META MARKETING ANALYTICS PROFESSIONAL CERTIFICATE

Course 5: Marketing Analytics with Meta

Week 1: Fundamentals of Facebook Ads Manager

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CONTENT

In the first week you will be given an overview of Facebook Ads Manager. You will learn how to create an ad campaign with Facebook Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.

Learning Objectives

  • Describe how an ad is created and delivered in Facebook Ads Manager
  • Select an objective based on your back of funnel and customer journey
  • Determine your target audience
  • Develop your creative
  • Build an ad using Facebook Ads Manager
  • Identify the basic functions of Ads Manager

PRACTICE QUIZ: INTRODUCTION TO ADS MANAGER

1. Facebook Ads Manager let’s marketers run advertising campaigns on… (Select all that apply)

  • Via Text
  • Instagram (CORRECT)
  • Facebook (CORRECT)
  • Audience Network (CORRECT)

Correct: That’s right! Campaigns can run on Facebook, Instagram, Messenger, and the Audience Network

2. True or False? Facebook advertising happens through an auction, rather than the more traditional route of paying directly for advertising space.

  • False
  • True (CORRECT)

Correct: Correct! The Facebook ad auction is designed to achieve two goals – creating value for advertisers by helping them reach and get results from people in their target audience, while also providing positive, relevant experiences for people who use the Facebook products. To achieve this balance, they hold an auction to match the right ad to the right person at the right time.

3. Which part of the Facebook total value ad auction equation covers how much an advertiser is willing to pay to achieve their desired outcome?

  • Advertiser Bid (CORRECT)
  • Estimated Action Rate
  • Ad Quality
  • Total Value

Correct: Correct! The advertiser bid is how much an advertiser is willing to pay to achieve their desired outcome, like a website visit or a newsletter signup.

4. Let’s say two bike part companies are competing in an auction to show one person, named Marissa, an ad. Marissa lives in Portland, Oregon. She regularly buys her bike parts from internet start-ups with a Portland angle.

Company One’s ads target all American women who cycle, whereas Company Two’s ads target cyclists who live in Portland with Portland-specific messages.

Which part of Company Two’s Total Value score does Marissa’s purchasing history boost?

  • Advertiser bid
  • Estimated Action Rate (CORRECT)
  • Ad Quality

Correct: Correct! The estimated action rate measures the likelihood that a certain ad shown to a certain person will lead to a desired outcome.

5. Which part of the Facebook total value ad auction equation tells you the numerical score Facebook assigns to an ad through the auction?

  • Advertiser Bid
  • Estimated Action Rate
  • Ad Quality
  • Total Value (CORRECT)

Correct: Correct! The total value is a combination of the advertiser bid, estimated action rate and user value.

6. Which part of the Facebook total value ad auction equation covers feedback from people that view or hide your ad, as well as findings of “low-quality” attributes such as sensationalized language, engagement bait, and more?

  • Advertiser Bid
  • Estimated Action Rate
  • Total Value
  • Ad Quality (CORRECT)

Correct: Correct! Ad quality is really how engaging Facebook thinks an audience will find your ad.

7. What is the structure of a Facebook ad campaign?

  • Campaign –> ad set –> ad (CORRECT)
  • Campaign –> ad set
  • Ad set –> ad
  • Ad set –> ad –> campaign

Correct: Correct! A campaign consists of one or more ad sets which contain individual ads.

PRACTICE QUIZ: PLANNING AND SCHEDULING ADS WITH FACEBOOK ADS MANAGER

1. Which marketing goal group focuses on encouraging customers to purchase or use your product or service?

  • Awareness
  • Conversion (CORRECT)
  • Traffic
  • Consideration

Correct: Correct! Conversion is the final push in encouraging your customers to purchase or use your product or service.

2. Which specific ad campaign objective reaches people more likely to like, comment, and share your post?

  • Reach
  • Brand Awareness
  • Conversion
  • Engagement (CORRECT)

Correct: Correct! You select this when you want to reach people who are more likely to engage with your post, Page, or event.

