Pass the Facebook Media Buying Professional 410-101 Questions and answers with CertsForce

Since you are trying to increase sales on a short period of time, you want to reach out to users who've interacted recently with your client's content and initiated a checkout process.

In this case, you want to launch campaigns for two specific audiences:

1. People who've registered but have not finalized the checkout process. This audience is probably your "low-hanging" fruit. Someone who has registered, but has not completed payment, probably just needs a small push to complete the purchase. 

2. Users who have read specific content related to client's products, are probably the second best audiences you should reach. These are users who have shown interest in your client's products and might be interested in making a purchase. 

You don't want to run the campaign on new audiences yet. So running a campaign to a saved or similar audience is not the right choice for your first campaign.

These are all of the pixel events that should be installed on your client's checkout process:

1. Add To Cart: When a user adds products to their cart.

2. Initiate Checkout: When a user lands on the first registration page.

3. Complete Registration: When a user has completed the first registration page and needed to add payment info.

4. Purchase: When a user has finalized the purchase. 

In light of new test results—in combination with new research from Facebook IQ on designing effective video ads for the mobile feed— Facebook has made some updates to its mobile video creative considerations. 

Facebook has added a new tip on framing and revised their suggestion on experimentation to encourage advertisers to play more as they explore storytelling through video in mobile feed. 

Here are other updated video creative considerations:

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.

Additional explanation info and readings

In-stream video ads are:

Mid-roll on Facebook and pre or mid-roll on Audience Network.

Automatically sound-on when the viewer is already watching with the sound on.

5–15 seconds in duration on Facebook and up to 120 seconds in Audience Network.

Non-skippable, resulting in high completion rates.

Available for the Video Views, Brand Awareness, Reach, and Post Engagement ad objectives.

Available as a separate, standalone placement or can be delivered along with other placements, like Facebook Feeds and Instant Articles.

Supportive of all targeting options.

Facebook in-stream

Video length: 5–15 seconds

Objective: Video views, reach, brand awareness or 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

Objectives when using automatic placements: Video views, reach, brand awareness, post engagement, conversions, traffic, app installs, catalog sales when using automatic placements

Objective when using on its own or with Facebook in-stream video: Video views

Aspect ratio: Square (1:1) or landscape (16:9). Note: landscape is recommended for best delivery

Facebook and Audience Network in-stream together

Video length: 5–15 seconds

Objective: Video views

Aspect ratio: Square (1:1) or landscape (16:9). Note: landscape is recommended for best delivery

If you choose to use automatic placements, you can choose any of the following objectives:

Video views

Reach

Brand awareness

Post engagement

Brand Safety

Advertisers can block the following categories:

Dating

Debated social issues

Gambling

Mature

Tragedy and conflict

Key takeaways

In-stream videos can help you boost your brand with longer video views.

New campaigns using Automatic Placements with the Video views, Brand awareness, Reach, or Engagement (Post) objectives will include in-stream.

To add in-stream videos to existing campaigns, use “Edit Placements” and ensure the in-stream video boxes are checked (under Facebook and Audience Network).

Advertisers have the option to select in-stream video as a standalone placement for Feed or for Audience Network, or they can optimize across all available placements.

Pre-campaign transparency, category blocking, block lists, and placement controls can all help advertisers ensure brand safety.

In ads reporting, advertisers can see performance for video ads delivering in-stream separately from other placements..

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)