Creative-Strategy-Study-Guide v6

Facebook mobile
creative strategy
EXAM STUDY GUIDE
March 2020 Version
1
Overview
C E R T I F I C AT I O N H E L P S Y O U
S TA N D O U T I N Y O U R F I E L D .
Facebook Blueprint Certification recognizes advanced-level
proficiency with Facebook, Instagram and Messenger, giving you a
chance to demonstrate your professional expertise.
Getting certified is the highest level of accreditation that Facebook
recognizes in digital marketing.
P R E PA R E T O B O O S T Y O U R R E S U M E ,
CREDIBILITY AND CAREER.
This document will help prepare you for the Facebook Mobile
Creative Strategy Exam, which measures your competency in the
strategic skills needed to develop insight-driven creative briefs,
inspire and improve the impact of mobile creative and drive better
results on Facebook, Instagram and Messenger.
Visit Facebook Blueprint Certification Exam to learn more.
Visit Certification FAQ for answers to frequently asked questions.
2
Table of contents
G LO S SA RY
04
MOBILE MARKETING
F U N D A M E N TA L S
C R E AT I V E B E S T P R A C T I C E S
TA R G E T I N G A N D I N S I G H T S
A D P L A C E M E N T S A N D F O R M AT S
E VA L U AT I O N A N D M E A S U R E M E N T
STUDY QUESTIONS
ANSWER KEY
16
20
35
41
54
61
65
3
Glossary
ACRONYM
TERM
DEFINITION
A/B test
A controlled experiment that compares multiple ad sets
to see which performs the best.
ad
An item of promotional content.
ad auction
A component of ad delivery through which you declare
the maximum price you're willing to pay for a click,
impression, or conversion.
ad format
The layout of an ad which determines how the ad will
look and how many images or videos it will contain.
ad relevance diagnostics
A Facebook ads reporting tool that dynamically
calculates the incoming positive and negative feedback
from reader interaction with ads.
Ads Manager
An interface where you can view, make changes and
access performance reports for all your campaigns, ad
sets and ads.
ads report
A report created and managed in Ads Manager that
indicates the performance of a set of ads.
advertiser bid
The amount you bid in an ad auction.
App Install (campaign
objective)
A campaign objective option in Ads Manager. Select the
App Install campaign objective if you want your ad to
send people to your app store to download your app.
asset
Any account, tool, creative or data source owned by a
business and used to promote, advertise or measure
their business performance on Facebook.
asset customization
A feature in Ads Manager where you can provide
multiple assets, and the asset that is delivered is
decided during delivery time.
auction (buying type)
An ad buying type wherein you decide that you would
like to participate in an ad auction.
FACEBOOK COMPANY / GLOSSARY
5
ACRONYM
AN
AR ads
TERM
DEFINITION
Audience Network
A network of mobile app publishers who have been
approved by Facebook to show Facebook ads in
their apps.
augmented reality ads
Interactive ads that use AR (augmented reality) camera
effects to let people interact with products in the
Facebook mobile News Feed.
automatic placements
An option you select when uploading your ad content
to Ads Manager that allows Facebook to automatically
deliver your ad on the most effective platform.
bid
The price for the outcome you're optimizing for.
Brand Awareness (campaign
objective)
A campaign objective option in Ads Manager. Select
the Brand Awareness campaign objective if you want
people to recall and recognize the brand after seeing
your ad.
brand lift
A metric that gives you insight into people's awareness
of your brand and their attitude towards it. Also known
as brand affinity.
brand safety tools
A set of controls advertisers can use to prevent their
ads from running alongside certain types of content
within Audience Network, Facebook Instant Articles and
Facebook in-stream video.
broad targeting
When you mostly rely on the Facebook delivery system
to find the best people to show your ads to.
budget (ads manager)
A setting that you use to tell Facebook the maximum
amount you’re willing to spend on each ad set in
a campaign.
Business Manager
A tool that allows multiple people to access and manage
Pages, ad accounts and apps using their personal
Facebook login credentials, while keeping their
personal profile and business assets separate.
FACEBOOK COMPANY / GLOSSARY
6
ACRONYM
CTA
CTR
TERM
DEFINITION
buying type
Options you select in Ads Manager that determine the
method by which you pay for, target and measure ads in
your campaign.
call-to-action
An advertising method that encourages a direct
response from people by prompting a specific action.
campaign
An ad or series of ads built around a single theme or
set of attributes and delivered by an ad platform to a
specific audience.
campaign objective
The first level in Facebook's ad system, comprised of
ad sets and ads, where you set the objectives for
your campaign.
carousel (ad format)
Promotional content that displays multiple images or
videos that scroll from left to right.
catalog
A business asset used for storing and managing
inventory businesses want to advertise or otherwise
promote on Facebook platforms.
Catalog Sales (campaign
objective)
A campaign objective option in Ads Manager. Select the
Catalog Sales campaign objective if you want to reach
your target audience with relevant products from your
online catalog in an automated way.
clicks
A metric for the number of times an objective has been
clicked on.
click-through rate
The number of times a link on a web page is clicked on
compared to the number of times it is displayed.
collection (ad format)
An assembly or grouping of promotional items that may
be systematically ordered.
control group
The "unexposed" group of people in a study for which
no factors of the test are influenced. It's used as a
benchmark to measure the effect of the test.
Conversion Lift
A metric that gives you insight into people's attitudes
towards your brand and Brand Awareness.
FACEBOOK COMPANY / GLOSSARY
7
ACRONYM
TERM
DEFINITION
conversion path
In Facebook's Attribution interface, the sequence of
touchpoints that lead to a single conversion.
conversion window
Allows you to choose what type of conversion
information we use when determining who we should
show your ad to.
Conversions (campaign
objective)
A campaign objective option in Ads Manager. Select
the Conversions campaign objective if you want to
prompt valuable actions on your website, in your app, in
Messenger or in WhatsApp.
Core Audience
A default targeting option that allows you to direct
your ads to people based on demographics, location,
interests and behaviors.
CPA
cost per action
Also known as "cost per acquisition," CPA is the cost to
you each time an action is taken because of an ad.
CPC
cost per click
The cost for each time an ad is clicked on.
CPI
cost per impression
The cost for each person who views your ad.
cost per thousand
impressions
Also known as "cost per mille," the average cost you've
paid for 1,000 impressions of your ad, or the average
revenue you've received for 1,000 impressions of an ad
on your apps or websites.
Create to Convert
A production tool that lets advertisers transform still
images into lightweight video to create more compelling,
effective ads.
creative fatigue
When your ad performance suffers due to overexposure.
Creative Hub
A set of features that allow advertisers to create and
share mockups of ads on Facebook and Instagram, and
to be inspired by what's creatively possible.
CPM
FACEBOOK COMPANY / GLOSSARY
8
ACRONYM
CA
CRM
TERM
Custom Audience
A group of people created through a Facebook
advertising feature that lets you find your existing
audiences among people who are on Facebook.
customer relationship
management
A type of tool that enables businesses to manage
contact information and interactions through the
customer lifecycle.
data source
DR
DA
DEFINITION
A tool, connection, piece of code or other object that
collects information, such as Facebook pixel, Facebook
SDK and offline conversions. The information can be
used for measurement and analysis later.
deep linking
A feature that enables you to launch users from a
source app into a different target app.
deferred deep linking
A feature, when using the App Install objective, that
directs your ad to send people to the app store to
install your app. Once installed, they will be sent to
the specific destination.
direct response
Advertising that is intended to generate an immediate
action (usually associated with ecommerce activities)
like sign-up, purchase a product or mobile app install.
dynamic ad
An ad type that can show a number of different
products to an audience and choose the most relevant
product to show to each individual in the audience.
dynamic ads for broad
audiences
Dynamic ads used to help you to expand your target
audience rather than target those who’ve already
visited, browsed or purchased items on your website.
dynamic creative
A process whereby you give Facebook all of your
creative assets for ads and we match them to the right
audience automatically.
dynamic language
optimization
Dynamic language optimization allows you to create
multiple ad sets for each language and apply separate
language targeting if you're advertising in multiple
markets or one market with various languages.
FACEBOOK COMPANY / GLOSSARY
9
ACRONYM
ECA
FMP
TERM
DEFINITION
edit placements
Also known as "manual placements," edit placement
is an option in Ads Manager that lets you choose the
specific platform, across all of Facebook platforms,
where you want your ads to appear.
Engagement (campaign
objective)
A campaign objective option in Ads Manager. Select
the Engagement campaign objective if you want to
send people to like your page, engage with your post or
respond to your event.
engagement Custom
Audience
Also known as a "Facebook custom audience," an
engagement Custom Audience is a group of people
likely to engage with your ad based on the people who
have previously engaged with your content across
Facebook platforms.
estimated action rates
A calculated value determined by how likely it is that
your ad will lead to your desired outcome after it's
shown to a person.
event
A logged action that people take on your website,
app or offline usually used for capturing and measuring
ad performance.
Facebook Ads Guide
A guide that outlines the requirements for ads in each
format and placement. Please refer to it for specs like
dimension, file size and character limit.
Facebook advertising
policies
The set of guidelines that you have to follow for your ad
to be approved for publication on Facebook.
Facebook marketing partner
A third-party company who uses the Facebook Ads API
to develop their own customized tools.
Facebook mobile studio
An informational resource to help you create mobile ads
from your phone.
Facebook pixel
A piece of code installed on your website that captures
website events.
FACEBOOK COMPANY / GLOSSARY
10
ACRONYM
GRP
KPI
TERM
DEFINITION
Facebook platforms
The apps and websites—including Facebook, Instagram,
Messenger, WhatsApp and Audience Network—that
people use to connect with friends and family, explore
interests and share what matters to them. Businesses
can use these platforms to connect with the people
most likely to be interested in their products or services
through organic engagement or paid ads.
