Meta Certified Digital Marketing Associate Study Guide July 2024 PDF

Meta Certified Digital Marketing Associate study guide This study guide will help you prepare for the Meta Certified Digital Marketing Associate Exam. July 2024 VERSION Table of contents Overview 3...

Meta Certified Digital Marketing Associate study guide This study guide will help you prepare for the Meta Certified Digital Marketing Associate Exam. July 2024 VERSION Table of contents Overview 3 6 Introduction to Meta technologies Establish an audience for your Facebook Page 9 Connect with people on Instagram 19 28 Establish a business presence with Messenger 34 Connect with customers through WhatsApp Business Manage your online presence with Meta Business Suite 39 42 Get started with advertising on Facebook and Instagram 57 Introduction to campaign objectives Create audiences in Meta Ads Manager 61 67 Choose ad placements, budget and schedule in Meta Ads Manager 76 Set up and use the Meta Pixel and Conversions API for campaigns 82 Manage your ad campaigns 89 Privacy and data protection across Meta technologies 96 Study questions Answer key 102 105 Glossary 2 Overview Meta Certification can help you get noticed. Meta Certification recognizes advanced-level proficiency with Facebook, Messenger and Instagram. Certification is the highest level of accreditation that Meta recognizes in digital marketing. Help boost your resume, credibility and career. This document helps prepare you for the Meta Certified Media Buying Professional Exam. This exam measures your your ability to design end-to-end marketing strategies that align with a business goal and complement a holistic marketing plan using Meta technologies. Find answers to frequently asked questions and learn more about Meta Certification. 3 Introduction to Meta technologies Introduction to Meta technologies People use Meta technologies—including Facebook, Messenger, Instagram and WhatsApp— to discover content that interests them, share ideas they care about and support businesses they love. Businesses can use Meta technologies to establish an online presence, attract and be discovered by people interested in what they do, build relationships and find new customers. Establish a presence with Meta technologies Many businesses use Meta technologies to build an online presence. Facebook, Messenger, Instagram and WhatsApp specifically can help businesses start conversations with new and existing customers, tell their brand story and share updates about their products and services with their audience. Connect and engage with people through a Page for your business. Facebook Encourage discovery through posts, reels, events, groups, live videos and stories. Communicate individually with people who like your Page through chats. Messenger Raise awareness of your business, connect with potential customers, manage sales and provide customer service. Connect and engage with people using creative photo and video content. Instagram Raise awareness of your business through posts, reels, live videos and stories. Communicate with customers through private texts, voice messages and video calls. WhatsApp Set up a digital storefront and catalog. INTRODUCTION TO META TECHNOLOGIES 5 Engage with customers on Facebook and Messenger Share information and updates You can use your Facebook Page to share important information, posts and updates with your customers. This helps keep them informed about your business and what's new. You can also add personalized details to your Page to make it easier for customers to find you. Manage your presence with Meta Business Suite To save time and streamline your online presence, you can use Meta Business Suite to manage and schedule posts across Facebook, Messenger, Instagram and WhatsApp. We cover how to use this tool in more detail later in this training. Engage with customers There are many ways to engage with customers on Facebook: Host events, create a group or join a group. Use Messenger to send and receive messages (we cover how to encourage conversations through Messenger in a later module). Create a shop to sell products directly on Facebook and Instagram. Sell products with Shops With Shops, you can create a digital storefront for your business and sell products on Facebook and Instagram. This free tool enables you to customize the look and feel of your shop, add a store catalog, and manage your inventory and sales using Commerce Manager. Get noticed with ads Want to reach more customers? Use Meta Ads Manager to create ad campaigns that align with your business goals. You can create ads, set a budget, and choose ad placement options across Facebook, Messenger and Instagram. INTRODUCTION TO META TECHNOLOGIES 6 Engage with customers on Instagram Connect with your audience With a business account on Instagram, you can showcase your business through compelling visuals, engage with your audience, inspire action and build a loyal customer base. Explore different ways to tell your brand story As a business on Instagram, there are many different ways that you can share content to build your presence and reach more people. This includes: Posts: Share photos and videos that showcase your products, services or company culture. Stories: Share behind-the-scenes content, sneak peeks or exclusive offers that disappear after 24 hours. Live videos: Broadcast live videos to engage with your audience in real time and share updates. Reels: Create short, entertaining videos that showcase your brand's personality. Engage with your audience There are also several ways to interact with your followers and build relationships: Hashtags: Use relevant hashtags in your posts to connect with people who are interested in your content. Mentions: Tag other accounts in your posts to collaborate and expand your reach. Messages: Respond to customer inquiries with personalized messages. Live videos: Engage with your audience in real time and share updates. Sell products with Shops and product tags If you have a shop on Facebook, you can also make it visible on Instagram so customers can browse and purchase products directly from your business account. You can add product tags to your reels, stories and posts, prompting people to purchase products in-app or from your website. Use the professional dashboard The professional dashboard and insights provide valuable information about how your followers interact with your content. This knowledge can help you create posts that resonate with your audience. INTRODUCTION TO META TECHNOLOGIES 7 Build relationships with WhatsApp Business There are many different ways WhatsApp Business can help you connect with new and existing customers worldwide. Start conversations with short links and QR codes After you create a business profile, make it easier for people to reach you by sharing short links and QR codes that open a chat window in WhatsApp when scanned. Maintain conversations with quick replies, greetings and away messages Use built-in features of WhatsApp Business to keep up with customer conversations: Quick replies can provide fast answers to frequently asked questions. Greeting messages can welcome customers to a chat. Away messages can let customers know when to expect a reply. Create a catalog and collections Share products with a catalog and collections, and make it easier for people to browse and discover things they might want to buy from your business. Use ads that click to WhatsApp Ads that click to WhatsApp on Facebook and Instagram help people discover your business and start a conversation about pricing or recommendations. When someone clicks on your ad, a WhatsApp chat with your business opens automatically. INTRODUCTION TO META TECHNOLOGIES 8 Establish an audience for your Facebook Page 9 Benefits of a Page You can create a Facebook Page to help people discover your business as they explore their interests on Facebook. Unlike personal profiles, Pages serve as a source of information about your business and help you build credibility with existing and potential customers. With a Page, you can tell your brand story, attract people with related interests, keep existing customers engaged, and create ads to reach potential customers. Additionally, a Page enables you to maintain a connection with your audience by sharing news about your business, special events, and product or service updates. Enables you to tell your brand story Helps people discover your business Helps build an online community Provides a way to connect with and update your audience Disclaimer: Lucky Shrub is a fictitious business designed by Meta. Any similarities to content produced by real-life businesses aren’t intentional. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 10 The new Pages experience The Pages experience has been redesigned to makes it simpler for public figures, businesses and creators to build community and achieve their objectives. Many of the same functionalities from the classic Pages experience still exist, such as creating posts and ads. However, the new Pages experience simplifies the design and includes additional functionality: Simplified layout The new layout has a cleaner design that makes it easier for people to find your content and engage with your business. You can also customize what gets highlighted on your Page. Separate personal and business presences As a Page admin, you have the ability to manage your Page and personal profile as independent entities, see separate notifications for and engage as your Page, and grant task-based permissions for Page managers. Having separate personal and business presences enables you to completely switch into your business presence and engage on a number of surfaces as your business. Dedicated Page feed With the new Pages experiences, you have a second Feed just for your business Page. Your business Feed is also available to other people who manage your Page. Follow brands and topics that matter to your business directly from your Page rather than your personal profile. Task-based permissions You can grant access to people who manage your Page and control what level of access they have and what tasks they can manage. With task-based permissions, you can grant access to content, messages, community activity, ads and insights. Simplified insights You can access insights that can help you understand how your business presence is doing, tailor content that works for your customers and grow your reach. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 11  Profile picture and cover photo Business name Business category Detailed description About section Action button Create a Page Here’s how to set up a Facebook Page for your business: Steps 1. Set up a personal profile on Facebook or use an existing one to create a Page. 2. Use your personal profile to receive important notifications, set up two-factor authentication, and avoid potential misuse of your account. 3. From your personal profile, click Pages and then Create a new Page. 4. Add a business profile picture and cover photo. 5. Select a name for your Page that is the name of your business or another related term that people may search for. 6. Select the most relevant and specific category for your business to help potential customers quickly understand what your business does. 7. In the about section, include important business details such as additional contact information, store hours, website and social links. 8. To add an action button, click the three dots to the right of the Edit action button. Action buttons enable people who visit a Page to take actions, such as booking appointments, sending a message through Messenger or WhatsApp, or starting an order. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 12 Key tools for your business Once you create a Page for your business, you can explore some key tools. These tools can help you increase engagement and grow an audience for your Page. Grow your audience with Page posts Status posts: Share quick updates with short, text-only posts. Message posts: Include a Send message action button to ask the people who like your Page to provide feedback or start a conversation. Feeling or activity posts: Update people who like your Page with a current mood, feeling or activity for the day. In addition to Page posts, there are several other ways you can use Facebook to engage with current and potential customers, create meaningful experiences and connect with people around common interests. Facebook Stories: You can use Facebook Stories to share photos, videos and text that are only visible for 24 hours to the people who like your Page. This tool works well for sharing exciting news and creating authentic experiences. Facebook Reels: Reels are short-form videos up to 90 seconds with music, audio, AR (augmented reality) and other engaging effects. Reels are accessible to anyone on Facebook—not just people who like your Page—so they are a great way to help new people discover your business. You can create reels using the Facebook app. Facebook Live: Facebook Live enables you to broadcast live events, performances and gatherings. Viewers can watch from a phone, computer or connected TV. You can start a live video from a profile, Page, community or event. Facebook Events: You can use Facebook Events to organize in-person events or host online events. Online events enable people to gather virtually and enjoy premium content. Attendees may pay a fee to access events, which can help your business earn money. Facebook Groups: Groups provide people with a space to share photos and videos, have conversations, make plans and more. You can use your Page to create or join a group to connect with customers in a more private forum and have authentic conversations around shared interests. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 13 Sell products and services Facebook also has several tools to help businesses add value for their communities while generating revenue online. These tools can help you advertise, provide offers and manage appointments. Advertising: You can create and pay for ads through your Page to increase awareness of your business and reach new customers. There are options to promote a Page, boost a post and manage ads directly from the Page. Offers: Another option is to post discount and deal offers directly on your Page to attract customers. People who save offers will receive a notification before they expire. Appointments: You can also tell people about your services and availability, and collect and manage appointment requests through your Page. You can send reminders and confirmation messages for upcoming appointments using SMS and Messenger. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 14 Measuring success on Facebook Pages Once you start adding content to your Page, you can use the professional dashboard to learn more about your Page performance. The Page overview tab shows in-depth information about how people engage with your Page, including data on reach and actions taken on the Page. You can also use this tab to grow your business by boosting posts and creating ads. The content tab contains valuable information about your posts and other types of content. You can learn more about average metrics for specific post types and see the top posts from your Page. When you click a post, you can get high-level metrics about each post you have published to help you understand which posts resonate best with people. Page Insights You can also access insights about your Page, audience, and posts on Facebook for mobile. From the Facebook app, tap Professional dashboard, then tap See more insights to view more details about your Page. Audience Insights Audience Insights helps you learn more about the types of people interacting with your Page and content, including their interests and aggregated demographic information. This can help you better understand your target audience and create content that resonates with them. Post insights Post insights helps you track performance metrics on your posts to better understand what content resonates with current and potential customers. By analyzing post insights, you can identify which types of content are most engaging and adjust your content strategy accordingly. Page overview Content ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 15 Grow your audience Once your Page is set up, you can begin to explore different tools to increase engagement and grow an audience for your Page. Start by telling customers and friends about your Page. Encourage Invite people them to like and share it. Keep your Page active by posting regularly, responding to comments, answering questions, and introducing new products or Engage regularly services. Use the professional dashboard to track when your followers are most active and what content they engage with the most, then plan your posts accordingly. Pin a welcome message to the top of your Page to greet visitors. Welcome new visitors Include important information, specials and promotions to grab their attention. Encourage customers to write reviews and recommend your Page. Gather feedback Positive reviews can build trust and credibility, attracting more customers. Establish a Facebook group linked to your Page to build a Create a group community of engaged followers. This can increase your Page’s visibility and attract more likes. Promote your Page on your personal profile and other social media Share your Page apps to let more people know about it. Consider boosting posts or running ads on Facebook and Instagram Advertise to reach a broader audience. This will require a budget Don’t limit your sharing to Facebook alone. Promote your Page on External sharing your business website and marketing materials to help it reach a wider audience. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 16 Assign Page access As more people like your Page, you may need support managing and moderating your posts and Page. Page access enables you to give other people permission to help maintain your Page. You can decide how much control to give to each person. Admin Editor Moderator Advertiser Analyst Content: manage or X X X delete any content Messages: respond to X X X private messages Comments: respond to, edit and delete X X X comments Linked accounts: add, manager and remove X X X linked accounts Ads: create, manage X X X X and delete ads Insights: analyze Page, post and ad X X X X X insights for performance Events: create, edit X X and delete events Removal and bans: remove and ban X X people from the Page Settings: manage and X edit all settings Access: add and remove Facebook or X task access for a Page ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 17  Page access The creator of a Page becomes an admin automatically. As we just saw, admins have full access to all features and settings on a Page and the ability to give Facebook access or task access to others who help manage the Page. You can grant Page access to people who manage your Page and give someone Facebook access with full control or partial control. Three types of control are: Facebook access with full control When granted full Facebook access, a person can additionally manage and edit all settings, including adding or removing access for other people and deleting the Page. People with Facebook access can switch to the Page and manage it on Facebook. Facebook access with partial control When granted partial Facebook access, a person can control tasks including content, messages, comments, linked accounts, ads, insights, events, removals and bans. People with Facebook access can switch to the Page and manage it on Facebook. Task access When granted task access, a person can control only specific tasks for a Page. People with task access manage content, messages, community activity, ads and insights. They can manage these specific tasks only from Meta Business Suite and Meta Ads Manager. This means they can’t switch into the Page or manage it on Facebook. As your Page grows, consider the Page access and task-based permissions that best meet your business needs. You can manage Page access and task-based permissions from either a mobile device or a computer. ESTABLISH AN AUDIENCE FOR