RESTAURANTS

Marketing Solutions Guide

 It’s a great day to

MAKE MOUTHS
WATER
Build your Restaurant brand with Facebook.
 Table of Contents
In a world that has shifted to INTRODUCTION6
mobile at record speed, Restaurant Platform Overview 6
Marketers have an unprecedented Getting Started 8
opportunity to connect with diners Major Tools 10
by reaching them at the point of SOLUTIONS ACROSS THE FUNNEL 12
decision making, with the right Brand Awareness 12
messaging to drive business results. Consideration16

So what are the keys to success Conversion28

for restaurant marketing in ADDITIONAL RESOURCES 36

a mobile-first world? Best Practices Overview 36

This guide is intended to help you get Creative Considerations 38

the most value from your Facebook Unlock Insights 44

partnership. Restaurant brands around Facebook Marketing Partners 46

the world are already accelerating Facebook Ad Policies 48

their brand-building and driving their Trouble Shooting 49

core business objectives by using More Tools — Stay Connected 50

Facebook, and this custom-crafted RECIPE CARDS 52

playbook provides the key essential

resources for running successful
Restaurant campaigns on the
Facebook Family of Apps and Services.

¹ Deloitte, The New Digital Divide, 2016

 Instagram
01 People come to Instagram to share moments and seek
inspiration through videos and photos. This includes an
Introduction audience of food lovers who are documenting their meals,

PLATFORM
1 Billion+ Instagram
posting food content, discovering new recipes, viewing the
accounts worldwide
latest restaurants their friends have gone to, and more. It is
a natural destination for Restaurant advertisers to tell your are active every single
business’ story to inspire action. Instagram uses the same month. 2
powerful advertising tools as Facebook. That way, you can
set up, run and track campaigns

OVERVIEW
the same way you do with Facebook Ads.

• Instagram for Business: Find resources to help you inspire people visually
with your brand’s story on Instagram by visiting Instagram for Business.

Audience Network
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
The Facebook Family of Apps and Services publishers’ apps and sites. Every month, over 1B people are reached through
Audience Network.3
Facebook’s mission is to give people the power to build community
and bring the world closer together. Facebook's family of apps and
Messenger
services helps people and businesses make meaningful connections
People use Messenger to talk to their friends, family and more. For a Restaurant
and we offer a full suite of marketing solutions to help you achieve
marketer, this also opens up a highly personal way to interact with your diners and
your full-funnel objectives.
provides a direct line to your restaurant, helping to drive the business outcomes that
are important to you. You can extend your Facebook campaigns with Messenger
Facebook
Ads, or build strong relationships through an active Messenger presence.
Reach people who matter most to you, capture their attention and get results.
Get started with Messenger for your business here.
• Facebook for Business: Facebook for
Business gives you the latest news, advertising
tips, best practices and case studies for using
Facebook to meet your business goals. In the United States of
America, 204M people
• Facebook Terminology: Facebook connects
access Facebook every 1.3B
a brand with the people who matter to them
month on mobile and 156M people now use
to realize real business results. Learn about
people every day.1 Messenger every
the terminology we use related to marketing
month.4
on Facebook.
1
Facebook data, Apr 2018
2
Instagram internal data, June 2018
3
Audience Network stat, Q4 2016
4
Facebook data, Apr 2018

RESTAURANTS MARKETING SOLUTIONS GUIDE | 6 7


02
Introduction
GETTING
STARTED
THINK MOBILE FIRST
With people in the US spending 3+ hours per day on mobile, ensure your
marketing, measurement and online experiences are optimized for mobile.1
D E F I N E YO U R G O A L S A N D K P I S
As you plan your campaigns on our platforms, 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 in-store sales, or
increasing awareness for a new product.
• 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 People in the US are
channels. spending 3+ hours
per day on mobile1
Remember, align Facebook with your other efforts
on other mediums. From account planning to the KPI
metrics you’ll measure, leverage the same processes and
best practices for comparison between channels.
RESTAURANTS MARKETING SOLUTIONS GUIDE | 8
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 here. To learn more, visit the Facebook
Pixel page and take our Facebook Pixel Blueprint eLearning course.
• Get started with the Facebook SDK here. To learn more, visit the Facebook
SDK page.
• Get started with offline conversions here. To learn more, visit the Facebook
Offline Conversions page.
U N D E R S TA N D YO U R A U D I E N C E S
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 lifetime value diners. With this segmentation, you can tailor your ad
campaigns, creative and messages to what resonates with them.
Use Facebook IQ and Audience Insights 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 ME A SUREMENT
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 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 solutions here.
1
eMarketer, "Average Time Spent per Day
with Major Media by US Adults, 2017," Mar 2017
9
03
Introduction

MAJOR TOOLS
We have tools to help you through the
process of planning your campaign.
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.

