FB Blueprint Study Guide 1

Page View Insights
If you choose View Insights, you'll be able to look through information for how people are finding and interacting with your Page. Insights are just what they sound like, insights. This is where you get information like how many people are looking at your Page, your post views, stuff like that

Business Logo
It works well to use your business logo. It's the simplest visual representation of your business, and simple is good here. Be sure to use a square image rather than a rectangle. Otherwise, it'll look funny. Here's where people will see your profile picture on your Page. Keep in mind, the corners won't show when your profile picture appears as a circle. For example, when you do a post. So if you have a logo as an image, be sure it's in the center.

Page Roles
Page Roles let you give other people permission to help manage your Page. And you can decide exactly how much control you give to each person. The Admin role gives people total access to make changes to your Page. The Live Contributor role only let's a person go Live as that Page but won't give them permission to do anything else. The Analyst role only lets people see insights and who's published on a Page. Whereas, Editors, Moderators and Advertisers can do things like create ads. You can see exactly what you're allowing when you assign the role. To assign or manage your Page roles, go to Settings > Page Roles > Assign A New Page Role.

Offer types
Creating an offer is totally free to do. Time for you to try. Go to your Page. See where it says Write a Post? Click Offer and add information. There are three different types of offers or discounts. There are in-store offers for brick-and-mortars (that's a traditional store with an actual storefront); there are online-only offers that direct people to your website to shop, and there are both in-store and online offers.

Tagging posts
Go to your business Page now. On the left hand side, click Shop. Make sure you add a photo or video of your products — something that will catch your customers' eyes. Pro tip: Don't use more than one image for a product, and try to capture the item being used in a real-life situation. Once you have everything in your Facebook shop ready, go to Create a Post, because it's time for you to create a tagged post. Click the product post type, then click the product you want to tag. Type in the name, and add a description that is clear and to the point. Keep the description simple. No phone numbers, emails or anything that's long, like links to external sites. And don't abbreviate anything. For example, make sure you write out 'small' and not 'S' if you're describing an item's size.

Post metrics
You can find out how many people saw your posts (under Reach) and learn which posts people engaged with most. Under Engagement, you can see how many clicks your posts received and how many reactions your posts got (Likes, comments and shares).

Let's look at the available metrics in the Posts section: All Posts Published: Here, you can get high-level metrics about your individual posts. The Reach column shows you how many people saw the post. In the Engagement column, you'll see how many clicks, Likes and shares a post generated. This information can tell you what types of posts resonate best with people. When Your Fans Are Online: Your Page followers may live in many different time zones and will likely be online at different times. When Your Fans Are Online can help you figure out the best times to share posts. Post Types: This section shows the overall average reach and engagement for certain types of posts, like posts with images or videos. Top Posts from Pages You Watch. If you follow other Pages, this section shows you how their posts performed and the engagement their most recent posts received.

Boost Post
Down at the bottom right of your post is a button that says Boost Post. Tap it, and then choose how much you want to spend. Your organic content is now paid content and will be shown to people who you may not have reached before. When you boost a post, your regular post effectively becomes an ad.

Types of Page ads
Page ads come in several different varieties that align with specific business goals you might have. For example, you can choose to Promote Your Page, Get More Leads or Get More Website Visitors.

Another terrific ad option: Promote Your Business Locally. Let's say you own a restaurant and just completed a renovation. You want people to know about the new space, so you go to your business Page, click the blue button on the bottom left, and choose Promote Your Business Locally. That way you can get in touch with potential diners. Want to reach only people who live within five miles of your restaurant? You can do that.

