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Chapter 3 starts. 

1. How do I choose my target?

Facebook offers 11 goal options:

Brand awareness is less used under 2;

The amount of traffic is also traffic is not much, although some people may want to try, but the traffic quality of the amount of traffic in general, the real use of not many people;

Participating in the interaction is also engagement, for e-commerce is available, some people can simply participate in interactive advertising can be issued;

Application installation volume, as the name implies, does not explain;

Video views, if you have video footage, the goal of video viewing is a try, because Facebook will record the length of time you watch, and then you can generate a custom user list based on the different viewing duration, and then remarket;

Lead development, also known as Leads, is to get customers interested in you and fill in the information,Such as mailbox, applicable to the game warm-up, car test drive and other promotion;

The amount of message interaction that is pushed to engage Messenger with you by users;

The most direct goal of the general e-commerce website is conversion-website shopping, the selection conversion target requirement must be in accordance with pixel, can be pixel standard event or custom event as the target event of conversion;

Catalog promotion, also known as DPA dynamic advertising, mainly through the Pixel crawl data to do remarketing, need to upload the catalog, Shopify stores can generate catalogs through the APP one-click, self-built station can upload forms, can also be ftp upload;

Usually you just need to invest in interactive, conversion, catalog promotions. DPA These are the goals.

The delivery order is usually to start the cast interaction, then start the conversion, and finally start to cast DPA. Note that I only said the beginning of the pitch, did not say stop, not after the interaction, the interaction stopped, only cast conversion. Interactions and transformations can coexist, interactions and DPaAs can coexist, and both can they. Interactive ads can choose to post interaction, that is, PPE, you can also choose the Page likes, activities corresponding. In general, PPE and Home Page likes need to be slightly cast.

Conversion ads contain different events, e-commerce generally choose to shop on the right, of course, can also customize the event.

At the level of the ad group you can select specific events, such as viewing content, adding purchases, paying, shopping...

2. How do I choose an audience? How many audiences does an ad choose?

 In summary, Facebook supports three audience types: Core Audience (Saved Audience), Custom Audience, Lookalike Audience (LAL). 

The core audience, that is, the audience framed by the dimensions provided by Facebook based on geography, age, interests, gender, behavior, and so on.

There are a few things to note about core audiences: audiences can be excluded from each other, such as I'm creating a new core audience now, but I've already served ads to LAL audiences before, and you can choose to exclude LAL audiences to avoid audience overlap. Once you've selected a region, it's a good idea to choose a specific language. I have received Thai, Korean, Swedish... advertising.

In the segmentation positioning here, there are three big dimensions of demographics, interests and behaviors, interests are more inaccurate, any related behavior may be judged by Facebook as interested, such as the choice of the United States, women, online shopping, can basically include female users across the United States. 

Segmentation positioning here, you can overlay interests, you can take intersections, you can also take the union set, at the same time, you can also exclude users. Finally, it's best not to choose your interests, or FB may show your ads to non-target audiences and waste money.

Custom audiences can be their own uploaded lists (email, phone... ), or website Pixel guest data, or an interactive audience for interactive, video-watching ads. You can create up to 500 Custom Audiences per ad account. You can use information such as customer lists, Facebook engagement, site visits, or app visits as a source to create a Custom Audience.

Lookalike audiences are generated based on Custom Audiences, you can choose regional and crowd package sizes, from 1% to 10%, 1% are the 1% most similar to your Custom Audience, and 10% of accuracy will be less than 1%.

Depending on lifetime value, transaction value, total order size, or engagement, it is best to use 1,000 to 50,000 of the best customers as seed users. The Lookalike Audience feature is now widely used across DSP platforms and technology is not allowed. The FB crowd tag is certainly very rich, and in terms of algorithms and technology, FB is definitely reliable, so the LAL generated by FB is worth the investment.

Regarding the seeds, you have a list of themselves, preferably uploaded, generally required to have more than 100 in the same country.Seed user data, but if you just have only 100. customer mailbox, that probably won't generate seed users, because your 100 users are not necessarily all on Facebook and may only match 50.It may take 6-24 hours to create a lookalike audience.After that, as long as you continue to target a lookalike audience.When you run your ads, the system refreshes every 3-7 days.Once you've created a lookalike audience, you can't edit your audience size, and you can only create a new group of Lookalike audiences.

So what lookalike audience is worth creating? If you run a PPE ad first, after a while, you can generate LAlAs based on your interactive audience, so that you may get more accurate audiences than the core audience you choose.

