Creative Strategy Study Guide - Oct 2023
Creative Strategy Study Guide - Oct 2023
Creative Strategy Study Guide - Oct 2023
Professional Exam
study guide
Overview 03
Campaign objectives 09
Audiences 15
Ad placements 29
Meta ads 59
Study questions 86
Answer key 96
Glossary 101
Overview
Meta Certification can help you get noticed.
Meta Certification recognizes advanced-level proficiency
across Facebook, Instagram and Messenger.
3
Creative marketing
fundamentals
Creative marketing fundamentals
Meta technologies
● Messenger
● Audience Network
Mobile devices enables people to connect with communities that share their interests locally
and globally. As the demand for mobile technology grows, adapt your campaigns.
Mobile audiences expect ads tailored to their interests and habits, which is why targeting ads
across Meta technologies can be so effective. As you plan your mobile strategy, we suggest
you:
● Create messages that are short and concise: Simple messages in Feed, Stories, Reels,
Messenger and Instant Articles can be more effective in getting attention.
● Try in-stream video ads for longer or more complex messages: In-stream ads can help
get your ad viewed to completion.
● Get your ads to people more likely to take action at the right time: Advantage+
placements can help to show your ads at the optimal time and place across Meta
technologies.
● Build creative optimized for mobile: Use a vertical aspect ratio so that images and videos
cover as much screen as possible.
There are also tools to help you measure the performance of your Meta ads, including which
creative, copy and placements yield the best results. You can follow conversions across mobile
phones, tablets and desktop computers to inform more effective media and marketing
strategies.
Reels
Reels can be unvarnished, lo-fi and relatable. Short form video works best when it tells a
concise story that rewards attention with highly entertaining, surprising or mesmerizing
content.
You can add Reels to your campaign with Advantage+ placements or by manually opting into
Facebook and Instagram Reels.
_________________________
1
Meta Q1 2023 earnings call.
2
Global Consumer Short-Form Video Survey by Factworks. (Meta-commissioned online survey), Oct–Nov 2022.
Campaign structure
In Ads Manager, there are three campaign structure levels: campaign, ad set and ad level. This
chart provides an overview of the specific campaign elements you can control at each level.
Campaign
Ad set
Placement Audience Optimization Budget Scheduling
and bid
strategy
Ad
Formats Creative
The campaign levels and their elements may also be available outside of the
sequence represented in the chart. However, the sequence represented is
designed to help you understand how Ads Manager is organized.
CAMPAIGN OBJECTIVES 10
Keep business goals front and center
As you consider creative for your advertisements, you should focus first on your business
goals. These goals can be anything from expanding awareness to generating demand,
increasing purchases and growing loyalty.
Here are some questions to help you establish which Meta ad objective will best support your
business objective:
Can Meta technologies Determine how ads across Meta technologies can be implemented in
complement your other your current media mix. Try reaching people several times through
ad channels? different mediums, like TV and Meta technologies.
Can your brand take full Determine what Meta technologies your business should advertise on.
advantage of all the
Since most people use multiple apps, we recommend using
placements Meta
technologies offer? Advantage+ placements to optimize ad delivery.
CAMPAIGN OBJECTIVES 11
Campaign objectives in Ads Manager
From awareness to consideration and conversion, it's important to understand how to
customize your ad creative to each stage of the marketing funnel. It's also important to
understand which creative options work with different objectives in Ads Manager. The right
combinations can have a profound effect on how you reach your business goals.
There are six campaign objectives to choose from across the three stages of the customer
journey, which is also known as the marketing funnel. These stages are awareness,
consideration and conversion.
The six objectives are categorized into the stages of the customer journey. Learn how to
choose the right Ads Manager objective based on your business goals.
Engagement
Leads
App promotion
The app promotion objective can be a part of the consideration or sales stage
of the customer journey, depending on the optimization you choose. More
optimization options are available for this objective in the consideration stage.
CAMPAIGN OBJECTIVES 12
How campaign objectives relate to business goals
The chart outlines how each objective correlates to business goals.
Show your ads to people You can use this The awareness objective
who are most likely to objective if your gives you the estimated
remember them. Reach business is brand new, ad recall lift metric,
the most people to has undergone a name which shows an
Awareness increase awareness, change or you want estimated number of
introduce your brand or more potential people likely to
improve recall. customers to get to remember your ad
know you. when asked within two
days of seeing it.
Get more messages, You can use this With the engagement
video views, post objective if you want objective you can run
engagement, Page likes people who are ads across messaging
or event responses. Find interested in your apps, ads, websites,
people likely to interact products or services to apps and Pages. An
Engagement with your business start a conversation on engagement conversion
online and take actions, Messenger. can include signing up
such as starting a for a newsletter, chatting
conversation or with an agent or
commenting on posts. completing a video.
(continued)
CAMPAIGN OBJECTIVES 13
Objective Business goals Example Notes
Find new people to If you want potential Deep linking enables you
install your app and customers to make a to lead people to a
continue using it. The purchase through your specified destination of
app promotion objective app or try a new app your mobile app once
can help you with app feature, you can create they click your ad, if they
App promotion
installs, desired actions an app promotion have your app installed.
people can take in your campaign. Use deferred deep
app, clicks on your ad linking if people have not
and ROAS. installed your app yet.
Collect leads for your If you want potential After clicking your lead
business or brand. customers to sign up for ad, customers will see a
a monthly newsletter, form that’s already filled
this objective can help out with information
you reach people willing they’ve shared with
Leads to share their Meta, such as their
information with you to name, phone number or
learn more about your email. The form is
business. mobile–friendly and
designed to minimize
typing.
Find people likely Use the sales objective if With the sales objective,
to make purchases or you want to reach it's recommended that
take other important people most likely to you have a catalog so
actions online or in store. make a purchase, such you can reach the people
You can attract sales on as through an most likely to engage
the following: website, ecommerce site. You can with your products.
app, Messenger or also optimize for other
WhatsApp. actions, such as adding Depending on your
an item to their cart. conversion locations,
Sales you might need a
different data source
(such as the Meta Pixel,
Facebook SDK, the
Conversions API or
offline conversions). For
example, for app
conversions you need to
have the SDK installed.
CAMPAIGN OBJECTIVES 14
Audiences
Audience options
There are two general approaches you can take to selecting an audience: narrow and broad.
Narrowing the audience will improve relevance but decrease reach and increase costs, and
broadening will decrease costs but also decrease relevance. The approach you choose depends
on what you're trying to accomplish and what resources you have available. But typically, your
aim should be to reach all potential buyers of your product.
Create, save and share audiences in Ads Manager. There are three targeting options you can
use across Meta technologies.
1 2 3
Interest-based audiences
With interest-based audiences, aggregated information is taken from what people share in
their profiles and the behaviors they exhibit across Meta technologies. By identifying your
audience, you can help accurately market your campaign to the people most likely to take
action.
Detailed targeting is a targeting option available in the audience section of Ads Manager that
enables you to refine the group of people your ads are shown to. You can do this with
information, such as additional demographics, interests and behaviors.
AUDIENCES 16
Custom audiences
A custom audience is a targeting option that lets you find your existing audiences among
people across Meta technologies. With the custom audience option, you can reach people
across devices based on the information they already have access to in a privacy-safe way.