C A M PA I G N P L A N N E R
To create, compare, and share media plans for reach and frequency campaigns.

FA C E B O O K I Q
To learn about the three insights solutions that make up Facebook IQ — studies,
tools, and resources to help you better understand your audience and develop
campaigns.

AUDIENCE INSIGHTS
To learn more about your key audiences.

C R E AT I V E H U B
To be inspired by best in class creative, explore formats and mock-up and share ad
concepts.

FA C E B O O K M A R K E T I N G PA R T N E R S
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 diners, or free up in-house resources,
we can help you find a partner that excels at addressing your needs.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 10 11

 TA R G E T I N G
04 • Reach people based on demographics, interests and behaviors: Use
detailed targeting to reach people based on the characteristics of your
Solutions Across the Funnel

BRAND
current customers.

O P T I M I Z AT I O N
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 course.

AWARENESS
• Optimize for reach: Maximize the number of people who see your ad
in a given timeframe delivering toward the most efficient reach available.

A D S F O R M AT S
Consider visual formats in Facebook and Instagram feed like image, video, and

Increase Awareness carousel. You can also consider using Instagram Stories to tell your brand story.

To learn more, take our course on Carousel ads and use this guide with the latest
Raising brand awareness is the first step towards building and video ad specs across our platforms.
maintaining a strong brand and potentially driving sales. Making sure
that an ad campaign captures an audience's attention and engages
them, is critical to driving and measuring brand awareness.

OBJECTIVE
Brand Awareness, Reach, Video Views

To learn more, take our Building Brand Awareness with Ads course.

PL ACEMENTS
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 restaurant's
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 course.

• TRP: TRP buying lets 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 course.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 12 13

 D E S T I N AT I O N
• Canvas: Allow people to further explore your brand story through a Canvas PA N E R A
without leaving Facebook or Instagram. To learn more, take our Canvas The bakery-cafe chain used link and video ads to promote its
Blueprint eLearning course. Kids Meal Promise and Panera Kids menu, resulting in a 15-point
lift in ad recall.
• Website or App: Send people to your mobile-optimized website or app to
learn more about your business.

MEASUREMENT
TIPS
Choose from the following measurement tools to evaluate the performance of
Content consumption on mobile is frequent and fast - consider telling your
your campaign:
brand story in under 15 seconds or less in feed to match people's behavior.
• 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.
ADDITIONAL TOOLS
• Cross-Platform Brand Lift: For marketers running video ads on both TV and
Beyond ads, we offer additional tools to drive awareness of your brand.
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 Your Facebook Page represents your brand anywhere it appears across the
impact of both platforms working together — all in a single report. Facebook family of apps and services. Here is how you can get the most out of
this free mobile presence.
• 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 B U I LD A VA LUA B LE M O B I LE PR E S E N C E
of creative assets or target audiences for a particular campaign and is Tell Your Brand Story
correlated to ad recall lift.
• Add Profile and Cover Photos or Videos: Use your logo as your profile
• Split testing: Split testing helps you test your Facebook ads and identify photo to create brand recognition. Choose an image of your store,
new best practices to inform your advertising strategy. Use Facebook split products, or one from a current marketing campaign as your cover photo.
testing to learn which creative, audience, delivery and placements are best for
• Complete the About section: Use the About section to tell people a little
meeting your marketing objectives.
bit about what your business does.

• Drive measurable results: Customize your Page with Sections. Add or

remove sections that are most relevant for your business.

If you're a local business, build credibility and interest among potential

SONIC DRIVE-IN customers by turning on the Reviews tab to display reviews on your Page.
The restaurant chain used Facebook’s in-stream
video ad placement to promote its new slush in
association with the new movie Transformers:
The Last Knight, which led to a 15-point lift in
message association.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 14 15

 O P T I M I Z AT I O N
05 We offer different optimization models to help you achieve the outcomes you
care about.
Solutions Across the Funnel • App installs: Ensure your ads are delivered to people likely to install your app.

CONSIDERATION
To learn more, take our Mobile App Installs course.

• 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.

Acquire Customers For Your App A D S F O R M AT S

Use visual formats like video, carousel and Instagram Stories to showcase
Mobile apps can bring ongoing value to restaurants, especially when
your app.
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 D E S T I N AT I O N
app users on average returned to a mobile app within seven days Send people to the App Store or Google Play to install your app.
after installing it1. Therefore, the business challenge is not just app
MEASUREMENT
discovery, but app discovery by the types of customers who will
Use the following measurement tools to evaluate the performance of your mobile
engage with your app over time.
app ad campaign:

OBJECTIVE • Facebook ads reporting: Measure people-based metrics for ads served on
App Installs Facebook, Instagram, Messenger and Audience Network. Create and export
reports via Ads Manager and Ads Insights API to see your most important ad
PL ACEMENTS
metrics and learn how you’re reaching your business goals.
Facebook feed, Instagram feed, Instagram Stories, Messenger, Audience Network
• Split testing: Split testing helps you test your Facebook ads and identify
BUYING TYPE
new best practices to inform your advertising strategy. Use Facebook split
Auction
testing to learn which creative, audience, delivery and placements are best for
To learn more, take our Ad Auction and Delivery Blueprint eLearning course. meeting your marketing objectives.

