Facebook Ads Fundamentals Flashcards
What are the components of the Ad Manager inside the Business Manager?
Campaign > ad sets > ads
What is a campaign?
The overarching structure of the ads manager. It is the structure that organizes things with the same objective.
E.g., you will have a campaign that organizes all your ‘cold traffic’ ad sets; remarketing campaigns where you will remind people about your clients’ products or services.
Each campaign will have an objective, e.g., lead clicks, conversions, or engagement.
What is an ad set?
The structure that organizes the ads. This houses mutliple ads, and will determine who sees your ad and where.
What is an ad?
It is what the customer sees: the copy, image, video, carousel, or collection. This is the front-facing side of your marketing strategy.
What is done on the campaign level?
Choose the buying type, which can be ‘Auction’, ‘Reach’, or ‘Frequency’, and your objective.
You should always use ‘Auction’ for the buying type as your objective will most certainly be getting tangible results to your resutls to your clients (e.g., conversions) and not the number of views or clicks you achieved.
- Engagement (Campaign)
It is the least useful objective as it will unlikely result in any sales or landing page views. It will, however, establish social proof on your ads and create initial engagement at the top of the funnel to retarget.
Social proof, in the form of engagement, lends credibility to your ad and ads with higher engagement outperform those without it.
FB will prioritize displaying your advert to individuals most likely to engage with it, e.g., liking, commenting, sharing on it, viewing a video, or clicking learn more.
- Messages (Campaign)
This is the ideal objective if your client operates a funnel or system which utilizes FB messenger or has team members who can promptly respond to messages.
Respondents to the ad are prompted to send a specific message to your page, and there is an option to automate specific responses to this.
This feature is not available in many countries, especially in Europe where they have strict privacy policies.
- Conversions (Campaign)
Conversions are the most useful objective of all. FB will serve your advert to users most likely to complete an action (or conversion) according to their algorithms.
In e-commerce, it is often purchases, adding to a cart, and other steps along the funnel.
What components are there on an ad set level?
- Pixel
- Conversion event
- Dynamic creative
- Offers
- Budget & schedule
- Audience
- Placements
- Optimisation for ad delivery
- Attribution
Pixel
A piece of code you insert into a website to track conversions.
Conversion event
The event you wish FB to optimize for, e.g., purchasing or adding to cart.
Dynamic creative
You provide creative elements to FB, such as images and headlines that will automatically generate combinations optimized for your audience. This is not recommended as it prevents adverts from accumulating engagement (beneficial) & does not inform you which angle works best, so it is difficult to replicate this across other ad sets.
Dynamic creative
You provide creative elements to FB, such as images and headlines that will automatically generate combinations optimized for your audience. This is not recommended as it prevents adverts from accumulating engagement (beneficial) & does not inform you which angle works best, so it is difficult to replicate this across other ad sets.
Offers
Should always be set “off”. It’s an untried, unreliable marketing strategy that allows FB to grant and remind users of offers.
Budget & Schedule
Do not use end dates because FB prefers campaigns without end dates, where users are likely to spend more and may reward these campaigns favorably.