Other interactive audiences include:

When your site gets a certain amount of visits, you can do LAL based on visitor data, the fresher the data, the better.

You can then generate LAlAs based on additional users, purchaseusers, and high-value users, and the resulting LAL audience is your best audience. For example, in the last 30 days, 1% LAL of high-value users can spend more on advertising. 

How many audiences should an ad choose?

This dashboard will show your audience size, which should not be too large in general. Small audiences can be small, and some people like to target users, so the audience may be as small as a few thousand. Generally small hundreds of thousands to one or two million audiences are also acceptable, the key to see what you are investing in products, what goals. However, it is generally not recommended to use an audience that is too small unless you are sure. FB's own 1% U.S. LAL audience is 2.1 million and can be used as a reference value.

Conversion target recommendation: 50W-500W.

Interactive goal recommendation: 1000W plus. 

 3. What is the ad tier? 

 There are three levels of Facebook advertising: Campaign Campaign - Ad Group Ad Set - Ad Ad Ad. Each level corresponds to the variables that need to be selected as follows:

· Campaign Campaign: Goals. 

· Ad Group Ad Set: Audience, Placement, Budget, Bid, Optimization. 

· Ad Ad: Format, Material, Copy, Link. 

 4. How do I give my budget? 

Budgetised by audience size, target conversion events, target conversions, commodity prices, audience value, and other factors. Some people like a set to give $10 a day budget, run slowly, compare insurance, some people like $20, $30. Skilled pitchers will choose a new campaign with a $50-a-day budget to get the ads out as quickly as possible and to accumulate some data as quickly as possible. The premise is that AB test has been done, knowing that the CTR (click-through rate) of this ad and the website's CVR (conversion rate) are based on the spectrum.

Generally, ads are long-term, but sometimes they also require scheduling.

The advantage of scheduling ads is that you can choose when to run. For example, your product only sells more high on a few days of the week, and you can choose the corresponding time to run here in the schedule to improve your advertising efficiency (the total budget needs to be set).

 AB Test: Interstitial, AB Test is to test the effect of different variables on the effectiveness of advertising, you can measure the audience, you can measure material, and even test the bid method, the location, and so on. Unless, of course, you're going to put a big campaign on, ab test generally doesn't require much effort. If the material is released, there is a good CTR and CVR directly, so there is no need to hard run the test. 

5. How do I bid? Manual or automatic?

Bidcan can be very simple, can directly choose automatic bid, let FB ads automatically bid for you, this is also more insurance, if you are already experienced, you can choose to manual bid, the general manual bid person is more assured of their target price, manual bid is to get a higher value audience, the general bid will be CPA (Cost per Action) 2-3 times, only in this way can reach the automatic bid can not reach the high value population. 

 6. How is the location selected?

Although FB recommends using automatic bits, it is rarely used. Audience Network is a less manageable factor because it's a third-party platform and has low transparency, so unless you've got all the amount of THE FB, think about AN, or you have a specific need for some of the media in the AN, you can choose to place an AN at this point. General e-commerce companies are mainly focused on FB and INS. The right-hand column is the unique bit on the desktop side of FB, which is not suitable for acquiring new customers and for remarketing.

Some people like each location separately run, some people like to only cast FB mobile side of the information flow ads, specific how to choose your location, to wait for you to run, to view the segment data, see which location performs best, and then decide. 

 7. How do I choose how to optimize?

In general, the amount of conversions is chosen. When your ad frequency is higher, such as more than 3 (preferably less than 2), this time consider becoming an optimized number of independent coverage (the drop-down box continues to drop down is visible), so that your ad will try to reach people who haven't covered before.

When you choose conversion rate, FB will also let you choose whether to open optimized clicks, this site situation, the new site can be considered, the old site can directly convert the amount.

8. How is the conversion window selected?

A conversion time window is the time it takes a user to click or browse an ad to complete an action defined as a conversion. Generally choose the conversion time you actually need. Conversions that occur outside the time window are not used to optimize ad delivery. The system needs to achieve approximately 50 conversions per week to optimize the delivery of your ad group.

If you can't get so many conversions, we recommend choosing a more common result or a longer conversion time window. In general, it's okay to choose the conversion time your target event actually requires.

9. How do I choose your ad form?

Facebook has more and more forms of advertising.Not all forms of advertising are.fit.Everyone, so choosing the same form of advertising is also important.

Image ads. For fashion e-commerce is still a better form of advertising.

Conversions for both Facebook and Instagram platforms. Note that background music can easily infringe, resulting in ads not passing.

