Facebook Blueprint

Facebook Pixel

- Lisa owns an ecommerce business and hopes to increase sales on her website - Tavah manages a nonprofit and wants to understand donations to his website

Personal Characteristics

-Ads can't assert or imply, directly or indirectly, that you know a person's personal characteristics. this includes a person's name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status and more No acceptable exs. -are you a christian? -Big this shirt, Greg

You're supposed to access performance metrics so you can edit existing ads. Which Page role should you be assigned?

-Advertiser

Landing Page

-Landing pages are the sites that people are redirected to when they click on your ad. -vimAny landing page must clearly represent the company, product, service or brand that's being advertised

Estimated ad recall lift

is an estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metric is only available for assets in the Brand awareness, Post engagement and Video views Objectives.

Data

is the raw information that enables you to determine insights. ex. the number of people who saw an ad campaign

Adding payment to business manager

once you do that, you can use it across all ad accts that are connected to your business manager acct, make it the primary method

Capture audience behavior

pixel allows you yo capture specific events -events are actions that happen on your website, either as a result of fb ads (paid) or organic reach. when someone takes an action on your website your fb pixel logs it as an "event" ex. 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.

Everyone on facebook

select this to understand fb users, validate studies about different audience segments and determine potential sub segments or audience size for your business.

Campaigns: define your ad objective

selecting an objective sets the business goal you want the ads within this campaign to accomplish., This helps fb determine the best ad placements, formats, and calls to action and deliver your message to the right people

online, off-facebook (websites): facebook pixel

signal collection: website events (online actions that ppl take(

online, off-facebook (mobile): facebook SDK for mobile app

signals collected: app events 9actions that ppl take in -app)

Placements: Automatic placements

when selected you are telling facebook to select the most relevant audiences at the best price, making the most efficient use of your ad budget Edit placements to manually choose where you ads will run

Facebook Destinations

you can use a fb page as your ad's landing page, such as your business or a group, but you can direct ppl to the face homepage we'll review the page's content to make sure it follows our content guidelines. -you can direct ppl to the group ,it has to be an open and public group

Ad Sets: define your strategy

-New Audiences you create manually within an ad set are called core audiences. Their targeting options include location, gender, age, language, interests, and behaviors. -Custom audiences let you securely input your customer data or leverage fb engagement data- to reach people you already have a relationship with, such as people who'e 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 fb data

Standard and custom events and custom conversions

-Place events on the pages that matter to your business, such as your product page or checkout page. -Facebook provides a list of standard events and their codes for you to add. -Pixel insights can help you determine which events happen most frequently and when.

Pixel benefits

-Reach the right people: Find new customers, or people who've visited a specific page or taken a desired action on your website. Plus, create Custom and Lookalike Audiences to reach more people who are similar to your best customers. -Drive more sales: Set up automatic bidding to reach people who are more likely to take an action you care about, like make a purchase -Measure the results of your ads: see what happened as a direct result of your ad to understand how successful it is.

Stories

-Stories combine text, images, video and effects to let individuals, creators and brands connect with their communities in an authentic and playful way. -Stories have moved beyond Instagram and are now available on Facebook, Messenger and WhatsApp (Status). -Hundreds of millions of people and companies use stories every day.

Don't use

-Vulgar language -Deceptive claims:Your Facebook and Instagram ads can't contain false, fraudulent, or misleading claims or content. Ex. get rick quicl schemes

Headline and body of AD

-You can not assert or imply, directly or indirectly, that you know a person's personal characteristics.- a person's name, race, ethnic, origin, sexual orientation, physical or mental disability or medical condition, financial status and more. -You cant call attention to perceived imperfections ex. "not acceptable: are you christian?" "acceptable: Meet Christian Women"

Various factors can drive different tax treatment of your ads purchases, including:

-Your tax registration status -your legal address -your advertise for a business purose

Some common reasons ads may not be approved are when they promote:

-adult content -the sale or consumption of drugs -online gambling -the sale of weapons, ammunition or explosives -the sale of tobacco

What are two policies a business must follow in regards to landing page destinations? Select the best two choices.

-cant direct people to the facebook homepage (www.facebook.com) -must use a landing page tat functions in all web browsers and can't lead people to a site that's under construction

How does the pixel work?

