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1. Audiences
Targeting: Core Audiences Lookalike Audiences Custom Audiences 2. Audience Overlap
Recommended Audiences Reaching Multicultural Affinity Audience How to find your ideal audience on Facebook, Instagram, and audience network 3. Apps
Promoting Successful App: From Install to Sales Webinar App Engagement App Installs 4. Instagram
Advance Performance Marketing Marketin g Instagram 5. Reporting - Measurement
Recommended Targeting Targeting Solutions by Objective 13 Audience Outcomes Brand Outcomes Sales Outcomes Facebook ads reporting attribution Facebook Pixel Mobile SDK Offline events Facebook Reporting vs Third Party Reporting History Reporting
6
6 6 7 8
8 9 10 11
11 11 11 12
12 13
14 14 15 15 15 15 15 16 16
6. Ads - facebook
Acquiring New Customers - Lead Lea d Ads Turn Shoppers into Buyers with Dynamic Ads Book more business with dynamic Ads for Travel A/B Testing Ad Policies for Content, Creative and Targeting Targ eting Audience Network: Extend the reach of o f your fb campaigns 7. Brandi Branding ng
Brand Awareness: Earning Reach and Attention Building Brand with Brand Awareness Objective - Webinar Brand Lift Brand Measurement Solutions Nielsen Digital Ad Ratings (DAR) Nielsen Total Ad Ratings (TAR) Facebook Brand Lift
17
17 17 18 18 19 20 21
21 23 24 25 26 26 26
8. Direct Response
27
Best Practices
27
9. Video
Video Views 10. Facebook Marketing Partners
Bu Buying Channels 11. Ad Auction
Ad Ad Auction Options Ad Ad Auction and Delivery Overview St Standard versus Accelerated Delivery Re Reach and frequency buying on FB Re Reach and frequency Troubleshooting
29
29 30
30 31
31 31 34 34 36
12. Troubleshooting Ads
Reach and frequency Webinar Budget, Bidding, Scheduling Plan reach & frequency campaigns with Campaign Planner
37
37 39 39
13. Power Editor (Advanced)
41
14. Facebook and TV
42
15. Engaging your Audience with Interactive Canvas Units
44
16. Additional Resources
46
1. Audiences There are 3 different type of audiences within Facebook. It's key that you understand the difference between all of them:
Core Audiences: sometimes also called "saved" audiences are based on the following variables: -
Intent / Interest Geographic Lifestyle / life-stage Psychographic Demographic Purchase-based
Partner Categories: US, UK, France, Germany, Australia and Brazil.
Lookalike Audiences: target customers similar to what you have in your custom audiences based on what you select from the following: -
Existing customers Website traffic Existing mobile app users Other countries similar to current customers Custom Audience: Facebook pixel or Facebook SDK. Facebook Page: fans CRM database: emails, phone numbers or user IDs
Keep in mind that you need at least 100 users in a custom audience in order to expand and create a lookalike audience.
The larger the audience, the less similar to seed audience will be. 1% - 10%
Custom Audiences: are audiences based on various interactions within Facebook, your website, mobile application, Instagram, offline activities or your database.
They are used for the following objectives 1. 2. 3.
Awareness: Build your brand Consideration: Drive intent with high-value prospects Conversion: Acquire new customers by finding people who are most like your
best customers 4.
Loyalty
2. Audience Overlap Recommended Audience: Based on your objective follow the guide to know when to use what type of audience: A)
Drive online Traffic from Facebook (will be referred as FB) and Instagram (will be referred as IG) Targeting
Ad Units
Ad format
Measurement
Link ads in News Feed
Optimized for conversions CPC
FB pixel
Link ads in News Feed
Optimized for conversions CPC
FB pixel
Core Audiences Custom Acquiring Audiences new customers Lookalike Audiences Remarketing to Custom existing Audiences customers
B)
Drive in-store traffic from FB and IG Targeting
Ad Units
Ad format
Measurement
Core audiences/ partner categories Link ads in News Feed
Acquiring Custom new customers Audiences from your website Photo ads
CPM
Conversion lift tests
Optimized for conversions CPC
Conversion lift tests
Lookalike Audiences Remarketing to Custom existing Audiences customers
Link ads in News Feed Photo ads
C) Drive mobile app Installs and conversions from FB and IG Targeting
Ad Units
Bid Types
Measurement
Mobile app install ads
Facebook SDK + app Optimized for events or third-party conversions mobile measurement partner
Core Audiences Acquiring new mobile app users
Custom Audiences Lookalike Audiences
Remarketing to Custom existing mobile Audiences app users
Facebook SDK + app Mobile app Optimized for events or third party engagement conversions mobile measurement ads CPI or CPA partner
Best practices for direct response ads - Set different bids for low and high lifetime value users - Bid your true value - Increase your bid if you’re willing to pay more per objective
Reaching Multicultural Affinity Audience -
-
Three clusters of Multicultural Affinity Audiences in US market: Hispanic, African American and Asian American US Hispanic - 31 MM monthly users - 25 MM return every day - 30 MM mobile monthly avg users - 96% facebook via mobile - 66% access fb exclusively via mobile Audience's Interest
How to find your ideal audience on FB, IG, & audience network
3. Apps https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8 https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8 https://developers.facebook.com/docs/app-ads/resources/faqs
Promoting Successful App: From Install to Sales Webinar ●
You can leverage dynamic ads to mobile app installs
App Engagement ● ●
Integration with Facebook SDK is needed CTA: a. b. c. d. e. f. g. h. i. j. k.
