Facebook Blueprint Certification: Core Competencies

How to use Conversion Lift

-A campaign that isn't live yet, and will have sufficient statistical power for meaningful and accurate results. -Accessible conversion data: either online data from a Facebook pixel, or offline data like email addresses or phone numbers

Which campaign objectives allow split testing?

-Conversions -App installs -Lead generation

Information revealed with Audience Insights

-Demographic information including trends about age and gender, relationship status, and job roles -Information about where your audience is located and the languages they speak -Purchase information (including online purchase behavior), which product categories they're mostly likely to shop, and location data that may help you identify where to run special promotions or host events

Lead Generation

Metric: Leads (Form) The number of form responses submitted after people clicked on your Facebook lead ads.

How to track offline conversions

Offline Conversions allows to you to connect your sales data (such as CRM or point of sale) to Facebook to measure which audiences and campaigns are driving sales. You can send as much information as you would like — including transaction amount and other line item details — along with customer information for us to match against.

Current Columns

On the right side is a list of your current columns shown in Ads Manager. You can re-arrange them by clicking and dragging on the dots; moving them upward in this list will move the column to the left when you return to Ads Manager. If you want to remove a column, click on the x.

Regional Availability for Reach Partners

Regional availability In North America, you can work with the following partners: -Nielsen Digital Ad Ratings (DAR) - Available in Canada and the US -Nielsen Total Ad Ratings (TAR) - Available in the US -Nielsen Digital Content Ratings (DCR) - Available in the US -Nielsen Total Content Ratings (TCR) - Available in the US*

Delivery

This shows you the status of the campaigns, ad sets, and ads you have created.

Three main types of posts for FB Pages

When you're ready to add content, you'll see that there are three main types of posts you can publish: -Status -Photo/Video -Products, Offer +.

Export a Report

You can export ad data from Ads Manager into Microsoft Excel, with the free Facebook Ads Manager for Excel add-on.

In North American you can work with the following partners [partner lift]

-84.51 - Available in the US -Acxiom - Available in the US -Epsilon - Available in the US -Nielsen Catalina Solutions (NCS) - Available in the US -Oracle Data Cloud (Datalogix) - Available in the US

Facebook Ads Manager for Excel

-Download performance data from any of your ad accounts using the same reporting controls (filters, breakdowns, and so on) as if you were creating a report directly in Ads Manager. -Create and save custom templates so you can quickly run the reports you need. Or, use a pre-set template to get started. -Refresh the data in your reports as often as you need to. -Take your ad performance data and create your own analysis using Excel's pivot tables or other tools.

Marketing Mix Modeling Partners helps answer the following questions

-How much sales did each of my marketing investments drive? -What was the ROI of each marketing channel across all my brands? -What media weight is optimal for each major marketing channel? -What's the ideal mix of 15-second vs. 30-second rolls, video vs. static, prime vs. non-prime TV? -Which creative strategy has produced the highest sales impact? -How would sales be impacted if I made X change to my marketing plan? -If I needed to cut my marketing budget by X%, where should the dollars come from?

How to View Audience Insights

-If you want to view insights for your Page in Audience Insights, you must have the Page role of Advertiser, Moderator, Editor, or Admin. -If you want to view insights for all of Facebook in Audience Insights, you need an ad account on Facebook. -If you want to view insights for a Custom Audience in Audience Insights, you need to be the creator of the Custom Audience.

Business Categories for creating a Facebook page

-Local Business or Place -Company, Organization, or Institution -Brand or Product -Artist, Brand, or Public Figure -Entertainment -Cause or Community

Reporting Control Options

-Search -Filters -Date Range (shown as Last 30 Days) -Breakdown -Columns

How FB Brand Lift Works

-The solution administers polls to users on Facebook and Instagram in a natural and non-intrusive fashion. On Facebook, surveys are served in the same location as your ad, while on Instagram the survey appears as a pop up. -Before your campaign launches, we'll randomize your target audience into exposed and control groups with similar characteristics. Between 4 and 48 hours after they see your ad, people in the exposed group will receive a poll, with questions pertaining to ad recall and other strategic brand objectives pertinent to your business, such as message association or purchase intent. By comparing poll results from people who saw your ads (exposed group) with people who didn't see your ads (control group), you can measure the success of your campaign. Regional Availability: Global

Types of Ad Objectives

1) Brand Awareness 2) Reach 3) Traffic 4) Engagement 5) App Installs 6) Video Views 7) Lead Generation 8) Messages 9) Conversions 10) Catalog Sales 11) Store Visits

Facebook's Partner Lift Integrations can provide

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

How Viewability verification partners works

1. Partner viewability measurement is directly intergrated into FB mobile feed technology 2. Partners review integration line by line 3. Impression-level data collected by third party 4. Third party provides metrics to advertiser/brand/agency 5. Partners do independent end-to-end review and live testing

FB Cover photo size

828 pixels X 315 pixels - You can also upload a "Cover Video" - For best results, choose a video that's 820 x 456

Getting started with offline conversion tracking

Before running your campaign, connect your offline event sets through Business Manager or the API. 1. CONNECT your offline event sets through Business Manager or the API 2. RUN your campaigns across FB, Instagram, and Audience Network 3. VIEW your results in ad manager 4. CREATE audiences based on offline behaviors and attributes

Getting started with online conversions

Before running your campaign, implement the Facebook pixel on your website and Facebook SDK for your app. 1. Create the FB pixel 2. Install and verify your pixel 3. Add your standard events 4. Use optimization and tracking with ads

EARL

Estimated Ad Recall Lift (people)

How MMM Works

Exact MMM methods vary by country, vertical, and the company performing the analysis. But typically, MMM relies on some form of regression modeling, where a series of independent variables that are thought to impact sales (Ex. price point, product distribution, economic factors) are used to predict the dependent variable: sales volume over time. The model assigns each media variable in the analysis (Ex. Facebook) a coefficient describing the historical relationship between increases in media support for the channel, and changes in sales volume. For example, if there has been a strong relationship historically between increases in TV GRPs and increases in sales volume, the model will generally conclude that TV is driving sales volume. This would result in TV being assigned a high coefficient. On the other hand, if there is no sales increase whenever a print campaign is activated, print will get a very low coefficient, indicating there is very little relationship between investments in print and sales outcomes.

Facebook Brand Lift

Facebook Brand Lift helps you accurately measure the impact of your advertising on consumer attitudes towards your brand. You can use Brand Lift to: -Understand how well your campaign resonates with your audience. -See how your campaign performs against the norms for campaigns in your industry and your region. -See the demographic breakdowns (age, gender, TV viewership groups and video view durations) that drive the highest lift.

Measuring Sales Outcomes

Facebook ads reporting allows advertisers to see how many online and offline conversions resulted from your ads delivered across Facebook, Instagram, and Audience Network. A conversion occurs when a person takes an action that is valuable to your business. Examples of a conversion include people making a purchase on your website, installing your mobile app, or viewing a specific page of your website.

How does FB determine budget for split testing campaign?

Facebook determines a minimum required budget based on the size of your splits and an estimation of what's likely to produce a significant test. Facebook has found that the minimum required budget (or higher amount) will help ensure sufficient data to confidently determine a test winner. The budget and reach will then be divided between the ad sets. You can choose to divide the budget evenly or weigh one more than the other(s), depending on your preference.

How Measuring Conversions Works

Facebook tracks conversions that happen within 1 day, 7 days, and 28 days after a person either clicks on or views your ad. You can choose to measure conversions for any of these durations in your ad report.

Facebook Conversion Lift

Facebook's Conversion Lift enables advertisers to measure the true impact Facebook ads have on real people. Using Conversion Lift, advertisers can determine the additional online and offline business outcomes attributable to people reached by Facebook ads across devices.

Facebook's Network

Facebook's solutions measure the performance of ads served on Facebook, Instagram, and Audience Network.

Measuring Brand Outcomes

For measuring Brand Outcomes, you should focus on the metric Estimated Ad Recall Lift (people) (EARL). Ad recall is measured when people exposed to an ad are later asked if they remember the ad; lift refers to the estimated difference in ad recall between people who saw the ad and those who didn't. EARL is the best prediction and estimate that we can currently make about how many people are likely to remember seeing an ad if they were asked within two days of seeing it. Use this to compare the effectiveness of different creatives or target audiences.

Conversion Regional Availbility

Global

Regional Availability of FB Conversion Lift

Global

Regional Availability of Audience Insights

Global, with some caveats. Audience Insights uses third-party data from sources like Acxiom, Datalogix, and Epsilon, so certain data like household and purchase information isn't available for audiences outside of the US.

Ends

Here is where you'll find the date your campaign is scheduled to stop running. A campaign's end date is based on the schedule you chose in the campaign's ad set.

Regional Availability for Multi-Touch Attribution Partners

In North America, you can work with the following partners: -Neustar MarketShare - Available in Canada and the US -VisualIQ - Available in Canada and the US

Regional Availability for Mobile Measurement Partners

In North America, you can work with the following partners: -adjust -Adways -Apps Flyer -Apsalar -CyberZ -Kochava -Localytics -Neustar MarketShare

Regional Availability for MMM

In North America, you can work with the following partners: Accenture - Available globally Neustar MarketShare - Available globally

Regional Availability (Viewability Verification Partners)

In North America, you can work with the following partners: comScore - available globally Integral Ad Science - available globally Moat - available globally

How Audience Insights Works

Like Page Insights, Audience Insights shows aggregated information about groups of people to anonymize the personal data people have shared with us.

Call to action button [Facebook Page]

Located under cover photo, main options include: -"Book Services" -"Get in Touch" -"Learn More" -"Make a Purchase or Donation" -"Download App or Game" Once your button has been created you can test it by hovering over your button, and selecting "Test button"

How MTA (Multi-Touch Partners) Works

MTA fairly distributes credit among multiple impressions and clicks that occur over a person's purchase journey, and gives marketers a better look at the full picture. Work with a partner to gain a better understanding of your return on investment on Facebook, across devices, and make more accurate investment decisions across all media and channels. We share anonymized reporting for Facebook, Instagram, and Audience Network ads with our partners, who then use the information to power their attribution reports. While Facebook provides relevant data to your partners, we remain agnostic on our partners' attribution methodology and have no visibility into an advertiser's cross-publisher results.

Marketing Mix Modeling Partners (MMM)

Marketing mix modeling (MMM) is a data-driven statistical analysis that quantifies the incremental sales impact and ROI of your marketing activities across channels, both online and offline. It helps you bring together large amounts of historical information from a variety of publishers and channels to make better marketing decisions about which ads — TV, digital, and print — are helping you meet your business goals. Advertisers can use MMM to run forward-looking simulations to help them determine how to best allocate their budget by channel and by brand.

Audience Outcomes

Measure and optimize how you reach your audiences Helps answer questions like: -How many people did your ads reach? How frequently? -Did the ads reach the people you want to connect with? -Did the ads reach across multiple devices? *Focus on the metrics Reach and Frequency in your ad reports

Brand Outcomes

Measure how your media spend impacts brand objectives Helps answer questions like: -Did the ads break through? -Are they memorable? -Did they generate brand awareness? -Did the ads change the perception of your brand?

Sales Outcomes

Measure how your media spend impacts sales objectives Helps answers questions like: -Did the ads drive purchase intent? -Did they contribute to ROI? -Did the ads results in sales, leads, or app installs?

Online Conversions

Measure the actions people take online after people see or engage with your ads.

Offline Conversions

Measure the number of transactions that occur in your physical retail store(s) and through other offline channels (Ex: by phone) after people see or engage with your ads.

Mobile Measurement Partners

Measurement partners have access to the same technology that the Facebook SDK uses. This means that they can track your Facebook ad performance without needing to tag your ads with deeplinks or tagging parameters. You should consider working with a mobile measurement partner if you want to get deeper insights about your campaign performance or aggregate your measurement across several ad networks.

