STUDY AND PREPARE FOR YOUR NEXT

FACEBOOK™
BLUEPRINT
CERTIFICATION EXAM

BY D I E G O R I O S

This guide covers many topics for the Facebook™

Core, Buying and Planning Certification exams.
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2
INDEX
Additional Resources 5

1 Facebook Audiences 6
Core Audiences 6
Lookalike Audiences 7
Custom Audiences 8
Audiences along your funnel 11
Core Audiences Size 12
Reaching Multicultural Affinity Audience 12
More resources - Facebook Audiences 12
Audience Insights 12
Delivery Insights: Audience Saturation 13
Overlap Audiences 15

2 Facebook People based marketing 16

What can you do with people-based measurement? 16
People-based Measurement and Planning in Action 16
Cookie-based reporting distorts campaign results and wastes ad dollars 17

3 Facebook SDK’ 18

4 Ad Auction 19

5 Facebook Campaign Objectives 22

Campaign Objective: Brand Awareness 22
Campaign Objective: Reach 22
Campaign Objective: Traffic 23
Campaign Objective: Engagement 24
Campaign Objective: App Installs 25
Campaign Objective: Video Views 25
Campaign Objective: Lead Generation 26
Campaign Objective: Messages 26
Campaign Objective: Conversions 27
Campaign Objective: Product catalog sales 27
Campaign Objective: Store visits 28

6 Facebook Ad Bidding Options 29

CPM (Cost Per Mille) bidding 29
CPC (Cost Per Click) bidding 29
Cost Per Conversion bidding 29

7 Lowest Cost Bid vs. Target Cost Bid (Former: Manual vs. Automatic Bidding) 30
You can use Target Cost Bid for: 31

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 You can use Lowest cost Bid for: 32

8 Types of Facebook Ads Delivery Optimization 33

Campaign Objective: Brand Awareness 33
Campaign Objective: Reach 33
Campaign Objective: Traffic 33
Campaign Objective: Post Engagement 33
Campaign Objective: Page Likes 33
Campaign Objective: Event Responses 33
Campaign Objective: App Installs 33
Campaign Objective: Video Views 33
Campaign Objective: Lead Generation 34
Campaign Objective: Conversions 34
Campaign Objective: Product Catalog Sales 34
Campaign Objective: Store Visits 34

9 Regular vs. Accelerated Ads Delivery 35

10 Facebook Placement 38

11 Brand Awareness: Earning Reach and Attention 39

12 Facebook Ads Manager 45

Facebook Roles and Access 45
Business Manager Roles 45

13 Facebook Campaign Structure 48

How to Set Up Your Facebook Ad Campaign Budget 49

14 Facebook A/B Testing 51

15 Creative Best Practices 52

Creative best practices 52

16 Facebook Video 55

17 Facebook Measurement 55
Relevance Score 55
Facebook Measurement 55

18 Facebook Pixel 57
Measure for conversions 57

19 Facebook Marketing Partners 59

20 Facebook and TV 60

21 Ad Policies for Content, Creative and Targeting 62

Additional Resources 63

About Me - Diego Rios 65

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 ADDITIONAL
RESOURCES

Here are additional resources that can help you better prepare for your next exam:

1 Make sure you join our Facebook Group

2 Make sure you try our sample questions
3 Make sure you read our blog to better prepare for your next exam

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1
FACEBOOK
AUDIENCES
There are 3 different type of audiences within Facebook. It’s key that you understand
the difference between all of them:

CORE AUDIENCES
Sometimes also called “saved” audiences are based on the following variables:
Intent / Interest
Geographic
Lifestyle / life-stage
Psychographic
Demographic
Purchase-based

These are the options available for creating a new audience, which you can find in the
“Audience” section of ad set creation:
Locations. Target ads to people based on locations (ex: country, state, province,
city, congressional district, zip or post code). Most objectives let you target world-
wide (type in “worldwide”), by region (ex: “Europe”), by free trade area (ex: “NAFTA”,
the North American Free Trade Agreement) or by app store availability (ex: “iTunes
app store countries”). Learn more

Age. Target ads to people within an age range.

Gender. Target ads to women, men or people of all genders.

Languages. Target ads to users of certain languages

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 Detailed Targeting. Include or exclude people from an audience based on demo-
graphics, interests and/or behaviors. Learn more.

Connections. Include or exclude people from your audience based on connections

to your Pages, apps or events. Learn more.

Demographic targeting draws from information that people share publicly on Facebook
about their education, political views, family/relationship status, life events, career, and
more.

Location targeting allows marketers to target ads by postal code, city, region, or country
— or worldwide — and to deliver ads based on where people are, whether they live in a
location, are new arrivals, or just visiting.
Connections targeting is based on audience engagement with your Facebook Page,
Facebook Events, or app.

Interest targeting lets you advertise to specific audiences by reaching people

based on their interests, activities, Pages and posts they like, posts and comments
they make, and closely related topics.

Behavior targeting lets you reach people based on device usage and other activities

LOOKALIKE AUDIENCES
Target customers similar to what you have in your custom audiences based on what
you select from the following:

Existing customers
Website traffic
Existing mobile app users
Other countries similar to current customers
Custom Audience: Facebook pixel or Facebook SDK.
Facebook Page: fans
CRM database: emails, phone numbers or user IDs

Keep in mind that you need at least 100 users in a custom audience in order to expand
and create a lookalike audience.

Here is a video with more info:

https://www.facebook.com/1319742961447503/videos/1673610786060717/

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Here are some additional bits of information to consider when creating Lookalike
Audiences.
Your Lookalike Audience will only include people from the country/countries you
select during creation.
Your source audience must contain at least 100 people from a single country in
order for us to use it as the basis for a Lookalike Audience.
You can create up to 500 Lookalike Audiences from a single source audience.
People in your source audience will be excluded from your Lookalike Audience un-
less you use a pixel as your source audience.
You can use multiple Lookalike Audiences at the same time for a single ad set. The
ad set will target your ads to people who are in any of the selected Lookalike Audi-
ences.

The larger the audience, the less similar to seed audience will be. 1% - 10%

CUSTOM AUDIENCES
Custom Audiences are target audiences of people you already know created from in-
formation you provide or from information generated on Facebook’s products. You can
create Custom Audiences from customer files, the Facebook pixel, the Facebook SDK
and engagement on Facebook.

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Learn more about the types of Custom Audiences you can create:
Custom Audiences from a customer
Engagement Custom Audiences
Website Custom Audiences
Mobile App Custom Audiences

Are audiences based on various interactions within Facebook, your website, mobile ap-
plication, Instagram, offline activities or your database.

