Meta - Digital Marketing Associate Study Guide

Which two settings can you change at the ad set level?

- Bid amount - Placement

Which two types of Messenger replies does Meta recommend when a business is unavailable?

- Instant replies - Away messages

What are two benefits of interconnectivity of the Meta products?

- Optimize ad campaigns by placement type - Manage ad campaigns across platforms from one interface

What are two benefits of Conversions API?

- Optimize ads for actions that will happen later in the purchaser's journey - Less susceptible to browser loading errors and ad blocker

On a Facebook Page, where can a business review results for its boosted posts?

- Page Posts - Page Insights

Add Meta Pixel to a website

-Connect a partner platform -Manual installation: copy and paste base code into your website code

Meta Business Suite functions

-Create, schedule and manage posts and Stories across your Facebook Page and Instagram account -Connect with more customers by responding to all of your messages in one place. -View insights about how people are interacting with posts, Stories and ads -Access Meta Business Suite via desktop and mobile app.

Creative best practices for mobile experiences

-Get attention quickly: brand within first 3 seconds -Design for sound off: people often watch videos w/ sound off; use text, graphics and captions when possible -Create for mobile -Be clear: captions w/ clear CTA -Have consistent look and feel -Create a content calendar -Use tags: hashtags, location tags or mentions to posts

How Meta protects user data

-Privacy Checkup: gives people control over what they share and who they share with -two-factor authentication -data hashing (randomizing code on sent data like name and email address)

Ad formats

-Single image and video ads -Carousel ads -Slideshow ads -Collection ads -Instant Experience ads

Common causes for ad rejection

-selling illegal products/services -landing pages are broken or unrelated to what's promoted -Personal misconduct (on race, gender, ethnicity, etc.) -discriminatory practices -tobacoo and related products -weapon, ammunition or explosives -adult content, products or services

Meta Campaign Structure

1) Campaign 2) Ad Set 3) Ad

How to Run A/B Tests

1) Set up an A/B test at the campaign, ad set or ad level in Ads Manager 2) Your audience is split and each subgroup is served a campaign, ad set or ad that differs by only one variable. Those variables are ad creative, audience, placement, product sets and ad delivery. 3) Split budget equally and randomly divide exposure between each version of your creative, audience, or placement 4) A/B Testing measures performance on cost-per-result or cost-per-conversion-lift basis 5) Analyze under "Winning ad was found"

new audiences

A default targeting option that allows you to direct your ads to people based on demographics, location, interests and behaviors

Conversions API

A direct channel to gather customer activity in a way that supports efforts to honor the choices people on Meta technologies make about data sharing

Instant Experience

A fullscreen, post-click experience that opens after someone taps your ad on a mobile device

Custom Audience

A group of people created through a Meta advertising feature that lets you find your existing audiences among people who are using Meta technologies

lookalike audience

A group of people who are similar to an existing audience, allowing you to direct your ad to people who "look like" your established customers

placement

A location where you can show an ad on a website or app, such as Feed, Instagram Stories or Messenger Inbox

custom event

A logged action specified by you based on a specific action you want people to take on your website, app or offline

event

A logged action that people take on your website, app or offline, usually for capturing and measuring ad performance

key performance indicator (KPI)

A measurement to evaluate the success of a campaign or ad

Meta Audience Network

A network of mobile app publishers who have been approved by Meta to show ads in their apps

ad delivery

A process through which you declare the maximum price you're willing to pay for a click, impression or conversion

ads report

A report created and managed in Ads Manager that indicates the performance of a set of ads

Advantage+ campaign budget (Ads Manager)

A setting in Ads Manager that enables Meta technologies to distribute your spend across the ad sets in your campaign to get the best overall performance

budget (Ads Manager)

A setting that you use to tell Meta technologies the maximum amount you're willing to spend on each ad set in a campaign

Meta Pixel

A small piece of code that you add to your website that enables you to access the most effective advertising features

data source

A tool, connection, piece of code or other object that collects information, such as the Meta Pixel, Facebook SDK and offline conversions; the information can be used for measurement and analysis later

What is a feature available in Ads Manager that is not available when boosting a post directly from a Page?

