Getting started with Ads Manager

Getting started with Ads Manager

Master the building blocks of a successful ad campaign.

Advertising basics | Ads Manager

1

How Ads Manager can help your small business grow.

Ads Manager is an all-in-one advertising solution that makes it easier for small businesses like yours to create, manage and improve ad campaigns

With an engaging ad campaign, you can: Stay top-of-mind with your customers Get discovered where people

come to explore

Reach your goals to grow

your business

Mustard Made

UK • USA • AUS • EUR

Getting started with Ads Manager.

Every personal Facebook or Instagram account has an associated Ads Manager account. But you'll also need to make a Facebook business Page or an Instagram business account to create ads When setting up an Ads Manager account, you'll need to identify the following details for your ad account: Currenc Time zon Spend limi Form of payment Getting started with Ads Manager

Make sure you review Meta's Advertising Policies and Process.

Our Advertising Policies provide guidance on what types of ad content we allow Our ad review system uses automated tools to check your ad against our Advertising Policies. This happens automatically before ads begin running, and is typically completed within 24 hours The review process may include specific components of an ad, such as images, video, text and targeting information, as well as landing pages or other destinations.

Advertising basics | The ad auction

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Understanding how our ad system works.

Ever wonder how Meta decides what ads people see? Here's how it works: every time there's a chance to show your ad to someone in your audience, it enters an ad auction to determine who should see it.

The goal of an auction is simple – to pair your ad with people in your audience who are most likely to be interested in it. This helps you get the most results possible for your budget while providing a positive, relevant experience for your customers.

"

Ads Manager has enabled our small business to scale efficiently and reach potential new customers with visual content in a way that no other platform can."

Becca & Jess Mustard Made

You play the most important role in your ad's success.

Unlike traditional auctions that pick a winner based on the highest bid, Meta's auction system looks at several factors equally to determine which ad is displayed.

Ads that perform their best in our auction combine five factors – customised by you:

1 The right objective: The goal you want to achieve Enough duration:

4 How long your ad runs

2 A targeted audience:

Who you want to reach

5

3 A sufficient budget:

How much you want to spend

Compelling creative: What your ad looks like

Keep reading to discover how these factors represent the steps you'll take to set up a campaign.

How to create ads | Quick-start steps

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Get started quickly with Ads Manager.

Want to jump right into the campaign process? Follow our recommendations below to get started.

Or keep reading our guide to learn the fundamentals of building a successful campaign.

Step #1 Choose an objective to give the auction a clear goal Sales

Traffic

Leads

App promotion

Engagement

Awareness

Encourage purchases, bookings and messages

Send people to your website or app

Collect contact information and get more messages

Get new app installations

Get more video views or messages

Build connections with potential customers

Step #2

Step # 3

Create an audience to reach the right people

Power your ad with a competitive budget

Our ad delivery system works best when your audience size is between 2 to 10 million people.

Here are a few budgets we recommend, based on common goals:

Think about any characteristics your current customers have in common, such as age and interests. Then build an audience using these traits to help you reach more people like them.

USD 59: Get more people to watch your video USD 59: Get messages from potential customer USD 7: Get your ad in front of people in your are USD 59: Get more visitors to your websit USD 39: Request contact information from people

Step # 4 Set the right schedule to get the results you want

Run your ad for at least seven days. It needs time to find the best people and places to show your ad.

Ready to start your ad campaign?

Create your ad

Step # 5 Get people to take action with high-quality creative

By adding video to your campaigns, you can reach a wider audience and drive engagement for your business.

Aim for 15 seconds or less so that your videos are optimised for more placements across Facebook and Instagram Capture attention in the first three seconds with your most important message – such as a product or promotion Make sure your videos are vertical so that they capture people’s attention on mobile devices Design for sound-off viewing with text or captions as many people watch with the sound off Try our mobile-friendly templates in Ads Manager, or update your existing videos.

How to create ads | Objective

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Give the auction a clear goal Step #1

Meta's ad auction is designed to help your ad get the most results possible for your budget. And you get to tell our auction system what you want to accomplish with your ad. Just choose the ad objective that best supports your business goal. Then, our auction system will look for people in your audience who are more likely to take action related to your ad objective.

Ad objective

Business goal

Sales

Encourage purchases or booking Move your inventor Encourage store visits

Traffic

Send people to your website or app

Leads

Collect contact informatio Get more messages

App promotion

Get new app installations

Engagement

Raise awareness for your compan Get more video view Get more video messages

Awareness

Build connections with potential customer Reach people in specific locations

Getting started with Ads Manager

How to create ads | Audience

Step #2

Reach the right people You can help our ad auction find the best people and places to show your ad. Think about who you want to see your ad. Then build an audience based on those traits. Our ad delivery system works best when your audience size is between 2 to 10 million people.

