Marketing Solutions Playbook

SPORTS
Marketing Solutions Guide

Billions of sports fans are getting closer to the action,
closer to the athletes and closer through communities
that are bigger and more connected than ever. The
new rules in play demand a new playbook for the
world’s largest stadium.
Sports are bringing
people together in new
and different ways.
T h e N e w P l a y b o o k
2 | S P O R T S M A R K E T I N G G U I D E

This custom-crafted guide provides the key essential resources for running successful
sports marketing on the Facebook family of apps and services. Fundamental to fulfilling KPIs
is knowing where your fans are in their journey with you as a team, league or Athlete. It's
imperative to speak to fans appropriately based on where they are in the consumer (or fan)
journey, utilizing all of the tools at your disposal to drive results at whatever stage of the
funnel, potentially creating a full experience from top to bottom if your business goals allow.
Purchase
$
Ticket Saless
OTT Subscriptions
/PPV
Merchandise
Emails / Sign-Ups Sponsor
Activitations
App
Downloads
Sales Leads
Tune-In
Awareness
Intent
Consideration
EngagementEngagement
Big Baller Brand: How LaVar Ball and his family built a Facebook community
and drove merchandise sales.
facebook.com/facebookmedia/success-stories/bigballerbrand

BUILD YOUR CONTENT AND COMMUNITY
GETTING STARTED ON FACEBOOK
PLATFORM OVERVIEW - THE FACEBOOK FAMILY OF APPS & SERVICES
BUILD A FACEBOOK PRESENCE
INNOVATIVE CONTENT AND ENGAGEMENT FORMATS
BUILD A COMMUNITY OF PASSIONATE SPORTS FANS
BUILD YOUR PRESENCE ON INSTAGRAM
PROTECT YOUR CONTENT
UNLOCK FAN INSIGHTS AND MEASUREMENT ON AUDIENCES ENGAGING
WITH YOUR CONTENT
PARTNER RESOURCES
DRIVE REVENUE
IMPLEMENT THE TOOLKIT
UNDERSTAND YOUR AUDIENCES
SET UP FOR MEASUREMENT
MAJOR TOOLS
C o n t e n t s
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8
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27
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SOLUTIONS ACROSS THE FUNNEL
AWARENESS
Drive Tune-In or Increase Awareness
CONSIDERATION
Acquire Customers for your App
Acquire Customers with Intent via Lead Forms
Acquire Customers with Intent via Messaging
Acquire Website and Mobile App Visitors
CONVERSION
Drive Merchandise or Ticket Sales Online
BRANDED CONTENT
ADDITIONAL RESOURCES
BEST PRACTICES OVERVIEW
CREATIVE CONSIDERATIONS
FACEBOOK IQ
FACEBOOK MARKETING PARTNERS
FACEBOOK AD POLICIES
TROUBLE SHOOTING
MORE TOOLS – STAY CONNECTED
RECIPE CARDS
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T H E N E W P L AY B O O K | 5

Facebook allows
you to create and
share your content in
innovative formats.
1 B u i l d Yo u r C o n t e n t a n d C o m m u n i t y

Getting started on Facebook
Think mobile first: With people in the US spending 3+ hours per day on
mobile1
, ensure your marketing, measurement and online experiences are
optimized for mobile.
Define your goals and KPIs
As you build your presence on Facebook, we recommend that you start by
asking yourself a few questions:
• What are the business goals I’m seeking to achieve? How do they map to the
objectives that I can drive on Facebook apps and services? For instance, your
business goals could be acquiring new customers, driving merchandise and
ticket sales, or increasing awareness for your teams and leagues.
• What are the key performance indicators (KPIs) for my campaign?
How will I measure these KPIs?
The answers to these questions will define your strategy and help you measure
the effectiveness of the Facebook family of apps and services alongside other
marketing channels.
Remember, align Facebook with your other efforts on other mediums. From
account planning to the KPIs metrics you’ll measure, leverage the same
processes and best practices for comparison between channels.
1 eMarketer, "Average Time Spent per Day with Major Media by US Adults, 2017," Mar 2017

Platforms Overview – The
Facebook Family of Apps
and Services
Facebook’s mission is to give people the power to build community and bring the world
closer together. Facebook's family of apps and services helps people and businesses make
meaningful connections and we offer a full suite of marketing solutions to help you achieve
your full-funnel objectives.
Facebook
Reach people who matter most to you, capture their attention and get results.
In the United States of America, 204M people access Facebook
every month on mobile and 156M people every day2
.
Facebook for Business
Learn more on: fb.me/facebookforbusiness
Facebook for Business gives you the latest news, advertising tips, best practices
and case studies for using Facebook to meet your business goals.
2 Facebook data, Apr 2018.

Facebook Terminology
Learn more on: fb.me/fbterminology
Facebook connects a brand with the people who matter to them to realize real
business results. Learn about the terminology we use related to marketing
on Facebook.
Instagram
People come to Instagram to share moments and seek inspiration through
videos and photos through both feed and stories. They connect to their
friends, family as well as their passions. Tell your business’ story to inspire action.
Instagram uses the same powerful advertising tools as Facebook. That way, you
can set up, run and track campaigns the same way you do with Facebook ads.
• Globally, there are 800M monthly active accounts on Instagram3
.
Instagram for Business
Learn more on: fb.me/businessinstagram
Find resources to help you inspire people visually with your brand’s story on
Instagram by visiting Instagram for Business.
3 Instagram Data, Sep 2017

Audience Network
fb.me/audiencenetwork
Expand the power of Facebook advertising to reach more people, in more
places, and drive more results. By taking advantage of all the things that make
Facebook and Instagram Ads great, campaigns can be shown on other high
quality publishers’ apps and sites. Every month, over 1B people are reached
through Audience Network4
. Learn more about Audience Network5
.
Messenger
facebook.com/business/products/messenger-for-business
People use Messenger to talk to their friends, family and more. This opens up
a highly personal, direct way to interact with your customers and drive the
business outcomes that are important to you. You can extend your Facebook
campaigns with Messenger Ads, or build strong relationships through an active
Messenger presence.
• 1.3B people now use Messenger every month6
.
Read our one sheeter on how to use Messenger for your business.
facebook.com/business/m/one-sheeters/how-to-use-messenger-for-your-
business
4 Audience Network stat, Q4 2016
5 facebook.com/business/products/audience-network
6 Facebook data, Apr 2018.

Build a Facebook Presence
Start by creating a Facebook Page as a destination for your fans to connect with you:
facebook.com/business/products/pages
Once you have a Page, get the most out of Facebook by following these principles:
Be Yourself
Facebook is where people connect with friends, family and topics they care
about. Allow people to get to know you by being your authentic self. Always use
the first-person and speak in your own distinct voice. Your team can help, but
your voice should be consistent regardless of the author. Share what makes you
unique: your passions, interests, insights, and career path. Bring your message to
life by varying formats between status updates, links, photos, video, Facebook
Live, and more. Your everyday experience is interesting to your followers.
Capture candid photos and videos on the go and share what you see and hear.
You don't need a studio or a professional setup - just use your phone.

Be Consistent
The most successful influencers on Facebook publish once per day or more.
Begin with a rhythm that works for you and engage more as you become
comfortable. Develop a content calendar of special dates and moments you
want to highlight and use your publisher tools to draft and schedule posts.
Post when an opportunity presents itself. Give yourself the flexibility to share
unscripted moments. What are the business goals I’m seeking to achieve? How
do they map to the objectives that I can drive on Facebook apps and services?
For instance, your business goals could be acquiring new customers, driving
merchandise and ticket sales, or increasing awareness for your teams and
leagues.
Be Engaged
We recommend posting content that resonates with your audience and
encourages fans to interact in a meaningful way. Episodic content that drives
retention and builds identity is likely to perform well, as does content which
cultivates conversation and debate among the Facebook community.
Facebook is a conversational medium. Show your audience you're listening
and value them. Ask questions and solicit their input. Respond to thoughtful
comments on your posts when you can. You can privately reply to any
comment by clicking “Message” next to the comment. Build brand advocates
through targeted interaction. When another Page mentions you or shares
content your audience would find valuable, comment on or share those posts
with your own audience.

