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New Tactics & Optimization for Digital Marketing Ads

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New Tactics & Optimization for Digital Marketing Ads

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New Tactics & Optimization for Digital Marketing Ads

  1. 1. NewTactics & Optimization for Digital Marketing Ads By: Eng. Mohamed Hanafy Director, Digital Marketing Center of Excellence , ITI-MCIT InformationTechnology Institute Ministry of Communications and InformationTechnology
  2. 2. Microtargeting
  3. 3. 175,000 Message Alexander Nix 235,000,000 American voter Message to 1,340Voter
  4. 4. •Optimization Initial Campaign Setup • Choose a campaign objective • Audience targeting • Tailor your message • Dynamic creative • Set up Facebook Pixel • Set up retargeting campaigns • Measure the COST-PER-RESULT
  5. 5. FB Audience Insights
  6. 6. THE CAMPAIGN STRUCTURE Campaign A campaign contains one or more ad sets and ads. Campaigns allow you to easily measure the performance of your ad sets and ads, and optimize for a single objective. Ad Set An ad set contains one or more ads. Ad sets let you control how much you spend on each audience, schedule when those audiences see your ads, and measure their response. Ad Ads live within ad sets. Creating multiple ads in each ad set will let Facebook optimize their delivery based on variations in images, links, video, text or placements.
  7. 7. Low-budget High-budgetMid-budget $5 – $20 $100 – $1000$21 – $99Budget Audience Size: 5,000– 20,000 20,000– 100,000 100,000– 300,000 Make Conclusions After 500– 1,000 1000– 5,000 5,000– 15,000 Test One Element at aTime
  8. 8. Dynamic creative
  9. 9. • Facebook Pixel • Pinterest Pixel • Adwords conversion • LinkedIn conversion tracking • CrazyeggTracking
  10. 10. • For example, if you only wanted a tag to fire when a user completed a transaction, you might set up a tag trigger that fires when the variable {{url}} equals the value of your checkout page “checkout.html”.You can also set up multiple triggers that must all be true before a tag will fire.
  11. 11. Data layer naming conventions • dataLayer (GoogleTag Manager) • universal_variable (Qubit) • tm_params (Tagman) • utag_data (Tealium)
  12. 12. Set up a sales funnel
  13. 13. Cohort Analysis
  14. 14. LifetimeValue
  15. 15. FB Catalogs
  16. 16. Google Optimize
  17. 17. Optimization VS Over-optimization
  18. 18. ThankYou Eng. Mohamed Hanafy mohanafy@gmail.com

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