This document provides information on optimizing Facebook advertising campaigns. It discusses choosing campaign objectives, setting up and using Facebook pixels, key metrics to track, retargeting strategies, different ad formats, content optimization best practices, relevance scoring, and tools for managing campaigns. The objectives covered include brand awareness, reach, traffic, engagement, video views, lead generation, conversions, app installs, messages, and product catalog sales. It provides details on campaign setup, pixel implementation, standard metrics, retargeting approaches, ad types, content tips, and factors affecting relevance scoring.

1. Exabytes Facebook Sharing

2. METRICS3
TOOLS8
2 FACEBOOK PIXEL CONTENT OPTIMIZATION6
1 FACEBOOK CAMPAIGNS TYPE
4 RETARGETING
7 RELEVANCE SCORE
INDEX
FACEBOOK AD TYPES5

3. 1.0 FACEBOOK CAMPAIGNS TYPE

4. Choosing Campaign’s Objective
1.0 FACEBOOK CAMPAIGNS TYPE

5. Choosing Campaign’s Objective - Awareness
Brand Awareness – Reach people more likely to recall your ads and
increase awareness for your brand
Reach – Show your ads to maximum number of people in your audience
1.0 FACEBOOK CAMPAIGNS TYPE

6. Choosing Campaign’s Objective - Consideration
Traffic – Increase the number of visits to your website or get more people
to use your app. With traffic as your objective, you can:
1) Send people to your website
2) Increase engagement in your app
Engagement – Get more people to see and engage with your post or
Page. With engagement as your objective, you can:
Boost your posts (Post engagement)
Promote your Page (Page likes)
Get people to claim an offer on your Page (Offer claims)
Raise attendance for an event on your Page (Event responses)
1.0 FACEBOOK CAMPAIGNS TYPE

7. Choosing Campaign’s Objective - Consideration
App Install – Send people to an app store where they can download
your app.
Video View – Promote videos that show behind-the-scenes footage, product
launches or customer stories to raise awareness about your brand.
Lead Generation – Collect lead information, such as email addresses, from people
interested in your business.
Messages – Get more people to have conversation with your business to generate
leads, drive transactions, answer questions or offer support.
1.0 FACEBOOK CAMPAIGNS TYPE

8. AliExpress Chatbot example
https://www.messenger.com/t/AliExpres
s
1.0 FACEBOOK CAMPAIGNS TYPE

9. Choosing Campaign’s Objective - Conversion
Conversions – Get more people to have conversation with your business to
generate leads, drive transactions, answer questions or offer support.
Product Catalog Sales – Show products from your catalog based on your target
audience.
Store Visits – Promote multiple business locations to people who are nearby.
1.0 FACEBOOK CAMPAIGNS TYPE

10. Objective Buying Type Optimisation Method Focus Remark
Brand Awareness CPM Ad Recall Lift Remember your brand. Able to set custom frequency cap.
Reach CPM
Reach
Impressions
Reach maximum numbers of people.
Able to set custom frequency cap.
Able to set bid control.
Traffic CPM
Landing Page View
Link Clicks
Daiy Unique Reach
Impressions
Driver website visits. Able to set cost per link clicks.
Post Engagement CPM
Post Engagement
Daily Unique Reach
Impressions
Drive post/app reactions &
engagements.
Able to set custom frequency cap.
Able to set cost per post engagement.
App Installs
CPM
CPC
App event
App Install
Link Clicks
Increase app installs Able to set cost control.
Video Views
CPM
CPV
ThruPlay - 15 sec watch
2 seconds continuos video view
Increase video views count.
Able to set custom frequency cap.
Able to set cost per ThruPlay.
Lead Generation CPM Leads Increase business lead.
Able to set cost per lead.
1.0 FACEBOOK CAMPAIGNS TYPE

