Creative Strategy Certification

Dynamic Language Optimization

- Creates personalized ad experiences and reaches people who are mostly likely to take action in their language at opportune times - Delivers translated ad copy in the preferred language of the customer

A good size for a source audience is:

1,000-50,000 people. Seed Audience: If you optimize for similarity, choose a number closer to 1. This targets ads to 1-5% of the total number of people who use Meta technologies in the countries you choose, so your lookalike audience is likely to be smaller but will closely resemble your seed audience. If you optimize for reach, choose a number closer to 10. This targets ads to up to 10% of the total number of people who use Meta technologies in the countries you choose and makes the audience larger, but it decreases similarities to your seed audience.

What are the 6 campaign objectives?

1. Awareness 2. Traffic 3. Engagement 4. Leads 5. App Promotion 6. Sales

What are the elements of a creative brief?

1. Business objective The first part of a brief is the business objective, which serves as a guide to your campaign. Here are some tips for your business objective: Make it precise: Create an objective that is precise, measurable and time-bound. Share it with your team: Share your business objective with your agency teams, who can help you achieve your goal. Refer Back to it? Connect all actions back to achieving your outcome. 2. Campaign objective Consider the following as you create your campaign objective: SMART = Specific, Measurable, Achievable, Relevant, Timely 3. Audience Reach your audience with signal marketing - Signal marketing enables you to maximize the capabilities of machine learning and achieve better business results for your brand. Signal marketing uses data from sources such as the Conversions API, Meta Pixel and Facebook SDK. - Conversions API Share web, app and offline events directly from your servers. - Pixel Understand how people use and interact with your

Additional targeting options include:

1. Detailed targeting is an option available in the audience section of ad set creation that enables you to refine the group of people who may see your ads based on their interests and behaviors. You can do this with information such as additional demographics, interests and behaviors. For example: Ads people watch Pages people engage with Demographics like age, gender and location The mobile device people use and the speed of their network connection Only some detailed targeting options may be available to you 2. Advantage detailed targeting (formerly called detailed targeting expansion) can help improve campaign performance by using machine learning to show your ads to people who may be interested in them, even if they aren't included in your detailed targeting selections. You can use this option when you want to show your ads to additional people who may get you more results, cheaper results or both, based on your optimization goals.

Tips for lead ads

1. Keep questions concise Make sure your form is concise. Limit open-ended and multiple choice questions. Note that you can't ask about health information in lead ads. 2. Add custom questions Add custom questions to more easily reach people who are likely to take action on information about services that may benefit them. 3. Follow lead ad terms It's important to note that lead forms have specific terms that you must follow. For example: Ads can't request insurance information, including current insurance policy numbers, without prior permission. Ads can't request health information, including about physical health, mental health, medical treatments, medical conditions or disabilities without prior permission. Ads can't contain content that asserts or implies personal attributes, including implications about race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, membership in a trade union, criminal record or name.

How should you optimize ad creative for mobile?

1. Keep videos short. - Make your video under 15 seconds so that people are more likely to watch until the end. Video ads that are 15 seconds or less are also eligible for Instagram Stories and Facebook in-stream placements. Some placements do support longer videos. These include Instagram Feed, Meta Audience Network, Facebook Feed, Facebook Marketplace and Messenger home. 2. Capture attention quickly. Put the most compelling part of your video within the first three seconds to grab attention. 3. Use vertical or square video. Most people hold their phones vertically so choose a vertical or square aspect ratio to cover the most screen area. Try 4:5 vertical video ads, which work well across Facebook, Instagram and Audience Network. You can also crop your video for each ad placement. Feature your product or brand message early. Showcase your brand identity right away so people see and remember it. If you use an existing video, edit it so that your product or brand features early within the first 15 seconds. Design for sound-off. People often watch videos with the sound off, especially in public places. Use text, graphics and captions whenever possible.

Creative tips for reels:

1. Make your reels Entertaining: - Design for sound-on: 80% of reels are viewed with the sound on.6 Music can be an effective strategy for getting attention and creating connection, especially when it complements the mood of your reel. - Add visual effects: Effects such as Green Screen can help enhance the story and layer first-person video commentary onto content. - Inspire an emotional response: Entertaining ads tend to elicit emotions such as happiness, interest and curiosity. Consider taking an edutainment approach by teaching your audience something new or helping them learn more about something they already love. 2. Make your reels Easy to Follow: - Grab attention in the first five seconds: Set the stage by teasing the content of the video. Keep your audience engaged with well-paced transitions and experiment with audio and beat drops to keep the ad moving. - Use voiceover: Adding a voiceover can help tell your story and develop your brand's personality. - Add short text: Pair voiceovers with short lines of thoughtfully placed text throughout the reel to reinforce key products and brand messages. 3. Make your reels Relateable - Be personal: Speak directly to the audience. An analysis of 2 million Reels ads found that those with human presence in the creative, such as a face or person, had a 25% higher clickthrough rate than those without.7 - Connect with your audience: Speak to your audience with language that they can easily understand and that connects to their values, goals and ambitions. - Partner with creators: Creators are expert storytellers and can help you connect with audiences around shared interests. You can find creators to partner with using Instagram's creator marketplace.

