Facebook / Instagram Ads Flashcards

Question

4 Types of Ad Placements (??in audience network ad placement?)

Answer 1

1. Native Ad Placement (fit into the app experience) 2. Banner Ad Placement (top of app experience) 3. Interstitial Ad Placement (full screen ad at natural transition points) 4. Rewarded Video Ad Placement (most often in mobile games, players can choose to watch a video in exchange for rewards)

Answer 2

It's how Facebook decides how much to charge for an ad.

Answer 3

1. Create value for advertisers (helping them reach people in their target audience) 2. Provide a positive and relevant user experience.

Answer 4

to make the right ad to the right person at the right time.

Answer 5

1. the advertiser bid 2. the estimated action rate 3. the ad quality

Answer 6

- How much an advertiser is willing to bid to achieve their desired outcome (like a website visit or a newsletter sign up). - You can choose this amount or let FB determine what your bid should be. - The more money you bid, the higher your advertiser bid will be.

Answer 7

The Estimated Action Rate measures the likelihood that a certain ad shown to a certain person will lead to the desired outcome.

Answer 8

Ad Quality is determined by many sources including feedback from people who view or hide your ad, as well as finding of low quality attributes, such as sensationalized language, engagement bait, and more.

Answer 9

1. Per 1,000 impressions (CPM = Cost Per Thousand) 2. Per link click 3. Per action

Answer 10

1. Cost Per 1,000 impressions (cost of your ad being displayed 1000 times) FORMULA: (total amount spend/impressions x 1000) (Also important is to know your CTR (click through rate) on your CPM. If 10 people click on your CPM then you have a CTR of 1%. If $5 is your CPM and your CTR is 10, then your CPC (cost per click) is $0.50.

Answer 11

It's used by marketers to measure the cost-effectiveness of an Ad Campaign. It can be used to compare performance amongst different ad publishers and campaigns.

Answer 12

The total amount you want to spend DAILY OR over the LIFE of your Ad Campaign.

Answer 13

1. Automatic payments (FB will automatically charge you when you reach a billing threshold and again on your monthly billing date if there are leftover charges. 2. Manual Payments (preload money to your account before your ads run). Facebook will deduct from that amount up to once a day as your ads run.

Answer 14

CPC is "Cost per click" associated with Impressions Ads.

Answer 15

CTR is "Click Through Rate" associated with Impressions Ads or CPM of impressions ads. You can find out your CPC if you know your CPM and your CTR. If your CPM is $5 for 1000 ad displays, and 10 people click through (CTR = 10), then you know your CPC (Cost per click) is $0.50 per click, because 10 people clicked out of 1000 displays that you spent $5 for and got 10 clicks.

Answer 16

Important stats to know to understand the success of your Impressions Ads. CPM: Cost per thousand ad displays. CTR: Click Through Rate: what percentage of people saw the ad and actually clicked through per 1000? CPC: What was the cost then of each of those clicks? ``` CPM = $X spent per 1000 ad displays CTR = % of 1000 actually clicked CPC = CTR (%) x CPM ($X) ``` Real example: CPM = $5 ($5 spent to show ad 1000 times) CTR = 1% (so 10 people clicked out of 1000 times ad was shown) CPC = (clicks x $5) = $0.50 spent to get 10 clicks total.

Answer 17

1: Campaign Level: Choose an objective for the ad (aka what you want to accomplish) 2. Ad Set Level: Choose your audience, your ad schedule, where your ads appear, and how much you'll pay. 3. Ad Level: Define your creative (media, links, buttons, CTA)

Answer 18

(1st level of ad campaign creation) This is where you choose an objective for the ad (aka what you want your ad to accomplish)

Answer 19

(2nd level of ad campaign creation) Choose: 1. your audience, 2. your ad schedule, 3. where your ads appear, and 4. how much you'll pay.

Answer 20

(3rd level of ad campaign creation) Define your creative (media, links, buttons, CTA)

Answer 21

Where your ads will appear

Answer 22

A series of ad sets and ads that have the same objective such as generating leads or acquiring a certain number f website visits or app downloads.

