Glossary of Terms used in Facebook Business Advertising

Audience Insights

Audience Insights provides you with some very rich and useful information about visitors to your website. This includes demographical information such as gender, age, education level, marital status, etc. You can choose to view either everyone on Facebook or only those that are in your Friends network. You can view additional information such as their interests like movies, gardening, culture, etc.

Events Manager

This function is available on Facebook that allows you to find out customer data easier. You can set up and manage events (both online and offline). It is available under the Facebook business Manager feature that can help you advertise more effectively to your users.

Promotional Techniques

Several common methods are provided by Facebook in promoting certain content to your users on Facebook.

  • Promote with Images – Jpg or Png files with an image ratio of 1:91:1 to 4:5 and less than 125 characters. Images should have less than 20% text.
  • Promote with videos – Best to have videos that are short (15 seconds or less). Voice-over clips with subtitles are recommended. Videos on Facebook should have an introduction by a person with topics related to current issues or testimonials. Viewers are still very receptive to short sketches.
  • Promote a local business – Facebook Local business promotion is a function that allows you to spread awareness of your store/business to residents in your nearby location.

Ad Reporting

This allows you to choose a set of parameters for your ad performance. This tool on Facebook allows you to generate the reports that can be created, exported, customized, scheduled and shared. You can filter, sort and breakdown the reports, among other functions. The information can then be used to understand how your ads performed for future planning and decision making.

Analytics

Analytics is among the most prominent tools offered by Facebook and Google to provide useful information on user activities on the website. Such information helps you in identifying what type of content works and what does not. This includes data such as new users, unique users, hours most active etch. Besides that, you can cross-check with demographical data like gender, age and location. Activities like posts or shares, user reactions are provided as well. This helps in efforts for user retention and other activities.

Experiments

The ‘Experiments’ elements on Facebook is the feature that allows you to manage all the tests and experiments of your ads. This includes experiments such as A/B Test, online surveys, Holdout tests, etc.

Create a Form

You can create a form on Facebook and Google. Forms are basically documents that you can create for generating responses from your users. This is a great platform to generate interest from your users or to get leads. Forms should include important information such as the user’s name, email, contact information.

Schedule Posts

This feature onFacebook allows you to decide on to post content at a later time. Once you have created a post, you can choose the ‘Schedule’ function and decide on a time and date when the post goes live.

Performance of posts

On Facebook, you can check the performance of your posts. You will also be able to manage any negative or fake feedback. This includes information such as:

  • The number of reaches
  • Reactions of the users such as (Like, Wow, Haha, Sad, Love and Angry)
  • Comments
  • Post clicks

Attribution

In Facebook, the Attribution Window refers to the number of days taken between your ad was viewed and when an action was taken. Facebook Attribution gives you the data on how effective your ad is so that you can gauge the conversion rate.

Automated Rules

Automated Rules onFacebook allows you to create certain parameters so that your campaigns and ads can be checked automatically. You will be notified when such rules are triggered. Besides that, it also helps you to take certain actions. In managing the rules, you can decide to schedule the rules, set the time range and notifications.

Billing

This is the payment feature for all your ads that you launch on Facebook. You must add one credit card as your primary mode of payment. All ads that you run will be charged and run accordingly and payment can be made later.

Creative Hub

This feature is where you can create ad mockups so that you can find creative ideas for your ads. You can have previews that place your ad with others and find inspiration from there. Besides that, you can also determine the best video size by experimenting them here. This is very critical so that you do not use the wrong text to image proportion (which will result in not reaching the full potential of your target).

Campaign Objectives

Facebook provides 3 categories of objectives which are Awareness, Consideration and Conversion which are then further broken down to sub-categories. You have to choose the objectives so that your ads are more relevant and effective. Awareness is objectives at the tip of your sales funnel while Conversion is at the bottom and Consideration in the middle.

  • Awareness – Ads where you want to generate interest among the users on your offerings.
  • Consideration – The idea is to reach your audience with your offerings as well as some who might be interested to learn more about your offers (ie: potential leads).
  • Conversion – Generally targeting users who would most likely be taking some form of action at your site.

Campaign spending limit and budget optimization

This refers to the limit that can be adjusted and is based on how much you are ready to spend on your ad campaign. It is to ensure that the ad stops running when the limit is reached so that you do not break your budget. In budget optimization, you can allow the system to set the most optimized performance of your ad campaign.

Reach, Impressions and Frequency

The terms reach, impressions and frequency are different in the way they are used in your ad campaigns.

  • Reach – This refers to the number of people who actually ‘seen’ your ad (or content).
  • Impression – This refers to the number of times your ad was shown. This does not take into account whether your ad was clicked.
  • Frequency – This is the number of times a person seen your ad. One user might have seen your ad 3 times, which means the frequency is 3.
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