Viewability

Measures how many ad impressions were viewed by your audience and for how long. When combined with reach measurement, viewability can give you a full picture of how your media plan was delivered. You can measure and verify viewability metrics for Facebook and Instagram through select viewability partners. Our partners can verify ad viewability metrics for video ads on Facebook, offering more advertisers the transparency they need to trust their ad delivery data. These partnerships are part of our continued commitment to enabling Facebook advertising measurement by independent third parties.

Engagement

Metric for Post engagement: Post Engagement The total number of actions that people take involving your ads (or all posts, in some cases). This metric includes streaming reactions on live broadcasts. Metric for Page Likes: Page Likes The number of likes of your Facebook Page attributed to your ads. Metric for Event responses: Event Responses The number of people who responded Interested or Going to your Facebook event, attributed to your ads.

Conversions

Metric for websites and Messenger: Conversion event The conversion event you selected at the ad set level. Conversion events include Add to Cart, Initiate checkout, and Make purchase. Metric for apps: Mobile App Actions The number of actions in your mobile app that were recorded as app events and attributed to your ads.

Traffic

Metric for websites and Messenger: Link Clicks The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties. Metric for apps: Mobile App Actions The number of actions in your mobile app that were recorded as app events and attributed to your ads.

Video Views

Metric: 3-Second Video Views The number of times your video was watched for an aggregate of at least 3 seconds, or for nearly its total length, whichever happened first.

Messages

Metric: Consideration The number of Facebook Messenger interactions customers had with your Facebook Messenger.

Catalog Sales

Metric: Website Conversions The number of events or conversions recorded by the Facebook pixel on your website and attributed to your ads.

Add a short description [facebook page]

Optional, but we recommend filling it out so that people know what your business is about. It also helps your business appear in search results when people look for you online. This field has a 155-character limit, so add the most important information here, like your business location, value proposition, and so on.

How Facebook is Different than other ads

Persistence Advertisers can use insights from Facebook's 1.18 billion daily, re-authenticated consumer insights to market to real people instead of cookies alone, persistently over time. Scale Our solutions provide unique scale with information from Facebook's 1.15 billion people who sign in across two or more devices and/or browsers over a 90-day period, giving our solution broad, global cross-device coverage. Depth Marketers can access to high-fidelity demographic, geographic, interests, and intent data to perform holistic measurement at scale.

Why post on your Facebook page?

Posting on your Page helps people who are interested in your business know what you're up to. It also helps to keep customers engaged with industry trends, new products, and events.

Profile Picture

Profile pictures can help more people find your Page, and they'll also be able to recognize it in posts, comments, and more. If you have a logo, use it for your profile picture!

How to get started with Mobile Measurement Partners

Reach out to your Facebook Sales Representative for guidance on next steps.

How to get started with partner lift

Reach out to your Facebook Sales Representative for guidance on next steps.

Split Testing

Split testing helps you understand how different aspects of your ads affect campaign performance across Facebook, Instagram, and Audience Network. Split testing lets you test different versions of your ads so you can see what works best, then keep building on the success of your campaigns and improve future media plans. Split testing divides your audience into random, non-overlapping groups who are shown ad sets with identical creative. This randomization helps ensure the test does not introduce other factors that may skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction.

Brand Lift Partners

The main difference with Facebook Brand Lift and our partner products is that Facebook sets up the polls and provides reporting, and these studies have different spend requirements and audience minimums. Regional availability In North America, you can work with the following partners: -Nielsen Brand Effect - Available in Canada and the US -Nielsen Cross-Channel Brand Effect - Available in Canada and the US -Millward Brown Brand Lift Insights - Available in Canada and the US

Is it worth it to fill out all the fields on your Facebook page?

The more information you enter, the easier it will be for people to find you!

Reach

The number of people who saw your ads at least once. It's important to remember that reach is different from impressions, which may include multiple views of your ads by the same people.

How do you measure which test performs the best? (Split Testing)

The performance of each ad set is measured in terms of the success metrics for your campaign objective and is then recorded and compared. The winning ad set is determined by comparing the cost per result of each ad set. The ad set with the lowest cost per result (Ex. cost per lead) is the winner. At the end of the test, you'll automatically receive an email and notification in Ads Manager with details on how your test performed, including the winning ad set strategy. These insights can then fuel your ad strategy and help you design your next campaign.

Facebook Page Tips

These are quick tips that will guide you more on adding content and creating effective posts. If you add additional categories and subcategories of interests, you'll see that a window pops up, showing you the number of people you're likely to reach when choosing that interest. Feel free to choose as few or as many as you'd like and keep in mind that your selections won't limit your reach or visibility on Facebook.

Cost Per Results

This is the average cost per result from your ads. We calculate this by dividing the number in the Amount Spent column by the number in the Results column. For example, if the amount you spent was $100 for a Conversions ad, and you received 50 conversions as a result, your cost would be $2 per conversion and will be reflected in this column.

Amount Spent

This is the estimated total amount of money you've spent on your campaign, ad set or ad during its schedule. By default, the date range will be the last 30 days.

Available Columns

This is the list of available columns for the category or subcategory you chose on the left side. Columns with a check mark are currently shown in your Ads Manager. Click on an empty box to add a column, and click on a checked box to remove that column from Ads Manager.

Results

This is the number of outcomes you achieved in your campaign. The metric you see in this column is based on the ad objective or campaign result you selected when you created your campaign. For example, if you choose Video Views as your objective, the results column will show you the number of times your video was watched for at least three seconds.

How Mobile Measurement Partners Works

We provide measurement partners with access to attribution data that enables them to more accurately attribute your Facebook ad performance. The data they receive accounts for cross-device behavior, outcomes that were not proceeded by a click, and the ad interaction time which allows for deduplication of attribution claims. This data is reserved only for Facebook Marketing Partners specializing in measurement and cannot be accessed by non-badged measurement providers.

Unlocking Additional Features on FB Page

When you first create your Page, you may notice you don't have the option to view Page Insights or to create an Offer. As you continue to build your Page's audience, you'll gain access to additional tools and features.

How Facebook Conversion Lift Works

When you run a Facebook campaign, Conversion Lift randomizes and splits your ad audience into two groups — one that sees your Facebook ads and another that doesn't. As your campaign progresses, you can share your conversion data with Facebook, whether it happens online, offline, or in your mobile app. We'll calculate the lift (the additional business you captured) by comparing conversions in the group that saw your ads and the one that didn't, and make the results available to you in Ads Manager.

Facebook Feature: "Pages to Watch"

When you visit the Insights tab of your own Page. Available metrics on other Pages include how many Page Likes they have, the number of posts published that week, and the number of engagements, like reactions, comments, and shares their posts received.

On + Off Facebook

With our measurement partners, we also provide solutions that help marketers measure business outcomes both on and off Facebook. We do this: -Across devices (mobile and desktop). -Across formats (image, video, display, and more). -Across publishers (in addition to Facebook, Instagram, and Audience Network). -In stores.

Can you change category of your FB page at a later time once it's set up?

Yes, keep in mind that you can change the category and name of your organization later, if you need to. There are also sub categories you can pick from like: "Community Service" "Education" "Computer Company", etc.

Multi-touch Attribution Partners

You can also accurately attribute conversions to your Facebook campaigns by working with one of our partners. Our partners can help you: -Track your complete Facebook media plan. -Understand your ROI. -Make accurate investment decisions across all media channels.

Download a Report

You can download a report as a .csv or .xls file. This file can be copied to a USB drive, attached to an email, sent by instant messenger, or delivered in any other way you like to share files.

How measuring EARL works

You can measure EARL if you create a campaign using one of the following objectives: Brand Awareness Video Views EARL* is calculated by looking at: Relative attention: How much time people spent looking at your ads compared to other content in their News Feed 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 By looking at the historical ad recall lift and real-time information on the reach and attention of the campaign, we're able to extrapolate how much lift in ad recall your campaign is likely to produce. Regional Availability: Global

Schedule a Report

You can schedule a report to be sent automatically via email — to anyone who has ad account access — on a daily, weekly, or monthly basis. You can maintain up to 1,000 scheduled reports per ad account. Reports can be delivered: -Daily -On a specific day of the week, every week -On the 1st of the month, every month

Share a Report

You can share a link to a report within Ads Manager. It's easy to share reports on a one-off basis if you don't want to have them sent to people on a schedule. First, an important note: this functionality is found in Ads Manager, not in Ads Reporting.

How to track online conversions

You'll need to first implement the Facebook pixel on your website and/or Facebook SDK in your mobile app before you'll see the conversion data in ads reporting. The pixel and SDK are what allow us to measure conversions across devices.

What variables can you test with split testing?

Your variable can be one of three: audience, placements, or delivery optimizations. Facebook will duplicate your ads and only change the one variable you choose.

Additional Feature Options on FB Pages

[25 - 30 - 100] 25 = Username 30 = Page Insights 100 = "Watch" up to 100 Pages -After at least 25 people like your Page, you can create a username for your Page. This username makes it easier for someone to go directly to your Page via a URL. Often the username is the company's name, and will look like this: facebook.com/companyname. -After 30 people like your Page, you'll have access to Page Insights, which features data on how many people have visited your Page, their demographics, which posts performed well, and more. -Once 100 people Like your Page, you can start "watching" up to 100 Pages. This feature allows you to see how other Pages — including any competing businesses — are performing.

FB Page Role Options

-Admin -Editor -Moderator -Advertiser -Analyst -Live Contributor

Audience Types for Analyzing

-Everyone on Facebook -People connected to your page -A custom audience

Tagging Campaigns

-Group your campaigns with tags -Tags organize campaigns into groups so they're easier to find and work with.

Mobile Measurement Partners Provides Performance Metrics Like

-Attribution -Lifetime value -Downstream conversions -ROI -Analysis across acquisition channels

Three Core Business Outcomes

-Audience Outcomes -Brand Outcomes -Sales Outcomes

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

-Audience Outcomes -Brand Outcomes -Sales Outcomes

What creative features are available on both Facebook and Instagram?

-Autoplay videos -Carousel ad formats offer CTA's for your audience to learn more

Overarching Brand Objectives

-Awareness -Demand Generation -Acquisition -Transaction

Communication Options for FB Page

-Away Status -Away Messages -Instant Replies -Saved Replies

You must install the pixel if you want to:

-Enable cross-device reports -Attribute conversions and events to specific ads -Access precise returns on ad spend — by business goal

Estimated Daily Results are available for these objectives

-Engagement (Page Post Engagement, Page Likes, Event Responses) -App Installs -Video Views -Lead generation -Conversions -Traffic

Pacing System

Our pacing system aims to maximize value over the duration of your ad set and over many, many ad opportunities.

Benefits of Standard Events

1) Capture Events 2) Optimize ad delivery 3) Build Audiences

Audience Types

1) Core Audiences 2) Custom Audiences 3) Lookalike Audiences

Which do we recommend when businesses are choosing their target audience? [2 items]

1) Use interest/or behavior-based targeting categories 2) Retarget website visitors or existing customers using Custom Audiences.

When you start to plan your FB ad, ask yourself these three questions:

1) What are my business goals? 2) Who is my audience? 3) How will I measure and track results?

Targeting

You can target by: -Audience type -Location

Reach + Frequency of Video Ads

1-90 days

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

"Agency Parent Page" Agency "Location" Page Agency BM Business Admins -> Pages Business Admins ->Business Employees Business Admins -> Ad Accounts

Which of the following can be used as seed audiences

-A Page -A Custom Audience

Benefits of Custom Events

1) Capture Events

Ad

Ad includes: -Ad Format -Ad Creative

Choosing Locations

-Countries (up to 25) -States -Provinces -Cities (up to 250) -Congressional districts -ZIP or post codes (up to 2,500)

Creative Best Practices

-Know your audience -Grab attention -Write compelling copy to drive interest -Test & experiment

Can You Run ads JUST on the Audience Network?

NO - At this time, advertisers cannot select Audience Network alone; their ads must run on News Feed to run on Audience Network.

