Facebook Blueprint Flash Flashcards
what is the App Ad Helper?
Troubleshooting tool that helps you to determine if your SDK is working correctly.
what are the Facebook advertising policies?
- ads cannot contain personal attributes
- no adult content
- no negativity or mention of the Facebook brand
what is Ads Manager?
the hub where you manage campaigns for your business - create, edit view, + get reporting
What is Business Manager?
The hub where you manage ads manager accounts, apps, pages, and employee permissions. this is where you add agencies/marketing partners and a payment method
What are the 3 campaign buying types?
- Auction
- Reach/Frequency
- TRP
Auction Buying
you set the bid. offers the most choice, efficiency + good for campaigns with conversion/app install objective. ads are bought in an auction setting and placed across Facebook, Insta, Messenger, and Audience Network
Reach/Frequency Buying
lets you plan campaigns in advance with predictable ad delivery and more frequency control. locks in CPM and the system bids for you, good for 200k+ people
TRP Buying
eligible campaigns only, fits TV ads to Instagram
What are the 3 components of ad delivery?
- ad auction
- pacing system
- advertiser controls
Ad auction
facebook ranks ads chosen from an audience to find the user most likely to convert.
pacing system
system used to ensure the budget is spent as evenly as possible over set lifetime
advertiser controls
a set guide to the auction/pacing system as set by the advertiser
cost control
The amount you’re willing to pay per optimization event. A cost control helps Facebook spend your budget on the optimization events best aligned with your goals. It also tells Facebook to stop delivering your ads if continuing to do so would violate your cost control.
bid control
advertiser adjusts the max bid amount
list the 3 main campaign objectives
awareness, consideration, conversion
dynamic ads
Dynamic ads look exactly like other ads but they allow
you to create an ad template that automatically uses
images and details from your catalog for items you’d
like to advertise.
catalog sales objective
reach target audience with items you already have in inventory
what are the different types of data sources?
facebook pixel, facebook SDK, offline conversions
what is the facebook pixel?
a piece of code that you place on your website to see how people interact with your ad (similar to DSP pixels)
steps to create a facebook pixel
- create a pixel in ads manager
- add the pixel code to FB’s website/partner platform
- confirm the pixel is working
- add a standard or custom event
- start using
what is an automatic event in a facebook pixel?
default actions measured by the pixel such as “actions taken from mobile”
what is a standard event in a facebook pixel?
logged actions that are predefined by facebook. examples include purchase, add to cart, and lead. used in most campaigns
what is a custom event in a facebook pixel?
logged actions that you define. used to measure custom conversions
examples of custom events within a facebook pixel
offer a discount to cart abandoners, text users who have abandoned their cart, change ad creative depending on the action taken
what is the facebook SDK?
analytics tool/pixel that enables you to capture and measure the actions taken in your APP
steps to create a facebook SDK
- register your app with facebook
- associate your ad account with your app
- download and add the SDK to your app
- confirm the SDK is working with ad helper
- add app events to your app
- start using
app ad helper
troubleshooting tool that helps determine if the SDK is working correctly
app event optimization (AEO)
enables you to find people who are more likely to take valuable actions such as purchasing an item or booking a trip
what is deep linking
allows you to lead users to a specific destination within the mobile app once they click your ad
what is offline conversions?
an analytics tool that enables you to connect offline events info (CRM data) to facebook. facebook matches this data to offline activity
steps to implement offline conversions
- create an event set and assign it to your ad account
- enable auto tracking
- create offline event-based custom audiences
- run campaigns across FB/Insta/Audience Network
events manager
tool where you troubleshoot offline conversions
what do you need to access reporting data?
must have the facebook pixel on your website, SDK on your app, or offline conversions info uploaded
what are the 3 types of facebook audiences?
core audiences, custom audiences, lookalike audiences
core audiences
information is pulled from what people share in their profiles and behavior on the platform
custom audiences
information is from advertisers that they have accessed in a privacy-safe way
lookalike audiences
sophisticated modeling that identifies users who share similar likes/interests as current audiences
what are some targeting best-practices
- avoid audience overlap - limit ad sets that target the same people
- exclude strategically - exclude custom audiences, LALs, loyal + existing customers from a broader ad set.
- avoid narrow targeting
what are the 4 types of ad placements
facebook, instagram, audience network (native, banner, in-stream vid), messenger
automatic placements
this is recommended - ads are delivered through all placement types
manual placements
you choose where exactly your ads will run
optimization for ad delivery
for every campaign, you select an optimization for ad delivery depending on what your goals are. this efficiently spends your budget
types of optimizations for ad delivery
landing page views, clicks, impressions, unique reach, leads/replies, value
what is campaign budget optimization?
HIGHLY recommended. a setting at the campaign level that pushes budget automatically towards top-performing ads sets
what are the 4 bid strategies
lowest cost, cost cap, target cost, bid cap
lowest cost
A bid strategy that prioritizes spending your entire budget by targeting lowest cost bids. Trades cost control for low bid opportunities
cost cap
A bid strategy that enables you to set a maximum average cost per optimization event for an ad set. Limit on how much you’re willing to pay for a conversion, cost fluctuates under that cap. most you wanna pay per conversion
target cost
A bid strategy that enables you to prioritize getting a stable cost per optimization event. Facebook will try to keep costs as close to the amount you want as possible. Costs stay fixed as budget increases
bid cap
A bid strategy that lets you set a maximum bid Facebook can use in each auction. FB then bids below that amount, similar to the “can not exceed” setting in the DSP and second-price bidding
what are the different ad formats offered from facebook
single image, single video, carousel, collection, slideshow, instant experience
carousel
Promotional content that displays multiple images or videos that scroll from left to right.
collection
An assembly or grouping of promotional items that may be systematically ordered. pairs a video with 4 product images
slideshow
A type of video that’s created using still images or videos, and may contain a music soundtrack.
instant experience
An interstitial landing page that loads instantly when someone taps on an ad on Facebook or Instagram. They are only supported on mobile
placements and devices.
Club Soda is an artisanal carbonated beverage company that is well– known in the beverage industry. It wants to share its new, exclusive flavor so people keep it top of mind when they go to the grocery store.
brand awareness
Spruce manufactures soap dispensers that can be reused as home decor. Spruce’s goal is to expose as many people as possible to its line of products and share a little about the products’ eco–friendly benefits.
Reach
The fashion retailer Wind and Wool, wants to reach people who have previously shown interest in the brand. The company wants to re-connect with people who have asked questions about products via Messenger. The goal is for people to learn more about the merchandise the company offers.
Messages
Mangata and Gallo is a well–established online jewelry retailer with a large customer base. The company’s goal is to increase sales of its new diamond ring. Using the Facebook pixel, the company wants to reach people who have placed the ring in their cart on their website, but have not completed the purchase. The goal is to turn potential purchases of the ring into real sales.
conversions
Feroldi’s sells a wide variety of beauty products from its online website. The goal is to increase average purchase value, so the company wants to retarget past customers with products similar to what they’ve purchased in the past. The company wants to leverage the hundreds of products it offers, the insights received from its pixel and the power of dynamic ads to avoid the heavy lift of setting up retargeting campaigns manually
catalog sales
custom events
actions people take on your website - you can create custom audiences with custom events. installed w code
custom conversions
also actions that people take on your website that you can use as a campaign/ad set optimization for conversion. use to optimize NOT create audience. you need to use an event to create a custom conversion
