Congratulations on finding your way to the assignment! The following case is inspired by real world problems we are working on a daily basis. It should give you a view on the potential task assignments you might be doing in the future.
Preparation for completing the assignment: We recommend learning the fundamentals of Facebook advertising, including trying out Facebook Ads Manager and using Google and Facebook Help Center to learn more in-depth information about each term and concept that you are not familiar with already. In addition, it is highly recommended to read our own blog posts from here. Please note that we operate in a constantly evolving Facebook advertising ecosystem and thus appreciate the most up-to-date knowledge on the answers.
Submission of your assignment: The tasks test your ability to communicate extremely complicated concepts clearly and efficiently. Show us your very best and use an organised structure in your answers, while keeping an optimal level of detail. Answer as if you would be serving our client who is having issues regarding FB advertising.
Please submit your answers, question by question, in a one-page PDF to the Smartlie you've received the instructions from.
Background: Your client is a European e-commerce company, selling mid-priced clothing for women. They are looking for further growth and thus want to scale up their advertising spend, but have not been able to scale while maintaining the targeted cost per action (CPA) goal at the same time. After struggling with this situation for a while, they have now asked you to take a look at their campaigns in Germany. They want you to provide ideas how they could maximize the amount of purchases generated from Facebook ads and remain ROI positive at the same time.
The client’s maximum monthly budget is 1M euros and an average purchase value is 100€. They also have a strict maximum cost per purchase (CPA) goal from the CMO which is 10€.
They have the Facebook pixel implemented on their website and are using the standard pixel events to track visitors on the following pages on their webstore (websites not existing):
The client would like to know how to scale up and improve the performance of their campaigns. They would like to know your proposed recommendations and solutions to the following questions:
Pro tip: Bear in mind that understanding Facebook’s tools is not required for handing in the assignment, but it certainly pays off to be familiar with them. This is especially useful when learning about the different concepts and how things work in practice. After providing us with excellent homework, you'll be asked to show in-depth understanding of some Facebook concepts. To guide your learning, understanding at least these themes is helpful for you throughout the recruiting process: