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Signal-Based Full Funnel Playbook

A better approach to full funnel campaigns on Facebook

Signal-Based Full Funnel Playbook A better approach to full funnel campaigns on Facebook
Agenda
Agenda

1.

A NEW KIND OF FUNNEL

4.

CLIENT SCENARIOS

2.

BEST PRACTICES

5.

LEARNING PATH

3.

MEASUREMENT

6.

LEARNING AGENDA

A New Kind of Funnel

Full Funnel Definition

Advertising with multiple messages to accomplish complementary goals across the customer lifecycle.

Full Funnel campaigns try to do 3 things:

Audience

Full Funnel campaigns try to do 3 things: Audience Group people based on where they are

Group people based on where they are in the customer lifecycle

Creative

they are in the customer lifecycle C r e a t i v e Craft relevant

Craft relevant messages for each group

Optimization

i v e Craft relevant messages for each group Optimization Optimize for a range of events

Optimize for a range of events across the customer lifecycle

Traditional Full Funnel campaigns are planned as Brand + DR, which can lead to sub-optimal campaign designs

Brand
Brand
DR
DR
which can lead to sub - optimal campaign designs Brand DR Brand typically includes: • Broad

Brand typically includes:

Broad audience

Video assets

Reach optimization

DR typically includes:

Narrow audience

Static assets

Conversion optimized

TRADITIONAL

FULL

FUNNEL

LIMITATIONS

Brand optimal + DR optimal Full Funnel Optimal

Sequencing brand and DR constrains delivery and can result in increased costs

Phasing brand and DR also constrains delivery and can result in increased costs

Different audiences and optimization leads to low overlap across campaigns

“Personalization” efforts can lead to over- stratification and result in delivery issues or increased costs

Signal-based Full Funnel campaigns are planned around signals, which enables high-performance campaign designs

SIGNAL

BASED

FULL

FUNNEL

THEMES

Audience Stratification: use intent signals to group people into different stages of the customer lifecycle

Multiple Objectives: blend auction objectives to achieve a desired range of business outcomes from awareness to LTV.

Content Ecosystem: craft a variety of formats and messages to enable dynamic personalization at scale

Intent Signals: use the full spectrum of intent signals from across the customer lifecycle for targeting and optimization

Campaign Coordination: plan campaigns together as a system and take into account interactions (e.g. overlap)

Component/System Measurement: measure individual components with a variety of diagnostic KPIs, measure overall system with a strategic KPI like ROI.

: measure individual components with a variety of diagnostic KPIs, measure overall system with a strategic

Signal-based full funnel shifts from planning campaigns based on assumptions to data driven, system development

from planning campaigns based on assumptions to data driven, system development HUMAN ASSUMPTION VERSUS MACHINE LEARNING

HUMAN ASSUMPTION

VERSUS

from planning campaigns based on assumptions to data driven, system development HUMAN ASSUMPTION VERSUS MACHINE LEARNING

MACHINE LEARNING

Comparing Traditional and Signal-based Full Funnel Campaigns

Comparing Traditional and Signal-based Full Funnel Campaigns TRADITIONAL FULL FUNNEL • Create a plan based on

TRADITIONAL

FULL

FUNNEL

Create a plan based on assumptions that determines who gets which message based on a limited number of factors

Campaign is designed to deliver in sequence and take an individual person from awareness to consideration.

Minimal audience stratification, typically 2 groups

Brand and DR assets created in silo, not coordinated, and delivered to isolated brand and DR audiences

Single optimization for each of Brand and DR campaigns

Lower-funnel signals only, mostly for DR campaign

Brand and DR campaigns not coordinated

Measure overall performance with DR efficiency metrics

• Measure overall performance with DR efficiency metrics SIGNAL - BASED FULL FUNNEL • Design a

SIGNAL - BASED

FULL

FUNNEL

Design a system that uses signals to determines who gets which message based on a wide range of factors

Campaign is designed to deliver based on signals that indicate a person's position in the customer lifecycle.

Audience stratified across customer lifecycle

Content ecosystem with a variety of coordinated formats and messages delivered based on signals

Multiple optimizations to balance desired outcomes

Full spectrum of signals from across customer lifecycle

System of coordinated campaigns

Measure each component and overall system independently

Illustrative media setup of signal-based full funnel campaigns

NOTE: Stylistic only, not a formal media recommendation – individual businesses will have very different setups

TYPE

CAMPAIGN

AUDIENCE

OPTIMIZATION

CREATIVE

 

LOWER FUNNEL ACTIONS

LOWER FUNNEL ACTION LAL SITE VISITOR RT

LOWER FUNNEL ACTION

LINK, CAROUSEL

BASIC

CONVERSIONS

CONVERTER LAL LOWER FUNNEL ACTION RT

CONVERSION

LINK, LEAD GEN

 