Why Use Facebook for Ads?

-Targeted reach -Deep engagement -Proven results

Ad Set

Ad Set Includes: -Audience -Placement -Budget -Schedule -Bidding

Hierarchy of Ad Campaigns

Campaign -> Ad Set -> Ad

Impressions

Whenever someone sees your ad, we call that an ad impression

Report Filters

Filters by level: -Account -Campaign -Ad Set -Ad

Cross-Post

Add embedded posts to your website so that when visitors click on a post on your website, they will be taken directly to your Facebook Page. Choose Embed from the same drop-down menu as above. Then copy and paste the code and insert it on your website.

Best Practices for Payment Settings

Add or edit payment methods, set a top-level spending limit on the ad account, and find out when your next billing date is.

Campaign Name

the name of your ad account, campaign, ad set, or ad.

Video Percentage Watched

the percentage of your video somebody watches per session, averaged across all sessions of your video where the video auto-played or was clicked to play.

Video Average Watch Time

the total watch time for your video, divided by the total number of video plays. This includes plays that start automatically and on click.

Impression Device

to learn where your ads were viewed.

Conversion Device

to view a breakdown of the devices people use when they interact with your ads.

Automatic Bidding

when our ad auction system will adjust your bid to generate the most desired actions possible with your budget. If you don't have a specific value in mind for the result you're optimizing for, consider using automatic bidding.

Manual Bidding

when you decide on the value of the desired action. Start with a bid that represents how much you value the action you're optimizing for. Lower bids may reduce the number of people in your target audience who see your ad. For example, if you're optimizing for website conversions or mobile app installs and want to specify a manual bid, you can choose to set an "average" bid or a "max" bid.

Business Manager Roles

Admin -Add and remove employees and partners -View and edit business settings -Add and manage Pages, ad accounts or other assets Employee -View business settings -Be assigned to manage Pages, ad accounts or other assets

Evolution of FB

-2004 Launch (just .edu students) -2006 Sponsored Groups + Facebook Ads -2007 Facebook Pages for Businesses Created + Become a Fan Button -2008 Engagement Ads (more natural for UX) -2009 Like Button Created -2012 Ads in Newsfeed -2013 Partner Categories -2014 Instagram -2015 360 Video -2016 FB Live + Instagram Stories

Create A Seed Audience Using Data From:

-A Custom Audience -A website -A mobile app -Facebook page fans

Poor Content Experiences

-A disproportional volume of ads relative to content. -Sexually suggestive or shocking content. -Pages that contain malicious or deceptive ads which include prohibited content as defined in our policies. -Pop-up ads or interstitial ads that block people from engaging with the web page.

Main Business Admin

-A person who manages the business's primary Facebook Page, permissions, or main ad account. -A social media manager, or someone who oversees and manages social media accounts and teams for the business. -A person responsible for onboarding, setting up company emails, and granting new team members access to tools.

Factors of how people interact with paid content

-Ad Quality Panel -Post-click experience -Predicted and actual engagement -Repetition

3 Market Challenges Being Addressed (TRP)

-Allow TV buyers to buy in their measurement currency. -Provide predictable delivery and measurement in terms of TRPs verified by Nielsen. -Make it easier to buy.

When to create multiple Business Manager accounts

-Create one Business Manager for each line of credit or currency. -If the company operates in a way that is siloed, with limited transparency across lines of businesses (brands, divisions, regions), create one Business Manager for each line of business. -If the company has open transparency across lines of businesses, create one Business Manager and use projects to organize business assets for teams within a single business. -Business assets include Pages, ad accounts, apps, product catalogs, Instagram accounts, etc.

Before You Can Create an Ad Campaign You Have to...

-Before you can start delivering ads on Facebook, there's some setup. You'll need to: -Create a FB Page -An Ad Account

Various options Instagram has for ads:

-Brand Awareness -Reach -Traffic -Engagement -App Installs -Video Views -Conversions -Product Catalog Sales -Store Visits

Video Best Practices

-Capture [attention within 15 secs or less] -Design [for sound off but delight with sound on] -Frame [your visual story and build your vertical] -Play [more and test with creative hub]

Single Video Creative Recommendations

-Capture attention quickly with your visuals. Start with your more captivating content and incorporate your brand identity early. -Design for sound off. Tell your story visually and use text and graphics to help deliver the message. -Frame your visual story. Explore different frames and highlight key elements. -Experiment with your content with types of creative and length to see what resonates.

If your pixel isn't active...

-Check that the code snippet was placed on the correct website pages and in the right place. Visit your conversion page and view the source code for that webpage. If the code snippet was correctly implemented, you should see the code in the tag of the HTML. -Make sure you have properly installed and configured the code snippet for the correct Facebook pixel on the webpage where the conversion occurs. For example, if you want to measure the number of orders on an ecommerce website, you may want to place the Facebook pixel in the "Thank you for your order" page.

General Tips for Targeting

-Choose the right audience [be aware not to make the audience too specific, Use a broad audience for brand awareness ads and a more specific audience for direct response] -Be mindful of audience overlap -Improve your ad's relevance score

Discard changes without saving

-Click Discard Draft instead of publish -To confirm and close the edit pane, click Discard.

If Your Ad Is Marked As Inactive or Not Delivering

-Confirm that your ad — as well as its parent ad set and campaign — are all turned on and delivering properly -Make sure your ad is scheduled to be running right now. We'll only deliver ads during the time period specified -Check to see if you've reached your spending limit or if your campaign budget has been met. Adjusting these settings may reactivate ad delivery.

If you find there's audience overlap:

-Consolidate your overlapping ad sets. If some ad sets are targeting very similar audiences, you could see better results by consolidating them into one with a larger budget. -Refine your targeting. Take advantage of location, age, gender, interest and/or behavior-based targeting to ensure each ad set has a specific and distinct audience. You can also try creating separate Custom Audiences or lookalike audiences for each ad set.

What are the available options for audience targeting?

-Core Audiences -Custom Audiences -Lookalike audiences

Strategies to Avoid Overlapping Audiences

-Craft different ads targeted to different audiences. If you're looking to create awareness for cooking classes, customize different ads for each audience. For example: Females, ages 20-35: Cooking classes are a great date night activity Males, ages 20-35: Learn to make simple, five-ingredient meals Busy families, ages 36-50: Master fast and healthy dishes even picky eaters will love This strategy not only helps create more relevant messages, but reduces targeting overlap and underdelivery. -Consolidate your audiences into larger but fewer audience segments. -Evaluate the timing of ad sets and decide if they can be run at different times. -Exclude similar audiences.

Carousel Creative Recommendations

-Create a theme for images in your carousel. -Reach prospective customers with lifestyle imagery. -Test different creative strategies such as storytelling, product imagery, or lifestyle imagery to see which works best for your objective.

Which audiences are receptive to the pixel?

-Custom Audiences -Lookalike Audiences

Instagram [Ad Placement Option]

Ads can appear in Feeds and Stories. (Note that if you select "Instagram Stories" as a placement, that ad won't run anywhere else.)

Custom Audience Sources

-Data files: Build audiences from your CRM, POS, email lists, or other sources -Website data: Reach existing customers and those who've shown interest in your business -Mobile app data: Use Facebook ads to engage with people based on their interactions with your apps -Facebook engagement: Target ads to people who've interacted with your Page, videos, lead ads and Canvas fullscreen experiences on Facebook

Elements of a Core Audience

-Demographic -Location targeting -Interest -Behavior

Characteristics You Can Gain Audience Insights On

-Demographics -Page Likes -Location -Activity -Household -Purchase

Reasons to Make FB Groups

-Enhance an emotional connection with your audience -Foster meaningful conversations amongst customers who share a passion relevant to your business -Provide educational or best practices tips around your services or products -Understand your customers and their needs -Support your customers better by encouraging community driven Q&A

Refining Targets within a Location

-Everyone in this location (DEFAULT) -People who live in this location -Recently in this location -People traveling in this location

Placement Options for FB Ads

-Facebook -Instagram -Audience Network -Messenger

When you create a post — like a video, an offer, or a job listing — it can appear in multiple places, including:

-Facebook News Feed -Facebook Search -Marketplace*: a place for users to find local jobs, buy tickets, and purchase products from businesses -Local App**: a mobile app where people can discover events, businesses, and more that's powered by recommendations from friends and their local community

FB Page Measuring Tools

-Facebook Pages Manager app -Inbox -Page Insights

Best Practices for Managing Pages

-Global Pages do not necessarily need to be together, depending on the business' preference. -Admins should not share logins and/or personal login credentials across different Business Managers. Add as many admins as your business needs to manage team permissions on ad accounts and Pages. All admins have equal access in Business Manager; there is no "master admin" with more control than another.

Create an ad account structure within Business Manager

-If you have a business-owned direct line of credit with Facebook that is not shared with other Business Managers, your business can now set up new ad accounts using the self-service tool after a one-time set up. Please reach out to your Facebook representative to facilitate the set up. -Claiming an ad account in Business Manager is a permanent action; once taken, it cannot be removed. Make sure you've thought through the best structure for your business before going through this step.

With Audience Network, your Facebook ads can run across websites and mobile apps in wide range of placements, including these shown here

-In-stream desktop -In-stream mobile -Native -Banner -Interstitial

Benefits of Using Business Manager

-Keep everything in one place -Work faster and better -Gain increased control -Keep work separate

Collection Creative Recommendations

-Let your main video or photo showcase your brand story — one that encourages people to learn more about your products. -Choose to feature the products that complement your main video or photo, and use a compelling headline. -Explore different themes for your collection such as seasons, specific target audiences, styles, sales and promotions, and gift guides.

What can the FB Pixel do?

-Make sure your ads are shown to the right people, on the right devices, at the right moment -Build effective advertising audiences -Measure cross-device conversions -Unlock additional Facebook advertising tools -Better evaluate your return on ad spend

Differences of FB Reporting Tools vs. Other Ad Companies

-Many third-party reporting tools depend on cookies, which can be inaccurate when people share devices or use multiple devices. -Third-party reporting tools typically use referrer URLs to attribute conversions to ads. Referrer URLs may lose up to 40% of total conversions when people move from a site prefixed with https:// to an http:// environment. -Third party tools also have difficulty attributing conversion if the ad is opened to a new browser tab. -If someone sees an ad on Tuesday and makes a purchase on Friday, your reporting tool will show that a conversion occurred on Friday. Facebook will reflect that conversion as having occurred on Tuesday: when the ad impression occurred. -Facebook attributes conversions to ads when someone makes a purchase within one day of viewing an ad, or within 28 days of clicking on an ad. The attribution window of your reporting tool may differ.

Requirements for TRP Buying

-Minimum spend: Please contact your Facebook rep to find out the latest minimum spend requirement. -Targeting: Available in Nielsen markets including Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US. Dayparting is available globally, while targeting based on designated marketing area (DMA) is only available in the US. -Timelines: Campaigns must be confirmed at least seven days prior to launch. -Creative assets: Creative must be in a video format. Creative can be changed after 48 hours. However, creative rotations and weightage cannot be guaranteed. -Availabilty: TRP Buying is currently available in Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US.

Tips for Creating a Custom Audience

-Mirror your Custom Audience segments to your existing audience segmentation -Build Custom Audience segments based on where your customers are in the funnel -Use Engagement Custom Audiences -Complement your email or direct mail campaigns -Enhance your search campaign -Target customers who have demonstrated intent to purchase -Target customers across devices -Use quality data to build your Custom Audiences

Reach and frequency on Facebook lets you more accurately plan and predict the delivery, cost, and reach of brand campaigns allowing you to:

-More accurately plan and predict your brand campaigns on Facebook. -Control both the order and timing of ad delivery. -Cap the frequency of your brand campaigns. -Lock in your campaign CPM when you reserve and before it goes live.

Video Placement Type Controls

-Native/banner/interstitial: video appears in a standard ad unit. -In-stream videos: ad appears before or after other video content. -Rewarded videos: appears when a person opts in to watch a video ad in exchange for rewarded value in a game.

