FB Blueprint Exam

Is offer claims a standalone objcetive?

"Offer Claims" is not a standalone objective; offers can be added to Traffic or Conversion ads.

Brand Outcomes helps you 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 helps you answer questions like:

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

Audience Outcomes helps you 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 people across multiple devices?

Ad Objectives: Awareness

-Brand Awareness -Reach

Audience Insights

-Demo information -Interests (top categories, page likes, relevance, audience, facebook, affinity) -Geo information (top cities, countries and languages of your selected audience in -comparison to the entire Facebook population in your country) -Activity on FB (median actions, including page likes, comments, post likes, post shares, promotions redeemed, and ads clicked, and devices used)

A reach and frequency campaign can run from

1-90 days.

Value Signals on FB

1. How people interact with organic content. This signal looks at how people interact with organic content. 2. How people interact with paid content

Hashing process

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

Split Testing process

1. Your audience is divided into random, non-overlapping groups. This randomization helps make sure the test is conducted fairly, so that other factors won't skew the results 2. Each group will receive ad sets that are identical in every way aside from the variable you've chosen to test. The available variables are: Creative Audience Delivery optimization Placement 3. Each ad set's performance is measured against your campaign objective, and the best-performing ad set wins. 4. After the test is complete, you get notified of the winning strategy. These insights can then fuel your ad strategy and help you design your next campaign.

A business can use up to ___ cards in carousel

10 clickable cards, each containing an image, video, or both when using the carousel format.

Video Metrics

10-Second Video Views Cost per 10-Second Video View 3-Second Video Views Cost per 3-Second Video View Reach Amount Spent Video Watches

How many viewers do you need on FB Video to see audience insights?

100 viewers

FB Video specs

16:9 (horizontal) ads will run in 16:9, 1:1, or vertical host content. 1:1 (square) ads will run only within 1:1 or vertical host content. 9:16 (vertical) ads will run only within 9:16 (vertical) host content.

Audience Insights only reports to people ages:

18+

To derive statistically significant results, a DR split test must include a minimum reach of:

35,000 impressions

How many products can you feature in a collection ad?

4 product images in addition to a hero image or video.

An in-stream video allows you to deliver

5-15 second ads within videos on Facebook. The two suggested file types to upload are MP4 and MOV.

Can target up to _ languages within a single ad set?

6

Maximum Character count for event names

64 characters

Can create a seed audience using data from:

A Custom Audience: If you have an existing Custom Audience that has proven to be a good source of customers, you can use it as the seed for a Lookalike Audience that resembles these existing customers and clients. Your customer info: You can create a value-based Lookalike Audience from a file you upload that contains data about your best customers, which our system then uses to find similar people. This data is hashed — anonymized to protect the privacy of your customers.This hashed data is securely held on Facebook's servers only long enough to create the Audience, then deleted. Your FB pixel: Pixel helps Facebook's ad servers recognize website visitors across devices. Since you can specify page visits and actions that trigger the pixel, this can then be used to create a seed based on customer behavior.For example, monitoring the action "complete a purchase" enables you to generate a Custom Audience based on people who've bought from your website. Seeding a Lookalike Audience with that Custom Audience may surface potential customers. A mobile app: Seed a Lookalike Audience using a Custom Audience of people who engage with your mobile apps. Then, you can develop brand awareness campaigns targeted to new prospects who resemble people who've triggered in-app events such as "completed registration." Game developers can track events such as "achieved level."To seed a Custom Audience with mobile event data, you have to be an Administrator or Developer on the app, and there must be active SDK event tracking in place. FB PG Fans:People who Like your Page have already shown an interest in your business. Create a Lookalike Audience of Page fans to drive awareness of your business and find more people who are likely interested in your products or services.

A business can add up to ___custom questions to their lead ad form.

A business can add up to fifteen custom questions to their lead ad form.

Proxy metric

A proxy metric is an indirect measure that approximates or represents something when you don't have direct, concrete data

Seed Audience

A 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.

Audience vs brand vs sales outcomes

AUDIENCE OUTCOMES Measure and optimize how you reach your audiences BRAND OUTCOMES Measure how your media spend impacts brand objectives SALES OUTCOMES Measure how your media spend impacts sales objectives

For a core audience, targeting happens at what level?

Ad set

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

FB Value formula

Advertiser bid x estimated action rates + user value = total value

Advertisers may block certain sensitive categories of content in which they don't want their ads to be seen next to, including:

Advertisers may exclude the following content categories: Dating Debatable Social Issues Gambling Mature Tragedy & Conflict.

Statistical Models

Also called math-based or results-driven, these models determine credit for each touchpoint based on historical data for ad impressions, clicks and conversions

Video impression vs play

An impression is the number of times an instance of a video ad enters the viewable area of people's screens for the first time. In other words, the moment an ad enters the screen of a desktop browser or mobile app. This definition is the same across all formats and placements. A play is when a video ad starts. Plays can be auto-play (when a video plays by default) or Click-to-play (when a person clicks the play button on the video to initiate a play).

CTAs for Reach objective:

Apply Now Book Now Call Now Contact Us Download Get Directions Learn More Request Time See Menu Send Message Shop Now Sign Up Watch More

Carousel ads are shown on

At the moment, carousel ads are shown on Facebook's News Feed, Instagram Feed, and across our Audience Network.

MMPs provide performance metrics like:

Attribution Lifetime value Downstream conversions ROI Analysis across acquisition channels Dedupe data

Facebook offers these buying options:

Auction Reach and frequency TRP

Who has access to the create tour button?

Authentic music, books, and comedy Pages with more than 500 fans

Placement options

Automatic Placements. With this option, your ads will run on Instagram and also will be optimized across all platforms within our family of apps and services. To run ads specifically on Instagram, choose Edit Placements and select Instagram placement options.

Within your targeting, we show your ad to the people we think will later recall seeing it as a result of seeing your campaign. We choose those people based on:

Behavior: The actions that people have taken, their demographics, and the likelihood of them interacting with your ad. Polling: We are constantly calibrating our predictions by running thousands of polls on a random sample of campaigns each day that ask people if they recall an ad.

Scheduled Delivery

Best when... You want to deliver a message that relates to the day it's delivered (like the final day to shop a sale or the series premier of a new TV show). How it works You choose the date when you want people to experience your ads. Limitations People might not see the complete series of ads.

Sequenced Delivery

Best when... You want to deliver multiple ads in a certain order to tell a coherent story (for example, no one will see ad 2 of your series unless they see ad 1 first). How it works You choose the order in which you want people to experience your ads. Limitations Delivery is based on login behavior so we can't guarantee that people who see the first ad in your series will see the ones that follow.

Promotion type and metrics associated:

Boost Post: People reached, post engagements Boost Event: people reached, event responses Promote Page: people reached, page likes Promote Website: people reached, website clicks Promote Local Business: People reached, local impressions Promote CTA: varies based on page CTA

Who do the community standards apply to?

Both our Community Standards and ad policies apply to the entire global community using Facebook. This includes all community-generated and advertiser content across Facebook platforms, including ads on in-stream videos, Instant Articles and Audience Network.

Estimated Daily Results provide you with these views:

Budget curve: Use this to adjust your budget and see in real time the predicted daily outcomes when editing ad sets. Slider bar: Use this to adjust audience, placements, bid amounts, and budget to find out in real time the predicted daily outcomes.

Correlation vs. causation in testing

CORRELATION: Split Testing CAUSATION: CONVERSION LIFT TESTING

For reach and frequency campaigns, the cost is always :

CPM

Ad Objects

Campaign Campaign includes ad objective Ad set Ad Set includes audience, placement, budget, schedule, and bidding Ad Ad includes ad format and creative

Messenger response rates

Can manually have FB put in on your page: Typically replies in minutes Typically replies in an hour Typically replies in a few hours Typically replies in a few days

Brand safety guidelines:

Can't have: -Personal Characteristics -Vulgar language -Deceptive claims -Landing page Creative limitations: -misleading buttons -can't be sexually suggestive -can't have before/after -can't have shock and scare tactics

Lead ads available ad formats

Carousel Single image Single video Slideshow

Supported ad formats for the Reach objective are

Carousel Single image Single video Slideshow

can create offer ADS and POSTS in the following formats:

Carousel (2-10 images or videos) Single image Video Slideshow Offer posts may only contain a single image. NO

Can build carousel ads with:

Carousel ads are an ideal way to showcase multiple products combined with many different destinations and actions, in a cost-effective, attention-grabbing manner. You can build them with images, video, or cinemagraphs.

