Facebook Blueprint Study Guide (2019 Update) [PDF]

Zitiervorschau

STUDY AND PREPARE FOR YOUR NEXT

FACEBOOK™ BLUEPRINT CERTIFICATION EXAM

BY D I E G O R I O S

This guide covers many topics for the Facebook™ Core, Buying and Planning Certification exams.

BEFORE YOU START Make sure you join our community of +7,000 members who are also studying and preparing for their next exam.

Why join the community? 1

Ask as many questions as you want! I am here to help.

2

Get updates on materials and changes in exam topics.

3

Get updates on sample questions, suggestions, tips and tricks to pass your next Facebook Blueprint Certification Exam.

Plus… you won’t feel left out. The exams can be confusing. Frustrating. Don’t know where to start. And sometimes just impossible. So join our community to take full advantage of this study guide and more of our content. So here we go…

2

INDEX 1

2

Additional Resources 5

Facebook Audiences 6 Core Audiences 6 Lookalike Audiences 7 Custom Audiences 8 Audiences along your funnel 11 Core Audiences Size 12 Reaching Multicultural Affinity Audience 12 More resources - Facebook Audiences 12 Audience Insights 12 Delivery Insights: Audience Saturation 13 Overlap Audiences 15



Facebook People based marketing 16 What can you do with people-based measurement? 16 People-based Measurement and Planning in Action 16 Cookie-based reporting distorts campaign results and wastes ad dollars 17

3

Facebook SDK’ 18

4

Ad Auction 19

5

Facebook Campaign Objectives 22 Campaign Objective: Brand Awareness 22 Campaign Objective: Reach 22 Campaign Objective: Traffic 23 Campaign Objective: Engagement 24 Campaign Objective: App Installs 25 Campaign Objective: Video Views 25 Campaign Objective: Lead Generation 26 Campaign Objective: Messages 26 Campaign Objective: Conversions 27 Campaign Objective: Product catalog sales 27 Campaign Objective: Store visits 28

6

Facebook Ad Bidding Options 29 CPM (Cost Per Mille) bidding 29 CPC (Cost Per Click) bidding 29 Cost Per Conversion bidding 29

7

Lowest Cost Bid vs. Target Cost Bid (Former: Manual vs. Automatic Bidding) 30 You can use Target Cost Bid for: 31

W W W. M A R K E KO. C O M

3

You can use Lowest cost Bid for:

32

8

Types of Facebook Ads Delivery Optimization 33 Campaign Objective: Brand Awareness 33 Campaign Objective: Reach 33 Campaign Objective: Traffic 33 Campaign Objective: Post Engagement 33 Campaign Objective: Page Likes 33 Campaign Objective: Event Responses 33 Campaign Objective: App Installs 33 Campaign Objective: Video Views 33 Campaign Objective: Lead Generation 34 Campaign Objective: Conversions 34 Campaign Objective: Product Catalog Sales 34 Campaign Objective: Store Visits 34

9

Regular vs. Accelerated Ads Delivery 35

10

Facebook Placement 38

11

Brand Awareness: Earning Reach and Attention 39

12 Facebook Ads Manager 45 Facebook Roles and Access 45 Business Manager Roles 45 13

Facebook Campaign Structure 48 How to Set Up Your Facebook Ad Campaign Budget 49

14

Facebook A/B Testing 51

15 Creative Best Practices 52 Creative best practices 52 16

Facebook Video 55

17 Facebook Measurement 55 Relevance Score 55 Facebook Measurement 55 18 Facebook Pixel 57 Measure for conversions 57 19

Facebook Marketing Partners 59

20

Facebook and TV 60

21

Ad Policies for Content, Creative and Targeting 62



Additional Resources 63



About Me - Diego Rios 65

W W W. M A R K E KO. C O M

4

ADDITIONAL RESOURCES Here are additional resources that can help you better prepare for your next exam: 1

Make sure you join our Facebook Group

2

Make sure you try our sample questions

3

Make sure you read our blog to better prepare for your next exam

W W W. M A R K E KO. C O M

5

1

FACEBOOK AUDIENCES There are 3 different type of audiences within Facebook. It’s key that you understand the difference between all of them:

CORE AUDIENCES Sometimes also called “saved” audiences are based on the following variables: Intent / Interest Geographic Lifestyle / life-stage Psychographic Demographic Purchase-based These are the options available for creating a new audience, which you can find in the “Audience” section of ad set creation: Locations. Target ads to people based on locations (ex: country, state, province, city, congressional district, zip or post code). Most objectives let you target worldwide (type in “worldwide”), by region (ex: “Europe”), by free trade area (ex: “NAFTA”, the North American Free Trade Agreement) or by app store availability (ex: “iTunes app store countries”). Learn more Age. Target ads to people within an age range. Gender. Target ads to women, men or people of all genders. Languages. Target ads to users of certain languages

W W W. M A R K E KO. C O M

6

Detailed Targeting. Include or exclude people from an audience based on demographics, interests and/or behaviors. Learn more. Connections. Include or exclude people from your audience based on connections to your Pages, apps or events. Learn more. Demographic targeting draws from information that people share publicly on Facebook about their education, political views, family/relationship status, life events, career, and more. Location targeting allows marketers to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are, whether they live in a location, are new arrivals, or just visiting. Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app. Interest targeting lets you advertise to specific audiences by reaching people based on their interests, activities, Pages and posts they like, posts and comments they make, and closely related topics. Behavior targeting lets you reach people based on device usage and other activities

LOOKALIKE AUDIENCES Target customers similar to what you have in your custom audiences based on what you select from the following: Existing customers Website traffic Existing mobile app users Other countries similar to current customers Custom Audience: Facebook pixel or Facebook SDK. Facebook Page: fans CRM database: emails, phone numbers or user IDs Keep in mind that you need at least 100 users in a custom audience in order to expand and create a lookalike audience. Here is a video with more info: https://www.facebook.com/1319742961447503/videos/1673610786060717/

W W W. M A R K E KO. C O M

7

Here are some additional bits of information to consider when creating Lookalike Audiences. Your Lookalike Audience will only include people from the country/countries you select during creation. Your source audience must contain at least 100 people from a single country in order for us to use it as the basis for a Lookalike Audience. You can create up to 500 Lookalike Audiences from a single source audience. People in your source audience will be excluded from your Lookalike Audience unless you use a pixel as your source audience. You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will target your ads to people who are in any of the selected Lookalike Audiences. The larger the audience, the less similar to seed audience will be. 1% - 10%

CUSTOM AUDIENCES Custom Audiences are target audiences of people you already know created from information you provide or from information generated on Facebook’s products. You can create Custom Audiences from customer files, the Facebook pixel, the Facebook SDK and engagement on Facebook.

W W W. M A R K E KO. C O M

8

Learn more about the types of Custom Audiences you can create: Custom Audiences from a customer Engagement Custom Audiences Website Custom Audiences Mobile App Custom Audiences Are audiences based on various interactions within Facebook, your website, mobile application, Instagram, offline activities or your database.