E N D -T O - E N D S O L U T I O N
• Mobile app ads: Encourage valuable customers to install and visit your app.

TA R G E T I N G
• Grow your app with your existing customers: Use Custom Audiences
to encourage your customers to install your app. To learn more, take our
Custom Audiences Blueprint eLearning course.

• Find people who look like your best customers: Use Lookalike Audiences
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 course. 1
eMarketer, "Are mobile users returning to
apps after trying them out?," Jun 2016

RESTAURANTS MARKETING SOLUTIONS GUIDE | 16 17

 • 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.

TIPS
When running app install campaigns, optimize for App Events or value
to acquire customers who will be valuable to your business and keep
coming back.

ADDITIONAL TOOLS
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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 18 19

 Acquire Customers With A D S F O R M AT S

Intent Via Lead Forms Use video, carousel, image or collection to create context around what you have
to offer, or what you want people to sign up for.

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, restaurant marketers have to not only find potential
diners, but also make it as easy as possible for them to get more
information, and to share information about themselves. Once a
potential customer shares information with you, you can start to
build a relationship with them and drive your final business goals.
OBJECTIVE
Lead generation
To learn more, take our Lead Generation Blueprint eLearning course.
To learn more take our collection course.
D E S T I N AT I O N
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.
MEASUREMENT
Choose from the following measurement tools to evaluate the performance of
your campaign:
• Facebook ads reporting: Use Facebook conversion reporting to measure
how many people completed your form.

PL ACEMENTS • Split testing: Split testing helps you test your Facebook ads and identify
Facebook feed, Instagram feed, Instagram Stories new best practices to inform your advertising strategy. Use Facebook split
testing to learn which creative, audience, delivery and placements are best for
BUYING TYPE
meeting your marketing objectives.
Auction

E N D -T O - E N D S O L U T I O N S
• Lead ads: Let people demonstrate interest in a product or service through a
native form experience on Facebook and Instagram.

• 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.
TA R G E T I N G
• Acquire new diners: 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.
P. F. C H A N G ' S
This leading full-service Asian restaurant
chain tested a series of traffic-focused and
conversion-focused ads to encourage people
to enter its online sweepstakes, and discovered
that the campaign using the conversion ad
objective resulted in a 73% lower cost per click.

• 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.

O P T I M I Z AT I O N
• Optimize for leads: Deliver your ads to people in your target audience more
likely to complete your form.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 20 21

 B A K E D N YC
The New York-based bakery and café created
lead ads to boost email subscriptions and
increase pre-orders of its Thanksgiving pies,
decreasing its cost per lead by 30%.

TIPS
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.

• Create context: 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.

ADDITIONAL TOOLS
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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 22 23

 Acquire Customers With A D S F O R M AT S

Intent Via Messaging Use carousel, image, video, or slideshow to showcase what you have to offer and
entice people to send a message.

Messaging is the fastest growing form of communication and has D E S T I N AT I O N

become the preferred method for diners to connect with restaurants. Send people to Messenger to start a conversation.
Whether your customers want to learn about a new product or need
MEASUREMENT
to resolve an issue, messaging can be used to tailor your interactions
• Facebook ads reporting: Track Messenger engagement (i.e. cost per
to meet their specific needs—and get closer to your business goals,
messaging conversation) in Ads Manager. If your Messenger experience ends
one conversation at a time.
in a Facebook pixel-enabled web view, measure with ROI in Ads Manager
using pixel conversions. If your business collects offline data, measure with
OBJECTIVE
offline conversions. If you want to measure an action within a Messenger
Messages, Traffic, Conversion
conversation, use App Events to tag actions.
PL ACEMENT
Facebook feed, Instagram feed, Messenger

BUYING TYPE TIPS

Auction Click here for 5 tips to improve your next click-to-Messenger campaign.

E N D -T O - E N D S O L U T I O N
• Click-to-Messenger ads: Give your restaurant a fast and convenient way to
generate leads, answer questions, drive transactions and offer support.
ADDITIONAL TOOLS
Beyond ads, we offer additional tools to generate leads.
TA R G E T I N G
The first step to creating a successful campaign is choosing who you would like to
• Add a CTA to your Facebook Page: Encourage Page visitors to contact
communicate within Messenger. Start by creating an audience that will help you
you by adding a button to your Page.
reach your objective:

• Generate leads for new customers: Use detailed targeting or create

a Lookalike Audience of diners similar to your existing customers.

