An internal agency document detailing Meta, their offerings, best practices, and standard procedures.

1. Paid Social: Best Practices
Meta Advertising

2. Agenda
I. Overview
II. Campaign Planning & Strategy
III. Ad Creation & Design
IV. Audience Targeting & Segmentation
V. Campaign Optimization
VI. Tracking & Attribution
VII. Compliance & Policy Adherence
VIII. Data Privacy Considerations
IX. Remarketing and Retargeting
X. Reporting & Analysis
XI. Learning From Industry-Leading Advertisers
XII. Conclusion

3. Meta - Overview & Benefits
Meta’s advertising platform offers a massive user base across a multitude
of networking sites, including: Facebook, Instagram, Messenger,
WhatsApp, and (hopefully coming soon) Threads. Leveraging Meta’s
advertising solutions can significantly enhance a brand’s online presence
and overall marketing success.
Benefits to consider:
● Multi-Platform Management in one UI
● Extensive reach with 3 billion active users across owned platforms
● Diverse ad formats and placements
● Unique and diverse targeting capabilities to enhance ad relevance and
improve performance
● Personalized experiences for users, leading to stronger connections
between brand and audience
● Prioritizes a mobile-first approach
● Flexible budget options to suit various advertising goals and constraints
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4. Campaign Planning & Strategy
By defining clear objectives, identifying target audiences, and conducting thorough research, we can create impactful
ad campaigns that resonate with the intended audience.
Competitive Analysis & Budget Allocation
● Analyze competitor campaigns and identify their
strengths and weaknesses to inform your own
strategy and stand out in the market
○ Gain insights into successful strategies
used by competitors
○ Identify gaps in the market that your
campaign can capitalize on
● Allocate the advertising budget strategically,
considering the campaign’s objectives,
competition, and estimated cost
○ Maximize ROI by identifying
high-performing areas for budget
reallocation
Defining Objectives & Target Audiences
● Clearly outline campaign’s goals and KPIs to
measure success
○ Can vary depending on optimization
(Awareness, lead generation, traffic, or
conversion)
● Conduct in-depth research to understand the
target audience’s demographics, interests, and
behaviors
○ Enables more precise targeting for
maximum relevance
○ Campaigns will clear learning phases more
quickly, allowing for more effective
budgeting

5. Ad Creation & Design
Creative plays a crucial role in capturing the attention of the target audience and driving engagement on social media.
Strategic ad formats, compelling visuals, and persuasive ad copy are essential elements to creating impactful ads.

6. Ad Formats & Guidelines
Meta offers a multitude of of ad formats, ranging from photo to video, carousels, and
slideshows. Depending on the optimization, even more formats may become
available.
● In order to enhance creative performance, Meta provides the below
guidelines to inform the content creation process:
○ Static assets
■ Recommended Image sizes: 1x1 and 9x16 with a minimum
resolution of 600x600
● Clients should provide both specs for optimal performance
via customized placements
■ Acceptable file formats: .JPG or .PNG
■ Limit text overlay to no more than 20% of the visible space
○ Video Assets
■ Aspect Ratios: 1x1 and 9x16 with a minimum resolution of of 720p
■ File Formats: .MP4 or .MOV
■ Duration: Typically recommend short-form video (6-10 seconds),
with the exception of awareness tactics and feed placements,
which can extend to long-form (15-60 seconds). Typically, ads
should never exceed 1 minute without testing in the account
■ Consider adding captions for better accessibility and user
experience
○ Provide variations in creative for A/B testing
■ Ex., text or logo overlay, difference in color of visuals, product shot
vs native imagery
○ Adhere to Safe Zone recommendations for maximum performance of
creative in multiple placements
■ This will ensure that your ad is optimally shown across all Meta
placements and platforms