They are used for the following objectives 1

Awareness: Build your brand

2

Consideration: Drive intent with high-value prospects

3

Conversion: Acquire new customers by finding people who are most like your best customers

4

Loyalty

W W W. M A R K E KO. C O M

9

RECOMENDED AUDIENCES Based on your objective follow the guide to know when to use what type of audience: A

Drive online Traffic from Facebook (will be referred as FB) and Instagram (will be referred as IG) Targeting

Ad Units

Ad format

Acquiring Core new customers Audiences

Link ads in News Feed

Custom Audiences

Measurement Optimized for conversions

FB pixel

CPC

Lookalike Audiences Remarketing to Custom existing cusAudiences tomers

B

Link ads in News Feed

Optimized for conversions CPC

FB pixel

Drive in-store traffic from FB and IG Targeting

Ad Units Core audiences/ partner categories

Acquiring Custom new customers Audiences from your website

Ad format

Link ads in News Feed Photo ads

Measurement

CPM

Conversion lift tests

Lookalike Audiences Remarketing to Custom existing cusAudiences tomers

Link ads in News Feed Photo ads

Optimized for conversions CPC

Conversion lift tests

W W W. M A R K E KO. C O M

10

C

Drive mobile app Installs and conversions from FB and IG Targeting Acquiring new mobile app users

Ad Units

Bid Types

Core Audiences Custom Audiences

Mobile app install ads

Optimized for conversions

Mobile app engagement ads

Optimized for conversions CPI or CPA

Lookalike Audiences Custom Remarketing to Audiences existing mobile app users

Measurement

Facebook SDK + app events or third-party mobile measurement partner

Facebook SDK + app events or third party mobile measurement partner

Best practices for direct response ads Set different bids for low and high lifetime value users Bid your true value Increase your bid if you’re willing to pay more per objective

AUDIENCES ALONG YOUR FUNNEL

W W W. M A R K E KO. C O M

11

CORE AUDIENCES SIZE

REACHING MULTICULTURAL AFFINITY AUDIENCE Three clusters of Multicultural Affinity Audiences in US market: Hispanic, African American and Asian American US Hispanic 31 MM monthly users 25 MM return every day 30 MM mobile monthly avg users 96% facebook via mobile 66% access fb exclusively via mobile Audience’s Interest More resources - Facebook Audiences https://www.facebook.com/business/help/633474486707199

AUDIENCE INSIGHTS Relying on native and third-party data, Audience Insights breaks down audiences according to demographics, interests and behaviors. You can also see the most popular topics audiences are posting about on Facebook. Audience Insights is designed to help you plan your advertising campaigns on and off Facebook. Facebook uses native data to show you audience features such as: Age and gender Relationship status Education level Job role

W W W. M A R K E KO. C O M

12

Top categories Page likes Top cities Top countries Top languages Frequency of activities Device users After choosing an audience set, you can then break down the data into a set of different categories: Demographics: Age and gender, lifestyle, education, relationship status, job role and household size Page likes: The top Pages people like in different categories, like women’s apparel or sports Location and language: Where do people live, and what languages do they speak Facebook usage: How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on Purchase activity: Past purchase behavior (i.e., heavy buyers of women’s apparel) and purchase methods (i.e., in-store, online) Moreover, you can view this information for three different groups of people: People on Facebook (the general Facebook audience) People connected to your Page or event People in Custom Audiences you’ve already created (an audience made up of your current customers)

DELIVERY INSIGHTS: AUDIENCE SATURATION Delivery Insights is a dashboard that can help you better understand the performance of your ad sets. It shows you metrics about your ad delivery, the dynamics of our ad marketplace and how the two are related to each other. If your ad set has been running for at least 5 consecutive days and has at least 500 impressions, Delivery Insights. will become available for that ad set. You can access it in two ways:

W W W. M A R K E KO. C O M

13

1

Ads Manager: If your ad set qualifies, a See Delivery Insights link will appear when you hover over the “Delivery” column at the ad set level. Clicking this link will take you to the Delivery Insights dashboard.

2

Business notification: When a qualifying ad set experiences a performance shift, we’ll send you a notification you can click to go to the dashboard.

Audience Saturation data can help you determine if people have seen your ads multiple times and are no longer responding to them. Seeing ads multiple times can help build awareness and recall, but 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 you keep these two outcomes properly balanced in alignment with your goals. Delivery Insights provides the following metrics to help you understand the impact audience saturation is having on your ad sets: Impressions: The number of times your ads were on screen. First Time Impression Ratio: The percentage of your daily impressions that comes from people seeing your ad set for the first time. Reach (Lifetime): The number of people who saw your ads at least once over the lifetime of your campaign. This metric differs from reach in that it’s based on the number of people who saw your ads at least once over the lifetime of your campaign as opposed to your selected date range. Audience Reached Ratio: The percentage of your estimated audience size you’ve reached so far. Your estimated audience is estimated based on the placements and targeting criteria you select and includes factors like Facebook user behaviors, user demographics and location data. Estimated audience size is designed to estimate how many people in a given area could see an ad a business might run. It’s not designed to match population or census estimates. When your ad sets target overlapping audiences, they may end up in some of the same auctions. Delivery Insights provides the following metrics to help you understand the impact auction overlap is having on your ad sets: Amount Spent: The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule. Auction Overlap Rate: The percentage of times this ad set was removed from the auction because it overlapped in the auction with another of your ad sets. Amount Spent: The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule. Overlapping Ad Set: This identifies the ad sets (indicated by their ad set IDs) that are causing your selected ad set to get removed from auctions most often. The percentage indicates how much of your total Auction Overlap Rate is due to audience overlap with the given ad set. For example, if your Auction Overlap Rate for a given ad set is 50% and an Overlapping Ad Set shows 50%, it means that your ad gets

W W W. M A R K E KO. C O M

14

removed from auctions 50% the time, and 50% of the times it gets removed is due this ad set (in other words, 25% of the total lost delivery opportunities).This number can be useful when figuring out how to merge ad sets. For example, it’d probably be more effective and efficient to merge a poorly performing ad set into one that’s leading to 75% of its auction removals rather than one that’s only leading to 5% of them.(Note: This number refers only to the percentage an ad set contributes to your total overlap, regardless of how much or little there is. For example, if your ad set’s Auction Overlap Rate is only 5% overall, one ad set could be contributing to 50% of that overlap. You’ll find more information on this in the next section.)