2022 Meta survey1 found that of all the respondents:

3/4 of them had followed a business after watching reels. Nearly 1/2 of them had messaged a business after seeing its reels. Nearly 2/3 of them had purchased a product after watching reels.

In a 2022 Meta survey what percentage of people have shared and watched reels?

88% of people said they have shared reels with friends and family, and 61% of people said they watch reels to be entertained.

Best use of placement asset customization?

9:16 use for (stories and reels ads) 4:5 feed ads (video) 1:1 feed ads (images) 16:9 full landscape (in stream video)

An insurance company offers different types of policies, including policies for auto, home and other valuables. The challenges customers face when learning about policy types and filing claims pose barriers to brand consideration. To facilitate questions and claims, the company decides to automate customer service with one-to-one chat capabilities. What approach will promote a better experience for customers?

A click-to-Messenger ad that starts the experience

What is a creative brief?

A creative brief is a planning document that defines your advertising strategy and helps you create ads that reach your intended audience and achieve measurable business outcomes. A creative brief includes the information your agency team needs to develop a successful campaign. Every brief is unique to your brand and objectives.

A product detail page:

A product detail page showcases all relevant information about an item, including pricing, descriptions and media. Product detail pages incorporate all media on Instagram where the product is tagged so people can see it used in different ways. You can add more than one product tag to a post or story. When people tap a product tag on a post or story, they'll be redirected to a product detail page. Can tag products in posts, stories, videos and reels

What is a proxy metric?

A proxy metric is an indirect measurement that's used as an approximation when you don't have direct data. When you rely only on proxy metrics, such as shares, comments, view duration, likes and reactions, your data may only demonstrate correlation and not causation.

The marketing team of an entertainment company wants to increase awareness for its upcoming rock show. The marketing team chooses the awareness objective. Which targeting strategy should they use?

A. A custom audience based on a customer list of people who attended a previous show similar to this particular artist (right) B. A lookalike audience of people who like similar rock artists C. A custom audience based on website activity D. A custom audience built with offline activity

Which two targeting options can be considered to effectively target your ads?

A. Broad reach (right) B. Audience overlap C. Audience exclusion D. Advantage detailed targeting (right)

Which of the following objectives is specific, measurable, achievable, relevant and timely?

A. Create engagement with the beer brand to increase purchases during barbecue season. B. Grow brand awareness to increase sales in our online beer shop, including mobile app downloads with barbecue tips from April 1 through September 30. C. Increase awareness by 10%+ for selected customers purchasing beer for a barbecue between April 1 through September 30. (right)

The Axion team is set to launch a new product. They want to run a mobile campaign with video to increase brand awareness. Which key consideration should they include?

A. Include a clear call to action from the first few frames onward B. Design a video to be viewed with sound off instead of with sound on. C. Create a video that focuses on the brand in the first few frames (right) D. Use text overlays instead of an action button

Imagine you are an advertiser who has been running ads across Meta technologies. You notice that your ad performance has been declining and you suspect it may be due to negative feedback from people seeing your ads. What steps can you take to improve feedback and increase the success of your ad campaigns?

A. Lengthen the duration of your videos so potential customers can learn more about your products. B. Design your creative for vertical consumption instead of horizontal consumption. (right) C. Incorporate a static image only strategy since video ads aren't working for your brand. D. Move your branding to the end of the video assets to bring an element of surprise.

Which audience along with machine learning can help you maximize the capabilities of machine learning by giving the system the flexibility to discover the best opportunities ?

A. Narrow audiences B. Broad audiences (right) C. Lookalike audiences D. Custom audiences

Next, the Jasper's Market team want to define their audience. Their research shows that men ages 24-46 tend to purchase their own beer. Which of the following audiences do you recommend to grow their brand across Meta technologies?

