Data is at the core of online advertising.

And as social media marketers, we use

data to deliver ads to people based on their demographics, location or interests.
And we use data to track user behavior, and add performance or to optimize
campaigns. All of that data is collected and stored somewhere so advertisers and
publishers can access it. But who owns the data? What are the limitations and how
is the privacy of users protected? We'll answer all these questions and more in
this module.
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In the first lesson, we'll first get a better understanding of what exactly
database advertising is and discuss common data formats. And we'll then have a look
at how data is collected online, and who is collecting, and storing this data.
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Once we build that foundation, we'll dive deeper into privacy in the second lesson.
We'll discuss how user privacy is protected, and what rules we as advertisers need
to adhere to. You'll learn about three different levels of data protection, loss,
industry self regulation, and company data policies. I cannot wait to kick this
lesson off, so see you in the next video.

Data based advertising

Our online experience is supported by advertising. In fact, 86% of all time spent
online in the US is spent on advertising supported websites. And many of these ads
are tailored to specific audiences using data. In this video we'll have a closer
look at what data-based advertising is. Before then learning more about data
collection, data formats, and data storage later. Let's dive right in. Advertising
is at the heart of our content experience online, and in an indirect way it is what
funds our experience. And this model isn't new, think about newspapers, cable TV,
and magazines. While you do pay for access, advertising is still what pays for most
of the content. And maybe you would like an experience without advertising. But it
would also mean that we couldn't consume as much content for free. And the ads we
see online differ on how annoying or useful they are to us. Often, the more useful
ads are the ones that are customized to our specific needs. But for some people,
those ads also feel a bit intrusive. Ads that are customized to our needs use data
to understand what may appeal to us. And that data is collected by various parties
based on our online behavior and our privacy settings. And data-based advertising
uses data to optimize an ads' audience, its message, and creative, so that it's
maximally appealing to the people who see it.
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Data also helps advertisers gain a better understanding of the audience, reach that
audience online, and adapt or customize the ads shown to that audience.
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Data-based advertising is widely used online. It was introduced in the early 2000s
by companies like Yahoo and MSN, and it shifted the advertising paradigm from
contextual advertising, which was the common model until then. In contextual
advertising, advertisers look for content that is topically related to their ads.
For instance, an advertiser would try to advertise running shoes next to content
about running or other sports. And this is the most common advertising model in the
magazine industry. And in the early days of the Internet, that was the advertising
model adopted by most websites.
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Data-driven advertising is different. Ads are matched with the audience who sees
them, regardless of where the ad appears. So an ad for running shoes would appear
to a person interested in running, independent of whether that person is looking at
running related content or not, at the time when they see the ad. Data-driven
advertising typically results in more relevant advertising experiences. When ads
are targeted to people who may have an interest in the product being advertised,
they will be more useful to them. And this is typically a more pleasant experience
than when people see ads online for products that are not relevant to them. For
instance, if you're not a dog owner, ads for dog food are not relevant to you. But
if you are a dog owner, those ads may actually have interest to you, and they may
give you information you may want to act on. Data-based advertising, chances are
the advertisers knows your interest, and can match the ads better to the things
that appeal to you. From an advertiser's point of view, being able to show ads to
people more likely to be interested in them is important. Data-based advertising
enables advertisers to deliver ads to people based on their demographics, location,
interests, or previous behaviors. And research has demonstrated that data-based
advertising is over 500% more effective than advertising without data.

How data is collected

In the previous video, you've learned what data based advertising is and what makes
it more effective than context based advertising. To understand how data and
advertising are connected, and how data fuels digital marketing, it is important to
have a closer look at where the data actually comes from, and that's what we'll do
in this video. Let's have a look at how interactions happen online. As an example
let's look at what happens when someone interacts with a publisher's website. Every
publisher's website starts as a blank canvas, made of code and stored on its Web
Server. To now fill this blank canvas with content, the publisher uses a tool known
as a content management system or short CMS. And publishes use their CMS to store,
create and manage content on their website. The publisher will leave some space on
the website for advertising. Now a separate server will place the ads and this
server, is referred to as the ad server. So note that two different systems handle
the content, and the ads. The ads come from advertisers, and to get the right ad in
front of the right people, the publisher sends a signal to connect with the
advertisers ad server, and they will then retrieve the creative for the ad that
needs to be displayed. Now, let's look at what happens when someone accesses a
website. As soon as the person's browser requests a web page from the publisher,
some data about that person is sent to the publisher. And that information is then
used to bring the right content to the person, but it's also sent to the ad servers
to make sure a relevant ad is displayed. So data is exchanged between the person,
and both the publisher and the advertiser's servers. The publisher and advertisers
both store data. Every interaction like accessing a page, clicking on a link,
clicking on an ad, or making it purchase, leaves a record. And the publisher and
the advertiser categorized and stores some of that information to personalize the
content, and adapt the ads people see.