Innovative Content and
Engagement Formats
Create a content strategy to engage your fans on an ongoing basis.
Facebook Video
facebook.com/facebookmedia/solutions/video
Millions of people watch video on Facebook every day. The easiest way to capture their
attention is to pick up your phone and start filming. Facebook allows you to upload your
video to Facebook when sight, sound, and motion best express your message. Videos can
easily be edited and shared with your fans.
Wimbledon
To maximize reaching their fans on Facebook, Wimbledon aimed to build
an engaged audience through a compelling video strategy. They developed
several content strands designed to capture audience attention and keep them
watching for longer periods of time.
facebook.com/facebookmedia/success-stories/wimbledon_video

Facebook Live
live.fb.com
Facebook Live video allows you to share experiences with your audience in the moment.
Enhance your Live broadcasts to your Facebook audience with interactive, social and
mobile-first productions that help recreate the social element of watching sports with
other fans. Learn tips and tricks for with Facebook Live at live.fb.com/tips.
Fightnight Live
Linacre Media launched FIGHTNIGHT LIVE on Facebook in May 2017, with
the belief that the future of boxing is on interactive platforms like Facebook.
FIGHTNIGHT LIVE delivers high-quality livestreamed regional boxing, MMA, and
muay thai events from around the world straight to Facebook.
facebook.com/facebookmedia/success-stories/fightnight
Facebook Live API
live.fb.com/stream
The Facebook Live API gives you the ability to take your broadcasts a step further by
creating content on Facebook using live video from a variety of sources. Schedule live
videos up to a week in advance, building anticipation and buzz with your fans in advance of
your broadcast.

Facebook 360
facebook360.fb.com
360 Video
With 360 video, publishers can showcase their most compelling content in a
new and immersive way, allowing viewers inside a different world. To create 360
videos, a special set of cameras is used to record all 360 degrees of a scene
simultaneously. This means that when the video is playing on Facebook, viewers
can choose what angle they want to see it from. On the web, this is done by
dragging around the video with your cursor. On mobile devices, viewers can
drag with their finger — or even just turn their device. 360 video is currently
viewable on the web and on Android and iOS devices.
360 Photos
360 Photos allow you to share a more immersive experience with your
followers by taking them behind-the-scenes and putting them at the center of
the action.
Alpine Canada
A combination of Facebook's storytelling formats including 360, Live, video,
branded content, and photos, as well as audience targeting with ads led to a
viable revenue stream and audience growth for Alpine Canada.
facebook.com/facebookmedia/success-stories/alpinecanada

Crossposting Video on Facebook
Crossposting between the ecosystem of players, teams and broadcasters is a great way to
extend the reach of your content across multiple Pages. Once a crossposting relationship
has been established, a Page can choose which additional Pages are eligible to crosspost
each uploaded video. To learn more about how to set this up, please visit our Help Center.
Pac-12
Crossposted Videos became a new way for Pac-12 Networks to increase the
reach and viewership across its member universities, while also better connecting
Pac-12 fans to the programs, student-athletes, and schools they follow.
facebook.com/facebookmedia/success-stories/pac12_crossposting
Groups
facebook.com/help/162866443847527
Businesses have been building communities online for years using a number of different
tools, including Facebook Pages—the public presence for your business on Facebook. Now,
Facebook groups help you take the communities you've built to the next level by giving
you the tools and platform to build an engaged and relevant fan community and deepen
connections with your fans.
Groups are community hubs for your fans to engage directly with each other. With
groups, valuable conversations flourish between you and your fans, and among the fans
themselves, creating a space for your fans to become advocates for your business. Build
your community today.
CrossFit
See how CrossFit built loyal audiences in their groups.
facebook.com/facebookmedia/success-stories/crossfit-drives-viewership-of-the-
crossfit-games-through-community-building-on-facebook

Donate
facebook.com/help/377796675887629
Adding a donate button to your Facebook Live gives you an instant opportunity to engage
with your fans by fundraising for a nonprofit or cause you're passionate about. You can use
donate live on your mobile phone for shorter videos and personal moments or use the
Facebook API for larger events to control the experience, create a professional feel with
multi-camera setups and programmatic sources such as games or screencasts.
Build a Community of
Passionate Sport Fans
Facebook Watch
facebook.com/watch
Facebook Watch is a dedicated platform for passionate fans to watch episodic video. Using
Watch, creators and publishers can find audiences, build a community of passionate fans,
and earn money for their work.
Show Pages
A Show Page is a new video-first format on Facebook Watch that focuses on
thematically-related, episodic content. A Show Page is similar to a Facebook
Page, with additional benefits of delivering content in Watch, introducing a
trailer in the cover spot, branding with a showmark, organizing episodes into
seasons and automatically adding new episodes to the Watchlist of followers.

C A S E S T U D I E S
See how partners have leveraged Facebook Watch in their
strategies.
Tom vs. Time
With a fully established fan base already on Facebook,
Facebook Watch was a natural home for Brady's
show Tom vs Time. Created in early 2018, the show
on Facebook Watch follows him both on and off the field,
revealing the mental and physical preparation he relies on to
continue to play at an MVP level and compete for championships.
facebook.com/facebookmedia/success-stories/tom-brady-uses-facebook-to-
build-community-and-grow-business
Ball in the Family
With Ball in the Family in its third season on
Facebook Watch, the family has built an audience
that actively seeks out new episodes when they're
posted each week. On their own Show Page, where
each new episode is posted, the family is able to
point people to their official group, where the
conversation can keep going between episodes,
as well as to the Pages for all members of the Ball
family, encouraging people to build connections
with individual family members, as well as Big Baller
Brand.
facebook.com/facebookmedia/success-stories/bigballerbrand

Build Your Presence on Instagram
Engage your fans and followers with captivating content on Instagram. Sign up for
an Instagram account and start posting content you'd like to see in your feed using
relevant hashtags, and start following similar accounts. More info at help.instagram.
com/1642053262784201.
Keep it real
Your fans and followers are savvy—they know you and know when you’re faking
it. Authentic content will always perform better than something over-produced
or created by your friend or manager. When you’re using Instagram to promote
something, get creative, be yourself and make something just for Instagram.
Posting a flyer or repurposing something made for another platform won’t get
you much engagement, while first-person POV will.
Frequency matters
Post at least once a day! Your fans and followers are constantly searching for
more content on feed and stories, and want to keep up with you, from your
highlights to the in-between moments. If you don’t know what to post, play
with the creative tools like boomerang, polling stickers, GIPHY stickers and face
filters.
Storytelling is important
When you add the context behind your posts, whether that means telling a
funny story in your captions, showing a behind- the-scenes POV, or sharing
details like what lipstick shade you’re wearing, it gives people another reason to
follow and engage.
Optimize for growth
More than 150 million people visit the explore tab every day. Increase the
likelihood that your content will surface here by remembering to post a variety
of content—live video, stories, feed photos and video.

Instagram Video Tools
Your fans and followers are craving video content from you! Instagram users consume
80% more video year after year, and video posts increase your chances of making it on the
explore tab.
Instagram Live
Take your fans behind the scenes to share experiences while they are happening.
Instagram Live allows people to connect with their favorite brands on a
personal level, in real time. Live video can build brand loyalty and excitement for
businesses big and small by sharing authentic moments as they happen.
Instagram Stories
Use Instagram Stories to create a compelling, consistent visual voice to keep
your fans coming back for more. Empower teams and athletes to post video,
giving fans first person access. Connect with fans instantly with Instagram
Stories, where you can string together video and photos to create an engaging
visual story that fans will love. The most engaging stories are made in the
moment, giving fans a window into your everyday and using a combination of
videos, photos, and creative tools.
Sports Illustrated
Sports Illustrated took advantage of the excitement around the NCAA Division I
Men's College Basketball tournament held every March by creating a unique and
engaging Instagram experience, with a 32-slide Instagram story using the polling
sticker to pit the teams against each other and have the fans weigh in.
facebook.com/facebookmedia/success-stories/sports-illustrated-uses-instagram-
stories-tools-to-drive-engagement

