PART Five -2 (Facebook placement guide ) Bclinked Matserclass

PART Five -2 (Facebook placement guide ) Bclinked Matserclass

Main Catalog

BClinked believes that user success is important. Bclinked builds brand-user communication systems for your website, making it easier to link brands to users.

1. Basic understanding and distinction

Facebook advertising account: divided into personal advertising account and business advertising account, each Facebook personal account can open an advertising account, business advertising account need to submit a business license to find an agent to open, the two essentially do not have much difference, are used to promote, but personal advertising account is not stable, more easily audited, the limit is lower, it is recommended to do brand, do long-term directly to the agent to open an account

-business manager: BM, similar to WeChat public number management platform or company ERP, here you can manage all your public pages, advertising accounts, pixels, and other assets. You can open a new personal advertising account through BM. A BM can have 5 suing accounts, and a personal number can open 2 BM., but now the situation is that many new numbers can not even create BM. FB is moving towards formalization so that more people open accounts through agents

-Pixel pixel: Used to record the data of advertising orders in the advertising account.

About Facebook Public Page:

Home Settings - General Options - Country / Region - visible to all. If the Facebook official cannot open the Facebook public page due to the blocking of certain regions, the account will be rejected.

2. Account preparation and notes

Twelve things to note when opening a Facebook account!

Facebook is one of the largest foreign social media. Many cross-border sellers also use the Facebook platform to promote their goods or business. Facebook requires advertising accounts to carry out business activities, but do you know what matters need to pay attention to when opening an account?

Today we will give you a brief introduction to the 12 things to note when opening a Facebook account:

2.1 The difference between a personal account and an advertising account

Facebook's account is equivalent to each of our home pages. We need this account to log in to Facebook and conduct subsequent operations. On our page, we can communicate and contact our friends and interact with other people, but we can't advertise. Otherwise, our account will be blocked. However, we can create our advertising account through our account and set up a public page for merchants. It is possible to place ads on the public page.

2.2. Benefits of opening a corporate advertising account

Enterprise advertising accounts can only be used if you open an account through an agent. Some people may ask: Why do you need to spend more effort to open a corporate advertising account when you can open one yourself? The answer is that, one by one, a corporate advertising account has more functions than a personal advertising account. For example, personal advertising accounts are often restricted in topping up, which causes inconvenience to our business, but corporate advertising accounts can generally meet the needs of topping up. In addition, if the account is blocked, the link is flagged, or the advertisement is misjudged, it is very difficult to get back the complaint through the personal advertising account.

2.3. Business categories allowed to be placed

Many categories can be advertised on Facebook, but if your business is special, you must pay attention to it. Adult sex toys, tobacco (including ***), guns, and weapons are not allowed; alcohol products are subject to age and regional restrictions, and industries such as finance and insurance have different levels and placement requirements. Opening an account must confirm that their products are not in line with the requirements or have not been restricted. Otherwise, it is at your own expense.

2.4 Confirm that the company information is correct

After confirming the category can be placed, when looking for an agent to open an account, the agent will give an OE link used by Facebook to verify the advertiser's account qualification. We will be asked to fill in a series of information in this link and must confirm that the company information is correct so that Facebook verification can be completed. Otherwise, it is likely to be refused to open an account.

2.5 Mainland business license is essential

When filling out the OE link, Facebook will ask you to upload the mainland business license. The business license must be clear and complete, and the registered place must be in mainland China, Hong Kong, Macao, Taiwan, and overseas is not allowed.

2.6 Set up a good merchant homepage in advance

Above, we have mentioned the merchant's public home page. This is also essential when filling out the OE link. We can create a good merchant home page in advance and simply decorate it to look complete and beautiful, with authenticity. The success rate of the account will be improved, and later when customers visit your merchant home page, they will get more information.

2.7 Set up more administrators

It is best to set up more administrators for the public homepage of the merchant. These administrators should be people you trust or your colleagues. Why can't there be only one administrator? This is because if your account is blocked, you will not be able to operate the public merchant page. If there is only one administrator on the general merchant page and his account is blocked, even by mistake, he can no longer operate the public merchant page, and our corporate advertising account can no longer be used. However, if there are multiple administrators, even if one is blocked, the others can operate the merchant public homepage and our advertising account normally.

