Facebook Advertising - ITI 2019
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The document provides various statistics and information about Facebook ads. Some key points include: - 94% of social media marketers use Facebook ads and 72% find Facebook to be their top social advertising channel. - Videos perform very well on Facebook, with 500 million people watching daily and videos receiving 89.5 average shares. - Facebook recommends starting with creating ads from your Page for more basic options or using Ads Manager for more advanced targeting, creative choices, and objectives. - Targeting options include interests, demographics, connections to your page, and lookalike audiences of your best customers.
Facebook Advertising - ITI 2019
- 3. • 62% of marketers find Facebook to be their most important social media channel. • 72% of B2C marketers reported that Facebook was their top social advertising channel. • 43% of B2B marketers also named Facebook as their most important advertising • 94% of social media marketers are using the Facebook ad platform • 49% of Facebook users like a brand’s page to show their support. • Branded Facebook pages only reach about 2% of fans with organic posts. • 500 million people watch Facebook videos each day.
- 4. • Facebook video ads have the lowest CPC • Facebook CTA buttons increase click-through rates. • Shorter Facebook posts get 23% more interaction than longer posts. • 34.7% of people who unfollow a brand on Facebook do so because of low-personality or uninteresting posts • 57.5% of people who unfollow a brand do so because of an excessive amount of promotional posts
- 5. • Posts with photos receive 179% more engagements than other posts. • Videos are the most shared post type, with 89.5 average Facebook shares. • 85% of Facebook videos are watched with the sound turned off. • People are 1.5x more likely to watch video on a smartphone instead of a desktop.
- 15. Let's Explore How Auction Works Through The Lens Of A Frequent Facebook User.
- 22. How to create Facebook Ads
- 25. Boost Post
- 28. Features of Page promotions
- 31. There are several types of Page promotions
- 33. Choose the type of ad that relates to your goal.
- 37. Get started
- 40. Edit your audience, budget and more
- 42. Delete your ad
- 45. If you’re new to advertising on Facebook, we recommend creating ads from your Page as a starting point, but if you want more options for ad objectives, creative choices, placements, targeting and more, you may want to start building ads in Facebook Ads Manager.
- 46. Ads Manager
- 48. campaign Ad Set 1 Ad1 Ad2 Ad Set 2 Ad1* The business goal you want the ad to drive is your ad objective. This might be Brand Awareness or Catalog Sales..etc. Every ad set or ad within a single campaign will share the same ad objective.
- 49. campaign Ad Set 1 Ad1 Ad2 Ad Set 2 Ad1* Options you set at the ad set level reflect your priorities around delivery, such as: • Target audience • Placements • Budget • Schedule
- 50. campaign Ad Set 1 Ad1 Ad2 Ad Set 2 Ad1* At the ad level, you'll choose the ad format and provide the creative and copy that people see on Facebook. This includes your ad's headline, content, photo or video assets, and destination URL.
- 52. Ads Format
- 58. • Brand awareness: Select it to display your ad to people most likely to be interested in your product or service. • Reach: shows your ad to the maximum number of people.
- 62. Audience Focus your ad's delivery by specifying an audience. You can include or exclude people from your audience based on demographics, location, interests, and behaviors. For example: display ads to everyone who lives within 20 miles of a major city, but exclude people who live in the city itself.
- 65. •Facebook ads can appear in News Feeds, Instant Articles, In-stream Video, Stories, Suggested Videos, Marketplace, and in the Right Column on desktop.
- 66. •It can appear in stories, sponsored message and inbox.
- 67. • Instagram ads can appear in Feeds and Stories.
- 68. • Audience Network extends your ads to other app and website publishers, in a range of placement types including native, banner, interstitial, in-stream video, and rewarded video.
- 72. Control your budget HOW MANY PEOPLE DO YOU WANT YOUR AD TO REACH? HOW MUCH DO YOU WANT TO SPEND?
- 81. • Traffic :drives people to a website, app or Messenger. • Engagement: Intended to increase post engagement, Page likes, or event responses. • App installs: use it If you’d like people to install your mobile or desktop app. • Video views: shows your content to people who are most likely to watch it. • Lead generation: encourages people to share their contact details via a mobile-friendly form. • Messages: encourages people to have conversations with your business in Messenger to complete purchases, answer questions, or offer support.
