FB Campaign Budgets and Schedules Flashcards
(54 cards)
True or False: Facebook will consider cost efficiency if you choose the cost cap bidding strategy, not if you choose target cost.
True
What are the four Optimizations for Ad Delivery for the Traffic Campaign Objective?
Landing Page Views, Link Clicks, Impressions, and Daily Unique Reach
What are the four Optimizations for Ad Delivery for the App Installs Campaign Objective?
App Installs, Link Clicks, App Events, and Value
What is the one Optimization for Ad Delivery for the Lead Generation Campaign Objective?
Leads
What is the one Optimization for Ad Delivery for the Messages Campaign Objective?
Replies
What are the eight Optimization for Ad Delivery for the Conversions Campaign Objective?
Conversions, Value, Landing Page Views, Link Clicks, Impressions, Daily Unique Reach, App Events (if app is the destination), Replies (if Messenger is the destination)
What are the two Optimizations for Conversions Campaign Objective Ad Delivery that are dependent on where the ad links to?
App Events (if app is the destination) and Replies (if Messenger is the destination)
What are the four Optimizations for Ad Delivery for the Catalog Sales Campaign Objective?
Conversion Events, Value, Link Clicks, and Impressions
What are the two Optimizations for Ad Delivery for the Store Traffic Campaign Objective?
Daily Unique Reach and Store Visits
Fill in the Blank: Facebook’s Machine Learning uses _____ like the audience the advertiser has selected, or the optimization selected, to find the best delivery opportunities for the advertiser’s ads.
Signals
What is the Learning Phase?
It is the period of a campaign where Facebook shows your ads to different types of people to learn who is most likely to generate your optimization events.
True of False: It’s best to wait until after the Learning Phase has passed before analyzing a campaign’s performance.
True
What four significant edits will reset the Learning Phase?
Changes to Targeting, Changes to Ad Creative, Changes to the “Optimization for Ad Delivery” Choice, and Pausing your Ad Set (or campaign)
What two changes may negatively affect the Learning Phase?
Bid Amount and Budget Amount
What is Campaign Budget Optimization (CBO)?
An option that allows Facebook to optimize your campaign budget across all ad sets and put budget into the top-performing ad sets and ads according to the optimization goal, bid strategy, and bid amount.
What are four benefits of using CBO?
Efficiently spending across all audiences, Simplified campaign management, Spending less time managing campaigns, and De-duplicating audiences
What are six CBO best practices?
Use ad set spend limits sparingly or not at all, have less than 70 ad sets per campaign, ensure all ad sets in your campaign can be delivered, avoid pausing ad sets, evaluate performance on the campaign level, and don’t use CBO for ad sets using specific spend targets without flexibility.
In what three ways does Estimated Daily Results help you make informed delivery control decisions?
Estimating results like website conversions, setting realistic expectations for results, and understanding the daily impact of changes to budget, bid, targeting, and placement
What five factors are used to calculate estimated daily results?
Your budget, your bid, your past performance information, marketing information, and characteristics of your target audience
What are the four bid strategies?
Lowest Cost, Cost Cap, Target Cost, and Bid Cap
When should you use the Lowest Cost bid strategy?
For when you want to spend as much of your budget as possible without having to keep costs within a specific amount
When should you use the Cost Cap bid strategy?
For when you want to maximize cost-efficiency and need to keep costs within a specific threshold, or want to delivery the maximum number of conversions.
When should you use the Target Cost bid strategy?
For when you want to maintain stable cost per result as your spend increases and you’re willing to trade cost efficiently for cost stability.
When should you use the Bid Cap bid strategy?
For when you want to set a maximum bid across auctions to limit what Facebook bids in every auction and reach as many people as possible at that bid, which can increase competitiveness against other advertisers targeting similar audiences.