Your browser hashes all of the uploaded information locally on your computer. Then, your list
is compared to information from Meta. If there’s a matching hash, the person is added to a
custom audience stored within your ad account. Once the matching process completes, all of
the hashes are deleted, including both matching and nonmatching.
AUDIENCES 17
The result is a custom audience of people that can potentially receive your ads. The
custom audience is stored in your ad account, and only authorized account admins can deliver
campaigns to it. You can't see the specific individuals who are contained in the custom
audience, you just see the approximate number of people that this audience contains.
SSL
Meta
Deleted
All matched and
Ad account
unmatched hashes Custom audience
3,678 matches
are deleted after
the process completes.
You can create a custom audience from your website for any group of visitors that you want to
reach with ads across Meta technologies. For example, you can run a campaign to reach people
who visited a product page but didn't complete a purchase to encourage them to go back to
the website to do so. Or you can create an audience of everyone who's visited your website in
the past 30 days. (This time frame is based on a rolling number of days, rather than on the
specific number of days since the custom audience creation date). You can create a custom
audience from your website events in Ads Manager.
AUDIENCES 18
Generate custom audiences with Facebook SDK.
When you create a custom audience, you can target ads to specific groups of people who are
most likely to take action on your app. With the SDK, you can pass information to Meta from
your app and use that information to specify who you want to include in your custom audience.
For example, if you run an app ad engagement campaign, your ads may perform better if you
create a custom audience of the people who have already installed your app. The ads are then
shown to people who already have the app installed but don't engage with it as much as you’d
like. You can create a custom audience, from your app events, in Ads Manager.
AUDIENCES 19
Generate engagement custom audiences.
You can also use these sources to generate engagement custom audiences:
An engagement custom audience is made up of people who have engaged with your content
across Meta technologies. Engagement refers to actions, such as spending time viewing your
videos or opening your lead form or collection ad. This could also come from people who use
a fullscreen experience, interact with your Facebook Page or Instagram business profile and
respond to your event. Using engagement custom audiences, you can target your ads to
people who've taken these actions.
Engagement custom audiences are different from website custom audiences. While both
do take actions into account, engagement custom audiences use actions taken across Meta
technologies, whereas website custom audiences use actions taken on your website, which is
measured by the pixel.
When you create an engagement custom audience, you communicate how many days to go
back when collecting engagement. Anyone new who engages within the time period you
choose will be added to the audience. The audience is constantly being refreshed, meaning you
don't need to edit or create a new custom audience unless you want to change the time period
or the type of engagement.
AUDIENCES 20
Lookalike audiences
Lookalike audiences identify people who share similar interests or characteristics as your
current customers. You can target ads to a lookalike audience if you want to reach new people
who are likely to be interested in your business because they're similar to your best existing
customers.
To build a lookalike audience, you must have a minimum of 100 people (from a single origin
country) in your source audience. We recommend using at least 1,000 people. You can create a
lookalike audience in Ads Manager using sources such as a custom audience, mobile app data
or fans of your Page. Learn more about creating lookalike audiences.
Source 1% lookalike
audience Audience size ranges from 1% to 10% of the total population
across Meta technologies in the countries you choose, with 1%
being those who most closely match your source.
AUDIENCES 21
International lookalike audiences
International lookalike audiences, also known as multicountry lookalike audiences, can help
businesses expand into new markets by identifying people similar to their best customers
elsewhere. When you create international lookalike audiences, it can help optimize ad spend by
distributing your budget to the countries where it will work most effectively. You can create
lookalike audiences in:
● One country
● Multiple countries
● Regions
● Trade areas, such as the European Economic Area or North American Free Trade
Agreement)
● Worldwide.
● A custom audience
● People who like your Facebook Page
● Pixel or SDK
● Offline event set
● Product catalog
Advantage lookalike
Advantage lookalike can help improve your campaign performance, which is achieved by
delivering ads to people outside your defined lookalike audience if it’s likely to improve
performance. You can select Advantage lookalike in Ads Manager during campaign creation.
AUDIENCES 22
Dynamic language optimization
Dynamic language optimization can support you when you advertise in multiple countries.
Instead of setting up separate campaigns for each language, create one campaign and provide
Ads Manager with all of the assets. Your ad set budget is then auto-optimized to deliver the ad
in the preferred language of people who see it.
This functionality is currently available for the following objectives and creative.
Objectives Creative
Sharing audiences
Shared audiences are a way to allow other people access to the audiences you've created for
your ads. You can share custom audience lists between ad accounts as long as both the sharer
and recipient are connected to a Business Account and establish an audience sharing
relationship.
To share an audience:
1. Go to Audiences.
2. Check the boxes next to the audiences you want to share.
3. Click the Actions dropdown menu.
4. Select Share.
5. Select or enter the ad account IDs or names of the people you want to share the
audiences with.
6. Click the Permission dropdown menu and determine if you want to provide access to
Targeting insights or Targeting only.
7. Click Share.
AUDIENCES 23
Retargeting options
Retargeting ads enables you to reengage people who didn’t convert after their first
engagement with your website or mobile app. You can use your custom audience to do this if
you've implemented pixel or SDK to capture events.
If you've uploaded your CRM information, you can create custom audiences from offline
activity. You can use that offline event information to retarget ads to customers or exclude
customers who recently made purchases offline.
Broad targeting
Broad targeting is when you specify location, age or gender, but don’t provide any other
audience parameters, such as interests. Broad targeting can lead you to people whom you
would otherwise be unaware of. It’s also a good approach if you're not sure who you want to
target your ads to. Learn more about the types of people recommended for you and how
people reacted to your ads with Insights in Meta Business Suite.
AUDIENCES 24
Targeting best practices
You can use these tips to help ensure your ads are being shown to your intended audience.
Exclude strategically
While targeting ads to an audience aligned with your goals is important, choosing who to
exclude from your audience is crucial as well. For example, if you want to grow your customer
base when using broad and interest targeting, remember to exclude:
Ensure you also exclude any audiences from ad sets that may overlap.
AUDIENCES 25
Avoid extremely narrow targeting.
Narrow targeting is when you define an audience with
parameters, such as interests. When ad sets have a
very narrow audience, there may not be enough
information to find the best people to show your ad to.
Ideally, you need to be receiving at least 100
conversions per week, which a narrow audience might
not be able to provide. As you increase the amount you
want to spend on conversion optimization, you may
need to expand your audience. There need to be more
results to spend on. However, you may exhaust your
existing audiences.
AUDIENCES 26
Some examples of special ad categories are below.
This is not a comprehensive list of examples and doesn’t constitute legal advice.
AUDIENCES 27
Targeting policies
There are a number of policies that govern ad targeting. These policies are intended
to keep Meta technologies safe for people and advertisers. Each ad is reviewed using these
policies before it’s delivered. Familiarize yourself with these policies before you plan any ad
creative. It’s important to understand targeting guidelines related to:
● Alcohol
● Personal health
● Financial and insurance products and services
● Dating
● Discriminatory practices
If you're targeting ads to audiences in the US that offer credit, employment or housing
opportunities, you’re advertising in a Special Ad Category and your audience selection tools
are limited to help protect people from unlawful discrimination.
