Facebook Blueprint Certification Exam: 100-101 Digital Marketing Associate

Common Optimization Event: Reach

Deliver ads in a way that allows ads to reach as wide as an audience as possible and to the max number of people.

Common Optimization Event: Conversions

Deliver ads to help you get the most website conversions.

Common Optimization Event: Value

Deliver ads to people to maximize total purchase value generated and get the highest return on ad spend (ROAS).

Common Optimization Event: App Installs

Deliver ads to the people most likely to install your app.

Common Optimization Event: Landing Page Views (Traffic)

Deliver ads to the people who are more likely to click on your ads link and load the website or Instant Experience. Requires Pixel.

Common Optimization Event: Event Responses

Deliver ads to the right people to you get the most event interest at the lowest cost.

Common Optimization Event: Conversion Events (suggested)

Deliver ads to those who are most likely to take action when they see a product from your catalog.

Common Optimization Event: Daily Unique Reach (Traffic)

Deliver ads up to once a day to each person.

Common Optimization Event: Retention

Deliver your ad to those most likely to open your app on day 2 (24-48 hrs) or day 7 (144-168 hrs).

Common Optimization Event: 2-Second Continuous Video Views

Deliver your ads to get the most video views of 2 continuous seconds or more. Most 2-second continuous video views will have at least 50% of the video pixels on screen.

Common Optimization Event: ThruPlay

Deliver your ads to help you get the most completed video plays if the video is 15 seconds or shorter. For longer videos, this will optimize for people most likely to play at least 15 seconds.

Common Optimization Event: Replies

Deliver your ads to people most likely to have a conversation with you through messages.

Common Optimization Event: App Events

Deliver your ads to the people who are most likely to take a specific action at least once.

Common Optimization Event: Page Likes

Deliver your ads to the right people to help you get more page likes at the lowest cost.

Slideshow

Effective alternative format to video ads for those with slower internet connections. Includes 3-10 photos that play like a short video.

What is the Consideration objective catagory?

Encourage people to learn more about what your business offers

What is the Conversion objective category?

Encourage people who are interested in your business to purchase or use your product or service

Campaign objective that ONLY allows Single Image, Single Video and Slideshow formats

Engagement

Potential Reach Estimate

Estimate of how many people are in an Ad sets audience. Based on audience and placement selections.

Optimizing budget

Facebook will distribute your budget across ad sets to get you better results

Custom Events

Fall outside of covered Facebook events and also added to website code.

Instagram Ad Placements

Feed Stories

What is Awareness objective catagory?

Generate interest in your product or services

Lookalike Audiences

Helps advertisers reach people who are similar to that the advertiser cares about. Created from a source audience (custom audience) which are those who have taken action or who are the highest valued customers

Defined at the Ad Level

Identity Format Media (Creative) Copy Advanced Ad Options: Conversion Tracking, URL Parameters, Facebook Pixel, App Events, Offline Events

Common Optimization Event: Link clicks

If you want to increase traffic to your website. Show your ads primarily to people who are likely to click on them.

Optimization Events that drive Engagement

Impressions, Post Engagement, Daily Unique Reach, Page Likes, Event Responses

Hashing

Information that you share that is turned into short fingerprints that are impossible to reverse

Optimization Events that drive Lead Generation

Leads

Optimization Events that drive Traffic

Link clicks, Landing Page Views, Daily Unique Reach

Lifetime Budget

Must be selected to activate the ad scheduling feature, amount you're willing to spend over the entire run of your campaign

Defined at the Ad Set Level

Page to Promote Audience (targeting) Placements Optimization Event for Ad Delivery Spending Control - Cost (Bid) Control (optional) Schedule (start and end date) Choose "When You Get Charged" Specify Ad Scheduling (hours and days of week) Delivery Type

Differences in placement options from a Page vs Ad Manager

Page: just Instagram and Facebook Ads Manager: includes stories on Instagram and Facebook and Audience Network, Messenger, WhatsApp and Audience Network

Campaign objective that ONLY allows Single Image, Single Video and Carousel

Product Catalog Sales

Optimization Events that drive Reach

Reach, Impressions

Optimization Events that drive Messages

Replies, Leads

Automatic advanced matching

Sends facebook information that website customers have provided and Facebook uses the hashing process to match people who visit your website with people on Facebook (through custom audiences)

Common Optimization Event: Ad Recall Lift

Serve ads to maximize the total number of people who will remember seeing your ads (works best for Brand Awareness objective).

