Course Syllabus

This course explores in detail how to advertise using Facebook Ads Manager. Learn how to set up a
campaign in Ads Manager step by step from understanding the Facebook ads auction to setting your
campaign objective to choose your ad placement and format. Complete the course with a full walk
through of the campaign creation process.

This course is intended for people who want to learn how to create and manage ads using Facebook
Ads Manager. Learners don’t need marketing experience, but they have basic internet navigation
skills and are eager to participate and connect in social media. Having a Facebook or Instagram
account helps and ideally learners have already completed course 1 (Introduction to Social Media
Marketing), course 2 (Social Media Management), and course 3 (Fundamentals of Social Media
Advertising) in this program.

Learning Objectives

By the end of this course you will be able to:

● Understand how the Facebook ad auction works

● Set up an Ad Account and understand the basic navigation of Ads Manager
● Align your marketing goals with the campaign objectives in Ads Manager
● Determine and set your campaign budget and apply different bid strategies
● Get a basic understanding for A/B tests and the Facebook Pixel
● Understand and create Core, Custom and Lookalike audiences in Ads Manager
● Get familiar with ad placements and optimization and spending controls
● Schedule your ad sets and estimate audience reach
● Choose an ad format and create an ad in Ads Manager step by step
● Get a basic understanding of Facebook’s ad policies
● Understand and analyze your campaign performance
● Build a full campaign in Facebook Ads Manager

Advertising with Facebook Overview

By the end of each week you will be able to:

Week 1: First Steps in Facebook Ads Manager

● Get to know the available ad placements

 ● Understand how the Facebook ad auction works
● Set up an Ad Account in Ads Manager
● Understand the basic navigation of Ads Manager

Week 2: Determine Your Campaign Objective and Budget

● Get to know the different campaign objectives available in Ads Manager

● Align your marketing goals with your campaign objectives
● Determine your campaign budget and set it in Ads Manager
● Understand and apply different bid strategies
● Get a basic understanding of A/B tests

Week 3: Select Your Audience, Placements and Schedule

● Understand and create Core, Custom and Lookalike audiences in Ads Manager
● Understand the basic function of the Facebook Pixel
● Choose ad placements in Ads Manager
● Get familiar with optimization and spending controls
● Schedule your ad sets and estimate audience reach

Week 4: Create Your Ads and Evaluate Your Campaign Results

● Get to know different ad formats

● Create ads in Ads Manager step by step
● Get a basic understanding of Facebook’s ad policies
● Understand and analyze your campaign performance
● Learn how your campaign objective determines your key metrics

Week 5: Build a Full Campaign in Facebook Ads Manager

● Understand how to build a complete campaign in Facebook Ads Manager

Projects and Quizzes

Week 1: First Steps in Facebook Ads Manager

First Steps in Facebook Ads Manager Quiz

● For this quiz you will answer questions based on your knowledge of the Facebook ads
auction, setting up your Ads Manager account and other Ads Manager basics.
Week 2: Determine Your Campaign Objective and Budget

Determine Your Campaign Objective and Budget Quiz

● The questions in this quiz will test your understanding of Facebook campaign objectives
and how you can best determine the budget for your campaign.

Week 3: Select Your Audience, Placements and Schedule

Select Your Audience, Placements and Schedule Quiz

● In this quiz, you will answer questions based on what you’ve learned about the different
types of audiences, where to place your ads, and how to set up the schedule for when
your ads run.

Week 4: Create Your Ads and Evaluate Your Campaign Results

Create Your Ads and Evaluate Your Campaign Results Quiz

● This week you’ll be tested on your knowledge of the entire process of setting up a
campaign in Ads Manager as well as how to evaluate your results.

Week 5: Build a Full Campaign in Facebook Ads Manager

Advertising with Facebook Quiz

● This quiz will test your knowledge of all the material covered in this course. It is
designed to prepare you for the Facebook Digital Marketing Associate exam that you
will be able to take as part of the Capstone course of this program.

Ads Manager Simulation Project

● In this project you will apply what you’ve learned throughout the course by completing a
simulation that will take you through the entire campaign creation process in Ads
Manager.

Welcome to our course on advertising with Facebook. This is course Number 4 in the Social Media
Marketing Professional Certification Program created with Facebook. In this course, we focus on
advertising with Facebook Ads Manager. Facebook Ads Manager is your starting point for running
ads on Facebook, Instagram, Messenger and the Audience Network. And, Ads Manager is an all-in-
one tool for creating ads, managing when and where they will run and tracking how well your
campaigns are performing. It is designed to give advertisers full control of the types of ads they run,
ad formats and the audiences they reach. Additionally, it allows for granular settings, for scheduling
and budgeting. Ads Manager is a powerful app management tool with many features to tailor and
optimize your campaigns to help you reach your business goals. In this course, I'll take you through
Ads Manager step-by-step to prepare you to run your own campaigns. By the end of this course, not
only will you be able to create and manage your own campaigns in Ads Manager, you'll also be
ready to earn the Facebook Digital Marketing Associates Certification by taking the Facebook
Certification Exam. This certificate is one of the two certificates you can earn in this program. It will
help you demonstrate your proficiency in Ads Manager with future employers. In the first week, we'll
take your first steps in Facebook Ads Manager. You will learn where the ads you create can appear
and how you will pay for running them. We'll also go over how campaigns are structured in Ads
Manager and give you a general overview of how to navigate the tool. In the second week, we'll
focus on determining your campaign objective and budget. First, we'll learn how to align your
business goals with the campaign objectives offered in Ads Manager. Then we'll discuss how to
calculate your campaign budget and how to set it in Ads Manager. Given that pricing for Facebook
ads is determined through an auction, you'll also learn about different bidding strategies. In the third
week, the focus is on audiences, placements and campaign schedules. First, you will learn about the
different audience targeting options in Ads Manager and how to use them. Then you learn how to
choose the ad placements for your campaign and how to set up the schedule it runs on. In week 4,
you'll learn how to create the ads for your campaign and how to evaluate your ad campaign results.
First, we'll have a look at the different ad formats available and then create ads step-by-step. Next,
learn how to read the results of your campaign and monitor and analyze the most important metrics.
Finally, in week 5, you will build your own campaign in Facebook Ads Manager. I'll first give you a full
run through from beginning to end and then it's time for your project where you will put what you've
learned into practice. This will be a practical and hands-on course and I can't wait to get started. It's
a good idea to explore and practice what we cover in Facebook Ads Manager after each video or
each lesson and it's also much more fun that way so let's begin.