For example, you can use audience insights to learn aggregated, anonymized demographic
information, such as location, interests and behavior, that can help you understand when
people are most likely to visit your Facebook Page or respond to your ads.
Discover future-forward insights, news, advertising tips, best practices and case studies.
AUDIENCES 28
Ad placements across
Meta technologies
Ad placements across Meta technologies
An important part of the ad creation process is deciding where your ads will appear. The
different places we show your ads are called placements, and there are many to choose from
across Meta technologies. Your campaign objective determines which placements are
available.
Learn more about the available ad placements for each campaign objective.
Manual placements
Manual placements provide more control over what ads are shown for specific placements. It’s
not ideal to remove any of your ad placements, as it increases your costs. If you want more
opportunities to deliver your ads, add more placements. The more placements you opt into,
the easier it is to connect to your intended audience.
Advantage+ placements
When you choose Advantage+ placements (formerly known as automatic placements), it helps
you get the most of your budget and increases your ad exposure. Advantage+ placements
enables your ad to be seen across all placements available for your settings on Facebook,
Messenger, Instagram and Audience Network.
Including more placements can help you find a broader audience. The more places your ad is
shown, the more chances your audience will see it. Advantage+ placements can also help you:
Audience
Network
Sponsored
Instant Articles Explore Interstitial
messages
Stories
Marketplace*
Search
Reels
● Ads that appear in Messenger between conversations. You can use these ads to reach
people at scale, then continue to communicate with each of them individually in
Messenger.
● Ads that appear in Messenger between stories. You can use these ads to reach your
audience with a fullscreen mobile experience built for quick, engaged consumption.
You can also choose to run ads that click to Messenger, which are Facebook, Instagram or
Messenger ads that create a Messenger conversation when people click on them.
Stories
Stories ads bring your business to life through photos, videos, text and effects in an immersive,
fullscreen vertical setting. You can use these ads to introduce new products and tips, or share
behind the scenes moments at your business.
● Gain customer interest. Stories offer a captivating format to share your business
message with engaged audiences.
● Inspire curiosity. Stories encourage people to learn more about your business and can
motivate them to browse your website or visit other websites to buy your product or
service.
● Offer fast, authentic and helpful information. Stories that are quick and easy to
understand are more effective. Stories enables you to introduce new products, tips or
advice.
Feed
Facebook Feed and Instagram feed are the constantly updating list of posts on the Facebook
and Instagram home page. People’s feeds are personalized, ever-changing collections of
images, videos, links and updates from friends, family, businesses and news sources they care
about. When you advertise in Facebook Feed and Instagram feed, your ads appear alongside
the content that matters most to people.
Not every business can afford to make original content for both Facebook Feed and Instagram
feed, but you don't have to. When you create feed ads for one platform like Facebook, you can
generally use the same ad for advertising on another platform, like Instagram.
You can use Reels ads to help tell your brand story. You can experiment with different types of
video ads to discover what is most effective. Participate in trending moments through
challenges or educate potential customers through inspiring tutorials.
These fullscreen vertical video ads are inserted in between organic Reels content. Reels ads
can be up to 15 minutes and people can comment, like, view, save, share and skip ads.
● Interstitial ads are fullscreen, made-for-mobile and appear between organic content on
Facebook and Instagram.
● Post-loop ads are six-second, standalone videos that appear after a reel has looped
twice.When the ad ends, the original reel resumes and loops again.
● Banner ads are static and placed directly on top of the reel. On Facebook, banner ads can
appear at the bottom of a reel as it begins to play.
With this feature, you can provide multiple assets and the asset that is delivered to the person
is decided during delivery time. This is a solution that provides you with per-ad creative control
within the same ad set.
Without this, there is a one-to-one relation between the assets you provide during ad creation
to the assets delivered in the ad to the person.
Here are three scenarios that explore why an you might want to use asset customization.
You want to run a sound-on campaign for in-stream placements and a sound-off
Scenario 2 with captions enabled video on other placements.
You want to align the ad creative with their audience, which is shown based on
Scenario 3 demographics.
Some objectives, formats, placements and other options aren't compatible with asset
customization.
Learn more about options that aren’t compatible with asset customization for placements.
Ad formats
Choose an ad format based on your business goal and the types of high-quality assets you
have available. There are six main ad formats:
Single image
You can use a single image ad across most placements. Use text overlays on image and video
ads strategically to focus attention on an important part of your ad. Use modern and clear
fonts and avoid obstructing visuals. Also avoid communicating too many messages at once.
Single video
When paired with the right targeting, optimization and call to action, you can prompt action
from a video. You can create video ads across Meta technologies using several ad objectives.
Slideshow
Slideshow ads are a lower cost alternative to video
production. With slideshow ads, you can produce an ad
using static images to play as a video. You can combine
multiple images or videos, text and sound. Slideshow
ads are shown across Facebook and Instagram on
phones, tablets and computers. Slideshow ads also use
less data than videos. You can use a slideshow version
of your video ads in markets where people have slower
connections and older devices.
Collection
Collection ads pair a video or photo with four product
images. When someone clicks on a collection ad, it
leads them to a fullscreen, mobile-only experience
showcasing multiple products.
Instant Experience
Instant Experience enables you to add a fullscreen
experience to any ad format. Instant Experience is
an interstitial landing page that loads instantly when
someone taps on an ad on Facebook or Instagram.
Instant Experiences are native, so they load faster
than an external website.
Playable ads
Playable ads are interactive video ads that enable you to offer a short preview of your app,
product or brand before a person chooses to download it. Playable ads are available in Feed, as
Audience Network interstitials and on Audience Network rewarded videos.
Learn more about how the playable ad experience looks for each placement.
Poll ads
Create a poll ad to provide an interactive experience that enables people to express their
preferences. Poll ads appear in Facebook Feed and Instagram Stories on mobile devices.
Automated ad products can help to improve the performance of your ads by relying more on
machine learning, such as automatically finding the most relevant audiences or ad placements.
These products can also help you further simplify campaigns.
Meta Advantage
Meta Advantage is a suite of products that use AI and machine learning to help optimize
campaign results and personalize your ads by matching them to people most likely to take
action. Meta Advantage can also help you implement more efficient processes, which can save
time and money.
There are two kinds of Advantage products. First, there are Advantage+ offerings that enable
you to automate an entire campaign flow from end-to-end or an entire core step of your
manual campaign setup, such as placements or creative. Then, there are Advantage features
that enable you to enhance a specific aspect of your manual campaign setup, such as the
selected detailed targeting options within your audience.
Advantage+ Advantage
Automates an entire workflow from end-to-end. Uses automation to enhance key parts of
a workflow.
● Advantage+ catalog ads
● Advantage+ creative ● Advantage detailed targeting
● Advantage+ app campaigns ● Advantage lookalike
● Advantage+ placements ● Advantage campaign budget
● Advantage+ shopping campaigns
● Advantage+ creative for catalog
● Advantage+ international catalog ads
1. Optimization: Achieve better campaign results and sustain them over time.
2. Personalization: Match the people you want to reach with the right ad, to create a deeper
connection.
3. Efficiency: Save time and effort on campaigns. Automation can simplify decision-making,
ad creation and optimization. It can also lead to better performance.
