Fundamentals of Social Media Advertising, Certification link
1. Ads Manager
- Meta Tools :
- Facebook Page - ‘Create ad’
- Meta Ads Manager (app & web)
- Ad placement : Feed, Stories, In-stream videos, Search, Messages, and Apps & Sites.
- The Meta Ad Auction based on total value ( = Advertiser Bid * Estimate Action Rate + Ad Quality ), choose which ad will be shown to customers.
- Charge by impression (number of display) - CPM (cost per 1,000 impressions) (or by action, click, …).
- Special Advertising Category : certain laws regulate how you can advertise to those specific target audiences. Financial Products and Services, Employment Opportunities, Housing Opportunities, Social issues, elections or politics.
2. Campaign Objective and Budget
Set a Campaign Objective :
- Awareness Objectives : generate interest in your product or service.
- Consideration Objectives : get people to think about your business and seek more information on it. Traffic, Engagement, App Installs, Video Views, Lead Generation, and Messages.
- Conversion Objectives : encourage people buy or use your product or service. Conversions, Catalog Sales, and Store Traffic
Campaign Budget :
Advertiser bids represent the amount a business is willing to pay for a specific action, such as a website visit or app download.
- The Highest Volume bid strategy aims to maximize ad delivery and conversions without requiring a specific bid amount.
- The Cost per Result Goal strategy allows advertisers to set an average cost they are willing to pay for a desired outcome, focusing on cost efficiency.
- The Bid Cap strategy limits the maximum amount Meta can bid in each auction, ensuring that advertisers do not exceed their budget for individual actions.
3. Select Audience, Platforms and Schedule
Picture target audience select audience in Meta using Meta Pixel.
- New Audience : location, age, gender, and details. options in facebook.
- Custom Audience : re-targeting from other sources.
- Lookalike Audience : select source audience, and change the likelihood.
Ad placement: automatically or manually.
Ad Scheduling Options: Daily Budget, Lifetime Budget.
4. Create Ads and Evaluate
Ad Format Options:
- Single Image or Video Ads, Slideshow Ads.
- Carousel Ads : enable the display of up to 10 images or videos, each with its own link, allowing advertisers to showcase multiple products or tell a story across the carousel.
- Collection Ads : featuring a lead video image and multiple product images, to create a single experience.
And depending on the campaign objective, Meta will let you select between different ad delivery optimization options, which will influence who will see your ads. Key metrics are : Result & Cost.