Video: Automation for Paid Social

Und ja, wir sind heute das zweite Mal in diesem Jahr auf der OMBK endlich wieder live vor Ort. Ich glaube, da freuen wir uns alle sehr, denn die OMBK ist ja lange ausgefallen aufgrund der Corona-Bedingungen und dieses Jahr gab es im April den grandiosen Start wieder und wir freuen uns, dass wir wirklich alle wieder vor Ort sein können. Und ich finde, die Veranstalter haben das immer sehr, sehr gut gemacht, dass man wirklich auch genügend Zeit hat zum Netzwerken und ich finde, das macht einfach wirklich diese Vor-Ort-Veranstaltung aus. Toll, dass ihr alle da seid. Ihr könnt euch auf ein wirklich sehr spannendes Programm freuen, auf drei Bühnen heute. Das hier, wie gesagt, ist die Purple Stage. Wir haben hier insgesamt neun Vorträge heute. Sehr spannend. Wir haben gleich mit Gamse hier den ersten Kick-off, ein sehr spannendes Thema, wie ich finde. Insgesamt könnt ihr euch auf über 30 Speakerinnen freuen, auf allen Bühnen hier verteilt. Sind über 1000 Teilnehmer hier. Jetzt ist es gerade noch früh, das heißt, alle sind verteilt, aber zusätzlich sind natürlich auch noch einige im Livestream, die remote zuschauen. Auf dieser Bühne gibt es kein Ehm. Slido. Das heißt, wenn ihr nachher Fragen habt, ah könnt ihr natürlich Gamse die Fragen stellen. Dann wäre es super, wenn ihr einfach laut einmal aufsteht und eure Frage stellt. Dann kann Gamze die nachher beantworten. Vielleicht kurz zu mir: Ich bin Lena Bücker. Ich darf euch heute hier durch das Programm führen. Ah Wenn ich nicht hier auf der Bühne stehe, dann bin ich eigentlich Geschäftsführerin bei ehorses. Ehorses klingt jetzt ein bisschen special vielleicht, ist weltweit der größte Online-Pferdemarkt. Mit viereinhalb Millionen Visits monatlich und allen fünfzehn Minuten ein verkauften Pferd sind wir ja der größte Player, eigentlich so ein bisschen mobile DE für Pferde sozusagen. Aber ich bin jetzt nicht hier, euch etwas vom Pferd zu erzählen, sondern ich freue mich sehr, heute Gamse hier auf der Bühne zu haben. Gamse Yilmaz ist bei Delivery Hero und du bist verantwortlich für das ganze Thema Paid Social. Du bist der Head of Paid Social und schon seit 2017 bei Delivery Hero und hast einen sehr internationalen Background. Du hast selber ja studiert in Leipzig, Wien und der Türkei und schon viele Online-Marketing-Positionen hinter dir und Stationen. Und ich glaube, Delivery Hero brauchen wir nicht viel zu sagen, weil wahrscheinlich jeder von uns Kunde ist oder mal war bei Delivery Hero. Ähm Mittlerweile seid ihr in über 70 Ländern vertreten und aktiv, was schon wirklich echt eine Leistung ist. Und ihr seid so der Erste eigentlich gewesen in dem ganzen Thema Quick Commerce. Von daher super spannend. Für dich ist es, glaube ich, ein Heimspiel, weil euer Headquarter sitzt hier in Berlin. Das stimmt, ja. Genau. Ich freue mich jetzt auf einen super spannenden Vortrag zum Thema Automation for Paid Social. Dein Vortrag wird auf Englisch sein. Wenn ihr Fragen habt, könnt ihr die im Anschluss aber gerne auf Deutsch stellen und du wirst sie dann auf Englisch wahrscheinlich beantworten. Genau. Und jetzt freue ich mich auf total spannende Einblicke zum Thema automatisierte Ads und Autoboosting. Also, the stage is yours. Ja. Good morning everyone and I'm super happy to be here today. Thank you for coming to this presentation in person or online. My name is Gamze Yilmaz, as already Lena shortly introduced me. I have been a digital marketing professional for over nine years and over the past five years, my passion and my focus have been dedicated on paid social. Today I will be sharing with you some of the best practices of automation at paid social and how we increased our efficiency alongside with the rapid scaling and growth of delivery hero across the globe. Speaking of delivery hero, as also Lena has mentioned already, most of you have probably heard about a delivery hero before in this Room, but for those who did not, I wanted to also give you a short introduction of who we are. Delivery Hero was founded in 2011. We have more than ten brands across 70 countries in the world. And I could not explain to you who we are in less than one minute as good as this video. That's why I wanted to show it to you. Although we had some technical issues, so I'll show you from my computer. Yes. So let's watch it together. At Delivery Hero, our focus is to deliver what customers really want, when they want it. For this reason, we now offer much more than a restaurant delivery. From groceries to coffee, our riders go to shops across the cities to deliver whatever items our customers need within minutes. Because we want to be there for our customers when they need us, we offer our customers the convenience of a single app for their family dinner or any last minute item. We have