They are used for the following objectives

1 Awareness: Build your brand

2 Consideration: Drive intent with high-value prospects

3 Conversion: Acquire new customers by finding people who are most like your best
customers
4 Loyalty

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RECOMENDED AUDIENCES
Based on your objective follow the guide to know when to use what type of audience:

A Drive online Traffic from Facebook (will be referred as FB) and Instagram
(will be referred as IG)

Targeting Ad Units Ad format Measurement

Acquiring Core Link ads in Optimized for FB pixel
new customers Audiences News Feed conversions

Custom CPC
Audiences

Lookalike
Audiences

Remarketing to Custom Link ads in Optimized for FB pixel

existing cus- Audiences News Feed conversions
tomers CPC

B
Drive in-store traffic from FB and IG

Targeting Ad Units Ad format Measurement

Core
audiences/
partner
categories
Link ads in
Acquiring Custom News Feed
Conversion lift
new customers Audiences CPM
tests
from your Photo ads
website

Lookalike
Audiences

Remarketing to Custom Link ads in Optimized for Conversion lift

existing cus- Audiences News Feed conversions tests
tomers CPC
Photo ads

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C Drive mobile app Installs and conversions from FB and IG

Targeting Ad Units Bid Types Measurement

Acquiring new Core

mobile app Audiences Facebook SDK
users + app events
Custom Mobile app Optimized for or third-party
Audiences install ads conversions mobile mea-
surement
Lookalike partner
Audiences

Custom Facebook
Remarketing to Audiences Mobile app Optimized for SDK + app
existing mobile engagement conversions events or third
app users ads CPI or CPA party mobile
measurement
partner

Best practices for direct response ads

Set different bids for low and high lifetime value users
Bid your true value
Increase your bid if you’re willing to pay more per objective

AUDIENCES ALONG YOUR FUNNEL

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CORE AUDIENCES SIZE

REACHING MULTICULTURAL
AFFINITY AUDIENCE
Three clusters of Multicultural Affinity Audiences in US market: Hispanic, African
American and Asian American
US Hispanic
31 MM monthly users
25 MM return every day
30 MM mobile monthly avg users
96% facebook via mobile
66% access fb exclusively via mobile
Audience’s Interest

More resources - Facebook Audiences

https://www.facebook.com/business/help/633474486707199

AUDIENCE INSIGHTS
Relying on native and third-party data, Audience Insights breaks down audiences ac-
cording to demographics, interests and behaviors. You can also see the most popular
topics audiences are posting about on Facebook. Audience Insights is designed to help
you plan your advertising campaigns on and off Facebook.

Facebook uses native data to show you audience features such as:
Age and gender
Relationship status
Education level
Job role

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 Top categories
Page likes
Top cities
Top countries
Top languages
Frequency of activities
Device users

After choosing an audience set, you can then break down the data into a set of different
categories:
Demographics: Age and gender, lifestyle, education, relationship status, job role and
household size
Page likes: The top Pages people like in different categories, like women’s apparel or
sports
Location and language: Where do people live, and what languages do they speak

Facebook usage: How frequently are people in your target audience logging onto Face-
book and what device(s) they are using when they log on
Purchase activity: Past purchase behavior (i.e., heavy buyers of women’s apparel) and
purchase methods (i.e., in-store, online)

Moreover, you can view this information for three different groups of people:

People on Facebook (the general Facebook audience)

People connected to your Page or event
People in Custom Audiences you’ve already created (an audience made up of your
current customers)

DELIVERY INSIGHTS:
AUDIENCE SATURATION
Delivery Insights is a dashboard that can help you better understand the performance
of your ad sets. It shows you metrics about your ad delivery, the dynamics of our ad
marketplace and how the two are related to each other.

If your ad set has been running for at least 5 consecutive days and has at least 500
impressions, Delivery Insights. will become available for that ad set. You can access it
in two ways:

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1 Ads Manager: If your ad set qualifies, a See Delivery Insights link will appear when you
hover over the “Delivery” column at the ad set level. Clicking this link will take you to
the Delivery Insights dashboard.

2 Business notification: When a qualifying ad set experiences a performance shift, we’ll

send you a notification you can click to go to the dashboard.

Audience Saturation data can help you determine if people have seen your ads multiple
times and are no longer responding to them. Seeing ads multiple times can help build
awareness and recall, but it can also lead to diminishing returns if you want results like
conversions. To get the most out of every impression, use the audience saturation tab
to help you keep these two outcomes properly balanced in alignment with your goals.

Delivery Insights provides the following metrics to help you understand the impact au-
dience saturation is having on your ad sets:
Impressions: The number of times your ads were on screen.
First Time Impression Ratio: The percentage of your daily impressions that comes
from people seeing your ad set for the first time.
Reach (Lifetime): The number of people who saw your ads at least once over the
lifetime of your campaign. This metric differs from reach in that it’s based on the
number of people who saw your ads at least once over the lifetime of your campaign
as opposed to your selected date range.

Audience Reached Ratio: The percentage of your estimated audience size you’ve
reached so far. Your estimated audience is estimated based on the placements and
targeting criteria you select and includes factors like Facebook user behaviors, user
demographics and location data. Estimated audience size is designed to estimate
how many people in a given area could see an ad a business might run. It’s not de-
signed to match population or census estimates.

When your ad sets target overlapping audiences, they may end up in some of the same
auctions. Delivery Insights provides the following metrics to help you understand the
impact auction overlap is having on your ad sets:

Amount Spent: The estimated total amount of money you’ve spent on your cam-
paign, ad set or ad during its schedule.

Auction Overlap Rate: The percentage of times this ad set was removed from the
auction because it overlapped in the auction with another of your ad sets.
Amount Spent: The estimated total amount of money you’ve spent on your cam-
paign, ad set or ad during its schedule.
Overlapping Ad Set: This identifies the ad sets (indicated by their ad set IDs) that are
causing your selected ad set to get removed from auctions most often. The per-
centage indicates how much of your total Auction Overlap Rate is due to audience
overlap with the given ad set. For example, if your Auction Overlap Rate for a given
ad set is 50% and an Overlapping Ad Set shows 50%, it means that your ad gets

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 removed from auctions 50% the time, and 50% of the times it gets removed is due
this ad set (in other words, 25% of the total lost delivery opportunities).This number
can be useful when figuring out how to merge ad sets. For example, it’d probably
be more effective and efficient to merge a poorly performing ad set into one that’s
leading to 75% of its auction removals rather than one that’s only leading to 5% of
them.(Note: This number refers only to the percentage an ad set contributes to your
total overlap, regardless of how much or little there is. For example, if your ad set’s
Auction Overlap Rate is only 5% overall, one ad set could be contributing to 50% of
that overlap. You’ll find more information on this in the next section.)

OVERLAP AUDIENCES
When you have two or more audiences selected, you can check the overlap between
them using the Actions dropdown. Overlap means the percentage of people that are in
both audiences. Overlap is not inherently bad, but can become problematic if the per-
centage of overlap and the budgets of the overlapping ad sets are high enough, and the
audiences are being used at the same time

Having overlapping audiences is not necessarily a bad thing, but it can lead to poor de-
livery of your ad sets

If audience overlap is causing you problems:

Consolidate your overlapping ad sets. If some ad sets are targeting very similar au-
diences, you could see better results by consolidating them into one with a larger
budget.

Refine your targeting. Take advantage of location, age, gender, interest and/or be-
havior-based targeting to ensure each ad set has a specific and distinct audience.
You can also try creating separate Custom Audiences (from a pixel or your customer
data) or Lookalike Audiences (of people similar to your best customers) for each ad
set.

