META INTERNAL TRAINING

PLANNING
Session 1
TODAY CALENDAR
PART 1: INTRODUCTION
§ Buying type (Reach & Frequency, Auction)
§ Objective (…)
§ Placements
§ Audience
§ Creative
§ Branded Content

PART 2: PLANNING
§ How to check buying cost.
§ How to check Reach & Frequency campaign.
§ Brand Lift Survey

3
INTRODUCTION
• Buying type (Reach & Frequency, Auction)
• Objectives
• Placements
• Audience
• Creative
• Branded Content

4
BUYING TYPE
AUCTION REACH AND FREQUENCY
• Make specific choices about your • Reach and frequency buying enables
audience. you to plan and buy your campaigns in
• Get the most cost-efficient advance, with predictable ad delivery
WHAT IS IT? results for a given campaign and more control over your frequency
objective. settings. You can pay a set price for the
• Adjust the campaign settings in advertising inventory placement you
real time. reserve.

HOW TO BUY • Bid for audience actions or

• Pay a fixed price to predictably reach
AND WHAT impressions with a varity of cost
your audience
YOU’RE BUYING control tools.

• Real-time pricing and availability • Buy up to six months in advance

HOW IT WORKS • Many objectives to choose from • Control frequency
• Control frequency • 200k minimum audience
OBJECTIVE
Reach and Frequency

Awareness Traffic Engagement

OBJECTIVE
Auction Awareness Engagement
Traffic

App Promotion Sales Leads

OBJECTIVE – NEW UPDATES
OBJECTIVE – NEW UPDATES
 PLACEMENTS
• Advantage+ placements
(recommended)
• Manual placements: will
be flexible for each
campaign objective
PLACEMENTS Facebook Feeds
& Instream Ads for video Image 3: Feeds placements

Image 4: Instream Ads placements

PLACEMENTS – NEW UPDATES
AUDIENCE
Depending on the
campaign Objective, we
choose the appropriate
audience for each
campaign
AUDIENCE
CORE AUDIENCE

Core Audiences are pulled from data related to

demographics: geographic demographics,
lifestyle/life stage demographics, purchase-
based demographics, etc
• Location
• Gender
• Age
• Interesting
AUDIENCE
CUSTOM AUDIENCE
A Facebook Custom Audience is a
defined group of people who have
interacted with your business
AUDIENCE
LOOKALIKE AUDIENCE
A Lookalike Audience is a way your ads can reach
new people who are likely to be interested in your
business because they share similar
characteristics to your existing customers.
CREATIVE
Help people discover
your brand across
Facebook products.
Design your ad using
various formats,
placements and
objectives to meet
your marketing goals.
CREATIVE
DISPLAY
Drive people to destination websites or
apps through high-quality and engaging
visuals. Use your own images or create
an ad with stock photos to tell your story.

Design recommendations
• File type: JPG or PNG
• Ratio: 1.91:1 to 1:1
• Resolution: At least 1080 x 1080 pixels

Text recommendations
• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Technical requirements
• Maximum file size: 30 MB
• Minimum width: 600 pixels
• Minimum height: 600 pixels
• Aspect ratio tolerance: 3%
CREATIVE
CAROUSEL
Display up to ten images or videos within a single ad, each with its own link. Use carousel ads to show
different images of the same product or create one long photo that people can swipe.

Design recommendations
• Image file type: JPG or PNG
• Video file type: MP4, MOV or GIF
• Ratio: 1:1
• Resolution: At least 1080 x 1080 pixels

Text recommendations
• Primary text: 125 characters
• Headline: 32 characters
• Description: 18 characters
• Landing page URL: Required.

Technical requirements
• Number of carousel cards: 2 to 10
• Image maximum file size: 30 MB
• Video maximum file size: 4 GB
• Video duration: 1 second to 240 minutes
• Aspect ratio tolerance: 3%
CREATIVE
VIDEO
Show off product features and draw people in with sound
and motion. Upload a video you created or create one in
Ads Manager using our video creation tools.
Design recommendations
• File type: MP4, MOV or GIF
• Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
• Video settings: H.264 compression, square pixels, fixed
frame rate, progressive scan and stereo AAC audio
compression at over 128 kbps
• Resolution: At least 1080 x 1080 pixels
• Video captions: Optional, but recommended
• Video sound: Optional, but recommended
• Videos should not contain edit lists or special boxes in file
containers.

