FB Blueprint Study Guide 2

Continued From FB Blueprint Study Guide 1

 

Bait
Engagement bait is a tactic used to artificially boost your engagement in an attempt to get greater reach on News Feed, by goading people to react, share, comment, tag and vote.

Engagement bait examples. We have ways to recognize engagement bait, and posts and Pages using engagement bait similar to the examples
below get demoted.

Reaction Bait
Asking people to react to the post (includes like, love, haha, wow, sad and angry).

Share Bait: Asking people to share the post with their friends.

Comment Bait: Asking people to comment with specific answers (words, numbers, phrases or emojis).

Tag Bait: Asking people to tag their friends.

Vote Bait: Asking people to vote using reactions, comments, sharing or other means of representing a vote.(It's totally fine, however, to ask people for help, advice or recommendations, such as circulating a missing child report, raising money for a cause or asking for travel tips.)

Video tips and guide
Make sure your video is authentic.

Authenticity is the cornerstone of any community.

Respect intellectual property.

Before sharing content on Facebook (or anywhere, really), please be sure you have the right to do so. Respect other people's copyrights, trademarks and other legal rights. It's more than just our preference; it's the law!

Your video uses both sound and captions.

Design for sound off, but delight with sound on. There are large audiences who stay on mute but also large audiences who don't. Don't miss out on either! Tips for sound on and tips for sound off

Sound on
Record voice and/or sound during production.
Use Sound Collection to download free, legal music and sound effects, then add the tracks to your video. Learn more about Sound Collection.
Sound off
Include your own text overlays and logos when editing your video to help communicate your brand.

Add Captions & Subtitles to help communicate your message. You have three options for adding captions from within the video's settings:

Auto-Generate (always be sure to review for accuracy)

Write (you can add timeline segments and type in the text for each)

Upload (if you already created captions for your video on YouTube, you can generate a SubRip (.srt) file to use on Facebook)

My video is eye-catching and easy to find.

Make sure your video's title, description and thumbnail help your future fans discover you on Facebook! Searchability tips

Add an accurate, meaningful title and description.
Create an eye-catching thumbnail.
Add accurate Video Tags (these aren't visible to people, but they do help Facebook make your videos easier to find).

crossposting
If you manage multiple Facebook Pages, crossposting relevant content across those Pages not only saves you time, but gives your fans more to enjoy. A crossposted video can be reused in multiple posts across different Pages, without having to share or upload it again. A crossposting relationship is a mutual agreement between you and another Page that allows crossposting between your Pages, without requiring case-by-case approval. You can only crosspost another Page's content to your Page if you have set up a crossposting relationship with that Page, or if you are an admin of that Page also.

Tips to improve 1 minute views
Tease the ending: Use foreshadowing at the beginning of your video to hint at a dramatic ending. Keep things interesting. Keep a fast pace and try to avoid boring lulls. This can help keep viewers engaged. Hook your audience. Do something exciting in the first few seconds of your video to grab viewers' attention.

Tips to improve returning viewers
Organize videos into playlists. Try using video playlists to create serialized content that revolves around a common.

Premiere your new content.
Premiering a new video as a Live moment is a great way to notify old fans about your new.

Be consistent. Consistently publishing content at the same time each week can help you grow a loyal following and build up.

Estimated Earnings
An estimate of the amount you earned from in-stream ads in your videos, based on the number of impressions and CPM of ads shown. Actual payments may differ if there are content ownership claims or other adjustments.

Ad CPM
The average amount paid by advertisers for 1,000 impressions of their ads. This is a gross number and includes the amount paid to Facebook. Ad CPM is affected by many factors, including the time of year, audience demographics and number of advertisers who want to reach your viewers.

Monetizable view RPM
The money you earn for every 1,000 1-minute or longer views of monetized videos you published. Monetizable view RPM helps you understand how effectively your videos are earning money. For instance, the later in your video an ad plays, the lower your monetizable view RPM is likely to be since fewer people watch the full video.

Monetizable 1 minute video views
The number of times people played a monetized video you published for one minute or longer. Monetizable 1-minute video views are important because ads can be shown only after viewers watch your videos for at least one minute. In-stream ad placement can vary from video to video and viewer to viewer, so this metric does not directly predict the number of ad impressions in your videos

Audience insights in creator studio
Audience Insights in Creator Studio helps you do just that. Here, you can better understand who your audience is, where they live, what languages they speak and what interests they have. You can then use these insights to make more informed decisions about the types of content you post. Insights hold a treasure trove of information about who your audience is and what type of content gets the best results. For example, if you notice your content is super popular in another country, try tailoring future videos so they're more relevant to that country and its culture. Maybe give a special shout out to your foreign fans, or connect with a fellow creator from that region and collaborate on some content together!

Monetizing content on FB
There are a few different ways you can monetize content on Facebook:

In-stream ads help you earn money by including short ads before, during or after your videos. We automatically identify natural breaks in your content to place your ads, or you can choose your own placements. Your earnings are determined by things like number of video views and who the advertisers are.

Fan Subscriptions allow the audience that cares most about your Page to directly fund it through monthly, recurring payments that you set. Identify supporters by the special badge we provide them in comments, and reward them with perks like exclusive content and discounts.

Branded Content: Generate revenue by publishing content that features or is influenced by a business partner. Brands want to work with content creators and their audiences. To make this easier, safer and more impactful for both parties, we created a tool, the Brand Collabs Manager, that enables you to find and connect with each other.

Subscription groups empower group admins to sustain themselves through subscriptions, thus enabling them to further invest in their communities.