A/B testing option

Where in Ads Manager can a business select different creative assets for specific placements?

Ad set

An advertiser is about to deliver a campaign on the Facebook App. Where should the advertiser navigate to in Ads Manager to include Instagram in the campaign?

Ad set level

An advertiser recently installed the Meta pixel on its website. At what level should the advertiser choose the conversion event optimization?

Ad set level

In Ads Manager, where is ad scheduling enabled?

Ad set level

Which advanced scheduling option is available when a lifetime budget is selected?

Ad set schedule

Which feature is available for a Page post?

Add a video

Which role can edit payment methods within an ad account?

Admin

Where can an advertiser create a campaign?

Ads Manager

cost per action (CPA)

Also known as "cost per acquisition," the cost to you each time an action is taken because of an ad

cost per thousand impressions (CPM)

Also known as "cost per mille," the average cost you've paid for 1,000 impressions of your ad, or the average revenue you've received for 1,000 impressions of an ad on your apps or websites

campaign

An ad or series of ads built around a single theme or set of attributes and delivered by an ad platform to a specific audience

Meta Ads Manager

An interface where you can view, make changes and access performance reports for all your campaigns, ad sets and ads

Meta Ads Manager

An interface where you can view, make changes and access performance reports for all your campaigns, ad sets and ads; available on desktop and mobile app

ad

An item of promotional content

Advantage+ placements

An option you select when uploading your ad content to Ads Manager that allows Meta technologies to automatically deliver your ad on the most effective platform

What is the purpose of Meta's process of hashing user data?

Anonymizes and protects user information

Conversion Objectives

App promotion, Sales

Customer journey stage

Awareness, Consideration, Conversion

At which levels can an advertiser make changes to ad budgets?

Campaign or ad set level

Leads Goals

Collect leads for your business or brand. Good for: -Instant forms -messages -calls -sign-ups

slideshow ads

Combines multiple images, text and sound to get people's attention and tell a story

Which tools should be used to improve the performance and measurement of a website's ad campaigns?

Conversions API and Meta Pixel

What can a Facebook group help a business do?

Create a space for people to communicate about topics and interests related to the business

collections (ad format)

Enable you to pair images and videos together to increase awareness and sales

A business wants to reply privately to a customer's message. Which two solutions can the business use? (Choose 2)

Facebook Page Inbox Business Suite

App Promotion Goals

Find new people to install your app and continue using it. Good for: -App installs -App events

Sales Goals

Find people likely to purchase your product or service Good for: -Conversions -Catalog sales -Messages

Instant Experience (ad format)

Fullscreen, post-click experience that lets you bring your business to life on mobile

Engagement Goals

Get more video views, post engagement, Page likes or event responses. Good for: -messages -video views -post engagement

Lookalike audiences

Group that shares similar characteristics with an existing audience who are likely to respond to your ads

What is an advantage of the slideshow format when you design a mobile creative?

It works well in areas with limited connectivity

Meta Business Suite

Lets you manage all of your connected accounts across Facebook & Instagram in one place.

What is the function of the Account Limit setting on Ads Manager

Limit of spend allowed on an account

Which Facebook App solution enables public figures, businesses, brands, organizations and nonprofits to create a presence and connect with an audience?

Page

carousel (ad format)

Promotional content that displays up to 10 images and/or videos within a single that scrolls from left to right; each one has its own URL

Traffic Goals

Send people to a destination, like your website, app or Facebook event. Good for: -link clicks -landing page views

Awareness Goals

Show your ads to people who are most likely to remember them. Good for: -Reach -Brand awareness -Video views

A company is delivering multiple ad sets and ads within a single campaign. The company wants to know the amount spent on a specific ad set. Where can this be found?