Facebook SDK
A piece of code installed on your app that captures
app events.
feed
A stream of posts or updates in a social media service.
Gross Rating Point
A unit of measurement of audience size for TV
advertisements, according to Nielsen. It is used to
measure the exposure to one or more programs or
commercials, without regard to multiple exposures of
the same advertising to individuals.
inbox
A Facebook feature used for managing messages,
comments, broadcasts, automated responses and other
direct communication features.
Instant Articles
A Facebook feature that provides rich format,
interactive articles that you can create and publish
on Facebook.
Instant Experience (ad
format)
An interstitial landing page that loads instantly when
someone taps on an ad on Facebook or Instagram. They
are only supported on mobile placements and devices.
in–stream videos
A Facebook feature that allows you to place ads before,
during or after video content.
international Lookalike
Audiences
Also known as "multi-country Lookalike Audiences,"
an international Lookalike Audience is a Lookalike
Audience that spans beyond the borders of a
single country.
key performance indicator
A measurement to evaluate the success of a campaign
or ad.
FACEBOOK COMPANY / GLOSSARY
11
ACRONYM
TERM
lead ad
An ad with a contact form that allows people to submit
personal information to an advertiser. For example, to
receive promotions or a newsletter.
Lead Generation (campaign
objective)
A campaign objective option in Ads Manager. Select
the Lead Generation campaign objective if you want to
collect leads for your business.
learning phase
LTV
LAL
DEFINITION
In Ads Manager, a period of time where the delivery
system is collecting information to optimize ad delivery.
This term refers to the machine learning of our system,
not your learning.
lifetime value
The measure of the total value (such as total purchases)
attributed to a group of customers using a third-party
developer app.
Lookalike Audience
A group of people who are similar to an existing
audience, allowing you to direct your ad to people who
“look like” your established customers.
machine learning
A discipline that uses science, information and computer
code to automatically predict certain outcomes based
on discovered patterns not explicitly programmed.
Marketplace
A dedicated surface on Facebook for people to buy and
sell with other people.
media mix
The methods and channels you use to meet your
advertising goals.
Messages (campaign
objective)
A campaign objective option in Ads Manager. Select the
Messages campaign objective if you want to start and/
or renew conversations with your customers
in Messenger.
messaging
A communication method through written text used on
WhatsApp and Messenger.
Messenger
Facebook’s messaging app.
FACEBOOK COMPANY / GLOSSARY
12
ACRONYM
POS
ROI
TERM
DEFINITION
multi-cell
A study with multiple test groups, where group A is
shown one ad, group B is shown a different ad and
group C is shown no ad.
offer ad
An ad that allows you to share discounts with your
customers.
offline conversions
Allows you to measure how much your Facebook ads
lead to offline outcomes, such as purchases in your
stores, phone orders, bookings and more.
placement
A location where you can show an ad on a website
or app, such as News Feed, Instagram Stories or
Messenger Inbox.
playable ad
A video ad that lets people preview or play an
interactive demo of a mobile app, product or brand.
point of sale
The moment when a retail transaction is completed.
poll ad
A video ad that includes question and response options.
Reach (campaign objective)
A campaign objective option in Ads Manager. Select the
Reach campaign objective if you want to maximize the
number of people who will be shown your ad and how
often it will be shown them.
reach and frequency
(buying type)
An ad buying type that allows you to reach an
established number of people within a target audience
at a specified frequency at a fixed price.
retargeting
An advertising approach aimed at re-engaging people
with whom you've previously seen, previously engaged
with or whom have taken action on your website, app or
offline business.
return on investment
A performance measure, expressed as a ratio, that
compares the net profit of an advertising investment
with its cost. ROI is used to evaluate the efficiency
of an advertising investment. A high ROI means the
investment's gains compare favorably to its cost.
FACEBOOK COMPANY / GLOSSARY
13
ACRONYM
TERM
DEFINITION
single-cell
A study with one test group, where group A is shown the
ad but group B isn't shown the ad.
slideshow (ad format)
A type of video that's created using still images or
videos, and may contain a music soundtrack.
sponsored message
A Messenger ad type in the ads interface. The
sponsored message ad unit allows you to send a
message to people in Messenger who have an existing
Messenger conversation with your business.
Store Traffic (campaign
objective)
A campaign objective option in Ads Manager. Select
the Store Traffic campaign objective if you want to send
foot traffic to your physical stores.
Stories
A Facebook feature that allows people to post casual
photos and videos that are stitched together into one
unit of content that is available for 24 hours.
Stories ad templates
Templates that automatically transform images into ads
for Stories on Facebook, Instagram and Messenger. This
means advertisers can reach people on Stories without
investing much time and effort into designing new ads.
success metrics
The measurements you use to determine the success of
your campaign.
suggested videos
A feature that makes video suggestions to people while
on Facebook.
targeting
The process of defining an audience for your ads.
Test and Learn
A tool in Ads Manager that helps you run tests on your
ads and learn about their results.
test group
The "exposed" group of people in a study for which
factors of the test are influenced.
third-party tracking
When a company that is not Facebook develops its own
customized tracking tools to be used along with the
Facebook pixel.
FACEBOOK COMPANY / GLOSSARY
14
ACRONYM
VBLAL
VCK
TERM
DEFINITION
Traffic (campaign objective)
A campaign objective option in Ads Manager. Select the
Traffic campaign objective if you want to send people
from Facebook to a URL.
value-based Lookalike
Audience
The group of people most similar to your
highest-value customers.
Video Creation Kit
A tool that allows you to create mobile-first video ads
that use your existing photo assets, text overlays and
logos.
Video Views (campaign
objective)
A campaign objective option in Ads Manager. Select
the Video Views campaign objective if you want to have
people watch your video.
video views
The metric used to report the act of watching a video,
usually for a specific duration of time.
FACEBOOK COMPANY / GLOSSARY
15
Mobile marketing
fundamentals
Mobile marketing
Globally, there are more than 2.8 billion people
who use Facebook, WhatsApp, Instagram or
Messenger each month to build connections
and discover things that matter to them.1
also looked at their smartphones 31% of the
time. The majority of this time was spent on
apps like Facebook, Instagram, WhatsApp and
Messenger. 4
When you advertise with Facebook, you have
the opportunity to be part of these connections.
A smartphone is a highly personalized medium
The growth of mobile video traffic in particular
has been forecasted to grow in the coming
years: Cisco predicts that nearly 79% of the
where your ad lands, literally, in the palm of
someone's hand. Mobile audiences expect ads
tailored to their interests and habits, which
is why Facebook ads targeting can be so
effective.
world’s mobile data traffic will be video by
2022. 5
Trends
Mobile is a powerful communication medium,
and growing stronger. Today, many people
spend more time on their mobile devices than
they spend on other marketing channels. 2
Even among some TV-viewing audiences,
multiscreening has also become common. 3 For
example, Facebook IQ commissioned a study
and found that, while watching TV, people
Marketing toward the movement
People around the world say mobile lets them
connect with communities that share their
interests locally (68%) and globally (68%).6 As
the demand for mobile technology grows, you
should adapt your campaigns to the changing
media environment. Here are some things to
consider:
Reach people where they are: Studies
have shown that Facebook can achieve
higher return on investment (ROI) than
other channels.7 Using Facebook platform
1
Facebook Source: Facebook data, Q3 2019.
2
“TV Watching in the Digital Age: Consumer Attention and Engagement” by Tobii Pro Insight (Facebook-commissioned study of 100 people ages 18–50 in the
US), Mar 2017.
3
"Attention study" by eye square (Facebook-commissioned passive eye- and device-tracking study and survey of 763 self-reported Facebook users and TV
viewers ages 18+ in BR, FR, DE, ID, the UK and the US), Jan 2018.
4
"Attention study" by eye square (Facebook-commissioned passive eye- and device-tracking study and survey of 763 self-reported Facebook users and TV
viewers ages 18+ in BR, FR, DE, ID, the UK and the US), Jan 2018.
5
"Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update" by Cisco, February 2019.
6
"Attention study" by eye square (Facebook-commissioned passive eye- and device-tracking study and survey of 763 self-reported Facebook users and TV
viewers ages 18+ in BR, FR, DE, ID, the UK and the US), Jan 2018.
7
Marketing Mix Modeling analysis conducted by Nielsen, based on an analysis of 21 brands in 8 countries (Indonesia, Thailand, Malaysia, Taiwan, South
Korea. Australia, Brazil and Mexico) and $92M media spend.
FACEBOOK COMPANY / MOBILE MARKETING FUNDAMENTALS
17
strategically for your digital marketing
campaigns can help you achieve the
short- and long-term results that matter.
You can reach people not just by interests,
location and demographics, but also current
customers and people similar to them.
Get people to notice: Some 64% of adult
smartphone users who view video content
on social networking sites and apps do so
at least once per day, and that number
jumps to 72% when looking at the 18-34
demographic, according to Nielsen. 8
Facebook platforms
As you plan your campaign, we suggest you:
•
Make your message short and simple:
Simple messages in News Feed, Stories,
Messenger and Instant Articles can help
your mobile ad grab attention.
Facebook advertising platforms include:
Try in-stream video ads for longer or
more complex messages: Running your
ad in-stream on Facebook can help get
your ad viewed to completion.
•
•
9
Measure and improve: Facebook has
tools to help you measure the performance
of each ad you create, including which
creative, copy and placements yield the
best results. You will also be able to follow
conversions across mobile phones, tablets
and desktop computers to inform more
effective media and marketing strategies.
Facebook platforms work together to help
people and businesses connect. With 140
million active business users a month, Facebook
platforms can help make it easy for businesses
to manage their digital advertising presence. 9
When you use Facebook platforms to advertise,
you also have the ability to create content
on one platform and deliver it across other
platforms, giving you more opportunities to
connect with your most relevant audience.