strong values and wir live by them. We always aim higher. We deliver solutions and we are heroes because we care. This is what drives us and we are just getting started. And we are always hiring. So, if you would like to also become a part of Delivery Hero Family, feel free to check our career site. And now I will go back to the presentation, our slides. In the next twenty minutes I will be talking about the following: So, I will be first explaining to you, why do we automate, why we are so focused at paid social on automation, by showing some great results we have achieved thanks to our true automation. Afterwards I'll show you four great benefits of automation that we are achieving and how do we implement this and how do we get this across. One is personalisation at scale, the other one is amplifying impact. Then I'll show you how do wir reduce the human error rate and then how do we save time.Was denkt ihr mit den King Li Art of Social? Like it is social, because first and foremost automation save great deal of time and with this time save the able to innovate able to looks for further ways of making our making our channel even more efficient für example der able to collaborative partners wie collaborative ads or als Versandbetrieb mit existing partners oder even discover new platforms. That the automated also look at you more strategic topics such as calibration, so as you can see VR tanks to automation and true automation innervating and making yourself even more efficient. An asset of the show you more specific examples shortly, aber erst einmal ich wollte also share the some numbers that we have check the automation first life over 75 % of our acquisitions. Ah coming in certain geographic locations via. Automation also 65 % of our global spend is going to campaigns that that are created via using automation. Also as I mentioned earlier we are saving a great deal of time. Thanks to automation and with this with this we are able to innovate and we are able to achieve the up to up to 50 % lower cost for acquisition. Thanks to those new platforms and new placements. That we are we are discovering. So in this beauty of the automation pays off. So that's why we are automating. And now I will show you some examples of how we are automating and explaining how we do that. Firstly we are personalisierbar at scale personalisation at scale ist very important right because we are able to reach the rich, the users in the right context at the best possible messaging hands. Wir sind improving the user experience and improving the engagement, so you can see here we have tested in Pakistan weather API havoc make whether API possible so various open whether API providers to name a couple open whether accurate weather and you are able to go to the website and be able to retrieve geo location information and whether for the location with the location information. Whether forecast for example you can get daily or hourly. Whether Forecastinformation download den via an API und downloaded as a feed and then afterwards we are using our Facebook marketing partner smart die which we use automated ad solution from them which of the showing details shortly and we are integrating this API output to our automated ads. Later we would create on the campaign setup on the creative level certain rules, so we would say if it is cloudy show the left hand side creative here with the ad copy and the creative combination. And if it is rainy, then show the right hand side, keep it cozy and order in type of creative. So this way we are able to personalise it skill and show at stopping content because when you are scrolling up and down your Facebook or Instagram feed, you are seeing something that you can really relate to. Also sports APIs and other possibilities with the upcoming World Cup. I also wanted to mention that it is also possible to get sports, API Integration and again use it this way with the creative level or even integrated in image and video templates via putting certain placeholders and then saying x and y team is playing today order in snacks and enjoy the game. Dann haben wir dynamic ads mit image templates. So this is the solution from Facebook is most of you might already be familiar with and dynamic product ads is also special delivery hero, because there is a solution that is called local delivery fields. So next to the commerce one that can be used. There is also local delivery fields and with this field we are able to reach the users in their location with the restaurants, that are providing and delivery in their delivery area. Just to give me concrete example to you. For example you are currently located in Alexander Platz. Dann you will see in your feet order from piano, Alexander Platz, right. So then you will be able to relate to it and