OVERLAP AUDIENCES When you have two or more audiences selected, you can check the overlap between them using the Actions dropdown. Overlap means the percentage of people that are in both audiences. Overlap is not inherently bad, but can become problematic if the percentage of overlap and the budgets of the overlapping ad sets are high enough, and the audiences are being used at the same time Having overlapping audiences is not necessarily a bad thing, but it can lead to poor delivery of your ad sets

If audience overlap is causing you problems: Consolidate your overlapping ad sets. If some ad sets are targeting very similar audiences, you could see better results by consolidating them into one with a larger budget. Refine your targeting. Take advantage of location, age, gender, interest and/or behavior-based targeting to ensure each ad set has a specific and distinct audience. You can also try creating separate Custom Audiences (from a pixel or your customer data) or Lookalike Audiences (of people similar to your best customers) for each ad set.

W W W. M A R K E KO. C O M

15

2 FACEBOOK PEOPLE

BASED MARKETING From targeting to measurement, our tools and insights are based on real people, not cookies and proxies.

WHAT CAN YOU DO WITH PEOPLE-BASED MEASUREMENT? Connect ads to business results Use attribution to understand paths to conversion Improve ad targeting Grow your ROI Optimize your campaigns Test your ads in real time

PEOPLE-BASED MEASUREMENT AND PLANNING IN ACTION In order to plan for people, there is a need to understand where people are spending their time and the impact of different marketing strategies. Measuring channels in silos limits your visibility into the full impact of your advertising efforts. People-based measurement results can help inform the entire marketing lifecycle, across devices and channels. With people-based data and tools, marketers are able to tie actions directly to real people wherever they may be, and close the measurement gaps that exist with traditional cookie-based measurement—which doesn’t capture the full consumer journey.

W W W. M A R K E KO. C O M

16

COOKIE-BASED REPORTING DISTORTS CAMPAIGN RESULTS AND WASTES AD DOLLARS 1

Inaccurate results

2

Media waste

3

Off-target delivery

4

Over-respresentation

W W W. M A R K E KO. C O M

17

3 FACEBOOK SDK

Additional Resources https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8 https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8 https://developers.facebook.com/docs/app-ads/resources/faqs Promoting Successful App: From Install to Sales Webinar You can leverage dynamic ads to mobile app installs App Engagement Integration with Facebook SDK is needed CTA: Use App Open link Shop now Book now Play game Listen now Watch Video Watch More Download Learn More Sign Up Further reading: https://developers.facebook.com/docs/app-events/best-practices/gaming-casual https://developers.facebook.com/docs/app-events/best-practices/travel-hotel https://developers.facebook.com/docs/app-events/best-practices/ecom-and-retail https://developers.facebook.com/docs/app-events/best-practices App Installs App must report installs App account id-app id-mobile store trio must be non-fraudulent before CPA is permitted

W W W. M A R K E KO. C O M

18

4

AD AUCTION AD AUCTION OPTIONS

TRP Buying = Target Rating Points TRP verified by Nielsen Billed by impressions on Nielsen DMA (Designated Market Areas) Only available in: UK, Germany, US, France, Italy, Brazil, Australia and Canada Facebook recommends measuring your results based on three aspects: Audience Outcomes How many people did your ad reach? How frequently? Did the ads reach the right people/audience? Did the ads reach people cross-device? Brand Outcomes Did the ads breakthrough? Are they memorable? Did they generate brand awareness? Did the ads change the perception of your brand? Sales Outcomes Did the ads drive your business outcomes? Did they contribute to ROI? Did the ads results in sales, leads or app installs?

W W W. M A R K E KO. C O M

19

AD AUCTION AND DELIVERY OVERVIEW Buying Types 1

Reach & Frequency: Accurately plan and deliver campaigns with predictable reach and controlled frequency. Schedule ads during most impactful times.

2

Auction: Reach audiences most likely to react to content. Takes into account: bid, likelihood of driving desired outcomes, site performance, ad quality and relevant ad to target audience.

3

TRP: lets advertisers plan and buy video campaigns using Nielsen-verified TRPs on FB & IG. This allows video campaigns to be planned, bought and reported like TV and other online video channels

How does Facebook Auction work: Balance between maximizing advertiser value and optimizing consumer experience Vickrey-Clarke-Groves auction is a combination of Bids

➡ stated bid

Estimated action rate tion after they see ad

➡how fb expects people in the target audience to take ac-

Ad quality and relevance score find ad

➡ How relevant fb predicts target audience will

How is the bid calculated eCPM + Ad Relevance Factors (expected engagement, expected positive feedback, expected negative feedback) = Total Bid Ad Relevance: eCTR: expected click-through rate eCVR: expected click-to-conversion rate Influenced by ad history, ad set history, campaign history, user characteristics, page type, and activity on the specific ad.

W W W. M A R K E KO. C O M

20

Optimize for different bid types: Impressions (CPM): cost per mille It’s the toughest one, and you may want to stay away from it as you could spend lots of money without any results Total Bid = eCPM x Ad Relevance factors Total Bid = (CPM Bid) + Ad Relevance Factors Clicks (CPC): the price you pay for every click You are paying for every kind of click on your ad (like, share, clicks, etc.) The better the CTR, the lower your CPC will be. Total Bid = eCPM x Relevance Factors Total Bid = [(CPC Bid) x (expected CTR or eCTR) *1,000] + Ad Relevance Factors Conversions (oCPM): you want FB to automatically optimize for your campaign goal (website conversion, post engagement, offer claims, etc.) You are not really bidding but telling FB the desired maximum cost for goal’s actions. The delivery will be optimized to display ads to those users most likely to complete the action you want. Website conversions, engagement, website clicks, reach, page likes, mobile app installs, and so on. You will pay more for overall display of ads, but overall cost of conversion will be much cheaper. Actions (CPA): you are looking for specific actions based on ad type (likes, leads, etc.) with your Facebook campaigns. You can not use CPA to promote external website conversions. Total Bid = eCPM x Ad Relevance factors Total Bid = (CPA or oCPM Bid) x (eCTR x Conversion probability, or eCVR) + Relevance factors

https://facebookmarketingpartners.com/wp-content/ uploads/2015/04/Brand-Bidding-Guide.pdf

W W W. M A R K E KO. C O M

21

5

FACEBOOK CAMPAIGN OBJECTIVES Before you set up your first Facebook ad campaign, think what your ultimate goal is: do you want to grow sales? Or are you more focused on increasing brand awareness? Are messages your thing? Or something else? 1

Campaign Objective: Brand Awareness Platforms: Facebook Instagram Optimization Options: Brand Awareness Ad recall lift Supported ad formats: Image Video Carousel Slideshow

When to choose the “Brand awareness” objective? The “Brand awareness” campaign objective is a good option if you’d like more people to find out about your brand. You can also use this objective to drive more traffic to your website. 2

Campaign Objective: Reach Platforms: Facebook Instagram Optimization Options: Impressions Reach Supported ad formats: Image Video Carousel Slideshow

W W W. M A R K E KO. C O M

22

When to choose the “Reach” objective? Use the “Reach” objective if your goal is to reach the maximum number of audience members repeatedly over a shorter period of time. This could be a good option when promoting limited-time offers or when creating remarketing campaigns. With the “Reach” campaign objective, Facebook will optimize for the highest number of possible impressions, with no consideration of clicks and actions taken by the people who see your ads. 3

Campaign Objective: Traffic Platforms: Facebook Instagram Audience Network Messenger Optimization Options: Link clicks Landing page views Daily unique reach Impressions Supported ad formats: Image Video Carousel Slideshow Collection

When to choose the “Traffic” objective? Select the “Traffic” objective when your goal is to lead people to your website or blog, and there are no specific actions you wish them to take. For example, if you’d like more people to read a blog article or read a case study, you can use the “Traffic” campaign objective.