- 97. ThruPlay ThruPlay is an optimization and billing option for video ads through the video views objective. ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion, or for at least 15 seconds. This optimization is available with Auction or Reach and Frequency campaigns. The following placements are available: •Facebook: Feed, In-Stream Video, Instant Articles, Suggested Video •Instagram: Feed, Stories •Audience Network The following ad formats are available: •Single Video •Slideshow •Instant Experience (Not supported by ThruPlay billing option)
- 107. • Conversions: asks people to do something in a website or app. Install the Facebook pixel to a website or SDK to an app to track actions people take, and to create audiences and optimize ad delivery based on those actions. • The Catalog sales: is ideal for ecommerce, travel, auto, and real estate companies: You can link to images of every item you sell, and Facebook will display different items to different people, based on broad targeting criteria or how they've engaged with ads in the past. • The Store visits: encourages people to visit your brick-and-mortar locations.
- 109. Facebook Pixel The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. Facebook SDK It is the easiest way to integrate your app with Facebook. About events Events are actions that happen on your website (like when someone makes a purchase). To track an event, you'll need to place a piece of code on your website to help Facebook understand that someone has taken an action.
- 111. Offers are discounts you can share with your customers on Facebook.
- 132. Split Tests
- 133. How Split Tests work Split tests let you test different variables of your ad campaigns so you can see what works best, then build on the success of your campaigns and improve future media plans. You can test things like creative assets, audience and ad placements.
- 136. Quick Creation
- 138. Create Ads that Click to WhatsApp in Ads Manager
- 139. As an advertiser on Facebook, you can add a call-to-action button to your ad that will open in WhatsApp. Audiences can engage with you on WhatsApp after clicking your ad. Before you begin •Download WhatsApp Business for Android. •Connect your WhatsApp account to your Facebook page and be the admin of your page.
- 140. Create ads that click to WhatsApp To create ads that click to WhatsApp from Ads Manager: 1.Go to Ads Creation. 2.Choose your objective. This feature is currently available for the following objectives: Messages, Traffic, Conversions (for website) and Post Engagement. 3.In the “Message Destination” section, select WhatsApp. 4.Choose your audience, budget and campaign schedule. 5.In the Ad Setup section, choose the images, text and headline for your ad. 6.After you've reviewed your campaign's details, click Confirm to create your ad
- 142. The Way To The Audience
- 145. Core Audience
- 146. Building a Core Audience on Facebook lets marketers calibrate ad delivery around demographics, locations, interests, behaviors, and connections. When building Core Audiences, you can opt to include or exclude people from your target audience based on any of these attributes listed below. You can save Core Audiences for future use, and can modify Saved Audiences to test and optimize your targeting. Demographic targeting draws from information that people share publicly on Facebook about their education, political views, family/relationship status, life events, career, and more. Location targeting allows marketers to target ads by postal code, city, region, or country — or worldwide — and to deliver ads based on where people are, whether they live in a location, are new arrivals, or just visiting. Interest targeting focuses on consumer and lifestyle categories such as fitness, fashion, or hobbies. Connections targeting is based on audience engagement with your Facebook Page, Facebook Events, or app.
- 147. Location-based audiences There are four different ways to define your audience based on location. You can request that your ads be delivered to: Everyone in a location •Locals: Only people who identify that location as their home •New residents: Only people who recently updated their location •Visitors: People who have checked into or been tagged in a place that isn’t their primary location
- 148. Geographic Audiences Use the Browse feature to target your ads worldwide, by geographic area, country, city, or postal code.
- 149. Type in an address to deliver your ads to people who live within a 1 to 50 mile radius of this location. Note: only people who've included an address in their profile or have location services turned on will be reached.
- 150. Demographic audiences Targeting ad delivery by demographic traits—such as age and gender—is a time-honored marketing strategy.
- 151. Interests and Behaviors Facebook can provide ad delivery around people’s interests and behaviors. •Interest targeting lets you advertise to specific audiences by reaching people based on their interests, activities, Pages and posts they like, posts and comments they make, and closely related topics. •Behavior targeting lets you reach people based on device usage and other activities
- 153. Writing Reading
- 154. Writing Reading
- 155. Reading Writing
- 156. Target by Device Device usage is another important targetable behavior. You can create ads to include or exclude people by desktop browser and operating system under Digital Activities, or by mobile device under Mobile Device User.
