Facebook Blueprint: Media Buying 410-101
How Ad Auction Winners Are Determined: eCPM for ranking similar ads
****LOOK AT THE MODULE FOR THIS, IT'S A CHART**** you don't quite understand the math, so go back to this when you're reviewing flashcards
How Ad Auction Winners Are Determined: Maximize Advertiser Value - ad quality
*Ad Quality* - FB determines how interested it thinks a person will be in your ad through measures of its overall quality and specific relevance. For example if your ad has received a lot of negative feedback, its Total Value may decrease. If a person has a history of interest in what you're advertising, your ad's Total Value can increase.
What if your ad wasn't approved? (4)
1) Can usually edit the ad to comply with FB policies 2) There is an email sent to the advertiser with reasons why the ad was disapproved 3) Use the email as guidance on how to fix/edit the ad 4) Once the ad is edited, it will be resubmitted for review If you feel that the ad has been wrongfully disapproved, file an appeal. But the appeal will go to the most recent disapproved ad unless you provide a previous Ad ID
Methods to Reach Your Audience (3)
1) Core audiences - This tool helps you calibrate ad delivery based on demographics, locations, interests, behaviors and detailed targeting expansions. 2) Custom audiences - This tool helps you incorporate information you already have to reach people on our platforms and across multiple devices. 3) Lookalike Audiences - This tool helps you reach people who share demographics and behaviors with your current customers/custom audience.
Ad Delivery and Optimization Tools: Key Takeaways (3)
1) Delivery Insights provide you with the information you need to help interpret fluctuations in campaign performance. 2) The Estimated Daily Results tool is helpful for campaigns that optimize for actions like video views, conversions and app installs. If the campaign goal is to reach audiences at scale and pricing predictability is important, you can use the tool to gauge the unique number of people you will reach with your campaign. 3) If you use the tools together, you may better understand the influence your actions have on the predicted outcomes and performance of your campaigns.
Measurement Solutions for Brand Lift (4)
1) Facebook Brand Lift: If you have a limited budget, consider Facebook's first-party solution for brand lift. Third-party solutions generally require a higher minimum spend 2) Nielsen Brand Effect: Working with Nielsen Brand Effect allows you to use any past business relationships with Nielsen 3) Millward Brown Brand Lift: Millward Brown Brand Lift allows you to test three or more business objectives 4) Neustar MarketShare: third-party solution that may enable features that FB's first-party brand lift tool doesn't offer, such as comparability across digital publishers. Third-party solutions like Nielsen Brand Effect and Millward Brown Brand Lift offer similar features and benefits when compared to Facebook's first-party Brand Lift solution. You may opt to use these types of third-party solutions to use past business relationships with these partners or to gain extra flexibility with some customizations. Reach out to FB rep to learn more
The Measurement Journey
1) Focus on the right metrics (are your metrics aligned with your true business goals or are you looking at proxy metrics?) 2) Understand results Facebook currently drives (are you generating incremental business outcomes?) 3) Optimize Facebook to work harder (which facebook marketing strategy generates the most efficient conversions?) 4) Determine how Facebook fits in the media mix (how do your business outcomes on FB compare to other channels? Which combination of channels generates the most efficient incremental offline sales?) 5) Inform total media spend with better data (how much attribution credit does each channel get? Does your current measurement strategy account for cross-device, cross-channel behavior?)
Option 1 of installing a facebook pixel: Partner Platform & their benefits
1) From the install pixel menu, choose Connect a Partner Platform and see if the platform you are on is already partnered with facebook integration. 2) Choose your partner and follow their integration process. If you don't have one, you can click request a new partner. Benefits of partner integration: 1) install your pixel without touching your website's code: if you use one of the supported third parties, then you can automatically install a pixel that will capture activity on every page of your website without the need to manually update your website's code. 2) Automatically capture the actions people take on your website: see what actions your customers take as a result of your Facebook ads without the need to touch any of your website's code. In your ads reporting, you'll be able to automatically see events such as - views your content, performs a search on your page, adds an item to their cart, adds an item to their wishlist, initiates a checkout, adds their payment information, makes a purchase, is counted as a lead, completes a registration 3) Scale your ads creation and reporting with advanced advertising solutions: create ads that are likely relevant to specific groups of people without having to manually set up each individual ad with dynamic ads.
Common reasons why ads may not be approved (7)
1) Promotes adult content 2) facilitates the sale of illegal, recreation drugs, drug paraphilia 3) Online gambling (unless pre-approved or promoting traffic to brick-and-mortar. Being approved in one area doesn't mean all areas) 4) Sales of weapons, ammunition, and explosives (including fireworks) 5) Dating or "adult friend finder" sites (unless pre-approved as a dating site) 6) Promotes the sale of tobacco 7) The business is an online pharmacy
Ad Level: Ad Sets
Ad sets are located within the campaign level and contain ads. Options you set at the ad set level reflect your priorities around delivery, such as: - Target audience - Placements - Budget - Schedule
Business Manager Roles: Admin vs. Employee
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, as accounts or other assets
Actions by ad account role: Admin, Advertiser, Analyst
Admin: can manage all aspects of campaigns including creating reports, viewing and editing billing details and assigning account roles (view ads, access reports, create/edit ads, editing funding source, manage permissions) Advertiser: can see and edit ads and set up ads using the payment method associated with the ad account, but can't see account roles (view ads, access reports, create/edit ads) Analyst: can view ad performance (view ads, access reports)
Landing Pages: Geographic IP Address Restrictions
All *APP* ads are reviewed through multiple international locations. If the site you're directing people to is restricted in their area/other regions, the ad can be disapproved.
Business Manager Tool (6)
Allows agencies and advertisers to centrally manage different permission levels for team members working on accounts or Pages 1) Business Manager 2) Line of Credit 3) Primary Page 4) Initial Admin & Supporting Admin 5) Ad Accounts & Pages 6) Employees
Optimizing for Landing Page Views when Conversation data is low
As a best practice for generating conversions, we first recommend to optimize for conversions. A conversion-optimized ad set needs to get about 50 of the conversion it's optimized for per week (though getting even more is better) to have a chance at being effective. If your ad set doesn't get that many per week, landing page views could be an effective alternative. They're also a good choice if you don't have lower-funnel events (ex: a purchase conversion) set up with your pixel yet.
Create a campaign: Optional Split Test
At the campaign level, you can decide to create a split test. A split test lets you test ad sets against each other to understand which strategies give you the best results.
Other FB tools and resources that connect to ads manager: Business Manager, Campaign Planner, Creative Hub
Business Manager helps organizations securely share essential data, resources and visual assets with external vendors and ad agencies Campaign Planner is a standalone tool for media planners to draft, compare, share and buy creative plans using reach and frequency buying across Facebook and Instagram. Creative Hub is a place to discover, create and share ad mockups. You can test concepts in creative hub, then send them to ads manager to purchase and deliver them
Creating A Business Manager: Add Ad Account
Click "ad account" and enter ad account ID. Can add additional ad accounts later in business settings Adding an account moves it to business manager. Moving forward, only the business will be able to assign permission to this account. Once you add an account to Business Manager, you can't remove it.
Platforms and Placements: Reaching Your Audience Through FB Platforms (4)
Consider running your ads across all of FB's placements and platforms, including 1) Facebook, 2) Instagram, 3) Messenger and 4) Audience Network. This gives FB the flexibility to reach your audience where they spend their time, on both mobile and desktop. Audience Network Ex: could be a news website where FB is allowed to run ads
Brand Best Practices: Creative development tools
Creative Hub: FB offers a workspace called Creative Hub where you can easily create, iterate, preview, and share your work using our latest ad formats and specs. These functions are especially handy when you're designing for mobile - you can experiment and iterate as you try different approaches and concepts and immediately see how they render in mobile. You can also draw inspiration from the work shared by your peers in the creative community by browsing the Creative hub gallery.
Business Manager Roles: Employee Access, Admin Access, Finance Analyst, Finance Editor
Employee Access: FB recommends adding people as employees. They can only work on assigned accounts and tools Admin Access: admins have full control over your business. They can edit settings, people, accounts and tools Finance Analyst: They see financial details like transactions, invoices, account spend and payment methods Finance Editor: they can edit business credit cards information and financial details like transactions, invoices, account spend and payment methods There are 3 roles available for ad account managers, five permissions levels for people who need access to Pages, and two Business Manager roles.
Content & LP Policies: Deceptive Claims
FB & IG ads can't contain false, misleading or fraudulent claims or content. Any claims made need to have proof & credibility/be substantiated (Ex: get rich quick schemes or situations where there is little investment with big returns) Must promote transparency regarding participation and opportunity. Also, you can't promote anything that has been debunked by FB's third-party fact checkers
Brand Best Practices: Ad Formats and Placements
FB offers a variety of ways to let you express your brand message: image, video, carousel, slideshow, collection and Instant Experience. Depending on where your ads is placed, your ads may show slight variations. Ads can appear in : 1) Facebook (including feeds, stories, Right column, Instant Articles, In-stream video, Marketplace and suggested video) 2) Instagram (feed and stories) 3) Messenger (inbox, stories and sponsored messages) 4) Audience network of third-party sites and mobile apps, including in-stream video, rewarded video and native, banner and interstitial placement) Not all objectives are compatible with all placements, so consider this when planning you ad.
Brand Best Practices: Targeting
Facebook and Instagram offer targeting that's based on real people - not proxies. You can target by: audience type and location. The three Audience types: Core audiences, custom audiences, lookalike audiences
How Frequency is calculated
Frequency is an estimate of the average number of times each person saw your ad. It is calculated as impressions divided by reach.
Creating A Business Manager: Business Info
Here you can: 1) Access your business manager ID 2) Change security settings 3) Manage notifications 4) Update basic information such as the name of business and name and email of the primary account holder
Business Manager Interface: Home Tab (4)
Here you'll find: 1) Security features 2) Pending requests 3) Ad accounts 4) Pages
Negative Impact of Proxy Metrics
How can reliance on these proxy metrics negatively impact your results? The answer used to be simply "browser cookies." Cookies are small bits of data sent by sites that you visit and are stored inside of your web browser. They were built for measuring actions on a user's desktop — so, they don't deliver accurate results for the behavior of that user across multiple devices, or even different browsers on the same computer, for that matter. 91% of people who could buy your product don't click on your ads Broad age/gender targeting is only 53% accurate Campaigns optimized for clicks vs. conversions cost 2.4x more per conversion
Creating A Business Manager
Identify who in your business needs to be granted a role in the business manager, starting with the Primary admin. The main admin will probably be: 1) a person who is manages the primary facebook page, permissions or main ad account 2) a social media manager or someone who oversees and manages social media accounts and teams for the business 3) a person responsible for onboarding, setting up company emails, and granting new team members access to tools Ideally the primary business admin should complete the set up, but not required. They'll need access to: 1) company facebook page in an admin role 2) ad account ID #s for any business assets like ad account, pixels, catalog 3) email addresses for the employees, co-workers and partners who need to be assigned roles on the account Will need to have business and email to create
Targeting: Dating
If approved as a dating site, must follow these guidelines to get ads approved. **Note: need to create separate ads to target both men and women separately. France doesn't let you target by sexual preference** COME BACK TO FINISH THIS CARD LATER,kiu8
Create an ad account structure in Business Manager
If you have a business-owned direct line of credit with Facebook that's not shared with other Business Managers, your business can now set up new ad accounts using the self-service tool after a one-time set up. Please reach out to your Facebook representative to facilitate the set up. Adding an ad account in Business Manager is a permanent action; once taken, it cannot be removed.
How to Buy Ads Using Reach and Frequency: Access reach and frequency
If you see the reach and frequency buying option in your initial screen in Ads Manager, choose Reach and Frequency there. Note: If you don't see the reach and frequency you may need to contact your Facebook representative.
About Ads Manager
If you're new to FB ads, you can follow a guided ad creation where you select an ad objective at the campaign level, specify delivery preferences at the ad set level and input creative at the ad level. More experienced FB advertisers can use quick creation to rapidly develop templates that can be populated later with ad objectives. ad set details and ad creative, which include: 1) Duplication - creates copies of existing campaigns, ad sets or ads, which you can then edit 2) Import/Export - allows advanced Facebook advertisers to bulk upload and download ad details and creative.
Creative: Misleading Buttons
Images can't contain buttons that do not actually serve a function, such as a button that seems clickable. (ex: play button) Use the native Facebook CTAs instead.
Creative: Zoomed in or Text Overlay
Images that are zoomed in on a logo or images with text overlay will be disapproved
Ads Manager overview: Impressions (definition)
Impressions indicate the number of times your ads were shown on your audience's *screens* for the first time. Note: impressions may include multiple views of your ads by the same people.
Can you edit an ad with a Boost Your Post ad objective?
No, you have to make a new one.
How to Buy Ads Using Reach and Frequency: Build and preview your ad
Once you've finalized your Ad Set, click Continue to build your ads. You have the option to create new ads or use existing posts from your Page. Use Ad Preview to see how your ads will look within each placement. Click Review to see your campaign parameters and then Confirm to book your campaign. If you don't have ads ready, you can save your campaign as a draft for up to three days at the locked price (CPM). If you make changes to the draft before completing your purchase, your pricing will be updated. For more advanced delivery options like Sequenced or Scheduled delivery, go into the Ad Set. Sequenced delivery will deliver several ads to the same audience in a certain order. Scheduled delivery will show ads during specific date ranges within your Ad Set.
