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Facebook May Soon Offer Campaign Budget Optimization Across Platforms, Not Just Ad Sets

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This is interesting – Facebook has published a new research paper that outlines its proposed new approach which would enable it to essentially offer Campaign Budget Optimization across multiple platforms from one ad campaign, as opposed to being confined to a single app.

The new process seeks to provide more, simplified alternatives to automated ad bidding, thereby optimizing ad spend across various apps from a single budget stream.

As explained by Facebook:

Consider an advertiser who uses the Facebook platform to advertise a product. They have a daily budget that they would like to spend on our platform. Advertisers want to reach users where they spend time, so they spread their budget over multiple platforms, like Facebook, Instagram, and others. They want an algorithm to help bid on their behalf on the different platforms and are increasingly relying on automation products to help them achieve it.”

The problem, Facebook says, is that as the digital ad landscape becomes more crowded, advertisers are increasingly looking to diversify their ad spend, based on where their audience is active. So ideally, they would be able to ensure they’re allocating budget to the right platforms to reach their target market, as opposed to spending too much on one or the other.

The concept of Campaign Budget Optimization (CBO) is that it automatically allocates your assigned ad budget across your chosen Facebook ad sets, in order to ensure that the best performers see the most spend, thereby giving you the best bang for your ad buck.

But with this new process, you would also be able to ensure the same, across Facebook, Instagram, WhatsApp and Messenger (theoretically), all from a single, streamlined campaign.

“The algorithm is given a total budget (e.g., the daily budget) and a time horizon over which this budget should be spent. At each time-step, the algorithm should decide the bid it will associate with each of the platform, which will be input into the auctions for the next set of requests on each of the platforms. At the end of a round (i.e., a sequence of requests), the algorithm sees the total reward it obtained (e.g., number of clicks) and the total budget that was consumed in the process, on each of the different platforms. Based on just this history, the algorithm should decide the next set of bid multipliers it needs to place.”

The full 24-page research paper is technically dense, with lots of references to data modeling and ‘Stochastic Bandits’:

“Let yt(i) = λt(i)/k λt k1 , i = 1, . . . , d be the normalized cost of the resources. For a parameter ∈ [0, 1], for every vector y, for any sequence of payoff vectors c1, . . . , cτ ∈ [0, 1]d , Hedge’s guarantee gives.”

Yeah, a lot of that, so it’s difficult for non-experts to ascertain a full understanding of the process, but the basics are that the option, if it’s fully implemented, will provide more ways for advertisers to maximize their ad spend, while also decreasing workload.

Adoption of automated products that perform many of the targeting, placement, and creative optimization elements on advertisers’ behalf is rapidly rising. […]The advantage of using the proposed algorithm is that the bidding is near-optimal thus, getting the most value for their spend. This has benefits for both the individual advertiser and the overall ecosystem.” 

Indeed, many advertisers are seeing significantly better results when relying on automated bidding, as the ad systems at Google and Facebook, in particular, get better at understanding the key signals that will drive improved performance.

That means simpler ad processes, delivering better results, and while all such processes could potentially be impacted by the coming IDFA changes on iOS, being able to utilize CBO across platforms could be a valuable addition to your approach. 

You can check out the full research here.

Socialmediatoday.com

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Why Your Website Should be Optimized for Mobile [Infographic]

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Let’s face it – we’re about to move into 2022, and if you don’t understand the importance of having a mobile-friendly website by now, maybe you never will.

Mobile usage is now a key connector, in an increasing range of ways, and providing an optimized, engaging mobile experience is key to maximizing your business performance.

Yes, it can cost time and money to optimize your mobile presence, but in the vast majority of cases, that investment will likely pay off, as more and more people are likely seeking information on their mobile device, and are more likely to go with the provider who’s website is responsive, engaging and answers their key queries, quickly and easily.

There’s a reason why Google factors in mobile performance as a search ranking factor.

Underlining this, the team from 2Flow have put together this infographic outlining the importance of having a mobile-friendly website, now and in future.

It could be worth re-checking your site as part of your 2022 preparations.

Mobile-friendly website infographic

Socialmediatoday.com

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12 Graphic Design Trends to Watch in 2022 [Infographic]

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What will be the big visual trends of 2022?

The team from graphic design service 99designs by Vista have taken a look at the trends they’ve seen throughout the year to make some predictions on coming presentation shifts, which could help you stay ahead of the next wave.

There are some interesting ideas here too, including 90’s nostalgia, Y2K and a grunge revival.

Engaging visuals are key to standing out in busy social media feeds, and as such, it’s worth taking note of trend listings like this and considering whether you need to update your brand style and format.

Take a look at the full overview from 99designs in the infographic below.

Graphic design trends for 2022

Socialmediatoday.com

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LinkedIn Shares New Insights into the Gen Z Audience on the Platform [Infographic]

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As you’ve no doubt read many times, Gen Z is increasingly becoming a critical market for all businesses, and will soon be the largest generation of consumers around the world.

Which, of course, makes sense. That’s essentially how time works – as younger people grow up, and become adults and employees, and therefore become a larger focus for businesses in every way.

That’s not really a revelation, but it is worth noting the interests and consumption behaviors of Gen Z, and the factors that can influence their actions, in regards to marketing outreach.

Which is what this new overview from LinkedIn provides. LinkedIn has analyzed data from the 78 million Gen Z members on its platform to look at how they engage, how they spend, why they purchase from different companies, and more.

You can check out LinkedIn’s full report here, or take a look at the infographic overview below.

LinkedIn Gen Z infographic
LinkedIn Gen Z infographic

Socialmediatoday.com

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