FB Campaign Buying Types

Question 1

What level do you determine your buying type?

Answer 1

Campaign level

Question 2

What are the three buying types?

Answer 2

Auction, Reach and Frequency, and Target Rating Point (TRP)

Question 3

What is Auction Buying?

Answer 3

It is a buying type that offers more choice, efficiency, and flexibility with less predictable results.

Question 4

What is Reach and Frequency buying?

Answer 4

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.

Question 5

True or False: Auction is the only buying type to offer flexible frequency caps.

Answer 5

False: Both Auction and Reach and Frequency offer this.

Question 6

Fill in the Blank: The Auction buying type only offers _______ delivery only.

Answer 6

Standard

Question 7

The Reach and Frequency buying type offers what three delivery types?

Answer 7

Sequenced, Standard, and Scheduled

Question 8

Which buying type offers predictability of overall reach?

Answer 8

Reach and Frequency

Question 9

Which buying type has you lock in the CPM you will pay for impressions?

Answer 9

Reach and Frequency

Question 10

True or False: Reach and Frequency allows you to schedule ads to run only during part of the day or on certain days.

Answer 10

False: It only allows you to schedule ads to daypart. It does NOT allow a selection of days of the week.

Question 11

Fill in the Blank: Auction optimizes only for the ______, where Reach and Frequency optimizes dynamically between the ______ and _______.

Answer 11

objective; objective; impressions

Question 12

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.

Answer 12

True

Question 13

What limitations are there to audiences when using the Reach and Frequency buying type?

Answer 13

Can only target one country at a time, no fewer than 200,000 people, and cannot exclude dynamic audiences.

Question 14

What is the TRP buying type?

Answer 14

Allows you to extend, augment, and complement your TV campaigns to Facebook and Instagram.

Question 15

What third-party is involved in the measurement of TRPs when using the TRP buying type?

Answer 15

Nielsen

Question 16

How far in advance can you buy campaigns when using the Reach and Frequency or TRP buying types?

Answer 16

Six months

Question 17

What are the three components of the ad delivery system?

Answer 17

Ad Auction, Pacing System, and Advertiser Controls

Question 18

What is an Ad Auction?

Answer 18

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.

Question 19

What is the Total Value formula?

Answer 19

Advertiser Bid (times) Estimated Action Rates (plus) User Value

Question 20

What is the Advertiser Bid?

Answer 20

The amount you bid

Question 21

What are the Estimated Action Rates?

Answer 21

How likely it is that showing your ad to a person will lead to your desired outcome.

Question 22

What is the Estimated Action Rate formula for a campaign optimized for clicks?

Answer 22

Bid for Click (times) Est. CTR (plus) User Value

Question 23

What is the Estimated Action Rate formula for a campaign optimized for click through conversions?

Answer 23

Bid for Conversion (times) Est. CTR (times) Est. Click-to-Conversion Rate (plus) User Value

Question 24

What is User Value?

Answer 24

Ad quality along with how relevant your ad is to the chosen individual.

Question 25

How is the quality of an ad determined?

Answer 25

From many sources including feedback from people viewing or hiding the ad and assessments of clickbait, engagement bait, and other poor user experiences.

Question 26

What are five ways your website landing page could negatively affect your ad quality?

Answer 26

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.

Question 27

What is the Pacing System?

Answer 27

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.

Question 28

What two types of pacing are there?

Answer 28

Bid Pacing and Budget Pacing

Question 29

What is Bid Pacing?

Answer 29

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

Question 30

What is Budget Pacing?

Answer 30

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.

Question 31

What are Advertiser Controls?

Answer 31

They guide Facebook’s auction and pacing systems for your ad sets.

Question 32

What are five well-known Advertiser Controls?

Answer 32

Targeting, Budget, Bid Strategy, Placement Strategy, and Schedule Inputs

Question 33

What are the two Advertiser Controls options for bidding strategy?

Answer 33

Cost Control and Bid Control

Question 34

What is Cost Control?

Answer 34

Allows you to adjust your desired maximum CPA and helps control the costs of the results you care about

Question 35

What is Bid Control

Answer 35

Allows you to adjust the maximum amount we can bid in each auction