Protect Your Content
Rights Manager
facebook.com/facebookmedia/solutions/rights-manager
Video has become an important part of the Facebook experience for people around
the world, due in large part to the amazing creativity we’re seeing from all kinds of video
publishers. To provide the best experience for everyone who watches, creates and shares
videos on Facebook, we want to give video publishers the confidence that their content is
protected across Facebook, as well as provide them with increased flexibility and greater
control over the use of their video. Rights Manager is a set of admin and workflow tools
that help you manage and protect your copyrighted content on Facebook at scale. For
detailed information on how to use Rights Manager, see the self-guided educational course
at facebookblueprint.com/student/activity/182065

Unlock Fan Insights and
Measurement on Audiences
Engaging With Your Content
Page Insights
facebook.com/facebookmedia/solutions/page-insights
Whether you're posting photos or running a new promotion, the Insights provided on
your Page can help you make well-informed future decisions about the posts and ads that
best help you reach your audience and goals. Page Insights can help you understand more
about the audience engaging with your content and which content in particular resonates
most with them. Find demographic data about your audience, and see how people are
discovering and responding to your posts. It's easy to access, simply go to your Page and
look for the Insights tab near the top. Keep in mind that Page Insights are most useful for
Pages that have at least 100 fans. Publishers can also use Facebook Analytics to understand
referral traffic coming from Facebook better. This tool includes URL-level reporting that
shows when other Pages and influencers share your posts.

CrowdTangle
facebook.com/facebookmedia/solutions/crowdtangle
CrowdTangle provides publishers with the best tools to identify great content, measure
social performance and identify influencers. We think a wide variety of features within
CrowdTangle can be successful within organizations and teams, particularly:
CrowdTangle makes it easy to use data to inform your work and to help build
and iterate your strategy on Facebook and Instagram, along with Reddit and
Twitter. Yes, we are cross-platform.
• PGA Tour uses our cross-platform report to gameify and incentivize their
golfers to actively post on Facebook and Instagram
• The Chicago Blackhawks use a cross-platform report to identify how their
retail stores compare to other NHL teams.
Using CrowdTangle, you can load in any set of accounts you want across social
and easily see how those accounts are performing compared to each other.
• If you're a sports publisher, you can load in every single competitor and easily
see which accounts have the most interactions, how often they're posting,
their interaction rate, and even which ones are growing the fastest.
• The NFL uses CrowdTangle to monitor all of their clubs', partners',
correspondents', and athletes' accounts to see which ones are doing well and
which ones might need more resources & support.

CrowdTangle can help you surface influential accounts that are sharing your
content.
• Clubs can reach out and develop partnerships with influencers based on
who's sharing their content.
• Tracking a keyword or hashtag can show you who's driving conversation on
social.
CrowdTangle's Visualizations are ways for partners to combine platforms and
easily see in one view what's doing well on social.
• Using Live Displays, real-time visualizations on big screens directly in social
war rooms and on air where reporters, digital teams, sales and marketing, can
easily see what's happening around an events such as Super Bowl, World Cup,
or Wimbledon.
• PGA Tour's Commissioner uses the Live Displays to keep track of where their
golfers sit compared to all athletes on a big screen.
• UEFA used visualizations during Finals & Champions League.
Learn more about CrowdTangle at crowdtangle.com/resources.
CrowdTangle
CrowdTangle has helped the Colts distribute ideas to the sales and video teams to
understand and retain partners after the season. The Colts' sales team is using this
data during their pitch process as well as to understand what drives sponsorship.
The Colts receive automated reports via email to help them with ideation and
inspiration around what content works in their market size.
facebook.com/facebookmedia/blog/how-crowdtangle-became-the-colts-12th-
man

Partner Resources
Media Portal7
Explore how public figures and media organizations are using Facebook in
extraordinary ways.
Publisher and Media Help Center8
Find detailed answers to all your Facebook publishing questions.
Media Partner Portal for operational & technical requests9
This is a one-stop Facebook and Instagram support channel that allows you to
report technical issues to our operations team directly. Please reach out and
provide your personal Facebook profile URL and business email address if you
do not currently have access so we can register you into the system.
Sports publishing on Facebook10
Join the conversation with us in our Sports Group on Facebook.
Join our CrowdTanglers Group11
Join fellow Crowdtanglers on Facebook. It’s fun and informative.
Facebook Media Blog12
Stay informed about the latest Facebook tools and features through our
Media Blog.
7 facebook.com/facebookmedia
8 facebook.com/help/publisher/1646684448684000
9 facebook.com/facebookmedia/support
10 facebook.com/groups/sportspublishing
11 facebook.com/groups/crowdtangle
12 facebook.com/facebookmedia/blog

People come to
Facebook every day to
connect with stories
from creators
and publishers that
they love.
By investing in your content strategy, you can create
engaged, loyal fans and take the next step in building
your video business on Facebook by monetizing your
content and growing revenue streams.
D r i v e R e v e n u e2

With Facebook you can drive tune-in, brand awareness, tickets sales, acquire new fans and
customers, distribute branded content that features or is influenced by a business partner,
and more. Read more about how to drive revenue in the “Solutions Across the Funnel”
section of this playbook.
Implement the toolkit
Add the Facebook pixel to your website, the Facebook SDK and App Events to your mobile
app or Messenger presence and Offline Conversions for your store in Business Manager.
These tools enable you to measure, target and optimize your campaign based on data from
your website, store and app.
Get started with the Facebook pixel
facebook.com/business/help/651294705016616
To learn more, visit the Facebook pixel1
page and take our Facebook Pixel
Blueprint eLearning course2
.
Get started with the Facebook SDK and App Events
developers.facebook.com/docs/apis-and-sdks
developers.facebook.com/docs/app-events
To learn more, visit the Facebook SDK page3
.
Get started with offline conversions:
facebook.com/business/help/www/1782327938668950
To learn more, visit the Facebook Offline Conversions page4
.
1 fb.me/implementpixel
2 fb.me/learn_pixel
3 fb.me/sdksetup
4 facebook.com/business/learn/facebook-offline-conversions

Understand your audiences
Determine who you want to reach and how you want to connect with them. For example,
you may want to set up different campaigns for potential customers versus high lifetime
value customers. With this segmentation, you can tailor your ad campaigns, creative and
messages to what resonates with them.
Use Facebook IQ5
and Audience Insights6
to dive deeper into the demographics, location,
interests, or purchases patterns of your current and potential customers. With this
information in your back pocket, you can further craft your campaigns. Use ads reporting
and Facebook Analytics to understand the customer journey, based on event data collected
from the Facebook pixel, SDK or Offline conversions and leverage those learnings to
optimize your campaigns.
Set up for measurement
When planning any successful marketing campaign, you need to consider key metrics for
success. Did your ad campaign drive awareness for your brand? Did it drive additional ticket
or merchandise sales on your website? Did it increase foot traffic to your store? To answer
questions like these, we have a suite of people-based measurement tools that will help you
measure the true value from your ad campaigns—no matter the objective. Learn more
about Facebook's measurement solutions7
.
5 facebook.com/iq
6 facebook.com/ads/audience-insights
7 facebook.com/business/measurement

Major Tools
We have tools to help you through the process of planning your campaign.
Blueprint (fb.me/blueprint): recommended eLearning courses to quickly bring you up to
speed on our platforms and terminology.
• Welcome to Marketing on Facebook: Learn why Facebook is the place for
advertisers and businesses to connect with real people and build connections.
See how successful brands leverage the relationships built on Facebook to
drive real business results.
Campaign Planner (facebook.com/ads/planner) to create, compare, and share media plans.
Facebook IQ (insights.fb.com) provides marketers with insights and research to help
understand people across generations, geographies, devices and time.
Audience Insights (facebook.com/ads/audience-insights) to learn more about your key
audiences.
Creative Hub (facebook.com/ads/creativehub) to be inspired by best in class creative,
explore formats and mock-up and share ad concepts.
Facebook Marketing Partners (facebook.com/business/marketing-partners) are a global
community of trusted, third-party solutions providers. Once you've started advertising on
Facebook, you may be interested in ways to take your campaign performance to the next
level. All partners design their products and services with the goal of reducing complexity
and increasing efficiency. Whether you are trying to scale up activity, reach new audiences,
or free up in-house resources, we can help you find a partner that excels at addressing your
needs.

