Shreeraj Pillai's picture
October 17, 2014
Shreeraj Pillai

Until March 2014, Facebook’s campaign structure consisted of two levels — campaigns and ads. In order to better organize the ads and ease optimization, Facebook revised the campaign structure to three levels i.e. campaigns, ad sets and ads. 



This corresponds to each of your advertising objectives like, building brand awareness or driving web traffic. Each campaign will have multiple ad sets.


An ad set, with its own budget and schedule, will consist of multiple ads within itself. At this level you will also be defining the targeting parameters, placement and bidding options, which we earlier used to carry out at an ad level. 

You can organize each ad set to represent audience segments, like people who live in a particular geo or consume content on mobile or desktop. This will help you- control the amount you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.

ADS : 

At this level you will upload the creative for the campaign. Each ad can feature different images, links, video or text. 


Komli’s Social Ads Platform aims to provide more control to the advertisers with two additional levels of hierarchies. 

Under our platform, apart from campaign, ad sets and ads which are Facebook entities, we have two platform level entities namely:

1. Advertiser

2. Product


Advertiser is at the top most rung of the hierarchy.  Here you name the advertiser you are setting up the campaigns for. This is a very useful feature especially for advertising agencies who handle multiple clients. It’s a great way to organize your campaigns under one advertiser and saves you a lot of time in reporting and collation of data for a particular advertiser. Each advertiser may have multiple products within itself.


Product is where you state what you want to promote or where you want to take the traffic. For example if you want to divert all traffic to your website in order to drive sales then the product will be your website, in case you wish to drive traffic to your mobile app to increase installs then the product will be the mobile app.


1. Easy to set up multiple Cost Per Actions (CPAs)  for different products for different regions

   a.  Under Product, its super simple to create multiple CPAs for your desired action for different regions under ‘Distribution order’ which in a way is the ‘brain’ of the platform where the entire decision making happens.
   b.  Once a product is created, under ‘Distribution Order’ within the product you can set Cost per Action (CPA) goals for your open graph events like comments, shares, likes, video plays etc. that you really care about.
   c.  In addition to that, you can also create custom actions like sales, registrations etc. where again CPA goal is applicable.
   d.  You could state the maximum you wish to pay for each open graph action /custom action and our platform will work towards achieving the goal.
   e.  Open graph actions, namely- page likes, offer claims, link clicks and mobile app installs work on hard CPA goals i.e. Facebook is paid only when either one of these actions take place.


2. More budget control as compared to Facebook native ad tools.

   a. Unlike Facebook native ad tools, our platform allows you to set a budget at a Product level as well. All the campaigns running under this product will be subjected to this set budget.  

   b. Depending on your requirement, you can choose to set a monthly, weekly, daily or life budget. That’s not all, once the budget reaches 75% level the system will send you email notifications making sure you are on top of your campaign spends. 
   c. Once the budget gets consumed completely, you can instruct the platform to pause the campaign and send an email alert thereafter. Such advanced budget controls and alert system helps you manage your advertising spends efficiently.

3. Create and define custom actions as per your conversion funnel and optimize towards it.

   a. Under Product, you can choose the action you want to optimize your campaigns against. 
   b. For example, if you are running a campaign to drive website traffic using link page post ads then you can choose to optimize on ‘link clicks’ instead of just plainly running that campaign. 
   c. Similarly, for an e-commerce advertiser, through our platform he/she can decide how much they want to pay to acquire each user at every stage of their conversion funnel. 
   d. Our platform, once we confirm the actions we want to optimize on, works towards meeting the CPA goals and draws higher ROI.

A successful Facebook ad campaign depends on many factors and it’s important to focus on each and every aspect of it. The new Facebook campaign structure stresses on creating more audience segments via ad sets in order to ensure clarity and predictability towards delivery. Overall it simplifies the process of ad creation and focuses on the creative itself. 
Komli’s Social ads platform further raises the level with its additional campaign hierarchies for better campaign management and helps to drive ROI with its goal driven optimization technique. 
Kartik Poddar's picture
September 29, 2014
Kartik Poddar

Turn your customer interactions to ROI-driven personalized campaigns

Remarketing has come a long way since it early days where we just had simple website based retargeting. Over time, many innovative solutions like dynamic creatives and user personalization were clubbed with the power of programmatic buying to derive higher performance from remarketing. The world is now moving to an even more personalized advertising model that leverages multiple data sources to learn about the user and serve him a highly targeted personalized ad.

