Facebook is synonymous with social media. It continues to be a favourite with marketers for its comparatively low acquisition cost and its 2.7 billion monthly active users, the largest among all social channels. However, most large brands would like to have more control in tweaking their Facebook ad campaigns for better ROAS. If you’re a seasoned marketer, especially in the programmatic space, you would agree that the best way to fine-tune results is through effective bid management.

Imagine if you knew that 18-44 y/o men have x1.5 LTV as compared to 35-55 y/o men. Wouldn’t it make more sense to bid higher for the more profitable audience while bidding lower for the other? Better yet, imagine if you could do all this within the same ad set, thus ensuring that you’re not dividing the pool of users and impacting your scale. By pointing out the most valuable users within your audience, you could be essentially shifting the inherent FB algorithms towards a better LTV.

Wouldn’t that be cool? What if we told you there is a way?

Introducing the Dentsu Marketing Cloud Bid Adjustment Engine

Facebook provides access to its bid multiplier API to a few of its preferred Marketing Partners, like Dentsu Marketing Cloud. Layering this technology with our proprietary machine learning AI, we’ve created the Bid Adjustment Engine that helps you manage bids for specific audience cohorts, placements, etc.

We are sure as brand managers or campaigns managers that have been running an ad campaign for a while you might have already figured out the right slice of your audience pie. However, it can be difficult to figure out the optimum bid to set, especially when there are multitudes of factors to consider. We understand this. That’s why we decided to let our machines do all the heavy lifting.

So, our engine not only adjusts bids but also provides you with real-time recommendations. It analyzes each element in your campaign and compares its performance against your objectives and it forecasts the overall performance. Talk about making your lives easier!

The Uplift

We have been busy piloting our new baby across the globe. In EMEA, a large and global FMCG client saw a decrease of 30% in CPA in less than a week. While in APAC, a BFSI client saw their CPCs decrease by 42% with the use of our Bid Adjustment Engine. As we conclude our pilots with different regions in the next couple of months, we will be sure to update you on their uplift numbers via our newsletter.

How Do I Get Started?

This is all pretty exciting and I’m sure you are wondering how you get started with using this new feature. Just follow the simple steps below-

• Log in to Dentsu Marketing Cloud with your account
• Go to the campaign manager from the left toolbar
  

• Select the ad account from the dropdown
  

• Click on the campaign you would like to optimize
• Next, click on optimize or ad set name that you would like to optimize
  

• Move to the demographics or delivery tab
  

• Review the system’s recommended bid changes
  

• Finally, click on the ‘place bids’ button to get things rolling

Due to the recent implementation of Facebook’s Aggregated Event Measurement protocol on account of iOS 14.5 changes, the granular audience breakdowns that we get from Facebook for offsite conversions will be impacted. This means that ad sets optimizing for offsite conversions will not be able to use our Bid Adjustments Engine.

We are moving quickly to mitigate these changes at Dentsu Marketing Cloud, to know more about how we are handling these changes, read more.

We would love to hear your success stories from using the Bid Adjustment Engine and other existing features. Do write to us at dmcsupport@dentsu.com.

Stay updated with the latest on the Bid Adjustment Engine and our other innovations.