Differences in desinations: carousel v collection

Carousel: drives to PDP Collection: more products appear

Which ad can't have CTA?

Collection ad

All ad formats are supported on FB audience network EXCEPT:

Collection and canvas

Collection

Collection is a mobile-only ad format available on Facebook that pairs a photo, video or slideshow with four product images below it in the News Feed. Clicking on this leads people to a fullscreen mobile experience showcasing multiple products, which loads within the Facebook app for a faster, seamless experience. Then, tapping on a product takes people to a product detail page on your mobile site or app. Also, you can include a 'See more' call-to-action to take people to your website or app to browse additional products. People who land on your business's mobile site or app are high-intent potential customers who are most likely to convert. This experience helps drive brand awareness, generate interested customers, and increase purchase consideration, ultimately driving sales.

Traffic is in which category of funnel/ad objectives?

Consideration

Monetization eligibility standards include:

Content Guidelines for Monetization Content that does not meet these criteria may be ineligible for monetization, and repeated violations may result in removal of access to our monetization features. Payment Terms Creators and publishers must comply with Facebook's Payment Terms. Page Terms Creators publishing content from a Page must comply with our Page Terms. Sharing authentic content Creators and publishers posting content flagged as misinformation, false news, clickbait, or sensationalism may be ineligible or lose their eligibility to monetize. Having an established presence Creators and publishers must have an authentic, established presence on Facebook indicated by sufficient Facebook friends or followers.

Conversion Lift

Conversion lift allows you to test if your Facebook ads drive incremental sales or conversions. To do this, it first establishes a 'control group' - people who have not seen your ad. Then it compares the action of people who have seen your ad with the people who haven't (the control group). Conversion Lift tests are ideal for when you'd like to run a test on larger strategic changes, being able to understand the difference between correlation and causation, and improve your existing attribution models. Conversion Lift can answer: Has my Facebook advertising helped grow my business? How much? Which campaigns are most effective? How accurately is my current attribution model calculating value of my ads? Does this campaign, strategy and new product drive incremental business?

3 types of audiences

Core Audiences: Target ads using Facebook data. Custom Audiences: Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know. Lookalike Audiences: Surface new audiences by combining Custom Audiences with Facebook targeting.

Options to create event:

Create your event on Facebook. You can set up a one-time event or save time by setting up recurring events and tours. Connect an event you've created on another site to Facebook using our Events API.

Cross-Platform Brand Lift

Cross-Platform Brand Lift studies use the traditional experimental design (test and control) of Brand Lift as well as the opportunity-to-see methodology, the gold-standard for evaluating TV exposure.

Ways to access leads

Customer System Integration (real time) Facebook Marketing API Integration (real time) CSV File Download (manual)

Custom Audience Sources:

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

Core Audience Targeting options

Demographic targeting draws from information that people share publicly on Facebook about their education, political views, family/relationship status, life events, career, and more. Location targeting allows marketers to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are, whether they live in a location, are new arrivals, or just visiting. Interest targeting focuses on consumer and lifestyle categories such as fitness, fashion, or hobbies. Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app.

Brand Outcomes

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

Sales Outcomes

Did the ads drive your business outcomes? Did they contribute to ROI? Did the ads results in sales, leads, or app installs?

Promote Page

Encourage people to follow or like your Facebook Page, which can help you reach new customers while staying in touch with existing ones. You should consider this promotion type if your goal is to build your audience on Facebook.

Estimated Daily Results are available for these objectives:

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

When should you use lower frequency?

Established brand High market share Long purchase cycle Less frequent usage High share of voice Low messaging complexity High message uniqueness Existing campaign/message Low season Long campaign duration Continuous scheduling Multiple media channels

Event metrics

Events Received: The total number of events your pixel received. Top Events: This is how effectively your information has been matched to people on Facebook. Activity: This graph shows the number of events measured per day for each of the last 7 days that could be attributed to people who saw your ads. This helps you understand recent behavior of people who have recently visited your site, and quickly identify if there's an issue with how any of your events have been set up on your website.

Examples of "events" capturable with FB Pixel

Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). When someone takes an action on your website, your Facebook pixel logs it as an "event". Place events on the pages that matter to your business. For example, you can capture your customer's journey from viewing product pages all the way through to a purchase. If you study all the steps along their journey, you can measure and optimize your ads for the conversions that mean the most to your business.

Core audiences: location

Everyone in a location Locals: Only people who identify that location as their home New residents: Only people who recently updated their location Visitors: People who have checked into or been tagged in a place that isn't their primary location

Can use Lookalike Audiences to reach people who are similar to:

Existing customers People who like your Facebook Page Visitors to your website People who engage with your mobile app

Where you can run lead ads

Facebook News Feed Instagram Instagram stories Instant Articles

Placement Options

Facebook ads can appear in News Feeds, Instant Articles, In-stream Video, Stories, Suggested Videos, Marketplace, and in the Right Column on desktop. Instagram ads can appear in Feeds and Stories. (Note that if you select "Instagram Stories" as a placement, that ad won't run anywhere else.) Audience Network 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. Messenger ads can drive re-engagement and scaled communication. They may appear in the Messenger home screen or may be sponsored messages.

Automatic Advanced Matching

Facebook can capture the hashed customer data (example: email addresses) you collect from your website during processes like check-out, account sign-in or registration. Facebook uses the hashing process to transform information for security reasons. Facebook can then use hashed identifiers to better match people who visit your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger size of your custom audiences.

Multi-touch attribution (MTA) partners

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

Marketing mix modeling (MMM) partners

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

Estimated ad recall lift

Facebook reports estimated ad recall lift (EARL) for campaigns using either the Brand Awareness or Video Views objective. EARL is the best prediction about how many people are likely to remember seeing your ad if they were asked within two days. This means EARL is only an estimate based on how much time people spend looking at your ad compared to other content they look at in Facebook and Instagram feeds, among other factors.

Facebook's Conversion Lift

Facebook's Conversion Lift enables advertisers to measure the true impact of their Facebook ads. Use Conversion Lift to determine the incremental sales and conversions from people reached by your ads across the Facebook family of apps and services.

Facebook Conversion Lift

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

View Boosted Post Performance

Find your boosted post and you'll see an orange bar at the bottom. If you hover over the bar, you can see the total number of unique people who have seen your post.

Positional

First and last touchpoints given more credit, while the credit for the remaining touchpoints in the middle is divided equally.

Brand Lift testing in Test and Learn

For Brand Lift in Test and Learn, you start with a question "How much impact is my campaign having on brand perception?" which can be answered using Test and Learn to run a brand lift test. You must have at least one active campaign (that wasn't bought using reach and frequency) with a budget of at least $30,000 to spend during the test, in order to run a Brand Lift study in Test and Learn.

Advantages of using pages on fb

Free Competitors are already using Pages Can humanize the brand Learn about your audience Build your community Grow your brand

Last touch

Gives 100% credit to the last ad a person interacts with before a conversion, whether or not it's an impression or a click

Last Click Attribution

Gives 100% credit to the last click a person took before a conversion took place, even if an impression was the last interaction.

Even Credit

Gives equal credit to the impressions and clicks that led to a conversion.

Time Decay

Gives more credit to clicks or impressions based on how recently they happened, with the amount of credit reducing by half after a set amount of time.

Audience Outcomes

How many people did your ads reach? How frequently? Did the ads reach the right audience? Did the ads reach people cross-device?

How do you get a "very responsive to messages" badge?

If a business responds to 90% of their messages within fifteen minutes, you'll earn a "Very Responsive to messages" badge.

For a collection with a catalog

If possible, use a large product set for your collection; 50 or more products is ideal. When you run out of stock of a certain product, your product set automatically updates to show people items that are currently in stock. Having a large product set also allows Facebook to select the most relevant products from your product set and encourages people to explore more of the products you offer. Please note that there is a required minimum of at least 4 products for a catalog to be used in a collection ad.

Optimizing LAL audiences

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

Available formats for the app installs objective

Image video Carousel

factors determine the success in a brand campaign

Impact: You need to deliver the right ad to the right person at the right time. Reach: You need to convey your message to a significant amount of your target audience. Creative: You're more likely to get better results the better your creative resonates with your target audience Connection: There are some considerations about why the results of a brand campaign will vary with the existing strength of your product and brand's equity.

