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SMM > Facebook / Instagram Ads > Flashcards

Facebook / Instagram Ads Flashcards

1
Q

FB Ad “Promote Your Page” - Business Goal & Success Metric:

A

Business Goal: More likes for your FB business page AND thereby to increase people’s awareness of your business.

Evaluation Metric (to see if your ad is performing well): See how many people engage with your ad, and see if your follower count is going up

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2
Q

FB Ad “Boost a Post” - Business Goal and Success Metric:

A

Business Goal: To show your ad to as many people as possible within your target audience.

Success Metric: Look at the post engagement number; what is the total number of actions that people have taken on your ad?

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3
Q

FB Ad “Promote Your Business Locally” - Business Goal and Success Metric:

A

Business Goal: Increase local traffic, awareness, even if you are a primarily online business. you can geotarget and even refine by interests and demographics.

Success Metric: Look at how many people you reached in your audience.

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4
Q

FB Ad “Get more Website Visitors” - Business Goal and Success Metric:

A

Business Goal: Send people from your ad to your website.

Success Metric: two things:

  1. look at the number of clicks on the ad link to your website, and
  2. look at the traffic stats on your website
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5
Q

FB Ad “Promote Your App” - Business Goal and Success Metric:

A

Business Goal: Get more people to download your business’s app.

Success Metric: Look at the number of app downloads from your ad.

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6
Q

FB Ad “Get More Leads” - Business Goal and Success Metric:

A

Business Goal: Collect information from people who might be interested in your business.

Won’t necessarily drive traffic to your website from the ad, but it will allow you to capture data like names and email addresses using a “sign up” call to action.

Lead Ads also allow you to identify potential customers or get more subscribers to newsletters.

Success Metric: Look at the number of leads collected (rather than the Reach for this).

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7
Q

FB Ad “Promote Your Send Message Button” - Business Goal and Success Metric:

A

Business Goal: Communite with existing or potential customers and encourage interest in your business.

Success Metric: Look at the number of clicks on your “send Message” button.

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8
Q

FB Ad “Get More Website Purchases” - Business Goal and Success Metric:

A

Business Goal: Encourage people to take a specific action on your business website.

Success Metric: Look at the number of website purchases that came in through your ad.

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9
Q

When to use “Promote your Page”?

A

To increase brand awareness. People will see your page and become aware of what you do and possible like/follow so that you come up in their feed more often.

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10
Q

When to use “Boost a Post”?

A

Can increase online visibility for your business with your target audience. Boosting a post can help get more engagement, likes, comments, reactions, and shares to a post, and help your post reach more of your target audience.

Hint: Select a pre-existing post that has performed well among your target audience or that represents your business well.

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11
Q

How does Facebook optimize for the “Website Purchases” ads?

A

Facebook will optimize your ad by using data to identify audiences who are most likely to buy your product or service. It will help determine the best path to generate a sale based on your website traffic and other factors. If Facebook is unable to determine who is making purchases yet due to a lack of data, it will show your ad to people who have looked at your products or have placed items in their cart. Once there is enough data collected for your business, FB will be able to optimize your ad for purchases.

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12
Q

Benefits of Instagram Story Ads:

A

Fun, creative, REAL-TIME, playful, INTERACTIVE (polls, questions), personal, take up full vertical screen.

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13
Q

How are Story Ads different than regular Stories?

A
  • Run longer than 24 hours (run as long as you set the campaign to run)
  • Can include a CTA (call to action)
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14
Q

How long can Instagram Story Ads be?

A
  • 15 seconds of video

- 5 seconds of static image

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15
Q

Two ways to create an Instagram Story Ad?

A
  1. Right from an active story, click the hamburger (three lines) and click “Promote” option.
  2. From Facebook Ads Manager (to be explained in further lessons)
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16
Q

5 Creative Tips for Story Ads:

A
  1. MOVE FAST: Keep attention with speed!
  2. Enhance your story with sound (but also makes sure works without sound).
  3. Begin with your brand (logo, product image to increase recall)
  4. Design with your marketing objective in mind. (Top of Funnel?: Then focus on people. Bottom of funnel?: Then focus on product features.
  5. Split story into scenes. Experiment with multiple scenes instead of one longer shot. This creates a faster pace, and more dynamic story.
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17
Q

Creating an ad for TOFU (Top of Funnel), focus on what?

