Facebook 410-101 - Facebook Certified media buying professional

Keep in mind that the client wants to encourage people to finalize booking on their site. So you are looking at conversion or bottom of the funnel ads. 

In this case, you need to launch conversion and dynamic ads in order to get the most results and optimize campaigns based on specific results on the website. 

Be careful in these type of questions, look for phrases like "people who've visited the website" and "complete a new transaction." Traffic ads would be valid for new traffic generation; however, this client wants to focus specifically on conversions. You also want to use dynamic ads since your client has multiple locations so that you can optimize ads by location with their audience.

You are not able to make changes to a post (title, text or image) if you have boosted the post or invested money. 

In this case, you will have to hide the other post and re-publish the new one with the corrections.You should promote the post under the same ad set from the previous campaign. This will allow you not to modify anything at the ad set level and only deactivate one ad and activate the new one.

About ad sequencing

Reach and frequency buying has a sequencing tool that allows you to arrange up to 50 ads in a certain order to be shown to an audience. People in your target audience will have the opportunity to see ads in the order you set. For example, ad #1 will be delivered to them before ad #2 is delivered. It doesn't allow you to control whether or not a person has to have engaged with the content you are showing in order to see the next ads in your sequence.

Sequence your ads when you want to tell a story or present information to people in a specific order. For example: If you want to build a narrative with your ads, you can show one ad that tells the beginning of the story first and then show additional ads afterward that continue to tell the story in a set order. Your audience will see ad #1 before they see ad #2, and so on.

Sequencing becomes available after you've uploaded your ad creative and reserved your reach and frequency campaign.

Use sequencing when:

You want to reach a broader audience with several different ads that tell a story.

You want to try different ways of engaging a broader audience.

You want to tell a story about a brand.

There are three different ways you can primarily share your campaigns with the Campaign Planner:

Send an email that includes the major details of the Plan and links to it.

Send a shareable link to the Plan.

Export a CSV of the Versions of your Plan.

There are basically three options for buying ads on Facebook:

Facebook Marketing Partners: Formerly called PMD's are Facebook partners that help you launch campaigns outside of the Facebook interface.

Insertion Orders (IO): This option is done directly through a Facebook Sales Representative. Usually, you will go through an IO for reach and frequency.

Ad Auction: The most common way to purchase ads on Facebook. When you launch ads through the Ads Manager, you are utilizing the ad auction option.

Ads Manager are tools you utilize through the Ad Auction.

Setting a bid cap can save your ad set from overspending for an event but, at the same time, if you set your cap too low Facebook may struggle to spend your budget, and this will negatively impact the distribution of your ad.

If your primary goal is to get as many results for your full budget as possible, you should not use a bid cap. If your primary goal is keeping your cost per result below a certain amount, go for the bid cap strategy.

To start setting your bid cap use an average cost per result from prior campaigns and a daily budget that is at least five times higher than your bid cap. This is because Facebook needs at least 50 events (the learning phase) within a week to properly optimize.

If you don’t set a Bid Cap, Facebook will use the Pacing method to optimize your bid for the best results.

Pacing gives Facebook the flexibility to get you the best available results for your goals.

If you choose the lowest cost bid strategy Facebook will raise or lower your bid on an auction-by-auction basis; it’s called “discount pacing.”If you pick the target cost bid strategy, Facebook’s pacing will consist in deciding which auctions to enter and which to skip; this is the “probabilistic pacing.”

Since you’re trying to get the lowest cost per optimization event possible, Discount pacing lowers your bid when appropriate to help you get the least expensive results available. This is balanced against ensuring Facebook spends your full budget by the end of your ad set’s lifetime.

Here’s a simplified chart showing how this works with a $10 bid cap:

Since the target cost bid strategy is about stability rather than lower costs, Probabilistic pacing enters your ad set into only a selection of auctions based on the likely cost of their optimization event. Here’s a simplified chart showing how this works with a $10 cost target:

In practice, budget pacing and bid pacing are one process. Facebook adjusts your bid or which auctions it enters based on how much budget and time are left for your ad set.

Similarly, Facebook may increase how much budget it spends if there’s an opportunity to get many optimization events with costs aligned with your bid strategy.

Facebook may also decrease how much budget it spends if there are few available optimization events with costs aligned with your bid strategy.

You can use Target Cost Bid for:

App Installs

Lead Generation

Conversions

Catalog Sales

Store Visits

You can use Lowest cost Bid for:

Brand Awareness

Reach, Traffic

Post Engagement

Page Likes

Event Responses

App Installs

Video View

Lead Generation

Messages

Conversions

Catalog Sales

Store Visits

The following scenarios are examples of link clicks that may not result in a landing page views:

A person clicks a link accidentally and closes the page before it gets a chance to load

A person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes

If I can optimize for landing page views, should I?

It depends on your goal and/or ad format:

If your goal is to get more traffic on a specific page (or specific pages) of your website: We recommend landing page view optimization over link click optimization, since the former can improve traffic quality. We especially recommend it if you're trying to get people to land on a page (or pages) on their mobile devices.

If your goal is to get more conversions: We recommend trying to optimize for conversions first. However, conversion optimization does not work for everyone. A conversion-optimized ad set needs to get about 50 of the conversion it's optimized for per week (though getting even more is better) to have a chance at being effective. If your ad set doesn't get that many per week, landing page views could be an effective alternative. They're also a good choice if you don't have lower-funnel events (ex: a purchase conversion) set up with your pixel yet.

If your goal is to get more people viewing more content on your site overall (not landing on specific destination URLs of ads): We recommend optimizing for ViewContent conversions instead of landing page views, since the former optimizes for people to view any page on your site with that event added.

Note: This means you have to add that specific event to every page you want people to view. For landing page view optimization, you only have to have the pixel base code on every page you want people to land on (we only optimize for people landing on your website after clicking from your ad).

However, keep in mind that this type of optimization is not available for ad sets in Traffic campaigns.

If you're using an ad format (ex: Canvas, Offers, Messenger) that takes people to a Facebook page or video: We recommend optimizing for link clicks, not landing page views.

Choose an audience size close to one to optimize for similarity.

Since this is around 1-5% of the total population of the country you are targeting, your Lookalike Audience is likely to be small, with a high resemblance to your seed.

If you are optimizing for reach, you'll want to choose a number near 10

This Lookalike Audience will be larger, but less similar to your seed, since you're targeting up to 10% of the total population.

This example would create 3 Lookalike Audiences:

0%-1% of the population, which will be the most similar audience to your seed.

1%-2% of the population, which is second most similar, but a bit wider reach.

2%-5% of the population, which is the least similar but the largest reach