Who/What/When/Where/ Why of Meta
This is the primary person responsible for the success or failure of the Meta Ads strategy.
What is the MSM/Account Manager
This is the level of the ad account structure where you set your campaign objective (e.g., Leads or Sales).
What is the Campaign level?
The "O" and the "D" in the OODA Loop stand for Observe and this action.
What is Decide?
This term refers to the testing method where you change only one element (like the creative or the headline) between two ads to see which performs better.
What is A/B Testing (or Split Testing)?
This campaign objective is considered a Top-of-Funnel goal, designed primarily to increase brand visibility.
What is Awareness?
You set your placements, Audiences, and schedule here, making it the strategic control center.
What is the Ad Set level?
This is the recommended number of users an existing dataset should have to build an effective Custom Audience.
What is 1,000+ (Technically can run with 100, but 1,000+ is the official recommendation)
To accurately track conversions from your website back to your Meta Ads, this essential piece of code must be installed on your site.
What is the Meta Pixel (or Facebook Pixel)?
Explain the difference between a look-alike audience vs an engagement audience
Engagement audience is based on an audience that has taken some action (page engager, site visitor, converter) and look-alike is building new audiences based off of the engagement audience
This type of audience is created by uploading a list of recent purchasers, allowing Meta to find new users with similar characteristics.
What is a Lookalike Audience?
The measure of how many times, on average, a single person has seen your ad, and a key metric to avoid "ad fatigue."
What is Frequency?
This feature allows a single ad to show different images, videos, and text combinations to different users based on what Meta predicts will be most effective.
What are Dynamic Creative (or Dynamic Ads)?
Feed, Stories, In-Stream Video, and Marketplace are just a few examples of this Meta Ads setting, often set at the Ad Set level.
What are Placements?
The strategy of creating multiple Ad Sets to show different creative and offers to 0-10 day vs. 11-20 day website visitors is known as this.
What is Time-Based Ad Sequencing?
Unlike a general metric, this is a measurement tied directly to a specific business goal and tells you if you are winning or losing.
What is a Key Performance Indicator (KPI)?
If you see your Cost Per Result (CPR) skyrocketing and your Frequency exceeding 4, your audience is likely experiencing this.
What is Ad Fatigue?
A marketer running ads for a brand new business with no existing customer data would most heavily rely on this audience type for their first campaigns.
What are Saved/Core Audiences (based on interests, demographics, location, etc.)?
An advanced strategy that uses Exclusions to prevent users who have already converted from seeing high-funnel, general Awareness or Traffic ads.
What is Conversion Exclusion (or excluding converters)?
This attribution model gives more credit to the touchpoint that happened closer to the conversion event in the customer's journey.
What is time decay attribution?
Marketers use this acronym to describe the metric that quantifies the total revenue generated for every dollar spent on a Meta ad campaign, making it the ultimate measure of ad profitability.
What is ROAS (Return on Ad Spend)?