REACH

BROAD INTERESTS CRM LAL 5%

REACH, VIDEO VIEWS

VIDEO, CAROUSEL

INTERMEDIATE

GENERATE

LANDING PAGE LAL 3% ASSET ENGAGER RT

LANDING PAGE

CAROUSEL, LINK

CAPTURE

CONVERTER LAL 1% LANDING PAGE RT

CONVERSION

LINK, LEAD GEN

 

AWARENESS

BROAD INTERESTS

REACH

VIDEO, STORIES

INTEREST

CRM LAL 10% CONVERTER LAL 10%

LANDING PAGE

COLLECTIONS

EVALUATION

PRODUCT PAGE LAL 5% LANDING PAGE RT

PRODUCT PAGE

CAROUSEL

ADVANCED

INTENT

SHOPPING ACTION LAL 3% PRODUCT PAGE RT

SHOPPING ACTION

CAROUSEL, LINK

ACTION

CONVERTER LAL 1% SHOPPING TOOL RT

CONVERSION

DYNAMIC, LEAD GEN, LINK

LOYALTY

VALUE BASED LAL 2%

VALUE OPTIMIZATION

DYNAMIC, LEAD GEN, LINK

Best Practices

Do’s and Don’ts for Signal-based Full Funnel campaigns

DONTS - THINGS TO AVOID

Don’t: just combine Brand and DR campaigns

Lack of coordination leads to sub-par results

Don’t: sequence Brand and DR messages

Constrains delivery and can increase costs (CPM/CPA)

Don’t: phase Brand and DR campaigns

Misses ad inventory and can increase costs (CPM/CPA)

Don’t: over-stratify your audience or ad sets

Reduces auction efficiency and can increase costs (CPM/CPA)

DOS - THINGS TO TRY

Do: Use signals to stratify audiences

Let signals determine who sees which ad

Do: Optimize for multiple events

Mitigate CPA increases as budgets increase, especially for infrequent low- funnel events

Promote the path to purchase by driving mid- and upper-funnel events

Do: Craft a content ecosystem

Use a variety of formats/messages to enable personalization

Do: consider allowing the system to optimize

Let the system decide who receives each message vs creating distinct groups

Do: System/component measurement

ensure each campaign is doing it’s job, and that the overall system is performing as well

Don’t: just combine Brand and DR campaigns

Common expectation The ”brand” campaign (typically a R&F or awareness/video view optimized campaign) will increase a person’s propensity to buy, which will then be reflected by increased conversions or sales when compared to a solely DR cell

What problems do we find? Low audience overlap – The “Brand” campaigns often optimize for efficient reach, which leads to low overlap with “DR” campaigns that optimize toward people who are predicted to convert. The overlapping audience ends up being very low.

Not complementary – “Brand” and “DR” are optimized in silos to achieve different goals.

Missing middle – Campaigns that only combine awareness and conversion campaigns fail to effectively prospect the mid-funnel

Low sensitivity – Brand optimizations (BAO, VV, Reach) often move awareness or favorability, but may be difficult to measure with DR KPIs due to lower frequency (but higher reach)

Brand DR 4%-7%*
Brand
DR
4%-7%*

*See also these studies on overlap

Don’t: sequence Brand and DR messages

Common expectation

By delivering a series of ads in a specified order (brand then DR), we will “prime” them for better DR performance later on. 2 general “sequencing” approaches are:

1. Utilizing the sequencing function in R&F buys

2. Retargeting engagement audiences (video views, canvas opens, messenger, etc)

What problems do we find? When attempting this approach there are a number issues to contend with:

Sequencing often leads to delivery constraints that drive up cost because retargeting audiences get smaller at each step

Each consumer journey is unique, so enforcing a specific sequence may not capture each person at the right moment

Different audiences – people who need to know about your brand/product and people who are ready to convert are different

Wrong signals – watching a video is a terrible signal to know if someone is in market

1 2 3
1
2
3

Don’t: phase Brand and DR campaigns

Common expectation By adjusting delivery such that we first deliver the entirety of the brand message before starting the DR campaign, the client believes they are maximizing the effect of their brand investment. They feel it makes sense to get the audience warmed up before being prompted to take action.

What problems do we find? The reality is that there are people at many places in a client’s funnel at any given time. Because of auction dynamics, this approach will most likely hurt performance as it passes on opportunities to capture people who are likely to convert during the “brand” phase. It effectively reduces the inventory that is available for both the brand and DR objectives.

