The main features of Facebook Ads Manager

With the Ads Managerapp you can keep an eye on a campaign from anywhere. You create and edit ads wherever you are, manage budgets and ad schedules, and follow performance as it happens.

Advertising with Meta Ads

The platform lets you choose campaign parameters — the advertising objective, for instance — according to your business goals. And, of course, manage the creative work: upload the ad creative and write its copy. For that part, our advice is to rely on someone who knows what they are doing. You can then review the ad across different devices and see exactly how it displays. Another useful tool is the overall campaign budget: you decide whether it applies to a single day or to the whole life of the campaign. You also decide whether to extend your ads to other Meta apps and services, and whether to use automatic placements, which give the delivery system more flexibility and usually produce better results.

Adjusting Meta campaigns

The platform also lets you define the audience and target ads more intelligently. You can adjust the target audience, edit the budget, the audience, the placement options and the creative — including editing several ads at once. Nothing is final, though: you can pause, duplicate or restart campaigns at any moment.

You can also run personalised ads automatically through dynamic creative, which takes ad components such as images, video and copy and combines them according to your audiences. 

And with an A/B test you can work out the best audience, delivery optimisation, placements, creative or product sets for each of your ad campaigns. To know whether any of it is working, use the reports: they show trends over time and point to the elements worth adjusting — image, budget or audience.

How to set up campaigns in Meta Ads

From here we will walk through setting up the strongest possible conversion campaign, following Meta's own recommendations. The first step is to open Ads Manager, where you create campaigns and choose the objective. Choose "Conversions" and continue. Then name the campaign and select a special ad category if one applies. The buying type should be set to "Auction". 

Campaign level

Next, turn on campaign budget optimisation — and if you do, take care not to enable ad set overlap, because the optimisation works best when accounts are set up cleanly. For the budget, Meta recommends a simple calculation: take the average cost per result from previous campaigns, multiply it by 50, and that is the minimum recommended weekly budget. Set the bid strategy to lowest cost as well, so you maximise conversions within your budget. 

Ad set level

From there, set the event location to "website" and select the "conversion event" in the menu. This is where you choose the action you want people to take on your site. The advice is to pick an event with at least 50 pixel fires on the site each week. Then choose "dynamic creative" — but before that you have to supply the creative elements, such as images and headlines. Ads Manager handles the rest and automatically generates combinations optimised for the audience. This is also the step where you set the delivery optimisation to "conversions" and the attribution setting to "7-day click". 

The budget is already set, so now choose a start and an end date for the ad. Then define the audience size: Meta advises keeping it between 2 and 10 million people, so the delivery system can find the right people for your ad. At the end, turn on "detailed targeting expansion". Also select "automatic placements" — they stretch the budget and help show the ad to more people, with the system allocating spend to wherever it should perform best. If you would rather not use automatic placements, use at least 6 placements. 

Ad level

To finish, name the ad and choose the Facebook or Instagram page, if you have one. Then choose the media: video tends to be more engaging, so it holds the user longer. If you do not have video, you can build one from existing images. Also optimise the creative per person — that automatically improves the ad and shows the best version of it to each member of your audience. 

Last comes the copy. Keep the text short and make the value of your product or service obvious. Description text is optional, but if you use it, be brief. Choose the destination URL carefully so people land on the page you actually want traffic on. And finally add a call to action, telling your audience what to do next. That is it — your campaign is ready to publish.

Audience Network

Audience Network lets you monetise ads through third-party inventory. In other words, it takes Facebook's people-based advertising beyond the Facebook platform. Publishers can make money by running ads from Facebook advertisers inside their own apps, and manage monetisation, apps, ad placement, performance and revenue optimisation from one place. 

App developers can therefore earn once the app is published. Payment is deposited monthly into the chosen bank account, and the ads shown inside the app come from Facebook advertisers who opted into Audience Network delivery.

Meta Business Suite

With Meta Business Suite — one of the newer additions to the platform — you can manage your business on Facebook and Instagram in one place. It brings together a range of tools that help you run your business presence online and reach more customers. For deeper campaign detail, Ads Manager is still there.

Here is what changes in Meta Business Suite for anyone used to Business Manager:

- On phone or desktop, you manage your business presence wherever you are — in Meta Business Suite on desktop, or in the Meta Business Suite mobile app.

- A unified inbox: new comments, ad updates, likes and messages from your Facebook Page, Messenger and your Instagram accounts, all in one place. You can also create automated replies to save time on the questions people ask most. 

- Publish, read insights or schedule new posts for your Facebook Page and your Instagram feed.

- See the detail and performance of your paid and organic posts, with data on trends and content activity. Learn more about your audience through a range of tools. 

The digital world keeps changing, which is why staying current matters. At Manáry Digitalyou can have all of this and a good deal more. With the support of our specialist team, your sales can scale considerably. With paid and organic methods, our team specialised in Growth Hacking will change your digital presence.  

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