Ad Auction Tips and Best Practices: Be clear about what you want your ad campaign to achieve
Our delivery system takes into account what people want to see in the context of your desired outcome. It constantly learns using what you and other advertisers share about your audiences and from how people interact with ads on Facebook. Think about your goals to determine the right ad objective. Once you know what results you want to deliver, you can express your goal by choosing your campaign objective and the optimization that will best meet your ad delivery goal. This information helps us match your ads with the right people. A clear understanding of your intended result helps our system learn and show your ads in the most likely way to lead to your intended result.
Outbound Clicks
Outbound Click metrics measures the number of clicks leading people off Facebook-owned properties, while link clicks show clicks to destinations on or off Facebook-owned properties.
BM: Partners and Agencies
Partners (vendors/agencies), generally should not create a BM account to hold all of their clients' assets because it can get tricky for the business to regain access to their assets if they switch agencies. Can request access to the pages or ad accounts you want to work on. FB recommends businesses create their own BM and invite agencies to their BM
Reach and Frequency compared to the Auction Buying Type
Reach and frequency buying can give you more predictability and control over the following: 1) Reach and CPM 2) Frequency 3) Spend per day 4) Placement distribution (e.g., Instagram vs. Facebook)
Creative: Text in Image Ad
Shouldn't have more than 20% of text on your image. The more text, the less it would get served or can be disapproved as a penalty. FB recommends any text you use in an ad to include it in the post instead. HOWEVER, there are exceptions such as calligraphy, infographics, movie posters, etc.
Budget Curve: See how your changes to your budget influence predicted outcomes
The budget curve can help you understand how predicted outcomes change with budget revisions. As you create or edit your ad set and specify your budget, choose Daily Budget and enter your desired daily investment. The Estimated Daily Results curve will give you a predicted outcome based on what your campaign is optimizing for. To get a different perspective, select the Reach option. The band on either side of the curve will give you the range of predicted results. As the bands get wider, our estimates may vary more. There's a graph, look at if if you don't understand
Define a New Audience: What are core audiences? (5)
The core audiences tool is a great way to reach new audiences and build up a list of potential new leads. With this tool, you can segment your audience by *1) location 2) demographic information (ex: spanish speakers, women ages 18-35) 3) common interests (baking, advertising) 4) behaviors (people who have clicked on the CTA button in the past week) 5) connection to your business.*
Choose your creation workflow: Guided Creation vs. Quick Creation
The first time you user ads manager, you'll choose which creation workflow to use Guided creation walks you through all choices at the campaign, ad set and ad levels, including your audience, budget and creative. When finished, you'll have a complete campaign. Quick creation allows you to fill in minimal details, such as your campaign's name and objective, in any order. You can edit and complete your campaigns later When you select + Create to start a new campaign, you'll default to whichever option you last used, but you can switch between workflow options.
Slider Bar: See how your ad settings influence predicted outcomes
The slider shows estimated audience size, estimated daily reach and results based on your current ad set settings, like targeting and budget.
FB's Value Within Digital Marketing
With so many digital and traditional advertising channels to choose from, FB wants to equip you with the unique value FB's family of apps has to offer. FB targeting tools offer a level of sophistication and automation not widely available on other platforms. You can create unique interactive experiences that engage people with your client's brand and products. Whether you want to stick to short videos and images or get more adventurous with Stories and Instant Experiences, FB's versatile platform gives you many options to choose from.
Sales Outcomes: Mobile measurement partners
Work with one of our mobile measurement partners to understand how your ads across the Facebook family of apps and services drive installs and revenue for your app compared to other ad networks. *How it works*: When you work with a mobile measurement partner, they'll install a software development kit (SDK) on your mobile app which will communicate app events to Facebook. Facebook returns an install credit claim to the partner, and the partner uses this information to assign the appropriate credit based on your attribution model.
Ad Sets: Select Placements
your ads can appear in multiple places across the FB family of apps and technologies the available placements may vary depending on the ad objective you select, but will include at least one of the following: 1) News Feed 2) Stories 3) In-Stream 4) Search 5) Messages 6) In-article 7) Apps and sites
Brand Outcomes: Facebook Brand Lift
"Lift" refers to results that wouldn't have happened without your ads. The more lift your ads are causing, the more effective they are. This method of measurement helps you understand the true value of your ads. It also ensures that results you get are accurate and meaningful - including when they don't reflect positively on the money you spend with FB. FB wants you to be able to use the answers you get to make improvements to your advertising strategy that grow your business. With a brand test, FB measures 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 to ask; however, the user will only be shown one of them at a given time. You'll need 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. Facebook Brand Lift helps you accurately measure the impact of your advertising on consumer attitudes towards your brand. You can use Brand Lift to: 1) understand how well your campaign resonates with your audience 2) see how your campaign performs against the norms for campaigns in your industry and your region 3) see the demographic breakdowns (age, gender, TV viewership groups and video view durations) that drive the highest lift.
How Ad Auction Winners Are Determined: Maximize Advertiser Value - advertiser bid
*Advertiser bid* - you tell FB your cost goals with your bid strategy (ex: lowest cost), and FB bids for you to help you meet that goal. This may include a bid cap (for the lowest cost bid strategy) or cost target (for the target cost bid strategy) to guide our bidding
Campaign metrics defined: brand awareness, reach, traffic, engagement, app installs, video plays, lead generation, messages, conversions, catalog sales, store traffic
*Brand Awareness*: the metric is *Estimated Ad Recall Lift (people)* - an estimate of the # of additional people who may remember seeing your ads, if asked, within two days. This metrics shows results for ads using brand awareness, video views, and engagement - post engagement objectives. *Reach*: the metrics is reach - the number of people who saw your ads at least once. *Traffic*: the metric for websites and messenger is *Link Clicks* - the number of clicks on ad links to select destinations or experiences, on or off Facebook-downed properties. *Engagement*: the metrics is *Post Engagement* - the total number of actions that people take involving your ads (or all posts, in some cases). This metrics includes streaming reactions on live broadcasts. *App Installs*: the metric is *Mobile App Installs* - The number of installs of your mobile app that were recorded as app events and attributed to your ads. *Video Plays*: the metric is *3-second video plays* - the number of times your video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video *Lead Generation*: the metrics is *Leads* - the number of form responses submitted after people clicked on your Facebook lead ads. *Messages*: the metrics is *New Messaging conversations* - the number of conversations on Messenger that began with people who had never messaged your business before, attributed to your ads. *Conversions*: the metric for websites and messenger is *Conversion Event* - the conversion event you selected at the ad set level. Conversion events include Add to Cart, Initiate checkout, and make purchase. *Catalog Sales*: the metric is *Website Conversions* - The number of events or conversions recorded by the Facebook pixel on your website and attributed to your ads. *Store Traffic*: the metric is *Store Traffic* - the number of times people visited your business location, attributed to your ads.
Data, Reporting, Measurements, Insights, Estimated ad recall lift
*Data*: Data is the raw information that enables you to determine insights (ex: the # of people who saw an ad campaign) *Reporting*: 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) *Measurement*: measurement applies more sophisticated techniques to your data to determine campaign performance (ex: a tool called Experiments that can measure incremental conversions - how many conversion events your campaigns caused - for a video campaign) *Insights*: 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) *Estimated ad recall lift*: an estimate of the number of additional people who may remember seeing your ads, if asked, within 2 days. This metrics is only available for assets in the brand awareness, post engagement and video views objectives.
How Ad Auction Winners Are Determined: Maximize Advertiser Value - estimated action rates
*Estimated Action Rates* - each ad has an optimization event, often an action your want a person to take (ex: purchase, page view, landing page view), such as clicking to a website or installing an app. Estimated action rates represent how likely FB thinks someone is to take that action. FB base their estimates on the person's previous actions and your ad's historical performance data. This helps FB deliver your ads to the people most likely to give you the result you care about. Regardless of which action you choose to optimize for, FB converts all advertiser values to an estimated CPM (eCPM) to allow FB to rank ads with different optimization goals and bids. CPM is cost per thousand impressions: the total amount spent on an ad campaign, divided by impressions, multiple by 1,000.
Creative: Sexually Suggestive
Can't use images that imply nudity, reveals excessive skin or cleavage, or focuses on body part unnecessarily - even if it's for artistic or educational reasons
Creative: Shocking or Scare Tactics
Can't use images that may scare or shock users in a negative way. This creates a negative experience
Measurement Solutions vs. Reporting Tools
*Measurement*: Measurement is proactive. You set your campaigns 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 *Reporting*: Reporting displays the results of a campaign. Results may vary based on the measurement solutions you choose. Reporting gives you the data and metrics to determine if your campaign helped you meet your original business goals
Dashboard Controls: Search, Filters, Date Range, Breakdown, Columns, Reports
*Search*: search makes it easy to find any campaign, ad set, or ad if you know the name or the ID of what you're looking for. You have to click on what you'd like to search, such as Campaign ID, and a small pop-up will appear to the right for you to enter that information. *Filters*: you can add multiple filters to help you uncover specific insights. Each of the filter categories has sub-categories, such as bidding types, demographics and placements. *Date range*: with this filter, you can set the time period for which you'd like to view metrics. You can choose from today to the entire lifetime of your facebook ads. *Columns*: the default view of your Ads Manager shows performance columns such as Delivery, Results, Reach, and more. You can customize the columns you see, based on the information important to you. *Breakdown*: the drop-down menu options allow you to "break down" the demographics of your audience by delivery (helps you understand where, when, and who your ad was delivered to), action (helps you understand what actions people took on your ad - what device did they see your ad on? did they watch your videos with sound on or off?), and time (how our ads performed during a specific period of time). You can use breakdowns to see more detailed dimensions on how your ad performed based on what's most important to you. All breakdowns are estimated based upon data currently in our system. *Reports*: you can create standard or custom reports and see those that you've saved from this drop down. A selection here takes you to the Ads Reporting dashboard
Pixel: Standard Events, Custom Events, Custom Conversions
*Standard Events*: actions Facebook recognizes and supports across ad products. Ex: complete registration, search and add to wishlist. You can use events to capture conversions, optimize for conversions and build audiences if you add the appropriate code to your website. *Custom Events*: actions that fall outside those covered by Facebook's standard events. You can create and use custom events by adding them to your website code. Custom events are used to build Custom Audiences and don't support optimization and attribution unless mapped to a custom conversion. You can add custom events to the website code, just like standard events, but with custom events, they can be named anything other than the standard event names. *Custom Conversion*: enables 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 you can create a custom conversion that helps you understand when people visit a specific page on your website, for example, the thank you page.
When you should use Reach and Frequency: Transparency, Predictability, Control
*Transparency*: Easily share media plans with reach, frequency and costs that are set before you run your campaign. *Predictability*: Minimize the possibilities of under-pacing and under-delivery and lock in cost per impression (CPM). *Control*: Tell your brand story with sequenced messages and deliver ads across devices and platforms.
Targeting: Alcohol (3)
1) Advertisers who are promoting alcohol need to abide by applicable laws, regulations, and industry codes. 2) If targeting multiple countries in one ad set, must target the oldest legally acceptable age (Canada + Sweden = 25+) 3) If you target an age group outside of directives, FB will automatically set the minimum age to the legally approved limit in that specific area.
Measurement Foundations: Other principles to remember (4)
1) As you build your measurement strategy, test different ad formats, creative executions and bid strategies to learn what works well and what doesn't 2) Good measurement takes time to develop and to understand. Learning is a key component of good measurement, so be patient as you develop a comprehensive measurement strategy 3) Your measurement strategy shouldn't be limited to Facebook and solutions across the Facebook family of apps and services. Whenever possible, compare your results across platforms, channel and publishers. 4) Facebook offers a variety of measurement solutions that are designed to help you test your ad campaigns to see what types of strategies are most effective.
The Facebook Delivery System: 3 Key Components
1) Auction - When there's an opportunity to show someone an ad, advertisers compete for this opportunity in an auction. To find the most valuable experience, we rank each ad targeting a person. The winning ad maximizes value for both the advertiser and the person being advertised to. 2) Pacing Controls - Pacing gives FB the flexibility to get you the best available results for your goals. FB adjusts your bid (or which auctions your ad enters) based on how much budget and time are left for your ad sets. Similarly, FB may increase how much budget it spend if there's an opportunity to get several optimization events with costs aligned with your bid strategy. FB may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy. 3) Advertiser Costs - Advertiser controls are the advertiser inputs that guide FB 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)
Campaign Planner: Important things to remember (2)
1) Campaign Planner supports predictions for auction and reach and frequency planning. 2) Campaign Planner functions on the user level, meaning no one else can see the Plans or Versions that you create in Campaign Planner until you share them through the sharing functionalities.
Landing Page Guidelines: Don'ts (5)
1) Direct ads to a page that is under construction or is an error page 2) Distract users from the LP's original content with excessive embedded ads or pop ups 3) Bait people into clicking an ad by using overly cropped pictures or shocking (sensationalized) or sexual ad copy 4) Attempt to monetize facebook ad views. For example, getting sent to an LP but needing to click into more ads to view the site's content 5) Use low quality advertisements or shocking or sexually graphic ad imagery
How to Map Business Goals to Ad Objectives (3)
1) Identify the primary goal of your campaign: Awareness, Consideration or Conversion 2) Identify the active or passive action you want people to take. People usually demonstrate their engagement through interactions with your ads. Likes, comments and shares are one measure of engagement, but they don't necessarily translate to business goals. Better measures include people clicking your CTA buttons, browsing your carousel, watching your video or opening your Instant Experience ads. 3) Choose the ad objective that aligns with the action you want people to take
Facebook and Partner Measurement Solutions: How Facebook Can Help?
