Meta's Ads Manager organizes campaigns into three main levels: Campaign, Ad Set, and Ad. Each of these levels plays a role in creating and executing your advertising strategy, allowing for more detailed management.

1. Campaign

At the highest level of the structure, you define the advertising objective, which determines how Meta will optimize the delivery of your ads. Below are some of the main campaign objectives:

• Reach

  • Definition: The total number of unique people who see the ad at least once. It measures how many different people were impacted by the campaign.

  • Campaign Objective: Meta displays the ads to the largest possible number of people within the target audience while controlling the frequency of impressions.

  • Usefulness: Ideal for increasing brand visibility, best suited for brand-building campaigns or early stages of the marketing funnel.

• Conversion

  • Definition: A specific action you want the user to take after interacting with the ad (such as a purchase, subscription, or quote request).

  • Campaign Objective: Meta optimizes delivery to reach people who are more likely to take the desired action. Requires setup of the Pixel or conversion API.

  • Usefulness: Suitable for generating direct and measurable results, ideal for the end of the sales funnel (sales, qualified leads).

• Traffic

  • Definition: The number of people who click on the ad link and are directed to a website, landing page, or app.

Meta organizes campaign objectives into three main categories, each with specific purposes to help achieve the goals of your marketing strategy:

1. Awareness

Goals focused on increasing the visibility of your brand or product. Ideal for the top of the funnel, when the objective is to make the audience aware of the brand.

• Brand Awareness: Helps increase recognition of your brand among the target audience.

• Reach: Shows your ads to the largest number of people possible within your target audience, controlling the frequency.

2. Consideration

Goals aimed at generating interest and engagement from the audience. Here, the goal is to encourage interaction with your brand and incentivize people to seek more information.

• Traffic: Directs people to your website, landing page, or app.

• Engagement: Encourages interactions with your posts, such as likes, shares, and comments.

• App Installs: Promotes the download of apps.

• Video Views: Encourages people to watch your videos.

• Lead Generation: Collects contact information from interested parties, such as emails and phone numbers.

3. Conversion

Goals focused on specific actions that generate direct results for the business. These goals are ideal for the bottom of the funnel when you want users to take concrete action.

• Conversions: Encourages specific actions, such as purchases or sign-ups, on your website or app.

• Catalog Sales: Uses your product catalog to show ads that encourage direct sales.

• Traffic to Store: Directs people to physically visit your business.

Audience segmentation ensures that your ads reach the right people. Meta offers different ways to segment your audience so that you can achieve your goals efficiently:

1. Custom Audiences

Create audiences based on existing data, such as:

• Customer lists (emails, phone numbers, etc.).

• Website interactions (people who visited your website or took specific actions).

• App interactions (users who used your app).

• Interactions on the Meta platform (people who interacted with your page, posts, or ads).

2. Lookalike Audiences

Find new people similar to your current customers. Meta uses a custom audience as a basis to identify people who share similar characteristics and behaviors, expanding your reach.

3. Interest-Based Segmentation

Reach people based on demographic information, such as age and gender, as well as interests and behaviors. For example:

• Preferences for sports, music, fashion.

• Shopping behaviors or technology usage.

4. Geographic Segmentation

Define the location where your audience is situated, whether at:

• Global level (for international campaigns).

• National level (focused on one or more countries).

• Local level (by city, state, or even specific neighborhoods).

Controlling the budget and optimization allows you to maximize the results of your advertising campaigns. Meta offers different ways to manage how much you want to spend and how to optimize your ads.

1. Daily Budget or Lifetime Budget

Choose between setting a daily amount or a total amount for the entire campaign.

Daily Budget

• Definition: The amount you are willing to spend per day during the campaign.

• How it works: Meta will distribute the budget throughout the day, optimizing results without exceeding the daily limit. For example: If the daily budget is R$50, the system may spend more on days of better performance and less on days of lower performance, without exceeding R$50 per day.

• Ideal for: Campaigns that require frequent monitoring and flexibility in daily spending.

Lifetime Budget

• Definition: The total amount you intend to spend throughout the campaign.

• How it works: The budget is distributed over the defined period. For example: If you have a lifetime budget of R$500 for 10 days, Meta will try to spend an average of R$50 per day, adjusting according to performance.

• Ideal for: Long-term campaigns, where the focus is on total spending rather than daily fluctuations.

2. Optimization for Delivery

Here you define the delivery objective that Meta will prioritize, such as:

• Link clicks (focused on directing users to a website or page).

• Video views (focused on maximizing the number of times your video is watched).

• Conversions (focused on specific actions, such as purchases or subscriptions).

3. Manual or Automatic Bids

Set the control over the amount you are willing to pay for each action:

• Automatic Bids: The system automatically sets the best value to maximize results within your budget.

• Manual Bids: You set the maximum amount you are willing to pay per action, such as clicks or conversions.

When setting up your campaigns, you can choose how ads will be displayed across Meta's various platforms, such as Facebook, Instagram, Messenger, and Audience Network. There are two main options for defining where your ads will appear:

1. Automatic Placement

• Definition: Meta automatically selects the best placements to display your ads, optimizing according to the target audience and performance.

• Advantage: Ideal for those who want to maximize results without manually adjusting where the ads will be displayed. Meta uses its algorithm to find the most efficient placements (such as Facebook, Instagram, Messenger, and Audience Network).

2. Manual Placement

• Definition: Allows you to manually choose where you want the ads to appear, such as:

  • Feed (Facebook or Instagram)

  • Stories

  • Reels

  • Marketplace

• Advantage: Offers more control for those who want to focus on specific locations, such as appearing only in Stories or Reels, according to the campaign strategy.