Advantage+ catalog ads match the intent of your audience, which is captured from your
website, mobile app or elsewhere (such as Facebook), to help increase demand and sales for
your online catalog. Advantage+ catalog ads look exactly like other ads, but they enable you to
create an ad template that automatically uses images and details from your catalog for items
you want to advertise.
A catalog includes information about the items in your inventory. Catalogs can help you
automatically personalize your ad creative at scale without having to create thousands of
individual ads. After you create a catalog, you can create ads and commerce experiences that
retrieve information from your catalog to show people your items.
Use the travel vertical to reach people, such as weekend, single and
Travel
group travelers through a dynamic booking window.
Use the real estate vertical to reach people with your real estate
Real estate inventory. You can include elements, such as the number of
bedrooms and bathrooms.
Ad relevance diagnostics
People prefer to see ads that are relevant to them. When businesses show their ads to relevant
audiences, they tend to see better business outcomes. That's why Meta technologies consider
how relevant each ad is to a person before delivering it to them. Ads that are more relevant can
cost less and see more results. This leads to better experiences for people and businesses.
Ad relevance diagnostics can help you understand whether the ads you ran in placements
relevant to the audience you reached. If your ads are under-performing, ad relevance
diagnostics can help you understand if adjustments to your creative assets, post-click
experience or audience selection might improve performance.
● Organize your mockups into project folders and invite other colleagues or clients to
collaborate on mockups and expedite your workflows.
Mobile Studio
You can use Meta Mobile Studio to learn how to make effective mobile ads using
your phone. This can be a lower cost option compared to some other ad development options.
Meta Mobile Studio offers video guides, a planning brief and creative app recommendations to
help you design creative.
Embrace video
Optimizing videos for mobile can be a valuable way for brands to connect with audiences
across Meta technologies. Video doesn't have to be expensive or difficult to produce. Even
animations made with simple apps, such as GIFs, can be effective.
Video ads can help you show off your product, service or brand. As you create a video ad,
ensure that you keep videos short. Make videos as short as they can be, or only as long as they
need to be. People are more likely to watch to the end of video ads that are less than
15-seconds in duration.
Consider in-stream video placements for videos that you can’t reduce to less than 15 seconds.
In-stream video ads with sound turned on are best for more complex marketing messages and
can result in longer view durations.
Branding
The first few seconds of your ad are important in conveying your key message. To increase
brand awareness and ad recall lift, ensure that you:
● Display your brand or product at the start and end of your video.
● Use colors, themes and imagery that communicate your brand throughout the video.
Successful videos designed for sound-off can include text, graphics and captions where
possible. To help you convey your video message visually even with the sound off:
● Use text overlays, typographic treatments and graphics to help tell the most important
parts of your story.
● Add subtitles to the ad using the auto-captioning tools in Meta Ads Manager.
● Include logos and branded product shots creatively to communicate your brand.
_________________________
3
Instagram Internal, Feb. 2022.
4
Consumer Study by MetrixLab (Meta-commissioned online survey), Q1 2022.
Keep your copy short. The recommended text length for most placements is 125 characters
for the primary text field, 40 characters for a headline and 25 characters for the description.
Images
People scan ads quickly, particularly on mobile devices, so consider how to get their
attention with images.
When you edit your ad in Ads Manager, there’s the option to add logo overlays and text
overlays in a range of fonts and colors. Tools to help you implement safe zones are also
available. For example, a yellow area will appear if you try to drag your overlay into a safe
zone.
Reels Stories
Explore different frames to highlight key elements and focus on aspects that effectively
communicate your message. Create visual interest by using different dimensions or moving
between the foreground and background of your scene.
If you don't have vertical video, you can edit together existing videos or images to create a
vertical ad.
Use the 1:1 ratio for carousel ads, since other ratios may be cropped to 1:1.
For 4:5 ratio video ads on Feed, the video is shown with a 1:1 ratio on the
desktop version of Feed. This may cause black bars to appear on either side
of the video.
Use templates
Use the Video Creation Kit in Ads Manager if you want to create mobile native video ads for
Facebook or Instagram that use existing photo assets, text overlays and logos. The Video
Creation Kit offers templates that you can customize in Ads Manager.
You can also use Stories templates in Ads Manager to reach your audience on Stories without
investing much time and effort into designing a new ad. Stories templates automatically
transform your image into an ad using a vertical aspect ratio, so your ad fills the entire mobile
screen and is more engaging. They also add movement to help your ad grab attention.
Learn how to use stories templates to automatically transform your image into an ad.
Dynamic creative
Dynamic creative finds optimized ad creative combinations by taking multiple ad components
(such as images, videos, titles, descriptions and call to actions) and automatically generates
combinations of these assets across audiences. Then creative components that can deliver
efficient results are optimized for each impression served.
Dynamic creative is ideal if you have many assets and want to learn what creative resonates
with different audiences. However, it's not a substitute for A/B tests. Dynamic creative saves
time during ad creation, helps improve ad performance and encourages you to try new
creative.
1. Create Edit and adjust your current creative. If you keep your original ad
another ad. active instead of pausing or turning it off, it can maximize results.
2. Expand your Broaden your audience and show your ads to new people who
audience. haven’t seen your ad yet.
When you incorporate partnership ads into your campaigns, it uses signals from both creator
and brand handles for stronger ranking and performance.
● Meaningful connections.
Creators are often attuned to the needs of their communities and constantly evolve their
approach to strengthen connections with their audience. Choose creators who share
similar values to your brand, as partnering can help you appreciate, understand
and represent diverse communities.
● Experimental creativity.
Creators are often experimenters and experts in their mediums. Gain a different
perspective into creativity. You can also expand their role beyond one-off posts to be a
true creative partner.
● Entrepreneurial growth.
Creators can help turn passion into action. Learn from their business acumen and ability
to influence purchase decisions, and include creators in campaigns from brand to
conversion.
Learn more and connect with creators using Meta Brand Collabs Manager.
Community Standards
Community Guidelines
If your ad is rejected, you can edit your ad and resubmit it for review by following these steps:
1. Check the email address associated with your advertising account. If your ad isn’t
approved, you’ll receive an email with details that explain why.
2. Edit and create a compliant ad. Use the information provided in your rejection email.
3. Save any changes to your ad. Your ad is submitted automatically for review once you save
your changes.
Appealing decisions
If you think that your ad was mistakenly rejected, you can edit your ad or appeal the decision.
You’ll receive an email that explains why your ad wasn’t approved, so you can use that
information to guide any necessary changes. If you want to appeal the decision, request a
review.
Outlined in the Advertising Standards are five elements that are reviewed on every ad: text,
creative, landing pages, targeting parameters and positioning.
The chart below outlines some common reasons ads are rejected.
Avoid being “Try our best product to reduce acne “We are offering a one-week free trial
vague in scars.” for our popular acne scar removal
descriptions of cream!”
offers, products This is quite vague and doesn’t
and service. specify the product being offered. This version tells people exactly what
This ad would not be approved. the you are offering.
Avoid calling out “Don’t worry if you’re a plus-sized “We have extended sizes for all our
personal woman.” spring styles.”
attributes or
characteristics. This implies that you know that the This version focuses on the product
person viewing the ad is plus-sized. rather than the person viewing the ad.
Ads must not contain content that
asserts or implies personal attributes.
