Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.
If you really want to be a business success online, then you need to attract hungry markets targeted to your niche. During the early years of the internet, there were only a few ways to build your business using simple traffic methods such Pay Per Click and Search Engine Optimization.
But now with the power of social media marketing the game has changed and there are now even more ways to build your online business without the hassle of SEO or paying a small fortune for PPC. Yes that's right, the playing field has well and truly been leveled to accommodate anyone seeking to make their online fortune.
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
This deck covers using different ad formats, targeting and using different types of custom audiences, what metrics to look out for, and how to segment your audiences.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
By maximizing use of Facebook’s unique targeting, ad and measurement capabilities, today’s disruptors can reach the right audiences with the right message to drive true business growth.
If you really want to be a business success online, then you need to attract hungry markets targeted to your niche. During the early years of the internet, there were only a few ways to build your business using simple traffic methods such Pay Per Click and Search Engine Optimization.
But now with the power of social media marketing the game has changed and there are now even more ways to build your online business without the hassle of SEO or paying a small fortune for PPC. Yes that's right, the playing field has well and truly been leveled to accommodate anyone seeking to make their online fortune.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
An overview of Twitter, Facebook, Instagram and LinkedIn advertising and the latest developments on these platforms. Covers audience, measurability, reach, advertising types and video.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
Learn Facebook Marketing Strategy in a Effective way With Sandip Trivedi. Here we Describe simply 7 Steps of Facebook Marketing Strategy. Learn and Apply those 7 Steps. All the Best.
Affiliate marketing is an advertising model in which a company compensates third-party publishers to generate traffic or leads to the company's products and services. The third-party publishers are affiliates, and the commission fee incentivizes them to find ways to promote the company.
To learn more about affiliate marketing and making money online, join on to our epic adventure!!
Facebook Start to Finish covers all the basics. Why is Facebook an essential marketing tool? The anatomy of a complete facebook business page; setting it up, coming up with great content and privacy issues. We also cover creative ways to promote your Facebook page and easy tips for maintaining a resourceful page.
The Future of Facebook and Instagram Advertising
New Data on Facebook and Instagram Ad Trends in North America,
Europe, Asia Pacific, and Latin America
Social Vantage - Social Media Marketing StrategySocial Vantage
Social Vantage provides a comprehensive social media marketing strategy to help your business generate high quality content to increase engagement and build high quality advertisements to convert to customers.
New advertising opportunities are available within Twitter. Twitter Promoted Products offer three different options: Promoted Tweets, Promoted Trends, and Promoted Accounts; all of which are supported with the new Analytics dashboard.
For more information, please visit www.ovrdrv.com
Facebook Ads for Ecommerce_ How to Increase Your Online Sales.docx.pdfTechEasifyInfotech
Discover the power of Facebook Ads for e-commerce. Learn proven strategies to increase your online sales. Master the art of effective advertising for your online store.
Facebook Ads for Ecommerce_ How to Increase Your Online Sales.pdfTechEasifyInfotech
Discover the power of Facebook Ads for e-commerce. Learn proven strategies to increase your online sales. Master the art of effective advertising for your online store.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Facebook Ads - Best Practices and ROI, brought to You by XPLAIN's Information Alchemist Stefanos Karagos, creator of the 3rd Most Popular Business Presentation Worldwide for 2011
(http://www.slideshare.net/karagos/social-media-is-dead-long-live-social-media-roi).
As delivered in 2013 Digital Marketing Forum.
Social Media Advertising is here for the long run, in other words it's here to stay. In this presentation I go through the ABC of social media advertising and provide a quick how-to overview on how to embrace Social Media Advertising and make it work for your brand.
This presentation is part of a panel of speeches given at the Fremantle chapter of #HospoBiz, a new Hospitality only networking organization.
For more information on #HospoBiz please visit https://www.facebook.com/hospobiz
To enquire as a speaker, please contact Federica at
federica@mjsocial.com.au
An overview of Twitter, Facebook, Instagram and LinkedIn advertising and the latest developments on these platforms. Covers audience, measurability, reach, advertising types and video.
eMarketer Webinar: Integrating Search and Display—Tactics for More Effective ...eMarketer
Join eMarketer Principal Analyst David Hallerman and learn how to improve the process of buying, integrating and measuring search and display advertising.