1) On Facebook - Facebook's solutions measure the performance of ads served on Facebook, Messenger, Instagram, and Audience Network. 2) On and Off Facebook - With our measurement partners, we also provide solutions that help marketers measure business outcomes both on and off Facebook. We do this: - Across devices (mobile and desktop) - Across formats (image, video, display, television and more) - Across publishers (in addition to Facebook, Instagram and Audience Network).
Landing Page Guidelines: Do's (3)
1) Present content in a clear way that's easy to navigate 2) Ensure content on the LP matches the promotion of the ad (sending people to an irrelevant or different LP will confuse people) 3) Clearly connecting the branding of the ad with the LP (again, making sure they match)
How to Buy Ads Using Reach and Frequency: Set your audience, schedule and placement
1) Schedule your campaign by selecting start and end dates and times. 2) Next, you can narrow your Audience by location and demographics. You need at least 200,000 people in your audience to use the reach and frequency buying type. 3) Now, decide on Placements (where you'd like your ads to appear). Delivering across all available placements allows our system to optimize delivery most efficiently. Note: Ads cannot run in the Right Column and in Mobile or Desktop News Feed at the same time. 4) You can also review the estimated Reach Per Frequency, Frequency per Person, Spend per Day and Placement Distribution and TV Viewership Habits Distribution for the Ad Set. You'll see this information in the right-hand sidebar. Below is the Spend per Day prediction graph.
Choosing an Ad Format: Types of Ad Formats (7)
1) Single Image - Still image ads are one of our most versatile formats, and many businesses have had success using them. Photos of people and products together work well on our platforms. Test out different image choices to see what resonates with your audience. 2) Video - People consume video content faster on mobile, which means you don't have much time to share your message. In this Procter and Gamble video ad, the goal was to establish a stronger relationship with the younger generation. To reach this new audience, they created a lightweight gaming app called Banabak. To promote this app, they created a video ad that includes screenshots from the game while someone plays. 3) Carousel - Carousel ads give you more creative real estate to show compelling imagery for your brand or product. You can showcase up to 10 clickable images and videos within a single ad. Additionally, you can choose to show your best performing cards first. 4) Collection - Collections allow you to pair images and video together to increase discovery and sales. You can share up to 50 products for people to instantly browse and shop. When someone taps on your ad, they will see more products on a fullscreen experience. Korean fashion company Styleshare used the collection ad format to add an ecommerce function. This integration allowed people to make purchases on Styleshare's app and website. They also used dynamic ads to automatically promote products based on the Pages, apps and websites people viewed. 5) Messenger - Messenger ads can help you build a one-on-one relationship with your audience. You can use these ads to start and guide a conversation along the marketing funnel, assisting your potential customers at every step. 6) Instant Experience - Instant Experiences are fullscreen experiences for mobile devices. They can be built with ready-to-use templates that streamline and simplify the creation process, or they can be custom. 7) Slideshow - Slideshows combine 3-10 images with text and sound to tell a story. Use slideshows to create moving ads without the time and expense of video production, or to reach people on 2G connections who might not be able to stream videos.
How Ad Auction Winners Are Determined: An Ad's Journey to the Top (user/customer)
1) The competition begins - many people want to advertise to those scrolling on their news feed 2) FB considers the bids - FB holds auctions that consider each advertisers' bids for an opportunity to serve an ad impression to someone on FB. FB also considers how interesting and relevant it thinks someone will find each ad and how likely it is they'll take an action such as clicking or making a purchase after seeing the ad 3) FB chooses a winner - Based on these considerations, FB determines which advertiser wins this auction 4) what the User sees - FB shows the user the winning ad in their news feed a similar process happens each time a person on FB sees an ad. The ad auction works the same way for ads that appear across FB products.
How does the ad review process work? (3)
1) When you publish new ads, they'll be submitted under review 2) Within 24hrs, will be notified that ads have been approved 3) the ads will start running immediately and you'll see results in ads manager However, ads can be subject to multiple layers of review and be disapproved later. For example, an ad can go through another set of reviews if the ad receives a highly unusual number of negative feedback such as hiding the ad or reports as spam.
Who should use Business Manager? (5)
1) Your business has a marketing team 2) You manage assets (multiple FB pages, ad accounts or apps) 3) You use a 3rd party, like an agency or vendor 4) You need control over access and permissions (want your business to maintain oversight over business assets, instead of others) 5) You need to keep your business secure (BM offers robust security tools through security center to ensure you can safeguard control of your assets)
Option 2 of installing a facebook pixel: Manually & benefits
1) from the pixel menu, choose manually install the pixel code yourself 2) Goo to your website's code and find the header of your website. 3) 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 the option to enable Automatic Advanced Matching. 5) after you place the code on your website, enter your website URL and click Send test Traffic to make sure your pixel works properly. If your status says "Active", your base code is installed correctly. This can take several minutes to update. click continue when ready to move on. 6) From this menu, you can add the specific events that you would like to study. The events are listed with descriptions of each to help you choose the one that best fits your business goals.As an example, click Purchase to open the event instructions. 7) 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. OR 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). Next, add the event Parameters, like Conversion Value or Currency, to measure additional information about your event. Copy and paste the event code on the appropriate page, and test it. 8) Finally, you're given the option to install the Pixel Helper Google extension. This tool helps you check if your pixel events were installed correctly.
Why business manager? (4)
1) you need more than one ad account (can create separate ad accounts for every client or business you serve, pay for ads with different payment methods and organize by objective for reporting) 2) you need to request access to Pages or ad accounts Pt. 1 (if you have clients you can request access to their pages and ad accounts to become an analyst or advertiser) 3) you need to request access to pages or ad accounts pt. 2 (can allow specific, role-based access to ad accounts, pages and other assets that your business manages, as well as see who's working on it) 4) you need business-level insights and reporting (see the performance of your ads across different ad accounts and get reports of the assets and people your business is responsible for)
Reach and Frequency Buying Guidelines: Set a frequency cap that aligns with your goal
A frequency cap is the maximum number of times your ad will be delivered to someone within a given period of time. Generally, large brand advertisers are most successful when they focus on reaching more people. They can do that by choosing a lower frequency cap (like one to two ads per week). Newer brands with less brand recognition who are running shorter campaigns may create more memorable impressions by increasing their frequency cap to show more ads to a smaller group of people and maximize awareness. For example:A well known pop singer with a new album coming out might set a one to two ad per week frequency cap so that more people learn about her album. An up and coming DJ might set a frequency cap of five to six ads per week because people won't recognize his "brand" as easily.
Why do proxy metrics lead to missed results?
A proxy metric is an indirect measure that approximates or represents something when you don't have direct, concrete data. Measurement solutions that rely solely on proxy metrics like clicks make campaign performance hard to understand and improve. This means that more than ever, marketers have less visibility in to how the money they are spending on their marketing campaigns brings value to their business. With the emergence of cross-channel behavior, there's currently no common measurement standard that can be applied across entire media plans.
Accelerated delivery
Accelerated delivery spends budget as quickly as possible by entering every opportunity under your bid cap into the auction. This favors quick spend over maintaining your cost per result. With accelerated delivery, it is possible to exhaust your budget before your scheduled campaign ends. Advertisers with bigger budgets who want to reach people quickly or with time-sensitive campaigns should consider using accelerated delivery. There is a graph, look at it to help you understand more. Notice in the graph below that the delivery takes place during the first part of the day, even if the cost is more expensive.
Ads Manager overview: Schedule (definition)
This column indicates the start and end dates of your ad sets. It does not apply to campaigns or ads, *only ad sets*.
Best Practices and Practical Considerations: Ad Account Settings
Ad Accounts: Set up or edit the name of your ad account, choose your currency, enter a business name, address and tax ID number, and specify whether you're purchasing ads on behalf of a business or an agency. (this is where you can set an ad attribution window, which tells facebook how long someone's actions should be attributed to an ad after they've seen or interacted with it) NOTE: If you change the currency type or timezone, ads manager will create a new and separate ad account for your campaign. Pages: See a list of all the Pages you have permissions for and what role you have on each. Payment Settings: Add or edit payment methods, set a top-level spending limit on the ad account and find out when your next billing date is. Notifications: Manage how Facebook informs you of activity on your ad account(s). Set a primary email address.
Best Practices and Practical Considerations: Billing and Payments
Ad account admins can access billing details and payment methods through an ad account's settings. Your spending limit, budget and ad spend are all different figures. The account spending limit is the maximum you're willing to pay for all ads for all time across your ad account. You set your ad account spending limit at the ad account level. If you try to change this more than 10 times in an hour, you'll have to wait an hour before you can attempt it again. You can also set a spending limit at the campaign level. All ads within that campaign will stop running once the campaign limit is reached. A budget is the maximum amount you're willing to pay for delivery of the ads contained in that ad set per day. You submit your budget at the ad set level. Your ad spend is the actual amount you paid for those ads. You can also specify a billing threshold, so you'll be automatically charged each time you hit a certain spend, and receive another bill at the end of the month for any outstanding balance.
Best Practices and Practical Considerations: Currencies
Ad accounts operate within a single currency. If you operate internationally, you'll set up a new ad account for each currency you use to purchase Facebook ads. You can change your preferred currency by creating a new ad account operating with a different currency, or by changing the currency in Ad Account Setup, below Ad Accounts in your settings. When you choose a new currency and time zone, you'll create a new ad account. Your old ad account will be visible, but closed. That means all ads created with your old account will stop running. If you plan to operate multiple ad accounts, we recommend using Business Manager to link those accounts. This will help coordinate your efforts, teams, data reporting and creative assets.
Brand Outcomes: Estimated Ad recall Lift (people) and Reach
Ad recall is measured when people exposed to an ad are later asked if they remember the ad; lift refers to the estimated difference in ad recall between people who saw the ad and those who didn't. Estimated Ad Recall Lift (EARL) is the best prediction and estimate that we can currently make about how many people are likely to remember seeing an ad if they were asked within two days of seeing it. Use this to compare the effectiveness of different creatives or target audiences. You can measure EARL if you create a campaign using the Brand Awareness, Page post engagement and video views objectives. How it works: FB calculates EARL by looking at signals about how your audience is interacting with your ads, reach of your ads, calibration based on real polling responses from similar campaigns Note that this metric is based on estimates. There are other factors such as creative quality and targeting that vary between campaigns.
Page Roles: Admin, Editor, Moderator, Advertiser, Analyst
Admin: can manager all aspects of the page including manager roles and settings, edit page & add apps, create and delete posts, respond to and delete comments, send messages as page, create ads, edit/share product catalogs pixels or customer audiences, view insights. Editor: can edit page & add apps, create and delete posts, respond to and delete comments, send messages as page, create ads, edit/share product catalogs pixels or customer audiences, view insights. Moderator: can respond to and delete comments, send messages as page, create ads, edit/share product catalogs pixels or customer audiences, view insights. Advertiser: create ads, edit/share product catalogs pixels or customer audiences, view insights. Analyst: can view insights Requests are located in the manage admin roles section of the page admin panel. Additionally, Page admins will receive email notifications of new requests.
Ad Level: Ads
Ads are located within the ad set level. At the ad level, you'll choose the ad format and provide the creative and text that people see on Facebook. This includes your ad's headline, content, photo or video assets and destination URL
Targeting: Non-Discrimination
Ads can't discriminate against people or groups. Ads are considered discriminatory when they deny opportunities to individuals or groups based on personal characteristics or attributes. This includes age, ethnicity, national origin, religion, age, sex, sexual orientation, gender identity, family/marital status, disability or medical or genetic condition
What is ads manager?
Ads manager gives you a holistic view of your ad performance across Facebook, Instagram, Audience Network, Messenger and across devices, such that through its people-based measurement it can tell the unique number of people reach and engaged with your ad. It can also help you interpret the demographics of your audience - age, gender, and location - to better inform your campaign strategy You can easily create, export, and share custom ad reports to see your most important ad metrics and review how you're reaching your business goals.
Landing Pages: Prohibited Content
Ads will not be approved if the destination URL contains products or services that do not comply with FB policies or show ads that don't comply with FB. This includes misleading ad positioning such as using overly sensationalized headlines and leading users to a LP that contains minimal original content and/or a majority of unrelated or low quality content. The LP must also have minimal # of ads, popups, and content blockers
Creating A Business Manager: Business Settings
After business manager is all set up and ready, you can add people, pages and ad accounts in business settings. You can also add partners, apps, instagram accounts, data sources, and other assets. To add people, under USERS, click PEOPLE. From here you can add people and assign or change their business roles and which pages and ad accounts they have access to. The process is similar to PARTNERS (for ex, ad agencies you're working with) To add a page, request access to a page or create a new page, under ACCOUNTS, click PAGES. Similarly, to add accounts, under ACCOUNTS, click Ad Accounts. From here you can add an ad account you control, Request Access to an Ad Account someone else controls, or Create a New Ad Account.
Ad Auction Tips and Best Practices: Ad relevance and user experience matter
After your ad is served more than 500 times, it receives a daily relevance score that factors in the positive and negative feedback it receives. If your ad performs well, it will have a high relevance score.
What is Campaign Budget Optimization?
