How to redeem a facebook game card

Facebook Game Gift Card – The Code Heaven

Facebook Groups now include Reels and more anti-misinformation tools

Facebook is giving Groups a tune-up with new features, not to mention tools to ensure healthy discussions. Like it or not, Reels are coming to Groups — members can share how-to guides, vacation recaps and other videos using the seemingly omnipresent format. You can also update your Group profile to share things you might have in common, and signal that you're open to messages. And if you want to broadcast an event, you can share public Facebook events as Instagram Stories.The social media behemoth is also making it easier to curb the spread of misinformation within Groups. Admins can automatically move posts with known false claims (that is, verified by fact checkers) to pending posts so they can be reviewed before they're deleted. While leaders could already auto-decline posts and even auto-block posters, this could help them spot trends in bogus content and help make decisions on bans. Meta There are efforts to promote conversations, too. Facebook is testing an extension (shown at top) that lets admins allow content that might otherwise be flagged for bullying and harassment, such as describing a fish as "fatty." This will only be available to actively involved admins who haven't either helmed a removed group or committed a serious policy violation. In another test, admins can reward contributions by giving points to community members. You may get badges for welcoming newcomers or providing useful tips, for example.The changes are both an effort to spur positive engagement and an acknowledgment that Groups have sometimes been the source of Facebook's largest misinformation problems. It put some communities on probation for spreading false 2020 election claims, and banned hundreds of QAnon groups. The ability to allow certain flagged content is unusual — effectively, Facebook is willing to let Groups override its moderation system if they feel there's been a mistake.

20/10/2022

Meta warns 1 million Facebook users who installed password-stealing apps

Meta is warning 1 million Facebook users that their account information may have been compromised by third-party apps from Apple or Google’s stores. In a new report, the company’s security researchers say that in the last year they’ve identified more than 400 scammy apps designed to hijack users’ Facebook account credentials.According to the company, the apps are disguised as “fun or useful” services, like photo editors, camera apps, VPN services, horoscope apps, and fitness tracking tools. The apps often require users to “Log In with Facebook” before they can access the promised features. But these login features are merely a means of stealing Facebook users’ account info. And Meta’s Director of Threat Disruption, David Agranovich, noted that many of the apps Meta identified were barely functional. “Many of the apps provided little to no functionality before you logged in, and most provided no functionality even after a person agreed to login,” Agranovich said during a briefing with reporters. Meta Of note, Meta found malicious apps in both Google’s Play Store and Apple’s App Store, though the vast majority were Android apps. Interestingly, while the malicious Android apps were mostly consumer apps, like photo filters, the 47 iOS apps were almost exclusively what Meta calls “business utility” apps. These services, with names like “Very Business Manager,” “Meta Business,” “FB Analytic” and “Ads Business Knowledge,” seemed to be targeted specifically at people using Facebook’s business tools.Agranovich said that Meta shared its findings with both Apple and Google, but that it was ultimately up to the stores to ensure the apps are removed. In the meantime, Facebook is pushing warnings to 1 million people who may have used the apps. The notifications inform users their account info may have been compromised by an app — it doesn’t name which one — and recommends resetting their passwords.

07/10/2022

The Election-Swinging, Facebook-Fueled, Get-Out-the-Vote Machine

Former Democratic operative Tara McGowan is sinking millions into Meta’s ad network to build Courier Newsroom, a media powerhouse for the left.

06/10/2022

Facebook Game Card, $25 (1 each) Delivery or Pickup Near Me

Facebook Game Card, $25 (1 each) Delivery or Pickup Near Me - Instacart

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Facebook. CityVille, FarmVille, CastleVille, The Pioneer Trail. Zynga. Use in your favorite games on Facebook.

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This card has no value until activated by cashier. Use of this card constitutes acceptance of the following terms and conditions: This card may be redeemed on Facebook only by persons age 13 and older. To redeem this card, visit www.facebook.com/giftcards/redeem. Internet access is required (separate fees may apply). The full value of this card is deducted at PIN entry. No incremental deductions are allowed. This card is not redeemable for cash and cannot be returned for a cash refund, exchanged, or resold (except where required by law). The date of issuance of this card is the date of purchase shown on your sales receipt. No refunds or credits will be provided for lost, stolen, or destroyed cards, or for cards used without permission. Use of this card is governed by the Facebook Payments Terms, which are available at www.facebook.com/paymentsterms and subject to change from time to time without notice to the extent permitted by law. Protect this card like cash. This card is issued by Facebook Payments Inc., a Florida corporation. Facebook Gift Cards can be used to buy items in your favorite games and apps on Facebook. Visit us at www.facebook.com. To Redeem your Facebook Gift Card: 1. Visit www.facebook.com/giftcards/redeem. 2. Follow card redemption instructions. 3. When prompted, enter the PIN on the back of this card.

About

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Facebook. CityVille, FarmVille, CastleVille, The Pioneer Trail. Zynga. Use in your favorite games on Facebook.

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Why Instacart?