3. If you choose the Traffic objective on Ads Manager, Facebook will show your ad to people who are:

  • Likely to click through to your website (CORRECT)
  • Likely to visit your physical store
  • Likely to buy your product
  • Likely to sign up for your newsletter

Correct: Correct! With the Traffic objective, Ads Manager will optimize for clicks of people most likely to be interested in visiting your website.

4. Let’s say you’re trying to achieve a marketing goal for app downloads. You want 40,000 people to download the app, which costs $1. You make $0.50 in profits per download. What’s the maximum amount in dollars you can spend on advertising without losing money?

  • > 20,000
  • 20,000 (CORRECT)
  • < 25,000

Correct: Correct! This is the maximum amount you can spend before you exceed your profits and start operating at a loss.

5. Which type of budget in Ads Manager lets you control how much money you spend on each ad set?

  • Ad Set Budget (CORRECT)
  • Campaign Budget
  • Campaign Budget Optimization
  • Lifetime Budget

Correct: Correct! At the ad set level, you can control how much money you spend on each ad set in “Ad Set Budget”.

6. Which feature in Ads Manager allows Facebook to dynamically assign budget to ad sets based on their performance, therefore maximizing your spending efficiency? (Choose all that apply)

  • Ad Set Budget
  • Daily Budget
  • Campaign Budget Optimization (CORRECT)
  • Lifetime Budget

Correct: Correct! The campaign budget optimization feature allows you to maximize your spending efficiency at the campaign level.

7. Which bid strategy does Facebook recommend you select in Ads Manager?

  • Target Cost
  • Bid Cap
  • Cost Cap
  • Lowest Cost (CORRECT)

Correct: Correct! The Lowest Cost bid strategy tells Facebook to bid with the goal of getting you the lowest possible cost per desired action, while also spending your entire budget by the end of the campaign.

8. What are the types of audiences you can create in Ads Manager?

  • Core Audience, Custom Audience, and Lookalike Audience (CORRECT)
  • Page Followers, Website Visitors, and App Users
  • Custom Audience and Lookalike Audience
  • Core Audience, Page Followers, and Engagement

Correct: Correct! These are the three audiences you can create in Ads Manager.

9. What criteria categories can you adjust when you create a Core Audience?

  • Location, Age, Gender, Demographics, Interests, and Behaviors (CORRECT)
  • Location, Age, Gender, Network, Friends, and Other
  • Time Zone, Zip Code, Demographics, and Behaviors
  • Demographics, Interests, and Behaviors

Correct: Correct! Use these to narrow down your audience’s characteristics for better targeting.

10. Which type of optimization is best for driving traffic to a store’s website when defining the Ad Set Optimization and Delivery?

  • Link Clicks
  • Impressions
  • Daily Unique Reach
  • Landing Page Views (CORRECT)

Correct: Correct! At the ad set level, pick an optimization for an objective- in this case, traffic.

PRACTICE QUIZ: CREATING AN AD IN ADS MANAGER

1. What formats can Facebook ads come in? (Select all that apply)

  • Selections
  • Images (CORRECT)
  • Videos (CORRECT)
  • Carousels (CORRECT)

Correct: That’s right! Images, videos, and carousels are all formats an advertiser can use.

2. Generally, the order you should create your ad in is:

  • Select an image or images > Write the copy > Add the link (CORRECT)
  • Change audience settings > Select template ad > Launch campaign
  • Add links > Submit for review > Edit to add copy and images

Correct: Correct! This is the most straightforward approach to creating an ad in Ads Manager.

3. True or False? It’s a good idea to use stock photos when creating your ads as opposed to your own photos, as stock photos are more universal.

  • False (CORRECT)
  • True

Correct: Correct! It is best to use your own photos, as it creates a stronger connection to your brand.

4. When you create an ad, if your photo is too large for a square or horizontal format, you should:

  • Pick a new photo
  • Pick a new campaign objective.
  • Pick a new ad format
  • Crop the photo (CORRECT)

Correct: Correct! Cropping your photo is the best solution for a photo that is too large.