3 types of instream ads
There are 3 types of in-stream ads you can place in your videos: pre-roll, mid-roll and image ads.

Pre-roll ads play before your video starts. These are shown to people who actively seek out the content. The more viewers that seek out the content, the more payouts you receive.

Mid-roll ads play during your video. These work best within a video that has natural break points. Since most videos are still discovered in News Feed, we recommend that creators program their content for mid-roll ads.

Image ads are static image ads that display under the content. Image ads help you earn money from videos that don't have a good place for mid-roll ads, such as comedy skits.

Use Rights Manager to claim ad earnings for content that is yours
If someone uses your copyrighted content in their video, you may be able to use Rights Manager to claim the other person's share of ad earnings.

If you exclusively own the video and audio rights, you will be able to claim the entire ad earnings
.
If you own rights to either the audio or the video, but not both, you'll be able to claim half of the ad earnings.

If you only own the rights in a specific geographic region, you'll be able to claim ad earnings generated in views in the geographic region where you own rights.

Banner ads
Published video and image content must not contain banner ads. We define a banner ad as a branded column (often horizontal or vertical) that is overlaid onto and visually separated from the original image or video content (often by a different background color). We prohibit banner ads that span more than one-third of your video or image content.

Interstitial cards
A title or interstitial card is a card that features the business partner and interrupts your video content. Interstitial cards are prohibited in the first three seconds of video content and for longer than three consecutive seconds anywhere in the video. Interstitial cards must not be included at the beginning, middle or end of an individual story within the Facebook Stories product.

Roll ads
Video and audio content must not include roll ads that play before, during or after your content, including pre-rolls, mid-rolls and post-rolls

Page approvals help business partners ensure they're only tagged in the branded content posts they want to be tagged in. The setting to require Page approvals is OFF by default, and Page admins can turn it on or off at any time.

Brands Collabs manager
Brand Collabs Manager is a tool that helps you form business partnerships with brands to create branded content. Branded content is produced by a creator like you for payment by a business partner. The original content you create is influenced by or features the partner or its product(s). Brand Collabs Manager gives you the ability to:

Keep track of all your branded content and partnerships

Maintain a portfolio (for brands to find you)
Communicate directly with a brand through Page-to-Page messaging

View a list of project briefs you're eligible to apply for based on a brand's campaign criteria
See audience and performance insights to identify your best original content

Commerce paths
Self Serve
If you aren't currently working with one of our supported platform partners and would like to integrate your business without the additional engineering support needed for an API, you can use Commerce Manager to start receiving orders. Commerce Manager is a tool that lets you set up a commerce account, manage your orders, track your payouts and more.

Platform Partner
If you already use a platform partner like Shopify to manage your inventory and sales, you can integrate it with our commerce platform. You can use a mix of our tools and your platform partner's tools to continue managing your business across Facebook and Instagram.

API Integration
If you're a developer or work with one, you can directly integrate with our API to operate your business on our commerce platform. This can be a good solution for businesses that operate at scale.

...
When you create a catalog, there are several ways to upload and manage your inventory for commerce.

Manual
Upload and manage items manually, one at a time, in Catalog Manager

Data feed file
Upload and manage items in bulk with a spreadsheet (which we call a data feed file) that includes all your product information.

Partner
Work with a commerce partner. Please see the Keep learning section below for information about how to work with commerce partners.

API
Use the advanced Catalog Batch API (application program interface) method. Typically this method is appropriate for businesses that operate at a global scale. Please see the Keep learning section below for details

Variants
Variants are different options of the same product, like sizes and colors, that you offer your buyers. For many types of businesses, variants are an important part of inventory management, particularly for products that have many types and styles, like apparel and accessories. Variants keep your inventory organized and help people find additional versions of a particular product. They also help you avoid displaying several similar products next to one another in your commerce channels so that people see a wider selection. In Page shops and Instagram shopping, we show one variant from each product group based on relevance or popularity. When people select the product to learn more, they can see the other variants. Types of Variants: size, color, gender, material, pattern.

Chargebacks
Customers can file chargebacks for reasons including but not limited to the following:

Product wasn't received.

Payment was unauthorized.

Product was significantly not as described.

Customer was charged multiple times for the same product or an incorrect amount.

Seller didn't adhere to the stated return policy.

business manager
The Business Manager tool allows agencies and advertisers to centrally manage different permission levels for team members working on ad accounts or Pages. Small to large businesses use Business Manager to keep organized by having all of their business assets and information in one place. When you have a central business hub like Business Manager, your business maintains control of your Facebook assets and securely manages user access to the right people and right credit lines.

Partners, like vendors and agencies, generally should not create a Business Manager account to hold all of their client Pages and ad accounts, because this can make it very difficult for a client to regain access to their Pages and ad accounts if they switch agencies.

Business Manager helps you manage your ad accounts, Pages, apps and permissions, all in one place. Before you set up Business Manager, it's important to understand its structure as well its key benefits.

why business manager
Why Business Manager? Create separate ad accounts for every client or business you serve, pay for ads with different payment methods and organize by objective for reporting. If you have clients you can request access to their Pages and ad accounts to become an analyst or advertiser. You can allow specific, role-based access to ad accounts, Pages, and other assets that your business manages, as well as easily see who's working on what. See the performance of your ads across different ad accounts and get reports of the assets and people your business is responsible for.

business manager tabs
Your Business Manager dash has three primary tabs: Home, Ad Account Overview and Activity. From the dash you can access many of your day to day needs.

