100-101 Digital Marketing Associate Study Guide 2022

Meta Certified Digital Marketing Associate study guide
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Define your audience
• Identify the needs, characteristics and motivations of a business’ ideal audience
you wish to reach to help shape the audience when creating an ad.
• Based on the segment of the audience you want to reach, you can create a new
audience, Custom Audience or lookalike audience in Ads Manager.
Creating a new audience allows you to define the demographics, interests
and behaviors of the people who see your ads. A new audience can be as
broad or defined as you want.
Custom Audiences enable you to reconnect
with people who have already shown
interest in your business. This includes
people who previously visited your website
or downloaded your app. For example,
you can upload your contact list, such as
newsletter subscribers, to connect with
these customers across Meta technologies.
Lookalike audiences enable you to reach
new people who are similar to your current
customers. A lookalike audience is a group
that shares similar characteristics with an
existing audience. Lookalike audiences are
an effective way to connect with new people
who are likely to respond to your ads.
Create audiences
Audiences are created and managed at the ad set level.
New audience
New audience is the default audience for an ad set in Ads Manager. To define a new
audience, you can select characteristics such as location, demographics, interests,
behaviors and connections.
Custom Audience
Businesses can use different sources of
information to create Custom Audiences.
To create a Custom Audience, select
“Create new audience.” Next, select “Create
new,” which will open a dropdown menu.
Then choose “Custom Audience” from the
dropdown menu and select your source.
Lookalike audience
To create a lookalike audience, follow the
same first steps as you would when creating
a Custom Audience. Select “Create new,”
and choose “Lookalike Audience” from the
dropdown menu.