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Optimizing for Purchases:A High-Level Overview

Ad Engine™

Official Facebook® Ads API Developer

Gain customers, not clicks www.nanigans.com

What is ad optimization?

• Creative• Title• Body• Targeting parameters• Social context

Some ads perform better than others

Facebook ad elementsOptimization

• Process of identifying and continuing to serve high performing ads, while dropping ads that don’t perform well

• Automates the labor-intensive process of managing and optimizing large-scale Facebook advertising campaigns

• Enables marketers to customize optimization to meet specific goals (which may occur days or weeks after the ad is clicked, such as with registrations, purchases and word-of-mouth referrals)

Nanigans Ad Engine

Gain customers, not clicks www.nanigans.com

Ad Engine™ OptimizationA purchase example

Serve ads to initial target base on FB

Subset of target base Like Page

Subset of Fans eventually purchase

Gain customers, not clicks www.nanigans.com

Ad Engine™ OptimizationA purchase example

Serve ads to initial target base on FB

Subset of target base Like Page

Subset of Fans eventually purchase

Gain customers, not clicks www.nanigans.com

Ad Engine™ OptimizationA purchase example

Serve ads to initial target base on FB

Subset of target base Like Page

Subset of Fans eventually purchase

Gain customers, not clicks www.nanigans.com

Ad Engine™ OptimizationA purchase example

Serve ads to initial target base on FB

Subset of target base Like Page

Subset of Fans eventually purchase

Ad Engine measures this post-clickthrough behavior, attributes it back to the original ad creative and targeting, and optimizes to find more high-value look-a-likes on Facebook

Gain customers, not clicks www.nanigans.com

Visit the Nanigans Blog for More Resources

nanigans.com/blog

Official Facebook® Ads API Developer