-captures visitor behavior, such as where traffic is coming from, the devices people use and other demographics. with this information, you can then cater your ads so they speak directly to specific audiences, and make those visitors more likely to convert into a buyer after installed you can analyze visitor traffic so that you can create custom audiences and study conversion events

What are cookies?

-cookies are small bits of data sent by websites visited and are stored inside of the web browser -they were built to measure actions on a person's desktop browser -they don't deliver accurate results for the behavior of that person across multiple devices, or even different browsers on the same computer cookies measurement, or device-only measurement, can lose its effectiveness when used alone to measure campaign performance-- ****they may miss different steps people take that lead up to a conversion after they first see an ad.

Which of the following objective can drive consideration?

-engagement -apps installs

Audiences

-focus your ad's delivery by specifying an audience you can include or exclude people from your audience based on demographics, location, interests, and behaviors. ex. display ads to everyone who lives within 20 miles of a major city, but exclude people who live int he city itself

Which ad would you recommend to a business that's goal is to drive traffic to its website?

-get more website visitors

Why Audience insights?

-it allows you to know your potential audience through the information that people share on the platform -understanding your audience's interests and preferences can help you better tailor your message and creative. -the tool uses fb information, like demographics and interests, as well as external information from our select third-party partners.-- this info will allow you to compare the characteristics of your audience with information that users are willing to share on fb to find out what's unique about them

You can use pixel information to:

-make sure your ads are being shown to the right people -build advertising audiences -unlock additional facebook advertising tools the pixel is a few lines of code that you copy into your website header section, it allows fb together information on your site visitors to make fb ads more relevant to your specific audience

Measurement key differences

-measurement is proactive. you set your campaign up to align with a set of business goals and key metrics before the campaign begins measurement applies more sophisticated techniques to your data which provides the rigor you need to better understand campaign performance

A campaign can contain

-multiple ad sets, and ad sets can contain multiple ads. if you edit an ad set, those changes apply to all the ads within it, edits to a campaign will impact affiliated ad sets and ads

You can view in audience insights:

-page likes -location -activity

Reporting differences

-reporting displays the results of a campaign. Results may vary based on the measurement solution you choose. -reporting gives you the data and metrics to determine if your campaign helped you meet your original business goals

Budget and Schedule

-set a daily or lifetime ad budget , and start to end dates for the ads int he ad set The audience size indicator tells you how many estimates ad impressions your budget will pay for Estimated daily results: is the number of people we estimate you'll reach in your audience, out of the total number of people in your audience who are active on the selected platforms each day. This has to do with factors like your bid and budget

Choose a budget and schedule

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

Select the right solution

-think about your campaigns holistically from start to finish and objective to outcome

What can the information in Audience Insights tell you about your audience?

-who interest them -who they are -what they do on facebook -where they are

What are the benefits of using Audience Insights?

-you can customize your marketing message to a specific audience with information like top cities, countries, and languages -you can compare the characteristics of your audiences with information that users are willing to share on fb to find our what's unique about them -You can understand your audiences interests and preferences to tailor your message that generate results

Ads: Get Creative

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

Offline Conversions

Andrea owns a brick-n-mortar shop and launches an ad campaign for a sale that reaches people who have visited her store

What health and fitness images are not allowed in ads across the Facebook family of apps and services?

Any image that shows a side by side comparison showing dramatic weight loss

Ads belong to ad sets, which in turn belong to campaigns

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

Create Split Test: for campaign

At the campaign level, enables you to test ad sets against each other to understand which strategies give you the best results at the ad set level: set it a name and PICK THE PAGE

Audience Insight Key takeaways

Audience Insights helps you to analyze and manage your audience. With the insight available, you can create an ad that's relevant to your audience and addresses their interest.

Facebook Pixel Install Key takeaways:

Before you create a pixel, you need a website for your business and be able to update your website's code. There are three ways to install the pixel: via Partner integration, manually or by sending instructions to a developer.

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

Campaigns contain ad sets; ad sets contain ads

Ad Objects

Campaigns, ad sets, and ads are this

Which of the following is NOT a point along the measurement journey?

Focus on proxy metrics for fb ad campaigns

What is considered to be a characteristic of buying Facebook Ads for a business purpose?