Hi, welcome to a brand new week and a brand new module. You've come along way towards your
professional certificate and we're excited to dive deeper into Facebook ads manager. This week is
all about taking your first steps in ads manager. In lesson one, you will first learn what the different
tools are that Facebook offers to create and manage your ad campaigns. And we'll then discuss
where the ads you create can appear, also called ad placements. Finally, we'll explain how the
Facebook Ad Auction works and how you will pay for running campaigns. In the second lesson, we'll
first go over how campaigns are structured in ads manager. And then we'll get your Ad Account
setup and give you a general overview of how to navigate Ads Manager. Well, there's a lot to cover
here. So let's get started.

Before we go into building actual ad campaigns later, let's first explore what tools you will use to
build those ads. Facebook has two major tools you can use to create your ad campaigns. The first
tool allows you to create ads from your business page using the promote button. The second tool is
known as Ads Manager, which can be used on your smartphone through the Ads Manager app, or
through the web on your desktop computer. For reference, the web version of Ads manager has the
most capabilities of all the ad creation tools. We'll briefly walk you through each. Advertising from a
business page is the simplest way to create a Facebook ads, and it's also a great way to learn the
basics of Facebook advertising. Creating an ad from your page is a three-step process. First, you
click that promote button at the bottom left corner of your Facebook business page, then you will
choose a goal that aligns best with a goal for your ad, and the available goals include; promoting
your page, getting more website visitors, getting more leads, promoting a call to action button, or
boosting a post. Once you've selected the goal that is right for you, you'll be asked to provide your
creative, copy, a call to action button, and the URL of your landing page. Then you specify your
target audience and set the budget and duration for your promotion. Finally, you hit 'Promote Now',
and you've created an ad from your Facebook business page. The second Facebook advertising tool
is Ads Manager. We won't focus on the Ads Manager mobile app as much as the desktop version in
this course, but we'll outline some of its key features for you. The Facebook ads manager mobile
app lets you create ad campaigns on your phone, manage campaigns you've created from your
business page or using the web version of ads manager, see your campaign results and
demographic data from your phone, and manage campaigns from multiple business pages on a
single screen. The Facebook ads manager mobile app is particularly good for when you need to add
a Campaigns and ads on the go, and it's available on both Android and iOS. Now, let's look at the
web version of ads manager that you can access through your desktop computer. Creating an ad
campaign with Facebook, Ads Manager is similar to creating one from a business page, but Ads
Manager has much more powerful targeting tools and features, so it's a longer process instead.
Facebook Ads manager benefits include being able to create and manage all of your campaigns in
one place, being able to choose from all goals, also known as add or campaign objectives, as well
as different creative options and placement availability. Being able to save ads as drafts to edit and
publish later, and being able to use all Facebook's advanced tools, including creating and using the
Facebook Pixel, building Advanced audience targeting and others. We'll teach you more about these
in the coming lessons. To access the desktop version of ads manager, go to
facebook.com/ads/manage, so now let's have a first look at the process of setting up a campaign on
Facebook Ads manager. We'll dive into the specifics of each step in later videos. This is what you
campaign overview screen on Facebook Ads manager will look like. To create an ad campaign, click
the Create button, and then select one of the campaign objectives that are displayed here. These
are more detailed versions of the goals that we saw earlier when creating a promotion from your
business page. Depending on the objective you choose, you may be asked to choose where you
want to drive your traffic to; your website, app, messenger, or WhatsApp. After that, Facebook will
prompt you to select your audience. You can define your audience by age, gender, location,
interests and more. We'll also set your ad budget and set up the schedule for your ad. Then
Facebook will ask you how and where you want your ads to appear to people, also known as the ad
placements. You can place your ads across any of the available placements, including on Facebook,
Instagram, Messenger, and The Audience Network. We'll talk more about it in a future lesson. Then
similar to the advertising tool on your business page, you choose how you want the app to look. You
can use one of multiple creative formats; Carousel, single image, single video, slideshow, or
collection, which combines images and videos. You can also choose to add an instant experience,
which is a fast loading and mobile optimized experience that viewers can interact with. Finally, you
place your order and pay. Facebook then checks the ad against its advertising policies, and if it
meets those criteria, it runs. Congrats, you've created an ad with Facebook Ads Manager. In this
video, we've covered creating Facebook ads with pages and how to use ads Manager on both
desktop and through the mobile app. Next up, we'll talk about where best place your ads using ad
Manager Tools.
As we discussed in the last video, defining your ad placement is choosing where your ads will
