Meta Ads Guides
Facebook and Instagram advertising from account setup to measurement and optimization.
Using These Guides
Each guide explains the concept, shows how it applies to a real business and lists its sources. Read in order if you are new to the subject, or jump to the guide you need.
Foundations
- 01Fundamentals
Meta Ads Fundamentals
The platforms, the auction, the delivery system and the tools you will use.
- 02Fundamentals
Business Portfolio, Ad Accounts and Permissions
How assets, people, partners, billing and payment settings fit together.
- 03Fundamentals
Campaign Structure, Objectives and Campaign Types
Campaigns, ad sets and ads, the six objectives, Advantage+ campaigns, budgets and bidding.
- 04Fundamentals
Meta Ads Glossary
Definitions of CPM, CPC, CTR, CPA, ROAS, frequency, attribution, learning phase and more.
Reaching People
- 05Fundamentals
Audiences and Targeting
Core audiences, custom audiences, lookalikes, Advantage+ audience and exclusions.
- 06Fundamentals
Placements, Ad Formats and Creative Specs
Feeds, Stories, Reels and the Audience Network, the formats each supports and the sizes that work everywhere.
- 07Fundamentals
Lead Ads and Instant Forms
Collecting inquiries inside Facebook and Instagram, choosing a form type and keeping lead quality high.
Measurement
Optimization
Troubleshooting
Have Our Team Handle Meta Ads
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