Ad Set Targeting, Placement and Bidding Client Training. Aug. 12th, 2014

Transcription

1 Set Targeting, Placement and Bidding Client Training Aug. 12th, 2014

2 We are moving targeting, placement and bid settings from the ad level to the ad set level Existing New Level Setting Level Setting Campaign Objective Campaign Objective Set Budget Scheduling Set Budget Scheduling Targeting Targeting Placement Placement Bidding* Bidding Creative Creative * vanced advertisers will be able to set or edit bid value at the ad level via an advance setting in Power Editor or through the API 2

3 Current settings make it difficult to test & optimize Existing Campaign Objective: Clicks to Website set Budget: $500 Mixing targeting, etc within an ad set makes it difficult to: - Understand why one ad performs better than another - Compare the performance of one audience vs. another - Determine the optimal placement & bidding strategy - Allocate different budgets to different audiences, etc - Predict the delivery you can get for a specific budget Targeting: M Placement: RHC & NF image/video: Red Link: Landing page Text: Shop now Targeting: F Placement: RHC & NF Bidding: CPC $.50 image/video: White Link: Landing Page Text: Learn more 3

4 set updates make it easier to follow best practices Optimize creative An ad will now be defined solely by your creative. Create a small variety of ads so our system can optimize ad delivery across variations in images, links, video or text. New Campaign Objective: Clicks to Website Organize ad sets by audience You will now define your audience at the ad set level so you can more effectively determine the most responsive audience and minimize your ad sets from competing against each other for impressions for the same audience. set Budget: $250 Targeting: M Placement: NF set Budget: $250 Targeting: F Placement: NF Delivery predictability Moving targeting, placement and bidding to the same level as budget allows delivery to become more predictable for a specific budget. Image: Blue Image: White Image: Black Image: Blue Image: White Image: Black 4

5 The rollout is designed to minimize disruption September 1 st begins a global rollout to s Create Tool, s Manager & Power Editor - the rollout is on a business or ad account basis and will last through mid September - a white-list will be available for managed advertisers requesting a uniform rollout EXISTING ad sets can continue business as usual - continue creating and editing ads with targeting, placement and bidding at the ad level - a migration experience will be provided in s Manager & PE to migrate ad sets to the new settings - migration won t be required until after January 2015 NEW ad sets will use the new ad set settings - targeting, placement and bidding will be set at the ad set level PMDs can continue business as usual - PMDs won t be required to implement the new ad set settings until after January APIs will be available starting August 12 th

6 The experience for NEW ad sets 8

7 s Create Tool: updated ad creation experience creation experience is re-ordered to reflect the new ad set settings. You first define your campaign settings (objective), then your ad set settings (targeting, etc..) 9

8 s Create Tool: updated ad creation experience After you define your ad set settings (targeting, budget, schedule, bidding, placement), you define your ad settings (images, text, links). 9

9 s Manager: new ad set settings tab You will find a new tab in the ad set summary page where you will review and edit your ad set settings (budget, bidding, schedule, placement & targeting). 10

10 s Manager: new ad set in-line edits Alternatively, when you are viewing an ad set in your table, you can also edit the new ad set settings via the in-line pencil icons. 10

11 Power Editor: new ad set settings You will find the new ad set settings when creating or modifying your ad sets. 11

12 The experience for EXISTING ad sets EXISTING ad sets will not be required to migrate to the new ad set settings until after January

13 Power Editor: migration of EXISTING campaigns Existing ad sets can continue business as usual. They will not be required to migrate to the new ad set settings until after January The migration experience prompts EXISTING ad sets to update their settings. 13

14 Train your teams on the new ad set settings 14

15 Understand the new ad set settings Objective Schedule Budget Bidding Targeting Placement Creative Reporting Run Status Campaign Set = new ad set settings 15

16 Tip #1 Create multiple ads to optimize creative New set Budget: $250 Targeting: M Placement: RHC & NF Campaign Objective: Clicks to Website set Budget: $250 Targeting: M Placement: RHC & NF Utilize ads to test creative. Our delivery system is designed to pick a winner based on how well the ads perform. Create a small variety of ads with variations in creative so our system can optimize delivery across the variations in images, video, text or links. You can have no more than 50 non-deleted ads per ad set. Image: White Text: Learn More Image: Blue Image: Black Text: Sign Up Text: Download 16

17 Tip #2: More easily test targeting, placement, and bidding New set Budget: $250 Targeting: M Placement: NF Campaign Objective: Clicks to Website set Budget: $250 Targeting: F Placement: NF To test one factor effectively (ex: targeting), keep all other ad set settings consistent so you ll know why one ad set is getting a better response than another Image: White Image: White Image: Blue Image: Black Image: Blue Image: Black 17

18 Tip #3 Organize ad sets by audience New set Budget: $100 Targeting: M Placement: NF Campaign Objective: Clicks to Website set Budget: $400 Targeting: F Placement: NF Once you are done testing, create an ad set for each of your different audiences to minimize your ad sets from competing against each other for impressions for the same audience. Allocate budgets appropriately for each ad set. Image: White Image: White Image: Blue Image: Black Image: Blue Image: Black 18

19 Tip #4 Optimize top performing placements New set Budget: $100 Targeting: M Placement: RHC & NF Campaign Objective: Clicks to Website set Budget: $400 Targeting: F Placement: NF After determining your top performing placements, you can target more than one of your top performing placements to give your ad more opportunities to deliver Image: White Image: White Image: Blue Image: Black Image: Blue Image: Black 19

20 s Reporting and Power Editor Import/Export Tips s Reporting Tips - You will continue to get the reports you are accustomed to - For NEW ad sets, consider the names you give to your ad sets and ads so they are easy to identify when pulling reports - Build and save new custom reports if there are new performance views you want to see with your NEW ad sets Power Editor Import/Export Tips - You can continue utilizing the PE Import/Export as you have in the past - Make sure you export or download the new PE template to review column updates - For NEW ad sets, consider your URL tags so you can ensure the right tracking and reporting 20

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