Customer interaction with a brand is not limited to websites anymore. With the evolution of multiple channels like apps, Facebook pages, call centers, etc. customers are engaging with the brand from multiple sources and leaving rich data about their preferences. The next wave of personalized marketing involves leveraging these customer interactions and processing them intelligently to run targeted campaigns.

With RevX, we are super excited to provide marketers with a complete personalized marketing platform that can manage audiences, run campaigns and enable cross-device targeting. Our integration with Facebook powers some really cool scenarios via website custom audience and custom audiences. In our previous blog we discussed how marketers should look beyond FBX when they think of remarketing on Facebook and RevX addresses exactly that! Using a single interface marketers can now create their audiences across website, app and even their CRM databases; and use these segments to run personalized campaigns across display mobile and web. Our performance remarketing features like dynamic creatives, optimizations continue to be available in addition to cross device targeting and cross channel optimization.
We are super excited about how RevX opens up tremendous possibilities for performance marketers and will continue to build on awesome features that make digital advertising efficient and simple.
Shreeraj Pillai's picture
September 08, 2014
Shreeraj Pillai

Facebook today offers a variety of bidding options ranging from CPC and CPM to OCPM and CPA. Each bidding option is associated with a particular objective and it’s important for every advertiser to understand each type to drive the best ROI from the platform.

In this post we are going to discuss each of these various bid types in detail. This post also aims to help you make better decisions for your next Facebook campaign!

Why bidding is important?
While running a successful Facebook ad campaign, every advertiser needs to focus on a few key ingredients like a powerful ad title, attention-grabbing images, crisp ad copies, precise targeting and lastly and more importantly the right bid. With the wrong bidding strategy, even with a great ad you might end up paying more than what you should actually pay Facebook or you might end up reaching out to a very small audience. With the right bidding strategy and a great ad creative you are poised to drive maximum returns on your investment from the platform.

What are the different bidding types on Facebook?
Facebook when it started off used to support only 2 types of bidding options i.e. Cost per Click (CPC) and Cost per Mille (CPM). But over the last couple of years, Facebook has simplified its bidding process in order to attract the less evolved digital advertisers and help them drive the best ROI from the platform.

During the ad creation process, once you decide on the creative and the targeting parameters you will be taken to pricing section where you have a choice about how you want to pay. Facebook currently offers 4 types of bidding options:



Cost per Mille (CPM)

What: Cost per Mille (CPM) means cost per thousand impressions (Mille is 1000 in Latin). By choosing this option you indicate that you are ready to pay Facebook on the delivery of 1000 ad impressions. It is the simplest form of bid type available on Facebook. The system optimizes to deliver impressions within the target group chosen and not really focusing on accumulating actions.

Why: It’s meant for advertisers who are looking to create brand awareness. If you are not really looking at specific actions but intend only to show your ad to the users by delivering impressions then CPM could be apt for you.

Cost per Click (CPC)

What: Cost per click (CPC) means you will be paying Facebook on each and every click that happens on the ad. It’s the most commonly used bid option on Facebook. So if you are promoting an ad using CPC bid type, then you will only be charged on the clicks your ad gets irrespective of the fact that it may have taken millions of impressions for Facebook to get those clicks. The ad will be delivered to those set of people within the target audience who are most likely to click on the ad.
In the background, Facebook optimises on the ads which has the highest click through rate (CTR) and prioritises them. That’s why ads with higher CTRs record the lower CPCs whereas the ones with low CTRs record higher CPCs. From a revenue point of view, it makes sense for Facebook to show an ad which gets clicked 1000 times at $1.00 CPC than to show an ad which gets clicked only 100 times at $5.00 CPC.

