Facebook Marketing and Advertising

Lesson 1: Course Introduction

Section Overview

The Facebook Marketing and Advertising course explains how to use Facebook
to promote your business, generate additional sales, enhance customer service,
or further develop yourself as an expert.

Objectives and Learning Outcomes

By the end of this course, you will be able to:

● Set up, manage, and use a Facebook company page.

● Use other Facebook tools like Facebook Groups, Facebook Messenger, and
Facebook Live.

● Set up, manage, and use Facebook advertising, including its extensive targeting
options.

● Explain all the regulatory and legal aspects of using Facebook for your business,
including the privacy of customer data in the new GDPR environment and
branding and security.

● Sign up for the Facebook Blueprint examinations.

Before taking this course, you should already have:

● Used Facebook, Facebook Groups, and Facebook Messenger

● Managed a Facebook ad account for at least a few months to understand how it

can be used for business purposes.

Key Takeaways

Skills Covered
● Setting up and managing a Facebook page and Facebook Group

● Using Facebook Chatbots on Messenger

● Running a Facebook Live broadcast

● Setting up and managing a Facebook ad account

● Creating engaging content to share on Facebook

Course Highlights:
During this course, you will learn about:

● Facebook Pages, Groups, Messenger, and Facebook Live

● The Facebook algorithm

● Creating engaging Facebook posts

● Facebook advertising

● Facebook branding and security guidelines

● Facebook Blueprint Examinations

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 Facebook Marketing and Advertising
Lesson 2: Understanding Facebook

Section Overview

Facebook is one of the most powerful tools in Social media. Facebook is driving
innovation and new functionalities that set the standard for other social
networks.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Explain the role of marketing in the future

● Explain current social media landscape

● Describe the basics of Facebook

● Start the Facebook journey for your business

● Explain the options Facebook offers to businesses

Key Takeaways

Role of Marketing in the Future

The four key areas in marketing:

● Media Channels: Layer media channels over your website to share content with
your audience.

● Stories: Provide a mix of big and small stories that is easily accessible.

● Design: Use a style that attracts and engages audiences.

● Data: Capture audience data to build relationships and carry on

conversations.

Social Media Landscape

● Facebook as a business claims the top positions with Whatsapp, Facebook
messenger and Instagram.

● Facebook video and YouTube are leading the way when it comes to sharing
videos.
 ● Messaging apps like Whatsapp, Facebook messenger, and Wechat are
identified as popular social media platforms. This follows the trend of
businesses having more and more personalized online conversations with
individual customers.

Facebook Introduction
● Facebook was one of the first social media networks that made it through
to the masses.

● Their main objective is to give people the power to build communities and
to bring the world closer together.

● Facebook achieves this by enabling people to share and express what is

important to them and to discover what is going on around them and in
the world.

Starting Your Facebook Journey

● Your personal account is the starting point of all your Facebook business
activity.

● You need to enter your personal data, add your profile photo, and start
connecting with friends and share content.

● If you want to use Facebook for your business, you must create a separate
Facebook page. Facebook does not allow you to use your personal
account to promote your business.

● After creating the page, you need to populate it with the relevant business
information and start promoting your Facebook page to get people to like
it.

● You can then advertise on Facebook to reach your target audiences.

Facebook Options for Business

● There are multiple products from Facebook that businesses can choose
from, depending on their business requirements.

What Need Solution Organic Advertising Effectiveness

Reach

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 Facebook Marketing and Advertising
Lesson 3: Understanding the Facebook Algorithm

Lesson Overview

One of the biggest challenges Facebook faces is to keep people and businesses
happy, while continuously driving change in its functionality. Recently, new
changes have been added in the light of privacy of user data and fake news. The
Facebook Algorithm drives all the changes that take place in the way Facebook
manages user data.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Discuss the recent News Feed changes and the concept of organic reach in
Facebook

● Explain the new Facebook Algorithm and its main components

● Identify the three active interactions in the Facebook Algorithm

● Discuss the future of the Facebook News Feed

Key Takeaways

The Facebook News Feed and Organic Reach

● Facebook announced that it would update the Facebook algorithm to only show
posts in the News Feed that lead to genuine conversations between people.

● Companies can use Facebook by setting up a Facebook page and get people to
like the page and become a fan. Posts created by the company would then show
up in the News Feed of their fans.

The Facebook Algorithm Today

● The Facebook algorithm ensures that the most relevant posts are displayed for
the viewer.

