410-101 Facebook Certified media buying professional Question and Answers

Here is the list of events you should install on the website:

• Purchase Event
• Lead
• View Content
• AddToCart

The website has a three-step checkout-process:

• People adding smartwatch to cart => Facebook pixel event "AddToCart."
• People go to checkout page => Facebook pixel event "Lead."
• People finalize purchase => Facebook pixel event "Purchase."

You also need to "ViewContent" event on the company's blog in order to better track interaction with specific blog content.

• Choose an audience size close to one to optimize for similarity.
• Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed.
• If you are optimizing for reach, you'll want to choose a number near 10
• This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the total population.

This example would create 3 Lookalike Audiences:

• 0%-1% of the population, which will be the most similar audience to your seed.
• 1%-2% of the population, which is second most similar, but a bit wider reach.
• 2%-5% of the population, which is the least similar but the largest reach

For this exercise, you need the following aspects in order to segment your core/saved audience:

1. Age: you definitely want to set up age below 25 years old.

2. Mobile Device User: you need to specify Android as the primary operating system for mobile in order to target just Android users and exclude iOS users.

3. Location: you want to target the specific countries. In this case, Colombia and India in order to reach out to people in those two particular places.

You don't want to use App Store Region as an option to segment as they don't allow you to select specific countries. You are better off selecting countries and Mobile Device User to segment.

The gender and interest for this exercise are irrelevant since you don't have more info on what the mobile app is about.

Benefits of people-based multi-touch attribution (MTA)

• Helps you understand the cross-device, people-based path to conversion
• Provides actionable data for more efficient allocation of media spend
• Can analyze and compare publishers, campaigns, and cross-device performance
• Demonstrates the limits of only using a last touch model
• Shows what's working and what isn't among marketing channels

Attribution is the assigning of credit to a marketing touchpoint.Most digital advertisers today measure with a last click attribution model, in which the last click gets full credit for driving a conversion. In this model, even if there were five impressions and one click in the path to conversion, all credit is given to the click. In contrast, multi-touch attribution (MTA) gives credit to multiple impressions and clicks on the path to conversion.

About Actions You Can Measure in Facebook Ads Reporting

An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).

Actions that occur on your ad include link clicks, outbound clicks, post engagement, video views, and more.

Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. We attribute these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.

There are three main ways in which you can debug your Facebook pixel:

1. Install the Facebook Pixel Helper chrome extension so you can see if the events are being tracked properly.

2. Go to your "Events Manager" page in your Business Manager and troubleshoot your pixel events

3. Use Facebook Analytics event debugging tool to troubleshoot it.

Facebook Pixel allows you to track events, or specific actions, people take on your website. 

 

For this specific case, you should use the View Content Event pixel to track specific visits to the blog posts.

You can use URL's for your ads afterward as well; however, once you have +25 blog posts, using URL's becomes unpractical.

 

Here is the list of the 9 standard events you can use:

For more detailed information you can view the following Facebook for developers post: https://developers.facebook.com/docs/ads-for-websites/pixel-events/v2.11  

https://www.facebook.com/policies/ads/

Targeting Requirements

If you choose to run ads that promote or reference alcohol you must make sure to follow local laws and target your ads appropriately, including targeting your ads to 18 years or older in all permitted countries except the following:

India

25 years or older in Chandigarh, Delhi, Haryana, Maharashtra, or Punjab.

21 years or older in Andhra Pradesh, Arunachal Pradesh, Assam, Chhattisgarh, Dadra and Nagar Haveli, Dama and Diu, Goa, Jammu and Kashmir, Jharkhand, Kerala, Madhya Pradesh, Meghalaya, Odisha, Tamil Nadu, Telengana, Tripura, Uttar Pradesh, Uttarakhand, or West Bengal.

18 years or older in Andaman and Nicobar Islands, Himachal Pradesh, Karnataka, Mizoram, Puducherry, Rajasthan and Sikkim.

Alcohol is prohibited in Bihar, Gujarat, Lakshadweep, Manipur and Nagaland.

Other Countries

20 years or older in Japan, Iceland, Thailand and Paraguay

21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US

19 years or older in Canada, Korea and Nicaragua.