All campaigns use Campaign Budget Optimization (CBO). *It automatically and continuously makes the most efficient use of your budget spending so that you get the best overall results at a cost that aligns with your bid strategy.* When you create an ad set or ad, you have the option to set a daily budget or a lifetime budget. A daily budget directs what is spent each day your campaign runs, whereas a lifetime budget does so for the lifetime of the campaign. To ensure your budget spend is optimized, your ad sets go through a learning phase where the delivery system explores the best way to deliver your ad set. Performance is less stable during this time, so your results aren't necessarily indicative of future performance. It's important to wait until your ad set is out of the learning phase before making edits. If you make edits significant, the ad sets will re-enter the learning phase.
How Ad Auction Winners Are Determined: Relevance Score
Although relevance is not considered directly in Total Value calculation, it is an important user value indicator. FB assigns your ad a relevance score, which 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. A 1 indicates low relevance and 10 indicates high relevance. FB shows a relevance score after your ad receives more than 500 impressions. Relevance scores are based on several factors: how well your ad is performing, positive feedback (for example, app installs, clicks, video views) we spect from people who see your ad, negative feedback (for example, if someone clicks "i don't want to see this" on your ad)
Targeting: Discrimination in Housing, Employment and credit advertising
Anyone who wants to run housing, employment, or credit ads can't target by age, gender, or zip code. Housing, employment, and credit opportunities will have a smaller set of targeting categories to use in campaigns - multicultural & detailed targeting describing or appearing to relate to protected classes will be unavailable
Ad Sets: Define your strategy
At the ad set level, you choose your delivery preferences. You can define your audience, choose placements and establish a schedule and budget. Specify an audience - FB allows advertisers to target their ads to different audience types: 1) Core Audiences - new audiences you create manually within an ad set. Targeting options include: location, gender, age, language, interests and behaviors. 2) Custom audiences - securely input your customer data or use Facebook engagement information to reach people you already have a relationship with. (Ex: website visitors, provided contact details or liked your FB page) 3) Lookalike audiences - find people with similar characteristics to people who've engaged with your ads or pages by using information from your custom audiences or saved audiences
How Ad Auction Winners Are Determined: User value signals, how people interact with organic content, how people interaction with paid content (ad quality panel > predicted engagement, post-click experience > repetition)
At the of the graph, *User value signals*: User value seeks to optimize the experience for people in our communities. To the left of the graph, *how people interact with organic content*: this signal looks at how people interact with organic content. For example, FB looks at how often a user has clicked, liked and shared content their friends and family have posted. To the right of the graph, *how people interact with paid content*: *Ad quality panel* - this looks at how people interact with ads and other paid content *Predicted engagement* - before FB runs your ad, it predicts how people may respond to your ad through actions like clicks, shares, likes and video views *Post-click experience* - FB asks people who use FB for feedback on ad quality, which is the most important factor in determining user value. FB derives ad quality signals from: a representative sample of people who judge ads in their news feed primarily on whether or not they want to see them, surveys in which FB asks people if they prefer ad A or ad B, machine learning models that FB has trained on the survey results in addition to other factors. *Repetition*: people may find seeing the same ad over and over tiring and a nuisance. Therefore, user value is refreshed to prevent the most repetitive ad experiences. User value may go down for someone who's seen a particular ad multiple times already.
Brand Best Practices: Audience Insights
Audience Insights gives you access to audience data that can deepen your understanding of who your audiences are and what matters to them. The insights you surface can help inform your campaign's audience, messaging and creative execution and ultimately help you create campaigns that deliver results. Within Audience Insights, you can view aggregate, anonymized information about two groups of people: People connected to your Facebook Page and People on Facebook. After selecting one of these audiences, you can view aggregated data that include their demographics, location, and language.
Audience Outcomes: Audience Insights
Audience Insights powers actionable data that fuels creativity and inspires campaigns that resonate with a target audience. Get demographic information including trends about age and gender, relationship status and job roles. Learn where your audience is located and the languages they speak. *How it works*: In keeping with our privacy policy, like Page Insights, Audience Insights shows aggregated information about groups of people to anonymize the personal data people have shared with us. If you want to view insights for only your Page in Audience Insights, you must have the Page role of Advertiser, Moderator, Editor or Admin. If you want to view insights for all of Facebook in Audience Insights, you need an ad account on Facebook.
Brand Best Practices: Planning Tool
Before you get hands-on with your campaign, take the time to outline it. A planning for reach and frequency buying: If you choose reach and frequency buying, be sure to use its companion tool CAMPAIGN PLANNER for media planning. This tool lets you create, compare, and share media plans for reach and frequency buying on Facebook and Instagram. It is designed to help you develop more effective campaigns in three ways: 1) Predict the reach and frequency of campaigns. Add details like target audience, schedule, and budget to predict available reach, frequency, and pricing for brand campaigns. 2) Optimize campaign performance by comparing versions. Create multiple versions of a media plan and compare them to see which version is most effective. 3) Share media plans with others. Keep clients and colleagues informed of the plans you create.
Reach and Frequency Buying Guidelines: Scheduled
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 premiere 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.
Reach and Frequency Buying Guidelines: Sequenced
Best when: You want to deliver multiple ads in a certain order to tell a coherent story (for example, no one will see ad two of your series unless they see ad one 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.
Reach and Frequency Buying Guidelines: Standard Delivery
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.
Ad Auction Tips and Best Practices: Use constraints to guide your bid strategy and control your costs.
Bid based on your willingness to pay for conversions after you calculate your break-even point or the specific ROI you need for profitability. For instance, your optimization event is purchases. You know you make a $10 profit if the cost of a purchase is $100 or less. You could set a high budget as long as you pair it with a bid cap or cost target of $100 or less. Since you profit from each purchase, you'll likely want as many as possible. Eventually, we might saturate your audience and run out of purchases, or your creative might stop working. But, this type of constraint may be preferable to missing out on profit because your budget was too low.
Brand Best Practices: Brand Awareness Objective 2
Brand Awareness ads help you reach more people who are likely to be interested in, and remember, your ads. And when you run brand awareness ads on Facebook or Instagram, your ads are optimized for ad recall lift. Ad recall lift optimization aims to maximize the number of people who recall seeing your ads for your budget.
Awareness Objective Options & Details: Brand Awareness and Reach
Brand Awareness: Your ads will reach the people most likely to pay attention to them. This is useful if you want to spread the word about your brand and you're willing to trade off more awareness for fewer clicks and reactions. Reach: Your ads will be shown to the maximum number of people within your audience. This is useful for retargeting an audience you already know is interested in your brand or products.
Creative Best Practices: Branding, Sound, Attention, Time, Framing, Play More
Branding: showcase your brand early and often. The first few seconds of your ad matter, a lot. The most effective mobile first video ads include branding in the first 3 seconds and convey a brand's key message in a quick, easy to understand and attention grabbing way (strong 3-second hooks) Sound: design for sound off, but delight with sound on. Successful videos designed for sound-off are visually delightful, with a clear focal point and super-clear message. Yet 60% of global instagram stories ads are viewed with sound on, so add an auditory experience to your ads as well. Attention: Every moment is a chance to capture attention. With audiences swiping quickly through their feeds, your brand must make a real impact in just a few seconds. bring your most exciting frame to the front. People consume content 41% faster on mobile News Feed than on desktop News Feed and recall content at a significantly higher rate. Time: find the balance between the message and time. A mobile-first approach requires a different type of storytelling. Make your videos as short as they can be and as long as they need to be. Please note: shorter is better. Ads under 15 seconds work best in feed, and the top-performing Stories ads are under 10 seconds in length. Framing: Build for where people are. Get playful with video framing and maximize the space that mobile video allows. People use their phones vertically 98% of the time, so build ads to match how people consume content. Play More: Get out of your comfort zone and experiment. Top-performing mobile ads have a an element of surprise. Introducing strong design elements may seem intimidating, but it can make ads more effective. Be creative, and test, learn and adapt.
Business Manager: Structure (6)
Business Manager is an umbrella tool that sits on above FB's self service tools Ads Manager, Reporting and Pages. It's designed to reflect an organizational hierarchy. After Business Manager...Top is Business admins who have full access and may create necessary permissions for anyone who works on specific pages or ad accounts. Key: 1) Business Manager 2) Business Admins 3) Permissions (need to give this) 4) Pages 5) Business Employees 6) Ad Accounts In certain situations: multiple business employees may manage the same Page or ad account. On the other hand, one business employee may manage multiple Pages or ad accounts.
The Business Manager Interface
Business manager dash has three primary tabs, Home, Ad Account Overview and Activity. From the dash, you can access many of your day to day needs
What is Campaign Planner?
Campaign Planner is a standalone interface for creating, comparing and sharing reach and frequency media plans *for reach and frequency campaigns.* If you're a media planner or buyer, you can use Campaign Planner for planning purposes to develop efficient and effective reach and frequency campaigns. When you have identified a version of the plan you want to use, you can purchase it directly from the tool.
Campaign Planner core capabilities (4)
Campaign Planner is designed to help you develop efficient and effective campaigns by allowing you to: 1) *Predict reach and frequency*: Add details like your target, schedule and budget which allows you to predict available reach, frequency and pricing. 2) *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. 3) *Share plans easily*: Keep your clients and colleagues in the loop about the plans you're creating. 4) *Purchase plans*: Buy a version of a plan directly from the tool.
Why use Campaign Planner?
Campaign Planner is intended for media planners and Facebook Marketing Partners (FMPs) to develop options for their Facebook and Instagram campaign plans. It relies on the same underlying reach and cost data that powers our ads interfaces, like Ads Manager. If you're not using Campaign Planner, you would need to get estimates for reach and cost from Ads Manager. This requires pulling the data for each option manually, before transferring the information into a spreadsheet so it can be shared. With Campaign Planner, you can duplicate existing plans and add variations to them. Additionally, you can tap into pre-made charts to use in comparing versions. Once you and your team decide on a version of the plan to purchase, you can buy the plan from Campaign Planner, preempting the need to re-build plans in buying interfaces and making for improved workflows between teams.
Ad Level: Campaigns
Campaign contains ad sets and ads. Options you set at the campaign level reflect a concrete business goal. The business goal you want the ad to achieve is your ad objective. This could be Brand Awareness, conversions or Catalog Sales, etc. Every ad set and ad within a single campaign shares the same ad objective.
Content & LP Policies: Personal Characteristics
Can't assert or imply, directly or indirectly, that you know a person's personal characteristics. This includes race, ethnic origin, sexual orientation, physical and mental disability or medical condition, financial status, personal name, or perceived imperfections
Creative: Health & Fitness
Can't use "before and after" pictures of unexpected or unlikely results, such as a side by side comparison of dramatic weight loss However, you can state health & fitness and positive or neutral way with no comparison
Creating A Business Manager: Add People
Click "Add People" and enter the business email. For each person you want to add, you'll need to add them as admins or employees. You should only add people to the account if they are employees of your business. But if you want someone to have full access to the business manager, give them admin access. Assign access to Page, Ad Accounts and Catalogs: select the assets you want to assign access to. Then select the level of access they need (admin, advertiser, analyst). Then click "invite" and they will receive an email inviting them to the Page, Ad Account or Catalog that you've added them to. Can always add more people later.
Conversion Objective Options & Details: Conversions, Catalog Sales, Store Traffic
Conversions: Your ad will reach people who are likely to take an action. This objective works best when reaching an audience that has already expressed an interest in your brand or product, or people who have things in common with that audience (other shared interests, for example). Catalog Sales: Your ad will show products from your catalog that best match your audience's interests. We recommend that your creative assets include product images. Store Traffic: These ads will be shown to people who live near your physical store locations and are most likely to stop by. We have seen that ads that combine store locators with discounts and special offers work best.
Facebook Measurement Approach: 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. Cookie 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.
Pixel: why create custom audiences?
Custom Audiences from your website is an option that uses the Facebook pixel to match people who visit your website with people on Facebook. You can create a Custom Audience from your website for any group of visitors that you'd like to reach with specific Facebook ads. For example, you can reach out to people who visited a product page but didn't complete a purchase to encourage them to go back to the website to do so. Or you can create an audience of everyone who's visited your website in the past 30 days. Two main ways to use Custom Audiences: 1) Refocus on your website visitors: You can reach out to people that have visited your website to re-engage them with relevant ads. For example, re-engage people that visited your website but didn't make a purchase, or drive customer retention by advertising to visitors that have made a purchase. 2) Find new customers: You can create lookalike audiences from a website Custom Audience. this will find people similar to those in your audience. You can use this to create a lookalike audience of people similar to your (high value) customers, helping you to grow your customer base.
Data Sources (3)
Data sources refer to any of the tools, connections or pieces of code that collect the signals that Facebook uses to measure the results of your ads. Facebook offers different types of data sources. Make sure you have the appropriate data sources set up so that you can collect the relevant signals you'll need later to measure your results. 1) *Offline Conversions* - signals collected are offline events, meaning they can be manually uploaded to Facebook or sent to facebook with the Offline Conversions API. 2) *Online, Off-Facebook (Mobile): Facebook SDK for mobile app* - signals collected are app events (actions that people take in-app) 3) *Online, Off-Facebook (websites): Facebook Pixels* - signals collected are website events (online actions that people take)
Ad Auction Tips and Best Practices: Make more informed delivery control decisions with Estimated Daily Results
Estimated Daily Results is a tool that estimates the number of daily results you may get for an ad set given your budget and other input parameters. While it's important to remember that these are only estimates, not guarantees of any outcome, watching how our estimations change as you edit your ad set can help you understand the difference each change makes. For example, it can give you context on how much you may need to increase your budget to get the number of conversions you want. These predictions can help you understand what results you could get before you spend any money. Of course, you should still check your reports to see how your ads actually performed and adjust accordingly.