appear to your audience and how they will look. Your ad placement determines whether your ads
appear on Facebook, Instagram, Messenger, WhatsApp, and or the Audience Network, as well as
how they look on each platform. For example, you could choose to have your ads appear in
Facebook and Instagram's newsfeed and stories, but not on Messenger or WhatsApp and there are
a lot of options to choose from. We're going to break down how it works in this video. If you choose
the ad managers automatic placement option, Facebook will allocate your budget across multiple
placements based on where they're likely to perform best. We recommend using automatic
placement most of the time, so Facebook can make the most of your ad budget and you can get the
best results possible. When using automatic placements, Facebook also provides brand safety
features if there's certain apps or services you don't want your ads on, as well as creative
customization options, if you want to show different creatives on different platforms. If you do decide
you need full control over your placements, the option is also available to you by selecting Manual
placements. We'll go over the current placements now. Facebook's major ad placement types are
feeds, stories, in-stream, search, messages, in-article and apps. Let's break them down one by one,
and let's start with feeds. When your ads are placed in feed, that means that they appear to people
scrolling through their inbox, desktop or mobile feeds on Facebook, Instagram, and Messenger.
There are seven different feed placements. The first feed placement is Facebook news feed
placement, which is probably the type you're most familiar with. This is when an ad appears in
between posts from your friends and pages you follow. The second feed placement is Instagram ad,
which is when you are ad appears in between the posts of people and businesses that you follow on
Instagram. The third feed placement is on Facebook marketplace. This is when your ads are placed
in the marketplace homepage or when someone browses marketplace in the Facebook app, your
ads will appear with other relevant products and services on marketplace. Feed placement number
four is via Facebook video. Here you video ads appear between videos in Facebook watch and
Facebook news feed. Feed placement number 5 is on Facebook's right column. Your ads will appear
on the right columns on Facebook and right column ads only appear to people browsing Facebook
on their computers. Feed placement number 6 is on Instagram explore. Here your ads will appear to
them when they click on the content they found in the browsing experience that is called Explore.
Feed placement number 7 is in the Messenger inbox. Here your ads appear in the home tab of
Messenger between conversations. Those are all the feed ad placements. Next, we'll talk about this
story ad placement. Facebook ads Manager lets you post story ads on Facebook, Messenger, and
Instagram. They're typically full-screen vertical images or videos of 5-15 seconds long. Story ads will
show you an ad between stories of people who you are friends with or you follow. Story ads are
great to grab the audience's attention for a few seconds, they're particularly good at letting your
audience know that a product exists. Next up, we have in-stream ads. Your ads will appear on video
on demand and in a select group of approved partner livestreams on Facebook. Your ads can
appear before, during, or after video content. In-stream ads are currently only available on
Facebook. Next we have the search placement. This means that you ads can appear on Facebook
and Facebook marketplace. If someone searches something related to your product, for example,
someone looking for flowerpots in Amsterdam on Facebook marketplace could be shown a Calla
and Ivy ad. After that, we have sponsored messages. If you choose this placement, your ads will
appear as messages to people who've had an existing conversation with you in Messenger. Second
to last, we have the Facebook instant article placement. Now, this means that your ads will appear in
some articles on the Facebook mobile app. Finally, our last ad placement is apps, which displays
your ads in external apps through the Facebook audience network. And our audience network
extends Facebook's people based advertising beyond the Facebook platform. When you choose to
use the apps placement, Facebook will show you ads on a multitude of external apps that they
partner with. These apps are basically chosen to display Facebook advertising as part of their in-app
experience. Now, four types of app placements. Native, banner, interstitial, and rewarded video, and
we'll go over each very briefly. For audience networks, native banner and interstitial ads, Facebook
takes your ad creative and then transforms it to better blend in with the partner app environments.
The native ads are custom ad units designed to fit into the app experience. You can see in this
example how the Call and Ivy ad blends into the atmosphere of the app. Banner ads are small bar
ads that show at the top of your screen in the app you're in. The interstitial ad is a full-screen ad
designed to appear at natural transition points within an app. Lastly, there are rewarded video ads.
This placement is most often placed in mobile games. Players can choose to watch a video in
exchange for a reward, such as virtual currency or in-app items, hence the name rewarded videos.
That's all of Facebook's major ad placements, and that was a lot of ground to cover, so thanks for
bearing with us. Just to recap, we recommend choosing the automatic placement setting in Ads
Manager to allow Facebook's delivery system to do the placement selection for you. But now you
know all the available placements if you need to do it manually. You can also adjust your ads to
make sure they best fit their placements.