W W W. M A R K E KO. C O M

23

4

Campaign Objective: Engagement Engagement objective is now where you can set up event response and page likes campaigns, which were previously their own distinguished campaign objective.

Platforms: Facebook Instagram Optimization Options: Daily unique reach Impressions Post Engagement Page Likes (Facebook only, not Instagram) Event RSVPs Supported ad formats: Image Video Slideshow When to choose the “Post Engagement” objective? With “Post Engagement” objective, Facebook will show your ads to people who are the most likely to like, share, and comment on your post at the lowest possible cost. Note that this objective is automatic when using Facebook Boosted Posts to amplify your Facebook post’s reach.

W W W. M A R K E KO. C O M

24

5

Campaign Objective: App Installs Platforms: Facebook Instagram Audience Network Messenger Optimization Options: App Installs Link Clicks App Events 10 Second Video Views Supported ad formats: Single Image Single Video Carousel Slideshow

When to choose the “App Install” objective? If you’re interested in getting more people to download and use your app, Facebook App Install ads are one of the best ways to do it. 6

Campaign Objective: Video Views Platforms: Facebook Instagram Audience Network Optimization Options: 10-second Video Views 2-second Continuous Video Views Supported ad formats: Single Video Carousel Slideshow

When to choose the “Video Views” objective? Video views ads are great for targeting cold audiences as they’re engaging and help to increase brand awareness. Note that you can also promote videos with other Facebook campaign objectives, such as “Conversions” and “Lead generation.”

W W W. M A R K E KO. C O M

25

7

Campaign Objective: Lead Generation Platforms: Facebook Instagram Messenger Optimization Options: Leads Supported ad formats: Single Image Single Video Carousel Slideshow

When to choose the “Lead Generation” objective? Select this option if you’re interested in creating Facebook Lead Ads and getting people to give you their contact details in exchange for downloadable content. Instead of sending users to your website, a lead form pops up which allows you to collect information like names, emails, phone numbers, etc. directly on Facebook. 8

Campaign Objective: Messages Platforms: Facebook Instagram Messenger Optimization Options: Replies (when using Click To Messenger) Impressions (when using Sponsored Message) Supported ad formats: Single Image Single Video Carousel Slideshow When to choose the “Messages” objective? “Messages” is Facebook’s newest campaign objective and it is optimized to have your audiences start a conversation with your Facebook page. Message ads can be effectively used to increase awareness as well as make sales, RSVP to events, and many other goals you may have.

W W W. M A R K E KO. C O M

26

9

Campaign Objective: Conversions Platforms: Facebook Instagram Audience Network Messenger Optimization Options: Conversions Impressions Link Clicks Daily Unique Reach Landing Page Views Value App Events (if an app is selected) Replies (if Messenger is selected) Supported ad formats: Image Video Carousel Slideshow Collection

When to choose the “Conversions” objective? “Conversions” is Facebook’s most popular campaign objective as it is optimized to deliver you new leads or purchases. Conversion ads are aimed to increase sales, sign-ups, purchases or other desired actions on your website, and Facebook’s auto-optimization works really well! 10

Campaign Objective: Product catalog sales Platforms: Facebook Instagram Audience Network Optimization Options: Conversions Impressions Link Clicks

W W W. M A R K E KO. C O M

27

Supported ad formats: Image Video Carousel When to choose the “Product catalog sales” objective? Product catalog sales are designed for e-commerce advertisers that sell a variety of products and frequently update their product catalogs. You can also use this objective when creating remarketing campaigns targeting your online store visitors.

11

Campaign Objective: Store visits Platforms: Facebook Optimization Options: Store visits Link Clicks Daily Unique Reach Supported ad formats: Image Video Carousel Collection When to choose the “Store visits” objective? If you have a physical store that you’d like more people to visit, try the “Store visits” campaign objective. You’ll be able to reach people around your business, just like with the Local Awareness ads, but include additional information.

W W W. M A R K E KO. C O M

28

6

FACEBOOK AD BIDDING OPTIONS CPM (COST PER MILLE) BIDDING With CPM (Cost Per Mille/Thousand impressions) bidding, the amount you’re bidding is the maximum you want to pay to get 1,000 ad impressions. If you’re not looking for specific results, but only want to create brand awareness by displaying your brand to a broad audience on Facebook, CPM could be a good fit.

CPC (COST PER CLICK) BIDDING When using the CPC bidding, you’re telling Facebook how much one click on your Facebook ads is worth to you. You’re going to pay only when a user clicks on your ads. In 2015, Facebook changed the CPC bidding method so that you won’t pay for any type of click on your ads (e.g., like, a comment, a share, a click to a website, “continue reading,” etc.). Now, the CPC accounts for what Facebook calls “link clicks” — i.e., the clicks related to particular ad objectives: Clicks to visit another website Call-to-action clicks that go to another website (i.e., “Shop Now”) Clicks to install an app Clicks to Facebook canvas apps Clicks to view a video on another website If you want to optimize your Facebook ads bidding, you should try to create Facebook ads with a high click-through rate. This way, your cost-per-click will be lower as well.

COST PER CONVERSION BIDDING

When you place a bid on Conversions, Facebook will do its best to deliver your ads to the target audience members who are most likely to convert. The type of conversions depends on your campaign objective. If you select the Page Likes campaign objective, bidding on Page Likes is actually bidding on Conversions. From the Facebook ads optimization point of view, bidding on Conversions will most likely bring you the wished results, as Facebook will deliver your ads to people who are most interested in your offer. Important! When bidding on Conversions that happen on an external site, make sure that you have the Facebook pixel installed.

W W W. M A R K E KO. C O M

29

7 LOWEST COST BID VS. TARGET COST BID

(FORMER: MANUAL VS. AUTOMATIC BIDDING) Recently Facebook made some big changes to the bidding strategies it offers introducing Lowest Cost (with or without a cap) and Target Cost. Here’s how Facebook explains it:

Usually, in the “Optimization & Delivery” section (during the Ad creation process), you had a choice to select between Automatic Bidding or Manual Bidding.

W W W. M A R K E KO. C O M

30

Now, what you see on your screen looks like this:

Don’t’ get scared. Even if the change seems really big, actually it’s more a question of changing words. To make it simple, we can say that: Lowest Cost bidding is the new name of Automatic Bidding Target Cost bidding is similar to the old Manual Average Bid and Set a bid cap is the former Manual Maximum Bid option.