● It analyses the posts on various factors, called signals and predicts how the
viewer would react to the posts.

● It provides the posts a score based on the factors. The posts with the highest
score feature higher in the News Feed.
Top Ranking Factors in the Facebook Algorithm
● Earlier businesses used their posts to get people to click (link bait), to watch a
video, or view an image by hovering over it. These were all passive actions. It had
nothing to do with engagement.
● With the new algorithm, Facebook now looks at three interactions: commenting,
sharing, and reacting.

The Future of the Facebook News Feed

● The News Feed is slowly becoming outdated.
● It will not disappear straight away but there are many new features emerging
that will drive new types of engagement.
o For example, if you look at Stories, Messaging, Facebook Live and
community features like Marketplace and Dating, these are areas where
you don't need a News Feed and find more engagement.

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 Facebook Marketing and Advertising
Lesson 4: Groups, Pages, Messenger, and Facebook Live

Lesson Overview

It is no longer the Facebook business page that companies can use to reach their
marketing objectives. With the expansion of Facebook into areas such as,
messaging and video, businesses have a whole set of options available within
the Facebook ecosystem.

With Facebook’s drive towards promoting engagement, it is now also actively

driving businesses into using Facebook Groups. It is an old Facebook feature, but
has been recently revamped with functionalities specifically created for
businesses.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Use Facebook Groups, Pages, Messenger, and Facebook Live for business

● Identify successful examples of Facebook Groups and Pages

● Explain how businesses can use a Facebook Page

● Identify different types of Facebook posts that drive engagement

● Set up a Facebook vanity URL

Key Takeaways

Facebook Groups: Set Up and Business Use

● A Facebook Group is a place where people meet and communicate about the
things they have in common.

● Facebook Groups is one of Facebook’s most popular products, with more than
1.4 billion monthly users across tens of millions of active groups.

● The new algorithm lowers organic reach for posts even further. But on the other
hand, gives a higher priority to postings in groups.
 Facebook Pages: Setup and Business Use, and Best
Practices
● By creating a Facebook page, businesses and people (i.e. celebrities or
politicians) can connect with their customers or fans.

● Anyone with a Facebook account can create a Page or help manage one if they
have a role on the Page.

● People who like a Page can get updates, such as posts, photos, or videos, in their
News Feed.

Anatomy of a Facebook Page

● Main areas on a page:

o Profile and Cover photo

o Call-to-action buttons

o Send Message

o About – Our Story

o Page Stories

o Page Tabs

o Top of Feed

o Videos

o Photos

o Recommendations/Reviews

o News Feed

o Create Post

Facebook Pages: Best Practices

● Most businesses now understand that a Facebook Page is great for brand
awareness, but they also understand that they need to pay to reach audiences
on Facebook.

Facebook Messenger: How to Use for Business

● Facebook Messenger is the latest tool used by businesses to establish individual
conversations with customers.

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Facebook Live: Set Up and How to Use for
Business
● Facebook Live is the best way to beat the Facebook Algorithm. By using it, you
can have engagement before, during, and after the live streaming event.

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 Facebook Marketing and Advertising
Lesson 5: Managing your Facebook

Lesson Overview

Facebook has become a complex ecosystem with many opportunities for

businesses to promote themselves. Each Facebook tool can be used
individually,and for larger businesses, who operate multiple Facebook
implementations, it can become a challenge.

Fortunately, Facebook has many tools to help manage your Facebook initiatives.
There are also many third-party tools that can help manage your Facebook
accounts.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Use Facebook Business Manager to manage your Facebook Page

● Identify the different ways you can post on your Facebook Page

● Use Facebook scheduling and moderation tools

● Set up publishing tools like Hootsuite and Buffer

● Explain how to use Facebook Insights

● Identify the various Facebook productivity tools

Key Takeaways

Facebook Business Manager

● Facebook Business Manager allows you to manage ad accounts, Pages, and the
people who work on them.

● You can use it to add users with different user rights.

● It gives you access to the tools you need to manage your Facebook Page and
your Facebook ads.

Publishing, Scheduling, and Moderation

● You need to constantly engage with your customers by sharing relevant posts on
your campaigns, products, and events.
 ● The more engaging the posts,. the higher your organic reach.

● You can reach a larger audience with targeted posts and boosted posts.