Home

Here you'll find:
Security features
Pending requests
Ad accounts
Pages

Ad Account overview

From this tab you can run custom reports and access a range of performance metrics including:
Total Spend
Total Impressions
Reach
Frequency
CPMs

Activity

Under this tab you can see recent role changes to everyone who has access to your Business Manager.
Identify who in your business needs to be granted a role in your Business Manager, starting with a primary admin. Your main admin might be:

A person who manages the business's primary Facebook Page, permissions or main ad account.

A social media manager, or someone who oversees and manages social media accounts and teams for the business.

A person responsible for onboarding, setting up company emails, and granting new team members access to tools.

creating multiple business accounts on business manager
Once your Business Manager is up and running, you can add people, Pages, ad accounts and more by clicking Business Settings. Here you can also add partners, apps, instagram accounts, data sources and other assets.

Typically, we recommend creating just one Business Manager account. However, there are instances where you may need a few. You should only create multiple Business Managers if your company:

spans multiple regions and you need to receive invoices in multiple currencies, then create one Business Manager for each credit line/currency

operates in a way that's siloed, with limited transparency across lines of businesses (brands, divisions, regions), create one Business Manager for each line of business.

has open transparency across lines of businesses, create one Business Manager and use Business asset groups to organize business assets for teams within a single business.

admin/employee access with business manager
When you add people to your Business Manager, assign them admin or employee access.

Employee access: We recommend you add people as employees. They can only work on assigned accounts and tools.

Admin access: Admins have full control over your business. They can edit settings, people, accounts and tools.

finance roles in business manager
You can also use advanced options to assign finance roles.

Finance analyst: They see financial details like transactions, invoices, account spend and payment methods.

Finance editor: They can edit business credit card information and financial details like transactions, invoices, account spend and payment methods.

actions by ad account role
Admin
Can manage all aspects of campaigns including creating reports, viewing and editing billing details and assigning account roles. Can view ads, access reports, create/edit ads, edit funding source, manage permissions.

Advertiser
Can see and edit ads and set up ads using the payment method associated with the ad account, but can't set account roles. Can view ads, access reports, create/edit ads. Cant edit funding source, manage permissions.

Analyst
Can view ad performance. Can view ads, access reports. Cant create/edit ads. Cant edit funding source, manage permissions.

Page Roles
Admin
Can manage all aspects of the page including sending messages and publishing as the page, creating ads, viewing insights and assigning Page Roles. Can manage roles and settings, edit page/ad apps, create and delete page posts, respond to and delete comments, send messages as page, create ads, Edit/share product catalogs, pixels, or custom audiences, and view insights.

Editor
Can edit the Page, send messages and publish as the Page, create ads and view insights. Can edit page/ad apps, create and delete page posts, respond to and delete comments, send messages as page, create ads, Edit/share product catalogs, pixels, or custom audiences, and view insights. Cant manage roles and settings.

Moderator
Can respond to and delete comments on the Page, send messages as the Page, create ads and view insights. Can espond to and delete comments, send messages as page, create ads, view insights. Cant Can manage roles and settings, edit page/ad apps, create and delete page posts, Edit/share product catalogs, pixels, or custom audiences.

Advertiser
Can create ads for the Page and view insights. Can create ads, Edit/share product catalogs, pixels, or custom audiences, and view insights. Cant manage roles and settings, edit page/ad apps, create and delete page posts, respond to and delete comments, send messages as page.

Analyst
Can view insights

business manager roles
Admin
Add and remove employees and partners
View and edit business settings
Add and manage Pages, ad accounts or other assets

Employee
View business settings
Be assigned to manage Pages, ad accounts or other asset

three core business outcome areas that matter to marketers:
Facebook focuses on measuring the three core business outcome areas that matter to marketers:

Audience outcomes: How many people did you reach? How frequently? Did the ads reach the people you want to connect with? Did the ads reach people across multiple devices?

Brand outcomes: Did the ads break through? Are they measurable? Did they generate brand awareness? Did the ads change the perception of your brand?

Sales Outcomes: Did the ads drive purchases intent? Did they contribute to ROI? Did the ads result in sales, leads, or app installs?

proxy metrics
A proxy metric is an indirect measure that approximates or represents something when you don't have direct, concrete data. Measurement solutions that rely solely on proxy metrics like clicks make campaign performance hard to understand and improve. This means that more than ever, marketers have less visibility in to how the money they are spending on their marketing campaigns brings value to their business. With the emergence of cross-channel behavior, there's currently no common measurement standard that can be applied across entire media plans.

How can reliance on these proxy metrics impact your results? The answer used to be simply 'browser cookies. Cookies are small bits of data sent by sites that you visit and are stored inside of your web browser. They were built for measuring actions on a user's desktop — so, they don't deliver accurate results for the behavior of that user across multiple devices, or even different browsers on the same computer, for that matter. Traditional metrics like clicks, based on cookies alone, aren't good proxies for value, because a click on an ad doesn't always correlate to a sale or an uptick in brand awareness. Relying on older metrics costs more and drives fewer conversions — they just can't keep pace with the shifts happening around us.

measuring audience outcomes
For measuring Audience Outcomes, you should focus on the metrics Reach and Frequency in your ad reports. Reach is the number of people who saw your ads at least once, which is different from impressions, which may include multiple views of your ads by the same people. Frequency is the average number of times each person saw your ad. Once your campaign is running, you can access these metrics any time through ads reporting in Ads Manager or via the Ads Insights API.