Facebook 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. *How it works*: When you run a Facebook campaign, Conversion Lift randomizes and splits your ad audience into two groups (one that sees your Facebook ads and another that doesn't). As your campaign progresses, you can share your conversion data with Facebook, whether it happens online, offline or in your mobile app. We'll calculate the lift (the additional business you captured) by comparing conversions in the group that saw your ads and the one that didn't, and make the results available to you in Ads Manager.
Facebook's Measurement Approach
Facebook's measurement approach is different from other solutions that measure results with only cookies or device advertising IDs. Instead, Facebook uses a people-based approach that gives you insights into the steps people take leading up to a conversion or shift in brand opinion after seeing an ad. Use these insights to help make informed decisions about which campaign strategies and tactics require more attention and investment. People are more likely to experience relevant, more useful ads without sacrificing privacy, while advertisers get insights to improve their campaigns at scale.
Platforms and Placements: Automatic Placements
FB recommends automatic placements because it allow their delivery system to make the most of your budget. It places your ads on Facebook, Instagram, Audience Network and Messenger, depending on your settings. Lower cost placements are served to first to give you more results for the same budget. Reach more people. Ad will be viewed across FB's entire family of apps.
How Ad Auction Winners Are Determined: A Closer Look at Estimated CPM (eCPM) and how its calculated
FB sometimes get questions from advertisers on whether bidding for one type of optimization goal means they have to raise their bid to be competitive against another type of optimization. The short answer is no. This is because Facebook converts all bids to an estimated CPM (eCPM) so that it can compare ads with different optimization goals. If Total Values are equal after accounting for advertiser value and user value, the ads will be equally competitive. How eCPM is calculated: *impressions*: eCPM = advertiser bid per impression *clicks*: eCPM = [advertiser bid per click] x [estimated CTR] x 1000 *Actions (besides clicks)*: eCPM = [advertiser bid per action] x [estimated CTR] x [estimated CVR]* x 1,000 Actions may include video views, mobile app installs, website conversions and Page post engagements. Estimated conversion rate here means how likely it is that someone will convert after they've clicked.
Brand Best Practices: Insights/Facebook IQ
Facebook IQ is the place to go to access our insights offerings of studies and tools designed to help you create campaigns that resonate with your audience. Unique to Facebook, they provide actionable insights about people, marketing, and measurement. FB's learnings are based on the people engaging in their communities and the businesses that advertise with FB. These studies orovide actionable insights about people, marketing and measurement fueled by internal data analysis and commissioned qualitative and quantitative research.
Sales Outcomes: Online and Offline Conversions
Facebook ads reporting allows advertisers to see how many online and offline conversions resulted from your ads delivered across Facebook, Instagram, Messenger and Audience Network. A conversion occurs when a person takes an action that is valuable to your business. Examples of a conversion include people making a purchase on your website, installing your mobile app or viewing a specific page of your website. *Online Conversions*: Measure the actions people take online after people see or engage with your ads. *Offline Conversions*: Measure the number of transactions that occur in your physical retail store(s) and through other offline channels (Ex: by phone) after people see or engage with your ads. *How it works*: Facebook measures conversions that happen within 1, 7 and 28 days after a person either clicks on or views your ad. You can choose to measure conversions for any of these durations in your ad report. *Online Conversions*: You'll need to first implement the Facebook pixel on your website and/or Facebook SDK in your mobile app before you'll see the conversion data in ads reporting. The pixel and SDK are what allow us to measure conversions across devices. *Offline Conversions*: Offline Conversions allows to you to connect your sales data (such as CRM or point of sale) to Facebook to measure which audiences and campaigns are driving sales. You can send information — such as transaction amount and other line item details — along with customer information for us to match against. After your campaign starts delivering, you'll need to upload your transaction data through Business Manager or integrate directly with Facebook using the Offline Conversions API. This allows us to match transactions that occurred offline (via your data) with Facebook's data on who viewed your ads, giving you a complete picture of the customer journey and the performance of your campaign.
Core business outcomes (3)
Facebook focuses on measuring the three core business outcome areas that matter to marketers: 1) 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? 2) 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? 3) 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 app installs?
Campaigns: Define your ad objective
Facebook simplifies ad creation and delivery by selling ads based on an objective you choose at the campaign level. Selecting an objective sets the business goal you want your campaign to accomplish. This helps facebook deliver your messages to the right people by determining the best ad placements, formats and call to action. ***NOTE: if you are targeting a US audience for offers involving credit, housing or employment opportunity, you have to choose the special ad category objective in order to abide by facebook policies. These special categories have limited targeting settings to protect people from unlawful discrimination
Audience Outcomes: Reach and Frequency
For measuring audience outcomes, you should focus on the metrics Reach and Frequency in your ad reports. *Reach*: is the number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people. *Frequency*: is the *average* number of times each person saw your ad. These results can help you understand how many *unique* people you are reaching and how often. This information, combined with other tests such as brand or conversion lift, can help you determine your optimal reach and frequency that's required to drive your business goals. How it works: once your campaign is running, you can access these metrics any time through ads reporting in ads manager or via the ads insights API. Available globally
Business Manager Interface: Ad Account Overview Tab (5)
From this tab, you can create custom reports and access a range of performance metrics including: 1) Total Spend 2) Total Impressions 3) Reach 4) Frequency 5) CPMs
Business Manager Structure Best Practices
Global Pages do not necessarily need to be together in one Business Manager account, depending on the business' preference. Admins should not share logins and/or personal login credentials across different Business Managers. Add as many admins as your business needs to manage team permissions on ad accounts and Pages. All admins have equal access in Business Manager; there is no "master admin" with more control than another. Routinely use Security Center to ensure your security is up to date and you no ex employees or partner have access to your business.
Best Practices and Practical Considerations: Payment Methods
In Payment Settings, admins can set a spending limit for the entire ad account and select how to purchase Facebook ads: By credit or debit card Through PayPal Directly from an online banking account With a Facebook ad coupon (if you're eligible) This is also where you can view your current balance and opt to pay it before it's due.
How do you establish multiple business manager accounts?
If one of these instances applies to a business, to establish multiple business manager accounts, a regional structure can be set up for any global business that meets the following criteria: 1) Agency has many clients 2) agency Facebook team is large and disperse across clients 3) agency has multiple offices The facebook agency team would help the agency set up a local Page structure for each office under the agency's global Page. Each office would then create its own Business Manager account on top of local Pages
Option 3 of installing a facebook pixel: Email Instructions to Developer
If someone else updates the code on your website, then follow the steps below to email them instructions to set up the Facebook pixel on your site. 1) From the Install Pixel menu, choose Email Instructions to a Developer. 2) Enter the email address of who you'd like to send instructions to.All the information you see in the Email Pixel Code box will be sent to your developer to guide them through installation. You can make some tweaks and edits to this form, or you can send it as is. 3) You can choose the specific events that you'd like to study.Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Standard events within the Facebook pixel code enable you to capture specific events, optimize for conversions and build audiences.If you would like to add event codes before you send to your developer, click Get Event Code for Conversions. This will then take you to the Help Center article that provides the codes to you.Finally, copy the code for type of event you want to capture and add it to the Pixel base code on the relevant page of your website. 4) send email to developer
Ad Auction Tips and Best Practices: If your campaign objective is to maximize conversions, optimize towards the highest intent event that has enough data
If you want to optimize for conversions, Facebook needs a minimum number for best results. Usually, we'll need about 50 conversions. This is because the delivery system needs data points to find people who are likely to take the action your ad set is optimized for. If you don't have enough data for your conversion event, consider using a more common event. For instance, if you optimize for purchases and few purchase conversions result from your ad, you can optimize for another event, such as views or cart additions.
Platforms and Placements: Available Placements (6)
In each one of FB's platforms, you can choose various placements where your ads will appear. When you choose an ad objective, FB will show you the placements available for your campaign. 1) *Feeds*: Reach your audience through either the Facebook News Feed or Instagram feed. These are available on both mobile and desktop, except Facebook right column. Facebook right column will display only on desktops. Fb recommends square (1:1) *images* and vertical (4:5) *videos*. Media types available are images, videos and slideshows 2) *Stories*: Pull people into your story with edge-to-edge videos and images through instagram, Facebook and Messenger Stories. This placement works well for engaging your audience with rich media and interactions like polls. FB recommends fullscreen vertical (9:16) images and videos. It is only available on *mobile devices*. Media types available are: images, videos, slideshows 3) *In-stream Video*: the in-stream video advertising placement allows you to deliver 5-15 second mid-roll video ads (basically during a video playing) to people watching videos on Facebook and through Audience Network. If you need to deliver longer or more complex messages with sound on, you may consider using in-stream video. Only publishers and creators who meet strict requirements are eligible to place ad breaks in their video content. For *Facebook*, recommend 16:9 *images* and 1:1 *videos*. For *Audience Network*, we recommend 16:9. NOTE - videos are limited to 15 seconds or less. Available on desktop and mobile. Media types available: Images, videos or slideshows 4) *Inboxes and Messages*: Use messenger to reach your audience through Inbox ads and sponsored messages. For messenger inbox, FB recommends horizontal (1.91:1 or 16:9) *images*. Only available through mobile. Media types available are: image, videos, slideshows 5) *Contextual Spaces*: Instant Articles is a tool designed for media publishers to distribute fast, interactive articles to their readers within the FB mobile app and Messenger. By using the same infrastructure we use to load photos and videos, Instant Articles can load up to 10 times laster than standard mobile web articles. FB recommend horizontal (16:9) or square (1:1) images and videos. Only available on mobile. Media Types available: images, videos and slideshows 6) *Audience Network*: allows advertisers to extend Facebook and Instagram campaigns across the internet onto thousands of high-quality websites and apps. FB recommends 9:16 content for Audience Network Native, Banner and Interstitial ads and Audience Network Rewarded Video ads. FB recommends 16:9 content for Audience Network In-Stream Video ads. Available on mobile and desktop *Audience network in-stream videos are also available on mobile and desktop.*. Media types available: images, videos and slideshows
Overview of Asset Creation and Asset Customization
In order to determine the best placements and format for your ads, you need to audit your creative assets and decide how your company wants to tailor the user experience on our platforms. If you already have assets, determine how you can use them within our platforms. We highly recommend that you adjust any creative assets for a mobile-first experience using our proven best practices. Other times, you might be able to create new assets specifically for our platforms. If you can do this, look for opportunities to tailor your content for an interactive and engaging experience. Asset Customization: Each ad placement includes different sizing requirements, FB encourages you to optimize your assets to fit each placement accordingly. If you aren't able to create custom assets for each placement, you can use the cropping tools in Ads Manager. You can also use different assets for different placements in the same ad set. 1.91:1 - landscape 16:9 - full landscape 1:1 - square (instagram and facebook feed) 4:5 - vertical (Instagram and Facebook Feed) 9:16 - Full portrait/Vertical (stories)
Ad Delivery and Optimization Tools: Review and troubleshoot delivery volatility (Activity History, Auction Overlap, Audience Saturation)
In the *Delivery Insights* dashboard, you'll see tabs for Activity History, Auction Overlap and Audience Saturation. Here, you can review how the design of your ad set may have affected your ad set's delivery and how you can make adjustments. *Activity History*: shows what actions were taken on a specific ad set, such as ad status updated and ad delivered. *Auction Overlap*: When your ad sets target overlapping audiences, they may end up in some of the same auctions. To prevent you from bidding against yourself, we remove all but the most competitive of your ad sets (based on past campaign data) from such auctions. Ad sets we remove from several auctions have a high auction overlap rate. They may perform poorly because we don't have enough chances to deliver them. *Audience Saturation*: At a certain point, your ad set's performance may start to decline even if it still receives impressions. Audience Saturation data can help you determine if people have seen your ads multiple times and are no longer responding to them. When people see ads multiple times, it can help build awareness and recall. However, it can also lead to diminishing returns if you want results like conversions. To get the most out of every impression, use the Audience Saturation tab to help balance these outcomes relative to your goals.
The Facebook Ad Delivery and Auction: Seeking Balance (2)
It is a system that seeks balance. When showing ads, FB tries to balance two things: 1) creating value for advertisers by helping them reach and get results from people in their target audiences 2) Providing positive, relevant experiences for people who use the Facebook products
Reach and Frequency Buying Guidelines: Deliver your best work
It's a best practice to have multiple ads within an ad set. If you have multiple ads within your ad set, the system will optimize delivery towards the best performing ads (based on your campaign objective). Having more than one ad helps minimize the likelihood that delivery will be slow because of a poor performing ad. Each ad set has its own Budget, Reach, Frequency, Targeting and Placements. If you haven't submitted any ads by the scheduled start time of your campaign, you have a grace period to do so before the ad set will be canceled. The length of the grace period is dependent on the duration of your campaign. If your ad set is canceled, you lose your fixed price and reach. Campaign length > Grace period - Up to 1 day > 6 hours - 1-2 days > 12 hours - 3+ days > 24 hours
Brand Best Practices: Facebook Brand Lift
It's important to understand the performance of your ads to inform future campaign decisions and improve your results continuously. You can learn about your brand campaign's performance through Facebook Brand Lift Studies. A brand lift study is recommended if you want to know how your campaign moved the needle on key performance metrics like brand awareness and ad recall. These studies involve dividing your audience into two groups: test group contains people eligible to see your ads & control group contains people who won't see your ads. A brand survey with questions about your brand is delivered to both groups, and based on the poll responses, the lift in brand metrics between the test and control groups can analyzed. Brand lift studies are only available to campaigns meeting certain requirements for your market.
