Campaign Objectives
What are Facebook's three broad categories for objectives?
1) Awareness 2) Consideration 3) Conversion
What do Facebook Awareness objectives do?
Generate interest in your product or service by communicating what makes your business valuable
Are moving or static ads more attention-grabbing?
Moving
Do people consume content faster on mobile or desktop?
What is Molly's favorite color?
Blue
What do Facebook Consideration objectives do?
Get people to think about your business and seek more information
What do Facebook Conversion objectives do?
Encourage people interested in your business to buy or use your product or service
What should you include within the first few seconds of a video ad?
Your brand's key message in a way that's quick, attention-grabbing and easy to understand
People are more likely to watch video ads that are less than ____ seconds long
15
Name 1 question you can ask yourself to determine which Facebook ad objective best supports your business objective?
1) What do you want people to do when they see your ad? 2) Can Facebook platforms complement your other ad channels? 3) Can your brand take full advantage of all the placements Facebook offers? 4) How will you know if your audience has taken your desired action?
What objective should you choose if your client's goal is to have people watch your video?
Video Views
What objective should you choose if your client's goal is to collect leads for your business?
Lead Generation
What does the Create to Convert production tool do?
Transforms still images into lightweight video
What kind of aspect ratio do viewers use on their phones 98% of the time?
Vertical
What do Ad Relevance Diagnostics help you do?
Understand whether the ads you ran were relevant to the audience you reached
What are the 3 types of Message ads you can create?
1) Ads that link to Messenger 2) Ads that link to WhatsApp 3) Sponsored Messages that let you send messages directly to people who've already engaged with their business in Messenger
What does the Store Traffic objective on Facebook do logistically?
Direct your ads to people within a set distance of one or many of your store locations with ads designed to help people navigate to or contact the location closest to them.
For videos that can't be trimmed down to 15 seconds, what is a better video placement alternative?
In-Stream Video
What are ways to optimize your ad for viewers with sound off?
Include text, graphics, captions/subtitles (using the auto-captioning tool in Ads Manager) your logo and brand product shots
What does Facebook use to review ads before they are delivered to make sure ads are portraying acceptable content?
Advertising Policies
How does deep linking assist with the App Installs objective?
Deep linking allows you to lead people to a specified destination of your mobile app once they click your ad, if they have your app installed.
What data sources are required for the Catalog Sales objective?
Pixel and Standard Events or SDK and App Events, Catalog
What are signs that your ads are experiencing creative fatigue?
Decrease in CTR and increase in CPA as frequency increases
What should you do if your ads are experiencing creative fatigue?
1) Review your targeting strategy and audience saturation 2) Remix or adjust your creative assets using Facebook tools
What does the Brand Awareness objective on Facebook do logistically?
Gives the estimated ad recall lift (people) metric, which shows how many people we estimate would remember the ad if we asked them within two days