Delivery in as little as 2 hours

Shop local stores at great prices

Get high-quality items you love

Common questions

It's simple. Using the Instacart app or website, shop for products from your store of choice near you. Once you place your order, Instacart will connect you with a personal shopper in your area to shop and deliver your order. Contactless delivery is available with our "Leave at my door" option. You can track your order's progress and communicate with your shopper every step of the way using the Instacart app or website.

Learn more about how to place an order here.

Using the Instacart app or website, select a store of your choice near you that offers pickup, select Pickup, and then select your preferred pickup location from which you'd like to place your order.

Then, when you arrive at the store of your choice, use the Instacart app to notify us. Depending on the store, a shopper or store employee will bring the groceries to your car, or you can pick them up at the designated area.

Learn more about pickup orders here.

Here's a breakdown of Instacart delivery cost:

- Delivery fees start at $3. 99 for same-day orders over $35. Fees vary for one-hour deliveries, club store deliveries, and deliveries under $35.
- Service fees vary and are subject to change based on factors like location and the number and types of items in your cart. Orders containing alcohol have a separate service fee.
- Tipping is optional but encouraged for delivery orders. It's a great way to show your shopper appreciation and recognition for excellent service. 100% of your tip goes directly to the shopper who delivers your order.

With an optional Instacart+ membership, you can get $0 delivery fee on every order over $35 and lower service fees too.

Instacart pickup cost:
- There may be a "pickup fee" (equivalent to a delivery fee for pickup orders) on your pick up order that is typically $1.99 for non-Instacart+ members. Instacart+ membership waives this like it would a delivery fee.
- Pick up orders have no service fees, regardless of non-Instacart+ or Instacart+ membership.

Learn more about Instacart pricing here.

When an item you want is out-of-stock at the store, your shopper will follow your replacement preferences.

You can set item and delivery instructions in advance, as well as chat directly with your shopper while they shop and deliver your items. You can tell the shopper to:

- Find Best Match: By default, your shopper will use their best judgement to pick a replacement for your item.
- Pick Specific Replacement: You can pick a specific alternative for the shopper to purchase if your first choice is out-of-stock.
- Don't Replace: For items you'd rather not replace, choose "Don't replace" to get a refund if the item is out of stock.

Learn more about instructions for specific items or replacements here.

How to set up ads on Facebook and Instagram: instructions for launching

This article is for those who have never run ads on Facebook and Instagram themselves and don't know where to start. We break down the whole process step by step: how to set up a business page, an ad account, and find an interested audience.

If you've run ads before, you won't learn anything new from the article. There will be other articles for you - about the intricacies of advertising.

Experts from Aitarget One shared their advice — the service helps businesses set up advertising on Facebook, Instagram, VK and Google and officially pay for it.

Step 1. Create a business page

A Facebook business page is a profile of your business. Without it, you won't be able to log into your ad account and launch campaigns.

Before creating a business page, you need to register a personal profile on Facebook. It is important to indicate your real name, surname and personal email. If you already have it, you don't need to create a new one. In case of blocking or loss of access, you can send a passport photo - Facebook will make sure it's you and restore your account.

There is a personal profile - now you need to create a business page. To do this, in your personal profile, click on the plus in the top menu and select "Page" from the list.

To create a business page, click on the plus in your personal profile and select "Page" from the list

When creating a page, fill in three points.

Name of the business page. It must match the name of the company or business area.

What business page titles can be used on Facebook

It is not necessary to indicate the legal name, the main thing is to make it clear what the company does. For example, if according to your documents you have Romashka LLC, and the online store is called "Daddy's Daughters", then it is better to write "Daddy's Daughters Online Store for Children's Goods".

Business category. Facebook offers different categories to understand what a company does. Choose the one that suits you. The choice will be greater if you enter the name of the category in English.

Description. Write about what you do and what you offer to the client.

When creating a business page, specify the name, category and description of services

After that, add the main page photo, cover and fill in useful information in the settings: contacts, address, service area and working hours. To do this, go to "Settings" → "Page Information".

Specify contact information in the section "Information on the page"

This is how the visitor will see the page after setting it up

To advertise on Instagram, register a profile on this social network, link it to a Facebook business page in settings. Information about the business in the Instagram profile will appear automatically.

How to set up an Instagram business account

To advertise on Instagram, link your Instagram profile to your Facebook business page

Step 2: Set up Business Manager

Facebook Business Manager is a free Facebook ad management tool and Instagram. The easiest way to enter it is through a direct link. A welcome window will open asking you to create an account - enter the page name, last name, first name and email, then confirm it.

Facebook Business Manager

When creating an account, enter the name of your business page, last name and first name, email

After creating an account, the Business Manager interface will open, the "Company Settings" section. Some Facebook users are redirected to the Facebook Business Suite interface - this is a single platform for managing all accounts associated with Facebook. If this is your case, to enter Business Manager, you need to go to the Business Suite menu and go to "Settings" → "Company Settings".

