for all

the ads within the group

• Able to pause all ads within a Group

• Add Pixels - Used for conversion tracking. Will be

explained later on.

Social Account - the advertiser

Ex. Live Nation

Ad Account - Clients may have multiple accounts depending on

the department that is running the ad

Ex. Social Department

Creating a Campaign Step 1: General• Information Needed:

Run Dates - How long will the campaign run for

• Optimization goal: defines what actions you want the ad

set to optimize towards. Facebook uses an ad set's

optimization_goal to decide which users should see the ad.

• The default optimization_goal is always tightly associated

with the objective. For example, if the objective is

MOBILE_APP_INSTALLS, the default optimization_goal is

APP_INSTALLS. If you use a different optimization_goal, for

example REACH, Facebook will try to deliver this ad to as

many daily unique users as possible, ignoring how likely

those users will install the application.

Creating a Campaign Step 1: General

Run dates:

When do you want the campaign to start and stop

Tracking Pixels:

Used to signal events that happened while the user

was browsing your website like viewing a product,

registering or even adding a product to his cart

Tags

Tags let you organize your campaigns into groups. This

is very useful for reporting and organizing your

campaigns

Example: Announce, Presale, Onsale, Closing

Facebook Marketing Partner

Creating a CampaignStep 2: Targeting

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COREThe core is the main audience that you want to target. It can originate from a variety of sources and you can have multiple cores. If you want to target multiple core audiences, make sure to place them in order of priority as the system automatically creates waterfall exclusionsTypes of Core Audiences:• Custom Audiences• Connections• Interests (Keywords is an analogous

term)• Video View Targeting

AFFINITY INTERESTThe affinity interest is generated by CitizenNet’s technology to come up with predicted audiences. The user selects which core audience to base the Affinity interest off of with this toggleThe Affinity interest can be placed in any order for priority. (Above all core audiences, in between core audiences, or after core audiences.)Select a Facebook Page/Twitter Profile that is the most related to your target audience

PLACE IN ORDER OF PRIORITY

Highest priority

2nd highest(excludes the first)



Add additional targeting layering that are another filter on top of the previous step

DMA- Designated Marget Area - is a region where the population can receive the same (or similar) television and radio station offerings, and may also include other types of media including newspapers and Internet content.

Example:

This includes people who just travelled to this location


Creating a CampaignStep 2: TargetingAdd additional targeting layering that are another filter on top of the previous steps


Creating a CampaignStep 2: TargetingAdd additional targeting layering that are another filter on top of the previous steps

Placement tells Facebook where you want the ads to show upFacebook Audience Network (FAN) - 3rd party applications ex. Candy Crush

Mobile OS (operating system) - you can designate which types of cellphones you want people to see the ad on


Creating a CampaignStep 2: TargetingConnection Targeting - Includes/Excludes people who are connected to Facebook Pages you have access to. You can also target Friends of people who are connected to a Facebook page

Video Retargeting - you can retarget people who have viewed a Video that you have advertiser access to



Audience Report - if you are only interested in receiving an audience report about the group you are interested in and not running an ad campaign

Demographic Segmentation - this will break out relevant age and gender combinations for all the targeting

Minimum Reach for Affinity Targets - you can require that CN has a minimum volume of people to reach within the Affinity Target so you don’t target audiences that are too small

Minimum Reach of the Core Targeting SourceYou can also specific the minimum reach for the core audience

Number of Interests - you can also limit the number of Affinity interests that are generated by the system


Creating a CampaignStep 3: Spend

Information Needed:

Budget Type - add the Facebook & Twitter pages the system will cluster

off of

Budget - this is where CitizenNet’s commission is broken out

Billing Event - Once the optimization_goal is decided, you may have a few

possible billing_event types

For example, you create a Mobile App Install campaign with an

optimization_goal of APP_INSTALLS and bid_amount as $10.00. In this

case, you may choose either IMPRESSIONS or APP_INSTALLS as the

billing_event.

The bid_amount - the amount you are willing to spend to reach a given

optimization_goal. The values for the objective or billing_event are

separate settings which do not directly influence bid_amount. The actual

cost is usually equal or lower than the bid_amount, although it might also

be a little higher as explained in the Billing Event section below.

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ExamplesSet up #1

optimization_goal: APP_INSTALLS

optimization_goal probability predicted by Facebook: 1%

bid_amount: $10.00

billing_event: IMPRESSIONS

Each impression cost: $0.10 (bid_amount * optimization_goal

probability) or less

Budget: not a direct factor

When to use Impressions:

when you have a budget-constrained campaign, and you want to have

the campaign delivered smoothly, with all budget spent at the end of

the running period. In this case, our pacing system adjusts to

impression-based billing quickly.