● An important factor in running your Facebook pages is to know the best time to
post.

o If you're targeting business people, you wouldn't post Monday morning or

Friday afternoon.

o If you're targeting moms with children, you wouldn't post early morning
when they are busy sending their kids to school.

● You can decide whether visitors can post on your Page.

● Visitor posts will appear on the right-hand column of your Facebook Page.

● If you allow people to upload photos and videos, they will also show up in the
photo and video section of your page.

● The Page admin can moderate the visitor comments before they are posted.

Facebook Page Insights

o Gives detailed analytics to check page performance

o Tracks likes, page views, reach, etc.

o Helps understand most engaged audiences

o Ensures right content for right audience

o Create Post

Facebook Productivity Tools

● Third-party tools such as Hootsuite, Buffer, and Postplanner can help you
publish and schedule your posts.

Facebook Pages, Groups, and Events Policies

● Facebook has defined general policies for pages, groups, and events.

● Facebook has defined rules for the collection of data.

● There are specific guidelines for pages, for branded content like logos, jobs, and
events.

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 Facebook Marketing and Advertising
Lesson 6: Facebook Marketing Tools

Lesson Overview

Social Media networks are not silos. On the one hand, you want developers to
build apps based on the social network, so it gets a wider footprint. On the other
hand, you want users to connect to the social network from different places.
Facebook has a huge developer’s community and many plugins to achieve the
above. Facebook and various app developers have created a variety of tools to
make it easier for developers and Page admins, including and managing your
creative assets and simplifying all aspects of running your Facebook Page.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Use Facebook’s social plugins to share your experiences outside Facebook

● Identify copyright related issues on Facebook

● Use Facebook Rights Manager

● Set up your Facebook Page to represent your local business

● Identify the various Facebook and non-Facebook marketing tools

Key Takeaways

Facebook’s Social Plugins

● Social plugins such as Like, Share, and Comments let you share your experiences
on other websites with your Facebook followers .

● The Group plugin provides you an easy way to allow potential members to join
your group without having to go to Facebook to join.

● Most social plugins contain widgets. These are graphic elements that are
integrated into an area of your website in order to provide users access to
certain functions.

Facebook Rights Manager

 ● Facebook has been facing pressure from media companies to police copyrighted
content on its platform. Facebook launched Facebook Rights Manager to solve
this problem.

● Facebook will remove your video if your video breaks Facebook policies. And you
will receive a warning.

● If you repeatedly break the rules, Facebook will ban your account from posting
videos. The ban may be temporarily or permanently.

Set Up Facebook Local and Facebook Places

● The Facebook Local app is a new way for friends to give each other trusted
recommendations about what's happening in their neighborhood, from
restaurant specials to fun events.

● Facebook Places are basic Facebook Pages that include information like business
name, address and phone number. They allow people to rate your business,
check-in, and even like the page.

Facebook and Non-Facebook Marketing Tools

● Facebook has developed several tools that can help you manage your Facebook
Page, your Facebook advertising, and your Facebook creative assets:

o Facebook Creator Studio

o Facebook for Creators

o Facebook Creator App

● Non-Facebook software developers have also grabbed this opportunity to

develop their third-party Facebook tools, such as:

o Shortstack

o Canva

o Facebook Ads Compass

o Headline Analyzer

o Facebook Page Barometer

o Pagemodo

o Grytics

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 Facebook Marketing and Advertising
Lesson 7: Understanding Facebook Ads

Lesson Overview

Facebook earns most of its revenue from advertising. By lowering organic reach
on Facebook pages, Facebook has made businesses understand that to use
Facebook successfully they have to “Pay to Play.”

And what Facebook’s Advertising is offering is second to none. In concept, it is

different than Google Ads, but in execution it is the same. Where Google Ads are
intent based, Facebook ads are more about awareness and serve people the
right ads with the right content during their buying journey.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Use digital advertising jargon in a constructive manner

● Identify the three key components of a Facebook ad campaign

● Explain how to use Facebook ads throughout the buying cycle

● Define the various Facebook targeting options for your ads

● Identify the various placement and budgeting options for your ads

● Use the right ad format for the right campaign

Key Takeaways

Global Advertising Spend by Media

● Advertising is changing constantly. Gone are the days when global advertising
campaigns on television, radio, and magazines were capturing the imagination of
mass audiences.

● We are in the world of micro-targeting and multi media campaigns combining

offline and online media. Fact is that digital advertising is set to become the
leading media type.