• Follow up with people who have already shown interest in your

restaurant: Create a Custom Audience based on actions they’ve taken
on Facebook or your website, such as watching a promotional video or
completing a lead form.

• Re-engage diners 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 Events.

No matter what the objective of your campaign is, make sure to build your
targeting strategy around reaching the right people.

O P T I M I Z AT I O N
• Optimize for message replies: Deliver ads to people in your target audience
who are most likely to reply to your messages.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 24 25

 Acquire Website and D E S T I N AT I O N
Your destination may depend on where your target audience is in the purchase
Mobile App Visitors journey.

• Canvas: You can direct your audience to a Canvas to further explore what
Growing your website and app traffic can help you acquire new,
you offer without leaving Facebook or Instagram.
valuable diners. Generate intent for your brand, products and
services so your lower funnel campaigns can efficiently convert • Website or App: You can also direct them to a mobile-optimized website or
intent into sales. app to complete their purchase. We recommend sending people to specific
product pages on your website or app, or at least the relevant product
OBJECTIVE category page.
Traffic, Conversions
MEASUREMENT
PL ACEMENT
• Facebook ads reporting: Use Facebook ads reporting to measure online
Facebook feed, Facebook Marketplace, Instagram feed, Instagram Stories,
and offline conversions based on people-based metrics for ads served on
Messenger, Audience Network
Facebook, Instagram and Audience Network. Create and export reports to
BUYING TYPE see your most important ad metrics and learn how you’re reaching your
Auction business goals.

TA R G E T I N G
There are many ad targeting options you can use to generate demand and sales
TIPS
for your products or services.
Use engaging creative optimized for mobile to capture attention and drive
• Reach new diners: Use detailed targeting or create a Lookalike Audience to action.
find people similar to your existing customers.

• Only reach potential valuable diners: Use value-based lookalike audiences

to find people in your target audience likely to drive the most value for your ADDITIONAL TOOLS
business. 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
O P T I M I Z AT I O N
your website or app.
• 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.

A D S F O R M AT
Use Instagram Stories, video, carousel or collection to showcase your products or
services.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 26 27


06
Solutions Across the Funnel
CONVERSION
Drive Sales Online
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 and 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.
OBJECTIVE
Conversions, Catalog Sales
To learn more, take our Closing the Deal with Conversions course.
PL ACEMENTS
Facebook feed, Facebook Marketplace,
Instagram feed, Instagram Stories, Messenger,
Audience Network
BUYING TYPE
Auction
DENNY'S
The American casual dining restaurant chain
raised awareness of its new online ordering by
extending its launch messaging beyond TV with
Facebook, efficiently increasing reach by 15%
and boosting recall, association and purchase
intent.
RESTAURANTS MARKETING SOLUTIONS GUIDE | 28
E N D -T O - E N D S O L U T I O N
• Dynamic ads: If you have a product catalog, you can use dynamic ads to
automatically promote your products to people likely to purchase.
TA R G E T I N G
There are many ad targeting options you can use to generate demand and sales
for your products or services.
• Generate demand for your products and services: Use Lookalike Audiences
to find people who are similar to your most valuable customers across your
website, app or store.
• Drive sales with interested diners: Use Custom Audiences to reach people
who have viewed products, added to cart or purchased from your website,
app or store.
O P T I M I Z AT I O N
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.
A D S F O R M AT S
Use video, carousel or collection to showcase your products or services.
D E S T I N AT I O N
Your destination may depend on where your target audience is in the purchase
journey.
• Canvas: If you're driving demand for a new product line or a new audience,
you may want to send your audience to a Canvas to further explore what you
offer without leaving Facebook or Instagram.
• Website or App: If you're driving sales with an audience who already has
intent, you may want to send them directly to your 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.
29
 MEASUREMENT
Choose from the following measurement tools to evaluate the performance of
your campaign:
TIPS
• Facebook ads reporting: Use Facebook conversion reporting to measure Add an offer to your ad to encourage people to visit your website or app to
online and offline conversions based on people-based metrics for ads served purchase.
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.
ADDITIONAL TOOLS
• Split testing: Split testing helps you test your Facebook ads and identify
Beyond ads, we offer additional tools to drive discovery and sales of your
new best practices to inform your advertising strategy. Use Facebook split
products and services across the Facebook family.
testing to learn which creative, audience, delivery and placements are best
for meeting your marketing objectives. • Add a CTA button to your Facebook Page: Let people place orders for
pick up or delivery with a Start Order CTA.
• Conversion Lift: Measure the true impact Facebook ads have on real people.
Use Conversion Lift to determine the incremental sales and conversions from • Create and boost posts with a Start Order CTA.
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 various attribution models to help advertisers understand

how your campaigns drive online, offline and cross-device conversions across
your entire digital media spend.