more split testing
Split testing divides your audience into random, non-overlapping groups of people who are shown ad sets that are identical in every way except for the audience, placement or creative strategy variable you've chosen to test. This randomization helps ensure the test does not introduce other factors that may skew the results of the group comparison. It also ensures each ad set is given an equal chance in the auction. Each ad set tested has one distinct difference, called a variable. Your variable can be one of four: target audience, delivery optimization, placements, or creative. Facebook will duplicate your ads and only change the one variable you choose. The performance of each ad set is measured in terms of the success metrics for your campaign objective and is then recorded and compared. The winning ad set is determined by comparing the cost per result of each ad set. The ad set with the lowest cost per result (for example, cost per lead) is the winner.

audience insights
Audience Insights powers actionable data that fuels creativity and inspires campaigns that resonate with a target audience.
Get demographic information including trends about age and gender, relationship status and job roles.
Learn where your audience is located and the languages they speak.

viewability
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. You can measure and verify viewability metrics for Facebook and Instagram through select viewability partners. Our partners can verify ad viewability metrics for ads on Facebook, offering more advertisers the transparency they need to trust their ad delivery data. These partnerships are part of our continued commitment to enabling Facebook advertising measurement by independent third parties.

measuring brand outcomes
For measuring Brand Outcomes, you should focus on two metrics: Estimated Ad Recall Lift (people) — known as 'EARL' — and also Reach. Ad recall is measured when people exposed to an ad are later asked if they remember the ad; lift refers to the estimated difference in ad recall between people who saw the ad and those who didn't. EARL is the best prediction and estimate that we can currently make about how many people are likely to remember seeing an ad if they were asked within two days of seeing it. Use this to compare the effectiveness of different creatives or target audiences. You can measure EARL if you create a campaign using the Brand Awareness, Page post engagement and Video Views objectives. We calculate EARL by looking at: Signals about how your audience is interacting with your ads, Reach of your ads, Calibration based on real polling responses form similar campaigns.

lift
'Lift' refers to results that wouldn't have happened without your ads. The more lift your ads are causing, the more effective they are. This method of measurement helps you understand the true value of your ads. It also ensures the results you get are accurate and meaningful - including when they don't reflect positively on the money you spend with Facebook. We want you to be able to use the answers you get to make improvements to your advertising strategy that grow your business. With a brand test, we'll measure the brand lift of your campaign by asking your target audience a specific question. When setting up the test, you can choose up to 3 different questions to ask; however, the user will only be shown one of them at a given time. You'll need to have an ad recall question, and other poll options can test familiarity, favorability and brand awareness, along with likelihood to take action or recommend your brand. You can use Brand Lift to: Understand how well your campaign resonates with your audience. See how your campaign performs against the norms for campaigns in your industry and your region. See the demographic breakdowns (age, gender, TV viewership groups and video view durations) that drive the highest lift.

polls
The solution administers polls to people on Facebook and Instagram in way. Polls are served in the platform where the user saw the ad. Before your campaign launches, we'll randomize your target audience into exposed and control groups with similar characteristics. Between 4 and 48 hours after they see your ad, people in the exposed group will receive a poll pertaining to ad recall or other strategic brand objectives pertinent to your business, such as message association or purchase intent. By comparing aggregated poll results from people who saw your ads (exposed group) with people who didn't see your ads (control group), you can measure the success of your campaign.

brand lift
The managed Brand Lift solutions offers more customization than a self-serve brand lift test. In working with a Facebook representative, you can outline what results you're hoping to achieve with the test and set it up. You should use Brand Lift when: You're running one campaign for one brand or product. You're planning to keep the creative and budget the same throughout the campaign.
For Brand Lift in Test and Learn, you start with a question 'How much impact is my campaign having on brand perception?' which can be answered using Test and Learn to run a brand lift test.

Facebook ads reporting
allows advertisers to see how many online and offline conversions resulted from your ads delivered across Facebook, Instagram, Messenger and Audience Network. A conversion occurs when a person takes an action that is valuable to your business. Online Conversions: Measure the actions people take online after people see or engage with your ads.

offline vs online conversions
Offline Conversions: Measure the number of transactions that occur in your physical retail store(s) and through other offline channels (Ex: by phone) after people see or engage with your ads.

Online Conversions: You'll need to first implement the Facebook pixel on your website and/or Facebook SDK in your mobile app before you'll see the conversion data in ads reporting. The pixel and SDK are what allow us to measure conversions across devices. Offline Conversions: Offline Conversions allows to you to connect your sales data (such as CRM or point of sale) to Facebook to measure which audiences and campaigns are driving sales. You can send information — such as transaction amount and other line item details — along with customer information for us to match against.

match transactions that occurred offline
After your campaign starts delivering, you'll need to upload your transaction data through Business Manager or integrate directly with Facebook using the Offline Conversions API. This allows us to match transactions that occurred offline (via your data) with Facebook's data on who viewed your ads, giving you a complete picture of the customer journey and the performance of your campaign.

Offline conversions: Before running your campaign, connect offline event sets through Business Manager or the API. Connect your offline event through business manager or the API. Run your campaigns across FB, IG, audience network. View your results in the ad manager. Create audiences based on offline behaviors and attributes.

conversions list
Facebook's Conversion Lift enables advertisers to measure the true impact of their Facebook ads. Use Conversion Lift to determine the incremental sales and conversions from people reached by your ads across the Facebook family of apps and services. When you run a Facebook campaign, Conversion Lift randomizes and splits your ad audience into two groups (one that sees your Facebook ads and another that doesn't). As your campaign progresses, you can share your conversion data with Facebook, whether it happens online, offline or in your mobile app. We'll calculate the lift (the additional business you captured) by comparing conversions in the group that saw your ads and the one that didn't, and make the results available to you in Ads Manager.