Phased delivery

Always on delivery

Brand (2 weeks) Missed DR opportunity Missed Brand opportunity DR (2 weeks) Time
Brand (2 weeks) Missed DR opportunity Missed Brand opportunity DR (2 weeks) Time

Brand (2 weeks)

Missed DR opportunity

Brand (2 weeks) Missed DR opportunity Missed Brand opportunity DR (2 weeks)
Brand (2 weeks) Missed DR opportunity Missed Brand opportunity DR (2 weeks)

Missed Brand opportunity

DR (2 weeks)

Brand (2 weeks) Missed DR opportunity Missed Brand opportunity DR (2 weeks)
Time

Time

Brand (4 weeks)

DR (4 weeks)

DR (2 weeks) Time Brand (4 weeks) DR (4 weeks) Time NOTE : Budget allocation across

Time

NOTE: Budget allocation across can be fluid based on business objectives (e.g. heavy up on brand to raise awareness for launch)

Don’t: over-stratify your audience or ad sets

Common expectation Since a client can identify many nuanced signals that separate the audiences they are delivering to, they are inclined to divide their strategy up granularly with only minor differences in approach to each audience.

What problems do we find? While the approach is intuitively sensible, small audience sizes result in limited delivery per audience, reducing the amount of signal that our machine learning can optimize from. The same happens when having too many ad sets. The right sized audiences stratifies broadly enough to cater to varying bidding and messaging needs, but does not cripple our algorithms. A good place to start might be with 4 -5 different campaigns.

Group Count Performance
Group Count
Performance

1 group

100+ groups

Do: Use signals to stratify audiences

Audience stratification should be designed based on the spectrum of intent.

There are multiple sources for intent signals, but the best data will typically be sourced from the advertiser.

Signal volume and quality are generally inversely related

HIGHER QUALITY

quality are generally inversely related HIGHER ​ QUALITY ​ VIEW ​ CONTENT PAGE VIEW ​ ADD
​ VIEW ​ CONTENT PAGE VIEW ​ ADD TO (DEFAULT) CART
​ VIEW ​ CONTENT
PAGE VIEW
ADD TO
(DEFAULT)
CART
INITIATE ​ PURCHASE ​
INITIATE ​
PURCHASE ​

CHECKOUT

ADD TO (DEFAULT) CART INITIATE ​ PURCHASE ​ CHECKOUT HIGHER ​ VOLUME • Where possible, identify

HIGHER VOLUME

Where possible, identify people who will never buy your product (recent purchaser, partner data, etc.) and exclude them from your targeting.

partner data, etc.) and exclude them from your targeting. AUDIENCE DESCRIPTION SOURCE ACTION NON-

AUDIENCE

DESCRIPTION

SOURCE

ACTION

NON-

PEOPLE WHO WILL NEVER CONVERT

CRM, PARTNER

SUPPRESS

CUSTOMERS

BROAD

AGE, GENDER,

FACEBOOK, PARTNER

TARGET

INTEREST, ETC.

LOOAKLIKE

BUILT ON KNOWN INTENT

WEBSITE, APP, CRM, PARTNER

TARGET

RETARGET

KNOWN INTENT

WEBSITE, APP, CRM

TARGET

Do: Optimize for multiple events to promote the path to purchase

Campaign #1

Campaign #2

Campaign #3

Campaign #4

Campaign #5

Ad exposure = Reach

Visit homepage = Conversion Explore products = Conversion Add to cart = Conversion Purchase =
Visit homepage = Conversion
Explore products = Conversion
Add to cart = Conversion
Purchase = Purchase

Over-optimized for Conversions

Campaign X Campaign Y Campaign Z Reach Value Engagement Conversions Traffic
Campaign X
Campaign Y
Campaign Z
Reach
Value
Engagement
Conversions
Traffic
Complementary Campaigns Campaign A Campaign B Campaign C Reach Value Engagement Conversions Traffic
Complementary Campaigns
Campaign A
Campaign B
Campaign C
Reach
Value
Engagement
Conversions
Traffic

Conversion events may be too infrequent for effective optimization at desired budget level

Layering additional optimization signals can help promote the path to purchase by generating site traffic, content views, add to carts, and other mid-funnel events that may eventually lead to a purchase

By having multiple campaigns we’re allowing the system to decide which campaign is relevant for each user and keep action rates high based on their level of intent.

We want to leverage any insight the client has into the expected path to purchase, but need to test in order to map the most efficient multiple objective systems.

Formats

Do: Craft a content ecosystem with a variety of formats/messages

Craft a content ecosystem with a variety of formats/messages Messages Let the system find what message
Craft a content ecosystem with a variety of formats/messages Messages Let the system find what message
Craft a content ecosystem with a variety of formats/messages Messages Let the system find what message

Messages

ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with
ecosystem with a variety of formats/messages Messages Let the system find what message best resonates with

Let the system find what message best resonates with individuals across platforms. Instead of multiple messages in one creative, have multiple creatives each with one message, each formatted for all placements. Creative variations should live under a single ad set.