You can use Target Cost Bid for: App Installs, Lead Generation, Conversions, Catalog Sales, Store Visits

W W W. M A R K E KO. C O M

31

You can use Lowest cost Bid for: Brand Awareness, Reach, Traffic, Post Engagement, Page Likes, Event Responses, App Installs, Video View, Lead Generation, Messages, Conversions, Catalog Sales, Store Visits.

Flagging the Bid Cap option let you set an upper limit on how much Facebook can bid for any individual result.

If your goal is to get the most people at the lowest cost, you should use the Lowest Cost Bidding. If you choose to try the Target cost bidding strategy, then be bold! Always bid the maximum amount that you think the results might be worth. If your Target Cost Bid or your Bid Cap is too low, you may not spend your full budget and limit (or even stop) the delivery of your Ad.

W W W. M A R K E KO. C O M

32

8 TYPES OF FACEBOOK ADS DELIVERY OPTIMIZATION

CAMPAIGN OBJECTIVE: BRAND AWARENESS

Delivery optimization options: Brand Awareness Reach

CAMPAIGN OBJECTIVE: REACH Delivery optimization options: Impressions Reach

CAMPAIGN OBJECTIVE: TRAFFIC

Delivery optimization options: Link Clicks Impressions Daily Unique Reach

CAMPAIGN OBJECTIVE: POST ENGAGEMENT

Delivery optimization options: Impressions Daily Unique Reach Post Engagement

CAMPAIGN OBJECTIVE: PAGE LIKES Delivery optimization options: Page likes

CAMPAIGN OBJECTIVE: EVENT RESPONSES

Delivery optimization options: Impressions Daily Unique Reach [Post Engagement[/ pill]Event Responses

CAMPAIGN OBJECTIVE: APP INSTALLS

Delivery optimization options: Link Clicks App Installs]

CAMPAIGN OBJECTIVE: VIDEO VIEWS

Delivery optimization options: Daily Unique Reach [Video Views

W W W. M A R K E KO. C O M

33

CAMPAIGN OBJECTIVE: LEAD GENERATION Delivery optimization options: Leads Link Clicks

CAMPAIGN OBJECTIVE: CONVERSIONS

Delivery optimization options: Link Clicks Daily Unique Reach Conversions Impressions

CAMPAIGN OBJECTIVE: PRODUCT CATALOG SALES Delivery optimization options: Impressions Conversions

CAMPAIGN OBJECTIVE: STORE VISITS

Delivery optimization options: Link Clicks Impressions Daily Unique ReachStore Visits

W W W. M A R K E KO. C O M

34

9

REGULAR VS. ACCELERATED ADS DELIVERY Here’s another advanced Facebook ads optimization tactic that you should be aware of: the Accelerated ad delivery. When creating a new Facebook ad campaign, you can select between two ad delivery types: Standard ad delivery Accelerated ad delivery Delivery basically means that your ads have been shown to your target audience. Pacing will optimize the delivery between the maximum bid and zero in order to achieve the best results given the budget constraints you to configure. Pacing will spread the delivery of your ads throughout the day or time frame of our campaigns. Without pacing, your ads would be shown as quickly as possible when you launch an ads campaign.

1

Gray line: spending your budget aggressively with fast pacing.

2

Blue line: spending your budget optimally.

3

Red line: spending your budget conservatively.

As you can see, depending on the pacing of your ads, the results can have dramatic results on your conversion and costs.

W W W. M A R K E KO. C O M

35

Why is this important? Because you can determine what type of delivery you want when launching your Facebook campaigns.

What Is The Standard Delivery Method In Facebook Ads? This is the default delivery option when you launch Facebook ads. It will try to deliver your ads in a way that is evenly distributed throughout the day. In the example above, a standard delivery will be the blue line. In other words, your campaigns will be paced.

A couple of things to keep in mind with the standard delivery: You entire budget might not be used as Facebook is trying to maximize your opportunities to get conversions at optimal levels. Facebook will use its algorithm to determine optimization. Your bidding will vary depending on how Facebook sees fit. Facebook may lower or increase your bidding to maximize value. You can always set budget caps in order not to overspend.

W W W. M A R K E KO. C O M

36

What Is The Accelerated Delivery Method In Facebook Ads? With the accelerated delivery method, your ads will be shown as frequently and quickly as possible as soon as you launch your campaign or program a start date and time. In the example above, an accelerated delivery will be the gray line. In other words, Facebook will NOT be pacing your ads.

A couple of things to keep in mind with accelerated delivery: Facebook will spend your budget as quickly as possible. Speed over efficiently will be prioritized. You can choose how your ads are delivered, this determines how often your ads will be shown and how quickly your budget is used. Accelerated delivery can make the average cost-per-impression, click, action or conversion higher than your previous benchmarks. You have to manually pick your maximum bidding costs You should run your ads at least 2 hours, as recommended by Facebook.

W W W. M A R K E KO. C O M

37

10 FACEBOOK

PLACEMENT 10 different Facebook ad placements available: Facebook 1

Desktop Newsfeed

2

Mobile Newsfeed

3

Right-hand Column

4

Instant Articles

5

In-Stream Videos

6

Suggested Videos

7

Marketplace

Instagram 1

Feed

2

Instagram Stories

Facebook Audience Network 1

Native, banner and Interstitial,

2

In-Stream Videos

2

Rewarded Videos

Messenger 1 2

Home Sponsored messages

If you’re unsure which ad placements to use fo your first Facebook campaigns, here’s what Facebook suggests for every advertising goal: Brand awareness: Facebook and Instagram Engagement: Facebook and Instagram Video views: Facebook, Instagram and Audience Network App installs: Facebook, Instagram and Audience Network Traffic (for website clicks and app engagement): Facebook and Audience Network Product catalog sales: Facebook and Audience Network Conversions: Facebook and Audience Network W W W. M A R K E KO. C O M

38

11 BRAND AWARENESS:

EARNING REACH AND ATTENTION

Brand Awareness measurement: Clicks are easy to measure but not correlated with brand outcomes Engagement is useful in some cases but time signals, like clicks, might be better Reach is important but much more you can do

➡

Objective maximize brand awareness by optimizing for reach and attention, or how long someone is looking at an ad. There are two ways you can optimize brand awareness campaigns: Brand Awareness: combination of reach and attention Find people in target audience who pays attention to ads and then finds more similar people. Charged for impressions Reach optimization: maximize number of people who see ads given a specific time period You have to set up a budget and bid for reaching your audience Set frequency resets Reporting Metric

➡Estimated Ad Recall Lift (people)

Real time data so you can get a pulse on your campaign while they are running. Estimated Ad Recall Lift: number of people that fb estimates would recall seeing your ad. Brand Awareness = Reach x Brand Attention x Message Quality x Other Factors Brand Awareness: Total number of people recalling the ad per dollar spent Reach: Number of people reached per dollar spent Attention: Amount of time people spend looking at ads relative to average ad Message Quality: Brand linkage, persuasion, memorability and so on Other Factors: Existing brand attributes, priming, product usage, and so on

W W W. M A R K E KO. C O M

39

How do Facebook measurements differs from various ad types:

➡

Brand Awareness factors time a perBrand Awareness vs Page Post Engagement son spend on ads. Page post only toward people more likely to interact with ad.