Carousel

With carousel ad formats, you can display up to 10 images or 10 videos in a single ad, with a dedicated link for each image or video. Covers and back cover images can be set, and FB can automatically prioritize the best-performing images. 

Boutique Column Advertising (Collection) Similar to carousel advertising, boutique column advertising is also a mobile display of advertising format, can be video, slides, or images with the catalog related to the product of the picture. This ad format helps engage users with ad interactions because they can quickly load and browse more items in full screen without leaving the Facebook app, or learn more about the characteristics of an item.

Boutique bar ads are a good choice for e-commerce advertisers because they can display multiple content, such as a marketing video while displaying a catalog. When you select the Traffic and Conversions targets, you can use the Boutique Bar ad style.

Slide-show All ad targets support the use of slide ad formats. The effect of a class video can be produced at a low cost. Slide ads, like regular videos, can be played on Facebook and Instagram on smartphones, tablets, and computers, and offer the same metrics as video ads.

Full-screen ads (Canvas) Full-screen ads support all Facebook ad formats, including carousel, single-image, single-video, slide show, or boutique bar formats. Available for mobile devices only. This ad format is optimized to help you show your wares, focus on your brand, or inspire consumers' desire to shop on the move. Suitable advertising targets: Brand awareness, engagement, conversions, traffic, or video views. Brands prefer canvas ads.

10. How do you do the material? 

 Footage generally refers to pictures and video files, the most important task is to improve The CTR, so be sure to be able to catch people's eyeballs. Remember: the Chinese part of the picture can not exceed 20% of the length, otherwise the advertisement will be rejected. If you don't have a special artist, you can try canva.com or chuangkit.com map.

The size of the ads in different formats. · Photo Ads: 1080 x 1080,

 · Carousel ads: 1080 x 1080, 

 · Video ads: 9:16 to 16:9, min.1 second, up to 240 minutes. 

· Minimum width (pixels) for all pictures: 400. 

· Minimum height (pixels) for all pictures: 150. 

· All aspect ratio tolerances: 3% Tips for material design. 

· Use GifFs. 

· The design style is uniform.

· Use a layer to create a high-level sense of branding.

Use carousel to demonstrate the process. 

· The design needs to be unique. 

· Colors should be bright.

· Use a high-contrast color.

· The background color of the ad avoids white, which is the same as the INFORMATION flow background color of FB and is not easy to highlight. 

· Call to Action (CTA) to be clear. 

· The picture contains discount information. 

· Replace a still picture with video. 

· Tell stories with carousel ads.

Demonstrate the product use demonstration.

· With characters out of the country, the smiley face works very well.

· Use the correct picture size. 

· Use visuals that stimulate emotions.

· The copy in the picture is short. 

· Core values should be reflected.

Avoid visual fatigue. Floor ingested pages match the design (can increase conversion rate) 

 11. How is the copy written? 

The text to be written includes: ad title, text, call to action, description of ad link, display link. URL parameters are easy to track, which you'll need if you use Google Analytics. 

Title: The most important content, such as the Christmas Sale Starting Today headline. 

Text: You can do some detailed descriptions of the title, such as 50% off, limited quantity, etc. 

Call to action: e-commerce generally choose to go shopping on it. 

Ad link description: Only in certain locations, not required.

 Show link: fill in the official domain name on the line, mainly for good-looking, non-required.

Title Writing Tips. 

· Make the title a call to action. 

· Keep within 5 words. 

· Mark the benefits of the consumer in the title. 

· Keep it simple and say only one thing. 

· Cut the point. · If it is a new product, be sure to emphasize. 

· Use the question to get the answer you want.

· Eye-catching with special symbols (Emoji or alt code)

· Mention offers. Text Writing Tips. 

· The opening is attractive. 

· Keep control as much as possible in 40 characters (up to 90) 

· Quickly bring people from the title to the call to action. 

· Link description writing tips: 

· Align with the title. 

· Emphasize, repeat, and explain your offers. 

 Optimize copy tips. 

· Add copy in the video, and play it silently and automatically in the information stream. 

· Use some divine words: You, Free, Because, Instantly.

· Create a sense of urgency. · Use calls to action such as "learn more" and "go shopping". · Try to be as brief as possible, making sentences is like a way for a friend to speak. 

· The copy in the picture should be written in a good-looking font. 

· If your brand is popular, add the brand's Logo to the picture. 

· Use the same picture and title on the floor page. 

· Choose 5-6 copy from the landing page and make slide ads to get more exposure in the information flow.