Why: Cost per click (CPC) bidding is suited for you in few scenarios like below:

  • If you want to keep it simple and want to pay Facebook only when anyone clicks on your ad.
  • If you have limited advertising budget and don’t really want to experiment much
  • If you are targeting a specific group of Facebook users and you want them to perform a particular action, like clicking through to your website or buying your product through a sales landing page or maybe promoting a Facebook page for likes or post engagement

Optimized Cost per Mille (OCPM)

What: Optimized Cost per Mille (OCPM) is Facebook’s proprietary bidding type where Facebook optimizes to show your ad to a specific set of users who are most likely to execute the desired action and you pay them on 1000 impression. In OCPM, you have two options:

  • You choose the default setting and let Facebook take control of bidding and optimization towards the desired action
  • You manually set the maximum value you want to pay against a particular goal. Note these values are not bids but like soft goals to the system basis which the system adjusts its bidding strategy.

Currently, advertisers can optimize their campaigns based on the following goals:

  • Actions: Optimize on certain actions that happen on Facebook, e.g., Page Likes, App Installs, Post likes, comments etc. You can specify actions using conversion specs.
  • Reach: Optimize to maximize reach within the target audience
  • Clicks: Optimize to get clicks.
  • Social Impressions: Optimize for impressions with social context, i.e. with the names of one or more of the user’s friends attached to the ad who have already liked the page or installed the app.

While running an OCPM campaign, you can expect to get average cost per 1000 impressions much higher than your average traditional CPM bidding. In OCPM, Facebook carefully chooses the audience who are more likely to execute the desired action and hence you will end up getting more conversions than usual.

As OCPM tries to deliver your impressions to the people most likely to take the desired action within your target audience, there is one issue you should be aware of. OCPM needs a large target audience as a basis for the optimization, so you can’t target too narrow. Facebook defines this as greater than 1 million users. So if you are targeting a small audience chances are you may not find the desired audience within the target group who are likely to the action

Why: If you are looking at optimizing your campaigns to a desired action like page likes, post engagement, event RSVPs etc. with a large audience (preferably more than 1 million) then OCPM will be the right bid type for you. OCPM predicts who is more likely to convert and it needs time and training to understand your prospective customers. So in case your campaign is targeted to a small audience and you don’t have enough time to learn and execute, OCPM is not recommended.

Cost per Action (CPA)

What: With Cost per Action (CPA) you pay for the actual actions your ad results in. You set a bid and indicate the maximum cost you are ready to incur for the particular action. You pay Facebook only when the desired action takes place and you won’t be charged for the impressions and clicks Facebook consumed to get that action.

Currently, Facebook supports Cost per Action (CPA) bidding on the below list of actions:

  • Page Likes (available only through a Preferred Marketing Developer)
  • Offer Claims (available only through a Preferred Marketing Developer)
  • Offsite Link Clicks (available only through a Preferred Marketing Developer)
  • Mobile App Installs ( available through Power editor)

Why: If you are looking to optimize your campaign on the CPA supported actions and you are looking to control costs then Cost per Action bidding type will help you drive the best ROI and minimize the spill over.

Key insights from our experience
We have worked with over 500 brands across 5000 campaigns over the last 5 years across Southeast Asia and India. With that kind of experience behind our back, our operations team are experts when it comes to bid management and driving the best ROI from the platform. Listing down a few insights from our campaign management experience which should help you in your decision making process while choosing the right bid type:





  • Before the introduction of OCPM buy type, 95% of the campaigns ran on CPC bidding
  • Post the introduction of OCPM, advertisers have started flocking towards it for campaigns where they need to drive more actions.
  • CPC buys – 60%
  • OCPM buys – 30%
  • CPM buys – 8%
  • CPM buys – 2%

3. Brands under different verticals prefer different bidding options. To explain:

  • Brands under Banking & Financial Services, Travel, Automobiles and Consumer durables prefer a mix of OCPM and CPC buys
  • Ecommerce brands are more action-led and hence they do few CPA buys in addition to the regular OCPM and CPC buys
  • Entertainment and Retail brands have stuck to CPC buys and are yet to experiment with other bid types

Southeast Asia

  • Almost all campaigns here run on a mix of OCPM and CPC buys focused on getting more reach and driving actions.
  • Generally, 70% of the campaigns run on OCPM and the remaining 30% run on CPC.
  • Unlike India where there are certain brands who prefer running their campaigns only on CPC, in Southeast Asia brands run campaigns on a mix of CPC and OCPM buys

While every bid type helps an advertiser achieve a certain objective, each bid type also has its set of challenges. We are listing down a few challenges that every Facebook advertiser should be careful about while running their campaigns:

Cost Per Click (CPC):
At times, when the campaign objective is to drive actions and the campaign is booked on CPC, we have observed that the eCPA is higher in comparison to what you would have incurred in an OCPM campaign. Hence would recommend CPC model only if you are going to evaluate the success of the campaign on the basis of clicks you have received. For actions, ideally go for OCPM model.