Facebook's family
of apps and services
allows you to connect
with the fans who
matter in unique ways.
3
While delivering innovative content that your fans
care about, you can help realize real business results
through personalized and scalable marketing solutions.
S o l u t i o n s A c r o s s t h e F u n n e l

Awareness
Drive Tune-In or Increase Awareness
Increase awareness of your brand or drive audiences to tune-in for a big
game or throughout the season. Whether you’re promoting a specific game
or putting out a custom piece of content, make sure you’re building the right
creative, immersive campaigns that deliver results and appeal to both your core
and persuadable audiences.

Toolkit
Objective
Brand Awareness1
, Reach2
, Video Views3
.
Placements
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories, Messenger,
Audience Network In-stream video
Buying type
Reach and Frequency: Reach and frequency helps you tell your business' story
in a highly predictable and effective way, so you can control how often people
see your ads and even the order they see them in. To learn more, take our
Reach and Frequency Blueprint eLearning course4
.
TRP: TRP buying allows advertisers familiar with TV campaigns plan and buy
video campaigns using Nielsen-verified Target Rating Points (TRPs) on Facebook
and Instagram. To learn more, take our Facebook and TV Blueprint eLearning
course5
.
Targeting
Core Targeting: Reach people based on demographics, interests and behaviors. Use de-
tailed targeting to reach people based on characteristics of your current customers.
Drive Tune-In among people who have viewed your videos: Use Custom Audiences to
encourage your existing customers to tune-in.
Find people who look like your best customers: Use Lookalike Audiences to acquire new
customers who look like your existing customers.
1 fb.me/brandawarenesshelp
2 fb.me/reachobjective
3 fb.me/videoviewsads
4 fb.me/rf-buying-course
5 fb.me/fb-and-tv-course

Optimization
Optimize for brand awareness, impressions, reach or video views.
Optimize for ad recall: Show ads to people who are more likely to recall
seeing them and help drive your brand or product's awareness with your target
audience.
Optimize for video views: Deliver your ads to people likely to watch your video
To learn more, take our Video Views Blueprint eLearning course6
.
Optimize for reach: Maximize the number of people who see your ad in a given
timeframe delivering toward the most efficient reach available.
Ads Formats
Consider visual formats in Facebook and Instagram feed like image7
, video8
, and carousel9
.
You can also consider using Instagram Stories10
to tell your brand story. To learn more, take
our course on Carousel ads11
and use this guide (fb.me/videoaspectratio) with the latest
video ad specs across our platforms.
Destination
Canvas12
: Allow people to further explore your brand story through a Canvas
without leaving Facebook or Instagram. To learn more, take our Canvas
Blueprint eLearning course13
.
Website or App: Send people to your mobile-optimized website or app to learn
more about your business.
6 fb.me/video_views
7 facebook.com/business/learn/facebook-create-ad-photo-ads
8 fb.me/video_ads
9 fb.me/carousel_ads
10 business.instagram.com/a/storiesads
11 fb.me/carousel-course
12 fb.me/buildcanvas
13 fb.me/learncanvas

Measurement
Choose from the following measurement tools to evaluate the performance of your
campaign:
Brand Lift: Facebook, Nielsen and Millward Brown Brand lift works across
Facebook and Instagram to measure brand awareness, impact and ad recall—
the metrics that ultimately help you reach your business objectives.
Cross-Platform Brand Lift: For marketers running video ads on both TV and
Facebook, Cross-Platform Brand Lift allows you to measure the brand impact of
your ad campaigns on both Facebook and TV, as well as the incremental impact
of both platforms working together — all in a single report.
Ads Reporting - Estimated Ad Recall Lift: Predicts how likely an ad is to
increase lift in ad recall. It's a proxy that helps pick winners among a set of
creative assets or target audiences for a particular campaign and is correlated
to ad recall lift.
Split Testing: Split testing helps you test your Facebook ads and identify new
best practices to inform your advertising strategy. Use Facebook split testing
to learn which creative, audience, delivery and placements are best for meeting
your marketing objectives.

T I P S
Content consumption on mobile is frequent and fast - consider driving tune-in
excitement in under 15 seconds or less in feed to match people's behavior.
A D D I T I O N A L T O O L S
Beyond ads, we offer additional tools to drive awareness of your brand.
Your Facebook Page represents your brand anywhere it appears across the
Facebook family of apps and services. Here is how you can get the most out of
this free mobile presence.
NHL
To draw viewers for the 2017 Stanley Cup playoffs, the hockey league targeted
sports fans and tailored the ads to the audience’s team affinity and location,
leading to an 11-point increase in intent to watch.
facebook.com/business/success/nhl
Major League Soccer
The first division professional soccer league for the US and Canada used a
Facebook brand lift study to determine the impact of its mobile-optimized
video ads, which drove a 24-point lift in intent to watch the championship.
facebook.com/business/success/major-league-soccer

Consideration
A C Q U I R E C U S T O M E R S F O R Y O U R A P P
Mobile apps can bring ongoing value to businesses,
especially when the right people download them.
However, not every person who installs an app will
take action. In fact, as of 2016 only 12% of mobile app
users on average returned to an mobile app within
seven days after installing it14
. Therefore, the business
challenge is not just app discovery, but app discovery
by the types of customers who will engage with your
app over time.
14 eMarketer, "Are mobile users returning to apps after trying them out?," Jun 2016

Toolkit
Objective
App Installs 15
Placements
Facebook feed, Instagram feed, Instagram Stories, Messenger, Audience Network
Buying type
Auction16
To learn more, take our Ad Auction and Delivery Blueprint eLearning17
.
End-to-end Solution
Mobile app ads: Encourage valuable customers to install and visit your app.
Targeting
Grow your app with your existing customers: Use Custom Audiences18
to
encourage your customers to install your app. To learn more, take our Custom
Audiences Blueprint eLearning course19
.
Find people who look like your best customers: Use Lookalike Audiences20
based on your App Event data to acquire new customers who look like your
existing customers. To learn more, take our Lookalike Audiences Blueprint
eLearning course21
.
15 fb.me/appinstallads
16 fb.me/costofads
17 fb.me/ad-auction-delivery-course
18 fb.me/customaudiences
19 fb.me/learnCA
20 fb.me/lookalike_audiences
21 fb.me/lookalike-audiences-course

Optimization
We offer different optimization models to help you achieve the outcomes you care about.
App Installs: Ensure your ads are delivered to people likely to install your app.
To learn more, take our Mobile App Installs course22
.
Value Optimization: Ensure your ads are delivered to people likely to be more
valuable to your business.
App Event Optimization: Ensure your ads are delivered to people likely to take
specific actions in your app.
Ads Formats
Use visual formats like video, carousel and Instagram Stories to showcase your app.
Destination
Send people to the App Store or Google Play to install your app.
Measurement
Use the following measurement tools to evaluate the performance of your mobile app ad
campaign:
Facebook ads reporting: Measure people-based metrics for ads served on
Facebook, Instagram, Messenger and Audience Network. Create and export
reports via Ads Manager and Ads Insights API to see your most important ad
metrics and learn how you’re reaching your business goals.
Split testing: Split testing helps you test your Facebook ads and identify new
22 fb.me/learninstalls

Conversion Lift: Measure the true impact Facebook ads have on real people.
Use Conversion Lift to determine the incremental sales and conversions from
people reached by your ads across the Facebook family of apps and services.
Test and Learn: Test and Learn helps you define which strategy is most
effective for reaching your advertising goals across the Facebook family of apps
and services. Simply choose the question you want to answer and Test and
Learn will let you know which measurement test to run. The tests are simple to
set up and provide clear results to help you optimize your next campaign.
Attribution: Use people-based attribution models to help advertisers
understand how your campaigns drive cross-device conversions across your
media spend.
Mobile Measurement Partners: Understand how Facebook drives installs and
revenue for your app compared to other ad networks.
T I P S
When running app install campaigns, optimize for App Events or value to ac-
quire customers who will be valuable to your business and keep coming back.
Beyond ads, we offer additional tools to acquire customers of your app.
• Add a CTA to your Facebook Page: Drive Page visitors to take action in your
app.
8fit
The fitness app ran its awareness campaign on Facebook, Instagram and
Audience Network, reaching significantly more people than it did with
Facebook alone and increasing in-app sales by 6%.
facebook.com/business/success/8fit

A C Q U I R E C U S T O M E R S W I T H I N T E N T V I A . L E A D F O R M S
One of the most effective ways of growing your
business is to expand your customer base. At a time
when attention is a scarce commodity, marketers have
to not only find potential customers, but also make it
as easy as possible for them to get more information,
and to share information about themselves. Once
you've established a customer connection, you can
start to build a relationship with them and drive your
business goals.

