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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Social Media Advertising</span> <span class="arrow">></span> <span class="child">Facebook Kampagnen Performance Booster: Mehr Erfolg bei weniger Komplexität</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/05/Blog-FB-Kampagnen-Performance-Booster-1024x549.jpg" class="mwd-blogPost flex header rocket-lazyload" style=""><div class="container"><h1>Facebook Kampagnen Performance Booster: Mehr Erfolg bei weniger Komplexität</h1><p class="author">von Alexandra Lanz</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">01. Juni 2022</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Privacy First und Post Cookie verändern die Welt des Kampagnenmanagements. Die Datenbasis im Paid Social Advertising ist signifikant kleiner geworden. Um weiterhin erfolgreiche und performante Kampagnen zu erzielen, muss ein grundlegendes Umdenken passieren. Klassische Personas und granulare Setups waren gestern. Als künftig wesentlichster Hebel in der Optimierung steht die Anzeige bzw. das Creative selbst im Fokus. Dieses Setup 2.0 erzielt mehr Conversions, höhere Budgeteffizienz und schafft mehr Insights über die Performance der eigentlichen Botschaft. </p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Social Media Advertising</div><p><p>Mit unserer Expertise aus Performance Marketing, Audience Management und Werbemittel-Optimierung holen wir mehr aus Ihren Paid Social Kampagnen heraus - von Facebook bis TikTok!</p> </p><a href="/ch/bessere-kampagnen/#social-channels" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="40601" class="elementor elementor-40601 elementor-35894" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-4bedb766 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4bedb766" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-40e3e8ea" data-id="40e3e8ea" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3c498d55 elementor-widget elementor-widget-text-editor" data-id="3c498d55" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wer sich im Paid Social Performance-Kosmos bewegt weiß, dass die zugrundeliegende Zielgruppe einer Kampagne essentiell ist. Am Ende des Tages möchte man mit einer Message oder beispielsweise einem Produkt die richtigen Personen erreichen und das verfügbare Mediabudget so effizient wie möglich einsetzen.</p><p>Je nachdem wie etabliert eine Brand ist, kennt man seine Zielgruppe sehr gut, vielleicht aber auch noch gar nicht. Jedenfalls hatte (oder sollte) man neben einem Funnelkonzept eine potentielle Zielgruppe im Kopf haben. Stichwort: Personas. Hier liegt die Betonung auf hatte, denn häufig resultieren daraus komplexere und vor allem sehr granulare Kampagnen-Strukturen. Aber ist das noch zeitgemäß? Die Antwort lautet – jein.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-0d1ec64 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="0d1ec64" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-64f3301" data-id="64f3301" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-82642bd elementor-widget elementor-widget-heading" data-id="82642bd" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Wind (oder Hurricane) of change aka. iOS 14</h2> </div> </div> <div class="elementor-element elementor-element-c5d85c4 elementor-widget elementor-widget-text-editor" data-id="c5d85c4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Online-Marketing lebt von Weiterentwicklung und ist geprägt von kurz- oder längerfristigen Trends. Manche davon sind für Werbetreibende nicht ganz so erfreulich, allen voran der iOS 14 Rollout seit 2021. Mit diesem Update hat sich die Datengrundlage, wie wir sie im Paid Social Advertising gekannt haben, massiv verändert. Meta wirkt dem Ganzen entgegen und hat mit dem Aggregated Event Measurement ein Framework eingeführt, wodurch Signale zumindest zum Teil aggregiert, verzögert oder auch begrenzt an den Ads Manager übermittelt werden. Unterm Strich aber stehen <strong>signifikant weniger Daten</strong> zur Verfügung, was sich deutlich in der Kampagnen Performance sowie Reportings niederschlägt. Je spitzer die Zielgruppen und je granularer ein Setup, desto herausfordernder ist es, eine Kampagne zum Laufen zu bringen und man büßt letztendlich Performance ein. Maßgeblich davon betroffen sind Remarketing-Kampagnen, man spürt die Auswirkungen aber auch im New Audience-Bereich. In Anbetracht der kommenden Post-Cookie Ära wird sich die Lage hier auch sicherlich nicht mehr verbessern.</p><p>Um sein Potential maximal ausschöpfen zu können ist es wichtig, dem Algorithmus ausreichend Spielraum einzuräumen. Weg von der Übersteuerung in Richtung <strong>Automatisierung</strong>. Im Prinzip funktioniert das sehr einfach:</p> </div> </div> <div class="elementor-element elementor-element-a1841dc elementor-widget elementor-widget-image" data-id="a1841dc" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="287" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20287'%3E%3C/svg%3E" class="attachment-large size-large wp-image-35905" alt="Blog Paid Social Performance Zielgruppe" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe.png 960w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe-300x108.png 300w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe-768x275.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="287" src="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe.png" class="attachment-large size-large wp-image-35905" alt="Blog Paid Social Performance Zielgruppe" srcset="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe.png 960w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe-300x108.png 300w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Zielgruppe-768x275.