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2 FACEBOOK PEOPLE
BASED MARKETING
From targeting to measurement, our tools and insights are based on real people, not
cookies and proxies.

WHAT CAN YOU DO WITH

PEOPLE-BASED MEASUREMENT?
Connect ads to business results
Use attribution to understand paths to conversion
Improve ad targeting
Grow your ROI
Optimize your campaigns
Test your ads in real time

PEOPLE-BASED MEASUREMENT AND

PLANNING IN ACTION
In order to plan for people, there is a need to understand where people are spending
their time and the impact of different marketing strategies. Measuring channels in silos
limits your visibility into the full impact of your advertising efforts. People-based mea-
surement results can help inform the entire marketing lifecycle, across devices and
channels. With people-based data and tools, marketers are able to tie actions directly to
real people wherever they may be, and close the measurement gaps that exist with tra-
ditional cookie-based measurement—which doesn’t capture the full consumer journey.

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COOKIE-BASED REPORTING DIS-
TORTS CAMPAIGN RESULTS AND
WASTES AD DOLLARS
1 Inaccurate results

2 Media waste

3 Off-target delivery

4 Over-respresentation

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3 FACEBOOK
SDK
Additional Resources
https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8
https://developers.facebook.com/docs/marketing-api/app-event-api/v2.8
https://developers.facebook.com/docs/app-ads/resources/faqs

Promoting Successful App: From Install to Sales Webinar

You can leverage dynamic ads to mobile app installs

App Engagement

Integration with Facebook SDK is needed

CTA:
Use App
Open link
Shop now
Book now
Play game
Listen now
Watch Video
Watch More
Download
Learn More
Sign Up

Further reading:
https://developers.facebook.com/docs/app-events/best-practices/gaming-casual
https://developers.facebook.com/docs/app-events/best-practices/travel-hotel
https://developers.facebook.com/docs/app-events/best-practices/ecom-and-retail
https://developers.facebook.com/docs/app-events/best-practices

App Installs

App must report installs

App account id-app id-mobile store trio must be non-fraudulent before CPA is permit-
ted

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4
AD
AUCTION
AD AUCTION OPTIONS

TRP Buying = Target Rating Points

TRP verified by Nielsen
Billed by impressions on Nielsen DMA (Designated Market Areas)
Only available in: UK, Germany, US, France, Italy, Brazil, Australia and Canada

Facebook recommends measuring your results based on three aspects:

Audience Outcomes
How many people did your ad reach? How frequently?
Did the ads reach the right people/audience?
Did the ads reach people cross-device?

Brand Outcomes
Did the ads breakthrough? Are they memorable?
Did they generate brand awareness?
Did the ads change the perception of your brand?

Sales Outcomes
Did the ads drive your business outcomes? Did they contribute to ROI?
Did the ads results in sales, leads or app installs?

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AD AUCTION AND DELIVERY
OVERVIEW
Buying Types
1 Reach & Frequency: Accurately plan and deliver campaigns with predictable reach
and controlled frequency. Schedule ads during most impactful times.
2 Auction: Reach audiences most likely to react to content. Takes into account: bid,
likelihood of driving desired outcomes, site performance, ad quality and relevant ad
to target audience.
3 TRP: lets advertisers plan and buy video campaigns using Nielsen-verified TRPs on
FB & IG. This allows video campaigns to be planned, bought and reported like TV
and other online video channels

How does Facebook Auction work:

Balance between maximizing advertiser value and optimizing consumer experience

Vickrey-Clarke-Groves auction is a combination of

Bids ➡ stated bid
Estimated action rate ➡how fb expects people in the target audience to take ac-
tion after they see ad
Ad quality and relevance score ➡ How relevant fb predicts target audience will
find ad

How is the bid calculated

eCPM + Ad Relevance Factors (expected engagement, expected positive feedback, ex-
pected negative feedback) = Total Bid

Ad Relevance:
eCTR: expected click-through rate
eCVR: expected click-to-conversion rate
Influenced by ad history, ad set history, campaign history, user characteristics, page
type, and activity on the specific ad.

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Optimize for different bid types:
Impressions (CPM): cost per mille
It’s the toughest one, and you may want to stay away from it as you could
spend lots of money without any results
Total Bid = eCPM x Ad Relevance factors
Total Bid = (CPM Bid) + Ad Relevance Factors
Clicks (CPC): the price you pay for every click
You are paying for every kind of click on your ad (like, share, clicks, etc.)
The better the CTR, the lower your CPC will be.
Total Bid = eCPM x Relevance Factors
Total Bid = [(CPC Bid) x (expected CTR or eCTR) *1,000] + Ad Relevance
Factors

Conversions (oCPM): you want FB to automatically optimize for your campaign goal
(website conversion, post engagement, offer claims, etc.)
You are not really bidding but telling FB the desired maximum cost for goal’s
actions. The delivery will be optimized to display ads to those users most
likely to complete the action you want.
Website conversions, engagement, website clicks, reach, page likes, mobile
app installs, and so on.
You will pay more for overall display of ads, but overall cost of conversion
will be much cheaper.

Actions (CPA): you are looking for specific actions based on ad type (likes, leads, etc.)
with your Facebook campaigns.
You can not use CPA to promote external website conversions.
Total Bid = eCPM x Ad Relevance factors
Total Bid = (CPA or oCPM Bid) x (eCTR x Conversion probability, or eCVR) +
Relevance factors

https://facebookmarketingpartners.com/wp-content/
uploads/2015/04/Brand-Bidding-Guide.pdf

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5
FACEBOOK CAMPAIGN
OBJECTIVES
Before you set up your first Facebook ad campaign, think what your ultimate goal is: do
you want to grow sales? Or are you more focused on increasing brand awareness? Are
messages your thing? Or something else?

1 Campaign Objective: Brand Awareness

Platforms:
Facebook
Instagram
Optimization Options:
Brand Awareness
Ad recall lift
Supported ad formats:
Image
Video
Carousel
Slideshow

When to choose the “Brand awareness” objective?

The “Brand awareness” campaign objective is a good option if you’d like more people to
find out about your brand. You can also use this objective to drive more traffic to your
website.
2 Campaign Objective: Reach
Platforms:

Facebook
Instagram
Optimization Options:
Impressions
Reach
Supported ad formats:
Image
Video
Carousel
Slideshow

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When to choose the “Reach” objective?
Use the “Reach” objective if your goal is to reach the maximum number of audience
members repeatedly over a shorter period of time. This could be a good option when
promoting limited-time offers or when creating remarketing campaigns.

With the “Reach” campaign objective, Facebook will optimize for the highest number of
possible impressions, with no consideration of clicks and actions taken by the people
who see your ads.

3 Campaign Objective: Traffic

Platforms:
Facebook
Instagram
Audience Network
Messenger
Optimization Options:
Link clicks
Landing page views
Daily unique reach
Impressions
Supported ad formats:
Image
Video
Carousel
Slideshow
Collection

When to choose the “Traffic” objective?