Buying ads on Facebook isn't like buying ads on TV. You don't just pay to buy commercial space.
The Facebook ad system is built of what's called an auction system. So in order to understand how
Facebook charges for ads, it's important to understand how their auction system works first. The
Facebook ad auction is how Facebook decides how much to charge for an ad. And the Facebook ad
auction is designed to achieve two goals. Creating value for advertisers by helping them reach and
get results from people in their target audience. While also providing positive and relevant
experiences for people who use the Facebook products. And to achieve this balance, they hold an
auction to match the right ad to the right person at the right time. So each time there's an opportunity
to show an ad to someone, an auction takes place to determine which ad to show to that person.
And billions of auctions take place every day across the Facebook family of apps. So who competes
in these auctions? When an advertiser like you creates an ad, you define your target audience on
Facebook. But, what happens when another advertiser wants to target the same audience as you?
Well then, both you and the other advertiser compete in the auction to show that person the ad. For
example, say one advertiser targets all women who like flowers. Another advertiser targets all flower
lovers who live in California. In that case, the same woman in California who likes flowers could fall
in both of these advertisers' audiences. And let's call this woman Clara. So how does Facebook
decide whose ad Clara sees? Well, Facebook decides which ad Clara sees by running an equation
that calculates a total value for each of these ads, which is effectively a numerical score. And the ad
with a higher total value wins the auction and gets shown to Clara. So what does this equation look
like? An ads total value is based on three things, the advertiser bid, the estimated action rate, and
the ad quality. And we'll explain each of them briefly. The advertiser bid is how much an advertiser is
willing to pay to achieve their desired outcome, like a website visit or a newsletter sign up. And you
can manually set that bid, or you can let Facebook automatically determine what your bid should be.
The more money you bid, the higher your advertiser bid will be. It's good to remember though, that
the winner of an auction is not simply the advertiser that pays the most, it's a combination of all the
factors in the equation. And we'll talk more about setting bids in another lesson. So the next part of
the total value equation is the estimated action rate. The estimated action rate measures the
likelihood that a certain ad shown to a certain person will lead to a desired outcome. So it's basically
an estimation of how likely the user is to fulfill your ad campaign objectives, whether that's pressing a
shop now button, or going to your website. The final part of the total value equation is ad quality. Ad
quality is determined by many sources, including feedback from people that view or hide your ad, as
well as finding of low quality attributes, such as sensationalized language, engagement bait, and
more. So the advertiser bid, the estimated action rate, and the ad quality, combined make up an ad's
total value. So what does this mean for Clara who is being targeted by two flower companies? Well,
let's assume both companies ran an ad with the goal of getting people to purchase flowers from their
website. They input the same advertiser bid and Facebook determined Clara is equally likely to fulfill
their desired goal, in other words, buy products from both of them. And this means, the estimated
action rate is the same for both ads too. Advertiser A however is sending people to a website that
has a lot of ads on their homepage, as well as misleading information about flower pricing. And that's
not a great user experience. So hypothetically this could lower advertiser's A ad quality score, driving
their total value down. And this means advertiser B will have a higher total value score leading to
them winning the auction, and Clara seeing their ad. So now that you understand the auction, how
does that relate to how much you're charged for an ad? Billions of auctions take place every day
across the Facebook family of apps, and often with far more than two companies. So every time you
see an ad, it's the result of an auction. And Facebook only charges you for those ads when you win
the auction. Facebook typically charges you by the number of times your ad is displayed to people,
also known as an impression. And Facebook charges on a 1000 impression basis, also known as
CPM or cost per thousand. CPM measures the total amount spent on an ad campaign divided by
impressions and multiplied by 1000. So an example is, if you spend $50 on your ad and got the
10000 impressions, your CPM would be $5. And you might be wondering why CPM is important.
CPM is a common metric used by the online advertising industry to determine the cost effectiveness
of an ad campaign. And it's often used to compare performance among different ad publishers and
campaigns. So when you get charged $50, you can calculate what you were charged for by the CPM
price. And for some marketing goals you can also choose to be charged per link click or per action.
This means Facebook will only charge you if a customer clicks on your ad or takes another specific
action, such as watching a video. And I'll show you later where you can make that choice to be
charged per link click or action, rather than impression. Now that you know how the auction works,
and how Facebook charges for ads, you're ready to set your budget in Ads Manager. And your
Facebook ad budget is the total amount you want to spend daily, or over the course of the
campaign. Facebook will then try to spend your budget evenly throughout the time your ad is
running, and you won't be charged more than the budget you set. So if you set a maximum budget of
say, $100 to run an ad over a month, but Facebook only spend $70 that month, based on the ads
performance, your bill will be $70. Remember, when you're setting a budget for Facebook ads, it's
the maximum amount you're willing to spend, not the actual amount spent. Finally, let's briefly cover
how you will actually pay for your ads. In general, there are two ways you may be charged for ads.
Many advertisers have what's called automatic payments. With automatic payments, Facebook will
automatically charge you whenever you spend a certain amount, which is known as a billing
threshold. You will be charged each time you hit your billing threshold, and again on your monthly bill
date for any leftover charges. You can also pay via manual payments. With manual payments, you
preload money to your account before your ads run. After that, Facebook will typically deduct from
that amount up to once a day, as your ads run. For smaller amounts, Facebook may wait until the
charges amount to a certain amount, or until seven days pass before they invoice your account.
We're going to walk you through how to use ads managers soon. But first, let's talk about how
campaigns are structured. There are three parts to a Facebook ad campaign; the campaign, Ad sets
and the individual ads. Collectively this is called the Campaign structure. Knowing how these parts
work together can help you best optimize your advertising experience and results. We'll briefly break
down each part using one of our example companies, Calla and Ivy. We'll start by explaining the first
part, the campaign. The first thing you do when you go to create an ad in ads manager is choose a
campaign objective, and think of the campaign as the foundation of your ad. The objective you
choose will define what options you will have in the rest of the campaign setup. The objective you
choose should reflect what you want to accomplish with your ads, such as promoting your app or
building awareness of your business. We'll go over all the different objectives available in detail and
when to choose which in the next lesson. Let's say Calla and Ivy want to drive traffic to their website.
They will set increased web traffic as their company objective, and move on to the next level of the
structure, Ad sets. Ad sets are the second level of a campaign. Think of the ad set as the level that
tells your ad how to run. At the ad set level, you will define who will see your ad, the targeting, where
your ad will show up, the placement, how much you want to spend, the budget and how long it
should run for the schedule. It's important to know that a campaign can include multiple ad sets,
each with different targeting, scheduling and budgeting option selected. This allows you to easily
segment your ads to try different things to see what works. You could target one ad set to young
people and one ad set to older ones. You could set one ad set to run on Facebook and one to run on
Instagram, and you can effectively use them to target any one of Facebook's audience categories.
For example, Calla and Ivy might want to advertise wedding flower packages to newly engaged
couples in the Netherlands in March. They're interested in finding out whether younger or older
couples respond better to their ads. They could create one ad set to target people who are newly
engaged, who live in the Netherlands and are between the ages of 20 to 35 and a second ad set to
target those between 36 and 49. The third and final level of the campaign structure is the ad level.
The ad level defines what your audience will actually see. You first choose the ad format, and then
you'll add videos or photos, write a copy and define your destination. Keep in mind that you can have
multiple ads within a single ad set. Calla and Ivy could, for example, test a photo ad and a video ad
in each ad set to learn which performs better. To summarize, a campaign is built off a single
objective and consists of one or multiple ad sets that each contain one or multiple ads. It's a simple
structure that helps you organize and optimize your campaign. This structure also enables you to
test many different variables such as your audience, ad creative, etc. This then allows you to shift
more budget towards a highly performing ad set or ads, or consider new strategies altogether.