A

Focus on people to grow their awareness of your brand, who they are, and what they WANT.

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18
Q

Creating an ad for BOFU (Bottom of Funnel), focus on what?

A

Focus on showing product features, because you’re showing it to people who are already interested.

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19
Q

What 2 Tools are there to create ads on Facebook?

A
  1. Create right an ad from your page by “Promoting” it.

2. Using Ads Manager (app version or web version)

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20
Q

Which Facebook tool has the most robust Ad-creating capabilities?

A

The WEB version of Facebook Ads Manager.

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21
Q

4 Step Process of Creating an Ad from your Facebook Business Page:

A
  1. Click “Promote” button
  2. Choose a “Goal” that aligns with your objective for this ad.
  3. Provide ad material (creative, copy, CTA button, URL link etc).
  4. Specify Ad BUDGET and DURATION for your promotion
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22
Q

How is the web version of FB Ads Manager different & more comprehensive?

A
  • advanced audience targeting
  • ad placement options
  • different creative options
  • creating and using FB pixel
  • saving an ad as a draft
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23
Q

Ad “Feed Placement” locations (7):

A
  1. Facebook newsfeed
  2. Instagram feed
  3. FB Marketplace
  4. Facebook video
  5. Facebook right column (only on computers)
  6. Instagram “explore”
  7. Messenger Inbox (btw conversations)
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24
Q

Facebook’s Major Ad Placement Types (7):

A
  1. Newsfeed
  2. Stories
  3. In-Stream (video on demand / livestream)
  4. Search (appear to people searching for similar items)
  5. Messages (appear to people who have existing conversation with you in FB messenger)
  6. In-Article (appear in some articles on FB mobile app)
  7. Apps (displays ad in some apps in External Network)
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25
Q

4 Types of Ad Placements (??in audience network ad placement?)

A
  1. Native Ad Placement (fit into the app experience)
  2. Banner Ad Placement (top of app experience)
  3. Interstitial Ad Placement (full screen ad at natural transition points)
  4. Rewarded Video Ad Placement (most often in mobile games, players can choose to watch a video in exchange for rewards)
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26
Q

In simplest terms, what is the Facebook Ad Auction?

A

It’s how Facebook decides how much to charge for an ad.

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27
Q

The Facebook Ad Auction is designed to achieve TWO goals: (2)

A
  1. Create value for advertisers (helping them reach people in their target audience)
  2. Provide a positive and relevant user experience.
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28
Q

What is the goal of the Facebook Ad Auction?

A

to make the right ad to the right person at the right time.

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29
Q

An Ad’s Total Value is based on what 3 things?

A
  1. the advertiser bid
  2. the estimated action rate
  3. the ad quality
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30
Q

What is “The advertiser bid” part of an Ad’s Total Value?

A
  • How much an advertiser is willing to bid to achieve their desired outcome (like a website visit or a newsletter sign up).
  • You can choose this amount or let FB determine what your bid should be.
  • The more money you bid, the higher your advertiser bid will be.
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31
Q

What is “the estimated action rate” of an Ad’s Total Value?

A

The Estimated Action Rate measures the likelihood that a certain ad shown to a certain person will lead to the desired outcome.

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32
Q

What is the “Ad Quality” of an Ad’s Total Value?

A

Ad Quality is determined by many sources including feedback from people who view or hide your ad, as well as finding of low quality attributes, such as sensationalized language, engagement bait, and more.

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33
Q

3 Ways Facebook charges for Ads:

A
  1. Per 1,000 impressions (CPM = Cost Per Thousand)
  2. Per link click
  3. Per action
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34
Q

What is CPM?

A
  1. Cost Per 1,000 impressions (cost of your ad being displayed 1000 times)
    FORMULA: (total amount spend/impressions x 1000)

(Also important is to know your CTR (click through rate) on your CPM. If 10 people click on your CPM then you have a CTR of 1%. If $5 is your CPM and your CTR is 10, then your CPC (cost per click) is $0.50.