Many mobile videos are short, and they’re
watched by people on the go who are
flicking from one thing to the next. But
people also watch longer mobile videos in
planned, focused sessions of captivated
viewing. For example, when relaxing at home
after work.
8
and place across Facebook platforms.
Get your ads to the right people at the
right time: Automatic placements can
help to show your ads at the optimal time
•
Facebook
•
Instagram
•
Messenger
•
Audience Network
Note: Audience Network is a network of
thousands of high-quality apps beyond
Facebook and Instagram.
“Time Flies: U.S. Adults Now Spend Nearly Half a Day Interacting with Media” by Nielsen, June 2018.
Facebook Source: Facebook data, Q3 2019.
FACEBOOK COMPANY / MOBILE MARKETING FUNDAMENTALS
18
You can choose which of these platforms to
advertise on to best accomplish your business
goals, or use them all to maximize reach. Each
platform has different placement options.
•
Facebook mobile marketing best
practices
Here are some general tips to help you boost
the power of your Facebook ad creative:
•
•
Videos: Movement can make ads more
eye-catching, and optimizing videos for
mobile can be a valuable way for brands to
connect with audiences across platforms.
Mobile video doesn't have to be expensive or
difficult to produce. Even animations made
with simple apps, like GIFs, can be effective.
Aspect ratios: Adjust the aspect ratio of
images and videos for mobile, covering as
much of the mobile screen as possible to
grab attention.
Ad placements: Use automatic placements
to let Facebook machine learning tools
determine where your ads will be most
effective across Facebook, Instagram,
Audience Network and Messenger. This can
help make the most of your budget and ad
viewability.
U
•
Messenger: 100 billion messages are
exchanged across Facebook platforms
each day,10 and 60% of Gen Z surveyed
globally wish they could message more
businesses.11 So Messenger ads can
be a good way to invite people into
conversations with your business.
Formats: Immersive ad formats, like Instant
Experiences, give people a visually engaging
fullscreen experience after they tap a mobile
ad.
10
Facebook IQ Source: Facebook data, global, Oct 2018.
11
Facebook IQ Source: “Trends 2.0” by Crowd DNA (Facebook-commissioned study of 11,300 people across AU, BR, CA, DE, FR, GB, ID, IN, KR, NG and US), Sep 2018.
Gen Z defined as people ages 18–24.
Visit Aspect Ratios Supported By Placements In Ads Manager to learn which aspect ratios are
compatible with each placement.
FACEBOOK COMPANY / MOBILE MARKETING FUNDAMENTALS
19
Creative best
practices
Business goals
Facebook offers a range of advertising
objectives so you can choose the options that
suit your needs and business goals. Whether
you’re trying to raise awareness of your brand,
build consideration or increase sales, Facebook
can help.
•
How will you know if your audience has
taken your desired action? Determine
how Facebook measurement solutions can
most effectively help you understand your
campaign performance.
Here are some questions to help you establish
which Facebook ad objective will best support
your business objective:
•
What do you want people to do when
they see your ad? Determine if you want
people to remember your brand, view your
videos or visit your brick and mortar store,
for example. Once you have this specific
action in mind, you can figure out which
platforms and placements can help you
achieve your goal.
•
Can Facebook platforms complement
your other ad channels? Determine how
Facebook ads can be implemented in your
current media mix. The evidence shows
that reaching people several times through
different mediums, like TV and Facebook,
can be powerful.1
•
Can your brand take full advantage of
all the placements Facebook offers?
Determine what Facebook platforms your
business should advertise on. Since most
people use multiple apps, we recommend
taking advantage of all platforms and
placements to optimize ad delivery.
1
"Project Primetime" by Neuro-Insights (Facebook-commissioned study of people ages 21-54 in US), September 2015.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
21
Campaign objectives
Before you decide on the direction for your creative strategy, define your business goal and align it
with a campaign objective.
Facebook uses three broad categories for objectives:
1. Awareness: These objectives help generate interest in your product or service. Increasing
brand awareness is about communicating what makes your business valuable.
2. Consideration: These objectives help get people to think about your business and seek more
information.
3. Conversion: These objectives help encourage people interested in your business to buy or use
your product or service.
Facebook offers a variety of different campaign objectives within each category for you to choose
from. The objectives are designed to lead your audience through the marketing funnel, from
awareness of your brand or product, through consideration, to conversion. Choosing the right
objective is important because it will determine how Facebook delivers your ads.
Currently, Facebook offers 11 objectives spanning three stages of the customer journey:
Awareness
Consideration
Conversion
•
Brand Awareness
•
Traffic
•
Conversions
•
Reach
•
Engagement
•
Catalog Sales
•
App Installs
•
Store Traffic
•
Video Views
•
Lead Generation
•
Messages
Visit Help: Choosing the Right Advertising Objective to learn more about campaign
objectives.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
22
How campaign objectives
relate to business goals
CHOOSE
THIS
OBJECTIVE
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
G OA L I S TO. . .
Brand
Awareness
Increase
people’s
awareness of
your business,
brand or service.
Club Soda is
an artisanal
carbonated
beverage company
that is well–known
in the beverage
industry. It wants
to share its new,
exclusive flavor so
people keep it top
of mind when they
go to the grocery
store.
N/A
The Brand
Awareness
objective gives you
the estimated ad
recall lift (people)
metric, which
shows how many
people we estimate
would remember
the ad if we asked
them within two
days.
Facebook
Messenger
Instagram
Audience
Network
Reach
Maximize the
number of
people who see
your ads and
control how
often people
see them.
Spruce
manufactures soap
dispensers that
can be reused as
home decor.
N/A
You can set
frequency controls
for how many times
your audience sees
your ad and the
minimum number of
days between each
time they see it.
Facebook
Messenger
Instagram
Audience
Network
Spruce’s goal
is to expose as
many people as
possible to its line
of products and
share a little about
the products’
eco–friendly
benefits.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
23
CHOOSE
THIS
OBJECTIVE
Traffic
Engagement
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
To encourage
more successful
outcomes,
we typically
recommend you
use the Catalog
Sales objective
and/or the Website
Conversions
objective instead.
Facebook
Messenger
Instagram
Audience
Network
G OA L I S TO. . .
Send people
from Facebook
to any URL you
choose, such as
your website's
landing page, a
blog post or app.
Get people to
engage with
your Page (Page
Likes), engage
with your
post (Post
Engagement)
or respond
to your
event (Event
Responses).
Zoomture, a budget
travel website and
app, has recently
redesigned its
website. The goal
is to encourage
people who
signed up for the
newsletter to click
to the website and
see the new online
experience. The
Facebook pixel isn’t
installed yet but the
plan is to implement
it next month.
Optional but
recommended:
Lucky Shrub, a
chain of plant
nurseries, will soon
host plant potting
demonstrations
at various
locations. The
company created
a Facebook event
for each location.
It wants to share
details about the
events and collect
responses from
people interested in
attending.
N/A
· Pixel
We don't consider
the Traffic
objective to be
an optimal way to
spend your budget.
N/A
Post
engagement:
Facebook
Messenger
Instagram
Audience
Network
Page likes
and event
responses:
Facebook
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24
CHOOSE
THIS
OBJECTIVE
App Installs
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
Deep linking
allows you to
lead people
to a specified
destination of your
mobile app once
they click your ad,
if they have your
app installed. With
the App Installs
objective, you
will want to use
“deferred” deep
linking because
people have NOT
yet installed your
app. This will defer
a person to the
app store first,
and then once
installed, they
will be brought
to the specific
destination.
Facebook
Messenger
Instagram
Audience
Network
G OA L I S TO. . .
Send people to
the relevant
app store
to download
your app.
Joystick Studios
has just launched
a new gaming
app, available on
mobile devices. The
company wants
the campaign to
reach people who
are interested in
gaming and more
likely to download
the app.
Required:
· Registered app
· Facebook SDK
If you're only
directing your ads
to people who’ve
already installed
your app, you
don't need to add
deferred deep
linking .
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
25
CHOOSE
THIS
OBJECTIVE
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
G OA L I S TO. . .
Video Views
Have people
watch your
video.
The automotive
company, Endo
Moto, is preparing
to release its new
line of cars. To
generate interest in
their new models,
they’ve produced
short, high–quality
videos of each
vehicle in action.
The goal is for
people to watch
their entire video
and feel inspired
to seek more
information about
their new vehicles.
N/A
N/A
Facebook
Instagram
Audience
Network
Lead
Collect leads for
your business.
Pacific Moon
University wants
to find potential
new students to
enroll for the fall
semester. To entice
new students, the
university shares
upcoming lecturers
and newly added
classes in a weekly
email newsletter. It
wants to encourage
people to sign
up to receive the
newsletter.
N/A
After clicking your
lead ad, customers
will see a form
that’s already
filled out with
information they’ve
shared
with Facebook,
like their name,
phone number or
email. The form is
mobile–friendly
and designed to
minimize typing.
Facebook
Messenger
Instagram
Audience
Network
Generation
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
26
CHOOSE
THIS
OBJECTIVE
Messages
Conversions
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
There are three
types of Message
ads you can create:
Facebook
Instagram
Audience
Network
G OA L I S TO. . .
Start and/
or renew
conversations
with your
customers in
Messenger.
Prompt valuable
actions on
your website,
in your app, in
Messenger, or in
WhatsApp.
The fashion
retailer Wind and
Wool, wants to
reach people who
have previously
shown interest
in the brand. The
company wants to
re-connect with
people who have
asked questions
about products via
Messenger. The
goal is for people
to learn more about
the merchandise
the company offers.
N/A
Mangata and
Gallo is a well–
established online
jewelry retailer
with a large
customer base. The
company’s goal is to
increase sales of its
new diamond ring.
Using the Facebook
pixel, the company
wants to reach
people who have
placed the ring in
their cart on their
website, but have
not completed the
purchase. The goal
is to turn potential
purchases of the
ring into real sales.