Learn Facebook Marketing Strategy in a Effective way With Sandip Trivedi. Here we Describe simply 7 Steps of Facebook Marketing Strategy. Learn and Apply those 7 Steps. All the Best.
Affiliate marketing is an advertising model in which a company compensates third-party publishers to generate traffic or leads to the company's products and services. The third-party publishers are affiliates, and the commission fee incentivizes them to find ways to promote the company.
To learn more about affiliate marketing and making money online, join on to our epic adventure!!
Facebook Start to Finish covers all the basics. Why is Facebook an essential marketing tool? The anatomy of a complete facebook business page; setting it up, coming up with great content and privacy issues. We also cover creative ways to promote your Facebook page and easy tips for maintaining a resourceful page.
The Future of Facebook and Instagram Advertising
New Data on Facebook and Instagram Ad Trends in North America,
Europe, Asia Pacific, and Latin America
Social Vantage - Social Media Marketing StrategySocial Vantage
Social Vantage provides a comprehensive social media marketing strategy to help your business generate high quality content to increase engagement and build high quality advertisements to convert to customers.
New advertising opportunities are available within Twitter. Twitter Promoted Products offer three different options: Promoted Tweets, Promoted Trends, and Promoted Accounts; all of which are supported with the new Analytics dashboard.
For more information, please visit www.ovrdrv.com
Facebook Ads for Ecommerce_ How to Increase Your Online Sales.docx.pdfTechEasifyInfotech
Discover the power of Facebook Ads for e-commerce. Learn proven strategies to increase your online sales. Master the art of effective advertising for your online store.
Facebook Ads for Ecommerce_ How to Increase Your Online Sales.pdfTechEasifyInfotech
Discover the power of Facebook Ads for e-commerce. Learn proven strategies to increase your online sales. Master the art of effective advertising for your online store.
A deep dive into the correct setup, use and delivery of facebook advertising. We will cover how to maximise the powerful ad targeting tool to ensure that your Adspend and campaigns deliver you results.
Advertising tools to define, reach and convert your target audience at ArabNe...ArabNet ME
Define, reach and covert your target audience using creative advertising campaign based on your audience status in the sales funnel by Jennifer Kanaan, Program Director, Eastline Academy at ArabNet Beirut 2017
content marketing strategies targeting the right audience.pdfChiranjivi Lucky
The importance of digital marketing is growing in today’s business landscape, and it’s vital to deliver appropriate content to the correct audience. The content and messaging of content marketing campaigns should be tailored to match the demographics and behaviours of the target audience to maximise their effectiveness. You can achieve this by engaging, converting, and ultimately generating revenue.
Are you eager to enhance your knowledge of marketing campaigns? Look no further! We have just published an insightful blog post that explores the fascinating world of marketing campaigns, their various types, and real-life examples of successful campaigns.
In our latest article, "What are Marketing Campaigns? Types and Examples," we dive deep into the fundamentals of marketing campaigns and shed light on their significance in driving business growth and reaching target audiences effectively. 💼💡
Whether you're a marketing professional, business owner, or simply curious about the world of marketing, this blog post is a must-read! 🌟
📚 Read the full blog post of marketing campaigns here: https://www.webmaxy.co/egrowth/marketing-campaigns/
Know the revenue contribution of your marketing campaigns. Take a Webmaxy eGrowth trial now! https://www.webmaxy.co/egrowth/
We encourage you to engage with the content by liking, commenting, and sharing it with your network. Let's spark a discussion and exchange valuable insights about marketing campaigns! 💬🚀
#marketingcampaigns #marketingcampaign #campaignmarketing #whatisacampaigninmarketing #marketingcampaignstrategy #campaignmarketingstrategy #marketingcampaignstrategies #howtocreatecampaign #whatisamarketingcampaign #creatingamarketingcampaign #marketingcampaigntypes #typesofmarketingcampaigns #marketingcampaignplan #howtocreateamarketingcampaign #successmarketingcampaign #planningmarketingcampaigns #marketingcampaignplanning #createmarketingcampaigns #marketingcampaignsdefinition
In the world of Pay-Per-Click (PPC) advertising, there will always be challenges. However, with the coronavirus’s aftermath, it’s even more important to be prepared for a new reality. Every industry and its advertising will be affected due to new economic and social realities. New demands, preferences, and demographic makeup will require a shift in your approach to your brand or client’s approach to Google Ads.