The pixel and SDK each allow you to:

-Optimize delivery to people likely to take action. -Automatically build audiences to reach again after they've visited your site. -Measure cross-device conversions.

Video Metrics

-Page Insights [number of times your Page's video has been viewed for more than three seconds and more than 10 seconds.] -Ads Reporting Tool [you'll be able to use data breakdowns to learn how specific audiences responded to your video] -Video Engagement -Sound On vs. Sound Off [You also have the ability to see the percentage of people who watched your video with sound on versus those who watched it with sound off for 10-second video views.] -Audience Retention [The audience retention graph in Page Insights shows the level of interest in different parts of your video.]

To bring some extra attention to important information, you can:

-Pin a post to the top of your Page. -Boost a post (i.e. create an ad). -Cross post.

What Facebook's TRP Buying Solution Offers

-Predictable Delivery -Measurement -Executional Flexibility

Which THREE actions either require pixel, or can be improved with pixel?

-Retargeting website visitors -Delivering dynamic product ads -Optimizing and measuring for conversions

Edit, save to draft, and publish later

-Select the campaign, ad set, or ad that you want to edit, and click pencil icon Edit to open the edit pane. -Changes will autosave to draft, so you can review and publish the changes later. -Once you've made your changes, click Close or the close arrow button in the upper left corner of the edit pane ** CLICK CLOSE INSTEAD OF PUBLISH

Test & Scale your winning ad

-Set the same budget on the two ads being tested to split traffic more evenly -Choose the top performing ad based on your objective -Turn off the lower performing ad -Increase budget on the higher performing ad

Provide useful information about your business

-Show brand identity with cover photo or video -Provide information in the About Section [also helps clients find you through search engines] -Enable ratings and reviews by customers to appear on your page

Benefits of Using Video on Facebook

-Sight, sound, and motion -Massive reach at the center of discovery -Extend your TV campaigns to accurately reach the people you want to reach on Facebook

Items to test for your visual

-Single product vs multiple products -Product A vs Product B -Darker vs. Brighter Lighting -Background colors -Copy *Note: be sure to change one element at a time (ex. don't change copy and visual at the same time so you can properly measure insights)

What makes a poor user experience?

-Slow load times -Poor content experiences

Conversion

A conversion occurs whenever someone does whatever your ad encourages them to — whether that's buying a product, signing up for a mailing list, or RSVPing to an event

Common Use Cases for Lookalike Audiences

-Streamline prospecting Using a small, highly-effective, Custom Audience to seed a Lookalike Audience that's optimized for reach may help surface people on Facebook who haven't connected with your business yet. -Surface your new biggest fans Optimize for similarity to show ads to the people most likely to love what you do or sell — this can help your budget work more efficiently.

Facebook IQ Offerings

-Studies provide actionable insights about people, marketing and measurement fueled by internal data analysis and commissioned qualitative and quantitative research. -Tools power data-driven insights.

Use Cases for Video Ads

-Support a key moment [known as "blast" - ex: sponsorships, product launches, rebranding campaign, etc.] -Remarket to website and mobile app visitors -Support your sponsorship investments -Use ad scheduling -Share, interact, and remarket

Items to consider when purchasing TRP campaign

-TRP goal -Target audience -Flight dates -Budget -Frequency -Platform: Facebook and Instagram Note: Our solution is not available for Instagram-only buying.

Why TRP Buying on Facebook and Instagram?

-TV media buyers are already using TRP as a global TV measurement currency -Facebook's TRP buying solution mirrors the process advertisers currently use to purchase TV and video ads from traditional media -Make it as easy as possible for TV buyers to purchase video ads to extend their TV campaigns -The solution will include Nielsen Digital Ad ratings on each campaign, which will give you third-party verification of on-target impressions

Remarketing Tactics

-Target ad delivery around the acquisition funnel -Mirror existing audience segmentation efforts -Exclude existing customers from acquisition campaigns -Complement existing campaigns -Target demonstrated purchase intent

Tips for Creating a Lookalike Audience

-Target people who have visited your website -Use specific seed lists [specific to the business goal you want to achieve, such as people who tend to convert online versus offline, and find people who look like them.] -Use existing customer lists -Optimize for similarity -Targeting on Instagram

A few design guidelines for FB Videos

-Text: 90 characters -File Size: Up to 4GB -Length: Up to 120 minutes on Facebook. Up to 60 seconds on Instagram. -Call To Action (Optional): Shop Now Book Now Learn More Sign Up Download Watch More Note: On Facebook, all videos under 30 seconds will loop continuously up to a 90 second cap and videos over 30 seconds will return to the first frame with a play button icon overlay.

Reach & Frequency Buying Tips

-Try to book as far in advance as possible to get greater audience availability. Book up to six months in advance of your campaign launch date. -Set up multiple ads within an ad set to help minimize any adverse impact on delivery caused by a poor-performing ad. Facebook will optimize the delivery of the multiple ads within a reach and frequency Ad Set towards the best-performing ones based on the objective you've selected. -Take advantage of the control you have over the order and timing of your ad delivery. Create an evenly paced experience over the course of your campaign.

Status of Response Rates on FB Pages

-Typically replies in minutes -Typically replies in an hour -Typically replies in a few hours -Typically replies in a few days [Your response time will only be visible on your Page if you visit it at least once a week, and answer 90% or more of your messages.]

Facebook [Ad Placement Option]

Ads can appear in News Feeds, Instant Articles, In-stream Video, Suggested Videos, Marketplace, and in the Right Column on desktop.

Benefits of Facebook + Instagram Working Together

-Unified management: Manage campaigns efficiently and at scale. Buying, managing, and reporting are all streamlined and consistent. -Expanded inventory: With the addition of Instagram to Facebook's interfaces, you now have more opportunities to reach your target audience efficiently. -Creative portability: Get more out of your marketing assets with the flexibility to run shared ad creative across both Facebook and Instagram.

Duplicating and modifying ad objects (rather than building from scratch) can help you more efficiently:

-Update an existing ad while keep the metrics for the original and new versions separate. -A/B test creative, audiences, placements, or ad delivery optimization. -Scale and customize campaigns, ad sets, or ads for a range of products and audiences. Note: Duplicating a campaign also duplicates all ad sets and ads within that campaign; duplicate campaigns default to the same spending limit as the original, but you can change this value if you want. Duplicated ad sets include every ad in the original ad set and pull from the same budget as the original.

Five Photo/Video Options

-Upload Photos/Videos -Create Photo Album [album out of multiple photos] -Create a Photo Carousel [scrolling photo carousel with link - 10 images and/or videos, headlines, links, or calls-to-action in a single unit] -Create Slideshow [3-10 photos to create a video] -Create a Canvas [combine images and videos to tell a story]

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

Single Image Creative Recommendations

-Use product imagery when targeting people who have viewed products on your website. -Reach prospective customers with lifestyle imagery. -Test different creative strategies such as product imagery or lifestyle imagery to see which works best for you.

Key Takeaways from The Audience Network

-Use the full range of placements Native ads, banner, interstitial, in-stream, and rewarded video are all available with Audience Network for most ad objectives. -Placement management Either allow us to optimize placements based on performance, or edit where your ads will deliver. The choice is yours! -Use Audience Network across ad objectives Audience Network is available for most Facebook ad objectives and optimizations. -Ensure brand safety Make sure your ads run with appropriate content with category controls and block listing capabilities. -Access insights Use the same powerful measurement tools available for your Facebook and Instagram campaigns.

Here are a few things you should add to your Page to make it helpful:

-Useful details about your business -A list of your products, services, or available jobs -A call-to-action button to encourage people to take a specific action

Types of Look Alike Audiences

-Value-based Lookalikes -International Lookalikes -Multi-country Lookalikes

Audience Network Objectives Supported by Desktop

-Video Views -Brand Awareness -Reach -Engagement -Conversions

How to Create a FB Pixel

-You can create and manage a pixel from your Facebook ad account. -Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business. You can change this name at any time. *NOTE: Note that each Facebook ad account is limited to one pixel. Businesses that need multiple pixels may establish up to ten per Business Manager account. Pixels can't be deleted once they're created, but you can access, edit, and rename them at any time.

Creating an Audience Based off FB Engagement - You can target ad delivery based on how people engage with:

-Your Facebook Page: Deliver ads to people who viewed your Page, engaged with your posts or ads, clicked on call-to-action buttons, sent a message to your Page, or saved content from your Page. -Videos posted to your Page: Deliver ads to people who watched a certain length or percentage of videos posted to your Page. -Your Lead ads: Deliver ad to people who opened a form, opened a form but didn't submit it, or opened and submitted a form. -Canvas fullscreen mobile experiences: Deliver ads to people who opened a Canvas experience, or to people who interacted with a Canvas.

In order to create and manage the account, the primary Business Manager admin needs access to:

-Your company's Facebook Page, in an admin role. -Ad account numbers and Page names to associate with the Business Manager account. -Email addresses for the employees, co-workers, and partners who need to be assigned roles on the account.

Messenger [Ad Placement Option]

Ads can drive re-engagement and scaled communication. They may appear in the Messenger home screen or may be sponsored messages.

Three factors that go into Facebook Ad Auctions

1) Advertiser bid (either a manual or automatic bid) 2) Estimated action rates (likelihood of driving a desired outcome) 3) Relevance and quality (website performance, ad quality, relevance of your ad to your audience)

What 3 components does the delivery system consist of?

1) Auction 2) Pacing System 3) Advertiser Controls

9 Tips for Staying Competitive in the Auction

1) Be clear about what you want your ad campaign to achieve. 2) We recommend setting fewer constraints and using them only when necessary 3) Select broader targeting filters, or allow the delivery system to explore more options by enabling Targeting Expansion 4) When your campaign objective is to maximize conversions, optimize towards the highest intent event that has enough data 5) Optimize your placements by allowing Facebook to choose where your ad appears 6) Turn on campaign budget optimization 7) Pay attention to the user experience: monitor feedback and improve your landing page 8) Understand how to improve ad delivery and performance with Delivery Insights 9) Make more informed delivery control decisions with Estimated Daily Results

The Facebook ad auction tries to balance two things:

1) Creating value for advertisers by helping them reach and get results from people in their target audiences 2) Providing positive, relevant experiences for people using Facebook, Instagram, or Audience Network

Which two objectives is not available in the Audience Network?

1) Lead Generation 2) Store Visits

Tips for Auction

1) Set the right bid 2) Determine the right budget 3) Test and iterate

Pixel can log 2 types of events

1) Standard 2) Custom

There are two ways to import ads and creative at scale using the bulk import function:

1) Use a tab-separated document or a comma-separated value (CSV) file. 2) Use the pre-formatted Excel template.

Two Types of User Value Signals

1. How people interact with organic content 2. How people interact with paid content

Promote your products, services, or jobs

1. Promote products with a shop section 2. Display services with a services section 3. Communicate job openings with a jobs section

Choosing how to implement your pixel

1. Select Use an Integration or Tag Manager to integrate with a third party tag manager. [think wix, wordpress, shopify, etc.] 2. Select Manually Install the Code Yourself to get the code to implement it. [copying and pasting base code just before the closing tag on each web page in your website's header, or in the same position in your website template, to install it on your entire website.] 3. Select Email Instructions to a Developer to have the pixel code sent to your web developer.

When did facebook launch?

2004

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

A business can use up to 10 clickable cards, each containing an image, video, or both when using the carousel format.

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

A business should optimize for brand awareness when their focus is ad recall.

Creative Hub

A place to discover, create, and share ad mockups. You can test concepts in Creative Hub, then send to Ads Manager to purchase and deliver them.

How to establish regional Business Manager accounts

A regional structure can be set up for agencies that meet the following general criteria: -Agency has many clients -Agency Facebook team is large and disperse across clients -Agency has multiple offices The Facebook agency team would help the agency set up a local Page structure for each office under the agency's global Page. Each office would then create its own Business Manager account on top of those local Pages.