In this video, we'll set up your Facebook ads manager account. We'll show you how to change your
time zone, currency, payment methods, and spending limit. If you have Facebook profile or
Instagram account, you automatically also have an ads manager account. So there's no need to set
this up. You can create your campaigns and ads manager without having a Facebook business page
or an Instagram account for business. But in order to run the ads you create, you will need one.To
access Facebook ads manager go to facebook.com/ads/manage. Once you're in ads manager,
select the settings gear at the bottom corner of the left sidebar. Once you are in your ads manager
settings, Facebook will present you with your ad account setup. They'll assign you a random account
ID number and they'll set your currency and time zone based on your profile location. If either your
currency or time zone are incorrect, change those first. When you change your currency or time
zone, you will automatically create a new ad account. Your old ad account will be closed, but it will
still be visible. All of the ads created in that account will also stop running. To change your currency
or time zone use the drop-down menus to choose the correct options, then select Create New
Account to return to settings. Then enter your business information and advertising purpose into
settings. These questions are for legal reasons, as there may be restrictions on certain types of
advertising in your region. When you are done entering your information, select "Save Changes".
Next we'll set up a payment method. You have to set up a payment method before you can begin
running ads. To set up your payment method, select "Payments Settings" in the left sidebar. If
there's currently no payment method let's add one. Under payment methods, select "Add Payment
Method". You can choose to pay with a credit or debit card, PayPal, online banking, or a Facebook
ad coupon. If you want, you can add more than one payment method. Once you've entered your
payment information, select "Continue". Depending on what payment method you chose, you may
be asked for more information. Once you've added your payment method, you will return to the
Payments Settings page. You can always add it or remove it on the Payment Settings page under
settings in ads manager. It's also important to note that under payment methods you can also set
your accounts spending limit. This helps you control your total ad costs as your ads will be paused
when the limit is reached. Your ads will say paused until you've changed the limit. To set an account
spending limit, select "Set Account Spending Limit". Here you have the option to set, change,
remove or reset your accounts spending limit. Once you're finished, click "Set Limit". You now have
your payment method and account spending limits set. Remember you can change any of your ads
manager settings anytime by selecting settings from the menu in ads manager.

Before we create a campaign, let's have a look at Ads Manager's most important features so you
know your way around. When you access Facebook Ads Manager, you typically land on the
campaign overview screen, which you can see here. Before we have a look at the main portion of
the screen, have a look at the left-hand side. This is your main menu to navigate Ads Manager,
search, and access settings, and the help center. The top button brings you to your business
manager, an overview page of all ad accounts and business pages you manage. Below that, Ads
Manager gives you access to a number of useful business tools that are grouped into five
categories: manage business, advertise, analyze and report, engage customers, and sell products
and services. You can also expand the tool overview to get a short description of each tool. We'll
briefly go over each category so you have an idea of which tools are available. The first section is
Manage Business. Here, you can find all the tools to configure who can access your business
account on Facebook. It also controls how you're charged and invoiced. Using the Manage Business
section, you can also manage the images and videos for your ads, input and added locations of your
physical stores, and manage event data from your pixel if you do have one. If Facebook ever rejects
your ads for violating their ad policies, you can also find more information as to why here. Next will
be the Advertise section, and it's pretty much what it sounds like. Here's where we can find the tools
to create and manage your ad campaigns. The Advertise section also lets you prepare mockup ad
campaigns in the creative hub without actually running them. This tool lets you make example ads to
show to your team or to use in sales pitches. Next, we have the Analyze and Report section. This
lets you access audience insights, get deeper analytics about how people interact with your
business, and create ad experiments to measure the effectiveness of different campaigns. After that,
we have the Engage Customers section. This is a shortcut to create schedule and manage your
organic and paid posts. Finally, is the Sell Product and Services section. This is where we can
create a catalog of all our products. We can then choose to feature our product catalog in ads or sell
the products directly on Facebook or Instagram. You can also build your own online shop on
Facebook from here. This was an overview of the business tools you can access from Facebook
Ads Manager. If you are ever lost in Ads Manager and you can't find something, the button with the
nine dots is your best bet. Below that button you see the profile picture of the account you're
currently in. If you do have multiple accounts, you could access your other accounts by clicking on
the icon. The next menu item brings us to the account overview. This is where you can see how your
entire ad account is performing, it can also help you gain insights for future campaigns. The Account
Overview section gives you chart-based information based on the date range that is selected, and
you can choose and change a design date range in the top right-hand corner. Let's have a brief look
at what information you can analyze here. Don't worry about any specific metrics or numbers for
now, we'll cover them later. First you can see how much of your budget was spent on campaigns
that are still in the learning phase. During the learning phase, Facebook's Ads Delivery system
explores the best way to deliver your ads. During this time, ads may see a higher cost per action and
less stable performance. We'll come back to that later. Next, you find a few tabs that visualize key
metrics of all your campaigns that were live during the period that you've selected. You can change
the metrics displayed by clicking the arrow next to a metric and picking one from the drop down.
Below the tabs, you'll find a table that summarizes campaign metrics per objective. Finally, Ads
Manager visualizes how the spend, reach, and results of your ad accounts is distributed in terms of
age, gender, and location of your target audience, and by hour of the day. You can use these charts
to analyze the performance of your ads over time and spot any trends. For example, they can tell
you if more people clicked your ads during a specific time of the year, whether more men or women
clicked, and where your ads were most popular, and more. As part of the account overview, Ads
Manager also gives you access to a creative reporting. Creative reporting allows you to analyze and
understand how your ad creatives are performing. Ad creatives are the visual and text elements of
your ad including the headline, text, call-to-action, and image or video. In the creative reporting table,
you can see the delivery status, and key metrics for each of your ad creative, such as results, reach
and passions, cost per results, and amount spent. Now, let's go back to the campaign overview
screen that we saw at the beginning of this video. Here we have the three campaign structure
components that we talked about last lesson. These are campaigns, ad sets, and ads. No matter
what level of the campaign you look at campaign, ad set, or ad, Ads Manager will show you a
number of important columns. These include your campaign or ad set budgets and the amount
spent, your campaign performance via impressions, clicks, and results, and the delivery column.
Let's briefly talk about the delivery column. The delivery column displays the status of your
campaigns, ad sets or individual ads. Here you can see whether your campaign ad set or ad is
active or inactive, which means whether it's running or not. You can also see whether your work is
still in draft or in review by Facebook. You can also customize the results you see by using the
"Filter" button in Ads Manager. You can filter results by time frame with the time frame button directly
to the "Filter" button's right. For now, don't worry about all the numbers you see, we'll go into more
detail on the important stuff later. For now, just remember that you can hover over most of the
columns to receive more information. Last thing to point out for now is the "Create" button. Liking this
button brings you straight to the starting point for creating a campaign, and we'll focus on that next.