Select the “Traffic” objective when your goal is to lead people to your website or blog,
and there are no specific actions you wish them to take.

For example, if you’d like more people to read a blog article or read a case study, you can
use the “Traffic” campaign objective.

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4
Campaign Objective: Engagement
Engagement objective is now where you can set up event response and page likes
campaigns, which were previously their own distinguished campaign objective.

Platforms:
Facebook
Instagram
Optimization Options:
Daily unique reach
Impressions
Post Engagement
Page Likes (Facebook only, not Instagram)
Event RSVPs
Supported ad formats:
Image
Video
Slideshow

When to choose the “Post Engagement” objective?

With “Post Engagement” objective, Facebook will show your ads to people who are the
most likely to like, share, and comment on your post at the lowest possible cost.

Note that this objective is automatic when using Facebook Boosted Posts to amplify
your Facebook post’s reach.

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 5
Campaign Objective: App Installs
Platforms:
Facebook
Instagram
Audience Network
Messenger
Optimization Options:
App Installs
Link Clicks
App Events
10 Second Video Views
Supported ad formats:
Single Image
Single Video
Carousel
Slideshow
When to choose the “App Install” objective?

If you’re interested in getting more people to download and use your app, Facebook App
Install ads are one of the best ways to do it.

6 Campaign Objective: Video Views

Platforms:
Facebook
Instagram
Audience Network
Optimization Options:
10-second Video Views
2-second Continuous Video Views
Supported ad formats:
Single Video
Carousel
Slideshow

When to choose the “Video Views” objective?

Video views ads are great for targeting cold audiences as they’re engaging and help to
increase brand awareness. Note that you can also promote videos with other Facebook
campaign objectives, such as “Conversions” and “Lead generation.”

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7 Campaign Objective: Lead Generation
Platforms:
Facebook
Instagram
Messenger
Optimization Options:
Leads
Supported ad formats:
Single Image
Single Video
Carousel
Slideshow

When to choose the “Lead Generation” objective?

Select this option if you’re interested in creating Facebook Lead Ads and getting people
to give you their contact details in exchange for downloadable content. Instead of send-
ing users to your website, a lead form pops up which allows you to collect information
like names, emails, phone numbers, etc. directly on Facebook.

8 Campaign Objective: Messages

Platforms:
Facebook
Instagram
Messenger
Optimization Options:
Replies (when using Click To Messenger)
Impressions (when using Sponsored Message)
Supported ad formats:
Single Image
Single Video
Carousel
Slideshow
When to choose the “Messages” objective?

“Messages” is Facebook’s newest campaign objective and it is optimized to have your

audiences start a conversation with your Facebook page.
Message ads can be effectively used to increase awareness as well as make sales,
RSVP to events, and many other goals you may have.

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9 Campaign Objective: Conversions
Platforms:
Facebook
Instagram
Audience Network
Messenger
Optimization Options:
Conversions
Impressions
Link Clicks
Daily Unique Reach
Landing Page Views
Value
App Events (if an app is selected)
Replies (if Messenger is selected)
Supported ad formats:
Image
Video
Carousel
Slideshow
Collection

When to choose the “Conversions” objective?

“Conversions” is Facebook’s most popular campaign objective as it is optimized to de-

liver you new leads or purchases.
Conversion ads are aimed to increase sales, sign-ups, purchases or other desired ac-
tions on your website, and Facebook’s auto-optimization works really well!

10
Campaign Objective: Product catalog sales
Platforms:
Facebook
Instagram
Audience Network
Optimization Options:
Conversions
Impressions
Link Clicks

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 Supported ad formats:
Image
Video
Carousel

When to choose the “Product catalog sales” objective?

Product catalog sales are designed for e-commerce advertisers that sell a variety of
products and frequently update their product catalogs. You can also use this objective
when creating remarketing campaigns targeting your online store visitors.

11
Campaign Objective: Store visits
Platforms:
Facebook
Optimization Options:
Store visits
Link Clicks
Daily Unique Reach
Supported ad formats:
Image
Video
Carousel
Collection
When to choose the “Store visits” objective?

If you have a physical store that you’d like more people to visit, try the “Store visits”
campaign objective. You’ll be able to reach people around your business, just like with
the Local Awareness ads, but include additional information.

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6
FACEBOOK AD
BIDDING OPTIONS
CPM (COST PER MILLE) BIDDING
With CPM (Cost Per Mille/Thousand impressions) bidding, the amount you’re bidding is
the maximum you want to pay to get 1,000 ad impressions.

If you’re not looking for specific results, but only want to create brand awareness by
displaying your brand to a broad audience on Facebook, CPM could be a good fit.

CPC (COST PER CLICK) BIDDING

When using the CPC bidding, you’re telling Facebook how much one click on your Face-
book ads is worth to you. You’re going to pay only when a user clicks on your ads.

In 2015, Facebook changed the CPC bidding method so that you won’t pay for any type
of click on your ads (e.g., like, a comment, a share, a click to a website, “continue read-
ing,” etc.). Now, the CPC accounts for what Facebook calls “link clicks” — i.e., the clicks
related to particular ad objectives:

Clicks to visit another website

Call-to-action clicks that go to another website (i.e., “Shop Now”)
Clicks to install an app
Clicks to Facebook canvas apps
Clicks to view a video on another website

If you want to optimize your Facebook ads bidding, you should try to create Facebook
ads with a high click-through rate. This way, your cost-per-click will be lower as well.

COST PER CONVERSION BIDDING

When you place a bid on Conversions, Facebook will do its best to deliver your ads to
the target audience members who are most likely to convert.

The type of conversions depends on your campaign objective. If you select the Page
Likes campaign objective, bidding on Page Likes is actually bidding on Conversions.

From the Facebook ads optimization point of view, bidding on Conversions will most
likely bring you the wished results, as Facebook will deliver your ads to people who are
most interested in your offer.

Important! When bidding on Conversions that happen on an external site, make sure
that you have the Facebook pixel installed.

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7 LOWEST COST BID VS.
TARGET COST BID
(FORMER: MANUAL VS. AUTOMATIC BIDDING)

Recently Facebook made some big changes to the bidding strategies it offers intro-
ducing Lowest Cost (with or without a cap) and Target Cost.
Here’s how Facebook explains it:

Usually, in the “Optimization & Delivery” section (during the Ad creation process), you
had a choice to select between Automatic Bidding or Manual Bidding.

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 Now, what you see on your screen looks like this:

Don’t’ get scared. Even if the change seems really big, actually it’s more a question of
changing words.
To make it simple, we can say that:

Lowest Cost bidding is the new name of Automatic Bidding

Target Cost bidding is similar to the old Manual Average Bid and
Set a bid cap is the former Manual Maximum Bid option.

You can use Target Cost Bid for:

App Installs, Lead Generation, Conversions, Catalog Sales, Store Visits

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You can use Lowest cost Bid for:
Brand Awareness, Reach, Traffic, Post Engagement, Page Likes, Event Responses, App
Installs, Video View, Lead Generation, Messages, Conversions, Catalog Sales, Store
Visits.