- 157. Target by Connections You can include or exclude people from Core Audiences based on whether they engage with your Facebook Page, your apps, or your Facebook Events. You can also target or exclude friends and connections of people who have engaged with your content.
- 158. Custom Audience
- 159. First what about Facebook Pixel??? The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to: •Make sure your ads are being shown to the right people •Build advertising audiences •Unlock additional Facebook advertising tools
- 160. Set up the Facebook pixel by placing pixel code on the header of your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.
- 161. BENEFITS There are several ways you can use data collected from the Facebook pixel tracking to refine your Facebook advertising strategy. With the Facebook pixel, you can: •Reach the right people: Find new customers, or people who have visited a specific page or taken a desired action on your website. Plus, create Lookalike Audiences to reach more people who are similar to your best customers. •Drive more sales: Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase. •Measure the results of your ads: Understand how successful your ad is by seeing what happened as a direct result. You can view information like your conversions and sales.
- 162. The Facebook SDK for Android It is the easiest way to integrate your Android app with Facebook. It enables: •Facebook Analytics - Understand how people are using your product. •Facebook Login - Authenticate people with their Facebook credentials. •Account Kit - Log people in with just their phone number or email address. •Share and Send dialogs - Enable sharing content from your app to Facebook. •App Events - Log events in your application. •Graph API - Read and write to the Graph API.
- 167. Make sure that your pixel is working correctly: • The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It's a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors and understand the data that's coming from a pixel. • Install the Pixel Helper Before you start, you'll need to have the Chrome web browser. If you don't have it yet, install the Chrome browser then follow these steps: • Go to the Chrome web store and search for the Facebook Pixel Helper. • Click + Add to Chrome. • Click Add extension. • Once you have successfully installed the extension, you'll see a notification that the plugin has been added to Chrome and a small icon will show in your address bar.
- 168. Check that your pixel is working • After you've installed the Pixel Helper, click the Pixel Helper icon in the address bar. • Check the popup to see any pixels found on that page, and whether they've been set up successfully.
- 169. Custom Audience sources You can generate Custom Audiences from a variety of sources. •Customer files: Build audiences from your CRM, POS, email lists, or other sources •Website activity: Reach existing customers and those who've shown interest in your business •Mobile app activity: Use Facebook ads to engage with people based on their interactions with your apps •Facebook engagement: Reach people who've interacted with your Page, videos, lead ads and full screen experiences on Facebook
- 172. Create from customer files Use customer and prospect details — such as email addresses, phone numbers, first or last names, zip codes, cities, countries, from your organization's customer relationship management or point-of-sale database to create Custom Audiences. This information is completely anonymized and secured on our servers.
- 175. The Facebook pixel is a segment of code that you can copy and paste into your existing website. Pixel allows Facebook’s ad servers to recognize users across multiple devices — as long as they’re signed into Facebook. You can specify which pages of your site — and which actions people take on your site — will trigger the pixel. When someone visits your website and takes an action (like completing a purchase), the pixel is triggered and reports this information. This way, you'll know when a customer takes an action and will be able to reach that customer again through future Facebook ads.
- 176. Then, create Custom Audiences and specified ad sets based on these actions to reach people based on where they are in their customer journeys. For example, you could choose to take note of events such as “add item to shopping cart,” and then reach cart abandoners with messages encouraging them to complete their purchase or to add more items for a discount.
- 178. Facebook’s software development kit (SDK) is the equivalent of the Facebook pixel, for mobile apps. Shopping app developers can use it to respond to events such as “item added to wishlist” or “completed registration” to increase engagement and conversions. Game developers can likewise follow events like “completed tutorial” or “achieved level” to reward players, and drive in-app purchases. You can use the SDK to seed Custom Audiences and focus on customized messages to app users.