Landing Pages: Error Pages
Landing page must be able to be viewed/opened in all browsers. Can't send traffic to a site that is under construction or is an error page (ex: 404) Double check the destination URL before submitting ads
Landing Pages: Web of Trust
Landing pages can't be negatively flagged by Web of Trust, a website review service not affiliated with FB. Websites cannot bring users to download something or need additional software/other things to view the site's content. In addition, can't have users click into multiple ads to get to the desired URL or content.
What is [Predicted] reach and frequency?
Lets you control who sees your ad, how often its seen, and how much it costs you. For certain advertisers, FB offers the reach and frequency buying option. Buying your campaign using reach and frequency is an alternative to bidding for ad space through the auction. It gives you more control over the number of people your campaign will reach and how frequently a person will receive your ad during your campaign.
Brand Best Practices: Location Targeting
Location targeting lets you reach people based on their location with these capabilities: 1) Radius Targeting: FB selects a default radius based on the the type of location selected. For example, if you target a location near the border of another country, the radius will not extend into the bordering countries even though it may appear to in the interface. From here, you can select a custom radius from a city center, zip or post code, or business address. You can also drop a pin on a map and reach out to people within a certain radius of a pin. 2) Refining audiences within a location: - Everyone in this location (default): people whose current city on their Facebook profile is that location as well as anyone determined to be in that location via other signals, such as mobile device - People who live in this location: People whose current city from their Facebook profile is within that location. This is also validated by IP address and their Facebook's friends' stated location. - Recently in this location: This targets people who most recent location is within your selected area, as determined by the device and connection info that FB may collect. This includes people who live there or who may be traveling there. You might want to advertise time sensitive sales events, for example, to people recently in the location you choose. - People traveling in this location: people who most recent location is the selected area, as determined via mobile device, and are greater than 100 miles from their stated home location from their Facebook profiles. *Note that location targeting options vary by country
Where do you manage Pages after importing them to BM?
Manage it in BM lol rather than from your personal FB account
Marketing mix modeling partners
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. *How it works*: 1) Specific MMM analysis and strategies will vary depending on the MMM provider, country, vertical and more. 2) Generally MMM relies on some form of regression modeling, whereby a series of independent variables that are thought to impact sales (for example, price point, product distribution, economic factors, media investments and in-store promotion) are used to predict the dependent variable: sales volume over time. *Results* You can see the current ROI of various channels (they could be TV, Facebook or in-store promotion). MMM firms can also provide forward looking modeling of ROI based on past responses from each channel.
Targeting: Health & Fitness
Must target 18+ if promoting health & fitness products or services. This includes vitamins & supplements If targeting lower, will get a notification from FB that the minimum age is 18 so it can approved for delivery.
Cross-platform brand lift partners
Nielsen Total Brand Effect with Lift allows you to measure the brand impact of your ad campaigns on both Facebook and TV, as well as the incremental impact of both platforms working together, in a single report. Regional availability: Available in the US and UK How it works: 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. Setup: Facebook sets up test and control groups based on your campaign details. Ad exposure: Your ads run on both Facebook and TV. Poll served: Facebook serves a poll to people in the test and control groups. Poll completed: The poll asks if a person has watched TV programs in which your ad aired in the last 24 hours, along with ad recall and brand questions. Analysis: Depending on the solution you've chosen, anonymized results are analyzed by either Facebook or Nielsen.
Business Goals and Objectives: Awareness, Consideration, Conversion
Once you know the desired action you want people to take, you are ready to map your business goals to our ad objectives. We use three broad categories for our objectives: Awareness, Consideration and Conversion. Within each category, you can choose one of several objectives. The objectives are designed to lead your audience through the marketing funnel from awareness of your brand or product, through consideration, to conversion. Awareness objectives help you reach as many people as possible or increase ad recall. Consideration objectives can help you reach the people most likely to click through to your website, or to engage with your post, app or video Conversion objectives can help you show your ads to people most likely to purchase something or visit your store
Brand Best Practices: Estimated Ad Recall Lift
Our estimated ad recall lift (people) metric is available for ads using the Page post engagement objective, the video views objective and the ad recall lift optimization within the brand awareness objective. The estimated ad recall lift (people) metric shows how many people we estimated would remember seeing you ad if we asked them within two days.
Assign page roles: Admins, Advertiser, Analyst
Page Admins - can manage all aspects of Facebook ads (view ads, create and edit ads, edit payment method, manager page roles and permissions, access reports). They also need to establish a payment method for the page before any ads can run. Advertiser - for people whose primary job is to create and edit ads (view ads, create and edit ads, access reports) Analyst - for people whose primary job is to measure ad performance (view ads and access reports) Other page roles include moderators or editor. These roles are for people who work strictly on your page, not in ads manager. It's usually best to assign people the lowest access level they need to do their jobs and to review page roles regularly.
Targeting: Financial Services
Promotion of credit card applications for accredited institutions, loans or other bank related activities can only be targeting to people 18+ Be sure that the LP for these ads contains proper disclosures such as APR%. transaction fees, and other needed information
Reach and Frequency Buying Guidelines: Lead with your objective
Reach and frequency buying is available across several of FB campaign objectives, but it's important to note that FB doesn't recommend it in certain scenarios. If your objective is to get your audience to perform a specific action, reach and frequency buying may not be ideal. *We recommend using reach and frequency buying with exposure based objectives like Reach, Brand Awareness and Video Views.* For example, if you want people to watch your video or be more aware of your brand, we recommend using the reach and frequency buying type. *We don't recommend using reach and frequency buying with action based objectives like Traffic, Catalog Sales and App Installs.* In other words, if you want people to buy something from your website or install your app, the auction buying type might be a better option.
Reach and Frequency Buying Guidelines: Find your ideal audience (3)
Reach and frequency campaigns are compatible with most Facebook targeting capabilities but there are some exceptions. 1) Reach and frequency is for larger audiences: Remember, you'll need to deliver your campaign to at least 200,000 people. That's why it's best to avoid targeting a very narrow audience like a small geographic area, for example. 2) Multi-country targeting is supported: Multi-country targeting is supported, but the countries you target must be on the same continent. If you want to advertise to multiple countries across multiple continents, you'll have to create multiple campaigns. 3) FB doesn'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.
Content & LP Policies: Vulgar Language
Refrain from using vulgar, profane or insulting language. Cannot use symbols in replacements of letters within a curse word (Ex: F%^&ing). In addition, ad copy shouldn't include unnecessary symbols or punctuations. Ads need to have proper grammar and punctuations
Mutual Value for People and Advertisers
Showing people high-quality, relevant ads makes them more willing to engage with advertisers in the future. Across Facebook products, we aim to optimize people's experiences by matching them with the ads that are most relevant to them. When your ad has a high user value, it means your ad is relevant to your target audience, which helps boost its Total Value ranking in the ad auction
Brand Best Practices: Mobile and Video First
Remember, Facebook's targeting and measurement tools and insights are based on real people, not cookies or proxies. Your campaign execution should also be people-based and line up with people's behaviors and expectations. This means understanding how to best reach and communicate with people now that they're constantly on their mobile devices and spending more time watching videos - and we're certainly observing these behaviors across out communities. FB is seeing that video is becoming an important trend in connecting and sharing, while mobile is enabling discovery. The time people spend watching video on IG is up more than 80% YoY and more than 90% of daily active users in many countries reach for their mobile devices to access Facebook.
Measurement Foundations: More about reporting
Reporting tools on Facebook include the different interfaces that share information about campaign performance or website user demographics. Some examples include reporting in Ads Manager and dashboards in Facebook Analytics. Measurement solutions on Facebook are used to determine campaign performance, although the results may be displayed in reporting tools. Some examples include A/B tests to split test and check results in Ads Manager and Experiments to create brand lift studies.
Ad Sets: Choose a budget and schedule
Set a daily or lifetime budget, and start and end date for your 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 your payment schedule and some optimization options may vary on the campaign objective and placements you select.
Budget and Schedule: audience size and estimated daily results
Setting budget and setting is only at the ad campaign level The audience size indicator tells you how many estimated ad impressions your budget will pay for Estimated Daily Results shows the number of people in your audience we estimate you'll reach out of the total number of people in your audience who are active on the selected platforms each day. This depends on factors like your bid and budget
Brand Best Practices: Video Views Objective (Consideration)
Show your video ad to people who are likely to watch it for longer. sometimes brand messages can be more complex which require longer attention. The video views objective can help deliver your ad to people who are likely to watch it for longer. There are also two optimization options under the video views objective to help you reach your video views goals. 1) ThruPlay: an optimization option that FB introduced last fall, optimizes for video ads to be watched to completion, or for at least 15 seconds. This recently became the default optimization option for campaigns using the video views objectives and has replaced 10-second video views. If message completion is an important success metric for your campaign, then ThruPlay can help ensure you reach your marketing goals. 2) People consume content quickly on mobile, and awareness and understanding can happen in a few seconds. Sometimes people can recall a brand in just one second. That's why optimizing for 2-second continuous video views can be enough to drive home your brand's message. 2-second continuous video views optimization ensures your video ad gets the most video views of two continuous seconds or more during which at least 50% of the ad's pixel are in screen view. And if your organization requires you to meet the MRC's mobile viewability standards, optimizing for 2-second video views will ensure you meet those standards.
Why is Business Manager a tool for everyone?
Small to large businesses use BM to keep organized by having all their business assets and information in one place. With a central hub like BM, your business maintains control of your facebook assets and securely manages user access to the right people and right credit lines
Creating A Business Manager: Brand Safety
Some advertisers don't want their ads to show on controversial content or material that doesn't match their brand, thus FB gives options on where their ads appear across the Facebook family of apps and services. Advertisers can block delivery of ads to specifics apps, pages and domains by creating a block list at the business manager, ad account or campaign level. To add block lists, click BRAND SAFETY and select BLOCK LISTS. Follow instructions from the popup window from there.
Audience Outcomes: Split Testing (A/B Testing)
Split testing helps you understand how different aspects of your ads affect campaign performance across the Facebook family of apps and services. Split testing lets you test different versions of your ads so you can see what works best, then keep building on the success of your campaigns and improve future media plans. *How it works* (You can use Facebook split testing on most marketing objectives): Split testing divides your audience into random, non-overlapping groups of people who are shown ad sets that are identical in every way except for the audience, placement or creative strategy variable you've chosen to test. This randomization helps ensure the test does not introduce other factors that may skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction. Each ad set tested has one distinct difference, called a variable. Your variable can be one of four: target audience, delivery optimization, placements, or creative. Facebook will duplicate your ads and only change the one variable you choose. The performance of each ad set is measured in terms of the success metrics for your campaign objective and is then recorded and compared. The winning ad set is determined by comparing the cost per result of each ad set. The ad set with the lowest cost per result (for example, cost per lead) is the winner. At the end of the test, you'll automatically receive an email and notification in Ads Manager with details on how your test performed, including the winning ad set strategy. These insights can then fuel your ad strategy and help you design your next campaign. Unlike other ad platforms, split tests across the Facebook family of apps and services are run on a variety of combinations of devices and browsers, while ensuring that people stay in the same test segment. Your split test should have a budget that will produce enough results to confidently determine a winning strategy. You can use the suggested budget that we provide if you're not sure about an ideal budget.
Standard delivery
Standard delivery is designed to spend your budget evenly over the duration of the campaign using a method called discount pacing. With this method, FB essentially lowers 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. There is a graph, look at it to help you understand more
Ad Auction Tips and Best Practices: Select broader targeting filters or use targeting expansion
Targeting expansion is available for all campaign objectives except for brand awareness and reach. It lets Facebook expand your target audience if we think it will get you better results. It allows us to adjust your interest-based targeting to reach more people who may get you more results or results that are better aligned with your bid strategy.
What is a Facebook Pixel?
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising and understand the actions people take on your website. You can use the pixel to help: 1) Make sure your ads are being shown to the right people 2) Build advertising audiences 3) Unlock additional Facebook advertising tools The pixel is a few lines of code that you copy into your website header section.
How Ad Auction Winners Are Determined: Total Value Formula
The formula that determines the winning ad in auction: [advertiser bid] x [estimated action rates] + [user value] = Total Value FB auction ranks each eligible ad by its Total Value, and the ad with the highest total value wins. Total value is a numeric value we calculate using several factors. They include the bid you submitted when you set up your ad, our predictions about how the people in your audience will react to your ad and how relevant we think they'll find your ad.
The Learning Phase
The learning phase is when the delivery system hasn't learned enough for performance to stabilize. It occurs when you create a new ad set or make a significant edit to an existing ad or ad set. Ad sets exit the learning phase when their performance stabilizes. Each time one of your ads appears after winning in the auction, the delivery system learns more about the best people to target, times of day to show the ad and placements and creatives to use. The more an ad appears, the better the delivery system optimizes the ad's performance. In Ads Manager, the Delivery column reads Learning during the learning phase. Ad sets usually exit the learning phase after they receive approximately 50 results within 7 days. A smaller share of budget spent in the learning phase typically results in a higher share of budget spent on stable performance and a lower cost per results. For this reason, we recommend that you set up each ad set to get 50 results in 7 days.