Offer ads are only available

In FB News Feed

In order to create a collection, you will only need

In order to create a collection, you will only need to select an objective that is supported. If you do not have a product catalog, you may create an Instant Experience with your collection.

For how long can you send unlimited messages to a consumer?

In the first initial 24 hours a customer reaches out to your business on Messenger, you can send unlimited messages to develop a relationship with the customer. After the first 24 hours, you can only send one additional message to the customer. After this, you'll need to create Sponsored messages to send additional messages to your customer.

Audience Network: Instream Video

In-stream ads will appear within video environments in pre-roll and mid-roll slots on third-party apps and sites across mobile, and desktop. For example, when a person visits the website or app of a television channel to watch a show, an ad might be delivered before the content begins (pre-roll) or during a break (mid-roll).

Boost Event

Increase awareness of your event or drive ticket sales. This is helpful if you want to encourage people to RSVP so you can track headcount. You can also encourage people to purchase a ticket on the event website.These promotions can be shown on Facebook only.

Two types of info you need to collect for MTA:

Inputs — views, clicks, media spend costs Outcomes — purchases and other types of conversions (conversion info through FB pixel)

FB IQ Tools

Insights to Go Cross Border Insights Finder Audience Insights tool

Insights to Go

Insights to Go is a Facebook data discovery engine you can use to sort statistics and proof points relevant to your campaign. You can sort or filter data by region, industry, audience segment, media channel, cultural moment and campaign strategy. You can access this tool with almost any device, download data cards for presentations and share information directly from the tool.

What you can do with the collection format

Instant Storefront Create a mobile shopping experience using your catalog or photos and details about your products. Instant Lookbook Let people explore your products in action by featuring them in lifestyle images and using product tagging. Use the tabs feature to organize your products. Instant Form Use a form to collect contact information and build a list of prospective customers. Instant Customer Acquisition Encourage new customers to discover your brand and products with a mobile landing page. Instant Storytelling Give people an engaging way to explore your brand, product or service and build brand awareness.

When editing campaigns, it is not possible to:

It's not possible to edit the objective of an existing campaign, or change the objective of a duplicated campaign.However, advertisers may be able to duplicate existing ad sets or ads into new or existing campaigns that have different objectives than the campaigns they were originally created in.

International Lookalikes

Let you target a lookalike audience in a particular country even if you don't have a seed audience there. Imagine you're a European company expanding into Latin America. You can select a "seed audience" of high-value existing customers in Spain and Portugal, then advertise to a Lookalike Audience (people who exhibit similar behaviors) within a single target country.

Store traffic capabilities

Location-based relevance at scale: For each of your store locations, you can create ads that dynamically localize messaging to each site using one single creative template. Ad formats designed to drive store traffic: The Store Traffic objective offers a variety of creative formats including image, video, slideshow and carousel. The carousel format can be populated with a native store locator and unique calls to action for each location. Flexible geographic focus: You can set the focus area around stores based on desired reach and maximum distance, or set it manually to a specific distance (for example, 1.5 kilometers).

How often do LAL audiences refresh?

Lookalike Audiences update dynamically: as long as ads are being targeted to a Lookalike Audience, it will refresh every 3-7 days

Bid Strategies

Lowest Cost Bid Strategy (implement bid caps) Target Cost Bid Strategy (implement target cost per ad delivery)

Collection is available on:

MOBILE ONLY

Can use pixel to:

Make sure your ads are being shown to the right people. Build advertising audiences. Unlock additional Facebook advertising tools.

Marketing mix modeling

Many brands use marketing mix modeling (MMM) to determine how different marketing channels (TV, radio, print and online, for example) drive sales. MMM provides insights into sales impacts which leads to determining an optimal budget allocation across channels, brands and countries. Work with one of our MMM partners to incorporate the Facebook family of apps and services into your marketing mix model analysis and strategies. MMM helps answer the questions: How many sales did each of my marketing investments drive? What was the ROI of each marketing channel across all my brands? Where should my next marketing investment be? How would sales be impacted if I made X change to my marketing plan?

Does it affect an ad metric when you duplicate, export, or delete ads?

Metrics from duplicated, exported, or deleted ads aren't affected by those actions.

In-stream video ads are:

Mid-roll on Facebook and pre or mid-roll on Audience Network. Automatically sound-on when the viewer is already watching with the sound on. 5-15 seconds in duration on Facebook and up to 120 seconds in Audience Network. Non-skippable, resulting in high completion rates. Available for the Video Views, Brand Awareness, Reach, and Post Engagement ad objectives. Available as a separate, standalone placement or can be delivered along with other placements, like Facebook Feeds and Instant Articles. Supportive of all targeting options.

TRP Buying Requirements

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.

Things in creative that may get ads denied:

Misleading buttons Before and after images Sexually suggestive content Shock and scare tactics Altered or outdated FB logos

R+F restrictions:

Multi-country targeting is limited You can only target one country per campaign so if you want to advertise to multiple countries, you'll have to create multiple campaigns. We don't recommend exclusion targeting within your reach and frequency campaigns Excluding audiences, like people who like your Page or purchase something from your shop, tends to shrink your audience, which puts your campaign at risk for under delivery.

Can published offers be edited or deleted?

NO

When should you use higher frequency?

New brand Low market share Short purchase cycle Frequent usage Low share of voice High messaging complexity Low message uniqueness New campaign/message High season Short campaign duration Pulse of flight scheduling Facebook advertising only

can you mute offers after they've been published

Offer posts can be hidden from your Page's Timeline to stop them from appearing in more News Feeds Offer ads created in Ads Manager can be suspended by stopping the campaign from Ads Manager Under both options, anyone who saved your offer will still be able access it from their Offers bookmark and use it.

Offer posts Vs Offer ads

Offer posts created through your Page look different than — but appear in the same places as — regular Page posts; they're organically discoverable by fans and visitors. You can create offer posts for free, and pay to boost them anytime. Boosting allows you to target delivery of offer posts beyond your own Timeline and the News Feeds of people who Like your Page. Offers created through Ads Manager are Facebook ads. Like all ads on the platform, they are associated with a Page and a campaign, and require an ad objective, budget, and target audience. Offer ads don't publish to your Page, but will appear in desktop and mobile News Feeds and right column placements. Offer ads can be targeted to different audiences based on demographics, interests, and behaviors. A select group of members who like your Page will see your offer posts in their News Feed while everyone who visits your Page will see the offer posts in your Timeline. Gaining access to offer posts may provide an incentive for people to Like, visit, or follow your Page. Let's compare some shared and unique elements of offer posts and offer ads.

Where are offer ads tracked?

Offers created with Ads Manager or Power Editor are tracked in Ads Manager. Adding a code to an offer won't boost it.

Ways to implement the FB Pixel

Option 1: Connect a Partner Platform Option 2: Manually Install Pixel Yourself Option 3: Email Instructions to Developer

Organic vs Paid Reach

Organic reach is the number of people who have seen your post through unpaid distribution. Keep in mind that after you boost an existing post, the number that represents organic reach may go down. This is because the people who saw your Page's post before it was boosted and then saw your post again after it was boosted are now counted toward paid reach. Paid reach is the number of people who have seen your post because of your boost.

FB IQ Studies

People Advertising Verticals

Multicultural affinity (US)

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.

Targeting options for boosted post:

People you choose through targeting: Choose the location, gender, age range, and more of the people you want to reach People who like your Page People who like your Page and their friends

Five key steps in implementing a messenging plan for your business

Plan where conversation can help you drive business results Create your Messenger experience Reach the right people to help them discover the experience Test how the experience is impacting your business objective Expand when the time is right

difference between platforms, placements, and formats

Platform is the app or service within which you want your video ads to appear: Facebook, Instagram, Messenger and Audience Network. Placement determines where your video will appear within the platform. Let's say you want your video ad to run in Facebook Feed. Facebook is the platform, while Feed is the placement within the platform. Facebook Feed includes both mobile and desktop News Feed, and is made up of the status updates, photos, videos, links, app activity, and reactions of people, Pages, and Groups on Facebook. Format is the creative form that your video ad takes. Simply put, it's how you want your video to look. For example, a single video, a carousel, a slideshow, or a collection.

