CitizenNet campaign creation

1. CITIZENNET CAMPAIGN
MANAGEMENT

2. Groups*
CitizenNet Only
Company*
CitizenNet Only
https://www.facebook.com/business/help/433385333434831

3. CORE (PRIMARY)
The core is the main audiences that you want to target.
It can originate from a variety of sources and you can have multiple cores.
If you want to target multiple core audiences, make sure to place them in order of priority as the
system automatically creates waterfall exclusions
Types of Core Audiences:
• Custom Audiences
• Connections
• Interests (Keywords is an analogous term)
• Video View Targeting
Highest priority
2nd highest
(excludes the first)
AFFINITY INTEREST
The affinity interest is generated by CitizenNet’s technology to come up with predicted audiences.
The user selects which core audience to base the Affinity interest off of with this toggle
The Affinity interest can be placed in any order for priority. (Above all core audiences, in between
core audiences, or after core audiences.)
Select a Facebook Page/Twitter Profile that is the most related to your target audience
Faceboo
k/Twitter
Page
interest
interest
interest
CN finds users within our Database who have
interacted* with the Facebook or Twitter page
(Likes/comments/followers/retweets/public timelines
etc.)*
Users are continually being added to the database
Thousands of interests
are generated
CN Database
hundreds of millions of users
CN finds the overlap between
the interests and the Core
and scores & ranks them
Interest GatheringNamed Entity
Recognition
Following - other pages that users follow to
generate interests
ex. Katy Perry
Text Analysis - examine all interactions is
processed to identify other interests
Affinity Interest
(place in any position)
*ex. You could put
Lookalikes after Affinity
CITIZENNET TARGETING &
AFFINITY INTEREST GENERATION
CN selects the
top interests
(Max 400)
Affinity Interests
interest
interest
Interest Scoring
interest
—————————————Data Collection————————————— —————————————Targeting Generation—————————————

4. Creating a Group in CitizenNet
• Name the Group
• Total Spend - Limits the total amount of spend for all the
ads within the group
• Able to pause all ads within a Group
• Add Pixels - Used for conversion tracking. Will be
explained later on.
Social Account - the advertiser
Ex. Live Nation
Ad Account - Clients may have multiple accounts depending on the
department that is running the ad
Ex. Social Department

5. Creating a Campaign Step 1: General
• Information Needed:
Run Dates - How long will the campaign run for
• Optimization goal: defines what actions you want the ad set to
optimize towards. Facebook uses an ad set's optimization_goal to
decide which users should see the ad.
• The default optimization_goal is always tightly associated with the
objective. For example, if the objective is
MOBILE_APP_INSTALLS, the default optimization_goal is
APP_INSTALLS. If you use a different optimization_goal, for
example REACH, Facebook will try to deliver this ad to as many
daily unique users as possible, ignoring how likely those users will
install the application.

6. Creating a Campaign Step 1: General
Run dates:
When do you want the campaign to start and stop
Tracking Pixels:
Used to signal events that happened while the user was
browsing your website like viewing a product, registering or
even adding a product to his cart
Tags
Tags let you organize your campaigns into groups. This is
very useful for reporting and organizing your campaigns
Example: Announce, Presale, Onsale, Closing

7. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
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CORE
The core is the main audience that you want to
target.
It can originate from a variety of sources and you
can have multiple cores.
If you want to target multiple core audiences, make
sure to place them in order of priority as the system
automatically creates waterfall exclusions
Types of Core Audiences:
• Custom Audiences
• Connections
• Interests (Keywords is an analogous term)
• Video View Targeting
AFFINITY INTEREST
The affinity interest is generated by CitizenNet’s
technology to come up with predicted audiences.
The user selects which core audience to base the
Affinity interest off of with this toggle
The Affinity interest can be placed in any order for
priority. (Above all core audiences, in between core
audiences, or after core audiences.)
Select a Facebook Page/Twitter Profile that is the
most related to your target audience
PLACE IN ORDER OF PRIORITY
Highest priority
2nd highest
(excludes the
first)

8. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
Add additional targeting layering that are another
filter on top of the previous step
DMA- Designated Marget Area - is a region where
the population can receive the same (or similar)
television and radio station offerings, and may also
include other types of media including newspapers
and Internet content.
Example:
This includes people who just travelled to this location

9. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
Add additional targeting layering that are another
filter on top of the previous steps

10. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
Add additional targeting layering that are another
filter on top of the previous steps
Placement tells Facebook where you want the ads
to show up
Facebook Audience Network (FAN) - 3rd party
applications ex. Candy Crush
Mobile OS (operating system) - you can designate
which types of cellphones you want people to see
the ad on

11. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
Connection Targeting - Includes/Excludes people
who are connected to Facebook Pages you have
access to. You can also target Friends of people
who are connected to a Facebook page
Video Retargeting - you can retarget people who
have viewed a Video that you have advertiser
access to

12. Facebook Marketing Partner
Creating a Campaign
Step 2: Targeting
Audience Report - if you are only interested in
receiving an audience report about the group you
are interested in and not running an ad campaign
Demographic Segmentation - this will break out
relevant age and gender combinations for all the
targeting
Minimum Reach for Affinity Targets - you can
require that CN has a minimum volume of people to
reach within the Affinity Target so you don’t target
audiences that are too small
Minimum Reach of the Core Targeting Source
You can also specific the minimum reach for the
core audience
Number of Interests - you can also limit the number
of Affinity interests that are generated by the system

13. Facebook Marketing Partner
Creating a Campaign
Step 3: Spend
Information Needed:
Budget Type - add the Facebook & Twitter pages the system will cluster off of
Budget - this is where CitizenNet’s commission is broken out
Billing Event - Once the optimization_goal is decided, you may have a few
possible billing_event types
For example, you create a Mobile App Install campaign with an optimization_goal
of APP_INSTALLS and bid_amount as $10.00. In this case, you may choose
either IMPRESSIONS or APP_INSTALLS as the billing_event.
The bid_amount - the amount you are willing to spend to reach a given
optimization_goal. The values for the objective or billing_event are separate
settings which do not directly influence bid_amount. The actual cost is usually
equal or lower than the bid_amount, although it might also be a little higher as
explained in the Billing Event section below.
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14. Facebook Marketing Partner
Examples
Set up #1
optimization_goal: APP_INSTALLS
optimization_goal probability predicted by Facebook: 1%
bid_amount: $10.00
billing_event: IMPRESSIONS
Each impression cost: $0.10 (bid_amount * optimization_goal probability) or
less
Budget: not a direct factor
When to use Impressions:
when you have a budget-constrained campaign, and you want to have the
campaign delivered smoothly, with all budget spent at the end of the running
period. In this case, our pacing system adjusts to impression-based billing
quickly.
When to avoid using Impressions:
If you need a guarantee that the CPI (cost per impression) is less than or
equal to the bid_amount, do not use IMPRESSIONS as billing_event , as
this entails some potential for variance based on user action prediction.
Instead use APP_INSTALLS.
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Set up #
optimization_goal: APP_INSTALLS
optimization_goal probability predicted by Facebook: 1%
bid_amount: $10.00
billing_event: APP_INSTALLS
Each install cost: $10.00 (bid_amount) or less
daily_budget: $100.00
When to use APP INSTALL as the billing event:
when you have a bid-constrained campaign, i.e. the budget is
high enough not to cause pacing and your main priority is to
keep the cost per action no higher than the bid_amount. In
these cases your average cost per action will be less than or
equal to the bid_amount.
When to avoid APP INSTALL as the billing event:
If your ad set has a limited budget and you need smooth
delivery.
Value of Smooth Delivery- The delivery system will adjust the
paced bid so that it generates as many optimization_goals as
possible for the budget amount.