11. Objective Buying Type Optimisation Method Focus Remark
Messages CPM Replies Increase conversation with brands/bots.
Conversions CPM
Conversions
Landing Page View
Link Clicks
Daiy Unique Reach
Impression
Increase business transaction.
1) Able to different cost strategy in
campaigns' level.
2) App/messenger/whatsapp engagement
consider a conversion event.
Product Catalogue Sales CPM
Conversion Events
Replies
Link Click
Impression
Increase e-commerce sales. Able to set maximum bid in each auction.
Page Likes
CPM
CPPL
Page Likes Increase page likes.
Event Responses CPM
Event Responses
Post Engagement
Daily Unique Reach
Impressions
Increase facebook event responses. (Going,
not-going, maybe, etc) Able to set cost per event responses.
1.0 FACEBOOK CAMPAIGNS TYPE

12. 1.0 FACEBOOK CAMPAIGNS TYPE

13. Brand
Awareness
Reach Traffic Engagement Video View Messages Lead Gen Conversion App Install
CPM $0.69 $0.74 $0.99 $2.03 $1.12 $7.85 $2.26 $2.16 $2.55
CPC $0.78 $0.63 $0.13 $1.83 $0.74 $2.73 $0.61 $0.45 $1.04
CTR 0.09% 0.12% 0.78% 0.11% 0.15% 0.29% 0.37% 0.48% 0.25%
Spent $7k $300k $116k $ 34k $108k $21k $200k $112k $28k
CPV - - - - $0.01 - - - -
Charge
By Impression Impression Impression Impression
Impression
/ 10 Sec
View
Impression Impression Impression
Impression
/ App Install
1.0 FACEBOOK CAMPAIGNS TYPE

14. 2.0 FACEBOOK PIXEL

16. 2.0 FACEBOOK PIXEL

17. Setting Up Pixels
2.0 FACEBOOK PIXEL

18. Ways of implementation
Step-By-Step guide
2.0 FACEBOOK PIXEL

19. Facebook Pixel Helper
Chrome Plugin:
https://chrome.google.com/webst
ore/detail/facebook-pixel-helper/f
dgfkebogiimcoedlicjlajpkdmockpc
?hl=en
2.0 FACEBOOK PIXEL

20. Universal Tracking Code
Custom Event Tracking
- Track additional information for the
campaign
2.0 FACEBOOK PIXEL

21. 9 Standard Event Tracking
ViewContent
Search
AddToCart
AddToWishlist
InitiateCheckout
AddPaymentInfo
Purchase
Lead
Complete Registration
2.0 FACEBOOK PIXEL

22. Creating Custom Conversion
2.0 FACEBOOK PIXEL

23. Creating Custom Conversion
Step 1: URL Contains / Equal / Event
Step 2: Label Event
Step 3: Label Category
2.0 FACEBOOK PIXEL

24. 3.0 METRICS

25. Impressions
How many times your
ads is showed
Reach
How many people
your ads is reached
Click
How many times your
post is clicked
Click (Link)
How many times your
ads is clicked (on
link)
Click Through Rate (CTR)
Clicks / Impressions *100
3.0 METRICS
Cost Per Thousand
Impression (CPM)
Cost / (Impressions/1000)

26. Amount Spent
How much you spent
on ads
Result
Depends on your
campaigns’ objective
Result Rate
Formula = Result / Clicks * 100
Industry Benchmark = 0.5% ~ 3%
Cost Per Result
Formula = Amount Spent / Result * 100
Industry Benchmark = Vary
3.0 METRICS