5. True or False: Ads Manager automatically shortens ad text depending on the placement your ad receives.

  • True (CORRECT)
  • False

Correct: Correct! The primary text is shortened to contain the most critical information.

6. Which of the following things could cause Facebook to reject your ad campaign while it’s in review?

  • Advertising to Teenagers
  • Vulgar Language (CORRECT)
  • “Shock and Scare” Violence (CORRECT)
  • Sexual Content (CORRECT)

Correct: Correct! Ad text should never be rude, offensive or bullying.

Correct: Correct! Facebook doesn’t allow these images because they may shock or elicit a negative response from your audience.

Correct: Correct! Ads can’t be overly sexual, imply nudity, show excessive amounts of skin or focus unnecessarily on body parts, even if portrayed for artistic or educational reasons.

7. You design an ad campaign for a weight-loss product with “before and after” pictures. Is Facebook likely to reject this campaign for violating its Ad Policies?

  • Yes (CORRECT)
  • No

Correct: Correct! Before-and-after images that may contain unlikely results and promote negative self-perception violate Facebook’s ad policy.

GRADED QUIZ: FUNDAMENTALS OF FACEBOOK ADS MANAGER

1. Alex’s ad is in the ad auction. What determines whether their ad is shown to someone in their target audience?

  • Maximum Budget
  • Campaign Strategy
  • Total Value (CORRECT)

Correct: Correct! The total value is a numerical score that Facebook uses to determine which users see which ads.

2. True or false: Estimated Action Rate is partially used to determine an ad’s total value.

  • True (CORRECT)
  • False

Correct: Correct! The estimated action rate measures the likelihood that a certain ad shown to a certain person will lead to a desired outcome.

3. True or false: The last step in launching your campaign is to define the ads that will be shown.

  • T​rue (CORRECT)
  • False

Correct: Correct! To create a Facebook advertising campaign, start with the campaign, then the ad set and finally the ad.

4. Which bid strategy tells Facebook to bid with the goal of getting you the least expensive price per desired action?

  • Cost Cap
  • Cost Control
  • Target Cost
  • Lowest Cost (CORRECT)

Correct: Correct! The Facebook delivery system will try to spend the least per action, while also spending the entire budget by the end of the campaign.

5. Which of the following are methods of creating an audience on Facebook? (Choose all that apply)

  • Ideal Audience
  • Custom Audience (CORRECT)
  • Lookalike Audience (CORRECT)
  • Core Audience (CORRECT)

Correct: That’s right! This is one of the primary ways you can determine your audience.

6. True or False: You must have Lifetime budget selected in order to set a specific ads schedule (i.e. one with specified days and times).

  • False
  • T​rue (CORRECT)

Correct: Correct! These are the scheduling options you have.

7. An advertiser is about to deliver a Facebook campaign. Where should the advertiser navigate to in Ads Manager to include Instagram in the campaign?

  • Ad set level (CORRECT)
  • Ad account level
  • Ad level
  • Campaign level

Correct: Correct! The ad’s placement determines who the advertisement is being delivered from (Facebook Page or Instagram Page of a brand). The placement is selected at the ad set level.

8. In what order is a Facebook advertising campaign created?

  • Ad set, Campaign, Ad
  • Ad, Ad Set, Campaign
  • Campaign, Ad, Destination URL
  • Campaign, Ad Set, Ad (CORRECT)
  • Creative, Call to Action, Budget

Correct: Correct! To create a Facebook advertising campaign, start with the campaign, then the ad set and finally the ad.

9. Which bid strategy limits what Facebook can bid in every single auction?

  • Lowest Cost
  • Cost Cap
  • Bid Cap (CORRECT)
  • Target Cost

Correct: Correct! Bid Cap strategy limits what Facebook can bid in every single auction.

10. Alex wants to create an audience manually for an ad by choosing all the characteristics of the people they want to see the ad. What audience type should they choose?