Ad placements
One ad, many placements: FB newsfeed (mobile/desktop), FB right column (desktop), IG feed, IG story, messenger inbox,

Making Ads
Ready to start? Open your business Page from your computer, and click the blue button on the lower left. Then choose what you want your ad to help you do. Next, add images and text for your ad. Facebook might suggest an image and text, but feel free to change them. Your text should be short, simple and catchy. Your third step is to create your audience. In other words, tell Facebook who you want to reach. People between the ages of 18 and 40 who were recently engaged might make a good audience for those new ring designs. You can add those details and many more. Your next step is your budget. Once you complete your ad, it'll go through a review process to check that it doesn't violate any of our ad policies. If it's approved, it should start running right away. Once you see how your ad is performing, if you're not happy with the results, you may be able to edit it or pause it.

create compelling ig caption
Keep captions brief and interesting.

Incorporate a few hashtags. We recommend a maximum of three so they don't detract from the simplicity of the post.

Ask questions to engage people.

Tag your location to reach more people in your area.

Use time as a creative tool when sharing Instagram Stories.

Use engaging visuals ig
Focus the attention on your subject to provide a clear message.

Use good lighting by placing your subject near natural light or by adding artificial lighting.

Experiment with different backgrounds that are colorful or have texture to add dimension and depth to your product shots.

Interact with your community ig
Use location tags and hashtags to find images and videos of your business that other people have posted, then like or comment on the posts.

Interact with your community to develop relationships with your followers and potential customers.

Page roles ig
When you're ready to assign a Page role to someone, you have six options with varying degrees of access. I'll walk you through them to help you understand how this works. The admin role gives people total access to make changes to your page. The editor role can do everything but manage Page roles and settings. Moderators can send messages and respond to comments as the Page. The jobs manager can post job openings and manage applications on behalf of your business, while advertisers can only create ads and view insights. Finally, the analyst role only lets people see insights and who's published on a Page.

FB ad formats
Check out the list below to see creative formats and what they look like.

A single image is a standalone image that appears on your ad. Use single images to offer a clean, simple format that features engaging imagery and text surrounding the image.

A video allows you to show off your product, service or business through moving visuals and sound. Use videos to grab people's attention with motion, show what your business offers and bring your message to life.

A carousel lets you show two or more images and videos, headlines, links or calls to action in a single ad. Use a carousel to create a compelling visual story about your business that customers can click through.

A slideshow allows you to turn images into eye-catching animated ads that play like a video without the time and money that might be required to produce an actual video ad. You can use multiple images, videos, text and sound in your slideshow.

Using images in ads
If you're using single images or the carousel format, check out these tips

Use high-resolution images: Blurry images or images with poor lighting may cause people to skim right past your advertisement, or worse, have a poor experience with your ad.

Focus on a single focal point in your image: If there's too much going on in your image, it may be tough for someone to understand the message you're trying to convey.

Try using color contrast: Using contrasting colors may cause people to pause while scrolling and take a closer look at your ad.

Test a variety of images:When creating new images, try taking multiple versions of the same object from different angles and perspectives. Try out these different versions in your ads to see what resonates best with your audience.

Using videos in ads
If you're using videos in your ads, designing for mobile is key. Check out these tips.

Keep videos short: Your videos should be 15 seconds or less so that people are more likely to watch until the end.

Capture attention quickly: Put the most compelling part of your video at the very beginning to grab interest. We suggest you do this within the first 3 seconds.

Use vertical or square video: Most people hold their phones vertically, so choose a vertical or square ratio to cover the most screen area. Try 4:5 vertical video ads.

Feature your product or business message early: Showcase your product or business straight away so people see and remember it.

Design for sound off: People choose to watch videos with sound off in many situations, like public places. Use text, graphics and captions whenever possible.

photography tips for ads
Think Mobile First: Look at images on a mobile device and make sure the main subject is clear and any text is legible.

Keep it simple: You don't need a ton of props or complicated staging to create a compelling image.

Follow the rule of thirds: Don't center your subject. Instead, your subject should be closer to either side or along the top or bottom of your image. Exception: Faces can be anywhere in the frame and bigger is often better.

Try varied perspectives and watch your edges: Mix big and small things and try different perspectives to create contrast.

Use interesting layouts: Consider organizing multiple objects neatly to create an appealing design and photograph the display from above.

