310-101: Facebook Advertising Core Competencies

Brand Outcomes

* Did the ads break through? Are they memorable? * Did they generate brand awareness? * Did the ads change the perception of your brand?

Sales Outcomes

* Did the ads drive purchase intent? * Did they contribute to ROI? * Did the ads result in sales, leads, or app installs?

Regional Targeting

Regional targeting provides a way to identify and target countries based on non-geographic commonalities. Regions that you can advertise to include: Free trade areas: Advertise within a single free trade area — for example, the European Economic Area. App Store regions: Target only countries where the iTunes App Store, Android Paid Store, or Android Free Store is available. Or mix-and-match. Emerging markets: Identify and advertise in one of more than 20 countries that are experiencing rapid economic growth. Euro Area: Target people in countries that use the euro as their common currency.

Audience Network

Whenever you create a campaign using the Ads Manager, Power Editor, or via the API, Audience Network is selected by default when you choose any of the ad objectives shown below.* -Brand Awareness, Reach, Traffic, Engagement, App Installs, Video Views, Messages, Conversions, Catalog Sales

Instant Replies

communication control that lets you send a custom message to people who message your business for the first time

How can a business grow a vibrant community on Facebook?

create relevant posts, create a group, link group to business page

Targeting by Behaviors

reach people based on device usage and other activities

Video Views Objective

while the Reach Objective puts your video in front of as many people as possible, the Video Views objective reaches fewer people but they tend to watch for longer. The 10-second video views optimization means that we'll deliver your ad to people more likely to watch 10+ seconds of your video. This tends to be a smaller audience. The 2-second continuous view optimization delivers video to an audience that is more likely to watch 2+ seconds of your video. This audience is larger, but may watch less of your overall video.

Multicultural Affinity

-US only -people who have diverse interests based around cultural beliefs, traditions, music, aesthetics, or languages -found under behaviors, not based on ethnicity, because FB only wants to reach those whose interest and activities show they have an affinity to that culture -fb ads policy outlines what is considered discrimination and what products can be advertised to affinity groups -housing, employment, and credit cannot be marketed on the basis of multicultural affinity

Best Practices for Lookalike Audiences

-Use highly-relevant seed audiences -Experiment with audience size -Avoid broad lookalike audience sources -Combine facebook targeting tools -Audience quality is more important than audience size -Use high-quality data -Segment your audience -Use expanded targeting as a backup

What requires Pixel or can be improved upon using pixel? Pick 3 -retargeting website visitors -extending the reach of your ad campaigns -delivering dynamic product ads -optimizing and measuring for conversions

-retargeting website visitors -delivering dynamic product ads -optimizing and measuring for conversions

Saved Audiences

-select an audience you have created, update age/gender/lang/location etc.

Which of the below do we recommend when businesses are choosing their target audience? (Choose two)

-use interest and/or behavior-based targeting categories -retarget website visitors or existing customers using Custom Audiences

FB Partner Lift

1. Lift measurement using your first-party data hosted within third-party data environments, and using the Facebook lift platform for setup. 2. Lift measurement for using grocery and retailer transaction data. It's primarily for consumer packaged goods (CPG) brands.

Demographic Targeting

A/S/L cannot advertise certain things to minors (gambling, health/fitness, alcohol) language: only add if the language you are targeting is NOT the primary lang spoken in the location you are targeting

Accelerated Delivery for Ads

Accelerated delivery spends budget as quickly as possible by entering every opportunity under your bid cap into the auction. This favors quick spend over maintaining your cost per result. With accelerated delivery, it is possible to exhaust your budget before your scheduled campaign ends. Advertisers with bigger budgets who want to reach people quickly or with time-sensitive campaigns should consider using accelerated delivery.

Audience Saturation

Ad set performance can start to decline if the same folks are seeing your ad over and over again, even if you are steadily increasing your impressions

Business Manager Roles/Permissions

Admin: Can manage all aspects of the page including sending messages and publishing as the page, creating ads, viewing insights and assigning Page Roles Editor: Can edit the Page, send messages and publish as the Page, create ads and view insights Moderator: Can respond to and delete comments on the Page, send messages as the Page, create ads and view insights Advertiser: Can create ads for the Page and view insights Analyst: Can view insights

Location-based Targeting

Ads can be delivered to -everyone in a location -locals who view location as their home -new residents who recently updated their location -visitors who have checked in/been tagged in a location

What factors does Facebook consider when determining what ads should be shown?