Different data formats

n the previous videos, you've learned what data-based advertising is and where the
data used to optimize ads comes from. By the end of this video, you'll have a
better understanding of what data actually is and what types of data records exist.
So, Lets get started. As you most likely know, every website is made of code and
that code is stored on the publishers web server. Every time someone interacts with
the website, they tell the server which pieces of the code to display. In every
request they made for pieces of code or elements of the website, leaves a record in
the server. That record is referred to as the web server log and it looks like
this. Basically, it looks like a string of code. This code may look foreign to us,
but it's not too difficult to understand its components. First, you see a series of
numbers and that's the person's IP address. It tells the server where to send the
data. Next is a unique identifier. This is how the server recognizes who is asking
for the information and this identifier is typically pulled from the person's
browser, and it's usually a sequence of characters. Note, that this is not
personally identifiable information, so no names or physical addresses are stored
here. Next, if the website requires the person to login, there may be a username
here. Next, there's a date and a timestamp of when the information was requested
from the server. After that, it's a string of code that identifies, what
information the person is requesting and this is how the server finds the right
piece of data to return. The string of code is embedded in the links on the
website, so that you can click on a link and give an instruction to the server at
the same time. Next, you will see a number that tells us whether the information
was successfully provided to the person, 200 means successfully delivered, while
404 means error. Finally, another number reflects the size of the content file,
that the person has received. While every interaction leaves a trace in the
publisher and advertisers servers. The servers, often also send some information
back to the person and store it in their browser as a cookie. A cookie, is a
formative piece of text stored in a person's browser. Cookies, contain information
on when the person accessed the website, saw an ad and when they clicked.
Sometimes, login information is stored as well. Cookies, allow a server to connect
multiple interactions from the same person and this diagram shows how they work.
The person requests a page through the browser, to the server it looks like a
browser requesting a page. When the server gets this request, it sends the page the
person asked for back. But alongside the page, it also sends a tiny text file that
is placed inside the person's browser. The next time the person requests the page
from the same server, the requests will come with a cookie attached. Now, the
server has a little bit of information about the browser that's asking for the
page. While cookies can be a great way to connect the person's interaction with the
server and pass them information back and forth. They do have some challenges.
Ideally, the cookie would function as the memory of the interaction between a
website and a person and with that memory intact, navigation would be smoother for
the person. The website would know what actions they took, it might remember
settings they like, or pages and ads they saw. But people don't use just one
browser for all their interactions with the website. They may use different
computers, different browsers and mobile devices. Cookies, don't work across
devices and the memory trace is lost. People, can also erase cookies from their
browser, which erases the memory for the publisher and the advertiser. One of the
major complications with cookies, is that they don't work on mobile apps. As a
result, it's hard for a publisher to link behavior from a person on its website, to
behavior on its app. For websites where people login, a user identifier, a UID can
be created. A UID, is a unique number assigned to someone's account, that can be
associated with all their logged in behavior. All interactions regardless of
browser or device, can be connected to a UID. With a UID, interests, behavior and
demographics can be stored. Anytime a person logs in, further behavior can be
associated with them. It is important to note that UIDs use a number or text files,
but they don't store personally identifiable information. It's also common practice
in the digital world to hash the information. This means that the original data
item gets translated into a hash data item by applying an algorithm. As a result,
what is stored is unrecognizable unless you have the hashing key, another algorithm
that lets you revert the information back to its original form. This is an extra
safety measure to help keep people's privacy intact.