Toolkit
Objective
Lead Generation
Placements
Facebook feed, Instagram feed, Instagram Stories
Buying type
Auction
End-to-end Solution
Lead ads: Let people demonstrate interest in a product or service through a
native form experience on Facebook and Instagram. To learn more, take our
Lead Generation Blueprint eLearning course23
.
Dynamic lead ads: Automatically reach customers based on actions they have
taken on your site, and natively acquire their information by directing them to a
pre-filled form, rather than to your website.
23 fb.me/learnleadads

Targeting
Acquire new customers: Build a seed list of valuable customers based on your
Facebook pixel, SDK, offline conversion data or upload a customer list and use
Lookalike Audiences to find people who look like your best customers.
Retarget people who engaged with your form: Use Engagement Custom
Audiences to retarget people who engaged with your lead ad campaign and
didn't convert.
Optimization
Optimize for leads: Deliver your ads to people in your target audience more
likely to complete your form.
Ads Formats
Use video, carousel, image or collection24
to create context around what you have to offer,
or what you want people to sign up for. To learn more, take our collection course25
.
Destination
With lead ads, you can send people to your form on Facebook or Instagram where they
can sign-up or request more information from your business. With your form, make sure to
keep it as simple as possible to prevent drop-off.
24 fb.me/collectionads
25 fb.me/collection-course

Measurement
Facebook ads reporting: Use Facebook conversion reporting to measure how
many people completed your form.
Split testing: Split testing helps you test your Facebook ads and identify new
T I P S
Lead ad forms are customizable, so you can acquire the right information from
your prospective customers.
• Higher intent: Add friction in the form to generate higher intent submissions
including review information and slide to submit
• Context cards: Offer more details on the information people are signing up
for (i.e. if generating newsletter customers, explain what type of content your
emails have)
• Custom disclaimers: For advertisers that have extra data usage restrictions,
this requires people to respond to an email before any marketing can happen
• Custom thank you: Enable your customers to find out more about you by
providing brochures or white papers, or even allowing them to click to call
your business straight from the thank you screen
Beyond ads, we offer additional tools to generate leads.
• Add a CTA to your Facebook Page: Encourage Page visitors to contact you
by adding a button to your Page

Milwaukee Bucks
The professional basketball team used
lead ads to identify people interested in
purchasing season ticket packages, resulting
in a 36X return on ad spend.
facebook.com/business/success/milwaukee-
bucks
Real Madrid
The legendary Spanish football team lowered its
cost per lead by 70% with a tactical Facebook
campaign.
facebook.com/business/success/real-madrid

A C Q U I R E C U S T O M E R S W I T H I N T E N T V I A M E S S A G I N G
Messaging is the fastest growing form of
communication and has become the preferred
method for people to connect with businesses.
Whether your customers want to learn about a new
product or need to resolve an issue, messaging can be
used to tailor your interactions to meet their specific
needs—and get closer to your business goals, one
conversation at a time.

Toolkit
Objective
Messages, Traffic, Conversion
Placements
Facebook feed, Instagram feed, Messenger
Buying type
Auction
End-to-end Solution
Click-to-Messenger ads: Give your business a fast and convenient way to
generate leads, answer questions, drive transactions and offer support.

Targeting
The first step to creating a successful campaign is choosing who you would like to
communicate within Messenger.
Start by creating an audience that will help you reach your objective:
Generate leads for new customers: Use detailed targeting26
or create a
Lookalike Audience27
of people similar to your existing customers.
Follow up with people who have already shown interest in your business:
Create a Custom Audience based on actions they’ve taken on Facebook28
or
your website, such as watching a promotional video or completing a lead form.
Re-engage people who have previously taken an action with your business
in Messenger: Create a Custom Audience made up of people who have already
messaged with you using App Events29
.
No matter what the objective of your campaign is, make sure to build your targeting
strategy around reaching the right people.
Optimization
Optimize for message replies: Deliver ads to people in your target audience
who are most likely to reply to your messages.
26 facebook.com/business/help/633474486707199
27 fb.me/lookalikeaudience

Ads Formats
Use carousel, image, video, or slideshow30
to showcase what you have to offer and entice
people to send a message.
Destination
Send people to Messenger to start a conversation.
Measurement
Facebook ads reporting: Track Messenger engagement (i.e. cost per
messaging conversation) in Ads Manager. If your Messenger experience ends
in a Facebook pixel-enabled web view, measure with ROI in Ads Manager using
pixel conversions31
. If your business collects offline data, measure with offline
conversions. If you want to measure an action within a Messenger conversation,
use App Events to tag actions.
T I P S
Here are 5 tips to improve your next click-to-Messenger campaign.
facebook.com/business/m/one-sheeters/improve-click-to-messenger
Beyond ads, we offer additional tools to generate leads.
• Add a CTA to your Facebook Page: Encourage Page visitors to contact you
by adding a button to your Page
30 fb.me/slideshow_ads

A C Q U I R E W E B S I T E A N D M O B I L E A P P V I S I T O R S
Growing your website and app traffic can help you
acquire new, valuable customers. Generate intent for
your brand, products and services so your lower funnel
campaigns can efficiently convert intent into sales.

Toolkit
Objective
Traffic, Conversions
Placements
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories, Messenger,
Audience Network
Buying type
Auction

Targeting
There are many ad targeting options you can use to generate demand and sales for your
products or services.
Reach new customers: Use detailed targeting to find people similar to your
existing customers.
Only reach potential valuable customers: Use value-based lookalike audiences
to find people in your target audience likely to drive the most value for your
business.
Optimization
We offer a variety of optimization models to help you achieve the outcomes you care
about.
Optimize for landing page views: Optimize the delivery of your ads to people
in your target audience likely to click on your ad and view your landing page.
Optimize for conversions: Optimize the delivery of your ads to people in your
target audience likely to convert.
Ad Formats
Use Instagram Stories, video, carousel or collection to showcase your products or services.

Destination
Your destination may depend on where your target audience is in the purchase journey.
Canvas: You can direct your audience to a Canvas to further explore what you
offer without leaving Facebook or Instagram.
Website or App: You can also direct them to a mobile-optimized website or
app to complete their purchase. We recommend sending people to specific
product pages on your website or app, or at least the relevant product category
page.
Measurement
Facebook ads reporting: Use Facebook ads reporting to measure online and
offline conversions based on people-based metrics for ads served on Facebook,
Instagram and Audience Network. Create and export reports to see your most
important ad metrics and learn how you’re reaching your business goals.
T I P S
Use engaging creative optimized for mobile to capture attention and drive
action.
Beyond ads, we offer additional tools to acquire customers of your app.
• Add a CTA to your Facebook Page: Drive Page visitors to take action on your
website or app.

Conversion
D R I V E M E R C H A N D I S E O R T I C K E T S A L E S O N L I N E
As people discover information, products and
experiences across mobile, marketers need to
understand the new ways people are showing
interest in a product. Marketers now have access to
a spectrum of intent signals to generate demand,
sales of their products and services no matter where
their customers are in the purchase journey. Ads on
Facebook, Instagram, Messenger and the Audience
Network leverage the power of data and machine-
learning to drive discovery and sales of your products.

Toolkit
Objective
Event Attendance, Ticket Sales
Placements
Facebook feed
Buying type
Auction
End-to-end Solution
Event ads: Promote and sell tickets for your upcoming events to people likely
to attend32
.