2.8 Check the website/platform and domain name

When filling out the OE link, one of the most important things to fill in is the domain name. It would help if you filled in all the domains you want to promote and made sure that the landing page of these domains is not a single page, there will be no secondary bounces, there will be no A run B situation, and the content of the landing page conforms to facebook's ad posting policy.

2.9 Understand facebook's community rules and ad posting policy

To regulate the promotion behavior of advertisers and give users a better experience, Facebook has made very detailed and strict facebook community rules and ad posting policies. When opening an account, it is important to know the details of these codes and policies, which can be found in the "Facebook advertising help center

2.10 Understanding pixel codes

How do you measure the effectiveness of your ads? How to track ad data? How do you establish user paths? You'll need facebook's pixel code to solve these problems. By installing pixel code on a standalone site, you can see the content in the backend and how each loop of the marketing funnel is performing. Note that if you are a platform seller, you must give other platforms on Facebook, such as Amazon, eBay, Sizzle, etc. These third-party platforms cannot install pixel code.

2.11 Understand the business management platform operating interface

Whether you have a personal ad account or a corporate ad account, you need to promote your products on facebook's Business Management Platform. The Business Management Platform, or BM for short, allows multiple people to operate pages online simultaneously. Because of its powerful function, although the page design is simple, it may be a little complicated for new sellers, so you should apply for the Business Management Platform when opening an account and be familiar with the operation of the relevant pages.

2.12 Develop a reasonable advertising plan

When you have completed all the above steps and passed the application for account opening, you can start your business on Facebook! However, it would be best to make a reasonable advertising plan, including market positioning, target audience, material production, budget preparation, and many other aspects, before you officially launch.

3. Advertising account application strategy

(1) Create BM (Business Management Platform)

Note one FB account can register up to 2 BMs.

- Visit:

- Click Create Account

- Create a Business Management Platform account, fill in the form as prompted, and click [Continue].

-  Enter specific factual information, select [business use], click [submit], and create successfully

-  Verify the email, click [Confirm Now] in the email, BM all create completed

- After the creation of the link above, the last number ID is the BM ID, the ID to the relevant personnel for allocation

(2) Apply for advertising rights [Important]

- Get the OE link to open a FB ad account:

- I need to get the OE link from the official agent. Individual applications find it almost impossible to pass the FB audit. Get the OE link, the browser copy, and click [Apply for advertising account permissions]

- Fill in the company information.

- other attention to creating advertising accounts, a maximum of five can be created at one time, fill in five URLs. Of course, you can not create more than one, depending on their wishes. However, for a company's business license, there can only be a maximum of 7 advertising accounts.

- After the agent and FB official audit, you can place the ads.

4. Other notes

Do these eight things. Your Facebook account opening will no longer be rejected!

1. Account opening information, business license, and government website to maintain consistency

The first step to opening an account is to verify the business status of the business license. A business license must be normal business status, not suspended or blocklisted, moved out, etc.

Secondly, you must ensure the consistency of the account opening information and business license. The subject name, address, and unified social credit code are required to maintain consistency with the business license. Not only that, but the content submitted to fill out the account should also be highly consistent with the business license. The Chinese are Chinese and can not be changed, such as the unified social credit code, to distinguish between "0" and "o" and ensure that the content is the Chinese version.

In addition, to ensure the accuracy of the information, you should also enter the "National Enterprise Credit Information Public Notice System (URL: to confirm that there is no difference between the business license and the content of the site, especially pay attention to the date and address of the registration authority on the business license and the government website to maintain the exact date of approval, if not, please change the business license.

2. the website business type needs to match the style of business on the company's business license

After filling in the account opening information, you must confirm that the type of website operation business matches the business scope delineated on the business license." If the site is apparel products, the business license provided will have to be clothing-related, and you can not use the hardware or daily necessities business license to apply.

3. the name of the company opening the account and the company name in the promotional link must be consistent

The name of the company opening the history and the company name in the promotional link if there are differences

- If the reason is translation, then we must indicate that the two are the same company. The difference is only caused by the translation

- If the Chinese and English names are indeed different, but belong to the same company, then you need to issue a certificate that both are one company

Note that these descriptive contents should be put together with the business license into a picture and uploaded to the place where the business license is put.