A. People ages 24-46 with an interest in barbecue B. Men ages 24-46 with an interest in beverages C. People over 21 with an interest in barbecues and beer. D. A broad audience of all potential buyers (Right)

Widespread use of phones has created which of the following consumer behaviors?

A. People prefer communication to be fast and visual. (right) B. People consume visual ads similar to how they consume TV ads. C. People are more receptive to brands and advertisers. D. People prefer sound on mobile ads.

The Axion Electronics team wants to encourage their most valuable customers to purchase a new television in an upcoming sale. They have a 6-second video asset with on-screen text that delivers a message without sound. Which ad objective and call to action should they use with this creative?

A. Sales objective and a Shop now call to action (right) B. Engagement objective and a Learn more call to action C. Awareness objective and a Shop now call to action

Which type of ad campaign performs best on phone screens?

A.One ad per campaign B. One or more video ads of similar duration C. Two or more ads that use a mix of formats (right) D. Horizontal ads with sound off

What is ad quality?

Ad quality refers to the quality of the ad. Ad quality is calculated from many sources including feedback from people viewing or hiding the ad, and assessments of low-quality attributes and practices.

What are the ways people can discover a Messenger experience?

Ad that clicks to Messenger Chat Plugin Stories swipe up link QR code Link on website

Advantage look a like audiences:

Advantage lookalike (previously known as lookalike expansion) delivers ads to people likely to be interested in them even if they aren't included in a defined lookalike audience. Advantage lookalike can help improve your campaign performance by allowing our system to deliver ads to people outside your defined lookalike audience. Advantage lookalike is automatically enabled for new, duplicated and draft campaigns and ad sets with lookalike audiences created from mobile, website or customer list custom audiences. This option is only available through certain objectives and optimizations: Conversion or app event optimization using the leads objective. Conversion, value or app event optimization using the sales objective. Conversion, app event or conversation optimization using the engagement objective. All optimizations using the app promotion objective.

What is advertisers bid?

Advertiser bid is what an advertiser is willing to pay for a desired outcome.

What is ad auction and total value?

All ads across Meta technologies compete in an ad auction designed to maximize value for both advertisers and people who see the ads. Each ad in the auction is assigned a total value, which is calculated based on three factors: advertiser bid, estimated action and ad quality.

Audience Journey Framework

As you create messages for your ads, consider the audience journey framework: awareness, engagement, commitment and action.

What is the betatyping process?

Ask, make, learn and adapt. Ask: Create a hypothesis based on what you're trying to learn and the outcome measures that will determine success. Questions you can ask to create a hypothesis: Why are you running the campaign? Who is your intended audience? Which is the single most important outcome measure? What is the variable you want to test? Ensure your hypothesis is: a statement, not a question. specific and focused. measurable. exploratory for early creative development. Make: Design your experiment and assets based on your hypothesis. Experiment design What type of experiment will help answer your hypothesis: A/B test or lift test? Which aligns with your campaign objective? Which measures your most important outcome? Asset creation How should you design assets and prototypes to best answer your hypothesis? When designing your assets, ensure: Mobile-first best practices are employed. Creative variable comes in early. Creative variables are clearly defined. Creative differentiat

What is asset customization?

Asset customization for placements lets you tailor creative assets to placements on Facebook, Messenger, Instagram and Meta Audience Network. Use this feature to customize your ads for the audience behavior and best practices of each placement and to make sure your ad can run in as many places as possible. You can: - Use different assets. For example, you could upload a product image or video to Facebook and a brand image or video to Instagram. - Use different crops: We recommend different aspect ratios for different placements. For example, use a vertical aspect ratio for ads in stories. That way, your image or video covers the whole mobile screen and grabs peoples' full attention. Crop around the important part of your image to focus your message. Learn how to use recommended aspect ratios. - Use edited videos. For example, you can upload a shorter video to fit the Facebook Stories video requirements (1-15 seconds). You can use our tools in Ads Manager to edit videos and customize captions and thumbnails. See our video requirements. - Use different text, headlines and links. For example, Instagram Stories work well with short copy.

What metrics should you measure that show true campaign results?

Audience, brand, and sales Audience: Measure and optimize how you reach your audience. How many people did your ads reach? How frequently? Did your ads reach the people you want to connect with? Did the ads reach people across multiple devices? Measure by ads reporting in ads manager Brand: Measure how your media spend impacts brand objectives. Did the ads get noticed? Are they memorable? Did your ads generate brand awareness? Did the ads change the perception of your brand? Did the ads improve your brand image? Measure by brand lift Sales: Measure how your media spend impacts sales objectives. Did the ads increase purchase intent? Did they contribute to ROI? Did the ads result in sales, leads, or app installs? Did the ads cause a customer to take action? Measure by A/B testing and conversion lift

Types of ads for awareness, engagement & commitment and Action

Awareness: Use images and short videos 15 sec or less that demonstrate the benefits of your service. Engagement & commitment: nurture intent with lead ads, engage with instant experiences, start conversations with ads that click to messenger Action: Carousel ads + Call to action

How should you structure your reels story?