Avoid offensive “Damn, these are the best diamond “Check out these gorgeous rings for
language. rings ever.” your big day!”
Even common profanity can’t be used This version doesn’t include any
in ads across Meta technologies. profanity.
Symbols, numbers and letters must
be used properly, without the
intention of circumventing the ad
review process.
Avoid making “I lost 10 lbs in 25 days attending the “I lost 5lbs attending this training
deceptive, false training session. You can also lose 10 session! Join us today!”
or misleading lbs by joining me today!”
claims. This version simply states a fact and
This implies that everyone will also invites people to join the training with
have the same results and makes an no promise of weight loss.
unrealistic promise.
We have a multi-faceted approach to brand safety, which includes three key areas:
● Create a safe and welcoming community. We enforce Community Standards for the
content individuals share on Facebook and Instagram. We have a team of people working
on safety and security, which includes removing fake accounts. We also invest in
technology to reduce the spread of fake news and help identify content that doesn’t
follow our policies, often before anyone sees it. And we routinely release the Community
Standards Enforcement Report to track our progress as we try to make Facebook safe
and inclusive.
● Maintain a high-quality ecosystem of content, publishers and ads. Only publishers that
follow our policies can show ads. Additional brand safety controls are available for
placements within publisher content, like in-stream videos, Instant Articles or Audience
Network.
● Proactive collaboration with industry partners. Brand safety is a challenge for the entire
advertising industry, which is why we collaborate with industry partners to share
knowledge, build consensus and work towards making online platforms safer for
businesses.
Ad auction
The ad auction is where ads chosen for your audience are ranked to find the ad most likely to
maximize value for both you as an advertiser and people. In an auction, ads are ranked by their
total value and the ad with the highest total value wins the auction for the chosen individual.
Total value is based on advertiser bid, estimated action rates and the ad quality.
Estimated action
Advertiser bid ✕
rates + Ad quality = Total value
Advertiser bid
The advertiser bid is the bid you select for an event that aligns with your desired result. A
higher bid helps to increase the total value of an ad, which increases its ranking in the ad
auction. However, the bid alone doesn’t determine whether or not an ad will win the auction.
To improve your ad quality, consider your website landing page experience and avoid the
following ad experiences.
Total value considers the relevance of an ad to the person who will see it as well as ad quality.
The quality of an ad is determined from many sources, including feedback from people viewing
or hiding the ad, assessment of clickbait, engagement bait and post-click experience.
When an ad has a high ad quality, it means it’s relevant to the selected audience. This also helps
boost its total value in the ad auction.
Below are the available optimizations for each campaign objective in Ads Manager.
Campaign
Business goal Optimization for ad delivery
objective
These signals can include audiences, information provided from custom audiences, pixel, SDK,
offline signals, the optimization and the bid.
Connections between the signals are identified to determine the best delivery opportunities
for ads. Other signals, like when someone takes an action on the ad and when people don’t
take the desired action after seeing an ad, are also used to determine ad delivery opportunities.
During the learning phase, the delivery system explores the best way to deliver an ad set. At
this time, performance is less stable and cost per action (CPA) is usually higher.
Ad sets exit the learning phase as soon as their performance stabilizes, which takes
approximately 50 optimization events.
The learning ability of an ad set can become limited as soon as the delivery system predicts
that the ad set is unlikely to exit the learning phase. Common causes for these limitations are
low bid cap, auction overlap or insufficient budget.
Once there’s enough information, your ad set can experience fewer performance fluctuations.
At this point, you can make an informed decision about your ad set. If you're satisfied with your
results, you can let it keep running or increase its budget. If you're unsatisfied, you can edit the
ad set to try to improve its performance or pause it.
The following are significant edits, which The following may or may not be significant
reset the learning phase: edits, depending on magnitude:
You can use the Conversions API to create a direct and more reliable
connection between marketing data from your server, website or CRM
to Meta. The Conversions API reduces your reliance on cookies and is
Conversions
API also designed to honor privacy controls.
With Aggregated Event Measurement for app events, you can use sales, lead or engagement
optimization or value optimization to direct people to your mobile app and inspire business
results, such as in-app purchases or adding products to cart.
With people-based measurement solutions, no matter how many devices someone uses, their
activity can be measured across all devices and still be counted as one person. You can use the
following measurement tools to measure your ad performance:
Brand survey Measure the incremental effect your ads had on brand awareness, perception
or recall.
Brand Lift Measure the incremental impact your ad has on the perception of your brand.
Conversion Lift Measure the incremental impact your ad has on sales outcomes.
Marketing mix Quantify the effects of marketing and non-marketing activities using factors,
modeling such as sales or website visits.
Attribution Measure the performance of your ads across channels, publishers and
devices.
Creative-level Use the ad creative breakdown in Ads Reporting to analyze which headline,
breakdown text, call to action, image or video resonates more with your audience.
Pre-testing Use A/B or lift tests to evaluate and refine your creative strategy before you
run an ad campaign.
Creative fatigue Track creative fatigue in the Delivery column status for your ad set or ad.
The success metrics you recommend for a campaign depend on the business and marketing
goals for a campaign. Below are some commonly used metrics to determine campaign
success.
● Ad recall: The impact an ad had on a customer and if they remember seeing an ad during a
designated period of time.
● Clickthrough rate: The number of times a link on a web page is clicked compared to the
number of times it’s displayed.
● Cost per thousand impressions (CPM): The average cost you have paid for 1,000
impressions of their ad, or the average revenue a publisher has received for 1,000
impressions of an ad on their apps and websites.
● Reach: The number of people exposed to an ad at least once during a given period.
Off-platform reporting
Before we explore Meta Ads Reporting, let’s consider other options. There are several
third-party tools available to measure digital marketing results. It’s important to understand
how each company establishes their metrics and ways of measurement to avoid making
mistakes when you interpret your results.
For example, some third-party reports can apply different attribution windows, or
automatically apply attribution methodologies to distribute conversions. Consider that before
comparing metrics from multiple reports and partners. For results across Meta technologies,
always refer to Meta Ads Manager reporting as the official source of results.
Monitor your campaign in Ads Manager, especially to confirm that your campaign is properly
generating results, such as conversions, reach and video plays. When you monitor your results,
it can help inform current and future campaigns.
Set up the pixel or SDK so that you can use Ads Reporting to determine:
You can choose to display metrics for all of your campaigns, ad sets or ads in a table format.
● To display columns for pre-defined reports, select from options, such as Performance,
Delivery and Engagement.
● To display customized columns, click the Customize columns option and select or remove
your columns from the pop-up window.
You can segment your information with the Breakdown dropdown menu to
display information, such as the age of your audience, where they view your ads and what
devices they use.
You can use your reporting results to understand how your ads are performing mid-campaign.
If your campaign isn't meeting your business goals, adjust your advertiser controls, such as
targeting, frequency and placement to direct your campaign accordingly.
Although they're not required for measurement of some objectives, you need the pixel or SDK
implemented to be able to measure online conversions. Implement these data sources so you
can use the information collected to see how your customers are moving through your
purchase funnel as well as across devices.
Customize the columns on View your results by time Export data as a spreadsheet or
screen to view metrics such as period, delivery type or a CSV file or display your data
performance, engagement and audience action. in one of the standard reports.
delivery. Standard reports open in Meta
Ads Reporting.