To run ads, you must create an ad account in Business Manager and specify a payment method. Here are the three most important steps.

Instructions for setting up Facebook Business Manager

Link a business page: "Accounts" → "Pages". If you have several pages, you need to link the one that is associated with the advertised product or service.

If you have several pages, you need to link the one that is associated with the advertised product or service

Create an ad account and add an administrator: "Accounts" → "Ad accounts" → "Create an ad account".

Enter the account name: this can be the name of the advertised product, project, number or any other designation. The name will help you to immediately find the right ad account in the future if you have several of them.

Select administrators - they will set up an advertising account, add employees and give them access. There can be several administrators: for example, if you are the head of advertising, but your colleague manages the processes, you can appoint yourself and him as an administrator.

The system will prompt you to select yourself as an administrator when creating an advertising account. To add a colleague as an administrator, go to "Users" → "People" → "Add" → enter the colleague's mail and select administrator access. He will receive an invitation letter in the mail, he will need to confirm it.

Create an ad account in the Business Manager settings

Select an administrator - he will be responsible for ad account settings

Add a payment method: a business card linked to a business current account or an individual's card. The system will automatically offer to add it after creating an advertising account. If it is not possible to link the card immediately, you can later go to "Company Settings" → "Payments".

Business card

If you want to unlink or change your payment method, go to Ad Accounts → Edit → Edit in Ads Manager. You can also set limits on advertising costs and view receipts there.

Add a payment method: a business card or an individual's card

How does a business account for advertising expenses in reporting

Facebook does not issue Russian-style closing documents, only receipts with information about the transaction. Even if you link a business card for payment, you will not be able to receive closing documents. To take into account expenses to reduce the tax on the simplified tax system "Income minus expenses" and OSNO, an act and an invoice are needed.

The only way to get closing documents is through Facebook partners. These are companies and agencies that aggregate all your advertising accounts and offer tools for setting up and maintaining advertising.

For example, through some partners, you can pay for advertising in rubles directly from your current account and not depend on the exchange rate, and receive closing documents at the end of the month. For example, the official Facebook partner Aitarget One has such a service.

Business Manager has optional but useful settings. For example, you can add your employees to an advertising account and give them some of the tasks of maintaining a business page and advertising. To do this, go to "Company Settings" → "Users" → "People" → "Add" → enter the employee's email and select "Employee" access. Next, the system will offer to choose what he can do, for example, content on a business page, comment moderation, or advertising.

To secure your ad account, you can set up two-factor authentication: Company Settings → Security Center. All administrators and employees must also enable it in their personal profile settings, otherwise they will not be able to log into the ad account.

Each time you sign in to your ad account or sign in from another device, the system will ask all administrators or employees for a password. This is necessary so that when your personal page is hacked, fraudsters cannot log into your advertising account and gain access to data and payment details.

If you are going to advertise with your employees, send them email invitations and assign roles

You can limit the capabilities of employees in your business profile

Step 3: Create a pixel

A pixel is a code , which is installed on your site and collects information about user actions. These can be page views, button clicks, checkout, payment, and others - such actions are called pixel events. Roughly speaking, the pixel captures which products people most often view, put in the basket and buy.

Based on pixel data, Facebook's algorithms help you find your audience of millions of users.

Create lookalike audiences based on pixel data. You can kind of say to Facebook, "Pick me an audience that looks like my customers."

For example, a pixel shows that 1,000 people have put luxury clothes in their shopping cart on your website. Based on this data, Facebook algorithms look for similar people: by geography, interests, age, actions on the Internet, and other characteristics. They select an audience for you that is most likely to put expensive clothes and accessories or products from other areas in the basket.

Setting ads to find people who are more likely to take an action on your site. In your ad campaign settings, you tell Facebook to "Show my ad to people who can buy my product. "

For example, a pixel shows that 50 people have bought luxury clothing from your website. You choose the goal of the advertising campaign - conversions. Set any suitable targeting by geography, gender, age, interests, set optimization for the "Purchase" pixel event.

The algorithm analyzes the behavior of your 50 customers and among all Facebook users looks for those who are similar to them in their behavior on the Internet and can buy something from you on the site. For example, these people buy watches for 100,000 ₽ or buy online for 200,000 ₽ per month.

Before you get started, you need to create a pixel. To do this, go from "Company Settings" to Events Manager: click on the square in the upper right corner of the menu → Events Manager. Then click on the green plus in the menu and follow the prompts.

To work with pixels, go from Company Settings to Events Manager

To create a pixel, check the "Internet" option in the interface

Loading. ..

The system will offer to integrate events by API or create a pixel

Copy the code from the window and click "Continue"

There is a basic pixel code - it will collect all visitors to your site. It must be set in the code of all pages of the site before the closing tag. This can be done manually or using the Google Tag Manager tool.

Google Tag Manager

Before installing, check that the Facebook pixel is not yet on the site: a few pixels may distort the statistics. Ask the programmer to manually check if there is Facebook code between the tags in the site code. Or you can install the Pixel Helper extension for Google Chrome: it will show all active pixels. If the Facebook pixel is already on the site, we recommend using it or deleting and reinstalling it.