● If we look at the share of global advertising within the digital category, we see
that display and paid search advertising are the main forms of digital advertising,
but we can also see that social media advertising is growing fast.
 ● Display and search advertising would mainly be Google and social media;
advertising would cover Facebook advertising.

● It is also important to recognize that Mobile has become the main Channel for
digital advertising.

Facebook Ad Campaign Structure, Ad Objectives, and

Targeting
● Campaign: A level within the structure of a Facebook ad. Campaigns > Ad sets >
Ads.

● Ad set: Ad sets contain one or more ads. You'll define your targeting, budget,
schedule, bidding, and placement at the ad set level.

● Ad: An individual ad contains the creative content (ex: the image and the text it
uses). Ads are kept within an ad set, and multiple ad sets are kept within a
campaign.

Campaigns

Ad Set Ad Set

Ad Ad Ad Ad

● The Facebook objectives can be grouped in three categories. Top of the sales
funnel, middle of the sales funnel, and the bottom of the funnel.

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Top of funnel: Generate awareness
and interest in what you have to offer.
Bottom of your funnel. Reach people who
are ready to buy. This include actions like
register, opt-in, download, purchase, or visit
your store.

Middle of funnel: Reach people

who have shown an interest in
your product or service. They
may be interested in further
engagement.

Facebook Ad Placements, Ad Formats, and Budgeting

● Ad placements: Where the ad will be displayed.

● By default, Facebook decides where to run your ad. Whether this is Facebook,
Instagram, or Messenger.

● You can also decide yourself where you want to place your ads.

● You can also specify which Content and Publishers in the Audience Network you
want to place your ads.

● You can even specify which mobile devices and Network Operators you want to
include for your ads.

● There are various types of ad formats:

o Image ads: Ads that have an image. Adding an image of your product or
service can have a positive impact on the success of your ad.

o Video ads: Ads that include a video. These ads are great to reach more
people, promote video views, or drive conversions.

o Slideshow ads: Slideshow ads combine multiple images or videos, text

and sound to make your ad stand out.

o Carousel ads: Carousel ads allows you to show up to 10 images or videos

within a single ad, each with its own link.

o Collection ads: Collection ads allows you to combine video, slideshow or

image with product images taken from your catalog.

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 o Instant experience: Instant experiences are ads that Include a mobile
landing page that opens when someone interacts with your mobile ad.

o Messenger Ads: Messenger ads will feature in people’s Messenger app.

When they tap on the ad, they'll be sent to a destination you specified.

● Ad budget: The budget you want to spend on showing people your ads.

● The budget module in Facebook ads will help you in controlling your overall
spend for your ad set as well as the bidding.

o Daily budgets: The average amount you're willing to spend on an ad each

day.

o Lifetime budgets: The amount you're willing to spend over the entire run-
time of the campaign.

Facebook Ad Performance, Testing, and Tools

● You can view insights on how the ad performs in Ads Manager.

● You can view your insights for all campaigns, ad sets, and ads in your ad account.

● You can also select a specific campaign, ad set, or ad.

● Split testing: Split testing or A/B testing of your ad means you test two versions
of your ad and check which one gives the best performance. Things you can
change per ad include ad text, image, or target audience.

● Facebook attribution: With Facebook’s attribution tool, you can assign credits to
conversions from ads in the different stages of the buying cycle. This enables you
to truly measure the effectiveness of your ads and make better optimization
decisions.

● Facebook Test and Learn: Facebook test and learn is a tool that you can use to
analyze your ad campaign.

● To help you in each stage of the advertising process, there are many Facebook
tools available:

o Ads Manager: Helps create Facebook ads in Ads Manager.

o Business Manager: Organizes and manages Facebook ads and creative

assets in Business Manager.

o Catalog: Creates Facebook ads for items in your inventory using a catalog.
You can create catalogs for products, hotels, flights, destinations, real
estate, and vehicles.

o Ads Manager App: Creates and manages Facebook ads from the Ads
Manager app.

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o Creative Hub: Creates mockups for Facebook ads from Creative Hub.

o Facebook Test and Learn: Helps test your ad campaign and find out what
strategy works best.

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 Facebook Marketing and Advertising
Lesson 8: Creating Your Facebook Ad

Lesson Overview

The Facebook ad creation process consists of a set of steps that you can either
follow step by step or use as a menu of options that you can pick from. The
process is built around the three elements of your Facebook Advertising program: the
campaign, the ad set, and the ad.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Use the Facebook ads administrative tool

● Identify the three steps to create a Facebook ad

● Explain the features and benefits of each ad type

in Facebook

● Define the Facebook ad review process

Key Takeaways

Facebook Ad Manager
● The Facebook Ad Manager interface is built around the elements of your ad
program:

● Campaign: In the campaign section, you set the objectives.