Delivery and action breakdowns, such as age, gender, region and placement
aren’t supported for offsite conversion metrics for iOS 14 and above campaigns
due to the aggregated nature of SKAdNetwork API data.
Breakdowns
You can use breakdowns to refine your report.
Example breakdown
Demographics Age, gender, age and gender, country, region, business locations
Delivery Placement, placement and device, platform, platform and device, time of day
by ad account time, time of day based on viewer time zone
Actions Canvas component, conversion device, product ID, carousel card, reactions,
video view type, video sound
You can also use breakdowns to sort your campaigns, ad sets or ads by time (detailed data by
day, week, two-week periods and months), delivery (whom your ad was delivered to) or action
(the actions your audience took as a result of your ad).
All reports have default settings that show the result of your campaign. However, your specific
business goals may require you to adjust the settings to show more relevant outcomes.
The agency expects that the additional age range will increase app installs by 10 per week. One
week into the campaign, the agency checks how many app installs were recorded as app
events and attributed to the ad.
2. Clicked Columns.
4. Selected the app promotion option within the pop-up window to display the app install
metric in the table.
5. Clicked Breakdown
The agency noticed that this new age range didn’t increase app installs as expected. However,
the cost per install was significantly lower than their benchmark, so they recommend to the
client to keep the ad campaign running.
While it isn’t a requirement for measurement of some objectives, you need the
Conversions API, pixel or SDK implemented to be able to measure online
conversions. Implement these data sources so you can use the information
collected to see how your customers are moving through your purchase funnel
as well as across devices.
Brand Lift
Brand Lift helps you measure the impact of your advertising on attitudes toward your brand.
Brand Lift randomizes your audience into test (exposed) and control (not exposed) groups
with similar characteristics. Your ad is then shown to the test group, but isn’t shown to your
control group. Next, they receive a poll that contains questions you chose to evaluate the
impact on brand metrics. You can use Brand Lift to:
You must work with a point of contact at Meta to set up Brand Lift tests. Managed Brand Lift
tests can be single or multi-cell.
● Conversion lift: Conversion lift is a metric that quantifies the number of additional
conversions that happen as a result of ads.
● Conversion Lift: Conversion Lift is a conversion optimization framework from Meta.
Conversion Lift can help you measure your return on investment by evaluating the true
business value associated with your campaign. Conversion lift studies can include single- or
multi-cell tests. These tests can help you determine the value that your ads provide your
business and compare different strategies. You can set up a conversion lift study with one or
more exposed groups. To set up a Conversion Lift test, please reach out to your point of
contact at Meta.
Single cell study A study with a single exposed group can show you
how advertising across Meta technologies may lead to additional
business outcomes. For example, if you run a conversion lift study on
your next campaign, you can determine whether or not your ads
resulted in more conversions than if you didn’t run ads.
Multi-cell study A study with multiple exposed groups can help you compare different
strategies and determine which advertising approach works best for
your audience.
After the study is complete, you can learn about metrics such as:
● The cost per incremental conversion and cost per incremental converter
● The demographic breakdown of conversions and cost per incremental conversion
GeoLift
GeoLift is a measurement solution from Meta Open Source that helps you calculate lift at a
geographic level. It uses aggregated data to measure the incremental impact of marketing
efforts and is resilient to changes in the marketing landscape. GeoLift is reproducible and
works in cross-media applications.
To run a GeoLift experiment, you need to install the R package. Learn more about getting
started with GeoLift.
This model can help marketers understand how to allocate a marketing budget across
marketing channels, products and regions, and it can help forecast the effects of future events
or campaigns.
To implement marketing mix modeling, you can work with a full-service vendor, use
semi-automated tools or build in-house models. Robyn is an automated marketing mix
modeling code developed by Meta Open Source. Learn more about Robyn.
A/B tests divide your audience into random, non-overlapping groups. Your ads are duplicated
and you choose one variable to change. This variable is the difference between each ad set
being tested. The cost per result of each ad set is calculated and compared, and the ad set with
the higher value per result wins. After the test is complete, you will get a notification and email
with the results.
You're provided with You create the structure for a You add a new ad set or ad to
step-by-step instructions to A/B test that you can finalize turn an existing campaign into
assist you in creating an A/B later. an A/B test campaign.
test. Your ads will be ready to
run once you've completed the
workflow.
While A/B testing creates random, non overlapping groups, it does not create a corresponding
unexposed control group. Lift studies, on the other hand, create random, non-overlapping
groups and corresponding control group.
Conversion windows
Conversion windows are similar to attribution settings, but they are for ad delivery rather than
reporting. Conversion windows dictate which conversion information to use when determining
who your ad should be shown to. This determines what types of people convert within the
window and finds more people like them.
Conversions that happen outside of your conversion window may show up in your reports
depending on your attribution setting. Align your conversion windows and attribution settings
as closely as possible to understand the value your ads are bringing to your business.
Conversions that happen outside of your window will not be used to optimize how your ads are
shown. To determine which people are best to show your ads to, your ad set needs about 50
conversions per week. You can use the information you gather from your attribution results to
inform your current and future campaigns.
Viewability partners
You can measure how many ads were viewed by your audience and for how long. When
combined with reach measurement, viewability can give you a better perspective on how your
media plan was delivered. You can measure and verify viewability metrics for Facebook and
Instagram through select viewability partners. Viewability partners are Meta Business
Partners that can verify ad viewability metrics for ads across Meta technologies, offering you
the transparency you need to trust your ad delivery information. These partnerships are part of
our continued commitment to enabling advertising measurement across Meta technologies by
independent third parties.
Use historical reporting Use historical reporting to determine how your campaign is
performing based on expectations. For example, if a campaign
resulted in 1,000 conversions a week ago but this number went down
to 100 this week, then you can use reporting to determine what
happened.
Upload your Upload your offline information if you want to capture offline
offline information conversions, such as in-store sales and phone orders. You must
capture this information to use measurement and reporting tools.
Run lift tests Use conversion lift tests or brand lift tests to understand whether a
campaign is promoting incremental conversions or brand perception
changes. Lift studies can help you to determine how much additional
business your ad spend generates.
Meta Business Partners can help you meet your marketing needs throughout the campaign
creation process. Find someone to work with using the Meta Business Partner directory.
These partners can help you manage, scale and optimize your campaigns,
Campaign
including assistance with creative, audiences, budgets, scheduling,
management partners
reporting and analytics.
Creative platform These partners can help you create and curate images or video, or improve
partners your existing creative assets.
Feed platforms These partners can help you create product catalogs for use in ads,
partners Facebook Marketplace and Instagram Shop.
These partners can help you track performance across Meta technologies
Measurement partners and the rest of your marketing mix.
These partners can help you connect your customer actions, including
Conversion data
offline and web activity to Meta technologies, and help you improve
partners
performance of ad campaigns.
Community These partners can help you manage and moderate communities on Pages
management partners and in conversations.
These partners can help you build a messaging experience at scale and
Messaging partners automate customer service, lead generation and transactions over chat.