27. 3.0 METRICS
Look at metrics that matter

28. 3.0 METRICS
Campaigns Objective Is The First Key
Converter Engager Clicker

29. Brand
Awareness
Reach Traffic Engagement Video View Messages Lead Gen Conversion App Install
CPM $0.69 $0.74 $0.99 $2.03 $1.12 $7.85 $2.26 $2.16 $2.55
CPC $0.78 $0.63 $0.13 $1.83 $0.74 $2.73 $0.61 $0.45 $1.04
CTR 0.09% 0.12% 0.78% 0.11% 0.15% 0.29% 0.37% 0.48% 0.25%
Spent $7k $300k $116k $ 34k $108k $21k $200k $112k $28k
CPV - - - - $0.01 - - - -
Charge
By Impression Impression Impression Impression
Impression
/ 10 Sec
View
Impression Impression Impression
Impression
/ App Install
3.0 METRICS

30. 3.0 METRICS
Relevance Score
- Avoid users click on “I don’t want to see this ads”
- Try to get your audience engage with the content
- Negative comments sometime helps too
- Angry/Cry emoji will pull your ads ranking
down
- Build up social proof with the same ads

31. 3.0 METRICS

32. 3.0 METRICS

33. 3.0 METRICS

34. 3.0 METRICS

35. 3.0 METRICS

36. 3.0 METRICS
Relevance Score
- Avoid users click on “I don’t want to see this ads”
- Try to get your audience engage with the content
- Negative comments sometime helps too
- Angry/Cry emoji will pull your ads ranking
down
- Build up social proof with the same ads
- Precise targeting will give you snowball effect

37. 3.0 METRICS
Auction Market

38. 3.0 METRICS
Metrics Correspond To Measure Element
Ads = Engagement Rate, CTR
Targeting = Conversion Rate, CPA
Campaigns’ Objective = CPM

39. 3.0 METRICS

40. 4.0 RETARGETING

41. 4.0 RETARGETING
Retargeting With 3 Elements
Campaigns’ Type
Different Ads/Landing Page
Different Messaging

42. 4.0 RETARGETING
Campaigns’ Type
Lead Gen Website Conversion
Vice Versa

43. 4.0 RETARGETING
Different Ads / Landing Page
Animation Real Scene
Conversion Driven Subscription Driven

44. 4.0 RETARGETING
Different Messaging Cater To Marketing Funnel
Awareness
Consideration
Conversion
Brand
Product’s USP
Promo code,
Free Shipping,
Bundle

45. 5.0 FACEBOOK AD TYPES

46. 5.0 FACEBOOK AD TYPES
Boost Post Insta-story

47. 5.0 FACEBOOK AD TYPES

48. 5.0 FACEBOOK AD TYPES
Video – Show off product
features, and draw people in with
sound and motion.
https://www.facebook.com/business/ads-guide/video#

49. 5.0 FACEBOOK AD TYPES
Image – Drive people to
destination websites or apps
through high-quality visuals.
https://www.facebook.com/business/ads-guide/image#

50. 5.0 FACEBOOK AD TYPES
Collection – Encourage shopping
by displaying items from your
product catalogue.
https://www.facebook.com/business/ads-guide/collection#

51. 5.0 FACEBOOK AD TYPES
Carousel – Showcase up to ten
images or videos within a single
ad, each with its own link.
https://www.facebook.com/business/ads-guide/carousel#

52. 5.0 FACEBOOK AD TYPES
Slideshow – Use motion, sound
and text to tell your story
beautifully on any connection
speed.
https://www.facebook.com/business/ads/slideshow-ad-for
mat?ref=ads_guide#

53. https://www.facebook.com/business/ads-guide/instant-ex
perience#
5.0 FACEBOOK AD TYPES
Instant Experience – Instant
Experience, formerly called
Canvas, provides a full-screen,
mobile-optimised experience
instantly from your ad.

54. https://www.facebook.com/business/ads/lead-ads?ref=ad
s_guide#
5.0 FACEBOOK AD TYPES
Lead Generation – Lead ads on
Facebook and Instagram help you
collect info from people who are
interested in your business. A lead
ad is presented using an image,
video or carousel, and followed by
a lead form when the user
engages with the ad.

