Meta Certified Digital Marketing Associate study guide 072024[1]-1-20.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