➡depends on KPI or objective Reach Optimization vs. Unique daily reach ➡ Reach optimization maximizes specific reach over a period of time. Unique one day, not entire campaign. Reach Optimization vs Reach and Frequency ➡optimize reach beyond daily. Brand Awareness vs Video Views

Estimated Ad Recall Lift is calculated by Reach: number of people you reached with your ads Relative attention: How much time people spent at your ads compared to other content in their news feed Historical data: Data from more than 300 Nielsen Brand studies that show correlation of attention and reach to ad recall Why it’s important Ad Recall Less sensitive to brand attributes One of the most common poll questions and brand measurement A common measurement of cut-through used across many media types Brand Solutions for measurement: Facebook Brand Lift Nielsen Brand Effect Millward Brown Digital: Brand Lift Insights

Building Brand with Brand Awareness Objective - Webinar

W W W. M A R K E KO. C O M

40

With brand awareness we can have direct control in reach and attention. The longer someone is looking at ad, the best the ad recall it is. Most people that are most likely to pay attention

Maximize ad recall and time watching ads, optimized for relative attention: 1

Reach Objective: maximum number of people you want to reach

2

Capture People’s Attention: people most likely to pay attention. Cost effective CPM

3

KPI is engagement: Page post engagement is most powerful

4

Tools to access: Power Editor / API / Create Ads

Brand Lift The direct impact your ads are having on perceptions and behaviors throughout the consumer journey. Measuring how effective their communications activities are in changing perceptions on one or more primary purchase funnel stages. A brand lift study will help you understand how ads are impacting Ad Recall Brand Awareness Message Association Examples of poll questions for a brand lift study: Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the last 2 days? Which of the following comes to mind first when you think of [PRODUCT]? Will you recommend [BRAND/PRODUCT] to a friend? Have you heard of [BRAND]?

W W W. M A R K E KO. C O M

41

Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]? What metrics or results will give me a brand lift study? Estimated incremental number of people who remembered seeing your ad Cost per estimated incremental person who remembered seeing your ad, based on your budget Percentage point lift, which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group Other resources for more info on brand lift study: https://www.facebook.com/business/help/678065132350755?helpref=related https://www.facebook.com/business/help/1693381447650068 Brand Measurement Solutions

If focused on cookies, it’s easy to overstate reach and understate frequency of brand campaigns. Facebook is people-based measurement: Audience outcomes: Measure and optimize how you reach your audience How many people did your ads reach? How frequently? Did the ads reach the right people/audience? Did the ads reach people cross-device? Brand outcomes: Measure how your media spend impacts brand objectives Did the ads breakthrough? Are they memorable? Did they generate brand awareness? Did the ads change the perception of your brand? Sales outcomes: Measure how your media spend impacts sales objectives Did the ads drive your business outcomes? Did they contribute to ROI?

W W W. M A R K E KO. C O M

42

Did the ads results in sales, leads or app installs? To measure reach you can use Nielsen Digital Ad Ratings (DAR) Nielsen Total Ad Ratings (TAR) Nielsen Digital Ad Ratings (DAR) Nielsen Digital Ad Ratings uses a combination of census data and Nielsen panel data to provide advertisers with an independent read on their reach by age and gender, by channel, and their on-target percentage. DAR is the only digital measurement solution available that provides a campaign’s full digital audience across desktop and mobile devices. It’s a helpful measurement solution in that it: Allows you to hold FB accountable for reaching your intended audience. Allows for a consistent reach metric across platforms that will allow you to do brand and sales effectiveness comparison for relative reach. Allows advertisers to understand reach for any campaign, which is helpful if you’re looking to compare Facebook with your other online marketing channels. Available in Australia, Brazil, Canada, France, Germany, Italy, United Kingdom, and United States. Nielsen Total Ad Ratings (TAR) TAR uses single-source panel data to measure the reach of a campaign across TV & digital, revealing who saw your ad online, on TV, and in both places. TAR can help you invest in ways to maximize Gross Rating Points (GRPs) and manage costs across cross-platform buys. Available in Italy, France, Thailand, United Kingdom, United States Brand Outcomes: Use CTR, engagement rate and conversion rate as metrics How to do it: Randomize groups > Deliver ads to one group > Deliver polls > Analyze lift

W W W. M A R K E KO. C O M

43

Facebook Brand Lift Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the last 2 days? Which of the following comes to mind first when you think of [PRODUCT]? Will you recommend [BRAND/PRODUCT] to a friend? Have you heard of [BRAND]? Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]? Third Party Options for Brand Lift Insights: Nielsen Brand Effect Millward Brown Digital Comparison Number of poll questions possible Facebook 1 or 3

Nielsen

3

Compatible Ad Formats

Platform Available

Minimum (US-Only)

Image, Video, Carousel

Facebook and Instagram

Reach 5MM impressions 20MM spend $175K Reach 30MM impressions 40MM Spend $350K

Millward

5

Reach 10MM Impressions 40MM Spend $500K

W W W. M A R K E KO. C O M

44

12 FACEBOOK ADS MANAGER

Facebook has two ad management tools: Facebook Ads Manager and Power Editor. Both of these tools are free. If you’re just starting out, we suggest that you setup your campaigns in the Ads Manager (Power Editor is a more complex tool that’s mainly used for managing large-scale campaigns. It’s mainly used by agencies and enterprise-level advertisers.) By using the Facebook Ads Manager, you can: Set up Facebook ad campaigns Create new ad sets and ads Manage Facebook ad bids Target many different audiences Optimize your ad campaigns Keep track of your campaigns’ performance A/B test your Facebook ad campaigns. Facebook Roles and Access Business Manager Roles

W W W. M A R K E KO. C O M

45

Page Roles

Ad Account Roles

Finance Roles

W W W. M A R K E KO. C O M

46

Catalog Roles

W W W. M A R K E KO. C O M

47

13 FACEBOOK CAMPAIGN STRUCTURE

Facebook’s campaign structure has three levels: Campaign Ad set Ad A Facebook campaign can contain several Ad Sets and it has a unique campaign objective. Your campaign is basically just a container to help you better organize your advertising. The only attribute of the campaign is the objective you want to reach with it. So if you want to: 1) drive sales to your website and 2) increase the number of likes on your Facebook page, you’ll have to create two campaigns, one for each objective. A Facebook ad set can include multiple ads and it has a unique audience targeting, budget, schedule, bidding, and placement. Ad sets are also the best units to use for Facebook A/B testing – remember to always place all the variations inside different ad sets. The Facebook ad (basically what we’ve been creating so far in this guide), is the smallest unit of your campaign. Ads can have different URLs, ad image, and ad copy. Let’s visualize it to make it “rookie-proof”:

W W W. M A R K E KO. C O M

48

HOW TO SET UP YOUR FACEBOOK AD CAMPAIGN BUDGET Picking the right budget for your campaign is critical to success. The first step of the “Budget & Schedule” setup is to assign a budget for your campaign. Facebook gives you two budgeting options: 1

Daily budget: Facebook will spend this sum on delivering your ads every day during your campaign. When you set your daily budget, you’re telling Facebook to get you roughly your daily budget’s worth of the results every day. Some days, when Facebook spots high-potential opportunities, it may spend up to 25% more than your daily budget (and then lower the spend on the low-potential days). As you select the daily budget, your daily ad spend could look like a set of curves. Don’t worry, that’s completely normal and means that Facebook’s auto-optimizing your ad delivery (which is a good thing).