Instead of missing out on leads, sales, and other conversions, use the right plan to put yourself ahead of the competition. Learn to craft the right message to your audience in the right way for your campaign.
How to drive action online, in-store and in mobile app with Facebook. Best Practices for Facebook direct response marketing.
Facebook offers a sophisticated direct response marketing solution for marketers to reach more of the right people, drive action across devices and make more insightful decisions.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
Advertisers are looking to reach many different audiences with their message. Many of these endeavors focus on leasing audiences as is the case with TV. In Facebook, we have the ability to purchase media which drives users to Like your brand. This represents an owned audience. Once this action occurs, you as a marketer now have the ability to talk to your audience on a regular basis, extracting incremental media value each time. It also opens up secondary re-engagement opportunities that you can’t get anywhere else. Our solution only charges you when a user “Likes” your brand so we take all the guess work out of the initial audience acquisition process.
Advertising is an integral part of marketing, and it plays a crucial role in promoting a product or service. In this article, we will explore the characteristics of advertising that make it an effective marketing tool.
Communication
Advertising is a means of communication between businesses and their target audience. Through advertising, businesses can convey information about their products or services, such as their features, benefits, and unique selling proposition (USP).
www.brandonwheelz.com
With Facebook Locations, you can connect and manage all your business locations on Facebook to power local Pages and local awareness ads (parent-child structure).
Messaging is a central experience on mobile, connecting people to people. Increasingly, it is a commercial experience, supporting communication between people and businesses. We will share insights into people’s commercial behavior on Messenger, how to leverage Messenger for Business, and the latest developments with Messenger Platform.
Keeping your CRM data and Facebook data in sync is the difference between relevant and irrelevant marketing. Learn how to use our Custom Audiences API, Lead Ads API, and Offline Conversion API to maximize how relevant your marketing can be with Facebook.
The Marketing API gives you programmatic access to the Facebook Marketing Platform and allows big gains in efficiency by automating many manual tasks taken every day. Learn about how to get started and some top tips that we will build on throughout the day.
Solid foundations support great structures. Without a solid tracking foundation and smooth user experience, any marketing is suboptimal. Learn how to implement best in class website and app tracking, provide a seamless mobile app experience, and get started using their API.
Facebook and Instagram for InfluencersBlitzMetrics
Facebook gives you the opportunity to directly communicate with audiences, with complete control over your message. With a global community of more than 2 billion people on Facebook, you can reach existing and new audiences with a flexible set of publishing tools to share your stories in text, photos, videos, and more.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
2. People are spending more time on
mobile and this is changing how people
discover and connect with businesses,
products, and services.
Sixty percent of people on Instagram
say they discover new products on the
platform, while 75%
say they’ve taken
action after being inspired by a post.1
As people discover information,
products and experiences in this
fashion, advertising strategies have to
change to keep up. Businesses need to
understand the new ways people are
showing interest in a product. With
Facebook’s Family of Apps and Services,
advertisers can reach more people, to
achieve their objectives.
This guide will provide an overview of
our advertising products, and how to
get more out of them.
1 Instagram user survey, November 2015
Advertising on Facebook: Products 02
3. Contents
04 The Facebook Family of
Apps and Services
05 Planning your campaign
06 Getting started on Facebook
07 Choosing the right objective
08 Buying types
09 Auction and delivery
11 Targeting
13 Designing your ad
20 Measurement
23 Getting started with
advertising on Facebook
Advertising on Facebook: Products 03
4. More places
Reach people on their favorite apps and websites with ads
across Facebook, Instagram and Audience Network.
Across devices
Show your ads on whatever device your audience happens
to be using, with ad placement options for mobile or desktop.
Fewer steps
Running ads across platforms and devices is easy.
Just build your ad once, then select Facebook, Instagram
and Audience Network under Placement. No resizing
or reformatting required.
The Facebook Family of Apps and Services enable you to run ads
across Facebook, Instagram or Audience Network, on mobile and
desktop. Our ad placement options—the places where you can
run ads—let you grow your reach with precision.
Facebook Instagram Audience Network
Reach 1.9 billion
Reach 600
million people
Reach people across
1000s of mobile apps
and websites
Reach people where they
spend a majority of their
time on mobile
Reach people off
of Facebook
Advertising on Facebook: Products 04
5. Planning your
campaign
As you plan your campaigns on
Facebook and Instagram, start by
asking yourself a few questions
What are my business goals?
