# Meta Ads

Facebook and Instagram advertising guide.

## Campaign Structure

### Hierarchy
Campaign → Ad Set → Ad

### Campaign Level
- Objective selection
- Budget optimization (CBO)
- A/B testing

### Ad Set Level
- Audience targeting
- Placements
- Budget and schedule
- Optimization goal

### Ad Level
- Creative (image/video)
- Copy and CTA
- Destination URL
- Tracking

## Audience Types

### Core Audiences
- Demographics
- Interests
- Behaviors
- Connections

### Custom Audiences
- Website visitors
- Customer list uploads
- App users
- Engagement audiences

### Lookalike Audiences
- Based on custom audiences
- 1-10% similarity range
- 1% = most similar

## Ad Formats

| Format | Best For | Specs |
|--------|----------|-------|
| Image | Simple messages | 1:1, 1.91:1 |
| Video | Storytelling | 15-60 sec |
| Carousel | Multiple products | 2-10 cards |
| Collection | E-commerce | Instant experience |
| Stories | Full-screen | 9:16 vertical |

## Optimization Tips

### Creative
- Use high contrast
- Front-load value
- Show product in use
- Include social proof
- Test multiple variants

### Copy
- Hook in first line
- Focus on benefits
- Include CTA
- Keep mobile-first

### Targeting
- Start broad, narrow down
- Use exclusions
- Layer interests carefully
- Refresh audiences regularly

## Pixel Setup

### Standard Events
- PageView
- ViewContent
- AddToCart
- InitiateCheckout
- Purchase

### Best Practices
- Use Conversions API
- Match customer data
- Test event firing
- Use aggregated event measurement