Beginning: Grab attention. Consider using thumb-stopping techniques in the first few seconds, when people decide whether a reel is relevant or not. Middle: Maintain attention. Keep your audience engaged by showing you understand them and have something valuable to offer. End: Reward attention. Create a rewarding ending. For lower-funnel ads, use a clear call to action. For other ads, consider the payoff for the viewer and how to invite them to participate.

The marketing team for an electronics retailer is planning an upcoming holiday sales campaign. The campaign will run from November 10-January 1. In the brief, their business objective is to increase sales of 4K televisions by 5% from the previous holiday season. Which metric should they use to measure the impact of the campaign on televisions sales?

Brand lift Shares Likes Conversion lift (right) That's correct. A Conversion Lift test can be used to compare a control and test group to measure the impact the company's ads had on television sales. Brand Lift uses polling to help understand the value of ads in improving brand awareness, not sales. Likes and shares are examples of proxy metrics.

What are the 2 types of lift tests?

Brand lift and conversion lift

What is broad targeting?

Broad targeting is when you specify location, age or gender, but don't provide any other audience parameters, such as interests. Broad targeting tends to have broader reach and more cost-efficient outcomes.

What is causation?

Causation refers to one thing that directly causes something. Use metrics from A/B tests, Conversion Lift and Brand Lift to measure real causation.

What is an A/B Test?

Compare two versions of an ad to determine which performs better. For example, you can use an A/B test to measure whether using a video ad is more effective than an animated GIF. This test involves changing one variable and serving versions of your ad to a split audience to determine which version achieved better results.

In order to be eligible to sell on Facebook Commerce surfaces, you'll need to have a Facebook account and Page or your Instagram professional account. Your account must meet the following requirements:

Complies with our policies. Represents your business and domain with a website. Is located in a supported market. Demonstrates authenticity and trustworthiness. Provides accurate information and follow best practices.

What is correlation?

Correlation refers to two things that are related but not determined by each other. Correlations can't accurately reflect the success of your campaigns. After all, a click doesn't always represent a purchase or an increase in brand awareness.

What are common variables you can test with A/B testing?

Creative: the ad, elements of the ad Audience: people you want to reach Delivery optimization: the outcome you want Meta Ads Manager to optimize your ads for. Placement: where your ads are shown across Meta technologies, such as Stories, Feed and Reels.

Custom Audience:

Custom audiences can help you use the information you have about your customers to reach them across multiple devices on Facebook and Instagram in a way that protects their privacy. Custom audiences enables you to securely anonymize customer information and combine it with similarly anonymized information across Meta technologies. You can use a variety of information sources with custom audiences, including websites with a Meta Pixel, customer lists, app activity and offline activity (which includes engagement in-store and over the phone). With these sources, your ads are shown to people who expressed a specific level of consideration or interest. Let's look at some data sources that can be used to create custom audiences.

Joystick Studios is a fictional gaming studio that develops socially-conscious games for young people. Their marketing team wants to increase downloads of a new game. Which type of targeting can help an online mobile gaming company reach their audience most effectively?

Demographic Behavior (right) Page likes Location

Dynamic Creative

Dynamic creative enables Meta technologies to automatically create ads with visual elements or text. The system then serves these ads across placements to compare the performance of each creative element with a given audience. Dynamic creative combines multiple images, videos, text, audio and calls-to-action to create personalized ad variations. -Generates optimized ads to compare how ad creative components perform across audience segments - Tests which type of creative works best with different audiences In order to use dynamic creative, you should have a catalog set up with products. The product catalog is a Meta-specific solution for e-commerce advertisers. About dynamic creative Dynamic creative doesn't work with ads in multiple languages or asset customization or ads with political content. Dynamic creative takes multiple media, such as images and videos, and multiple ad components, such as images, videos, text, audio and calls-to-action, and then mixes and matches them in new ways to improve your ad performance. It allows you to automatically create personalized creative variations for each person who views your ad, with results that are scalable. The creative variations are only based on the media and ad components you provide unless the Optimize creative for each person toggle is also turned on. When that toggle is also enabled, the following optimizations might occur: Applying minor image enhancements to thumbnails or images. Cropping your image and video. Applying a template to your creative elements for Stories. Creating a Stories carousel ad based on a single image or headline, or product catalog information. Playback speed for videos without sound. Swapping text between fields, such as primary text and headline. Creating videos from images. Displaying your carousel cards as a video. Selecting songs based on your ad's content to accompany your ad when applicable. Optimizing your ad destination between your website and your shop on Facebook or Instagram. Expanding an image by filling the background with matching colors or patterns. For example, see above how we may fill the background with matching colors or patterns of your ad's images. We'll apply this slight change on your behalf if we bel

What are optimization events?