Facebook Groups

A special place where customers can share and discuss, and form a community around common interests, causes, issues, or activities. More than 100 million people on Facebook are members of groups. Groups are especially powerful for businesses that want to expand their audience or create deeper engagement — to more effectively connect with customers.

Campaign Planner

A standalone tool for media planners to draft, compare, share, and buy media plans using reach and frequency buying across Facebook and Instagram.

Business Manager

A tool to help businesses and agencies manage their Facebook Pages, ad accounts, and apps in one place. The Business Manager tool allows agencies and advertisers to centrally manage different permission levels for team members working on ad accounts or Pages.

Activity

Activity shows the median number of actions your audience has taken over the last 30 days. This includes Page likes, comments, post likes, post shares, promotions redeemed, and ads clicked on. Activity also shows the device through which your audience accessed Facebook in the last 30 days.

At what stage of the ad creation process can advertisers set targeting options?

Ad Set Level You can create, modify, or add audiences at the ad set level. Audiences can be broken out into separate ad sets when you'd bid differently to reach each audience.

Currencies

Ad accounts operate within a single currency. If you operate internationally, you'll set up a new ad account for each currency you use to purchase Facebook ads. You can change your preferred currency by creating a new ad account operating with a different currency or by changing the currency in Ad Account Setup, under Ad Accounts in Settings.

If you've been assigned an Analyst role, which action can you perform?

Access reports

Activity History

Activity History shows what actions were taken on a specific ad set, such as "ad status updated" and "ad delivered".

Why Are Ads in News Feed Highly Engaging?

Advertisements will appear in News Feed among all the content a person sees being posted by friends and family — whether it's wedding photos or family baby pictures. Keep in mind the importance of a person's experience on Facebook and create a positive interaction with them through your ads.

Auction Equation to Determine Value of Ad

Advertiser Bid x Estimated Action Rates + Relevance and Quality (User Value) = Total Value

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

Advertiser bid X Estimated action rates + Relevance and quality

Reach Partners

Advertisers can measure and compare audiences reached for online and TV campaigns by working with our partners.

Audience Network enables advertisers to ensure brand safety and control where ads will deliver through which of the following?

Advertisers can use category controls and block lists to control ad delivery. However, to ensure optimized delivery, advertisers cannot choose specific publisher placements.

Interpreting Ad Relevance Score

After your ad is served more than 500 times, it receives a daily relevance score between 1-10. A score of 10 means we estimate your ad as being highly relevant and a score of 1 means we estimate it's not very relevant. You can view the score in the Ads Reporting tool by clicking the "Ads" tab. When your ad is relevant to your audience, its relevance score is higher and is more likely to be shown than other ads targeting the same audience. As a result, you pay less to reach your audience. Use the ad relevance score as an indicator that it's time to refresh or test your ads. We'll delve into the different factors that impact this in the User Value module.

What are TWO targeting options that restrict the types of products and services that can be marketed?

Age and Multicultural Affinity Certain products can't be marketed to children under 18, or to members of multicultural affinity groups.

Hierarchy of Business Manager Tool

Agency Page -> Agency Business Manager ->Business Admins -> Business Employees Agency Business Manager ->Pages Agency Business Manager -> Ad Accounts

Targeting Capabilities [Video Ads]

All FB targeting capabilities

How is data from the pixel sent and received?

All data is sent and received using a privacy-safe method called data hashing, which anonymizes information from your site before it's matched with anonymized Facebook data, then securely deletes it.

User Value Drivers

All else being equal, ads with higher user value will lead to greater delivery and lower costs. Conversely, ads with lower user value will lead to less delivery and higher costs.

Audience Network Objectives Supported by Mobile

All objectives

Domain/app block lists

Allow advertisers to block their ads from delivery on specific websites, mobile apps, or Instant Articles. You can upload a text file (.txt or .csv) that includes website domains and app store URLs that you'd like to block.

Distribution Schedule Feature [FB Page]

Allows you to set a date and time in the future for when you want your post to stop appearing in people's News Feeds.

Category

Along the left side are the different categories and subcategories of columns you can add to Ads Manager. Some categories, like Performance and Split Test have no subcategory, while Engagement, Conversions, and Settings have several. When you click on a category or subcategory, a list of the related columns will be shown in the center of the screen, framed in blue here.

Ultimately the auction comes down to this

An ad that's high quality and very relevant can beat an ad that has a higher advertiser bid, but is lower quality and has less relevance.

Auction

An auction occurs when there's an opportunity to show someone an ad, leading advertisers to compete for this opportunity. To find the most relevant ad to show this person, we rank each ad targeting him: the winning ad maximizes value for both the advertiser and this person.

Event

An event is anything that happens on your website — or on your ecommerce platform or content management system. Pixel measures events such as page visits, purchases, and registrations.

Estimated Action Rates

Each ad set is optimized for an action, such as clicking to a website or installing an app. Estimated action rates represent how likely we think a given person is going to take that action. This helps us optimize for the exact action an advertiser wants people to take. We base our estimates on the previous actions by the person you're trying to reach and your ad's historical performance data.

Editing an ad

Edit an ad's name and creative — and preview changes — at the ad level.

Operating Multiple Ad Accounts

If you plan to operate multiple ad accounts, we recommend using Business Manager to link those accounts. This will help coordinate your efforts, teams, data reporting, and creative assets.

Remarketing

Remarketing allows advertisers to reinforce marketing messages that people have already encounters. Upselling encourages bigger customer spends. And cross-selling strategies suggest complementary products: for example, suggesting batteries to someone who's shopping for a flashlight.

Value-Based Lookalikes

Include a customer value file when creating a Custom Audience to seed a Lookalike Audience that resembles your very best customers, based on previous or predicted spend.

Customize Columns

Inside of the Columns menu, you'll see that on the left of the pop-up window are categories of metrics (Ex. Engagement, Conversions), and in the middle are the metrics that fall within each of the categories (Ex. Results, Results Rate). Each metric can be added as a reporting column in your report.

Conversion Optimized Bidding

Keep in mind that our conversion optimization model is not built to ensure delivery nor to spend your full budget. Instead, it gives you the most conversions at the lowest cost for a given budget. We'll try to deliver impressions to people who we predict are likely to convert for less than or equal to your bid. This means that for a campaign that is consistently delivering, your average cost is usually less than your bid.

When do video views NOT count?

Keep in mind that video views don't count on embedded videos like YouTube or links to external video viewers. Best to upload video directly to FB

Audience Size Slider

Keep in mind: 1% is optimized for similarity and top 5% is optimized for reach. Tip: For example, consider starting with a 5 or 10% lookalike audience and narrow down to 1% as the system learns to deliver the outcomes you care about.

Ad Relevance Score

Your relevance score estimates how well your ad is resonating with the people you want to reach. If your ad doesn't get a lot of positive feedback (Ex. people clicking on your ad) or gets negative feedback (Ex. people hiding your ad), you'll see a low relevance score. This means delivery may be adversely affected.

Engaging Local Community

As you build out your community, there are different ways to engage with them through your Page. You can: -Create Facebook Events. -Create a Group and link it to your Page. -Post Jobs, which we briefly went over earlier in the course.

Options Set at Ad Level

At the ad level, you'll choose the ad format and provide the creative and copy that people see on Facebook. This includes your ad's headline, content, photo or video assets, and destination URL.

Setting Up Ad Format

At the ad level, you'll name the ad, connect it to a Page or Instagram account you manage, and select an ad format. Available formats vary based on your ad's objective.

Ad Sets: Define Your Strategy

At the ad set level, advertisers set delivery preferences by defining the audience, choosing placements, and establishing a schedule and budget.

Specify delivery at the ad set level

At the ad set level, give the ad set a meaningful name, and choose a Page to run ads on behalf of.

Editing at campaign level

At the campaign level, you can edit the campaign's name and spending limit. You can change the ad objective, but note that this may impact ad and ad settings.

Auction Overlap

Auction Overlap specifies what other ad sets within your ad account share an overlap — for instance, an audience overlap across ad sets. A higher rate of overlap may be the cause of your performance issues.

What is Audience Insights?

Audience Insights enables you to learn more about your target audience on Facebook so you can create more relevant content for them. The tool uses Facebook data — like demographics and interests — as well as external data from our select third-party data partners. This data allows you to compare the characteristics of your target audience with the overall Facebook population to find out what's unique about them.

Audience Network would be a great fit to achieve which of the following advertising goals?

Audience Network can be a good fit for a campaign if the goal is to: -Drive mobile app installs -Video views

Which of the following statements about Audience Network are true?

Audience Network extends ad campaigns beyond Facebook by delivering your ads on Audience Network publishers on mobile, desktop, and/or connected TV.

Audience Network Insights

Audience Network gives you access to the same measurement tools available for ads delivered on Facebook, so you can measure and optimize your campaigns based on the deep insights available through Ads Manager reporting, Audience Insights, and Facebook Analytics.

Audience Saturation

Audience Saturation provides data such as the percentage of your daily impressions that comes from people seeing this ad set for the first time.

Audience Overlap

Audience overlap means multiple ad sets are delivering to audiences that contain the same people. Having overlapping audiences is not necessarily a bad thing, but it can lead to poor delivery of your ad sets. *Use audience overlap tool to make sure

Available Objectives for Audience Network

Awareness -Brand awareness -Reach Consideration -Traffic -Engagement -App installs -Video views Conversion -Conversions -Product catalog sales

Backdating a Post

Because all Page posts appear in your Timeline in chronological order, you can adjust where your status appears by backdating a post.

Making Data Driven Decisions

Before adjusting budget or delivery, we recommend using Ads Manager to review reporting metrics for the campaigns, ad sets, or ads you're considering changing. Consider copying then editing (rather than just editing) campaigns, ad sets, or ads so you can run multiple versions simultaneously to see which get the best results.

Predicted + Actual Engagement

Before we run your ad, we predict how people may react to your ad through actions like clicks, shares, likes, and video views.

Verifying that your pixel works

Before you select the events your pixel should register, you'll have the opportunity to send a test event to your pixel to ensure it's installed correctly. Your pixel's status might be: -Active: Everything's working properly. -Inactive: No new events have been recorded in the past 24 hours. -Unverified: No events have ever been recorded.

CTA Options for FB Page

Book Services -Book Now -Start Order Get in Touch -Call Now -Sign Up -Apply Now -Contact Us -Get Quote -Send Message -Send Email Learn More -Watch Video -Learn More Make a Purchase or Donation -Shop Now -See Offers Download App or Game -Use App -Play Game -Start an Order* * Note: The Start Order call-to-action button is only available for certain businesses who partner with approved food delivery apps and service

Who Creates a Business Manager account?

Business Admin

Who Should Use Business Manager?

Business Owners -Have multiple ad accounts and manage more than three Pages. -Work with partners and clients. -Manage and advertise for apps. Partners + Agencies We recommend that your clients each create their own Business Managers and then invite people at your agency to work on specific Pages or accounts. -You can request access to the Pages or ad accounts you want to work on. -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.

Ad Campaign

Campaign includes ad objective.

Ad Objects

Campaigns, ad sets, and ads are collectively referred to as ad objects.

Advertiser [Page Role]

Can create ads for the Page and view insights ACCESS: -Create ads -Edit/share product catalogs, pixels, or custom audiences -View insights

Editor [Page Role]

Can edit the Page, send messages and publish as the Page, create ads, and view insights ACCESS: -Edit page, add apps -Create and delete page posts -Respond to and delete comments -Send messages as page -Create ads -Edit/share product catalogs, pixels, or custom audiences -View Insights

Admin [Page Role]

Can manage all aspects of the page including sending messages and publishing as the page, creating ads, viewing insights, and assigning Page Roles ACCESS: -Manage settings and user accounts -Edit Page -Respond to and delete comments -Send messages as the page -Create ads -View insights

Moderator [Page Role]

Can respond to and delete comments on the Page, send messages as the Page, create ads, and view insights ACCESS: -Respond to and delete comments -Send messages as page -Create ads -View insights

Analyst

Can view insights ACCESS: -View insights

Creating a FB Page Canvas

Canvas is a full-screen, mobile experience that can be used with all Facebook ad formats. You can either create a custom Canvas, or use Facebook templates, which help you streamline the process. You can use Canvas to combine videos, images, 360 content, and Call-to-Action buttons in one unit designed to communicate your message.

