Facebook 410-101 - Facebook Certified media buying professional

On a scale of 1-10, the smaller numbers are optimized for similarity whereas higher numbers are optimized for reach.

Regardless whether you use 1 or 10; you can select one or multiple countries. 

If you meet each of the following prerequisites, you can:

The ads sets you want to optimize for value are part of a Conversions campaign

You have a Facebook pixel implemented

Your pixel has the Purchase Standard Event and it's sending us the value and currency parameters (learn how to set this up, or learn more about standard events)

Your ad sets are able to deliver consistently (a good benchmark for this is getting about 50 purchase conversions per week per purchase-conversion-optimized ad set)

Your ad sets send us several different values over the course of the day (ex: someone may buy $10 worth of product while someone else may buy $50). This helps us determine who to show your ads to to generate the most value.

To make a video more effective for the mobile-feed environment you can:

Shortened the video

Change the aspect ratio to square to increase visibility in the feed environment

Add text to convey the message without sound

Move the initial brand mention earlier

Other best video practices:

Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.

Design for sound off. Since most video ads in mobile feed are viewed without sound, it’s important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.

Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.

Play more. There’s no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.

Facebook in-stream:

Video length: 5–15 seconds

Objective: Video views, Reach, Brand awareness, and Post engagement

Aspect ratio: Vertical (up to 9:16), Square (1:1), landscape (16:9)

Audience Network in-stream:

Video length: 5–120 seconds when automatic placements is selected, 5–30 seconds when selecting in-stream placements on their own

Objective (with automatic placements): Video views, Reach, Brand awareness, Post engagement, Conversions, Traffic, App installs, and Product catalog sales

Objective (on its own): Video views

Aspect ratio: Square (1:1) or landscape (16:9)

Facebook and Audience Network in-stream together:

Video length: 5–15 seconds

Objective: Video views

Aspect ratio: Square (1:1) or landscape (16:9)

It seems like the majority of the customer database are married women, between ages 25-34, who live in Los Angeles, and like fashion and shopping. 

You should use this information as a baseline to build your next core audience.You should also build a similar audience based on this new information on the three cities where the stores are at: Los Angeles, San Francisco, and San Diego.

More than 66% of the customer base is in Los Angeles, so you should definitely allocate more than 50% of your budget to this market. Unless the case said it wanted to grow specific areas, you need to allocate budget according to the data in your analysis.

Every time you work with a new client, you want to first analyze the behaviors, demographics, and segmentation from their current customer base. 

The main objective is to use all of this information and build a new core/saved audience based on all of these insights. If you see specific Fan Pages that the customer base follows, you want to include all of those interests in the new audience. 

So all of the information that comes out of Audience Insights is for you to use and build better audiences based on facts, and not assumptions of whom the potential target market is.

Use actual data from customers to reach out to new potential customers.

It's a newly-built website. In other words, you don't have pixel events registered in your account, or the customer has not generated enough data to launch conversion ads.You want to start first bringing traffic to the website so that you can then launch conversion ads. 

The first task is to run traffic ads to female customers as they are your largest customer base.