Do: consider allowing the system to optimize creative delivery

Don’t always assume specific types of audiences will only be receptive towards certain messages

Hockey Interest
Hockey Interest
Basketball Interest
Basketball Interest
Football Interest
Football Interest

Consider letting the system decide which person receives each message

Interest Basketball Interest Football Interest Consider letting the system decide which person receives each message
Interest Basketball Interest Football Interest Consider letting the system decide which person receives each message
Interest Basketball Interest Football Interest Consider letting the system decide which person receives each message
Interest Basketball Interest Football Interest Consider letting the system decide which person receives each message
Interest Basketball Interest Football Interest Consider letting the system decide which person receives each message

Do: System/component measurement to ensure each campaign is doing it’s job, and that the overall system is performing as well

job, and that the overall system is performing as well Individual Performance System Performance Measurement
job, and that the overall system is performing as well Individual Performance System Performance Measurement

Individual

Performance

System

Performance

Measurement framework can be complicated. In general, here are 3 principles:

Measure each campaign based on campaign KPIs

Measure system on strategic business metric (incrementality measurement is preferred, e.g. iCPA, iROAS)

Determine if a new objective is adding value with a lift test (A+B vs. A+B+C)

Measurement

Measurement for complex systems

Ensure each campaign is doing it’s job, and that the overall system is performing as well

job, and that the overall system is performing as well Individual Performance System Performance Measurement
job, and that the overall system is performing as well Individual Performance System Performance Measurement

Individual

Performance

System

Performance

Measurement framework can be complicated. In general, here are 3 principles:

Measure each campaign based on campaign KPIs

Measure system on strategic business metric (incrementality measurement is preferred, e.g. iCPA, iROAS)

Determine if a new objective is adding value with a lift test (A+B vs. A+B+C)

Why Is It Hard to Measure Brand’s Impact on Conversions?

Brand’s immediate impact on conversion from one brand campaign?

Brand’s long-term impact on conversion?

Is conversion% higher when exposed to brand and DR?

YES

YES/

NO

NO

Awareness

Control

Considerat

ion

Control

3 -6 months holdout

Considerati

on +

Acquisition

Control

Acquisition

Only

Control

Awaren

ess

Control

DR A+D Contr Contro ol l
DR
A+D
Contr
Contro
ol
l

Incremental awareness Incremental conversions

Incremental conversions Conversion % trending

Expecting higher CPA as a result of broader audience and branding creative

Tradeoff between clean measurement and business goals/flexibility

Brand and DR campaigns usually have small overlap if audience and optimizations are different. Single-exposure opportunity logging does not create proper control groups for dual- exposed test group

Now Let’s Look at Different Ways to Measure

Multi-Cell Lift to Compare Systems

Compare Systems

Cell A BAU Traditional Full Funnel Control
Cell A
BAU
Traditional Full
Funnel
Control
Cell B Challenger Signal-Based Full Funnel Control
Cell B
Challenger
Signal-Based Full
Funnel
Control

Example Question:

Does the new system of full funnel campaign outperform the current approach of full funnel?

Multi-cell Lift to Determine Value of Individual component

Test value of upper-funnel

Cell A Campaign A (e.g. awareness) Campaign B (e.g. consideration) Campaign C (e.g. acquisition) Control
Cell A
Campaign A
(e.g. awareness)
Campaign B
(e.g. consideration)
Campaign C
(e.g. acquisition)
Control
Cell B Campaign B (e.g. consideration) Campaign C (e.g. acquisition) Control
Cell B
Campaign B
(e.g. consideration)
Campaign C
(e.g. acquisition)
Control

Test value of mid-funnel

Cell A Campaign A (e.g. awareness) Campaign B (e.g. consideration) Campaign C (e.g. acquisition) Control
Cell A
Campaign A
(e.g. awareness)
Campaign B
(e.g. consideration)
Campaign C
(e.g. acquisition)
Control
Cell B Campaign A (e.g. awareness) Campaign C (e.g. acquisition) Control 27
Cell B
Campaign A
(e.g. awareness)
Campaign C
(e.g. acquisition)
Control
27

Example Question:

What is the incremental value of adding a mid-funnel consideration campaign?

What is the incremental value of adding an awareness campaign to the existing mix?

Multi-Cell Lift to Compare Component Strategies

Compare Audience Strategies

Cell A Stratified Audience + Multi- Objective Control
Cell A
Stratified
Audience +
Multi-
Objective
Control
Cell B One broad audience + Multi- Objective Control
Cell B
One broad
audience +
Multi-
Objective
Control

Compare Audience + Creative Strategies

28

Cell A Manually align audience and creative Control
Cell A
Manually align
audience and
creative
Control
Cell B One broad audience + Auction- optimized creative Control
Cell B
One broad
audience +
Auction-
optimized
creative
Control

28

Example Questions:

Does a stratified or broad audience strategy work better?