(image source)

W W W. M A R K E KO. C O M

49

2

Lifetime budget: Facebook will divide the total campaign budget more or less evenly across the campaign dates. If you set a lifetime budget, Facebook will ask you for the campaign dates, so that it can calculate the average spend for each day

We recommend that you set a daily budget and an unlimited campaign duration, so that you can later edit the size of your daily budgets and pause the campaign whenever you see fit. Important! You can’t change an ad set’s budget type after the ad set has been created. Make sure you make the right selection during the campaign setup.

W W W. M A R K E KO. C O M

50

14

FACEBOOK A/B TESTING A/B testing, also called split testing, is a tactic by which you find out which ad headlines, body copy, images, call-to-actions, or a combination of the above work best for your target audience. Moreover, you can experiment with several Facebook audiences and ad placements to know who’s your perfect audience and which placements they can be reached with. Usually, the A/B tests are published for a couple of weeks, while the advertisers wait for new results to come in. After the experiment is completed, a conclusion will be made whether one option outperformed the other(s). You can ensure that your results are statistically significant by using a statistical significance calculator. Up next, you’ll find 12 ideas for your Facebook A/B testing. 1

A/B test your Facebook audiences

2

A/B test your Facebook ad types

3

Split test your Facebook ads images

4

Split test stock photos vs.custom illustrations

5

Split test images vs. videos

6

A/B test your Facebook ads’ value proposition

7

A/B test your Facebook ads headline

8

A/B test your Facebook ads copy

9

Experiment with different bidding methods

10

Split test your Facebook ads landing pages

11

Split test different campaign objectives

12

Split test your Facebook ad placement

W W W. M A R K E KO. C O M

51

15 CREATIVE BEST PRACTICES

Here are some general best practices to keep in mind for your creative execution. Know your audience. To inform your creative, deepen your understanding of who your audience is and what matters to them. Use Audience Insights to learn about your target audience. Apply your learnings to develop your campaign message and creative execution in a way that speaks to your audience. Grab attention. Use eye-catching images and videos so your ad gets noticed. Keep the creative simple and focused. Use bright colors. Pay attention to angle and lighting. Write compelling copy to drive interest. Be engaging but convey your message in as few words as possible. Test and experiment. Continuously experiment and test to see which ads perform best, then scale the winners. Conduct A/B tests by comparing two versions of an ad to identify which ad helps your business goal the most. Follow the plan below to jumpstart your testing.

W W W. M A R K E KO. C O M

52

16 FACEBOOK VIDEO

Video Views Tracking Page Insights: Number of times page video has been viewed for more than three seconds and more than 10 seconds. Ads Reporting Tool: Age, Gender, Age and Gender, Country and Region Video Engagement: Avg. Watch Time and Percentage Watched Sound on and off: for 10 second video views. Only in Page Insights and Ads Reporting. Audience Retention: How much do people recall your ad

Here are our updated video creative considerations: 1

Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.

2

Design for sound off. Since most video ads in mobile feed are viewed without sound, it’s important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.

3

Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.

4

Play more. There’s no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.

W W W. M A R K E KO. C O M

53

Video Optimization Through the Auction or Reach and Frequency Reach and Frequency

Optimize for Video Views

When to Use

Drive targeted awareness of your video with predictable reach and controlled frequency.

Drive as many video views as possible by delivering your ad to people who are most likely to view your videos.

Flight

1-90 days

You select

Frequency

You select frequency for entire duration of campaign

Up to 2 per day; no lifetime frequency capping. Up to 4 times a day for fans.

Targeting

All facebook targeting capabilities. No website custom audience and fan-exclusion targeting.

All facebook targeting capabilities

Billing

Predictable CPM

CPM

Pricing

Based on audience size & frequency

Based on your bid

Buying Channel

Ads Create Tool / Power Editor / API

Ads Create Tool / Power Editor / API

Lead Time

Campaigns can be booked up to 6 months in advance

Can be set up immediately

Measurement

Impressions, views, completed views, quartile views, shares, link clicks (Page Insights and Ads Reporting), Brand Effect, Nielsen Total Ad Rating, Nielsen Digital Ad Rating, Datalogix. Nielsen and Datalogix only in selected countries.

W W W. M A R K E KO. C O M

54

17 FACEBOOK

MEASUREMENT

RELEVANCE SCORE The Facebook ads Relevance Score is a score on a scale of 1 to 10 that shows how relevant a Facebook ad is to its target audience. The Relevance Score is one of the key metrics Facebook uses to calculate which advertiser wins the bidding auction and whose ads will be shown to the target audience. The higher your Relevance Score, the less you’ll have to pay for a Facebook ad click. In fact, three factors contribute to your ad delivery: 1

Your ad set’s maximum bid

2

Your ads’ Relevance Score

3

The estimated action rates (how likely are people to engage with your ads)

FACEBOOK MEASUREMENT There are truly many metrics available in Facebook Ads Manager. To help you get started, we’ve highlighted in bold the most important and insightful report metrics. Of course, the choice of your ad report metrics depends on the campaign’s goal and campaign objective (in red). Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount Spent, etc. Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc. Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc. Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging Conversation, etc. Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%, etc.

W W W. M A R K E KO. C O M

55

Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website Registrations Completed, Cost per Website Conversion, Cost per Website Purchase, Website Conversion Value, Website Custom Conversions, etc. Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App Purchases, Cost per App Install, etc. On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase, etc. Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per Offline Purchases, etc.

W W W. M A R K E KO. C O M

56

18

FACEBOOK PIXEL WHAT CAN PIXEL DO? You can create a pixel, and connect it to your website, to: Make sure your ads are shown to the right people, on the right devices, at the right moment: Knowing how people use your website can imply what they’re likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take. Build effective advertising audiences: With Custom Audiences, you can show your ads to people based on how they’ve already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers. Measure cross-device conversions: See how customers move between devices while engaging with your content — and determine what devices they are most likely to convert on. Unlock additional Facebook advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead or cost per conversion are only available to advertisers who’ve installed pixel on their websites. Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.