●
Use App Open link Shop now Book now Play game Listen now Watch Video Watch More Download Learn More Sign Up
Further reading: https://developers.facebook.com/docs/app-events/best-practices/gaming-casual https://developers.facebook.com/docs/app-events/best-practices/travel-hotel https://developers.facebook.com/docs/app-events/best-practices/ecom-and-retail https://developers.facebook.com/docs/app-events/best-practices
App Installs ● ●
App must report installs App account id-app id-mobile store trio must be non-fraudulent before CPA is permitted
4. Instagram
Advance Performance Marketing Instagram
5.
Reporting - Measurement
Recommended Targeting Solution by Objective: ●
You can use Facebook (will be referred as FB) and Instagram (will be referred as IG) targeting for different business goals. Core Audience
Custom Audience
Lookalike Audience
X
X
X
Driving online traffic -
Acquiring new customers
-
Remarketing to existing customers
X
Driving in-store traffic -
Acquiring new customers
-
Remarketing to existing customers
X
X
(Partner Categories)
(Custom Audiences from your website)
X
Driving mobile apps installs and conversions -
Acquiring new mobile app users
-
Remarketing to existing mobile app users
X
X
X
X
Conversion Lift can be measured by the following: 1. Test Group vs. Control Group 2. Make sure you reach 75% of test group 3. Measure results 4. Calculate conversion lift => Compare conversion and sales volume between test and control group Further reading on conversion: https://developers.facebook.com/docs/marketing-api/guides/lift-studies/v2.10
If your goal is...
You should apply the FB pixel/App Event to...
General remarketing
Main landing pages, search pages, category pages
Lead generation
Main landing pages, loyalty/rewards pages, newsletter pages
Mobile app installs (App SDK)
Activate App and App Purchase
Mobile app re-engagement (App SDK)
Activate App, App Purchase, Add to Cart, Initiated Checkout
Loyalty
Loyalty/rewards pages
Retention with lapse customers
Loyalty/rewards pages, shopping cart (exclude purchasers via FB pixel on checkout/thank you pages)
Upselling
Category/product pages
Audience Outcomes ● ● ● ● ● ●
Facebook ads reporting (Ads Manager + Power Editor + Ads Insights API) Split Testing (https://developers.facebook.com/docs/marketing-api/guides/split-testing/v2.8) Audience Insights Reach reporting Nielsen DAR/TAR Viewability and verification partners
Brand Outcomes Determine if ads generated awareness for brand and shifted perception of brand. Brand Lift: ● Brand Lift on Facebook ● Nielsen: analyzed data from 173 of their brand effect studies that included digital ads ● Millward Brown
Sales Outcomes Determine if customer took desired action: buy a product, sign up for service or downloaded app. ● Facebook conversion reporting: online and offline conversions ● Facebook conversion lift: determine additional business driven online, offline and mobile app from people reached by fb ads across devices ● Partner lift: measure lift in sales using partner-based ROI measurement solutions ● Attribution: rules-based attribution and results-driven multi-touch attribution to help advertisers how their campaigns drive online, offline and cross-device conversions ● Multi-touch attribution (MTA) partner: people-based MTA. ● Marketing mix modeling (MMM) partners Mobile Measurement Partners (MMPs): how fb drives installs and revenue for your app
Facebook ads reporting attribution It is used to understand the actions taken as a result of your ad during a particular time period. ● ● ●
How many people engaged with your brand on facebook How many people made a purchase on your website after seeing or clicking fb ad Conversions on website or app
Ways to measure it 1.
2.
3.