Does aligning creative message with specific audience work better than one broad audience with auction-optimized creative?

Does optimizing for A, B, C work better than only optimizing for A?

How to Measure Both System and Individual Campaigns?

You Can Break Individual Campaigns and Campaign Combinations (System) to Separate Cells

Cell A Campaign A (e.g. awareness) Control
Cell A
Campaign A
(e.g. awareness)
Control
Cell B Campaign B (e.g. consideration) Control
Cell B
Campaign B
(e.g. consideration)
Control
Cell C Campaign C (e.g. acquisition) Control
Cell C
Campaign C
(e.g. acquisition)
Control
Cell D Awareness + Consideration + Acquisition Control
Cell D
Awareness
+
Consideration
+
Acquisition
Control

Pros

- Enable incrementality measurement at total & individual campaigns levels

- Able to evaluate and diagnose campaign performance

- Allow multi-KPI measurement for

each objective (e.g. intent lift + traffic lift + conversion lift for consideration campaign)

- No cross-contamination (likely

higher lift per objective)

Cons

- If individual campaigns targeting different audience, multi-cell may result in audience size being too small per cell

30

You Can Do a Nested Study Structure to Measure Incrementality for Both System and Campaigns

Awareness Consideration Acquisition Control Retargeting Control Control Control
Awareness
Consideration
Acquisition
Control
Retargeting
Control
Control
Control

Parent study – account level Children studies – campaign level

Pros

- Enable incrementality measurement at total & individual campaigns levels

- Able to evaluate and diagnose campaign performance

- Allow multi-KPI measurement for each objective (e.g. intent lift + traffic lift + conversion lift for consideration campaign)

Cons

- Large holdout/opportunity cost with conversion lift at both parent and children levels

- Cross-contamination between campaigns (incremental by each campaign on top of all others)

- Complexity for execution

You Can Measure Incrementality for System and Use Relevant Ads Reporting for Campaigns

Awareness Consideration Acquisition Retargeting Control
Awareness
Consideration
Acquisition
Retargeting
Control

Pros

- Able to measure total incremental impact

- Some insights (not incrementality) for campaign performance

- Smaller holdout, smaller opportunity cost

Cons

- No incrementality measurement at campaign level. Campaign-level result is less conclusive

- No brand measurement at campaign level

- Limited KPIs per objective

You Can Measure Incrementality of Campaigns with Lift and Incrementality of System with MTA

Data-Driven Attribution Awareness Consideration Control Acquisition Control Retargeting Control Control
Data-Driven Attribution
Awareness
Consideration
Control
Acquisition
Control
Retargeting
Control
Control

Pros

- Enable incrementality measurement at both system and campaign level

- Able to evaluate and diagnose campaign performance

- Allow multi-KPI measurement for each objective

Cons

- Less feasible if advertiser doesn’t have a proper MTA set-up or the MTA model doesn’t include Facebook

-> Consider the new Facebook Attribution solution

Client Scenarios

Scenario 1: Conversion-driven advertisers testing mid/upper funnel campaigns

Current Status: Running acquisition-focused campaigns, optimized for conversions, measured on ROAS

Key Challenge: How to add mid and upper funnel campaigns to the mix? How to measure upper and mid

funnel to prove value?

Path B

Path A

Cell A Consideration Acquisition Control
Cell A
Consideration
Acquisition
Control
Cell B Acquisition Control
Cell B
Acquisition
Control

A system test to prove adding a consideration campaign drives incremental value

Suggest measuring the systems on incremental conversions. Cell A may end up with a higher CPA. Help client focus on more incrementality to avoid saturation under a healthy overall CPA goal

Static CTA ads + Video ads (for consideration) Control
Static CTA ads + Video
ads (for consideration)
Control
Static CTA ads only Control
Static CTA ads only
Control
2% lookalike audience for consideration Control
2% lookalike audience
for consideration
Control
10% lookalike audience for consideration Control
10% lookalike audience
for consideration
Control
Optimizing consideration campaign for site visits Control
Optimizing
consideration
campaign for site visits
Control
Optimizing consideration campaign for converions Control
Optimizing
consideration
campaign for
converions
Control

A series of component strategy tests to figure out the best way to add a consideration campaign to the system

It can be either measured by incremental conversions or iCPA, depending on primary business objective

Scenario 2: Full-funnel advertisers questioning brand’s impact on sales

Current Status: Large advertisers (e.g. Telcos) already running multiple campaigns on Facebook Key Challenge: how does brand campaigns impact sales with long purchase cycle?