4Ensure that the website content is complete and can be used normally

In Facebook ad placement, you must ensure that the store is operating normally, the links are jumping smoothly, and you do not need to set a login password after clicking so that the auditors can review it smoothly.

Particular attention should be paid to the fact that promotional links can only be links to the official website, independent website, or platform store, and no links to fan pages can be used.

In addition, the product pages on the website must be able to open normally, especially the products displayed in the website catalog, which must be a normal product profile page after clicking the jump. If the product page is not uploaded, you can delete the product name in the catalog and add it when it is ready.

Note: This situation is not allowed.

During the website construction process, the content that should be prepared and perfected cannot be omitted.

- the website domain name should be encrypted before adding HTTPS.

- Neither the home page nor the product pages are allowed to have unimproved places. The uploading of pictures needs to upload images.

- Contact us must contain the company name, address, telephone, email, etc., to ensure that consumers need to be able to contact us.

- The website layout must include: The about us company profile, Return policy, Return policy, Shipping policy express delivery policy.

- The promotional activities should not be too big, with a maximum discount of 30%.

- The page should have social media elements such as a Facebook plug-in, and the FB icon should be linked to the brand fan page.

- Another point that should not be ignored one by one on your website is to maintain at least 20 products on the shelves to ensure that there are 2-3 screens when scrolling the screen.

5. Make sure the fan page has content or postings related to the promoted products

Before opening an account, the content of the fan page must be perfect, and some postings related to the products to be promoted after the meeting should be posted. When the fan page is blank, the application for account opening will most likely be rejected.

6. Ensure that the screenshot of the back office is complete and presented

When opening a Facebook advertising account, you must provide a screenshot of the back office, and the business license stitched together and uploaded.

On the one hand, you must ensure that the stitched image is high-definition and not blurred.

On the other hand, the screenshot of your SHOPLINE standalone website should show the complete domain name and store name.

7. Try to submit as many accounts as possible within 3

The number of reports to be submitted should be limited to 3 and not more than 5.

8Avoid taboo content

Facebook ads have different requirements for the content of advertisements in other industries, "such as financial or insurance products must be fully disclosed in the login page APR or interest rate information, there is a strict loan period must be for the age group of 18 years old or older users, games, novels, social categories do not allow sexy and large-scale, violence, gore, and other scenes, the relevant industry practitioners need to pay more attention to not violate the taboo.

In addition, there may also be some prohibited content depending on the social hot current events at the time. During the current epidemic, fan pages are not allowed to post about the epidemic, and products related to the epidemic, such as mouthpieces, disinfection products, and temperature guns, are also prohibited.

These are some of the aspects that we need to pay attention to in the process of opening an account. If, unfortunately, your account application is rejected due to a lack of experience, don't worry. We will submit the account page slide to the bottom to find "apply for advertising account rights" and click "new company profile" to fill it out again.

5. First login, set up the advertising base

Facebook Business Manager

We will help you to bind your business advertising account in BM, but it will not be shown. You need to do the following settings

- Add a management user to BM

- Assign ad account permissions/home page permissions to users

- Enter BM: The new version of the BM entrance can be seen on the left side of the "Expand" and click to enter the BM backend home page. The new account will not be displayed on the home page. You need to assign advertising account permissions for the user, with the added advertising account displayed on the home page.

- Add users to BM - Click "Business Management Platform" on the left side and click "Add" in the personal user interface - Enter your email address to specify the identity of the platform user - Click Next - Click Invite directly - Confirm the invitation in your email address.

If the invitation is not received in the mailbox - Click on resend - Copy the link - Open the link - Enter the administrator's name in BM - Click on "Continue."

- Assign users to home page permissions and ad account permissions. - After adding users - Click on the user you want to assign permissions to.

- Click on "Add Assets": Select the item to be added.

- Click on "Advertising account" on the left side. - Select the account. - Assign permissions to the user (to assign home page permissions, click on "Home page" on the left.