7. Compelling Visuals & Copy
As reliance on creative and messaging in determining relevant users increases, so does the synergy required between
creative and copy in order to effectively advertise. The importance of media buyers understanding, guiding, and utilizing
effective and eye-catching creative will only continue to increase as mediums continue to become more visual.
● Elements to consider in guiding client creatives:
○ Visual harmony
■ Visuals are consistent with brand identity (colors, typography, imagery)
○ Storytelling imagery
■ Illustrate benefits or solutions customers can gain from your offering
○ Clear hierarchy
■ Prioritize key elements to ensure message is clear at a glance
○ Persuasive or intriguing copy
■ Craft concise and compelling headlines communicated value propositions that will resonate with the targeted
audience
○ Call to Action (CTA)
■ Utilize clear, action-oriented CTAs that encourage immediate action
○ Simplicity
■ Avoid clutter and maintain a clean design, using straightforward language that is easy to understand
○ Consistency
■ Keep visuals and copy consistent across ads and landing pages in order to create a cohesive brand experience
○ A/B Testing
■ Experiment with different visuals and copy variations to find the most effective combinations

8. Audience Targeting & Segmentation
Audience targeting and segmentation are critical components of successful advertising on Meta. By understanding the
target audience, we can create highly relevant and personalized ad campaigns that resonate.

9. Custom Audience Creation
● Customer Data Upload: Utilize Meta’s tools to upload customer data, such as email addresses
or phone numbers, to create custom audiences based on existing customer lists
○ Popular CRM platforms offer integrations for customer data for a more seamless
lead-contact experience
○ Beneficial for retargeting or building exclusive retargeting audiences (such as sale
purchasers or email subscribers)
● Website Custom Audiences: By implementing the Meta pixel on-site, we are more effective in
tracking website visitors and user behavior as they exit the platform
○ Further enables audience creation to coax users down the conversion funnel (ie.,
targeting Add To Cart website users with no purchase, encouraging them to continue
their shopping process and offering a discount to convert)
● Lookalike (LAL) Audiences: Use CRM and Pixel audience information as a seed audience to
create lookalikes- which consists of users who share similar characteristics or interests to the
seed audience
○ Beneficial for expanding prospecting reach to users who are most similar to current
qualified audiences
○ Can inform A/B testing and explore satellite interests to the core user pool
Custom
Lookalike
Core

10. Effective Targeting Options
Proper implementation of audience targeting is essential for driving engagement and maximizing performance on Meta’s platform.
Informing yourself on best practices and utilizing targeting options strategically will empower your campaigns to resonate with users
and drive desired actions.
● Demographic Targeting
○ Conduct thorough market research to identify the key demographics that align with your product or service. This includes factors
like age, gender, education, income, etc.
○ Tailor ad content: Craft ad creatives that speak directly to the targeted demographics, addressing their specific needs, desires,
and pain points
● Interest-Based Targeting
○ Interest-based targeting is becoming more and more limited as concerns around data privacy continue to grow. As a result,
consider using this method in combination with other targeting tactics to allow greater information to to feed into the algorithm
about our target audience
○ Analyze interest data: Utilize insights from Meta’s platform to identify popular and relevant interests among the target audience.
Look for interests related to your industry, products, or content
● Behavior-based Targeting
○ Utilize behavioral data from the platform to target users based on actions they have taken (ad engagement, past purchasers, etc)
to tailor messaging, increase ad relevance, and coax users through the conversion funnel
○ Segment audiences: Allow for highly targeted messaging by properly segmenting audiences based on engagement, conversion
history, or website interaction
● Exclude Audiences
○ Exclude audiences that are not relevant to your campaign objectives to avoid wasting ad spend; if running multiple campaigns of
the same objective, be sure to exclude overlapping audiences to prevent cross-bidding in auction
○ Optimize LAL audiences: Exclude the source audience when targeting lookalikes to ensure the campaign is reaching net-new
users

11. Campaign Optimization: Monitoring Performance
& A/B Testing
Campaign optimization is a continuous process that helps
improve the performance and efficiency of ad campaigns on
Meta. By closely monitoring KPIs, conducting A/B tests, and
making data-driven adjustments, we can refine our strategies
in order to increase engagement and drive better results.
● Regularly monitor performance metrics (such at CTR,
CVR, reach, etc) to identify areas for improvement
● Analyze performance of individual ad sets to explore
the impact of different targeting strategies and budget
allocations
● Creative performance: Evaluate the effectiveness of
creatives and copy to identify top-performing elements
and iterate on underperforming ones
● Conduct controlled A/B tests to compare the
performance of different variations, such as images,
headlines, CTA - all in order to implement the most
effective combinations