Measure brand campaigns for brand KPIs

As the full-funnel advertisers are also big spenders on TV, we should push them to measure Facebook brand campaigns as how they measure TV campaigns

If they can’t measure TV’s immediate impact on sales, then they should be okay with not measuring FB brand campaigns immediate impact on sales

Leverage TAR and cross-platform brand effect measurement to shift mentality

Use MTA or MMM to measure systems’ impact on sales

Site visits Intent Acquisition Store traffic Conversion
Site visits
Intent
Acquisition
Store traffic
Conversion

Credits Allocation

Use Lift tests to optimize full funnel strategy

Themes

Research Questions

Audience

Is audience stratification even necessary? Can we target broad and let auction decide who to reach per objective?

Does a broader lookalike audience (5%, 10%) perform better than demo/interest/behavior based audience for upper/mid funnel campaign?

Does optimizing for multiple objectives drive better performance than single objective?

Optimization

Does bidding based on user value (e.g. from client model) result in improved performance?

Does a variety of format and message outperform fewer formats/messages?

Creative

Does aligning creative messaging to audiences manually outperform allowing the auction to dynamically serve creative from a single ad set.

Signals

What is the right signal for lookalike audience? Conversion or immediate objective like site visit or certain actions on site?

What are the right signals for optimization? Everything for end of funnel vs. stratified signals across reach to conversion?

Campaign

Coordination

Do multi-funnel campaigns drive more incremental and/or drive higher cost efficiency than single-funnel campaign?

Should we align signals for lookalike audience and optimization at each phase of the funnel?

Scenario 3: Product launch taking phased approach

Current Status: Prime audience with brand campaigns first, then switch to mid and lower funnel campaigns Key Challenge: Consumers don’t necessarily follow the planned phases

Move away from sequencing or phased approach Keep campaigns always-on and adjust weights over time

Acquisition Prospecting Awareness
Acquisition
Prospecting
Awareness
always-on and adjust weights over time Acquisition Prospecting Awareness Retention Launch Product Available Sustain

Retention

always-on and adjust weights over time Acquisition Prospecting Awareness Retention Launch Product Available Sustain

Learning Path

Full Funnel Learning Agenda Paths by Client Type

Known

Insights

Funnel Learning Agenda Paths by Client Type Known Insights Research in progress Advertiser Control Efficiency Client

Research

in progress

Advertiser

Control

Efficiency

Client Scenario

Creative

Audience

Signals

Optimization

Co-Ordination

 

Content

Broad Vs Narrow Targeting

What is the right signal for lookalike audience? Conversion or Engagement ?

Which optimization to use?

Which FF design works best? Multi-funnel campaigns vs single- funnel campaign

1

Ecosystem

Testing the

   

Waters

Single vs variety of creatives

LALs vs Interest Targeting

Coordinated vs Targeted Optimization

2

How much personalization?

Which audience and optimization?

What is the right signal for optimization?

Single vs Multiple

Does optimizing for multiple objectives drive better performance than single objective?

Optimal budget split across each stage

Planning for ideal set-up

High vs low resolution personalization

Coordinated vs Targeted Audience & Optimization

End of funnel vs objective for each stage

Awareness vs Consideration vs Loyalty

 

Automating

Is audience stratification even necessary

Automating Signal , Optimization , Co-Ordination Selection

3

Content

Ecosystem

Manual Vs Auction Led Execution

Advanced

 

Execution

Manual vs Auction led creative execution

Manual vs Auction Led Execution

Unavailable / Product Work in Progress

Unavailable / Product Work in Progress

 

Learning Agenda

Full Funnel Learning Agenda

These research questions often came up when advertisers across verticals tried to figure out how to do signal-based full funnel. Treat it as an exploratory starting point where you can shop around testing ideas for your full funnel tests. Don’t forget to share the learnings with us!

Themes

Research Questions

Audience

Is audience stratification even necessary? Can we target broad and let auction decide who to reach per objective?

Does a broader lookalike audience (5%, 10%) perform better than demo/interest/behavior based audience for upper/mid funnel campaign?

Does optimizing for multiple objectives drive better performance than single objective?

Optimization

Does bidding based on user value (e.g. from client model) result in improved performance?

Does a variety of format and message outperform fewer formats/messages?

Creative

Does aligning creative messaging to audiences manually outperform allowing the auction to dynamically serve creative from a single ad set.

What is the right signal for lookalike audience? Conversion or immediate objective like site visit or certain actions on site?

Signals

What are the right signals for optimization? Everything for end of funnel vs. stratified signals across reach to conversion?

Campaign Coordination

Do multi-funnel campaigns drive more incremental and/or drive higher cost efficiency than single-funnel campaign?