How Ad Auction Winners Are Determined: Pricing
The more relevant FB predicts an ad will be to a person, the less it can cost the advertiser to show the ad to that person, all other things being equal. After your ads win auctions based on their Total Value, the prices paid are based on the Total Value of the advertisers below you. When the price on the bids is based on those of the advertisers below you, it make it easier to find the bid that will deliver the best results
Ad Auction Tips and Best Practices: Improve your audience quality
The more specific you can be about your audience, the more competitive you can be in the ads auction. Ask yourself some important questions: Where are my customers? If you're a local business or can only ship items to certain places, it may be better to target locally versus globally. Who are my customers, and what do they have in common? Age, gender, location or perhaps other demographics, like hobbies. What languages do my customers speak? Facebook doesn't translate ads into other languages. If you're targeting communities or nations, create your ad in the appropriate languages. Am I excluding strategically? Adding criteria to an audience is important to reach the right people. But sometimes, excluding demographics can be just as useful for a specific campaign. If you don't have the answers to these questions and are unsure who to target your ads to, use Audience Insights. It can show you relevant information about your target audience that could help you refine your ads' targeting and creative.
How does a facebook pixel work?
The pixel can be configured to recognize visitor actions, such as which pages people are visiting, devices being used and other insights. With this information, you can then cater your ads so that they speak directly to specific audiences, and make those visitors more likely to take an action you care about, like making a purchase or signing up for a subscription. After you've installed the pixel, you can analyze visitor traffic so that you can create Custom Audiences and optimize for conversion events
Brand Best Practices: Reach Objective
The reach objective lets you maximize the number of people who see your ads and the frequency at which your ads are shown in the most cost efficient way. If you're looking to generate awareness or change perception of your brand, the reach objective is a great way to maximize the number of impressions your ads receive at the lowest cost.
Facebook Brand Lift: How It Works
The solution administers polls to people on Facebook and Instagram in way. Polls are served in the platform where the user saw the ad. Before your campaign launches, we'll randomize your target audience into exposed and control groups with similar characteristics. Between 4 & 48 hours after they see your ad, people in the exposed group will receive a poll pertaining to ad recall or other strategic brand objectives pertinent to your business, such as message association or purchase intent. By comparing aggregated poll results from people who saw your ads (exposed group) with people who didn't see your ads (control group), you can measure the success of your campaign
Pixel Benefits (3)
There are several ways you can use information received from the Facebook pixel to refine your Facebook advertising strategy. You can: 1) *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. 2) *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. 3) *Measure the results of your ads*: See what happened as direct result of your ad to understand how successful it is.
Conversion Lift tests: Managed vs. Experiments
There are two different methods of a Conversion Lift test: Managed Conversion Lift and Conversion Lift in Experiments. *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. *Note*: To use Conversion Lift, you'll need a campaign that isn't live yet, and will have sufficient statistical power for meaningful and accurate results. When your business needs are more advanced and complex, use Conversion Lift for a customized and robust setup featuring: 1) Flexible holdouts 2) Ability to include multiple campaigns and ad accounts per test group 3) No limit on the amount of test groups *How it works*: Managed conversion lift tests function the same way as a regular conversion lift test does, but with parameters you and your Facebook representative set up together. *Conversion Lift Testing in Test and Learn*: Experiments is a self-serve tool that helps you easily create tests to understand how much value your Facebook ads are driving and what strategies perform best. Start with a question you want to answer (either which campaign causes the lowest cost conversions to occur? or how many conversions are all my Facebook ads causing?) and Experiments will determine which test is best for answering that question. watch the how it works video for conversion lift test in test and learn if need be.
Brand Lift Tests: Managed vs. Experiments
There are two types of tests you can run in regards to brand lift: 1) *Managed Brand Lift*: the managed brand lift solutions offers more customization than a self-serve 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. You should use brand lift when you're running one campaign for one brand or product or you're planning to keep the creative and budget the same throughout the campaign 2) *Brand Lift testing in Experiments*: for brand lift in experiments, 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. NOTE: you must have at least one active campaign (that wasn't bought using reach and frequency) with a budget of at least $30K to spend during the test, in order to run a brand lift study in Experiments. After the test completes, you will be provided with results to help answer your business question. Only available in US & CA.
Ads Manager overview: Results (definition)
This is the number of outcomes you achieved in your campaign. The metrics you see in this column is based on the ad objective or campaign result you selected when you created your campaign. For example, if your choose Video Views as your objective, the results column will show you the number of times your video was watched for at least three seconds.
Brand Best Practices: Brand Awareness Objective
This objective is measured in real time so you can gauge how well your ads are performing during campaigns and if it's helping you reach your goals. Provides you with data you need to make improvements and adjustments for success. Help customer see through clutter and recognize your brand
Business Manager Interface: Activity Tab
This tab allows you to see recent roles changes to everyone who has access to your business manager
Ad Delivery and Optimization Tools: Estimated Daily Results
This tool predicts potential results in the auction. With this information, you can adjust your daily budget to see predictions for your campaign's potential reach and outcomes before you commit to a budget. When you create or edit an ad set, you can view the estimated daily results based on changes you make to budget, audience, bid amount and placements. When you understand the impact of these changes, you can make more informed decisions on how to optimize your ad sets. Estimates are available for the recommended optimization goals for these objectives: 1) Engagement (Page Post Engagement, Page Likes, Event Responses) 2) App Installs 3) Video Views 4) Lead Generation 5) Conversions 6) Traffic For advertisers who want to optimize for reach, we recommend the reach and frequency buying type. In the Budget & Schedule section of Ads Manager, Estimated Daily Results provides you with these views: Budget curve: Use this to adjust your budget and see the predicted daily outcomes while you edit ad sets in real-time. Slider bar: Use this to adjust audience, placements, bid amounts and budget to review the predicted daily outcomes in real-time.
How pacing works
Through pacing, FB ensures that it spends your budget evenly over the schedule of your campaign. By default, we show your ads to people in your target audience evenly throughout the day across Facebook, Instagram and other communities. We do this so we can serve your ad to valuable people throughout your campaign lifetime rather than exhaust your budget within a few hours. Sometimes, for certain reasons, advertisers *do* want to spend their budgets as quickly as possible, and we allow for this option, too. In this case, we'll accelerate your ad delivery. By contrast, standard delivery spends your budget over a longer period. There is a graph in this lesson. Refer back to it if you don't understand. *Through pacing, we ensure that we spend your budget evenly over the schedule of your campaign. If: Spending is too fast, the bid is decreased. Spending is too slow, the bid is increased. Spending is just right, the bid is maintained.*
The Facebook Ad Delivery and Auction: Highest Total Value
To achieve balance between helping advertisers reach and get results from people in their target audience and providing a positive, relevant experience for people who use FB, there is an auction to match the right ad to the right person at the right time. This way, advertisers reach people receptive to their ads, while people see something that interests them. FB auctions differ some traditional auctions because the winner isn't the ad with the highest monetary bid (like google). All ads on Facebook compete against each other, and our system selects the ad that creates the most total value as the winner. Generally speaking, the more relevant we predict an ad will be to someone, the less it should cost the advertiser to show it to them.
Creating a Facebook Pixel
To create your pixel, go to Ads manager and follow these steps: 1) From the main menu, in the measure and report column, select pixels below events manager. 2) you'll be taken to page that provides more information on what the pixel offers. click on Create a Pixel 3) Enter the name for your pixel and click Create to confirm
How to Buy Ads Using Reach and Frequency: How to edit budget and date
To edit an active ad set's budget or end date go to the ad set level in Ads Manager and click the Edit button. Budget: Adjust your budget up or down, keeping in mind the minimum budget. End date: You can change the end date only by extending it and up to a maximum of 90 days for the entire campaign duration. When you make these edits, the system will generate a new prediction. It will then compare the new prediction to the original budget, reach, CPM and average frequency. If you're satisfied with the changes, select Review Changes and publish to reserve the inventory.
Consideration Objective Options & Details: Traffic, Engagement, App Installs, Video Views, Lead Generation, Messages
Traffic: Your ads will reach the people most likely to click through to your website. This objective does not include additional engagement after clicking the ad. This is useful if you want to bring people to a piece of content for them to read or watch. Engagement: There are four specific types of engagement - 1) *Boost a Post*: Get people to take action on any of your Facebook Page or Instagram posts. 2) *Page Likes*: Get more people to like your Facebook Page. 3) *Event Response*: Get more people interested in an event on your Facebook Page. 4) *Offer Claims*: Get people to take action on an offer, discount or promotion. This ad objective helps you encourage interactions within our platforms, not an external website or app. App Installs: Your ads will be shown to people likely to download your app on the App Store (for iOS devices) or Google Play (for Android devices). This objective is the most efficient and cost-effective way to get app installs. Video Views: Your ad will be shown to people who are likely to watch your video at the lowest cost. This is a great objective for reaching new audiences that are not familiar with your brand or products. Lead Generation: These ads are optimized to collect people's contact information. Use inviting copy to get people to share their information with your business. Messages: Your ad will be shown to people who are likely to have a conversation with you on Messenger. This is a great objective for starting a one-on-one dialogue with your audience.
Ad Delivery and Optimization Tools: Accessing Delivery Insights
Use Delivery Insights for a comprehensive look into your ad set's performance. The dashboard metrics provide data and guidance to help you interpret fluctuations in performance and decide what to do about it. You can access Delivery Insights through: 1) The notification you receive in Ads Manager when there's a sudden shift in results, spend or cost per result for an ad set. 2) The link labeled See Delivery Insights that appears when you hover over the Delivery column at the ad set level. In Ads Manager, select the campaign name. 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, have at least 500 impressions and have been running for at least 5 days. When you view ad sets in Ads Manager, you should be able to see which ad sets experience delivery volatility.
Brand Best Practices: Lookalike Audience Targeting
Use lookalike audiences on Facebook and Instagram to help reach people who share demographic and behavioral traits with your best customers. This can be used for audience expansion or prospecting
How Ad Auction Winners Are Determined: User Value and Relevance
User value considers relevance and ad quality. The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions. Also, the more relevant we predict an ad will be to a person, the less it may cost the advertiser to show it to them, all other things being equal. Signals for user value come from how people interact with organic and paid content, as well as ad quality and post-click experience Note: FB considers user value, not relevance *score* in Total Value calculation
How Ad Auction Winners Are Determined: User Value Considerations and what makes a poor user experience
User value can sometimes be difficult to predict because inputs are dynamic and always changing. FB's goal is to deliver the best possible experience for their community. For this reason, ads that link to web pages with poor user experience will likely carry low user value. What makes a poor user experience? 1) *Slow load times* - When a web page doesn't load right away, you'll most likely click somewhere else. FB considers website performance and people's connection speeds in our ad auction and delivery to create a better experience for people and to get real results for businesses. FB shows ads to people when they're interested in the content and have a network connection that can quality load the post-click content. Thus, advertisers with fast website performance may see higher click rates for certain audiences and at a lower cost 2) *Poor Content Experiences*: FB's system also learns what makes for negative ad experiences and applies those learnings to improve the user experience. In addition to a web page's loading time, we also take into account content on landing pages that's prohibited by FB advertising policies. This includes: a disproportional volume of ads relative to content, sexually suggestive or shocking content, malicious or deceptive ads that include prohibited content as defined in FB advertising policies, pop-up ads or interstitial ads that block people from engaging with the web page
Special Ad Audiences
Uses existing information you have about the people you want to reach to create a new audience with similar online behavior. It's like a LAL, but adjusted to comply with the audience selection restrictions associated with your campaign's special ad category and FB advertising policies Note: certain targeting options such as special ad audience and custom audience may only be available through ads manager
Audience Outcomes: Viewability and Verification Partners
Viewability measures how many ad impressions were viewed by your audience and for how long. When combined with reach measurement, viewability can give you a full picture of how your media plan was delivered. You can measure and verify viewability metrics for Facebook and Instagram through select viewability partners. Our partners can verify ad viewability metrics for ads on Facebook, offering more advertisers the transparency they need to trust their ad delivery data. These partnerships are part of our continued commitment to enabling Facebook advertising measurement by independent third parties. *How it works*: We worked with third-party verification companies to implement an integration that provides the highest standard of independent verification. 1. Partner viewability measurement is directly integrated into our mobile feed technologyOur engineers partnered with each of the third-party partner's engineers to build the integration approach. Based on each partner's approach to viewability measurement, we implemented code in our systems to collect the data required to compute the metrics marketers want. 2. Partners review integration line by linePartners do rigorous independent end-to-end review and testing in real time to verify the data. Third parties conduct a thorough line-by-line review of all of the code that generates the data we send them. In addition to reviewing the code we integrated, third parties do extensive accuracy tests to ensure data integrity. They test different ad types on different interfaces and mobile devices to capture a matrix of possible scenarios. 3. Impression-level data collected by third partyThe code in our system captures per-impression data, removes any personal information, and then provides it to the measurement partners based on each partner's integration design. The impression-level data is collected by our partners to independently compute the metrics that are shared with advertisers. 4. Partners do independent end-to-end review and live testingPartners can test the system end-to-end at any time. For example, they can play a video on their phone, turn the sound off/on, or pause and un-pause, and then verify that the data was correctly received by their servers.
Ad Auction Tips and Best Practices: Let Facebook optimize your placements
We recommend you choose automatic placements when you create your campaign. This allows Facebook to explore all available places where your ad could run. In general, running ads across our communities will deliver the best return on ad spend.
Build a Lookalike Audience: what are lookalike audiences?