Flagging the Bid Cap option let you set an upper limit on how much Facebook can bid
for any individual result.

If your goal is to get the most people at the lowest cost, you should use the Lowest Cost
Bidding. If you choose to try the Target cost bidding strategy, then be bold! Always bid
the maximum amount that you think the results might be worth. If your Target Cost Bid
or your Bid Cap is too low, you may not spend your full budget and limit (or even stop)
the delivery of your Ad.

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8 TYPES OF FACEBOOK ADS
DELIVERY OPTIMIZATION
CAMPAIGN OBJECTIVE:
BRAND AWARENESS
Delivery optimization options: Brand Awareness Reach

CAMPAIGN OBJECTIVE: REACH

Delivery optimization options: Impressions Reach

CAMPAIGN OBJECTIVE: TRAFFIC

Delivery optimization options: Link Clicks Impressions Daily Unique Reach

CAMPAIGN OBJECTIVE:
POST ENGAGEMENT
Delivery optimization options: Impressions Daily Unique Reach Post Engagement

CAMPAIGN OBJECTIVE:
PAGE LIKES
Delivery optimization options: Page likes

CAMPAIGN OBJECTIVE:
EVENT RESPONSES
Delivery optimization options: Impressions Daily Unique Reach [Post Engagement[/
pill]Event Responses

CAMPAIGN OBJECTIVE:
APP INSTALLS
Delivery optimization options: Link Clicks App Installs]

CAMPAIGN OBJECTIVE:
VIDEO VIEWS
Delivery optimization options: Daily Unique Reach [Video Views

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CAMPAIGN OBJECTIVE:
LEAD GENERATION
Delivery optimization options: Leads Link Clicks

CAMPAIGN OBJECTIVE:
CONVERSIONS
Delivery optimization options: Link Clicks Daily Unique Reach Conversions Impressions

CAMPAIGN OBJECTIVE:
PRODUCT CATALOG SALES
Delivery optimization options: Impressions Conversions

CAMPAIGN OBJECTIVE: STORE VISITS

Delivery optimization options: Link Clicks Impressions Daily Unique ReachStore Visits

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9
REGULAR VS. ACCELERATED
ADS DELIVERY
Here’s another advanced Facebook ads optimization tactic that you should be aware
of: the Accelerated ad delivery. When creating a new Facebook ad campaign, you can
select between two ad delivery types:
Standard ad delivery
Accelerated ad delivery
Delivery basically means that your ads have been shown to your target audience. Pac-
ing will optimize the delivery between the maximum bid and zero in order to achieve
the best results given the budget constraints you to configure.

Pacing will spread the delivery of your ads throughout the day or time frame of our
campaigns. Without pacing, your ads would be shown as quickly as possible when you
launch an ads campaign.

1 Gray line: spending your budget aggressively with fast pacing.

2 Blue line: spending your budget optimally.

3 Red line: spending your budget conservatively.

As you can see, depending on the pacing of your ads, the results can have dramatic
results on your conversion and costs.

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Why is this important?

Because you can determine what type of delivery you want when launching your Face-
book campaigns.

What Is The Standard Delivery Method In Facebook Ads?

This is the default delivery option when you launch Facebook ads. It will try to deliver
your ads in a way that is evenly distributed throughout the day. In the example above, a
standard delivery will be the blue line.

In other words, your campaigns will be paced.

A couple of things to keep in mind with the standard delivery:

You entire budget might not be used as Facebook is trying to maximize

your opportunities to get conversions at optimal levels.
Facebook will use its algorithm to determine optimization.

Your bidding will vary depending on how Facebook sees fit. Facebook may
lower or increase your bidding to maximize value.

You can always set budget caps in order not to overspend.

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What Is The Accelerated Delivery Method In Facebook Ads?
With the accelerated delivery method, your ads will be shown as frequently and
quickly as possible as soon as you launch your campaign or program a start date
and time. In the example above, an accelerated delivery will be the gray line.

In other words, Facebook will NOT be pacing your ads.

A couple of things to keep in mind with accelerated delivery:

Facebook will spend your budget as quickly as possible.

Speed over efficiently will be prioritized.

You can choose how your ads are delivered, this determines how often
your ads will be shown and how quickly your budget is used.
Accelerated delivery can make the average cost-per-impression, click,
action or conversion higher than your previous benchmarks.
You have to manually pick your maximum bidding costs
You should run your ads at least 2 hours, as recommended by Facebook.

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10 FACEBOOK
PLACEMENT
10 different Facebook ad placements available:

Facebook
1 Desktop Newsfeed
2 Mobile Newsfeed
3
Right-hand Column
4 Instant Articles
5 In-Stream Videos

6 Suggested Videos

7
Marketplace

Instagram
1
Feed
2 Instagram Stories

Facebook Audience Network

1 Native, banner and Interstitial,
2 In-Stream Videos
2 Rewarded Videos
Messenger
1 Home
2 Sponsored messages

If you’re unsure which ad placements to use fo your first Facebook campaigns, here’s
what Facebook suggests for every advertising goal:

Brand awareness: Facebook and Instagram

Engagement: Facebook and Instagram
Video views: Facebook, Instagram and Audience Network
App installs: Facebook, Instagram and Audience Network
Traffic (for website clicks and app engagement): Facebook and Audience Network
Product catalog sales: Facebook and Audience Network
Conversions: Facebook and Audience Network

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11 BRAND AWARENESS:
EARNING REACH AND ATTENTION
Brand Awareness measurement:
Clicks are easy to measure but not correlated with brand outcomes
Engagement is useful in some cases but time signals, like clicks, might be better

Reach is important but much more you can do

➡
Objective maximize brand awareness by optimizing for reach and attention, or how
long someone is looking at an ad.

There are two ways you can optimize brand awareness campaigns:

Brand Awareness: combination of reach and attention

Find people in target audience who pays attention to ads and then finds
more similar people.
Charged for impressions
Reach optimization: maximize number of people who see ads given a spe-
cific time period
You have to set up a budget and bid for reaching your audience
Set frequency resets

Reporting Metric ➡Estimated Ad Recall Lift (people)

Real time data so you can get a pulse on your campaign while they are running.
Estimated Ad Recall Lift: number of people that fb estimates would recall seeing
your ad.

Brand Awareness = Reach x Brand Attention x Message Quality x Other Factors

Brand Awareness: Total number of people recalling the ad per dollar spent

Reach: Number of people reached per dollar spent

Attention: Amount of time people spend looking at ads relative to average ad
Message Quality: Brand linkage, persuasion, memorability and so on
Other Factors: Existing brand attributes, priming, product usage, and so on

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How do Facebook measurements differs from various ad types:
Brand Awareness vs Page Post Engagement ➡
Brand Awareness factors time a per-
son spend on ads. Page post only toward people more likely to interact with ad.
Brand Awareness vs Video Views ➡depends on KPI or objective
Reach Optimization vs. Unique daily reach ➡ Reach optimization maximizes specific
reach over a period of time. Unique one day, not entire campaign.
Reach Optimization vs Reach and Frequency ➡optimize reach beyond daily.