Pixel Helper for Google Chrome

The Pixel Helper extension for Google Chrome shows active pixels on the site

After that, you need to set pixel events for actions: transition to product cards, adding to cart, placing an order, purchase. It is convenient to do this with the Event Setup Tool from Facebook. The code does not need to be installed manually: you get to your site in tool mode, click on the necessary buttons or select a URL, select a client action - the code is loaded automatically.

Event Setup Tool

To set pixel events through the Event Setup Tool, go to Data Sources → Settings → Open Event Setup Tool.

The Event Setup Tool is located in the "Event Setup" under the "Open Event Setup Tool" button. ..

After selecting the button, the tool prompts you to select the event of pixel

Pixel events set

Once set, the pixel starts recording site visitors, purchases, and page clicks. Wait for at least 50 weekly conversions for campaign optimization and at least 1,000 visitors for lookalikes. Otherwise, it will be harder for Facebook algorithms to find an audience for you. To quickly build an audience for a lookalike, you can help the pixel and add customer data from your CRM or mailing list.

Step 4. Design creatives

The last stage of preparation is to make creatives. Their quality affects how many impressions you get. Here's what's important for ads not to lose reach, to be liked by Facebook's algorithms and users:

Minimum text. The main thing in an advertisement is a picture. People love visuals more, which is why at one time Facebook even rejected ads where text was more than 20% of the creative. The rule has been cancelled, but ads without an abundance of text still gain more impressions and clicks.
Video up to 15 seconds. If the video is longer, Facebook may show it less often: there is a chance that users will not watch it.
Lots of information in the carousel. You can place more information on several cards without loading everything into one.

There are two classic placements for creatives on Facebook and Instagram — feed and stories. It depends on them in what format to make creatives. For Instagram stories this is 9x16, for Facebook and Instagram feeds it is 1x1 or 4x5.

It's better to immediately make a creative for the placement format: this way it will take up all the space on the screen and will not be cut off at the edges. But if you have already made it in a different format, you can format the creative in the ad campaign settings.

Facebook requirements for designing creatives by placements

Examples of formats on advertising banners of ready-made audiences from Aitarget One

Checklist before launching ads from scratch and mail. Create a business profile on Instagram.

Start a business page on Facebook. Select a business category, indicate contacts and advantages over competitors. Link your business page to your Instagram profile.

Set up Business Manager: link a business page, create an advertising account, add a payment method and people who will advertise with you or instead of you.

Place the Facebook pixel code on all pages of your website.

After that, put pixel events on buttons, such as product cards or checkout.

Create creatives in different formats for Facebook feed and Instagram stories. Make separate creatives for each activity. Check that they do not have too much text, the video is no longer than 15 seconds, the information tells about the offer, and the link leads to the desired site.

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Facebook targeting*: a detailed guide

Creating and preparing a page Setting up an advertising account Create a new campaign Create an ad group Audience settings Create ads Running ads Analysis of results A/B testing Facebook Ad Pixel* Checklist for self-examination

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I will never forget the time when I first started working with targeted advertising on Facebook*. Colleagues said that the indignation could be heard even in neighboring offices. Basically, these were statements about blocking, less often about an inconvenient and stupid interface.

The Ads Manager is really complicated. But it allows you to be very flexible in setting up ads and get great results. Face the task for the first time (or something did not work out last time) - let's figure it out together.

It is important that the Facebook* account is created with your real first and last name. The social network prohibits the use of company names or positions.

Step 1

Creating and preparing a Page

To launch targeted advertising on Facebook*, you need a Page (similar to a business account on Instagram*). If you have it and have already been issued, you can immediately proceed to setting up your account. If not, you will first have to create a Page:

Write the name of the Page, for example, "Online store of soft toys in Moscow."
Please enter a category. You can type a couple of letters and then choose one of the options.
Add brief information about the company - who you are, what you do, what products or services you offer.

And click the "Create Page" button.

Then go to your Pages section and select the one you want.

The created Page needs to be prepared so that the visitor understands who you are and what you do, what and how he can buy. Blank Pages without design do not inspire confidence.

Avatar and cover

A company logo works well as a profile photo. The recommended size is 180×180px. And for the cover you need a different resolution - 820 × 312px.

It's better to upload both images in png format so that Facebook* doesn't reduce their quality. You can take images of higher resolution, the main thing is to keep the proportions.

Display of blocks

To make it convenient for visitors, you need to configure the display of various blocks: reviews, photos, general information.

Go to "Page Settings" on the left panel and open the "Templates and Tabs" section. Then choose one of the ready-made templates, for example, for services or purchases. Or set up the display of blocks manually - in the "Tabs" section.

CTA button

A CTA button is a button with a call to action. Everything is simple here. You need to click "Add button" and select the desired target action: subscribe, call, register, write to WhatsApp or other.

upload photos or videos;
add reviews;
publish at least 5-10 posts;
fill in the "Services" section if you provide them;
create a store in the appropriate section and add product cards if you sell them.