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35
Q

Why is CPM important in online advertising?

A

It’s used by marketers to measure the cost-effectiveness of an Ad Campaign.
It can be used to compare performance amongst different ad publishers and campaigns.

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36
Q

What is a “Facebook Ad Budget”?

A

The total amount you want to spend DAILY OR over the LIFE of your Ad Campaign.

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37
Q

How will you pay for Facebook Ads (generally 2 ways?

A
  1. Automatic payments (FB will automatically charge you when you reach a billing threshold and again on your monthly billing date if there are leftover charges.
  2. Manual Payments (preload money to your account before your ads run). Facebook will deduct from that amount up to once a day as your ads run.
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38
Q

CPC?

A

CPC is “Cost per click” associated with Impressions Ads.

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39
Q

CTR?

A

CTR is “Click Through Rate” associated with Impressions Ads or CPM of impressions ads. You can find out your CPC if you know your CPM and your CTR. If your CPM is $5 for 1000 ad displays, and 10 people click through (CTR = 10), then you know your CPC (Cost per click) is $0.50 per click, because 10 people clicked out of 1000 displays that you spent $5 for and got 10 clicks.

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40
Q

How are CPM, CTR, and CPC related?

A

Important stats to know to understand the success of your Impressions Ads.

CPM: Cost per thousand ad displays.
CTR: Click Through Rate: what percentage of people saw the ad and actually clicked through per 1000?
CPC: What was the cost then of each of those clicks?

CPM = $X spent per 1000 ad displays
CTR = % of 1000 actually clicked
CPC = CTR (%) x CPM ($X)

Real example:
CPM = $5 ($5 spent to show ad 1000 times)
CTR = 1% (so 10 people clicked out of 1000 times ad was shown)
CPC = (clicks x $5) = $0.50 spent to get 10 clicks total.

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41
Q

Ad Levels

A

1: Campaign Level: Choose an objective for the ad (aka what you want to accomplish)
2. Ad Set Level: Choose your audience, your ad schedule, where your ads appear, and how much you’ll pay.
3. Ad Level: Define your creative (media, links, buttons, CTA)

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42
Q

What do you choose at the Campaign Level?

A

(1st level of ad campaign creation) This is where you choose an objective for the ad (aka what you want your ad to accomplish)

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43
Q

What do you choose at the Ad Set Level? (4 things)

A

(2nd level of ad campaign creation) Choose:

  1. your audience,
  2. your ad schedule,
  3. where your ads appear, and
  4. how much you’ll pay.
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44
Q

What do you choose at the Ad Level?

A

(3rd level of ad campaign creation) Define your creative (media, links, buttons, CTA)

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45
Q

What is “Ad Placement”?

A

Where your ads will appear

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46
Q

What is a “campaign”?

A

A series of ad sets and ads that have the same objective such as generating leads or acquiring a certain number f website visits or app downloads.

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47
Q

What is Campaign Budget Optimization?

A

Set one central campaign budget to optimize and continuously distribute to the top performing ad sets in real time. CBO (a la Exod.ai)

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48
Q

What is the objective “Consideration”?

A

Objectives that encourage people to learn more about what your business has to offer.

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49
Q

What is the objective “conversion”?

A

Objectives that encourage people who are interested in your business to purchase or use your product or service.

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50
Q

What does the CPR (Cost Per Result) reveal?

A

Indicates how cost efficiently you achieved the objectives you set in your ad campaign. It is the ratio of total amount spent to number of results.

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51
Q

What is a “Custom Audience”?

A

This option lets you find people on Facebook who are already aware of your business and lets you show ads to these people. Maybe they are on your list, have purchased before, or have interacted with posts on your FB page.

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52
Q

What is a “Custom Conversion”?

A

A way for advertisers to define a custom conversion event for the purpose of tracking and optimization. This means you can track and optimize very specific conversions (ie: a URL-based custom conversion helps you track and optimize for people who have visited a certain website page). Most common is a URL-based custom conversion.