Estimated Ad Recall Lift is calculated by

Reach: number of people you reached with your ads
Relative attention: How much time people spent at your ads compared to other con-
tent in their news feed
Historical data: Data from more than 300 Nielsen Brand studies that show correlation
of attention and reach to ad recall

Why it’s important Ad Recall

Less sensitive to brand attributes
One of the most common poll questions and brand measurement
A common measurement of cut-through used across many media types

Brand Solutions for measurement:

Facebook Brand Lift
Nielsen Brand Effect
Millward Brown Digital: Brand Lift Insights

Building Brand with Brand Awareness Objective - Webinar

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 With brand awareness we can have direct control in reach and attention.
The longer someone is looking at ad, the best the ad recall it is.
Most people that are most likely to pay attention

Maximize ad recall and time watching ads, optimized for relative attention:

1 Reach Objective: maximum number of people you want to reach

2 Capture People’s Attention: people most likely to pay attention. Cost effective CPM

3 KPI is engagement: Page post engagement is most powerful

4 Tools to access: Power Editor / API / Create Ads

Brand Lift
The direct impact your ads are having on perceptions and behaviors throughout the
consumer journey.
Measuring how effective their communications activities are in changing perceptions
on one or more primary purchase funnel stages.
A brand lift study will help you understand how ads are impacting
Ad Recall
Brand Awareness
Message Association

Examples of poll questions for a brand lift study:

Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the

last 2 days?
Which of the following comes to mind first when you think of [PRODUCT]?
Will you recommend [BRAND/PRODUCT] to a friend?
Have you heard of [BRAND]?

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 Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]?

What metrics or results will give me a brand lift study?

Estimated incremental number of people who remembered seeing your ad
Cost per estimated incremental person who remembered seeing your ad, based on
your budget
Percentage point lift, which is the difference in the percent of people who recall seeing
your ad in the exposed group versus those in the control group

Other resources for more info on brand lift study:

https://www.facebook.com/business/help/678065132350755?helpref=related
https://www.facebook.com/business/help/1693381447650068

Brand Measurement Solutions

If focused on cookies, it’s easy to overstate reach and understate frequency of brand
campaigns.
Facebook is people-based measurement:
Audience outcomes: Measure and optimize how you reach your audience
How many people did your ads reach? How frequently?
Did the ads reach the right people/audience?
Did the ads reach people cross-device?
Brand outcomes: Measure how your media spend impacts brand objectives
Did the ads breakthrough? Are they memorable?
Did they generate brand awareness?
Did the ads change the perception of your brand?
Sales outcomes: Measure how your media spend impacts sales objectives
Did the ads drive your business outcomes? Did they contribute to ROI?

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 Did the ads results in sales, leads or app installs?
To measure reach you can use
Nielsen Digital Ad Ratings (DAR)
Nielsen Total Ad Ratings (TAR)

Nielsen Digital Ad Ratings (DAR)

Nielsen Digital Ad Ratings uses a combination of census data and Nielsen panel data
to provide advertisers with an independent read on their reach by age and gender, by
channel, and their on-target percentage.

DAR is the only digital measurement solution available that provides a campaign’s
full digital audience across desktop and mobile devices. It’s a helpful measurement
solution in that it:
Allows you to hold FB accountable for reaching your intended audience.
Allows for a consistent reach metric across platforms that will allow you to do
brand and sales effectiveness comparison for relative reach.
Allows advertisers to understand reach for any campaign, which is helpful if
you’re looking to compare Facebook with your other online marketing chan-
nels.
Available in Australia, Brazil, Canada, France, Germany, Italy, United Kingdom, and
United States.

Nielsen Total Ad Ratings (TAR)

TAR uses single-source panel data to measure the reach of a campaign across TV &
digital, revealing who saw your ad online, on TV, and in both places.
TAR can help you invest in ways to maximize Gross Rating Points (GRPs) and manage
costs across cross-platform buys.
Available in Italy, France, Thailand, United Kingdom, United States
Brand Outcomes: Use CTR, engagement rate and conversion rate as metrics
How to do it: Randomize groups > Deliver ads to one group > Deliver polls >
Analyze lift

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Facebook Brand Lift
Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the
last 2 days?
Which of the following comes to mind first when you think of [PRODUCT]?
Will you recommend [BRAND/PRODUCT] to a friend?
Have you heard of [BRAND]?

Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]?
Third Party Options for Brand Lift Insights:
Nielsen Brand Effect
Millward Brown Digital

Comparison

Number of poll Compatible Platform Minimum (US-Only)

questions possible Ad Formats Available
Facebook 1 or 3 Image, Video, Facebook and Reach 5MM impres-
Carousel Instagram sions 20MM spend
$175K
Nielsen 3 Reach 30MM im-
pressions 40MM

Spend $350K
Millward 5 Reach 10MM
Impressions 40MM
Spend $500K

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12 FACEBOOK ADS
MANAGER
Facebook has two ad management tools: Facebook Ads Manager and Power Editor.
Both of these tools are free. If you’re just starting out, we suggest that you setup your
campaigns in the Ads Manager (Power Editor is a more complex tool that’s mainly used
for managing large-scale campaigns. It’s mainly used by agencies and enterprise-level
advertisers.)

By using the Facebook Ads Manager, you can:

Set up Facebook ad campaigns
Create new ad sets and ads
Manage Facebook ad bids
Target many different audiences
Optimize your ad campaigns
Keep track of your campaigns’ performance
A/B test your Facebook ad campaigns.

Facebook Roles and Access

Business Manager Roles

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Page Roles

Ad Account Roles

Finance Roles

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Catalog Roles

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13 FACEBOOK CAMPAIGN
STRUCTURE
Facebook’s campaign structure has three levels:
Campaign
Ad set
Ad

A Facebook campaign can contain several Ad Sets and it has a unique campaign
objective. Your campaign is basically just a container to help you better organize your
advertising. The only attribute of the campaign is the objective you want to reach with
it. So if you want to: 1) drive sales to your website and 2) increase the number of likes on
your Facebook page, you’ll have to create two campaigns, one for each objective.

A Facebook ad set can include multiple ads and it has a unique audience targeting,
budget, schedule, bidding, and placement. Ad sets are also the best units to use for
Facebook A/B testing – remember to always place all the variations inside different ad
sets.

The Facebook ad (basically what we’ve been creating so far in this guide), is the smallest
unit of your campaign. Ads can have different URLs, ad image, and ad copy. Let’s visualize
it to make it “rookie-proof”:

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HOW TO SET UP YOUR FACEBOOK
AD CAMPAIGN BUDGET
Picking the right budget for your campaign is critical to success. The first step of the
“Budget & Schedule” setup is to assign a budget for your campaign.
Facebook gives you two budgeting options:

1 Daily budget: Facebook will spend this sum on delivering your ads every day during
your campaign. When you set your daily budget, you’re telling Facebook to get you
roughly your daily budget’s worth of the results every day.

Some days, when Facebook spots high-potential opportunities, it may spend up to

25% more than your daily budget (and then lower the spend on the low-potential
days). As you select the daily budget, your daily ad spend could look like a set of
curves.