Once your ad starts running, our system will learn who is engaging with it and, over time, narrow your audience so that you reach more of the right people.

Choose who your ad targets using our three audience options: New audiences target specific people based on categories, such as interests and locations. They can be as broad or defined as you want.

Custom audiences connect you with people who have already shown an interest in your brand, such as loyal customers or people who visited your website. You can create a Custom Audience with your own sourced information or with Meta sources.

Lookalike audiences let you reach people who share interests with your current customers. They're an effective way to connect with people who are likely to respond to your ads.

Mustard Made

UK • USA • AUS • EUR Getting started with Ads Manager

5

How to create ads | Budget and duration

Power your ad Step #3

When your ad enters an auction, it's served up against other ads trying to reach the same audience. You can give your ad a competitive edge by setting a sufficient budget to be used over the course of at least seven days. Doing so allows the system to learn how to better allocate your budget so that it can be shown to people who are more likely to take action.

Lifetime budgets limit your spend to a total over your campaign's entire schedule.

Your daily spend may fluctuate, but the total will remain within your budget.

Daily budgets set your daily spend to a fixed amount. Your ad will continue to run at the daily spend until your chosen end date or until you choose to shut off the campaign.

Advantage campaign budgets let you set one budget that gets distributed and optimised in real time to all ad sets. This option, formerly known as Campaign Budget Optimisation, helps you get the most results possible at the lowest cost.

Ad set budget are individual budgets for each ad set. They can be useful if you want more control over ad delivery or if you have different audience sizes between ad sets.

Set the right schedule Step #4

When you create an ad, our ad auction starts to learn what kind of people in your audience are engaging with it. We recommend running your ad for at least seven days.

This gives the auction time to find the best people and places to show your ad so that you can get more results.

Getting started with Ads Manager

6

ow to create ads Creati e

H

|

v

7

Get people to take action Step

#5

t s no secret that bold, high- uality visuals and compelling messages can grab people s attention.

But they can also help make your ads more relevant so that they can perform better in auctions. ur auction system aims to show people ads that they ll find interesting, so it prioritises the ones that pro ide the est user experience Ad or ats Show off your products with eye-catching imagery.

Photo ads I '

q

'

O

'

v

f

m

b

.

:

Video ads

Get discovered with original, vertical videos.

Carousel ads

Tell a deeper story with up to ten photos or videos.

Slideshow ads

Combine multiple images, text and sound to capture attention.

Collection ads

Pair images and video together.

Instant experience

Bring your business to life with full-screen, post-click experiences.

Mustard Made

UK • USA • AUS • EUR Getting started with Ads Manager

How to create ads | Creative

8

Creative strategy best practices:

We researched millions of ads to develop

recommendations backed by data.

Mix and match creative formats to capture people's attention In seven out of ten lift studies, video-only or video + static campaigns outperformed staticonly campaigns in driving conversion lift.

Allow Meta's delivery system to find the

best spots for your ads to run Adding stories via automatic placements reduced average CPM (cost per 1,000 impressions) by 10%.

Put your product or service front and centre in your ad creative Product-focused ads were 4.4 times

more efficient in boosting online sales.

Highlight the emotional benefit of your

products or service Creative focusing on how products make people feel outperformed those that focused solely on product features with 6.4% median lift.

Mustard Made

UK • USA • AUS • EUR

Mobile-friendly video tips: By using video in your campaigns, you can reach a wider audience and drive engagement for your business.

Aim for 15 seconds or less: Videos under 15 seconds are eligible for more placements across Facebook and Instagram Shorter videos were statistically significantly correlated with lower CPAs.

Capture attention in the first few seconds: Showcase your most important message – such as a product or promotion – early in your video Brand association in the first three seconds of an ad is positively correlated with conversion lift.

Make sure that your videos are vertical: Vertical videos take up more space on mobile screens and capture people's attention Using ads with a vertical aspect ratio was significantly correlated with lower CPAs for link clicks, leads and messages.

Design for sound-off viewing: Add text or captions to your video as many people watch with the sound off Adding captions to video ads increases view duration by an average of 12%.

Try our mobile-friendly templates: Choose from a variety of video templates in Ads Manager, or update your existing videos Mobile-optimised video ads are 27% more likely to drive brand lift.

Ready to start your ad campaign?

Create your ad

9

Ad performance

Track ad results to improve future campaigns.

Use the Ads Manager dashboard to learn how your ad performed and if it met your business goals.

