Educational support
Social Ads educational guides (Meta-style)
The principles to know to run advertising on Meta, explained in summary guides.
01
Set up
Create a Business Manager account
The starting point: centralize your Pages, ad accounts and pixels, and manage access.
AvailableCreate an ad account
Currency, time zone, payment method, spending limits: the settings to fix from the start.
AvailableConnect a Page and an Instagram account
The public identities that carry your ads, and how to link them.
AvailableManage roles and access
Who can do what: administrators, advertisers, partners, and security best practices.
AvailableAdvertiser, brand and profiles
Who appears behind your ad: advertiser, brand, profiles.
AvailableAccount controls and brand safety
Choose where your ad must not appear.
02
Measure
Create a pixel
Install the pixel, understand standard events and check that it works.
AvailableCreate an API token (Conversions API)
Send events from the server to limit signal loss.
AvailableSet up conversion events
Purchase, lead, add to cart: choose, prioritize and name your events.
AvailableAttribution model and conversion windows
Which ad and over what period a conversion is credited to.
03
Target
Create retargeting audiences
Re-engage site visitors, followers and existing customers.
AvailableCreate lookalike audiences
Find new people who resemble your best customers.
AvailableImport a customer list
File formats, match rate and precautions related to personal data.
AvailableSet up location and interest targeting
Audience breadth, exclusions and overlaps.
AvailableAdvantage+ audience and audience suggestions
Let Meta widen the audience from your suggestions.
AvailableAudience controls and exclusions
Set firm limits: location, minimum age, excluded people.
04
Create
Choose the campaign objective
Awareness, traffic, engagement, leads, app, sales: how to choose.
AvailableStructure campaign, ad set and ad
The three levels of a campaign and what is set at each.
AvailableBudgets, bidding and schedule
Daily or lifetime budget, bid strategy, duration and learning phase.
AvailablePlacements and creative formats
Where the ad is displayed, which formats and dimensions to use.
AvailableSpending limits and ad scheduling
Cap spending and choose delivery days and hours.
AvailableAdvantage+ placements and value rules
Let Meta choose placements or weight certain segments.
AvailableDestination of an engagement campaign
Choose where the interaction happens: ad, messaging, profile.
AvailableSpecial ad categories
The sensitive topics that impose targeting rules.
05
Analyze
Read the key metrics
Reach, impressions, frequency, CPM, CTR, CPC, cost per result.
AvailableOptimize without breaking learning
When to modify a campaign, when to wait.
AvailableTest with an A/B test
One variable at a time, test duration and reading the result.
AvailableFrequency and frequency control
Avoid the same person seeing your ad too often.