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-b7f8aae elementor-widget elementor-widget-text-editor" data-id="b7f8aae" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: e-dialog</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-406b25f elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="406b25f" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0693add" data-id="0693add" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1f46d8b elementor-widget elementor-widget-heading" data-id="1f46d8b" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Personas vs. Anzeigenrelevanz</h2> </div> </div> <div class="elementor-element elementor-element-d7f2cb9 elementor-widget elementor-widget-text-editor" data-id="d7f2cb9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Im Sinne der Best-Practice hat man sich häufig von einer vordefinierten Zielgruppe zum Creative bzw. zur Anzeige hingearbeitet:</p> </div> </div> <div class="elementor-element elementor-element-30763ff elementor-widget elementor-widget-image" data-id="30763ff" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="170" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20170'%3E%3C/svg%3E" class="attachment-large size-large wp-image-35902" alt="Blog Paid Social Performance Targeting" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting.png 817w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting-300x64.png 300w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting-768x164.png 768w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting.png" /><noscript><img decoding="async" width="800" height="170" src="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting.png" class="attachment-large size-large wp-image-35902" alt="Blog Paid Social Performance Targeting" srcset="https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting.png 817w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting-300x64.png 300w, https://e-dialog.group/wp-content/uploads/2022/05/Blog-Paid-Social-Performance-Targeting-768x164.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-efead21 elementor-widget elementor-widget-text-editor" data-id="efead21" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-acd37b1 elementor-widget elementor-widget-text-editor" data-id="acd37b1" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das oben angeführte Beispiel ist natürlich stark vereinfacht, es soll auch lediglich die gängige Herangehensweise eines Zielgruppen Setups demonstrieren. Im Grunde ist es jedoch so, dass man nicht weiß ob Zielgruppe A wirklich Creative A bevorzugen würde oder umgekehrt. Es ist auch unwesentlich.</p><p>Bedeutend hingegen ist die Relevanz einer Anzeige – Message und Inhalt. Es geht im ersten Schritt also darum, sich als Brand Gedanken über den USP eines Produkts, die daraus resultierenden Vorteile für UserInnen, die Zielsetzung und vor allem die Message einer Kampagne zu machen. Darauf abgestimmt eignen sich je nach Case und Story unterschiedliche Anzeigenformate, die vom 1:1 Video- über Reels bis hin zum Still reichen. Das klassische Funnel-Denken hinsichtlich Formaten kann man hier völlig außen vor lassen. Die Quintessenz dieser Überlegungen ist, dass Testing in Zukunft nicht über Targetings sondern eben über Creatives läuft. Durch das Abtesten von Formaten und Inhalten lernt man seine Zielgruppe und deren Anforderungen stückchenweise kennen. Klingt äußerst plausibel, wird in der Praxis bislang nicht oft gelebt.</p><p>Long story short: Denken in Personas ist out und schränkt die Kampagnen-Performance ein. Im Vordergrund sollte die Kreation einer Anzeige bzw. eines Creatives stehen, welche einerseits die Zielsetzung der Brand und gleichzeitig den damit einhergehenden Need der UserInnen optimal abholt.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-4408e6e elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4408e6e" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3473af4" data-id="3473af4" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-075a38e elementor-widget elementor-widget-heading" data-id="075a38e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Kampagnen Setup 2.0</h2> </div> </div> <div class="elementor-element elementor-element-a3529b2 elementor-widget elementor-widget-text-editor" data-id="a3529b2" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wie kann ein modernes Setup nun aussehen? Wie oben beschrieben liegt der Hebel in der Herangehensweise: Weg vom altbekannten Funnel und Zielgruppen-Denken fasst man Zielgruppen thematisch in größeren Pools zusammen (z.B. nach Bedürfnis, Step in der Customer Journey, Awareness-Stufe, etc.) – anstatt eines granular aufgedröselten Setups. So vermeidet man Kategorisierungen, die oft auf Annahmen aber keinen validen Daten basieren. Das Creative kann dadurch in automatisierter Form die passende Audience finden. Das Kampagnen-Gerüst selbst bleibt in weiterer Folge wesentlich simpler. Nebenbei lassen sich bei überschaubaren Kampagnen-Strukturen auch Zielgruppen-Überschneidungen einfacher kontrollieren und vermeiden.</p> </div> </div> <div class="elementor-element elementor-element-ed4ab21 elementor-widget elementor-widget-heading" data-id="ed4ab21" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Vorteile auf einen Blick:</h3> </div> </div> <div class="elementor-element elementor-element-2637fd3 elementor-widget elementor-widget-text-editor" data-id="2637fd3" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li>Mehr Conversions</li><li>Effektiverer Budgeteinsatz</li><li>Flexiblere Anzeigengestaltung (z.B. über DCO)</li><li>Simples Testing-Szenario</li><li>Know-How: Welche Botschaften/Aktionen kommen bei der Zielgruppe gut an</li></ul> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-569e268 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="569e268" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6952873" data-id="6952873" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-00a0587 elementor-widget elementor-widget-heading" data-id="00a0587" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit:</h2> </div> </div> <div class="elementor-element elementor-element-a2f5f39 elementor-widget elementor-widget-text-editor" data-id="a2f5f39" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>2021 hat einige Veränderungen mit sich gebracht. Die verfügbare Datengrundlage im Paid Social Advertising ist dünner geworden und erfordert neue Ansichtsweisen und Methoden, um die Performance einer Kampagne beurteilen zu können. Daher ist es empfehlenswert, nicht nur hinsichtlich der Dateninterpretation seine Denkweise zu ändern, sondern auch im Setup einen neuen Weg einzuschlagen, denn Creatives bzw. Anzeigen werden oder sind bereits der Schlüssel zum Targeting und einer der essentiellsten Hebel in der Optimierung.</p> </div> </div> <div class="elementor-element elementor-element-b2b2c02 elementor-widget elementor-widget-heading" data-id="b2b2c02" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Haben Sie noch Fragen oder wollen direkt Ihr Paid Social Kampagnen-Setup auf das nächste Level bringen? Wir unterstützen Sie gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/ch/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div id="wobbleCTA"></div></div> <div class="mwd-blogPost flex more-topics space-top space-bottom"> <div class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-60906 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/ch/blog/social-media-advertising-ch/3-erfolgsfaktoren-fur-ihre-linkedin-b2b-strategie/"> <div class="c-post-types__entry-thumbnail"> <img width="768" height="512" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20768%20512'%3E%3C/svg%3E" 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