Targeting
Drive demand and sales for your events: Use detailed targeting to reach
people and fans who have responded to your events or friends of people who
have responded to events.
Optimization
We offer different optimization models to help you achieve the outcomes you care about.
Conversion Optimization: Optimize conversions to deliver ads to people
likely to take your desired action on your website, like add a product to cart or
purchase.
App Event Optimization: Optimize for your mobile app events to deliver ads
to people likely to take specific actions in your app, like add a product to cart or
purchase.
Value Optimization: Use the Facebook pixel on your website and identify
the value you want to optimize for and we'll deliver ads to people likely to be
valuable to your business.

Ads Formats
Video, Image
Destination
Your destination may depend on where your target audience is in the purchase journey.
Facebook Page: If you've integrated with a ticketing partner, fans can purchase
without leaving Facebook.
Ticketing Partners: You can also direct people off of Facebook to purchase
directly through a partner.
Measurement
Facebook Ads Reporting: Use Facebook conversion reporting to measure
online and offline conversions based on people-based metrics for ads served on
Facebook, Instagram and Audience Network. Create and export reports to see
your most important ad metrics and learn how you’re reaching your business
goals.

T I P S
Add an offer to your ad to encourage people to visit your website or app to purchase.
Beyond ads, we offer additional tools to drive discovery and sales of your products and
services across the Facebook family.
• Add an Events section to your Facebook Page
Drive awareness for upcoming events. If you've integrated a ticketing partner,
fans can purchase directly from your Facebook Page.
• Track events on your Page with Events Insights
Use this dashboard to track analytics for your upcoming events.

Portland Trail Blazers
The professional basketball team used
existing customer data to target a series
of video, carousel and link ads to people
interested in purchasing single-game tickets,
scoring a 21X return on ad spend.
facebook.com/business/success/portland-
trail-blazers
Oakland Raiders
The football team’s official store for Oakland
Raiders merchandise delivered special holiday
season offers to fans through carousel and link
ads, resulting in a 19X return on ad spend for its
“Holiday Savings” headwear promotion.
facebook.com/business/success/oakland-raiders/

Branded Content
Monetize your premium video content on Facebook
by taking advantage of products to help grow your
audience reach and achieve business results.
Branded Content
We define branded content as a creator or publisher's content that features
or is influenced by a business partner for an exchange of value. Our policies
require creators and publishers to tag their business partners in their branded
content posts. When tagged, a business partner will be notified and be able
to see high-level performance insights as well as have the ability to share the
post to their Page and put additional spend behind it. Branded content posts
can be recognized by seeing 'Paid' within the post just underneath the 'with'
tag that identifies the business partner. Creators and publishers will continue
to be responsible for complying with any relevant advertising regulations in
their markets - including providing necessary disclosures that indicate the
commercial nature of the content that they post.
If the branded content tool is not available on a creator or publisher's Page,
they can submit an application at this link to gain access to the tool. Once
eligible, Pages who wish to share branded content need to adhere to our
policies and use the branded content tool to tag their business partners in
posts.
For more information on how to get started with branded content, please visit
our Help Center at fb.me/branded_content.

Branded Content Formats
Photos, Videos, Links, Text, Instant Articles, 360 videos, Live, Slideshow, Canvas,
Carousel
Wimbledon BC
Watched by a global audience, Wimbledon is the iconic Grand Slam tennis
tournament played out annually in south-west London. For the 2017
Championships, Wimbledon set out to deliver compelling content that would
engage and excite its Facebook fans, while delivering great value for brand
partners keen to innovate.
facebook.com/facebookmedia/success-stories/wimbledon_BC

Best Practices
Overview
Learn about the various tools you can leverage to build
brand awareness and drive results.
A d d i t i o n a l R e s o u r c e s4

Brand Best Practices
fb.me/brand-best-practices-course
Facebook's platforms are great places to raise brand awareness. This course
will show you how successful integration of Facebook's tools can build brand
awareness and ensure your message reaches your desired audience.
How to Drive Action Online, in Stores, and in Mobile Apps
fb.me/drive-actions-course
Whether you're driving sign-ups on your website, sales in store, or installs for
your mobile app, this course will introduce you to the products that can help
drive your business objectives.
Successful Campaigns
fb.me/businesssuccess
Have you ever wondered what makes a successful Facebook campaign? In this
course you will have access to some of the possibilities, as well as learn how
campaign goals play a vital role in many Facebook success stories.
1
2
3

Advertising on Facebook
facebook.com/business/help/337584869654348
This beginner's guide to advertising is designed as a tool for advertisers who are
just getting started with Facebook, or who need a tactical overview of brand or
direct response advertising, and how our platform works.
Introduction to Facebook Pages
facebookblueprint.com/student/activity/170278
Having a Facebook Page is an important step in creating an online presence for
your business. Learn how Pages can help you easily connect and communicate
with customers — anytime, anywhere. Understand the importance of your
business' presence on Facebook, especially on mobile. Learn how to post
content that engages your customers and prompts them to take action.
Bring your Business to Life with Instagram Stories
facebookblueprint.com/student/activity/181787
Learn about Instagram Stories and how they work, understand how to use
Instagram Stories as part of your marketing campaign and explore how
businesses are using Stories and Stories ads to reach their full funnel business
goals.
4
5
6

Creative Considerations
The 4 Pillars of Mobile Creativity
Create for how
people consume
Always design
with your
objective in mind
Test, Learn
and Adapt
Play more!
Use insights as a creative
muse to kick-start creativity and
learn what's working, and what's
not. Integrating a testing approach to
the creative process allows you to
better understand creativity for
your needs.
Mobile is a playground of
creativity. As new ways of sharing
continue to arise - we're all learning
what works (and what doesn't) together.
Creativity is no longer limited to a :30
second TV spot or full-page print ad. On
mobile - let your creativty flourish
and test all of your ideas.
What's
your creative
trying to do - tell
your brand's story?
Showcase your
product?
Mobile is fast,
it's visual and it's
video-first

Branding
Include your brand (or product) early and often
Optimize creative for your objective
Think brand or product first when designing
Frontload your story arc - tell it as soon as you can
59% of mobile-first videos introduced the brand in the first seconds (compared to 38%
of ads with traditional narratives). This results in 2X more lift in ad recall if branding occurs
within the first three seconds. This group is also associated with the highest message recall,
purchase intent results and incremental conversions.1
Length
Create for stories, not seconds
Mobile-first requires a different kind of storytelling
While we recommend videos around :15 seconds for feed, don't confine your
creative idea to a :30 second or :15 second spots - let your mobile storytelling
dictate length.
Mobile-first videos were associated with the highest Aided Recall, message recall, and
purchase intent results. 52% of the total lift driven by video came from impressions that
were short view, or under two seconds.1
1 "Stand Out in Feed - Optimizing Video Creative on Mobile" by Facebook IQ, Dec 2017.
Mobile Feed

Attention
No matter what, make sure to capture attention quickly!
Bring your most exciting frame to the front
Capture attention with branding or text, quickly
Frontload your story arc
People move at the speed of feed - and it only takes a few seconds to make a real impact.
People consume content 41% faster on mobile News Feed than on desktop News Feed,
and recall content at a significantly higher rate.2
Sound
Design for sound off, but delight with sound on
Most people watch videos in feed with the sound off.
Incorporate text overlays, graphics or captions. Stacking type in an eye-catching
way can hook viewers and bring them into your story. You can also use overlays
to add texture and dimension to your videos.
Use visual elements to tell your story and highlight what matters.
62% of mobile-first videos were designed for sound off. Consumers respond to sound-off
design claiming these videos have a clear focal point and they recall more of the message.
This was the group with the highest Aided Recall, message recall, and purchase intent
results.3
2 Facebook internal data, global, March 2017.
3 "Stand Out in Feed - Optimizing Video Creative on Mobile" by Facebook IQ, Dec 2017.
Mobile Feed

Play more!
Tell your story visually and experiment with new creative tools and formats. Mobile is a
creator's dream space - creativity is key to capturing attention and driving results. Mobile is
an environment where the key to success is experimentation, testing and learning.
Surprise and delight people by experimenting with framing
Repurposing creative in new and surprising ways by using animations
Play more with new creative tools
Non-linear story arcs drive results
Strong design elements help make ads stand out - top performing ads have an element
of surprise and stood out against the rest. Consider special effects and unique design
techniques to capture attention.4
4 Canadian Mobile Feed Creative Best Practices 2017, Kantar Insights, ZappiStore.

