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Facebook Media & Ads Review > FB Media Buying Vocabulary > Flashcards

FB Media Buying Vocabulary Flashcards

1
Q

What is Accelerated Delivery?

A

A delivery method that shows the ad to as many people as possible in a short period of time.

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2
Q

What is Ad Delivery Optimization?

A

The delivery system Facebook uses to determine what outcome you are trying to accomplish based on the objective, optimization and any other offsite signal provided in ad setup.

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3
Q

What is an Ad Format?

A

The layout of an ad which determines how the ad will look and how many images or videos it will contain.

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4
Q

What is an Ad Set?

A

A group of ads that share the same daily or lifetime budget, schedule, bid type, bid information and targeting information.

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5
Q

What is an Ads Report?

A

A report created and managed in Ads Manager that indicates the performance of a set of ads.

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6
Q

What are Advertiser Controls?

A

A component of ad delivery that allows you to adjust inputs to improve your ad performance.

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7
Q

What is the App Ad Helper?

A

A troubleshooting tool that helps you to determine if your SDK is working correctly.

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8
Q

What is an Application Programming Interface?

A

Otherwise known as an API, it defines how software components communicate.

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9
Q

What is an Asset?

A

Any account, tool, creative or data source owned by a business and used to promote, advertise or measure their business performance on Facebook.

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10
Q

What is Asset Customization?

A

A feature in Ads Manager where you can provide multiple assets and the asset which is delivered is decided during delivery time.

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11
Q

What are Automatic Events?

A

Applicable to SDK and pixel data sources, automatic events is a feature that automatically accounts for events on your app or website.

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12
Q

What is a Bid Strategy?

A

In Ads Manager and Reporting, a setting you select that helps Facebook determine how to spend your budget in alignment with their campaign goals.

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13
Q

What is Brand Lift?

A

Also known as “brand affinity,” brand lift is a metric that gives you insight into people’s attitudes towards your brand and Brand Awareness.

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14
Q

What is the Breakdown Effect?

A

A result of the Facebook pacing system that appears to shift impressions into underperforming ad sets, placements or ads. In reality, the system is designed to maximize the number of results for your campaign dependent on what ad set optimization you choose.

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15
Q

What is Broad Targeting?

A

When you mostly rely on the Facebook delivery system to find the best people to show your ads to.

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16
Q

What is Budget Pacing?

A

The part of pacing where we may increase your budget spend if there’s the potential of getting many optimization events with costs aligned to your bid strategy.

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17
Q

What is Buying Type?

A

The method of buying your campaigns that aligns with your overall campaign goals.

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18
Q

What is Campaign Budget Optimization?

A

Also known as CBO, it is a setting in Ads Manager that enables Facebook to distribute your spend across the ad sets in your campaign to get the best overall performance.

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19
Q

What is a Campaign Level?

A

In Ads Manager, the campaign level is the stage of campaign creation where you build an ad or series of ads around a single theme or set of characteristics.

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20
Q

In ad formats, what is a Collection?

A

An assembly or grouping of promotional items that may be systematically ordered.

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21
Q

As a parameter, what is a Content ID?

A

A parameter included alongside events to measure additional information about the ID of the product or service people engage with on your app or website. Part of a pixel to help determine when the pixel should fire.

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22
Q

As a parameter, what is a Content Type?

A

A parameter included alongside events to measure additional information about the ID of the product or service people engage with on your app or website. Part of a pixel to help determine when the pixel should fire.

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23
Q

As a parameter, what are Contents?

A

A parameter included alongside events to measure additional information about the product or service people engage with on your app or website. Part of a pixel to help determine when the pixel should fire.

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24
Q

What is Conversion Lift?

A

A product that leverages Randomized Control Trials (RCTs) to measure the number of incremental conversions that happen as a result of Facebook ads.

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25
Q

What is a Conversion Window?

A

Allows you to choose what type of conversion information we use when determining who we should show your ad to.

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26
Q

What are Core Audiences?

