Optimizations
What are our main objectives/optimizations for Upper Funnel support?
Traffic objective optimized towards Landing Page Views!
Reach/Awareness optimized towards Impressions!
What is the definition of a WCA?
Website Custom Audience: A pool of users who have visited the initial subpages of the AT&T website (that falls within Lead/Search events)
What are the two ways someone can be retargeted into LF from an UF or MF ad?
WCA or DPA!
What is the difference between 1P vs. 2P vs. 3P?
1P: From Jeff Woo, direct customer lists from AT&T
2P: Platform-derived audiences (ex. interests)
3P: Third-party audiences such as Oracle
Why is UF Traffic important to include in a FF campaign?
This allows for the broadest ability to fill retargeting pools for LF in comparison to MF!
What is our main objective/optimization for Mid Funnel Prospecting?
Conversions objective optimized towards Add to Cart!
What is the definition of a buyflow entry?
Buyflow Entry: When a user reaches specific subpages of the AT&T website (falling within View Content/Add to Cart) and is either configuring a new device/plan or adding to their cart
How do you support Apple within DPA?
Due to Apple guidelines, must use a "dummy" phone image with generic messaging that does not directly call out the brand.
What part of the funnel do we leverage 3P lifestyle/behavior audiences (ex. Oracle)?
MID-FUNNEL!
How many pixels do we leverage on each social platform?
ONE per platform!
What are our two main objectives/optimizations for Lower Funnel Retargeting?
1) Conversions objective, optimized towards Purchase! (non-DPA!)
2) Catalog Sales objective, optimized towards Purchase! (DPA!)
What is a DPA catalog?
Dynamic Product Catalog: Hub of all active, live products on AT&T website that can be served to consumers who have previously expressed interest through retargeting efforts
What are the 3 pixel-based and 3 platform-based events we can leverage for overall retargeting?
Pixel-Based: Site Visit, Buyflow Entry, Purchase
Platform-Based: Impression, Engagement, Video View
Which site action exclusions do you leverage in a LAL or DPA AE audience?
ALL! As an OR statement!
How do we differentiate audiences between UF and MF?
UF: More broad and generic to drive basic awareness/traffic
MF: More targeted based on messaging relevance to qualified users/likely to take action on site
What is the one way someone can be retargeted into MF from a UF ad?
Video view retargeting!
What is a bounce rate and what is the standard % seen for site traffic on FB?
Bounce rate: Percentage of users who "bounce" or abandon a site before fully loading and/or moving beyond the initial page
Standard FB %: 53%!
How does DPA retargeting work?
Dynamically serve product image ads (from FB Product Catalog) to users who have previously taken action/expressed interest in those products on your website (viewed SKU product page or added to cart)
What can you create a LAL audience against and how is 1-10% ranges defined?
LAL can be created against ALL types of actions including Lead, Search, PageView, Add to Cart, and Purchase.
1% = smaller scale, highest quality
10% = larger scale, lowest quality
What is a split-cell test and what variables are available to evaluate?
A test that allows you to A/B test different variables of a campaign at equal budget levels, while leaving all other parameters constant for a true apples-to-apples comparison
Variables: Audience, delivery optimization, creative, placement type, product set
What ad formats work best for each stage of the funnel and why?
UF: Video-first, Canvas, Collection, Carousel
MF: Video/Static, Carousel
LF: Static
How do you categorize the Lead, Search, View Content, and Add to Cart events within WCA and DPA?
Lead: Initial site visit of page not displaying a product catalog or device
Search: Initial site visit of page displaying a product catalog or multiple devices
View Content: Deeper site visit of page displaying a single device / SKU
Add to Cart: Deeper site visit of page displaying plan/device configuration
What are the 5 standard events we can leverage on FB for retargeting?
Lead, Search, View Content, Add to Cart, Purchase!
What is the difference between DPA AE and LAL?
DPA AE: Dynamically serve relevant product image ads (from FB Product Catalog) to prospective customers even if they haven’t visited your website / viewed the products you offer and is very broad, large-scale sizing
LAL: Audiences that have similar attributes to users who have already taken an action on your website (ex. Site Visit, Add to Cart, Purchase), yet is less broad, smaller-scale sizing
What are the pros and cons to using a native/platform Brand Lift Study vs. a third-party Brand Lift Study?
Native/Platform: Generally lower budget minimums + quick turnaround for results, however the results are more subjective, as they are graded in a silo for that platform and viewed as "grading your own homework"
Third-Party: Higher budget minimums + longer turnaround time for results, however provides a more objective foundation for evaluating performance (and can compare apples to apples against two platforms)