The managed Conversion Lift solution offers more customization. In working with a Facebook representative, you can outline what results you're hoping to achieve with the test and set it up. When your business needs are more advanced and complex, use Conversion Lift for a customized and robust setup featuring: Flexible holdouts. Ability to include multiple campaigns and ad accounts per test group. No limit on the amount of test groups

test and learn
Test and Learn is a self-serve tool that helps you easily create tests to understand how much value your Facebook ads are driving and what strategies perform best. Start with a question you want to answer (either which campaign causes the lowest cost conversions to occur? or how many conversions are all my Facebook ads causing?) and Test and Learn will determine which test is best for answering that question.

facebook attribution
With Facebook Attribution, you can understand the impact of your ads across publishers, channels and devices. If you've already set up your Facebook pixel or Facebook SDK for app events, and you've already been using UTM parameters with your ads, no additional setup is required to use Facebook Attribution. Facebook Attribution also offers support for offline conversion events, which you can upload yourself or send to Facebook by using the Offline Conversions API. We offer two options for measuring your conversion performance: Visits: Facebook Attribution provides reporting on visits across publishers if you've been using UTM parameters with your ads. Tags: If you want to see more advanced cross-publisher reporting, you can add other third-party platforms to Facebook Attribution by applying click and impression tags to your off-Facebook media. You can compare the impact your ads have on driving conversions across paid touch-points, organic and direct visits. See which channels and sources should get the most credit for driving conversions, as well as which ones are most efficient in leading to conversions.

when a person buys a product or service, there are typically several different ads that are delivered over different media, and often, over many days to influence his or her purchase decision. For marketers, figuring out which of those ads deserves the most credit for a purchase is difficult. Many times, it's easier to simply give credit to the last ad a person clicked on. Last-click attribution can unfairly discount other ads that may deserve credit. MTA distributes credit among multiple impressions and clicks that occur over a person's purchase journey, and gives marketers a better look at the full picture. Work with a partner to gain a better understanding of your ROI on Facebook, across devices and make more accurate investment decisions across all media and channels.

marketing mix modeling
Many brands use marketing mix modeling (MMM) to determine how different marketing channels (TV, radio, print and online, for example) drive sales. MMM provides insights into sales impacts which leads to determining an optimal budget allocation across channels, brands and countries. Work with one of our MMM partners to incorporate the Facebook family of apps and services into your marketing mix model analysis and strategies.

How it works

Specific MMM analysis and strategies will vary depending on the MMM provider, country, vertical and more.

Generally MMM relies on some form of regression modeling, whereby a series of independent variables that are thought to impact sales (for example, price point, product distribution, economic factors, media investments and in-store promotion) are used to predict the dependent variable: sales volume over time.
Here's an example of the kind of information you could get from an MMM study:

Results

You can see the current ROI of various channels (they could be TV, Facebook or in-store promotion).
MMM firms can also provide forward looking modeling of ROI based on past responses from each channel. :

MMM helps answer the questions:

How many sales did each of my marketing investments drive?
What was the ROI of each marketing channel across all my brands?
Where should my next marketing investment be?
How would sales be impacted if I made X change to my marketing plan?

organic stories tips
Through research, we've found that mobile-first storytelling can help engage your audience and drive effective campaigns and build your brand. Stories is one of the most exciting ways to do that.

Add color to your story to make it come to life. Match your brand colors, choose custom colors that work well with your images or videos, or simply pick your favorites. Stories include several color palettes called themes

When you share a photo or video to your story, you can add stickers to express yourself in unique ways. Add music, polls, locations, feelings and other information to your story using stickers.

The brand risk spectrum:
Safety: Content that no advertiser wants to run ads adjacent to, near, or embedded within. Like terrorism, nudity, hate speech. Relevance= all advertisers.

Sensitivity: content falls within commonly agreed upon categories of risk when showing ads. Ex: Social issues, tragedy, conflict, dating, gambling. Relevance= most advertisers.

Suitability: content and ad pairing that poses unique brand risks. Ex: soft drink ad appearing alongside articles on obesity. relevance= unique to each advertiser. To track our progress and demonstrate our continued commitment to making Facebook and Instagram safe and inclusive, we released our first Community Standards Enforcement Report (CSER) in May 2018.

Three key components of brand safety
Our policies and enforcement (Facebook Community Standards, Instagram Community Guidelines, commerce and ad policies) dictate what's allowed or not allowed on our platforms.

Our Partner Monetization Policies provide clear guidance around the types of publishers and creators eligible to earn money on Facebook and the kind of content that can be monetized.

Our brand safety controls give advertisers confidence and control over where their ads appear.

Brand controls
Placement opt out: Advertisers may opt out from showing ads in any placement, including in-stream video, Instant Articles and Audience Network if they do not want to run their ads within these environments.

Inventory Filter gives you extra control over the level of sensitivity of content your ads appear within on Facebook Instant Articles, Facebook in-stream video and Audience Network.

Live stream opt out: For the Facebook in-stream video placement, your ads can appear in Facebook live streams from a select group of approved partners. You can exclude partner Live streams or add the Facebook Pages of publishers which had a live stream in the past 90 days to your block list.

Pubisher list: This tool offers upfront, publisher-level transparency for in-stream video ads, Instant Articles and Audience Network. Advertisers will be able to see a list of where their ads could potentially deliver prior to launching a campaign. You can use this list to help you create a block list.