Match your goals to the objectives available to you, such as acquiring new
customers, driving in-store sales or increasing awareness for a new product.
How will I measure and track results?
Before launching your campaign, identify the key performance indicators
(KPIs), or what’s important to define the success of your campaign.
Who is my audience?
You can use existing segments, or build new audiences, based on your
campaign objectives so you can deliver the right message to the right people.
The answers to these questions will define your strategy and help you measure
the effectiveness your advertising campaigns across the Facebook Family of Apps
and Services alongside other marketing channels.
It’s not too early to set long-term goals for your program. Consider metrics
such as lifetime value (LTV), downstream value, average order value (AOV) and
share of new customers and how your media strategy could affect your long
term goals.
Advertising on Facebook: Products 05
6. Getting
started on
Facebook
These are optional tools that
will help you access some of
Facebook’s advanced advertising
products designed to get the
most out of your campaigns
Leverage your 1st
party data
The best audience consists of people who know your brand.
• Implement the Facebook pixel on your website or our Facebook SDK
with App Events on your mobile app. These tools will help measure
conversions, optimize delivery, and build audiences based on actions
people take on your site or app
• Use an existing customer list to build audiences of people who have
already engaged with your brand
Determine your creative
Use any existing creative you have, like videos or product imagery, or
determine if you need to develop new creative for your Facebook campaigns.
Pull in your product catalog
To use dynamic ads, which targets users who have expressed interest in
specific products on your site or app, use your online product catalog to
build your ads.
Include your store locations
If you want to drive people to your store, make sure you can link your store
location to your ad.
Advertising on Facebook: Products 06
7. Choosing the
right objective
Your campaign starts with choosing
an objective. The objectives you
choose depend on the needs of
your business, or the goal you have
for your campaign. For example,
during a growth phase, focus on
brand awareness and customer
acquisition. When thinking about
profitability, focus on driving
transactions and conversions
Facebook and Instagram’s solutions can track actions across devices through
the entire purchase journey; from gaining top of mind brand awareness,
generating demand for a product, acquiring a customer who is demonstrating
intent to buy, and finally making the sale or taking an action.
When building your campaigns, map the objectives to your goals:
Awareness
Build top-of-mind-awareness, equity, affinity, and consideration
• Brand awareness
• Local awareness
• Reach
Consideration
Generate interest, demand and purchase intent for products, services
or promotions, both online and in-store
• Traffic
• Engagement
• App installs
Conversions
Encourage people to complete transactions with your business
• Conversions
• Product catalog sales
• Store visits
• Video views
• Lead generation
Advertising on Facebook: Products 07
8. Buying types Reach and Frequency
To run successful brand campaigns, you need to reach your audience
often enough to get your message across. Reach and Frequency buying
on Facebook and Instagram lets you accurately plan and deliver campaigns
with predictable reach and controlled frequency. You can control not only
the frequency, but also the order people see your ads. You can access the
sequencing tool in your Ad Set after you have created your ads. If your brand
or product has more relevance for people at certain times of day, you can
schedule your ads to reach them during the most impactful times.
Reach and Frequency buying gives you predictability and control over your ad
delivery when reaching audiences of more than 200,000 people.
Auction
The ad auction determines which ads should be shown, so advertisers can
reach audiences that are more likely to react to their content. The ad auction
takes into account your bid, the likelihood of driving a desired outcome, your
site performance, ad quality, and how relevant your ad is to the targeted audience.
TRP
For video ads, TV buyers can now extend and complement TV campaigns by
buying Target Rating Points (TRPs) on Facebook and Instagram. TRP Buying
gives predictable delivery of TRPs that are verified on-target by Nielsen.
08
9. Set the right bid
There are two options for bid setting:
• Automatic – our ad auction system will adjust your bid to generate the
most desired actions possible with your budget. If you don’t have a
specific value for the desired customer action, use this type of bidding
• Manual – you decide on the value of the desired action. Start with a bid
that represents how much you value the action you’re optimizing for.
Lower bids may reduce the number of people in your target audience
who see your ad
• If you’re optimizing for website conversions or mobile app installs
and want to specify a manual bid, you can choose to set an
“average” bid or a “max” bid.
Determine the right budget
To ensure smooth delivery, your daily ad set budget should be greater
than your bid. If you are using conversion optimization, your ad set budget
should be many times greater than your bid.