Answer 23

Set one central campaign budget to optimize and continuously distribute to the top performing ad sets in real time. CBO (a la Exod.ai)

Answer 24

Objectives that encourage people to learn more about what your business has to offer.

Answer 25

Objectives that encourage people *who are interested in your business* to purchase or use your product or service.

Answer 26

Indicates how cost efficiently you achieved the objectives you set in your ad campaign. It is the ratio of total amount spent to number of results.

Answer 27

This option lets you find people on Facebook who are already aware of your business and lets you show ads to these people. Maybe they are on your list, have purchased before, or have interacted with posts on your FB page.

Answer 28

A way for advertisers to define a custom conversion event for the purpose of tracking and optimization. This means you can track and optimize very specific conversions (ie: a URL-based custom conversion helps you track and optimize for people who have visited a certain website page). Most common is a URL-based custom conversion.

Answer 29

* Daily Reach* is what FB anticipates you'll reach based on your bid and budget. The higher your budget, the higher your potential Daily Reach. * Potential Reach* is the audience size that FB estimates you could reach based on factors such as audience and placement.

Answer 30

This estimate is based on your campaign objective. If there is enough data, FB will make estimations about how many people you can reach and how many results you can get per day if you spend your full budget. For example, if your campaign objective is Conversions, , FB will estimate the number of conversions you can achieve based on your campaign performance and Estimated Daily Reach. You'll also see conversions listed below reach.

Answer 31

Information shared with Facebook that is turned into short fingerprints that are impossible to reverse. When you share your customer list, it's hashed locally in your browser before it's uploaded to FB. In addition to information you provide, FB can also hash pixel, SDK, CRM, or transaction activity to match against a potential audience in their system.

Answer 32

The number of times your ad was shown on screen.

Answer 33

A fullscreen landing page that's designed in Ads Manager to showcase products or highlight a brand on mobile.

Answer 34

FB's most flexible bid strategy type that offers the most scale. This strategy will always bid the amount to minimize your cost per result while maintaining your budget. This allows FB to get the most results for your budget, even as costs my rise over the duration of the campaign.

Answer 35

With manual payments you won't have a billing threshold. You'll ad money to your account before your ads run, then money will be deducted from that amount up to once a day as your ads run.

Answer 36

Billing threshold is the amount you need to spend on your ads to be automatically charged. You will be charged EACH time you hit your billing threshold and again on your monthly bill date for any leftover charges.

Answer 37

A few lines of code from Facebook that you place into the header on your website. This code allows the pixel to receive information about the actions taken on your website to make your FB ads more relevant to your audience. You can use a pixel to capture specific events or actions that happen on your website as a result of FB ads or organic reach.

Answer 38

An estimate of how many people saw your ads at least ONCE. (compared to the evaluation metric "Impressions" which is how many times your ad was shown on someone's screen including the same person multiple times)

Answer 39

The number of times your ad achieved an outcome, based on the objective and settings that you selected.

Answer 40

A Custom Audience created with your pixel information, your mobile app information, or fans of your FB page. It is the audience a Lookalike Audience is based on. When you create a Lookalike Audience, you choose the Source Audience that this Lookalike Audience is based on.

Answer 41

Sponsored messages as ads appear in messenger with people you already have messages going with.

Answer 42

"standard events" are basically actions that people take on your website that Facebook can track because of the pixel being installed on your website. They are predefined events that can help you optimize conversions and build audiences. They can be used for targeting, optimization, measurement, and insights.

Answer 43

1. Standard Events: (predefined triggers) 2. Custom Conversions: (lets you tell FB how much a conversion is worth for you & distinguish btw different conversions) 3. Custom Events: (more advanced. help you distinguish between essential stages in your funnel that Standard Events do not cover)

Answer 44

This is the ad set that won in the A/B test. FB determines this by comparing the Cost-Per-Result of each Ad Set or ad based on your campaign objective Based on the information in your test. Fb simulates the performance of each variable tens of thousands of times to determine how often the winning outcome would have won. Pretty convincing.

Answer 45

1. Campaign 2. Ad Sets 3. Ads

Answer 46

Choose your Ad Objective.