Should we align signals for lookalike audience and optimization at each phase of the funnel?

Audience - Is audience stratification even necessary?

RESEARCH

QUESTION

Is audience stratification even necessary? Can we target broad and let auction decide who to reach per objective?

STUDY

DESIGN

Multi-cell lift study – Stratified vs Combined

Stratified Audience

Audience is stratified based on intent signals ahead of time (e.g. audience 1 optimized for web traffic, audience 2 optimized for conversion)

Control TBD%

Combined Audience

Audience is grouped together and auction delivers based on intent (e.g. audience 1 + 2, auction determines who to reach for certain objective)

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: approx. audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: targeting

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Audience - Does a signal-based audience work for upper funnel?

RESEARCH

QUESTION

Does a broader lookalike audience (5%, 10%) perform better than demo/interest/behavior based audience for upper/mid funnel campaign?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Broad lookalike audience (e.g.10% lookalike audience of existing customers)

Control TBD%

Cell B Demo audience (e.g. A18 -34)

Control TBD%

Cell C Interest-based audience (e.g. tech-savvy)

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or brand lift, depending on primary objective

2. Also Measuring: attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: Targeting

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Optimization - Do multiple objectives outperform single-objective campaigns?

STUDY

OBJECTIVES

RESEARCH

QUESTION

Does optimizing for multiple objectives drive better performance than single objective?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Multi-objective (e.g. 50% conversion, 30% site visit, 20% reach)

Control TBD%

Cell B

Single-objective (e.g. 100% conversion)

Control TBD%

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: targeting, audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: Optimization objective

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Optimization - Does bidding based on user value (e.g. from client model) result in improved performance?

RESEARCH

QUESTION

Does bidding based on user value (e.g. from client model) result in improved performance?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Cell B

Bidding on user value

Default on

lowest cost

Control TBD%

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: targeting, audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method

Variables: bid type

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Creative - Does a variety of formats and messages outperform fewer or single formats/messages?

STUDY

OBJECTIVES

RESEARCH

QUESTION

Do we need a content system with a variety of formats and messages? Is more the better?

STUDY

DESIGN

1. Primary: Sales or brand lift depending on primary objective

2. Secondary: Web conversions

3. Also Measuring: attributed sales, CPA, CPM

Multi-cell lift study – Cell A vs Cell B

SETUP

CONSIDERATIONS

Cell A

Multiple formats/messages (e.g. static DR ads + prospecting video)

Control TBD%

Cell B

Fewer or single format/message (e.g. static DR ad only)

Control TBD%

Constant across cells: targeting, audience size, budget, media weight, flight, duration, placement, buying method, bid type

Variables: Ad format, or creative message

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Creative Does auction-determined creative outperform manually set-up assets?

RESEARCH

QUESTION

Does allowing auction to dynamically serve creative from a single ad set outperform aligning creative messaging to audiences manually?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Auction-

determined creative (single ad set)

Control TBD%

Cell B

Manually aligned creative to audience (ad set A: creative A to audience A; ad set B: creative B to audience B)

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or Brand lift, depending on primary objective

2. Secondary: Web conversions

3. Also Measuring: Attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: targeting, audience size, budget, media weight, flight, duration, ad formats, placement, buying method, bid type

Variables: creative strategy

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Signal What is the right signal for lookalike audience?

RESEARCH

QUESTION

What is the right signal for lookalike audience? Conversion or immediate objective like site visit or certain actions on site?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

e.g. Using converters as the seeds for lookalike audience for prospecting

Control TBD%

Cell B

e.g. Using site visitors as the seeds for lookalike audience for prospecting

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: Targeting

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Signal What are the right signals for optimization?

RESEARCH

QUESTION

What are the right signals for optimization? Everything for end of funnel vs. stratified signals across reach to conversion?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Optimized for end of funnel activity (e.g. everything optimized for conversions

Control TBD%

Cell B

Optimized across a variety of signals (e.g. site visit for prospecting, conversion for acquisition)

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: targeting, audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: optimization objective

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Coordination - Do multi-funnel campaigns drive more incremental and/or better cost efficiency than single-funnel campaign?

RESEARCH

QUESTION

Do multi-funnel campaigns drive more incremental and/or higher cost efficiency than single-funnel campaign?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

e.g. Consideration + Acquisition + Retargeting

Control TBD%

Cell B

e.g. Acquisition only

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: targeting, audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: var1, var2

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Coordination - Should we align signals for lookalike audience and optimization at each phase of the funnel?

RESEARCH

QUESTION

Manual signal stratification or auction-determined delivery?

