The Facebook ad delivery process
1.How to openFacebookAd serving account?
By binding credit cards, you can open them directlyFacebookTo post an account;
Pass.FacebookFirst-level distributors opened, first-level distributors at present there are products, flying books and multi-league;
Through the network alliance channel open, many network alliance is mainly throughFacebookOpened by a first-class distributor;
If soFacebookAdvertising beginners, it is not recommended to take the form of direct binding bank card direct opening, because through the first-level distributors or network alliance channels open, they can regularly and irregularly train you how to operate delivery and optimization;FacebookWill give a Tier 1 distributor rebate, direct bank card binding, there is no rebate, unless it isFacebookcustomers.
Personal advice, if the company is well-known,FacebookAdvertising budget is very abundant, you can look for it directlyFacebookThe salespables negotiate cooperation;FacebookFirst-level distributors or network alliance channels to open, to strive for certain rebates and training.
2.How to prepare to startFacebookAd serving?
First, advertisers need to integrate in the products they serveFacebookof theSDKOr integrationFacebookAccredited third partiesSDK。 If integrated directlyFacebookof theSDKcan be delivered directly,FacebookDelivery data is collected automatically, if it is integratedFacebookAccredited third partiesSDKneed to be associated on a third-party platform,Facebookto receive data from third parties.FacebookRecognized mainstream third-party platforms are thereAdjustAnd.Appflyer, they are specifically documented for this part of the docking documentation.If, multiple accounts are launched at the same time, product licensing andFacebookFan page licensing is authorized to run.
Secondly, according to the product itself and the launch area to conduct market research, mainly to know the target region to obtain the user's cost price range, as well as the target area localization work, including user preferences, cultural customs and so on.
Finally, that's itFacebookAdvertising documents and material creation staffing, this part is the core. Through Google Translate's text and through the local translator to do the case comparison, the advertising performance gap is very large; This part of the creative material, mainly focuses on finding certain points of the product to test, the test data to perform well in the material aspects of the full embodiment; (Note:FacebookHard requirements:1.Creative material can only be included at most 20% the text of the,Otherwise, approval will not pass.2.Creative footage size: Normal footage size1200*628, multi-figure rostcast footage size600*600, otherwise you can't upload it.）
3.How to make itFacebookAdvertising?
Once you've done the previous series of work, you're inFacebookAds on the backsting. Initially, it is recommendedFacebookProvidedPower Editor。 When building an ad, a complete ad creation process starts withcampaignlevel, and thenad setlevel, and finallyadLevel. Advertising naming should be differentiated, so that they can see clearly, so that after the data, can be accurately optimized. Pass.ad set Make multi-dimensional targeting of your ad audience and ad bids that are fully integrated with the product itself and adjusted as part of your delivery optimization.
4.How to evaluateFacebookAdvertising performance?
After the ad review is approved, if, normal, it can be passedAdvertising Analytics Dashboard Control panel to view the data. Several data metrics that are generally of interest are: installation(Install)Hits.(CTR)conversion rate(CVR)and the cost per installation(CPI)The most important thing is the retention rate, or the payment rate, which is substantialKPIMetrics, for advertisers, also really reflect the quality of the channelKPIIndex.
Installation.(Install), is the installation data brought by the advertisement, is the direct assessment index of the advertising quantity level;
Hits.(CTR)After the advertisement is shown to the audience, the rate of the audience clicking on the advertisement is a direct reflection of the appeal and creativity of the ad's text and material;
Conversion rate(CVR), the audience clicks on the ad and actually takes actions such as downloading installation activation (such as creating
account, perform in-app operations, or make purchases)is a direct reflection of the accuracy of advertising documents and materials;
Cost per installation(CPI)，Cost Per Install。
Retention rate(Retention Rate)The data feedback after the user downloads and installs the product is also the feedback on the product itself, whether the product really solves the user's needs, or whether the user is really the target user of the product.
Pay rate: Tool app products do not have this data, but the game's pay rate is the most important, some are registered users pay rate, some active users pay rate.
In addition,FacebookThere's another one in the adRelevance Score(Correlation score)In fact, this score mainly depends on the advertisingCTRAnd.CVROther words.CTRAnd.CVRHighRSMust be high, which means that the overall performance of the advertisement is good,FacebookYour ads will be shown more, downloaded and installed more, and, to a certain extent, the cost of getting users will be reduced.
If data is not used, it is always just a bunch of data. Ad test comparison, advertising optimization work is based on these data, the above is the most basic, but also the most core data.
5.FacebookAds are placed on a flowchart
So far I personally feel that a successFacebookAdvertising, ad documents and materials account for80%, accurate advertising audience accounted for20%and sometimes feel thatMedia BuyThis industry has no core competitiveness, precision audience operation is actually similar, and is easy to learn to master, the final spelling is creative and material, but it is precisely because of this, long-term input into the industry experienced, it is easier to test and find product breakthrough points, and thus make creative materials, to achieve excellent results. personally engagedFacebookNot long after the launch, the above recap is also their own preparation from the beginning, step by step to the present simple version of the water account, for there are plans to engage in deliveryFacebookAdvertising business reference, as you know,FacebookTraffic is an indispensable and important source of traffic for overseas promotion. Actually, GoogleAdwordsAdvertising is similar to this process operation, hope to help, can also add my personal micro-signal communication(wangbaoyang216)In addition, I am especially grateful for the guidance I have provided hereFacebookAdvertising industry god, hope to continue to communicate in the future, give guidance!
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