Facebook Attribution
TRUE OR FALSE: Facebook content is passively consumed while scrolling; only 30% of ads are seen, and 15% are heard.
TRUE!
Google POV:YouTube (YT) consumers come to watch. YT has a leading 95% audibility and viewability (industry average 66%), which is correlated with actions throughout the funnel (brand awareness, recall, purchase intent)
What some targeting signals that Facebook uses (i.e: Google uses real-time search data for intent)?
1. Demographics
2. Interests Groups (Likes)
3. Custom Audiences (1st party data)
Google POV: Google uses real-time and historical browsing behavior as targeting signals, which can be more effective at predicting behavior
What Amazon product allows sellers to discover how their non-Amazon digital marketing tactics are helping drive sales on the platform?
Amazon Attribution (beta)
What is a recent product update in Google Shopping that allows Google to compete with Amazon’s listings?
Unpaid Product Listings
Amazon does not share customer data with advertisers and prohibits advertisers from contacting Amazon customers outside of Amazon’s Platform. TRUE OR FALSE?
TRUE
How does Facebook define a "view"?
Facebook doesn’t follow industry measurement standards (1 pixel for >1 second), but defines a view as 1 pixel appearing for any length of time. This may inflate performance up to 70% [Adage].
Google POV: Google’s is compliant with industry leading standards [>50% of pixels on the screen for >2 sec [IAB], to ensure advertisers see the true value of their campaigns.
How many logged in monthly users does Facebook have?
3B+ billion!
Google POV: Google has 9 products topping over 1B+ users, [Google], as well as cross-platform audience initiatives that drive effective growth and conversions
Who can use Amazon Attribution?
Amazon Attribution is only available for professional sellers enrolled in Amazon Brand Registry, vendors, and agencies with clients who sell products on Amazon.
How many sellers are on Amazon Marketplace
8.9 Million. 858,000 joined this year alone
Amazon’s ROI metric, ACoS ( Advertising Cost Of Sale), is not equivalent to 1/ ROAS, as it does not account for selling fees. TRUE OR FALSE.
TRUE
Explain Facebook measurement? How are Facebook CPA's calculated?
Facebook groups VTCs into CPA calculations by default. Facebook only measures their own channel; if you see a Facebook ad but ultimately convert by clicking on a Google ad, Facebook would still count the conversion as a VTC in their platform (in addition to Google counting it as a CTC).
Google POV: Google Ads takes a default opt-out approach to view-through conversions credit. This more conservative measurement reporting often leads to an inaccurate conclusion that it is not performing as well as Facebook; check reporting in Google Analytics
How many logged in monthly users does Instagram have?
1 billion!
Google POV: Google has 9 products topping over 1B+ users, [Google], as well as cross-platform audience initiatives that drive effective growth and conversions
What key is a metric available in Amazon Attribution?
Impressions, Clicks, Detail Page Views, Add to Carts, and Purchases.
What percent of Amazon Sellers also sell on other platforms outside of Amazon
80%
Amazon sellers have the ability to utilize offline transactions insights/and data. TRUE OR FALSE?
FALSE
Since Facebook and Google differ on viewability so much, tell me why viewability is so important when discussing Facebook Attribution?
1. Are Advertisers paying for ads that users never see? (cpm based pricing)
2. Am I giving undue attribution credit to impressions that were never seen?
Facebook focuses on simpler automation setup and ease of aligning each campaign to a _________ _________ ; selecting one is the first step to ad creation -- makes it easier for smaller advertisers to use the platform.
Marketing Objective!
However, Facebook also requires frequent, more manual refreshes to maintain performance.
Google POV: Google’s deeper automation capabilities often don’t need the same level of maintenance. Lower friction options like Smart Bidding, UAC, or SSC can automate performance and free the marketer to focus on strategy rather than manual execution
How long does it take to get approved for Amazon Attribution?
2 Weeks!
What are the names of the two Sponsored Ad Type's advertisers have access to that could appear on an Amazon Search?
Sponsored Brand Ads: ( logo will take you to brand digital front on amazon)
Sponsored Product Ads: ( above the fold, and uses signals for relevance ( similar audiences)
62% of people say they became interested in a brand after seeing it in Instagram Stories. TRUE OR FALSE?
TRUE!
But over 70% of YouTube campaigns drove a significant lift on offline sales!
What are the confidence levels that Google & Facebook will report on for their respective Conversion Lift Studies?
Facebook will report on less than 90% and confidence levels are ambiguous. Google clearly reports on results at 90% confidence or above
Google POV: go/fb-google-lift
Facebook serves ads across which 4 platforms?
1. Facebook
2. Instagram
3. Messenger
4. FAN (Like GDA, The Facebook Ad Network allows advertisers to extend their reach across thousands of apps and sites. Formats include banner, interstitial, native, rewarded, and in-stream video.)
What countries are Amazon Attribution available in?
US and UK Only for now!
What bidding model(s) can you buy Display Ads with on Amazon?
CPM
All Facebook creatives are Dynamic. TRUE or FALSE?
True!
Dynamic Creatives finds the optimized creative combinations by taking components of the ad (images, videos, titles, descriptions, CTAs, etc.) and automatically generating combinations of these assets across audiences.
The system optimizes for creative components that deliver efficient results for each impression served and ensures that audiences see the highest-performing creative combinations.