====== Facebook Marketing Tool User Guide ======

===== Features of Each Ad Type =====

==== Single Property ====

      * Display one prominent featured property.  
      * Choose which photos from your Real Geeks site that you would like to display.  
      * Create custom captions for the photos with two descriptive lines of text.  
      * Available fields on the main creative and sub creative fields will pull specific data for the property used.
==== Single Search ====

      * Note: Search URLs cannot be based off of the map search.
      * Display custom search results
          * Select whether you’d like the carousel images to link to “Search Results” or the “Property Landing Page"
          * When editing the main creative for your post, the Available Fields will pull in information about the search you used.
          * When editing the sub creative fields for each carousel, the Available Fields will pull in detailed information for each property.

==== Multiple Search ====

      * Note: Search URLs cannot be based off of the map search.
      * For easy referencing, under each carousel image, the tool will display the search parameters and the short link to each search generated
      * Combine Available Fields with written text in the sub-creatives to accurately describe each search result
          * The main creative will pull in aggregate information from each search
          * Each sub creative will pull in data about that specific search
      * Each image in the carousel will display a map with blue dots signifying where each of the properties from that search result are located
      * If a user clicks on one of the images, it will take them to the search results page from your Real Geeks site for that particular search
      * There must be at least two search links included in the carousel for this ad type.
==== Area / Content Page w/ Search ====

      * Take any area or content page with search from your Real Geeks website and use the URL from that page to create your ad.  
      * This page must have a list of Property Display Search Options configured.
      * Choose to link carousel images to an “Area / Content Page,” “Search Results,” or “Property Landing Page"
      * Choose whether you’d like the Carousel to display images with properties on a map or property images
      * Combine Available Fields with written text in the sub-creatives to accurately describe each search result
          * The main creative will pull in aggregate information from each search
          * Each sub creative will pull in data about that specific search
==== Single Image / Link ====

      * Take any landing page from your Real Geeks website and use that to create an ad.
          * Examples include your Home Valuation Tool, Coming Soon Property Landing Page, etc.
          * The ad content will include the Short URL
          * The tool will automatically pull in the image from the landing page you used
          * You have the option to replace the image if you want to
          * The tool will pull in the Page Title as the Headline and the Page Description below
              * These can both be customized for your ad


==== Multiple Image / Link ====

      * Choose Landing Pages
          * Examples: Search Icon, Map Icon, Home Valuation Icon, Market Trends Icon, Home Page
      * When a lead clicks on one of the images from the carousel it will take them to the landing page for that link
      * There must be at least two links included in the carousel for this ad type.
===== General Information and Settings that Apply to All Ad Types =====


==== Top Main Creative ====
  * This appears above the ad images on Facebook

==== Sub Creative ====
  * This appears as two captions, one for the top line and one for the bottom line of text below the photos.
==== Past Ad Templates ====
  * Ad templates used for previous ads will be saved and can be pulled and reused.  These will be displayed in the top right of the "New Ad" page.
==== Available Fields ====
  * Dynamic fields that will populate property specific information depending on what type of ad you’re creating.
  * By using these, you will be creating dynamic templates that can be used for future ads.
  * Each ad type then has it's own individual "Past Ad Templates.”
  * Each ad template that uses “ Available Fields" will pull in the correct information for the link you're using.
  * For Search Ads, the Available Fields in the main creative correspond to an aggregate of all properties.  The Available Fields for the sub-creative correspond to the individual properties.
==== Images ====
  * **Multiple Images:** Ads that include multiple images will appear in a carousel on site.  This enables views to click right and left to view additional images.
  * **Image Optimization:** Regardless of the number of results from your search, Facebook will rotate through them all, displaying five different carousel images at a time.  It will then optimize your ad by displaying the five properties or images that generate the most attention to your site.
  * **End Card:** Each ad has the option to "Include an End Card with Profile Picture" that will display at the end of the image carousel
  * **Carousel Items:** There must be a minimum of two items included in the carousel.
==== Three Types of Ads/Posts ====
  - **Boosted Post:** This will create a post on the associated Facebook Business Page that also gets delivered to an audience of your choice as an ad.
  - **Ad Only:** This post gets delivered to the selected audience, but it doesn’t get displayed on the associated Facebook Business Page (Note: This posts gets delivered from your Facebook Business page, but it doesn't create a post on that Page's feed)
  - **Post Only:** This post appears in the newsfeed as a post from the associated Facebook Business Page.  It does not include an audience, payment, or length of time and is just like a regular Facebook Post
==== Campaign Options ====
All ads must have these 3 settings configured