Be sure to read the Advertising Policies before setting up Facebook* ads. There are many important points.

Step 2

Setting up an advertising account

Open the Ads Manager advertising account. If Facebook* asks you to accept any agreement, such as the non-discrimination policy, please read and accept.

Click Add Payment Method.

Enter your country, currency and time zone. Choose a payment method and enter your card details.

Click on "Confirm".

Then on "Continue" in the upper right corner.

Important points in this step:

1. Card data must match the first and last name of the account.

2. The card must belong to the country where you are located. If you try to attach a Russian card from Europe, the advertising account will be blocked.

3. Indicate the country where you are located. If you specify Russia, but you are somewhere in Australia, the advertising account can be disabled.

Step 3

Creating a new campaign

The advertising account has a hierarchical structure that includes three levels:

Campaign. This is the first stage, which indicates the goal and budget for advertising. It partially determines the settings in the following steps.
Ad group. At this level, you can set up a schedule, places for displaying ads, and an audience. There can be multiple ad groups in one campaign.
Announcements. Here they upload pictures or videos, write advertising texts. Each group can have multiple ads.

Follow this link and click the Create button.

Goal

At this point, Facebook* prompts you to enter a goal, the actions you want your users to take. Algorithms will show ads to those who are most likely to reach the selected goal, that is, take the actions you need.

Decide on one of the options:

Brand awareness to help people remember and recognize the company.
Reach, if you want your ad to be seen by as many people as possible.
Traffic to drive people to the right place: website, WhatsApp, Facebook app* or Messenger.
Engagement, if likes, reposts or comments on posts are more important. Separately, you can select “Page Likes” or “Invitation Responses” if you are promoting an event.
Application installs if you want to increase the number of users.
Video views to serve and optimize video ads.
Lead generation will help you get people's data through special forms. You will be able to request a phone number, email and other information.
Messages to lead users directly to Facebook* Messenger.
Conversions, if the main thing is actions on the site: calls, purchases, requests.
Catalog sales if you want to advertise products. If you select this goal, you must first create a store and catalog in your Page settings.
Attendance points will help to attract offline visitors to a restaurant, store, beauty salon or other local business. Before launching the ad, follow this link and add the addresses of the outlets.

As of this writing, Facebook* has begun updating the Goals section. Perhaps instead of eleven goals, you have only six displayed - they were combined to make it easier to navigate. But the essence does not change.

Name

Be sure to name your campaigns, ad groups, and ads clearly. Then you will not get confused when the structure becomes many times more complicated. It is important to quickly understand where the campaign is, what settings the ad group has.

For example, I do this:

▪️ In the name of the campaign, I write what I am advertising and indicate the goal. For example: "Promotion arrival by the New Year, coverage."

▪️ In the name of the ad group, I briefly indicate the data of the audience and placements. For example: "Fb, Inst, mzh, 24-35, Moscow time, Drawing."

▪️ Sometimes I also give important information in the ad title: format, image description, call to action, and so on. For convenience, I add abbreviated names of UTM tags.

And you can come up with your own algorithm for creating names.

Budget

In this section, Facebook* offers to use Campaign Budget Optimization. If you're creating more than one ad set, enable this feature.

The algorithm will distribute the budget in favor of more effective groups: well-performing ads will receive more money, poorly performing ones - less.

Choose one of the ways to allocate the budget - specify the amount you are willing to spend for one day or the entire period of the advertising campaign. You can try both options and see what is more convenient and more suitable for you.

Do not bet too much if you have just created an advertising account and are running ads for the first time. This is a guaranteed lock. In new offices, I start with a meager amount of $2-8. Only when the ad passes moderation and shows the first results, I gradually increase the budget to the desired one.

If you have little experience, leave the minimum price in the rates section. Facebook* will set its own bids, trying to get more results for less money. When you feel ready to go further, start reading Facebook*'s guide to bidding strategies.

If your targeting is actions that you need to respond to quickly (for example, calls), turn on the "Show ads on schedule" feature. Then people will apply only during working hours, you will not miss a single application.

To enable this feature, set a budget for the lifetime of the ad. You can set up a display schedule later - at the ad group level.

If everything is ready at this stage, click the "Next" button in the lower right part of the cabinet.

Step 4

Create an ad group

In this step, when you select some goals, Facebook* asks you to select a Page to promote.

Target sites

If you selected the Traffic, App Installs, Lead Generation, Messages, or Conversion goals, select where you want to drive people.

For example, this is how the site selection for the "Conversion" goal looks like. You need to specify the location where the target action will occur (for example, a purchase or a visit to a website).

If you want to direct people to WhatsApp, link it to your Page. Next, select a country and enter the number.

Dynamic creatives

In dynamic creative ads, the algorithm combines different variants of text, buttons, images or videos. Accordingly, you will have to download several variants of each of these elements. Facebook* will analyze which combinations provide the best results and show them instead of ineffective ones.

