3. Ad Process
Planing
Buying
Data analysis
It includes 3 processes
Planing ( Stratgy formation )- Includes market
research , expected budget , expected result etc
Buying - Setup of
account & campaign
Optimization
Data Analysis - Analysis of
data on account level &
campaign level
4. CPIs ( Cost per impression )
CPM ( Cost per mile )
CPC ( Cost per click )
CPA ( Cost per action )
CPI ( Cost per Install )
Terminology
1.
2.
3.
4.
5.
Technical Aspects
Different types of Buying
Auction
Reach & frequency
TRP - Buying
5. Auction
Real time pricing
Multiple Objectives
Control Frequency
Reach & Frequency
Minimum spend $15000 Required
Buy Upto 6 months
TRP Buying
Buy upto 6 months in advance
Control on frequency
Minimum audience limitation - 2 lacs
Ad sequencing , Ad sheduling
6. 2022 PRESENTATION
Ad Auction
OPtimized for Conversion = Bid
for click * Est CTR * Est conversion
rate + User value
Click Through conversion
01
02
Ad auction depends upon total value
TOTAL VALUE =
Advertiser bid * Estimated
Action Rate + user value
Types of EAR
Advertiser bit - Amt of Bid above base value
Estimated Auction rate - How many people
will take action from your target audience
Click Optimize ads
OPtimized for click = Bid for click *
Est CTR + User value
10. Campaign Goals
& Hierarchy level
We can select different
Objective Like awareness ,
Consideration ,
Conversion
Campaign Group > Campaign > Ads
11. CASE STUDY
Pandora
During the 2017 holiday season, the jewelry company Pandora wanted to
boost brand awareness in the German market. They also wanted to see if
video ads could have the same success as their other Facebook ad formats.
The ad was cut down to a 15-second clip which shows a woman
receiving a Pandora necklace from her partner. It was also cropped into
a square size for mobile users. Pandora then ran the ad targeting
German audiences between the ages of 18-50
"Financially, the campaign provided ROI with a
61% lift in purchases and a 42% increase in new
buyers."