MEASURE FOR CONVERSIONS There’s a lot of actionable data that you can only access after you’ve implemented pixel events on your website. This information can help you better plan and execute conversion-optimized campaigns. You must install a pixel if you want to: Enable cross-device reports. Cross-device reports let you see which devices people saw your ads on before converting on your website. For example, if someone sees an ad on their mobile phone, but decides to buy it later on a desktop computer, this conversion could be captured in a cross-device report. Attribute conversions and events to specific ads. In order to access attribution data, choose the Conversion objective, and select the most relevant pixel event at the ad set level when creating the ad.

W W W. M A R K E KO. C O M

57

Access precise returns on ad spend — by business goal. It’s easy to measure the effectiveness of Facebook ads, because all campaigns have a concrete ad objective. Associating a pixel with your website can tell you the ROI of every ad and campaign you run — down to cost per lead, cost per registration, cost per item added to cart, cost per store visit, and more. Standard events help you understand some common and highly-actionable events. Your pixel will fire whenever someone does any of these things on any pages you’ve added the associated event code to: 1

View content

2

Search

3

Add to cart

3

Add to wishlist

3

Initiate checkout

3

Add payment details

3

Make a purchase

3

Provide contact details

3

Complete a registration

W W W. M A R K E KO. C O M

58

19

FACEBOOK MARKETING PARTNERS Buying Channels You can work with Facebook Marketing Partners in several ways: Campaign strategy Campaign management Measurements and insights Self-serve: Building FB Pages Create FB or IG Ads Targeting the right audience Analyzing your ad campaign Managed: Supporting TV and radio ads with corresponding FB ads Building custom apps Analyzing current customer data to find similar customers on FB Insertion Orders: Buy ads directly through a FB Sales Representative. When you need to guarantee audience delivery. The Ad Auction: FB uses more than 140 factors to determine which ads are shown Bid you input as you’re setting up your ad How we predict people in your audience will react to your ad How relevant we think they’ll find your ad CPC

CPM

Conversion Optimization

You value

Clicks

Reach

Click, reach, social impressions, and actions at different levels

You pay for

Clicks

Impressions

Impressions

We optimize for

Clicks

Reach

What you value the most; clicks, reach, social impressions, or actions such as conversion

W W W. M A R K E KO. C O M

59

20

FACEBOOK AND TV TRP Buying on FB and IG Target Rating Points (TRP): measure impressions as a percentage of the target population for an advertising campaign and are a core aspect of how TV ads are purchased and measured. It includes Nielsen Digital Ad Ratings on each campaign Three challenges being addressed Allow TV buyers to buy in their measurement currency Provide predictable delivery and measurement in terms of TRPs verified by Nielsen Make it easier to buy Advantages Predictable delivery: Highly predictable delivery across devices: reach new audiences, launch a product, or increase online sales or foot traffic. Understand reach, frequency, and TRP’s of a campaign. Measurement: Dedicated reporting interface including day, demo and placement trends. Executional flexibility: Choose placement and videos of different lengths. Benefits Sight, sound and motion Massive reach at the center of discovery Extend your TV campaigns to accurately reach the people you want to reach TRP Buying Process TRP Goal Target audience Flight dates Budget Frequency Platform: FB or IG Minimum spend: Please contact your Facebook rep to find out the latest minimum spend requirement. Targeting: Available in Nielsen markets including Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US. Dayparting is available globally, while targeting based on designated marketing area (DMA) is only available in the US.

W W W. M A R K E KO. C O M

60

Creative assets: Creative must be in a video format. Creative can be changed after 48 hours. However, creative rotations and weightage cannot be guaranteed. Availability: TRP Buying is currently available in Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US.

W W W. M A R K E KO. C O M

61

21

AD POLICIES FOR CONTENT, CREATIVE AND TARGETING These are thing you should NOT do with your marketing campaigns! I will not go into details in this guide, but will provide general rules that I thought would be helpful. Targeting: Personal characteristics: Name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status or perceived imperfections. Content: Vulgar language Deceptive Claims: false, fraudulent or misleading claims Following Action Texts: Acceptable: “Click ‘Like’ to connect with X” “Like our Page to receive updates, news, deals, etc” “Like John’s Page to show your support” Unacceptable: “Like our organization’s Page to show your support for X.” “Click ‘Like’ if you agree” “Like this ad to see the video” “Like our Page to automatically enter our raffle” Creative: Before and after pictures Sexually suggestive Shock or scare tactics Facebook logos: As long as you don’t imply a partnership you should be ok You can’t use other logos or previous ones

W W W. M A R K E KO. C O M

62

ADDITIONAL RESOURCES 1

FOLLOW us on Instagram and Youtube To get updates on Facebook + Instagram

2

READ MARKEKO BLOG for more study guidance and in depth understanding Facebook Exams Tips 7 Things you need to do if you’ve failed the Facebook Blueprint Exam (and can’t afford to fail again) 10 Tips To Study For The Facebook Ads Certification 7 Last-Minute Topics You Should Know Before Taking The Facebook Planning Exam How To Pass The 310-101: Facebook™ Advertising Core Competencies Exam Facebook Planning and Buying Exam What Is The Difference Between The Facebook™ Buying and Planning Certification Exams? Facebook Exam Logistics A Dead-Simple Facebook Blueprint Certification Guide: Costs, Tips & Tricks for Facebook Certification Facebook Exam Sample Questions 10 Facebook™ Certification Exam Answers and Questions With Explanations Facebook Auction Facebook Reach and Frequency vs. Facebook Auction – #MarkekoMonday Return On Ad Spend (ROAS) for Facebook: Definition, Formula, Benchmark, Calculations And Much More… Facebook Campaign Structure: Difference Between Auction vs. Reach and Frequency Facebook Ads Pacing: Standard Versus Accelerated Delivery Reach and frequency buying on Facebook Facebook Pixel Facebook Pixel: Events vs. Parameters #MarkekoMonday The Complete Guide: How to Measure Your Marketing Funnel with Facebook Pixel

W W W. M A R K E KO. C O M

63

3

GET SAMPLE QUESTIONS - 100 Sample Questions to Practice

W W W. M A R K E KO. C O M

64

ABOUT ME

DIEGO RIOS Hi there! I’m Diego, a growth marketer, Facebook marketing expert, and founder of Markeko blog. I want to help you pass the Facebook Blueprint Certification exams. I have passed both the Buying and Planning Facebook Certification Exams. I currently started my own online education startup called www.SplashEdu.com. We help build and prepare digital managers of the future for developing countries (Latam market). We’ve trained +500 managers and have focused on helping large customers here in Guatemala and plan to expand into Latam and Hispanic market in the next couple of months. I am a strong believer in digital marketing that: Is focused on bringing you more revenue Is based on data and you can measure Is easy to start and scales over time

W W W. M A R K E KO. C O M

65