Using Meta Ads offers a tonne of benefits, including precise targeting options, access to a large audience, flexible ad formats, real-time campaign performance tracking, and the ability to reach users across multiple devices and platforms. Meta Ads caters for all campaign objectives, like raising brand awareness, driving user engagement, website traffic or performance based objectives like sales and leads which we typically focus on.

Meta Ads provide various targeting options, including demographic targeting (age, gender, location), interest-based targeting, custom audience targeting (based on your existing customer data or website traffic like retargeting), and lookalike audience targeting which is reaching audiences similar to your existing customers or list that you've specified. Post iOS14.5, we find that broader audiences that are larger in size perform better for performance based objectives. Let Meta optimise towards high-intent users by focusing on optimising for purchasers or users who have submitted lead forms.

Meta Ads platforms provide robust analytics and reporting tools to measure the success of your campaigns. Key metrics to consider include impressions, clicks, click-through rate (CTR), conversion rate, cost per acquisition (CPA), return on ad spend (ROAS), and engagement metrics such as likes, comments, and shares. However, performance based signals are no longer as trust-worth as they used to be due to iOS14.5 and users opting out of tracking. Therefore, we recommend ensuring you track how the business is performing first, before adjusting your marketing strategy. Lead-gen businesses should focus on acquisition cost (CAC) and e-commerce on marketing efficiency ratio (MER) to determine how the business is performing.

Yes, each Meta Ads has its own set of advertising policies and guidelines that advertisers must adhere to. It sounds boring because it is but it's vital that you familiarise yourself with the policies that relate to your category before advertising. Meta is very strict as they want to ensure their users have a good experience on the platform and are quick to ban advertisers quickly. If you are banned, it's really hard to undo this. These policies typically cover areas such as prohibited content, ad formatting, targeting restrictions, and community standards.