Verbs and Vocab
A professor opened a class I took once that the trick to learning any new skill is first to understand its unique verbs and vocab. It’s hard to play poker well without understanding its terms and similarly it’s hard to do advertising well without an understanding of its terms.
The A-Pixel-Lypse is upon us with Apple and Facebook battling it out in the hearts and minds of consumers about their views on privacy. This battle is forcing the industry to learn a new set of verbs and vocab as their status quo is disrupted.
Most articles on the topic have talked about predicted ramifications. Our recommendation after following the steps from our previous article is to get familiar with all the new verbs and vocab listed below.
Dust is still settling and the change will impact every online advertiser. There will be plenty to understand after seeing the impact from the switch over.
Identifier for Advertisers (IDFA)
“IDFA is the abbreviation for identifier for advertisers on Apple mobile devices (iPhones). You can think of an IDFA as somewhat analogous to an advertising cookie on the web, in that it enables an advertiser to get notified when a user of a phone has taken an action like clicking on their ad or installing their app.
Apple created the IDFA for ad tracking. It is also known as a MAID (see below)
And now, with the release of iOS 14 in September, it is essentially killing the IDFA.”
SKAdNetwork
There are many different ways to say this but join us saying it as Skad Network instead of S-K Ad Network. There is plenty to discuss on what this changes but the long-story boring of SKAdNetwork is Apple has introduced a new way to measure ad campaigns while protecting user privacy on iOS.
AppleTracking Transparency (ATT)
“Starting with Apple’s iOS 14 update, user consent for ad tracking will be managed through the AppTrackingTransparency (ATT) system. App developers will now be required to use the AppTrackingTransparency framework if their app collects data about users and shares it with third parties for purposes of tracking across apps and websites.”
Private Click Measurement (PCM)
This protocol will cause a lot of ramifications to the status quo on how eCommerce advertisers approach non-app based conversions. From Apple’s Unofficial GitHub Document, “defines a privacy preserving way to attribute a conversion, such as a purchase or a sign-up, to a previous ad click”
PCM does not support App-to-Web conversion measurement nor does it support Cross-domain measurement.
Aggregated Event Measurement (AEM)
Facebook will introduce Aggregated Event Measurement to support measurement of web events from iOS 14 users once Apple requires the ATT prompt. It is designed to help you measure campaign performance in a way that is consistent with consumers’ decisions about their data.
Nutrition Labels
“The App Store now helps users better understand an app’s privacy practices before they download the app on any Apple platform. On each app’s product page, users can learn about some of the data types the app may collect, and whether that data is linked to them or used to track them.” Here is an example of the nutrition label for Signal vs the Facebook Inc apps.
Microphone access to serve a person better ads is nowhere on there if curious 😉
Additional Terms to Know
Mobile Advertising ID (MAID)
Mobile advertising IDs are ways mobile app developers can identify who is using their mobile apps. Generally this is a bucket for IDFA and GAID.
Google Advertising ID (GAID)
Google ID for Android. This is potentially the other shoe to fall if Google goes a similar path to Apple (something we don’t expect at this time).
General Data Protection Regulation (GDPR)
This is the current high mark for data privacy and is being used as a template for upcoming US policy such as CCPA. It sets the rules governing the processing of personal data within EU member states, including “the right to be forgotten”.
California Consumer Privacy Act (CCPA)
State-wide data privacy law that regulates how businesses all over the world are allowed to handle the personally identifiable information (PII) of California residents.
Mobile Measurement Partner (MMP)
Historically a third party used by App advertisers to reconcile IDFAs seen in-app via SDK against IDFAs from a landing page that loaded from a recent ad click. They will continue to be an integral part for app advertisers looking to maximize performance and advertising capabilities.
Software Development Kit (SDK)
An overly simplistic definition, but this functions similar to a pixel by reporting actions users take within an app.
And with this knowledge, we leave the following sentence as an exercise for the reader to parse.
ATT is stripping IDFA due to SKadNetwork protocols via their new PCM standard that Facebook will attempt to fix via AEM. The potential impact on GAID and the weakening of SDKs within the MMP space will have massive implications on advertiser performance, especially when looking at the expansion of GDPR type legislation vis-à-vis CCPA.
Fun.
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Photo by Pisit Heng on Unsplash
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Facebook Ads Bidding Strategies can either make or break your advertising campaign. If you've been struggling with getting the best results, understanding the benefits and drawbacks of each strategy can save you both time and money. The right bidding strategy can help you reach your target audience more effectively and get the most out of your advertising budget.
Each bidding strategy has its unique benefits and challenges. Some are great for maximizing visibility, while others prioritize cost-efficiency. Choosing the right one depends on your specific goals, whether that's more clicks, better engagement, or higher sales. Knowing the pros and cons of each strategy will help you make informed choices that benefit your business.
This article will guide you through five key Facebook Ads Bidding Strategies. You’ll learn about their benefits, drawbacks, and how to pick the one that suits your campaign objectives. By the end, you’ll have a clear understanding of which strategy will help you achieve your advertising goals effectively.
Understanding Facebook Bidding Mechanics
Facebook bidding is essential for advertising success. It involves auctions where advertisers compete for ad placements. Understanding key elements like Auction Dynamics and Different Bidding Strategies is crucial.
