Facebook For Business - Facebook Marketing Partners

Advertising on Facebook How to drive action online, in-store and in mobile app for measurable results

February 2017

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

People are spending more time on mobile and this is changing how people discover and connect with businesses, products, and services.

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

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Contents

04 05 06 07 08

The Facebook Family of Apps and Services Planning your campaign

Getting started on Facebook

Choosing the right objective

Buying types

Advertising on Facebook: Products

09 11 13 20 23

Auction and delivery

Targeting

Designing your ad

Measurement

Getting started with advertising on Facebook

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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.

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.


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

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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.

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.

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.


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Getting started on Facebook

Leverage your 1st party data

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

Determine your creative

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

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.


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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

• Video views

• Engagement

• Lead generation

• App installs

Conversions Encourage people to complete transactions with your business • Conversions • Product catalog sales • Store visits


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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.

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Auction and delivery Set the right bid

Choose the right audience

There are two options for bid setting:

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.

• 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

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


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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.


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Targeting 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.

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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 crossdevice 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.

INSTAGRA M T I P! 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.

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Designing your ad Media P H OTOS 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

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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.

FACEB O O K 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

IN STAG RA M Visit our Instagram Video Ads Guide for a complete list of specs and design recommendation


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Display SIN GLE 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


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C AROUSEL The carousel format can showcase up to 10 clickable images or videos in a single ad unit – can go up to 30 images when using Dynamic Ads in the carousel. This format gives you more creative real estate in Facebook, Instagram or the Audience Network to showcase your brand and products.

Creative considerations Create a theme for images in your carousel to tell a story Test different creative strategies such as storytelling, product imagery, or lifestyle imagery to see which works best for your objective

Platform tips

FACEBOOK Include an optional offsite site link, or call-to-action (CTA) button, to drive action after they’ve scrolled through your products. Option to use video or multiple CTAs. You can also create cards automatically by providing the URL of your website – this will allow you to run multiple campaigns will little effort in set-up

IN STAGRAM Tell deeper stories and share more images with your audience. People who see carousel ads can swipe to the left from the initial image in feed to see additional images and a link to your website with a button


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Formats

C A N VA S

LINK ADS

LE AD ADS

MOBI L E A PP A D S

DYN A M I C A D S

Canvas is an immersive creative format that creatives a native experiences within the Facebook app

Direct people off of Facebook from any device to a specific location on your website

Capture intent from people interested in your product or service within the Facebook or Instagram app

Reach mobile users to drive quality installs for your app, feature products, and to create app engagement to increase revenue and lifetime value of your customer base

Dynamic ads enable you to automatically promote one or more relevant products from your catalog to drive people to your website, app or store


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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

C A N VA S Call to Action

Use video, carousel or an image to showcase your product or service

Platforms

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


LE AD 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

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M OB I L E A P P A D S

DY N AM IC ADS

Call to Action

Call to Action

Install Now, Book Now, Download, Learn More, Listen Now, Play Game, Shop Now, Sign Up, Watch Video, Watch More

Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, Donate Now, Request Time, Get Directions, Send Message

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

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


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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 AUDIEN CE OUTCO M ES 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, singlevariable tests; easily measure results and optimize ad performance.


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Audience Insights

Brand Lift

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.

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.

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.

S ALES OUTCOM ES 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:

B RA N D O U TCO ME S Use these measurement solutions to: • Determine if your ads generated awareness for your brand • Understand if your ads shifted the perception of your brand


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.

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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.


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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)


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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


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