25 years or older in Sweden

Additional explanation info and readings

In-stream video ads are:

• Mid-roll on Facebook and pre or mid-roll on Audience Network.
• Automatically sound-on when the viewer is already watching with the sound on.
• 5–15 seconds in duration on Facebook and up to 120 seconds in Audience Network.
• Non-skippable, resulting in high completion rates.
• Available for the Video Views, Brand Awareness, Reach, and Post Engagement ad objectives.
• Available as a separate, standalone placement or can be delivered along with other placements, like Facebook Feeds and Instant Articles.
• Supportive of all targeting options.

Facebook in-stream

• Video length: 5–15 seconds
• Objective: Video views, reach, brand awareness or post engagement
• Aspect ratio: Vertical (up to 9:16), Square (1:1), landscape (16:9)

Audience Network in-stream

• Video length: 5–120 seconds when automatic placements is selected, 5-30 seconds when selecting in-stream placements on their own
• Objectives when using automatic placements: Video views, reach, brand awareness, post engagement, conversions, traffic, app installs, catalog sales when using automatic placements
• Objective when using on its own or with Facebook in-stream video: Video views
• Aspect ratio: Square (1:1) or landscape (16:9). Note: landscape is recommended for best delivery

Facebook and Audience Network in-stream together

• Video length: 5–15 seconds
• Objective: Video views
• Aspect ratio: Square (1:1) or landscape (16:9). Note: landscape is recommended for best delivery

If you choose to use automatic placements, you can choose any of the following objectives:

• Video views
• Reach
• Brand awareness
• Post engagement

Brand Safety

Advertisers can block the following categories:

• Dating
• Debated social issues
• Gambling
• Mature
• Tragedy and conflict

Key takeaways

• In-stream videos can help you boost your brand with longer video views.
• New campaigns using Automatic Placements with the Video views, Brand awareness, Reach, or Engagement (Post) objectives will include in-stream.
• To add in-stream videos to existing campaigns, use “Edit Placements” and ensure the in-stream video boxes are checked (under Facebook and Audience Network).
• Advertisers have the option to select in-stream video as a standalone placement for Feed or for Audience Network, or they can optimize across all available placements.
• Pre-campaign transparency, category blocking, block lists, and placement controls can all help advertisers ensure brand safety.
• In ads reporting, advertisers can see performance for video ads delivering in-stream separately from other placements..

To make a video more effective for the mobile-feed environment you can:

• Shortened the video
• Change the aspect ratio to square to increase visibility in the feed environment
• Add text to convey the message without sound
• Move the initial brand mention earlier

Other best video practices:

• 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.
• 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.
• 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.
• 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.

When you select the "boost post" option, you are optimizing campaigns for interactions (like, share, and comment). In this case, you want people to actually see the campaign. 

When you change the campaign objective to view views, you will be optimizing the ad for CPV video or 10-seconds video views.

Whenever you want to maximize brand awareness with multiple messages, you should use reach and frequency as the bidding type.

Keep in mind that you can program sequential content or ads within Facebook's auction. So every time you see "sequential messages," the answer is most likely reach and frequency with sequential messaging. 

For brand awareness campaigns, you should also include Facebook as placement due to its high reach.

There are some advantages of using offline event tracking for physical stores. 

• You can measure cross-channel conversions. In other words, you are able to measure your marketing efforts done on Facebook and Instagram at the same time as well as multi-device. So if a user logs into his Instagram account on his phone but also sees an ad on his Facebook Newsfeed on their computer, you can track those conversions.
• You can use this data to build custom audiences for re-marketing efforts and bring in existing customers back to the store.
• You can do long-term value campaigns as you can segment users based on purchasing behaviors and not just demographics or interests.

There are some ways you can automate the influx of data coming from offline sales.

The following options are currently available on Facebook's platform:

• Use a Point Of Sale provider to integrate offline conversions.
• Use digital receipts instead of printed receipts to enable offline conversions.
• Integrate your CRM system with your offline conversions.
• Collaborate with another Facebook Marketing Partner to measure offline conversions.