Add a vocal point and varied textures: Make sure you have a clear subject in the image and play with texture to create an interesting contrast.

Light and shadow create a nice contrast: Bright light and deep shadows create a stark contrast that can make your photos more interesting.

Use attractive color combinations: Keep a color wheel handy and use it to create interesting color combinations when selecting subjects for a photo.

Text in ad images
If you're not sure what percent of text your ad image contains, you can use our image text check tool before you submit your ad. While the accuracy of the tool may not be perfect, you should use the tool as a guide to help you create and submit ads that are more likely to comply with our image text guidelines. How to avoid text in your ad images:

Make sure most of the text you use is in the body text instead of directly on the ad's image.

If you need to include text in your image, use fewer words or reduce the font size of your text. Keep in mind that if your text is too small, it may be difficult to read.

Avoid spreading text all over the image.

specific or broad audience
Audiences can be specific or broad. There are pros and cons to both, so keep an eye on the size of your audience as you're creating it. If it gets too broad, add additional audience options. If it's too narrow, try removing some.

Examples:
A specific, or narrow, audience may be more interested in what you're advertising than a larger and broader audience. Just be careful. If you use too many audience options at once, your audience may be too small and specific to be effective.

With a broad audience, you're going to rely more on Facebook to find the best people for your ads. This approach may help you find potential customers you never would have thought to reach otherwise. A broad audience can be a good approach if you're new to creating audiences on Facebook and aren't sure what options to use.

Account spending limit
One of the first things you should do after you create your first Facebook ad is set an account spending limit. An account spending limit is an adjustable lifetime limit on the amount your Facebook ad account can spend across all the ads you run from the time the limit is set. For example, if you set an account spending limit of $50, your account won't spend more than $50. This is true even if you run ads and set an ad budget higher than $50. An account spending limit helps control your costs so you don't spend more on ads than you want to. We recommend setting an account spending limit that reflects your overall advertising budget so that you can achieve the best results for your business. You can always adjust your Account Spending Limit.

IG content metrics
Learn how your posts, stories and promotions are performing.You can filter out metrics by content type, date range and type of metric.Use content metrics to see which posting formats work best for your followers. If you see that your stories are getting more engagement than your posts or promoted posts (ads) on certain days, it may be worth posting more stories on those days.

IG activity metrics
Learn what actions people take on your profile and how many people have seen your content.

Interactions gives you information on:

Profile visits: the number of times your business profile was viewed.

Website clicks: the number of times someone tapped on the website link in your business profile description.
Get directions: the number of times someone tapped to get directions to your business.

Discovery gives you information on:

Reach: the number of people (counted by unique Instagram accounts) who have viewed your posts and stories.

Impressions: the total number of times your posts and stories have been seen.

Ad center metrics
People Reached is the number of people who saw your ads at least once.

Reach is different from impressions, which may include multiple views of your ads by the same people.

Post Engagement is the total number of actions that people take involving your ads, like sharing or commenting.

Link Clicks is the number of clicks on links within the ad that led to destinations or experiences, on or off Facebook. For ads promoting Instagram profile views, link clicks include clicks on the ad header or comments that led to the advertiser's profile.

Performance metrics
In Performance, you can view key metrics like link clicks, people reached, cost per click and activity. Your view may be different, depending on what campaign objective you chose.

Details shows your ad's status, objective and daily budget.

In Preview, you can see your ad as it appears to your audience.

Audience provides you with data visualizations of your audience demographics. The People tab is a breakdown of your audience by gender and age.

The Placements tab shows you where your ad appears across our products.

Locations shows you which country, city or region your audience is coming from.

Ad sets
Ad campaigns are made up of ad sets. Ad sets are groups of ads that share settings for how, when and where to run. When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set.

You'll use ad set level options to choose audience characteristics like location, gender and age. You can also create a budget, set a schedule and choose your placements.

Ad marketing objectives
Marketing objectives are divided into three general categories. Use these to narrow down which objective best aligns with your overall business goals.

