When to Use What Strategy

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When to Use What Strategy
Compare your options. Each tool solves a specific challenge.

Efficiency
Use multiple ad set creation to create ad set variations in one streamlined, efficient workflow. Execute a complex media plan and control spend against a particular audience or ad creative.

Comparison
Use split testing to optimize ad performance by scientifically testing and identifying a winner amongst up to 3 segments.

Campaign Impact
Use lift testing to measure the causal incremental impact of advertising and to guide account or campaign-level strategy.

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Conversion Lift
Conversion lift is most applicable to advertisers (and their sales teams) with Direct Response (DR) objectives for their ad campaigns. Some examples of these objectives include:
● Driving sales online, in-app, and offline (in-store)
● Better understand the true value Facebook advertising is creating
● Understand how accurate attribution models are

There is no one vertical for which this is most applicable. Most advertisers have a conversion objective at some point.
Your lift options at glance (most commonly used solutions, not fully comprehensive.

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Brand Lift
Brand lift works for advertisers who are building equity, specifically those who are…
● Building brand or product awareness
● Landing message association
● Driving consideration or favorability

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Understanding Key Solution Methodologies

Facebook Conversion Lift Methodology

  1. Identify your business objective and campaign to measure
  2. Facebook randomizes and splits audience into test and control group
  3. Run campaigns to your target audience – ads will be delivered to the test group and will not be delivered to the control group
  4. We capture conversions via the FB pixel or Offline event sets for both the test and control
  5. Facebook calculates lift by comparing conversions in the test group to conversions in the control group

Facebook Brand Lift Methodology

  1. Identify your business objective and campaign to measure
  2. Facebook randomizes and splits audience into test and control groups
  3. Run campaigns to your target audience – ads will be delivered to the test group and will not be delivered to the control group
  4. We capture brand question polls for both exposed test group and control
  5. Facebook calculates lift by comparing conversions in the test group to conversions in the control group.
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Understanding key solution methodologies
Why use attribution check-up
Is my current attribution model crediting based on people, cross-device behavior?
What impact does integrating Facebook clicks and views have on my current attribution
model?

  1. Adds Facebook ad clicks and views to the advertiser’s existing data
  2. It then calculates a new attribution analysis based on the client’s data and model
  3. Compare the new attribution to the existing attribution to shop gaps
    ● Reporting aggregated down by channels and publishers that matter to you
    ● Visualize top 5 cross-device, cross-browser path to conversions
    Eligibility Requirements:
    Signed NDA agreement & specific order level data requirement.