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53
Q

Difference between “Daily Reach” and “Potential Reach”?

A
  • Daily Reach* is what FB anticipates you’ll reach based on your bid and budget. The higher your budget, the higher your potential Daily Reach.
  • Potential Reach* is the audience size that FB estimates you could reach based on factors such as audience and placement.
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54
Q

What is the “Daily results Estimate”?

A

This estimate is based on your campaign objective.

If there is enough data, FB will make estimations about how many people you can reach and how many results you can get per day if you spend your full budget.

For example, if your campaign objective is Conversions, , FB will estimate the number of conversions you can achieve based on your campaign performance and Estimated Daily Reach.

You’ll also see conversions listed below reach.

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55
Q

What is “Hashing”?

A

Information shared with Facebook that is turned into short fingerprints that are impossible to reverse.

When you share your customer list, it’s hashed locally in your browser before it’s uploaded to FB. In addition to information you provide, FB can also hash pixel, SDK, CRM, or transaction activity to match against a potential audience in their system.

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56
Q

What are “impressions”?

A

The number of times your ad was shown on screen.

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57
Q

What is an “Instant Experience”?

A

A fullscreen landing page that’s designed in Ads Manager to showcase products or highlight a brand on mobile.

58
Q

What is the “Lowest Cost” FB ad option?

A

FB’s most flexible bid strategy type that offers the most scale. This strategy will always bid the amount to minimize your cost per result while maintaining your budget. This allows FB to get the most results for your budget, even as costs my rise over the duration of the campaign.

59
Q

How does the “Manual Payments” option work?

A

With manual payments you won’t have a billing threshold.

You’ll ad money to your account before your ads run, then money will be deducted from that amount up to once a day as your ads run.

60
Q

How does the “Billing Threshold” option work?

A

Billing threshold is the amount you need to spend on your ads to be automatically charged. You will be charged EACH time you hit your billing threshold and again on your monthly bill date for any leftover charges.

61
Q

What is a FB Pixel?

A

A few lines of code from Facebook that you place into the header on your website. This code allows the pixel to receive information about the actions taken on your website to make your FB ads more relevant to your audience. You can use a pixel to capture specific events or actions that happen on your website as a result of FB ads or organic reach.

62
Q

What is “Reach”?

A

An estimate of how many people saw your ads at least ONCE. (compared to the evaluation metric “Impressions” which is how many times your ad was shown on someone’s screen including the same person multiple times)

63
Q

What are “Results”?

A

The number of times your ad achieved an outcome, based on the objective and settings that you selected.

64
Q

What is a “Source Audience”?

A

A Custom Audience created with your pixel information, your mobile app information, or fans of your FB page.

It is the audience a Lookalike Audience is based on. When you create a Lookalike Audience, you choose the Source Audience that this Lookalike Audience is based on.

65
Q

Sponsored Messages Ad Placement:

A

Sponsored messages as ads appear in messenger with people you already have messages going with.

66
Q

What are FB Ad “Standard Events”?

A

“standard events” are basically actions that people take on your website that Facebook can track because of the pixel being installed on your website.

They are predefined events that can help you optimize conversions and build audiences.

They can be used for targeting, optimization, measurement, and insights.

67
Q

What are the 3 main types of “pixel events”?

A
  1. Standard Events: (predefined triggers)
  2. Custom Conversions: (lets you tell FB how much a conversion is worth for you & distinguish btw different conversions)
  3. Custom Events: (more advanced. help you distinguish between essential stages in your funnel that Standard Events do not cover)
68
Q

How does FB determine the “Winning Ad Set”?

A

This is the ad set that won in the A/B test. FB determines this by comparing the Cost-Per-Result of each Ad Set or ad based on your campaign objective

Based on the information in your test. Fb simulates the performance of each variable tens of thousands of times to determine how often the winning outcome would have won. Pretty convincing.

69
Q

What is the FB Ad Campaign Structure?

A
  1. Campaign
  2. Ad Sets
  3. Ads
70
Q

What is the function of the Campaign level options?

A

Choose your Ad Objective.

71
Q

What is the function of the Ad Set level?

A

It tells your Ad how to run!