STUDY QUESTIONS 87
3. Your client is a grocery store specializing in organic and locally-sourced products.
They are planning to open three stores in a new market. Their goal is to show ads
to people who are most likely to remember them. Which campaign objective do
you recommend?
a. Awareness
b. Leads
c. Engagement
d. Traffic
4. Your image ad campaign isn't delivering the results you hoped for. A colleague in
the audience spots the ad and says a key text overlay is obscured by the call to
action. What might be the reason for this problem?
b. You didn’t leave space at the top and bottom of your image.
c. You didn’t use a text overlay that has a modern, clean font in a large enough
type size.
STUDY QUESTIONS 88
5. Why is it recommended that you use vertical aspect ratios for mobile video ads in
Feed?
6. A real estate agent wants to collect the contact information of people interested
in buying a house. Given the scenario, which campaign objective would you
recommend?
a. Leads
b. Engagement
c. Sales
d. App promotion
STUDY QUESTIONS 89
7. Your client, a beauty retailer, has traditionally focused their ad campaigns on
increasing traffic to their website and encouraging people to shop online. They
launched a mobile app two days ago, and there have been less than 100 installs.
They want to transition their current customer base from shopping on their
website to the new mobile app. They have a 15-second video that promotes the
new app. Which audience should the team target ads to in order to increase app
installs?
8. Which resource can you use to mock up, preview and test Facebook and Instagram
creative?
b. Advertiser controls
c. Facebook SDK
STUDY QUESTIONS 90
9. A video game company wants to increase downloads of its newest app. They have
a 15-second video ad that shows exciting gameplay sequences, and they are using
an Install now call to action. Which of the following Meta Ads Reporting metrics
best aligns to their campaign goals and ad creative?
10. A consumer packaged goods brand wants to increase their lemonade sales. They
used Meta Business Suite to research audience insights and found that 75% of
the people that follow their brand on Facebook and Instagram are women ages
35-44. What recommendation would you make to reach the best audience to
increase lemonade sales?
STUDY QUESTIONS 91
11. A beauty and personal care brand wants to launch a campaign to increase
awareness of its new line of anti-aging moisturizers. Their goal is to tell a story
with multiple photos of the product. Their intended audience is in an emerging
market where people may have slower internet connections. Which creative
format meets this goal?
a. Slideshow
b. Carousel
c. Video
d. Collection
12. Your client is confident in its local audience. However, they don’t know who to
direct their ads to in the new market they are expanding into. Given the scenario,
which targeting option might you recommend?
a. Custom audiences
b. Lookalike audiences
c. Age targeting
d. Narrow targeting
STUDY QUESTIONS 92
13. Your client doesn’t think that shorter videos work better on mobile. They want to
run their full-length ad, because they’re so proud of it and believe it will be
effective. Given the scenario, what can you do?
a. Run an A/B test to compare an edited video and the original video.
b. Run an edited video for a week, then the original for a week and compare
metrics.
14. Your client is a car rental agency that caters to tourists in popular vacation cities.
They want to run an ad campaign using Advantage+ placements. They have
produced a 15-second video with inspiring narration and music over clips of
couples, families and individuals driving cars and visiting famous scenic
landmarks. The video ends with the company’s logo. What creative
recommendations would you make to improve the ad’s effectiveness?
Choose 3 answers.
a. Show the company brand logo at the start and at end of the video.
b. Use text overlays and add captions to convey the message visually, even
when the sound is turned off.
e. Add a poll.
STUDY QUESTIONS 93
15. Your client is a beauty and personal care brand. They want to see if adding Reels
ads to their usual video campaigns will lead to an increase in online sales. For their
first Reels ad, they partner with a popular creator on Instagram known for her
entertaining hair and makeup tutorials. Which of the following would you
recommend to help the client determine if adding Reels to their current
advertising strategy is effective in increasing sales?
b. Compare link clicks from the Meta Pixel and Facebook SDK.
16. Your ecommerce client wants to show people who browsed products on their
website ads showcasing the product images they looked at. Given the scenario,
which type of ad might you recommend?
b. Stories ads
STUDY QUESTIONS 94
17. Your company wants to run Stories ads, but they don’t have the budget to
produce new custom vertical video ads. Given the scenario, what might you do?
b. Add as many stickers and emojis as you can to create the illusion of an
organic story.
d. Try Stories templates in Ads Manager, which can transform still images into
vertical animations.
18. Your client’s goal is to increase conversions of people who abandoned their carts
during the checkout process. They also want to use the information from signals
to help them reach the best audience. Given the scenario, what might you
suggest?
a. Deliver ads to a custom audience of people who visited the website in the
last 30 days.
b. Deliver ads to a custom audience of people who made purchases off of the
website in the last 30 days.
c. Deliver ads to a custom audience of people who start the checkout process
but don't complete the purchase.
STUDY QUESTIONS 95
Answer key
Question Correct
Explanation
number answer
3 a With an awareness campaign, you can show ads to people who are
most likely to remember them. You can use this objective if your
business is brand new, has undergone a name change or you want
more potential customers to get to know you. The awareness
objective gives you the estimated ad recall lift metric, which shows
an estimated number of people likely to remember your ad when
asked within two days of seeing it.
4 b For ads in Stories and Reels, try to leave safe zones – space at the
top and bottom of the ad – free from text, logos and other key
creative elements to avoid covering them with the profile icon or call
to action. Tools to help you leave safe zones are available. For
example, a yellow area will appear if you try to drag your overlay into
a safe zone.
5 c You can use a range of aspect ratios for mobile feed placements.
However, Meta advises covering as much of the mobile screen as
possible to engage people on their phones by choosing the 4:5
aspect ratio for feed video ads.
ANSWER KEY 97
Question Correct
Explanation
number answer
8 a Meta Creative Hub is a set of features that enable you to create and
share mockups of ads on Facebook and Instagram.
9 c App installs and value are examples of metrics that align to the
consideration stage of the customer journey. In this example, the
game company should run an app promotion campaign to increase
installs of their new app.
ANSWER KEY 98
Question Correct
Explanation
number answer
14 a, b and d 15 seconds is an ideal length for the video. However, it’s best to start
and end with the brand. Also, narration and music are helpful in
delivering an engaging video ad, but adding some text overlays and
captions will enable the video to work even if sound is off. A Book
now call to action is a way for the client to increase rental
reservations.
ANSWER KEY 99
Question Correct
Explanation
number answer
ad format The layout of an ad that determines how the ad will look and
how many images or videos it will contain.
ad level (Meta Ads In Ads Manager, the ad level is the stage of campaign creation
Manager) where you build individual ads.
ad set A group of ads that share the same daily or lifetime budget,
schedule, bid type, bid information and targeting information.
ad set level (Meta In Ads Manager, the ad set level is the stage of campaign
Ads Manager) creation where you build groups of ads.
Ads Manager An interface where you can view, make changes and access
performance reports for all your campaigns, ad sets and ads.
GLOSSARY 102
Acronym Term Definition
ads report A report created and managed in Ads Manager that indicates
the performance of a set of ads.
Advantage+ An ad type that you can use to help expand your audience
catalog ads for rather than target ads to people who’ve already visited,
broad audiences browsed or purchased items on your website.
API integration A direct integration from your customer system to Meta for
real-time coverage of your offline business activity.
App Ads Helper A tool that provides analytics on mobile app install ad
performance. Developers can test app events and deep links
to make sure ads are running properly
app event A logged action that people take on your app that is usually
used for capturing and measuring ad performance.
