Facebook Ad Set Targeting Placement and Bidding-Client Training

Ad Set Targeting, Placement and BiddingClient Training

Aug. 12th, 2014

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We are moving targeting, placement and bid settings from the ad level to the ad set level

Existing

Ad Set

Ad

Campaign

• Targeting

• Placement

• Bidding

• Creative

• Budget

• Scheduling

• Objective

New

Ad Set

Ad

Campaign

• Creative

• Budget

• Scheduling

• Targeting

• Placement

• Bidding*

• Objective

Level Setting Level Setting

* Advanced 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

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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

Current settings make it difficult to test & optimize

CampaignObjective: Clicks to Website

Ad setBudget: $500Schedule: May

AdTargeting: M 18-24Placement: RHC & NFBidding: OCPMimage/video: RedLink: Landing pageText: Shop now

AdTargeting: F 18-24Placement: RHC & NFBidding: CPC $.50image/video: WhiteLink: Landing PageText: Learn more

Existing

Ad set updates make it easier to follow best practices

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Ad setBudget: $250Schedule: MayTargeting: M 18-24Placement: NFBidding: OCPM

Ad setBudget: $250Schedule: MayTargeting: F 18-24Placement: NFBidding: OCPM

Organize ad sets by audience

Optimize creativeAn 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.

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.

Delivery predictabilityMoving targeting, placement and bidding to the same level as budget allows delivery to become more predictable for a specific budget.

New

AdImage: RedLink: Landing pageText: Shop Now

AdImage: WhiteLink: Landing pageText: Shop Now



AdImage: BlueLink: Landing pageText: Shop Now

AdImage: BlackLink: Landing pageText: Shop Now



The rollout is designed to minimize disruption

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PMDs can continue business as usual- PMDs won’t be required to implement the new ad set settings until after January 2015- APIs will be available starting August 12th 2014

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 Ads 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

September 1st begins a global rollout to Ads Create Tool, Ads Manager & Power Editor

- targeting, placement and bidding will be set at the ad set level

- 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

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The experience for NEW ad sets

Ads Create Tool: updated ad creation experience

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Ad 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..)

Ads Create Tool: updated ad creation experience

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After you define your ad set settings (targeting, budget, schedule, bidding, placement), you define your ad settings (images, text, links).

Ads Manager: new ad set settings tab

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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).

Ads Manager: new ad set in-line edits

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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.

Power Editor: new ad set settings

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You will find the new ad set settings when creating or modifying your ad sets.

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The experience for EXISTING ad sets

EXISTING ad sets will not be required to migrate to the new ad set settings until after January 2015.

Power Editor: migration of EXISTING campaigns

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Existing ad sets can continue business as usual. They will not be required to migrate to the new ad set settings until after January 2015. The migration experience prompts EXISTING ad sets to update their settings.

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Train your teams on the new ad set settings

Understand the new ad set settings

Objective Schedule Budget Bidding Targeting Placement Creative Reporting Run Status

Campaign ✔ ✔ ✔

Ad Set ✔ ✔ ✔ ✔ ✔ ✔ ✔

Ad ✔ ✔ ✔

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✔ = new ad set settings

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Tip #1 Create multiple ads to optimize creative


Ad setBudget: $250Schedule: MayTargeting: M 18-24Placement: RHC & NFBidding: OCPM





AdImage: RedLink: Landing pageText: Learn More

New

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.



AdImage: RedLink: Landing pageText: Sign Up

AdImage: RedLink: Landing pageText: Download

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Tip #2: More easily test targeting, placement, and bidding




New

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









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Tip #3 Organize ad sets by audience




New

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.









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Tip #4 Optimize top performing placements




New

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









Ads Reporting and Power Editor Import/Export 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

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Ads Reporting Tips

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

Documents

Facebook Ad Set Targeting Placement and Bidding-Client Training