CHURCH'S CHICKEN
The chicken restaurant chain uses Facebook’s
store visits ad objective to encourage people
living near one of its locations to make an
in-store purchase, bringing in an 8X return
on ad spend.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 30 31

 O P T I M I Z AT I O N
Drive Sales In-Stores We offer a variety of optimization models to help you achieve the outcomes you
care about.
Mobile is blurring the line between the physical and digital worlds,
• Store visits optimization*: Ensure the delivery of your ads to people in your
from how people discover things to how they find places to dine.
target audience most likely to visit your store.
People increasingly navigate through the world on mobile. A 2015
study found that while people in the US used mobile in 45% of all • Store visits reach: Helps optimize delivery of your ads for daily unique reach
shopping journeys, the majority of sales still happened in brick-and-
• Store sales optimization: Deliver your ads to people who are more likely
mortar businesses.1 In fact, more than 90% of retail sales
to purchase in your stores. In order to take advantage of store sales
take place in stores.2 Facebook, Instagram, Messenger, and the
optimization, you need to connect your store sales data to Facebook using
Audience Network can be a great way to generate restaurant traffic
offline conversions.
and sales by getting people interested in your products, services,
and in-store offers.
A D S F O R M AT S
Use video, carousel or collection to showcase what you have to offer and entice
Store Visits
people to visit your store.
To learn more, take our Store Visits Blueprint eLearning course.
Add unique CTAs that are actionable — Get Directions, Call Now, Send Message.
PL ACEMENT
D E S T I N AT I O N
Facebook feed, Instagram feed
Send people to your restaurant.
BUYING TYPE
Auction

TA R G E T I N G
• Reach people near your restaurants: Use location targeting to target people
near your stores. Make sure your radius contains at least 50,000 people, M A G G I A N O ' S L I T T L E I TA LY
doesn’t extend beyond the area you cover with your service, and keeps in The restaurant chain applied the store visits
mind how far a person is likely to travel to visit your location. objective to its dynamic local ads campaign,
ensuring its ads were delivered to people most
• Reach people who have expressed purchase intent: Encourage your
likely to visit one of its restaurants, and achieved
website and mobile app visitors to visit your store with Custom Audiences.
a 6X return on ad spend.
• Reach your in-store purchasers: Connect your store sales transactions
to Facebook using offline conversions to create custom audiences and
deliver your ads to people based on their offline behaviors like high in-store
purchasers or people who have not visited your store in a while. You can also
find people similar to valuable in-store shoppers using lookalike targeting.

• Reach people who have visited your stores*: Use Store Visits custom
¹ "Omni-channel Shoppers," by GfK, US only (Facebook-commissioned online study and opt-in
audiences* to reach people who have visited your store or expand your
panel of 2,407 people ages 18+ who have researched online and bought 1 of 5 key categories in
campaign to those who are similar to your store visitors with lookalike
the last 3 months), conducted to quantify key differences in shopping behavior across channels
audience targeting.
(tablets, mobile phones, PCs, brick-and-mortar retails) and fielded Sep 16-18, 2015
² "Why 90 Percent of Sales Still Happen in Brick and Mortar Stores," Retail Technology Review,
October 2017
* for eligible advertisers

RESTAURANTS MARKETING SOLUTIONS GUIDE | 32 33

 MEASUREMENT
Choose from the following measurement tools to evaluate the performance of
R U B Y T U E S D AY
your campaign:
The international restaurant chain ran dynamic local awareness
• Facebook ads reporting*: Report on store visits, which are an estimate of ads within a 3-mile radius of its 734 US restaurant locations,
unique visits to your business locations by people who have paid attention driving a 2.6% increase in net sales week over week.
to, or clicked on your ads. If you have offline conversions implemented, you
can connect your ad performance to business transactions that take place in
stores, call centers and more.
TIPS
• Conversion Lift: Measure the true impact Facebook ads have on real people.
Add a store locator and/or an offer to your ad to encourage people to visit
Use Conversion Lift to determine the incremental sales and conversions from
your store.
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 ADDITIONAL TOOLS
and Learn will let you know which measurement test to run. The tests are Beyond ads, we offer additional tools to drive discovery and sales of your
simple to set up and provide clear results to help you optimize your next products and services across the Facebook family.
campaign.
• Add a CTA to your Facebook Page: Let people know how to get to your
• Attribution: Use various attribution models to help advertisers understand store with the Get Directions CTA.
how your campaigns drive online, offline and cross-device conversions across
• Add an offer to your Facebook Page: Entice people to visit with an
your entire digital media spend.
in-store offer.
• Offline Measurement Partners: We’ve partnered with Oracle Data Cloud
and Nielsen Catalina Solutions (NCS) to help you measure the impact of your
brand focused campaigns on offline sales. These tools allow you to match
online exposure with offline action, benchmark performance, and optimize for
return on ad spend (ROAS).

