FB Campaign Buying Types Flashcards
What level do you determine your buying type?
Campaign level
What are the three buying types?
Auction, Reach and Frequency, and Target Rating Point (TRP)
What is Auction Buying?
It is a buying type that offers more choice, efficiency, and flexibility with less predictable results.
What is Reach and Frequency buying?
It is a buying type that lets you plan and buy your campaigns in advance, with predictable ad delivery and more control over frequency settings.
True or False: Auction is the only buying type to offer flexible frequency caps.
False: Both Auction and Reach and Frequency offer this.
Fill in the Blank: The Auction buying type only offers _______ delivery only.
Standard
The Reach and Frequency buying type offers what three delivery types?
Sequenced, Standard, and Scheduled
Which buying type offers predictability of overall reach?
Reach and Frequency
Which buying type has you lock in the CPM you will pay for impressions?
Reach and Frequency
True or False: Reach and Frequency allows you to schedule ads to run only during part of the day or on certain days.
False: It only allows you to schedule ads to daypart. It does NOT allow a selection of days of the week.
Fill in the Blank: Auction optimizes only for the ______, where Reach and Frequency optimizes dynamically between the ______ and _______.
objective; objective; impressions
True or False: With the Auction buying type, your audience can be multi-country but with the Reach and Frequency buying type you can only target one country at a time.
True
What limitations are there to audiences when using the Reach and Frequency buying type?
Can only target one country at a time, no fewer than 200,000 people, and cannot exclude dynamic audiences.
What is the TRP buying type?
Allows you to extend, augment, and complement your TV campaigns to Facebook and Instagram.
What third-party is involved in the measurement of TRPs when using the TRP buying type?
Nielsen
How far in advance can you buy campaigns when using the Reach and Frequency or TRP buying types?
Six months
What are the three components of the ad delivery system?
Ad Auction, Pacing System, and Advertiser Controls
What is an Ad Auction?
It is where Facebook ranks ads chosen for your target audience and finds the most likely one to maximize value for both you (as the advertiser) and your target audience.
What is the Total Value formula?
Advertiser Bid (times) Estimated Action Rates (plus) User Value
What is the Advertiser Bid?
The amount you bid
What are the Estimated Action Rates?
How likely it is that showing your ad to a person will lead to your desired outcome.
What is the Estimated Action Rate formula for a campaign optimized for clicks?
Bid for Click (times) Est. CTR (plus) User Value
What is the Estimated Action Rate formula for a campaign optimized for click through conversions?
Bid for Conversion (times) Est. CTR (times) Est. Click-to-Conversion Rate (plus) User Value
What is User Value?
Ad quality along with how relevant your ad is to the chosen individual.
How is the quality of an ad determined?
From many sources including feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.
What are five ways your website landing page could negatively affect your ad quality?
A misleading experience from ad to landing page, a disproportionate volume of ads relative to content, featuring sexually suggestive or shocking content, pages that contain malicious or deceptive ads, and the use of pop-ups or interstitial ads.
What is the Pacing System?
It is the budget optimization system where Facebook ensures they spend your budget as evenly as possible over the lifetime of your ad set, instead of spending your budget too quickly on inefficient results.
What two types of pacing are there?
Bid Pacing and Budget Pacing
What is Bid Pacing?
The aspect of pacing where Facebook adjusts your bid or which auctions they enter your ad set into based on how much budget and time are left for the ad set
What is Budget Pacing?
The aspect of pacing where Facebook may increase how much budget they spend if there is an opportunity to get many optimization events with costs aligned with your bid strategy.
What are Advertiser Controls?
They guide Facebook’s auction and pacing systems for your ad sets.
What are five well-known Advertiser Controls?
Targeting, Budget, Bid Strategy, Placement Strategy, and Schedule Inputs
What are the two Advertiser Controls options for bidding strategy?
Cost Control and Bid Control
What is Cost Control?
Allows you to adjust your desired maximum CPA and helps control the costs of the results you care about
What is Bid Control
Allows you to adjust the maximum amount we can bid in each auction
