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 FACEBOOK COMPANY / CREATIVE BEST PRACTICES 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. FACEBOOK COMPANY / TARGETING AND INSIGHTS 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.” FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 43 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 FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 44 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 FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 45 • 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. FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 46 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 FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 47 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. FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 48 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. FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 49 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 • • • • • • • • • • • • • • • • • FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 50 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. FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 51 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 FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 52 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. FACEBOOK COMPANY / AD PLACEMENTS AND FORMATS 53 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. FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 55 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. FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 56 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. FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 57 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. FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 58 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. FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 59 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 FACEBOOK COMPANY / EVALUATION AND MEASUREMENT 60 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 FACEBOOK COMPANY / STUDY QUESTIONS 62 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 FACEBOOK COMPANY / STUDY QUESTIONS 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 FACEBOOK COMPANY / STUDY QUESTIONS 64 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. FACEBOOK COMPANY / ANSWER KEY 66 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. FACEBOOK COMPANY / ANSWER KEY 67 © 2020 Facebook, Inc. All Rights Reserved. May not be copied or reproduced without Facebook’s prior permission.