YOUR FACEBOOK PAGE 18 Connect with people on Instagram 19 Benefits of a business account on Instagram People around the world come to Instagram to connect with friends, discover new interests and share what they love. Businesses of all sizes can use Instagram to attract people to their products or services, share their brand story and build relationships with customers. New accounts on Instagram are set up as personal profiles by default. When you convert a personal account to a business account, you can run ads on Instagram to promote your products and services. You can also access free tools and features designed to help you achieve your marketing goals. These tools and features include: Professional dashboard and insights to better understand your audience and how your content performs. Tools to help customers contact your business directly. Features that enable customers to purchase directly from you on Instagram. CONNECT WITH PEOPLE ON INSTAGRAM 20 Set up a business account and profile If you haven’t created an account on Instagram, you can sign up for one and then convert it to a business account through the account settings. Once you create a business account, you can set up a profile for your business. Your Instagram account is a digital presence for your business, so consider how to represent your brand, voice and tone throughout your profile. To give visitors a good first impression, complete all the fields in your profile. To do this, go to your profile and tap Edit profile. There are a few key areas of the profile to complete: Create a username. Choose a username that helps people recognize or easily find your business on Instagram. Use a branded profile picture. The profile picture should reflect your business personality and can even be your logo. Your profile picture will appear in the upper left corner of any photos or videos that your business account posts. Add a business category. Add a business category to help people understand what types of products or services your business offers. Tell people what you do. People can learn more about your business in the bio. The maximum bio length is 150 characters, so keep it brief and use keywords or emojis to attract attention. Add contact details. Help people reach your business by adding contact information and contact buttons to your profile. Prompt people to take action. Get people to do something by adding an action button to your profile. An action button enables people to take an action, such as making a reservation or booking an appointment through a third-party service, directly from the profile. CONNECT WITH PEOPLE ON INSTAGRAM 21 Business account features Once you create your business account and set up your profile, you can explore several key tools and resources to help grow your presence on Instagram. Manage messages more easily. ○ Organize, flag and filter conversations into Primary and General to make it easier to find messages. ○ Tap and hold a response and tap Save to create templated responses or replies, to respond to questions more efficiently. Get insights about an account, its content and its followers. ○ Access insights by tapping Insights from your Instagram account. You can learn more about how posts, stories, reels, live videos and boosted posts perform, and use this information to make future content more effective. ○ Learn more about your business audience and which types of content they respond to most. For example, if you feature best-selling products in posts and stories, you can use insights to find out which of those posts and stories perform best. View the professional dashboard. ○ Create ads, set up your shop on Instagram and use saved replies to help grow your business. ○ Stay informed with tips and best practices from the @instagramforbusiness and @creators teams. ○ See how other businesses are growing and connecting with people. ○ View high-quality content from other businesses. Sell products. ○ Use a shop on Instagram to help people buy products directly from your Instagram business account. ○ Add product tags to posts, reels, stories and live videos so people can tap on tags to get more information, such as the names and prices of featured products. Use ad tools to reach more people on Instagram. ○ Create and manage ads within the Instagram app. ○ Boost a post, reel or story that you create on Instagram to turn it into an ad. When you create an ad this way, you can choose your advertising goal. Boosted content can appear in Explore, Feed, profile feed and Reels. Instagram posts that include product tags can also be boosted. For example, imagine you have an existing post that showcases the latest restock. With a business account, you can turn it into an ad and reach even more people who don’t know about your business. CONNECT WITH PEOPLE ON INSTAGRAM 22  Connect with customers There are many ways to engage an audience with images and videos on Instagram. Each creative format and placement presents a different opportunity to tell your business story, demonstrate how your business functions or help new and existing customers learn more about your products and services. Posts Share photos and videos in your Instagram posts. For multiple photos or videos, create a carousel. A carousel enables you to share up to 10 photos and videos as a single post. Posts appear in feed and on your profile. You can use posts to help people learn about your products and services. Stories Use Instagram Stories to share short, fullscreen, immersive content that disappears after 24 hours. You can use your story to share the authentic, human side of your business, such as behind-the-scenes footage of the team at work. You can also include interactive stickers to start conversations and learn more about your customers. Reels Use Instagram Reels to create multi-clip videos up to 90 seconds that can be edited with music, audio clips, special effects and other creative tools. Try to make your reels entertaining, digestible and relatable. Live videos Use Instagram Live to broadcast long-form live videos in an immersive, fullscreen format. This is an effective way to bring an event online, give customers something special to watch, or collaborate with another account. Start or schedule fullscreen videos that are up to four hours in duration. You can use videos to connect, inspire, educate and entertain your audience in real time. CONNECT WITH PEOPLE ON INSTAGRAM 23 Develop deeper connections In addition to engaging your audience through content on Instagram, you can strengthen your connection with your customers by adopting a few practices. Regularly share content that interests your audience. Post consistently to establish an active presence on Instagram, provide updates about your business, and help people discover more information about your products and services. Engage with your audience. Ask questions in your captions. You can ask for opinions or get feedback on a product or service to help you learn more about your customers and their needs. Show the personality of your business. Every interaction your business has with its community is an expression of its unique personality. Because of this, it’s important to be consistent with the look, feel and voice of your posts and replies. Create a process for timely responses. When someone sends a message to your business, respond quickly. Try to respond within 24 hours. To create quick replies to simple or frequently asked questions, tap and hold a message, then tap Save. Respond and react to comments. Respond to comments on posts regularly to help engage and grow your community. You can respond to customer comments to thank people or ask follow-up questions. If you don’t have time to respond to every comment, like them instead. Likes can communicate to customers that your business is engaged. Use direct messages for personalized support. Move more complex or personal conversations to a private chat, where you can offer personalized customer support and schedule appointments. CONNECT WITH PEOPLE ON INSTAGRAM 24 Create engaging content Create visually-striking images As you create images and videos for your posts, stories, reels, carousels and live videos, you may notice that your community engages with some kinds of content more than others. To help people learn about your business, use creative strategies to make your content attract attention and generate as much engagement as possible. Create a single focal point. Crop your image or use the rule of thirds to direct attention to the most important part. The rule of thirds is a composition guideline that places your subject in the left or right third of an image, leaving the other two-thirds more open. Use contrasting colors. Use props or backgrounds to attract attention to your subject. You can also pair complementary colors in photos to help attract attention as people scroll. Experiment with unconventional angles and perspectives. Arrange objects in an intriguing way to attract attention. Photograph a product from above, choose a lower angle, get close to the subject or place it in a corner of the frame. Use different filters in your story. Try different filters to enhance your story. When you finish recording your story, swipe to the left of your screen to select a filter. Choose a filter that best fits your brand. CONNECT WITH PEOPLE ON INSTAGRAM 25 Make videos that attract attention If you want to attract attention and grow your audience on social media, engaging video content is essential. Videos grab attention more effectively than static images or text, which makes them effective tools for storytelling and brand awareness. Engaging video content not only keeps your audience interested but also encourages shares and interactions, which can amplify your reach and attract new followers. Use the tips below to create engaging video content. Keep it short and get attention early. Attract attention in the first 3 seconds of your video to encourage people to stop and watch. Share the key message at the beginning so people understand the purpose of the video even if they don’t finish it. Keep the entire