This function is optional, but worth a try - it can bring good results.

Optimize for ad delivery

This feature improves ads at the ad group level. If you are just starting to work and do not know what will fit, pay attention to the recommended option. Facebook* respects the selected campaign objective.

Some options are not marked with this label, but are selected by default. You can read a brief description and, if everything suits you, leave it as it is.

Show scheduling

Set the start time for ads. An expiration date is optional, but it's best to do so. In the future, you can extend the show if necessary.

If you are advertising a temporary promotion, the expiration date is required.

One day I hoped that I would turn off advertising when there were enough sales. I go to the advertising office for this - and my account is blocked. But the ads keep popping up. People call, but the goods are no longer available - everything was quickly sold out. As a result, ads were shown for nothing for more than a day - I just bled the money. Given the time frame, this would not have happened.

Step 5

Audience settings

For Facebook* targeted ads to work, you need to know who your audience is and what they want from your product, where they live and what they are interested in. Without it, you will only be wasting your money.

How and why to divide the audience into groups

Not all entrepreneurs can clearly name who exactly their audience is. A common answer is “Everyone needs my product.” But this is true only if the product is salt or toilet paper. Most often, the audience is a group of some people. And you need to target them, not everyone in a row.

One way to define these groups is the Khramatrix model. Sample questions and answers:

What product or service do you provide? English lessons for children from 6 to 11 years old.

Who uses the product or makes the purchase decision? In our case, these are the parents of children aged 6-11.

Why does the consumer need your product? Parents of children aged 6 need preparation for school, parents of children aged 7-11 need help in learning the language or doing homework, filling in knowledge gaps.

When exactly is your service needed? In our case, the main flow falls on the period approximately from August to March.

Usually the fifth question is "Where can I find your audience?". But for targeted advertising, it is more useful to answer the question “ What is your audience interested in ?”. Our audience of parents is interested in what is connected with children. For example, education, health, family.

Specify general demographic characteristics: gender and age, where they live, what level of income . Women 26-37 years old, live in Moscow. Above average income.

How ready is a person to buy? Perhaps he is thinking that the child would need to improve his English, but has not yet looked for a teacher. Or already looking for a teacher, reading reviews, studying prices and other conditions.

What influences the choice? What is important to him in the product? When choosing a teacher, it is important that he be delicate, tactful, supportive, able to find an individual approach to the child and explain everything in simple terms. They want to see immediate results.

What action do you expect from a person: call, subscribe, register, fill out a form or something else? It is necessary that the parent fill out the form, leave his name and phone number - the teacher will call him back. You can also write to WhatsApp or Direct.

Now it's clear who exactly to launch targeted Facebook ads*, what settings to choose in the advertising account and what to convey to the audience. All information is easier to pack in a special table:

Please note that after answering the questions and completing the table, there may be several different groups. In this case, it is better to create individual ads or ad groups to hit the right target.

Life hack: to answer the eighth question “What influences choice? What is important in the product?”, read reviews about competitors - people write what is important for them.

How to create and set up a new audience

Now you can do the settings. Write the name of the city in the field "Search for locations" and select the desired option.

You can also enter individual streets and metro stations. Or set up a narrower geography for displaying ads through the "Tag" button. It is located at the bottom right of the map.

Select gender and age.

Now specify more precise audience settings - interests, behavioral characteristics and demographics. In the "Detailed targeting" section, find the search bar and click "View". Select a category and find a suitable interest. You can start writing and choose from the options offered.

For example, in the section “Demographic interests → Parents → All parents”, you can find parents of children of different ages.

How do I target on Facebook* an audience with an above-average income? Think about what characteristics these people have. For example, they often travel, visit prestigious restaurants and other establishments, hold status positions, use Apple technology and expensive smartphones. All these settings can be found in the advertising account.

Pay attention to the right side of the advertising cabinet. Here Facebook* suggests how wide or narrow the audience is.

Where else can you get an audience for targeted ads

Facebook* can create audiences from people who have already interacted with your company or ad. In the Custom Audience section, click New → Custom Audience.

Hover over each source and read the description. You might want to create an audience with one of these.

If you have a customer base with phone numbers or email addresses, create an audience of these people. Select "Client List" and click "Next".

Facebook* will tell you what to do: you will download a file with a sample filling, create your own file and upload it back to your account. It is convenient that this file can only contain phone numbers or email - you do not need to enter any other data.

Look for the created audiences in the Custom Audience → Custom Audience section.

How to Create a Lookalike Audience

One of the cool features of Facebook* targeting is finding and collecting audiences that are similar to yours. The tool is called Look-alike and usually gives good results.

For example, you have a ready-made audience of people who interacted with an Instagram account or ad*. In the Custom Audience section, click New → Lookalike Audience.

Select the source for which you want to build a Lookalike Audience.

Select a percentage from the drop-down list or scale. The lower the percentage, the more the audience is similar to yours, the higher the percentage, the wider the audience. Start with 1-2%, then you can try a higher range.