● Ad set: In the Ad set section, you decide on audience, placement, budget, and
schedule.

● Ad: In the Ad section, you decide on format, media, and the creative aspects of
your ad.

Facebook Ad: Images and Text

● Ad images cheat sheet:
● Ad copy cheat sheet

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Facebook Review Process
● Facebook reviews the ad text, the image, and even the landing page.

● It reviews if the ad complies with Facebook’s advertising policies.

● It checks if the text is correct and not too dominant, and if the ad is consistent
with the landing page from a messaging point of view.

● Facebook approves the ad within 24 hours.

● If the ad is not approved, Facebook provides the reason and gives chance to
update the ad accordingly.

● The ad can be submitted again for approval.

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 Facebook Marketing and Advertising
Lesson 9: Facebook Targeting

Lesson Overview

Facebook provides various targeting options. You can let Facebook decide who
you want to target. You can either use generic demographic criteria or you can
avail micro targeting, in which you target people with very specific interests and
behaviors. You can also retarget people who have performed certain actions on
your website or your mobile phone.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Identify differences between broad and specific targeting in Facebook.

● Use the Facebook Audiences tool to create specific audiences.

● Explain the concept of Custom Audiences and Facebook Pixel.

● Present various criteria when you create or save your own audience.

Key Takeaways

Targeting in Facebook: Pre and Post GDPR

● Facebook has been under a lot of pressure recently when it comes to customer
data.

● Facebook has data related to your purchasing choices, habits, and browsing
history. All this data could be used by advertisers to target you.

● However, now you can check which companies can access the Facebook data
and how they are using it on the Facebook app. You can cancel this connection if
you want.

● You can also delete your browser history on Facebook now.

● The introduction of GDPR in 2018 has had a profound impact on how to use
Facebook targeting for your Facebook Ad campaigns.

● Facebook’s main tool to help you create your audiences is the Facebook
Audience Manager tool.

● There are three different types of audiences that can be created in Facebook:
Custom, Lookalike, and Saved.
● Facebook Pixel allows you to create an audience based on people who visited
your website and target them with specific ads.

● Facebook provides various targeting options, such as location, demographics,

interests, and behavior for creating your saved audience.

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 Facebook Marketing and Advertising
Lesson 10: Facebook Tracking and Reporting

Lesson Overview

One of the key benefits of using Facebook advertising is its extensive targeting
capabilities. And the ability to connect your website page and many other
elements to your campaign via Facebook Pixel and the creation of events.

To measure this Facebook provides extensive analysis capabilities, either via the
Facebook Ad manager or via Facebook Analytics.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Explain the concept of conversion tracking in Facebook

● Set up and optimize the Facebook Pixel for your Ad campaigns

● Set up standard and custom events to track conversions on Facebook

● Explain the reporting screen for your Ad campaigns

● Present the different categories of metrics in Ads Manager

● Justify the added value you will get from Facebook Analytics

Key Takeaways

Facebook Conversion Tracking and the Facebook

Pixel
● The process of setting up and using the Facebook Pixel is very straightforward.

● Facebook provides a piece of code that you will need to paste on the webpage
you want to use to build a customer audience for retargeting.

● Once the code is activated, Facebook will add page visitors to your retargeting
audience.

● You can also use the pixel code to track conversions for specific events like filling
in a response form or initiating a checkout.

● Pixel makes it possible to track conversions as a result of your Facebook Ad

campaigns.
● To make your conversion tracking even more specific and powerful, you can set
up standard and custom events for your conversion tracking.

● The results of your Facebook Ad campaigns will show up in the Facebook Ad

manager.

● Facebook Ad campaign results will be presented on Account, Campaign, Ad set,

and Ad level.

Facebook Analytics
● Facebook Analytics is a new tool that gives you consolidated analysis of your
pages, pixels, and apps to give a complete picture of user interactions over time.

