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Buying Your Campaign Using Reach and Frequency Is An Alternative To Bidding For Ad Space Through The Auction

The document provides information about various Facebook marketing and advertising tools and features, including: 1) It describes how to log events and track actions using Facebook pixel codes on web pages and buttons. 2) It explains how the Facebook SDK and Graph API can be used to integrate apps with Facebook login and share functionality, and log app events and access the Facebook API. 3) It provides examples of different types of Facebook ad formats like boosted posts, engagement ads, carousels ads, and offers; and lists their key features and uses.

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Ian Edwards
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58 views

Buying Your Campaign Using Reach and Frequency Is An Alternative To Bidding For Ad Space Through The Auction

The document provides information about various Facebook marketing and advertising tools and features, including: 1) It describes how to log events and track actions using Facebook pixel codes on web pages and buttons. 2) It explains how the Facebook SDK and Graph API can be used to integrate apps with Facebook login and share functionality, and log app events and access the Facebook API. 3) It provides examples of different types of Facebook ad formats like boosted posts, engagement ads, carousels ads, and offers; and lists their key features and uses.

Uploaded by

Ian Edwards
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Buying your campaign using reach and frequency is an alternative to bidding for ad space

through the auction.

With reach and frequency pricing, the cost is always CPM (cost per every 1,000 impressions).

Track Event on Page Load: Choose this option if the action you care about can be tracked when
someone lands on a certain page, like a confirmation page after completing a purchase.

Track Event on Inline Action: Choose this option if the action you want to track requires someone to click
something (like an add to cart or purchase button).

For page load events: place the code just below the closing header section of the page (for many
websites, this will be right after the opening <body> tag).

For inline action events: add the event code between script tags next to the action you want to track
(like a button).

Custom events can't be used for tracking and optimization without additional action.

The Facebook SDK for Android is the easiest way to integrate your Android app with Facebook. It
enables:

Facebook Login - Authenticate people with their Facebook credentials.

Account Kit - Log people in with just their phone number or email address.

Share and Send dialogs - Enable sharing content from your app to Facebook.

App Events - Log events in your application.

Graph API - Read and write to the Graph API.

App Events help you understand the makeup of people who engage with your app and measure and
reach specific sets of your users with Facebook mobile app ads. This is done by logging events from your
app via Facebook's Android SDK. The event can be one of 14 predefined events such as added to cart in
a commerce app or achieved level in a game, or any custom events you can define.
The Graph API is the primary way to get data into and out of the Facebook platform. It's a low-level
HTTP-based API that apps can use to programmatically query data, post new stories, manage ads,
upload photos, and perform a wide variety of other tasks.

Boost posts can be shown on the Desktop NewsFeed, Mobile NewsFeed and Instagram. In addition, the
Audience Network placement is available for boosted posts that use video in the creative.

There are 11 call to actions available for app engagement ads:

Use app, subscribe, shop now, book now, play game, listen now, watch video, watch more, download,
learn more, and sign up.

Carousel ads work best with custom audiences because they let you advertise to people who have
already visited.

TRP buying on Facebook and Instagram is useful to TV media buyers, because they’re already using TRP
as a TV measurement currency.

Facebook offers have a few key features that help marketers initiate more effective strategies and asses
more kinds of interactions that regular posts or ads:

People can save offers for later and they get notifications before they expire.

When creating offer ads you can upload unique codes to track the number of offers redeemed.

Offer ads and posts look different from regular ads and posts so your offer stands out in the newsfeed.

To retarget people who filled out forms on lead ads but didn’t submit, use an engagement custom
audience.
A deep link is a URL that points to a specific place in your app. When used with mobile app ads, it is
called a deferred deep link because a person is taken to the app store first and then to the specific
content.

Alcohol advertising is not allowed regardless of age in: Afghanistan, Brunei, Bangladesh, Egypt, Gambia,
Kuwait, Libya, Norway, Pakistan, Russia, Saudi Arabia, Turkey, and the United Arab Emirates.

You cannot edit images in boosted posts, you have to create a new post.

When creating offer ads, you may choose between generic codes (which can be used by anyone),
unique codes (limited to one per person), or scannable barcodes. You can add generic codes to offer
posts.

Unique codes can help control how many offers are available. Scannable barcodes or QR codes can be
either generic or unique.

Generic promo codes: Generic codes can be used and shared by anyone (Ex. ‘25OFFNOW’).

Unique promo codes: Only available for offer ads. When you upload unique codes, each person who
saves your offer will get a different code. The number of codes you upload should correspond to the
number of total offers available.

Barcodes: Only available for offer ads. Facebook’s Help Center provides detailed guidelines on
formatting barcodes or QR codes that can be scanned at point of sale."