Required:
· Ads that link
to Messenger
· Ads that link to
WhatsApp
· Sponsored
Messages—lets
you send messages
directly to people
who’ve already
engaged with
their business in
Messenger.
N/A
· Pixel and
Standard
Event(s),* or
· SDK and App
Event(s)*
Facebook
Messenger
Instagram
Audience
Network
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
27
CHOOSE
THIS
OBJECTIVE
Catalog
Sales
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
While you set up
your campaigns,
you will have the
option to retarget
your website/
app to visitors
or expand your
campaign to broad
audiences.
Facebook
Messenger
Instagram
Audience
Network
G OA L I S TO. . .
Reach your
audience
with relevant
products from
your online
catalog in an
automated way.
***This
objective is
powered by
dynamic ads.
Feroldi’s sells a wide
variety of beauty
products from its
online website.
The goal is to
increase average
purchase value,
so the company
wants to retarget
past customers with
products similar
to what they’ve
purchased in the
past. The company
wants to leverage
the hundreds
of products it
offers, the insights
received from
its pixel and the
power of dynamic
ads to avoid the
heavy lift of setting
up retargeting
campaigns
manually.
Required:
· Pixel and
Standards
Event(s),* or
· SDK and App
Event(s)*
· Catalog
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
28
CHOOSE
THIS
OBJECTIVE
Store Traffic
IF YOUR
CLIENT'S
BUSINESS
FOR EXAMPLE...
D ATA
SOURCES
N OT ES
P L AT F O R M S
This objective
also lets you
direct your ads to
people within a set
distance of one or
many of your store
locations with ads
designed to help
people navigate
to or contact the
location closest to
them.
Facebook
Messenger
Instagram
Audience
Network
G OA L I S TO. . .
Send foot
traffic to your
physical stores.
Patty Stack, a
chain of fast food
restaurants, wants
to generate in–store
sales. The company
wants to build a
campaign to feature
its bestselling
hamburgers and
entice people
to visit a nearby
restaurant.
Optional but
recommended:
· Offline
Conversions
and
· Offline
Events**
Recommended:
· Offline
Conversions
and
· Offline
Events**
If you only wants to
increase foot traffic
to one store rather
than to multiple
stores, choose the
Reach marketing
objective instead.
*Custom conversions can also be used.
**Offline Conversions reporting and Offline Events are optional for all objectives.
***Dynamic ads match your audience’s intent, captured from your website, your mobile app or elsewhere on the web
(like Facebook or other websites), to help increase demand and sales for your online catalog.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
29
Ad Relevance Diagnostics
People prefer to see ads that are relevant to
them. And when businesses show their ads to
relevant audiences, they see better business
outcomes. That's why Facebook considers how
relevant each ad is to a person before delivering
it to them. Ads that are more relevant can cost
less and see more results. This leads to better
experiences for people and businesses.
Ad relevance diagnostics can help you
understand whether the ads you ran were
relevant to the audience you reached. If your
ads are under-performing, ad relevance
diagnostics can help you understand if
adjustments to your creative assets, post-click
experience or audience selection might improve
performance.
Visit How To Use Ad Relevance Diagnostics to learn more.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
30
Creative best practices
Building creative for mobile advertising can
require a different approach than other
marketing channels. Here are some best
practices for building great ads.
To help you convey your video message visually
even with sound off:
•
Use text overlays, typographic treatments
and graphics to help tell the most important
parts of your story, or add subtitles to the
ad using the auto-captioning tools in Ads
Manager.
•
Use logos and branded product shots
Branding
The first few seconds of your ad matter a lot.
The most effective mobile video ads include
branding or product images in the first few
seconds and convey a brand’s key message in a
way that’s quick, attention-grabbing and easy
to understand.1 To increase brand awareness
and ad recall lift, you should also:
•
•
Show your brand or product at the start and
end of your video.
Use colors, themes and imagery that
communicate your brand throughout the
video.
Sound
People may choose to watch videos with the
sound off in many situations—for example,
in public places. Successful videos designed
for sound-off can include text, graphics and
captions where possible. This can help make
your ads more visually delightful, with a clear
focal point and message.
creatively to communicate your brand.
Alternatively, we've seen that 60% of global
Instagram Stories ads are viewed with sound
on. 2
Attention
With audiences swiping quickly through their
feeds, brands must make a real impact in just a
few seconds. Moving images can be more eyecatching, and we suggest bringing the most
exciting frame to the front of your feed ads.
People consume content 41% faster on mobile
News Feed than on desktop News Feed, 3 but
they may also recall content at a significantly
higher rate.
Text
Facebook considers ad images or video
thumbnails with too much text low-quality.
1
Metrixlab data - Facebook–commissioned study of 759 video ads distributed across 25 countries: Brazil, Chile, Mexico, Argentina, US, Philippines, Indonesia, Japan, Thailand, India, Greater China (Hong Kong), Korea, Australia, Vietnam, New Zealand, UK ,Italy, Poland, France, Germany, Romania, Turkey, Spain,
Saudi Arabia, and The Netherlands. (2017)
2
Instagram internal data, July 2017.
3
Facebook data, global, Mar 2017
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
31
Based on the Facebook Advertising Policies,
these ads may not be shown or may receive
lower reach for the same budget. Whenever
possible, use the primary text, headline or
description boxes.
Some ads such as book covers, album covers,
product images, games or event posters may
need to use images with essential text. In
those cases, the ad image may qualify for an
exception.
In general, we recommend keeping ad text
short, clear and concise to get your message
across. If your ad seems text heavy you might
use a smaller font or fewer words to prevent
your ad image from being rejected.
Visit Text in Ad Images to learn more.
98% of the time, so build ads that take this into
consideration. 5 We suggest using a vertical
aspect ratio for videos on Facebook News Feed
and Stories, and Instagram feed and Stories.
Explore different frames to highlight key
elements. Focus on those that will catch
viewers' eyes and strengthen your message.
Create visual surprises by playing with
dimensions or moving between the foreground
and background of your scene.
If you don't have vertical video, you can edit
together existing videos or images to create a
vertical ad.
Visit Creative Best Practices For Stories for an
example of how you can piece together videos
for vertical ads.
Call-to-action buttons
Play and test
Many top-performing mobile ads have an
element of surprise. 4 Mobile advertising is still
young, so get creative. Play around to find out
what works for your audience. Test, learn and
adapt. Brand advertisers might do this with
brand lift studies and direct response (DR)
advertisers may try split testing.
Aspect ratio
Be playful with video framing. Adjust images
and videos to cover as much of the mobile
screen as possible to grab audience attention,
and use the highest resolution assets you can.
Crop tightly around the main focus point of
your image. People use their phones vertically
4
There are a variety of call-to-action (CTA)
buttons available for Facebook and Instagram
ads. Use these buttons to encourage people to
engage with the ad. You can experiment with
available CTA buttons to see which get your
audience to take action.
Embrace video
Video ads can help you show off your product,
service or brand. When you create a video ad,
keep the following points in mind:
•
Keep videos short. Make videos as short as
they can be, or only as long as they need
to be. People are more likely to watch to
the end of video ads that are less than 15
seconds long.
"Mobile, media and tech are changing the way people consume ads" by Kanter and Zappi, July 2018.
⁵ “The Rise Of Vertical Video” by Ogilvy & Mather,, June 2016.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
32
•
Consider the in-stream video placement
for videos that can't be trimmed down to 15
seconds. In-stream video ads with sound are
best for more complex marketing messages
and can result in longer view durations.
Visit Video Length Specifications Across
Placements to learn more about how different
placements allow for different video lengths.
Visit About in-stream video placements to
learn more about in-stream video ads.
Use templates
Use the Video Creation Kit (VCK) if you want to
create mobile native video ads for Facebook or
Instagram that use your existing photo assets,
text overlays and logos. The Video Creation Kit
offers templates that you can customize in Ads
Manager or from a Facebook Page.
You can also use Stories templates in Ads
Manager to reach your audience on Stories
without investing much time and effort
into designing a new ad. Stories templates
automatically transform your image into an ad
using a vertical aspect ratio, so your ad fills
the entire mobile screen and is more engaging.
They also add movement to help your ad grab
attention.
Create to Convert
You can create compelling, effective video ads
using Create to Convert, a production tool that
lets you transform still images into lightweight
video.
Visit 4 Ways to Turn Still Image Ads Into Video
Ads to learn more about Create to Convert.
Avoid creative fatigue
Creative fatigue happens when ad performance
suffers because people are seeing the same
ad creative too frequently. Here are some signs
that your ad creative is getting stale:
•
Decrease in clickthrough rate (CTR) as
frequency increases
•
Increase in cost per action (CPA) as
frequency increases
If you suspect that your ad performance is in
decline due to creative fatigue, you can refresh
it using these two steps:
1
Review your targeting strategy and
audience saturation.
2
Remix or adjust your creative assets using
Facebook tools.
Visit About the Video Creation Kit to learn
more about Video Creation Kit.
Visit Use Stories Templates to learn more
about Stories templates.
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
33
Facebook advertising policies
Our Advertising Policies are designed to
keep Facebook platforms safe for people and
advertisers. Each ad is reviewed against these
policies before it is delivered, so it’s a good idea
to familiarize yourself with them before you plan
any of your ad creative.
beliefs, age or sexual orientation)
•
Facebook brands (Facebook brand
assets that have been modified or are a
prominent feature of the ad creative)
•
Non-existent functionality (imagery that
replicates play buttons, notifications,
checkboxes, or multiple-choice options in
Our Advertising Policies provide guidance on
what kind of ad content is allowed, and what
isn’t. For example:
the ad creative)
Visit our policy pages to learn more:
•
Facebook Advertising Policies
•
Vulgar language
•
Sexually suggestive content
•
Prohibited Content
•
Deceptive claims
•
Text in Ad Images
•
Shock and scare tactics
•
Data Use Restrictions
•
Low quality or disruptive content
•
Facebook Community Standards
•
Non-functional landing pages (landing
pages that don’t work or that interfere
with a person's ability to navigate away
from the page)
•
Instagram Community Standards
•
Facebook Commerce Policies
•
Partner Monetization Policies
•
Personal attributes (direct or indirect
assertions about a person's race, religion,
FACEBOOK COMPANY / CREATIVE BEST PRACTICES
34
Targeting and
insights
Targeting
How you identify your audience and direct your ads to the people most likely to take an interest in
your business is critical to the success of your campaign.