Advertiser Bid X Estimated action rates + User Value

Audience Network Ad Controls

Advertisers can use block lists and exclude categories to ensure their ads are not placed where they do not want; however, they cannot pick certain publishers (its not efficient so Audience Network will choose for you, less any block list or category exclusions)

Which one of the following structures most accurately depicts a regional approach to the Business Manager structure?

Agency "Parent" Page | Agency "Location" Page | Agency Business Manager *FB can help create a structure for each office under the agency's global Page. Each office would then create its own Business Manager account that oversees those local Pages.

Brand Planning: Optimization/Buying/Delivery

Auction Reach and frequency TRP (Target Rating Point)

What factors do Facebook and Instagram focus on when measuring marketing impact?

Audience Outcomes, Brand Outcomes, Sales Outcomes

CTA

Call to Action; book services, get in touch, learn more, make a purchase or donation, download app or game, start an order

Select the option that best reflects the hierarchy of Facebook ad objects.

Campaigns contain ad sets; ad sets contain ads.

ad objects

Campaigns, ad sets, and ads (collectively)

Transactions Ad Objective

Conversions Product Catalog Sales Store Visits

Custom Audience Sources

Customer files: Build audiences from your CRM, POS, email lists, or other sources Website activity: Reach existing customers and those who've shown interest in your business Mobile app activity: Use Facebook ads to engage with people based on their interactions with your apps Facebook engagement: Reach people who've interacted with your Page, videos, lead ads and fullscreen experiences on Facebook (doesn't need pixel or SDK)

Which of the following objectives drive consideration? (choose 2): Brand Awareness, Engagement, Store Visits, App Installs

Engagement, App Installs

Estimated Daily Results

Estimated Daily Results is helpful for campaigns that optimize for actions (for example: video views, conversions, and app installs). If the campaign goal is to reach audiences at scale and pricing predictability is important, you can use the Estimated Daily Reach slider bar to gauge the unique number of people you will reach in your campaign.

Auction Overlap

FB picks your most competitive ads for an auction, so that you can't bid against yourself, so if you have similar ads going for the same ad space, you may find some of your ads performing poorly since only the best one gets to compete against other similar ads

Placements

FB: feed, instant articles, instream vids, right column, marketplace, stories Instagram: feed, stories Audience Network: native/banner/interstitial, instream vids, rewarded vids Messenger: inbox, sponsored messages

budget optimization

Facebook automatically and continuously finds the best available opportunities for results across your ad sets and distributes your campaign budget in real time to get those results. It's similar to how, within an ad set, we automatically figure out which ad is getting the best results and show that one more than the others.

Ad Auction

Facebook has limited ad space that advertisers compete for. FB tries to determine which ad is most relavent and adds the most value to a given user when deciding with ad "wins" the spot. Right person, right message, right time.

FB Conversion Lift

Facebook's Conversion Lift enables you to measure the true impact Facebook ads have on the people you reach. Using Conversion Lift, you can determine the additional business driven online, offline or in your mobile app from people reached by Facebook ads across devices.

Lookalike Audience Details

Find new people on FB who are similar to your existing audience -Source (or seed): size of seed list is scaled 1-10, bigger size equals more generic matches, FB recommends smaller audiences for better results 1-5 examples of Sources: buyers list, email list, subscribed members list, people who have liked your page, website traffic (this one will keep updating as your traffic to your site changes) refresh every 3-7 days -Streamline prospecting -Surface your new biggest fans

Audience Outcomes

Focus on Reach/Frequency Reach is the number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people. Frequency is the average number of times each person saw your ad. * How many people did your ads reach? How frequently? * Did the ads reach the people you want to connect with? * Did the ads reach people across multiple devices?

Facebook Audience Reach

Half of all internet users: 2.2 Billion Facebook Instagram Messenger Audience Network

Hashing

Hashing is a process that turns information you share with us into short fingerprints that are impossible to reverse. 1. When you begin the process to share your customer list, it's hashed locally in your browser before it's uploaded to Facebook. 2. We match the fingerprints of your hashed list against ours. 3. The matches are added to a Custom Audience for you. 4. The matched and unmatched hashes are deleted. The resulting Custom Audiences are stored in your ad account, where only authorized account admins can request that ads be delivered to them. No one can identify specific individuals in Custom Audiences; you'll just see the approximate number of people they contain.

What are businesses able to do once they reach 30 Likes?

