Beginner? No problem..
From setting up your first Meta ads campaign to managing your spend month-to-month we can help you with paid social.
Advanced Targeting
From custom audiences drawn from your existing email lists to new visitors and lookalike audiences, there's a huge range of advanced ways to really target your message.
Pay For What Matters to You
Whether you're looking for app downloads, registrations, sales or just a load of Likes you can optimise your spend to the end goal you want.
How Meta Ads Work
First of all what are we calling it? I've been running ads on Facebook since 2014, during which time Instagram, Audience Network, Messenger and WhatsApp have been introduced to the mix. As old habits die hard I still tend to call it all 'Facebook ads' when really it should be 'Meta ads'. If you were to launch a campaign now without changing the default settings your ads would serve on all Meta placements, the main ones being Facebook news feed and Stories & Reels, Instagram feed and Stories & Reels, the Audience Network (in apps where Meta provides the ads) and Messenger. Depending on your product and creative you'll probably be more selective than that but the main thing to know is that all of these placements are set up and controlled in the same ad account.
Targeting and Audiences
Rewind 10 years and you would start a new campaign by targeting people interested in subjects related to your product - pets, beauty, whatever - and after you'd made 100 sales or so, which you'd tracked in a Custom Audience you would make a Lookalike Audience of the people who bought and target those similar people. You would never dream of going broad - it would eat your budget for no return. Now the opposite is almost true. While there's still mileage in interests and lookalikes, depending on what sector you're in, the results from broad tend to be better. Why? Partly due to the need to get round Apple's tracking restrictions in around 2021 Meta came up with a new algorithm called Advantage+ which is just really good at finding people who are likely to respond to your ads. Think about it, they have probably over 10,000 data points on their users to guide them, compared to us advertisers thinking "Well, I think people who read Vogue will like it..." So you'll probably start with Advantage+ targeting but learning about interests, demographics and lookalikes is still well worth it.
Tracking
All of this clever stuff is made possible by the Meta Pixel, which tracks people visiting your site and adding to cart, purchasing and lots of other events. Even better use the CAPI or Conversions API, which gathers more data as it doesn't rely on browser activity with cookie blockers etc - easy to set up in Shopify, a bit more techie if you're on a custom platform.
How to Set Up Facebook Ads
