Company Update

Optimise Campaigns Automatically based on Custom Events

Sanne Kruis

The Marketing Manager of The Next Ad.

Jan 3, 2017

We’re happy to announce another great improvement to our Optimisation Algorithm. Previously, we’ve upgraded the Hyper Optimisation to make it possible to set a fixed KPI on top of the classic Hyper Optimisation.

Optimise Campaigns Automatically based on Custom Events

We’re happy to announce another great improvement to our Optimisation Algorithm. Previously, we’ve upgraded the Hyper Optimisation to make it possible to set a fixed KPI on top of the classic Hyper Optimisation. Now we introduce to you another improvement to our optimisation: the possibility to optimise your campaigns on all different standard Facebook pixel events, plus all custom events that you’ve created!

Let me give you an example of how it can be used. When you have a website conversion campaign, in which you haven’t got a lot of purchases yet, you can optimise your campaigns based on the pixel event “Add To Cart [Pixel]”.

This can work in two different ways: Hyper Optimisation shifts budget towards the ad sets with more Adds To Cart, or our optimisation algorithm shifts your budget towards the ad sets with a lower Cost Per Add to Cart.

How optimisation based on custom events works

Go to your Hyper Optimisation settings to see the list of all the optimisation KPI’s. This list now includes your pixel events and custom events, plus [Pixel] at the back of the event name.

• Optimise on custom event actions
  When you optimise on a KPI without the word ‘Cost’ in the name, you will look at the number of actions (e.g. the number of Adds to Cart, the number of Completed Registrations, etc.). This means that Hyper Optimisation will shift the budget towards ad sets with either the highestor greater than average number of the selected action.
• Optimise on custom event costs
  When you optimise on a KPI with ‘Cost Per …’ in the name, you will optimise campaigns on the cost per action/event (e.g. Cost Per Add to Cart, Cost Per Completed Registration, etc.). This means that Hyper Optimisation will shift budget towards ad sets with either the lowest or lower than average cost of the selected action.

Automatic campaign optimisation based on best performance or fixed CPA limit

Best performance

Campaigns can be optimised based on the best performance of the given KPI (e.g. Cost per Action, Clicks, etc.) This optimisation goal will shift the budget to the best performing ad sets and rotate ad creatives automatically to prevent ad fatigue.

Facebook pixels or custom events

As part of the best performance optimisation goal, you’re also able to optimise campaigns based on custom events and Facebook pixels. This way of campaign optimisation is based on all Facebook pixel events, plus all custom events that you’ve created. Using the best performance optimisation goal with a Facebook pixel event or custom event KPI, you’re able to optimise website conversion campaigns based on “Add To Cart” events instead of conversions.

Fixed CPA limit

On the other hand you’re able to optimise campaigns based on a fixed CPA limit to keep the CPA below a given value. The budget will automatically be shifted from a bad performing ad set to the best performing ad set. If we can’t find an ad set that’s performing the best, based on your given value, we will save your money in what we’ve called a reserve pool. Doing this we give the ad set a chance to perform better and slightly shift the budget accordingly.

Optimise campaigns based on custom events

If you have any questions about the new way of automatic optimisation, please feel free to drop us a chat in the app or by sending an email to success@tnasuite.com. We will be happy to discuss the best way of optimisation for your campaigns.