Awareness: Objectives that generate interest in your business, product or service. brand awareness and reach

Consideration: Objectives that encourage people to learn more about what your business offers. Traffic, engagement, app installs, video views, lead generation, messages.

Conversion: Objectives that encourage people interested in your business to purchase or use your product or service. Conversions, catolog sales, store traffic (B&M)

Business goals have to be SMART
goals are SMART:

Specific
Your business goals need definition. Vague goals like more Page likes or more post shares don't necessarily lead to more customers, purchases or other goals you care about. Instead, focus on specific goals that matter to your business. For example, increase new customers by a certain percent, or double the sales of a new product in a certain time frame.

Measurable
Choose goals you can measure in order to make informed decisions when you update or adjust your campaigns.

Attainable
Dream big, but set realistic marketing goals. As you reach your milestones, you'll see that slight changes can produce different results.

Relevant
Choose goals that reflect your business's purpose and mission. Connect those goals to current conditions. Do they seem worthwhile?

Time-bound
Deadlines give you boundaries to experiment with your goals. Set a target date to reassess your campaign.

Core audience
A Core Audience is the default selection in Ads Manager. To create a Core Audience, specify characteristics like location, demographics, interests and behaviors. Your ad will appear to people who match those characteristics.

Custom Audience
A Custom Audience lets you find people on Facebook who are already aware of your business. You can create a Custom Audience from:

Customer files: Files from your Customer Relationship Management (CRM) or Point of Sales (POS) systems, email lists or other sources of customer information.

Website activity: Reach existing customers and other people who have shown an interest in your business by visiting your website.

Mobile app activity: Use Facebook ads to engage with people based on their interactions with your apps.

Facebook engagement: Reach people who have interacted with your Page, videos, lead ads and fullscreen experiences on Facebook.

Lookalike audience
When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with your pixel information, your mobile app information or fans of your Facebook Page). Facebook will identify the common qualities of the people in it (for example, demographic information or interests) and find similar people. You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will show your ads to people who are in any of the selected Lookalike Audiences.

Hashed / lookalike
Information you share with Facebook is hashed, that is, turned into short fingerprints that are impossible to reverse. When you share your customer list, it's hashed locally in your browser before it's uploaded to Facebook. In addition to information that you provide, we can also hash pixel, SDK, CRM or transaction activity to match against a potential audience in our system. You're responsible for the information that's uploaded and used to reach any Custom Audience that you create. You must have all necessary rights and permissions, as well as lawful basis, to use and disclose Custom Audience information in compliance with the Facebook Custom Audience terms of service. When you upload audience information, you will be asked to provide details on how you obtained it. You can use your Custom Audiences to create another type of audience: a Lookalike Audience. Create a Lookalike Audience to reach new people who are likely to be interested in your business because they're similar to your best existing customers.

When you create a Lookalike Audience, you choose a source audience (a Custom Audience created with your pixel information, your mobile app information or fans of your Facebook Page). Facebook will identify the common qualities of the people in it (for example, demographic information or interests) and find similar people. You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will show your ads to people who are in any of the selected Lookalike Audiences.

Pixel
Have you ever wondered what people look at when they visit your website after seeing your ads? Facebook pixel is an analytics tool that lets you answer questions like this.

With the information Facebook pixel receives, you will be able to measure how effective your advertising campaigns are and use the information to: Make sure your ads are being shown to the right people. Build audiences. Unlock additional Facebook advertising tools.

Pixel is a few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads more relevant to your audience.

How pixels work
Heres how it works:

Install the pixel
Install the pixel in the code of your website.

Receive insights
Receive useful insights about visitors to your website, like where traffic is coming from, the devices people use and other demographic information.

Analyze behavior
Gain visibility into the actions visitors take on your website, like purchases, page views and more.

Create audiences
Create Custom Audiences, lookalike audiences and ads that speak directly to those specific audiences.
Set up bidding

Use the lowest cost bid strategy to reach people who are more likely to take an action you care about, like making a purchase. This bid strategy is best for spending your budget as efficiently as possible.