Publisher delivery reports: This provides advertisers with a list of where their ads ran within in-stream videos, Instant Articles, and apps on Audience Network.
Block lists

the balance and the ad auction
When showing ads, we try to balance two things:
Creating value for advertisers by helping them reach and get results from people in their target audiences.
Providing positive, relevant experiences for people who use the Facebook Products.

To achieve this balance, we hold an auction to match the right ad to the right person at the right time. That way, advertisers reach people receptive to their ads, while people see something that interests them. Our auctions differ from traditional auctions because the winner isn't the ad with the highest monetary bid. All ads on Facebook compete against each other, and our system selects the ad that creates the most total value as the winner. Generally speaking, the more relevant we predict an ad will be to someone, the less it should cost you, the advertiser, to show it to them.

The ad auction delivery system consists of three key components:
Auction: When there's an opportunity to show someone an ad, advertisers compete for this opportunity in an auction. To find the most valuable experience, we rank each ad targeting a person. The winning ad maximizes value for both the advertiser and the person being advertised to.

Pacing controls: Pacing gives us the flexibility to get you the best available results for your goals. We adjust your bid (or which auctions your ad enters) based on how much budget and time are left for your ad set.Similarly, we may increase how much budget we spend if there's an opportunity to get several optimization events with costs aligned with your bid strategy. We may also decrease how much budget we spend if there are few available optimization events with costs aligned with your bid strategy.

Advertiser controls are the advertiser inputs that guide our auction and pacing systems.These inputs include values and parameters you specify for your audience, budget, bid, placements, schedule and optimization event (the number of times your ads achieved the outcome your ad set is currently optimized for, based on your chosen conversion window).

more ad auction stuff
Each time one of your ads appears after winning in the auction, the delivery system learns more about the best people to target, times of day to show the ad and placements and creatives to use. The more an ad appears, the better the delivery system optimizes the ad's performance. The learning phase is when the delivery system hasn't learned enough for performance to stabilize. It occurs when you create a new ad set or make a significant edit to an existing ad or ad set. Ad sets exit the learning phase when their performance stabilizes. In Ads Manager, the Delivery column reads Learning during the learning phase. Ad sets usually exit the learning phase after they receive approximately 50 results within 7 days. A smaller share of budget spent in the learning phase typically results in a higher share of budget spent on stable performance and a lower cost per results. For this reason, we recommend that you set up each ad set to get 50 results in 7 days. To learn more about the learning phase, see this guide.

Thousands of advertisers want to show ads to people like Sally: women who are 25, who live in Washington and so on. Facebook holds auctions that consider each advertisers' bids for an opportunity to serve an ad impression to someone like Sally. We also consider how interesting and relevant we think Sally will find each ad, and how likely it is she'll take an action such as clicking or making a purchase after seeing the ad. Based on these considerations, Facebook determines which advertiser wins this auction. Facebook shows Sally the winning ad in her News Feed. A similar process happens each time a person on Facebook sees an ad. The ad auction works the same way for ads that appear across Facebook Products.

ad auction formula
The formula that determines the winning ad in an auction is written as: [Advertiser Bid] x [Estimated Action Rates] + [User Value] = Total Value. Our auction ranks each eligible ad by its Total Value, and the ad with the highest Total Value wins. Total Value is a numeric value we calculate using several factors. They include the bid you submitted when you set up your ad, our predictions about how the people in your audience will react to your ad and how relevant we think they'll find your ad.

user value and relevance (variables of ad formula
User value considers relevance and ad quality. The more relevant your ad is to your audience, the more competitive it's likely to be in ad auctions. Also, the more relevant we predict an ad will be to a person, the less it may cost the advertiser to show it to them, all other things being equal. Signals for user value come from how people interact with organic and paid content, as well as ad quality and post-click experience. User value considerations: Slow load times and poor content experience

Although relevance is not considered directly in Total Value calculation, it is an important user value indicator. We assign your ad a relevance score, which estimates how well your ad is resonating with the people you want to reach. The higher your ad's relevance score, the better it's considered to be performing. The score ranges from 1 to 10. A 1 indicates low relevance and 10 indicates high relevance. We show a relevance score after your ad receives more than 500 impressions.We base relevance scores on several factors, including:

How well your ad is performing

Positive feedback (for example, app installs, clicks, video views) we expect from people who see your ad

Negative feedback (for example, if someone clicks 'I don't want to see this' on your ad)

advertiser bid
Advertiser bid: You tell us your cost goals with your bid strategy, and we bid for you to help you meet that goal. This may include a bid cap (for the lowest cost bid strategy) or cost target (for the target cost bid strategy) to guide our bidding.

estimated action rates (ad auction formula )
Estimated action rates: Each ad has an optimization event, often an action you want a person to take, such as clicking to a website or installing an app. Estimated action rates represent how likely we think someone is to take that action. We base our estimates on the person's previous actions and your ad's historical performance data. This helps us deliver your ads to the people most likely to give you the result you care about. Regardless of which action you choose to optimize for, we convert all advertiser values to an estimated CPM (eCPM) to allow us to rank ads with different optimization goals and bids. CPM is cost per thousand impressions: the total amount spent on an ad campaign, divided by impressions, multiplied by 1,000.