Campaign planner core capabilities

Predict reach and frequency: Add details like your target, schedule, and budget which allows you to predict available reach, frequency, and pricing. Create and compare plan versions: Create multiple versions of a given media plan and compare them to decide which version is more effective for your campaign. Share plans easily: Keep your clients and colleagues in the loop about the plans you're creating. Purchase plans: Buy a version of a plan directly from the too

Reach and frequency buying can give you more predictability and control over the following:

Reach and CPM Frequency Spend per day Placement distribution (e.g., Instagram vs. Facebook)

What happens when the Reach objective is combined with Reach and frequency buying?

Reach objective + Reach and frequency buying = 100% Optimized towards the most efficient reach available If you choose this buying option, you will be able to select Reach as an objective. When reach and frequency buying and the Reach objective are used together, you buy guaranteed, unique reach on Facebook and Instagram.

Benefits of in-stream video ads

Reach people where they are More than 100 million hours of video are watched every day on Facebook.2 In-stream video ad breaks give advertisers access to this vast and growing audience. Drive longer view duration In-stream video ads are always followed by video content that people have actively chosen to watch, increasing the likelihood that people will watch the entire ad. Reach more of the right people People-based marketing allows you to reach your audience on in-stream environments on Facebook and on the other apps and sites where they're spending time, up to 88% on target.3 Deliver in premium, brand-safe environments Show your ads in content from pre-approved publishers and content creators. Tools to help you ensure brand safety include pre-campaign transparency, domain block lists, content category blocking, and the ability to buy Facebook and Audience Network placements independently

Promote Website

Reach people who are likely to click your ad and visit your website. This is ideal if your goal is to drive people to your website's homepage, to your online store, or any URL you choose. These promotions can be shown on Facebook and Instagram.

We recommend using reach and frequency buying with exposure-based objectives like:

Reach, Brand Awareness, and Video Views

Estimated ad recall lift Inputs

Relative attention. How much time people spent looking at your ads compared to other content in their feeds. Reach. The number of people you reached with your ads. Historical ad recall. Data from more than 300 Nielsen Brand studies that show the correlation of attention and reach to ad recall.

What are sponsored messages best for?

Scaled communication between your page and people who have messaged Advertisers who have already connected with their consumers on Messenger, either through live or a bot support Targeted reengagement Nurturing Existing Relationships through convo

If you want to control your cost per optimization event, we recommend you:

Set a constrained bid Maximize spend as much as needed so that it meets your cost goal

Core audiences: regional

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

To set total spend budget:

Set your budget at the maximum amount you want to pay for your ad. Set your bid and target options to be as flexible and broad as possible.

CTA's available in a boosted post

Shop Now Book Now Learn More Sign Up Send Message

3 types of Messenger Ads

Sponsored Messages Click-to-Messenger Messenger Inbox

Pacing Options

Standard Delivery: 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. Accelerated Delivery: entering every opportunity under your bid cap into the auction. This favors quick spend over maintaining your cost per result.

Standard delivery

Standard: Best when... Your creative message doesn't need to be delivered in any particular order or on any particular date. How it works The system will deliver a single or multiple-ad campaign based on the best-performing ad. Limitations You don't control the order in which people see your ads or the date the ads are delivered.

What objective can you NOT run on audience network

Store visits

Target Rating Points (TRP) Buying

TRP buying on Facebook allows you to purchase TRPs verified by Nielsen.* You can use this planning and buying option to purchase Facebook video in a simple and predictable way and get guaranteed delivery against Nielsen demographic audiences.

Ad set level priorities:

Target audience Placements Budget Schedule

Select a delivery optimization that matches your campaign goal (10 vs 2 second)

The 10-second video views optimization means that we'll deliver your ad to people more likely to watch 10+ seconds of your video. This tends to be a smaller audience. The 2-second continuous view optimization delivers video to an audience that is more likely to watch 2+ seconds of your video. This audience is larger, but may watch less of your overall video.

Collection objectives:

The Traffic, catalog sales, store vists, and Conversions objectives are currently suppported by collection.

What differentiates an organic and boosted post?

The addition of a "Sponsored" label at the top of the promotion.

You can't edit ad sets when:

The campaign is due to end within 24 hours. You want to reduce the budget below what has already been spent. The ad sets are at risk of under-delivery. If you try to make edits, you'll see an error message stating that the ad is not performing as expected so changes cannot be made to its delivery. If you still want to make changes, you will need to delete or turn off this ad set and create a new one.

How many products can you feature in a carousel ad?

The carousel format supports up to 30 cards when you use a catalog to populate the ad.

Attribution is compromised of:

The data underlying the customer's path to conversion, and The model to which you choose to apply that data.

Audience Network

The in-stream placement supports 1:1 and full landscape (16:9).

Managed brand lift

The managed Brand Lift solutions offers more customization than a self-serve brand lift test. In working with a Facebook representative, you can outline what results you're hoping to achieve with the test and set it up.

Managed Conversion Lift

The managed Conversion Lift solution offers more customization. In working with a Facebook representative, you can outline what results you're hoping to achieve with the test and set it up.

The person creating the lead ad must have...

The person creating the lead ad must have either Admin or Advertiser permissions to the business Page and the lead ad must link to the business's privacy policy on their website

Split test: winning ad set

The winning ad set is decided by comparing the cost per result of each ad set or ad based on your campaign objective. Based on the data from the test, Facebook simulates the performance of each variable tens of thousands of times to determine how often the winning outcome would have won.

Business pages active on FB?

There are now 70 million active business Pages on Facebook

When to use a split test

There are several scenarios in which you would run a split test. You can run a split test if you have goals such as: You want to know which specific image, videos, text and/or calls-to-action (CTA) performs best. You want to identify the better performing placements and platforms for your ads, so that you can allocate your advertising dollars efficiently. You want to know which combination of variables (creative, audience, delivery optimization or placement) perform better at meeting your business goals.

FB IQ Vertical Insights

These studies analyze consumer behavior in specific industries, including automotive, consumer packaged goods, entertainment and media, financial services, gaming, retail, technology and connectivity, and travel.

Test audiences with tiered lookalike strategies, i.e.

This example would create 3 Lookalike Audiences: 0%-1% of the population, which will be the most similar audience to your seed. 1%-2% of the population, which is the second most similar, but a bit wider reach. 2%-5% of the population, which is the least similar but the largest reach.

Cost Per Result

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.

Within the Video Views objective, you can choose an optimization:

ThruPlay For video ads under 15 seconds, we'll optimize delivery to help you get the most completed video plays. For video ads over 15 seconds, we'll optimize delivery to people who will play at least 15 seconds. 10-Second Video Views We'll deliver your ads to the right people to help you get the most video views of 10+ seconds at the lowest cost 2-Second Continuous Video Views We'll deliver your ads to get the most video views of 2 continuous seconds or more.

3 Optimization for Ad Delivery options to determine which type of video view you want to optimize delivery for:

ThruPlay: For video ads under 15 seconds, we'll optimize delivery to help you get the most completed video plays. For video ads over 15 seconds, we'll optimize delivery to people who will play at least 15 seconds. Learn more. 10-Second Video Views: We'll deliver your ads to the right people to help you get the most video views of 10+ seconds at the lowest cost. 2-Second Continuous Video Views: We'll deliver your ads to get the most video views of 2 continuous seconds or more. This choice is available only for mobile on the following platforms: Facebook (visible on iOS and Android mobile devices only): Facebook Feeds, In-Stream Videos, Suggested Videos Instagram Feed Audience Network: Interstitial and In-Stream Videos

To exclude an audience

To exclude an audience, select Exclude from the Audience section of your ad set.

Scheduled Live

To use Scheduled Live, you must schedule a broadcast on desktop from your Page's Publisher Tools and then broadcast via the Live API.

Pixel ONLINE Event Tracking Options

Track Event on Page Load: Choose this option if the action you care about can be tracked when someone lands on a certain page, like a confirmation page after they complete a purchase. Track Event on Inline Action: Choose this option if the action you want to track requires someone to click something (like an add to cart or purchase button).

Demand Generation Goal, you should use what objectives:

Traffic or video views

Advantages to unifying Facebook and Instagram

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.

For a collection without a catalog

Use Instant Storefront if you want to showcase product images together all in once place. Use Instant Lookbook if you want to create a branded, interactive shopping experience using multiple lifestyle images. This will allows you to feature your products in the context tagged in the pictures.