- Select the home page - Assign the required permissions)

-If you need more than one user to manage your homepage/advertising account, you must first add users. It is recommended to add more users as administrators to prevent the personal number from being blocked.

- Common problems encountered by BM

- How to get permission to manage the homepage

- Click "Announcement Home" - Click "Add" - After sending the invitation - The home page owner opens the public home page - Click "Settings" - Click "Home page user status. Click "Accept Invitation."

-How to bind a pixel to an ad account / How to share a pixel with multiple accounts Pixel

After creating a pixel, click on "pixel code" in "Data source," select the Pixel, click on "Add asset," and check the ad account you want to bind (you need to share a pixel). Check multiple ad accounts) and click "Add."

6. Create new ads for the first time

Understanding the Facebook Ads account structure

In all Facebook tools, applications, and services, the ad creation process is divided into three steps. In each part of the process, you can add specific information. Ad Campaigns, Ad Groups, and Ads are collectively called Ad Objects.

First level: Campaign (define the ad target)

The options set at the Campaign level reflect business objectives. The business objective you want to achieve by placing ads in your ad objective.

All ad groups or ads in a campaign use the same ad objective.

The campaign is, as the name implies, the basis for the entire ad. Select and determine your desired ad objective at this level of operation to begin and connect to the next level and ultimately create the ad group. (The marketing objective on this site is conversion volume as an example)

Facebook ads are divided into three tiers, which sellers should choose according to their current needs, including the following:

-Brand awareness (to attract attention and trigger a purchase)

-Brand awareness: to reach a large number of users to enhance brand recall

-Reach: to reach the largest possible audience.

Purchase intent (to attract the audience's attention and to attract users to purchase)

-Visits: to drive traffic to the website, app, etc.

-Engagement: The goal is to increase the number of post interactions, page likes, or campaign responses.

-Video Views: Targets help you target video content to the users most likely to watch it.

-Lead generation: The goal is to attract users to fill out a form designed for mobile and submit their contact information.

-Message Interaction Volume: Targets attract users to open conversations with your Messenger, helping you drive them to complete a purchase.

Action conversions (increase conversions and improve results)

-Conversions: Reinforce website actions such as adding to cart, purchasing, etc.

-Catalog Promotions: Display and market your catalog

-Store Visits: Promote offline marketing in physical stores.

-Name the ad campaign -*Click to continue

Level 2: Ad Group (Develop marketing strategy)

The options set at the ad group level reflect the preferences for ad placement, such as:

-Target Audience

-Ad space



Step 1: Set up pixel conversion events

After we create a pixel, all the user characteristics will be recorded to form a database. We need to schedule these pixels from the database after we select the pixel events. Facebook will place ads for these users with the same attributes. If we just create a pixel without events, it is recommended to start from "View Content. After accumulating enough events, we will start with "View Content" and move to the next level.

Step 2: Define the audience

Facebook allows advertisers to target different audience types

- New audiences that you manually create within ad group segmentation targeting are called core audiences. Targeting options for this type of audience include region, gender, age, language, interests, and relationship behavior. With core audiences, you can use Facebook data to target your ads.

- Custom audiences allow you to use customer data in a privacy-preserving way or leverage Facebook interaction data to market to people who have already connected with you, such as those who have visited your website, provided contact information, or liked your Facebook page.

- Similar Audiences combines custom audiences or saved audiences with Facebook data to find people with similar characteristics to your ad or homepage engagement users.

Step 3: Select ad placements

Your ads can be placed across multiple platforms within Facebook's apps and services. When Auto Placement is enabled, Facebook's system will target the most relevant audiences at the best price, so you can make the most of your ad budget and get the best results. If you would like to select the Placement of your ad manually, please select "Edit Placement." However, in this case, we recommend that you test multiple placements for each ad group to find the one that performs best.

Step 4: Set up budgets and ad schedules

Set a single-day budget or a total budget for the ad group and set a start/end date. The ad management tool will display the size of the audience that may see the ad based on the budget you set (estimated reach)

-Cost Control: If you want to set a specific cost target, set a cost control. If you don't, Facebook's ad system will focus on getting the most out of your budget. Once you set a control, Facebook will know what results from spending your budget (the results depend on the campaign goals that have been chosen, in this case, we decided on conversions). There are three bidding strategies: cost cap, price cap, and target cost.

