Explanation
Facebook is always trying to find a balance between maximizing the advertiser value and optimizing the consumer experience.
Keep in mind that the Total Value will be the addition of two components:
* Advertiser Bid x Estimated Action Rates (Maximizing Advertiser Value)
* User Value (Optimizing Consumer Experience)

Those two components will help determine your Total Value.

Explanation
The categories you can block on Facebook are:
* Debatable social issues: Topics related to debated social issues, such as religion, politics, immigration and more. Does not apply to Audience Network mobile apps.
* Mature: Topics including violence, firearms, sexual content, profane language, and more. Does not apply to Audience Network mobile apps.
* Tragedy and conflict: Topics that contain emotional or physical suffering, such as crime, illness,
* bullying and more. Does not apply to Audience Network mobile apps.
* Dating: Websites and apps that have been categorized as dating. Ads may still appear alongside content about relationships and dating.
* Gambling: Websites and apps that have been categorized as gambling, where winners receive money or prizes. Ads may still appear on websites or apps where people play games just for fun.
You can exclude the following content categories for each placement:
In-Stream Video
* Mature
* Tragedy and Conflict
* Debatable Social Issues
Audience Network
* Dating
* Gambling
* Mature
* Tragedy and Conflict
* Debatable Social Issues
Instant Articles
* Dating
* Gambling
* Mature
* Tragedy and Conflict
* Debatable Social Issues

Explanation
Create a Business Manager if:
* Your business has a marketing team: You have more than one person working on your business marketing or more than one person managing your current Facebook or Instagram business presence.
* You manage assets: You manage multiple Facebook or Instagram assets such as Facebook Pages, ad accounts or apps.
* You use a vendor: You work with vendors to help create, run or manage your Pages or ads, but want your business to maintain ownership of all Pages, ad accounts and assets.
* You need control over access and permissions: You want to maintain complete jurisdiction over your assets without attributing ownership to individuals who assist your business operations.
* You want your business to grow: You want the ability to request access to other pages, ad accounts and apps, or share your pages, ads accounts, and apps with other agencies.
* You need to keep your business secure: Business Manager is currently rolling out new security safeguard tools through the new Security Center to better ensure you maintain control of your assets.

Explanation
Whenever you want to bring traffic to a physical location, you want to use In-Store Visit ads as you can set up different types of call to actions to give directions.
Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.

A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.

You can also add map cards with your page location and use URL to send people to maps.
Topic 3, In-Store and Online Retailer Audiences
One of your customers has in-store, and online, high-end t-shirts retail stores in several cities throughout the east coast (specifically in Los Angeles, San Diego, and San Francisco).
In 4 months, the company is launching a new product line. They would like to cross-sell to their existing customer base and new potential customers that have similar characteristics as their current customers.
As you upload the customer database directly from your client's CRM, you realize the following:
- 30% of the customers are between 18-24 years old.
- 64% of the customers are between 25-34 years old.
- 6% of the customers are between 35-44 years old.
- 59% are women.
- 41% are men.
- 66% are college educated and above.
- 78% are married.

Explanation
People Insights
Takes a look at understanding consumer behavior across generations, locations, devices, and time.Examples of past studies include a look at spring/summer fashion trends on Instagram, shifts in food culture on Facebook, and how people move between mobile and TV.
Advertising Insights
Examines the role of measurement in campaigns, and its influence and value in developing effective marketing.Examples of past studies include how to craft effective stories in your campaigns, how to define your most important metrics, and how streaming services have affected traditional advertising..
Vertical Insights
Analyzes consumer behavior in specific industries, including automotive, consumer packaged goods, entertainment and media, financial services, gaming, retail, technology and connectivity, and travel.Examples of past studies include the growth of auto buyers who prefer mobile shopping experiences, global mobile gaming trends, and examinations of the planning habits of international visitors to China.