• Marketing Mix Modeling (MMM) Partners: Work with MMM partners to

determine how different marketing channels drive sales, and incorporate the
Facebook family of apps and services into your marketing mix model analyses
and strategies.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 34 35

07
Additional Resources

BEST PRACTICES
OVERVIEW
Learn about the various tools you
can leverage to build brand awareness
and drive results.
BR AND BEST PR ACTICES
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 , I N T R O D U C T I O N T O FA C E B O O K PA G E S

IN STORES, AND IN MOBILE APPS
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.
S U C C E S S F U L C A M PA I G N S
Have you ever wondered what makes a successful Facebook campaign? In this
course you will have access to some of the possibilities and learn how campaign
goals play a vital role in many Facebook success stories.
A D V E R T I S I N G O N FA C E B O O K
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.
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's presence on Facebook, especially on mobile. Learn how to post content
that engages your customers and prompts them to take action.
B R I N G YO U R B U S I N E S S T O L I F E W I T H I N S TA G R A M S T O R I E S
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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 36 37

08
Additional Resources

CREATIVE
CONSIDERATIONS
The 4 Pillars of Mobile-First Creativity

Use insights as a creative

Mobile is fast, muse to kick-start creativity
it's visual and it's and learn what's working and
video-first. what's not. Integrating a testing
approach to the creative process
1. 3. allows you to better understand
Create for how Test, Learn creativity for your needs.
people consume and Adapt

2.
Always design 4.
with your objective PLAY MORE!
in mind
What's your Mobile is a
creative trying to playground of creativity.
do — tell your brand's As new ways of sharing
story? Showcase your continue to arise — we're all
product? 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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 38 39

 Mobile Feed
Include your brand (or product) early and often.
• Optimize creative for your objective
• Think brand or product first when designing
Branding
• 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
Create for stories, not seconds.
• Mobile-first requires a different kind of storytelling
Length • While we recommend videos around 15 seconds for feed,
don't confine your creative idea to a 30 second or 15
second spot — let your mobile storytelling dictate length.
Play more!
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
No matter what, make sure to capture
attention quickly!
• Bring your most exciting frame to the front
Attention
• Quickly capture attention with branding or text
• 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
RESTAURANTS MARKETING SOLUTIONS GUIDE | 40
Mobile Feed
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
Sound
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.1
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.3
1
"Stand Out in Feed — Optimizing Video Creative on Mobile" by Facebook IQ, Dec 2017
2
Facebook internal data, global, March 2017
3
Canadian Mobile Feed Creative Best Practices 2017, Kantar Insights, ZappiStore
41
 Mobile Stories Mobile Stories
Branding is a key element in Stories — get across Play with time and creative elements — with
your brand proposition or product early and in Stories there are even more opportunities for
creative ways creativity!
Branding Generally, we see that creative best practices in feed follow-suit Play more! • Play with creative features for Stories
on Stories. There are however, a few specific differences.
• Framing
These results indicate that creative best practices that work in
• Motion
feed also work for Stories. Enhancements to creative tools and
placement optimization that allow advertisers to repurpose
The smaller amount of time for a piece of Stories content has
feed ads to Stories can increase adoption and alleviate the
only increased the opportunity for creativity and capturing
needs for separate creative production.
attention.

Stories consumption is even faster — messaging

should be too. Sources for Creative Inspiration
Use the Creative Hub to bring creative ideas to life.
Consumption of Stories is faster than feed, so using less
than the maximum 15 seconds may increase effectiveness by Learn more with our recommended Blueprint
Attention communicating your message across earlier. Include the brand eLearning courses:
and key message in the first 3 seconds.
• Creative Best Practices: A successful Facebook campaign allows a brand to
Top performing Stories ads did a better job of integrating the share real, authentic conversations. These courses will show you how using
branding and key message early, on average, within the first 1.5 creative best practices can pull an engaged audience into the conversation.
seconds of the ad. Stories ads have a maximum length of 15
• Winning with Video on Mobile: Video consumption is increasing at a
seconds, however, the top performing ads were less likely to use that
drastic rate. Advertisers need to understand these video capabilities and
full time, with the average duration of these ads 9.6 seconds.
how to best leverage video to tell their brand stories. We’ll examine creative
considerations for designing video for mobile.
With less time, Stories need to be more relevant.
• Creative Hub: Learn how Creative Hub can help maximize the creative
Relevance is important for Stories ads, and creative features
opportunities in Facebook and Instagram with a new way to create mockups
that can help drive purchase intent in Stories include:
for ads, share them with anyone and experience the work as though it’s live.
• Music You can also look at what other brands are creating and draw inspiration from
Make it relevant their work.
• Showing the product with logo
• Facebook IQ Creative Effectiveness: Get the latest insights on creativity
• Showing the product in use
and mobile from Facebook IQ, including studies and resources to help you
develop your next thumb-stopping campaign.
Stories ads that showed the product in use increased
effectiveness on key metrics like Understanding, Relevance,
Brand Fit and Purchase Intent. Ads with music showed
significantly higher relevance than ads without music. In
addition, showcasing the logo or product helps drive relevancy.