Audience size differences: bigger or smaller for BA vs DR?

Use a broad audience for brand awareness ads and a more specific audience for direct response. If your ad isn't delivering as often as you'd like, expanding the audience size can help

Core audiences: Geographic

Use the Browse feature to target your ads worldwide, by geographic area, country, city, or postal code. Type in an address to deliver your ads to people who live within a 1 to 50 mile radius of this location. Note: only people who've included an address in their profile or have location services turned on will be reached.

What can't you run in the carousel format?

Video

When using automatic placements, eligible video ads may be run using the following objectives:

Video views, Reach, Brand awareness, Post engagement, Conversions, Traffic, App installs, and Product catalog sales.

Creating Custom Audience off of Engagement: Event options

Video: Create a list of people who have spent time watching your videos on Facebook or Instagram. You can set the engagement criteria for the audience; the length of time or the percentage of the total length of a specific video that someone has spent watching. Lead Form: Create a list of people who have opened or completed a form in your lead ads on Facebook or Instagram. You can specify if the audience should be people who have opened the form, haven't completed the form, or have submitted the form. Fullscreen Experience: Create a list of people who have opened your collection ad or Canvas on Facebook. Your audience can be narrowed by choosing between people who have simply opened your canvas and those who have interacted with it and clicked on at least one link. Facebook Page: Create a list of people who have interacted in some way with your Facebook business page, ranging from a simple visit to sending you a message through the page. Instagram business profile: Create a list of people who have interacted in some way with your Instagram business profile, ranging from a simple visit to sending you a message through the profile. Event: Create a list of people who have indicated that they are either interested in or going to an event hosted on your Facebook business page.

Confidence level

We also provide a confidence level, which represents how likely it is that we'd get the same results if you ran the test again. For example, you could run a creative split test with one video ad and one single image ad. We may determine that the video ad was the winner with the lowest cost per result and a 90% chance that you'd get these results again. Ideally, the ad sets you tested had only one meaningful difference between them (video ad vs. single image ad), and we're at least 90% confident in our declaration of a winner. With these results, we recommend that you adopt the winning strategy. You may want to move the budget of the lower-performing ad set to the winning ad set, or edit the lower-performing ad set to give it the same characteristic as the winner. For any split test, a confidence level above 75% indicates that you should use the winning ad set.

ad objective: impressions

We display your ad to your audience as many times as possible. This means people may see your ad more than once.

Ad objective: Reach

We display your ads to as many people as possible allowed by your budget.

Polling measures

We poll people on a random sample of campaigns on Facebook each day, asking if they recall the ad, to calibrate our predictions. When we poll these people to measure ad recall, we also poll a control group to measure the number of people who haven't been exposed to it through this campaign. We then compare these two numbers.

Text penalty

We recommend text comprise no more than 20% of image area.

What does FB recommend businesses promote on their page cta?

We recommend that businesses promote their Messenger Link and Code, and choose Send Message as their Page's call to action.

How to check audience overlap

When you have two or more audiences selected, you can check the overlap between them using the Actions dropdown

FB Brand Lift

With a brand test, we'll measure the brand lift of your campaign by asking your target audience a specific question. When setting up the test, you can choose up to 3 different questions to ask, however the user will only be shown one of them at a given time. It is required to have an ad recall question, and other poll options can test familiarity, favorability and brand awareness, along with likelihood to take action or recommend your brand. Between 4 and 48 hours after they see your ad, people in the exposed group will receive a poll,

Video Views objective

Within the Video Views objective, the system will automatically optimize delivery for video views and serve your ad to the people within your target audience who are most likely to view your ad for at least 10 seconds.

Mobile Measurement Partners (MMPs)

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

International Location Targeting

Worldwide targeting lets you serve a campaign everywhere in the world or exclude specific countries. Use worldwide targeting to: Target the lowest costs-per-acquisition. Identify new markets, and make sure you don't miss opportunities. Optimize ad delivery across many markets. Regional targeting delivers your campaign to geographic areas (like Europe) or a free trade area (like the European Economic Area). You can exclude countries. We'll automatically optimize for locations that will give you the best results based on your campaign objective

Can you submit an ad before it's approved?

Yes- Even though your ad may start delivering, it can be subject to multiple levels of review and later be disapproved. One example is if your approved ad receives an unusually high number of negative feedback, such as people marking your ad as spam or hiding your ad.

Value optimization

You can also choose to optimize ad delivery for value. If you choose this option, we'll deliver your ads so as to maximize the total purchase value generated in order to get the highest return on ad spend (ROAS). Value optimization predicts how much purchase value a person may generate over a seven-day window. We use this prediction to apply a bid multiplier in the auction for that person. By bidding more for people who are likely to spend more, marketers can ensure they drive conversions that maximize purchase value rather than installs or conversions. This helps drive better return on spend for mobile app install campaigns.

Lookalike Audience Size

You can choose the size of a Lookalike Audience during the creation process. This size is expressed in a scale of 1-10, which is the percentage of the population of a particular country that you are asking Facebook's system to match with your seed audience. We generally recommend a source audience with between 1,000 to 50,000 people. The quality of the source audience matters too. If a seed audience is made up of your best customers rather than all your customers, that could lead to better results. We'll cover this more in detail in the next module. Smaller audience (1-5)More closely match your source audience Larger Audiences (6-10)Increases your potential reach, but reduces the level of similarity between the Lookalike Audience and source audience

Benefits of Audience Insights

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

Core audiences: 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

How do you know if an ad wasn't approved?

You get an email explaining why it wasn't approved

Carousel placement limitations:

You will need to use the Traffic, Conversions or Catalog Sales objectives. Your carousel can only contain images, not video. Right column placement is preferred

How long after lead ads are made do you have the lead for?

You'll have 90 days from the time people submit their information to access this data; after that, it will be deleted.

You should use Brand Lift when:

You're running one campaign for one brand or product. You're planning to keep the creative and budget the same throughout the campaign.

Relevance Score

Your ad is assigned a relevance score; this estimates how well your ad is resonating with the people you want to reach. The higher your ad's relevance score, the better it's considered to be performing. The score ranges from 1 to 10, where a 1 indicates low relevance and 10 indicates high relevance. We show a relevance score for an ad after your ad receives more than 500 impressions. How well your ad is performing Positive feedback (for example: app installs, clicks, video views) we expect from people who see your ad Negative feedback (for example: Someone clicks "I don't want to see this" on your ad)

You're eligible for FB Invoicing if:

Your business has a Facebook Account Representative. You've spent over $10,000 USD per month in the past 3 months.

User Value Formula

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

Deep Link

a URL that points to a specific place in your app, like a product page. When used with mobile app install ads, it is called a deferred deep link because a person is taken to the app store first and then to the specific content. You can use deferred deep links (ex: myapp://buynow/12345) or a URL with App Links enabled. Using a deep link requires integration with the Facebook SDK.

The FB Pixel is:

a few lines of code that you copy into your website header section. It allows Facebook to gather information on your site visitors to make your Facebook ads more relevant to your specific audience.

Lookalike audiences perform best when...

a seed audience is significantly smaller than the pool that the Lookalike Audience will be drawn from. If your seed audience is very large or diverse compared to the total number of people in the country or locations targeted, try segmenting it into smaller groups and then create Lookalikes from each.

Funnels

a series of events, which act as steps that you can measure.

Promotion

an ad you can create right from your Page

Rules-based models

assign credit to one or more touch points according to rules that we set. For example, giving credit to the first and last touch points (impressions and clicks) leading to a conversion. Rules-based models using people-based measurement provide deeper insights than cookies-only measurement, since multiple touch points are tracked and correlated with an actual person. -You define "the rule" - How should credit be allocated? -Results are based on your model choice -You choose where along the path to conversion you want assign the credit: last click, even credit, time decay, Positional

Videos running on Audience Network may be 5-120 seconds only when

automatic placements is selected and 5-30 seconds when selecting in-stream placements on their own, however videos running on Facebook-only placements must be 5-15 seconds long.

Selecting in-stream only placements supports

brand awareness, Video views, Reach and Post engagement.

Remember not to compare Estimated Ad Recall Lift (People) between

campaigns to compare creative and targeting choices because of the material differences across the campaigns (running at different times and possibly targeting different audiences).