Common Optimization Event: Post Engagement

Show your ads to the right people to get the most likes, shares, or comments on your post at the lowest cost.

Defined audience

Specific enough to reach

3 different types of events

Standard Events Custom Events Custom Conversions

Optimization Events that drive Store Visits

Store Visits, Daily Unique Reach

The importance of selecting a campaign objective

Tells Facebook Ads Manager which results matter to you. Helps them better understand the results you want to see and get the most out of your investment.

Where can you view Post performance?

The "Posts" section of "Page Insights"

Daily Reach Estimate

The number of people that FB estimates you will reach based on your bid and budget. Higher budget = higher reach.

Optimization Events that drive Video Views

ThruPlay, 2 second Continuous Video Views

Most common custom conversion

URL-based custom conversion which tracks people who visit a specific page.

Campaign objective that ONLY allows Single Video, Slideshow and Carousel

Video Views

Events Manager

Where you can find and activate Facebook Pixel

Audience Manager

Where you check the statuses of your audiences

Common Optimization Event: Leads

Will deliver your ads to the right people to help you get the most leads at the lowest cost.

A/B test

a randomized experiment where you choose a variable and select two variations of the variable to test.

Standard Events

actions that Facebook recognizes and supports across ad products, such as: complete registration, search and add to wishlist.

Custom Conversions

allow you to segment your event information based on values, event types, custom information fields, and other characteristics for more detailed reporting in Ads Manager. Created by making rules and applying them to an offline event set.

Daily Budget

amount you're willing to spend on an ad set every day (can go up to 25% over when it's better)

Account Spending Limit

one of the first things you should do when you set up an Ad Account. Adjustable lifetime limit your Ad Account can spend across all the ads you run for the time limit set

Cost Per Result

ratio of the total amount spent / to the number of results

Ads Manager results

the number of times your ad achieved an outcome (based on the objective and settings your selected)

Core Audience

- the default selection in Ads Manager - where you can choose: location, age, gender, languages, and detailed targeting: demographics, interests and behaviors.

6 Facebook Page Roles

1. Admin 2. Editor 3. Moderator 4. Jobs Manager 5. Advertiser 6. Analyst

What "detailed targeting" options are based on...

1. Ads people click 2. Activities they engage with on and off Facebook (device usage, purchase behavior or intents, travel behavior) 3. Mobile device 4. Speed of their network connection

3 Audience Network Ad Placements

1. Banner, Interstitial (full-screen takeover), Native 2. Rewarded video (for apps) 4. In-stream video

Awareness Objectives

1. Brand Awareness 2. Reach

Campaign objectives that allow Single Image, Single Video, Slideshow, Carousel formats

1. Brand Awareness 2. Reach 3. App Installs 4. Lead Generation 5. Messages

Conversion Objectives

1. Conversions 2. Catalog Sales 3. Store Traffic

6 Sources of a Custom Audience

1. Customer Files (CRM or POS system) 2. Website Activity (traffic) 3. Mobile App Activity 4. Offline Activity 5. Video Audience 6. Facebook/IG Engagements

5 Facebook Ad Placements

1. Feed - Marketplace (home), Groups 2. Right column (desktop only) 3. Instant Articles (Mobile FB and Messenger only) 4. In-Stream Video (Facebook Live Video and Video on Demand) 5. Stories

3 Messenger Ad Placements

1. Inbox 2. Sponsored Messages 3. Stories

3 ways to install Facebook Pixel

1. Install without code by connecting to a partner platform 2. Manually install pixel code 3. Email instructions to a developer to install the code

3 categories Page Inbox organized in

1. Messages 2. Comments & more 3. Automated responses

3 things that Facebook relies on to estimate Audience Reach

1. Past campaigns 2. Budget (assumes it will all be spent) 3. Market information

What available metrics are in the "Posts" section of "Page Insights?"