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 Facebook Marketing and Advertising
Lesson 11: Facebook Commerce

Lesson Overview

Facebook has many options for ecommerce. You can set up a shop on your
Facebook page and tailor it to your own products. These products can be
presented on your page and you can advertise them as well. You can also add a
catalog to your shop which gives you the opportunity to promote and target
your product advertising more specifically.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Set up a Facebook Shop

● Connect your Facebook Shop with ecommerce sites like Shopify

● Create a Facebook Catalog

● Use Facebook dynamic ads to promote specific products

● Promote your Facebook Shop

Key Takeaways

Setting up Your Facebook Shop

● Setting up a Facebook shop will enable you to list and promote products you sell.
You can even connect your shop with ecommerce sites like Shopify.

● The Facebook Shop also allows you to tag products. You can tag up to 30
products and links in your shop.

● When people see your product tags in your posts, they can then click on the tag
to shop for the tagged product.

● Three simple elements for promoting your Facebook Shop: Respond quickly to
messages from customers, encourage people to leave reviews, and add the
address of your physical store.

Creating Your Facebook Catalog

● You can set up a Facebook catalog that holds all the items you want to promote
across all of Facebook’s social media platforms.
 ● To create a catalog you need to select Catalogs in the Facebook Ad Manager.

Using Facebook Dynamic ads

● Facebook dynamic ads automatically promote products to people who have
expressed interest on your website or your app.

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 Facebook Marketing and Advertising
Lesson 12: Facebook Best Practices

Lesson Overview

Facebook can work as a control panel for your business. The areas you can
influence are your page set up, your posts, and your ads. Within each area, you
can play with settings, options, design, text, colors, and so on. Let’s now look at
the best practices to fine-tune your Facebook implementation for your business.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Optimize your Facebook Page

● Identify the best Facebook Pages, posts, and ads

● Explain how successful campaigns use various Facebook options

● Put Facebook ads in the context of top, middle, and bottom of the funnel

Key Takeaways

Optimize Your Facebook Page

● There are many elements in optimizing your Facebook Page such as, logo,
banner, about us, call-to-action, tabs, and videos.

Best Practices in Pages, Posts, and Ads

● The best Facebook Pages combine innovative campaigns, creative design, and
optimization of the various Facebook features for targeting and advertising.

● The best Facebook posts are geared towards creating conversations and user-
generated content.

Facebook Ads in the Sales Funnel

● To create powerful Facebook ads, it is good to put your advertising strategy in
the context of the top, middle, and bottom of the sales funnel (TOFU, MOFU, and
BOFU).

Best Practices: Facebook Images and Ad Copies

 ● The photos you use are vital in your ads.
● The most powerful images are those that play on the viewer’s emotions.
● While writing the copy:
o Start with grabbing the attention, then go on to introduce a problem, and
lastly provide a solution.
o Mention benefits
o Use references
o Make a free offer
Pros and Cons of Facebook Advertising
PROS
• Campaigns are easy to track
• You can get immediate results.
• You will get extensive analysis on
your advertising campaigns
• You can target people through
many different selection criteria
(demographics, interests,
behaviors, etc.)
• You can retarget users who have
visited your website earlier with ads
• Social media advertising can be
relatively cheap
CONS
• You may target people that don’t
really fit in your target market; this
is wasted ad spend
• It’s easy to create ads but also easy
to forget, which may lead to
unnecessary cost
• It takes time and attention to get
the best results out of Facebook
ads
• You may spend more money to
figure out what works and what
doesn’t
• People may see your ad too often
which may annoy them. We call this
ad fatigue
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 Facebook Marketing and Advertising
Lesson 13: Facebook Privacy and Security

Lesson Overview

If you have questions or doubts about your ad, whether it will be approved or
not by Facebook, all you must do is to go to the Facebook Ad policies. This will
give you everything you need to know with regards to what you can and cannot
do in your ad.

Facebook has also published specific guidelines when it comes to GDPR and
pages and ads for political parties.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Define the rules and regulations for
Facebook ads

● Identify the difference between prohibited and restricted content

● Explain the Facebook ad policies for video ads, lead ads, and brand assets

● Follow the GDPR regulations regarding Facebook ads

Key Takeaways

Facebook Ad Policies
The Facebook Advertising Policies provide guidance on what types of ad content are
allowed.

● When advertisers submit an ad, it is reviewed against these policies.

