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How to automate and improve advertising on Google, Facebook and Instagram

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When a user types in a search phrase, the advertisements take part in an auction among themselves. Main parameters: bid and ad quality (this includes many parameters, read more in the official documentation). In reality, each advertiser is trying to improve the quality of their ads, so even if there is little competition, we can assume that the quality of ads from different advertisers is about the same. Therefore, in practice, in most cases, the position of the ad depends on the size of the bid.

How to automate and improve advertising on Google, Facebook and Instagram

The bid can be set manually for each keyword, or you can rely on the artificial intelligence of the advertising system (hereinafter referred to as AI). AI analyzes previously collected information, trying to identify the dependencies that lead to the target action. For example, if Peter from Kyiv, who is 27 years old and interested in tennis, bought tennis shoes, then AI will try to bring more people from Kyiv aged 25-30 with similar interests. The more often these people buy from us, the stronger the addiction will be.

Important! Advertising networks collect and analyze maximum information about users. Brief information collected by Google about yourself — https://adssettings.google.com/authenticated

How to automate and improve advertising on Google, Facebook and Instagram

Similarly, AI can also save advertising budgets if any of the dependencies show a low conversion rate. For example, the 65+ category only clicks, but does not buy. Accordingly, AI will set low bids for participation in the auction.

How to automate and improve advertising on Google, Facebook and Instagram

Tips

We recommend 20+ conversions per week are recommended (For AI to be able to learn). Therefore, it is necessary to start an advertising campaign with the "Maximum clicks" strategies, then transfer to indirect microconversions (add to cart, submitting the form, etc.). And only after making sure that there are enough microconversions, you can switch to the "Conversion to Purchase" strategy or "Target ROI in advertising".

It is recommended to use high-frequency keywords and do not use low-frequency keywords.

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