TRIALO blog: learn online advertising by practising

Create a Business Manager account

The starting point: centralize your Pages, ad accounts and pixels, and manage access.

Create an ad account

Currency, time zone, payment method, spending limits: the settings to fix from the start.

Connect a Page and an Instagram account

The public identities that carry your ads, and how to link them.

Manage roles and access

Who can do what: administrators, advertisers, partners, and security best practices.

Advertiser, brand and profiles

Who appears behind your ad: advertiser, brand, profiles.

Account controls and brand safety

Choose where your ad must not appear.

Create a pixel

Install the pixel, understand standard events and check that it works.

Create an API token (Conversions API)

Send events from the server to limit signal loss.

Set up conversion events

Purchase, lead, add to cart: choose, prioritize and name your events.

Attribution model and conversion windows

Which ad and over what period a conversion is credited to.

Create retargeting audiences

Re-engage site visitors, followers and existing customers.

Create lookalike audiences

Find new people who resemble your best customers.

Import a customer list

File formats, match rate and precautions related to personal data.

Set up location and interest targeting

Audience breadth, exclusions and overlaps.

Advantage+ audience and audience suggestions

Let Meta widen the audience from your suggestions.

Audience controls and exclusions

Set firm limits: location, minimum age, excluded people.

Choose the campaign objective

Awareness, traffic, engagement, leads, app, sales: how to choose.

Structure campaign, ad set and ad

The three levels of a campaign and what is set at each.

Budgets, bidding and schedule

Daily or lifetime budget, bid strategy, duration and learning phase.

Placements and creative formats

Where the ad is displayed, which formats and dimensions to use.

Spending limits and ad scheduling

Cap spending and choose delivery days and hours.

Advantage+ placements and value rules

Let Meta choose placements or weight certain segments.

Destination of an engagement campaign

Choose where the interaction happens: ad, messaging, profile.

Special ad categories

The sensitive topics that impose targeting rules.

Read the key metrics

Reach, impressions, frequency, CPM, CTR, CPC, cost per result.

Optimize without breaking learning

When to modify a campaign, when to wait.

Test with an A/B test

One variable at a time, test duration and reading the result.

Frequency and frequency control

Avoid the same person seeing your ad too often.

Social Ads (TikTok-style)

Understanding guided mode and custom mode

Two ways to create a TikTok campaign: the simplified assistant or custom mode, with or without Smart+.

Creating and verifying your TikTok Ads Manager account

Business information, security check, payment: what to prepare before your first campaign.

Identity, TikTok account and authorized posts

Under what name to run ads? Linked TikTok account, custom identity or an existing post authorized by code.

Create a TikTok pixel

Connect your website to TikTok to measure results and optimize delivery, through the events manager.

Conversion events and attribution

Which event to optimize for, and over what period to attribute a conversion to your ad.

Account audience controls

Default targeting settings, defined once for the whole account: locations and minimum age.

Automatic or manual targeting

Let TikTok find the audience, or define it yourself: when to choose one or the other.

Interests and behaviors

Five ways to reach people based on their interests and recent actions on TikTok.

Custom and lookalike audiences

Reuse your own data and find people who resemble them, from the audience manager.

Choosing the TikTok campaign objective

Awareness, consideration or conversion: eight objectives, and the question to ask yourself to choose.

Campaign, ad group, ad

The three levels of TikTok Ads Manager and what you set at each.

Budgets, bidding and schedule

Campaign or group budget, the 7-times-a-week rule, target cost and scheduled delivery.

Video creatives, texts and action buttons

Formats, length, texts and buttons: what to prepare for a TikTok ad.

Placements and brand safety

Where your ads can appear, which interactions to allow and how to protect the brand's image.

Leads and instant forms

Collecting contacts with a form in TikTok, on your website or through messaging.

Reading the key TikTok metrics

Spend, CPM, CPC, CTR, results, cost per result: what each column measures and how to read them together.

The learning phase

Why the first days are unstable and how not to restart learning by mistake.

Split tests and automated rules

Compare two versions cleanly and automate simple actions with rules.