• Facebook Campaign structure is divided into three parts:
    • A Campaign
    • Ad
  • In Facebook, Placements available via below products are:
    • Facebook
      • Feeds (mobile and desktop)
      • Instant Articles (mobile only)
      • In-Stream Videos (mobile and desktop)
      • Right Column (desktop only)
      • Suggested Videos (mobile and desktop)
    • Instagram
      • Feed (mobile only)
      • Stories (mobile only)
    • Audience Network
      • In-Stream Videos (mobile, desktop, and Connected TV)
      • Rewarded Videos (mobile only)
    • Messenger
      • Home (mobile only)
      • Sponsored Messages (mobile only)
  • The objective you pick at the campaign level will determine which optimisation events you can choose from. Your optimisation choice will help determine who we show your ads to.
    • Optimise for link clicks – We’ll show your ads primarily to people who are likely to click on them.
    • Optimise for impressions – We’ll show your ads as often as possible.
    • Optimise for audience reach – We’ll deliver your ads in a way that helps you reach as wide of an audience as possible.
  • Carousal ad format do not offer objective as video views
  • Instant experience is not supported for Lead Gen, Messages and Catalogue sales objectives
  • Facebook Lead ads can run only on four placements:
    • Facebook News Feed
    • Instagram
    • Instagram stories
    • Instant Articles
  • The lead ads can run with below ad formats only:
    • Carousel
    • Single image
    • Single video
    • Slideshow
  • The lead data on Facebook is stored for 90 days, after which it is automatically deleted.
  • We can access the lead data on Facebook by three ways:
    • Customer System Integration – Direct sync with the CRM tool where the leads will be passed to the advertiser. Facebook has pre partnered with known partners like Marketo, Hubspot, Connectio, Mailchimp, etc.
    • Facebook API Integration – This is used when the advertiser has it’s own proprietor tool and wants to sync or integrate to that the lead data can directly pass from Facebook to it’s CRM tool.
    • CSV File Download (Manual Process)
  • A lead form can have a maximum of 15 custom questions
  • If we use right column placement for the carousel ad format, we are limited by:
    • Objectives, where we can only choose Traffic, Conversions, or Catalog Sales objectives.
    • And, the carousel can only contain images, but not video.
  • Facebook shows conversions in your reports based on the time of impression and not the time of conversion.
  • Before you can promote a mobile or desktop app using the Traffic objective, it needs to be registered at Facebook for Developers. Both for iOS and Android. Basically, Registering the app creates a Facebook App ID that enables you to integrate your app with the Facebook SDK and App Events.
  • Supported ad format for Catalogue Sales objective are:
    • Image
    • Carousel
    • Collection
  • Interestingly, You can turn your ad into a Facebook Offer when your ad destination is a website.
  • Facebook Policy: Ads must not request government-issued identifiers, including National Insurance numbers, passport numbers, or driving license numbers, without our prior permission.
  • Facebook Policy: Adverts must not request financial information, including bank account numbers, bank routing numbers, credit or debit card numbers, credit scores, income, net worth or how much debt someone has, without our prior permission.
  • Facebook Policy: Adverts for programmes or services that require a subscription must target people aged 18 years or older.
  • Facebook Policy: Content on the advert’s landing page must clearly describe and display the subscription’s terms and conditions.
  • The desktop app install ads can run only in the Facebook Desktop News Feed and Right Column placements only
  • With the Reach objective, you have two options for optimizing how your ad is delivered: Reach and Impressions.
  • Do note that when we pause your campaign, the frequency cap resets and the frequency cap interval starts all over again when we again resume your campaign. E.g. FC applied is 2/week where we pause the campaign midweek and a user has already seen the ad two times, pausing and resuming in between will reset the FC to 2/week again where the same user might end up seeing the ad 4 times in the same week.
  • Reach and frequency lets you reserve campaigns up to six months in advance and controls the number of times your audience sees your ads, and in which order they see them.
  • Reach objective + Reach and frequency buying = 100% Optimized towards the most efficient reach available
  • Reach optimization in an auction will usually have a more efficient CPM than reach optimization in a reach and frequency buy with an identical budget, creative, targeting.
  • Brand Awareness is optimizing to get you the highest ad recall, not only reach. The Reach objective lets you maximize the reach of your campaign at an efficient CPM.
  • Three ways of buying can be done on Facebook:
    • Ad Auction
    • Facebook Marketing Platforms – FB third-party partners who creates innovative ways to manage campaigns, they offer self-service tools.
    • Insertion Orders – Insertion Orders allow you to purchase advertisements from a Facebook Sales Representative. IO guarantees a specific number of impressions and requires minimal spending.
  • Facebook Marketing Partners help drive innovation on the Facebook platform. FMPs are experts in using the Facebook platform to drive results.
  • Facebook offers three bidding options:
    • cost per click (CPC),
    • cost per 1,000 impressions (CPM),
    • and optimized for conversion.