- 181. Create from Facebook engagement Engagement Custom Audience is based on Facebook information only, so you won’t need to set up a pixel or SDK in order to create these Custom Audiences. You can reach people based on how they've engaged with: •Your Facebook Page: Deliver ads to people who viewed your Page, engaged with your posts or ads, clicked on call-to-action buttons, sent a message to your Page, or saved content from your Page. •Videos posted to your Page: Deliver ads to people who watched a certain length or percentage of videos posted to your Page. •Your Lead ads: Deliver ads to people who opened a form, opened a form but didn't submit it, or opened and submitted a form. •Fullscreen mobile experiences: Deliver ads to people who interacted with a collection or Canvas experience.
- 184. Lookalike Audience
- 185. Lookalike Audiences: can help you find — and deliver ads to — people who share demographics and behaviors with your current customers. You can use Lookalike Audiences to reach people who are similar to: •Existing customers •People who like your Facebook Page •Visitors to your website •People who engage with your mobile app
- 187. Lookalike Audience size You can choose the size of a Lookalike Audience during the creation process. This size is expressed in a scale of 1-10, which is the percentage of the population of a particular country that you are asking Facebook's system to match with your seed audience.
- 188. We generally recommend a source audience with between 1,000 to 50,000 people. The quality of the source audience matters too. If a seed audience is made up of your best customers rather than all your customers, that could lead to better results. We'll cover this more in detail in the next module. • Smaller audience (1-5): More closely match your source audience • Larger audience (6-10): Increases your potential reach, but reduces the level of similarity between the Lookalike Audience and source audience
- 189. Regardless of who is creating the Lookalike Audience, you'll need one very important thing before you begin: a seed audience. . A seed audience is a group of people who are important to the success of your business, such as those who make high-value purchases or who are deeply engaged with your Facebook Page or mobile app
- 190. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans
- 191. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans If you have an existing Custom Audience that has proven to be a good source of customers, you can use it as the seed for a Lookalike Audience that resembles these existing customers and clients.
- 192. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans You can create a value-based Lookalike Audience from a file you upload that contains data about your best customers, which our system then uses to find similar people. This data is hashed — anonymized to protect the privacy of your customers. This hashed data is securely held on Facebook's servers only long enough to create the Audience, then deleted.
- 193. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans Pixel helps Facebook’s ad servers recognize website visitors across devices. Since you can specify page visits and actions that trigger the pixel, this can then be used to create a seed based on customer behavior. For example, monitoring the action “complete a purchase” enables you to generate a Custom Audience based on people who’ve bought from your website. Seeding a Lookalike Audience with that Custom Audience may surface potential customers.
- 194. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans Seed a Lookalike Audience using a Custom Audience of people who engage with your mobile apps. Then, you can develop brand awareness campaigns targeted to new prospects who resemble people who’ve triggered in-app events such as “completed registration.” Game developers can track events such as “achieved level.” To seed a Custom Audience with mobile event data, you have to be an Administrator or Developer on the app, and there must be active SDK event tracking in place.
- 195. Create a Seed Audience Custom audience Your customer information Facebook pixel Mobile App Facebook page fans People who Like your Page have already shown an interest in your business. Create a Lookalike Audience of Page fans to drive awareness of your business and find more people who are likely interested in your products or services.
- 196. How To Manage Audience
- 200. Audience Overlap When you have two or more audiences selected, you can check the overlap between them using the Actions dropdown. Overlap means the percentage of people that are in both audiences.
- 204. Facebook Ad Account
- 205. •Ad Accounts: Set up or edit the name of your ad account, choose your currency, enter a business name, address, and tax ID number, and specify whether you're purchasing ads on behalf of a business or an agency. •Ad account admins can add people to or remove people from an ad account, and manage roles/permissions from this section. •Pages: View a list of all the Pages for which you have permissions, and what role you have on each. •Payment Settings: Add or edit payment methods, set a top-level spending limit on the ad account, and find out when your next billing date is. •Notifications: Manage how Facebook informs you of activity on your ad account(s). Set a primary email address.
- 207. Payment Methods credit or debit card Directly from an online banking account PayPal With a Facebook Ad Coupon https://www.facebookblueprint.com/uploads/resource_courses/targets/364752/original/index.html#/page/5ab52890fc7aef7 d6e544f58
- 208. Ad accounts operate within a single currency. If you operate internationally, you'll set up a new ad account for each currency you use to purchase Facebook ads. You can change your preferred currency by creating a new ad account operating with a different currency or by changing the currency in Ad Account Setup, under Ad Accounts in Settings. Currencies
- 209. How To Measure & Manage ??