AD quality (auction)
Ad quality: We determine how interested we think a person will be in your ad through measures of its overall quality and specific relevance. For example, if your ad has received a lot of negative feedback, its Total Value may decrease. If a person has a history of interest in what you're advertising, your ad's Total Value can increase.

pricing ads (auction stuff)
Pricing
The more relevant we predict an ad will be to a person, the less it can cost the advertiser to show the ad to that person, all other things being equal. After your ads win auctions based on their Total Value, the prices paid are based on the Total Value of the advertisers below you. When the price on the bids is based on those of the advertisers below you, it make it easier to find the bid that will deliver the best results.

cost per mile (CPM)
Cost per mile (CPM): The cost an advertiser pays for every 1,000 clicks on an advertisement. If you want to increase awareness for your business, you'll most likely focus on getting impressions.

Cost per click (CPC)
Cost per click (CPC): The cost an advertiser pays each time someone clicks the ad. If you want to increase traffic to your website, you'll most likely focus on getting clicks on your ads. You can use cost per click bidding, or CPC, to make sure that the people who click on your ads go directly to your website. This type of bidding works well for goals in the consideration phase.

Cost per Conversion (CPA)
Cost per Conversion (CPA): The cost to acquire a customer who takes action (for example, makes a purchase, installs an app and so on).f you're focused on getting a customer to take action (make a purchase, install an app and so on), then you may consider cost per acquisition, or CPA, bidding. This bidding strategy works well for goals in the conversion stage of the marketing funnel.

campaign budget optimization
All campaigns use Campaign Budget Optimization (CBO). It automatically and continuously makes the most efficient use of your budget spending so that you get the best overall results at a cost that aligns with your bid strategy. When you create an ad set or ad, you have the option to set a daily budget or a lifetime budget. A daily budget directs what is spent each day your campaign runs, whereas a lifetime budget does so for the lifetime of the campaign. To ensure your budget spend is optimized, your ad sets go through a learning phase where the delivery system explores the best way to deliver your ad set. Performance is less stable during this time, so your results aren't necessarily indicative of future performance. It's important to wait until your ad set is out of the learning phase before making edits. If you make edits significant, the ad sets will re-enter the learning phase.

ad pacing
Through pacing, we ensure that we spend your budget evenly over the schedule of your campaign. By default, we show your ads to people in your target audience evenly throughout the day across Facebook, Instagram and other communities. We do this so we can serve your ad to valuable people throughout your campaign lifetime rather than exhaust your budget within a few hours. Sometimes, for certain reasons, advertisers do want to spend their budgets as quickly as possible, and we allow for this option, too. In this case, we'll accelerate your ad delivery. By contrast, standard delivery spends your budget over a longer period.

standard delivery (pacing)
Standard delivery is designed to spend your budget evenly over the duration of the campaign using a method called discount pacing. With this method, we essentially lower your bid to a level that will just spend your budget over the campaign duration so that you can capture more opportunities at more efficient costs.

accelerated delivery (pacing)
Accelerated delivery spends budget as quickly as possible by entering every opportunity under your bid cap into the auction. This favors quick spend over maintaining your cost per result. With accelerated delivery, it is possible to exhaust your budget before your scheduled campaign ends. Advertisers with bigger budgets who want to reach people quickly or with time-sensitive campaigns should consider using accelerated delivery.

delivery insights
Delivery insights: Use Delivery Insights for a comprehensive look into your ad set's performance. The dashboard metrics provide data and guidance to help you interpret fluctuations in performance and decide what to do about it.

estimated daily results
The Estimated Daily Results tool is helpful for campaigns that optimize for actions like video views, conversions and app installs. If the campaign goal is to reach audiences at scale and pricing predictability is important, you can use the tool to gauge the unique number of people you will reach with your campaign.

Ad auction tips 1
Be clear about what you want your ad campaign to achieve: Think about your goals to determine the right ad objective. Once you know what results you want to deliver, you can express your goal by choosing your campaign objective and the optimization that will best meet your ad delivery goal.

Use constraints to guide your bid strategy and control your costs: Bid based on your willingness to pay for conversions after you calculate your break-even point or the specific ROI you need for profitability. For instance, your optimization event is purchases. You know you make a $10 profit if the cost of a purchase is $100 or less. You could set a high budget as long as you pair it with a bid cap or cost target of $100 or less. Since you profit from each purchase, you'll likely want as many as possible.

Select broader targeting filters or use targeting expansion: Targeting expansion is available for all campaign objectives except for brand awareness and reach. It lets Facebook expand your target audience if we think it will get you better results. It allows us to adjust your interest-based targeting to reach more people who may get you more results or results that are better aligned with your bid strategy.

If your campaign objective is to maximize conversions, optimize towards the highest intent event that has enough data: If you want to optimize for conversions, Facebook needs a minimum number for best results. Usually, we'll need about 50 conversions. This is because the delivery system needs data points to find people who are likely to take the action your ad set is optimized for. If you don't have enough data for your conversion event, consider using a more common event. For instance, if you optimize for purchases and few purchase conversions result from your ad, you can optimize for another event, such as views or cart additions.

Ad auction 2
Let Facebook optimize your placements: We recommend you choose automatic placements when you create your campaign. This allows Facebook to explore all available places where your ad could run. In general, running ads across our communities will deliver the best return on ad spend

Ad relevance and user experience matter: After your ad is served more than 500 times, it receives a daily relevance score that factors in the positive and negative feedback it receives. If your ad performs well, it will have a high relevance score.

Improve your audience quality: The more specific you can be about your audience, the more competitive you can be in the ads auction.