• Tip: If you’re not getting the [volume of] results you want, try increasing
your bid
• Note: Splitting your total budget across too many individual ad sets
will make optimal ad delivery more difficult
Choose the right audience
Choosing the right audience makes a big difference in delivery of your ad set.
Use a specific audience to reach people who will engage with your content.
The estimated reach numbers in the ads create tool will help determine if
the targeted audience is too broad or narrow.
Tips for choosing an audience:
• Use interest and/or behavior-based targeting categories
• Retarget website visitors or existing customers using Custom Audiences
• Build Lookalike Audience based on your high-value customers
Your audience range should match your ad’s objective. Use a broad
audience for brand awareness ads and a more specific audiences for direct
response. If your ad is not delivering as often as you’d like, expanding the
audience size can help.
Be mindful of audience overlap
Audience overlap means multiple ad sets are delivering to audiences that
contain the same people. The ad auction tries to avoid showing too many
ads to the same person from a single advertiser over a short time period,
so audience overlap might explain why some ad sets are not hitting the
full budgets.
• Tip: To avoid audience overlap, use the audience building tips from
the previous section. Another option is to consolidate your ads into
a single ad set with a larger budget
Auction and delivery
Advertising on Facebook: Products 09
10. Select flexible placement
options, such as Instagram
and Audience Network
When you set up your ads to run across Facebook, Instagram, and the apps
and sites in Audience Network, we’ll optimize the delivery of the ads according
to your objective and budget. This will help drive more of your desired outcome
with the same ad set budget.
Improve your relevance score
and feedback
If your ad gets little positive feedback or even negative feedback, its delivery
may be affected. If that’s the case, review your ad’s relevance metrics in ads
reporting and adjust the targeting so the ad reaches the right audience.
Test and iterate
The ad auction is a dynamic marketplace. The best campaign performance and
delivery requires testing and iteration. However, as you adjust any of the levers,
keep in mind that it takes our ad auction system some time to register changes.
Give the system time to update your delivery before making further changes.
Advertising on Facebook: Products 10
11. Core Audiences
Created by location, demographics, interests and behaviors, Core Audiences
enable you to reach a broad audience with interests relevant to your
campaign objectives.
Custom Audiences
Custom Audiences enables you to connect with your most valuable
audiences. It is a key targeting capability to reach existing customers
and prospects. A variety of data sources can be used to power Custom
Audiences: CRM data, Facebook pixel, and the mobile SDK.
How to get the most out of your Custom Audiences
Mirror Custom Audiences segments to your existing audience segmentation:
Custom Audiences works best when specifically targeted to a particular
group of your customers. Leverage what you already know about your
customers, for example if they’re loyalty members or cart abandoners,
and tailor messaging to personalize the experience and encourage action.
Build Custom Audiences segments based on where your customers are
in the funnel: Custom Audiences provides a way to adjust your marketing
strategy depending on how familiar your audience is with your brand, and
where they are in the purchase funnel. With Custom Combinations, you can
build rules and layer on customization to only include visitors of specific
pages. Segment audiences by pages visited, time spent, frequency of their
visits, device used, and more.
Engagement Custom Audiences: identify and reach people who have
viewed a video, engaged with a Canvas ad, or started filling out a Lead
Ad form.
Enhance your email or direct mail campaigns: Use Custom Audiences
from a data file to complement a direct mail campaign. Reach customers
who don’t open email, or amplify your direct mail message by reinforcing
it on Facebook.
Search campaign: Find your customers before they search for you. Use
Custom Audiences from your website or mobile app to uncover intent
earlier in the purchase funnel to maximize search spend.
Target customers that have demonstrated intent to purchase: Implement
the Facebook pixel on your website and/or the Facebook SDK in your
mobile app to gain insight into customer intent. With that data, you can
target people based on the specific actions taken on your website or mobile
app, and reach them on Facebook. Advertisers can segment audiences by
pages visited, time spent, frequency of their visits, device used, and more.
Remarket to people who abandoned their shopping cart with messaging
that drives them back to purchase. Or cross- or up-sell to people who
recently purchased items on your website or mobile app.
Targeting
Advertising on Facebook: Products 11
12. Target customers across devices: Facebook can target across device to drive
conversions. Consider cross-device conversions to ensure you’re sending
the right message to the right people on the right device based on where
they are in the conversion funnel. For example, if you know your customers
are more likely to convert on desktop, target with clear calls to action on the
web. You can view your cross-device conversions by enabling the cross-
device view in Facebook ads reporting.
