FB Campaign Budgets and Schedules Flashcards
True or False: Facebook will consider cost efficiency if you choose the cost cap bidding strategy, not if you choose target cost.
True
What are the four Optimizations for Ad Delivery for the Traffic Campaign Objective?
Landing Page Views, Link Clicks, Impressions, and Daily Unique Reach
What are the four Optimizations for Ad Delivery for the App Installs Campaign Objective?
App Installs, Link Clicks, App Events, and Value
What is the one Optimization for Ad Delivery for the Lead Generation Campaign Objective?
Leads
What is the one Optimization for Ad Delivery for the Messages Campaign Objective?
Replies
What are the eight Optimization for Ad Delivery for the Conversions Campaign Objective?
Conversions, Value, Landing Page Views, Link Clicks, Impressions, Daily Unique Reach, App Events (if app is the destination), Replies (if Messenger is the destination)
What are the two Optimizations for Conversions Campaign Objective Ad Delivery that are dependent on where the ad links to?
App Events (if app is the destination) and Replies (if Messenger is the destination)
What are the four Optimizations for Ad Delivery for the Catalog Sales Campaign Objective?
Conversion Events, Value, Link Clicks, and Impressions
What are the two Optimizations for Ad Delivery for the Store Traffic Campaign Objective?
Daily Unique Reach and Store Visits
Fill in the Blank: Facebook’s Machine Learning uses _____ like the audience the advertiser has selected, or the optimization selected, to find the best delivery opportunities for the advertiser’s ads.
Signals
What is the Learning Phase?
It is the period of a campaign where Facebook shows your ads to different types of people to learn who is most likely to generate your optimization events.
True of False: It’s best to wait until after the Learning Phase has passed before analyzing a campaign’s performance.
True
What four significant edits will reset the Learning Phase?
Changes to Targeting, Changes to Ad Creative, Changes to the “Optimization for Ad Delivery” Choice, and Pausing your Ad Set (or campaign)
What two changes may negatively affect the Learning Phase?
Bid Amount and Budget Amount
What is Campaign Budget Optimization (CBO)?
An option that allows Facebook to optimize your campaign budget across all ad sets and put budget into the top-performing ad sets and ads according to the optimization goal, bid strategy, and bid amount.
What are four benefits of using CBO?
Efficiently spending across all audiences, Simplified campaign management, Spending less time managing campaigns, and De-duplicating audiences
What are six CBO best practices?
Use ad set spend limits sparingly or not at all, have less than 70 ad sets per campaign, ensure all ad sets in your campaign can be delivered, avoid pausing ad sets, evaluate performance on the campaign level, and don’t use CBO for ad sets using specific spend targets without flexibility.
In what three ways does Estimated Daily Results help you make informed delivery control decisions?
Estimating results like website conversions, setting realistic expectations for results, and understanding the daily impact of changes to budget, bid, targeting, and placement
What five factors are used to calculate estimated daily results?
Your budget, your bid, your past performance information, marketing information, and characteristics of your target audience
What are the four bid strategies?
Lowest Cost, Cost Cap, Target Cost, and Bid Cap
When should you use the Lowest Cost bid strategy?
For when you want to spend as much of your budget as possible without having to keep costs within a specific amount
When should you use the Cost Cap bid strategy?
For when you want to maximize cost-efficiency and need to keep costs within a specific threshold, or want to delivery the maximum number of conversions.
When should you use the Target Cost bid strategy?
For when you want to maintain stable cost per result as your spend increases and you’re willing to trade cost efficiently for cost stability.
When should you use the Bid Cap bid strategy?
For when you want to set a maximum bid across auctions to limit what Facebook bids in every auction and reach as many people as possible at that bid, which can increase competitiveness against other advertisers targeting similar audiences.
The Lowest Cost bid strategy is best for what two goals?
Spending full budget and reaching lowest cost opportunities
What should you consider when using the Lowest Cost bid strategy?
If you are willing to trade cost control for spending budget/low cost opportunities
The Cost Cap bid strategy is best for what two goals?
Getting the most volume within your acceptable CPA/CPI and maximizing cost efficiency
What should you consider when using the Cost Cap bid strategy?
Costs may increase as budget increases
The Target Cost bid strategy is best for what goal?
Maintaining consistent costs
What two factors should you consider when using the Target Cost bid strategy?
Costs stay fixed as budget increases (might forego cheap results), and you’re willing to trade cost efficiency for cost stability
The Bid Cap bid strategy is best for what goal?
Controlling bids in the auction
What two factors should you consider when using the Bid Cost bid strategy?
Because bid is different than the CPA, bid isn’t what you will see in reporting; and you may not spend the full budget
Fill in the Blanks: In order to ensure the integrity of your ad account, Facebook requires that you spend at least ____ for _____ before you can select another charge choice.
$10 USD, impressions
Why does Facebook recommend Automatic Placements?
Because it can help increase delivery and control costs.
Fill in the Blank: Edit Placement is also called _____ Placement
Manual
Fill in the Blank: Changing you campaign budget frequently is not recommended because it triggers the system to re-enter _______
the Learning Phase
What two options do you have for budget adjustments?
Daily Budget and Lifetime Budget
Between Daily and Lifetime budget controls, which one does Facebook recommend?
Lifetime
What is Daily Biudget?
The average amount you’re willing to spend on an ad set or campaign every day.
What three reasons should you use Daily Budget instead of Lifetime Budget?
If you don’t have a time frame in mind for the campaign, a total budget overall for a campaign, or just have a set amount that you want to spend per day.
What is Lifetime Budget?
The amount you’re willing to spend over the entire duration of your ad set or campaign.
When should you use Lifetime Budget instead of Daily Budget?
When you want to pace a defined budget over the lifetime of a campaign.
True or False: Budget and Spend are the same thing.
False: Budget is how much you allot to spend over the campaign period. Spend is how much money from that budget is actually spent.
What are the three spend options for auction ad delivery?
Standard Delivery, Accelerated Delivery, and Day-parting
True or False: Auction delivery controls are available for campaigns that have a lifetime budget.
True.
What is the minimum amount of time an ad must be scheduled to run?
One hour
What is Standard Delivery?
It allows you to spend your budget evenly over the course of a day.
True or False: Ads default to Accelerated Delivery.
False: Ads default to Standard Delivery, not Accelerated Delivery.
What is Accelerated Delivery?
It allows you to spend your budget as quickly as possible, which can result in faster delivery, but means that ads will appear in all possible auctions for the target audience at its full max bid.
When should you use Accelerated Delivery?
When you want outcomes as fast as possible and you’re less concerned about cost.
True or False: Accelerated Delivery prevents Facebook’s system from pacing your budget.
True.
What is Day-parting?
It allows you to spend your budget during the time of day or day of the week you choose (when using a Lifetime Budget).
What type of budget must you use in order to use the Day-parting Delivery option?
Lifetime Budget
What are three reasons to use the Day-parting delivery option?
You don’t do business during a certain time of day or week, You’re launching a product that’s primarily purchased during a certain time of day or week, or You’re selling merchandise for a TV show and want your ads to appear directly after the show airs.