Each of the campaign objectives align to outcomes, which the ad delivery system tries to maximize through machine learning. These outcomes are called optimization events. For example, you set a campaign objective to traffic, you can select one of the following optimization events: landing page views, link clicks, impressions or daily unique reach.

The marketing team at Feroldi's, a clothing and lifestyle department store, has a goal to increase the number of people who remember their new line of shoes. They have a six-second video asset for this campaign. For this scenario, which objective and format might you recommend to get the best results?

Engagement objective and Instant Experience format Awareness objective and video format (right) Engagement objective and collection format Leads objective and slideshow format

What is estimated action rate?

Estimated action rate is the likelihood that an impression will lead to that result.

Your client wants to place ads where they have the greatest opportunity to reach their campaign objectives. What solution should you recommend?

Facebook placements Instagram placements Audience Network placements Advantage+ placements (right) When you use Advantage+ placements, the system can consider all available options.

What are the Creative Considerations for story ads?

For brands and advertisers, Facebook and Instagram Stories present some unique opportunities to bring ad campaigns to life. Let's explore some considerations for the format. Look and feel - Keep attention with speed: Grab attention with speed. Grab attention from the first frame. Use speed as a creative element to hold attention. - Design for sound-on and entertain with sound-off. - Avoid unnecessary stickers. - Emphasize takeaways with text overlays: Use text sparingly and maintain a focal point, Add context or highlight brand benefits and features. Brand and product - Begin with your brand: Display the brand right away to increase recall.Lead with shots of products from the brand against vivid backgrounds. - Use contrasting colors to feature the brand prominently. - Design with your objective in mind: For awareness campaigns, focus your ads on people, For sales campaigns, focus on products. - Call your audience to action strategically. Format - Split your story into scenes: Keep the length and narrative arc of individual scenes brief. Take advantage of the quick nature of stories to include as many chapters as possible. - Mix and match moving and static images: Think about how to tell your story across different formats within the same ad campaign. Add motion to static images or include animation. - Use native tools to create your story.

Hashing is _______:

Hashing is a cryptographic security method that converts information, such as your customer list, into randomized code. To safeguard data, the process is irreversible.)

What is the best character limit for ads?

Headline: 40 Primary text: 125 Description: 25 Keep text short as possible so it doesn't get truncated

What is a lift test?

Identify impact on specific campaign objectives. In a lift test, your target audience is split randomly into two groups, a test group and a control group. The test group sees your ads, while the control group doesn't. You can then compare the actions of both groups to determine incremental outcomes that you can attribute to ad exposure. You can also use tests to determine if ads lead to incremental outcomes, which are results that wouldn't happen without your ads. In measurement terms, this is described as lift. You can test for lift by comparing the actions of people who saw your ad with people who didn't

What is a brand lift test?

If your client wants to increase awareness or consideration, use Brand Lift to measure the brand impact of your ads. Brand Lift assesses incremental brand awareness through polls or questionnaires. You can also measure the effectiveness of a campaign on upper-funnel brand effect metrics, such as ad recall, brand awareness and purchase intent.

What is a conversion lift test?

If your client wants to increase sales, use Conversion Lift to measure the effectiveness of a campaign on lower-funnel sales metrics. Conversion Lift helps you understand ad performance across multiple devices and conversion events whether they happen online, offline or in-app.

What are incremental outcomes?

Incremental outcomes are results you wouldn't achieve without ads. You can determine if your ads across Meta technologies achieve incremental outcomes with lift testing.

What are interstitial ad specs?

Interstitial ads are available on Facebook Reels and Instagram Reels placements, under the Stories and reels placements group. Interstitial ads are fullscreen, and they appear in the Reels feed between organic content. Format: Facebook: video, single image, Instagram: video, single image, carousel File type: MP4, MOV File size: Maximum of 4GB Ratio: 9:16 Captions and sound: Optional but recommended Duration: Facebook: No maximum, Instagram: Maximum of 15 minutes Primary text: Less than 72 characters, since longer text may be truncated

At which phase should you begin to build anticipation for your new product launch?