Well done! Another week in the books. It's been quite a ride and you should be proud of the work
you've completed thus far. Let's briefly go over what we've covered in this module: In Lesson one,
you first learned what the different tools are that Facebook offers to create and manage your ad
campaigns, page promotions, and the mobile and web version of Ads Manager. We then gave you
an overview of all the different placements available for your ads in Ads Manager. You've also
learned that choosing the automatic placement setting in Ads Manager allows Facebook's delivery
system to do the placement selection for you. Finally, you've learned how the Facebook ad auction
works and how you will pay for running campaigns. In the second lesson, we first went over the
three-part structure used in Ads Manager consisting of campaigns, ad sets, and ads. We then went
into the Settings section in Ads Manager to set up your ad account. We ended this lesson with giving
you a general overview of how to navigate Ads Manager. In next week's module will focus on the
campaign level in Ads Manager. You'll learn how to determine your campaign objective and your
budget. See you then.

Welcome back. I'm glad you're here. This week, we'll focus on the campaign level in Ads Manager,
and we'll learn how to determine your campaign objectives and your budget. Let's have a quick look
at what we're going to cover in this module. In lesson 1, you will first learn how to align your business
goals with the campaign objectives offered in Ads Manager. Campaign objectives play a key role in
setting up your ad campaign as they determine how Facebook will optimize the delivery of your ad.
That's why we'll also go through a number of examples of how to choose the campaign objective
that's right for achieving your business goals. Then in Lesson 2, we'll discuss how to calculate your
campaign budget and how to set it in Ads Manager. Given that pricing for Facebook ads is
determined through an auction, you'll also learn about different strategies that you can use to set
your bids. We'll end lesson 2 with the first overview of A/B tests that you can run in Ads Manager.
With A/B test, you can get a better idea of how different elements of your campaign impact your
campaign results. Let's get started by looking at campaign objectives next.