Don’t worry, that’s completely normal and means that Facebook’s auto-optimizing
your ad delivery (which is a good thing).

(image source)

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2 Lifetime budget: Facebook will divide the total campaign budget more or less evenly
across the campaign dates. If you set a lifetime budget, Facebook will ask you for the
campaign dates, so that it can calculate the average spend for each day

We recommend that you set a daily budget and an unlimited campaign duration, so that
you can later edit the size of your daily budgets and pause the campaign whenever you
see fit.

Important! You can’t change an ad set’s budget type after the ad set has been created.
Make sure you make the right selection during the campaign setup.

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14
FACEBOOK A/B
TESTING
A/B testing, also called split testing, is a tactic by which you find out which ad headlines,
body copy, images, call-to-actions, or a combination of the above work best for your
target audience. Moreover, you can experiment with several Facebook audiences and
ad placements to know who’s your perfect audience and which placements they can be
reached with.

Usually, the A/B tests are published for a couple of weeks, while the advertisers wait for
new results to come in. After the experiment is completed, a conclusion will be made
whether one option outperformed the other(s). You can ensure that your results are
statistically significant by using a statistical significance calculator.

Up next, you’ll find 12 ideas for your Facebook A/B testing.

1 A/B test your Facebook audiences
2 A/B test your Facebook ad types

3 Split test your Facebook ads images

4 Split test stock photos vs.custom illustrations
5 Split test images vs. videos
6 A/B test your Facebook ads’ value proposition

7 A/B test your Facebook ads headline

8 A/B test your Facebook ads copy

9 Experiment with different bidding methods
10 Split test your Facebook ads landing pages

11 Split test different campaign objectives

12 Split test your Facebook ad placement

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15 CREATIVE BEST
PRACTICES
Here are some general best practices to keep in mind for your creative execution.

Know your audience.

To inform your creative, deepen your understanding of who your audience is and what
matters to them.
Use Audience Insights to learn about your target audience.
Apply your learnings to develop your campaign message and creative execution in a
way that speaks to your audience.

Grab attention.
Use eye-catching images and videos so your ad gets noticed.
Keep the creative simple and focused.
Use bright colors.
Pay attention to angle and lighting.

Write compelling copy to drive interest.

Be engaging but convey your message in as few words as possible.

Test and experiment.

Continuously experiment and test to see which ads perform best, then scale the
winners.
Conduct A/B tests by comparing two versions of an ad to identify which ad helps your
business goal the most.
Follow the plan below to jumpstart your testing.

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16 FACEBOOK
VIDEO
Video Views
Tracking
Page Insights: Number of times page video has been viewed for more than three
seconds and more than 10 seconds.
Ads Reporting Tool: Age, Gender, Age and Gender, Country and Region
Video Engagement: Avg. Watch Time and Percentage Watched
Sound on and off: for 10 second video views. Only in Page Insights and Ads Reporting.
Audience Retention: How much do people recall your ad

Here are our updated video creative considerations:

1 Capture attention quickly. Using colors, themes and imagery that evoke your brand at
the start of your video can help people connect the ad to your brand quickly. Consider
starting your video with lifestyle and product shots, recognizable spokespeople,
action scenes or a vivid background to spark interest.
2 Design for sound off. Since most video ads in mobile feed are viewed without
sound, it’s important to convey your message visually. Showing captions, logos and
products can help communicate your message, even in silence.
3 Frame your visual story. Producing video for a small screen requires consideration
of dimension and scale. Play with zoom, crop and overall visual composition to
make sure your story is told well on a small screen.
4 Play more. There’s no universal solution to building brands or driving actions with
mobile video, so keep experimenting, testing and iterating to learn what works for
your brand and audience.

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Video Optimization Through the Auction or Reach and Frequency

Reach and Frequency Optimize for Video Views

When to Use Drive targeted awareness of your video Drive as many video views as possible
with predictable reach and controlled by delivering your ad to people who are
frequency. most likely to view your videos.

Flight 1-90 days You select

Frequency You select frequency for entire dura- Up to 2 per day; no lifetime frequency
tion of campaign capping. Up to 4 times a day for fans.

Targeting All facebook targeting capabilities. No All facebook targeting capabilities

website custom audience and fan-ex-
clusion targeting.

Billing Predictable CPM CPM

Pricing Based on audience size & frequency Based on your bid

Buying Channel Ads Create Tool / Power Editor / API Ads Create Tool / Power Editor / API

Lead Time Campaigns can be booked up to 6 Can be set up immediately

months in advance

Measurement Impressions, views, completed views, quartile views, shares, link clicks (Page In-
sights and Ads Reporting), Brand Effect, Nielsen Total Ad Rating, Nielsen Digital
Ad Rating, Datalogix.
Nielsen and Datalogix only in selected countries.

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17 FACEBOOK
MEASUREMENT
RELEVANCE SCORE
The Facebook ads Relevance Score is a score on a scale of 1 to 10 that shows how
relevant a Facebook ad is to its target audience.

The Relevance Score is one of the key metrics Facebook uses to calculate which
advertiser wins the bidding auction and whose ads will be shown to the target audience.

The higher your Relevance Score, the less you’ll have to pay for a Facebook ad click.

In fact, three factors contribute to your ad delivery:

1 Your ad set’s maximum bid

2 Your ads’ Relevance Score

3 The estimated action rates (how likely are people to engage with your ads)

FACEBOOK MEASUREMENT
There are truly many metrics available in Facebook Ads Manager. To help you get started,
we’ve highlighted in bold the most important and insightful report metrics. Of course,
the choice of your ad report metrics depends on the campaign’s goal and campaign
objective (in red).

Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social

Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount
Spent, etc.

Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page
Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc.

Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc.
Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging
Conversation, etc.

Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second
Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%,
etc.

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Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website
Registrations Completed, Cost per Website Conversion, Cost per Website Purchase,
Website Conversion Value, Website Custom Conversions, etc.

Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App
Purchases, Cost per App Install, etc.

On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase,

etc.

Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per
Offline Purchases, etc.

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18
FACEBOOK
PIXEL
WHAT CAN PIXEL DO?
You can create a pixel, and connect it to your website, to:
Make sure your ads are shown to the right people, on the right devices, at the right
moment: Knowing how people use your website can imply what they’re likely to do
next. This helps Facebook deliver ads to the people most likely to take the action you
want them to take.

Build effective advertising audiences: With Custom Audiences, you can show your ads
to people based on how they’ve already interacted with your website. Using Lookalike
Audiences, you can target ads to brand-new people based on their similarity to
established visitors and customers.

Measure cross-device conversions: See how customers move between devices while
engaging with your content — and determine what devices they are most likely to
convert on.

Unlock additional Facebook advertising tools: Web conversion campaigns, Custom

Audiences from your website, dynamic ad delivery, and metrics such as cost per lead
or cost per conversion are only available to advertisers who’ve installed pixel on their
websites.

Better evaluate your return on ad spend by more precisely attributing online behaviors
to your Facebook, Instagram, Messenger, and Audience Network ads.