Review events
Review conversion events to determine optimal advertising strategies.

Pixel (what you can do )
Facebook pixel allows you to keep track of actions that happen on your website as a result of Facebook ads (paid) or organic reach (unpaid). These are called events. You can place events on the pages that matter to your business. For example, you can capture your customers' journey from viewing product pages all the way through to a purchase. If you study all the steps along their journey, you can measure and optimize your ads for the conversions that mean the most to your business.

Installing pixel
Ready to create the Facebook pixel? First, you will need two things: A website for your business. The ability to update your website's code.

Once you're ready, follow these steps to set up your pixel. Go to Facebook Events Manager > Pixels. You'll see a page that provides more information about what the pixel offers. Select Create a Pixel. Enter the name for your pixel and select Create to confirm. Select one of these options to install the pixel on your website.

Installing pixel (partner platform)
From the Install Pixel menu, choose Connect a Partner Platform to see if a platform you already use has partnered with Facebook for pixel integrations. Facebook has already partnered with some of the most popular platforms and website services. When you select your platform, you automatically launch their unique setup process. Note: If you don't see your platform, you can ask Facebook to add it by selecting Request a New Partner.

Benefits of partner integrations include the ability to:

Install your pixel without the need to touch your website's code.

Scale your ad creation and reporting without the need to manually set up each ad.

Capture and evaluate the actions people take on your website automatically. For example, when they:

View your content
Add their payment information
Perform a search on your page
Make a purchase
Add an item to their cart
Initiate a checkout
Add an item to their wish list
Complete a registration

Install a pixel (manually)
From the Install Pixel menu, select Manually Install Pixel Code Yourself. Go to your website's code and find the header of your website. Copy the entire code and paste it in the header of your website. Add the code at the bottom of the header section, just above the closing head tag. Next, you have the option to enable Automatic Advanced Matching. With automatic advanced matching, you can send Facebook information that your customers have already provided to your business during processes like checkout (purchase amount and currency, for example). Facebook uses the hashing process to transform information for security reasons. Facebook can then use hashed identifiers to better match people who visit your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger size of your Custom Audiences. After you place the pixel code on your website, enter your website URL and select Send Test Traffic to make sure your pixel works properly.If your status says Active, you've installed your base pixel code correctly. It may take several minutes for your status to update. When you're ready to move on, select Continue. You have the choice to use Facebook's Event Setup Tool or to Manually Install Event Code. For this example, we will select Manually Install Event code. From this menu, you can add the specific events that you'd like to review. The events are listed with descriptions of each to help you choose the one that best fits your business goals. As an example, click Purchase to open the event instructions. You can set specific parameters for your events to ensure accuracy. You have two tabs at the top:Track Event on Page Load: Choose this option if the action you care about can be recorded when someone lands on a certain page, like a confirmation page after they complete a purchase. Track Event on Inline Action: Choose this option if the action you want to record requires someone to click something (like an Add to Cart or Purchase button). Next, add the event parameters, like Conversion Value or Currency, to measure additional information about your event. Copy and paste the event code on the appropriate page and test it. You'll see the option to install the Pixel Helper extension for your Google Chrome browser. This tool helps you check if you've installed your pixel events correctly. Once you've completed everything, select Done.

Install a pixel (email instruction to a developer)
From the Install Pixel menu, choose Email Instructions to a Developer. Enter the email address of the person you'd like to send instructions to. All the information you see in the Email Pixel Code box will be sent to your developer to guide them through installation. You can edit this form or send it as is. You can choose the specific events that you'd like to review. Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Standard events within the Facebook pixel code enable you to capture specific events, prepare for conversions and build audiences. If you would like to add event codes before you send them to your developer, select Get Event Code for Conversions.This link will take you to the Help Center, where you can choose the event codes you need. Copy the code for the type of event you'd like to capture and add it to the pixel base code on the page of your website where you expect this event to occur. Finally, check your pixel status and click Send to email these instructions to your developer.

