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Facebook Ads Cheat Sheet 2020

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483 views12 pages

Facebook Ads Cheat Sheet 2020

Uploaded by

Kanwaljeet Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Facebook Ads Cheat Sheet 2020

Facebook Ads Campaign Structure

There are three levels to Facebook's campaign structure:


campaign, ad set and ad.

Campaign:
A campaign contains one or more ad sets and ads. You'll choose one
advertising objective for each of your campaigns.

Ad set:
Ad sets contain one or more ads. You'll define your targeting, budget,
schedule, bidding and placement at the ad set level.

Ad: The creative you use makes up an ad.

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Campaign

Structuring your account begins at the campaign level. Using the


ads create tool, create a campaign by selecting an objective for
the kind of results you want for your ads. All your ad sets and ads
in your campaign will also focus on that objective.

At the campaign level you can:

- Easily turn on and off all your ad sets and ads in your campaign
- Measure the performance of each objective across multiple ad
sets and ads

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Facebook Ads Cheat Sheet 2020

Ad Sets

Determine the audiences you want to target. You will also set your
budget, schedule, bidding and placement for each of your ad sets.

Targeting

Create a separate ad set for each audience (for example, Males


18–24, Custom Audiences, Lookalike Audiences, etc.)
Setting a different audience for each ad set minimizes your ad sets
from competing against each other

Budget and schedule

Define the maximum amount you want to spend for your ad set.
Choose from a daily budget or a lifetime budget
Set your schedule so your ad will either run continuously starting
today or within a date range you select

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Facebook Ads Cheat Sheet 2020

Ad Sets (continued)

Bidding

Choose to bid for your objective, clicks or impressions. Your choice


determines how you pay and who your ad is served to. For example,
when you optimize your bid for the page likes objective, you'll be
charged when your ad is served to people within your audience who
are more inclined to like your Page.

Placement
Select from the placements—desktop News Feed, mobile News Feed
and right-hand column—where you want your ads to show up

Pick more than one placement for each ad set to give your ads
more opportunities to delivery

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Ads

The ad level is the place for testing which ads work better.
Create a small variety of ads with variations in image, video, text or
links
You can have no more than 50 ads per ad set (deleted ads don't
count towards this total)
Review your ad performance regularly and use the on/off switch to
stop poorly performing ads

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Facebook Pixel

How the Facebook pixel works

When someone visits your website and takes an action (for


example, buying something), the Facebook pixel is triggered and
reports this action. This way, you'll know when a customer took an
action after seeing your Facebook ad. You'll also be able to reach
this customer again by using a custom audience. When more and
more conversions happen on your website, Facebook gets better
at delivering your ads to people who are more likely to take certain
actions. This is called conversion optimization.

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Facebook Pixel (continued)

How the Facebook pixel works

When someone visits your website and takes an action (for


example, buying something), the Facebook pixel is triggered and
reports this action. This way, you'll know when a customer took an
action after seeing your Facebook ad. You'll also be able to reach
this customer again by using a custom audience. When more and
more conversions happen on your website, Facebook gets better
at delivering your ads to people who are more likely to take certain
actions. This is called conversion optimization.

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Custom Audiences

It's easier to sell to current customers then to look for new ones so
strengthen your existing connections by using custom audiences
Facebook will compare your data with their to help you find the
people you know on Facebook.

If you have a customer list or data from your site like purchaser email
addresses your ready to get started.

Once you create your custom audience your information will be


encrypted to customer relationships and you will be set to reach
more people on Facebook.

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Lookalike Audiences (LAA)

Find more people who look like your current customers, visitors to
your website or Page fans.

To create a Lookalike Audience, you'll need to have already created


either a Custom Audience, a verified upgraded Facebook pixel, or a
Facebook Page.

1. Go to Ads Manager
2. Select Tools > Audiences
3. Click Create Audience and select Lookalike Audience
4. Choose an existing customer group for your Lookalike Audience

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Facebook Ads Cheat Sheet 2020

Custom Conversions

Custom conversions are used to track custom events that happen on


your website or within your sales funnel. I.E. Lead Generated,
Purchase, Appointment Scheduled, Etc.

Custom Conversions leverage the power of the Facebook Pixel and


make it easier for you to track what is happening with your ads.

Before using a campaign with the 'Conversion' objective, you'll want


to set up a custom conversion for Facebook to track for you.

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Audience Insights

The more customer insights you have, the better you’re equipped to
deliver meaningful messages to people. That’s the thinking behind
Facebook Audience Insights, a new tool designed to help marketers
learn more about their target audiences, including aggregate
information about geography, demographics, purchase behavior and
more.

Say you want to raise awareness for your women’s luxury fashion
brand, and you sell your products in-store. You’d want to know how
many people on Facebook live near your stores, as well as their
interests, their past purchase behavior and how they tend to shop
(online vs. in-store).

© Copyright 2020 Digitalbundl.com – All rights reserved


Facebook Ads Cheat Sheet 2020

Business Manager

Business Manager allows advertisers to manage their marketing


efforts in one place and share access to assets across their team,
partner agencies and vendors.

What can you do with this tool?


- Create and manage multiple assets such as a Facebook Page,
Instagram account, audience list or product catalog, all in one place.
- Control user access and permissions for everyone who works on
your ad accounts, Pages and apps, and maintain ownership of all your
assets.
- Track your ads on Facebook and Instagram more efficiently with
easy overviews and detailed views of your ad spending and
impressions.

© Copyright 2020 Digitalbundl.com – All rights reserved

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