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Multi-Objective Buying

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6 views

Multi-Objective Buying

Uploaded by

catherine.cadavid
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Multi-Objective Buying

Approach
Awareness & Consideration Tactics:

Awareness & consideration


Ads are 1.5x more efficient at driving long-term brand metrics
when leveraging awareness & consideration objectives vs
conversion objectives.1

Optimal Buying Multiple objective buying


There is a 22% synergistic effect with awareness & consideration
Leverage the synergistic effect of multi- media objectives on incremental sales, followed by a 18%
objective buying and add brand optimized synergistic increase between awareness & performance, and an
11% between consideration & performance.2
campaigns on top of conversion campaigns to
drive performance across the funnel. Other tactics include:

Advantage campaign budgets

6+ placements

Reels opt-in
+100%
greater reach
+84%
greater organic search
Adding brand (reach/ad For reach and performance
lift

recall optimizations) to campaigns vs. performance alone


(for 36% greater spend)1
For reach and performance
campaigns vs. performance alone2

your mix accelerates the


impact of your
marketing. +22%
greater incremental sales
1.5X
greater efficiency at driving
Incremental gains in effectiveness when
long-term brand metrics
running brand and consideration buying
When brands are leveraging upper
objectives3
funnel optimizations (vs. DR alone)4

Source: 1. Meta Internal Meta-analysis of 11 campaigns, August 2022. 2. Search Lift Meta-analysis APAC | 454 studies
across all countries and verticals., 2021 Statistically significant results at 95% confidence level. 3. Examining the Effect
of Simultaneous Ad Strategies on Facebook” by Mindshare (Meta-commissioned MMM analyses of US adults). Reach
and Performance in the study were determined by Meta campaign objectives. 4. Kantar custom Meta-analysis
commissioned by Meta, "The Brand Balancing Act.” 2019 - 2022.
Investing in brand pays
Wind & Wool

off

22%
gain in advertising effectiveness on
Meta when adding brand objective
campaigns on top of performance
campaigns

16%
Decline in ROAS when brand objectives
are moved from the media strategy 3.2K Shop now

Source: “Examining the Effect of Simultaneous Ad Strategies on


Facebook” by Mindshare (Meta-commissioned MMM analyses of US
adults), Jan 2018–Dec 2020 (accessed Oct 2021).
Incremental gains in effectiveness when running multiple buying objectives

Brand Brand Brand

Leverage the Consideration +22% Consideration +18% Consideration +11%

synergistic effect Performance Performance Performance

of multi-objective
buying
Change in ROAS when removing a category of objectives
Focusing exclusively on one
Brand Brand Brand
objective could mean you’re
leaving opportunity on the table.
Consideration -16% Consideration -16% Consideration -11%

Performance Performance Performance

Source: “Examining the Effect of Simultaneous Ad Strategies on Facebook” by Mindshare (Meta-commissioned MMM analyses of US adults). Reach and Performance in the study were determined by Meta campaign objectives.
Optimizing for multiple objectives is crucial
Experiment with new combinations of campaigns to make sure you’re reaching
potential customers, regardless of where they are on their path to purchase.

MAXIMIZE REACH DRIVE ACTION CLOSE THE LOOP MAXIMIZE SYNERGIES.

Potential intent is As consumers begin Generate real, Buying multiple


far greater than engaging with your qualified leads to objectives has
existing intent. brand, it’s important assist dealers in synergistic effects
to continue the closing the sale
Reach new
conversation by
audiences and
converting demand
spark new
connections.

Meta objectives: Meta objectives: Meta objectives:


• Reach • Video Views • Leads
• Awareness • Traffic • Conversions
• Conversions

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