Capturing events with pixels
You can set up and capture three different kinds of events. Standard events are actions Facebook recognizes and supports across ad products, like Complete Registration, Search and Add to Wishlist. You can use events to capture conversions, optimize for conversions and build audiences if you add the appropriate code to your website.

Custom events are actions that fall outside those covered by Facebook's standard events. You can create and capture custom events by adding them to the website code, just like standard events. Custom events can be named anything other than standard event names. Custom conversions allow you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager.

Create a custom conversion by building rules that define the unique, high-value activities that are important to your business. Your custom conversion will then be applied to your offline event set. The most common custom conversion is a URL based custom conversion. This means that you can create a custom conversion that tracks people who visit a specific page on your website. For example, the thank you page.

Adding an event code (pixel)
To add an event code, follow these steps:

Step 1: Go into the code of your website.

Step 2: Copy the event code you'd like to add. Or, if it's a custom event you'd like to set up, add the custom code. Looking at the diagram above:
The blue section represents your website's original code. Paste the Facebook pixel code between the <head> and </head> tags of your web page. You may already have other existing code between the tags. Make sure to place the pixel code underneath that, but above </head>.
The red section is where you should insert your Facebook pixel base code.
The green section is where you'll insert the standard event code (or custom code) that's relevant to your page. This code will go within your Facebook pixel code, above the tag. You'll need to do this for every page you want to track.
The important thing here is that each page of your website needs everything in the red section (the base code), but different pages will have different lines of code for the green section (standard event code).

Step 3: Once you've added the code on the proper pages, you will begin to gather information on these specific events.

Creating custom conversions
From your Pixels page in Events Manager, select Custom Conversions. Click Create Custom Conversion. ext, fill out the details of the custom conversion. a. Give your custom conversion a Name. b. For Rules, use the dropdowns to create a rule. c. Assign an Event Name or Value, or map a Custom Data field to a standard event. d. Click Add Another Rule to add additional rules or click x to remove a rule. e. Select a Category that best describes the rules you defined. When finished, click Create. Your custom conversion is now created. It will begin tracking these events and provide information as it does so. To see more details on your custom conversion or to track its performance, select its name and the Overview panel will open.

After you add the Facebook pixel base code and event code to your website, you can see your pixel event information on the Pixel page. On the Data Sources tab, you can measure and optimize ad campaigns that use your pixel event information. If you have more than one pixel, select the pixel you'd like to view. See basic information on this page about your pixel, such as its status and last activity. Events received: The total number of events your pixel received. Top events: This is how effectively your information has been matched to people on Facebook. Activity: This graph shows the number of events measured per day, for each of the last seven days, that could be attributed to people who saw your ads. This helps you understand the behavior of people who have recently visited your site, and to quickly identify any problems with how your events have been set up.

elements of pixel detail page
Time frame: Select an option from the dropdown menu to adjust the time frame of your information.

Overview: On the Overview tab, the graph shows the number and value of events received, matched events and attributed events. See how much traffic there's been on your website. Hover over points in the graph to see a breakdown of these metrics, or review the table. A dotted line means the data isn't filled for that day yet. Remember this counts raw pixel fires (every time your page loads), which is different from browser sessions.

Custom Audiences use the pixel to match people who visit your website with people on Facebook. You can create a Custom Audience from your website for visitors that you'd like to reach with specific Facebook ads. For example, you can deliver a campaign to reach people who visited a product page but didn't complete a purchase to encourage them to go back to the website to do so. Or, you can create an audience of everyone who's visited your website in the past 30 days.

Custom Audiences (pixels)
There are two main ways to use Custom Audiences: You can reach people who have visited your website and re-engage them with relevant ads. For example, re-engage people who visited your website but didn't make a purchase, or increase customer retention by advertising to visitors who have made a purchase before. You can create a Lookalike Audience from a website Custom Audience. This process will find people similar to those who've taken actions on your website. You can also create a Lookalike Audience of people who are similar to your highest-value customers. For example, people who've purchased items over $100 versus people who've made any purchase.