Choosing an audience for similarity

Choose an audience size close to 1 to optimize for similarity. Your Lookalike Audience will likely be small, with a high resemblance to your seed.

Choosing an audience for reach

Choose an audience size close to 10 to optimize for reach. Your Lookalike Audience will be larger, but less similar to your seed.

To get TRP Buying Process Started

Contact your rep

Aligning Conversion Window + Attribution Window

Conversions that happen outside of your conversion window may show up in your reports depending on your attribution window. We recommend aligning your conversion and attribution windows as closely as possible to understand how much Facebook ads are contributing to the results you're seeing.

Brand Awareness

Metric: Estimated Ad Recall Lift (people) An estimate of the number of additional people who may remember seeing your ads, if asked, within two days. This metric shows results for ads using Brand Awareness, Video Views, and Engagement - Post Engagement objectives.

Store Visits

Metric: Impression The number of store visits reported across a group of your stores or at individual store level after people see your ads.

Cross Device Reports

Cross-device reports let you see which devices people saw your ads on before converting on your website. For example, if someone sees an ad on their mobile phone, but decides to buy it later on a desktop computer, this conversion could be captured in a cross-device report.

Custom Audience

Custom Audiences let you securely input your customer data — or leverage Facebook engagement data — to reach people you already have a relationship with, such as people who've visited your website, provided their contact details, or liked your Facebook Page. A variety of data sources can be used to power Custom Audiences: CRM data, Facebook pixel, or Facebook SDK.

Instant Replies

Customers who message your Page for the first time are sent instant replies — automatically. This is a great way to let potential customers know that their message has been received and to thank them for reaching out.

Which of the following communication controls lets you send a custom message to people who message your business for the first time?

Customers who message your Page for the first time are sent instant replies — automatically. This is a great way to let potential customers know that their message has been received and to thank them for reaching out.

Data Filters

Data filters break down your data by URL, Domain, Device or Event. We'll tell you how much traffic you've received for each of these.

App Installs

Metric: Mobile App Installs The number of installs of your mobile app that were recorded as app events and attributed to your ads.

Which of the following is required to start delivering ads on Audience Network?

Delivering your Facebook ads on Audience Network is easy. All you need to do is create an ad with an objective that supports Audience Network. No other actions are required.

Facebook Native Data

Demographics -Age and Gender -Relationship Status -Education Level -Job Role Page Likes -Top Categories -Page Likes Location -Top Cities -Top Countries -Top Languages Activity -Frequency of Activities -Device Users

Third-Party Data

Demographics -Lifestyle Household -Household Income -Home Ownership -Household Size -Home market value -Spending Methods Purchase -Retail Spending -Online Purchases -Purchase Behavior -In Market for a Vehicle

Demographics

Demographics shows the following insights about your audience (compared to the entire Facebook population in your country): -Age and gender -Lifestyle and characteristics -Relationship status -Education level -Job role

Import at scale

Download the Excel template to simplify bulk uploading, or you can upload — or copy and paste from — a CSV and manually match field names. After you have your creative ready — in either delimited text or Excel formats — select "Import Ads in Bulk" to upload your content and any associated images.

Ad Review Process

During the ad review process, we'll check your ad's images, text, targeting, and positioning, in addition to the content on your ad's landing page. Your ad may not be approved if the landing page content isn't fully functional, doesn't match the product/service promoted in your ad or doesn't fully comply with our Advertising Policies.

Reach

Metric: Reach The number of people who saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same people.

Estimated Daily Results

Estimated Daily Results is the number of people we estimate you'll reach in your audience, out of the total number of people in your audience who are active on the selected platforms each day. This has to do with factors like your bid and budget.

Event Code

Event code is only installed on the specific pages of your website where you'd like to measure events or actions that are important to your business goals.

Multi-country Lookalikes

Expand the potential pool of people who can see your ad with by targeting multiple countries, an entire region, or a free trade area. This can optimize ad spend by distributing your budget to the countries where it will work most effectively.

Audience Network [Ad Placement Option]

Extends your ads to other app and website publishers, in a range of placement types including native, banner, interstitial, in-stream video, and rewarded video. Note: If you run ads in Audience Network, Instant Articles, or in-stream video placements, you can restrict the types of content that your ads appear alongside: excludable categories include gambling, mature content, and debatable social issues. Advertisers can also create block lists of apps, publishers, websites, and Facebook Pages that they don't want their ads to appear on. Keep in mind that these types of restrictions will limit the number of places your ads can be seen.

Facebook IQ

Facebook IQ is the place to go to access our insights offerings of studies, tools, and services designed to help you create campaigns that resonate with your audience.

Facebook SDK

Facebook Software Development Kit is a pixel-equivalent for mobile apps. Track events such as "item added to wishlist" or "completed registration" to target engagement and conversions. Game developers can track events like "completed tutorial" or "achieved level" to reward players, and drive in-app purchases.

Radius Targeting

Facebook selects a default radius based on the type of location selected. For example, if you target a location near the border of another country, the radius will not extend into bordering countries even though it may appear to in the interface. From here, you can select a custom radius from a city center, zip or post code, or business address. You can also drop a pin on a map and target people within a certain radius of the pin.

How to filter ad campaigns

Filter ad objects based on delivery, objective, buying type, placement, and other attributes. Note: You can apply multiple filters by selecting the + button next to the Filters button, then clicking Add and selecting additional filters.

Choosing the right conversion window

For high consideration purchases (ex. sofa) expect a longer conversion window than a lower consideration purchase (ex. $5 app) which can have a shorter conversion window

Category blocking

Gives advertisers the ability to block specific categories of content in which they don't want their ads to be seen. Under advanced options, click on Exclude Categories to reveal options.

Geographic Availability of Videos

Global

What action might you take to learn about members of a Custom Audience?

Go to Audience Insights in your ad account

Business Manager

Helps organizations securely share essential data, resources, and visual collateral with external vendors and ad agencies.

Ultimate key to Instagram and Facebook creative

High quality, relevant creative - doesn't necessarily have to be unique to each platform as long as it's high quality and relevant

Products, Offer +

Highlighted Options: -Offers -Events -Milestones -Notes

Household

Household uses data from trusted data partners to show the following details about your audience: -Household income -Home ownership -Household size -Home market value Note: We do not allow targeting of people with Household income under $40K.

What should be a business's first step in planning a successful brand campaign across Facebook's family of apps and services?

Identify their business objective

Advertiser

If a person's primary job is creating and editing ads, they should be assigned an advertiser role. ACCESS: -View ads -Create and edit ads -Access reports

What if someone sees two different ads?

If someone sees two different ads, then triggers the Purchase event, that only counts as one conversion.

What happens If you delete campaigns, ad sets, and ads?

If you delete campaigns, ad sets, and ads, you won't be able to run or restore them. Reporting data will still remain available.

Saved Replies

If you get the same questions over and over again, you can create saved replies for them. For example, if you notice that a lot of customers are asking for pricing for a particular service or product, you can create a response to use later whenever you get a new message with the same question. To make messages more personal, you're able to read and edit saved replies before sending them.

Export at Scale

If you have any campaigns, ad sets, or ads selected when you hit "Download template," you'll download a pre-formatted spreadsheet or text file containing all the information they contain in bulk. This can be useful if you want to edit existing ad objects — or create new ones based on existing ones — at scale.

Save Draft Feature

The Save Draft feature helps you if you want to save your post and finish it at a later date. When you're ready to post, click See Draft.

Job Section [FB Page]

If you've posted a jobs listing already, your Page will show the Jobs section. That section is place where all your job posts are featured, and they include details like job title, type, and salary.

Steps to Take if your Ad is Disapproved

If your ad isn't approved for not fully complying with our policies, you can edit it and resubmit for review. To edit your ad: -Check the email address associated with your advertising account. If your ad doesn't get approved, we'll send you an email with details that explain why. -Using the information in your disapproval email, you can edit your ad and create a compliant one. Check this page for editing steps. -Save your edited changes. Once you save your changes, your ad will be resubmitted for review.

Conversion Window

If your ad set is optimizing for conversion events such as installing an app and making a purchase, you can specify a conversion window to help optimize your ad delivery.

Response Rates on FB pages

If your business receives direct messages, and answers quickly, Facebook will highlight your Pages as being "very responsive to messages," and a green messaging icon will display below the Page's profile picture.

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

Implement the Facebook pixel and/or SDK

Events

In Events, you can select the people you want to see your event notice. When they accept the event, it will automatically display on their personal Facebook calendar. Then, if you make changes, they'll be notified. They'll also receive reminders about the event. You can also see who accepted your invitation, so you can plan for how many people to expect.

Payment Methods

In the Payment Settings section of Settings, admins can set a spending limit for the entire ad account as well as select how to purchase Facebook ads: -By credit or debit card -Through PayPal -Directly from an online banking account -With a Facebook Ad Coupon (if you're eligible)

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.

Setting up Call To Action

Include a call to action button. The available actions will vary based on your ad objective. Options: -Book Now -Download -Learn More -Shop Now -Sign Up -Watch More -Listen Now -Apply Now -Contact Us

Analyzing Audience

Learn more about your audience with the graphs throughout the tool. Your audience is represented in blue whereas the comparison audience (the entire Facebook population in your country) is represented in gray. For age and gender, the percentages reflect the actual percentages for that audience. For most other traits, two percentages are available: the actual percentage for that audience and the comparison against the Facebook index.

Creating campaign shells

Lets more experienced Facebook advertisers rapidly develop templates — called shells — that can be populated with ad objectives, ad set details, and ad creative at a later time.

Location

Location shows the top cities, countries and languages of your selected audience in comparison to the entire Facebook population in your country. Facebook uses a number of factors to determine location, including the city people say they live in, events with public location sharing, and other factors.

What type of audience can help marketers find people similar to their best customers?

Lookalike Audiences can surface people who share characteristics with members of an existing Custom Audience.

International Lookalikes

Lookalike Audiences can target similar people in any country, or worldwide. This may help companies expand across international borders.

Lookalike Audience

Lookalike Audiences find people with similar characteristics to people who've engaged with your ads or Page by combining Custom Audiences or Saved Audiences with Facebook data. You do this by selecting a seed audience (Ex. Custom Audience from your website), the country or region for your lookalike audience, and audience size.

Best Practices for Notifications

Manage how Facebook informs you of activity on your ad account(s). Set a primary email address.

Conversion Optimization

Our conversion optimization model is designed to serve ads to the people most likely to convert, bidding more aggressively for these people. When your ad set is not getting many conversions, you can opt into link click optimization temporarily to allow Facebook to gather more data on the audience most likely to click your conversion-optimized ad set. Optimizing for clicks should yield more delivery since there are more people clicking on ads than converting. As your ad set is served to more people, the system can learn more about who is most likely to convert on your ad.

Goal of News Feed

The goal of News Feed is to deliver the right content to the right people at the right time so they don't miss the stories that are important to them.

Ultimate goal of FB Ads?

Maximize advertiser value while optimizing the consumer experience

What about newsfeeds and mobile?

News Feed is a powerful place for brands to appear because it is the only place for ads to appear on mobile.

News Feed

News Feed is the constantly updating stream of status updates, photos, videos, links, app activity, and Likes from the people, Pages, and groups that you follow on Facebook.

Setting Up Ad Creative

Next, set the text, upload visual assets, and provide a headline, image captions, and destination URL.