The Filters options are a great way to report on campaigns that fall under a specific objective, buying
type, placement, and more. Each of the filter options will result in a sub-menu, where you’ll make your
selection.

Revert, import and export, and campaign tags are actions only available to advertisers inside of Power
Editor.

Revert, import and export, and campaign tags are actions only available to advertisers inside of Power
Editor.
In Power Editor the ‘Quick Edits’ function allows you to turn ad delivery on or off, rename an ad object,
and use the ‘find and replace’ text within an ad object.

The ‘Quick Edits’ function allows you to turn ad delivery on or off, rename an ad object, and use the ‘find
and replace’ text within an ad object.

The Filters options are a great way to report on campaigns that fall under a specific objective, buying
type, placement, and more. Each of the filter options will result in a sub-menu, where you’ll make your
selection.

An audience needs to be at least 1000 people to run an ad.

Third Party Data - This is data provided by partners, such as Acxiom, Datalogix, and Epsilon, and includes
insights on Lifestyle, Interests, Household Income, and Purchase Behaviors.

Third party data does not include age and gender.

You can use breakdowns to see more detailed dimensions on how your ad performed, based on what’s
most important to you. This information can be seen when you use the Breakdown option. The drop-
down menu options allow you to “break down" the demographics of your audience by delivery, action,
and time.

Developing with the Facebook SDK gives you powerful tools. Once you have embedded the code, you
can measure your app or Page’s reach, resonance and reaction with Facebook’s built-in measurement
tools. These tools include: Stories, Canvas App Payments, Referrals, App Insights, and Facebook Login.
Audience characteristics

Page Likes - Page Likes shows the top interests of your audience.

Relevance – the pages most likely to be relevant to your audience based on affinity, Page size and the
number of people in your audience that already like that Page

Audience – the number of people in your audience that like the relevant Page

Facebook – the number of people who like the relevant Page in the same countries as your selected
audience

Affinity – how likely your audience is to like a given Page compared to everyone on Facebook.

Thanks to data hashing Facebook doesn’t store any data on its users.

Placements for Audience network include: native/banner/interstitial, in-stream video, and reward
videos.

Options available for creating a new audience: Location, age, gender, language, detailed targeting,
connections, custom audience, and lookalike audience.

A custom audience targeting “All website visitors” can go back as far as 180 days.

Choosing locations:

Countries (up to 25)

States

Provinces

Cities (up to 250)

Congressional districts

ZIP or post codes (up to 2,500)


Engagement Custom Audiences are different than Custom Audiences from your website. While both do
take actions into account, Engagement Custom Audiences use actions taken on Facebook's family of
apps and services, whereas Custom Audiences from your website use actions taken on your website
tracked by a pixel (otherwise known as "events").

Should I target one country or multiple countries?

Targeting one ad campaign in, say, 'Asia', can result in higher performance than running individual
campaigns for each country in Asia.

This is because, as your campaign progresses, our system can better target your budget at the people
most likely to take the action you optimized for.

It's also more convenient to only create one campaign.

After your campaign, your metrics will likely give you valuable insights into the best markets for future
campaigns.

We automatically try to find the people likely to get you the result you told us to optimize for in ad set
creation. Because of this, you don't have to worry about refining too much. Monitor the "Audience
Definition" panel to the right of your audience creation options. If the indicator needle is in the red
section of the dial, make your audience broader. If it's in the yellow section, be aware that a large
budget may be required to reach a significant portion of a target audience that broad. For most people,
an audience that puts the needle in the green section will work best.

We use a variety of data types from Facebook to determine household relationships, such as: Self-
declared relationships on profiles, Common last names, Home locations, Activities (ex: check-ins, life
events), Where people log in to the internet.

When we don't have enough data to make a determination for someone, we consider them to be a
single-person household.

You can find more conversions, improve optimization and remarket to more people on Facebook by
enabling the advanced matching feature of the pixel. To do so, you need to modify your pixel code to
capture the hashed customer data (ex: email addresses or phone numbers) you collect from your
website during processes like check-out, account sign-in or registration. We can then use these hashed
identifiers to match people visiting your website with people on Facebook, which can lead to more
conversions for your Facebook campaigns and larger size of your website custom audiences.
Auction Overlap Rate: The frequency with which your ad set ended up in the same auction as another
from the same account, causing it to be removed from the auction. The higher the overlap rate, the
fewer delivery opportunities the ad set had. Overlap in the auction is caused by target audiences
associated with the same account or object (ex: app, Page or domain) overlapping. Learn more about
audience overlap.

You can create up to 500 Lookalike Audiences from a single source audience.

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