If your ad destination is your mobile app, choose the

collection ad format to have Facebook auto-populate your ad.

transaction goal, what objective should you use?

conversions product catalog sales store visits

eCPM for an Optimization Goal of: Clicks

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

eCPM for an Optimization Goal of: Actions

eCPM = (advertiser bid per action) x (estimated click-through rate) x (estimated conversion rate)* x 1,000

IG Ad Objectives

for Instagram ads, you must choose one of the following objectives: Brand awareness Reach Traffic (to your website or app) App installs Engagement (for post engagement only) Video views Conversions (for conversions on your website or in your app) Lead generation

Cohorts

groups of people who performed the same two events.

Segments

groups of people you define by events, demographics, device info and app install source.

Choose Video Views to

have your ad shown to people who are likely to view your video

Multi-city and multi-city exclusion targeting

help with testing when you're preparing to enter a new market. Choose whether you want to target people in highly populated cities or people who live outside cities in less populated areas. For example, you can target all cities in India with a population of more than 5 million.

If you choose the Brand Awareness objective, you'll be likewise be charged by

impressions (CPM).

Partner Lift

integrations can provide you with either: Lift measurement using your first-party data hosted within third-party data environments, and using the Facebook lift platform for setup. Lift measurement for using grocery and retailer transaction data. It's primarily for consumer packaged goods (CPG) brands.

FB IQ Cross Border Insights Finder

is a resource for cross border businesses of all sizes to explore and unlock growth opportunities beyond their borders. Find and reach new audiences, wherever they may be, by comparing country data based on past campaign performances across the Facebook family of apps and services. With the Cross Border Insights Finder, you can identify, map and size up new growth opportunities around the world. These insights can help you identify which markets are more likely to convert, cost less and encounter fewer ads, to better plan your international campaigns, whether they target a neighboring country or an entire region on the other side of the globe.

Customer Acquisition Goal, should use what objectives:

lead gen conversions app installs

Multi-Country Lookalikes

let you target an audience across international borders. For example, you can create a lookalike audience based on a seed audience of Canadian customers to target similar people living in Australia and New Zealand. Your seed audience can be from one country or many, and your lookalike can contain multiple target countries. You can generate a lookalike based on your: CRM database Website visitors (pixel) Mobile app customers (SDK) Page fans (via Audience Insights)

the Reach objective is a good fit with driving

local awareness. If you want to raise event attendance and drive mobile app installs, you can choose those specific objectives to match your goal.When you set a frequency cap for your ad, you'll want to consider market, message, and media factors. Market share and message differentiation are respective examples of market and campaign factors.

Target Rating Points

measure impressions as a percentage of the target population for an advertising campaign and are a core aspect of how TV ads are purchased and measured. TRP Buying on Facebook and Instagram allows buyers to purchase TRPs verified by Nielsen.* 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.

Viewability

measures how many ad impressions were viewed by your audience and for how long.

Best practices when planning is to be

mobile and video first

Available placements for the app installs objective

mobile news feed desktop news feed audience network

Boosting a post can increase the likelihood that

people are more likely to respond to a business's discount or sales promotion and the business can extend their reach to the friends of the people who engaged with their post.

Behavior is determined by

signals to drive delivery. Signals are data-based insights such as how a person relates to similar brands, what they like and who they follow. We measure more than a thousand of these factors including the aforementioned existing relationship someone has with your Page, their likelihood of interacting with the ad and demographic characteristics.

Ad Quality Signals on Landing Page

slow load time, poor content experiences

In stream video ads

that deliver within a Facebook partner publisher's video as either a pre-roll (plays before the video) or mid-roll placement (plays a minimum of 20 seconds after the video starts).

If your ad destination is a website, you can choose either

the carousel or collection format for Facebook to automatically populate. The ad will display the range of products — or even product categories — you want to promote.

Facebook SDK

the equivalent of the Facebook pixel, for mobile apps. Shopping app developers can use it to respond to events such as "item added to wishlist" or "completed registration" to increase engagement and conversions. Game developers can likewise follow events like "completed tutorial" or "achieved level" to reward players, and drive in-app purchases. You can use the SDK to seed Custom Audiences and focus on customized messages to app users. Facebook pixel and SDK updates in real time as people interact with your website and apps, so Custom Audiences built from these sources are more dynamic than Custom Audiences from your customer files.

An impression is served when

the first pixel of an ad enters a viewer's screen, while a play occurs when a video actually begins.

The ratio of your video ad is driven by

the placement and format you choose. Your placement and format options are driven by the objective.

A business can change the budget of their boosted posts from

the post itself, in Ads Manager, and in Power Editor.

In-stream video can help you convey longer messages and increase video view completion rates to an engaged audience. In order to do this,

they do not appear as in-Feed ads, and they should include sound.

Statistical models

use algorithms to determine credit for each touchpoint. These models are driven on a result (increased revenue) rather than an assumption of where to assign credit. They use all available data to determine which ads increase revenue. Statistical, like rules-based models, are far more effective at analyzing past results and predicting future results using people-based, rather than cookie-based data. -Algorithms define the credit allocation. -Results are dynamic and learn from historical data. -They're also referred to as algorithmic MTA and results-driven MTA.

Can drive traffic ads to:

website, app, or messenger

A business should optimize for brand awareness when

when their focus is ad recall.

Choose Reach when

you want to maximize the unique number of people who see your ads within a time frame specified by you

Choose Brand Awareness if

you want to reach people who are more likely to recall seeing your ad.

Lead ads CTAs

➝ Apply Now ➝ Download ➝ Get Quote ➝ Learn More ➝ Sign Up ➝ Subscribe

Click-to-Messenger & what they are best for

(Contact us) Click-to-Messenger ads are Facebook, Instagram or Messenger ads that send people into a Messenger conversation with your business. You can use click-to-Messenger ads to reach people at scale, then continue to interact with each of them individually in Messenger. For example, some people will want more information about a new product and others might need to resolve an issue. You can tailor your interactions accordingly and create more meaningful conversations. Use this type of ad to: Open conversations in Messenger

Messenger Inbox & what they are best for

(Like a banner ad) These ads appear in Messenger, alongside direct conversations. When people tap on this type of ad, it will take them to the destination you choose when you create the ad. This can be your website, an app, or a Messenger conversation. Use this type of ad to: Extend the reach of your ad campaigns

Sponsored Messages & what they are best for

(Remarketing) Sponsored messages allow you to send highly targeted promotions directly to the people who have already talked to your business in Messenger. When you run sponsored messages, plan to be active and responsive. Use away messages to let people know when they should expect a follow-up response. Sponsored messages are best for: Scaled communication between your Page and people who've messaged your Page in the past Re-engagement

Delivery System Components:

-AUCTION:When there's an opportunity to show someone an ad, advertisers compete for this opportunity. To find the most relevant experience, we rank each ad targeting a person. The winning ad maximizes value for both the advertiser and the person being advertised to. -PACING SYSTEM:Pacing gives us the flexibility to get you the best available results for your goals. We adjusts your bid (or which auctions your ad enters) based on how much budget and time are left for your ad set. Similarly, we may increase how much budget we spend if there's an opportunity to get many optimization events with costs aligned with your bid strategy. We may also decrease how much budget we spend if there are few available optimization events with costs aligned with your bid strategy. -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, placements, schedule, and optimization event (The number of times your ads achieved the outcome your ad set is currently optimized for, based on your chosen conversion window).

Things a FB ad can't have:

-Personal Characteristics of users -Vulgar language -Deceptive claims -Poor landing pages/FB landing page -Adult content The sale or consumption of drugs Online gambling The sale of weapons, ammunitions or explosives The sale of tobacco An Online Pharmacy or dating site may not be approved as well.

You need business manager if:

-You need more than one ad account -you need to request access to pages or ad accounts -you need business level insights and reporting

Steps in Buying IG Ad

1) Go to ads manager 2) Choose an objective that aligns with your goals 3)Choose Set Up Ad Account and set your Country, Currency and Time Zone. 4) Define audience 5) Choose placement options 6) Budget and schedule for an ad 7) select IG account 8) select ad format 9) upload creative, url, and description (per card) 10) hit confirm

Business Manager Structure

1. Agency Business Manager 2. Business Admins 3. Pages 4. Business Employees 5. Ad Accounts

How to make a IG story

1. Start a new story 2. Select + Create story 3. Choose your media type Boomerang (a short video that loops forward and backward). New image: Select Normal and press the shutter. New video: Select Normal and press and hold the shutter. Or select the camera roll icon to choose an existing image or video from your device. Music: Choose from a selection of tracks to play along with your story. 4. Add effects Tap the effects icon. 5. Share your story Tap the + Page Story icon to add to your story. Tap Add to your Page's story. You can also save the image or video for later by tapping the Save icon. Tap the Next button to choose to publish to your Page story, your News Feed or both. 6. Add to your story

Character limit for page description

155 characters

Avg increase in video views for advertisers who combine FB and Audience Network?