Optimized CPM (OCPM):
Since OCPM targets people who are likely to engage with your ad, it reaches out to only a section of the entire target audience. Hence at times, if expected delivery volumes are high, OCPM falls short of delivering those high numbers. Apart from that, also since we cannot set a bid on OCPM, the eCPM recorded is higher than expected. OCPM is recommended only if the target audience is more than 500,000 and is not ideal for smaller audiences.

Cost per Mille (CPM):
CPM is particularly effective only for reach campaigns and is not recommended for driving actions or engagements. CPM campaigns generally record the low CTRs since the overall objective here is to burn impressions and not accumulate actions.

Cost per Action (CPA):
Since Facebook is optimizing towards actions it’s shown to only those users who are more likely to take that action hence the volumes at times are bit of a concern. If you are looking to drive volumes then you may face difficulties to achieve those numbers. It’s best recommended for campaigns with smaller budgets.

Komli’s Social Ads Platform makes it easier
Komli’s social ads platform supports all Facebook bidding options including Cost per Action (CPA) bidding on actions like page likes, offer claims, mobile app installs and offsite link clicks. Depending on what your objective is you could choose any bidding option.


Our platform also allows you to seamlessly A/B test between different bid types. For e.g.- if you want to test if OCPM is working better than CPC then you could simply ‘Add’ an extra bidding option of OCPM to the existing CPC one and in a few seconds two campaigns which are exactly identical except for the budding type will be created.


Apart from providing you with flexibility on bidding options, our platform can optimize campaigns by focusing on one particular action you desire. Goal driven optimization helps you drive higher volumes at lower costs and helps you achieve specific business or marketing goals. For e.g.: if your overall objective is to drive link clicks on your post, you could define the same in your rule (with an expected CPA attached to it) and the system will then optimize with that soft goal in the background to keep your costs within the limits.


Ideally, if you are not an experienced Facebook advertiser it’s better to use the Optimized CPM option where the bidding and optimization is automated. You will pay Facebook on a CPM basis but in the background Facebook will study your data and deliver impressions only to those users who are likely to take that desired action.

After gaining some experience on running Facebook ads, you can start playing with manual bidding, specifying how much you are willing to pay for each click (CPC) or for every 1,000 impressions (CPM) or each desired action (CPA).

Komli’s Social ads platform gives you total control over your campaigns and flexibility with support to all bidding options. In addition to that, the goal-driven optimization works towards driving the best ROI from the platform. Flexibility also exists in terms of service you could choose to run your own campaigns on our platform or else use are in-house Facebook advertising experts to run the campaign for you.

If you would like to know more about our social ads platform, please visit our website
Contact our sales team at for a live demo.

Amar Agrawal's picture
August 22, 2014
Amar Agrawal

Since its launch in 2012, Facebook Exchange has seen phenomenal success in delivering ROI to clients and the birth of several ad technology companies that help leverage the power of real time bidding to drive the very best out of FBX. Komli has been working with clients to scale remarketing on FBX through innovations in dynamic creative technology and advanced optimization algorithms since early 2013.
While FBX is a powerful channel on its own, there is more to remarketing on Facebook. For one, FBX does not allow for cross-device targeting i.e. being able to target customers who have dropped off the website on one device and showing relevant ads when they are logged into Facebook from their other devices. This is largely a limitation of cookie based user identification used by FBX ad partners to identify and bid on users in real-time.
FBX also does not allow marketers to leverage their customer relationship database to target users who haven’t been to the website recently but have interacted with the brand in the past. Lastly, marketers lack the ability to target their mobile app users to drive conversions on the app.
This is where Facebook’s Custom Audience (CA) and Website Custom Audience (WCA) ad products come into play. Through these ad products Facebook allows marketers to leverage their own customer data in the form of email/phone lists, device IDs or website cookies to run cross-device campaigns by identifying those users on Facebook. This is how it all happens -