duration of the video under 15 seconds to optimize engagement. Consider how to incorporate audio. For videos shown in feed, create content that works both with and without sound. Add captions so people can understand your content without sound. Use sound effects, music and a voiceover to enhance the video for people watching with the sound on. Create reels with sound effects, music and a voiceover to grab and maintain attention. Shoot your video vertically. Most people hold their phones vertically to view content on Instagram, so frame your video this way to make the most of mobile screens. Crop existing videos into square or vertical assets for your posts (1:1 or 9:16 aspect ratio). Create a boomerang. Create captivating videos that loop back and forth. This mini video provides a different viewing experience for your audience to engage with your content. Try a layout. Shuffle existing photos to create unique layouts and share them with others. Use layouts to keep your story interesting and authentic. Add visual effects. Effects can enhance your story. For example, Green Screen can help layer first-person video commentary onto existing content. Other examples of effects include syncing audio with a video, jump cuts, fast cuts and transitions. CONNECT WITH PEOPLE ON INSTAGRAM 26 Creative best practices Consider the following recommendations to help you get the most value from your creative elements. Consider the focal point. Use creative images with one focal point. Images with product and lifestyle content can positively impact brand awareness and lower-funnel results, such as purchase intent. Use videos. Videos can help raise brand awareness and increase direct response outcomes. Videos most effectively prompt people to act when paired with the right ads targeting, optimization and call to action. Optimize video ads for Because of how people view content on mobile, try to: mobile. Create short videos (6–15 seconds). Grab attention quickly. Incorporate the brand early. Design for sound-off experiences. Add captions or subtitles. Build for vertical viewing. Use a mix of creative Combine videos, GIFs, static images and other creative elements. elements. Optimize creative elements Test your creative elements to help optimize your campaign. to help improve results. Optimization can also help to avoid creative fatigue. Best practices for creative text Consider the following best practices for your creative text: Incorporate branding and key message within the first 3 seconds. Keep ad text short and lead with value. Show the key message within the first few words. Include actionable headlines and calls to action. Customize ad text depending on the placement. PRIVACY AND DATA PROTECTION ACROSS META TECHNOLOGIES 27 Establish a business presence with Messenger 28 Benefits of communicating through Messenger Whether people have questions about your products or need help with their orders, Messenger can help you communicate more quickly and effectively with new and existing customers. With features such as labels, activity and notes, you can use Messenger to manage your business conversations across Facebook and Instagram. You can also set up automated messaging to communicate more efficiently with customers, especially as your business grows. Conversations through Messenger can help address customer needs, build trust and potentially lead to sales. Communication across Facebook and Instagram Features for managing conversations with customers Automated messaging ESTABLISH A BUSINESS PRESENCE WITH MANAGER 29 Enable new conversations through Messenger If you have a Facebook profile, you already have access to Messenger. You can use Messenger on a computer or a mobile device. If you don’t have the Messenger app installed, you’ll automatically be prompted to install it. Once you install the app, you can view the inbox for your business. If you are an admin for other Pages, you can view those inboxes as well. You can communicate with people on behalf of your business and quickly switch between your profile and Page. To switch between your profile and a Page, follow these steps: 1. Navigate to the Messenger app. 2. Tap and hold on your profile picture in the top left corner. 3. Select the account you want to use to communicate with people. There are many different ways you can encourage people to connect with your business on Messenger. For example, you can add an action button to your Page, include scannable QR codes on your merchandise, or place ads across Facebook and Instagram. If you plan to use Messenger as a primary way to communicate with customers, use the action button for Messenger on your business Page. This action button enables Page visitors to start conversations quickly. ESTABLISH A BUSINESS PRESENCE WITH MANAGER 30 Start conversations with customers There are several other ways to encourage more conversations through Messenger. Each method provides a unique way to connect with people and highlight your business. M.me links M.me links are unique URLs that are attached to your Page. When someone follows or scans them, a conversation with you is initiated through Messenger. You can embed an m.me link into a QR code and place it prominently on packaging. People can scan the links to start a chat instantly. Ads that click to Messenger You can also create ads that click to Messenger to help increase brand awareness and reach new potential customers across Facebook and Instagram. Ads that include a Send message action button enable people to start conversations directly with your business. Use ads that click to Messenger to help generate leads, increase transactions, answer questions and offer support. Sponsored messages In certain regions, you can use sponsored messages to reengage customers who have previously messaged your business. These messages will appear in the Messenger inbox as part of an existing message thread. ESTABLISH A BUSINESS PRESENCE WITH MANAGER 31 Improve organization of chats Messenger has many features that can help you manage chats with customers. These features enable you to stay organized as people go through the customer journey. Each feature is designed to help you save time and can be set up through Inbox in Meta Business Suite or Facebook Page settings. Labels Labels can help organize chats. For example, you can use labels to differentiate between new and returning customers. You can use labels to indicate when your customers make a purchase and whether or not their orders have been processed and shipped. Activity Use activity to keep track of where people are in the customer journey and share these details with them. Activities include order creation, payment and shipping. You can monitor the status of all Messenger orders through activities. Each time the status of an order changes, you can add or update the activity and send the details to the customer. Notes You can also keep notes for each chat. This can help you remember important details from past conversations or help personalize interactions. You can keep notes on small details for each customer, such as preferences and interests. LABELS: new and existing customers ACTIVITY: order creation, payment, shipping date NOTES: important details from past conversations ESTABLISH A BUSINESS PRESENCE WITH MANAGER 32  Improve efficiency with automated messaging Automated messaging enables you to communicate more efficiently with customers as your business grows and messaging demands increase. Automated messaging can be set up through Inbox in Meta Business Suite. Instant replies Automatic message when someone messages for the first time Great for greetings and basic business information Away messages Automatic message when you can’t respond immediately Frequently asked questions Saved answers for common questions 3 saved replies in Messenger Custom keywords Customized responses to messages with up to 5 case-sensitive keywords Personalizations: photos, videos, buttons, links ESTABLISH A BUSINESS PRESENCE WITH MANAGER 33 Connect with customers through WhatsApp Business 34 Connect with customers through WhatsApp Business WhatsApp Business is a free messaging app that can help businesses communicate with their customers. With a business profile, you can highlight products and services, answer questions, and communicate with customers. You also have the option to create a digital storefront with a catalog so you can easily share and recommend products and services through chats. WhatsApp Business also makes it possible to manage orders, shipping and payments. Similar to Messenger, you can improve the efficiency of your communications with customers through automated messaging for greetings, away messages and quick replies. Set up a WhatsApp Business Account: 1. Download WhatsApp from Google Play for Android or the App Store for iOS. 2. Open the app and start by verifying your business phone number. Enter the business phone number. WhatsApp will then send a confirmation code to that number. 