Facebook Advertising 310 Flashcards
measures competency in the skills, tools, advertising policies and best practices required to manage Facebook Pages and to create, purchase and manage Facebook ads.
Three types of audiences
Core- Target ads using Facebook data
Custom- Use data from your CMS, website, mobile app, or other sources to target Facebook ads to people you already know.
Lookalike- Surface new audiences by combining Custom Audiences with Facebook targeting.
The default Facebook ad targeting option is
Core Audiences
Targeting happens at the
ad set level
Building a Core Audience on Facebook lets marketers
calibrate ad delivery around demographics, locations, interests, behaviors, and connections
When building Core Audiences, you can opt to include or exclude people from your target audience based on
Demographic, location, Interest, connections
Custom Audiences help you incorporate the information
you already have to reach people on Facebook and Instagram, across multiple devices, in a way that protects your audience’s privacy
Custom Audiences allow you to
securely anonymize your own information and combine it with similarly anonymized Facebook information
Custom Audiences are also a building block for creating
Lookalike Audiences
generate Custom Audiences from a variety of sources
- Customer files
- Website activity
- Mobile app activity
- Facebook engagement
Customer files
email addresses, phone numbers, first or last names, zip codes, cities, countries, iOS IDFAs, Android Advertising IDs, and app user IDs
Website activity
Facebook pixel- a segment of code that you can copy and paste into your existing website. Pixel allows Facebook’s ad servers to recognize users across multiple devices — as long as they’re signed into Facebook
Mobile app activity
software development kit (SDK) is the equivalent of the Facebook pixel, for mobile apps.
Hashing
a process that turns information you share with us into short fingerprints that are impossible to reverse.
If someone makes a purchase from you over the telephone after seeing your ad on Facebook, it’s not possible to add them to a Custom Audience in the future.
False.
You can build a Custom Audience from the Offline Events that are noted by Facebook.
In order to create a Custom Audience based on visitors to your website, what should you add to your site’s code?
Facebook Pixel
Is it possible to share a Custom Audience data file with a third party?
Yes
You can share a Custom Audience with another business if you are acting on their behalf, and have the permission of the people who are members of the Audience.
Lookalike Audiences can help you find — and deliver ads to — people who
share demographics and behaviors with your current customers.
two common use cases for the Lookalike Audience
- Streamline prospecting
- Surface your new biggest fans
seed audience
a group of people who are important to the success of your business, such as those who make high-value purchases or who are deeply engaged with your Facebook Page or mobile app.
You can create a seed audience using data from
- A custom audience
- customer information
- facebook pixel
- mobile app
- facebook page fans
If you are optimizing for similarity, choose a number closer to 1
Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed.
If you are optimizing for reach, you’ll want to choose a number near 10
This Lookalike Audience will be larger, but less similar to your seed, since you’re targeting up to 10% of the total population.
What is a primary use case for Lookalike Audiences?
To help marketers target ad delivery to people similar to ones they already know
Which is true of a Lookalike Audience created with an Audience Size of 2?
There will be a significant overlap between the seed and the Lookalike
On a scale of 1-10, smaller numbers have high similarity and larger numbers have high reach.
Which of the following can be used as seed audiences?
- Page
- custom audience
At what stage of the ad creation process can advertisers set targeting options?
ad set level
ou can create, modify, or add audiences at the ad set level. Audiences can be broken out into separate ad sets when you’d bid differently to reach each audience.
You work for a mobile game development company. Which TWO targeting types may help you reach your target audience most effectively?
- mobile device user
- regional
Regional targeting lets you target by app store availability, and mobile device targeting can surface people based on the mobile devices they use.
What are TWO targeting options that restrict the types of products and services that can be marketed?
- Age
- multicultural affinity
Certain products can’t be marketed to children under 18, or to members of multicultural affinity groups.
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.
Why TRP Buying on Facebook and Instagram?
- TV media buyers are already using TRP as a global TV measurement currency.
- Facebook’s TRP Buying solution mirrors the process advertisers currently use to purchase TV and video ads from traditional media.
- Easy process for TV buyers to purchase video ads to extend their TV campaigns.
- The solution will include Nielsen Digital Ad Ratings on each campaign, which will give you third-party verification of on-target impressions.
Three Market 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
How Facebook’s Video Solution Can Help Supplement TV Campaigns
- Extend your campaign to reach additional people
- Extend beyond the living room to reinforce the message you’re delivering on TV
- Extend your campaign length both before and after your TV flight
Sequential storytelling
elling a story over time and building on a message can be very powerful
Average target unique audience reached
- 18 to 24 = 57.6%
- 25 to 34 = 62.7%
When showing ads, we try to balance two things:
- Creating value for advertisers by helping them reach and get results from people in their target audiences
- Providing positive, relevant experiences for people using the Facebook family of apps and services
The ad delivery system consists of three components:
Auction
Pacing system
Advertiser controls
The formula that determines which ad to show
[Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value
