blueprint dm Flashcards
helps businesses make connections, accomplish their goals, and tell their stories on any device with Facebook business pages, posts, events, and more
get inspired, find and explore interests, share passions and create connections
Messenger
enables people to conveniently and privately connect with one another
helps businesses contact everywhere and build connections via texts, voice messages, and video calls
Use a Facebook Page
to establish a business’ online presence, build a community and find new customers.
Create engaging experiences
on and off Facebook with Stories, Live, Groups, Events, and Fundraisers, and sell products and services with Shops, gift cards, appointments, and offers
Instagram business accounts provide free tools
like Instagram Shopping, message organization, and advertising options that can help businesses build a presence on Instagram
Use Facebook Business Suite
to manage a business presence on both Facebook and Instagram
Use the WhatsApp Business app
to communicate more effectively, deepen relationships and build credibility with customers
Advertising fundamentals
Advertising on Facebook enables businesses to reach people who are not already following their Facebook Page or Instagram business account
There are two ways to advertise on your Facebook Page. You can boost a post, or create an ad using the Promote button.
You can advertise on Instagram by promoting on Instagram post
Ads Manager
All-in-one tool for creating ads, managing when and where they’ll run, and tracking how well campaigns are performing
Facebook account
Every personal Facebook account has an associated Ads Manager account, but advertisers will need permission from a Facebook business Page or Instagram business account to create ads.
When setting up an Ads Manager account,
Advertisers will need to identify the following details for their ad account:
Currency
Time zone
Spend limit
Facebook provides tools like:
Privacy Check
Two-factor authentication
Login alerts
Privacy and Security
Giving people control over what they share, who they share it with and options to help keep their account secure
Facebook Ad Review Process and Policies
Facebook reviews ads to ensure they adhere to our policies about what types of ad content are allowed
As a part of the Advertising Policies, Facebook prohibits or restricts certain content, such as products that simulate smoking, images that contain unlikely results or alcohol ad content
Facebook Pixel and Conversions API (Application Programming Interface)
Facebook pixel is a small piece of code that can be added to a business’ website to help improve results, measure results more accurately, and build new audiences to target ads
Businesses can use the pixel to track specific customer actions and monitor the metrics relevant to their business goals
Similarly to the pixel, the Conversion API gives advertisers the ability to connect and share their customer data to target, optimize and measure Facebook ad campaigns. Businesses should adopt the Conversions API in addition to the pixel. This helps maximize performance for campaign targeting, optimization and measurement on Facebook.
Create and manage ads
Ads create in Facebook Ads Manager have three parts:
Campaigns
Ad sets
Ads
known as the campaign structure
Set Business Goals
Goals can help you focus on what you want to accomplish with your marketing efforts and help you keep a record of your progress over time
Keep business goals in mind when creating your ad campaign so that you can select the ad objective that’s most relevant to it. There are 11 ad objectives available that fall into three objective categories:
Awareness
Consideration
Conversion
Define Your Target Audience
Identify the needs characteristics and motivations of business’s ideal audience to help shape the target audience when creating an ad
Based on the segment of the audience you want to target, create a Core Audience, Custom Audience, or lookalike audience in Ads Manager
Core Audiences define your audience demographics, interests, and behaviors to help you select the right recipients for your ads. Core Audiences can be as broad or defined as you want
Custom Audiences enable you to connect with people who have previously shown interest in a business, such as loyal customers or people who used an app or visited a website
Lookalike Audiences enable you to reach new people who are similar to your current customers. A lookalike audience is a group that shares similar characteristics with an existing audience. Lookalike audiences are an effective way to connect with people who are likely to respond to your ads.
Budget, Ad Schedule, Placement
Depending on the ad objective you choose, Facebook charges for ads in three possible ways:
- By impressions (Cost Per Mile),
- Clicks (Cost Per Clicks)
- Conversions (Cost Per Action).
To optimize your ad spend, set a daily budget (the average amount you’re willing to spend on an ad set or campaign every day) or a lifetime budget (the amount you’re willing to spend over the entire run of an ad set or campaign).
Ads run through Ads Manager can appear across Facebook, Instagram, Messenger, and Audience Network. Audience Network enables advertisers to extend their Facebook ad campaigns to a network of third-party apps.
Use the Potential Audience Reach and Estimated Daily Results tools to gauge what your results may be with a specific budget and make changes if needed.
Campaign Budget Optimization allows you to create one campaign budget that continuously optimizes and distributes to top-performing ad sets in real-time.
Facebook recommends Automatic Placements to ensure you are getting the most efficient results possible for your budget.
Ad Formats
Image and video ads
Carousel ads - show up to 10 images and videos within a single ad
Slideshow ads - customized, high-quality ads that combine multiple images, text, and sound to capture attention and tell a story
Collection ads - pairs images and videos together
Instant Experience - a fullscreen, post-click experience that lets you bring your business to life on mobile