Relevance vs. Relevance Score

Note that Facebook uses user value, not relevance score in calculating Total Value. 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

Notes

Notes are like blog posts that people can read natively within Facebook, without leaving your Page. When creating a Note, you can add a cover photo that represents what your note is all about, caption and resize photos, and format your text into headers, quotes, or bullets.

What happens when you change an ad object?

Once you change an ad object, the new version replaces the old one; there's no undo option, and no way to distinguish between the metrics from before and after edits are made.

Creating an Ad With Audience Insights

Once you've defined an audience, you can click "Create Ad" at any time. As long as your audience contains over 1,000 people, you can target that audience with an ad. You'll be taken to the ads create tool, where you can choose an objective. Once the details of your objective have been captured, you'll notice the audience you selected auto-populated for your ad. You'll also be able to use your saved audience in Power Editor.

Video Metrics Note

One final note on video metrics — if your video receives more than 1,000 views in a day, you can remarket to those who watched your video.

Options Set at Ad Sets Level

Options you set at the ad set level reflect your priorities around delivery, such as: -Target audience -Placements -Budget -Schedule

Options Set at Campaign Level

Options you set at the campaign level reflect a concrete business goal. -The business goal you want the ad to drive is your ad objective. This might be Brand Awareness or Catalog Sales. -Every ad set or ad within a single campaign will share the same ad objective.

Page Likes

Page Likes shows the top interests of your audience. -Top Categories -Page Likes -Relevance - the pages most likely to be relevant to your audience based on affinity, Page size and the number of people in your audience that already like that Page -Audience - the number of people in your audience that like the relevant Page -Facebook - the number of people who like the relevant Page in the same countries as your selected audience -Affinity - how likely your audience is to like a given Page compared to everyone on Facebook

Admin

Page admins can manage all aspects of Facebook ads. ACCESS: -View ads -Create and edit ads -Edit payment method/Edit funding source -Manage Page roles and permissions -Access reports

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

Pixel Base Code

Pixel Details

Pixel details provide information such as pixel status, and when the most recent event occurred.

How does pixel work?

Pixel is a tiny piece of code that registers actions that happen on your website. It has two parts: 1) Pixel Base Code 2) Event Code You specify which page visits and which actions should trigger the pixel. It comes with a set of preprogrammed standard events, but you can also create your own custom ones, based on your business goals.

Status

Posting your Status is a great way to engage potential customers. Your status can be anything about you, your business, or your industry. Create short, fun-to-read content. Announce an online sale, share a new product, or make it more personal. Note: You can choose to post the status immediately to your Timeline so it can start appearing in people's News Feeds, or you can choose to Schedule, Backdate, or Save Draft.

Billing [Video Ads]

Predictable cost per 1,000 impressions (CPM)

Publisher Approval Process for Audience Network

Publishers seeking to join Audience Network must go through a review and approval process before they can deliver ads on their mobile apps or sites. Our Business Integrity Team uses a combination of manual and automated methods to review publisher apps and domain(s) or sub-domain(s) to ensure that they adhere to the Audience Network Brand Safety Policies. Publishers who promote content that violates those policies are excluded from Audience Network.

Purchase

Purchase uses data from trusted data partners to show details about the purchase behavior of your audience; specifically: -Whether they are high or low retail spenders -Their likelihood to make retail purchases online -What they tend to buy -Whether they're in market to buy a certain type of vehicle

Lead Time [Video Ads]

Reach and Frequency -Campaigns can be booked up to 6 months in advance Optimize for Video Views -Can be set up immediately

You work for a mobile game development company. What TWO targeting types may help you reach your target audience most effectively?

Regional Targeting + Mobile Device Targeting Regional targeting lets you target by app store availability, and mobile device targeting can surface people based on the mobile devices they use.

What is Rewarded Video?

Rewarded video is an ad placement type designed to be shown in mobile apps or games. It enables advertisers to reach a well-targeted, highly engaged audience with video ads for the App installs objective. Rewarded video provides viewers with an incentive to watch a video ad. The videos are typically 15-30 seconds long, non-skippable, and optional for the user. Essentially, people agree to watch a video in order to receive a "reward" — points, "lives," or whatever currency makes sense in a given app or game experience. This opens a great opportunity for advertisers to show a longer form video ad to an audience that has opted-in and thus is more likely to watch the entire video.

How to search for an ad/campaign

Search by the name or ID number of a campaign, ad set, or ad.

Repetition

Seeing the same ad over and over can be a drag on user experience, therefore user value is refreshed to prevent the most repetitive ad experiences.

Assign Ad Accounts

Select Assign Ad Accounts to share pixel data with people who have access to an ad account associated with the Business Manager.

Assign Partner

Select Assign Partner to let an external partner, such as a vendor or ad agency, use this pixel.

Selecting a Budget

Set a daily or lifetime ad budget, and set start/end dates for the ad set. Ads Manager will tell you how many people are likely to see your ad (estimated reach) based on the budget you select. Note that optimization options and when you get charged may vary based on the campaign objective and placements you've selected.

Best Practices for Ad Accounts

Set up or edit the name of your ad account, choose your currency, enter a business name, address, and tax ID number, and specify whether you're purchasing ads on behalf of a business or an agency.

Driving Optimal Video Ad Results

Seven of the ten tests showed that vertical video ads drove an incremental increase in brand lift, including a 3- to 9-point increase in ad recall. The three creatives in this video were included in the test.

Available Ad Formats for Audience Network

Single Image [Mobile] -Native -Banner -Interstitial Video -Native -Interstitial -In-stream desktop -In-stream mobile -Rewarded video -In-stream on Connected TV (CTV) Carousel -Include multiple assets scrolling horizontally within a placement -Use up to 10 images and/or videos -Great for showcasing multiple products Slideshow -Create a looping video from images. -Use up to 10 images or frames pulled from a video file. -Add custom captions and music. -Delivers in video placements * Keep in mind that not all placements and ad formats are available for every ad objective. Here's a look at the objectives Audience Network supports for each placement type, device, and ad format

Split Audiences

Split testing lets you test different variables of your ad campaigns so you can see what works best, then keep building on success and improve future media plans. Split Audiences are a specific type of split testing that enable you to isolate and test different audience characteristics in existing ad sets. Ads Manager lets you split audiences at the ad set level to better understand how your delivery selections affect campaign performance — for example, to test how your ad performs when you target specific ages or genders. You can split an audience as many times as you like.

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

Standard Event

Standard Events

Standard events help you understand some common and highly-actionable events. Your pixel will fire whenever someone does any of these things on any pages you've added the associated event code to: -View content -Search -Add to cart -Add to wishlist -Initiate checkout -Add payment details -Make a purchase -Provide contact details -Complete a registration Note: You or your developer can add additional parameters to customize standard events, such as purchase value or search string.

Budget

Submitted at the ad set level, is the maximum amount you're willing to pay for delivery of the specific ads contained in that ad set per day.

TRP [Television Rating Point]

TRPs 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. TV buyers can use this planning and buying option to purchase Facebook and Instagram video in a simple and predictable way and get guaranteed delivery against Nielsen demographic audiences.

Core Audience

Target ads using Facebook data. New audiences you create manually within an ad set are called Core Audiences. Their targeting options include location, gender, age, language, interests, and behaviors. Use them to target ads using Facebook data.

Audience Size Indicator

The Audience Size indicator tells you how many estimated ad impressions your budget will pay for.

Away Status

The Away Status lets customers who visit your Page know when you're not available to reply. This is useful if your company only responds to messages during certain hours of the day.

You'd like to create a Custom Audience based on web engagement. What must you or your developer include in the website's code?

The Facebook pixel sends website activity to Facebook.

The Facebook Pixel

The Facebook pixel uses actions people take on your website to help you measure the effectiveness of your advertising, and deliver ads more effectively. The real value of pixel is its ability to attribute events — such as conversions — to ad impressions, and to deliver ad impressions in a way that drives events, including conversion events.

Which of the following should you use to promote relevant products to shoppers who have browsed your website or mobile app?

The Product Catalog Sales objective on Instagram allows you to promote relevant products to shoppers who have browsed your website or mobile app.

Service Section [FB Page]

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.

Shop Section [FB Page]

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.

Spending Limit

The account spending limit is set at the ad account level, and is the maximum you're willing to pay for all ads for all time across your ad account. If you try to change this more than ten times in an hour, you'll have to wait a full hour before attempting again. You can also set a spending limit at the campaign level. All ads within that campaign will stop running once the campaign limit is reached.

Analyst

The analyst role is for people whose primary job is measuring ad performance. ACCESS: -View ads -Access Reports

Default Attribution Window

The default attribution window is one day after viewing your ad, and 28 days after clicking it

Minimum Size Audience You Can Analyze?

The minimum audience size that you can look at is 1,000. If your audience contains fewer than 1,000 people, we are unable to provide insights. Keep track of the size of your audience under the audience name in the top left. If your audience dips below 1,000 people, remove or change a filter to increase your audience size.

Pricing an Ad

The more relevant we predict an ad will be to a person, the less it can cost the advertiser to show the ad to that person, all other things being equal. After an ad wins an auction based on its Total Value, the price paid for the winning ad is based on the total value lost by advertisers who competed in the same auction and lost. Because your price is based on the value lost by all of the advertisers you've displaced, and not just one bidder, this minimizes the ability for people to "game" the auction by trying to undercut any single bidder.

Facebook Pixel + Facebook SDK [Software Development Kit]

The pixel and SDK are pieces of code for your website and mobile app, respectively, that enable you to measure, optimize, and build audiences for your ad campaign. You don't need to implement both, but the pixel and SDK can work better together so you can measure cross-device behavior.

Pixel Base Code

The pixel base code is installed on every page of your website to provide a baseline for measuring specific events.

Seed Audience

The seed audience is a group of people who are important to the success of your business, such as those who make high-value purchases or who are deeply engaged with your Facebook Page or mobile app. Your Lookalike Audience will resemble the audience you seed it with, but only pixel-based Lookalikes contain all members of the seed audience.

Source (Seed)

The source — or seed — audience you select as the starting place for your Lookalike Audience tells Facebook what qualities to match. The audience size you choose tells Facebook how closely the Lookalike Audience should match the seed audience.

Attribution Window

There is a limited time frame, called an attribution window, during which we can reliably say an ad drove an action.

Which is true of a Lookalike Audience created with an Audience Size of 2?

There will be significant overlap between the seed and the Lookalike.

Advertiser Controls

These are the advertiser inputs that guide our auction and pacing systems. These inputs include values and parameters you specify for your audience, budget, bid, placement, schedule, and optimization goals.

Benefits of the Pixel

This can guide your lead generation, ad targeting, remarketing, conversion measuring, and optimization strategies. Pixel can also help you follow customer actions across multiple devices

Facebook Pages Manager App

This free mobile app lets 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). You can view notifications, post updates, upload photos and videos, respond to comments and messages, and view Page Insights. Download the latest Android version of Facebook Pages Manager from the Google Play Store, or download the latest iOS version from iTunes.

Ad Attribution Window

This is also where you can set an ad attribution window, which tells Facebook how long after someone sees or interacts with an ad we should attribute people's actions to it.

Estimated Daily Results

This tool predicts potential results in the auction. With this knowledge, you can adjust your daily budget to see predictions for your campaign's potential reach and outcomes before committing to a budget. This tool also lets you optimize ad set performance before your campaigns reach their end as the predictions for estimated daily results are based on current ad set settings like targeting and budget.

How to attribute a pixel event to a FB ad

To attribute a pixel event to a Facebook ad, choose Conversion or Traffic as the campaign objective. At the ad set level, you'll be able to select which pixel event to associate with the ads. Connecting ad metrics and delivery to pixel events can help you optimize your spend and automate audience selection — and can help attribute actions to your Facebook ads, giving you more precise return on ad spend data.

Edit at Scale

To bulk edit, select the Export & Import button, and choose Export All. You can also select the checkboxes by specific campaigns, ad sets, or ads to group them together and download and edit them as a batch. Make edits within Excel, and import the updated file. Then, review changes and publish.