A

A default targeting option that allows you to direct your ads to people based on demographics, location, interests and behaviors.

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27
Q

What is a Cost Cap?

A

A bid strategy that enables you to set a maximum average cost per optimization event for an ad set.

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28
Q

What is Creative Fatigue?

A

When your ad performance suffers due to overexposure.

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29
Q

What is Deep Linking?

A

A feature that enables you to launch users from a source app into a different target app.

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30
Q

What is Deferred Deep Linking?

A

A feature, when using the App Install objective, that directs your ad to send people to the app store to install your app. Once installed, they will be sent to the specific destination.

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31
Q

What is Direct Response?

A

Advertising that is intended to generate an immediate action (usually associated with ecommerce activities) like sign-up, purchase a product or mobile app install.

32
Q

What is a Dynamic Ad?

A

An ad type that can show a number of different products to an audience and choose the most relevant product to show to each individual in the audience.

33
Q

What are Dynamic Ads for Broad Audiences?

A

Dynamic ads used to help you to expand your target audience rather than target those who’ve already visited, browsed or purchased items on your website.

34
Q

What is Dynamic Creative?

A

A process whereby you give Facebook all of your creative assets for ads and we match them to the right audience automatically.

35
Q

What is Dynamic Language Optimization?

A

Dynamic language optimization allows you to create multiple ad sets for each language and apply separate language targeting if you’re advertising in multiple markets or one market with various languages.

36
Q

What is Edit Placements?

A

Also known as “manual placements,” edit placement is an option in Ads Manager that lets you choose the specific platform, across all of Facebook Products, where you want your ads to appear.

37
Q

In Business Manager, what is an Employee?

A

In Business Manager, it allows the user to work on assigned accounts and tools. They can view the information in your business settings but can’t make any changes.

38
Q

What is an Engagement Custom Audience?

A

Also known as a “Facebook custom audience,” an engagement Custom Audience is a group of people likely to engage with your ad based on the people who have previously engaged with your content across Facebook Products.

39
Q

What are Estimated Action Rates?

A

A calculated value determined by how likely it is that your ad will lead to your desired outcome after it’s shown to a person.

40
Q

What is Events Manager?

A

Accessible from the Ads Manager, Event Manager is a tool that you can use to set up and manage data sources to manage and optimize your ads for specific events.

41
Q

What is a Facebook Marketing Partner?

A

A third-party company who uses the Facebook Ads API to develop their own customized tools.

42
Q

What are Facebook Products?

A

Features, apps, technologies, software, products, or services offered by Facebook Inc. or Facebook Ireland Limited under our Data Policy.

43
Q

In Business Manager, what is a Financial Analyst?

A

In Business Manager a financial analyst is a person that has access to view financial details of the business, including transactions, invoices, account spend and payment methods.

44
Q

In Business Manager, what is a Financial Editor?

A

In Business Manager a financial editor is a person who has access to edit financial details of the business, including business credit card information, transactions, invoices, account spend and payment methods.

45
Q

What is a Gross Rating Point?

A

A unit of measurement of audience size for TV advertisements, according to Nielsen. It is used to measure the exposure to one or more programs or commercials, without regard to multiple exposures of the same advertising to individuals.

46
Q

What are Instant Articles?

A

A Facebook feature that provides rich format, interactive articles that you can create and publish on Facebook.

47
Q

As an ad format, what is an Instant Experience?

A

An interstitial landing page that loads instantly when someone taps on an ad on Facebook or Instagram. They are only supported on mobile placements and devices.

48
Q

What are International Lookalike Audiences?

A

Also known as “multi-country Lookalike Audiences,” an international Lookalike Audience is a Lookalike Audience that spans beyond the borders of a single county.

49
Q

What is Lifetime Value?

A

The measure of the total value (such as total purchases) attributed to a group of customers using a third-party developer app.

50
Q

In terms of bid strategy, what is Lowest Cost?

A

A bid strategy that prioritizes spending your entire budget. It doesn’t allow you to control costs in any way other than setting a budget.