Facebook pixel ○ Allows you to measure the amount of people that visit specific pages or takes specific actions within your website. ○ All events will be able to be tracked for specific campaigns ○ You can use parameters and events to better track and measure your campaign performance Mobile SDK ○ Allows you to track performance of your campaigns to mobile app ○ Allows you to create marketing campaign for specific events in your mobile app Offline events ○ Allows you to compare transactions that occurred offline to the audience of your campaigns, giving you a complete picture of the customer journey and performance of digital ads. ○ All data must have an Event Time
○
○
All entries must have an Event Name: Lead, Purchase, Other, ViewContent, Search, AddToCart, AddToWishList, InitiateCheckout, AddPaymentInfo, CompleteRegistration Value and currency
Clicks: A person clicked your ad and converted. This is called click-through
attribution. Views: a person saw your ad, didn’t click it, but converted. This is called view-through attribution. Attribution Window ●
Broken up in 1-day, 7-day and 28-day
●
https://www.facebook.com/business/help/458681590974355?helpref=faq_content
Facebook Reporting vs Third Party Reporting Refer to the following link:
https://www.facebook.com/business/help/147965221941551
https://developers.facebook.com/docs/marketing-api/insights/conversion_attribution/v2.8
History Reporting -
Search by user, activity and date.
Activities that can be seen: ● Account spending limit changes ● Campaign, ad set and ad status changes ● Campaign, ad set and ad creation ● Daily/lifetime budget changes ● Ad review approvals ● Ad set schedule changes ● Placement and targeting changes ● Campaign, ad set and ad name changes ● Ad bid type changes ● Billing-related changes
6. Ads - Facebook Acquiring New Customers - Lead Ads Different uses for Lead Ads 1. Newsletter or information sign ups 2. Deals, coupons, and offers for retailers or e-commerce 3. Inquiry or interest forms for education, financial or professional services 4. Product demos, test drives, and sample requests
Turn Shoppers into Buyers with Dynamic Ads ● ●
Dynamically create and deliver personalized, relevant ads to customers, based on the product they’ve already shown an interest in. Optimize for - CPC → pay for clicks - CPM → pay for views - oCPM for product catalog sales → pay for product sales
Product Catalog ● Product Feed: A structured data file that contains information about your product inventory, including pricing, availability, and descriptions. Each row in the file contains columns of attributes that define each product. You can also use the same product feed that you use from other services and import it directly into Facebook. ● Product Set: A set of products that you want to advertise. For example, summer dresses and winter coats would be two different product sets. ● Product ID: A unique code that represents an item in your catalog. Each product has its own product ID. ● Dynamic Ad: A personalized ad delivered to the right person at the right time.
Book more business with dynamic Ads for Travel ● ● ● ● ●
Be relevant Show dynamic pricing Scale your campaigns Deliver ads at the right time Enhance ROI
Hotel Catalog ● Hotel Catalog: A collection of your hotel feeds. For example, you may have multiple feeds for hotels located in different regions. ● Hotel Feed: A structured XML, CSV, or TSV file that contains information about your hotel inventory, including base prices, fees, availability, and property descriptions. Each row represents a hotel and the columns represent different attributes. ● Hotel ID: A unique code that represents each hotel in your feed. Each hotel has its own code. ● Dynamic Ad: A personalized ad delivered to the right person at the right time.
A/B Testing ● ● ●
Choose a target audience, split into two groups and post a different version of an ad to each group. FB Ads Manager and Power Editor can see results. Variables: titles, copy, images, calls to actions, and targeting options.
7 Creative elements that win 1. Focal Point 2. Brand Link 3. Brand Personality 4. Informational Reward 5. Emotional Reward 6. Noticeability 7. Call To Action: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, Donate Now.
Ad Policies for Content, Creative and Targeting These are thing you should NOT do with your marketing campaigns! I will not go into details in this guide, but will provide general rules that I thought would be helpful. Targeting:
●
Personal characteristics: Name, race, ethnic origin, sexual orientation, physical or mental disability or medical condition, financial status or perceived imperfections.
Content:
● ● ●
Vulgar language Deceptive Claims: false, fraudulent or misleading claims Following Action Texts: 1. Acceptable: a. "Click 'Like' to connect with X" b. "Like our Page to receive updates, news, deals, etc" c. "Like John's Page to show your support" 2. Unacceptable: a. "Like our organization's Page to show your support for X." b. "Click 'Like' if you agree" c. "Like this ad to see the video" d. "Like our Page to automatically enter our raffle"
Creative:
● ● ●
Before and after pictures Sexually suggestive Shock or scare tactics
Facebook logos:
● ●
As long as you don’t imply a partnership you should be ok You can’t use other logos or previous ones
Audience Network: Extend the reach of your fb campaigns ●
Eligible ads are converted into native, banner, interstitial or video ads on fb approved publishers.