When you advertise with Facebook, you can create three different kinds of audiences: Core,
Custom and Lookalike. You can create these audiences with the information you have, the
information Facebook has, or both. The approach you choose depends on what you hope to
accomplish and what resources you have available.
CORE AUDIENCES
C U STO M AU D I E N C ES
LO O K A L I K E AU D I E N C ES
An audience based on criteria
like age, interests, geography
and more.
An audience that has
previously engaged with your
business, online or off.
An audience that you haven't
reached yet but whose
interests are similar to those of
your best customers.
Core Audiences
Custom Audiences
Core Audiences let you reach people based on
the actions they take when they use Facebook
platforms and the information they share in
their profiles.
Custom Audiences let you reach people who
have already engaged with your business
through different channels, online and offline.
You can generate Custom Audiences by using
your source information or using Facebook
sources.
Identifying your Core Audience can help get
your ads to the right people. It can also help
you refine your creative strategy. For example,
if you determine that your Core Audience is
women with children in Spain, you can build
your creative to appeal more specifically to that
audience.
Note: If you don't choose a Custom Audience
(CA) or a Lookalike Audience (LAL), then the
audience you make will be a Core Audience by
default.
Visit Best Practices for Detailed Targeting to learn more about refining your audience.
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36
Lookalike Audiences
Lookalike Audiences use sophisticated modeling to identify people who have things in common—similar
likes, interests or characteristics—with your current best customers.
Least similar
Most similar
1% Lookalike
SOURCE
AUDIENCE
Audience size ranges from 1% to 10% of the total Facebook population in the
countries you choose, with 1% being those who most closely match your source.
International Lookalike
Broad targeting
You can also choose to create an international
Lookalike Audience. International Lookalike
Audiences, also known as multi-country
Lookalike Audiences, can help businesses
expand into new markets by identifying
people similar to their best customers in
different countries. Creating international
Lookalike Audiences can optimize ad spend by
distributing your budget to the countries where
it will work most effectively. You can create
Lookalike Audiences in a country, a region, a
trade area (European Economic Area, North
American Free Trade Agreement), in App Store
countries, or worldwide.
If you're not sure who you’re trying to reach,
you can choose to direct your ads to a broader
audience. When you use broad targeting, you're
mostly relying on Facebook to find the best
people to show your ad to. This approach can
be very effective and can lead you to people
that you would otherwise be unaware of.
Visit About Broad Targeting to learn more.
Visit About Audiences to learn more about
Facebook audiences.
Note: The minimum size to build a Custom or
Lookalike Audience is 100 people from a single
origin country, but we recommend using at least
1,000.
FACEBOOK COMPANY / TARGETING AND INSIGHTS
37
Targeting best practices
Here are some recommendations you may find
useful when planning your targeting strategy:
1
Avoid audience overlap. Audience
overlap means multiple ad sets are
delivering to audiences that contain the
same people. The ad auction tries to avoid
showing too many ads to the same person
from a single advertiser over a short
time period, so audience overlap might
explain why some ad sets don't hit their full
budgets. To avoid audience overlap:
•
Limit the number of ad sets reaching
the same people.
•
Use audience exclusions.
3
Avoid extremely narrow targeting.
When ad sets have a very narrow
audience, the Facebook system may not
be able to gather enough information to
find the best people to show the ads to.
Ideally, you should achieve at least 100
conversions per week, which a narrow
audience might not be able to provide.
As you increase the amount you want to
spend on conversion optimization, you
may need to expand your audience. This
will help Facebook find more results and
prevent you from exhausting your existing
audiences.
Note: Audience overlap isn’t always a
detrimental issue. Small percentages of overlap
may be okay and may not impact performance,
but a higher percentage of overlap can be
problematic.
2
Exclude strategically. While targeting
ads to the right people is important,
choosing who to exclude from your
audience is crucial as well. If you're looking
to grow your customer base when using
broad and interest targeting, don't forget
to exclude:
•
Existing customers.
•
Any audiences that may overlap.
FACEBOOK COMPANY / TARGETING AND INSIGHTS
38
Facebook targeting policies
Facebook has a number of specific policies
that govern ad targeting. These policies are
intended to keep Facebook platforms safe for
people and advertisers. Each ad is reviewed
against these policies before it is delivered,
so it’s a good idea to familiarize yourself with
them before you plan any of your ad creative.
In particular, you should understand targeting
guidelines related to:
Visit About Audiences for Special Ad
Categories to learn about audiences for
Special Ad Categories.
You can visit the following pages to learn more
about targeting policies:
•
Facebook Advertising Policies
•
Discrimination in Housing,
Employment and Credit Advertising
•
Alcohol
•
Discriminatory Practices
•
Personal health
•
Dating Ad Guidelines
•
Financial and insurance products and
services
•
Dating
•
Discriminatory practices
If you're targeting ads to audiences in the
US that offer credit, employment or housing
opportunities, you’re advertising in a Special
Ad Category and your audience selection tools
are limited to help protect people on Facebook
from unlawful discrimination.
FACEBOOK COMPANY / TARGETING AND INSIGHTS
39
Use audience tools and
insights
Facebook audience targeting tools and
insights can help you show your ads to the
people most likely to care about them. They
can also help you refine your creative strategy
so that you’re creating ads that resonate with
your audience.
For example, you can use Facebook Audience
Insights to learn aggregated, anonymized
demographic information—like location,
interests and behavior—of people who use
Facebook platforms, which can help you
understand when people are most likely to visit
your Facebook Page or respond to your ads.
•
For example, if you’re planning a health
campaign on mobile for the first time and
you’re unsure of what creative strategy
would work best, you can look for
Advertising Insights to help you understand
what you might want to consider for your
campaign creative.
•
Insights from Facebook IQ
Facebook IQ insights can help you resolve
your business challenges with actionable
information about your sales, revenue,
customers and much more. Here are the types
of Facebook IQ insights and how you can use
them to better inform your campaign:
•
People Insights help you understand
customer behavior across generations,
geography and devices. People Insights
can also help you better inform your
campaign creative by giving you a deeper
understanding of audiences and media
behaviors.
For example, if you’re planning a campaign
with Gen Z as your audience, you may want
to review People Insights articles about Gen
Z to stay informed and learn about Gen Z
behaviors that may impact your creative.
Advertising Insights help you understand
the value of measurement and how it can
make your marketing more effective.
Industry Insights help you understand the
people who matter to you and how to reach
them along their path to purchase.
For example, if you’re a musician planning
a campaign to promote your upcoming
concert dates, you may want to look for
Industry Insights to learn more about how
people decide which concerts to attend.
•
Holiday Season Insights offer holiday
shopping insights from more than 25
markets in one of Facebook’s longestrunning and largest research studies
•
Insights to Go offers quick snapshots of
convenient and actionable information that
you can apply to your campaign strategy.
You can apply filters or use the search bar
to sort insights by region, industry, audience
or cultural moment and campaign planning
tactics like platform, channel, creative
format and measurement.
FACEBOOK COMPANY / TARGETING AND INSIGHTS
40
Ad placements
and formats
Facebook ad placements
One important part of the ad creation process is deciding where your ads will appear. The different
places we show your ads are called “placements,” and there are many to choose from across
Facebook platforms:
EXPERIENCES
PLACEMENTS
Facebook
Instagram
Facebook
News Feed
feed
Marketplace video feeds
Stories
Facebook
Instagram
Messenger
In-stream
Facebook instream videos
Search
Facebook
search results
Messages
Messenger
sponsored
messages
In-article
Facebook
Instant
Articles
Apps and sites
Audience
Network
banner,
native and
interstitial
Feed
Facebook
Facebook
right
column
Instagram
Messenger
Explore
Inbox
Audience
Network
rewarded
video
FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS
42
Messenger
Messenger ads encourage people to engage in
conversations with your business. People and
businesses exchange 20 billion messages on
Messenger each month.1
When you advertise on Messenger, you have
two options:
•
•
Ads that appear in Messenger Inbox
between conversations. You can use
these ads to reach people at scale, then
continue to communicate with each of
them individually in Messenger.
Ads that appear in Messenger Inbox
between stories. You can use these ads
to reach your audience with a fullscreen
mobile experience built for quick,
engaged consumption.
You can also choose to run ads that click
to Messenger—Facebook, Instagram or
Messenger ads that create a Messenger
conversation when people click on them.
Whether people want to learn about a new
product or need to resolve an issue, you can
tailor your interactions to meet their specific
needs.
Stories
photos, videos, text and effects in an immersive,
fullscreen vertical setting. They are a great way
to introduce new products and tips, or to share
behind the scenes moments at your business.
Facebook IQ commissioned a survey of more
than 18,000 people and discovered that, of
those who use Stories, 62% have become more
interested in a brand or product after seeing an
ad in Stories. 2 Half a billion people use Stories
across Facebook platforms daily, 3 and about 4
million advertisers. 4
Here are a few reasons why you may want to
run Stories ads:
•
Stories get customers interested.
Stories offer a captivating format to
share your business message with
engaged audiences.
•
Stories inspire curiosity. Stories
encourage people to learn more about
your business and can motivate them
to browse your website or visit other
websites where they could buy your
product or service. 5
•
Stories are fast, authentic and helpful.