say okay, yeah, great idea, I'll order I'm a bit hungry. Then dynamic product ads with image templates is another way of enhancing this this relatable adds How do we do that again? We are using Smart the Solution of Image Templates on Dynamic Product Ads and we are able to show if you have in your product catalogue discount information for example we are able to show this restaurant has this much of a discount code, so use it and get a get your discount today. So if you don't have of course not all the restaurants will have a deal in this case. If you want to overlay something else, you can do conditional formatting saying okay, discount code is empty, then use variety or speed or any other USP that you can communicate. On top of that you can also add seasonal relevant overlays such as black Friday approaching then you can overlay black friday or you can say when we were just to give you an example as a bonus information that when there was the lockdown of covid we were overlaying stay home and order in type of creative so you can always become more and more relevant and improve the user experience.Dann the second benefit die Worte today is impf free impact. What do I mean with impf free impact? You can impf free impact if there existen opportunities that you can make use of and make them even more impactful why using automation. So I wrote again to examples today that I wanted to share with you. Wann ist auto boosting? So you can see here our tale about brand in mina and you can see a very funny content. Right? And these are organic posts that are probably existing from each of most of your brands. So the social media team is posting this for your fans and maybe sometimes manually boosting it. So we are using smart solution again here auto boosting. Und. Wie are using a campaign so for making it conversion focused with conversion objective you would be able to you would need to have a link on the post. And then you can boost this post and make use of this great user generated content or a native looking content because we know user generated content or ads that don't look like ads perform really well, right? So why not make use of it and amplify the impact even more often already existing opportunity dann dynamic language optimization again. Dynamic language Optimisation is a placement of meta so you are abledeutet on Metaplatform. Und if you are advertising in more than one language I would definitely try it out. I would definitely recommend you to try it out. Why? Because dynamic language optimisation will help you to merge all the signals that you have that maybe you are dividing via different granularity and targeting in different assets with different languages, hence limiting the algorithm and also not being able to optimize towards lower funnel events. So if you instead merge all of these languages inside one asset, how can you do this? Let me explain it to you shortly. So in the business manager, you can go to the campaign creation and on the creative level, you can say toggle on the languages and then you can say add languages and then you will be able to add different variations. For example, if it is in hunger station, for example, we were doing for expats, different targeting, different language targeting. So we were targeting them in different ad sets with Arabic, English, Urdu, filipino. And then what we decided to do is to try out with dynamic languages. And then we merged all of those inside one ad set and we have seen great results. So I would definitely recommend you to try out dynamic language optimisation if you haven't done so yet. Dann ließt auch show you reduction of error rate. How do we reduce human errors? So we are using again two solutions. The one of them is limit in a limited level available in business manager as well. The second one the automated rules and notifications, but we are using smarty for both of them because in smart much wider much wider availability. So firstly, I want to talk to you about budget pools and predictive budget allocation. Let's assume that you got a new creative, so three new campaigns that are quite ad hoc and maybe you don't have as much resources to focus on, but you want to make sure that of course you get the great results and also you want to not overspend, right? You don't want that error to be happening. So what you can do is go to budget pools, let's say it's a branding campaign and you have three branding campaigns and you have a fixed budget that you can switch among them. Then you can create budget pools and say my fixed total budget today is 1000 euros and I want to optimise towards link links. Let's say this is our conversion objective, but you can also define that. And then this predictive budget allocation will make sure that it is switching between