Objectives that Audience Network support:
Objective
Banner
Interstitial
Native
Video Views Mobile + Desktop
In Stream
Enabled
Mobile App Installs and Engagement Mobile
Enabled
Enabled
Enabled
Website click and conversion Mobile
Enabled
Enabled
Enabled
Dynamic Enabled Catalog Sales Mobile
Enabled
Enabled
7. Branding Brand Awareness: Earning Reach and Attention Brand Awareness measurement: ● Clicks are easy to measure but not correlated with brand outcomes ● Engagement is useful in some cases but time signals, like clicks, might be better ● Reach is important but much more you can do Objective → maximize brand awareness by optimizing for reach and attention, or
how long someone is looking at an ad. There are two ways you can optimize brand awareness campaigns:
●
●
Brand Awareness: combination of reach and attention ○ Find people in target audience who pays attention to ads and then finds more similar people. ○ Charged for impressions Reach optimization: maximize number of people who see ads given a specific time period ○ You have to set up a budget and bid for reaching your audience ○ Set frequency resets
Reporting Metric → Estimated Ad Recall Lift (people)
● ●
Real time data so you can get a pulse on your campaign while they are running. Estimated Ad Recall Lift: number of people that fb estimates would recall seeing your ad.
Brand Awareness = Reach x Brand Attention x Message Quality x Other Factors
● ● ● ● ●
Brand Awareness: Total number of people recalling the ad per dollar spent Reach: Number of people reached per dollar spent Attention: Amount of time people spend looking at ads relative to average ad Message Quality: Brand linkage, persuasion, memorability and so on Other Factors: Existing brand attributes, priming, product usage, and so on
How do Facebook measurements differs from various ad types: ● Brand Awareness vs Page Post Engagement → Brand Awareness factors time a person spend on ads. Page post only toward people more likely to interact with ad. ● Brand Awareness vs Video Views → depends on KPI or objective ● Reach Optimization vs. Unique daily reach → Reach optimization maximizes specific reach over a period of time. Unique one day, not entire campaign. ● Reach Optimization vs Reach and Frequency → optimize reach beyond daily. Estimated Ad Recall Lift is calculated by
● ● ●
Reach: number of people you reached with your ads Relative attention: How much time people spent at your ads compared to other content in their news feed Historical data: Data from more than 300 Nielsen Brand studies that show correlation of attention and reach to ad recall
Why it's important Ad Recall
● ● ●
Less sensitive to brand attributes One of the most common poll questions and brand measurement A common measurement of cut-through used across many media types
Brand Solutions for measurement:
● ● ●
Facebook Brand Lift Nielsen Brand Effect Millward Brown Digital: Brand Lift Insights
Building Brand with Brand Awareness Objective - Webinar
● ● ●
With brand awareness we can have direct control in reach and attention. The longer someone is looking at ad, the best the ad recall it is. Most people that are most likely to pay attention
Maximize ad recall and time watching ads, optimized for relative attention: 1. Reach Objective: maximum number of people you want to reach 2. Capture People's Attention: people most likely to pay attention. Cost effective CPM 3. KPI is engagement: Page post engagement is most powerful 3 Tools to access: Power Editor / API / Create Ads
Brand Lift ● ● ●
The direct impact your ads are having on perceptions and behaviors throughout the consumer journey. Measuring how effective their communications activities are in changing perceptions on one or more primary purchase funnel stages. A brand lift study will help you understand how ads are impacting ○ Ad Recall ○ Brand Awareness ○ Message Association
Examples of poll questions for a brand lift study: ○ Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the last 2 days? ○ Which of the following comes to mind first when you think of [PRODUCT]? ○ Will you recommend [BRAND/PRODUCT] to a friend? ○ Have you heard of [BRAND]? ○ Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]? What metrics or results will give me a brand lift study? ○ Estimated incremental number of people who remembered seeing your ad ○ Cost per estimated incremental person who remembered seeing your ad, based on your budget ○ Percentage point lift, which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group Other resources for more info on brand lift study: https://www.facebook.com/business/help/678065132350755?helpref=related https://www.facebook.com/business/help/1693381447650068
Brand Measurement Solutions ●
More clicks does not necessarily mean better results
●
If focused on cookies, it’s easy to overstate reach and understate frequency of brand campaigns. Facebook is people-based measurement: ○ Audience outcomes: Measure and optimize how you reach your audience ■ How many people did your ads reach? How frequently? ■ Did the ads reach the right people/audience? ■ Did the ads reach people cross-device? ○ Brand outcomes: Measure how your media spend impacts brand objectives ■ Did the ads breakthrough? Are they memorable? ■ Did they generate brand awareness? ■ Did the ads change the perception of your brand? ○ Sales outcomes: Measure how your media spend impacts sales objectives ■ Did the ads drive your business outcomes? Did they contribute to ROI? ■ Did the ads results in sales, leads or app installs?
