FACEBOOK MARKETING: A-Z Beginner’s Guide

FACEBOOK MARKETING TERMINOLOGIES

Facebook-Terminologies

Facebook Page

This refers to the type of account you create on Facebook for your business. It’s not the account you create by clicking “Sign up” rather it’s created when you click the “create a page” button in your profile.

A page does not stand on its own, a business needs to have a personal user account by first signing up, then create a business page from the personal account’s profile.

Better still as a small business owner who is currently on Facebook, you can simply create a business page from your personal account. Pages are usually created by brands, businesses, and public figures.

Pages being a business platform can access ads and analytics. Pages don’t have friends, they have followers who subscribed to the page by clicking on the “follow button” on the page.

Ad/Ads

Short for advertisement or advertisements

Organic

Advert synonym for the word  “Free”

DM

Direct message into the inbox. As a business page, you can send a message into a particular follower’s inbox.

Profile picture

This refers to the image shows initially as a thumbnail on top of our profile to visitors and followers. It’s usually shown along with your business page’s name on every post and message you create.

Cover Photo

The cover photo is that big image behind your profile image. Not many businesses really know how to truly explore the power of cover photo on their pages.

Insight

This refers to the native analytics engine attached to your page. It’s shown as part of the tabs that make up your page’s profile and it has a lot of information about your audience, your engagement with them, the reach, impressions, and clicks.

Here is where your ad performance and other metrics are measured.

Milestone

Just like it sounds, a milestone is a feature on your page where you have the ability to add landmark occasions like the founding of your business, expansion, IPO, Emergence of a new CEO or important employee, events, etc.

Impression

This is simply the number of people that have your post/advert shows up in their fee. So far it’s displayed on their screen, it’s recorded as an impression even if they do not click on take any action on it.

Geotag

Geotag refers to geographical location tags, which might be the name of an area, shop, city or country. All these can be attached to your post by clicking on the location below the text box.

Having a location attached to your post enables the Facebook algorithm to narrow your post majorly to people living in that environment.

Follower or fan

This refers to anybody who subscribes to receive updates from your page by clicking on the follow button on your page.

Engagement

The likes and reactions, shares, and comments that people make on your posts/adverts. In summary, engagement refers to any action at all that someone makes it beneficial to your post/advert.

Engagement Rate

Now, this is the total number of people that perform an engagement action, divided by the total number of people who actually saw the post. That is;

ER= Engagement/Impression.

Click-Through Rate (CTR)

CTR is a measure attached to the posts/ads that requires people to click through an attached link to another page(either on facebook or on another website).

Click-through rate is the total number of people that clicked on the link and viewed the page, divided by the number of people that saw the post/ad. 

That is, CTR = No of clicks/Impression. If a link has 1,000 views and 10 Clicks, therefore the CTR will be 0.01, or 1%.

Conversion

This is a tracking metric that estimates the number of people who performed your desired objective (Facebook currently has 11 objectives). These objectives could be from driving traffic to your websites, downloads, down to sales.

Conversion Rate

CR is measured by Conversion/CTR. Conversion rate is regarded as the most important metric in measuring the success of any ad campaign

 Boost post

Boost post is that blue button you usually see close to your post which compels you to quickly convert your organic content to an advert. The essence of including this feature on Facebook is to help business owners to quickly convert a post thy already made to an ad campaign without much ado.

But then professional Facebook marketers have reviewed this feature as bait for ignorant business owners to waste money on the advert as it does not seem too effective compared to the Facebook marketing machine itself (Facebook ads manager).

A lot of business owners have been frustrated using this button so I would advise don’t!

 Audience

Organically your page audience is your followers and maybe a few new followers. But in the Facebook ad campaign, things are different and that’s the original essence of the ad platform. In Ad campaigns, your audience is automatically the number of users on Facebook worldwide, but you are now given the privilege to narrow your ads to your desired set of audiences through sex, jobs, location, age range, financial status, etc.

Audience Network

The network of mobile app publishers who have become part of an advertising network for Facebook ads. If you show ads to the audience network, they will be displayed outside of Facebook itself, but inside apps that are approved by Facebook.

A/B Testing

The concept of putting up two identical adverts but slightly different in a few factors. These factors could be the ad images, ad copy or targetted audiences. Marketers are usually advised to test run adverts this way to know which one would have a larger reach. Usually, little fund is put in this system, after getting the result, the winner-ad is now iterated as the primary campaign with a larger budget  Also known as split testing.

Newsfeed

This is the primary feed of content on Facebook. Each user has a customized feed for their profiles where they see on default posts from friends, pages they followed, groups they belong and times some Facebook ads.

