META Digital Marketing Associate Study Guide

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

Meta Ads Manager

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

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

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

What are the three levels of campaign structure?

- Campaign (buying type, objective) - Ad Set (placement, audience, optimization & delivery, budget, scheduling) - Ad (formats, creative)

new audiences

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

What are the three steps of the ad review process?

1. The system reviews the images, video, corresponding thumbnail, text, targeting and positioning of your ad against Meta Advertising Policy. 2. The system reviews the ad's landing page for content and functionality. The landing page should clearly reflect the product or service promoted in the ad. 3. The system reviews the ad before and, in some cases, after it goes live if people hide, block or provide negative feedback about the ad

How many ad objectives are there in the three stages of consumer journey?

6

Instant Experience

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

ad set

A group of ads that share the same daily or lifetime budget, schedule, bid type, bid information and targeting information

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

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

What is a FB profile?

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

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 our 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

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

A/B Test

An A/B test is 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."

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

What are the three stages of the consumer journey?

Awareness: These are objectives that help generate interest in a business' products or services. Increasing brand awareness is about telling people what makes a business valuable. Consideration: These are objectives that get people to think about a business' offerings and seek more information about them. Conversion: These are objectives that encourage people who are interested in a business to take a specific action, such as making a purchase.

What are boosted posts?

Boosted posts are ads you create from existing posts on your Facebook Page or Instagram. Boosting a post can help you get more messages, engagement, leads or calls. You may also reach new people who are likely interested in your Page or business, but don't currently follow you.

What are two ways to connect Meta Pixel to a website?

Connecting a partner platform or manual installation using a code

What objectives are ads charged for?

CPM, CPC, CPA

Leads

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

ad format

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

What are the two budget options in ad spend?

Daily budget: The average amount you're willing to spend on an ad set or campaign every day Lifetime budget: The amount you're willing to spend over the entire duration of an ad set or campaign

collections (ad format)

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

What are lookalike audiences?

Enable you to reach new people who are similar to your current customers. A lookalike audience is a group that shares similar characteristics with an existing audience. Lookalike audiences are an effective way to connect with new people who are likely to respond to your ads.

What are 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. For example, you can upload your contact list, such as newsletter subscribers, to connect with these customers across Meta technologies.

What are the placement options for ads?

Feeds, stories, in-stream videos, search, messages, in-ad article, apps and sites

App promotion

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

Sales

Find people likely to purchase your product or service. Good for ... conversions, catalog sales, messages

Engagement

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

ad level (Meta Ads Manager)

In Ads Manager, the ad level is the stage of campaign creation where you build individual ads.

ad set level (Ads Manager)

In Ads Manager, the ad set level is the stage of campaign creation where you build groups of ads.

campaign level (Ads Manager)

In Ads Manager, the campaign level is the stage of campaign creation where you build an ad or series of ads around a single theme or set of characteristics.

What are the three META platforms?

Instagram, Facebook, WhatsApp

What is a FB page?

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

What is the most effective budget option?

Lifetime

What are two tools for managing and scheduling posts?

Meta Business Suite or Meta Creator Studio

carousel (ad format)

Promotional content that displays multiple images or videos that scroll from left to right

What are common causes for ad rejection?

Selling illegal products or services Landing pages to not match the product/service promoted Contains personal attributes Discriminatory practices Tobacco products Weapons Adult content

Traffic

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

What can business use to create digital storefronts?

Shops

Awareness

Show your ads to people who are most likely to remember them. Good for ... reach, brand awareness, video views

targeting

The process of defining an audience for your ads

What are standard events?

They are actions that Meta technologies recognizes and supports across ad products. Examples include Add payment info, Add to cart, Add to wishlist, Purchase and Subscribe

What are custom events?

They enable you to track any website action that falls outside those covered by standard events on Meta technologies, such as newsletter registration. If predefined standard events aren't suitable, businesses can create their own custom events

What are steps to creating a FB page?

To create a Facebook Business Page, you must have a Facebook profile created first. Once your profile is established, you will need the following information to create a Business Page: Your business name, business category (services, retail, etc.), a profile picture, cover photo and a description of what your business does.

What are the two ways to advertise from your Facebook page?

You can boost a post, or create an ad using the Promote button.

What does Meta Pixel measure?

a 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

What is Meta Pixel?

a 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

M.me Links ...

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

What do you define for ad audience?

characteristics such as location, demographics, interests, behaviors and connections.

Facebook website plugins ...

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

What are ways to optimize ads for a mobile experience?

get attention quickly, design for sound off, create for mobile, be clear, have a consistent look and feel, create a content calendar, use tags

What is Conversions API?

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

Ads that click to messenger ...

help increase brand awareness and reach new potential customers across Facebook and Instagram. Ads that include a "Send Message" button enable people to open conversations directly with your business and help generate leads, increase transactions, answer questions and offer support.

What are three ways Meta protects user data?

privacy checkup, two-factor authentication, data hashing

What are reasons why an ad may not reach a larger audience?

• Your ad set budget is too low. (This can affect estimated daily reach and overall ad results.) • Your audience is too small/narrow. • You've misjudged your audience.