STUDY

DESIGN

Multi-cell lift study – Cell A vs Cell B

Cell A

Manual signal stratification (e.g. 10% site visitor lookalike optimized for site visits, 2% existing customers lookalike optimized for conversions

Control TBD%

Cell B

Same audience optimized for different objectives or stratified audience optimized for same objective

Control TBD%

STUDY

OBJECTIVES

1. Primary: Sales or ROAS

2. Secondary: Web conversions

3. Also Measuring: Brand lift, attributed sales, CPA, CPM

SETUP

CONSIDERATIONS

Constant across cells: Audience size, budget, media weight, flight, duration, ad formats, creative, placement, buying method, bid type

Variables: Targeting and optimization

Budget: TBD

Audience: TBD

Duration: TBD

Timing: TBD

Appendix

Tactics have evolved, but the goal is the same

Concept introduced in 1898, name coined in 1917, became integrated marketing, and continues today

MASS

MARKETING

1900 - 1950s

No personalizaion

No mechanism to differentiate

• No personalizaion • No mechanism to differentiate INTEGRATED MARKETING 1960s - 2000s • Broadcast-level

INTEGRATED

MARKETING

1960s - 2000s

Broadcast-level personalization

Channel mix used to differentiate

personalization • Channel mix used to differentiate PERSONALIZED MARKETING 2010 – Today • Individual-level
personalization • Channel mix used to differentiate PERSONALIZED MARKETING 2010 – Today • Individual-level
personalization • Channel mix used to differentiate PERSONALIZED MARKETING 2010 – Today • Individual-level
personalization • Channel mix used to differentiate PERSONALIZED MARKETING 2010 – Today • Individual-level

PERSONALIZED

MARKETING

2010 – Today

Individual-level personalization

Data mix is used to differentiate

PERSONALIZED MARKETING 2010 – Today • Individual-level personalization • Data mix is used to differentiate

Channel mix has been the key decision for decades

But now, digital platforms can deliver mass reach, engagement, and direct response

Channel

Audience

Message

Delivery

Format

Awareness
Awareness
Interest Desire
Interest
Desire
Action Awareness Interest Desire Action
Action
Awareness
Interest
Desire
Action
response Channel Audience Message Delivery Format Awareness Interest Desire Action Awareness Interest Desire Action

A MODERN APPROACH USING DATA AND MACHINE LEARNING

You layer in what you know about your customers through pixel, SDK or offline conversions…
You layer in what you
know about your
customers through
pixel, SDK or offline
conversions…
customers through pixel, SDK or offline conversions… …our system identifies patterns, learning from signals
customers through pixel, SDK or offline conversions… …our system identifies patterns, learning from signals
customers through pixel, SDK or offline conversions… …our system identifies patterns, learning from signals
customers through pixel, SDK or offline conversions… …our system identifies patterns, learning from signals
customers through pixel, SDK or offline conversions… …our system identifies patterns, learning from signals

…our system identifies patterns, learning from

…our system identifies patterns, learning from
…our system identifies patterns, learning from

signals to match content to the right people

…our system identifies patterns, learning from signals to match content to the right people
from signals to match content to the right people P e o p l e i
from signals to match content to the right people P e o p l e i

People interact with content on their device

.and complete actions, creating a spectrum of intent signals

Targeting and optimization determine who sees your ad

The data mix used plays a key role

TARGETING

Your defined target audience
Your
defined target
audience

LOCATION

INTERESTS

DEMOGRAPHICS

+

OPTIMIZATION GOAL

The outcome you tell us is important to you
The outcome
you tell
us is important
to you

CONVERSIONS

CLICKS

VIDEO

VIEWS

=

WHO WILL SEE YOUR AD

+ OPTIMIZATION GOAL The outcome you tell us is important to you CONVERSIONS CLICKS VIDEO VIEWS
+ OPTIMIZATION GOAL The outcome you tell us is important to you CONVERSIONS CLICKS VIDEO VIEWS

Optimize your ads for our value-based delivery system

Increase your ad’s “Total Value” by optimizing for a specific event

For each individual, we rank eligible ads based on a “Total Value” for each ad

MAXIMIZING ADVERTISER VALUE

a “Total Value” for each ad MAXIMIZING ADVERTISER VALUE Advertiser Bid × Estimated Action rates Your
Advertiser Bid
Advertiser
Bid

×

Estimated Action rates
Estimated
Action rates

Your bid for the event you selected as your optimization goal – i.e. your desired result

What’s the likelihood that an impression shown to this person will lead to your desired result?

OPTIMIZING CONSUMER EXPERIENCE + User Value
OPTIMIZING CONSUMER
EXPERIENCE
+
User Value

=

How interesting do we think this individual is going to find this ad? Is this a high-quality ad?

TOTAL VALUE

The ad with the highest Total Value wins the auction and shows to the individual