Feeds can be sorted between Facebook’s “top stories” algorithm or a more time-focused “most recent” sort.

Pay Per Click (PPC)

This is a model of advert. Here you pay facebook base on the number of clicks. The impressions (number of views) are free but clicks are not. This has been the most common form of advert on facebook in recent times. Another model of advert is Pay Per Action (PPA)  where you pay only for conversions–  This is currently not available on facebook –. But facebook supplement PPA with their advert objectives, which tailor your ads to things like app downloads, traffic, etc. But even at that, this supplement can not still fully replace the power of PPA in the hands of marketers. Read more about PPA here

Cost Per Click (CPC)

This refers to how much you pay facebook each time someone clicks on your ads. Your CPC is calculated by the total amount spent/total number of clicks. Also worthy of note that your PPC is calculated on facebook (the moment the person clicks on your ad)

Cost Per Mille (CPM)

CPM is the universal measurement of ads. For example “a CPM of ₦10,000” means Facebook charged you ₦10,000 for one ad viewed 1000 times. Note: These 1000 times can be 500 reaches (that is 500 persons saw your ad two times which makes it 1000 times/impression). In other words, CPM is the money-measure of your impressions not reach.

Reach

Reach refers to the number of people who see your post. It’s somehow similar to the impression but different in a way that if one person sees your post/ad 3 times you end up having 3 impressions but 1 reach. There are 3 types of impressions. Organic impression- usually your followers but also some page visitors, Viral reach- people who see your post base on the actions of others e.g shares and lastly Paid reach- people who see your post because it was an advert.

Retargeting/Remarketing

This concept is basically to target those who have already engaged with your previous ad campaigns. All you have to do is select retarget from your ad manager and launch a fresh campaign using this category of audience. They have already shown interest in your business in one way or another so they are easy to be converted than an average audience

Page Roles

This refers to when you have more than one profile managing a Facebook page. The major administrator can decide to add more people to help manage the page. These managers have their specific roles and that could be administrators, editors, moderators, advertisers, analysts, etc.

Story

Facebook stories are short user-generated photo video or any content that has a life span of 24 hours. After 24 hours it disappears and impressions stop.

To learn more about how you can use stories to power your business on facebook click here (coming soon, stay updated by subscribing to TMG blog here)

Quality Ranking (QR)

This metric compares your ad campaign to competitors’ campaigns that are targeting the same audience as you. Through this, an ad quality score is generated for your campaign.

Engagement Rate Ranking (ERR)

This metric compares your ad campaign’s expected engagement with those of competitors competing for the same auction. From this, a ranking score is generated for your campaign.

Conversion Rate Ranking (CRR)

Knowing what Conversion Rate is, it’s now easy to understand that your CR ranking is a ranking score generated for your campaign after being compared with the CRs of your competitors that are competing for the same audience as you.

Ad Relevance Diagnostics Metrics

According to Facebook, Ad relevance diagnostics replaces the original Relevancy score that was taken down sometimes in march 2019. If the relevancy score is your ‘check engine light’, then Facebook’s diagnostics tool refines the ‘problem’ into the fuel system, ignition system or cooling. I think that this level of certainty will offer to report that’s more actionable for businesses.

Ad Relevancy Diagnostic measures three ad dimensions:

  • Quality Ranking
  • Engagement Rate Ranking
  • Conversion Rate Ranking

Facebook Pixel

This refers to a piece of software (Javascript) code facebook generates for you after launching a campaign. The essence of this pixel is to help track ad performance on your landing page and to calculate the ROI of your campaign. It does this by pinging Facebook Inc for the recording of actions (page views, downloads, check out, etc) each time someone visits the page. 

Pixel also is responsible for your ability to create retargeting/remarketing after a campaign. Pixel code is expected to be embedded in your landing page so it can create a blank 1 ×1 pixel image on the website page.

The facebook ads pixel is sacrosanct to the success of your advert and also your business in general, ensure to get it and insert it properly.

Budget

The most amount you’re willing to spend on each campaign. Either daily or lifetime.

Bid

The bid is the amount of money you choose to pay to get your ad seen by your audience. Choose automatic or manual bidding depending on how you want to pay for your ad.

Ad set

This controls budgeting, scheduling, audience, placement, and optimization & delivery of ads. A bid can be set or modified here.

Ads Manager

Ads manager is the main tool that anchors adverts and their insights. It’s a great tool in the hand of good marketers.

Over to you…

Olympics-over-to-you-thatmedia-guy

Did I leave anything out?

How many of these terminologies do you now understand without scrolling up?

Let’s discuss in the comment section below, I’m glad to hear from you

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