● There is a list of prohibited content, that cannot be used in the ads, such as:

o Community Standards

o Illegal Products or Services

o Discriminatory Practices

o Tobacco Products

o Drugs and Drug-Related Products

o Unsafe Supplements
 o Weapons, Ammunition, or Explosives

o Adult Products or Services

o Adult Content

o Third-Party Infringement

o Sensational Content

o Personal Attributes

o Misleading or False Content

o Controversial Content

o Non-Functional Landing Page

o Surveillance Equipment

o Grammar and Profanity

o Nonexistent Functionality

o Personal Health

o Payday Loans, Cash Advances, and Bail Bonds

o Multilevel Marketing

o Penny Auctions

o Counterfeit Documents

o Low Quality or Disruptive Content

o Spyware or Malware

o Automatic Animation

o Unauthorized Streaming Devices

o Circumventing Systems

o Prohibited Financial Products and Services

● There is also a list of restricted content, that cannot be used in the ads:

o Alcohol

o Dating

o Real Money Gambling

o State Lotteries

o Online Pharmacies

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 o Supplements

o Subscription Services

o Financial Services

o Branded Content

o Student Loan Services

o Ads Related to Politics or Issues of National Importance

o Cryptocurrency Products and Services

o Drug and Alcohol Addiction Treatment Centers

● There are separate guidelines for prohibited and restricted content.

● There are additional guidelines for video ads, lead ads, and brand assets.

Data Use Restrictions

● The Facebook ad policies have also guidelines for how to use user data.

● You are only allowed to use user aggregate and anonymous user data to
measure the performance of your ad.

● You can’t use it to augment user profiles.

● You are not allowed to transfer user data to any system outside Facebook to
commercialise.

Facebook Ad: Post GDPR

● Facebook’s interpretation on the new GDPR rules is based on three
commitments:

o Full transparency in customer data

o User to be in complete control of the data

o Fully accountable for how Facebook manages the data

● The biggest impact of the GDPR is the Facebook Pixel.

● Before you target people with your ad, they must give consent when they visit
your web site.

● You need to tell site visitors what, how and why you track their data, they need to
agree to it, or they can opt out.

Ads: Politics or Issues of National Importance

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● Facebook pages promoting political content on the platform need to follow the
platform’s rules for ads with political content.

● Facebook ads in this category need to have a disclaimer saying that the ad is
“paid for by…”. Users can also see all the relevant ad details like budget and
reach.

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 Facebook Marketing and Advertising
Lesson 14: Facebook Blueprint Examinations

Lesson Overview

Facebook has two Blueprint Certification paths. One for the planner and one for
the buyer. Each certification consists of two exams which can be taken online or
in a classroom.

Certifications can be obtained by answering 50-60 questions in each exam. You

need to score a minimum of 700 points out of 1000.

Your certification will be valid for 12 months from the day of passing the exam.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

● Evaluate what Facebook offers on certifications and badges

● Explain the exam process and the fees

● Learn more about the Facebook Planning Professional Certification and the
Facebook Buying Professional Certification exams

Key Takeaways

Certifications and Badges

● Facebook’s Blueprint Certifications Program is designed to assess your skills in
being a qualified Facebook Advertiser.

● By successfully completing the exams, you will get your certification and badge
which remain valid for 12 months.

● Your Facebook’s Blueprint Certifications will show businesses that you

understand all the ins and outs of Facebook advertising and have the skills to
help them using it successfully.

● You can use the badges on your website and reference your certifications on
your CV which will assist you in finding your next marketing job.

Exam Process and Fees

● Each certification has 2 exams that need to be taken online or onsite with the
exam provider (Pearson).
 ● You need to score minimum of 700 points from 1000.

● You have 75 minutes to take an exam which consists of 50-60 questions.

● The cost per exam is 150 USD, although this may differ per country.

● Your certification will be valid for 12 months from the date you pass.

● You must have at least 6 months experience with running Facebook Ad

campaigns.

● You may need to get basic skills if you are new to Facebook Ads.

● Review the course objectives and resources to familiarize yourself with the
content before you register for the certification courses.

Facebook Planning Professional Certification

● This exam tests your skills and knowledge in tools, advertising policies, and best
practices required to:

o Manage Pages

o Select and use advertising objectives

o Target audiences for maximum impact

o Use audience insights to optimizing reach

o Implement planning strategy

o Tying Facebook products into a successful marketing and communication

strategy.

Facebook Buying Professional Certification

● This exam tests your skills and knowledge in tools, advertising policies, and best
practices required to:

● Improve performance and delivery via the ad auction

● Meet and report ad KPIs

● Understand and test the Facebook Pixel and SDK

● Leverage consumer insights and the product catalog

● Troubleshoot ad issues