Who collects and stores data

In the previous video, you learned what data is and what types of data records
exist. In this video, we'll take a closer look at data ownership and develop an
understanding for the difference between first, second, and third party data. We'll
dive right in. Publishers and marketers receive data online, and implicitly when we
access content online, we agree to share a certain amount of data with the
companies we interact with. As we established earlier, that data will be used to
customize our experience, whether that's the content we see or the advertising
we're served. This data will also help to make our online interactions smoother
from keeping log in information to expediting the checkout experience. All online
interactions require some level of data exchange, but ultimately, users own their
data. The companies they interact with are stewards of that data, and users can
control themselves what they share with them. In a later video, we'll elaborate on
how that works. There's one important distinction to make about data ownership, and
that is the difference between first, second, and third party data. Let's take a
look at what this means. First party data is the data a company receives from the
person it's interacting with directly. These people could be customers, visitors to
the websites, or followers on social media. For instance, when you interact with
Facebook, the data Facebook receives from you, like information related to your
profile, is considered first party data because the data results from a direct
interaction between you and Facebook. Second party data basically consists of the
same type of data as the first party data. But in this case, the data has been
passed on to a second party, often a trusted partner of the first party. Usually,
the partners both benefit from exchanging data, and the first party trusts that the
second party will be a good steward of the data. An example for this kind of
relationship is a resell out relationship. Third party data is collected by a
company or entity that doesn't have a clear relationship with the first party that
a person is interacting with. Third parties may track a person's behavior across
sites, for instance, using browser cookies, which we call third party cookies. This
data will often be aggregated across sites to generate profiles to describe the
person's interests and behavior online. That data is then often packaged and sold
by these third parties to advertisers who use it to supplement their own first
party data or create profiles they can use to customize their advertising. But
since people don't have an explicit agreement with these third parties that allows
them to collect and store this information, third party data tracking often raises
privacy concerns, and as a result, several browsers block third party cookies to
help limit this kind of data collection.

Government regulations

Governments around the world have stepped in to regulate the collection and use of
personal data. In this video, we'll take a high level look at the most prominent
laws GDPR, CCPA and COPPA and any online advertiser and marketer should understand
these laws. As a consumer, it's also good to know what your rights are. Let's begin
with GDPR. GDPR stands for the General Data Protection Regulation. It's a law that
protects data and online privacy in the European Union. GDPR is a very detailed and
pretty complex law. At high-level, we can group some of its key requirements into
two buckets. EU citizen data rights, and data protection obligations for companies
who collect the data. As for citizen rights, the law specifies that people have the
right to access the personal information received about them, they have the right
to correct that information, the right to have all the information that was
collected and saved about them erased, and they have the right to data portability.
In other words, they have the right to get a file of their personal information and
pass it onto another party. As for the data protection obligations, the law
specifies how companies must protect the information that they receive. It also
specifies that companies must alert people within 72 hours if their personal data
was leaked, and companies must designate people whose job will be to protect the
data they receive. The law also says that companies should limit their data
collection and that certain data categories are prohibited, for instance, ethnicity
and sexual orientation. Before they receive any data, companies should ask for
consent. GDPR was developed and is managed by the European Union. Any company that
works with the personal data of EU residents, must comply no matter where the
business is based. The different EU countries have their own supervisory
authorities that monitor compliance. Fines related to GDPR can be substantial, up
to four percent of the annual revenue of a company. In July 2019, British Airways
was issued a $230 million dollar GDPR fine, after the personal details of around
500,000 customers were stolen in cyber attacks. The Information Commissioner's
Office in the UK investigated and concluded that the hackers were able to steal the
information as a result of poor security arrangements at British Airways. Laws like
this and fines of this magnitude have raised attention to data security. Next,
let's have a look at the CCPA. In 2019, the Governor of California signed into the
law, The California Consumer Privacy Act. Enforcement of this law started in 2020.
The strictest of any consumer privacy laws in the US, this law aims to give
residents of California more privacy and protection. And, this law is not
dissimilar from the GDPR. The law wants to give consumers more insight into what
data is collected about them and a say in whether or not they want the data to be
collected. There are five distinct rights the CCPA gives to consumers. The right to
know what information is collected about them, the right to know whether that data
is sold and to whom, and the right to opt out of that sale, the right to access the
personal information that was collected about them, the right to require a business
to delete their personal information and finally, the right to not be discriminated
against for exercising their rights under the act. The CCPA falls under the
responsibility of the California State Attorney General's office. Any business that
collects and controls the personal information of California residents, should
comply with the CCPA. The California Attorney General and residents of California
can initiate lawsuits and fines under the CCPA can be up to $7,500 dollars for
intentional violations and $2,500 dollars for unintentional violations. The law
went into effect in January 2020, so it's too early for any high-profile lawsuits
under this law. Another important law to be aware of as a marketer is COPPA, or the
Children's Online Privacy Protection Act. This law took effect in 2000 and it
limits the collection and use of personal information of people under the age of
13. COPPA was specifically designed to protect children. It requires that notice be
given and parental consent is obtained before any personal information is collected
from children. It also requires that companies have a clear and comprehensive
privacy policy and companies that collect data from minors, need to keep that data
confidential and secure. COPPA is managed by the US Federal Trade Commission, the
FTC. All companies that interact with children under the age of 13 in the US, must
comply with COPPA. The FTC relies on people to alert them to violations of COPPA
and those complaints can prompt in an investigation. Fines related to COPPA can be
very substantial, up to $40,000 dollars per violation. In 2019, Google was fined
$170 million dollars for collecting and saving personal information from children
and using it for advertising. This was a very high level overview of the most
prominent laws that governments have established to regulate the collection, and
use of personal data