Have access to Page Insights

Multicultural Affinity Clusters

Hispanic: 58 mil. in US which is 18% US population, bilingual preference for ads African American: 20 mil on fb each month, 81% of those are on daily Asian American: 7.2 million visit fb each month, 5 mil of those are on daily

Inbox

Inbox lets you view and respond to comments and messages across your Facebook, Messenger, and Instagram accounts. This can make it easier to keep track of customer communications across all three channels from a single place.

Customer Acquisition Ad Objective

Lead Generation Conversions App Installs

Lowest Cost Bid Strategy

Lowest cost bid strategy tells us to bid with the goal of getting you the lowest possible cost per optimization event while also spending your entire budget by the end of the day or your ad set's (or campaign's) schedule. For example, the lowest cost bid strategy may produce costs that fluctuate more (ex: if auction competition decreases, costs may go down; if auction competition increases, costs may go up), but we'll always get you the lowest-cost results available, and make the most efficient use of your budget.

Targeting Strategy: Custom Audiences

Marketer uses data from their CMS, website, mobile app, or other sources to target Facebook ads to people they already know. Upload your contact list to connect with your customers on Facebook. 1. Loyal and Potential Customers 2. Website Visitors 3. Mobile App Users

MMM partners

Marketing mix modeling Facebook enables partners to better measure and compare the effectiveness of your marketing channels based on contribution to sales, efficiency and ROI.

MMPs

Mobile Measurement Partners Working with Facebook's MMPs can help you more accurately measure your Facebook mobile app ad campaigns, making it easier to understand how Facebook drives installs and revenue for your app compared to other ad networks.

MTA Partners

Multi-touch attribution partners Facebook enables MTA partners to provide people-based MTA reporting across all publishers, including Facebook. Gain a better understanding of the ROI across publishers, including on desktop and mobile, and make more accurate investment decisions across all media and channels.

Custom Audience Details

Reach people who have a relationship with your business, whether they are existing customers or people who have interacted with your business on Facebook or other platforms. -Customer File: match customers with people on FB -Website Traffic: create a list of people who visited your website -App Activity: create a list of people who have launched your app or game -Offline Activity: create a list of people who interacted with your business in store, by phone, or through other offline channels -Engagement: create a list of people who engage with your content on Facebook or Instagram

Audience Insights

Relying on native and third-party data, Audience Insights breaks down audiences according to demographics, interests and behaviors. You can also see the most popular topics audiences are posting about on Facebook. Audience Insights is designed to help you plan your advertising campaigns on and off Facebook. (age, gender, relationship status, employment status, job role, page likes, top countries, etc.) you can view aggregate, anonymized information about two groups of people: -ppl connected to your FB page -ppl on FB in general

Targeting for Similarity or Reach

Similarity: choose a number closer to 1 Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed. Reach: choose a number near 10 This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the total population.

Targeting Strategy: Lookalike Audiences

Surface new audiences by combining Custom Audiences with Facebook targeting. Use your customer information to find people similar to them on Facebook.

Targeting Strategy: Core Audiences

Target ads using Facebook data. Select your audience manually based on characteristics, like age and location. Demographics/age/location

FB Business Pages: JOBS

That section is place where all your job posts are featured, and they include details like job title, type, and salary.

Facebook Pixel/SDK

The Facebook Pixel is basically a piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns. The Facebook Pixel is used to drop a cookie that will track visitors on your website so you can reach out to them later, also known as retargeting. The Facebook pixel is a segment of code that you can copy and paste into your existing website. Pixel allows Facebook's ad servers to recognize users across multiple devices — as long as they're signed into Facebook. You can specify which pages of your site — and which actions people take on your site — will trigger the pixel. *Note SDK is Mobile Version

FB Business Pages: SERVICES

The Services section lets you list all of the services you offer. If you're a spa, for example, you can add a menu of treatments — such as massages and facials — and include how long each treatment is, the pricing, and more. When deciding what information to include in this section, always keep the customer in mind. The better they understand your offerings, the more likely they are to get in contact with you.

FB Business Pages: SHOP

The Shop section is where you can showcase and sell* your products — whether it's clothing and accessories or handmade furniture — directly on Facebook. Your customers can subscribe to your Shop, or call you right from your Page. We designed this feature so you could create and manage Shops without needing to work with a third-party partner. Also, Shops are free to use, and Facebook doesn't take a percentage of earnings.