By defining your:

  1. Target Audience
  2. Placement
  3. Budget
  4. Schedule
  5. Bid Settings
72
Q

Why can a campaign have multiple Ad Sets?

A

Allows for you to run ads to different segments and try out different settings to see what optimizes your main objective results set for the campaign as a whole.

73
Q

What is the function of the Ad Level?

A

This is the level where you choose what your audience will actually see.

Specifically, you choose:

  1. Format
  2. Creative
  3. Copy
  4. CTA
  5. Destination
74
Q

Why can Ad Sets have multiple Ads?

A

To see what types of Ad work better for the Ad Set run settings. Maybe a video works better for that audience or placement, or maybe an image is working better with the placement chosen for that Ad Set.

75
Q

WHAT HAPPENS IF YOU CHANGE YOUR CURRENCY OR TIME ZONE IN ADS MANAGER?

A

Your Ad Account will be closed and a new one will be opened and ALL ADS created under that previous Ad Account will stop running.

76
Q

What is the point of the Ads Manager Campaign Objective?

A

It defines what we want people to do when they see our ads.

77
Q

How do the options of the Campaign Objective follow the stages of the Customer Journey?

A

From Awareness to Consideration to Conversion!

78
Q

What Ad Campaign Objective category should you choose if people have never heard of your brand?

A

Awareness Objective Category (Awareness or Reach)

79
Q

What Ad Campaign Objective should you choose if you want people to engage with your brand and content?

A

Then you should choose a Consideration Objective Category (Traffic, Engagement, App Installs, Messages, Video Views, Lead Generation)

80
Q

What Ad Campaign Objective should you choose if you want to encourage people who are already interested in what you have to offer to make a purchase or visit your physical store?

A

Then you should choose a Conversation Objective Category (Conversions, Catalog Sales, Story Traffic)

81
Q

Brand Awareness Ad Objective:

A

Facebook shows your ad to people who are most likely to remember your brand. (“Ad Recall Lift”)

Ad Recall Lift: FB estimates how many people are likely to remember your ad if asked about them within two days.

82
Q

Reach Ad Objective:

A

Maximizes the number of people in your Target audience who will SEE your ads and control how often they see them.

**Reach is GREAT to use for when you want your ad to be shown to ALL of your people so they don’t miss the news, while being able to specify how often they should see the ad so they don’t get ad fatigue)

83
Q

What is the function of the Consideration Brand Objectives?

A

To get people to consider, engage with, or seek information about your product or service.

84
Q

Traffic Objective:

A

This lets you drive people from FB or IG to any URL you choose, like your website’s landing page or a blog post.

85
Q

All Campaign Objectives (but 2 that don’t run on Messenger) run on what 4 platforms?

A

Facebook
Instagram
Messenger
Audience Network

86
Q

Which 2 Campaign Objectives DO NOT run on Messenger?

A
  1. Messages (Consideration) - start or renew conversations with your customers in Messenger.
  2. Video Views (Consideration)
87
Q

How do you measure the success of a Traffic Objective Campaign?

A

Measure landing page visits.
This shows how many people moved from your ad to your landing page URL specified in the ad.

*Consider a ONE LANDING PAGE // ONE AD Strategy: You’ll have a clear idea of how your ad is performing if the only traffic your landing page is getting is coming from the link posted in that ad and no where else. Then you won’t have to rely on FB data to know how well the ad is performing. All conversions on that landing page can only be attributed to that ad.

88
Q

Describe the ONE PAGE // ONE AD Strategy:

A

Creating a separate Landing Page per Ad will help you assess the success of Traffic Campaign Objectives even post-iOS14 changes. This is why: Each link click (Conversion) on your landing page will be attributable to your Ad, since all traffic came from there because the landing page is unique to the ad and not advertised anywhere else.

Great way to measure Traffic Conversions to a landing page without relying on post-iOS 14 data.

89
Q

What is the aim of the “Engagement Objective”?

A

You want people to interact with your post in the following ways:

  1. engage with your page (Page Likes)
  2. engage with your post (Post Engagement)
  3. respond to your events (Event Responses)
90
Q

How do you measure the success of an Engagement Campaign Objective?