Launch day Prelaunch After launch Launch announcement (right)

Lift test can help you measure ___________?

Lift tests can help you measure your return on investment (ROI) by determining the business value associated with your campaign. By running single group tests or multiple group tests, you can determine the value that advertising on Meta technologies provide your business and compare different strategies.

What is machine learning with Meta Ads?

Machine learning enables advertisers to take advantage of budget liquidity, a particular state which occurs when the system can redirect budget to the most valuable impressions. Machine learning uses serial algorithms and predictive analytics to quickly find the optimal audience for each ad and serve it to them at the right time at the right price.

What are reels safe zone dimensions?

Make sure your messages aren't obscured by the Reels UI by respecting the safe zones. Keep the bottom 35% of your 9:16 ad creative free of text, logos and other elements. According to 2022 internal data,4 Reels ads that didn't respect the safe zone had a 28% lower clickthrough rate on average compared to those that did. Vertical Reels ads had a 48% lower cost per result on average compared with non-vertical ads, according to 2022 internal data.5

What is narrow targeting?

Narrow targeting is when you define a specific audience, with parameters such as interests. Narrow targeting may result in lower delivery.

You want to conduct an A/B test. Which of the following can you use as a variable?

Objective Creative (right) Delivery optimization (right) Placement (right) For A/B tests, variables you can use include creative, audience, delivery optimization and placement.

What are lower funnel Metrics for A/B testing?

Objective: Sales Metrics: Cost per result Return on ad spend (ROAS)

What are mid funnel metrics for A/B testing?

Objective: Traffic, app promotion, leads, engagement Metrics Cost per result Cost per 1000 impressions (CPM) Cost per click (CPC) Cost per install (CPI) Cost per video plays Cost per lead (CPL)

Loyal Customers

Optimize for audience similarity to help target ads to people most likely to show interest in your business

What are overlay ad specs?

Overlay ad specs Overlay ads are available on the Ads on Facebook Reels placement, under In-stream for video and reels placements group. Overlay ads are placed directly on top of the reel as a banner during the duration of a creator's public reel. They can appear at the bottom of a reel as it begins. Format: Single static image, Carousel of images Dimensions: 1080 x 1080 Placement: Bottom horizontal 25% buffer below ad creative Headline text: 10 characters recommended Primary text: 50 character recommended

How to tell your story with product tags:

Phase 1: Launch announcement To start building anticipation and excitement for an upcoming product, post content about the product without tagging it. Instead, focus on how the product connects to your business. Phase 2: Prelaunch To lead up to your product launch, post some content and tag your product in it. Then customers can learn more about the product and even preorder it from your website. Incorporate your products in a narrative that connects your business to the product while increasing excitement and anticipation for the launch. Phase 3: Launch Day The day of your launch, enhance your content with clear calls to action to encourage interested customers to make a purchase. Phase 4: After Launch Continue momentum from the product launch with more storytelling, while also continuing to prompt purchase consideration.

What are the five key steps to effectively craft and implement your Messenger strategy.

Plan: Determine where conversation can help you improve business results. Create: Craft your Messenger experience. Reach: Determine whom you want to engage with your Messenger experience. Test: Examine how the experience affects your business objective. Expand: Expand your messaging strategy when appropriate.

What are post loop ad specs?

Post-loop ads are available on the Ads on Facebook Reels placement, under In-stream for video and reels placements group. Post-loop ads appear after a reel has looped twice. Upon the completion of the ad unit, the original reel resumes and loops again. Format: Video File type: MP4, MOV File size: Maximum of 4GB Ratio: 9:16, 4:5 Captions and sound: Optional but recommended Duration: 4-15 seconds, skippable and standalone Primary text: Less than 40 characters, since longer text will be truncated.

LaLueur's marketing team wants to opt in to reels ads for their next campaign. Currently, they run ads on Instagram but are considering ways to expand their reach. The team wants to achieve the following goals for this campaign. For each goal, recommend a relevant action for the team to take.