MEASURE FOR CONVERSIONS

There’s a lot of actionable data that you can only access after you’ve implemented
pixel events on your website. This information can help you better plan and execute
conversion-optimized campaigns. You must install a pixel if you want to:
Enable cross-device reports. Cross-device reports let you see which devices people
saw your ads on before converting on your website. For example, if someone sees
an ad on their mobile phone, but decides to buy it later on a desktop computer, this
conversion could be captured in a cross-device report.
Attribute conversions and events to specific ads. In order to access attribution data,
choose the Conversion objective, and select the most relevant pixel event at the ad set
level when creating the ad.

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 Access precise returns on ad spend — by business goal. It’s easy to measure the
effectiveness of Facebook ads, because all campaigns have a concrete ad objective.
Associating a pixel with your website can tell you the ROI of every ad and campaign
you run — down to cost per lead, cost per registration, cost per item added to cart, cost
per store visit, and more.

Standard events help you understand some common and highly-actionable events.
Your pixel will fire whenever someone does any of these things on any pages you’ve
added the associated event code to:

1 View content

2 Search
3 Add to cart
3 Add to wishlist

3 Initiate checkout
3 Add payment details
3
Make a purchase
3
Provide contact details
3 Complete a registration

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19
FACEBOOK
MARKETING PARTNERS
Buying Channels
You can work with Facebook Marketing Partners in several ways:
Campaign strategy
Campaign management
Measurements and insights

Self-serve:
Building FB Pages
Create FB or IG Ads
Targeting the right audience
Analyzing your ad campaign

Managed:

Supporting TV and radio ads with corresponding FB ads

Building custom apps

Analyzing current customer data to find similar customers on FB

Insertion Orders: Buy ads directly through a FB Sales Representative. When you need to
guarantee audience delivery.
The Ad Auction: FB uses more than 140 factors to determine which ads are shown
Bid you input as you’re setting up your ad
How we predict people in your audience will react to your ad
How relevant we think they’ll find your ad

CPC CPM Conversion Optimization

You value Clicks Reach Click, reach, social impressions, and ac-
tions at different levels
You pay for Clicks Impressions Impressions

We optimize for Clicks Reach What you value the most; clicks, reach,
social impressions, or actions such as
conversion

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20
FACEBOOK
AND TV
TRP Buying on FB and IG
Target Rating Points (TRP): measure impressions as a percentage of the target
population for an advertising campaign and are a core aspect of how TV ads are
purchased and measured.
It includes Nielsen Digital Ad Ratings on each campaign
Three challenges being addressed
Allow TV buyers to buy in their measurement currency
Provide predictable delivery and measurement in terms of TRPs verified by Nielsen
Make it easier to buy
Advantages
Predictable delivery: Highly predictable delivery across devices: reach new audiences,
launch a product, or increase online sales or foot traffic. Understand reach, frequency,
and TRP’s of a campaign.
Measurement: Dedicated reporting interface including day, demo and placement
trends.
Executional flexibility: Choose placement and videos of different lengths.

Benefits
Sight, sound and motion
Massive reach at the center of discovery
Extend your TV campaigns to accurately reach the people you want to reach

TRP Buying Process

TRP Goal
Target audience
Flight dates
Budget
Frequency
Platform: FB or IG
Minimum spend: Please contact your Facebook rep to find out the latest minimum
spend requirement.

Targeting: Available in Nielsen markets including Australia, Brazil, Canada, France,

Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US. Dayparting is
available globally, while targeting based on designated marketing area (DMA) is only
available in the US.

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Creative assets: Creative must be in a video format. Creative can be changed after 48
hours. However, creative rotations and weightage cannot be guaranteed.
Availability: TRP Buying is currently available in Australia, Brazil, Canada, France,
Germany, Indonesia, Italy, Mexico, Philippines, Thailand, UK, and US.

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21
AD POLICIES FOR CONTENT,
CREATIVE AND TARGETING
These are thing you should NOT do with your marketing campaigns!
I will not go into details in this guide, but will provide general rules that I thought would
be helpful.

Targeting:
Personal characteristics: Name, race, ethnic origin, sexual orientation, physical or
mental disability or medical condition, financial status or perceived imperfections.

Content:
Vulgar language
Deceptive Claims: false, fraudulent or misleading claims
Following Action Texts:
Acceptable:
“Click ‘Like’ to connect with X”
“Like our Page to receive updates, news, deals, etc”
“Like John’s Page to show your support”
Unacceptable:
“Like our organization’s Page to show your support for X.”
“Click ‘Like’ if you agree”
“Like this ad to see the video”
“Like our Page to automatically enter our raffle”
Creative:
Before and after pictures
Sexually suggestive
Shock or scare tactics
Facebook logos:
As long as you don’t imply a partnership you should be ok
You can’t use other logos or previous ones

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ADDITIONAL RESOURCES
1 FOLLOW us on Instagram and Youtube
To get updates on Facebook + Instagram

2 READ MARKEKO BLOG

for more study guidance and in depth understanding

Facebook Exams Tips

7 Things you need to do if you’ve failed the Facebook Blueprint Exam (and can’t
afford to fail again)
10 Tips To Study For The Facebook Ads Certification
7 Last-Minute Topics You Should Know Before Taking The Facebook Planning Exam
How To Pass The 310-101: Facebook™ Advertising Core Competencies Exam

Facebook Planning and Buying Exam

What Is The Difference Between The Facebook™ Buying and Planning Certification
Exams?
Facebook Exam Logistics
A Dead-Simple Facebook Blueprint Certification Guide: Costs, Tips & Tricks for
Facebook Certification

Facebook Exam Sample Questions

10 Facebook™ Certification Exam Answers and Questions With Explanations

Facebook Auction
Facebook Reach and Frequency vs. Facebook Auction – #MarkekoMonday
Return On Ad Spend (ROAS) for Facebook: Definition, Formula, Benchmark,
Calculations And Much More…
Facebook Campaign Structure: Difference Between Auction vs. Reach and
Frequency
Facebook Ads Pacing: Standard Versus Accelerated Delivery
Reach and frequency buying on Facebook

Facebook Pixel
Facebook Pixel: Events vs. Parameters #MarkekoMonday

The Complete Guide: How to Measure Your Marketing Funnel with Facebook Pixel

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3 GET SAMPLE QUESTIONS - 100 Sample Questions to Practice

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ABOUT ME
DIEGO RIOS
Hi there! I’m Diego, a growth marketer, Facebook
marketing expert, and founder of Markeko blog.

I want to help you pass the Facebook Blueprint

Certification exams.

I have passed both the Buying and Planning Facebook

Certification Exams.

I currently started my own online education startup called www.SplashEdu.com. We

help build and prepare digital managers of the future for developing countries (Latam
market). We’ve trained +500 managers and have focused on helping large customers
here in Guatemala and plan to expand into Latam and Hispanic market in the next couple
of months.

I am a strong believer in digital marketing that:

Is focused on bringing you more revenue

Is based on data and you can measure
Is easy to start and scales over time

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