Answer 47

It tells your Ad how to run! By defining your: 1. Target Audience 2. Placement 3. Budget 4. Schedule 5. Bid Settings

Answer 48

Allows for you to run ads to different segments and try out different settings to see what optimizes your main objective results set for the campaign as a whole.

Answer 49

This is the level where you choose what your audience will actually see. Specifically, you choose: 1. Format 2. Creative 3. Copy 4. CTA 5. Destination

Answer 50

To see what types of Ad work better for the Ad Set run settings. Maybe a video works better for that audience or placement, or maybe an image is working better with the placement chosen for that Ad Set.

Answer 51

Your Ad Account will be closed and a new one will be opened and ALL ADS created under that previous Ad Account will stop running.

Answer 52

It defines what we want people to do when they see our ads.

Answer 53

From Awareness to Consideration to Conversion!

Answer 54

Awareness Objective Category (Awareness or Reach)

Answer 55

Then you should choose a Consideration Objective Category (Traffic, Engagement, App Installs, Messages, Video Views, Lead Generation)

Answer 56

Then you should choose a Conversation Objective Category (Conversions, Catalog Sales, Story Traffic)

Answer 57

Facebook shows your ad to people who are most likely to remember your brand. ("Ad Recall Lift") Ad Recall Lift: FB estimates how many people are likely to remember your ad if asked about them within two days.

Answer 58

Maximizes the number of people in your Target audience who will SEE your ads and control how often they see them. **Reach is GREAT to use for when you want your ad to be shown to ALL of your people so they don't miss the news, while being able to specify how often they should see the ad so they don't get ad fatigue)

Answer 59

To get people to consider, engage with, or seek information about your product or service.

Answer 60

This lets you drive people from FB or IG to any URL you choose, like your website's landing page or a blog post.

Answer 61

Facebook Instagram Messenger Audience Network

Answer 62

1. Messages (Consideration) - start or renew conversations with your customers in Messenger. 2. Video Views (Consideration)

Answer 63

Measure landing page visits. This shows how many people moved from your ad to your landing page URL specified in the ad. *Consider a ONE LANDING PAGE // ONE AD Strategy: You'll have a clear idea of how your ad is performing if the only traffic your landing page is getting is coming from the link posted in that ad and no where else. Then you won't have to rely on FB data to know how well the ad is performing. All conversions on that landing page can only be attributed to that ad.

Answer 64

Creating a separate Landing Page per Ad will help you assess the success of Traffic Campaign Objectives even post-iOS14 changes. This is why: Each link click (Conversion) on your landing page will be attributable to your Ad, since all traffic came from there because the landing page is unique to the ad and not advertised anywhere else. Great way to measure Traffic Conversions to a landing page without relying on post-iOS 14 data.

Answer 65

You want people to interact with your post in the following ways: 1. engage with your page (Page Likes) 2. engage with your post (Post Engagement) 3. respond to your events (Event Responses)

Answer 66

measured via: - post engagement (Shows the # of people reacting to, commenting on, or sharing the ad) - claiming an offer - viewing a photo or video - clicking on a link - page Likes - FB event responses

Answer 67

You should choose the Engagement Campaign Objective which is a Consideration Objective.

Answer 68

BRAND AWARENESS: campaigns will be shown to people who FB calculates will be most likely to remember your ad after two days (Ad Recall Lift). This could be good if you are trying to establish top of mind before making a pitch. REACH: campaigns will be shown to as many people as possible in the Target Audience you specify + combined with the frequency you specify. This would be a great way to try to get your ad in front of as many people as possible in either a custom audience of people who already know about you, or people in a specific niche you want to reach (without causing ad fatigue).

Answer 69

1. What result you are trying to achieve. | 2. How much it will cost to drive a result.

Answer 70

Revenue is the amount of money that comes IN. Profit is the amount of income OVER the product cost. So if REVENUE is $100, but the product cost $20 to make, then your PROFIT is $80.