To understand the performance of your campaigns and make data-driven decisions, Meta offers tools and reports that facilitate the analysis of results:

1. Meta Pixel

• Definition: A tracking tool that monitors user actions on your website after interacting with your ads.

• Usefulness: Essential for measuring conversions and optimizing campaigns. It helps to understand if people are completing important actions, such as purchases or sign-ups, after seeing the ads.

2. Custom Conversions

• Definition: Allows you to set up and track specific actions on your website, beyond the standard conversions offered by the Pixel.

• Usefulness: Excellent for tracking specific and detailed goals, such as a visit to a particular page or the completion of a specific action on your website.

3. A/B Testing

• Definition: A tool that compares the performance of different variables in a campaign, such as creatives, targeting, or bids.

• Usefulness: Ideal for testing and identifying the most effective strategy, allowing you to optimize performance based on results.

4. Performance Reports

• Definition: Detailed reports that present essential metrics such as:

  • CPC (Cost per Click): How much you pay for each click on your ad.

  • CTR (Click-Through Rate): The percentage of people who clicked on the ad after seeing it.

  • CPA (Cost per Acquisition): The average cost to acquire a customer or lead through the ads.

• Usefulness: Provides a comprehensive view of campaign efficiency, helping to adjust strategy and maximize results.

Meta offers different ad formats to meet your communication and engagement needs with the audience. Here are the main types:

1. Single Image

• Definition: An ad that uses a single static image to convey your message.

• Usefulness: Ideal for direct messages, brand awareness campaigns, and simple promotions. It is an easy-to-produce format that can create quick visual impact.

2. Video

• Definition: Ads that use videos or short animations.

• Usefulness: Ideal for capturing audience attention and telling stories in an engaging way. Used to increase engagement and generate a greater emotional impact.

3. Carousel

• Definition: Allows you to include up to 10 images or videos in a single ad, each with its own link.

• Utility: Ideal for showcasing a variety of products or for telling a sequential story. It helps increase interactivity and engagement time with the ad.

4. Collection

• Definition: An ad in a gallery format that displays a group of products, offering an integrated visual experience.

• Utility: Ideal for online stores that want to highlight several products at once. It facilitates the process of discovering new products by the audience.

5. Instant Experience (Canvas)

• Definition: A full-screen ad optimized for mobile devices that provides an immersive and interactive experience.

• Utility: Ideal for creating an engaging brand experience, allowing users to explore more about the product or service without leaving the Meta platform.

The Meta Pixel and Events are tools used to measure the impact of your advertising campaigns. They help track user behavior and optimize ad delivery.

1. Meta Pixel

• Definition: A code that you add to your website to monitor the actions that visitors take after seeing your ads.

• Utility: The Pixel helps track conversions and optimize ad delivery to reach people who are more likely to take specific actions, such as making a purchase or filling out a form.

2. Events

• Definition: Specific actions that users take on your website, such as purchases, adding products to the cart, or subscribing to newsletters.

• Utility: Events allow you to track and measure these interactions in detail. With this data, you can optimize your ads and create more effective campaigns focused on results.

To manage your campaigns effectively, the Meta Ads Manager utilizes different elements that provide total control over where and how your ads are displayed.

1. Ad Accounts

• Definition: Each ad account is managed independently, with its own budget, campaigns, and reports.

• Utility: Allows you to segment and organize your campaigns according to different needs or clients, maintaining individualized control over spending and strategies.

2. Pages

• Definition: Pages on Facebook and Instagram that are linked to your advertising campaigns.

• Utility: Pages are essential for ad delivery, as your ads will appear in the name of the linked page, representing your brand or business.

3. Product Catalog

• Definition: A feed that contains a list of products that can be used in dynamic ads.

• Utility: The product catalog allows you to create personalized ads, showcasing specific products to users based on their previous interactions.

Meta's ad system uses machine learning to optimize the delivery of your ads. There are two main phases in this process:

1. Learning Phase

• Definition: This is the initial period right after a campaign is activated. During this phase, the system collects and analyzes data about user interactions to optimize ad delivery.

• Utility: Meta uses this information to adjust the strategy, ensuring that ads are shown to the most relevant audience and generate better results.

2. Limited Learning

• Definition: Occurs when the system does not obtain enough data to properly optimize ads.

• Cause: This can happen when the target audience is too narrow, the budget is low, or there are few conversions.

• Impact: Limited learning can hinder ad performance, as optimization cannot reach its maximum potential.

The scheduled ads option allows you to set specific dates and times to display your ads, adjusting them to your marketing strategy and the behavior of the target audience.

Main Concepts:

1. Specific Days and Times

   • Definition: Allows you to choose the days of the week and times when your ads will be displayed.

   • Utility: Ideal for displaying ads at more relevant times, such as business hours or when your audience is most active.

2. Campaigns with Lifetime Budget

   • Definition: To schedule ads, it is necessary to set a lifetime budget, distributed over the scheduled time.

   • Benefit: Ensures that spending is controlled and aligned with planned times, avoiding waste.

3. Resource Optimization

   • Definition: Displaying ads at strategic times maximizes impact and avoids costs during less effective times.

   • Benefit: Improves return on investment by focusing on times of higher audience engagement.

4. Time Zone

   • Definition: The scheduling of ads follows the time zone set in the Ads Manager.

   • Attention: Check the time zone, especially if your campaign targets regions with different times, to ensure accuracy in ad display.