  • 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.
  • In the auction model, FC can be applied only with the objectives as reach and brand awareness whereas, under reach and frequency, FC can be applied for any objectives.
  • In reach and Frequency, You can only target one country at a time, no fewer than 200,000 people plus the minimum duration of the campaign should be 24 hours.
  • We can buy up to 3 months in advance under reach & frequency whereas we can buy up to 6 months in advance under TRP
  • Deep linking allows you to lead people into a specified destination of your mobile app once they click your ad if they have your app installed.
  • The employee access at Facebook Business Manager can only
    • View Business Manager settings
    • Be assigned to ad accounts/pages/other business assets
  • The Facebook pixel can piggyback and fire off of the existing pixel implementations without requiring you to edit the HTML on your website if that feature is available from your third-party provider.
  • Three types of Audiences on Facebook:
    • Core audience
    • Custom audience
    • Lookalike audience
  • Lookalike Audiences are based on sophisticated modeling and identify people who share similar likes, interests, or characteristics as your current audience.
  • Facebook Engagement Custom Audience is made up of people who have engaged with your content across Facebook Products. “Engagement” refers to actions like spending time viewing your videos or opening your lead form or Collection ad. Engagement Custom Audiences are different than Custom Audiences from your website.
  • International Lookalike, also known as multi-country Lookalike Audiences, can help businesses expand into new markets by identifying people similar to their best customers elsewhere.
  • Two Types of lookalike audiences are:
    • International
    • Value-based
  • Dynamic Language Optimization that you could take advantage of when advertising in multiple countries.
  • There is a total of 8 placements under Facebook:
    • Feed
    • Right Column
    • Instant Articles
    • Video Feeds
    • In-Stream Videos
    • Stories
    • Marketplace1
    • Search
  • Instream videos run only on Facebook and Audience Network
  • Learning phase in Facebook generally goes for 7 days or 50 optimized events, whichever earlier
  • Campaign budget optimization (CBO) is an option available at the campaign level. CBO is available for any campaign objective and is best suited for campaigns with multiple ad sets.
  • Any campaign using CBO can have a maximum of 200 ad sets, recommended is a maximum of 70.
  • Direct response campaigns that combine video and static image ads have the highest conversion lift outcomes compared to static-only campaigns.
  • Rule-based attribution models are ones that allow you to select the rule that will determine how conversions should be attributed to different touchpoints. There are two types:
    • Single touch model
    • Multi-touch model
  • By default, Facebook Attribution will select a last-touch model with a one-day impression and a 28-day click window.
  • In Facebook, Video ad length maximum can be 240 minutes and minimum as 1 second whereas the size can be maximum to 4 GB and minimum as 1 MB
  • The maximum number of cards in the carousel ad could be 10 and a minimum of 2.
  • Campaign Planner is a standalone interface for creating, comparing, and sharing reach and frequency media plans for reach and frequency campaigns
  • Reach and frequency buying can give you more predictability and control over the following:
    • Reach and CPM
    • Frequency
    • Spend-per day
    • Placement distribution (e.g., Instagram vs. Facebook)
  • Under reach and frequency buying, If we don’t submit any ads by the scheduled start time of the campaign, we will have a 6-hour grace period to do so before the ad set will be canceled.
  • A/B Split Test: You’ll have more conclusive results for your test if your ad sets are identical except for the variable that you’re testing.
  • Holdout test measures the incremental conversion lift of a specific ad campaign or all of your active advertising.
  • The ideal test period should be of 4 days, where we can schedule the test from 1 day to 30 days.
  • Facebook shows conversions in your reports based on the time of impression and not the time of conversion. For example, if someone sees your ad and then buys a product on your website a few days later, we show this purchase based on the time someone saw your ad and not when they purchased your product.
  • Facebook Restrictions or Guidelines: Facebook will allow only ads for alcohol to strict age-restricted audiences in countries where it is legal whereas advertising tobacco products is not allowed on Facebook
  • Facebook Pixel Helper confirms the correct FB pixel implementation.
  • Facebook has 17 standard events available:
    • Add payment info
    • Add to cart
    • Add to wishlist
    • Complete registration
    • Contact
    • Customize product
    • Donate
    • Find Location
    • Initiate checkout
    • Lead
    • Purchase
    • Schedule
    • Search
    • Start Trial
    • Submit Application
    • Subscribe
    • View Content
  • Events Manager has three tabs – Data Sources, Custom Conversions, and Partner Integrations
  • Data sources allow you to view basic insights about your pixel, such as:
    • Total events: The total number of events fired on your website.
    • Top events: The top five events measured by event volume.
    • Activity: This graph shows the number of events fired on your website per day for each of the last seven days.
  • Audience Network enables you the extend the advantages of DR advertising on Facebook to a wide range of quality apps and website publishers.
  • An ad on Facebook should not compromise of more than 20% of text

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