Use quality data to build your Custom Audience: When using Custom
Audiences from a data file, you will have a better match rate with people
on Facebook when using higher quality data (e.g. complete email
addresses, newer data, etc.).
Lookalike Audiences
Lookalike Audiences allow you to reach new people who share similar
characteristics with customers that have expressed interest in your
business. You can use Lookalike Audiences to reach people similar
to your Custom Audiences and page fans.
How to get the most out of your Lookalike Audiences
Use your website visitors: Using data from a Facebook pixel, you can
find people who are similar to those that have demonstrated high intent,
recently visited, or converted on your website to drive more sales.
Use specific seed lists to build Lookalike Audiences: Use seed lists that are
specific to the objective you want to achieve, such as people who tend to
convert online versus offline and find people who look like them.
Use existing customer list: Build your Lookalike list based on existing customer
traits to reach new users.
Audience size slider: Start by optimizing your Lookalike Audience for similarity,
to understand how your ads perform with more precise matching. Keep in
mind: 1%
is optimized for similarity and top 5%
is optimized for reach.
INSTAGRAM TIP!
Instagram’s total audience is smaller than Facebook’s. Start
with broad targeting and refine over time as you learn which
audiences convert. For example, consider starting with a
5 or 10%
Lookalike Audience and narrow down to 1%
as the
system learns to deliver the outcomes you care about.
12
13. Designing your ad
Media
PHOTOS OR VIDEOS
Photo ads use compelling imagery to engage your audience on Facebook,
Instagram or the Audience Network.
Creative considerations
Use product imagery when targeting people who have viewed products
on your website.
Test different creative strategies such as product imagery or lifestyle imagery
to see which works best for your brand.
Platform tips
Across Facebook, Instagram and Audience Network, use high quality,
immersive images that are unique to your brand to capture attention.
Create a clear call to action to direct behavior.
For a complete list of specs and recommendations for each platform
please visit:
Facebook Page Post Engagement: Photo Ads Guide
Instagram Page Post Engagement Ads Guide
Audience Network Design Guidelines
Advertising on Facebook: Products 13
14. Video ads are an engaging way to bring brands to life through sight, sound,
and motion in the Facebook News Feed, and on Instagram. Promote videos
that show behind-the-scenes footage, product launches or customer stories
to raise awareness about your brand.
Creative considerations
Capture attention quickly with your visuals – start with your more captivating
content and incorporate your brand identity early
Design for sound off – tell your story visually and use text and graphics
to help deliver the message
Frame your visual story – explore different frames and highlight key elements
Play more – experiment with your content with types of creative and length
to see what resonates
Platform tips
Across all platforms, use strong visuals across to capture attention as people
scroll through their feeds.
FACEBOOK
Create a strong call-to-action buttons to drive action after they view your ad
Visit our Video Ads Guide for a complete list of specs and recommendations
If you do not choose a call-to-action, the Learn More call-to-action that links
to your website will automatically appear below your ad
INSTAGRAM
Visit our Instagram Video Ads Guide for a complete list of specs and
design recommendation
Advertising on Facebook: Products 14
15. Display
SINGLE
Use a single image with minimal text to capture attention
Creative considerations
Use your branding or imagery unique to your brand to increase
brand recognition
Use bold photography or art to take advantage of the real estate
on the news feed
Create a strong focal point in your image to clearly communicate
what you’re selling or providing to people
Platform tips
FACEBOOK
Across Facebook, Instagram and Audience Network, use high quality,
immersive images that are unique to your brand to capture attention
Use a clear call to action to direct behavior
Advertising on Facebook: Products 15
16. CANVAS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time
Tips
Storytelling comes to life: build your Canvas using a combination of videos,
still images and call-to-action buttons.
Designed for mobile: Leveraging the same technology used to display
photos and videos quickly in the Facebook app, Canvas was built to bring
content to life in a fast-loading and seamless experience
on Android and iOS.
Flexible for any objective: Have complete creative control to achieve
any objective like telling your brand story, promoting a new movie,
showcasing products or installing your app.