●
●
To measure reach you can use ○ Nielsen Digital Ad Ratings (DAR) ○ Nielsen Total Ad Ratings (TAR)
Nielsen Digital Ad Ratings (DAR) ●
●
●
Nielsen Digital Ad Ratings uses a combination of census data and Nielsen panel data to provide advertisers with an independent read on their reach by age and gender, by channel, and their on-target percentage. DAR is the only digital measurement solution available that provides a campaign’s full digital audience across desktop and mobile devices. It’s a helpful measurement solution in that it: ○ Allows you to hold FB accountable for reaching your intended audience. ○ Allows for a consistent reach metric across platforms that will allow you to do brand and sales effectiveness comparison for relative reach. ○ Allows advertisers to understand reach for any campaign, which is helpful if you’re looking to compare Facebook with your other online marketing channels. Available in Australia, Brazil, Canada, France, Germany, Italy, United Kingdom, and United States.
Nielsen Total Ad Ratings (TAR) ● ● ● ●
TAR uses single-source panel data to measure the reach of a campaign across TV & digital, revealing who saw your ad online, on TV, and in both places. TAR can help you invest in ways to maximize Gross Rating Points (GRPs) and manage costs across cross-platform buys. Available in Italy, France, Thailand, United Kingdom, United States Brand Outcomes: Use CTR, engagement rate and conversion rate as metrics ○ How to do it: Randomize groups > Deliver ads to one group > Deliver polls > Analyze lift
Facebook Brand Lift ● ● ● ● ●
Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the last 2 days? Which of the following comes to mind first when you think of [PRODUCT]? Will you recommend [BRAND/PRODUCT] to a friend? Have you heard of [BRAND]? Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]?
●
Third Party Options for Brand Lift Insights: ○ Nielsen Brand Effect ○ Millward Brown Digital
Comparison: Number of Compatible poll questions Ad Formats possible
Platform Available
Minimum (US-Only)
Facebook
1 or 3
Facebook and Instagram
Reach 5MM impressions 20MM spend $175K
Nielsen
3
Reach 30MM impressions 40MM Spend $350K
Millward
5
Reach 10MM Impressions 40MM Spend $500K
Image, Video, Carousel
Advantages of using Ad Create Tool:
8. Direct Response Objectives ● ● ●
Acquiring new customers Driving in-store Increasing awareness for a new product ○ Awareness: build top-of-mind-awareness, affinity, equity and consideration ■ Brand awareness ■ Local awareness ■ Reach ○ Consideration: Generate interest, demand and purchase intent for products, services or promotions, both online and in-store ■ Traffic ■ Engagement ■ App Installs ■ Video Views ■ Lead Generation ○ Conversion: Encourage people to complete transactions Conversions https://developers.facebook.com/docs/marketing-api/tracking-specs/v2.8 ■ Product catalog sales ■ Store visits
Set up measurements for goals ● Lifetime value (LTV) ● Downstream value ● Average order value (AOV) ● Share of new customers Set up measurements for campaigns ● ROAS ● Avg. order value ● Conversion rate
9. Video Video Views Tracking ● Page Insights: Number of times page video has been viewed for more than three seconds and more than 10 seconds. ● Ads Reporting Tool: Age, Gender, Age and Gender, Country and Region ● Video Engagement: Avg. Watch Time and Percentage Watched ● Sound on and off: for 10 second video views. Only in Page Insights and Ads Reporting. ● Audience Retention: How much do people recall your ad Video Optimization Through the Auction or Reach and Frequency Reach and Frequency
Optimize for Video Views
When to Use
Drive targeted awareness of your video with predictable reach and controlled frequency.
Drive as many video views as possible by delivering your ad to people who are most likely to view your videos.
Flight
1-90 days
You select
Frequency
You select frequency for entire duration of campaign
Up to 2 per day; no lifetime frequency capping. Up to 4 times a day for fans.
Targeting
All facebook targeting capabilities. No All facebook targeting capabilities website custom audience and fan-exclusion targeting.