15. Facebook Marketing Partner
Helpful Information
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16. Facebook Marketing Partner
Creating a Campaign
Step 4: Creatives
Information Needed:
Add creative - New Creative
Select the Type of Creative you want to add
Select the Page that you are making the Creative
for or add the URL if it is already
You can also search on a Facebook Page for
Creative
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17. Creating a Campaign
Step 4: Creatives
• Making Brand New Creative
Select the Facebook Page you want to create the
post for and click + NEW
• From here you can select the type of creative you
want to make
• You can also make the posts hidden if you do not
want them to show up on the Facebook fan page
but only used for advertising

18. Facebook Marketing Partner
Creating a Campaign
Step 4: Creatives
Once the creative is selected or created you can add
creative tags, select which targeting groups get the
creative add Atlas Click or View tags, and select the
Instagram Account if that is a placement you want to
run.
Atlas View and Click tags allow an advertiser to track
everything a user has seen or clicked before they made
a purchase
Example:
Saw google ad, then saw Facebook ad, then converted
on website
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19. Facebook Marketing Partner
Reach & Frequency
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Step 1:
Within a campaign click the + button

20. Reach & Frequency
• In Facebook you set the frequency cap
• how impression per how many days
• 2 on average
• If you do sequencing you can control it
• ex. 1 ad every 5 days
Targeting
• You cannot include Core/Affinity

21. Reach & Frequency
• If you choose a point you will see the specific
data for that metric
• To buy it - Finish & Create Campaign
• It will reserve the campaign on Facebook
• The only thing you can edit is to add creative
• Before they start you can make changes within
power editor
• Able to export

22. Reach & Frequency
• Use the pencil on the top right to change the name
• You can save the report using the Save button at
the top

23. Reach & Frequency
• Click the audience button on the right to create
multiple audiences
• Use the tool to have multiple buckets of audience
for different interest/demographics
• If you want to do a media plan then y ou can have
multiple buckets
• You can have them all in one and then save them
as a project.

24. Facebook Marketing Partner
Reporting vs. Quicksight
Facebook offers reporting tools in Ad Manager where you can get general metrics
and customize reports to investigate your ad performance.
CitizenNet’s reporting tool is called Quicksight, which pulls in information from
Facebook’s database and presents
it in an interactive and
customizable way.
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25. Facebook Marketing Partner
Optimization
The job isn’t complete when a campaign is launched. Campaigns must be
monitored and optimized so they perform their best.
Take a look at the KPI’s on your campaign to get a health check on their
performance. You can optimize in multiple ways if you do not see that they
are responding as hoped. Here are some things to watch out for:
• High CPV : try increasing your bid on reach in order to target more people.
• Under budget : extend the period of time your campaign runs if possible, or increase your daily
budget/bids to capture more audience.
• Add manual audiences based on connection targets, custom audiences, or types of audience
targeting to test performance on new segments.
• Test out new creative : it is possible that your current ads are not resonating with your audience.
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26. Facebook Marketing Partner
Campaign Troubleshooting
• Common campaign errors:
• When setting up campaign: fail to targeting generation
• This means that the target audience was not large enough for clustering to complete.
• Solution : expand your target audience to re-cluster
• Creative errors i.e. language
• This means that the creative was not approved by Facebook.
• Check the error and the ad, and then let our client know it was not approved. They will often
adjust the ad and send it back for re-submission.
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27. Facebook Marketing Partner
Campaign Troubleshooting
• Targeting mismatch
• This means that our ad location targeting was outside of the published post targeting.
• Check the geo-targeting of the published post, and match targeting in CitizenNet tool. Keep
in mind that CitizenNet location includes a 50 mile radius outside of the target.
• Incompatible objective
• This means that the objective you set up for the campaign does not make sense for the ad.
This usually occurs when you set up a campaign with a conversion objective, but there is no
conversion pixel.
• Duplicate campaign and immediately delete creative (so the campaign does not start
running). Set up the proper objective.
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