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Self-Serve Tools

The document discusses digital self-service campaign tools for advertisers and agencies. It outlines key elements to control in a campaign like objective, audience, and ad creative. It also provides best practices for campaign details, inventory availability, and forecasting. Specific self-service tools from Facebook and Google Ads are highlighted that allow setting the objective, audience, budget, placements, and measuring the campaign performance. The differences between direct and programmatic buying are also summarized.

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Claire Santiago
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136 views

Self-Serve Tools

The document discusses digital self-service campaign tools for advertisers and agencies. It outlines key elements to control in a campaign like objective, audience, and ad creative. It also provides best practices for campaign details, inventory availability, and forecasting. Specific self-service tools from Facebook and Google Ads are highlighted that allow setting the objective, audience, budget, placements, and measuring the campaign performance. The differences between direct and programmatic buying are also summarized.

Uploaded by

Claire Santiago
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Digital Campaign Self-Service Tools

KEY ELEMENTS
Factors that we should be able to control
on a self-serve tool.
1. Objective – Engagements, etc.
2. Audience – Demographics, Interests,
Custom Audience or Lookalike
3. Ad Creative – Video/Images
BEST PRACTICES
1. Campaign details. Flight Dates,
CPM/CPD, Budget, Placements (formats,
size, platform, site targeting, geo, etc.),
Pacing (evenly, front-loaded, or as fast as
possible)
2. Check inventory availability to complete
delivery. Run forecasts based on CPM,
budget, and flight dates.
DIGITAL SELF-SERVICE TOOLS

ADVERTISER/AGENCY

1. Facebook Business Manager


2. Google Ads
FACEBOOK YOUTUBE
1. Choose your objective. 1. Link Google Adwords to
2. Select your audience. your Youtube Channel
3. Decide where to run your 2. Establish campaign goal.
ad. 3. Pick a format.
4. Set your budget and 4. Set total campaign budget
schedule. and schedule.
5. Pick a format. 5. Decide where to run your
6. Place your order. ad.
7. Measure and manager your 6. Select your audience.
ad. 7. Set a bid amount.
8. Place your order.
9. Measure and manager your
ad.
FACEBOOK YOUTUBE
Auction
BUYING TYPE Auction
Reach and Frequency
Awareness – Brand Awareness, Reach
Consideration – Traffic, Engagement, App
Leads and Website Traffic
Installs, Video Views, Lead Generation,
CAMPAIGN GOAL Product and Brand Consideration
Messages
Brand Awareness and Reach
Conversions – Conversions, Catalog Sales,
Store Visits

Demographics
Demographics Affinity
Interests Custom Affinity
AUDIENCE Behavior In-market
Remarketing Custom Intent
Lookalike Audiences Similar Audiences
Keyword
Single Video Trueview Ads
AD FORMAT Single Video Bumper Ads
Slideshow Non-Skippable In-Stream Ads
Campaign Total/Daily Budget
BUDGET Lifetime Budget/Daily Budget
Bid Amount
CPM CPM
TYPES OF BID
Depending on Campaign Goal Depending on Campaign Goal
Automatic Placements Search Results
Edit Placements Videos
PLACEMENTS
(News Feed, Instagram, Messenger, Instant Channel
Article, Audience Network) Apps
DIRECT PROGRAMMATIC
1. Manual process 1. Driven more by algorithms
2. Advertisers and agencies are 2. Impressions are profiled while
willing to pay premium prices an auction takes place and the
for guaranteed inventory highest bidder is selected to
where their ads are appearing place its creative in the ad
on. unit.
3. Bulk of ad inventory is sold at 3. Ad delivery is “non-
a fixed CPM rate. Inventory is guaranteed”.
“guaranteed” or “reserved”
for the client.
4. Impressions are priced the 4. Prices for each impressions
same even though they are could vary greatly. The
seen by a whole range of dynamic value is called
different audience. effective CPM.
FACEBOOK ADVERTISING
FACEBOOK ADVERTISING
FACEBOOK ADVERTISING
FACEBOOK ADVERTISING
Three Types of Audiences.
1. Core Audiences – right target audience
2. Custom Audiences – customers and
contacts on Facebook
3. Lookalike Audiences – people similar
customers and contacts on Facebook
FACEBOOK ADVERTISING
It has a seriously powerful targeting
options.
1. Lookalike audience. Since 2018, Facebook
can replicate current customers and look for
other users with similar attributes to target.
2. Learning Phase. Facebook requires
approximately 2 weeks to complete learning
and therefore maximize optimization.
GOOGLE ADVERTISING
GOOGLE ADVERTISING
Three Types of Audiences.
1. Inventory – RON
2. Custom Targeting
3. Geography
4. Devices
5. Mobile Application
GOOGLE ADVERTISING
Since Google bought Youtube in 2006,
Google Ads account is needed.
1. Retargeting. Google leverages on
targeting people who have interacted with a
brand in the past.
2. Sequential Advertising. Pairing Bumper
Ads and Trueview Ads improve upper brand
recall.
ABS-CBN DASH

Suggestions

1. Guaranteed or non-Guaranteed
2. Campaign Objective
3. Campaign Budget Optimization
4. Forecasting Tool for Audience
5. Custom Audience
THANK YOU!

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