Branding
Branding is a key element in Stories - get across your brand proposition or product early
and in creative ways.
Generally, we see that creative best practices in feed follow-suit on Stories. There are
however, a few specific differences.
These results indicate that creative best practices that work in Instagram feed also work for
Stories. Enhancements to creative tools and placement optimization that allow advertisers
to repurpose feed ads to Stories can increase adoption and alleviate the needs for separate
creative production.5
Attention
Stories consumption is even faster - messaging should be too.
Consumption of Stories is faster than feed, so using less than the maximum 15 seconds
may increase effectiveness by helping communicate your message across earlier. Include
the brand and key message in the first 3 seconds Top performing Stories ads did a better
job of integrating the branding and key message early, on average, within the first 1.5
seconds of the ad. Stories ads have a maximum length of 15 seconds, however, the top
performing ads were less likely to use that full time, with the average duration of these ads
9.6seconds.5
5 How can marketers create compelling Instagram Stories ads?" by Facebook IQ, Mar 2018.
Mobile Stories

Make it relevant
With less time, need to be more relevant
Relevance is important for Stories ads, and creative features that can help drive purchase
intent in Stories include:
Music
Showing the product with logo
Showing the product in use
Play more!
Play with time and creative elements, with Stories there are even more opportunities for
creativity!
Play with creative features for stories.
Framing
Motion
The smaller amount of time for a piece of Stories content has only increased the
opportunity for creativity and capturing attention.

Sources for Creative Inspiration
facebook.com/business/inspiration/gallery
Use the Creative Hub to bring creative ideas to life.
fb.me/creative_hub
Learn more with our recommended Blueprint eLearning courses
Creative Best Practices
facebook.com/blueprint/courses/category/creative
A successful Facebook campaign allows a brand to share real, authentic
conversations. These courses will show you how using creative best practices
can pull an engaged audience into the conversation.
Winning with Video on Mobile
fb.me/mobile-video-creative-considerations-course
Video consumption is increasing at a drastic rate. Advertisers need to
understand these video capabilities and how best to leverage video to tell their
brand stories. We’ll examine creative considerations for designing video for
mobile.
Creative Hub
fb.me/creative-hub-course
Learn how Creative Hub can help maximize the creative opportunities in
Facebook and Instagram with a new way to create mockups for ads, share them
with anyone and experience the work as though it’s live. You can also look at
what other brands are creating and draw inspiration from their work.
Facebook IQ Creative Effectiveness
facebook.com/iq/advertising-insights/creative-effectiveness
Get the latest insights on creativity and mobile from Facebook IQ, including
studies and resources to help you develop your next thumb-stopping campaign.

Unlock the insights that matter. Facebook IQ offers
powerful consumer and advertising insights.
Facebook IQ
facebook.com/iq

We can help marketers understand people across generations, geographies, devices and time.
People Insights (facebook.com/iq/people-insights)
Understand consumer behavior across generations, geographies, devices and
time.
Advertising Insights (facebook.com/iq/advertising-insights)
Understand the value of measurement and its influence in developing effective
marketing.
Vertical Insights (facebook.com/iq/vertical-insights)
Understand more about the people who matter to you and how to reach them
along their path to purchase.
Moments, Holidays and Events (facebook.com/iq/people-insights/moments)
Explore how people mark holidays, seasons events, and moments on Facebook
and Instagram and how you can enhance these experiences.
Tools & Resources (facebook.com/iq/tools-resources)
Expand your marketing toolkit with tools and resources like Insights to Go to
filter and download stats from Facebook, the Cross Border Insights Finder to
explore new growth opportunities beyond borders, and the Audience Insights
Tool to inspire campaigns that are meaningful to people and drive real results.

Audience Insights Tool (facebook.com/iq/tools-resources/audience-insights)
Facebook Audience Insights gives you aggregate information about two groups of people—
people connected to your Page and people on Facebook—so you can create content that
resonates and easily find more people like the ones in your current audience. Go deeper
with:
Demographics overview
See age and gender breakdowns, education levels, job titles, relationship
statuses and more.
Find out what people like
Learn about people’s interests and hobbies.
Learn about lifestyles
Audience Insights combines relationship status, income, family size and location
to tell you about the types of people interested in your business.

Insights to Go (facebook.com/iq/insights-to-go)
Filter, find and download stats.
Insights to Go makes data more accessible and actionable, by letting you sort the stats you
care about and then download or share them instantly.
Apply filters by the following categories to find relevant stats:
• Region (Markets and Countries)
• Industry (Verticals)
• People (Audiences)
• Seasonal Moments
• Campaign Planning (Media Channels, Facebook Platforms, Ad formats)
Find Facebook stats to fuel your strategy, spark creativity or inform your media
decision-making.
Click on an insights card to download a slide version, share with a client,
colleague or to Facebook, or to explore relevant articles.

Once you've started advertising on Facebook, you
may be interested in ways to take your campaign
performance to the next level. Facebook Marketing
Partners are a great resource to help you do more. All
partners design their products and services with the
goal of reducing complexity and increasing efficiency.
Whether you are trying to scale up activity, reach new
audiences, or free up in-house resources, we can help
you find a partner that excels at addressing your needs.
Facebook Marketing Partners

Who are Facebook Marketing Partners?
Facebook Marketing Partners are a global community of trusted, third-party solutions
providers. Each partner is ready to tackle the challenges marketers face, providing solutions
that help businesses drive their bottom line. Partners are vetted and certified before joining
the program.
Why use a Facebook Marketing Partner?
Facebook Marketing Partners are a core extension of our team at Facebook. They tackle
big problems with tailored solutions and in the process open up new opportunities for
businesses on Facebook and Instagram. We work to ensure partners offer standards of
quality acceptable to Facebook. Partners build the next generation of tools and services on
our platforms.
What markets do Facebook Marketing Partners cover?
There are 170+ Facebook Marketing Partners operating in more than 45 countries.
Partners range in size and scale from multinational companies with global capabilities to
smaller providers focused on individual markets or regions. Whether you’re global or local,
whatever your marketing challenge, there’s a Facebook Marketing Partner to fit your needs.

What services do Facebook Marketing
Partners provide?
Marketing Partners provide a wide range of services including Campaign Management,
Community Management, Creative Platforms, Feed Management, Lead Ad Platforms,
Measurement, Offline Conversion, and more. For an in-depth look at our partners including
more information on services and client success stories, visit the Facebook Marketing
Partners website (facebook.com/business/marketing-partners/). Below we provide a deeper
look at a few key solutions.
Campaign Management Solutions
Truly scaling and optimizing your ad campaigns can require complex tools and expertise.
Facebook's Ad Technology partners use next-level technology and services to fuel next-level
campaigns. Whether you're looking for a fully managed media solution, licensed software
that gives you greater capabilities, or a hybrid of the two, there's a Facebook Marketing
Partner solution for you.
Key benefits
Build enhanced functionality that goes beyond Facebook's native interfaces
Generate more detailed reporting and insights
Provide training, assistance, and management

Creative & Video Solutions
Creating original, high-quality content at scale is no small task. Partners can help. Facebook's
Creative Platforms partners specialize in helping businesses create more content that
performs better with less effort.
Key benefits
Automate content creation
Quickly produce creative in multiple sizes and formats - including vertical and
short form video
Crowd source design from a global network of creators
Leverage high-converting user-generated images
How can I find a Marketing Partner for my needs?
To get started finding a best-in-class partner, use the Facebook Solutions Explorer:
facebook.com/business/solutions-explorer

To help ensure we’re creating the best experiences for people on our platforms, and to help
facilitate better engagement and retention, we have some guidelines:
Advertising Principles
newsroom.fb.com/news/2017/11/our-advertising-principles
These are the principles that guide our decision making when it comes to
advertising across the Facebook family.
Limit Text Overlay in Image Ads
In order to keep ads as high quality and engaging as possible, our Ad Policy
restricts how much text can be included in the photo or thumbnail of an ad. To
avoid receiving an ad text warning, follow these guidelines at fb.me/textpolicy.
Brand Assets
Before using Facebook or Instagram branded assets in your ads, always refer to
our Brand Assets Guide. The following sites let you download the proper assets
and provide info on how to use them at facebookbrand.com, instagram-brand.
com.
Facebook ad policies aim to keep our platforms safe
for people to connect with friends and businesses.
Facebook Ad Policies

Branded Content
fb.me/branded_content
Branded content on Pages is content originating from a Page owner that
features third party products, brands, or sponsors that are different from the
Page owner. When posting permitted branded content integrations, Pages must
use the Branded Content tool to tag the featured third party. Branded content
on Pages is only allowed from Verified Pages.
Ad Review
We review ads before they go live and this process can take up to 24 hours. If
you feel your ad has been in review for too long, reach out to your Facebook
contact or visit fb.me/adpolicies for help.
To learn about all the ad policy requirements, read our Advertising Policies at facebook.
com/policies/ads and take our Ad Policies for Content, Creative, and Targeting course at
fb.me/learnpolicies.