3. Set your business name. 4. Build your profile. Android: Tap three dots. Tap Settings and your business name. iOS: Tap Settings and your business name. After you create an account, make a business profile. This is where you enter important details, including the business name, category, business hours and contact information. With these details in place, you can tell customers that your business is on WhatsApp and start directing business communications there. Once you set up your WhatsApp Business Account, consider linking it to a Facebook Page. Linking a WhatsApp Business Account and a Page enables you to use posts and ads on Facebook to send customers to WhatsApp. After you link your WhatsApp Business Account with your Facebook Page, you can also synchronize your business information across both accounts. This helps ensure that your business information stays updated and consistent for customers. CONNECT WITH CUSTOMERS THROUGH WHATSAPP BUSINESS 35 Encourage customers to interact on WhatsApp There are several ways to reach relevant audiences, help new and existing customers find your business profile, and start new conversations on WhatsApp. Add an action button to a Facebook Page. Enable customers to start conversations on WhatsApp directly from your Facebook Page. Share short links to start conversations. Use short links (URLs that can be shared directly) to simplify customer contact without needing a phone number. Customize the default message for added context. Generate a QR code. Enable customers to start a conversation by scanning a QR code that links directly to your WhatsApp. Use ads that click to WhatsApp. Create targeted ads on Facebook that encourage people to start a conversation on WhatsApp, optimizing for engagement. Manage messages with automation Your ability to respond quickly can improve customer experiences and make your business seem more reliable and credible. With automated messaging tools, your business can stay connected with customers at any time and manage their expectations. Greeting messages ○ Automatic initial response to customers who send messages ○ Great for greetings and basic business information Quick replies ○ Replies to common questions ○ Personalization: GIFs, images and videos Away messages ○ Automatic message when you can’t respond immediately Marketing messages ○ Messages to reengage previous customers and reach new people ○ Can include offers, announcements, coupons, sales and promotions CONNECT WITH CUSTOMERS THROUGH WHATSAPP BUSINESS 36  Organize customer messages with labels As your business grows, the volume of messages will increase. So it can be helpful to organize conversations into different categories. Labels enable you to organize messages into separate groups—such as orders, returns and customer conversations—by applying different colored labels for each. With labels, you can: Organize and filter important customer conversations by category. Quickly find and respond to messages that need your attention. Color-code conversations with contacts and keep track of order status. You can create and customize your own, or use default labels such as: New customer New order Pending payment Follow up Order complete Paid Important Lead CONNECT WITH CUSTOMERS THROUGH WHATSAPP BUSINESS 37 Components of a catalog Unique item Images name Description Price Website link Item code Share products and services with a catalog Catalogs act as mobile storefronts, and you can use them to showcase up to 500 products or services. When you use catalogs, customers can learn more about your offerings, browse, and make a purchase in one central place. They can access your catalog from your business profile or directly in a chat. Setting up a catalog is straightforward: add an image, name, and description for each item, and optionally include price, website link, and item code to provide more details. Catalog best practices Keep your Include relevant Use high-quality catalog updated. and accurate titles images for your and descriptions. products. CONNECT WITH CUSTOMERS THROUGH WHATSAPP BUSINESS 38 Manage your online presence with Meta Business Suite 39 Manage your online presence with Meta Business Suite Meta Business Suite enables you to manage your online presence across Meta technologies in one place. You can use Meta Business Suite to: Get an overview of your business. You can see an overview of your Page and Instagram account including updates, recent posts, and ads and insights. Save time and improve efficiency. You can create, schedule and publish posts, stories and reels, including text, images and videos all in one place. You can also manage your albums with the file manager to quickly access your photos and highlight specific content on your Page. Plan and schedule content around important moments. You can review all your published, drafted and scheduled content in one place. With the planner, you can edit and post content directly from the calendar. Use the moments feature in the planner to keep track of major holidays and other important dates for your business so you can plan relevant content. Manage messages through Inbox. You can use Inbox to set up automated responses, connect with customers, and view all of your messages, comments and notifications across Facebook, Messenger, Instagram and WhatsApp. Analyze results and content performance. You can determine which photos and videos perform best on Facebook and Instagram, and see what kind of content resonates with each audience. Then, you can use what you learn to customize future content. Go to Insights to get information about audience preferences, and to track metrics such as reach, engagement and reactions. You can also click on a specific post to view more detailed insights about it. Manage roles and permissions. You can manage settings for Meta Business Suite and all of your Facebook and Instagram accounts. Link your Facebook and Instagram accounts, update account information and manage Page roles. MANAGE YOUR ONLINE PRESENCE WITH META BUSINESS SUITE 40 Create and manage content When you share content frequently, customers are more likely to think of your business when they’re ready to make a purchase. Meta Business Suite enables you to create, schedule and manage content across your Facebook Page and Instagram business account so you can stay connected with your followers while you focus on other business goals. You can create posts, reels and stories from both the desktop and mobile versions of Meta Business Suite. Create and preview: Schedule, finish later or publish: Choose where to share. Set a date and time. Select media. Save a draft. Write a caption. Or, publish immediately. Preview your content. Best practices for content creation Schedule time to create content: Establish a process. Create content regularly. Learn what performs best: Identify what performs well on Facebook and on Instagram. Analyze reach, content interactions, audience, link clicks and minutes viewed. MANAGE YOUR ONLINE PRESENCE WITH META BUSINESS SUITE 41 Manage customer messages with Inbox Another key feature of Meta Business Suite is Inbox. You can use your Inbox to: Communicate with your customers from Facebook, Messenger, Instagram and WhatsApp in one central location. Use labels to organize and monitor conversations with customers. Identify new and existing customers to personalize communications and help nurture relationships. Save time by setting up automated responses. This can help you respond to messages quickly, strengthen relationships with existing customers and connect with new people. You can also filter your Inbox to see unread messages and comments, and move messages and comments out of the main folder. Mark messages and comments to follow up, mark them as complete or move them to your spam folder. Set up WhatsApp Business in Inbox Once you’ve added your Facebook and Instagram accounts to Meta Business Suite, you can use Inbox to manage messages for Facebook, Messenger and Instagram. Before you set up WhatsApp Business in Inbox, make sure you’re using a phone number that isn’t currently associated with a WhatsApp account. Once you set up your account in Inbox, you can send messages by entering a WhatsApp phone number. Explore automated responses Once you have Inbox set up and the accounts you want are added to Meta Business Suite, you can start exploring features to help manage your business messaging. One key feature you can start using is automated responses. In Meta Business Suite, you can use presets to get started with automated responses. A few common presets you can try include: Instant replies: Customize an automated greeting message. Away message: Tell people when you’re unavailable and when you’ll get back to them. Frequently asked questions: Share information related to commonly asked questions. As always, be sure to use best practices for messaging to enhance impact. Show your brand personality: ○ Establish your business’s unique voice. ○ Avoid jargon and confusing phrases. Send a personalized message to each customer: ○ Use available customer information to inform your message. ○ Address customers by name. Save answers to frequently asked questions: ○ Use saved replies to write, save and reuse messages. ○ Use for questions about topics such as hours, contact details or delivery. Respond to people promptly: ○ Establish credibility through prompt responses. MANAGE YOUR ONLINE PRESENCE WITH META BUSINESS SUITE 42 Get started with advertising on Facebook and Instagram 43 Get started with advertising on Facebook and Instagram Advertising on Facebook enables you to reach people who are not already following your Page or Instagram business account. The ads can be used to reach people who are likely to engage with them based on their location, interests and other factors. Marketing teams can create posts about their products and services on a Facebook Page to build their brands online. To differentiate between a post and an ad: Ads: Posts: When businesses want to reach people Businesses can create posts about who are not already familiar with their their products and services on a products and services, they can Facebook Page to build their advertise across Meta technologies brands online. This content is such as Facebook and Instagram. Ads displayed to their Page followers. appear with a Sponsored label. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 44 Create ads from a Facebook Page There are several ways to advertise on Facebook. To advertise from a Facebook Page you have two options: Boost a post on your Page or create an ad by clicking Advertise. Boosted posts Boosted posts are ads you create from existing posts on a Facebook Page or Instagram account. Boosting a post can help it to receive more reactions, shares and comments. Boosted posts can also reach new people who are likely to be interested in your Page or business but don't currently follow it. Once you boost a post, it’s considered an ad. For people seeing your ad, the only visual difference between an organic (unpaid) post and a boosted (paid) post is the addition of a Sponsored label and action button. Tips for boosting posts Boost posts to help grow Use high-quality ad a business Page. creative. Set a website as the Boost posts that align with destination of a boosted current trends. post. Boost posts for seasonal Start with popular posts. moments. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 45 Creating ads You can also create new ads directly from a Facebook Page without using existing posts by clicking Advertise. Different ad types and settings are available depending on the unique goals of your business. Ads can help reach people who don’t follow your Facebook Page or Instagram account already. Some tips when creating ads: Use a Page post. Consider using an existing post from a business Page to build an ad with more capabilities than if you just boosted the post. You can change the image and content of the post or leave it as it is. Use Facebook stock images. If you don’t have high-quality visuals to use in your ads, browse the library of stock images available. Run an ad continuously with a daily budget. This provides the ad delivery system with the flexibility to allocate money to more dynamic auctions and spend less on other days. There are 5 things to consider when you create an ad: How would you like to grow your business? What will the message of your ad be, and how will you convey it? Who do you want to see your ad? How much do you want to spend, and for how long? Which account will you use to pay for your ads? Automating ads You can use automated ads for a simplified way to boost engagement on a regular basis. Automated ads provide a continuous plan for advertising a Page’s highest performing posts on a daily budget. When you run automated ads, you can set goals and the ad delivery system will boost posts likely to perform best. Benefits: Boost engagement on a regular basis. Set a daily budget to continuously boost a Page’s highest performing posts. Run ads likely to perform best based on advertising objectives you choose. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 46 Creating ads from an Instagram account Instagram can help you connect with the customers you care about. Prepare a plan before you advertise to help you stay organized, save time and grow your business. To create a plan: Step 1: Establish a presence on Instagram. Set up an Instagram business account, and create a profile that includes your contact information and other relevant details. Keep your account active with recent photos and videos so you can establish your credibility when people visit your profile from an ad. Step 2: Set a goal. What do you want to accomplish with advertising? Create a SMART goal: it should be specific, measurable, achievable, relevant and time-bound. For example, you can create a goal to increase your followers to 500 within the next month. Step 3: Decide who you want to reach. When you boost a post, you can create a target audience for it. Define your audience to make sure that the people who are most likely to become customers will see your ad. Step 4: Create a content calendar. A content calendar can help you plan posts and stories that you can use as ads in the future. Prewrite your captions to make sure that they work both in a post and as a future ad. Step 5: Choose your best content. When you select posts and stories to turn into ads, use photo and video content that’s unique to your brand and attracts people's attention. You can also use your posts and stories to create ads. Use insights to learn more about how your posts and stories perform. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 47 Creating ads from an Instagram account Once you select a post or story to turn into an ad, determine where the ad will direct people, who you’d like to reach, how much you want to spend, and how long you want your ad to run. 1. Choose an ad destination. Select where you want your ad to direct people, based on the outcome you are trying to achieve. More profile visits: More messages: More website visits: Send people to your Use more messages if you Select this option if you profile if you want them provide services and want want people to do to see more of your to encourage potential things like browse an content and follow your customers to inquire about online store, learn more account. Use this option requests, appointments or about an event or sign to showcase your consultations. If you select up for a special offer or products or services, messages as a goal, try mailing list. portfolio or brand. asking a question or starting a conversation in your caption to encourage interaction. 2. Select your audience. In order to make your ads more successful, determine who you want to reach. You can select an automatic audience or create your own audience for your ads. An automatic audience targets ads to people similar to your followers and others who have engaged with your content before. Creating your own audience enables you to reach people based on location, age, interests and gender. 3. Set your budget and duration. Your budget affects how many people will see your ad. The more you spend, the more people your ads may reach. Duration determines how long your ad will run and how it will be delivered. You can customize your budget and duration to align with a business goal or event, such as a sale or a new product launch. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 48 Creating ads in Meta Ads Manager Ads Manager is the starting point for running more sophisticated ads across Meta technologies. It’s an all-in-one tool for creating ads, managing when and where they run, and tracking how well campaigns are performing. Ads Manager is designed for advertisers of every experience level. Your business can use Ads Manager to manage ads and see an overview of your efforts across multiple technologies. When you see which elements of your campaigns perform best, you can adjust your ads to maximize your budget and time to achieve your business goals. Create and manage multiple ads at once. In Ads Manager, you can edit settings, like audience, budget and placements, and create duplicates of your ads. Track data, evaluate how well your ads perform, view up-to-date data on performance and schedule reports. Review results at an account level. See how your campaigns are doing, apply breakdowns to see the metrics you care about, and create or schedule ad reports. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 49 Creating ads in Meta Ads Manager To start running ads, complete these steps. Step 1: Make sure you have a Facebook business Page. When you Create a Page, you automatically have an Ads Manager account. An account ID number, currency and time zone will automatically be assigned to you based on your location. You may change your currency and time zone, but doing so will set up a new Ads Manager account. Follow the pop-ups to deactivate your old account. You’ll still be able to view old accounts in Ads Manager, but ads under the old account will stop running. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 50  Step 2: View your ad account settings to confirm your account information. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 51 Step 3: Click the credit card icon on the left side to access payment settings. You must enter payment settings in order to run ads. Here, you can: See your balance. Enter your payment method. You may add more than one, and you can return to payment settings to remove or change your methods at any point. View payment activity. You can view your payment activity per ad account. Confirm your business info. This section will have your business name, address and currency. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 52 Ad creation levels: Ads you create in Ads Manager have three parts: campaigns, ad sets and ads. Collectively, these parts are called the campaign structure. Knowing how they work together will help your ads run the way you want and reach the people most likely to be interested in them. Campaign level Ad set level Ad level This is where you select This is where you define the This is where you design the ad objective, or audience you’d like to reach, the ads. You can choose overall goal of your choose your ad placements, your ad format, upload campaign. determine a budget and set images and video, and add a schedule. text, links and more. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 53 Campaign level: The first level of a campaign structure is the campaign, where you choose an objective for your ad. An objective is your business goal, or what you want people to do when they see your ad. For example, you may want to increase traffic to your website or find the audience that will be most likely to purchase your product or service. There are six objectives: awareness, traffic, engagement, leads, app promotion and sales. Depending on your objective, you may be required to set a destination for your ad. The destination is where people will be directed when they click your ad. You can set your destination to an external website, a mobile app registered on the Meta for Developers site, Messenger or WhatsApp. GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 54 Ad set level Once you set your objective, you can start designing ad sets. An ad set is nested under a campaign, and the settings you choose on this level will influence what choices are available to you at the ad level (the last level). You can have multiple ad sets within a single campaign, which will enable you to segment the audiences you are targeting your ads to later on. You also choose placements, set a budget and choose scheduling options at the ad set level. Placement Placement determines where your ads will be displayed. You can decide which technology to run your ads on and whether the ads will appear in-feed, between stories, in-stream (before, during or after video content) or in-article. You can choose these manually or turn on Advantage+ placements to run ads on all available placements. Budget and scheduling Budget is the amount you want to spend on your whole campaign. You can also set a schedule. You can run the ad set continuously from the day you set the schedule or pick start and end dates for your campaign. A/B