Click "Create Audience" to finish. If you choose above 1%, Facebook* will create a separate audience for each percentage. Look for these audiences under Custom Audience → Lookalike Audience.

Detailed targeting extension

Bottom line: you allow the algorithm to show ads to those who do not fit the selected interests, but are highly likely to respond. It is worth enabling the function - it can improve the result.

The Facebook* Detailed Targeting extension is available for all campaign objectives except Brand Awareness and Reach.

Select placements

Select Manual Placement Selection.

Advertising account offers four main options:

Facebook* - placement within the social network: feed, Stories, Right column, search and so on.
Instagram* - impressions only there: feed, Stories, Reels.
Audience Network - partner sites and apps.
Messenger - respectively, advertising in the Facebook messenger *.

Instagram* is excluded as we work with Facebook* targeted ads. If you still want to run ads on Instagram*, it's best to set them up separately.

Below you can manually remove or add specific placements.

In Devices, you can turn off impressions for PCs or smartphones. For example, if you know for sure that for some reason they don’t buy from mobile devices.

Another interesting feature is showing ads only to users of specific devices or operating systems.

Step 6

Create announcements

Now you can work with announcements.

How to create a new ad

In the "Ad settings" section, select "Create ad" from the drop-down list. Available formats:

Single image or video.
Ring gallery.

If you chose "Single image or video", upload your media file, write your ad text and title.

If you plan to lead people to the site, provide a link. Add a call to action that will be on the button.

If you have chosen a gallery, do the same. Add a photo or video, title, description, link for each card. Below, write the main text and select a call to action.

Activate the item "Automatically show the highest scoring cards first". This will help keep attention on advertising and improve results.

The screenshot shows what a targeted Facebook* ad with a carousel looks like. A person will scroll through all the cards and, if he likes something, will follow the link.

How to promote an existing post

If there is a good post on the Page, you can start promoting it from the ad account. In the "Advertising settings" section, select "Use an existing post" from the drop-down list.

In the Promotional Creatives section, click the Select Post button.

Find the publication you want to promote in the list and click on it.

Upload images in jpg or png format that are up to 30MB in size. Consider the minimum dimensions, be sure to read the aspect ratio requirements. Stick to them so that the ad looks organic.

Basic requirements for videos and gifs - no more than 4 GB in size, duration from 1 sec. up to 241 min.

Step 7

Running Ads

To run Facebook* targeted ads, click the Publish button in the bottom right of your account. If something went wrong - for example, you forgot some settings or incorrectly specified the budget - turn off impressions with a special switch. In the same way, you can disable ads at the ad or group level.

It remains to wait until the ad passes moderation - a check for compliance with Facebook* rules. The official note states that most campaigns are moderated within 24 hours. But this does not mean that you will definitely have to wait a day - usually much faster.

After the launch, the learning phase begins - the algorithm analyzes which audience responds best to the ad in order to show ads to similar people. Don't make any major changes to the ad while the tutorial is running or it will start over again. You can read more about this step in the official Facebook* guide.

Step 8

Analysis of results

To understand whether advertising is effective or not, study the indicators at different levels, taking into account promotion goals.

Let's say you need leads: applications or orders on the site. Then you need to watch not only reports in the advertising account, but also web analytics data. For example, it is worth tracking how users who have switched from Facebook* targeted ads behave.

Important:

Advertising may not work. Target is not a magic “Loot” button. There are many factors that affect performance: product quality and price, seasonality and demand, the right choice of audience, the readiness of the Page or site for advertising, the quality of the ad.
Target may not give quick results. The client may not buy right now, but remember: take a screenshot of the ad, subscribe to the Page, write down the number. And make a decision later.

Advertising account

Facebook ad results* - to the right of the campaign, ad group or ad name.

Main indicators:

Reach - how many people saw the advertisement.
Impressions — how many times the ad was viewed. There are more impressions than reach, as a person can see the same ad two or three times.
CPM — cost per 1,000 ad impressions. The lower the score, the better – it’s beneficial to make impressions as cheap as possible.
Cost per result - the average cost of achieving campaign goals.
Link clicks — number of times the link in the ad was clicked.
Click through rate (CTR) is the ratio of the number of clicks to the number of impressions. The higher the score, the better — it pays to have as many people as possible click when they see the ads. For starters, you can focus on a minimum of 0.6–0.8%. In general, CTR depends on many factors, including the business area.
Cost Per Click (CPC). The lower, the less advertising costs. Click-through rate (CTR) affects the cost of a click.
Video views at point 25, 50, 75, 95, 100%. The indicator helps track the viewing depth - how long people watch videos. If the score is low, you can try another video.
Conversions - the number of targeted actions that the user performed. To track conversions on your site, you need to install the Facebook pixel* (more).

Which metrics to pay attention to depends on the goal.

Let's say we need to increase conversions. Then it is worth tracking their number and coefficient (the ratio between the number of conversions and, for example, the number of clicks / transitions). And also the cost of one conversion and the payback of advertising. If it turns out that the costs are higher than acceptable, analyze the site, advertising, product to find the problem.