Source for all: "How can marketers create compelling Instagram Stories ads?"
by Facebook IQ, Mar 2018

RESTAURANTS MARKETING SOLUTIONS GUIDE | 42 43

 Audience Insights Tool
09 Facebook Audience Insights gives you aggregate information about two groups
of people—people connected to your Page and people on Facebook—so you can
Additional Resources create content that resonates and easily find more people like the ones in your

UNLOCK
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

INSIGHTS
interested in your business.

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)

Facebook IQ
Unlock the insights that matter. Facebook IQ offers powerful consumer and • Industry (Verticals)
advertising insights.
• People (Audiences)
• People Insights: Understand consumer behavior across generations,
• Seasonal Moment
geographies, devices and time.
• Campaign Planning (Media Channels, Facebook Platforms, Ad formats)
• Advertising Insights: Understand the value of measurement and its influence
in developing effective marketing.
Find Facebook stats to fuel your strategy, spark creativity or inform your media
• Vertical Insights: Understand more about the people who matter to you and decision-making.
how to reach them along their path to purchase.
Click on an insights card to download a slide version, share with a client, colleague
• Moments, Holidays and Events: Explore how people mark holidays, seasons or to Facebook, or to explore relevant articles.
events, and moments on Facebook and Instagram and how you can enhance
these experiences.

• 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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 44 45

 WH AT S E RV I C E S D O FAC E B O O K M A R K E T I N G PA R T N E R S PROV I D E ?
10 Marketing Partners provide a wide range of services including Campaign
Management, Community Management, Creative Platforms, Feed Management,
Additional Resources Lead Ad Platforms, Measurement, Offline Conversion, and more. For an in-depth

FACEBOOK
look at our partners including more information on services and client success
stories, visit the Facebook Marketing Partners website. Below we provide a deeper
look at a few key solutions.

C A M PA I G N M A N AG E M E N T S O LU T I O N S
Truly scaling and optimizing your ad campaigns can require complex tools and
expertise. Facebook's Ad Technology partners use next-level technology and

MARKETING PARTNERS
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.

C R E AT I V E & V I D EO S O LU T I O N S
Once you've started advertising on Facebook, you may be interested Creating original, high-quality content at scale is no small task. Partners can help.
in ways to take your campaign performance to the next level. Facebook's Creative Platforms partners specialize in helping businesses create
Facebook Marketing Partners are a great resource to help you do more content that performs better with less effort.
more. All partners design their products and services with the goal
H OW C A N I FI N D A M A R K E T I N G PA R T N E R FO R M Y N E E D S?
of reducing complexity and increasing efficiency. Whether you are
To get started finding a best-in-class partner, use the Facebook
trying to scale up activity, reach new audiences, or free up in-house
Solutions Explorer.
resources, we can help you find a partner that excels at addressing
your needs.

WH O A R E FAC E B O O K M A R K E T I N G PA R T N E R S?
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.

WH Y U S E A FAC E B O O K M A R K E T I N G PA R T N E R?
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.

WH AT M A R K E T S D O FAC E B O O K M A R K E T I N G PA R T N E R S COV E R?
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.

RESTAURANTS MARKETING SOLUTIONS GUIDE | 46 47

 11 Additional Resources 12 Additional Resources

FACEBOOK TROUBLE
AD POLICIES
Facebook ad policies aim to keep our platforms safe for people to
connect with friends and businesses.
SHOOTING
Learn about troubleshooting common delivery issues.

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: 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.
• 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: facebookbrand.com,
instagram-brand.com.
• 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.
To learn more, visit our Branded Content page.
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.
TA R G E T I N G
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. Learn more here.
R E LE VA N C E S CO R E
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. Learn more here.
I N VA LI D PI X E L
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 here.
To learn more, visit the Facebook Advertiser Help Center, Facebook Ads Guide and
Facebook Advertising Tips.

• 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 fb.me/adpolicies for help.

To learn about all the ad policy requirements, read our Advertising Policies and take
our Ad Policies for Content, Creative, and Targeting course

RESTAURANTS MARKETING SOLUTIONS GUIDE | 48 49

 13
Additional Resources

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
one business day.

Facebook Blogs
• Facebook Business News Blog

• Instagram Business News Blog

• Facebook IQ 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.

Blueprint Pages
Stay up-to-date on new courses, course updates, how-to videos, tips and tricks,
and success stories.