Campaign

The overall purpose/theme for advertising "i.e. increase gym members etc" can have multiple campaigns and each campaign includes ad sets and ads.

Facebook Pages Manager App

This free mobile app enables you view notifications, post updates , upload photos and videos, respond to comments and messages, and view Page Insights (which we'll go over in just a bit).

What is a benefit of using projects?

To organize Pages and ad accounts

Geographic Targeting

Type in an address to deliver ads to people who live within a 1-50 mile radius of that location *only people who've included an address in their profile or have location services turned on will be reached

Page Insights

Unlike personal profiles, with Pages you can actually measure how customers are engaging with your brand or business. Page Insights provides that information about Page performance — such as demographic data about your audience — as well as how customers are responding to your posts. You can also see when your audience is on Facebook and how boosted posts or promotions are doing.

An advertiser has chosen to use the carousel ad format. How many images or videos can it use within a single ad unit?

Up to a total of 10 clickable images, videos, or a combination of both of these formats.

User Value

User value captures things like *ad quality*, expected positive and expected negative engagement from the people in your target audience, and post-click experience. Note that Facebook uses user value, not relevance score in calculating total value. User value takes into account relevance and ad quality.

Offline Events

Using this information, you can create a Custom Audience with criteria that you specify, such as: *People who made a purchase from your store, in-person *People who made a purchase from you over the telephone

Target Cost Bid Strategy

Using this option tells Facebook to aim for the average cost to be within a 10% range of the amount you enter. It's best for staying at a specific cost per optimization event. Target cost is available for app install, conversion, lead generation and product catalog sales campaigns. (If you're not using one of those campaign types, this bid strategy isn't available.)

Brand Planning: Your Message

What is your campaign message and what is your creative approach to communicating this message? Design your creative with Mobile in mind

Brand Planning: Insights and Targeting

Which audience(s) are you trying to reach and influence? Audience Insights is a tool that can help inspire campaigns that are meaningful to people and drive real results for your brand.

Benefits of Audience Insights

You can compare age, gender, relationship status, educational level and job roles of your audience to the entire Facebook population You can see how frequently your audience likes a post or Page, comment and share a post, redeem a promotion and click on an ad on Facebook. You can analyze and manage your audience and creating an ad based on your findings. You can customize your marketing message to a specific audience with information like top cities, countries and languages.

Sharing a Custom Audience

You must establish a Business Partnership with the entity you'd like to share audience information with. You must abide by all laws regarding how/why customer info is obtained. The shared audience cannot be edited, reshared, nor can lookalike audiences be created from it.

Ad Relevance Score

Your relevance score estimates how well your ad is resonating with your audience. The higher your ad's relevance score, the better it's considered to be performing.. (scale of 1-10) can be calculated after 500 impressions

Ad Auction Formula: Total Value

[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value

Total Value

a numeric value calculated using several factors, including the bid you submitted when you set up your ad, our predictions about how the people in your audience will react to your ad, and how relevant we think they'll find your ad. User value takes into account relevance and ad quality. The more relevant your ad is to your audience, the more likely it will be more competitive in ad auctions as well as perform better. Note: Facebook uses user value, not relevance score in calculating Total Value.

Business Manager Tool

allows agencies and advertisers to centrally manage different permission levels for team members working on ad accounts or Pages. Partners generally should not create a Business Manager account to hold all of their client Pages and ad accounts, because this can make it very difficult for a client to regain access to their Pages and ad accounts if they switch agencies. Once Pages are imported into Business Manager, they can no longer be accessed outside the tool. After Pages are imported into Business Manager: You'll manage your assets in Business Manager, rather than from your personal Facebook account. Only people who have been granted access to the associated Business Manager account will be able to access ad creation, editing and performance reporting tools for the Page. Create separate ad accounts for every client or business you serve, pay for ads with different payment methods, and organize by objective for reporting.

Instagram Objectives

awareness: brand awareness, reach consideration: traffic, engagement, app installs conversion: product sales, in store visits, FB pixel

Brand Planning: Goals

brand awareness reach video views

When a business is flexible with its campaign reach or delivery, and wants to focus on ad recall, which bidding option do we recommend?

brand awareness optimization

Who creates a business manager account?

business admin

Core Audience Details

calibrate ad delivery around demographics, locations, interests, behaviors, connections -default Facebook ad targeting option -demographics: education, political views, family/relationship status, life events, career, etc. -location: postal code, city, region, country, world wide -interest: consumer and lifestyle categories like fitness, fashion, or hobbies -connections: based on audience engagement with your FB Page, FB events, or app

Seed Audience

can create seed audience from: -a custom audience -your customer info -your FB pixel -a mobile app -facebook page fans -Source (or seed): size of seed list is scaled 1-10, bigger size equals more generic matches, FB recommends smaller audiences for better results 1-5 Lookalike audiences perform best when a seed audience is significantly smaller than the pool that the Lookalike Audience will be drawn from. If your seed audience is very large or diverse compared to the total number of people in the country or locations targeted, try segmenting it into smaller groups and then create Lookalikes from each.