Make more informed delivery control decisions with Estimated Daily Results: Estimated Daily Results is a tool that estimates the number of daily results you may get for an ad set given your budget and other input parameters. While it's important to remember that these are only estimates, not guarantees of any outcome, watching how our estimations change as you edit your ad set can help you understand the difference each change makes. For example, it can give you context on how much you may need to increase your budget to get the number of conversions you want. These predictions can help you understand what results you could get before you spend any money. Of course, you should still check your reports to see how your ads actually performed and adjust accordingly.

Use constraints to guide your bid strategy and control your costs: Bid based on your willingness to pay for conversions after you calculate your break-even point or the specific ROI you need for profitability. For instance, your optimization event is purchases. You know you make a $10 profit if the cost of a purchase is $100 or less. You could set a high budget as long as you pair it with a bid cap or cost target of $100 or less. Since you profit from each purchase, you'll likely want as many as possible. Eventually, we might saturate your audience and run out of purchases, or your creative might stop working. But, this type of constraint may be preferable to missing out on profit because your budget was too low.

impressions and frequency
The number of people who saw your ads at least once. It's important to remember that reach is different from impressions, which may include multiple views of your ads by the same people. Impressions indicate the number of times your ads were shown on your audience's screens for the first time.

Frequency is an estimate of the average number of times each person saw your ad. It is calculated as impressions divided by reach.

breakdowns
The drop-down menu options allow you to 'break down' the demographics of your audience by delivery, action, and time. You can use breakdowns to see more detailed dimensions on how your ad performed, based on what's most important to you. All breakdowns are estimated based upon data currently in our system.

Time breakdowns help you understand how your ads performed during a specific period of time.

Delivery breakdowns help you understand where, when, and who your ad was delivered to. As you can see, you can choose to see how many people in specific age ranges took action. You can also see the platforms on which people viewed your ad and on which devices.

Action breakdowns help you understand what actions people took on your ad. What devices were people using when they took action? Did people watch your videos with the sound off or on?

3 ad objectives
The three main categories for advertising objectives are:
Awareness: Objectives that generate interest in your product or service.

Consideration: Objectives that get people to start thinking about your business and look for more information about it.

Conversions: Objectives that encourage people interested in your business to purchase or use your product or service.

Metric: Estimated Ad Recall Lift (people)
An estimate of the number of additional people who may remember seeing your ads, if asked, within two days. This metric shows results for ads using Brand Awareness, Video Views, and Engagement - Post Engagement objectives.

Metric for websites and Messenger: Link Clicks
The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.

Metric for Post engagement: Post Engagement
The total number of actions that people take involving your ads (or all posts, in some cases). This metric includes streaming reactions on live broadcasts.

Metric: 3-Second Video Plays
The number of times your video played for at least 3 seconds, or for nearly its total length if it's shorter than 3 seconds. For each impression of a video, we'll count video views separately and exclude any time spent replaying the video.

Metric: New Messaging Conversations
The number of conversations on Messenger that began with people who had never messaged your business before, attributed to your ads.

Metric for websites and Messenger: Conversion event
The conversion event you selected at the ad set level. Conversion events include Add to Cart, Initiate checkout, and Make purchase.

Metric: Website Conversions (catalog sales)
The number of events or conversions recorded by the Facebook pixel on your website and attributed to your ads.

had delivery filter
You can add or remove filters on your reporting data. By default, the Had Delivery filter is applied in Ads Reporting. This will show ads that have been delivered (ads people have seen on Facebook, including ads that are currently being delivered). Some filters may require an alpha-numeric input. For example, when you want to filter by amount spent or by number of impressions. Other filters will have options that you will need to pick from.

change views drop down
There are two functions in the Change Views drop-down: The first, is the ability to Arrange Columns. This allows you to re-arrange or remove Breakdowns and Metrics. With the second, you can Compare Attribution Windows to see how your ads performed during different time frames. You can include views and clicks, to get data on how people interacted with your ads.

audiences
Our targeting tools are designed to reach the audiences you want. The first is Core Audiences, a powerful way to filter for the people you want to reach. You can filter for these audience attributes: Demographics, Location, Interests, and Behavior. With Custom Audiences, you can reach people on Facebook and Instagram with data you have in a privacy-safe way. It allows you to reach customers you already know, remarket to them, and continue their experience with your brand. It's an easy way to use first-party data for worldwide activation.Use lookalike audiences on Facebook and Instagram to help reach people who share demographic and behavioral traits with your best customers. This can be used for audience expansion or prospecting.

Refining audiences within a location:
Everyone in this location (Default): People whose current city on their Facebook profile is that location as well as anyone determined to be in that location via other signals, such as mobile device.
People who live in this location: People whose current city from their Facebook profile is within that location. This is also validated by IP address and their Facebook friends' stated locations.
Recently in this location: This targets people whose most recent location is within your selected area, as determined by the device and connection information that we may collect. This includes people who live there or who may be traveling there. You might want to advertise time sensitive sale events, for example, to people recently in the location you choose.
People traveling in this location: People whose most recent location is the selected area, as determined via mobile device, and are greater than 100 miles from their stated home location from their Facebook profiles.

thru play
ThruPlay, an optimization option that we introduced last fall, optimizes for video ads to be watched to completion, or for at least 15 seconds. This recently became the default optimization option for campaigns using the video views objectives and has replaced 10-second video views. If message completion is an important success metric for your campaign, then ThruPlay can help ensure you reach your marketing goals.

trade offs
It's important to keep in mind that selecting any one of the three objective options above comes with trade-offs. For example, by optimizing for one metric such as video views, you forgo greater reach. Be sure to consider how you are measuring the success of your campaign—are you tracking video views, ad recall, or something else—and then choose the ad obje