Testing You will also have the option to run an A/B test at the campaign, ad set or ad level. A/B tests enables you to change variables, such as your ad creative, audience or placement, to determine which strategy performs best and improve future campaigns. Ad level Ad is the final level. This is where you determine your ad creative—including visual elements such as text, images and video—and set an action button. At this level you choose: Format Ad creative Languages GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 55 Meta Advantage The tools within Meta Advantage use artificial intelligence (AI) and automation to help maximize campaign performance. AI is core to Meta technologies and the ad delivery system. Advances in AI can help advertisers and brands create meaningful customer experiences and achieve greater performance. As a marketer, you can use your customer knowledge and expertise in ad campaigns to maximize the use of these AI tools. With Meta Advantage, you can: Achieve better results with fewer, more efficient campaigns. Reach a wider audience of potential customers who are more likely to be interested in a business. Deliver a personalized customer experience that encourages people to take action. Save time and effort so you can focus on the overall goals of the business. The tools within Meta Advantage can be divided into two categories: complete campaign solutions and single-step solutions. Complete campaign solutions can help you achieve campaign goals by automating every step of a campaign. You should use these solutions if you have no campaign restraints or restrictions. There are two types of complete campaign solutions: Advantage+ shopping campaigns and Advantage+ app campaigns. Single-step solutions enable you to automate one or more aspects of your campaign, such as audience, ad creative, destination, placement and budget. You should use these solutions if you have more campaign restrictions or constraints. COMPLETE CAMPAIGN SINGLE-STEP CAMPAIGN SOLUTIONS SOLUTIONS Advantage+ shopping Advantage+ audience campaigns Advantage+ catalog ads Advantage+ app campaigns Advantage+ creative Advantage+ placements Advantage destination Advantage campaign budget GET STARTED WITH ADVERTISING ON FACEBOOK AND INSTAGRAM 56 Introduction to campaign objectives 57 Introduction to campaign objectives It is important to understand how ads may help accomplish your business goals. Goals can help you focus on what you want to accomplish with your marketing efforts and track your progress over time. You may already have an idea of what you would like to achieve, but taking the time to write it down will help you later when you build ads. A well-defined goal is specific, measurable, achievable, relevant and time-bound. S M A R T Specific Measurable Achievable Relevant Time-bound INTRODUCTION TO CAMPAIGN OBJECTIVES 58 Align a business goal to an ad objective The first step to creating ads in Ads Manager is to choose an ad objective that aligns with your business goal. An ad objective is what you want people to do when they see your ads. For example, if your goal is to increase visits to a website, you can create ads that will encourage people to click to the website. If you choose an objective that doesn’t align with your goal, your ads may reach people likely to take action that’s different from what you want. The marketing funnel has three stages: awareness, consideration and conversion. As you create more ads, the goal is to move potential customers through the funnel from awareness to action. Think about where your current business goal is along the funnel to choose the best ad objective. To mirror the funnel, there are three categories of ad objectives in Ads Manager. Awareness Generate interest in your product or service, and communicate what makes your business valuable. Encourage people to think about and get more Consideration information about your business. Conversion Inspire people already interested in your business to buy or use your product or service. There are 6 campaign objectives (formerly, there were 11 objectives) to choose from across the three stages of the customer journey. Awareness Consideration Conversion Awareness Traffic Sales Engagement Leads App promotion INTRODUCTION TO CAMPAIGN OBJECTIVES 59 Buying types There are two ways to buy ads across Meta technologies: auction and reservation (previously known as reach and frequency). The two buying types offer varying flexibility and predictability, and the buying type best suited to your campaign depends on your ad objective. In Ads Manager, you can determine the buying type at the campaign level. You can choose from: Auction: Advertisers can bid for audience actions or impressions with a variety of tools that impact cost per result. Reservation (previously known as reach and frequency): Advertisers pay a fixed price to predictably reach their audience. This buying type is only available to qualified advertisers. When you purchase a campaign through reservation, you can buy it 3-6 months in advance. You also need to select an audience of at least 200,000 people. Maintaining the campaign Advertising is a continuous process. After you establish your business goal and gather the ad components, publish your ad. Think of it as a test, and an opportunity to learn and improve. Once you create an ad, let it run, and monitor it. Try to allot enough time to establish a learning phase for the ad. The learning phase is the period when the ad delivery system determines what audience is most likely to be interested in your ad, the times of day to show the ad, and what placements and ad creative are most effective. Since the learning phase occurs whenever you create a new ad set or make a significant edit to an existing ad or ad set, try not to make significant changes that will reset the learning phase. Typically, 7 days or 50 conversions are recommended to make up the learning phase of the ad. View the results of your ad campaign in Ads Manager or Facebook Ad Center and optimize your ad based on the insights you gain. Create your Run your Customize, save and Refine your campaign. campaign. review reports to campaigns understand ad based on ad performance. performance. INTRODUCTION TO CAMPAIGN OBJECTIVES Create audiences in Meta Ads Manager 61 Create audiences in Meta Ads Manager When advertising with Meta technologies, you can focus on finding the customers that matter most to your business. When you define an audience, you identify a group of people most likely to be interested in what your business has to offer. To help define an audience and create effective ads, you need to understand the needs, characteristics and motivations of your customers. Defining an audience before you start advertising can increase the effectiveness of your ads and help you reach your business goals. You can create three types of audiences in Ads Manager: New audience Custom audience Lookalike audiences Select your audience manually Reconnect with people who have Use customer information to find based on characteristics such as shown interest in your business new people similar to your age, location and interests. using your customer information existing audience across Meta or data from Meta, such as video technologies. views and Facebook Page visits. CREATE AUDIENCES IN META ADS MANAGER 62 Types of audiences Let’s take a closer look at the three different types of audiences. New audiences Define your audience manually through demographics, interests and behaviors to reach people likely to be interested in your ads. New audiences can be as broad or defined as you want. People in your new audience will share certain characteristics. These characteristics fall into four broad categories: 1. Location: Reach people who live in same city, country or community. 2. Demographics: Reach people based on aggregated, anonymized demographic data: ○ Age ○ Gender ○ Household income ○ Occupation ○ Education ○ Location 3. Interests: Reach people with similar interests, such as products, topics or activities. 4. Behaviors: Reach people with similar behaviors. For example, your audience might read the same publications, visit the same websites, have similar hobbies or play the same sports. Custom audiences 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. You can use a variety of audience sources to create a custom audience. This can include data from Meta technologies or your own sources. For example, using your sources, you could create an audience based on people who: Visited the business website. Use information from the Meta Pixel to create an audience based on actions, such as purchases. Used the business’s app and took actions, such as launching the app. Interacted with the business or its catalog. Interacted with the business offline, such as over the phone or in-store. You can also create an audience based on people who interacted with the business across Meta technologies. For example, people who: Followed or interacted with the business’s Facebook Page. Interacted with one of its events on Facebook. Interacted with its Instagram account. Used Shops to make a purchase on Facebook or Instagram. Watched its videos on Facebook or Instagram. Interacted with its on-Facebook listings. Opened or completed a form from ads with the leads objective. Opened its Instant Experience on Facebook or Instagram. CREATE AUDIENCES IN META ADS MANAGER 63 Lookalike audiences Lookalike audiences enable you to reach new people who are similar to current customers. Creating lookalike audiences increases the likelihood of a positive response to your ads. Here’s how to create a lookalike audience: 1. Choose a source audience: Start by selecting a custom audience that will serve as the basis for your lookalike audience. If you have the Meta Pixel installed, you can directly create a lookalike audience without needing a custom audience first. 2. Identify common characteristics: Use Meta technologies to analyze demographic information and interests of your source audience. This makes it easier to identify other audiences who might be interested in your business, product or service. 