August 2021

Digital Marketing
Associate Certification
Study Aid
This study aid will serve as a resource to help
you prep for the certification exam.
Digital Marketing Associate Certification Prep 2

The value of Facebook Establish platform

Businesses can use Facebook, Instagram, presence
Messenger and WhatsApp to grow, stay
• Use a Facebook Page to establish a business’
connected to customers, tell their stories and
online presence, build a community and find
share updates about their products and services
new customers.
with their communities.

• Create engaging experiences on and off

Facebook—helps businesses make
Facebook with Stories, Live, Groups, Events
connections, accomplish their goals
and Fundraisers, and sell products and
and tell their stories on any device
services with Shops, gift cards, appointments
with Facebook business pages, posts,
and offers.
events and more

• Instagram business accounts provide free

Instagram—get inspired, find and tools like Instagram Shopping, message
explore interests, share passions and organization and advertising options that
create connections can help businesses build a presence on
Instagram.
Messenger—enables people to
conveniently and privately connect • Use Facebook Business Suite to manage
with one another a business presence on both Facebook
and Instagram.
WhatsApp—helps businesses contact
customers everywhere and build • Use the WhatsApp Business app to
connections via texts, voice messages communicate more effectively, deepen
and video calls relationships and build credibility
with customers.

Facebook
Digital Marketing Associate Certification Prep 3

Advertising fundamentals
Advertising on Facebook enables businesses to reach people who are not already following their Facebook
Page or Instagram business account.

There are two ways to advertise from your Facebook Page. You can boost a post, or create an ad
using the Promote button.

You can advertise on Instagram by promoting an Instagram post.

ADS MANAGER PRIVACY AND SECURITY

All-in-one tool for creating ads, managing • Facebook provides tools like Privacy
when and where they’ll run and tracking how Check, two-factor authentication and
well campaigns are performing. login alerts to give people control over
what they share, who they share it with
• Every personal Facebook account has
and options to help keep their account
an associated Ads Manager account, but
secure.
advertisers will need permission from a
Facebook business Page or Instagram
business account to create ads. FACEBOOK PIXEL AND
CONVERSIONS API
• When setting up an Ads Manager account,
• The Facebook pixel is a small piece of
advertisers will need to identify the
code that can be added to a business’
following details for their ad account:
website to help improve results, measure
Currency, time zone, spend limit, form
results more accurately and build new
of payment.
audiences to target ads to.

FACEBOOK AD REVIEW PROCESS • Businesses can use the pixel to track

AND POLICIES specific customer actions and monitor the
metrics relevant to their business goals.
• Facebook reviews ads to ensure they
adhere to our policies about what types of • Similarly to the pixel, the Conversions API
ad content are allowed. gives advertisers the ability to connect
and share their customer data to target,
• As a part of the Advertising Policies,
optimize and measure Facebook ad
Facebook prohibits or restricts certain
campaigns. Businesses should adopt the
content, such as products that simulate
Conversions API in addition to the pixel.
smoking, images that contain unlikely
This helps maximize performance for
results or alcohol ad content.
campaign targeting, optimization and
The most common reasons ads are rejected are measurement on Facebook.
because the copy, creative or landing pages do
not adhere to Facebook policies.

Facebook
Digital Marketing Associate Certification Prep 4

Create and manage ads Campaign Set your advertising objective.

Set up targeting, placements, budget

Ads you create in Facebook Ads Manager have Ad sets
and schedule.
three parts: Campaigns, ad sets and ads, which
Ads Set up creative visuals, like
are known as the campaign structure. pictures or videos.

SET BUSINESS GOALS BUDGET, AD SCHEDULE, PLACEMENT

• Goals can help you focus on what you want to • Depending on the ad objective you choose, Facebook
accomplish with your marketing efforts and help you charges for ads in three possible ways: By impressions
keep a record of your progress over time. (CPM), clicks (CPC) or conversions (CPA).
• Keep your business goal in mind when creating your ad • To optimize your ad spend, set a daily budget
campaign so that you can select the ad objective that’s (the average amount you’re willing to spend on an ad
most relevant to it. There are 11 ad objectives available set or campaign every day) or a lifetime budget (the
that fall into three objective categories: Awareness, amount you’re willing to spend over the entire run of
Consideration, Conversion. an ad set or campaign).

• Ads run through Ads Manager can appear across

DEFINE YOUR TARGET AUDIENCE Facebook, Instagram, Messenger and Audience
• Identify the needs, characteristics and motivations of Network. Audience Network enables advertisers
a business’s ideal audience to help shape the target to extend their Facebook ad campaigns to a network
audience when creating an ad. of third-party apps.