Standard Delivery for Ads

designed to spend your budget evenly over the duration of the campaign using a method called "discount pacing." Under this method, we essentially lower your bid to a level that will just spend your budget over the campaign duration so that you can capture more opportunities at more efficient costs.

eCPM

effective CPM; CPM is Cost per 1,000 Impressions — the total amount spent on an ad campaign, divided by impressions, multiplied by 1,000.

EARL

estimated ad recall lift (EARL) for campaigns using either the Brand Awareness or Video Views objective. The inputs used to calculate EARL include: Relative attention. How much time people spent looking at your ads compared to other content in their feeds. Reach. The number of people you reached with your ads. Historical ad recall. Data from more than 300 Nielsen Brand studies that show the correlation of attention and reach to ad recall.

eCTR

estimated click through rate; estimated probability of clicks

eCVR

estimated conversion rate; estimated probability of the conversion action following a click.

What should a business do to capture information about people who have visited its site, installed its app or purchased its products?

implement FB pixel and/or SDK

Ads Reporting

measure campaign performance; This function in Ads Manager gives you access to a rich trove of data to help you understand how your ads across Facebook communities are helping you reach your business goal. You can drill down into these metrics at the campaign, ad set, or ad level.

TRP

measure reach of tv ads on social media similar to Nielsen's rating/measurements. can use these to capture audience before/after your tv campaign, helps since theirs multiscreen competition for tv ads these days, increases your incremental reach Target Rating Points (TRP) measure impressions as a percentage of the target population for an advertising campaign and are a core aspect of how TV ads are purchased and measured. TRP Buying on Facebook and Instagram allows buyers to purchase TRPs verified by Nielsen.

Facebook Brand Lift

measures campaign performance; recommended if you want to know how your campaign moved the needle on key performance metrics like brand awareness and ad recall. These studies involve dividing your audience into two groups: 1. The test group contains people eligible to see your ads 2. The control group contains people who won't see your ads Then a poll with questions about your brand are delivered to both groups, and based on the poll responses, the lift in brand metrics between the test and control groups can be analyzed.

Delivery Insights

metrics for active ad sets that have been live in past 7 days with minimum 500 impressions and have been running for at least 5 days.

Audience Size

only needs to meet one targeting criteria, not all. each additional targeting criteria narrows the total pool of people that your ad set can be shown to

What are you required to install on your website to use Facebook pixel?

pixel based code

Targeting by Interests

reaching people based on their interests, activities, Pages and posts they like, posts and comments they make, and closely related topics. i.e. choose "baking" as an interest to display ads to people who self-identify "baking" as an activity they enjoy, or who may follow the Pages of bakeries or baking blogs.

Which type of event can help with measurement, targeting, and optimizing delivery?

standard event

Ad Sets

targeting happens at the Ad Set level; you use different ad sets for one campaign so that you can bid differently to reach each audience

Advertiser Controls that Affect Delivery/Pfm. of Ad:

targeting, bid, schedule, budget, placement

Audience Overlap

the % of people that are in both audiences when two or more audiences are selected; "auction overlap" shows if the overlap is enough that you should cancel the lesser performing ad to save/not lose money Consolidate audiences into high percentages of overlap into single large audiences. Evaluate the timing of ad sets and decide if they can be run at different times. Exclude similar audiences.

Demand Generation Ad Objective

traffic video views

Campaign Planner

used for media planning; lets you create, compare, and share media plans for reach and frequency buying on Facebook and Instagram. It is designed to help you develop more effective campaigns in three ways: 1. Predict the reach and frequency of campaigns. Add details like target audience, schedule, and budget to predict available reach, frequency, and pricing for brand campaigns. 2. Optimize campaign performance by comparing versions. Create multiple versions of a media plan and compare them to see which version is most effective. 3. Share media plans with others. Keep clients and colleagues informed of the plans you create.