  • Custom Audience
  • Core Audience (CORRECT)
  • Lookalike Audience

Correct: That’s right! Alex can use this audience to find the people who should know about their products or services, and either start them on their customer journey or raise their awareness of their brand.

11. Which of the following ad account settings helps you control your total ad costs and will pause your ads after a certain spending limit is reached?

  • Change Currency
  • Notifications
  • Account Spending Limit (CORRECT)
  • Payment Settings

Correct: Correct! An account spending limit will help control your total ad costs by pausing your ads when the limit is reached. Your ads will stay paused until you change this limit.

12. Which two settings can be changed at the ad set level? (Choose all that apply)

  • Headline
  • Image
  • Objective
  • Placement (CORRECT)
  • Bid amount (CORRECT)

Correct: Correct! Placement is selected at the ad set level. 

Correct: Correct! Bid amount is selected at the ad set level. 

13. What is a valid reason that an ad would be rejected by Facebook?

  • An image within the ad focused on individual body parts (CORRECT)
  • The link to the landing pages included content that was relevant to the ad
  • Lead ads were used to receive email, first name and phone number
  • The ad used a video ad that was originally created for television

Correct: Correct! Facebook Advertising Policy prohibits the use of ads focused on individual body parts.

14. In a Facebook Ad Auction, what score decides the winner of an auction?

  • Engagement Probability
  • Interaction Score
  • Total Value (CORRECT)
  • Maximum Return

Correct: Correct! The total value is a numerical score that Facebook uses to determine which users see which ads.

15. Which of the following are part of the equation used to determine an ad’s total value. (Choose all that apply.)

  • Clickability
  • Advertiser Bid (CORRECT)
  • Estimated Action Rate (CORRECT)
  • Ad Quality (CORRECT)

Correct: Correct! This is one part of the equation used to determine the ad’s total value.

16. In order to access the ad scheduling feature in Ads Manager, which setting must you select?

  • Lifetime budget (CORRECT)
  • Daily budget
  • Automatic placements
  • Accelerated delivery

Correct: Correct! A lifetime budget lets you set an amount to spend over the lifetime of an ad set. Ads Manager will automatically try to evenly spread the amount you spend across the period of time that you’ve selected.

17. Alex’s ad is in the ad auction. A lot of people have hidden their ad. What part of the total value will this effect?

  • Ad Quality (CORRECT)
  • Estimated Action Rate
  • Advertiser Bid

Correct: Correct! Ad quality is determined by many sources, including feedback from people that view or hide your ad.

18. Which bid strategy goes after cheaper results first and then moves to more expensive opportunities?

  • Target Cost
  • Cost Control (CORRECT)
  • Lowest Cost
  • Cost Cap

Correct: Correct! The Facebook delivery system will try to stay around the average amount while still getting you the lowest-cost actions.

19. An advertiser wants to set an advertising objective. Which level of Ads Manager should they view to see these results?

  • Ad set level
  • Campaign level (CORRECT)
  • Ad account level
  • Ad level

Correct: That’s right! This is the top level of the campaign structure and where an advertiser determines an objective.

20. True or false: the higher an ad’s total value, the more likely it is to win a Facebook Ad Auction.

  • False
  • T​rue (CORRECT)

Correct: Correct! The total value is a numerical score that Facebook uses to determine which users see which ads.

21. When you begin a new campaign on Ads Manager, what is the first step in the process?

  • Produce the right creative for the campaign
  • Create a Lookalike Audience based on website visitors
  • Select where ads will be seen through placements
  • Align your marketing goal with a campaign objective (CORRECT)

Correct: Correct! Your campaign objective is what you want people to do when they see your ads. It is important to choose the campaign objective that agrees with the goal you have set for your campaign.

22. True or false: Lookalike Audience is a method you can use to create an audience.

  • False
  • T​rue (CORRECT)

Correct: That’s right! This is one of the primary ways you can determine your audience.

