Meta Blueprint 数字营销练习

Meta Blueprint offers free online courses, learning paths, and certification exams for people who plan, buy, and measure Meta ads. It is not a marketplace, scheduler, or database.

Reels are short, immersive videos on Instagram and Facebook. Marketplace is for buying and selling, Shopping is for product discovery, and Rooms is for video calls.

An ad account organizes campaigns, ad sets, and ads and holds the payment method and billing history. A personal profile and product catalogs are separate objects.

Meta Business Suite (formerly Business Manager) lets businesses manage Pages, ad accounts, catalogs, and team permissions in one place. Stories, Pay, and Watch are not management tools.

A Facebook Page represents a business, brand, or public figure and is required for most business advertising. Personal profiles represent individuals.

Ads are delivered to people based on targeting, placement, and the ad auction, not only followers. This is why ads can reach new audiences.

The campaign contains ad sets, and each ad set contains ads. Budget, targeting, and placement are usually set at the ad set level.

The Traffic objective optimizes for clicks or visits to a destination such as a website or app. Awareness and Reach focus on exposure, and Engagement focuses on reactions and comments.

The Advertiser role can create and edit ads and view insights, while payment settings and account management remain with the Admin. Analyst can only view insights.

Boosting a post promotes an existing Page post as an ad to a larger or more targeted audience. It does not schedule, delete, or rename content.

Messenger and WhatsApp Business support direct customer conversations with businesses. Marketplace is for classifieds, Explore is for content discovery, and Meta Pay handles payments.

The App promotion objective optimizes for installs or in-app actions such as registrations and purchases. The other objectives focus on exposure or engagement.

The Sales objective optimizes for conversions such as purchases. Traffic only drives visits, Engagement drives interactions, and Reach maximizes unique exposure.

An audience is a group of people selected through location, demographics, interests, behaviors, or custom data. It determines who is eligible to see an ad set.

A lookalike audience uses a source audience, such as a custom audience, to find people with similar characteristics. It helps reach new people likely to convert.

A website custom audience uses the Meta Pixel to include people who visited specific pages or completed events. Saved and broad audiences do not use website activity.

Interest targeting reaches people based on interests, activities, and Pages they engage with. It is broader than a custom audience but more relevant than no targeting at all.

You can exclude a custom audience, such as past purchasers, so the ad set does not deliver to them. This focuses spend on new customers.

Broad targeting uses basic controls such as location, age, and gender while letting Meta delivery find the most relevant people. It often improves delivery efficiency for performance campaigns.

Ad sets control budget, schedule, audience targeting, and placements. Campaigns set the objective, and ads contain the creative.

Automatic placements let Meta deliver ads where they are likely to perform best across its apps and Audience Network. Manual placements restrict delivery to selected surfaces.

Brand awareness optimizes to reach people likely to remember the ad, which builds familiarity. Conversions and catalogue sales focus on actions, and App promotion focuses on installs.

Stories and Reels are full-screen vertical formats with a 9:16 aspect ratio. Carousel and Collection are multi-card formats, and Slideshow uses motion effects on images.

Carousel ads show multiple cards that people can swipe or click through, each with its own image, video, and link. Single image shows one creative, and Collection opens a full-screen catalog experience.

Collection ads open a full-screen experience made up of products from a catalog. Carousel is swipeable cards, and text or poll ads do not use a catalog grid.

Dynamic ads promote products from a catalog and personalize creative based on behavior such as browsing or adding to cart. Boosted posts promote existing content instead.

The primary text is the main ad copy that appears above the creative. The headline, description, and button are separate fields.

The headline is a short, bold title below the primary text. The call to action is a button, and alt text describes the image for accessibility.

A call-to-action button invites people to take a specific action such as Shop Now, Learn More, or Sign Up. It does not manage the Page or campaign.

Stories and Reels are vertical, full-screen formats, so 9:16 is the recommended aspect ratio. 16:9 is landscape, and 1:1 or 4:5 work better for the feed.