A

measured via:

  • post engagement (Shows the # of people reacting to, commenting on, or sharing the ad)
  • claiming an offer
  • viewing a photo or video
  • clicking on a link
  • page Likes
  • FB event responses
91
Q

What objective should you choose if you want:

Event Responses, Post Engagement, Page Likes ?

A

You should choose the Engagement Campaign Objective which is a Consideration Objective.

92
Q

What are potential benefit differences for Brand Awareness and Reach campaigns?

A

BRAND AWARENESS: campaigns will be shown to people who FB calculates will be most likely to remember your ad after two days (Ad Recall Lift). This could be good if you are trying to establish top of mind before making a pitch.

REACH: campaigns will be shown to as many people as possible in the Target Audience you specify + combined with the frequency you specify. This would be a great way to try to get your ad in front of as many people as possible in either a custom audience of people who already know about you, or people in a specific niche you want to reach (without causing ad fatigue).

93
Q

What two factors help you choose a campaign budget?

A
  1. What result you are trying to achieve.

2. How much it will cost to drive a result.

94
Q

What is the difference between REVENUE and PROFIT?

A

Revenue is the amount of money that comes IN.

Profit is the amount of income OVER the product cost.

So if REVENUE is $100, but the product cost $20 to make, then your PROFIT is $80.

95
Q

How should you use consideration of Revenue and Profit when creating your Advertising Budget?

A

Know how much actual profit you will make from your revenue, and only spend UNDER that amount of Profit.

If you spend more than the amount of PROFIT from your ads, you’ll actually be LOSING money.

if you have $100 in revenue, but only earn $80 in profit. You must spend LESS than $80 to make sure you’re really earning a profit ( and then ad spend still has to come out of this, so it’s not yet your ACTUAL PROFIT until you factor in ad spend).

You can’t spend the entire revenue, because that eats into product cost/overhead.

96
Q

What is your ACTUAL PROFIT?

A

Profit - Ad Spend = Actual Profit.

Ex: $80 - $60 ad spend = $20 profit

So if your target revenue is $100 and your product costs $20 to make, your profit = $80, but if you spend $40 on ads, then your ACTUAL PROFIT is $40.

ACTUAL PROFIT. ACTUAL PROFIT. ACTUAL PROFIT!

97
Q

WHAT IS THE IMPORTANT BOTTOM LINE?

A

ACTUAL PROFIT!

Revenue - overhead - ad spend = Actual profit

$100 - $20 - $40 = $40

98
Q

Rule of Thirds to decide how much to spend on ads to keep your business growing:

A

Maximum Campaign Budget = Revenue / 3

Spend no more than 1/3 of your revenue on your campaign budget.

99
Q

How do you know for sure if your campaign budget is enough for your goal?

A

You need to start with a small test budget and monitor your campaign slowly.

100
Q

How do you figure out a budget for a campaign?

A
  1. Pick revenue goal = $2K
  2. Know how many people out of 100 buy from your website = 1
  3. Know how much each buyer spends on average = $37
  4. $2K / $37 = 54. 54 x 100 = 5400 people that you need to come onto your website to have 54 conversions to = $2K in revenue.
  5. You shouldn’t spend more than 1/3 of your revenue on ads. $667.
  6. How much does that mean you can spend PER PERSON landing on your website? And is that enough to achieve the revenue goals you have?
  7. Create a small test campaign to get an idea of how much clicks cost and how well they convert into results. 8. With this data you can have an idea of how much you need to spend to achieve your revenue results.
101
Q

Budget Setting Options (2 levels of options):

A
  1. at Campaign Level OR

2. set individual Ad Set Levels

102
Q

Benefit of setting a budget at the Campaign Level?

A

FB can dynamically allocate budget to Ad Sets based on their performance (CBO: Campaign Budget Optimization)

103
Q

Campaign Budget Optimization (CBO):

A

FB uses machine learning to dynamically allocates your ad budget across Ad Sets based on performance.
- puts more money on the Ad Sets that are performing better.
(alternate option would be setting budgets at the Ad Set Level yourself).

