Filed under: Datarati, Social Media | Tags: Efficient Frontier, Facebook
Facebook’s performance advertising system is quickly becoming an essential part of any marketing mix.
To allow companies to build more powerful tools for designing, targeting, and managing Facebook ads, the company gave a limited number of developers access to an ads API last fall.
Advertisers seeking to optimize ad bids across channels using portfolio theory can do so using Efficient Frontier.
A mature marketing management platform, Efficient Frontier developed its ads API tool to use the same applied portfolio theory it had be using in its system for paid search and display ads clients.
It tested the beta of its Facebook tool for a few months with several existing clients interested in getting more conversions from Facebook on the same budget, or the same volume of conversions for less.
The core of Efficient Frontier is a system which models the potential return for any ad, automatically bids in response to the potential, and then optimizes that bid against other channels where that money could be spent.
Unlike other ads API tools which are rule based, the portfolio-centered system allows advertisers “to bid down when it’s less important, and bid up above the threshold of your max bid when it gets you the best position, so it could give you more conversions for the same cost” says Justin Merickel, Efficient Frontier’s VP of Marketing and New Product Development.
Leave a Comment so far
Leave a comment