Industry self regulation

For most advertisers, it's extremely important to establish trust with consumers.
They want to make sure data is used responsibly, because they don't want to
jeopardize the opportunity to show data-based ads to people. So advertisers through
various industry organizations have also established regulations to guard people's
privacy and ensure the proper use of data. In this video, we'll have a look at two
prominent examples of self-regulation among digital advertisers. The Digital
Advertising Alliance and the European Interactive Digital Advertising Alliance,
let's get started. The DAA is an alliance of different industry bodies, they came
together to establish and enforce responsible privacy practices in digital
advertising. The DAA, for example, established the YourAdChoices program. And in
this program the DAA encourages advertisers who use database advertising to clearly
inform people about the data that led them to see a particular ad. And you've
probably seen this icon online, it's often embedded in online ads. And by clicking
on the icon you can see why a certain ad was shown to you. And this helps you
understand what data is behind the targeting of the ad and gives you more
information about how your data is used. So next time you see this icon in an ad,
click on the icon to learn why this ad was shown to you. Let's now have a look at
Europe, there are one of the best known self-regulatory initiatives in digital
advertising is the EDAA. EDAA is short for European Interactive Digital Advertising
Alliance. The EDAA was developed by leading European bodies. And their goal was to
introduce Europe wide standards to enhance transparency and user control over data
used for interest-based advertising. The EDAA also educates consumers about how
their data is being used, and provides them with additional tools to control their
data usage. And one of these tools is the adChoices icon we've just seen that the
EDAA provides to European companies involved in data-driven advertising. All
solutions offered by the EDAA to their member companies are self-regulatory in
nature. And it's important to know that following guidelines of industry bodies
does not necessarily lead to legal compliance, including with, for example, GDPR.
However, as means to establish trust with consumers and advertisers, websites and
publishers can apply to become certified. And once they're certified they receive a
trust seal for compliance with the European Self-Regulatory Program. Publishers
that are certified commit to number of principles, here are five of them. Principle
number one, notice, publishes provide transparency about data collection and use
best practices associated with behavioral advertising. And that includes the
AdChoices icon which gives users access to further information and control
mechanisms. Principle number two, user choice, publishers give consumer greater
control over behavioral advertising. Principle number three, data security,
publishers commit to appropriate security of data that is collected and used for
behavioral advertising purposes. Principle number four, sensitive segmentation,
publishers put limitations in place when it comes to targeting children or using
sensitive personal data for behavioral advertising. And principle number five,
education, and this includes both education for consumers and businesses about
behavioral advertising and the self-regulation. In addition to establishing and
following industry standards, most advertising platforms have created their own
data policies.

Company Data policies

Most large online platforms and websites have a data policy. In that policy, they
explain what data they receive, what they use it for, and how people can control
what they share. In this video, we'll have a look at Facebook as one prominent
example, and you will learn about policies they have put in place to protect their
users' data. Here you can see Facebook's data policy. We'll link it in the course
resources so you can have a closer look later. In its data policy, Facebook clearly
states what information is received, how that information is used, and how people
can manage and delete their data. It also provides contact information for people
who have questions. Facebook also provides its users with educational resources and
tools to control how their personal information, is shared with other users and
influences the ads they see. Similar to the ad choices icon that we saw earlier,
Facebook provides its users with a tool called Why You're Seeing This Ad. Whenever
you see an ad on Facebook, you can click on the three dots at the top right corner
of the post and select why you're seeing this ad. You will then will be informed
who the advertiser is trying to reach based on the audience targeting information.
You can also choose to opt out of their ads. In addition to its data policy,
Facebook also has an advertising policy to provide guidance to advertisers on what
types of ad content and targeting are allowed. When advertisers submit their
campaign, each ad is reviewed against these policies before it's published. During
that ad review process, Facebook checks the ad's images, text, targeting, and
positioning, in addition to the content on an ad's landing page. An ad may not be
approved if the landing page content isn't fully functional, doesn't match the
product or service promoted in the ad, or doesn't fully comply with the advertising
policies. Within these policies is a section on data use restrictions that lays out
how advertisers can use data they receive through ads on Facebook. To protect user
privacy, you can for example, only use Facebook advertising data on an aggregate
and anonymous basis, and only to assess the performance and effectiveness of your
Facebook advertising campaigns. Given that you will soon be advertising on
Facebook, it is a good idea to familiarize yourself with Facebook's advertising
policies