Reach a larger audience. Select Advantage+ placements under Placements in Ads Manager. Use Reels posts that are already created as Reels ads. Select Use existing post under Ad setup in Ads Manager. Develop new native Reels ad creative. Consider developing fullscreen creative for video, single image and carousel formats. Identify how to best optimize ad creative for Reels ads. Consider testing and learning from native Reels creative or assets optimized for Reels ads. That's right! Selecting Advantage+ placements instead of Manual placements would enable LaLueur's team to reach people on all available placements including Facebook, Instagram, Messenger and Audience Network. Selecting Use existing post under Ad setup in Ads Manager would allow the team to select a post from Instagram or Facebook to promote. If their reels ads are delivered across Instagram and Facebook as interstitial ads and post-loop ads, they can develop creative for available formats including video, single image and carousel. To gain insights on how to adapt creative for reels ads, the team can test and learn with native creatives or assets optimized for reels ads.

You can use information from the Pixel and SDK to:

Reach people based on specific actions they take on your website or mobile app. Save money and avoid advertising to people who have already completed specific actions. Remarket based on implied intent. Create lookalike audiences of people similar to your best customers and clients.

What steps can the team at Spruce make in order to adapt this video for Reels ads?

Reconsider text placement to respect the safe zones. (right) Design for sound-on by adding music. (right) Consider how the video will work as a vertical, fullscreen mobile ad. (right) Include more shots of the product and fewer of the people. (wrong) Use voiceover instead of text to personalize. (wrong) Move the branding from the beginning to the end. (wrong) Since this video is square, they'll want to consider how it will work as a vertical, fullscreen mobile ad. Currently, there's no sound, so they may consider adding music to match the people on screen listening to music as well as to grab the viewer's attention. Since the video's text is at the lower part of the frame, they'll need to consider how to place the text to keep within the safe zone. The placement of the branding at the beginning helps with recall, so moving it to the end is not necessary. It's important to keep the video relatable by having a human presence, so including visuals of people cleaning might be a better option than including more product shots. Using voiceover along with text is a best creative practice, so the marketing team wouldn't need to replace one with the other.

What are some creative best practices for video ads?

Shorten the overall length of the ad. Introduce branding in the first three seconds. Front-load the story arc. Use text and graphics to get their message across with or without sound. Create versions with a 1:1, 4:5 and 9:16 ratio.

What is Advantage custom audience?

This option can able the system to deliver ads beyond the original selected audience to improve delivery performance. It uses your custom audiences as a source to guide delivery to reach more people likely to achieve your expressed optimization goal.

How do you test ad creative?

To develop effective creative, you can use a process of testing and iteration called betatyping. Betatyping is a creative and measurement framework that equips advertisers to answer important business questions. The process comprises four stages: ask, make, learn and adapt.

What is the primary use for lookalike audiences?

To reconnect with existing customers and clients To maximize the reach and relevance of ads to audiences To help businesses target ad delivery to people similar to the audience they already know (right) To target customers who visit your website or use your app and increase conversions

What is the equation for total value?

Total Value = advertisers bid x estimated action rates + ad quality

Prospective customers:

Use a small, highly-effective custom audience to seed a lookalike audience that's optimized for reach to find people who could be interested in your business but haven't yet connected with you.

What are some tips for building mobile-first ad content?

Use a vertical aspect ratio. (right) Use a horizontal aspect ratio. (wrong) Grab the attention of your audience. (right) Communicate your message without sound. (right) Correct. It's important to grab the audience's attention quickly. When designing an ad, consider that people typically hold their mobile device vertically and may not have sound on.

When would you want to use the Traffic, engagement, leads or app promotion campaign objective?

Use these campaign objectives when you want to Connect more deeply At this stage, use creative that educates about product benefits, features or values. This may require longer form creative (in-stream ads), a demonstration (possibly by a creator) or an interactive experience (AR, polling ads). You may also want to send customers to your website for a closer look at your products or entice them with an offer. If you want to develop your connection with your audience, you can choose from the traffic, engagement, leads or app promotion ad objective. Use these objectives in combination with creative and action buttons that encourage people to connect with your brand.

Call to Action (CTA)

When you add action buttons to your ads, it helps encourage people who see them to take that one action that align to the business goal. If you want people to learn more about your brand or product, you might add a Learn more or Watch video action button. If your goal is to drive consideration with your customers, you may want to try the Send message, See offers or Use app action button. Finally, if the objective is to drive conversion, you can try Shop now or Subscribe.

What is MetaAdvantage +?

When you choose Meta Advantage+ placements for your ads, it allows our delivery system to try to make the most of your budget and try to increase your ad's exposure. Advantage+ placements allows your ad to be seen on all placements available for your settings on Facebook, Messenger, Instagram and Meta Audience Network. Including more placements often helps you find a wider audience because our audience targeting works the same across all available placements. The more places your ad is displayed, the more chances your target audience has to see it.

When do you use the sales campaign objective?