If you have or will use Facebook Ads to promote goods or services for economic gain.

Key takeaways: You should be mindful of ad policy for:

Misleading buttons Health and fitness before and after images Sexually suggestive images Shock and scare tactics Brand assets Text penalty

Key metric takeaways

Monitor your data and measure your campaign performance regularly in order to gain the insights you need to optimize your marketing strategy Focus on real outcomes for your business, instead of looking only at proxy metrics Make sure the metrics you choose to measure are directly related to your business outcomes

Ad's format and creative

Name the ad, connect it to a page or instagram account , and select the ad format If your ad features third-party branded content, click into the advanced options to tag the facebook page that owns the rights to that content

Select Placements

Notes that if you select instagram stories as a placement, tat ad wont run anywhere else

Ad set exist a level below campaigns, and contain ads

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

Campaigns contain ad sets and ads

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

No-discrimination

Race Ethnicity National origin Religion Age Sex Sexual orientation Gender identity Family/marital status Disability or medical or genetic condition.

facebook and partner solutions key takeaways

Reporting tools display the results of a campaign, while measurement solutions apply more sophisticated techniques to your data to help you better understand campaign performance. You can use first-party Facebook solutions, or you can choose to work with selected third-party measurement partners. The Facebook Marketing API is available if you or your clients need a custom solution to manage ads on Facebook.

Offline Conversions

Signals collected: offline events, which can be manually uploaded to facebook or sent to facebook with offline conversions API

True or False?: A finance editor can edit account spending details and payment methods; a finance analyst can only view them.

TRUE

A business is promoting alcohol in their ads. What should they do if they want to target multiple countries with different age limits?

They should set the age limit to the highest age that is allowed among all of the countries they are targeting.

True of False? Taxation on your digital ads depends on a variety of factors, including your tax registration status, purpose of your advertising use and/or your legal address.

True

What are your facebook ad objectives?

Types of ads

Page likes

Under Page Likes, you can view: Relevance - Shows the Pages most likely to be relevant to your audience based on affinity, Page size and the number of people in your audience that already like that Page. Audience - Shows the number of people in your audience that like the relevant Page. Facebook - Shows the number of people who like the relevant Page in the same countries as your selected audience. Affinity - Shows how likely your audience is to like a given Page compared to everyone on Facebook.

Facebook SDK for mobile app

XI is a game developer for android and wants more ppl to download and pay her game.

Creating custom audience key takeaways:

You can create up to five rules and certain criteria around specific audiences you'd like to reach. Your rule criteria are: all website visitors, visitors by time spent and people who visited a specific page.

Key takeaways

You can learn more about your audience through the use of Audience Insights tool. These insights enable you to gain deeper understanding into your audience, their lifestyle, and their interests, so that you can create more relevant marketing messages that generate results.

People connected to your page

You cans select your page audience to learn more about your page audiences to male your creative and messaging on facebook and other marketing channels more relevant.

Campaign Process

You select an ad objective at the campaign level; specify delivery preferences at the ad set level, and input creative at the ad level

How will you know if your ad has not been approved?

You will receive an email that explains why the ad wasn't approved

For Dating ads

You'll need to create separate ads in order to target both men and women. Ads targeted to France will not have the ability to be targeted by sexual preference. Dating ads targeted to this country must abide by all other policies.

Complete the sentence: You're eligible for monthly invoicing if your business manager account has a Facebook Account Representative, you've spent over $10,000 USD per month in the past 3 months and _________________.

You've received a notification in Business Manager to submit an application for monthly invoicing.

Which of the following is an example of a reporting tool?

a dashboard in facebook analytics

Measurement

applies more sophisticated techniques to your data to determine campaign performance ex. a tool called Test and Learn that can measure incremental conversions-- how many conversion events your campaigns caused -- for a video campaign.

Insights

are data-driven findings that help you plan and improve your marketing strategies ex. Video campaigns may be an effective marketing strategy for increasing sales

Website Purchases

are the number of purchase events tracked by the Facebook pixel on your website and attributed to your ads.

