optimized online advertising in facebook - markus ojala - smartly
TRANSCRIPT
Optimized Online Advertizing in Facebook
Markus Ojala, Chief Data Scientist, PhDTwitter: @MarkusOjala
FINNISH ECONOMICS MAGAZINE 30 APR
Campaign Optimization
DynamicProduct Ads
Quick & easyworkflow
RealtimeAnalytics
The Smartly Platform is a SaaS tool for managinglarge-scale Facebook marketing efficiently
OVERVIEW
+ Market-leadingreal-time support
Lookalikes
CPCTo get likes, comments, shares or clicks, go with this option
CPMWorks best with highly targeted audiences
CPAWorks with mobile app installs, page likes, offer claims, and link clicks
oCPMMinimum 25 daily conversions! For large audiences.
Facebook Bidding 101
Different bid types might mean different audiences!
• eCPM bid = CPC bid * eCTR • Thus, the higher the eCTR, the
more likely it is the ad will win the auction
• On the other hand, if the ad is bidding CPM, then the system will optimise for the cheapest impressions rather than clicks.
Cheapest clicks (high eCTR)
Cheapest actions (high eCVR)
Cheapest impressions
oCPM
01 DYNAMIC PRODUCT AS
Dynamic Product Ads allow advertisers to scale and personalizeFacebook ads cross-device
Personalized adsDynamic Product Ads connect your productinventory to website visitors with a new nativeFacebook functionality. Early results have shown upto 80% decrease in CPA.
Dynamic creative/image templatesfrom product feedSmartly’s templating engine allows advertisers to create highly visual banner designs that can beautomated for thousands of product images.
DYNAMIC PRODUCT ADS
9Xhigher click-‐through rate
83%decrease in cost per acquisition
Automated optimization to maximize conversion rate
OPTIMIZATION
Automated budgetingLet our algorithms decide where to put youradvertising spend. We’ll find the bestplaces and opportunities and tweak yourcampaigns in real-time.
Programmatic optimizationAutomated optimization is always-on when needed and tweaking your campaigns 24/7 based on the goals and rules you set up.
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adset601418845233060141911355306016218626130601621862633060141884519306014191135130
conversions848723 60107 22 45
impressions14177641349349 121784 270757 65200 154330
cr0.00059812490.00053581390.00049267560.00039518830.00033742330.0002915830
budget.prop0.927300.014280.056660.000000.001760.00000
0
5000
10000
15000
20000
2e−04 4e−04 6e−04 8e−04cr.sample
dens
ity
adset601419113553060141911351306014188451930601418845233060162186261306016218626330
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%
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From A/B testing to Explore / Exploitation
CUSTOMERS
We serve the 100+ most advancedperformance marketers in the world!
SERVICE
Live support chatIn 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 feedbackWe develop Smartly.io in an agile and rapid fashion, and this common marketing-jargon is truly mirrored in ourinternal engineering organization and processes. Sincewe’re organized for it, it’s also why we really want to getcustomer feedback and ideas on what should we buildand improve next.
We are extremely passionate about the servicewe provide for our customers
OUR OFFER
FAST & EASY IMPLEMENTATION
Smartly integration can be done in5 minutes – just plug in your ad accounts and startcreating campaigns.
NO UPFRONT FEES OR COMMITMENT
Get started with a 14-day free trial to see the value for yourcompany. No long-term commitment required – we haveno minimum contract periods.
TRANSPARENT PRICING
3 - 5% of your Facebook advertisingspend on ad accounts linked to Smartly, invoiced monthlywith 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.