FB Campaign Objectives and Data Sources Flashcards
Why is it important to determine your business goal to be reach through a Facebook ad campaign BEFORE creating the campaign?
It will allow you to align the campaign objective with your business goal because the chosen objective determines how Facebook decides to deliver your ads.
How many objectives are current offered?
Eleven
What are the three stages of the consumer journey?
Awareness, Consideration, and Conversion
What two objectives are featured under the Awareness stage?
Brand Awareness and Reach
What six objectives are featured under the Consideration stage?
Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages
What three objectives are featured under the Conversion stage?
Conversions, Catalog Sales, and Store Traffic
What objective should be used when your business goal is to increase people’s awareness of your business, brand, or service?
Brand Awareness
What objective should be used when your business goal is to maximize the number of people who see your ads and control how often they see them?
Reach
What objective should be used when your business goal is to send people from Facebook to any URL you choose, such as your website’s landing page, a blog post, or an app?
Traffic
What objective should be used when your business goal is to get people to engage with your Page (i.e. Page likes), engage with your post (i.e. post engagement), or respond to your event (i.e. event responses)?
Engagement
What objective should be used when your business goal is to send people to their relevant app store to download your app?
App Installs
What objective should be used when your business goal is to have people watch your video?
Video Views
What objective should be used when your business goal is to collect leads for your business?
Lead Generation
What objective should be used when your business goal is to start and/or renew conversations with your customers in Messenger?
Messages
What objective should be used when your business goal is to prompt valuable actions on your website, in your app, in Messenger, or in Whatsapp?
Conversions
What objective should be used when your business goal is to reach your target audience with relevant products from your online catalog in an automated way?
Catalog Sales
What objective should be used when your business goal is to send foot traffic to your physical stores?
Store Traffic
Which two objectives are NOT available on all four of these platforms: Facebook, Messenger, Instagram, and Audience Network?
Video Views and Messages
Fill in the Blank: The Catalog Sales objective requires a ______ campaign.
Dynamic
Why doesn’t the Messages objective involve the Messenger platform?
Because the ad’s goal is to drive customer to have a conversation in Messenger, but the ad itself is not actually served in Messenger.
Which objective gives you the estimated ad recall list (people) metric?
Brand Awareness
Which objective allows you to set frequency controls and the minimum number of days between each time they see it?
Reach
Which objective is not considered an optimal way to spend your budget when compared to other objectives like Catalog Sales and Conversions?
Traffic
What objective can be tied to Page likes and event responses?
Engagement
What objective involves deep linking and deferred deep linking?
App Installs
What objective, other than Messages, does NOT include Messenger as a platform?
Video Views
What objective involves individuals filling out a form?
Lead Generation
Which objective allows you to retarget your website/app visitors or expand your campaigns to broad audiences, as well as serve a collection of items to your audience that Facebook deems would be of the most interest to them?
Catalog Sales
If you want to increase foot traffic to one store rather than to multiple stores, which objective should you choose instead of Store Traffic?
Reach
What are Dynamic Ads?
They are ads that match your audience’s intent to help increase demand and sales from your online catalog.
What is a Catalog?
It is a container that holds information about the items in your inventory.
What are the four dynamic verticals?
Retail/Ecommerce, Travel, Real Estate, and Auto (Streaming Video was added in 2021 but is not included in the study guide)
What buying type is recommended for increasing a brand’s exposure across an audience of 200,000 or more people?
Reach and Frequency
What are Data Sources?
Tools, connections, pieces of code, and other objects that capture the interactions people make.
What are the three campaign data sources?
Facebook Pixel, Facebook SDK, and Offline Conversion
What is a Facebook Pixel?
A piece of code you place on your website to understand how people interact with your content after seeing your ads
What are the five steps to implementing a Facebook pixel?
Create, Add to Website, Confirm, Add Events, and Start
What is Pixel Helper?
It is a troubleshooting tool that helps you to determine if your pixel is working correctly.
What are Automatic Events?
These are automatically logged events that the Facebook pixel measured by default, and includes both desktop and mobile browsers.
What are Standard Events?
These are logged actions that are predefined by Facebook.
What are Custom Events?
These are logged actions that are defined by you to serve your information collection needs.
What are Custom Conversions?
They are conversions created by you, using standard or custom events.
What two kinds of “events” can be used to create Custom Conversions?
Pixel events and URLs
What are the six steps for implementing Facebook SDK?
Register, Associate, Download, Confirm, Add, and Start
What is the App Ad Helper?
It is a troubleshooting tool that helps you determine if your SDK is working correctly.
What is Deep Linking?
Allows you to lead people into a specified destination of your mobile app once they click your ad, if they have the app installed.
What is Deferred Deep Linking?
This is like a Deep Link, but it instead first defers the person to the app store to download the app, and then brings them to the specific destination.
What are Offline Conversions?
An analytics tool that enables you to connect your offline events information such as your CRM or POS to Facebook.
What are the four steps for implementing Offline Conversions?
Set Up, Create, Run, and View
What are the three ways you can upload Offline Conversion events?
Manual CSV Upload, API Integration, and Technology Partners
How do you troubleshoot Offline Conversions?
Go to the Diagnostics section of your Events Manager
In order to access results and reporting, of what three things must you have?
Facebook Pixel, SDK implementation, or Offline Conversion information
What are Parameters?
They are used alongside events to pass additional information through the pixel or SDK.
What are the five recommended Parameters for pixel events?
Content IDs, Contents, Content Type, Product Catalog IDs, and Value
What are the four recommended Parameters for app events?
Content IDs, Contents, Content Type, and Value
What is the one Parameter not shared as recommendations for both pixel events and app events?
Product Catalog IDs