• Based on the segment of the audience you want to • Use the Potential Audience Reach and Estimated
target, create a Core Audience, Custom Audience or Daily Results tools to gauge what your results
lookalike audience in Ads Manager. may be with a specific budget and make changes
if needed.
Core Audiences define your audience • Campaign Budget Optimization allows you to create
demographics, interests and behaviors to one campaign budget that continuously optimizes
help you select the right recipients for your and distributes budget to top performing ad sets
ads. Core Audiences can be as broad or in real time.
defined as you want.
• Facebook recommends Automatic Placements to
Custom Audiences enable you to connect ensure you are getting the most efficient results
with people who have previously shown possible for your budget.
interest in a business, such as loyal
PL AT FOR M PL ACE ME NT OPT IONS
customers or people who used an app or
Facebook News Feed, Instagram Feed, Facebook Marketplace, Facebook
visited a website. You can create a Custom Feeds video feeds, Facebook right column, Instagram Explore, Messenger Inbox,

Audience with your own sourced information Facebook Groups feed

Facebook Stories, Instagram Stories, Messenger Stories

or with Facebook sources. Stories

In-stream videos Facebook in-stream videos

Lookalike Audiences enable you to reach Search Facebook search results

new people who are similar to your current

Messages Messenger sponsored messages
customers. A lookalike audience is a group
In-ad articles Facebook Instant Articles
that shares similar characteristics with an
Audience Network native, banner and interstitial, Audience Network
Apps and sites
existing audience. Lookalike audiences are an rewarded videos

effective way to connect with people who are

• Use tools like Campaign Budget Optimization and
likely to respond to your ads.
Automatic Placements together to ensure an ad
campaign remains profitable over time.

Facebook
Digital Marketing Associate Certification Prep 5

AD FORMATS MOBILE CREATIVE STRATEGIES

• Image and video ads • Get attention quickly: Feature the product or
business message within the first three seconds
• Carousel ads—show up to 10 images and videos
so people see and remember it
within a single ad
• Design for sound off: People often watch videos
• Slideshow ads—customized, high-quality ads
with the sound off. Use text, graphics and
that combine multiple images, text and sound to
captions whenever possible.
capture attention and tell a story
• Create for mobile: Check your aspect ratio to
• Collection ads—pair images and video together
make sure your image or video is ideal for mobile
• Instant Experience—fullscreen, post-click viewing. Make sure your subject is clear and that
experience that lets you bring your your text is legible.
business to life on mobile

Reporting
Track different metrics and results COST METRICS To evaluate the success of a
in Ads Manager at the campaign, campaign, compare the metrics
Cost per result: This metric is and goals set prior to the campaign
ad set and ad level according to ad
calculated as the total amount launch with the campaign result
objectives and business goals.
spent divided by the number of and cost metrics.
Results: This is the number of results. This indicates how cost-
times an ad achieved an outcome, efficiently the campaign achieved Look for areas for improvement
based on the objective and ad its ad objectives. within a campaign based on its
delivery optimization selected. results, such as the alignment of
Amount spent: This is the business goal to ad objectives, as
Reach: This is the number of estimated total spent on a well as budget distribution.
people who saw the ads at least campaign. For example, this
once. Reach is different from column may display $0.00 for a
impressions, which may include campaign that’s in review, or $6.57
multiple views of ads by the for a campaign that was recently
same people. approved and started running. This
number should always be less than
Impressions: This measures how
the budget.
often the ads were on screen for
the selected target audience.

Facebook
Digital Marketing Associate Certification Prep 6

BUSINESS GOAL OBJEC TIVE SUCCESS METRIC

Awareness Show ads to people who are likely to Brand awareness Estimated ad recall (people),
remember them. cost per 1000 impressions

Present your ads to as many people as Reach Reach, cost per 1000
possible in your target audience. impressions

Consideration Collect information from people Lead generation Leads, cost per lead
interested in your brand; for example,
newsletter subscribers.

Communicate with people to Messages Messages, cost per messages

encourage interest in your business. started

Set up Facebook ads to click to any Traffic Clicks to website, cost per
URL, such as your website, online click to website
storefront or blog post.

Reach people more likely to engage Engagement Likes/event RSVPs/

(post engagement,
with your Page. This audience will have engagement, cost per likes/
Page likes, RSVPs, etc.)
made actions such as likes, comments event RSVP/engagement
and event responses.

Encourage people to download App Installs App installs, cost per app
your app. install

Share Facebook videos of your Video Views Video views, cost per view
business with people most likely to
watch it.

Conversion Encourage people to take specific Conversions Conversions, cost per

actions on your website, such as adds conversion
to cart and completed purchases.

Increase sales from items in your Catalog Sales Purchases, cost per
catalog. purchase

Encourage people to visit your store Store Visits Reach, cost per 1000
locations when they’re nearby. impressions

Facebook