23. Which of the following statements are true?

  • You win an ad auction by bidding against other companies to show people your ads. The company that pays the most always wins, regardless of user.
  • Facebook will always spend your full ad budget
  • Billions of auctions take place every day across Facebook and the properties it owns. (CORRECT)
  • The cost for ad impressions is calculated as the price per 1,000 impressions and is called CPM (CORRECT)

Correct: Correct!

24. At which level of the campaign structure do you define your target audience?

  • Campaign level
  • Ad set level (CORRECT)
  • Ad level
  • Objective selection level

Correct: Correct!

25. If you want people to seek information about and engage with your product or service, from which category of objectives should you pick a campaign goal?

  • Conversions
  • Consideration (CORRECT)
  • Awareness

Correct: Correct!

26. Let’s say you’re trying to achieve a marketing goal for app downloads. You want 20,000 people to download the app, which costs $1. You make $0.50 in profits per download. What’s the maximum amount you can spend on advertising without losing money?

  • $10,000 (CORRECT)
  • $15,000
  • $20,000
  • $5,000

Correct: Correct! This is the maximum amount you can spend before you exceed your profits and start operating at a loss.

27. True or False? If you set a daily campaign budget of $50, Facebook will spend no more than $50 per day on your ad sets.

  • False (CORRECT)
  • True

Correct: Correct! Facebook will spend an average of $50 per day on your ads for your campaign’s duration—this means more on some days and less on others.

28. Which of the following describes the Cost Cap option?

  • Facebook tries to stay under the cost control, or average cost per action, you set while still getting you the lowest-cost actions. (CORRECT)
  • Facebook gets you the lowest possible cost per desired action, while also spending your entire budget by the end of the campaign.
  • You limit what Facebook can bid in every single auction.

Correct: Correct!

29. Can you set criteria for a Core Audience?

  • Yes. You can set location, age, gender, and detailed targeting characteristics. (CORRECT)
  • You can set criteria, but not for a Core Audience.
  • Yes. You upload a list and Facebook does it for you.
  • No. You must leave setting criteria up to Facebook.

Correct: Correct! Facebook will let you craft your audience with these criteria.

30. What types of people comprise a Custom Audience?

  • Profiles you search out and pick from Facebook.
  • Strangers who haven’t yet heard of your brand.
  • People who have already interacted in some way with your business. (CORRECT)
  • A focus group you gather.

Correct: Correct! You can create Custom Audiences to nurture your customers along their buyer journey.

31. What is a Lookalike Audience?

  • An audience with profile pictures who look like your current customers.
  • A duplicate of your Core Audience.
  • A duplicate of a Custom Audience.
  • An audience that has the same characteristics as one of your existing audiences. (CORRECT)

Correct: Correct! Facebook can create an audience that looks like one of your current audiences.

32. Why would you choose Automatic Placements? (Choose all that apply.)

  • It guarantees more sales
  • Your ad can reach more people (CORRECT)
  • It’s more cost-effective (CORRECT)
  • It gives Facebook the ability to optimize for you (CORRECT)

Correct: Correct! Facebook optimizes across platforms, so you reach more people.

Correct: Correct! Since Facebook is optimizing your spending, it’s more cost-effective.

Correct: Correct! You let Facebook automatically place and optimize your ads.

33. Which type of budget lets you pick a daily schedule of hours during which your ad will run?

  • A Daily Budget lets you schedule particular hours daily or run continuously; a Lifetime Budget only lets you run continuously
  • Both a Lifetime and Daily Budget will allow you to schedule the hours during which your ad runs
  • Neither a Lifetime and Daily Budget will allow you to schedule the hours during which your ad runs — there’s a different setting
  • A Lifetime Budget lets you schedule particular hours daily or run continuously; a Daily Budget only lets you run continuously (CORRECT)

Correct: Correct! A Daily Budget does not let you choose daily hours, but a Lifetime Budget will.

34. At what point of ad creation can you cycle through previews of what your ad will look like in different placements, like Instagram Feed or Facebook Marketplace?

  • Ad Format
  • Review
  • Text and Links (CORRECT)
  • Identity

Correct: Correct!

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Next – Week 2

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