- 213. Our estimated ad recall lift (people) metric is available for ads using the Page Post Engagement objective, the Video Views objective and the ad recall lift optimization within the Brand Awareness objective. Learn how to The estimated ad recall lift (people) metric shows how many people we estimate would remember seeing your ad if we asked them within two days.
- 222. Start and stop delivery Keep in mind the following to avoid disruption to your ads: •If you turn off a campaign, it'll also stop all ads and ad sets in that campaign. •If you turn off an ad set, it will stop all the ads in that ad set. •To turn ad delivery back on, you may need to turn on the parent ad set and campaign, too.
- 229. Import and export
- 231. Split testing lets you test different variables of your ad campaigns so you can see what works best, then keep building on success and improve future media plans. Ads Manager lets you split audiences at the ad set level to better understand how your delivery selections affect campaign performance — for example, to test how your ad performs when you target specific ages or genders. You can split an audience as many times as you like. With the ad set selected, choose Split Audiences from the Duplicate dropdown. Split Audiences
- 233. Establish automated rules You can create rules at the campaign, ad set, or ad level. Rules update ad delivery or notify you of changes to your campaigns, ad sets or ads. Some of the things that rules can do include: •Turn off your ad if it doesn't perform well. •Increase the budget of an ad set when more people click on those ads. •Send a notification to your email address when the overall number of people who view your ad decreases past a certain number
- 241. Facebook Ads Best Practices
- 244. 1. Create educational and inspirational videos 2. Integrate call-to-action 3. Choose the right target audience 4. Encourage engagement by asking questions in the ad title. 5. Choose images and colors that look vivid against Facebook’s blue and white. 6. Remember to test
- 245. 7. Effective Value Proposition 8. Monitor your messages. 9. Find your voice 10. Engage with your audience 11. Don’t spam 12. Publish posts when your audience is online. 13. Stop Selling 14. Set Up a Funnel 15. Measure Results
- 247. • Grab attention early
- 248. • Keep it short
- 249. • Optimize your ad title and description
- 250. • Focus on sound-off views
- 251. • Check your Facebook video specs • Get vertical or go square • Stick your CTAs in the middle • Pick the right Facebook advertising objective • Understand your KPIs • Keep your mobile videos short
- 252. • Nail your thumbnail • Think mobile first
- 253. • Match your objective to your Facebook video ad types If you want to spread brand awareness and ensure that viewers actually remember your ad, video carousel ads and in-stream video ads are great options. If your goal is to generate engagement and discussion around your video ad, a longer and more immersive format like a sponsored live or 360 video will attract highly engaged viewers who are likely to comment on and react to your content. Finally, if you’re creating a Facebook video ad campaign to drive conversions or rack up sales, we recommend collection video ads or canvas ads, as you can display a video highlighting your products or services while showing off clickable images of your offerings below.
- 254. • Analyze how your videos are performing. • Go native
- 255. Ads Policy
- 269. Ad Breaks Facebook Video
- 270. • Ad breaks help video creators and publishers earn money by including short ads in their video content. • Ad breaks can be managed in Creator Studio. Ad breaks can be placed in specific videos, or enabled for all videos on a Facebook Page. • Best Practices for Ad Breaks Eligibility oYou have at least 10,000 followers on your Page oYou meet our eligibility standards to monetize: oYou have 30,000 1-minute views on 3-minute videos:
- 271. • Arabic • Bengali • English • French • German • Hindi • Italian • Indonesian • Korean • Malay • Malayalam • Mandarin • Portuguese • Spanish • Tagalog • Tamil • Thai Current language availability
- 272. Current country availability Current country availability •Argentina •Australia •Bangladesh •Belgium •Bolivia •Chile •Colombia •Denmark •Dominican Republic •Ecuador •El Salvador •France •Germany •Guatemala •Honduras •Hong Kong •India •Indonesia •Ireland •Italy •Jordan •Malaysia •Mexico •New Zealand •Norway •Peru •Portugal •Singapore •South Africa •South Korea •Spain •Sweden •Taiwan •Thailand •the Netherlands •the Philippines •Saudi Arabia •United Arab Emirates •United Kingdom •United States