  • CBO might mean that 90% of your budget goes to one Ad Set because it’s converting more efficiently.
  • you have to toggle this CBO setting to ON for Facebook to use it.
104
Q

Don’t set Ad Set Level budgets because:

A

you won’t benefit from Facebook’s Campaign Set Level Budget Optimization (CBO)

105
Q

Facebook has which two options for budgets?

A
  1. Daily Budget

2. Lifetime Budget

106
Q

“Daily Budget” =

A
  • means the AVERAGE FB will spend.
  • Does NOT mean the most FB will spend!
  • Daily Budget is the AVERAGE amount you’re willing to spend on a campaign every day.
  • the actual amount spent can vary slightly day to day.
  • FB may spend up to 25% MORE than your Daily Budget if they see potential for more opportunities, or spend less.
  • But over all it averages out to your daily budget.
107
Q

“Lifetime Budget” =

A
  • how much you’re willing to spend for the entire campaign time.
  • they will aim to spend it evenly
  • you’ll never be charged than your Lifetime Budget.
108
Q

Never bid more than the action you are trying to get the customer to take is worth to you. This is called the:

A

True Value: not more than your overall profit (after revenue, product cost, and ad cost).

109
Q

“Lowest Cost” Campaign Bid Option:

A

FB will aim to get you the lowest cost conversions while also spending your entire budget during the course of the campaign.

110
Q

What’s a benefit of “Lowest Cost” campaign bid strategy for newbies?

A

By the end of your campaign, you’ll have a good idea of a general range for what it will cost you to get a specific action. This info gives you a ballpark for how much it costs you to get the results you’re aiming for. Armed with this information will help you be more accurate with planning future campaign budgets and funnel marketing allocations.

111
Q

If you put more constraints on ad placement, this affects what of your ad auction?

A

Facebook may be able to reach fewer low cost actions because of the constraints.

112
Q

What are the 3 Bid Types Facebook has for Ad Campaigns?

A
  1. Lowest Cost
  2. Cost Cap
  3. Bid Cap
113
Q

Cost Cap Bid Strategy?

A
  • Allows you to set an average amount that you are willing to spend per action and FB will strive to stay around that amount for each action by going after the cheaper actions first and then if there are enough of them, also going after some more expensive actions.
  • FB may not spend your entire budget.
  • By the end your average spend per action will be AT or BELOW the Cost Control you set.
  • Great for when you want Cost Efficiency (and maybe after you have some idea of what your average benchmark actions cost because you’ve already run a lowest cost campaign)
114
Q

What. is your average called in Cost Cap bid auction style?

A

It’s called “Cost Control”

115
Q

What is “Cost Control”?

A

Cost Control is the amount of money you defined as the average for FB to aim to stick to for amount spent per desired action specified in your “Cost Cap” bid auction strategy for your campaign.

116
Q

What is a good reason to use Cost Cap?

A

When you want to maximize Cost Efficiency by keeping things around a certain price, but then averaging out to BELOW or AT that cost per action.

(Probably works best if you already have an idea of average cost per action because you’ve already run a Lowest Cost campaign and have an idea of the ballpark your actions cost you).

117
Q

Bid Cap:

A

Limits what FB can bid in every single auction. FB will never bid over that amount for any desired action.

this could be good if you know that an action is worth $10 to you and you never want to spend a penny more so that each action is always likely to be valuable to you.

118
Q

what is the setting you choose for Bid Cap?

A

You choose the “Bid Control” and that is the amount that you are not willing to spend beyond.

119
Q

What is the Bid Control?

A

The Bid Control is the amount that you are willing to spend per action but not a penny more for the “Bid Cap” campaign option.

No actions will cost a penny more than the Bid Control.

120
Q

What is prioritized in Lowest Cost Campaign Bid Strategy?

A

Spending your entire budget

(While also getting you the most actions at the lowest cost without having to keep cost within a specific range, so some actions will cost more).