1. Reach 2. Engagement 3. When your fans are online 4. Post types 5. Top posts from pages you watch

Benefits of Facebook Pixel

1. Receive insights 2. Analyze behavior 3. Create audiences 4. Set up biding 5. Review (conversion) Events

Campaign objectives that allow Single Image, Single Video, Slideshow, Carousel AND COLLECTION formats

1. Traffic 2. Conversions 3. Store Visits

Consideration Objectives

1. Traffic 2. Engagement 3. App Installs 4. Video Views 5. Lead Generation 6. Messages

6 ways to create a custom audience using Facebook & Instagram Engagement as a source

1. Video: create from people who have watched your videos through FB or Insta. 2. Instagram Business Profile: create from those who visited or interacted with your profile or ad on Insta. 3. Lead form: create from those who have opened or completed a form in one of your lead generation ads of FB or Insta 4. Events: create from people who have interacted with one of your events on Facebook 5. Instant Experience: create from people who have opened your Instant Experience of FB or Insta 6. Facebook Page: create from people who follow or have interacted with your page

4 sections of the "People" page in "Page Insights"

1. Your Fans 2. Your Followers 3. People reached 4. People engaged

Source Audience

A Custom Audience created using either pixel information, mobile information, or fans of your Facebook Page to make a Lookalike Audience

Events

Actions that happen on your website as a result of Facebook ads (paid) or organic reach (unpaid) tracked by Pixel. You can place them on pages that matter to your business.

Optimization Event that drives Brand Awareness

Ad Recall Lift

Custom Audience

Ad targeting option that lets you find people who are already aware of your business/are an existing audience

Manual payments

Add money to an account before ads run and deduct from amount typically up to once a day (a smaller budget may wait until you reach $25 or 7 days before invoices your account)

Split Test

Allows you to create multiple ad sets and test them against each other. Each group will receive ad sets that are identical in every way aside from the variable you've chosen to test (except in quick creation mode). Can do this when editing an active ad set.

Optimization Events that drive App Installs

App Installs, Retention, App Events, Value, Link Clicks

What you can change about an ad from the "View Results" screen

Audience Budget & duration Ad Creative (but not for a boosted post) URL (only for Website Visitors ad objective)

Estimated Daily Results

Audience summary including estimates based on audience, ad placements, and budget. Estimates how much you may need to increase your budget to get desired results. Will show Daily Reach Estimate or Daily Result Estimate depending on the objective.

Two ways to be charged for Ads

Automatic payments and Manual Payments

3 campaign objective catagories

Awareness Consideration Conversion

The types of ads you can launch from a page

Boost a post Promote Your Page Get More Website Visitors Promote Your Business Locally Promote Your Call-To-Action Button Get More Website Purchases

2 things that you can increase to produce more information about audiences and ads

Budget and Time

Cannot split test if you selected

Budget optimization

Defined at the Campaign Level

Campaign Objective Choose if you want to Optimize Budget Campaign Budget Campaign Bid Strategy Ad Scheduling (only with Lifetime Budget)

Automatic payments

Charged whenever you spend a certain amount aka "billing threshold" and again on the monthly bill date if there are any leftover charges

How Facebook charges your account

Charges your account every time your ad is delivered to someone

Optimization Events that drive Catalog Sales

Conversion Events, Value, Link Clicks, Impressions

Optimization Events that drive Conversions

Conversions, Value, Landing Page Views, Link Clicks, Impressions, Daily Unique Reach

4 Variables you can test in a Split Test

Creative, Audience, Delivery Optimization, Placement

The two options you can choose from once you select to optimize your budget

Daily Budget Lifetime Budget

Common Optimization Event: Store visits

Deliver ad to people more likely to visit your business locations.

Common Optimization Event: Impressions

Deliver ads as many times as possible (no consideration of clicks or action).