Platforms
LINK ADS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time
Tips
Take advantage of the large, clickable real estate to attract attention and
show your brand
Link ads are great for driving offsite conversions because the entire image
is a click target, rather than one small link
Use video, carousel or an image to showcase your product or service
Platforms
LEAD ADS
Call to Action
Apply Now, Download, Get Quote, Learn More, Sign up, Subscribe
Tips
Pre-populate the form with relevant contact information like name
and email address
Useful for e-commerce, education, local, elderly care, financial services,
auto, B2B tech, CPG, professional services, and telco advertisers
Platforms
Advertising on Facebook: Products 18
17. MOBILE APP ADS
Call to Action
Install Now, Book Now, Download, Learn More, Listen Now, Play Game,
Shop Now, Sign Up, Watch Video, Watch More
Tips
Include visuals of mobile devices
Demonstrate the value of the app with statistics (i.e. how many songs they
can access on your music app)
Showcase what the app does
Platforms
DYNAMIC ADS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time, Get Directions,
Send Message
Tips
Advertise all of your products – import your entire product catalogue
to Facebook so you can automatically promote any product from your
inventory
Reach people interested in your products – reach audiences on Facebook,
Instagram or the Audience Network who have already expressed interest in
your brand, and send them back to your website or app
Cross-sell and up-sell – cross-sell by promoting complementary products
to people who have recently purchased on your website or mobile app.
Up-sell by promoting similar products they expressed purchase intent in,
but have higher conversion values
Access the pixel through your eCommerce platform – if your website
is powered by an e-commerce platform like Magento, Shopify or
BigCommerce, Facebook makes it easy to install the Facebook pixel,
create a product catalog and run dynamic ads. Learn more
Platforms
Advertising on Facebook: Products 19
18. CANVAS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time
Tips
Storytelling comes to life: build your Canvas using a combination of videos,
still images and call-to-action buttons.
Designed for mobile: Leveraging the same technology used to display
photos and videos quickly in the Facebook app, Canvas was built to bring
content to life in a fast-loading and seamless experience
on Android and iOS.
Flexible for any objective: Have complete creative control to achieve
any objective like telling your brand story, promoting a new movie,
showcasing products or installing your app.
Platforms
LINK ADS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time
Tips
Take advantage of the large, clickable real estate to attract attention and
show your brand
Link ads are great for driving offsite conversions because the entire image
is a click target, rather than one small link
Use video, carousel or an image to showcase your product or service
Platforms
LEAD ADS
Call to Action
Apply Now, Download, Get Quote, Learn More, Sign up, Subscribe
Tips
Pre-populate the form with relevant contact information like name
and email address
Useful for e-commerce, education, local, elderly care, financial services,
auto, B2B tech, CPG, professional services, and telco advertisers
Platforms
Advertising on Facebook: Products 18
19. MOBILE APP ADS
Call to Action
Install Now, Book Now, Download, Learn More, Listen Now, Play Game,
Shop Now, Sign Up, Watch Video, Watch More
Tips
Include visuals of mobile devices
Demonstrate the value of the app with statistics (i.e. how many songs they
can access on your music app)
Showcase what the app does
Platforms
DYNAMIC ADS
Call to Action
Shop Now, Book Now, Learn More, Sign Up, Download, Watch More,
Contact Us, Apply Now, Donate Now, Request Time, Get Directions,
Send Message
Tips
Advertise all of your products – import your entire product catalogue
to Facebook so you can automatically promote any product from your
inventory
Reach people interested in your products – reach audiences on Facebook,
Instagram or the Audience Network who have already expressed interest in
your brand, and send them back to your website or app
Cross-sell and up-sell – cross-sell by promoting complementary products
to people who have recently purchased on your website or mobile app.
Up-sell by promoting similar products they expressed purchase intent in,
but have higher conversion values
Access the pixel through your eCommerce platform – if your website
is powered by an e-commerce platform like Magento, Shopify or
BigCommerce, Facebook makes it easy to install the Facebook pixel,
create a product catalog and run dynamic ads. Learn more
Platforms
Advertising on Facebook: Products 19
20. Measurement
Facebook helps marketers see
results clearly by providing
people-based tools tomeasure
your audience, brand and
sales outcomes, allowing you
to connect the dots between
your online advertising and true
business results.