Auction Dynamics and How Bids Work
In Facebook's auction, ads compete based on bids, estimated action rates, and ad quality. Bid represents how much you're willing to pay for a specific action (like clicks, views, or conversions). The Cost Per Result adjusts based on competition.
Bid Cap lets advertisers set a maximum bid. This ensures spending control but may limit campaign reach. Meta bidding strategies, like Lowest Cost and Target Cost, help optimize for specific goals, balancing cost and performance.
Factors influencing the auction include:
- Bid amount
- Ad relevance
- Estimated action rates
Exploring Different Bidding Strategies
Advertisers can choose from several Facebook bidding strategies. The Lowest Cost strategy aims to get the most results for the lowest price but may lack spending control. The Cost Cap strategy helps maintain an average cost while driving results.
The Bid Cap strategy is useful for high-control needs, letting you set the max bid per action but it might restrict delivery. Target Cost aims for a stable cost per action, ideal for steady budget planning.
Choosing the right strategy depends on your campaign goals, budget, and desired Cost Per Result. Evaluate each option to find the best fit for your needs.
Implementing Bidding Strategies for Campaign Success
Successful implementation of bidding strategies can drive better results and optimize ad spend. Key factors include setting appropriate bid caps, maximizing returns using ROAS goals, and balancing volume and value.
Setting the Right Bid Cap for Your Campaign
Setting the right bid cap involves determining the maximum amount you are willing to pay for a result. This ensures costs don't exceed the budget. Bid caps can help control spending and improve efficiency.
- Analyze past performance: Review historical data to identify the highest bid that achieved desired results.
- Adjust as needed: Be flexible to change bid caps based on real-time campaign performance.
- Consider the competition: Higher bid caps might be necessary in competitive markets.
Maximizing Returns with ROAS Goals
Use the Return on Ad Spend (ROAS) bid strategy to drive maximum returns. ROAS goals ensure that every dollar spent on ads generates a specific amount of revenue.
- Calculate target ROAS: Set a realistic ROAS based on past campaigns.
- Monitor and tweak: Regularly check ad performance and adjust your ROAS goals to meet revenue targets.
- Balance quality and cost: High ROAS might limit reach, so find a balance between cost and quality.
Balancing Volume and Value in Bidding
Balancing volume and value helps achieve the right mix of reach and profitability. Consider using both Highest Volume and Highest Value strategies.
- Highest Volume: Bids are set to get the most conversions, good for awareness and large-scale campaigns.
- Highest Value: Focuses on getting the highest-value conversions, suitable for targeting high-value customers.
By carefully implementing these strategies, advertisers can meet their campaign goals effectively.
5 Facebook Bidding Strategies: Benefits, Drawbacks, and Selection Guide
Static ads and dynamic ads serve different purposes in the world of marketing. Static ads are simple and stay the same at all times. They are easy to create and can be effective for straightforward messaging. But dynamic ads offer customization, changing their content to fit the audience's preferences and behaviors.
Dynamic ads might seem complicated, but they bring better results by targeting specific groups with personalized messages. This means higher engagement rates and more conversions. Static ads, on the other hand, are less effort to produce but may not capture attention as effectively.
Deciding between static and dynamic ads depends on the brand's goals and resources. Each has its strengths and can be powerful if used appropriately in a marketing strategy.
Understanding Static and Dynamic Ads
Static ads and dynamic ads serve different purposes in digital marketing. Each has unique features and benefits that cater to varied marketing needs.
Exploring Static Image Ads
Static image ads are straightforward. They are typically still images that do not change once created. These ads are ideal for conveying a clear, unchanging message or brand image.
A static image can include text, graphics, and logos, and is often used on websites and social media platforms.
Advantages of Static Images
- Consistency: The message remains the same, which can be useful for brand recognition.
- Simplicity: They are simple to create and often cost less than dynamic ads.
- Predictability: Once the ad goes live, what you see is what you get.
Unpacking Dynamic Advertising
Dynamic ads are more complex. They can change content in real-time based on user data and behavior. Unlike static ads, dynamic ads can alter images, text, and calls to action depending on who is viewing the ad.
Benefits of Dynamic Ads
- Personalization: Content can be tailored to each user, potentially increasing engagement.
- Flexibility: They can show different messages to different audiences without creating multiple ads.
- Efficiency: They adapt to user preferences, making the ad experience more relevant.
Comparative Analysis and Use Cases
Static and dynamic ads offer different benefits and limitations. This comparison will help you understand where and how to use each type effectively in your marketing strategy.
Static Images Vs. Videos
Static images are simple and quick to create. They load faster than videos, which is great for mobile users and slow internet connections. They allow for clear, focused messages without distractions.
Videos, on the other hand, capture attention better with motion and sound. They convey more information in a short time. Videos are more engaging and can demonstrate products or services in action.
Leveraging Opportunities for Static Ads
Static ads are useful in various scenarios. Billboards are a great example, as they need to be read quickly. Print ads in magazines and newspapers also benefit from static images. Online banners are often more effective when static, as they load quickly and are less intrusive.
Static ads are best when the message is straightforward. They work well for short calls to action like "Buy Now" or "Sign Up." Visually, they should be clean and uncluttered to convey the message quickly.