Answer 71

Know how much actual profit you will make from your revenue, and only spend UNDER that amount of Profit. If you spend more than the amount of PROFIT from your ads, you'll actually be LOSING money. if you have $100 in revenue, but only earn $80 in profit. You must spend LESS than $80 to make sure you're really earning a profit ( and then ad spend still has to come out of this, so it's not yet your ACTUAL PROFIT until you factor in ad spend). You can't spend the entire revenue, because that eats into product cost/overhead.

Answer 72

Profit - Ad Spend = Actual Profit. Ex: $80 - $60 ad spend = $20 profit So if your target revenue is $100 and your product costs $20 to make, your profit = $80, but if you spend $40 on ads, then your ACTUAL PROFIT is $40. ACTUAL PROFIT. ACTUAL PROFIT. ACTUAL PROFIT!

Answer 73

ACTUAL PROFIT! Revenue - overhead - ad spend = Actual profit $100 - $20 - $40 = $40

Answer 74

Maximum Campaign Budget = Revenue / 3 Spend no more than 1/3 of your revenue on your campaign budget.

Answer 75

You need to start with a small test budget and monitor your campaign slowly.

Answer 76

1. Pick revenue goal = $2K 2. Know how many people out of 100 buy from your website = 1 3. Know how much each buyer spends on average = $37 4. $2K / $37 = 54. 54 x 100 = 5400 people that you need to come onto your website to have 54 conversions to = $2K in revenue. 5. You shouldn't spend more than 1/3 of your revenue on ads. $667. 6. How much does that mean you can spend PER PERSON landing on your website? And is that enough to achieve the revenue goals you have? 7. Create a small test campaign to get an idea of how much clicks cost and how well they convert into results. 8. With this data you can have an idea of how much you need to spend to achieve your revenue results.

Answer 77

1. at Campaign Level OR | 2. set individual Ad Set Levels

Answer 78

FB can dynamically allocate budget to Ad Sets based on their performance (CBO: Campaign Budget Optimization)

Answer 79

FB uses machine learning to dynamically allocates your ad budget across Ad Sets based on performance. - puts more money on the Ad Sets that are performing better. (alternate option would be setting budgets at the Ad Set Level yourself). - CBO might mean that 90% of your budget goes to one Ad Set because it's converting more efficiently. - you have to toggle this CBO setting to ON for Facebook to use it.

Answer 80

you won't benefit from Facebook's Campaign Set Level Budget Optimization (CBO)

Answer 81

1. Daily Budget | 2. Lifetime Budget

Answer 82

- means the AVERAGE FB will spend. - Does NOT mean the most FB will spend! - Daily Budget is the AVERAGE amount you're willing to spend on a campaign every day. - the actual amount spent can vary slightly day to day. - FB may spend up to 25% MORE than your Daily Budget if they see potential for more opportunities, or spend less. - But over all it averages out to your daily budget.

Answer 83

- how much you're willing to spend for the entire campaign time. - they will aim to spend it evenly - you'll never be charged than your Lifetime Budget.

Answer 84

True Value: not more than your overall profit (after revenue, product cost, and ad cost).

Answer 85

FB will aim to get you the lowest cost conversions while also spending your entire budget during the course of the campaign.

Answer 86

By the end of your campaign, you'll have a good idea of a general range for what it will cost you to get a specific action. This info gives you a ballpark for how much it costs you to get the results you're aiming for. Armed with this information will help you be more accurate with planning future campaign budgets and funnel marketing allocations.

Answer 87

Facebook may be able to reach fewer low cost actions because of the constraints.

Answer 88

1. Lowest Cost 2. Cost Cap 3. Bid Cap

Answer 89

- Allows you to set an average amount that you are willing to spend per action and FB will strive to stay around that amount for each action by going after the cheaper actions first and then if there are enough of them, also going after some more expensive actions. - FB may not spend your entire budget. - By the end your average spend per action will be AT or BELOW the Cost Control you set. - Great for when you want Cost Efficiency (and maybe after you have some idea of what your average benchmark actions cost because you've already run a lowest cost campaign)

Answer 90

It's called "Cost Control"

Answer 91

Cost Control is the amount of money you defined as the average for FB to aim to stick to for amount spent per desired action specified in your "Cost Cap" bid auction strategy for your campaign.

