If you want to view insights for your Page in Audience Insights, you must at least be a Page Advertiser.

Whenever you want to maximize brand awareness with multiple messages, you should use reach and frequency as the bidding type.

Keep in mind that you can program sequential content or ads within Facebook's auction. So every time you see "sequential messages," the answer is most likely reach and frequency with sequential messaging. 

For brand awareness campaigns, you should also include Facebook as placement due to its high reach.

Since you are doing in-store campaigns, you want to measure the effectiveness of your Facebook ads through two means:

• Actual performances on the ads themselves based on reach, impressions, and CPM. Keep in mind that you don't want to measure CPC, as you will be measuring performance through offline events.
• Performance on ads through offline events: revenue per user and average order value per user.

For these types of campaigns, you want to make sure you measure your campaigns in two stages. The first will allow you to understand better how much you have to spend to reach a specific audience. The second will allow you to better understand the "direct response" performance on the ads based on actual sales data.

In light of new test results—in combination with new research from Facebook IQ on designing effective video ads for the mobile feed— Facebook has made some updates to its mobile video creative considerations. 

Facebook has added a new tip on framing and revised their suggestion on experimentation to encourage advertisers to play more as they explore storytelling through video in mobile feed. 

Here are other updated video creative considerations:

• Capture attention quickly. Using colors, themes and imagery that evoke your brand at the start of your video can help people connect the ad to your brand quickly. Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
• Design for sound off. Since most video ads in mobile feed are viewed without sound, it’s important to convey your message visually. Showing captions, logos and products can help communicate your message, even in silence.
• Frame your visual story. Producing video for a small screen requires consideration of dimension and scale. Play with zoom, crop and overall visual composition to make sure your story is told well on a small screen.
• Play more. There’s no universal solution to building brands or driving actions with mobile video, so keep experimenting, testing and iterating to learn what works for your brand and audience.

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.

If you meet each of the following prerequisites, you can:

• The ads sets you want to optimize for value are part of a Conversions campaign
• You have a Facebook pixel implemented
• Your pixel has the Purchase Standard Event and it's sending us the value and currency parameters (learn how to set this up, or learn more about standard events)
• Your ad sets are able to deliver consistently (a good benchmark for this is getting about 50 purchase conversions per week per purchase-conversion-optimized ad set)
• Your ad sets send us several different values over the course of the day (ex: someone may buy $10 worth of product while someone else may buy $50). This helps us determine who to show your ads to to generate the most value.