Learn about troubleshooting common delivery issues
Trouble Shooting

Budget
Give the system room to optimize for your business KPIs over clicks. Ensure
you have adequate budget to allow the system to learn and optimize for
conversions over clicks.
Targeting
Make sure your audience is sufficiently large so our system can optimize
delivery. Also, be sure your audiences do not overlap at the account, campaign,
ad set or Page level. Visit fb.me/audienceoverlap to learn more.
Relevance Score
A low relevance score on your ad indicates that your content is not faring
well with your audiences. A low relevance score will also impact your delivery
negatively, and indicates that you should try different creative or target a
different audience. Visit fb.me/relevancescore to learn more.
Invalid Pixel
Check that your pixel is installed on the page correctly and you are receiving
data. You can download the Facebook Pixel Helper for Google Chrome to see if
your pixels are firing properly. Download at fb.me/pixel_helper.
To learn more, visit the Facebook Advertiser Help Center1
, Facebook Ads Guide2
and
Facebook Advertising Tips3
.
1 facebook.com/business/help
2 facebook.com/business/ads-guide
3 fb.me/tipsforads

Learn about troubleshooting common delivery issues.
More Tools – Stay Connected

Client Support Portal
Have questions about your Facebook Ad? Submit your question to our client solution team
at facebook.com/business/clientsupport and we’ll respond within 1 business day.
Facebook Blogs
Facebook Business News Blog
facebook.com/business/news
Instagram Business News Blog
business.instagram.com/blog
Facebook IQ Blog
insights.fb.com/blog
Product and Business Marketing Update Newsletter
Stay informed about the latest Facebook tools and features for business with our Product
and Business Update Newsletter at fb.me/productnewsletter.
Blueprint Pages
Stay up-to-date on new courses, course updates, how-to videos, tips and tricks, and success
stories.
Facebook Page
facebook.com/facebookblueprint
Instagram Account
instagram.com/facebookblueprint

Recipe Cards
5

Campaign
Objective
PlacementsBuyingtipeTargetingOptimization
Creative
Formats
DestinationMeasurementToolkit
Brand
Awareness
Facebookfeed
Reach&
Frequency
Lookalike
Audiences
Optimizeforad
recalllift
VideoAds
(Facebook,
Instagram,
Messenger,
Audience
Network)
CanvasBrandLift
Mobile-first
creative
Reach
Facebook
Marketplace
TRP
Custom
audiences
Optimizefor
reach
Collection
(Facebook,
Instagram)
Website
EstimatedAd
RecallLift
VideoviewsInstagramfeedCoreaudiences
Optimizefor
videoviews
In-stream
(Audience
Network)
MobileApp
Cross-Platform
BrandLift
Instagram
Stories
Carousel
(Facebook,
Instagram,
Messenger,
Audience
Network)
AppStoreor
GooglePlay
AdsReporting
Messenger
Instagram
Stories
(Instagram)
Messenger
presence
Splittesting
Audience
Network
DRIVETUNE-IN

Campaign
Objective
PlacementsBuyingtipe
End-to-end
solution
TargetingOptimization
Creative
Formats
Appinstalls
Facebook
feed
Auction
Mobileapp
ads
Custom
Audiences
AppInstalls
VideoAds
(Facebook,
Instagram,
Messenger,
Audience
Network)
AppStoreor
GooglePlay
AdsReporting
FacebookSDK
+AppEvents
Instagram
feed
Lookalike
Audiences
AppEvent
optimization
Carousel
(Facebook,
Instagram,
Messenger,
Audience
Network)
Splittesting
Product
catalog(if
applicable)
Instagram
Stories
Value
optimization
Instagram
Stories
(Instagram)
Conversion
Lift
Messenger
Testand
Learn
Audience
Network
Attribution
Mobile
Measurement
Partners
ACQUIRECUSTOMERSFORYOURAPP

Campaign
Objective
End-to-end
solution
Creative
Formats
Lead
Generation
FacebookAuctionLeadAds
Custom
Audiences
Optimizefor
leads
Video
(Facebook,
Instagram)
LeadFormAdsReporting
Facebook
pixel
Instagram
feed
Lookalike
Audiences
Carousel
(Facebook,
Instagram)
Splittesting
Product
catalog(if
applicable)
Instagram
Stories
nstagram
Stories
(Instagram)
Instagram
Stories
(Instagram)
ACQUIRECUSTOMERSWITHINTENTVIALEADFORMS

Campaign
Objective
End-to-end
solution
Creative
Formats
Messages
Facebook
feed
Auction
Click-to-
Messenger
Ads
Custom
Audiences
Optimize
forMessage
Replys
Carousel
(Facebook,
Instagram,
Messenger,
Audience
Network)
MessengerAdsReporting
Facebook
pixel
Traffic
Instagram
feed
Lookalike
Audiences
Video
(Facebook,
Instagram)
FacebookSDK
+AppEvents
ConversionMessenger
Detailed
targeting
Slideshow
(Facebook,
Instagram,
Messenger)
ACQUIRECUSTOMERSWITHINTENTVIAMESSAGING

Campaign
Objective
PlacementsBuyingtipeTargetingOptimizationCreativeFormatsDestinationMeasurementToolkit
TrafficFacebookfeedAuction
Detailed
Targeting
Optimizefor
landingpage
views
InstagramStories
(Instagram)
CanvasAdsReporting
Facebook
pixel
CatalogSales
Facebook
Marketplace
Lookalike
Audiences
Optimizefor
conversions
Collection(Facebook,
Instagram)
Websiteor
App
FacebookSDK
+AppEvents
ConversionInstagramfeed
Value-based
lookalike
audiences
Video(Facebook,
Instagram,Messenger,
AudienceNetwork)
Offline
Conversions
Instagram
Stories
Carousel(Facebook,
Instagram,Messenger,
AudienceNetwork)
Product
catalog(if
applicable)
Messenger
Audience
Network
ACQUIREWEBSITEANDMOBILEAPPVISITORS

Campaign
Objective
End-to-end
solution
Creative
Formats
Conversions
Facebook
feed
Auction
Dynamicads
(ifyouhave
aproduct
catalog)
Custom
Audiences
Conversion
optimization
Collection
(Facebook
feed,
Instagram
feed)
Canvas
(Facebook,
Instagram)
AdsReporting
Facebook
Pixel
Catalogsales
Facebook
Marketplace
Lookalike
Audiences
Value
optimization
VideoAds
(Facebook,
Instagram,
Messenger,
Audience
Network)
WebsiteSplittesting
FacebookSDK
+AppEvents
Instagram
Feed
Detailed
Targeting
AppEvent
optimization
Carousel
(Facebook,
Instagram,
Messenger,
Audience
Network)
MobileappConversion
Lift
Product
catalog(if
applicable)
Instagram
Stories
Instagram
Stories
(Instagram)
AppStoreor
GooglePlay
Testand
Learn
Messenger
Messenger
presenceAttribution
Audience
Network
DRIVEMERCHANDISEORTICKETSALESONLINE

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