Welcome to campaign creation in Facebook Ads Manager. In this video, we're going to learn how to
set a campaign objective in Ads Manager that is aligned with your marketing goal. To get started, I
have opened Ads Manager and I'm on the Campaign overview screen. To create a new campaign,
click the green Create button. Before we choose our campaign objective, let's familiarize ourselves
with how things are structured. If you look on the left, you can see that Ads Manager divides the
guided campaign creation process into three steps. The campaign creation process follows the
campaign structure we've discussed earlier. At the top, we have the Campaign level where we set
our overarching objective. Below that, we have the Ad Set level, where we target audiences, choose
our ad placements, and set our ads set budget and schedule if we wish. Finally, we have the Ad
level where we create the actual ads by choosing the ad format, creative copy, and destination.
Currently, the second and third levels are locked until we choose the campaign objective. That's
because our objective determines what options are available to us at the Ad Set and Ad levels. We'll
go into more depth on that later. For now, let's focus on the first step in creating a campaign in Ads
Manager. Choosing our campaign objective. Our objective defines what we want people to do when
they see our ads. In the Ads Manager, campaign objectives are divided into three general
categories. This structure should look familiar to you as it follows that three main stages of the
customer journey: awareness, consideration, and conversion. It's helpful to first narrow down at
which stage in the journey your audience is in, and then choose the objective that is best aligned
with your business goals. You can ask yourself the following questions to determine at which stage
of the customer journey your audience is. Have customers never heard of your brand and you want
to create initial awareness? If so you should choose an option from the Awareness category. Do you
want people to engage with your brand and content by visiting a website, downloading your app, or
watching your videos? Then you should choose an objective from the Consideration category. Do
you want to encourage people that are already interested in what you have to offer to make a
purchase or visit your physical store? Then consider an objective from the Conversion category. It's
also helpful here to have another look at the SMART goal and the audience template that you've
created in course 1. Articulating your target audiences where they are in the customer journey ahead
of time, is helpful to structure your campaign. Once you're clear about your marketing goals, you're
ready to choose your Facebook campaign objective. We'll briefly go over all of the different
objectives that Ads Manager lets you choose from, and then have a look at some campaign
examples in the next video. First, there are two awareness objectives: brand awareness and reach.
Both objectives are designed to spread the word about your brand, product, or service. You would
choose these objectives to target people who aren't customers just yet, but who could become
customers when they discover you. If you choose the brand awareness objective, Facebook will
show your ads to the people in your target audience that are most likely to remember your brand.
Once your brand awareness campaign is running, Facebook will measure how many people they
estimate would remember your ad if they ask them within two days. The reach objective lets you
maximize the number of people in your target audience who see your ads, and set limits and how
frequently your ads can be seen. Next, let's have a look at the consideration objectives. As I said
earlier, this category includes objectives that get people to consider, seek information about, and
engage with your product or service. One of the most popular objectives is the traffic objective. This
lets you drive people from Facebook or Instagram to any URL that you choose, like your website's
landing page or a blog post. Next, we have the engagement objectives. You select this when you
want to reach people who are more likely to engage with your post, page, or event. Engagement
includes: liking your page, commenting on, or sharing your post, or responding to an offer or event
you've created. The app installs objective is the right choice if you want to send people to the
respective App Store where they can download your business' app. When you want people to watch
a specific video, you choose the video views objective. This shows your video to the people who are
most likely to watch it. The lead generation objective is a good choice for when you want to collect
contact information from people interested in your product, like e-mails or sign ups from newsletters.
To do that, you will create a form right in Ads Manager that opens when someone clicks on your ad.
The final consideration objective is called messages. This drives more people to have a
conversation with your business in Facebook Messenger, Instagram Direct Messages, or WhatsApp.
Let's move to the final set of objectives centered around conversion. Conversion as you may
remember includes objectives that encourage people to purchase or use your product or service.
The conversions objective is designed to encourage people to take a specific action on your website.
This can range from adding items to basket, registering through a form or making a purchase. These
actions can be locked by the Facebook pixel, a piece of code you can add to your website. We'll talk
more about how to do that later. When you have an online shop, you can set up a catalog of your
products on Facebook and then create ads that dynamically show items from your catalog based on
what your target audience is most likely to be interested in. The catalog sales objective will help you
optimize your sales of products from this catalog. Finally, if you have a brick-and-mortar business
that you want to promote, choose the store traffic objective. This allows you to promote your specific
business locations to people that are nearby. This was an overview of the different campaign
objectives that you can choose from in Ads Manager. We'll have a look at a few campaign examples
to illustrate some of these objectives in the next video.
Overview of Available Campaign Objectives
Your campaign objective describes what you want people to do when they see your ads. For
example, if you want to show your website to people interested in your business, you can create ads
that encourage people to visit your website. If you want to encourage people to buy things directly,
you can do that too. Selecting a campaign objective is one of the first things you do when you create
an ad campaign.

We’ll cover the different campaign objectives and what they can help you achieve in the tables
below.

Awareness Objectives
Awareness objectives are objectives that generate interest in your product or service. Increasing
brand awareness is about telling people what makes your business valuable. Awareness objectives
encompass both the Brand Awareness and Reach campaign objectives.
Consideration Objectives
Consideration objectives are objectives that get people to think about your business and seek more
information on it. Consideration objectives encompass the Traffic, Engagement, App Installs, Video
Views, Lead Generation, and Messages campaign objectives.

Learn More:

● Show your ads to the right people with Facebook pixel

● Add Deep Links to Your App Ad
● About Video Ad Metrics
● About Insights for the Messages Objective
Conversion Objectives
Conversion objectives are objectives that encourage people interested in your business to buy or
use your product or service. Conversion objectives encompass the Conversions, Catalog Sales, and
Store Traffic campaign objectives.

Now that we've got overview of campaign objectives and ads manager, we'll walk through a few
example campaign objectives for Calla and Ivy. And by the end of this video you should have a
better sense of how the right ad objective can help you achieve your business goals. Let's imagine
Calla and Ivy's planning to open a showroom in Amsterdam. They want to give the people in the
area an opportunity to check out the beautiful flower arrangements in real life. Using the reach
objective, they can create a companion that introduces the brand and their showroom to as many
people in Amsterdam as possible so they become aware of the showroom. However, if Calla and Ivy
decided to open multiple locations throughout the city to sell flower bouquets in store and increase
foot traffic, then this store traffic objective would be a better choice. Calla and Ivy could use the store
traffic objective to create ads or localized content for each store, or just a few stores they want to
promote. The store traffic objective will let them use location targeting to set the area around the
stores they want to reach. Now let's say Calla and Ivy want more people to visit their website, to
learn about the flower subscription service. If they choose the traffic objective, Facebook will show
their add to people who are likely to click through to their site. In other words, ads manager would
optimize for clicks of people most likely to be interested in visiting their site. And the click will lead
users to Calla and Ivy landing page informing them about flowers subscriptions. But if Calla and Ivy's
goal was to actually sell subscriptions to people interested in them, a conversion objective would
show their ad to people who are most likely to complete the purchase. Because its objective needs
customer information and who makes a purchase to find the best people to show your ad to, you
need pixel implemented for this objective. To work and we'll discuss that later. And our final
example, Calla and Ivy want potential customers to subscribe to the weekly newsletter, with a lead
generation objective, they can create a form for people to enter the name, email address and other
information. An ad's manager will show this ad to people who are most likely to complete the form
and the form can even include personalized questions such as what flowers do you like the most? I
hope you now have a better idea of how to choose the campaign objective that is right for your
marketing goals.
Determine Whether You Fall into a Special
Advertising Category

What is a Special Advertising Category?