Billing
Predictable CPM
CPM
Pricing
Based on audience size & frequency
Based on your bid
Buying Channel
Ads Create Tool / Power Editor / API
Ads Create Tool / Power Editor / API
Lead Time
Campaigns can be booked up to 6 months in advance
Can be set up immediately
Measurement
Impressions, views, completed views, quartile views, shares, link clicks (Page Insights and Ads Reporting), Brand Effect, Nielsen Total Ad Rating, Nielsen Digital Ad Rating, Datalogix. Nielsen and Datalogix only in selected countries.
10.
FB Marketing Partners
Buying Channels You can work with Facebook Marketing Partners in several ways: - Campaign strategy - Campaign management - Measurements and insights Self-serve: - Building FB Pages - Create FB or IG Ads - Targeting the right audience - Analyzing your ad campaign Managed: - Supporting TV and radio ads with corresponding FB ads - Building custom apps - Analyzing current customer data to find similar customers on FB Insertion Orders: Buy ads directly through a FB Sales Representative. When you need to guarantee audience delivery. The Ad Auction: FB uses more than 140 factors to determine which ads are shown - Bid you input as you’re setting up your ad - How we predict people in your audience will react to your ad - How relevant we think they’ll find your ad CPC
CPM
Conversion Optimization
You value
Clicks
Reach
Click, reach, social impressions, and actions at different levels
You pay for
Clicks
Impressions
Impressions
We optimize for
Clicks
Reach
What you value the most; clicks, reach, social impressions, or actions such as conversion
11. Ad Auction Ad Auction Options
TRP Buying = Target Rating Points ● TRP verified by Nielsen ● Billed by impressions on Nielsen DMA (Designated Market Areas) ● Only available in: UK, Germany, US, France, Italy, Brazil, Australia and Canada
Facebook recommends measuring your results based on three aspects: Audience Outcomes ● How many people did your ad reach? How frequently? ● Did the ads reach the right people/audience? ● Did the ads reach people cross-device? Brand Outcomes ● Did the ads breakthrough? Are they memorable? ● Did they generate brand awareness? ● Did the ads change the perception of your brand? Sales Outcomes ● Did the ads drive your business outcomes? Did they contribute to ROI? ● Did the ads results in sales, leads or app installs?
Ad Auction and Delivery Overview Buying Types 1. Reach & Frequency: Accurately plan and deliver campaigns with predictable reach and controlled frequency. Schedule ads during most impactful times. 2. Auction: Reach audiences most likely to react to content. Takes into account: bid, likelihood of driving desired outcomes, site performance, ad quality and relevant ad to target audience. 3. TRP: lets advertisers plan and buy video campaigns using Nielsen-verified TRPs on FB & IG. This allows video campaigns to be planned, bought and reported like TV and other online video channels How does Facebook Auction work: ● Balance between maximizing advertiser value and optimizing consumer experience ● Vickrey-Clarke-Groves auction is a combination of ○ Bids → stated bid ○ Estimated action rate → how fb expects people in the target audience to take action after they see ad ○ Ad quality and relevance score → How relevant fb predicts target audience will find ad
How is the bid calculated
eCPM + Ad Relevance Factors (expected engagement, expected positive feedback, expected negative feedback) = Total Bid Ad Relevance: - eCTR: expected click-through rate - eCVR: expected click-to-conversion rate - Influenced by ad history, ad set history, campaign history, user characteristics, page type, and activity on the specific ad.