those three campaigns and then making sure that it is also not overspending your daily budget. So this way you are able to reduce the error rate while also improving your efficiency. Then the second one is automated rules. Then notifications as said, automated rules are available in business manager on a limited way. But in Smartly, there is a million options, literally. And what you can do is in different levels, put rules. Again, I will give you an example here. Let's say that you like the beginning of the month is coming to Sunday and maybe you don't want to work on Sunday, right? Then you can say, okay, I have a huge budget increase month over month, more than 20 % for this market. So what I'm going to do is put change budget rule here and I can say relative or absolute numbers I can put, and then I can say send me an email notification. So when I'm back my desk, I can check if everything went right. So you are also implementing a double checking way of doing things. So this is how we reduce error rate. Then we have save time. So I mentioned to you that saving time is one of the great benefits of automation. Of course, and we are doing it mainly in also two ways. In paid social, one is automated ads. So again, these two benefits are available. We are doing this via our marketing partner smartly. So with automated ads, we are saving time because we are no longer manually setting up campaigns or switching on und oft Ads manually like remember it okay, end of the month. This deal is ending. I have to go in and switch it off. So these are all done automatically.Und wie wir das ist wie habe google drive shit that is shared with local original teams and local and regional teams have expertise on the language and on the deals. So they are feeling in doshes for us in the entering information as many information as possible because we are able to them filter them in disc campaign templates that I have die Screenshot here. So ahm they are entering the at copy they are entering the creative, they are entering the vertical and old is information that will be relevant in the campaign set up. Also Start and End Date and then we would go and create this creative campaign templates, which are filtering as you can see in multiple fronts and then at the very top, it is matching. Okay, there are six hundred ninety eight rose in your feet and five of them will go life in this campaign based on all the filters you have set up. If you remov English this number will increase or if you want more specific campaign to be created, then you can add more filters and then make it more granular in order to switch budgets between campaigns. Then there is down thinking data again a great way of saving time and win smart. Here you can download this old campaigns that you have you have set up. You can download then why an API so you can create a view for yourself a reporting view and then save this view and then download it via an API. And then a feed link then you can add this to your already existing automated at sheet in order to report older older information that you are seeing on the lower lower side of the screen. So why is it relevant? Think about how many times if you are in an agency set up your client have asked can you send me a preview of this ad. Is it still active? Are we spending? How much are we spending? Can we increase it? All of these require you to go back into your ads load business manager and then retrieve this information. Send the send the link via email or however you are communicating and this is all time spent that you could have put somewhere else. So that's why downthinking data is also super relevant und I would recommend you to try out. So thank you for older attention today. I hope I could give you some inspiration for automation today and. If you have any questions, please let me know. Vielen Dank, Gamze. Danke. Super. Spannendes Thema. Herzlichen Dank. Gibt es aus dem Publikum Fragen? Wenn nicht, dann hätte ich eine Frage. Und zwar du hast da wirklich viele unterschiedliche Automatisierungsmöglichkeiten jetzt vorgestellt. Wenn ich mich jetzt tatsächlich auf eine priorisieren müsste, welchen sollte ich nehmen und da den Fokus drauf nehmen? Was wäre dein Vorschlag? Weil ist ja doch sehr umfangreich. Ja, dass das true and thank you for the questions definite very relevant. So I wanted to say that it would depend of course in your specific use case right if you are if you have a product catalog available or if you are able to if you are able to create one based on your resources or if you have a possibility to partner with FMP and make use of these solutions that I have shown you. Some of the solutions I have shown you today, but my recommendation because personalisation is at scale brings really great results to start with dynamic