When FB analyzes the characteristics of your custom audience to reach new customers that fit the same criteria. Because lookalike audiences help you find new people based on your current audience, they must be used in conjunction with a Custom Audience. *What do I need to create a LAL?* You need to have a custom audience of at least 100 people. Try using a different LAL source with a larger size. *How can i create a highly relevant lookalike audience?* Make sure the custom audience includes people who have directly taken action on the ad objective you are trying to achieve.
Brand Best Practices: Brand Safety
When advertisers discuss Brand Safety, they can mean different things; but they're often talking about preventing ads from delivering within or alongside content that is not conducive to their brand. FB helps protect advertisers' brands by: 1) enforcing community standards for the content individuals can share on Facebook and Instagram. FB also ensures that only apps, websites and Facebook Pages that comply with their policies can be part of the Audience Network 2) Targeting audiences effectively 3) Providing controls for where your ads are shown, allowing you to block certain URLs or sensitive content on in-stream video, Instant Articles and Audience Network.
Reach and Frequency Buying Guidelines: Plan for predictable pricing
When you create a campaign using reach and frequency, *you're agreeing to pay a set price for the advertising inventory placement you reserve*. Since it's a predicted cost, it may fluctuate day over day based on things like seasonality and ad quality. You can create campaigns that range from 1 to 90 days and can schedule them up to six months in advance. *For reach and frequency campaigns, the cost is always CPM, meaning you'll pay per thousand impressions.*
Campaign metrics and your advertising objectives: Awareness, Consideration, Conversions
When you create an ad, you must first choose your advertising objective. Your advertising objective is what you want people to do when they see your ads and aligns with your business goals. Your choice of objective determines the metrics you see in Ads Manager's results column. The three main advertising categories: 1) *Awareness* - objectives that generate interest in your product or service. 2) *Consideration* - objectives that get people to start thinking about your business and look for more information about it. 3) *Conversions*: objectives that encourage people interested in your business to purchase or use your product or service.
Why can't you rely on proxy metrics like clicks and CTR as a measurement of campaign success?
When you rely on proxy metrics like clicks and CTR or social actions such as likes and shares, you data may not reflect the success of your campaigns because a click doesn't always result in 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
How Ad Auction Winners Are Determined: Maximize User Value
When your ad enters the Facebook ad auction, it competes with other ads aimed at people in your target audience. we want to make sure we show the right content, including ads, to the right person at the right time. We try to optimize each person's experience by showing them content we think they'll find interesting and helpful. Because we also limit the number of ads people see in their News Feed, you'll compete against other advertisers for a limited number of slots. At the same time, FB strive to show your ads to the people it believes will be most valuable to you. FB auction determines which ad the user sees and how much the winning advertiser pays to show it to them
Reach and Frequency: Who should use it and who shouldn't use it?
Who should use it: Reach and frequency buying works well for brands that want to reach a wide audience (at least 200,000 people) and want to know their costs and delivery expectations upfront. (For example, fast moving consumer goods like soda and snack foods or advertising agencies who service clients and need to exhaust their budgets within a predictable period of time.) Who shouldn't use it: Reach and frequency buying is *only available* for campaigns with audience sizes that are bigger than 200,000 people. This means that reach and frequency might not be for you if it targets small audiences or if you have a small campaign budget. We don't recommend reach and frequency to advertisers who target local areas because the minimum audience tends to be too large for that type of campaign. We also don't recommend this buying type for advertisers who want the most cost efficient direct response outcome, like conversions or app installs.
Brand Best Practices: Custom Audience Targeting
With Custom Audiences, you can reach people on Facebook and Instagram with data you have in a privacy-safe way. It allows you to reach customers you already know, remarket to them, and continue their experience with your brand. It's an easy way to use first-party data for worldwide activation.
Reengage Your Audience: What are custom audiences? (4)
With Custom audiences, you have multiple ways to target your ads new and existing customers. Through FB's website and app signals using the Facebook Pixel and SDK, you can reach people who have engaged with your brand both within and outside of our platforms. IF you have physical stores, you can use contact information people have shared with your business. With this information, FB will anonymize any information you share with them to reach your audience in a privacy-safe way. This includes: 1) *CRM, POS and email lists* - This might include information a customer shared during a recent in-store experience. The shared information is stored in a CRM or POS, which can be integrated with FB ads platform. 2) *Website Activity* - If the business has installed the Facebook pixel on their website, they can reach people who have items in their shopping basket but have not completed a purchase. 3) *Mobile App activity* - A gaming company might want to reach people who have achieved level 100 on their video game, for example 4) *Engagement on our platforms* - You might want to reach people who have spent time watching your videos on Facebook or Instagram.
Sales Outcomes: Facebook Attribution
With Facebook Attribution, you can understand the impact of your ads across publishers, channels and devices. If you've already set up your Facebook pixel or Facebook SDK for app events, and you've already been using UTM parameters with your ads, no additional setup is required to use Facebook Attribution. Facebook Attribution also offers support for offline conversion events, which you can upload yourself or send to Facebook by using the Offline Conversions API. *How it works*: We offer two options for measuring your conversion performance: *Visits*: Facebook Attribution provides reporting on visits across publishers if you've been using UTM parameters with your ads. *Tags*: If you want to see more advanced cross-publisher reporting, you can add other third-party platforms to Facebook Attribution by applying click and impression tags to your off-Facebook media. You can compare the impact your ads have on driving conversions across paid touch-points, organic and direct visits. See which channels and sources should get the most credit for driving conversions, as well as which ones are most efficient in leading to conversions.
Sales Outcomes: Multi-touch attribution partners
You can also attribute conversions to your Facebook campaigns by working with one of our partners. Our partners can help you: 1) Track your complete Facebook media plan. 2) Understand your ROI. 3) Make accurate investment decisions across all media channels. When a person buys a product or service, there are typically several different ads that are delivered over different media, and often, over many days to influence his or her purchase decision. For marketers, figuring out which of those ads deserves the most credit for a purchase is difficult. Many times, it's easier to simply give credit to the last ad a person clicked on. Last-click attribution can unfairly discount other ads that may deserve credit. How it worksMTA distributes credit among multiple impressions and clicks that occur over a person's purchase journey, and gives marketers a better look at the full picture. Work with a partner to gain a better understanding of your ROI on Facebook, across devices and make more accurate investment decisions across all media and channels. CONVERSION We share anonymized reporting for ads across the Facebook family of apps and services with our partners, who then use the information to power their attribution reports. While Facebook provides relevant data to your partners, we remain agnostic to our partners' attribution methodology and have no visibility into advertisers' cross-publisher results. Regional availability Neustar Marketshare - Global Datalicious - US and APAC
How to Buy Ads Using Reach and Frequency: Editing active ad sets
You can edit the budget, end date or both when your ad set is in flight, with a few exceptions. You can't edit ad sets when: 1) The campaign is due to end within 24 hours. 2) You want to reduce the budget below what has already been spent. 3) 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.
Brand Best Practices: Core Audience Targeting
You can filter for these audiences attributes: 1) Demographics - reach people based on demographics like age, gender, education and more 2) Location - Reach people in cities, countries, and communities where you want to do business 3) Interests: Reach people based on their interests, hobbies, and Pages they like on Facebook 4) Behavior: Reach people based on their device usage and other activities
Creative: Facebook Brand Assets
You can only use Facebook Branded logos if they are the updated versions (the thumbsup, facebook with white background, and IG logo). Cannot use if they are altered or outdated or use trademarks, names, domain names, logos or other content that may be confused with Facebook. However, cannot imply a Facebook Partnership using the logos.
How to Buy Ads Using Reach and Frequency: Pausing Ad sets
You can pause ad sets mid-schedule for any reason. To pause and restart your ad set, follow these steps: 1) Go to the ad set level in buying interfaces and switch the status to Paused. 2) Select Review Changes then publish to finalize. 3) To re-activate your ads, switch the status to Live and click Review Changes. 4) To finalize, click Apply. You can pause your campaign for up to 30 minutes without any impact to your booked ad set. Delivery will resume as scheduled when you make the ad set Active.
Landing Pages: Facebook Destinations
You can send traffic to Facebook business pages and groups. BUT, you can't send traffic to the home page. If sending to a business page, ads will be reviewed under the guidelines. If sending to a group, the group must be open & public - no secret or closed group (this is where you have to submit a request to join)
Creating A Business Manager: Add Pages
You have to have at least one Facebook page attached to your business manager By clicking "Add page", you can add a page you own, request access to someone else's page, or create a new one Then add the Page URL. If you're an admin to the page, then it'll be added to your business manager immediately. If not, send a request and after the permission has been granted it'll show in BM. Can add more pages later in business settings
The Marketing API
You may benefit from using the Marketing API if: 1) You're an advertising management solutions provider, and you sell to advertisers or agencies who manage ads on digital platforms, including Facebook. 2) You're an enterprise agency or consulting firm interested in building a custom solution for clients who manage ads on Facebook. 3) You're an advertiser managing your own ad spend with significant advertising scale specifically on Facebook. You require a custom solution that uses your own internal data. Given the resources that are required, it may not make sense for you to build an in-house advertising management solution. If you don't fit into one of the categories above, we recommend our first-party or third-party solutions
When should you create multiple Business Managers? (3)
You should only create multiple business manager accounts if your company: 1) Spans multiple regions and you need to receive invoices in multiple currencies, then create a business manager for each line of credit/currency 2) Operates in a way that's siloed, with limited transparent across lines of businesses (brands, divisions, regions), create one business manager for each line of business. 3) has open transparency across lines of businesses, create one business manager and use business asset groups to organize business assets within a single business. (bro wtf did i just read? lol)
How Ad Auction Winners Are Determined: How you get charged - CPM, CPC, CPA
Your advertising goal will also help determine your bid strategy. Whether you want to focus on getting impressions, clicks, or conversions on your ads will largely be determined on where your goal falls in the marketing funnel: be it awareness, consideration, or conversion. *Cost per Millie (CPM)*: The cost an advertiser pays for every 1,000 clicks on an advertisement (If you want to increase awareness for your business, you'll most likely focus on getting impressions. You can use CPM bidding to put your ad in front of your audience. For example, if Jasper's Market just launched a new line of organic sodas, they would focus on how many views they get from potential customers to *increase awareness* of their new product.) *Cost per Click (CPC)*: The cost an advertiser pays each time someone clicks the ad. (If you want to increase traffic to your website, you'll most likely focus on getting clicks on your ads. You can use cost per click bidding, or CPC, to make sure that the people who click on your ads go directly to your website. This type of bidding works well for goals in the *consideration phase*. For example, if Jasper's Market wants more customers to check out its products online, it could consider CPC bidding.) *Cost per Acquisition (CPA)*: The cost to acquire a customer who takes action (for example, makes a purchase, installs an app and so on). (If you're focused on getting a customer to take action (make a purchase, install an app and so on), then you may consider cost per acquisition, or CPA, bidding. This bidding strategy works well for goals in the *conversion stage* of the marketing funnel. For example, if Jasper's Market wants to encourage shoppers to download its new app, it can consider using CPA bidding to increase app downloads.)
Brand Best Practices: Be at the center of discovery
as you keep mobile and video top of mind in your campaign planning and execution, also think about how to capture attention on Facebook and Instagram feeds, stories and other placements. More than 3 billion people use Facebook, Instagram, WhatsApp or Messenger everyday, on average. On FB &IG, people experience stories and updates from friends, family, public figures and businesses, and Pages and groups. Communities engage each other, make discoveries, and seek inspiration. Your brand can be part of these highly engaged communities.
Ads: Get Creative
at the ad level, select your ad format and connect the ad to a facebook page or instagram account that you manage. Give the ad an intuitive name so you can find and evaluate it in Ads Manager and in reporting Formats (ad objective and placement can affect which formats are available): 1) Carousel - a scrollable sequence of 2-10 images or videos 2) Image - a single image or graphic 3) Video - an ad anchored by a single video 4) Slideshow - a looping video ad composed of up to 10 images or frames extracted from a video, to which you can add transitions and music 5) Collection - primary video or image with four smaller images in a grid-like layout Marketers can add an Instant Experience to some ads based on the objective they select. This fullscreen post-click experience, optimized for mobile, encourages playful exploration and interactions within the ad itself
Ad Sets: Brand Safety
if you run in-stream video ads, or ads on audience network or instant articles, you can restrict the types of content that your ads appear alongside. You can exclude categories like gambling, mature content and debatable social issues. Advertisers can also create block lists of apps, publishers, websites and facebook pages where they don't want their ads to appear. Remember that these types of restrictions will limit the number of places where people can see your ads.
Pixel: Capture audience behavior
pixel allows you to capture specific "events". Events are actions that happen on your website, either as a result of facebook ads (paid) or organic (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 can study all the steps along their journey, you can measure and optimize yours ads for the conversions that mean the most to your business.
The Facebook Ads Manager App for iOS and Android
supports campaign creation and duplication anywhere you can get a wifi signal. There are differences between the browser and app experiences though; for example, when you access ads manager in a browser, you can create an ad using any of our 11 ad objectives, but the app allows fewer options. But the app also allows you to upload images to your ad directly from your instagram account.
Find your pixel installation method (3)
there are three available options to install a pixel on your website: Option 1: Connect a Partner Platform Option 2: Manually install pixel yourself Option 3: Email instructions to Developer To get to the installation menu, open ads manager and follow these steps: 1) In main menu, in the Measure and Report column, click on Pixels under Events Manager. 2) Next, click set up pixel to open the install pixel window 3) from this menu, you can then choose which method you'd like to use to install the pixel.