1) Cost Cap: When using the cost cap bidding strategy, Facebook will get the most purchases possible and keep the subaverage cost of no more than XXX.

2) Bid Cap: When using the Bid Cap bidding strategy, Facebook will get the most purchases possible and will not bid more than XXX in each auction.

3) Target Cost: When using the Target Cost bidding strategy, Facebook will try to keep the average cost of a single purchase within a stable range.

-Budget and Scheduling: The ad group budget is the single day or total amount you plan to spend for the ad group. Single day budget is the average daily spend. The total budget is the maximum amount that can be paid for the entire ad group throughout the campaign; ad group scheduling controls the start and duration of the campaign for the ad group. You can run ads for an extended period starting today or within a selected date range.

-Conversion Time Window: Select the time it typically takes for a user to go from clicking or viewing an ad to completing a practical action (i.e., conversion). We use the data generated based on this time window to optimize ad placements. Specifically, if your conversion window is 1 day, we will optimize the ad with data generated within 1 day of the user's interaction with the ad.

-Billing: Your options determine how ads are charged. For many optimization goals, you will pay for each ad displayed. Some optimization goals also allow you to choose the number of displays and actions (such as link clicks or ThruPlay), which Facebook charges on a CPM basis

-Time of Day: You can run your ads at a specific time of day(s) during the week. Note: The time slot is only available for total budgets. Single-day budgets are only available for full days by default.

-Placement Type: Even Placement controls spending by adjusting your budget usage rate. This is the preferred setting for most advertisers and is recommended. Accelerated Placement helps with time-sensitive promotions.

Note: You need to set a bid limit to use Accelerated Placement.

Tier 3: Ad (Design Ad Creative)

At the ad level, you need to select the ad format and associate the ad to your managed Facebook page or Instagram page or select "Use existing posts" to post the ad directly.


The ad formats you can use vary depending on the ad's objective and layout. In general, ad formats include.

-Roller: 2-10 images or videos in sequence and scrollable

-Single image: a single photo or image

-Single video: an ad containing a single video

-Fine Column: An immersive ad experience with images, a format to promote a business or product

7. Common types of ads

Facebook ads are a great way to connect with your audience on the world's largest social network. How big? 2.8 billion active users per month, to be exact.

Sure, that's an impressive number. But the purpose of Facebook ads is to get your message in front of precisely those people who are most likely to want your product or service.

If you want to get the best results, it's essential to understand the different Facebook ad types and targeting options before you dive in!

In this Facebook advertising guide, we'll take you through everything you need to know, from planning your first ad to developing an advanced campaign strategy.

Common types of Facebook ads

1. Photo Ads

These simple ads are a great way to start with Facebook paid ads. You can create a post with just a few clicks by speed-promoting an existing base using an image from the Facebook homepage.

Image ads may be simple, but that doesn't mean they're necessarily dull.

For example, you may think that domain names are a very dull product. But that doesn't stop the Internet Registration Authority of Canada from making engaging Facebook photo ads.

2. Video Ads

Video ads can be placed in dynamic messages and snapshots, or they can be shown as interstitial ads in longer Facebook videos. Video ads can show your team or your product in action, such as this quick demo video ad from Abeego.

Just like image ads, video ads can take a more creative approach, such as this one from

True Earth's approach

Your video ad doesn't need to use filmed video footage. You can also create GIF-like graphics or other animations to grab attention or explain your offer, like in this video ad from IKEA.

3. Voting ads

This mobile-only Facebook ad format integrates an interactive component by adding a poll with two options to an image or video ad. You can add a separate link for each poll option.

You and the respondent will see the total number of responses to each poll option.

4. Rotating Ads

Rotating ads use up to 10 images or videos to showcase your product or service.

You can use this format to highlight one product and the different benefits of many other products or even use all the photos to create one big panoramic image.

Each image or video can have its link. In the Facebook ad below, each "Buy Now" button goes directly to the sales page of the plant in the attached image.

5. Slideshow Ads

Slideshow ads offer an easy way to create short video ads from a collection of still photos, text, or existing video clips.

