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Meta Media Planning, Detailed targeting, Lookalike audience, Custom…

- - - - standard event
      - custom event
      - automatic event
    - - standard event
      - custom event
- - - - Can exceed 75% when there is opportunity
  - - - only available with bid cap strategy
  - - - ad manager reservation estimate
      - Formula: simple formula, nothing special
- - - - Short & engage
      - Vertical view
    - - arrange up to 50 ads in a series
- - - - Shopping advantage+ solution
    - - A+ Creative
      - A+ Catalog
      - A+ Placement
      - A+ Destination
      - A+ audience
      - A+ Budget
- - - - Deliver polls to measure the effect of ads through perception, awareness, and recall
        
        Standard ad recall
        
        Standard Brand Awareness
        
        Abstract favorability
        
        Familiarity
        
        Recommendation
- - - - Can not exclude audience
      - audience pool at least 200000
      - frequency is an interval :red_flag:
      - Reach not 100% guaranteed, Can cancel after start
      - Performance Goal
        
        For awareness campaign
        
        Reach
        
        Ad recall lift
        
        Thruplay
        
        For engagement campaign
        
        Thruplay
      - Frequency :red_flag:
        
        Target frequency
        
        Frequency cap
    - - Standard
      - Sequenced
  - - - ad quality
        
        misleading ad to landing page
        
        pop up interstitial ad
        
        sexually suggestive ad
        
        deceptive / malicious ad
        
        disproportionate volume of ad related to content
      - estimated action rate
        
        Ads optimize for click
        
        total value = bid x estimated CTR
        
        Optimize for conversion
        
        total value = bid x estimated CTR x estimated click to conversion rate
    - - spend based
        
        highest volume
        
        highest value
      - goal based
        
        cost per result
        
        ROAS
      - manual
        
        Bid cap
    - - Control cost
        
        Yes
        
        Cost per result
        
        Return on Ad spend
        
        No
        
        Highest Volume
        
        Highest volume with highest value
- - - - exclude custom audience only
      - combine audience into 1 large group
      - make sure an ad set has unique audience
      - include location, demographic, age, gender, interest & behaviour targeting
    - - For broad & Interest target campaign, exclude:
        
        Custom Audience
        
        LAL audience
        
        Loyal Customer
        
        Existing customer
      - Avoid too narrow target
        
        should make 100 conversions per week
      - Create fewer ad sets
        
        only create new when ad set / audience budget control is mandatory
      - Create audience for special ad category
        
        Electoral & Political: must include authorization & Paid for by disclaimer :red_flag:
        
        Credit, employment & housing
        
        limited targeting
        
        If using saved audience for this, audience will be updated to comly restrictions