Ad fatigue happens when people see the same creative too many times, causing reach and performance to decline. Refreshing creative or redefining audiences can help.

Advantage+ creative (formerly Dynamic Creative) tests combinations of images, videos, headlines, and text to find the best mix. A/B testing compares versions manually, and budget optimization distributes spend.

Shoppable ads and Shops let people browse and buy products within Meta experiences. Marketplace is a classifieds surface, and Event ads promote events.

The Meta Pixel is a snippet of code placed on a website that tracks events such as views, adds to cart, and purchases. It powers custom audiences, optimization, and measurement.

A conversion is a valuable action completed by a person, such as a purchase, lead, or registration. Views, follows, and impressions are not conversions by themselves.

CTR, or click-through rate, is clicks divided by impressions. CPM is cost per 1,000 impressions, reach is unique people, and frequency is average exposures per person.

CPM stands for cost per mille, or cost per 1,000 impressions. CPC is cost per click, CPA is cost per action, and ROAS is return on ad spend.

CPC is the average cost for each click. CTR is the rate of clicks, frequency is how often people see the ad, and reach is the number of unique people.

ROAS, or return on ad spend, compares revenue to ad spend, such as $5 revenue for every $1 spent. It is a key performance metric for ecommerce campaigns.

ThruPlays counts video plays to completion or to at least 15 seconds, which helps show whether people watched the key message. Page likes and store visits do not measure video engagement.

Frequency is the average number of times each person saw an ad. High frequency can lead to ad fatigue and lower performance.

Reach counts unique people who saw an ad, while impressions count total views including repeats. Reach shows how widely an ad was delivered.

The Test Events tool sends test traffic to verify that Pixel events are firing and configured correctly. It does not manage accounts, payments, or scheduling.

Attribution determines how credit for conversions is assigned across ads, placements, and time windows. It helps marketers understand which campaigns drive results.

A/B testing changes one variable, such as creative or audience, and compares results to find the better performer. It is not for payments, Pages, or website speed.

Meta Business Suite is the unified workspace for Pages, content scheduling, messaging, and ad management. It is not an app builder, video editor, or password store.

Commerce Manager lets businesses manage catalogs, inventory, orders, and Shops. Ads Manager handles campaigns, Events Manager handles pixel and API events, and Creator Studio was for creator content.

A catalog stores product information such as name, price, image, and availability. It powers Shops, dynamic ads, and collection ads.

Ads Manager is the main tool for creating campaigns, ad sets, and ads and for reviewing performance. Commerce Manager handles products, and messaging tools handle conversations.

The ad auction considers advertiser bid, estimated action rates, and ad quality to choose which ads to show. It is not a product marketplace or billing tool.

Ad delivery is how Meta distributes ads to eligible audiences based on targeting, budget, and the auction. It is not about product uploads, email, or Page creation.

Campaign budget optimization shifts budget toward ad sets that perform best while keeping the campaign on track. It does not manage products or Pages.

A spending limit caps the total amount an ad account can spend over its lifetime or a set period. It does not limit ad count, bids, or placements.

GDPR requires businesses to have a lawful basis, usually consent, when processing personal data for advertising. It is not about budgets, Pages, or phone verification.

Opt-out controls let users limit data collection and personalized advertising. They support user choice and privacy requirements.

Businesses must have permission or a lawful basis to share and use customer data for advertising. Meta requires compliance with its terms and applicable privacy laws.

Awareness, Traffic, and Sales are campaign objectives. Followers is not a top-level objective; growing followers is usually part of Engagement.

Ads Manager manages campaigns, Business Suite unifies Page and ad workflows, Commerce Manager manages shops and catalogs, and Pages Manager administers Pages on mobile.

Boosting a post is one way to create an ad, but delivery depends on targeting, placements, budget, and the auction, so it does not always reach the same people as another ad.

CTR is clicks divided by impressions, CPM is cost per 1,000 impressions, CPC is cost per click, and ROAS is revenue divided by ad spend.