Professional Documents
Culture Documents
solutions guide
This custom-crafted
guide provides
the key essential
resources for running
successful B2B
campaigns on the
Facebook family of
apps and services.
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TABLE OF CONTENTS
1. Introduction
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2. The Brief
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10
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5. Ad types
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6. Creative Considerations
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8. Buying Objectives
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16. Troubleshooting
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1
introduction
Recommended Blueprint eLearning courses to quickly
bring you up to speed on our platforms and terminology.
This custom-crafted
guide provides the
key essential resources
for running successful
B2B campaigns on
the Facebook family
of apps and services.
07
Define your
goals and KPIs.
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The Facebook
Family of Apps and
Services provide
you with solutions
throughout the entire
consumer journey.
Awareness
Consideration
Re-Engagement/Loyalty
Purchase
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Objectives/KPIs
Drive
Discovery
& Awareness
Video views
Reach & frequency
Broad awareness
Local awareness
Drive
Consideration
or Intent
Drive
Conversions
Website conversions
Event responses
Offer claims
App installs
Lead Generation
Reengage with
known mobile app
installers
Custom audiences
to reach existing
customers
App engagement
Custom audiences
Loyalty
Note: For illustrative purposes only please consult with your Facebook partner
to help design a strategic plan to solve for your unique business objectives
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4
Best Practices Overview
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5
ad types
Facebooks ad solutions
drive real business results
because the ad units
are engaging, informative
and native to the
mobile experience.
Lead Ads. Lead ads provide a simpler way for people to fill
out forms on their mobile devices and allow you, the advertiser,
to generate leads for your business. To learn more, visit the
Lead Ads page on Facebook Business
Platform: Facebook
Best for: Capturing leads within Facebooks native platforms
Video Ads. Video ads are an engaging way to bring brands
to life through sight, sound, and motion on mobile. Promote
videos that show behind-the-scenes footage, product launches
or business influencer stories to raise awareness about your brand.
To learn more, visit the Video Ads page on Facebook Business
Platforms: Facebook, Instagram
Best for: Brand awareness, consideration, re-engagement/loyalty
Slideshow Ads. Slideshow ads are an engaging way to bring
brands to life through sight, sound and motion in emerging and
high-growth countries around the world, where connectivity makes
it difficult to deliver video to your entire audience. To learn more,
visit the Slideshow Ads page on Facebook Business
Platform: Facebook
Best for: Brand awareness, consideration, re-engagement/loyalty
Carousel Ads. Carousel ads allow you to feature multiple images
and include an optional offsite link or CTA button to direct people
to after theyve scrolled through your ad and/or products. You also
have the option to use video or multiple CTAs. To learn more, visit
the Carousel Ads page on Facebook Business
Platforms: Facebook, Instagram
Best for: Brand awareness, consideration, purchase
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Creative Considerations
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Its not always possible to build for mobile feed first so...
First, evaluate your existing assets on a mobile phone.
Does the film capture attention from the first seconds?
Is the core message clear without sound?
Is the asset framed for mobile feed?
Then, consider ways to mobilize your assets.
Ensure the thumbnail and post copy are attention grabbing
Enable captioning, text overlay or Facebook Automated
captions for dialogue-heavy creative
If the TV creative is 16:9, consider cropping it to square (1:1)
Inspiration. The Facebook Awards celebrate the best
creative work on the Facebook family of apps and services
at facebook-studio.com/awards to see who won this
year! To learn more, here are some recommended Blueprint
eLearning courses:
C
reative Best Practices. A successful Facebook campaign
allows you to share real, authentic conversations. This course
will show you how using creative best practices can pull an
engaged audience into the conversation
C
reative Considerations for Video in Mobile Feed.
Video consumption is increasing at a drastic rate. Advertisers
need to understand these video capabilities and how best
to leverage video to tell their brand stories. Well examine
creative considerations for designing video for mobile
B2B Solutions Guide | 22
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7
Redefine Targeting:
Reach Real Travelers
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buying objectives
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Measuring Connections
That Count
People-based
measurement helps
you understand and
grow your business,
today and tomorrow.
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unlock insights
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Demographics
Age and Gender
Relationship Status
Education Level
Job Role
Interests
Page Likes
Top Categories
Page Likes
Location
Top Cities
Top Countries
Top Languages
Activity
Frequency of Activities
Device Users
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refresh your knowledge
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12
facebook ad Policies
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Access anywhere
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Getting Started: Power Editor
Powerful Search and Filters. Power Editor lets you search your
ads and quickly view only the information most important to you
Create and Edit multiple ads quickly. You can use Power Editor
to create, edit and manage your ads at scale more efficiently
Getting to Power Editor. At the moment, Power Editor is only
compatible with the Google Chrome Browser
Take our free Power Editor online training course!
This course will help you understand how Power Editor allows
you to import data from Excel, as well as make managing bulk
ads, individual ads, ads sets and multiple campaigns much
easier. Find out more at facebook.com/business/learn/howpower-editor-works
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getting started: busines s manager
Business Manager
allows you to control
your Facebook Pages,
ad accounts, apps and
permission levels for
team members and
clients all in one place.
To learn more, visit the Business Manager page and take
our Business Manager Blueprint eLearning course
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Page Roles
Page Editor
Can edit the
Page, send
messages and
post as the
Page, create
ads, and view
insights
Page
Moderator
Can respond
to and delete
comments
on the Page,
send messages
as the Page,
create ads, and
view insights
Page
Advertiser
Can create
ads for the
Page and view
insights
Respond to and
Delete Comments
Send Messages
as the Page
Create Ads
View Insights
Ad Account
Roles
Page Admin
Can manage all
aspects of the
Page including
sending messages
and posting as the
Page, creating ads,
viewing insights
and assigning
Page roles
Ad Account Admin
Can manage all aspects
of campaigns, including
creating reports, viewing
and editing billing and
assigning ad account roles
Page Analyst
Can view
insights
Ad Account Advertiser
Can see and edit ads and set
up ads using the payment
method associated with the
ad account
Ad Account Analyst
Can review ad performance
View Ads
Access Reports
Manage Admin
Permissions
x
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15
getting started: purchasing
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troubleshooting
Learn about
troubleshooting
common
delivery issues.
To learn more, visit the Facebook Advertiser Help Center,
Facebook Ads Guide and Facebook Advertising Tips
Budget. Give the system room to optimize for your business KPIs
over clicks. Ensure you have adequate budget to allow the system
to learn and optimize for conversions over clicks
Targeting. Make sure your audience is sufficiently large so our
system can optimize delivery. Also, be sure your audiences do
not overlap at the account, campaign, ad set or Page level
Relevance score. A low relevance score on your ad indicates that
your content is not faring well with your audiences. A low relevance
score will also impact your delivery negatively, and indicates that
you should try different creative or target a different audience
Invalid Pixel. Check that your pixel is installed on the page correctly
and you are receiving data. You can download the Facebook Pixel
Helper for Google Chrome to see if your pixels are firing properly
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further information
Business Websites
Find resources to help you meet the people wholl love your
bussiness on Facebook by visiting facebook.com/business
Find resources to help you inspire people visually with your
bussiness story on Instagram by visiting business.instagram.com
Business Blogs
Facebook Business Blog. Subscribe to get the latest news
from facebook.com/business/news
Instagram Business Blog. Subscribe to get the latest news
from blog.business.instagram.com
Facebook IQ Blog. Subscribe to get the latest news from
insights.fb.com
Product and Business Marketing Update Newsletter
Be informed about the latest Facebook tools and features for
business with our Product and Business Update Newsletter