COVID-19 Digital Ads Cost Optimization

This scenario will allow you to target your campaigns only on your most loyal and valuable customers. This is especially valuable if you want to cut your campaign budget while also keeping a stable revenue.

Importing the Ads Cost Optimization

In order to import the package, copy the following JSON code into a text file and import it following the guide in the Initiatives article.

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reports['5e81cd363aa3ae476ff972a9'].rows[rw][2] }}"}],"operator":"greater than","type":"number"},"type":"attribute"}],"formula":"A"},"evaluate_jinja":true,"id":17,"name":"Top 20% monetary","type":"condition","version":4,"x":651,"y":79},{"count":1,"id":16,"type":"wait-action","units":"minutes","version":5,"x":794,"y":157},{"id":26,"text":"Add retargeting node here:\nAdd customers to FB audience\n+ target them with paid campaigns","type":"label","version":1,"x":937,"y":157}],"prevent_archivation":false,"queue_version":0,"show_description_in_view":false,"status":"draft","tags":[]},"id":"5e81c8f902b09124c6f0c2eb","type":"campaign_design"},{"data":{"archived":false,"cloned_from_id":"5e7ba89893fc1f2bd8b9cc47","components":[{"evaluate":false,"position":{"height":{"type":"fixed","value":10},"width":12,"x":0,"y":4},"project_id":"f0ddd9fe-6751-11e9-aed1-0a580a203507","text":"<p>If you need to cut paid advertising budget, you should be able to keep your revenues going, if you keep communication open with&nbsp;your most loyal and valuable audiences.&nbsp;</p>\n\n<p>This scenario will provide you a segment of your most loyal and valuable customers which you can then send to Facebook custom audience.</p>\n\n<p><a href=\"https://docs.google.com/document/d/14ODtamjlYYdvnoTdFjD0SAJZ4Y_HrJQBxyCl77yRGyc/edit?usp=sharing\">How to launch this use case is detailed in this guide.</a></p>\n","type":"html"},{"position":{"height":{"type":"fixed","value":4},"width":12,"x":0,"y":0},"text":"CV19 Ad Optimization For Paid Ads","type":"text"}],"filters":{"attributes":[],"date_filter":{"absolute":false,"duration":{"count":30,"units":"days"},"enabled":false,"from_date":null,"offset":null,"to_date":null},"date_filter_override":false},"is_global_object":false,"name":"README - Ad cost optimization","prevent_archivation":false,"tags":[],"used_project_ids":["f0ddd9fe-6751-11e9-aed1-0a580a203507"]},"id":"5e849faeb66f2b791104c8ed","type":"dashboard"}],"version":"v1.164.11"}

🚧

It might not be possible to import the JSON file if your Exponea instance has not gone through the release 1.164 yet.

Launching the Ads Cost Optimization

  1. Set up Facebook integration (if you haven't done so already).

1.1 Go to Data & Assets > Integrations.

1.2 Click on Add new integration.

1.3. Click on Add.

  1. Insert Facebook matching pixel on your website to increase match rates (OPTIONAL)
    To do this, go to the “Facebook Matching Pixel” tag within this use case’s initiative, update your Pixel ID and start the tag.

The Facebook pixel will send Exponea cookie identifiers to all Facebook users visiting your website. This will allow you to use the Exponea cookie as a matching identifier in the retargeting node in scenarios. The Facebook pixel will be deployed to all webpages on your website, you can change the conditions for firing the pixel in the Settings tab.

  1. Configure Facebook retargeting nodes

3.1 Go to "CV19 Loyal Audience" scenario. Add a retargeting node and connect it to the last node.

3.2. Configure Facebook retargeting node to add customers to a new audience.

3.3. Set customer matching as below:

  1. Launch the scenario.
  1. Verify if your new audience has been successfully populated into Facebook Business Manager. If yes, now you can start targeting this audience with your paid campaigns.

Pro tip: Duplicate the scenario and try the same approach with your Google Ads account!

Updated 6 months ago


COVID-19 Digital Ads Cost Optimization


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