GLOSSARY 103
Acronym Term Definition
attribution model The logic that determines how credit is given to touch- points
for a conversion. The attribution model logic can be based on a
rule or set of rules or a statistical model.
attribution setting The period of time during which conversions can be credited
to a particular ad.
auction An ad buying type wherein you decide that you would like to
(buying type) participate in an ad auction.
AN Audience Network A network of mobile app publishers who have been approved
to show ads across Meta technologies.
Audiences A default targeting option that enables you to target your ads
to people based on demographics, location, interests and
behaviors.
automatic events Applicable to the Facebook SDK and Meta Pixel data sources,
a feature that automatically accounts for events on your app
or website.
bid cap A bid strategy that lets you set a maximum bid to be used in
each auction.
bid pacing The part of pacing that adjusts your bid or which auctions to
enter based on how much budget and time you have left for
your ad set.
GLOSSARY 104
Acronym Term Definition
bid strategy In Meta Ads Manager and Ads Reporting, a setting you select
that helps determine how to spend your budget in alignment
with your campaign goals.
brand lift Also known as brand affinity, a metric that gives you insight
into brand awareness and how people feel towards your brand.
broad targeting When the people whom you show your ads to is determined
for you.
buying type The method by which you buy ads across Meta technologies.
campaign level The stage of campaign creation in Ads Manager where you
(Ads Manager) build an ad or series of ads around a single theme or set of
characteristics.
campaign objective The goal you select that reflects what they want to achieve
with a campaign.
GLOSSARY 105
Acronym Term Definition
click A metric for the number of times an asset has been clicked.
CTR clickthrough rate The number of times something is clicked, divided by the
number of times it has been displayed.
control group The unexposed group of people in a study for which no factors
of the test are influenced. It's used as a benchmark to measure
the effect of the test.
Conversions API An API that enables developers to send website event data to
Meta directly from a server, as opposed to sending the data
via the Meta Pixel (which uses a website browser to send
data). This data is then connected to a pixel ID and can be used
for various ads purposes, from measurement to optimization.
GLOSSARY 106
Acronym Term Definition
cost per result The cost to you each time an action is taken because of
your ad.
cost per result goal A bid strategy that enables you to provide a benchmark cost
for the results you care about. This limits your cost per
conversion while maximizing the number of conversions. The
goal amount you provide is an average amount that’s delivered
against over the campaign lifetime, while dynamically bidding
as high as needed to maximize results. This means that the
average cost per result may exceed the set amount.
CPC cost per click The cost to you each time someone clicks your ad.
CPI cost per impression The cost to you each time someone views your ad.
CPM cost per thousand The average cost you've paid for 1,000 impressions of your ad,
impressions or the average revenue you've received for 1,000 impressions
of an ad on your apps or websites.
Meta Creative Hub A set of features that enables you to create and share
mockups of ads on Facebook and Instagram, and also to view
a gallery of featured ads that provide creative inspiration for
people who design ads.
data source A tool, connection, piece of code or other object that collects
information, such as the Conversions API, Meta Pixel,
Facebook SDK and offline conversions. The information can
be used for measurement and analysis.
GLOSSARY 107
Acronym Term Definition
deep linking A feature that enables you to launch people from a source app
into a different target app.
deferred deep A feature, when using the app promotion objective, that
linking directs your ad to send people to the app store to install your
app. Once installed, they will be sent to the specific
destination.
dynamic creative A process where you provide multiple creative assets for ads
and it’s automatically matched to an audience.
dynamic language A feature that enables you to create multiple ad sets for each
optimization language and apply separate language targeting if you're
advertising in multiple markets or one market with various
languages.
GLOSSARY 108
Acronym Term Definition
Facebook Stories Facebook Stories and Instagram Stories enable people to post
and Instagram casual photos and videos that are stitched together into one
Stories unit of content that is available for 24 hours.
finance analyst A profile type within Business Manager that permits access
(Business to view financial details of the business, including transitions,
Manager) invoices, account spend and payment methods.
finance editor A profile type within Business Manager that permits access to
(Business edit financial details of the business, including business credit
Manager) card information, transactions, invoices, account spend and
payment methods.
Instant Articles A feature that provides rich format, interactive articles that
you can create and publish on Facebook.
Instant Experience An interstitial landing page that loads instantly when someone
taps on an ad on Facebook or Instagram. These ads are only
supported on mobile placements and devices.
in–stream videos A feature that enables you to place ads before, during or after
video content.
GLOSSARY 109
Acronym Term Definition
LTV lifetime value The measure of the total value (such as total purchases)
attributed to a group of customers using a third-party
developer app.
machine learning A discipline that uses science, information and computer code
to automatically predict certain outcomes based on
discovered patterns not explicitly programmed.
media mix The methods and channels you use to meet your advertising
goals.
manual placements An option in Ads Manager that lets you choose the specific
locations across Meta technologies, where you want your ads
to appear.
Meta Advertising The set of guidelines that you have to follow for your ad to be
Standards approved for publication across Meta technologies.
Meta Ads Manager An interface where you can view, make changes and access
performance reports for all your campaigns, ad sets and ads.
GLOSSARY 110
Acronym Term Definition
Meta Business A tool that enables multiple people to access and manage
Manager Pages, ad accounts and apps using their Facebook login
credentials, while keeping their personal profile and business
assets separate.
Meta Events A tool that you can use to set up and manage data sources to
Manager manage and optimize your ads for specific events. This is
accessible from Ads Manager.
Meta Pixel Helper A troubleshooting tool that helps you to determine if your
Meta Pixel is working correctly.
multi-cell A study with multiple test groups, where group A is shown one
ad, group B is shown a different ad and group C is shown no
ad. This is also known as ABC testing.
offline conversions A metric that enables you to measure how much your ads
across Meta technologies lead to offline outcomes, such as
purchases in your stores, phone orders and bookings.
offline event set A collection of data files, also known as a dataset, that
contains data about offline events for a business. You can
create an offline event set in the offline event manager (in
Meta Ads Manager) and then can import data into that offline
event set.
GLOSSARY 111
Acronym Term Definition
partner (Business Another business you work with in Business Manager, such as
Manager) agencies or clients. This enables you to share your assets with
them and enables them to share assets with you.
rule-based A tool that enables you to select the rule that determines how
attribution model conversions should be attributed to different touchpoints in
the conversion path.
GLOSSARY 112
Acronym Term Definition
single-cell A study with one test group, where group A is shown the ad
but group B isn't shown the ad.
standard delivery An ad delivery option that helps you to spend your budget
evenly over the course of your campaigns.
success metrics The measurements you use to determine the success of your
campaign.
TRP target rating point An ad buying type that enables you to plan and buy video
(buying type) campaigns using Nielsen-verified target rating points (TRPs)
on Facebook and Instagram.
Test and Learn A tool in Ads Manager that helps you run tests on your ads
and learn about their results.
test group The exposed group of people in a study for which factors
of the test are influenced.
GLOSSARY 113
Acronym Term Definition
VCK Video Creation Kit A product in Ads Manager that helps you create videos with
their images, including elements like customization with video
template styles, and control over logo images, text and
background images.
GLOSSARY 114