         - **Audience:** Select an audience from the drop down menu.  These are pulled directly from the linked Facebook Business Page
         - **Daily Dollar Amount:** This must be greater than or equal to 2.
         - **Number of Days to Run the Ad:** This must be greater than or equal to 2.
**Advanced Options:** These settings are optional
      * **Ad Scheduling**
        * Run ads all the time
        * Or run ads on a schedule
            * Use the schedule grid to select which specific days and times you want to run the ad.  The money you allocate to the ad will only be used during these set times and your ad will only display on Facebook during these times.
      * **Placement**
        * Choose where on the Facebook interface you want your ad or boost to display.  
        * This option only applies to ads and boosts.
             * **Desktop News Feed:** This is visible when Facebook users select "Home" while on their desktop computer and view the Live News Feed.
             * **Mobile News Feed:** This is visible when Facebook users select "Home" while on their mobile device and view the Live News Feed.
             * **Audience Network:** This extends the power of Facebook ads off Facebook.  It targets your specified audience within additional app-based mobile experiences.  For more information, please visit: https://www.facebook.com/business/news/audience-network
             * **Desktop Right Column:** This is the sidebar that displays on the right side of the Facebook          webpage and consists of only advertisements.
===== Dashboard Overview =====

Our strategic goal is to have the ad manager dashboard and reports be a more convenient monitoring interface than the Facebook UI.  For example, our dashboard auto-refreshes click-through rates and leads into the page throughout the day (just leave it open in a browser window) whereas Facebook requires you to manually refresh the page which often takes more than 5 seconds. In the Ads Dashboard, you can see all the ads that are created.

==== Dashboard View ====

  * The design of the product is to provide full visibility and control of the site’s Facebook advertising campaigns
  * All Facebook Tool Admins within the company will be able to see one another’s ads, but they will not be able to take action on another agent’s ad

==== Ad Statuses ====

  * **Archive:** Displays when the ad has already run its timed course
  * **Paused:** Displays when an ad has been placed on hold

==== Replicating Ads ====

From the Dashboard, click upper right hand corner of the Ad, on the green arrows
  * **Additional Ad within Campaign and Create Ad for this Post:** Adds another ad within the campaign to target a different audience, ad spend, schedule, or placement.  This will run the same ad content with different campaign options, meaning audience, daily dollar amount, and length of ad.  Simply save the new campaign options and readvertise.  This is also great for when a previously successful ad has run the length of its course and you want to reuse it.  It delivers the same outcome to Facebook as choosing the “Ad Only” option from the “New Ad / Post” screen.
      * **Create Ad for this Post:** This action delivers the same result as “Additional Ad within a Campaign,” but will trigger for Facebook posts, not ads.
  * **Clone Campaign:** Creates a new campaign using the information and creative content from the original ad. This is great for the Single Search and Multi-Search Ads because it will pull the most up-to-date information.  This enables you to refresh your ads and keep them current with new property data.
  * **Editing Ads:** If you have a previous ad that you want to edit, we recommend pausing that ad, cloning it, and making the desired changes.

==== To View Your Ad on Facebook ====
 From the Ads Manager, click on the link of the ad campaign or the “Likes”, “Comments", or “Shares.”  This directs you right to the ad on the Facebook interface to help you engage with the users


==== Statistics & Analytics ====

**Facebook Pixel:** The Facebook pixel will automatically be added to your Real Geeks site as soon as you create your first ad using the Facebook Tool

**Statistics:** The new tool is using the Facebook Ads API that tracks all the ads stats. It reports directly from Facebook, however it displays the stats that are most vital to monitoring the success of your ad.  Therefore, not all the stats displayed in Facebook are also displayed in the Facebook Marketing Tool

**Likes, Shares, and Comments:**
The numbers at the top of the campaign's reporting box include organic (non-paid) likes, shares, comments from people who did not see the ad (friends, followers). The numbers within the boxes only count likes, shares, comments from people who saw the paid ad and acted on it.  Therefore, the numbers on the top should always be greater than or equal to the ones on the bottom.

Please Note: The application does not track traffic, likes, etc. for ads that were created from outside the app (for example by boosting it).

**Reports:** Automatic Reports get generated each month, and can be broken down by daily performance.
  * Create a report in MM/DD/YYYY format