To create a Custom Audience, go to your pixel and follow these steps. Select Create Audience. Make sure your Facebook pixel is active before you create your Custom Audience from your website. Facebook can help match the people who visited your website, or people who've taken specific actions (events) on your website, to their profiles. Select the specific criteria for your audience. From this menu you have three options: 1)All website visitors. 2) People who visited specific web pages 3) Visitors by time spent. If you have the same pixel on multiple websites, this option will include people who visited any of your websites. Note: You can combine up to five rules. Next, name your Custom Audience. Keep your audiences organized by choosing a name that indicates the criteria you selected.

Daily budget
A daily budget is the average amount you're willing to spend on an ad set or campaign every day. When you set a daily budget, you're setting an average. This means that Facebook will try to get you roughly your daily budget's worth of the result you optimized for every day. However, your budget won't be spent evenly across the life of your campaign, because certain times will be better for connecting with your audience than others. At those times, up to 25% over your daily budget may be spent. For example, if your daily budget is $10, Facebook may spend up to $12.50 on a given day. This flexibility allows Facebook to deliver your ads and spend your budget as efficiently as possible.

lifetime budget
A lifetime budget is the amount you're willing to spend over the entire run of your ad set or campaign. You won't be charged more than your lifetime budget for your ad set's results. If you're using standard delivery (recommended for most advertisers), Facebook strives to spend your budget evenly over your ad set's lifetime. However, there is no guarantee that the same amount will be spent every day because Facebook may be able to get you better results on certain days. For example, if your ad set is running for five days and has a $250 lifetime budget, $50 may be spent on each of the first two days. On the third day, if lots of results are available, Facebook may spend $75. On the fourth day, if there aren't as many good opportunities, only $25 may be spent. On the fifth day, $50 is spent.

Reach estimates
Audience Size
Audience Size indicates if your audience may be too broad or too specific. Ideally, your audience should be 'defined,' meaning it's:
Specific enough to reach the people most likely to be interested in your ad.
Not so specific that your audience is difficult to reach.

Potential Reach
Potential Reach is an estimate of how many people are in an ad set's audience. This estimate updates as you make selections for your ad set. This information can help you understand how your Audience and Placement choices may affect the number of people you could reach.

Estimated Daily Results
Depending on your campaign's objective, you may see a daily Reach estimate and a daily Results estimate. These estimates assume that your entire budget will be spent. These estimates show you how much you may need to increase your budget to get the number of Results you want (for example: conversions). The predictions are a way to understand the results you could get without spending money. The numbers are only estimates and don't guarantee results.

Daily Reach estimate: The number of people we estimate you'll reach in your audience, based on factors like your bid and budget. The higher your budget, the higher your Potential Reach. Daily Reach is different from Potential Reach, which estimates how many people you could reach, based on factors like Audience and Placement. Daily Results estimate: This estimate is based on your campaign objective. For example, if your objective is Conversions, we'll estimate the number of Conversions you can achieve based on your campaign performance and estimated daily Reach. You'll also see Conversions listed below Reach.

tips to optimize reach estimates
Daily Reach and Results estimates may vary based on several factors. Try the following tips to optimize your estimates:

Increase your audience. Narrow audiences can be expensive to reach. If the estimate is low, you can widen your audience's age, location or interest parameters to include more people.

Increase your budget. The larger your budget, the higher these estimates will be, assuming the same audience.

Collection ads
Collection ads pair an image, video or slideshow with product images taken from your catalog to create a single experience. People can discover, browse and purchase products or services from their mobile device by clicking your ad.