Optimize for different bid types:
●
●
●
●
Impressions (CPM): cost per mille ○ It’s the toughest one, and you may want to stay away from it as you could spend lots of money without any results ○ Total Bid = eCPM x Ad Relevance factors Total Bid = (CPM Bid) + Ad Relevance Factors Clicks (CPC): the price you pay for every click ○ You are paying for every kind of click on your ad (like, share, clicks, etc.) ○ The better the CTR, the lower your CPC will be. ○ Total Bid = eCPM x Relevance Factors Total Bid = [(CPC Bid) x (expected CTR or eCTR) *1,000] + Ad Relevance Factors Conversions (oCPM): you want FB to automatically optimize for your campaign goal (website conversion, post engagement, offer claims, etc.) ○ You are not really bidding but telling FB the desired maximum cost for goal’s actions. The delivery will be optimized to display ads to those users most likely to complete the action you want. ○ Website conversions, engagement, website clicks, reach, page likes, mobile app installs, and so on. ○ You will pay more for overall display of ads, but overall cost of conversion will be much cheaper. Actions (CPA): you are looking for specific actions based on ad type (likes, leads, etc.) with your Facebook campaigns. ○ You can not use CPA to promote external website conversions. ○ Total Bid = eCPM x Ad Relevance factors Total Bid = (CPA or oCPM Bid) x (eCTR x Conversion probability, or eCVR) + Relevance factors
https://facebookmarketingpartners.com/wp-content/uploads/2015/04/Brand-Bidding-Guide.pdf
Standard versus Accelerated Delivery
Reach and frequency buying on FB https://facebook.exceedlms.com/student/catalog/show/181153
● ● ●
●
●
Buy ads on FB and IG through Ads Manager, Power Editor and API. You must have 200,000 people in audience to use reach and frequency buying tools. Reach and frequency can be a good fit if you want to: ○ Accurately predict the reach, frequency, and cost of your brand campaigns ○ Extend the reach of your TV campaigns onto FB and IG ○ Plan and book your campaigns in advance ○ Tell your brand’s story and deliver your message to people in a sequence ○ Deliver ads across devices ○ Flexibility on targeting and buy size ○ Predictable delivery ○ Efficient pricing for advertisers ○ Controlled delivery to real people The reach objective lets to show ads to the maximum number of people in your audience and maximize the number of impressions people in your audience see. Reach and frequency buying guidelines ○ Cost is always CPM
Some guidelines to keep in mind when planning and buying ads using reach and frequency: Delivery
● ● ● ● ●
Reach optimization will show your ads to the maximum number of people Impressions optimization will show your ads as many times as possible ○ The same person may see ad several times Ad Sets must be 1-90 days in length and can be booked six months in advance of your launch date You must reach a minimum of 200,000 people per Ad Set You can deliver ads on FB and IG
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The system delivers to hit the reach and frequency target while also prioritizing the selected objective. If your primary KPI is action based — conversions or website clicks — consider the auction for more optimal buying options. Frequency planned is a cap, not a guarantee. We will deliver to an average without going above the set cap. You may cancel or make changes any time before your Ad Set starts. Audience holdouts can be up to 5%. Ads must be uploaded to the Ad Set within six hours after the scheduled start time. If they are uploaded after that, the Ad Set will be cancelled. Supports image, video ads, carousel ads, slideshow ads and canvas ads CTA: apply now, book now, contact us, download, learn more, save, sell now, shop now, sign up, watch more, get directions, call now, message now.
Ad Sets
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Can contain multiple ads. If there are multiple ads within a reach and frequency Ad Set, delivery will optimize toward the best-performing ads based on the objective you’ve selected. You may choose to manually rotate creative within an Ad Set or use ad scheduling to set the rotation schedule in advance. You may choose to use ad sequencing to have control over the order that the ads in your Ad Set are seen. Each Ad Set has its own Budget, Reach, Frequency, Targeting, and Placements.
Targeting
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You may target one country per campaign, so if you’re interested in reaching people in multiple countries, you’ll need to set up separate reach and frequency Ad Sets. It's best to avoid creating too narrow of an audience in order to maximize results. You can use exclusion targeting when retargeting audiences with video. Reach and frequency campaigns are compatible with the majority of Facebook’s targeting capabilities, but the following are exceptions: ○ Website Custom Audiences ○ Fan-exclusion targeting ○ Friends of Connections targeting ○ Operating system specific targeting
Reach and frequency Troubleshooting Canceling
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You will always need to be running one ad set. ○ If you have one, you won’t be able to delete it. To delete, add a new one and delete old one. To add video and canvas you need to set up at ad set level. You can cancel a campaign but not an ad set.
Delivery
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Campaigns will deliver most at start of frequency intervals. ○ For example, if your frequency is 2 impressions every 6 days, most of the delivery is likely to be in the first 3 days, to increase the chances of showing the same people a second impression in the last 3 days.
Audiences
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You CAN’T use it with website custom audiences, fan or video engagement-exclusion targeting, friends of connections or operating system-specific It must be at the country level
12. Troubleshooting Ads https://www.facebook.com/business/help/223107361182010
Reach and frequency Webinar ● ●
Most cookie based measurement understate frequency by as much as 141% Biggest advantage is multi-screen
With reach and frequency you can predict: 1. Reach and CPM 2. Frequency distribution 3. Spend per day 4. Placement distribution Ad Sequencing ● Run ads in order
Use Cases ● Plan brand campaigns in advance ○ Use campaign planning tools ○ Lock in buy/campaigns up to 6 months in advance ○ Plan brand campaign with reach confidence ● Complement TV Buys ○ Build frequency early ○ Use FB + IG during dark periods ● Tell more complex stories with controlled delivery
Budget, Bidding, Scheduling https://www.facebook.com/business/help/527780867299597?helpref=faq_content https://www.facebook.com/business/help/527780867299597/
Plan reach & frequency campaigns with Campaign Planner Allow to: ● Predict reach and frequency: add details like your target, schedule, and budget to predict reach, frequency and pricing ● Play with budgets, schedules, audiences, placements, and ad impressions per day ● Create and compare versions: Create multiple versions of a given media plan and compare to decide which version is more effective for your campaign ● Share plans easily: keep your clients and colleagues informed on your plans Use it for: ● Predict reach and frequency of your campaign ● Optimize campaign performance by comparing versions ● Share media plans with others Intended for Media planners and facebook marketing partners. For media planning only.