Look for areas for improvement within a campaign based on its results, such as the alignment of business goals to ad objectives, as well as budget distribution.

Ad objective

Business goal

Sales

Conversions: Cost per conversio Purchase: Cost per purchas Reach: Cost per 1,000 impressions

Traffic

Clicks to website: Cost per click to website

Leads

Leads: Cost per lea Messages: Cost per message started

App promotion

App installs: Cost per app install

Engagement

Page likes and event RSVPs: Cost per likes and events RSVP Video views: Cost per vie Messages: Cost per message started

Awareness

Estimated ad recall: Cost per 1,000 impression Reach: Cost per 1,000 impressions

Getting started with Ads Manager

10

Ad performance

Here's what else you can learn from your Ads Manager dashboard: Results: This is the number of times an ad achieved an outcome, based on the objective and ad delivery optimisation selected.

Reach: This is the number of people who saw the ads at least once.

Reach is different from impressions, which may include multiple views of ads by the same people.

Impressions: This measures how often the ads were on screen for the selected target audience.

Cost per result: This metric is calculated as the total amount spent divided by the number of results. This indicates how cost-efficiently the campaign achieved its ad objectives.

Amount spent: This is the estimated total spent on a campaign.

For example, this column may display USD 0.00 for a campaign that's in review, or USD 6.57 for a campaign that was recently approved and started running. This number should always be less than the budget.

"

Testing is integral to what we do.

Take your learnings, apply them and then test and learn again.

We do this with assets, placements and audiences."

Becca & Jess Mustard Made

Mustard Made

UK • USA • AUS • EUR

Campaign recommendations

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Choose a goal and we'll help set up your campaign.

We curated recommendations for businesses like yours, based on research from millions of similar ads.

Goal #

1

Get more visitors to your website

Ad objective: Traffic Help potential customers learn more about your business, products or services by sending them to a specific page on your website.

Audience: Between 2 to 10 million people Think about any characteristics your current customers have in common, such as age and interests.

Creative tips:

Tip 1: Keep headlines and text concise and clear.

Try to create a sense of urgency with a special discount or limited-time offer. Lead with a call to action or product benefit.

Then build an audience using these traits to help you

Tip 2: Highlight your products.

reach more people like them.

Grab people's attention with high-resolution

Total budget: At least USD 59

Duration: At least seven days When you create an ad, our ad auction starts to learn what kind of people in your audience are engaging with it. It needs time to find the best people and places to show your ad so that you can get more results.

visuals. Make your product the focal point of the image and create contrast with a colourful background.

Tip 3: Give people a clear next step.

Encourage people to take the action you want by adding a call-to-action button.

Goal #2 Get more people to watch your video

Ad objective: Engagement Showcase your business in a compelling way by running an ad with video and showing it to people who

Creative tips:

are more likely to watch it.

Tip 1: Highlight your brand early.

Audience: Between 2 to 10 million people Think about any characteristics your current

s

Show your logo or busines

name within the first three seconds.

customers have in common, such as age and interests.

Then build an audience using these traits to help you reach more people like them.

Tip 2: Design for sound off.

People often watch videos with the sound off.

Tell your story visually by using high-resolution

Total budget: At least USD 39

Duration: At least seven days When you create an ad, our ad auction starts to learn what kind of people in your audience are engaging with it. It needs time to find the best people and places to show your ad so that you can get more results.

x

graphics and te t to deliver your message.

Tip 3: Give people a clear next step.

Encourage people to take the action you want by adding a call-to-action button.

12

Campaign recommendations

Goal #3 Get more messages from potential customers

Ad objective: Leads, engagement or sales Show your ad to people who are more likely to send you a message to ask for information or place orders.

Audience: Between 2 to 10 million people Think about any characteristics your current customers have in common, such as age and interests. Then build an audience using these traits to help you reach more people like them.

Total budget: At least USD 59

Duration: At least seven days When you create an ad, our ad auction starts to learn what kind of people in your audience are engaging with it. It needs time to find the best people and places to show your ad so that you can get more results.

Creative tips:

Tip 1: Be direct about what to expect.

Use your ad copy to set the expectation that clicking on the ad will start a messaging conversation.

Tip 2: Inspire people to get in touch.

Create high-resolution photos or videos that highlight the value people will get from messaging you.

Tip 3: Give people a clear next step.

Encourage people to take the action you want by adding a click-to-action button such as Send message.

Ready to start your ad campaign?

Now that you’ve mastered the basics of a successful campaign, it’s time to create your ads. We believe in your business and can’t wait to see what you build!

Create your ad

Mustard Made

UK • USA • AUS • EUR