1. Audiences
1.1. Audience Targeting
1.1.1. Location
1.1.2. Age
1.1.3. Gender
1.1.4. Language
1.1.5. Detailed Targeting
1.1.5.1. Demographics
1.1.5.2. Interests
1.1.5.3. Behaviors
1.1.6. Custom Audience
1.1.6.1. Website
1.1.6.2. Custom File
1.1.6.3. Engagement on Facebook
1.1.7. Look a Like audience
1.2. Audience Insights
1.2.1. Everyone Facebook
1.2.2. Facebook Page
1.2.3. Custom Audience
2. Ad Types
2.1. Page Post Engagement
2.1.1. Objective
2.1.1.1. Increase Engagement with post
2.1.1.2. Test Target Audiences
2.1.2. Optimize
2.1.2.1. Test Organic before Paid
2.1.2.2. Test Headline, Description, and Images
2.1.3. Targeting
2.1.3.1. Look a like Audience
2.1.3.2. Retargeting
2.2. Page Likes
2.2.1. Objective
2.2.1.1. Increase Page Like for Brand, Product, etc
2.2.1.2. Social Proof and Followers
2.2.2. Optimize
2.2.2.1. Contest - Like page to enter contest
2.2.2.2. Special Coupon only for Facebook Page
2.2.3. Targeting
2.2.3.1. Interests
2.2.3.2. Look a like Audience
2.2.3.3. Friends of fans
2.3. Clicks to Website
2.3.1. Objective
2.3.1.1. Get most traffic site
2.3.2. Optimize
2.3.2.1. Reach and Frequency
2.3.3. Targeting
2.3.3.1. Broad Interest
2.3.3.2. Demographics
2.3.3.3. Look a like Audience
2.3.3.4. Retargeting
2.4. Website Conversions
2.4.1. Objective
2.4.1.1. Website Conversions
2.4.2. Optimize
2.4.2.1. Optimize for Facebook Pixel Conversion
2.4.3. Targeting
2.4.3.1. Combo of interests, Demographics and Look a like audience
2.4.3.2. Retargeting
2.5. Lead Generation
2.5.1. Objective
2.5.1.1. Get Leads directly on Facebook
2.5.1.1.1. Work great for mobile
2.5.2. Optimize
2.5.2.1. Optimize for leads
2.5.2.2. Split test the Lead Forms
2.5.2.3. Relevancy Metric
2.5.3. Targeting
2.5.3.1. Combo of interest, demo, look a like
2.6. Event Responses
2.6.1. Objective
2.6.1.1. Get more attendance at event
2.6.2. Optimize
2.6.2.1. Sign Ups
2.6.3. Targeting
2.6.3.1. Geo
2.6.3.2. Look A like
2.6.3.3. Interests
2.7. Offer Claims
2.7.1. Objective
2.7.1.1. Boost Sales with Discounts and Promotions
2.7.1.2. Walk-ins
2.7.2. Optimize
2.7.2.1. Offer Claims
2.7.3. Targeting
2.7.3.1. Geo
2.7.3.2. Look a Like
2.7.3.3. Interests
2.7.4. Tips
2.7.4.1. Give substantial discounts and offer
2.7.4.2. Reasonable expiration for offer
2.8. Video Views
3. Campaign Setup
3.1. Audience Targeting
3.1.1. Custom Audience
3.1.2. Location
3.1.3. Age
3.1.4. Gender
3.1.5. Language
3.1.6. Detailed Targeting
3.1.6.1. Demographics
3.1.6.2. Interests
3.1.6.3. Behaviors
3.2. Placements
3.2.1. Automatic Placements
3.2.2. Edit Placements
3.2.2.1. Device Types
3.2.2.2. Platform
3.2.2.2.1. Facebook
3.2.2.2.2. Audience Network
3.2.2.2.3. Instagram
3.2.2.2.4. Messenger
3.3. Budget & Schedule
3.3.1. Daily Budget vs. Lifetime Budget
3.3.2. Schedule
3.3.3. Optimize for Ad Delivery
3.3.4. Bidding
3.4. Ads
3.4.1. Format
3.4.1.1. Carousel
3.4.1.2. Single Image
3.4.1.3. Single Video
3.4.1.4. Slideshow
3.4.1.5. Canvas
3.4.2. Media
3.4.2.1. Images
3.4.2.2. Videos
3.4.3. Page & Links
3.4.3.1. Destination
3.4.3.1.1. Website URL
3.4.3.1.2. Messenger
3.4.3.2. Headline
3.4.3.3. Text
3.4.3.4. Call to Action
3.4.3.5. News Feed Link Description
3.4.3.6. Pixel Tracking
4. Facebook Pixel
4.1. Conversions
4.1.1. Purchase
4.1.2. Lead
4.1.3. Registration