3. Create a lookalike audience in Ads Manager: Go to Ads Manager and click Create a lookalike audience. Here, you can select your lookalike source. The source helps the ad delivery system find people with similar traits. Note that people in your source audience will be excluded from your lookalike audience unless you use the pixel as your source. 4. Select audience location and size: Choose where your lookalike audience is located and decide on the size of the audience. The source audience you select for your lookalike audience sends information to Meta about which qualities to match. The audience size you choose during the creation process determines how closely the lookalike audience matches the seed audience. This size is expressed on a scale from 1–10, which corresponds to the percentage of the population of a particular country that you want matched with your seed audience. A good size for a source audience is 1,000–50,000 people. The quality of the source audience is also important. For example, a seed audience of best customers could lead to better results than a seed audience comprised of all customers. Remember: It can take 6-24 hours to create a lookalike audience. After that, the audience will refresh every three to seven days as long as you still actively target ads to it. You don’t need to wait for a lookalike audience to update to use it for ads targeting. See the most recent updates to your lookalike audience by visiting the Audience tab in Ads Manager. Check the date under Availability. You can use new audiences, custom audiences and lookalike audiences to find new customers and reengage existing customers with ads. In the next section, discover tips to help you create audiences for your next campaign. CREATE AUDIENCES IN META ADS MANAGER 64 Create audiences in Ads Manager You can use Ads Manager to find new customers based on certain characteristics, get in touch with people who are already interested in your business, and reach new people similar to current customers. You can create an audience based on aggregated data about people’s location, age, demographics, interests and behaviors. Location Demographics Interest Behaviors Reach people in Reach people based on Reach people based Reach people based on cities, countries demographics. on categories such their purchase habits. and communities. as fitness, fashion or specific hobbies. You can use new audiences to segment your ads and reach the people most likely to engage with them. When you create a new audience, you can target ads in the following ways: Broad targeting means that you're mostly relying on the ad delivery system to find the best audience for your ads. This approach can lead you to potential customers you wouldn’t have known about otherwise. You still have to use at least a few basic targeting parameters, but it's a good approach if you're not sure who you want to target ads to. Detailed targeting enables you to refine the group of people your ads are shown to. You can do this with information such as additional demographics, interests and behaviors. CREATE AUDIENCES IN META ADS MANAGER 65 Tips for creating an audience in Ads Manager Segment your new audience to improve your ads. As you begin to understand how audiences interact with ads, you may notice common behaviors or attributes among certain audience segments. When you categorize different types of customers, you can customize your ads based on their experiences. For example, you can create different ads for people who have purchased products from a business and people who have not. Tips for custom audiences: There are a variety of sources you can use to build your custom audience: Existing customer information: When you upload existing customer information to Ads Manager, it can help find customers who engaged with the business on other platforms, such as websites and apps, and retarget ads to them. Meta technologies: You can also create custom audiences of people who interacted with the business across Meta technologies, whether it was the business’s videos, lead forms, Facebook Page or Instagram account. Experiment with different sources over time to understand what works best. Tips for lookalike audiences: Use a high-quality source audience. To build a high-quality source audience, identify a core group of the most valuable customers based on spending or repeat buying behavior. Then, upload that list into a custom audience and use it to create a lookalike audience. Start small. If you’re new to lookalike audiences, start with a 1% lookalike audience and see how it performs. If you have the budget to reach more people, increase it to 2%. Continue to test this way until it's no longer cost-effective. Don’t use additional targeting with a lookalike audience. Avoid the addition of other targeting parameters, such as location, age, gender or interests on a lookalike audience. The lookalike tool has already considered these characteristics, so additional targeting could limit performance. CREATE AUDIENCES IN META ADS MANAGER 66 Choose ad placements, budget and schedule in Meta Ads Manager 67 Choose ad placements, budget and schedule in Meta Ads Manager When you create an ad campaign, a budget can help you assess how much money you need to spend in order to reach your business goals. An ad budget can prevent you from overspending and enable you to allocate resources efficiently. This lesson will review how to use Ads Manager to set a budget and focus on the ad set level. Types of budget Advantage campaign budget Individual ad set budgets This budget type makes the most This budget type enables you to set an efficient use of spending for the best individual budget per ad set so you have overall results more control over how much budget is allocated to an ad set. CHOOSE AD PLACEMENTS, BUDGET AND SCHEDULE IN META ADS MANAGER 68 How you’re charged How you’re charged for an ad depends on the ad objective you choose and is based on impressions, clicks or actions. The pricing of ads across Meta technologies is based on an auction system where ads compete for impressions based on bid and performance. When you run an ad, you're only charged for the number of clicks or impressions your ad receives. Learn more about how you’re charged. Impressions Get charged for every 1,000 impressions you receive on a campaign, also known as CPM (cost per 1,000 impressions). CPM measures the total amount spent on an advertising campaign divided by the number of impressions and multiplied by 1,000. Most ad objectives charge on a CPM basis. Link clicks Get charged for every click on an ad, also known as cost per click (CPC). Actions Get charged every time someone completes the action you want. This is also known as cost per result. This charge choice is only available for actions like video views. There are two types of ad budgets to choose from in an ad set: daily and lifetime budgets. You can select each type of ad budget from the dropdown menu next to Budget under Budget & schedule in an ad set. Daily budget The average amount you're willing to spend on an ad set or campaign each day. With Ads Manager, you get roughly your daily budget’s worth of the result you optimized for. There may, however, be certain days when better opportunities are available. On those days, up to 25% more than your daily budget may be spent. For example, if your daily budget is $10, up to $12.50 may be spent. Lifetime budget The amount you're willing to spend over the entire run of an ad set or campaign. You won't be charged more than your lifetime budget for your ad set's results unless you change your delivery settings. What to consider when choosing a lifetime or daily budget A lifetime budget enables you to maximize results and keep overall costs as low as possible. A daily budget restricts how much the ad delivery system can explore opportunities across the lifetime of a campaign. CHOOSE AD PLACEMENTS, BUDGET AND SCHEDULE IN META ADS MANAGER 69 Advantage campaign budget Advantage campaign budget enables you to set a single campaign budget that automatically allocates funds in real-time to the most promising ad sets throughout your campaign. This ensures your budget is spent on the best performing ad sets. Setting a schedule for your ad: Budget and schedule: After setting your ad set budget, you can schedule specific start and end dates and times for when your ads will run. This feature is available with both ad set level budgets and Advantage campaign budget. Advanced scheduling: Align your ad schedule with business events, promotions, or other significant dates. You can also set ads to run in specific time zones, tailoring your campaign to the location of your audience. Strategic timing: Consider running ads at specific times of day or days to target optimal engagement, such as promoting morning products or increasing awareness before an event. CHOOSE AD PLACEMENTS, BUDGET AND SCHEDULE IN META ADS MANAGER 70 How to choose ad placements in Ads Manager Choosing ad placements relevant to your audience will help you to reach people where they spend the most time. Depending on the objective you choose when you create your campaign, your ads can appear across Facebook, Messenger, Instagram and Meta Audience Network. Placements are available within the apps and are determined by your ad type and settings. Not all placements are available for every ad. In the next two slides we will cover available placements. Each placement has different benefits, so it’s up to you to decide which strategy is most effective. Feed: Get high-visibility for your client or business with in-feed ads. Stories and reels: To tell a visual story with immersive vertical ads, choose story ads and Reels ads. In-stream ads for videos and reels: Reach people before, during or after they watch a video or reel. Search results: Place your ads next to relevant Facebook and Marketplace search results. Apps and websites: Your ads can appear in external apps and websites. Messages: Send offers or updates to people who are already connected to your business. Advantage+ placements put your ads where your