People want stories that are quick and
easy to understand. Stories can allow
you to introduce new products, tips or
advice.
Stories ads bring your business to life through
1
Facebook data, Apr 2019.
2
Facebook Stories survey by Ipsos (Facebook-commissioned survey of people who self-reported using stories in the Facebook family of apps, ages 13–54 in
AU (1,550), BR (1,639), CA (1,503), DE (1,500), FR (1,500), ID (1,540), IN (1,529), MX (1,505), PH (1,526), TH (1,575), UK (1,508) and US (1,603), Aug 2018. “Stories” was
defined as “photos and videos that you temporarily view or share for 24 hours on social media.”
³ Facebook data, Apr 2019.
4
Facebook data, Apr 2019.
5
Facebook Stories survey by Ipsos (Facebook-commissioned survey of people who self-reported using stories in the Facebook family of apps, ages 13–54 in
AU (1,550), BR (1,639), CA (1,503), DE (1,500), FR (1,500), ID (1,540), IN (1,529), MX (1,505), PH (1,526), TH (1,575), UK (1,508) and US (1,603), Aug 2018. “Stories” was
defined as “photos and videos that you temporarily view or share for 24 hours on social media.”
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Feed and News Feed
Facebook News Feed and Instagram feed are
the constantly updating list of posts on the
Facebook and Instagram home page. People’s
feed and News Feed are personalized, everchanging collections of images, videos, links
and updates from the friends, family, businesses
and news sources they care about. When
you advertise in Facebook News Feed and
Instagram feed, your ads appear alongside the
content that matters most to people.
Not every business can afford to make original
content for both Facebook News Feed and
Instagram feed, but you don't have to. When
you create feed ads for one platform like
Facebook, you can generally use the same
ad for advertising on another platform, like
Instagram. A study performed by MetrixLab
found that the same video ad created for
feed worked as well on Facebook as it did on
Instagram.6
efficiencies and helps you make the most of
your advertising budget.
Automatic placements help you to:
•
Get more results. When you run ads in
multiple placements across Facebook
platforms, you can achieve the best
return on ad spend and make the most of
your budget.
•
Optimize automatically. Automatic
placements use all placements
available for your settings on Facebook,
Instagram, Audience Network and
Messenger, which allows Facebook to
find the most effective placements for
your campaign.
•
Extend reach. When you enable
placements on more platforms, you can
reach a wider audience of people who
may be interested in your products or
services.
Automatic versus edit placements
Edit placements
When you build your Facebook ad campaign,
you have two placement settings to choose
from. You can either let Facebook place your
ads (automatic placements) or manually choose
where you’d like your ads to appear.
When you edit placements, you have more
control over where your ad appears. This
allows you to opt-out of any placements you
feel uncomfortable with, but may also limit your
opportunities and the overall effectiveness of
your campaign.
Automatic Placements
When you use automatic placements, you give
Facebook the ability to deliver your ads to the
right people at the right time, which creates
6
Visit Best Practices For Using Edit Placements
in Ads Manager to learn more.
"Build for both feeds: mobile-first video and its impact on cross-platform creative performance,” Facebook for Business, August 2017,
https://www.facebook.com/business/news/building-for-both-feeds
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Asset customization
customization.
You can use asset customization with both
automatic placements and edit placements.
Asset customization allows you to specify what
ads are shown for specific placements, to
ensure your ad displays the way you want them
to. But remember: Ads that perform well in one
feed, like Facebook News Feed, will generally
perform well in another feed, like an Instagram
feed.7
Brand safety
Here are a few options you will have when you
use asset customization:
•
Upload a product image or video to
Facebook and a brand image or video to
Instagram
•
Have your images automatically resized
to the correct aspect ratio for each
placement
•
Upload a shorter video to fit the
Facebook Stories video requirements
(1-15 seconds)
•
Use different text, headlines and links for
each placement
Some objectives, formats, placements and
other options aren't compatible with asset
customization.
Visit Customize Your Ad Creative for
Placements to learn how to create an ad using
asset customization, or Troubleshoot Asset
Customization for Placements to learn what
Facebook products won't work with asset
7
When advertisers discuss brand safety, they
can mean different things. But they're often
talking about preventing their ads from
appearing within or alongside content that isn’t
conducive to their brand.
We have a multi-faceted approach to brand
safety, which includes three key areas:
•
Create a safe and welcoming
community. We enforce Community
Standards for the content individuals
share on Facebook and Instagram.
We have over 35,000 people working
on safety and security, which includes
removing billions of fake accounts a
year. We also invest in technology to
reduce the spread of fake news and help
identify content that doesn’t follow our
policies, often before anyone sees it.
And we routinely release the Community
Standards Enforcement Report to
track our progress as we try to make
Facebook safe and inclusive.
•
Maintain a high-quality ecosystem
of content, publishers and ads. Only
publishers that follow our policies can
show ads. Additional brand safety
controls are available for placements
within publisher content, like in-stream
videos, Instant Articles or Audience
Network.
"Build for both feeds: mobile-first video and its impact on cross-platform creative performance,” Facebook for Business, August 2017, https://www.facebook.com/business/news/building-for-both-feeds
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•
Proactive collaboration with industry
partners. Brand safety is a challenge
for the entire advertising industry, which
is why we collaborate with industry
partners to share knowledge, build
consensus and work towards making
online platforms safer for businesses.
Visit Brand Safety Controls to learn more.
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Formats
You should choose an ad format based on your business goal and the types of high-quality assets
you have available. There are five main ad formats:
SINGLE
IMAGE
SINGLE
VIDEO
CAROUSEL
Single image
A single image ad can be used across most
placements and ad objectives. It’s important
to note that text on the actual image may keep
your ad from delivering or may impact the
performance if it does deliver. Keep the text in
the body of the ad whenever possible.
Single video
When placed in feed or Stories where people
scroll quickly, the video format can be more
eye-catching than still images which can make
it a strong creative medium.1
Carousel
SLIDESHOW
COLLECTION
format is effective for showcasing videos and
images and provides a flexible way to advertise
multiple products, services, apps or promotions
without having to create multiple ads.
When you create a carousel ad, you can choose
to show your best performing cards first, which
can potentially make your ads more memorable.
If you choose this option, Facebook will
automatically order the carousel cards based
on previous performance among people who
viewed your ads.
Note: The option to show your best performing
card first is only available on Facebook
News Feed and Instagram ads. For all other
placements, your images appear in the order
they were uploaded.
Carousel ads let you display multiple images
or videos that scroll from left to right. This
1
"How to Make a Video for Facebook,” Facebook for Business, https://www.facebook.com/business/news/building-for-both-feeds
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Slideshow
With slideshow ads, you can produce an ad
using static images and it will play like a video.
Slideshow ads are a lower cost alternative to
video production because they let you bring
motion to static assets. The slideshow format
can also be a better option than video ads for
advertisers that want to run ads in emerging
markets where people may use older phones
and have 2G connections.
Collection
Collection pairs a video or photo with four
product images. Clicking on this ad leads people
to a fullscreen, mobile-only Instant Experience
showcasing multiple products, which loads
within the Facebook app.
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Interactive formats
Depending on your campaign goals interactive
formats may help you connect with your
audience through interactional engagement
with your ad. Here are some of the interactive
formats we offer:
Playable ads
Playable ads are interactive video ads that
allow advertisers to offer a short preview of
their app, product or brand before a person
chooses to download it. Playable ads are
available in Facebook News Feed, as Audience
Network interstitials and on Audience Network
rewarded video.
Visit Playable Ads to learn more about how the
experience looks for each placement.
Augmented reality ads
Augmented reality ads, or AR ads, allow you
to use augmented reality camera effects so
people can interact with your products in the
Facebook mobile News Feed. When someone
taps on your ad in the mobile News Feed, a
visual overlay tells them how to interact with
your product, brand or effect.
Poll ads
Poll ads include question and response options
in a video ad campaign in the Facebook mobile
News Feed. Create a poll ad to provide an
interactive experience that allows people to
express their preferences.
Visit Create and Manage Facebook Poll Ads in
Ads Manager to learn more.
Instant Experience
Instant Experience is a post-click destination
that can be attached to any format allowing
you to add a fullscreen interactive experience.
Instant Experience is an interstitial landing
page that lets you build what is essentially an
in-app microsite, complete with images, videos,
product sets and lead generation forms. Instant
Experiences are native, so they load faster than
external websites.
Visit the About Instant Experience to learn
more.
Visit About Augmented Reality Ads to learn
more.
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Formats and placements
for campaign objectives
The campaign objective you choose should align with your overall business goals. But it also
determines what placements and ad formats you can use. Here are the ad formats and placements
available for each objective:
Available placements
Available formats
Facebook
Messenger
Network
Single image
Single video
Carousel
Slideshow
Collection
Instant
Experience
•
•
•
•
•
•
•
•
•
REACH
•
•
•
•
•
•
•
•
•
TRAFFIC
•
•
•
•
•
•
•
•
•
ENGAGEMENT
•
•
•
•
A P P I N S TA L L S
•
•
•
•
VIDEO VIEWS
•
•
•
•
•
•
•
•
•
•
MESSAGES
•
•
•
•
•
•
•
•
CONVERSIONS
•
•
•
•
•
•
•
•
•
C ATA LO G S A L E S
•
•
•
•
•
•
•
•
STO R E T R A F F I C
•
•
•
•
BRAND
AWA R E N E S S
Ad Objectives
Instagram
Audience
LEAD
G E N E R AT I O N
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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Ad solutions
Dynamic ads
Dynamic ads automatically promote your
inventory to people who have shown interest
in your products or services on your website, in
your app or elsewhere on the internet. Dynamic
ads look exactly like other single image ads,
carousel ads or collection ads. But instead of
creating an ad for every item you promote,
you create an ad template that automatically
uses images and details from your catalog (a
container that holds information about the
items in your inventory) for items you'd like to
advertise.