Measure campaign performance and understand results with people-based
measurement solutions that help you:
• Measure based on real people
• Measure the metrics that matter to your business
• Measure across everything
Measurement Solutions
AUDIENCE OUTCOMES
Use these measurement solutions to:
• Understand how many people you reached with your ads
• How many times you reached them
• Determine if your ads reached the right people
• Determine if your ads reached people across devices
Facebook ads reporting
Use Facebook ads reporting to measure people-based metrics for ads served
on Facebook, Instagram and Audience Network. Create and export reports via
Ads Manager, Power Editor and Ads Insights API to see your most important ad
metrics and learn how you’re reaching your business goals.
Split Testing
If you want to understand how different aspects of your ads affect campaign
performance across Facebook, Instagram and Audience Network, try a split
test. Run controlled A/B tests with no audience overlap; get clean, single-
variable tests; easily measure results and optimize ad performance.
Advertising on Facebook: Products 20
21. Audience Insights
Learn more about your target audience on Facebook with Audience
Insights, including demographics, lifestyle, interests and purchase behavior
of your target audience. Find out what’s unique about your audience, so
you can create more relevant content.
Reach reporting:
Measure how many people were reached by your ads, how often they were
reached across devices and how much each publisher contributed to your
campaign’s unique reach.
Nielsen DAR/TAR
Measure and compare audiences reached for online and TV campaigns with
Nielsen Digital Ad Ratings (DAR) and Total Ad Ratings (TAR).
Viewability and verification partners
Measure and verify viewability and attention metrics for Facebook and
Instagram inventory through best-in-class viewability partners.
BRAND OUTCOMES
Use these measurement solutions to:
• Determine if your ads generated awareness for your brand
• Understand if your ads shifted the perception of your brand
Brand Lift
More accurately measure the effect of your ads on your brand, through
Brand Lift on Facebook and through partners including Nielsen and
Millward Brown. All three solutions use the same underlying gold-standard
methodology: experimental design, comparing poll responses from the
audience exposed to your ads to a holdout group who didn’t see your ads.
SALES OUTCOMES
Use these measurement solutions to:
• Determine if you caused a customer to take a desired action, such as
buy a product, sign up for a service or download your app
Facebook conversion reporting
Use Facebook’s conversion reporting to measure online and offline conversions
based on people-based metrics for ads served on Facebook, Instagram
and Audience Network. Create and export reports to see your most
important ad metrics and learn how you’re reaching your business goals.
Facebook Conversion Lift:
Facebook’s Conversion Lift enables you to measure the true impact
Facebook ads have on real people. Using conversion lift, you can determine
the additional business driven online, offline or in their mobile app from
people reached by Facebook ads across devices.
Partner lift
Facebook’s partner lift integrations leverage best-in-class vendors to
measure lift in sales using partner-based ROI measurement solutions.
Advertising on Facebook: Products 21
22. Attribution
Use rules-based attribution and results-driven multi-touch attribution to help advertisers understand
how their campaigns drive online, offline and cross-device conversions across their entire digital media
spend.
Multi-touch attribution (MTA) partners
Facebook enables MTA partners to provide people-based MTA reporting across publishers, including
Facebook. Gain a better understanding of the ROI across publishers, including on desktop and mobile
and make more accurate investment decisions across all media and channels.
Marketing mix modeling (MMM) partners
Facebook enables partners to better measure and compare the effectiveness of your marketing channels by
contribution to sales, efficiency and ROI.
Mobile Measurement Partners (MMPs)
Working with Facebook’s Mobile Measurement Partners (MMPs) will help you more accurately measure
your Facebook mobile app ad campaigns, making it easier to understand how Facebook drives installs
and revenue for your app compared to other ad networks.
Advertising on Facebook: Products 22
23. Getting
started with
advertising
on Facebook
Checklist
Identify your advertising objectives (page 6)
Review their existing data and assets (page 7)
Optional: Implement the Facebook pixel, SDK, or offline conversions
to capture actions and conversions across your website, app, or store
Determine your Facebook ad objectives, and how you want your
ads delivered (page 8-10)
Define the audience you want to target (page 12-13)
Design your ad (page 14-19)
Measure performance (page 20-22)
Advertising on Facebook: Products 23
24. We hope you found this guide informative and actionable. Facebook is uniquely
positioned to help you reach your audience, no matter how broad or specific.
With our catalogue of powerful direct response tools, we look forward to
helping you reach your campaign objectives. Now that you’ve completed this
guide, use our Advertising on Facebook by Business Objectives to learn
how to leverage our products for your specific marketing objectives.
For more information, please visit https://www.facebook.com/business
Advertising on Facebook: Products 24