If you’re based in or targeting people in the United States and you’re creating a campaign that
includes ads that offer credit, employment, or housing opportunities, you must select a Special Ad
Category before you can choose your Campaign Objective.

A Special Ad Category means that certain laws regulate how you can advertise to those specific
target audiences. They’re effectively special categories for which Facebook limits audience selection
tools to help protect people from unlawful discrimination.

How do I Select a Special Ad Category?

Choosing the correct category for your campaign is an important part of following Facebook's
advertising policies. When you create a new campaign and select your objective, you can also select
a Special Ad Category. To do so, check the box under Special Ad Category.
What are the Special Ad Categories?
If you’re not sure whether one of the Special Ad Categories applies to your campaign, read the
following descriptions to learn more:

Credit Opportunities

Credit opportunity ads promote or directly link to a credit opportunity, including but not limited to
credit card offers, auto loans, personal or business loan services, mortgage loans and long-term
financing. They also include brand ads for credit cards, regardless of a specific offer.

Employment Opportunities

Employment Opportunity ads promote or directly link to an employment opportunity, including but not
limited to part- or full-time jobs, internships or professional certification programs. Other ads that fall
within this category include promotions for job boards or fairs, aggregation services or ads detailing
perks a company may provide, regardless of a specific job offer.

Housing Opportunities
Housing Opportunity ads promote or directly link to a housing opportunity or related service,
including but not limited to listings for the sale or rental of a home or apartment, homeowners
insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal
services. They don’t include ads designed to educate consumers or housing providers about their
rights and responsibilities under fair housing laws.

Special Ad Categories and the Law

It’s important to remember that this is not a comprehensive list of examples and doesn’t constitute
legal advice. It’s also important to note that certain targeting options aren’t available for ads in
special categories. These include Lookalike Audiences, which we’ll cover later. However, to help you
reach people who may be interested in your ad, you can create a Special Ad Audience. This will
allow you to target people based on similarities in online behavior and activity but won’t allow you to
use certain targeting criteria, including age, gender, ZIP code or other similar categories.
Now that we've learned how to choose the campaign objective that is aligned with your business
goals, let's talk about budgets. And by the end of this video, you will know how to determine the right
budget for your ad campaign. You campaign budget is the total amount you plan to spend over the
course of your ad campaign. Sometimes you might run an ad campaign for a long period of time.
And then it's usually easier to express your campaign budget as the amount you plan to spend per
day or per month the campaign is live. In some cases, your campaign budget might already be
decided by another party. For example, if you work in a marketing team in a company that allocates
a certain monthly amount to social media ad campaigns, well, that will determine your overall
campaign budget. If you want different campaigns in a given month, you would breakdown that
budget into a budget per individual campaign. Or if you work for an agency, your client might budget
a certain amount of money for the campaign you're managing. In that case, it's your job to get as
many results as possible while not going over budget. And these results might be app downloads,
item purchases or newsletter signups. Your client might also provide you with a limit on how much
each result can cost. In other cases, you might determine the campaign budget yourself or you might
be asked to recommend a campaign budget to a client. So how much did you spend then? Well,
your campaign budget ultimately will depend on what results you're aiming to achieve, and your
realistic estimate of how well your ads will drive sales or conversions. And we'll talk about how to
determine each of those things in this video. Let's use an example company to walk through how to
determine a campaign budget. We'll start with an online bike parts retailer who's aiming to achieve
the result of $50,000 in revenue per month. Let's say you run this company. You know that for every
100 people that land on your website, 1 person becomes a buyer and buys $200 bike tires. This
means every buyer generates $200 in revenue. You want to make $50,000 in revenue per month,
that means you will need 250 buyers. To now calculate the number of website visitors you will need,
multiply the 250 buyers with the number of visitors needed to get a buyer. 250 buyers × 100 =
25,000. So your ads will need to get 25,000 website visitors per month to achieve your revenue goal.
So how much money can you spend on advertising to get those 25,000 website visitors? Well, to
calculate that we need to compare revenue and our actual profits. Let's say the set of two bike tires
that you're selling costs $80 to make and 20$ to sell. This means that although your revenues is
$200, your profit is $100 because you're only making $100 per sale in profit. And this means that you
don't want to spend more than $100 in advertising per sale, when you spend more than your profit,
then that means you lose money. So if you make $50,000 in revenue, you're going to make $25,000
in profit. And this means, you shouldn't spend more than $25000 on advertising. Every dollar you
spend less than those $25,000, is now your actual profit after reflecting your advertising costs. So it's
good to remember to never spend more in advertising than the profit you make. Here's another
general guideline that's good to know, the rule of thirds. And many businesses use this rule of thumb
to decide on how much to spend on ads to keep their business growing. This rule says to spend no
more than 1/3 of your expected revenue on advertising. So with that in mind, if you want to see
50,000 in revenue, you shouldn't spend more than 1/3 of that or about $16,600 on advertising. Now
we need to calculate how much we can pay per website visitor. Well, you're going to need 25,000
website visitors to make $50,000 in revenue. You also know you don't want to spend more than
about $16,600 on advertising. You may not be planning on spending all your advertising dollars on
one platform though. But is spending $16,600 enough to get us 25,000 website visitors? Well, to
figure that out we need to test our ad campaign. So how do you test your campaign? Well, before
you put in your full budget on day one, we recommend starting with a smaller test budget and
monitoring your campaign very closely. Get an idea of how much impressions or clicks cost and how
well they convert into results. And with that data in hand, you can then calculate how much you can
spend to reach your objectives. In the next video, we'll have a look at how to set your campaign
budget in Facebook Ads manager.