Slideshow ads have effective action, just like the video, but use five times fewer data. So they load well even for people with slow Internet connections. They are an easy, low-impact way to grab attention.

You can create ads and add text and music in the Ads Manager.

6. Favorite Ads

Available only for mobile devices, these Facebook paid ads to allow you to display five images or videos that customers can click on to purchase a product or service.

Collected ads combine with an instant experience to allow people to buy your products without leaving Facebook. This makes it easy to shop online when people are on the go.

The main photo or video can do more than just individual showcase products. For example, in this LeeValley Tools ad, the introductory video teaches viewers how to choose the right seeds for their garden. All of the product images below point to supplies used to plant and save seeds.

7. Instant Experience Ads

Once known as Canvas, they are a full-screen ad format that loads 15 times faster than mobile sites outside of Facebook, and this ad from Kilne links to an Instant Experience with video at the top and rotation at the bottom.

You can also link many instant experiences together so people can access more instant mobile

8. Common Violations

8.1 Adult content: overly sexually suggestive or sexually provocative activities

8.2. Lurid content: frightening, lurid, rude to people, or excessively violent.

-Fearful, shocking, rude, or excessively violent content, these ads seriously damage the user experience, so these ads are strictly prohibited by Facebook.

8.3 Non-existent features: Ad images must not depict non-existent features

-Advertisement images must not depict non-existent features. This includes images that mimic play buttons, notifications, or checkboxes, as well as ads that contain invalid elements, making sure that the content of the ad is true.

8.4 Misleading claims: Ads must not contain deceptive, false, or misleading statements

-For example, statements relating to the effectiveness or characteristics of a product or service; statements that create unrealistic expectations of the user; misleading health, employment, or weight loss claims.

8.5 Unacceptable Business Practices: Advertisements must not use deceptive or misleading means to promote products, services, programs, or offers

-For example, the product price is too different from the regular price; the price does not match the price of the click: 6, free products of test

8.6 Try not to use free, accessible, and other advertising words or pictures containing such terms.

8.7 false discounts and limited time, buy and send

For example, discount > 50%; activity only 10 minutes left, after an hour to open, the activity is still only 10 minutes left; activity limited to 100 pieces of goods after a day to open or limited to 100 pieces. Such ads are illegal.

In general, if a Facebook ad does not pass, it will give a hint as to why, but many audits do not pass without giving a reason.

One: In the case of giving a reason, you just need to modify the reason.

Two: If no reason is given, you can file a complaint (based on the advertiser's determination that there was a miscarriage of justice). @You make changes to the original ad material, including ad images, ad videos, and ad text.

Generally speaking, how do we modify our ad material? It would help if you started from the following aspects to check whether your ad is in violation

1: False discounts or false prices

-Many people write 50% off on their ad copy, but there is no discount on the product page, leading to the ad not being approved.

-Facebook will check not only your ad but also your website landing page.

-False prices, where the ad says $9.90 but the product is $19.90, will also fail.

2:Text over 20%.

-Many people write text on top of the ad image, promotions, discounts, etc., but if the text exceeds 20% of the overall image size, the ad will not pass

-Official text detection:

3. Over-exposure.

-This point also has many sellers fallen for. If you are doing swimwear or lingerie side, you must be careful. For the best advertising images on the direct display of products, it is recommended to use fewer model pictures.

-Because sometimes you feel that the picture is typical but may be audited when it has been unable to pass

4. guns, violence, drugs, medicine, and other products.

-This point does not need to explain, because in most parts of the world this kind of advertising is under stringent control. Generally, everyone's products are not involved in these types of items

5. Discriminatory behavior.

-Advertising must not discriminate against, emphasize or imply that a user has a particularly human characteristic. This includes direct or indirect emphasis or implication of a person's race, color, or religion.

-Age, sexual orientation, physical or mental disability, health status (both physical and psychological), financial situation, criminal record or name, etc.

6. Misleading or false news.

-Advertising should not be overly packaged or exaggerated. The most common ones are:

"3 days to make you beautiful."

"The best product"


We remind advertisers to pay attention to similar ads before placing Facebook ads and to read the ad policy carefully to avoid stepping on mine!

                  Support your business with a lightweight help desk BClinked