Custom Audience

  1. Marketers upload a list of device IDs, email addresses or phone numbers into Facebook
  2. Facebook maps the uploaded identifiers to Facebook user IDs based on its own login data
  3. The matched user IDs are available as a named audience list for targeting on Facebook across all user devices

Website Custom Audience

  1. Marketers implement a data collection tag on their website which is fired every time a user views a page
  2. Facebook maps the incoming pixel hit to register the page event against its own user ID
  3. Marketers can write rules on page events to segment users into different audience lists for cross device targeting


Marketers should start evaluating these options as it not only provides additional reach, but also enables them to leverage multiple data formats.

Remarketing strategies should have an ideal mix of FBX, CA and WCA so that marketers can extract the full potential of Facebook marketing. The key lies in consolidating audiences and spends on a single platform that can optimize between these channels to deliver maximum performance. Komli is actively working on making Facebook advertising easy for marketers, watch this space for more!

Gaurav Jain's picture
July 23, 2014
Gaurav Jain

A digital identity is data that uniquely describes a person. This unique identity may not necessarily be traceable to an actual person, yet it helps in providing a very rich experience. Publishers can use this information to show personalized content on their websites and DSPs may use this to show highly personalized creative.

A digital identity is the lifeblood of the advertising ecosystem and it is this identity that helps differentiate an online advertising medium from its mass channel counterparts. Identity is used in all stages of advertising – namely collection, identification, personalization and attribution.

For years, cookies were the main mechanism of user identification on the digital medium. Though it was not the most efficient mechanism, it was highly functional. Cookies are unique to a domain and are also unique to the browser being used. The Advertising ecosystem built its own layers on top of cookies so as to leverage the data in a much more efficient way.

When Apple launched its app store, advertisers started using UDID to track installs. UDID had a problem - It is a unique identifier based on hardware and had no user opt out. In 2011, with the launch of iOS 5, access to UDID was denied by Apple to reduce the privacy concerns. In absence of any identifier, mobile technology companies started building their own identifiers such as OPENUDID and ODIN. In 2012, Apple launched a resettable ID named IDFA which allowed advertisers to use a privacy compliant ID.

Similarly, advertisers have been relying on Android-ID for tracking devices in the Android ecosystem since Android Froyo release. This is a non-resettable ID, which is specific to hardware. Just recently, Google too came up with a new Advertising ID which is resettable and privacy compliant.

Android ID and IDFA, at times, are passed raw and other times hashed by using different algorithms such as md5 and sha1.  


Device ID mapping is required not only for targeting and showing relevant content but also to maintain the frequency capping. Since correct attribution is the backbone of digital advertising, fragmentation of device IDs is severely hampering the ability of attribution. Without a reliable identifier, advertising platforms have no way to understand the user’s interaction with the ads.

There are three places where DSPs interact with the user – Data collection, Targeting and Attribution. For a non-retargeting platform, user identity mapping is not important in the first two stages.

Data collection: Interaction happens between advertiser and DSP

Targeting: Interaction happens between SSP and DSP

Attribution: Interaction happens between advertiser and DSP  

The advertising industry is moving towards converging of passing raw device IDs in IDFA format for iOS and Google Advertising format for Android. In the meantime, advertisers may choose to use a single identity which binds these multiple identities. There are broadly two ways – probabilistic and deterministic.

Some advertisers have chosen to use probabilistic approach, commonly known as fingerprinting, in which on the basis of different properties such as browser version, device type, country, time zone, language settings, user agent, browser resolution, browser add-ons etc. This might help reach huge scale but it may not be very accurate. Different players claim to achieve accuracy levels from 60-80%.

Other advertisers are using a deterministic approach in which a common identity such as an email ID, phone number or social network IDs are used. This can be used to tie different identities to a single user.

The next level of user identification lies in binding these multiple identities across devices to a single common identity which can then be leveraged for cross device marketing strategies. Given the nascent stage of the industry and the high fragmentation, this is a very challenging problem to solve. At Komli, we are excited about these challenges and the opportunity it provides for marketers.