Facebook - Optimized Audience - Detailed Targeting

'Detailed Targeting' is one of the crucial section in Facebook marketing. Assume, we already set the following settings:

1. Gender - Male
2. Locations - United States
3. Age - 35-55
4. Languages - Blank or English (US)

Now, we need to define the behaviors/interests of the above audience. We can do so by using 2 operators 'AND' and 'OR'.

The first option we have under Detailed Targeting is, 'INCLUDE people who match at least ONE of the following:

Condition 1 - Behaviours > Purchase Behaviours > Food and drink > Vegetarians
Condition 2 - Interest > Additional interests

The above saying that target people with the requirement of either of the above behavior or the interest. If one of them matched with the specific person, he would be targeted. If we remove one of the above criteria, we would be narrowing the target.

So, we just learned 'OR' operator in Facebook Detailed targeting. Now, we have the use of 'AND' operator and this how we would be using:

and MUST ALSO match at least ONE of the following
Condition 3 - Interests > Additional interest > Eating Healthy

So, in the above scenario, the Facebook would be defining target audience when matched either condition 1 OR condition 2 AND condition 3.

Mandatory Tools, Settings, and Report for a Comprehensive Optimization Review for Google Ads - Advanced User

Search Term Report:
Search term report should be reviewed on daily basis for a given campaign. You might find interesting terms which you are not supposed to get traffic from. This helps to save wasteful spend. For example, you might be added keywords in BMM and be getting irrelevant clicks and most of the budget exhausted due to that term, you are not only losing money but you also blocked room for conversions from the right keywords. Here is a quick guide on Search Term Report:

1. Review one campaign at a time.
2. Review 1 day at a time and quickly review for 3-4 days. This should be done every week for the past few days data. In a month, the frequency can be slowed down.
3.  If find any irrelevant term, as negative very carefully and in a correct match type that suits the targeted keywords.

Auction Insights Report:
For most of the branded campaign, we expect 80%+ impression share. Less than this is a cause for concern and have to see who is bidding on our term. Most of us found that Amazon is one of the bidders who bid on almost every term possible in the digital world. Mostly, we can't fight with Amazon but we can customize our ad scheduling, bid on demographic, Age and Gender to get as many conversions possible from the audience we can get.
For non-branded, we often see many competitors, and we can't easily get more than 60% impression share. This is often non-productive campaign but if we deep dive from analytics, we see that these campaigns assisting another channel in driving conversions. Looking at the Auction Insights report, we can identify the area of improvement, competitors, Avg. position,-- and top of page rate. These are really cool metrics to understand and optimize.

Some important Metrics which help in optimizing our campaigns:

Avg. Position: They have a big role in conversions. But to be cautious, the no.1 position is doesn't guarantee that it gives more conversions than position 2 or 3. From my personal experience, I prefer Avg. position 2 or 3 or 4. Except for Branded campaign, I'd not bet for getting position 1. Most of the accidental clicks happen on position 1 (assumption+experience).

ROAS: I would not like a campaign to keep running if it produces less than 120-130% ROAS. If conversion volume really has more weighted than would see how I'd optimize the campaign before I pause it. Keep comparing campaigns in terms of ROAS to see which campaigns need comprehensive checks.

CTR: CTR, depend on campaign type may range from 0.10% to 80%. When we talk about Search campaigns, CTR is a very important metric to look into. Higher CTR suggests that we targeting the right keywords and showing amazing Ad copies. Which CTR is higher and which is lower is very very subjective and depend on the specific campaign we are running. Also, industry-wide, the higher and lower level of CTR can be defined. For a given industry, CTR of 1% can be lower but for another industry, the same CTR can be higher.

Now, some important settings in Google Ads:

Networks: We need at least 3-4 months of data to decide if we need to opt out of search partners. If the result from Search partners is not as expected, think to opt out of it.

Delivery Method: I prefer to set to accelerated in a certain condition such as the campaign is producing great results in terms of revenue.

Location options: To avoid any accidental clicks, I mostly choose 'People in your targeted locations'. But, for certain business, we should use the recommended option.

Ad Schedule: I'm a big fan of Ad scheduling. If a certain campaign is not having enough allocate budget, I'd set Ad scheduling in a way which saves $ for me and makes sure that Ads are running when people actually looking for them.

GTIN - Most favored area of shopping ads

When a manufacturer sells a product on global marketplace, they need to have GTIN attributed to each products they are selling.

Before 2016, the GTIN no. was only required for 50 designated brands. But currently, starting 2016, for every manufacturer GTIN no. is a steep requirement.

A Global Trade Item Number is a unique and internationally recognized identifier for a product that helps Google understand exactly what advertisers are selling.

Different GTINs:

1. UPC
2. EAN
3. JAN
4. ISBN
5. ITF-14 

"Merchants who've added correct GTINs to their product data have seen conversation rates increase up to 20%."

Everything About Shopping Campaigns Under AdWords

Before I jump onto the real content, let's understand the objective of the blog:

1. To understand the basic of shopping aka PLA campaign in Google AdWords
2. To become aware of all the ingredients required for creating shopping campaign.
3. To implement the first Shopping campaign.
4. Optimization and shopping campaign reviewing techniques and checklist.

What is Shopping campaign?
When an ecommerce business owner would like to showcase their products on Google search space and can't create 100's of search campaings for their 1000 of products becuase it is tedious to track that no. of campaigns and optimize, they choose shopping campaigns which shows their products on Google search space. Find a screen grab of shopping ad for the search query black shoes.

The question is, how AdWords lists these ads? The answer is, the prodcuts are being fetched from the Advertiser's AdWords account which is again linked to their Merchant center account. And, in the merchant center account, a feed was uploaded which includes all the products in a predefined format. The feed includes fields such as Title, description, Price, Availibility status and many more fields.

What are the requirements of Shopping campaigns:
1. An AdWords account.
2. A merchant system account.
3. A feed file which includes the products.

How to link the merchant center account to AdWords?
That's pretty simple, you need to access your merchant center account. And, then nvigate to account linking, and there you have the option to link your AdWords account. Gievn that, you have the access to the AdWords account as well.

...Stay tuned: In few days, I'll be covering feed creation and then PLA ads crearion.