16% avg increase in video views for advertisers who combine FB and Audience Network

Audience network: how many people see ads?

1Bil+ people see ads through audience network each month

IG and Stories facts

500 million daily active accounts on Instagram. 300 million daily active users of Facebook Stories and Messenger Stories.2 We group these together since stories which people start on Messenger also run automatically on the Facebook app. 450 million daily active users of WhatsApp Status. Status on WhatsApp is virtually the same as stories. In fact, more than 1 in 2 people surveyed across 12 countries who use stories said they are making more online purchases as a result.

Avg increase in installs for advertisers who combine FB and audience network?

9% avg increase in installs for advertisers who combine FB and Audience Network

Pinned comments on live appear:

A pinned comment will remain visible on the bottom of the screen, to both you and viewers, while other comments will continue to appear above it in real time. While there isn't a limit to the number of comments you can pin during a broadcast, keep in mind that you can only pin one comment at a time. When you pin a new comment, it'll automatically replace the existing pinned comment.

Types of spending limits

Ad, Campaign, Account

Ad Account Roles

Admin Can manage all aspects of campaigns including creating reports, viewing and editing billing details and assigning account roles Advertiser Can see and edit ads and set up ads using the payment method associated with the ad account, but can't set account roles Analyst Can view ad performance

Page Roles

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

Ad Objectives: Conversion

Ads using the Conversions objective ask people to do something in a website or app. Install the Facebook pixel to a website or SDK to an app to track actions people take, and to create audiences and optimize ad delivery based on those actions. The Catalog sales objective is ideal for ecommerce, travel, auto, and real estate companies: You can link to images of every item you sell, and Facebook will display different items to different people, based on broad targeting criteria or how they've engaged with ads in the past. The Store visits objective encourages people to visit your brick-and-mortar locations.

What can you use to control where your ads appear next to (brand safety)?

Advertisers may use category blocking, publisher lists, domain/app/page blocking, and placement opt-out options to control where their ads appear.

When do ads go to review for FB brand guidelines?

After you click on Place Order when creating a new campaign, your ads are submitted for review. On average, within 24 hours, you'll receive a notification letting you know if your ad is approved. If it's approved, we'll continue running your ad and you can see your results in the Ads Manager. Note: Even though your ad may start delivering, it can be subject to multiple levels of review and later be disapproved. One example is if your approved ad receives an unusually high number of negative feedback, such as people marking your ad as spam or hiding your ad.

What is an automated rule?

An automatic action (such as increasing a budget) is trigged by a cause (such as a change in performance.)

Audience Network: Banner Ad

Appears above or below content

Stories Ads

Are full-screen and vertical. People are fully immersed in your ad. Appear between people's stories. You can access people's stories by tapping the circles at the top of your feed. Last longer than 24 hours. They appear in people's stories for as long as you set the campaign to run. Display videos up to 15 seconds and photos for 5 seconds. Can be tapped or swiped up with a call-to-action (CTA) and directed to a destination of your choice.

Audience Network Ad Formats

Banner, Interstitial, Native, Rewarded Video, Instream Video

Best practices for FB Live:

Build anticipation: Tell fans ahead of time when you'll be going live. You can do this by posting a quick message to your Page. We've found one day's notice is enough time to build awareness. Solicit questions: Ask your audience to submit questions via the comments section so you have a pipeline of topics to discuss during your broadcast. This is a great way to engage with your audience before your interview begins. If you're not getting enough questions, or you want to discuss other topics, come up with questions on your own before your broadcast to keep the conversation flowing. You should also include a description of your broadcast that best describes the content you'll be discussing. Test your data or WiFi connection: Live videos lose viewers when the connection drops or the broadcast is delayed or blurry because of a bad connection. Interact with viewers: The power of Facebook Live is the real-time interaction. You can have a more successful broadcast if you let viewers participate by asking questions. Remind your viewers that they can submit questions as comments and try mentioning viewers' names when responding to their comments or questions. Invite a friend: You can also use Live With to add a friend to your Live broadcast. This could be a fun and interesting way to interview someone and add a communal dynamic to your normal Live routine. Manage the conversation with pinned comments Broadcast for longer periods of time: The longer you broadcast, the more likely people are to discover and invite their friends on Facebook to watch the video. Keep in mind the maximum length of a broadcast is four hours. We recommend that live videos last at least 10 minutes, if possible. Signal the end of your broadcast: Don't leave people hanging or end a broadcast abruptly. Instead, use a closing line to let people know that you're done. If you already know when you're broadcasting with Facebook Live again, mention that too and encourage people to tune in next time. Save the video: Once you end your broadcast, you'll have the option to delete or publish the video to your Page or profile. Once published, you can delete the video post at any time, but we recommend keeping the video so people who weren't able to watch the broadcast live can access it later. Additional viewers can share the broadcast, increasing your overall views. Update the description: Providing a detailed description before your broadcast is just as helpful as the description you use after your broadcast. Did something exciting happen while you were broadcasting live? Were there unexpected topics that came up? Just tap Edit on the video post and include these types of highlights in an updated description to add more interesting elements and boost discovery.

Ad Formats

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

How does FB use community policing for brand safety?

Community Reporting:Our global community plays an essential role in enforcing our standards. If someone shares something that is abusive, we want to hear about it and remove it, so we make it easy for people to report content to us. People can report Pages, profiles or individual pieces of content to us by clicking the "Report" link. This flags the content to be reviewed by our Community Operations team. We're also committed to educating our community to report content for review and removal. Human Review: Our Community Operations team of specially trained representatives review flagged reports and take action to remove content that violates our Community Standards. This team reviews millions of reports every week in more than 40 languages, 24/7. To manage this workload, they prioritize reports with serious safety implications for our community. Automated Tools: Tools such as artificial intelligence (AI) are used to help our systems scale. We use image matching technology to detect content that may violate our standards, and algorithms to identify trends early so that we can remove violating content as quickly as possible. Community Operations Team: Helps spot live video that violates our standards and get help to people who might need it. The reviewers on this team also help us remove content that we don't allow on Facebook, like hate speech and content that exploits minors.

Ad Auction Process

Competition Determining Bids (Facebook holds auctions that take into account each of these advertisers' bids for an opportunity to serve an ad impression.We also consider how interesting and relevant we think Sally will find each of these advertisers' ads, and how likely she would take an action such as clicking or making a purchase after seeing the ad. Choosing a Winner Serving the Ad

Promote CTA

Encourage people to take a specific action on your Page with a call to action — a button that appears below your Page's cover image/video. For example, you can direct people to learn more about your business by visiting your website or encourage people to start a conversation with you on Messenger. Whether your promotion can appear on both Facebook and Instagram depends on your Page's CTA.

Audience Network: Rewarded Video

Give users the chance to earn in-game premiums for watching video ads.

To avoid disruption with 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, too. 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.

Monetizing Content. FB Live, you need to:

If you're a Verified Page with a blue badge and monetizing your Facebook Live content in partnership with a third party, you must use the Branded Content tag. Branded Content is anything that mentions or features a sponsor. For example, if you're a beauty blogger demonstrating the latest makeup tips and working with a cosmetics company as a sponsor, you need to use the Branded Content tag to follow Facebook's policies.

Boost Post

Increase the number of people who can see your Page post. This promotion type is ideal if your goal is to increase engagement with your audience and get people interacting with your content, like watch a video.These promotions can be shown on Facebook and Instagram. If your post includes a video, then you can also show your ads on Audience Network. This option allows you to deliver your ads off of Facebook and into third-party mobile apps and websites.

Instagram profile, insights, and promote tool

Instagram Business Profile Establish your business presence on Instagram and unlock free messaging features, insights and ad solutions tools when you convert your Instagram profile into a Business Profile. Instagram Insights Get information about the engagement and activity on your posts and the people that follow you with the Instagram Insights tool. This tool can be accessed when you convert your Instagram profile into a Business Profile. Instagram Promote Tool Create a quick ad that promotes a new or existing post from your business profile with the Promote feature on Instagram.