When to avoid using Impressions:

If you need a guarantee that the CPI (cost per impression) is less than

or equal to the bid_amount, do not use IMPRESSIONS as billing_event ,

as this entails some potential for variance based on user action

prediction. Instead use APP_INSTALLS.

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Set up #optimization_goal: APP_INSTALLSoptimization_goal probability predicted by Facebook: 1%bid_amount: $10.00billing_event: APP_INSTALLSEach install cost: $10.00 (bid_amount) or lessdaily_budget: $100.00

When to use APP INSTALL as the billing event:when you have a bid-constrained campaign, i.e. the budget is high enough not to cause pacing and your main priority is to keep the cost per action no higher than the bid_amount. In these cases your average cost per action will be less than or equal to the bid_amount.

When to avoid APP INSTALL as the billing event:If your ad set has a limited budget and you need smooth delivery.

Value of Smooth Delivery- The delivery system will adjust the paced bid so that it generates as many optimization_goals as possible for the budget amount.


Helpful Information

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Creating a CampaignStep 4: Creatives

Information Needed:

Add creative - New Creative

Select the Type of Creative you want to add

Select the Page that you are making the

Creative for or add the URL if it is already

You can also search on a Facebook Page for

Creative

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• Making Brand New Creative

Select the Facebook Page you want to

create the post for and click + NEW

• From here you can select the type of

creative you want to make

• You can also make the posts hidden if you

do not want them to show up on the

Facebook fan page but only used for

advertising



Once the creative is selected or created you can

add creative tags, select which targeting groups

get the creative add Atlas Click or View tags, and

select the Instagram Account if that is a

placement you want to run.

Atlas View and Click tags allow an advertiser to

track everything a user has seen or clicked

before they made a purchase

Example:

Saw google ad, then saw Facebook ad, then

converted on website

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Reach & Frequency

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Step 1:

Within a campaign click the + button

Reach & Frequency

• In Facebook you set the frequency cap

• how impression per how many days

• 2 on average

• If you do sequencing you can control it

• ex. 1 ad every 5 days

Targeting

• You cannot include Core/Affinity

Reach & Frequency

• If you choose a point you will see the

specific data for that metric

• To buy it - Finish & Create Campaign

• It will reserve the campaign on Facebook

• The only thing you can edit is to add

creative

• Before they start you can make changes

within power editor

• Able to export

Reach & Frequency

• Use the pencil on the top right to change

the name

• You can save the report using the Save

button at the top

Reach & Frequency

• Click the audience button on the right to

create multiple audiences

• Use the tool to have multiple buckets of

audience for different interest/demographics

• If you want to do a media plan then y ou

can have multiple buckets

• You can have them all in one and then save

them as a project.


Reporting vs. QuicksightFacebook offers reporting tools in Ad Manager where you can get general metrics and customize reports to investigate your ad performance.

CitizenNet’s reporting tool is called Quicksight, which pulls in information from Facebook’s database and presents it in an interactive andcustomizable way.

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OptimizationThe job isn’t complete when a campaign is launched. Campaigns must be monitored and optimized so they perform their best.

Take a look at the KPI’s on your campaign to get a health check on their performance. You can optimize in multiple ways if you do not see that they are responding as hoped. Here are some things to watch out for:• High CPV : try increasing your bid on reach in order to target more people.• Under budget : extend the period of time your campaign runs if possible, or increase

your daily budget/bids to capture more audience.• Add manual audiences based on connection targets, custom audiences, or types of

audience targeting to test performance on new segments.• Test out new creative : it is possible that your current ads are not resonating with your

audience.

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Campaign Troubleshooting

• Common campaign errors:

• When setting up campaign: fail to targeting generation

• This means that the target audience was not large enough for clustering to

complete.

• Solution : expand your target audience to re-cluster

• Creative errors i.e. language

• This means that the creative was not approved by Facebook.

• Check the error and the ad, and then let our client know it was not approved. They

will often adjust the ad and send it back for re-submission.

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Campaign Troubleshooting• Targeting mismatch

• This means that our ad location targeting was outside of the published post targeting.

• Check the geo-targeting of the published post, and match targeting in CitizenNet tool. Keep in mind that CitizenNet location includes a 50 mile radius outside of the target.

• Incompatible objective

• This means that the objective you set up for the campaign does not make sense for the ad. This usually occurs when you set up a campaign with a conversion objective, but there is no conversion pixel.

• Duplicate campaign and immediately delete creative (so the campaign does not start running). Set up the proper objective.

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CitizenNet campaign creation

Marketing

Transcript of CitizenNet campaign creation