Additionally, it is worth looking at coverage, impressions and cost per 1,000 impressions, the number of clicks, click-through rate and cost per click. Explore different metrics as you work on ad performance.

To understand the approximate average values for your industry, it will be useful to ask around in the communities of entrepreneurs, SMM-specialists and targetologists. Perhaps one of the colleagues worked with the same niche and will tell you something.

Sometimes, by default, extra indicators are displayed, but there are no necessary ones. Therefore, it is easiest to customize the columns for yourself. Click the table icon and select Customize Columns.

Check the required metrics and remove unnecessary ones.

Behavior on site

If you bring people to the site, track how they behave here. This will help web analytics, or rather, Google Analytics and Yandex.Metrica. You can explore:

Conversions, such as placing an order or adding an item to the cart.
Bounce rate - how many people left the site within 15 seconds. A high score may indicate an irrelevant page that is being landed on from an ad, an incorrect audience choice, or poor site design.
View depth - the average number of pages visited by one person. The higher the score, the more the site is interesting to visitors.
Time on site - how long does one session last on average. The longer a person is on the site, the better for the same SEO.

One of the Yandex.Metrica tools, Webvisor, allows you to see the site through the user's eyes. Screencasts will visually show how the visitors who were brought by targeted advertising Facebook* behave.

Behavior on the Page

You can evaluate the growth of new subscribers, the reach of posts, messages in Messenger, as well as engagement - likes, comments, shares.

In general, you can even find out how FB advertising affects offline sales. The options are different: surveys, the use of a special number (call tracking), promotional coding. There is also end-to-end analytics that allows you to more accurately calculate the effectiveness of advertising and ROI (return on investment).

A/B testing

You must have seen this feature when creating a new campaign. Useful if you want to test different versions of text and images, audiences and other settings.

The algorithm is as follows:

Enable A/B testing when creating a campaign.
Setting up your first campaign and ads.
After posting, Facebook* creates a copy and offers to edit it.
Next, the algorithm evenly distributes impressions between an equal number of users.
Based on the results, you can see which advertisement worked better and use it.

Test one thing: an image, text, or another parameter. If you change several parameters at once - for example, the text, the image, and the interests of the audience - you will not understand why the ad worked better or worse. And if only the picture was replaced, it is immediately clear how it affected the result.

Facebook Advertising Pixel*

A pixel is a special code that is embedded on a website. With it you can:

Track and remember the people who visited the site to show them targeted ads. Or, on the contrary, to exclude from impressions.
Understand how many conversions you get from ads. And calculate how effective it is.

For example, an online clothing store might save the details of those who have visited a dress section and then show them ads with new products. Or find potential customers who put items in their shopping cart but didn't buy and offer a personalized discount.

The Unisender blog has detailed instructions on how to install an FB pixel on a website. This is not necessary to run ads, but is very useful for ad analysis.

Self-test checklist

Created an account with a real first and last name.

Page design

Information about the company, its address, phone, email and other means of communication.
Avatar and cover.
At least 5 publications.
Photos or videos - the visitor immediately sees what they are selling.
Customer Reviews.
Call to action button.

Advertising account and payments

Attached your card: the name on it matches the name of your Facebook account*.
Specify the country in which you are located, and the bank card corresponds to it.
Set a not too big budget.

Auditorium

Know exactly who your audience is.
Divided the audience into groups using the Khramatrix model.
Selected city, gender and age.
Specified interests or behavioral characteristics.
Enabled "Detailed targeting extension".

Placements and devices

Manually selected placements, excluded Instagram*.
Selected specific placements, excluded unnecessary ones.
Selected the desired devices, operating systems or device models to display ads.

Ads

Select a format and upload images or videos that meet Facebook* guidelines.
Wrote the title and text of the ad.
Added a link if you want to lead people to third-party sites.
Added a button with a call to action.
Activated the item "Automatically show the highest scoring cards first".

Launching and analyzing ads

Clicked "Publish" - the switch to the left of the ad name turned blue.
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Common questions

How to set up ads on Facebook and Instagram: instructions for launching

Step 1. Create a business page

Step 2: Set up Business Manager

How does a business account for advertising expenses in reporting

Step 3: Create a pixel

Step 4. Design creatives

Checklist before launching ads from scratch and mail. Create a business profile on Instagram.

Read news on Telegram Business Secrets

Facebook targeting*: a detailed guide

Creating and preparing a Page

Avatar and cover

Display of blocks

Company Information

CTA button

More

Setting up an advertising account

Creating a new campaign

Goal

Name

Budget

Create an ad group

Target sites

Dynamic creatives

Optimize for ad delivery

Show scheduling

Audience settings

How and why to divide the audience into groups

How to create and set up a new audience

Where else can you get an audience for targeted ads

How to Create a Lookalike Audience

Detailed targeting extension

Select placements

Create announcements

How to create a new ad

Learn more