What is a primary use case for Lookalike Audiences?

To help marketers target ad delivery to people similar to ones they already know Lookalike audiences try to match characteristics of people who already have a relationship with your Page or business.

Sharing Your Pixel

To let other people in your organization — or external vendors and ad agencies — use your pixel and its data, you'll need to establish a Facebook Business Manager account.

What is a benefit of using projects?

To organize Pages and ad accounts

To publish previously saved edits

To publish previously saved edits, click Review and Publish to review pending edits, confirm changes, and publish.

Edit multiple ad objects at once

To simultaneously edit multiple ad objects, select the checkboxes associated with each, hover to bring up an edit link for any of them, and click it. Note: When editing multiple campaigns, ad sets, or ads, keep in mind that any changes you make will take place across all campaigns, ad sets, or ads you selected. For example, if you edit two ad sets' audiences at the same time, all the ads contained in both those ad sets will be delivered to the new audience.

Start/Stop Delivery of Ads

To start or stop delivering your ads, turn them on and off. When the switch next to your campaign, ad set, or ad is blue, the campaign is on. To stop delivering a campaign, ad set, or ad, toggle the switch so it turns gray. Note: Keep in mind the following to avoid disruption to your ads: -If you turn off a campaign, it'll also stop all ads and ad sets in that campaign. -If you turn off an ad set, it will stop all the ads in that ad set. -To turn ad delivery back on, you may need to turn on the parent ad set and campaign as well. If an ad or ad set is on, but the campaign it belongs to is off, the ad won't be delivered. Similarly, incomplete campaign shells (such as an ad set that doesn't contain ads), can't be delivered.

Traffic Data

Traffic data tells you how many pixel events have occurred on your website. Keep in mind that pixel fires don't correlate with browser sessions or page views. If someone purchases three items from your website, that could trigger eight or nine unique pixel events.

Multicultural Affinity (US ONLY)

US ONLY Facebook's targeting solution is not based on ethnicity. Our US Hispanic, African American, and Asian American affinity audiences are defined by peoples' affinity to cultures they've demonstrated an interest in through their behaviors on Facebook. This is why you'll find affinity group audiences under behaviors, rather than demographics. People who demonstrate interest in a "multicultural affinity" have responded well in the past to content that's affiliated with certain cultural identifiers. Targeting by multicultural affinity can help advertisers serve highly-relevant content.

Conversion Objectives

Ultimate goal: Encourage meaningful results Conversion ad objectives drive action — such as a purchase or donation. Includes: -Conversions -Catalog Sales -Store Visits

Consideration Objectives

Ultimate goal: Engage and persuade Consideration is the middle stage of the consumer journey, when people are aware or your brand, but not yet ready to make a purchase. Includes: -Traffic -Engagement -App Installs -Video Views -Lead Generation -Messages

Awareness Objectives

Ultimate goal: drive attention and interest Facebook offers two awareness objectives: -Select Brand Awareness to display your ad to people most likely to be interested in your product or service. -The Reach objective shows your ad to the maximum number of people.

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.

Optimize for Video Views

Up to 2 per day; no lifetime frequency capping*

Data Files You Can Create an Audience From

Use customer and prospect details — such as email addresses, phone numbers, first or last names, zip codes, cities, countries, iOS IDFAs, Android Advertising IDs, and app user IDs — from your organization's customer relationship management or point-of-sale database to create Custom Audiences.

Delivery Insights

Use this tool to understand your ad delivery or performance. This information can help diagnose delivery issues and improve your results. You will be notified when there is significant volatility in spend, results, or cost per result and access metrics that help explain what may have caused the sudden changes and what you can do to get things back on track.

User Value

User value is about creating the best and most interesting experience for people across our communities in Facebook, Instagram, Messenger, and Audience Network. We consider whether or not someone would want to see your ad, and factor in this expected relevance when we determine which ad will win an auction. User value captures things like ad quality, expected positive and expected negative engagement from the people in your target audience, and post-click experience.

User Value Signals

User value seeks to optimize the experience for users in our communities.

Quick Creation Tool

Using the Quick Creation workflow to build campaign shells enables large advertisers or agencies to rapidly frame campaigns while awaiting final creative and copy. It's a good option for experienced advertisers who may want the flexibility to complete campaign steps out of order.

Best Practices for Pages

View a list of all the Pages for which you have permissions, and what role you have on each.

Photo/Video

Visual content is not only a good idea; it's almost required when you want to enhance your online presence. Posting photos and videos can help your Page attract more people than text — think about when you're scrolling through your own News Feed. We are just naturally drawn to visuals.

Post Click Experience

We look at the drop-off that may occur after someone clicks an ad but abandons the experience before the landing page loads. We want to better match ads with people who are actually going to be able to consume the content. This means that if your ad traffic abandons the experience before your landing page loads, it can lower your user value score. See more about post-click experience.

Average Cost Bidding

We recommend using average cost bidding if you care more about maximizing delivery and conversion volume within an average cost threshold; use maximum cost bidding if you care more about every result you're optimizing for costing no more than a given amount.

Ad Quality Panel

We tap Facebook users for feedback on ad quality, which is the most important factor in determining user value. The ad quality signals are derived from: -Evaluation by a representative sample of Facebook users who judge ads in their News Feed primarily on whether or not they want to see the ad. -Responses from Facebook users when surveyed about their preference for ad A vs. ad B. -Machine learning models that have been trained on the survey results in addition to the factors below.

Ad Creative Format Options

Your ad objective and placement can impact which formats are available. Generally, they are: -Carousel: a scrollable sequence of 2-10 images or videos -Image: a single photo or graphic -Video: an ad anchored by a single video -Slideshow: a looping video ad composed of up to 10 images and/or frames extracted from a video to which you can add transitions and music -Collection: a visual and immersive way to promote your business or products

Ad Spend

Your ad spend is the actual amount you paid for those ads.

Offers

When 50 people Like your Page, you'll be able to create an Offer. Offers allow businesses to create promotions that can help attract customers, increase sales, drive website traffic, and boost Page engagement.

Note for Audience Size

When adding multiple targeting characteristics, be aware that each additional one narrows the total pool of people that your ad set can be shown to; the Audience Size indicator can help you find the right balance.

Attribution

When people see — or click on — your ad, then take an action you want them to take, you can attribute those conversions to corresponding ad impressions.

Automatic Placements vs. Edit Placements

When you enable Automatic Placements, you're telling Facebook to select the most relevant audiences at the best price, making the most efficient use of your ad budget. Select Edit Placements to manually choose where your ads will run. If you do so, consider testing various placements across ad sets to learn which ones are most effective.

Splitting Audiences/Budgeting

When you split an audience, you can choose whether to split your budget between any new ad sets, or duplicate your budgets instead. You can also opt to create new budgets for the new ad sets.

Advertiser Bid

When you submit a bid, you're telling Facebook how much you value a certain outcome from your target audience. While your bid may be lower than what you actually pay, we recommend you determine your bid based on the cost per action (CPA) you're willing to pay or the ROI you want to achieve

Billing Threshold

You can also specify a billing threshold, so you'll be automatically charged each time you hit a certain spend, and receive another bill at the end of the month for any outstanding balance.

Custom Events + Conversions

You can create custom events to measure things that are meaningful to your business, but not covered by standard events. Custom events are measured via custom conversions. These might be actions such as "download a free ebook," "request more info," or "email instructor." You can define custom conversions in the Pixel tab of your ad account. Facebook will log these events, but can't apply them to your ad delivery. Extra notes: -To create a custom conversion for "contact us," you might place a View Content event on the Contact page, or a Lead event on a messaging form. -You can create up to 40 custom conversions per ad account at a time. You can always delete inactive ones in order to create more.

Establishing Automated Rules

You can create rules at the campaign, ad set, or ad level. Rules update ad delivery or notify you of changes to your campaigns, ad sets, or ads. Some of the things that rules can do include: -Turning off your ad if it doesn't perform well. -Increasing the budget of an ad set when more people click on those ads. -Sending a notification to your email address when the overall number of people who view your ad decreases past a certain number.

Which of the following are true about the Shop section for Pages?

You can easily create a shop section on Facebook without using a third party, and Facebook doesn't take any percentage of your sales.

Editing an ad set

You can edit any options set at the ad set level: budget and schedule, audience, placement, optimizations, and delivery. This is where you can modify objective-specific details, such as the offer connected to a conversion ad.

Targeting by Connections

You can include or exclude people from Core Audiences based on whether they engage with your Facebook Page, your apps, or your Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content.

Including/Excluding Certain Audiences

You can include or exclude people from your audience based on demographics, location, interests, and behaviors. For example: display ads to everyone who lives within 20 miles of a major city, but exclude people who live in the city itself.

Edit directly in the reporting table

You can make certain edits to campaigns, ad sets, and ads directly in the reporting table. These changes will be applied immediately with no need for further review. Applies to: -Budget -Bid [If your bid strategy is target cost or lowest cost with a bid cap, you can change that amount here.] -Schedule -Title -Status

Duplicating Ads/Budgets/Agreement to be build

You can opt to set a new budget at the time you create a duplicate ad set and can edit any ad set budgets at any time. Remember, clicking either the Confirm or Publish buttons in Ads Manager is an agreement to be billed.

Away Messages

You can send automatic messages to let customers know when they can expect a response or where to find other information.

Which of the following ad formats can you use with the Post Engagement objective?

You can use the photo, video, or slideshow format with the Post Engagement objective.

In what ways can a business use Inbox?

You can view and respond to any messages or comments that are posted to your Facebook, Instagram, and Messenger accounts.

Which buying objective should you use if your goal is to optimize your ad to get people to take specific actions on your website, such as signing up for a newsletter or buying a product?

You should use the Conversions objective if your goal is to optimize your ad to get people to take specific actions on your website, such as signing up for a newsletter or buying a product.

How can a business grow a vibrant community on Facebook?

You should: -Create Page posts that are are relevant to your target audience -Create a Group -Link that Group to your business Page.

Data Hashing

Your Custom Audience is a solid and strongly-encrypted unit, designed so neither you nor Facebook can identify individual people in it.

Milestones

Your Page is also a great place to celebrate milestones for your business, such as a grand opening or anniversary. You can choose a title, Location, add a Story, and add a photo. The only required field is the date of the milestone. Your milestone will appear on your Timeline and in people's News Feeds, just like any other Page update.

Slideshow Creative Recommendations

[Looping Video] -Creating a slideshow usually requires much less bandwidth to meet your storytelling needs. -Use pre-existing assets including images from your product catalog and print campaigns. You can use up to 10 images. -Create a slideshow using clips from pre-existing videos.

Strictly FB Page Role Options

[Work strictly on your page and NOT in Ads manager] -Admin -Editor -Moderator -Advertiser -Analyst Best practice: In general, it's best to assign people the lowest access level at which they can do their jobs and to review Page roles regularly.

Standard Delivery

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.

Optimization Goal: Clicks (eCPM Formula)

eCPM = (Advertiser bid per click) x (estimated click-through rate) x 1,000

Optimization Goal: Conversions - besides clicks (eCPM Formula)

eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000 Actions may include video views, mobile app installs, website conversions, and page post engagements. *Estimated conversion rate here means how likely that someone will convert after he or she has clicked.

Optimization Goal: Impressions (eCPM Formula)

eCPM = Advertiser bid per impression

Audience Insights

inspires campaigns that are meaningful to people and drive real results for advertisers. With Audience Insights, you'll be able to see the following information for three different groups of people: people on Facebook, people connected to your Page, and people in a Custom Audience you've already created.

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.

Interest Targeting

targeting lets marketers reach specific audiences by looking at people's interests, activities, the Pages and posts they like, posts and comments they make, and closely related topics.

Behavior Targeting

targeting lets you reach people based on purchase behaviors, device usage, and other activities*

Frequency

the average number of times each person saw your ad