Social media advertising

What is Meta advertising ?

How do meta ads work ?

Meta ads work by leveraging Meta’s massive data pool to match your ads with the people most likely to resonate with your message. 

Here’s the gist : You set your objectives (like getting clicks, leads, or sales), define your target audience (based on demographics, interests, and behaviors), and upload your ad creative (images, videos, or carousels). Meta’s algorithm does the heavy lifting, placing your ads in the right spots—be it a Facebook feed, Instagram story, or the Audience Network. 

It's like hiring a digital matchmaker for your brand, ensuring your message lands where it matters most.

The 3 Main types of meta ads ?

Meta ads manager Process

Just follow these 4 steps and run your Meta ads easily!

Create an audience

Head to audiences in your business manager to create your audience, the audience you want to advertise to. The audience should be based on your buyer persona that you created in the branding process. 

Create audience -> Saved audience -> Choose location -> Choose age -> choose Gender -> choose languages -> detailed targeting -> Create saved audience.

Create ad Campaign

Head to the ads manager to create your first ad campaign. In ads manager you create an ad campaign, ad sets inside the campaign, an finally your ads that you want to run. In Ads Manager, when you create a campaign, you need to Identify one of 6 objectives.  

• • Awareness      Reach audiences and to show your ads to people who would remember them. 

  • Traffic      Deliver your ad to people who would most likely click on the ad and go to a certain landing page. 

  • Engagement     Send your ads to people who most likely will engage with your ad, get page likes, view your videos. 

  • Leads     Send your ad to people who respond to them as leads. Select this option if you want leads for your business.

  • App promotion Find people who will install your application and use it. 

  • Sales  Find people who most likely will purchase your product or service. 

After choosing your campaign goal, enter your campaign name and click continue.

On the campaign page, you can select to turn on the catalogue if you have created one in the Facebook merchant center, if not you can just leave it off. 

In the Advantage campaign budget, you can turn that section on if you want for Meta to optimise your daily or lifetime budget. If not, you would have to split your campaign budget between ad sets as you see fit. ( if you do not have an ad set strategy i would recommend to turn it on. )

If you turn on the advantage campaign budget, you will be given the option to choose the campaign budget settings ( type and amount) as well as the campaign bid strategy and ad scheduling.  

When you finish setting up your campaign settings, click next. 

Create ad set

On the ad set level, you name your ad set

• • • Choose the conversion type you want ( if you chose the campaign objective as sales )

    • Choose the conversion event

    • You can also turn on the Dynamic creative option, which we will talk about in the ad level if you choose to turn it on. 

    • Choose the start and end date of the ad set

    • The audience you want to advertise to

    • The placements you want your ad to appear in. it is better to know what platforms you want your ads to appear in. (Facebook, Instagram, Audience Network or all of them). Choosing Advantage+ placements, Facebook's delivery system will allocate your ad set's budget across multiple placements based on where they're likely to perform best. 

    • Click next when you finish your set up.

You can create multiple ad sets in one campaign, each ad set can contain a different target audience, but with the same visuals, to identify which audience is better for your brand. if the Advantage campaign budget is on, Meta will divide the budget between ad sets according to the best performing ad sets.

Create ads

On the ad level, after finishing naming your ad.

Select which identity you want your ad to appear in ( which Facebook page and which Instagram account )

In Ad setup, you choose what type of ad creative you want to advertise, ( catalogue or manual upload ). You should know that catalogue ads are seen as carousels. 

If you choose the Manual upload you can choose between single image or video, carousel, or a collection, which is a group of items that opens into a full-screen mobile experience. 

Upload your creatives, ( videos or photos ) 

After choosing what suits you best, you choose the primary text, your headline, ad description, and call to action. 

Choose the destination you want your audience to go to once they clicked on your ads. 

Congrats ! you've just published your first ad !