When you want to Inspire action Your awareness and consideration campaigns have generated signals of intent (people who watched your videos or visited the brand's webpage signal a propensity to buy). To harvest that demand, leverage campaigns geared to drive conversions. For example you may use static images with video in your campaign to increase conversions. Choose objectives relevant to your desired actions, whether that's sales or leads. Use the SALES objective in combination with ad formats that are best for showcasing products - Link ads, Carousels and Collection ads. Use creative that focuses on the product and highlights the value that is most likely to drive conversions (this could mean price, range, free delivery, etc.)

When would you use the awareness campaign objective?

When you want to tell your story If your business goals are to raise awareness among potential customers or improve affinity among existing customers, select the awareness objective. For example, if your goal is to build brand awareness, you can select the awareness objective and use video ads with ThruPlay or 2-second continuous view optimization. You can use these objectives to reach people who are likely to remember them. To facilitate this outcome, make sure the video is engaging, well-branded and says something relevant about the brand. Review your creative to make sure it aligns with the objective and targeting strategy in Ads Manager. Include your branding in the first three seconds of the ad.

What is Meta's creative hub?

You can use Meta Creative Hub to find information about ad formats, see examples of high quality work and create ad mockups. You can then share these mockups with your team and preview them on mobile devices and computers.

Data sources for custom audiences:

Your sources: From your sources, create an audience based on people who: Visit the business website. Use information from the Meta Pixel to create an audience based on actions, such as purchases. Use the apps for your business and take actions, such as launching the app. Interacted with the business or its catalog. Interacted with the business offline, such as over the phone or in-store. -Website -App Activity -Catalog -Customer List -Offline Activity Meta sources: Create an audience based on people who interacted with your business across Meta technologies: Followed or interacted with your Facebook Page Interacted with one of its events on Facebook Interacted with your Instagram account Used Shops to make a purchase on Facebook or Instagram Watched your videos on Facebook or Instagram Interacted with your business on-Facebook listings Opened or completed a form from ads with the leads objective Opened your Instant Experience on Facebook or Instagram -Video -Lead Form -Instant Experience -AR Experience -0n Facebook Listing -Instagram Account -Events -Facebook Page -Shopping

Where can you tag your products on Instagram?

Your story, posts, videos and reels (right) Your story, live videos, messages and comments Your posts, messages and reels Your story, posts and comments

What is ThruPlay?

a metric in development, which will count the number of times a video is played to completion or at least 15 seconds on Facebook.

Each ad in the auction is assigned a total value, which is calculated based on what three factors?

advertiser bid, estimated action and ad quality.

When you manually select placements, how many placements should you choose to provide the system with the flexibility to find the best results for your objective?

at least four or at least 6

How can you improve your product tagging on Instagram?

by reviewing your shoppable post insights in Commerce Manager to see which content and formats generate the most engagement with your audiences.

To target your ads as effectively as possible ________:

consider using broad reach and Advantage detailed targeting. Broad reach: Reach people on any device when you specify any combination of location, age and gender but no other audience parameters. Advantage detailed targeting: Provide parameters for targeting beyond location, age and gender.

Audiences enable advertisers to reach people based on:

demographics, locations, interests, behaviors and connections. Audience selection occurs at the ad set level, and you can separate audiences into separate ad sets and bid differently to reach each one. You can create the following audiences: new audience: Your first option is to manually create a new audience based on demographics, location, interests, online behaviors and connections. Custom audience Lookalike audience

Reels ads are currently available as:

interstitial ads on Facebook Reels and Instagram Reels placements, and as post-loop and overlay ads on Ads on Facebook Reels placements.

To avoid audience overlap _________:

limit the number of ad sets targeted to similar audiences. Audience exclusions can also help eliminate overlap. With custom audiences, you can submit a data file and exclude customers in your CRM database. You can also exclude customers based on activity, such as purchases, through Meta Pixel and Facebook SDK activity from your website and app. For example, if you want to increase sign-ups for your newsletter, exclude existing subscribers from your campaign.

lookalike audiences perform best when:

seed audiences are significantly smaller than the audience they create. If your seed audience is very large or diverse compared to the total number of people in the targeted locations, divide your seed audience into smaller groups and create lookalikes from each group.

What are safe zones?

specific interface requirements... Placement asset customization enables you to more easily and efficiently optimize the creative format of ads wherever they appear. You can also adjust creative to specific interface requirements called safe zones. I.E when making a reel stay within the "safe zone" by avoiding adding text to top or bottom of screen where it could be blocked / not viewed easily