What are the 3 types of Facebook audiences?
1. Core
2. Lookalike
3. Custom
What is a core audience based on?
Intent/interest, geography, lifestyle/stage, psychographics, demographics, purchases
What are the options for creating a core audience in ads manager?
Locations, age, gender, detailed targeting, connections
What does detailed targeting allow you to do?
Exclude people based on interests, etc.
In regards to creating a core audience, what are connections based on?
audience engagement with page, events, app, etc.
What is a lookalike audience?
targets similar people as in custom audiences based on options you select (existing customers, web traffic, FB page fans, etc.)
How many user do you need in your custom audience in order to expand your lookalike audience?
100
How many lookalike audiences can you create from a single source audience?
up to 500
Can you use multiple lookalike audiences for the same ad set?
yes
What happens to your audience similarity when your lookalike audience becomes larger?
it becomes less similar to seed audience
What is a custom audience?
People you already know
How is a custom audience created?
From info you provide or info from FB (customer files, pixel, SDK & engagement)
What is a custom audience based on?
interactions within FB, IG, offline activity, etc.
What is a custom audience used for?
awareness, consideration, conversion, loyalty
What is conversion?
get new customers by finding people who are most like your best existing customers
What audiences would you use to drive online traffic from FB & IG?
core for new customers; custom to remarket
What audiences would you use to drive in-store traffic?
core, custom, lookalike for new customers; custom to remarket
What audiences would you use to drive mobile app installs & conversions?
core, custom, lookalike for new customers; custom to remarket
What are the audiences along your funnel (starting at top)?
awareness, demand generation, acquisition, transaction, loyalty
What type of audience would you use to drive awareness?
core (custom)
What type of audience would you use to drive demand generation?
core, retargeting, lookalike
What type of audience would you use to drive acquisition?
retargeting (custom)
What type of audience would you use to drive transactions?
retargeting (custom)
What type of audience would you use to drive loyalty?
retargeting (custom)
What are the 3 multicultural audience cluster in the U.S.? Which one is the largest?
Hispanic, African American, Asian American; Hispanic is largest
What do Audience Insights break down according to? What can they break down into after choosing?
demographics, interests & behaviors; break down into demographics, page likes, location/language, FB usage, purchase activity
When does Delivery Insights become available?
when ad set has been running for at least 5 consecutive days & has at least 500 impressions
How can you access Delivery Insights?
1. ads manager
2. business notification
What do Delivery Insights provide?
impressions, 1st time impression ratio, audience reached ratio, reach (lifetime)
What are impressions?
# of times ad was on screen
What does Audience Saturation help you do?
determine if people have seen ads multiple times & aren't responding anymore
What might happen when ad sets target overlapping audiences?
may end up in same auction
What is the auction overlap rate, and what FB tool provides this?
# times ad set was removed from auction because it overlapped; Delivery Insights
What does Delivery Insights show in regards to overlapping ad sets?
finds the overlapping ad sets causing selected ad set to get removed from auction most often
If the AOR (auction overlap rate) for an ad set is 50%, and the OAS (overlapping ad set) shows 50%, what does that mean about the ad set?
gets removed 50% of time, & 50% of time is due to this ad set
Would it be more effective to merge a poorly performing ad set into one that is leading 75& of auction removals rather than one with 5%?
DUH
Which dropdown can you use to check overlapping audiences?
Actions
Is overlap of audiences bad?
No, BUT can lead to poor delivery
What two things can you do if overlap is causing problems?
1. consolidate
2. refine targeting
What are FB insights/tools based on vs. not based on?
REAL PEOPLE, not cookies or proxies
What can people-based measurement help inform?
entire marketing lifecycle across devices/channels by tying actions directly to real people
What are the downsides of cookie-based reporting?
distorts results & wastes campaign budget
What is FB SDK?
software development kit- allows creation of apps for specific platform
What must you have to receive app engagement?
integration with FB SDK
In order to receive app installs, what two requirements must be met?
1. app must report installs
2. must be non-fraudulent before CPA is permitted