The Ads tab within Ads Manager in the Amount spent column

Lifetime budget

The amount you're willing to spend over the entire duration of an ad set or campaign

Daily Budget

The average amount you're willing to spend on an ad set or campaign every day

cost per impression (CPI)

The cost for each person who views your ad

cost per click (CPC)

The cost for each time an ad is clicked

campaign objective

The goal an advertiser selects that reflects what they want to achieve with their marketing effort; in Ads Manager, this setting is located in the first level of campaign creation

ad format

The layout of an ad that determines how the ad will look and how many images or videos it will contain

account spending limit

The overall limit on the amount of money an ad account can spend

targeting

The process of defining an audience for your ads

Amount spent

This is the estimated total spent on a campaign; number should always be less than the budget

Reach

This is the number of people who saw the ads at least once. Reach is different from impressions, which may include multiple views of ads by the same people

Cost per result

This metric is calculated as the total amount spent divided by the number of results. This indicates how cost-efficiently the campaign achieved its ad objectives

Consideration Objectives

Traffic, Engagement, Leads

Reels

Used on Instagram or Facebook; create multi-clip videos up to 60 seconds long that can be edited with music, audio clips, special effects and new creative tools. Reels is the place to get creative and entertain an audience.

A/B test

a study that allows you to conduct a controlled experiment comparing multiple ad sets to see which performs the best—also known as "split testing."

At what level in Ads Manager would a business choose their ad placements?

ad set

Creating a new audience

allows you to define the demographics, interests and behaviors of the people who see your ads. A new audience can be as broad or defined as you want.

Advantage+ placements

allows you to deliver ad content where it's most likely to achieve campaign results at the lowest possible cost at any given time. (Meta recommended)

Advantage campaign budget

an option available at the campaign level that allows you to set one overarching campaign budget instead of setting individual ad set budgets. This budget optimization has the flexibility to spend more on ad sets with the best opportunities, and less on underperforming ad sets. (This was previously known as Campaign Budget Optimization.)

Facebook website plugins

enable businesses to integrate the Messenger experience directly onto their websites; these include the Facebook Chat and send to Messenger.

Custom Audiences

enable you to reconnect with people who have already shown interest in your business. This includes people who previously visited your website or downloaded your app

Individual ad set budgets

enable you to set an individual budget per ad set, so you have more control over how much budget is getting allocated to an ad set

Conversions API

gives advertisers the ability to connect and share their customer data to target, optimize and measure Facebook and Instagram ad campaigns.

long-form Live videos

immersive, fullscreen format on Instagram. This is a great way to bring an event online, give customers something special to watch or collaborate with another account. Create or upload fullscreen videos up to an hour long

profile

place on Facebook where you can share information about yourself, such as your interests, photos, videos, current city and hometown.

Pages

places on Facebook where artists, public figures, businesses, brands, organizations and nonprofits can connect with their fans or customers.

Instagram Stories

share short, fullscreen, immersive content that disappears after 24 hours. You can use your story to show the authentic, human side of the business, like behind-thescenes footage of the team at work.

Meta Pixel

small piece of code that can be added to a business' website to help improve results, measure results more accurately and build new audiences to target Businesses can use the Meta Pixel to measure specific customer actions and monitor the metrics relevant to their business goals

New audience

the default audience for an ad set in Ads Manager. To define them, you can select characteristics such as location, demographics, interests, behaviors and connections.

campaign level (Ads Manager)

the stage of campaign creation where you build an ad or series of ads around a single theme or set of characteristics.

ad level (Meta Ads Manager)

the stage of campaign creation where you build individual ads.

M.me links

unique URLs that are attached to your Facebook Page. When someone follows or scans them, they'll open a Messenger conversation with your business.

manual placements

you can choose where an ad will appear across different Meta technologies. Selecting several different placements will help you to reach your target audience and maximize your budget