Answer 92

When you want to maximize Cost Efficiency by keeping things around a certain price, but then averaging out to BELOW or AT that cost per action. (Probably works best if you already have an idea of average cost per action because you've already run a Lowest Cost campaign and have an idea of the ballpark your actions cost you).

Answer 93

Limits what FB can bid in every single auction. FB will never bid over that amount for any desired action. this could be good if you know that an action is worth $10 to you and you never want to spend a penny more so that each action is always likely to be valuable to you.

Answer 94

You choose the "Bid Control" and that is the amount that you are not willing to spend beyond.

Answer 95

The Bid Control is the amount that you are willing to spend per action but not a penny more for the "Bid Cap" campaign option. No actions will cost a penny more than the Bid Control.

Answer 96

Spending your entire budget (While also getting you the most actions at the lowest cost without having to keep cost within a specific range, so some actions will cost more).

Answer 97

``` Brand Awareness Reach Traffic App Installs Messages (not sponsored messages) Video Views Engagement (Page Likes, Post Engagement, Event Response) Lead Generation Conversions Product Catalog Sales ```

Answer 98

1. When you want to spend your full budget | 2. need to understand what bid/cost to use for other strategies.

Answer 99

1. Hands off. FB manages all bidding. | 2. Reach all lowest cost opportunities while spending your entire budget

Answer 100

1. no control over your cost | 2. costs can rise as you exhaust all lowest cost opportunities OR AS YOU INCREASE YOUR BUDGET

Answer 101

If the costs rise because there is more competition. If you INCREASE YOUR AD BUDGET. Hmmm

Answer 102

It means your ad is in learning mode, Performance is less stable during this period and metrics are usually worse until Learning mode ends. FB is optimizing your ad for delivery. After 50 optimization events, Learning Mode officially ends, although FB is constantly optimizing your ad delivery.

Answer 103

After 50 optimization events.

Answer 104

FB Delivery will show " Learning Limited"

Answer 105

It means that FB didn't receive enough optimization events to exit the Learning Phase. (unlikely to receive 50 optimization events since your last edit). This indicates your budget isn't being spent effectively.

Answer 106

- combine ad sets and campaigns - target a larger audience - change to automatic placements as a way to increase your audience size - raise your budget so it's significant enough to receive 50 optimization events per week - if you use Bid or Cost Control, raise your target bid/cost. - Consider changing your Optimization Event to something earlier in the Customer Journey.(ex: adding to cart instead of purchase)

Answer 107

Reach is the number of people who saw your ad at least ONCE. Impressions are the number of times that your ad was on someone's screen (including multiple times being on the same person's screen). If your Reach is 1000 and your Impressions are 2000, you can assume that your ad was shown to each person twice.

Answer 108

1. Results & | 2. Cost Per Result

Answer 109

They are the two KEY METRICS to look at when evaluating the success of your ad campaign.

Answer 110

The number of times your ad received an outcome based on the objective and delivery optimization you set for your ad campaign.

Answer 111

Indicates how efficiently you achieved the objective that you set for your ad campaign. It is the ratio of total amount spent to number of results.

Answer 112

Campaign Budget Optimization works at the Ad Set level, by optimizing your budget across Ad Sets.

Answer 113

If we provide a number of images and copy phrases, Facebook will automatically generate combinations that are optimized for our target audience.

Answer 114

Yes, by choosing "Add another option" under the Primary Text box, you can add variations of your ad text and Facebook will optimize to choose text and image combinations best suited to your target audience.

Answer 115

Nope. Headlines only appear in some ad formats and not all. Keep them short and don't rely on them to get your message across. Review the mock ups on the side as you create your ad to see how the Headline will look and to make sure it isn't repetitive beside your main Ad copy.

Answer 116

Explain why people should visit your website or link. NOTE: The "Description" does not show up in all ad formats, so check the mockups to see where it does and does not show up.

Answer 117

An option to write in your own display link so that people see something simpler to click on. It's not real though, but it does have to have your same main domain info.

Facebook / Instagram Ads Flashcards

(141 cards)