Instant experience
An Instant Experience is a fullscreen landing page that's designed to showcase products or highlight a brand. It's a mobile-only experience for iOS and Android. It can be used in addition to a selected ad format, and all ad formats (carousel, single image, single video, slideshow or collection) are eligible for use with an Instant Experience.

split test
Split Tests
When you set up an ad campaign across the Facebook family of apps and services, the success of your campaign depends on several variables. A split test lets you compare the success of these variables so you can adjust your campaigns accordingly. It's like an A/B test for your campaigns. An A/B test is a randomized experiment where you choose a variable and select two variations of that variable to test. For example, you may decide to test two call-to-action buttons across different but similar audiences. Or, you may want to test one image compared to another. With an A/B test, you can measure results for each image side-by-side.
Like an A/B test, split testing allows you to create multiple ad sets and test them against each other to see which strategies produce the best results. For example, you can test the same ad on two different audiences to see which audience performed better. Or, you can test two different creative assets (like images or videos) to determine which is more effective

split test goals
You can run a split test if you have goals to: You want to know which specific image, video, text or call-to-action (CTA) button is most likely to engage your audience. You want to know which placements (ex: Stories or Feed) and platforms (ex: Instagram or Facebook) are most effective for your ads. You want to know what combination of variables (creative, audience, delivery optimization or placement) performs best so that you can meet your business goals. In quick creation mode, you can use a split test on more than one variable at a time. For example, you can run an ad for a green shoe (creative) for working moms (audience) against an ad for a brown shoe for working dads.

split tests and ad sets
We recommend 4-day tests for the most reliable results. If you aren't sure about an ideal time frame, you can start with four days.

You can also perform a split test when you edit an active ad set. For example, if you make significant changes to your ad sets such as adjustments to your budget or changes to your creative, you can run a split test to measure the effectiveness of your edits. After you edit your ad set, we prompt you to create a test. If you do this, we create a new ad set with the edits you just made and return the ad set you edited back to how it was. We'll split their audiences and budgets for you, and they'll both run until they're scheduled to stop. If you don't want to add a split test to an active ad set, you can duplicate an existing ad set instead.

confidence level
Confidence level is a number that represents how likely it is that we'd get the same results if you ran the test again. For example, you could run a creative split test with one video ad and one single image ad. We may determine that the video ad was the winner with the lowest cost per result and a 90% chance that you'd get these results again. Ideally, the ad sets you tested had only one meaningful difference between them (video ad versus single image ad), and we're at least 90% confident in our declaration of a winner.

content creating guide
As a content creator, the distribution your content gets on News Feed can be an important factor to your success. To help you better understand how to get the most out of your content, we've created a set of News Feed Publisher Principles: People value meaningful, informative content. People expect the posts in their News Feed to be meaningful to them and we have learned over time that people tend to value stories that they consider informative. People value accurate, authentic content. People want to see reliable and credible information on Facebook. People tell us that authentic stories are the ones that resonate most. We work hard to understand what type of posts people consider genuine and what kinds of stories people find misleading, sensational and spammy. People value standards for safe, respectful behavior. In order to create a safe and respectful environment on Facebook, we've developed a set of global Community Standards that explain what type of content is and isn't allowed. Our Standards cover everything from nudity to bullying to graphic content.

reccomended video specs/ length
Frames per second:
30 fps

Minimum bit rate:
720 px resolution: 3 mbps
1080 px resolution: 6 mbps
Lots of Motion or Text: 6 mbps

Longer videos are ideal for episodic shows, developing storylines, live streaming and so on.

1-3 minutes (good)
3+ minutes (best)

Shorter videos are ideal for sharing fun and interesting moments, teasers, announcements, polls, ads and so on.

Less than one minute
Maximum 20 seconds for Stories

videos on mobile
People are spending more and more time on mobile. What does that mean for you? Hook your mobile audienceYour mobile viewers will likely demonstrate these behaviors. We recommend the respective tips to help make sure you reach them!
Scrolling quickly

Hook viewers within the first three seconds of your video

Use recognizable branding

Scrolling vertically

Consider using a 1:1 (square) or 9:16 (vertical) ratio to frame your story and make the most of mobile real estate

Viewing on a small screen
Use close-in shots, easily legible text, bright colors and faces

Engaging frequently
Post frequently and regularly

 

(This Study Guide continues in Part 2)