Brand Performance (‘AIM’)

Prior to spending a tonne of money launching a wide variety of channels at once, Facebook advertisers can put their ad concepts to the test across the platform (Instagram, Mobile Newsfeed, Audience Network) to see which image/body copy/call to action combo produces the best conversion rates. This ensures that all future paid advertising is as effective as possible by performing the following steps: Create a total of x unique banner themes (e.g. will people respond better to food imagery vs. block colour imagery). Create x unique motifs for expressing the central proposition in the advertisement’s headline (for instance, will “the perfect recipe” or “thousands of recipes” resonate more strongly with readers?). Create x-thematic iterations for use with other criterion variables (e.g. link description and body copy). Figure out who you’re trying to reach, and make sure they’re one of the people you can reach with Facebook. Create a multivariate test on the Facebook advertising platform, comparing all possible combinations of banner and proposition on all possible channels. Bid each Ad Group using either optimised CPM or optimised CPC, as Facebook uses this information to determine which ads within a given Ad Group perform best with a given audience. The platform takes into account all of the available information and optimises toward the Ad that receives the most clicks from the intended audience. – For reasonable certainty of significance, at least 30 observations per variant are needed (e.g. 30 clicks if the goal is a click on oCPC, 30 conversions if the conversion metric is a conversion on oCPM). Another perk is that conversion data can be used in future ad campaigns thanks to the ad sets that are created.

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