Create an ad from Instagram Business account

Building your first ad campaign on Instagram is as easy as setting up your first

Facebook ad. And there are multiple ways you can set up your Instagram campaign.
And we have the whole next course dedicated to doing this from beginning to end in
the Facebook ads manager. But, there's an even easier way to get started by
building the campaign directly from your Instagram app on your smart phone. And I
will show you how to do this in this video.
Play video starting at ::29 and follow transcript0:29
All you need to get started is an Instagram business account. So here's a quick
reminder of how to convert your personal profile to a business account. So first,
open the Instagram app. Go to your profile, and tap the icon with the three
horizontal lines in the top right corner. Tap settings at the bottom and then tap
account.
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And now tap switch to professional account at the bottom, and then tap business.
And if you'd like, you can now follow the steps to connect your business account to
a Facebook page that's associated with your business. This step is optional, but it
allows you to advertise on Facebook through the Facebook ads manager later. Next,
add details like your business category and contact information, and then tap done.
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The final step before you can build your first campaign, is to set up or update
your payment method. In your Instagram app, go to settings, business, promotion
payments and then add or change your payment method. Once you set up your business
account and payment method, there are a few ways you can turn an existing post or
story into an ad on Instagram. First, you need to decide whether you want to
promote a post or a story. And the process of setting up the campaign is almost the
same, just the starting point is different. To promote an Instagram post, go to
your profile and tap the post you'd like to promote. Say I want to promote this
post here. Below the post image, I would now tap the promote button and follow the
prompts. And I'll do that in a moment.
Play video starting at :1:59 and follow transcript1:59
To promote an active story on Instagram, you go to your profile, tap your profile
picture to access your story. And then at the bottom of the stories, image or video
tap more and then tap promote. I will now set up a campaign for Calla and Ivy using
an existing Instagram post. So say I want to create an ad that features this
beautiful bouquet of flowers. So I click the promote button here.
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Now we need to decide where we want to direct people to, once they click on our ad.
We can either direct them to Instagram profile, our website or ask them to message
us directly on Instagram.
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Calla and Ivy want to drive traffic to the web shop, so we will click on your
website.
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Now we need to enter the URL of the web shop, and pick a call to action button. I
will pick shop now, as we're trying to encourage people to buy their own bouquet of
flowers.
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Now we tap next to select our target audience. If you want to reach people similar
to your followers, you can let Instagram do the targeting and pick automatic. If
you want to manually enter your targeting options, such as your audience, location,
demographics, interests or accounts they follow, pick Create Your Own. And we will
go with automatic for now. So we'll tap next. Here, we can use that two slider bars
to set the daily budget and the duration of our campaign. And notice how the
estimated reach changes as we select different values for budget and duration. I
will put in $10 daily for the next five days. And now that I've made these choices,
you can see how the estimated reach for our ad has changed. Once you're happy with
your choices, tap next. And now that we've set everything up, we asked to review
the details of our promotion. You can also preview what your promotion look like in
feed, stories, and explore placements. So let's make sure the destination, the
audience, the budget and duration are correct, and then tap create promotion.
Play video starting at :4:3 and follow transcript4:03
Before you can run your first promotion, you'll also need to ensure you've accepted
Facebooks nondiscrimination policy. If you haven't done that already, you might be
asked at this point. Our app will now be submitted for review, to make sure that it
meets Instagram's advertising policies. Our promotion will begin running once it's
been reviewed and approved. And after submitting our ad, we can use the promotions
button to view insights on how it's performing. And that's it, we've created our
first Instagram campaign together