Dynamic ads show relevant product
recommendations to encourage people to
take action. When you optimize your ads for a
specific goal (such as link clicks or conversions),
Facebook chooses products from your catalog
most likely to result in that outcome.
With dynamic ads, you can either retarget
ads to people who have taken an action on
your website or app, or use broad audience
targeting to reach people who may not have
visited your website or app before. Your ads
then show relevant products from your catalog
to people when they visit Facebook, Instagram,
Audience Network or Messenger.
There are currently products tailored to four
different dynamic ad verticals. Here is when you
would use them:
Retail
Use the retail vertical to reach more shoppers, move
people to complete a sale and find new potential
shoppers.
Travel
Use the travel vertical to reach people—for example,
weekend travelers, single travelers, or people traveling in
groups—through a dynamic booking window.
Real estate
Use the real estate vertical to reach people with your real
estate inventory. You can include property details like the
number of bedrooms and bathrooms.
Auto
Use the auto vertical to upload your entire catalog of
vehicle inventory with relevant details like make, model
and year.
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Dynamic creative
Dynamic creative finds optimized ad
creative combinations by taking multiple
ad components—images, videos, titles and
descriptions—and generating combinations
across audiences. The delivery system then
optimizes for creative components that deliver
efficient results for each impression served.
Dynamic creative provides multiple benefits,
including decreased ad creation time and
increased ad performance.
Dynamic creative is ideal for advertisers with
many assets who want to learn what creative
resonates with different audiences. However,
it's not a substitute for A/B testing.
information like names, email addresses, phone
numbers and more. You can also customize
these questions to better suit your campaign
goals.
Lead ads can be used to collect sign-ups for
newsletters, price estimates and business
information.
Facebook Creative Hub
Creative Hub is where you can go to learn
about, mock up, preview and test Facebook and
Instagram creative. This can help you build the
best ad creative for your campaign.
Creative Hub gives you the ability to:
•
See how other creatives are pushing
boundaries and learn how to build
effective thumb-stopping ads across our
range of formats.
•
Send a mockup to your Facebook or
Instagram app, demo it with a colleague
or client, and preview it on any device.
Tap it, scroll it and play with it as though
it's live.
•
Organize your mockups into project
folders and invite other colleagues or
clients to collaborate on mockups and
speed up your workflows.
•
Deliver final mockups to launch with a
single click. There is no need to package
up and email assets to your media
agency ever again.
Offer ads
With offer ads, you can share discount offers
with people on Facebook to encourage them
to shop on your website and at your physical
store. When people see your offer in their News
Feed, they can save it, like it or comment on it. If
your offer is saved they will be reminded about
it on Facebook up to three times, depending on
their personal notification preferences.
Lead ads
With lead ads, you can collect information from
potential customers who may be interested
in your products or services. When a person
clicks your lead ad, they will be taken to an
on-Facebook instant form. You can collect
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Facebook Ads Guide
Facebook Ads Guide is where you can go to
check the requirements for advertisements in
each format and placement. This can help you
make sure your ads are developed to the proper
specifications.
Mobile Studio
Facebook Mobile Studio is where you can go
to learn how to make great mobile ads right
from your phone. This can be a lower cost
option compared to some other ad development
options. Mobile Studio gives you video guides,
a downloadable planning brief and creative
app recommendations to help you design your
creative and get your ad ideas out into the
world in minutes.
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Evaluation and
measurement
Facebook evaluation and
measurement capabilities
The ability to measure what matters is key to
marketing success and achieving real business
results.
Facebook has a host of measurement solutions
to help you answer a hypothesis specific to
your business objectives, plan your campaigns
and iterate on future ones. Here are some
solutions offered by Facebook and thirdparty partners to help you measure your ad
performance:
•
A/B testing: Determine which ad or
targeting option performs best.
•
Conversion Lift: Determine the
incremental lift of your Facebook
advertising for Conversion objectives.
•
Brand Lift: Determine the lift of your
Facebook advertising for Brand
Awareness objectives.
Each measurement tool and solution may give
you a different insight into your campaign,
which can help you strengthen your creative
strategies and modify or abandon approaches
that aren’t working.
depending on how much time and budget you
want to spend. Your approach may also depend
on the importance you place on understanding
the true value of your campaign strategy
relative to your other marketing activities.
True value is useful if you want to ensure
other marketing activities, like TV ads, aren’t
influencing the test outcome.
A/B testing
A/B testing can be faster than lift testing and
gives you correlative insights between different
ad sets or ads. For example, you can learn
which creative is performing best on a cost per
result basis.
When you use Facebook A/B testing, we divide
your audience into random, non-overlapping
groups. You can make different ad sets or
ads for each group and compare general
performance within each group.
With A/B testing, Facebook measures each
ad set's performance against your campaign
objective, and the ad set that performs best
wins. A/B testing allows you to test on variables
like:
Compare creative strategies
•
Ad creative
You can use A/B testing to quickly compare
different creatives in a correlative way. Or
you can incrementally measure the true value
of each strategy with a multi-cell lift test,
which tests multiple strategies—each with
•
Audience
•
Delivery optimization
•
Placement
their own test and holdout groups—in a large
overall study. Both approaches are valuable,
Depending on how your results meet your
campaign objectives, you can determine how
best to improve your future campaigns.
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For example, if you’re planning an awareness
campaign and want to test different versions
of a creative, you can use A/B testing to
change one variable and see which version
performs better with your audience. If your A/B
test results show that people respond more
positively to one variation of your ad creative
over another, you may want to optimize the
campaign to the better performing creative.
Take a look at the chapter of this study
guide that covers creative best practices for
recommendations on building the best creative.
Visit About A/B Testing to learn more.
Measure the impact of ad creative on
brand recognition and conversion
A powerful way to understand the incremental
effect of your Facebook advertising is to run a
lift test. This is a kind of experiment where we
compare groups of people who did and did not
have the opportunity to see your Facebook
advertising to understand its causal impact
on specific business objectives, like brand
recognition or conversion. The people who
match your audience but are intentionally not
shown your ads are your holdout, or control
group.
Brand Lift
Brand Lift is a kind of lift test where you can
use brand polling and other brand awareness
measurement to help understand the true value
of your Facebook advertising independent of
your other marketing efforts.
If you work with a Facebook account
representative, you can create a Facebookmanaged Brand Lift test, or you can create one
yourself with Test and Learn. To test your brand
lift, we divide your audience into randomized,
non-overlapping groups of people who have
the opportunity to see your ads (test group)
and people withheld from the opportunity to
see your ads (control group). We then poll both
groups with questions you can choose about
brand awareness and other metrics.
With Brand Lift you can test a specific
Facebook ad campaign or across all of your
Facebook ad account advertising. In either
case, the test will use your chosen audience
to create test and control groups, and then
poll people in both groups about topics like
ad recall, brand awareness and message
association. A Brand Lift test can show you:
•
How well your campaign resonates with
your audience.
•
How well your campaign performs by
region or demographic.
•
Demographic breakdowns like age,
gender, TV viewership and video
play duration for different campaign
variables.
Note: Brand Lift demographic breakdown
results are only available for managed
tests, and may depend on other third-party
configurations.
Depending on how your results meet your
campaign objectives, you can determine what
adjustments you might want to make.
For example, if you want to increase awareness
of your brand, you can use a Brand Lift test
to measure your campaign performance.
If the test results show that people aren’t
remembering your brand, you may want to
consider reevaluating your campaign strategy,
including your ad creative, to identify a solution
and adjust your campaign accordingly.
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Visit About Facebook Brand Lift Tests to learn
more about Facebook Brand Lift.
Visit Supported Countries and Minimums
in Brand Lift Tests to learn more about the
supported countries and minimums that apply
to Brand Lift tests in Test and Learn.
Conversion Lift
Conversion Lift is a kind of lift test where
you can observe conversions, including
standard and custom events, to understand
the true value of your Facebook advertising
independent of your other marketing efforts.
If you work with a Facebook account
representative, you can create a Facebookmanaged Conversion Lift test, or you can
create one yourself with Test and Learn. To test
your conversion lift, we compare conversions
from groups of people who have seen your ad
to randomized holdouts (people who match
your ad audience but are intentionally withheld
from seeing your ads).
Depending on how your results meet your
campaign objectives you can determine what
adjustments you might want to make.
For example, if you ran a campaign to increase
conversion on your online store, you can
use a Conversion Lift test to measure how
your campaign performed. If the test results
show that your campaign resulted in more
conversions in your physical store than in your
online store, you may want to reevaluate your
campaign strategy, including your ad creative,
to identify a solution for future campaigns.
Note: A Conversion Lift test can be set up with
one or more exposed groups.
Visit About Facebook Conversion Lift Tests to
learn more.
With Conversion Lift, you can test a specific
Facebook ad campaign or across all of your
Facebook advertising. In either case, the
test will use your chosen audience to create
test and control groups and then observe
conversions (using your pixel, app events and
offline conversions) that occur throughout the
test’s duration. A Conversion Lift test can show
you:
•
The true value of your Facebook
advertising in relation to other marketing
efforts.
•
How different strategies compare so
you can determine what advertising
approach works best for your audience.
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Data sources
Data sources are yet another kind of measurement solution. This includes tools, connections,
pieces of code and other sources that capture the interactions people have with your ads, app,
website or physical location. You can use data sources to measure actions like views, adds to cart
and purchases to inform your advertising strategy. There are three Facebook data sources that
can help you measure the impact of your campaign:
FA C E B O O K P I X E L
The Facebook pixel is a piece of code you place on your website to
understand how people interact with your website after seeing your
ads. When you share this information with Facebook, we can deliver
ads to people more likely to take action.
