Facebook Blueprint Core Competencies Practice Exam
Terms in this set (65)
What does the reach objective achieve?
Maximize the number of people who see your ads over the life of your campaign
Show your ads to the largest possible audience
Secondary ways to use the reach objective
-Maximize how often people see your ads in a given time period
-Targeting a narrow audience, want to increase the likelihood that they see your ad
-Use reach objective to expose the ads to them more often
How does reach drive outcomes at scale?
-Cost-efficiently impacting more people.
-Changing people's attitude and behavior.
-Increasing in-store sales.
reach impact on lift vs more granualr targeting
may get greater lift with more granular targeting but your outcome will probably yield less impact than if you targeted a broader audience
Two options for optimization with the reach objective
Reach - deliver ads to maximum number of people
Impressions - deliver ads to people as many times as possible
What are frequency caps?
set reach as optimization, specify how many days should lapse before someone is shown your ad again
How does frequent ad exposure impact lift
FB finds that frequent ad exposure has a positive impact on lift for brand recall and purchase intent
How many impressions per week drive results?
FB found that 1-2 impressions per week drive results. More than that leveled out results
Market Factors - Lower frequency than 1-2
-high market share
-long purchase cycle
-less frequent usage
-high share of voice
Market Factors - Higher frequency than 1-2
-Low market share
-Short purchase cycle
-Low share of voice
Message Factors - Lower frequency than 1-2
-Low message complexity
-High message uniqueness
Message Factors - Higher frequency than 1-2
-High message complexity
-Low message uniqueness
Media factors - Lower frequency than 1-2
-Long campaign duration
-Multiple media channels
Media factors - Higher frequency than 1-2
-Short campaign duration
-Pulse or flight scheduling
Reach objective + Reach and frequency buying =
100% Optimized towards the most efficient reach available
If you need predictable reach -
Reach and frequency buying over an auction buy
Reach and frequency scheduling
Reserve campaigns up to 6 months ahead
Control number of times audience sees your ads and in what order
Reach and frequency buying goes after
pure reach rather than blending reach with the underlying performance goal
Reach and frequency buying results in (CPM)
lower CPMs that reach the same percentage of an audience than you would using another objective
When should you use Brand Awareness vs Reach?
If you want to make more people aware of your brand use brand awareness
Reach objective lets you maximize the reach of your campaign at an efficient CPM.
Brand Awareness vs Reach
Brand Awareness is designed to show your ads to the people who are most likely to pay attention to them.
Brand Awareness is optimizing to get you the highest ad recall not only reach
The Reach campaign is optimizing to maximize the reach of your campaign with an efficient CPM
When should you use store visits vs Reach?
Use store visits when you want to drive foot traffic to multiple stores
Use reach when you want to drive traffic to one store
Store visits - create ads that
dynamically localize messaging to each store location with a single creative template
Drive foot traffic to single location using reach steps
1. target audience by location - people within a physical range of your business
2. specify placement & budget
3. choose ad format and optional CTA
CTA button can display for any ad format other than
CTA's ideal for reach ads designed to drive foot traffic to your store
You can use the Reach objective from all of FB campaign-building tools, including:
Ads created using the Reach objective are eligible to appear across
Instagram and Facebook News Feed on desktop and mobile as well as in Audience Network
Supported ad formats for the Reach objective are
carousel, single image, single video, and slideshow
"Call Now" only works with
mobile placements including Instagram and mobile News Feed
"Send Message" only works with
Facebook mobile and desktop News Feeds since
Mutli-channel marketing driving offline sales
businesses need to use mobile marketing to reach people where they are
people research digitally before making a purchase
90% of purchases still happen in person
Store visits objective
apply a geo targeting radius around each of your locations
As people in the area of your business scroll through their News Feed on Facebook, they can see a dynamic, locally relevant message beacause the location-based targeting has determined they are near your business
Store visits - Location-based relevance at scale
For each of your store locations, you can create ads that dynamically localize messaging to each site using one single creative template.
Ad formats for store visits objective
image, video, slideshow, carousel
Store visits call to actions
Send Message, Call Now, Get Directions
Measuring ad performance - business locations breakdown
Get campaign insights for every location of your business
Store visits objective - Get detailed reporting for each of your business locations to see how your ad campaign affected:
Store Visits Objective Best Practices
Target a flexibe radius around your business based on population density
Move beyond print and TV to drive awareness of in-store promotions, offers, and sales.
Use day parting to create campaigns around specific times of day.
Store visits campaign
tips for radius tageting
The default radius is set to include at least 50k people.
Limit your coverage to the area you service.
Consider how far a person would be likely to travel to visit your location — for example a coffee shop may not want to target a 20-plus-mile radius.
Audience Insights: 3 types of Audiences
Facebook Audience, Page Audience, Custom Audience
Audience Insights - Facebook Audience
Facebook audience as a whole
-validate segmentation studies and determine potential sub-segments or audience size
Audience Insights - Page Audience
Your page audience
-make your creative and messaging on Facebook and other marketing channels more relevant
Audience Insights - Custom Audience
Your owned audience that you manage with a CRM database
Hash your own data and match it to users on FB
learn about the customers in your CRM
Minimum audience size you can look at in Audience Insights
Audience Insights - Demographics
Age and gender
Lifestyle and characteristics
Audience Insights - Page Likes
Shows the top interests of your audience
Analyzing your Audience - Audience Insights
brand recall or ad recall
understand how many people remember your ad after seeing your campaign
The higher the brand recall rate the more successful your brand awareness campaign was
strong correlation between relative dwell time and ad recall.
To generate awareness, FB optimizes
Audience attention to the campaign, how much time are they spending
Brand awareness =
reach x attention x message quality x other factors
How do larger advertisers measure awareness?
Brand awareness optimization looks for
Identify people who are more likely to pay more attention to your ad and then find more people who are like them
FB users 60 and over vs younger audience time spent looking at ad
FB users 60 years old and above spend more than twice as long consuming an ad than those under 20 so just because someone older was looking at an ad for longer time period doesn't mean they paid more attention
What does relative attention do
Takes time spent and demographic information into consideration to figure out how much attention different users paid to your ad
Best objective for "breakthrough"
engagement as a indicator of breakthrough
engagement is a strong indicator of breakthrough
-but sparse signal and not always a reliable proxy for brand awareness
That is why brand awareness objective optimizes for attention
brand awareness success metrics
estimated ad recall lift, ad recall lift per dollar spent
reach success metrics
number of impressions, CPM
video views success metrics
video views, cost per view
engagement success metrics
engagement, cost per click
reach people who are most likely to click and like, comment, share, or otherwise engage with your content
EARL is calculated by
brand awareness you will be billed by
it is a CPM bidding type
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