Instagram Stories ad

Stories on Instagram give you an immersive full-screen vertical format to bring

your business to life. And, you can do this through photos, videos, texts and
effects. This fast-growing format was first introduced on Instagram, but now is
also available on Facebook and Messenger. Instagram stories are a great place for
brands to connect with their audience via organic stories and through ads within
stories. In this video, we'll have a closer look at how advertisers can use stories
to connect with their customers on Instagram. First of all, what's so special about
stories? Why are they growing so quickly? Here are seven reasons why people and
businesses love stories. Number one, stories offer people fun creative ways to
express themselves and connect with what matters to them. People can put together
videos, photos and text overlays to communicate moments with their friends, family
and followers. Number two, stories are optimized for vertical full-screen viewing
on mobile. They make use of the full screen without the need to expand the video or
rotate the device. Number three, stories are playful. They are for fun creative
tools such as boomerang mode, stickers, drawing tools and other cool effects.
Number four, stories are fast. And as they are optimized for the vertical screen,
people can watch multiple videos and photos quickly using just one hand. Number
five, stories have an intimate and personal feel that allows people to be more
immersed and in the moment. That's a great environment for brands to connect
authentically with their target audience. Number six, stories enable people to
engage with content through a range of interactive features, such as polls or
questions. Number seven, stories enable people and businesses to share content in
real-time and organic stories are viewable for 24 hours only. Stories ads allow you
to reach potential customers in the same full-screen vertical environment,
utilizing the playful and interactive elements that make them so popular and
authentic. The ad format does have some unique characteristics though. Stories ads
appear between people's stories and you can access people's stories by tapping the
circles at the top of your feed. They do last longer than 24 hours. They appear in
people's stories for as long as you set the campaign to run. In stories ads, you
can display videos up to 15 seconds and photos for five seconds. You can use Call
To Actions (CTAs) that direct people to a destination of your choice. Stories ads
can be swiped to skip to the next story or tapped to progress. Users can also press
and hold to pause. There are multiple ways you can create a stories ad on
Instagram. The easiest way is to promote an active story on Instagram. To do that,
you go to your profile, tap your profile picture to access your story and at the
bottom of the story's image or video, tap more and then tap promote and follow the
process we've seen earlier. To build a stories campaign from scratch, you will need
to use Facebook ads manager. The next course is all about ads management, so we'll
come back to that later. It must only take 15 seconds duration for the ads and 5
seconds to capture the audience.

Creative tips for ads in stories

Stories make full use of the mobile screen and they offer you and your brand a
beautiful distraction-less canvas to tell your story. In this video, we'll go over
five tips on how to use stories effectively for your campaign. After that, we'll
see what the experts of Facebook Creative Shop have learned about stories so far.
Tip number one, keep attention with speed. Things move fast in stories so try and
land your message and showcase your brand quickly. Experiment with reducing your
story to the most essential elements. Also, craft creatives that capture attention
from the first frame and then use speed to keep attention. In this example, you can
see how Ritz Crackers uses speed to showcase the recipe possibilities with its
crackers. Tip number two, enhance your story with sound. Which language would you
like to learn? With Busuu, learn to speak a language in 10 minutes a day, swipe up
to start learning now. Use voice-over or music as creative tools to enhance the
message and value proposition for your brand or product. However, also make sure
you ad works without sound. In this example, language service Busuu ran a test with
and without voice over, and saw better results with sound. Tip number three, begin
with your brand. Every second matters, so integrate branded elements like logos and
packaging at the start of your creative. Try shots off your products and your brand
logo against vivid backgrounds or use high-contrast colors to stand out. Here, 5
Gum opens its story ad with its brand and product to capture attention and increase
recall. Tip number four, design with your marketing objective in mind. When
planning your creatives go back to what you want to achieve with your campaign. If
you're planning a top-up funnel campaign and want to increase brand awareness,
focus on people in your creatives. But if you're designing a bottom-up funnel
campaign with conversion goals focus on the product instead. In this example, Arlo
Skye features a product to help increase sales. Tip number five, split your story
into scenes. As people consume story content quickly, be mindful of the length of
each scene. So, for more complex stories, experiment with multiple short scenes
instead of one long shot. This creates a faster pace and a more dynamic story. In
this example, Argos Home told its holidays story in five scenes in a 10 second
creative. The experts from Facebook's in-house creative strategy team have a few
more tips and great examples for you. Watch the following clip to see what they
have learned about effective story ads so far.