121
Q

Lowest Cost Available Ad Campaign Objectives:

A 
Brand Awareness 
Reach
Traffic
App Installs
Messages (not sponsored messages)
Video Views
Engagement (Page Likes, Post Engagement, Event Response)
Lead Generation
Conversions
Product Catalog Sales
122
Q

When to use the “lowest cost” campaign bid strategy (2):

A
  1. When you want to spend your full budget

2. need to understand what bid/cost to use for other strategies.

123
Q

Benefits of Lowest Cost campaign bid strategy (2):

A
  1. Hands off. FB manages all bidding.

2. Reach all lowest cost opportunities while spending your entire budget

124
Q

Lowest Cost campaign bid strategy CONSIDERATIONS:

A
  1. no control over your cost

2. costs can rise as you exhaust all lowest cost opportunities OR AS YOU INCREASE YOUR BUDGET

125
Q

Why might your costs rise in Lowest Cost campaign bid strategy?

A

If the costs rise because there is more competition.

If you INCREASE YOUR AD BUDGET. Hmmm

126
Q

Ad Delivery “Learning” phase; what does it mean?

A

It means your ad is in learning mode, Performance is less stable during this period and metrics are usually worse until Learning mode ends. FB is optimizing your ad for delivery.

After 50 optimization events, Learning Mode officially ends, although FB is constantly optimizing your ad delivery.

127
Q

When does Active Learning mode end?

A

After 50 optimization events.

128
Q

What if you don’t get 50 optimization events?

A

FB Delivery will show “ Learning Limited”

129
Q

What does “Learning Limited” mean under Delivery?

A

It means that FB didn’t receive enough optimization events to exit the Learning Phase. (unlikely to receive 50 optimization events since your last edit).

This indicates your budget isn’t being spent effectively.

130
Q

How to fix “Learning Limited Ad Sets”?

A
  • combine ad sets and campaigns
  • target a larger audience
  • change to automatic placements as a way to increase your audience size
  • raise your budget so it’s significant enough to receive 50 optimization events per week
  • if you use Bid or Cost Control, raise your target bid/cost.
  • Consider changing your Optimization Event to something earlier in the Customer Journey.(ex: adding to cart instead of purchase)
131
Q

How is “Reach” different than “Impressions”?

A

Reach is the number of people who saw your ad at least ONCE.

Impressions are the number of times that your ad was on someone’s screen (including multiple times being on the same person’s screen).

If your Reach is 1000 and your Impressions are 2000, you can assume that your ad was shown to each person twice.

132
Q

What are the Key Metrics to look at when evaluating your campaign success?

A
  1. Results &

2. Cost Per Result

133
Q

Why are Results and Cost Per Result important?

A

They are the two KEY METRICS to look at when evaluating the success of your ad campaign.

134
Q

What are “Results”?

A

The number of times your ad received an outcome based on the objective and delivery optimization you set for your ad campaign.

135
Q

What is “Cost Per Result”?

A

Indicates how efficiently you achieved the objective that you set for your ad campaign. It is the ratio of total amount spent to number of results.

136
Q

Across what level of Ads Manager does “Campaign Budget Optimization” work?

A

Campaign Budget Optimization works at the Ad Set level, by optimizing your budget across Ad Sets.

137
Q

What is “Dynamic Creative” option?

A

If we provide a number of images and copy phrases, Facebook will automatically generate combinations that are optimized for our target audience.

138
Q

Does Dynamic Creative allow for alternate text variations?

A

Yes, by choosing “Add another option” under the Primary Text box, you can add variations of your ad text and Facebook will optimize to choose text and image combinations best suited to your target audience.

139
Q

Do Ad Headlines appear in all places?

A

Nope. Headlines only appear in some ad formats and not all. Keep them short and don’t rely on them to get your message across. Review the mock ups on the side as you create your ad to see how the Headline will look and to make sure it isn’t repetitive beside your main Ad copy.

140
Q

What do you enter in the “Description” box?

A

Explain why people should visit your website or link.

NOTE: The “Description” does not show up in all ad formats, so check the mockups to see where it does and does not show up.

141
Q

What is the “Display Link”?

A

An option to write in your own display link so that people see something simpler to click on. It’s not real though, but it does have to have your same main domain info.

SMM (16 decks)

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