product ads for sure. But if you have a specific use case I am more than happy to also talk to you after the session to understand and recommend better. Okay, thank you. Ich hätte sonst noch eine zweite Frage. Wenn ihr keine Fragen habt. Ja, gerne. Ich habe noch nicht ganz verstanden Wie bringt ihr die weather API Daten, dass die auch ausgespielt werden über Meta Kanäle? Ja, ich wiederhole noch einmal ganz kurz die Frage. Also wie bringt ihr sozusagen die Wetterdaten in die ganzen Metakanäle? Richtig? Ja, ja. So that's of course a great question. So how we do this is when we go to the weather API the free weather API providers we would be able to retrieve it a link through it and then this thing can be integrated in multiple ways. But we are in our use case using FMP so smartly and we are integrating this data that we are retrieving. This is a feed of like all the weather information of a specific city coming on an hourly or daily basis. It would depend on how many API calls can the respective partner accommodate for and then we are able mit dem Auto mated Ads. So saying okay, like this now I want to take I want to match this weather forecast, let's say clouds or sunny to the respective creative. So we are matching this in the automated ads briefing it in a way that when it is like cloudy, then we want to show this and then in the campaign set up we are able to go to the creatives and say if it is clouds pick up this link of the creative and pick up this ad copy. So we are setting up certain templates that will then pick up based on when the cloud the weather is cloudy to show this combination and when it is sunny to show the other combination. So it is true smartly basically that we do this type of integration. Da oben kommt noch eine Frage. Sie hat die See any development that matter. And you also be able to retrieve.Yes, that's also a great question and I hope they would do that. Einmal kurz die Frage. Die Frage war, ob es zukünftig bei Meta oder Google schon, ob du das weißt, ob es das geben wird, dass die auch diese ganzen Wetterinformationen integrieren werden? Ja, so those are also official partners of Facebook. I mean in this case Smartly is Facebook Marketing Partner and they also exchange a lot of information with each other and sometimes some features have already been integrated to meta, but of course it is a huge development work. So I'm not sure if all of them would be available anytime soon. But from time to time, there are features that Facebook is rolling out that were already available in smart day. So I guess probably they are looking into it more than we know. But that is not something I can answer more concretely. Gibt es noch mehr Fragen? Ansonsten hätte ich noch eine weitere Frage. Du hast vorhin berichtet von den Wetter-und Sport-APIs Use Cases, was ja total interessant ist. Kannst du dir noch andere API-Integrationen vorstellen für vielleicht andere Sektoren? Ja, that's also a great question and I'm sure many people in the room have this type of question in their minds as well. So when you think about it, this is all about finding the right context and trying to match it with the users that you are talking to. So there are various APIs out there that are free. One thing that I can think of right now would be, for example, news API. There are many news APIs out there also. And let's assume that you are an insurance company. Then you can look for certain keywords, like, let's say, in a region, there are typhoons or other natural disasters. You can say, get insurance now and I don't know, make sure you are okay financially in these unfortunate events or if there are a lot of theft in that area. So you can put these keywords and again, make these type of templates and then integrate such solution in these type of situations, unfortunate events. So yeah, this is one thing I can think of, but you would be able to then think of your specific use case and how could this apply to you. Perfekt. Vielen Dank. Wenn es jetzt keine Fragen mehr gibt, dann möchte ich mich an dieser Stelle einmal ganz herzlich bei dir bedanken für den sehr spannenden Vortrag. Ich glaube, da kann jeder von uns sicherlich einiges mitnehmen. Bei euch findet das natürlich wirklich im sehr großen Stil statt. Wir saßen gerade schon zusammen und haben gesagt: „Ja, wie kann man das so für sich als kleineres Unternehmen sozusagen adaptieren? Aber ich glaube, da sind viele Denkanstöße, die wir sehr gut mitnehmen können. Also einen herzlichen Applaus. Danke schön. Großes Danke schön. Vielen Dank. Und wir haben dieses Jahr ... Es wird verzichtet auf Speaker-Geschenke, die klassischen, aber die OMKB, die spendet für Tech for a Better World pro Speaker hundert Euro. Und das ist ein kleines Spendenzertifikat für dich. Vielen Dank für deinen Vortrag.