In this course, you will learn how to design a digital ad campaign on Facebook and adapt it to generate results. So, it's important to understand some basic concepts specific to Facebook.
Let's start with a little Facebook vocabulary.
The Feed
The Feed displays what your friends share, and is based on what you like. It also displays new posts from the Pages you follow, as well as ads.
Pages
Pages are like individual profiles, but managed by companies, brands, and organizations that share their stories and interact with their audience.
Businesses can customize Pages by posting articles, images, videos, and many other kinds of content. People who like your Page will see most of your new posts in their Feed.
Posts
A post is a long or short narrative that you share with your audience. It appears in your Feed and on your wall.
Liking a Page
Your audience connects with your brand by liking your Page. After that, they’ll be notified about your new posts and interact with your brand more easily.
Reactions
An internet user can like one of your posts or choose between several emojis (“Love,” “Haha,” “Wow,” “Sad,” “Angry,” and "Care") to express what they feel. Each emoji is called a Reaction. This term only appears in your notifications.
The Brand
I really like Facebook's definition of a brand, so I'll just quote it. :-)
Your brand is the emotional connection that people make with your business. It is based on everything you say and do as a company and includes the messages you communicate via advertising, the values and beliefs of your company, and experiences that you offer your customers. As the world gets smaller and smaller, and competition for goods and services becomes greater, a strong brand will set your business apart and is an invaluable intangible asset.
Let's continue with the vocabulary you need to know before launching an ad on Facebook.
The Ads Manager
Facebook Ads Manager is an all-in-one tool for creating ads, managing where and when they are displayed, and tracking their performance.
With this tool, you can run your ads on Facebook, Instagram, Messenger, and many other networks with just a few clicks, but we'll go into that in more detail later in this course.
The Ad
An ad is an image, video, or text advertisement on Facebook.
You can customize what Page is to be displayed when the user clicks on it, what message to display, and many other fields.
It is very important that your ad (advertisement) is representative of your target market, for it to interest your audience.
Ad Set
As the name suggests, an ad set is made up of several ads. You use it to set the budget for your ads, their location, and the audience that will see them.
You can create an ad set by audience segment to differentiate the posts. For example, if you sell chocolate brownies, you can create two ad sets: one to target chocolate lovers (with an ad set about chocolate) and another for brownie lovers (with photos or recipes for brownies). We'll come back to this point.
The Campaign
A campaign contains one or more ad sets. Its goal is to achieve a specific objective (for example, increasing the number of registered users on your site). That's why it's important to know what you want from a campaign before starting!
Let's summarize these last three concepts with a little diagram:
Ad Auction
Facebook ads use a bidding system. With each “impression,” i.e., each time the system displays an ad on a Feed, the ad algorithm selects the best ad to display based on the maximum bids and the ad's performance.
Essentially, all ads on Facebook are competing with each other.
Conversion
A conversion is the achievement of a goal on your site by a target group member. This goal could be a purchase, playing a video, submitting a form, etc.
Impression
An impression is counted each time your ad is displayed on the screen. This is a common indicator in the marketing industry and not specific to Facebook.
Reach
This indicator, which is very important in analyzing your ads, tells you how many people have seen your ads at least once.
It is different from impressions, which may include multiple views of your ad by the same person.
Let's Recap!
Before you embark on creating your first Facebook campaign, you should be familiar with the following:
General Facebook vocabulary (Feed, post, liking a Page, etc.)
Technical vocabulary related to advertising on Facebook (Ads Manager, campaign, impression, etc.)
Now that we're speaking the same language, let's get to know your audience in the next chapter.
