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Buying Media - Guida all'azione pubblicitaria nell'Ecosistema Facebook
Paperback
Publisher: Independently Published
Published: Oct 9 2021
Pages: 246
Weight: 0.88
Height: 0.52 Width: 6.69 Depth: 9.61
Language: Italian
Questa guida nasce dall'esperienza di studio per il superamento dell'esame di certificazione per media buyers di Facebook, si pone l'obiettivo di fornire al lettore tutti gli strumenti necessari per comprendere i fattori che influenzano la campagna pubblicitaria nelle sue piattaforme, gli elementi che la compongono e la sua gestione, proponendo gli argomenti in ordine crescente di complessità tramite una prima parte teorica ed una seconda parte pratica.
Nella prima parte viene trattata:
- L'individuazione degli obiettivi aziendali e come allinearli agli obiettivi pubblicitari.
- La gestione del budget.
- Scegliere le diverse strategie di offerta in base agli obiettivi.
- La ricerca dei punti di contatto dei consumatori con il brand del cliente.
- L'importanza dello studio dei dati per pianificare una campagna pubblicitaria.
- Il ROI, ROAS e la redditività della campagna pubblicitaria
- Elementi sull'identificazione del prezzo per raggiungere il BEP.
- La triplice funzione delle fonti dei dati.
- Comprendere l'impatto degli annunci tramite la misurazione ed i rapporti considerando la qualità dei dati.
- Elementi sulla correlazione e causazione in ambito pubblicitario.
- La gestione dei ruoli e delle risorse.
La seconda parte affronta:
- La struttura gerarchica della campagna.
- Come impostare l'azione pubblicitaria tramite i comandi nel gestore delle inserzioni.
- Come correggere gli errori in fase di conduzione.
- Il ruolo della parte creativa nell'ottimizzazione delle performance.
- La gestione del budget giornaliero e totale.
- Tecniche pratiche sul targeting e risoluzioni.
- La strategia di offerta in relazione ai comandi del business manager.
- L'installazione delle fonti dei dati e gli annunci dinamici.
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