FA C E B O O K S D K
The Facebook SDK, for Android or iOS, is an analytics tool that
enables you to capture and measure the actions people take in your
app.
OFFLINE CONVERSION
The Offline Conversions API is an analytics tool that enables you
to connect your offline event source—like your CRM or POS—to
Facebook. As your ads run across Facebook, Instagram and
Audience Network, we use a secure matching process to match your
customer information to people who saw or clicked on your ads.
Whether you’re an app developer, or an online or offline business, data sources can help you better
understand how people interact with your website, app or store throughout the customer journey
from awareness, to consideration and finally conversion. You can use these data sources to get your
ads to people most likely to take action on them, and to measure and optimize the effectiveness of
your campaigns.
You can also use data sources to inform a campaign strategy. For example, if you’re running an ad
using the Store Traffic objective to increase foot traffic to store locations you may want to set up
the Offline Conversions API to help you see which in-store conversions can be attributed to your
Facebook ads.
Visit About Facebook Pixel to learn more about Facebook pixel.
Visit About Facebook App Events to learn more about Facebook SDK.
Visit About Offline Conversions to learn more about the Offline Conversions API.
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Measurement best practices
•
•
Use historical information as a
benchmark to determine how your
campaign is performing against
expectations. For example, if a campaign
achieved 1,000 conversions a week
ago but dipped to 100 this week, then
diagnose further to figure out why.
Use Conversion Lift tests or Brand Lift
tests to understand whether a campaign
is achieving incremental conversions or
brand perception changes. Lift studies
can help you to determine how much
additional business your ad dollars
are generating on top of your other
marketing efforts.
•
Test regularly to measure incremental
changes in your campaigns and to
identify potential problems. Iterative
testing is powerful because it gives you a
way to measure performance, establish
a baseline, and gradually improve
campaigns from a true value standpoint.
•
Don’t use or compare results from
different Facebook measurement
solutions side by side, because each
measurement solution works differently
and has its own results user interface
(UI). Instead, use the results UI of the
test or report best suited to what you’re
trying to measure or understand.
An example of measurement best practices
A mobile app developer has been advertising
on Facebook for two years. For its latest
campaign to advertise a new game, it chooses
the App Install objective. The developer knows
from a previous Conversion Lift test that its
video ads perform well.
The app developer wants to use Instant
Experience ads to see if that helps increase app
installs. However, first it wants to do an A/B test
to see how its current video creative performs
against a new video creative.
The results show that audiences prefer the
previous video creative to the new one.
With this knowledge, the game developer
successfully runs its Instant Experience ad
using its previous video creative and increases
app installs from 42 per week to 65 per week.
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Third-party partners
Facebook Marketing Partners (FMPs) are
vetted third-party partners that can help you
set up, plan, manage, execute and measure
your campaigns.
Viewability and verification partners
Viewability measures how many ad impressions
were viewed by your audience and for how
long. When combined with reach measurement,
viewability can give you a full picture of how
your media plan was delivered. This can help
you better serve your audience by revealing
aspects of how your specific audience views
your ads.
FMPs can verify ad viewability metrics for ads
on Facebook, offering you the transparency
you need to trust your ad delivery data.
These partnerships are part of our continued
commitment to enabling Facebook advertising
measurement by independent third parties.
Brand lift partners
The main difference with Facebook Brand
Lift and partner products is different spend
requirements and audience minimums. The
other is that Facebook sets up the polls and
provides reporting for Facebook Brand Lift
studies.
Partner lift
Facebook’s partner lift integrations can provide
you with either:
1.
environments, and using Facebook lift
platform for setup.
2. Lift measurement for grocery and
retailer transaction data, primarily
for consumer packaged goods (CPG)
brands.
Marketing mix modeling partners
Many brands use marketing mix modeling
(MMM) to determine how different marketing
channels (TV, radio, print and online, for
example) affect sales. Marketing mix modeling
provides insights into sales impacts, which can
help you determine optimal budget allocation
across channels, brands and countries. Work
with one of our MMM partners to incorporate
Facebook products into your marketing mix
model analysis and strategies.
Mobile Measurement Partners
Work with one of our Mobile Measurement
Partners (MMP) to understand how your ads
across Facebook platforms increase installs
and revenue for your app compared to other ad
networks.
Note: You can reach out to a Facebook Sales
Representative for more information about
collaborating with Facebook Marketing
Partners.
Visit the Facebook Partner Directory to see
a list of partners and for help selecting one to
work with.
Lift measurement using your first-party
data hosted within third-party data
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Study questions
1
Why does Facebook recommend vertical aspect ratios for mobile video
formats in feed?
a. Because this is the only format allowed for feed
b. Because if you don’t, your ad will be rejected due to Ad Policies
c. Because most people hold their phone vertically
d. Because it matches the Instagram visual aesthetic
2
Your client is a real estate agent. They want to collect the contact
information of people interested in buying a house.
Given the scenario, which ad format might you recommend?
a. Offer ads
b. Lead ads
c. Stories
d. Carousel
3
Your team cannot afford to make vertical video from scratch, but wants to run
Stories ads.
Given the scenario, what might you do?
a. Don’t advertise on Stories, because original content should always be
made for each placement
b. Add as many stickers and emojis as you can to create an organic Stories
look
c. Use hashtags in your copy to create an organic Stories look
d. Try Stories templates in Ads Manager, which can transform still images
into vertical animations
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4
Your ecommerce client wants to show people who browsed products on their
website ads showcasing the product images they looked at.
Given the scenario, which type of ad might you recommend?
a. Dynamic ads
b. Stories ads
c. Single video ads
d. Instant Experience ads
5
Your client is confident in its local audience.
However, they don’t know who to direct their ads to in the new market they are
expanding into: people living in Manila, the Philippines.
Given the scenario, which Facebook targeting option might you recommend?
a. Custom Audiences
b. Lookalike Audiences
c. Age targeting
d. Device targeting
6
Your client says people aged over 50 don’t use Instagram. You’re convinced they
do.
Given the scenario, which Facebook tool might you use to find relevant
statistics?
a. Audience Network
b. Ads Manager
c. Audience Insights
d. Creative Hub
7
On which placements are Stories ads available?
a. Instagram
b. Instagram and Facebook
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63
c. Instagram, Facebook and Messenger
d. Instagram, Facebook, Messenger and Audience Network
8
You want to run a campaign using automatic placements, but your client has a
list of Audience Network apps they never want to see their ads appearing on.
Given the scenario, what might you suggest?
a. Remove the Audience Network placement
b. Create, upload and apply a block list using the list of apps
c. Download a publisher delivery report while the ad runs
d. Use Inventory Filter, and choose the Limited setting
9
Your teammates don’t credit the advice that shorter videos work better on
mobile.
They want to run their full-length ad, because they’re so proud of it and believe
they can capture people’s attention.
Given the scenario, what might you do to see who's right?
a. Run an A/B test to compare an edited video and the original video.
b. Run an edited video for a week, then the original for a week, then
compare metrics.
c. Run an edited video and see how it compares to previous campaigns.
d. Run a campaign budget optimization test.
10
Your client’s goal is to increase the number of people who remember their new
chocolate bar.
They want to use a video ad.
Given the scenario, which objective might you recommend to get the best
results?
a. Reach
b. Video Views
c. Brand Awareness
d. Engagement
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Answer key
QUESTION
NUMBER
1
2
W H AT ' S T H E
CORRECT
ANSWER?
c
b
WHY?
You can use a range of aspect ratios for mobile feed placements.
However, Facebook advises covering as much of the mobile screen as
possible to engage people on their phones by choosing the 4:5 aspect
ratio for feed video ads.
For expensive or complex purchases like houses, which require much
thought and support from sales people, lead ads can be effective. Lead
ads allow you to collect information from potential customers. The
information you can collect includes, but isn't limited to, names, email
addresses and phone numbers. In addition, you can ask people custom
questions that you care about.
3
4
d
Even the biggest businesses can’t always afford to make content for
every ad placement from scratch. Based on evidence from successful
campaigns, Facebook recommends editing existing creative for Stories.
You can do this using simple animation apps to edit together images and
videos, or by using Stories templates.
a
Dynamic ads automatically promote your inventory to people who have
expressed interest on your website, in your app or elsewhere on the
internet. Dynamic ads look exactly like other single image ads, carousel
ads or collection ads on Facebook, Instagram and Audience Network.
However, instead of individually creating an ad for every item you
promote, you create an ad template that automatically uses images and
details from your catalog for items you'd like to advertise.
A Lookalike Audience is a way to reach new people who are likely to be
interested in your business because they're similar to your best existing
customers. It's a useful tool if you're expanding into a new market where
you might not have existing customers or knowledge about your local
demographic.
5
b
6
c
Audience Insights shows you data about your audience so that you
can compare audiences, plan your campaigns and create relevant
advertisements.
7
c
Stories—and Stories ads—started on Instagram, but are now available
on Facebook and Messenger as well.
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QUESTION
NUMBER
W H AT ' S T H E
CORRECT
ANSWER?
WHY?
You can always choose which placements your ads appear on by using
the Edit Placements option in Ads Manager.
8
b
However, in this scenario, removing the Audience Network placement
entirely isn’t necessarily required, and could reduce the reach of
the campaign. A block list is a good solution to prevent an ad from
appearing on certain Audience Network apps.
Inventory Filter might not filter out the apps your client wants to block if
they aren’t considered sensitive by Facebook. Publisher delivery reports
are useful to see where your ad appeared during or after a campaign,
but do not prevent delivery.
9
10
a
c
An A/B test is a great way to compare creative concepts because
it removes other variables, like time of year, which can affect ad
effectiveness.
The Brand Awareness objective is for advertisers who want to show ads
to people who are more likely to recall them.
The Video Views objective optimizes to get the most plays of your video
ad.
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