• Facebook Page

• Instagram Account

RESTAURANTS MARKETING SOLUTIONS GUIDE | 50 51

 14

RESTAURANTS MARKETING SOLUTIONS GUIDE | 52

CARDS
RECIPE
I N C R E A S E AWA R E N E S S
Campaign Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective Formats

Video Ads
Brand Reach & Lookalike Optimize for ad (Facebook, Instagram,
Mobile-first
Facebook feed Canvas Brand Lift
Awareness Frequency Audiences recall lift Messenger, creative
Audience Network)

Facebook Custom Optimize for Collection Estimated Ad

Reach Marketplace TRP reach Website
Audiences (Facebook, Instagram) Recall Lift

Core Optimize for In-stream Cross-Platform

Video views Instagram feed Mobile App
Audiences video views (Audience Network) Brand Lift

Carousel
Instagram (Facebook, Instagram,
App Store or
Stories Ads Reporting
Messenger, Google Play
Audience Network)

Instagram Messenger
Messenger Stories Split testing
presence
(Instagram)

Audience
Network
A C Q U I R E C U S T O M E R S FO R YO U R A P P
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Video Ads
Facebook
Mobile app Custom (Facebook, App Store or Facebook ads
App Installs Facebook feed Auction App Installs Instagram, SDK + App
ads Audiences Google Play reporting
Messenger, Events
Audience Network)

Carousel Product
Instagram Lookalike App Event (Facebook, catalog
feed Audiences optimization Instagram, Split testing
Messenger, (if applicable)
Audience Network)

Instagram Value Instagram Conversion

Stories optimization Stories Lift
(Instagram)

Messenger Test and Learn

Audience Attribution
Network

Mobile
Measurement
Partners

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 FO R M S
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Lead Custom Optimize for Video Ads Facebook ads Facebook

Facebook feed Auction Lead Ads (Facebook, Lead Form
Generation Audiences leads reporting pixel
Instagram)

Carousel Product
Instagram Lookalike Catalog
feed Audiences (Facebook, Split testing
Instagram) (if applicable)

Instagram Image
Stories (Facebook,
Instagram)

Instagram
Stories
(Instagram)
ACQUIRE CUSTOMERS WITH INTENT VIA MESSAGING
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Click-to- Optimize Carousel

Custom (Facebook,
Facebook ads Facebook
Messages Facebook feed Auction Messenger for message Messenger
Audiences Instagram, reporting pixel
ads replys Messenger)

Instagram Lookalike Video Facebook

Traffic (Facebook, SDK + App
feed Audiences
Instagram) Events

Slideshow
Detailed (Facebook,
Conversions Messenger targeting Instagram,
Messenger)

ACQUIRE WEBSITE AND MOBILE APP VISITORS

Campaign Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective formats

Optimize for Instagram

Detailed Facebook ads Facebook
Traffic Facebook feed Auction landing page Stories Canvas
targeting reporting pixel
views (Instagram)

Collection Facebook
Facebook Lookalike Optimize for Website or
Conversions Marketplace Audiences conversions (Facebook, App SDK + App
Instagram) Events

Video
Value-based
Instagram (Facebook, Offline
lookalike Instagram,
feed Conversions
audiences Messenger,
Audience Network)

Carousel Product
Instagram (Facebook, catalog
Stories Instagram,
Messenger, (if applicable)
Audience Network)

Messenger

Audience
Network
DRIVE SALES ONLINE
Campaign End-to-end Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective solution formats

Dynamic ads Optimize Collection Canvas

Custom Facebook ads Facebook
Conversions Facebook feed Auction (if you have a for message (Facebook, (Facebook,
Audiences reporting pixel
product catalog) replys Instagram) Instagram)

Video Ads
Facebook
Facebook Lookalike Value (Facebook, Conversion
Catalog sales Instagram, Website SDK + App
Marketplace Audiences optimization Lift
Messenger, Events
Audience Network)

Carousel Product
Instagram Detailed App Event (Facebook, catalog
feed targeting optimization Instagram, Mobile app Test and Learn
Messenger, (if applicable)
Audience Network)

Instagram Instagram App Store or

Stories Split Test
Stories Google Play
(Instagram)

Messenger
Messenger Attribution
presence

Audience
Network

DRIVE SALES IN STORES

Campaign Creative
Placements Buying type Targeting Optimization Destination Measurement Toolkit
Objective formats

Custom Optimize for Collection Facebook ads Offline

Store visits Facebook Auction (Facebook, Stores
Audiences store visits reporting Conversions
Instagram)

Video Ads Product

Lookalike Optimize for (Facebook, Conversion catalog
Audiences store sales Instagram, Lift
Messenger, (if applicable)
Audience Network)

Carousel
Detailed Optimize for (Facebook,
Instagram, Test and Learn
targeting reach
Messenger,
Audience Network)

Offline
Measurement
Partners

Marketing
Mix Modeling
(MMM)
Partners

Store Visits
(eligible
advertisers only)