Instant Experience (IX)

Instant Experience (IX) is a full-screen, post-click experience that lets you bring your brand or products and services to life on mobile. In an Instant Experience, people can watch engaging videos and photos, swipe through carousels, complete a form, quickly view your products, and explore lifestyle images with tagged products.

Messenger approaches:

LIVE Creating an experience that is powered by real people allows you to respond to questions right where your customers are to build relationships in the moment. Integrating Messenger into existing marketing or customer support strategies allows people to get convenient answers from knowledgeable representatives. This option is best for conversations that are more nuanced and dynamic, and require more direct communication. This approach requires a low to medium level of investment, and allows the use of nuanced questions and answers AUTOMATED Automating your business' replies allows you to quickly connect with people without having to staff employees around the clock. You can guide customers to the right information using a simple menu or use artificial intelligence to create conversations that anticipate their needs. This option is best for creating an experience that is simple but scalable. This approach requires a high level of investment, and the use of a straightforward catalogue of frequently asked questions. CUSTOM (MIX OF BOTH) A custom approach allows customers to begin interacting with your business through automation, and then receive more personalized customer support from live agents if needed. This hybrid approach is made possible with the handover protocol. This option helps categorize customers by the type of information they need to streamline interactions between customers and agents. This approach requires a high level of investment and allows for the use of nuanced questions and answers.

Audience options on IG

Location: Reach your customers in the areas they live or where they do business with you. Focus ads by country, state, zip code or even the area around your business. Demographics :Your customers are on Facebook. Choose who should see your ads by age, gender, interests and languages. Interests: When people are interested in your business, they're more likely to take action on your ad. Choose from hundreds of categories like music, movies, sports, games and shopping to help you find just the right audience. Behaviors: You know your customers best, and you can find them based on the things they do, like shopping behaviors, the type of phone they use or if they're looking to buy a car or house. Connections: Reach people who like your Page or your app, and reach their friends, too. It's a way to find even more people interested in your business.

FB Video Metrics

Minutes Viewed: This is the total number of minutes your video was watched, including replays and views less than three seconds. Unique Viewers 3 +10 Second video views: This is the number of times your video was played for an aggregate of at least three seconds, or for nearly its total length, whichever happened first. There are several video views metrics you can find, such as three seconds, ten seconds, etc. You'll also see a breakdown of the percentage of people who viewed your video with sound on versus sound off. Time spent replaying the video for a single impression won't be included. Video Average Watch Time: Calculated as: Total watch time of your video / Total number of video plays (including replays)If you see a point in your video with a large drop off, look at your content to understand which parts of your video might not have been as engaging to people. You can select a specific moment on the engagement graph to watch the corresponding video clip. Note: This metric does not count live video sessions. Audience and Engagement: These metrics show: People Reached (organic and paid) Post Engagement (including total clicks to play, reactions, comments, and shares) Video Engagement Top Audience*: Minutes viewed by age and gender Top Location*: Minutes viewed by top geographic locations

Ad Sets: Specifying an Audience

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. 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. 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.

Accessing Delivery Insights

Notification sent to you in Ads Manager and when there's a sudden shift in results, spend, or cost per result for an ad set. The link labeled "See Delivery Insights" which shows when you hover over the Delivery column at the ad set level. In Ads Manager, click the campaign name and all the ad sets linked to this campaign will appear. Note that you can only access Delivery Insights metrics for active ad sets that have been live in past 7 days with minimum 500 impressions and have been running for at least 5 days.

Once pages are imported into business manager;

Once Pages are imported into Business Manager, they can no longer be accessed outside the tool. You'll manage your assets in Business Manager, rather than from your personal Facebook account. Only people who have been granted access to the associated Business Manager account will be able to access ad creation, editing and performance reporting tools for the Page. Business Manager is an umbrella tool that sits above Facebook's self-service tools Ads Manager, Reporting and Pages.

Live Specific Metrics

Peak Live Viewers: This shows the highest number of concurrent viewers who viewed your live broadcast for at least three seconds. The curve you see in the graph shows the number of concurrent viewers watching different points of your live broadcast for at least three seconds. Audience and Engagement: The Video Engagement graph shows you how aggregate audiences engaged at specific points during a Live broadcast. This means you can see specific points throughout your broadcast of when people were moved to react to, comment on, or share the video.

IG Chart Types:

Performance: The Performance chart shows the number of people who click on your ad, the number of people you reach and the overall cost of your ad. If you scroll over the line chart, you'll see individual results for that day reflected in the chart. If you want to change the results you see in the charts, click Custom and choose the metrics you want to view. Demographics: The Demographics chart shows how your ad performs across different ages and genders. You can scroll over each section of the chart to see individual results for each age group. Placement: The Placement chart shows your ad's performance across different placements, such as Facebook or Instagram. Depending on where your ad is eligible to appear, you'll see where your ad delivers most. You can also click the dropdown menu to see where your ad appears on mobile and desktop devices.

Ad Quality Signals:

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 someone abandons the experience before your landing page loads, it can lower your user value score. See more about post-click experience. Predicted engagement Before we run your ad, we predict how people may respond to your ad through actions like clicks, shares, likes, and video views.

Promote Local Business

Promote your business in your local area and increase foot traffic to your store. This is a good option for you if you want to reach people who may be interested in visiting your business. You'll be able to target people within a set radius of your address. People living in or visiting the area within that radius are eligible to see your ads.*These promotions can be shown on Facebook and Instagram.

Ad Objectives: Consideration

The Traffic objective drives people to a website, app or Messenger. Engagement ads are intended to increase post engagement, Page likes, or event responses. If you'd like people to install your mobile or desktop app, try the App installs objective. The Video views objective shows your content to people who are most likely to watch it. Lead generation ads encourage people to share their contact details via a mobile-friendly form. The Messages objectives encourages people to have conversations with your business in Messenger to complete purchases, answer questions, or offer support.

Audience Network: Interstitial Ad

These ads play between levels or actions in the game, in that moment of relaxation where gamers can use that mental pause to interact with a video experience.

Audience Network: Native

These are highly customizable experiences that integrate naturally into apps. Native ads give app developers the ability to monetize (by placing ad content) without disrupting the app experience.

3rd Parties tagged in your post can see:

Third parties who are tagged in your post can see a high-level overview of: Your video's organic reach and engagement. Total ad spend and cost per impressions (CPM) if you choose to promote your video via Facebook ads. Your video sponsors can also share your video organically or boost the post to help you increase your reach.

Instant Experience

This fullscreen post-click experience, optimized for mobile, encourages playful exploration and interactions within the ad itself.

What are examples of what automated rules are used for?

Turn off your ad if it doesn't perform well. Increase the budget of an ad set when more people click on those ads. Send a notification to your email address when the overall number of people who view your ad decreases past a certain number.

Ad objectives for stories in ads manager:

Video views Brand Awareness Lead Generation Conversions Reach Traffic App Installs

Data Connection needed for FB Live:

We recommend using Facebook Live only if you have a strong WiFi or 4G connection. You can download one of a variety of mobile apps to check if your mobile connection is strong. Facebook Live requires a connection that's faster than 10 mbps. If your signal isn't strong enough, you'll notice that the Go Live button is gray (this is a signifier that your connection is weak). Once you have a better connection the button will become available again. Give people time to join :Many viewers tune in during the first couple of minutes of a broadcast. While you're waiting for the audience to grow, we recommend using this time to introduce who's on the broadcast, welcome the early viewers and go over what you plan to do.

Ad Budget

Your ad budget is distinct from the amount spent for your ad. You won't be billed for any budget that isn't used in the auction. If your ads can consistently compete in ad auctions, your ad budget will likely be spent in full.

Image Text Overlay Rules

Your ad's image contains little or no text. This is the recommended, but not required, amount of text for an ad. Image text: Low You may reach fewer people because there's more than 20% text in the ad image. In this case, we recommend changing your image before placing your order. Image text: Medium This image also includes more than 20% text in the ad image. In this case, we recommend changing your image before placing your order. Image text: High You may not reach your audience because there's too much text in the image. Unless you qualify for an exception, change your image before placing your order.

eCPM for an Optimization Goal of: Impressions

eCPM = Advertiser bid per impression