If you use a manual or automatic payment type, how do you access and view your transaction history in Business Manager?

by going to the billing section of business manager

Evaluate the 11 ad objectives available on Facebook Conversion: Encourage meaningful results

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

Which of the following statements about data and insights is correct?

data is the raw information that allows you to determine insights

Which of the following is a type of ad you can select from your page?

get more website visitors

reporting

gives you data on campaign performance that is often organized across different dimensions, such as placement. ex. ads manager displays key metrics at the end of a video campaign.

Create and install the FB Pixel

1. From the main menu, in the Measure & Report column, select Pixels below Events Manager. 2. Find your installation method: Option 1: Connect a Partner Platform Option 2: Manually Install Pixel Yourself Option 3: Email Instructions to Developer 3. Paste code in website: Copy the entire code and paste it in the header of your website. Add the code at the bottom of the header section, just above the closing head tag. 4. You have an option to enable 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.

Type of Fb ads you can create right from your page:

1. boost a post -use this objective if your goal is to get additional engagement (likes, shares, and comments) on a post you already create. 2. Promote your page: use this objective if your goal is to get more likes on your fb page 3. get more leads: use this objective if your goal is to get more customer contact and find new customers 4. Get more website visitors -Use this objective if your goals is (you guessed it) to get people to visit your website 5.Promote your business locally: -use this objective if your goal is to increase awareness of your local business near your storefront 6. Promote your call-to-action button -use this objective if your goal is to get people to click your pages call to action button. Tip: you'll need a call to action button set up on your page before you'll see this option 7. Get more website purchases: use this objective if your goal is to get ppl to purchase your products online. TipL this only available for advertisers who have set up fb pixel. If you haven't try, get more website visitors instead. Promote your app: use this objective if your goal is to encoutage people to download your business's app. Tip: only available for advertisers who have linked an app to their ad account. Get a custom advertising plan: if you need help figuring out your business goal and the corresponding ad objective, try this option you'll take a quiz, and we'll recommend an ad objective

Create an audience

1. to help you remember the details of the audiences you've selected, we'll highlight fields that are in use with a blue dot 2. Can exclude people from your audience 3. The minimum audience size that you can look at is 1,000. If your audience contains fewer than 1,000 people, we are unable to provide insights. Keep track of the size of your audience under the audience name in the top left. If your audience dips below 1,000 people, remove or change a filter to increase your audience size.

Facebook Pixel: Three different events you can set up and capture

1.Standard events: -are actions fb recognizes and supports across ad products. ex. complete registration, search, and ad to wishlist. - you can use events to capture conversions, optimize for conversion and build audiences if you add the appropriate code to your website 2.Custom events: -are actions that fall outside those covered by fb's standard events/ You can create and use them when you want to track something non-standard Custom events are made to build custom audience and doesn't support optimization and attribution unless mapped to a custom conversion you can add custom events to the website code just like standard but they can be named anything other than the standard events names. 3. Custom conversions -Custom conversions enable you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager. Create a custom conversion by building rules that define the unique, high-value activities that are important to your business. Your custom conversion will then be applied to your offline event set. The most common custom conversion is a URL based custom conversion. This means that you can create a custom conversion that tracks people who visit a specific page on your website, for example, the thank you page.

Define your business goal

A Click doesn't always lead to a purchase or an increase in Brand awareness -instead, focus on real outcomes for your business, such as sales, purchases, brand awareness, and ad recall

Evaluate the 11 ad objectives available on Facebook Considerations: Engagement and persuade

Consideration is the middle stage of the consumer journey: people that are aware of your brand but not ready to make a purchase -the traffic objective drives people to a website, app or messenger -engagement ads: intended to increase post engagement, page likes, or event responses -app installs objective if you'd like people to instal your mobile app, try the this Video Objective- is most likely to show people your ad that are mostly likely to watch it Lead generation ads encourage ppl to have conversations with your business in messenger to complete purchases, answer questions or offer support

Akash wants to promote his new catering business so his brand is top of mind for potential customers. He decides to launch a series of Facebook ad campaigns to show off his menu and catering services. Which ads reporting metric will indicate whether people remember seeing his Facebook ads?

Estimated ad recall it

Evaluate the 11 ad objectives available on Facebook Awareness: Drive attention and interest

FB offers two awareness objectives -Brand awareness: to display your ad to people most likely to be interested in your product or service -Reach: shows your ad to the maximum number of people