55. 5.0 FACEBOOK AD TYPES
Offers – Offers are discounts you
can share with your customers on
Facebook. You can design your
offer ad to appear as an image,
video or carousel.
https://www.facebook.com/business/learn/facebook-creat
e-ad-offer-claim?ref=ads_guide#

56. https://www.facebook.com/business/learn/facebook-creat
e-ad-page-post-engagement?ref=ads_guide#
5.0 FACEBOOK AD TYPES
Post Engagement – Most Page
posts on Facebook can be
boosted to deliver more likes,
comments, shares and photo
views.

57. https://www.facebook.com/business/learn/facebook-creat
e-ad-event-response?ref=ads_guide#
5.0 FACEBOOK AD TYPES
Event Responses – Event
response ads can be used to
promote awareness of your event
and drive responses. You can
design your event ad to appear as
an image or video.

58. 5.0 FACEBOOK AD TYPES
Page Likes – Page likes ads can
be used to drive users to like your
Page. You can design your Page
likes ad with a video or an image
masked to a ratio of 1.91:1.
https://www.facebook.com/business/help/5076129060011
99?ref=ads_guide#

59. 6.0 CONTENT OPTIMIZATION

60. 6.0 CONTENT OPTIMIZATION

61. 6.0 CONTENT OPTIMIZATION
Quality
Content

62. 6.0 CONTENT OPTIMIZATION
Best Practices
Learn More

63. 6.0 CONTENT OPTIMIZATION
1:1 ratio Power
AD
AD

64. 6.0 CONTENT OPTIMIZATION
Photography

65. 6.0 CONTENT OPTIMIZATION
Facebook Image Text Checker
20% Rule – Text blocks in
images should not exceed a total
share of 20% of image space.

66. ● Use Emojis! 🌞
● Short and easy to understand
● Leverage on #hastags
● Avoid jargon / slang
● Shout out your unique selling points
● Call to Action (top or bottom)
6.0 CONTENT OPTIMIZATION
Text

67. ● Video Ratio 9:16 to 16:9 but we
recommend 4:5 (Vertical Video) or
1:1 (Square)
● Video should not have black bars /
pillar boxing.
● Maximum 4GB file size
● Maximum 240 Minutes but we
recommend not more than 60s
● Video thumbnail is automatic but
we recommend to create a
separate thumbnail
6.0 CONTENT OPTIMIZATION
Video

68. 6.0 CONTENT OPTIMIZATION
The Power of Teasers

69. 6.0 CONTENT OPTIMIZATION
The Power of Teasers

70. 7.0 RELEVANCE SCORE

71. 7.0 RELEVANCE SCORE
Relevance Score
Creative Quality – The overall visual appeal and design of your ad
will affect how well you rank among your competitors for
attracting eyeballs on your ad.
Engage Users – An ad that speaks to the user and encourages
social actions from them reinforce this ranking through
comments, reactions and shares.
Good Offering – Conversions from any prospect can be
encouraged or attracted further with a good offering. Unique
selling points will come into play to optimize this ranking.

72. 7.0 RELEVANCE SCORE
My Favorite Example

73. 7.0 RELEVANCE SCORE

74. 8.0 TOOLS

75. Facebook Support - https://www.facebook.com/business/help
8.0 TOOLS

76. Creator Studio - www.facebook.com/creatorstudio
8.0 TOOLS

77. Ad Library - www.facebook.com/ads/library
8.0 TOOLS

78. Facebook Insights - www.facebook.com/iq/insights-to-go
8.0 TOOLS

79. 20% Image Text Check
8.0 TOOLS

80. Facebook Inspiration Hub - www.facebook.com/ads/creativehub/gallery/
8.0 TOOLS

81. Campaign Planner
8.0 TOOLS

82. Facebook Partner - www.facebook.com/business/partner-directory
8.0 TOOLS

83. Facebook Newsroom - www.newsroom.fb.com
8.0 TOOLS

84. Q & A Session

85. THANK YOU