Create a plan and versions of the plan 1. Create a base plan a. Audience b. Frequency cap c. Schedule d. Placements e. Objective f. Creative format for campaigns 2. Create versions of the plan a. Up to six versions of each plan b. Tweak: schedule, audience, targeting and more 3. Compare versions a. Estimated reach delivery b. Frequency distribution c. Placement distribution d. Spend per day e. Targeting Access through Ads Manager or Power Editor.
13. Power Editor Features Mass Operations
Done at large scale. ● Edit campaign settings ● Create multiple variations of existing campaigns, ad sets, and ads ● Rename campaigns, ad sets, and ads ● Adjust targeting ● Change bids ● Modify budgets by dollar amount or percent ● Plan scheduling ● Add creative elements to ads
Duplicate
Duplicate existing items
Editing Ads, Ad Sets and Campaigns ● Campaign / Ad Set / Ad Name ● Budget ● Ad Set Dates ● Status ● Audience ● Placement ● Optimization & Pricing Split Testing https://www.facebook.com/business/help/642113629153205?helpref=page_content
14. Facebook and TV TRP Buying on FB and IG ● Target Rating Points (TRP): measure impressions as a percentage of the target population for an advertising campaign and are a core aspect of how TV ads are purchased and measured. ● It includes Nielsen Digital Ad Ratings on each campaign Three challenges being addressed ● Allow TV buyers to buy in their measurement currency ● Provide predictable delivery and measurement in terms of TRPs verified by Nielsen ● Make it easier to buy Advantages ● Predictable delivery: Highly predictable delivery across devices: reach new audiences, launch a product, or increase online sales or foot traffic. Understand reach, frequency, and TRP’s of a campaign. ● Measurement: Dedicated reporting interface including day, demo and placement trends. ● Executional flexibility: Choose placement and videos of different lengths. Benefits ● Sight, sound and motion ● Massive reach at the center of discovery ● Extend your TV campaigns to accurately reach the people you want to reach TRP Buying Process ● TRP Goal ● Target audience ● Flight dates ● Budget ● Frequency ● Platform: FB or IG
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Minimum spend: Please contact your Facebook rep to find out the latest minimum spend requirement. Targeting: Available in Nielsen markets including Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US. Dayparting is available globally, while targeting based on designated marketing area (DMA) is only available in the US. Timelines: Campaigns must be confirmed at least seven days prior to launch. Creative assets: Creative must be in a video format. Creative can be changed after 48 hours. However, creative rotations and weightage cannot be guaranteed. Availability: TRP Buying is currently available in Australia, Brazil, Canada, France, Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US.
15. Engaging your Audience Engaging your Audience with Interactive Canvas Units Benefits:
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Immersive Visual Fast Reduce bounce rates Increase time spent with brand
Objectives currently supported:
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Website Clicks Website Conversions Mobile App Installs Mobile App Engagement Video Views Brand Awareness Page Post Engagement
Reporting:
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Canvas View Duration – the average time spent in seconds, within a Canvas experience Canvas View Percentage – the average percentage of the Canvas seen. Note: This only includes components in the initial (root) Canvas and not Linked Canvases. Canvas Component Duration Percentage – the average percentage of time spent viewing each component of a Canvas experience Link Clicks – the total number of clicks on your Canvas ad, which may include clicks to open Canvas as well as links to offsite content. A full breakdown of Link Click types is available within Canvas Component-level reporting. This will show you link clicks by component within Canvas.
Creative Considerations: ● Open Strong ● Make content relevant to people ● Structure your story ● Combine photos, videos or text ● Let people interact at their own pace ● Guide people along ● Use existing assets Accesing Canvas through: ● Page composer ● Page Publishing Tools ● Ads Manager ● Power Editor
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Additional Resources
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2. READ MARKEKO BLOG for more study guidance and in depth understanding
3. DOWNLOAD our FREE Glossary of Facebook Terms