51
Q

In terms of campaign objectives, what are Messages?

A

A campaign objective option in Ads Manager. Select the Messages campaign objective if you want to start and/or renew conversations with your customers in Messenger.

52
Q

What is an Offline Conversion?

A

Allows you to measure how much your Facebook ads lead to offline outcomes, such as purchases in your stores, phone orders, bookings and more.

53
Q

What is an Offline Event?

A

A logged action that happens “offline.” Offline events may include store visits, leads, sales calls, in-store purchases, activity on third-party sites (such as eBay) and more.

54
Q

What is an Offline Events Set?

A

A collection of information about offline events for a business. An advertiser creates an offline event set in the offline event manager (in Ads Manager) and can then import information into that offline event set.

55
Q

What is the Pacing System?

A

A component of ad delivery where Facebook tries to measure and project a campaign’s end date to spend your budget as evenly as possible over the lifetime of your ad set.

56
Q

What is a Parameter?

A

A modifier or custom value assigned to an event for the purpose of adding contextual information for measurement.

57
Q

In Business Manager, what is a Partner?

A

In Business Manager a partner is another business you will be working with in your Business Manager, such as agencies or clients. This will allow you to share your assets with them and allow them to share assets with you.

58
Q

What is People-Based Measurement?

A

Leveraging real people, instead of cookies or proxy metrics alone, when measuring the effectiveness of your ad.

59
Q

As a parameter, what is a Product Catalog ID?

A

A parameter captured alongside events to pass additional information about the inventory people engage with on your app or website. Part of a pixel to help determine when the pixel should fire.

60
Q

What are Proxy Metrics?

A

An approximate measure of information used when direct, concrete information is unavailable.

61
Q

In terms of Buying Types, what is Reach and Frequency?

A

An ad buying type that allows you to reach an established number of people within a target audience at a specified frequency at a fixed price.

62
Q

What is the Rule-Based Attribution Model?

A

A tool that allows you to select the rule that will determine how conversions should be attributed to different touchpoints in the customer’s conversion path

63
Q

What is Scheduled Delivery?

A

The same as Dayparting. It is an ad delivery option that allows you to specify certain hours and/or days of the week when your ads should show.

64
Q

What is SIngle-Touch Attribution Model?

A

A rule-based attribution model that allows you to credit only one touchpoint in the consumer’s conversion path.

65
Q

What is a Split Test?

A

Also known as “A/B testing,” a split test is a study that allows you to conduct a controlled experiment comparing multiple ad sets to see which performs the best.

66
Q

What is a Sponsored Message?

A

A Messenger ad type in the ads interface. The sponsored message ad unit allows you to send a message to people in Messenger who have an existing Messenger conversation with your business.

67
Q

What is Standard Delivery?

A

An ad delivery option that helps you to spend your budget evenly over the course of your campaigns.

68
Q

What is a Standard Event?

A

A logged action that is predefined by Facebook.

69
Q

What is the Statistical Attribution Model?

A

A tool that allows you to look at historical information to determine how conversions should be attributed.

70
Q

What is Target Cost?

A

A bid strategy that enables you to prioritize getting a stable cost per optimization event. Facebook will try to keep costs as close to the amount you want as possible.

71
Q

As a buying type, what is Target Rating Point?

A

An ad buying type that allows you to plan and buy video campaigns using Nielsen-verified target rating points (TRPs) on Facebook and Instagram.

72
Q

What is Test and Learn?

A

A tool in Ads Manager that helps you run tests on your ads and learn about their results.

73
Q

What is User Value?

A

A calculated value determined by your ad quality along with how relevant your ad is to the chosen individual.

74
Q

As a parameter, what is Value?

A

A parameter included alongside events to measure additional information about the price value of inventory people engage with on your app or website. Part of a pixel to help determine when the pixel should fire.

75
Q

What is a Value-Based Lookalike Audience?

A

Otherwise known as VBLAL, it is the group of people most similar to your highest-value customers.

Facebook Media & Ads Review (40 decks)

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