Text recommendations
• Primary text: 125 characters
• Headline: 27 characters
• Description: 27 characters

Technical requirements
• Video duration: 1 second to 241
minutes
• Maximum file size: 4 GB
• Minimum width: 120 pixels
• Minimum height: 120 pixels
CREATIVE
INSTANT EXPERIENCE/CANVAS

Within an Instant Experience, people can watch engaging videos and photos, swipe through
carousels, tilt to pan and explore lifestyle images with tagged products – all in a single ad.
*For Mobile device only
CREATIVE
REELS
BRANDED
CONTENT
Branded content
creates strong
emotional connections,
trust, and returns on
investment for brands
that understand how to
brand their content
correctly.
BRANDED CONTENT Mostly promote for Brand Awareness objective

Branded content posts appear as your Page with a

brand's Page and a paid partnership label is applied to
the post.
You can use the branded content tag with
the following post types and formats:
• Photos (recommended)
• Videos (recommended)
• Links
• Text
• Live broadcasts
• Carousels
• Stories
PLANNING
• How to check buying cost
• How to check reach & frequency
• Brand lift survey

25
HOW TO
CHECK
BUYING
COST
• Estimate KPIs and unit
cost based on
Facebook results
• Or get advice from
Example:
Performance team
Total budget: $350
Timing: 7 days
=> estimate unit cost = $350/(min daily * 7days)
= $350/(1100*7) = $0.045/Click
HOW TO
CHECK REACH Identify Audience

AND
FREQUENCY
Determine % reach based on
campaign objective

Market competition
prediction
REACH AND FREQUENCY
REACH AND FREQUENCY
REACH AND FREQUENCY
REACH AND FREQUENCY
BRAND LIFT
SURVEY
Brand Lift is a kind of lift
test where you can use brand
polling and other brand
awareness measurement to
help understand the true value
of your Meta advertising and
how well it performs
independent of your other
marketing efforts
BRAND LIFT SURVEY
HOW IT WORKS
 BRAND LIFT SURVEY
WHERE TO GET

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BRAND LIFT SURVEY
DETAILS & BEST PRACTICE

• Your test should run for at

least 14 days
• Total account budget
should be greater than
$10,000 USD for test
duration
• Creative should contain
with brand name or logo
• Campaign’s audience
should include people
older than 18, because
Facebook don’t survey
people under 18 years of
age
• Minimum reach 2,000,000
people

33
THANK YOU J
SET UP & OPTIMIZE
CAMPAIGN
Session 2
REACH AND FREQUENCY

36
Reach and Frequency - Awareness
Reach and Frequency - Awareness
Reach and Frequency - Awareness
Ad recall
Brand lift
awareness Impression
Reach Views
Views
Reach and Frequency – Traffic & Engagement

Not recommend for Client due to high cost per result

Sequencing Ads
Sequence your ads when you want to tell a story or
present information to people in a specific order
Use sequencing when:
• You want to reach a broader
Sequence 1 Sequence 2 Sequence 3 audience with several
different ads that tell a story.
• You want to try different ways
of engaging a broader
audience.
• You want to tell a story about
a brand.
AUCTION

42
Cost Control
Cost Cap, Bid Cap & Target Cost

$1 $1 $1
 Auction – Awareness
Reach, brand awareness, video view, store location awareness

ü Reach and Brand Awareness: We can apply Reach and Frequecy

plan for Auction campaign to have the estimated % reach and
average Frequency of the campaign.
Þ Not recommended running Auction Reach/AWN in high season

ü Video view and Store Location: Estimate based on the historical

data or based on the experience from performance team
 Auction – Engagement
Video view, Post Engagement, Conversion, Messenger Instagram and WhatsApp

ü Estimate based on the historical data or based on the

experience from performance team
ü Best for: action content with user, Mini game post,
video content 15s or more
 Auction – Traffic
Link Click, Landing Page view, Calls, messenger and whatsApp

ü Estimate based on the historical data or based on the experience

from performance team
ü Best for the traffic objective campaign, drive user to Brand
website/ecom site, focus on action of user on landing
page/messgage
 Auction – Leads
Instant forms, Messenger, Conversion, Calls

ü Estimate based on the historical data or based on the experience

from performance team
ü Best for collecting potential customers who are interested in your
products/services. Get more user information from the instant
form and messenger form or conversion and calls on the brand
website or app
ü At least 03 informations: Name, Email and Phone number
 Auction – App Promotion
App Installs, App Events

ü Estimate based on the historical data or based on the

experience from performance team
ü Best for increasing the number of users installs apps or take a
specific action in app
 Auction – Sales
Conversions, Catalogue Sales, Messenger Instagram and WhatsApp, Calls

ü Estimate based on the historical data or based on the

experience from performance team
ü Best for increasing the number of users installs apps or take a
specific action in app
Promote Live Stream Ads
Verified badge on Facebook √
Review times 1 min -> 15 mins (max 15mins)
Audience Broad
Delivery type Accelerated
Objective Video view, Brand Awareness or Post Engagement

Best practice for Livestream

ü Running background before

30mins for Approval and
Learning ads
ü The timing should be from
60mins
ü Bidding higher
 Facebook Pixel

The Facebook pixel is a piece of code for your website that lets you
measure, optimize and build audiences for your ad campaigns.

How the Facebook pixel works

Once you've set up the Facebook pixel, the pixel will activate when
someone takes an action on your website, including visiting your website.
The pixel receives these actions, or events, which you can view on your
Facebook pixel page in Events Manager. From there, you'll be able to see
the actions that your constituents, voters or supporters take. You'll also
have options to reach your community again through future Facebook ads
by retargeting those who have interacted with your website.
.
Structure Of The Meta Campaign

Campaign

Ad set

Ad
Brand Awareness ü Step 1: Created the new
campaign
ü Step 2: chose your objective
and Next
ü Step 3 - in the Adgroup: Set
up timeline/target
audience/placement(exclude
Apps and Sites)/frequency
cap(if any)/cost control (if
any)
ü Noted that we need to choose
set up “People living in this
location”
ü Step 4: Check the ad group
settings again to make sure
there are no mistakes in the
setup.
ü Step 5: Next
Brand Awareness

ü Step 6:
• Chose Use Existing Post if we promote page
post
• Chose Create Ad if we promote Dark post
ü Step 7 (next for dark post):
• Add media: Image or video
• Fill in the Primary Text
• Tick Add a destination if we want to add CTA
(call to action) to the content (we need URL
and Headline to set up destination)
Brand Awareness – Best Practice Optimization
ü RnF campaign: we can’t optimize for any reason
ü Auction campaign: we can do it realtime J

Reach Frequency Unit Cost

Engagement
Step by step the same with the
Awareness setup but in the Ad
Set we choose the right
conversion for campaign
objective
ü Messaging app if you want to
get Engage from message
ü On your ad when optimize for
Even responses/video
view/post engage
ü Website when optimize for
conversion on website
ü App when optimize for App
Envent
ü Facebook Page when optimize
for Page Like
Engagement– Best Practice

ü Recommend using multi photos post to get higher engagement rate

ü With video: engagement should be excluded 3s views
ü The engagement of users will be highly affected by content and creative
asset.
Traffic
Maximize traffic with Traffic
campaign.
ü Choose Optimize for Landing
Page View if you want to
maximize the session on the
website
ü Choose Optimize for Link
Click if you want to maximize
traffic.
Traffic – Best Practice

ü Recommend using single photo post to get best CTR

ü Exclude Apps and Sites
ü The CTR will be highly affected by content and creative asset.
Leads
Leads
Ads Form
Leads – Best Practice

ü Advantage placements
ü Use LAL audience
ü Always keep learning and optimize the campaign
ü Together with the client, we can win the Leads campaign
• Ask the client about the % Qualified leads and where they come
from.
• When we have the answer, we can analyze data and have some
ideas to continue to optimize leads.
Leads – Best Practice

Audience:
1. Broad audience
2. Retarget:
- Audience list
- Engage with brand page
- Current campaign: who opened the form but not submit
3. Look a Like audience:
- LAL audience list
- LAL who submitted form (current campaign)
- LAL engage brand page
….
Leads
THANK YOU J