12. Campaign Optimization: Budget Optimizations
● Smart Budget Allocation
○ Test different budget levels to find the most effective allocation for desired results
○ Allocate budgets based on performance, prioritizing high-performing ad sets
○ Ensure you’re properly choosing between Campaign Budget Optimization (CBO) and Ad Set Budget Optimization (ABO)
■ CBO can offer a more hands-off approach, allowing machine learning to determine where budget will be the most
effective in driving results for the chosen optimization
■ ABO allows more granular control over budgeting, allowing campaign managers to define budgeting between
targeted audiences - this can be extremely helpful in preventing over-targeting of remarketed audiences
● Learning Phase Impacts on Budget Optimizations
○ Be aware of the learning phase when launching new campaigns or significant changes
■ The learning phase is a period of time at the start of a new campaign (or after major adjustments within the account)
where the ad delivery system’s algorithm gathers data and learns how your ads perform with the selected target
audience
■ The algorithm optimizes ad delivery and bidding strategies to achieve your campaign objectives efficiently
■ This phase can last for a variable amount of time, typically ranging from a few hours to a few days, depending on the
size of the audience and the ad performance data collected
■ During this period, ad delivery and optimization may be less stable as the algorithm is still exploring the best way to
deliver your ads
■ Frequent changes to campaign settings during the learning phase can disrupt the algorithm’s learning process
■ Once the learning phase is complete, the algorithm adapts to the campaign’s performance data and operates more
efficiently, leading to more stable and optimized delivery
○ Once the learning phase is complete, make data-driven adjustments based on campaign insights
○ Ideally, less than 20% of account budget should be spent within the learning phase to maximize performance within
allocated spend levels

13. Tracking & Attribution
Measuring the effectiveness of ad campaigns requires accurate tracking and attribution. By following Meta’s
best practices and implementing robust attribution models, we can gain valuable insights into user behavior and
optimize our strategies to enhance performance.
● Implement Meta Pixel across websites to track user interactions and actions effectively
● Set up pixel events to track specific actions (such as page views, purchases, and custom events)
● Define and pass event parameters to gather additional information about user action and behaviors
beyond Meta’s platform
● Utilize dynamic UTM parameters to track the effectiveness of different campaigns, sources, and mediums
accurately
● CAPI integration: Consider integrating Conversions API to enhance tracking accuracy and security
○ Enables server-to-server tracking, reducing data discrepancies and improving the accuracy of
event tracking
○ Privacy compliance: by transmitting data directly to the server, this reduces the reliance on
client-side tracking, enhancing user privacy compliance
○ Facilitates tracking user interactions across domains, providing a more comprehensive view if
customer behavior
○ Sends data in real-time, allowing for immediate event updates and reducing delays in tracking and
attribution

14. Compliance & Policy Adherence Guidelines
Advertisers must adhere to Meta’s advertising policies to ensure ads meet ethical standards,
maintain user trust, and comply with legal requirements. By understanding and following these
guidelines, we can run successful, compliant, and long-lasting campaigns that positively impact
the client’s brand.
● Understanding Advertising Policies
○ Be sure to thoroughly review and understand and review Meta’s advertising policies to
ensure full compliance with content, guidelines, prohibited content, and restrictions
○ Continuously monitor policy updates and changes to stay informed about any modifications
that may impact current or future campaign efforts
○ Before launching any campaigns, review all creatives and text to ensure alignment with
Meta policies
○ Avoid using copyrighted or trademarked materials to prevent infringement issues
○ Avoid promoting content related to prohibited products, services, or harmful materials
● Ensuring Ethical and Transparent Ads
○ Ensure that all ads provide accurate and truthful information- avoid misleading claims or
deceptive practices
○ Adhere to user privacy guidelines, such as proper consent for data usage and handling
user data securely
○ Avoid discriminatory practices, ensuring that ads do not promote bias or harm toward
specific individuals or groups
○ Exercise caution when addressing social issues or political matters to avoid controversy
and ensure respectful engagement
■ Regularly monitor engagement of sensitive advertising efforts to ensure compliance
with Community and Brand Guidelines

15. Data Privacy Considerations
Data privacy considerations are paramount when running campaigns on Meta.
Advertisers must ensure compliance with relevant data protection regulations
to maintain user trust. By implementing data privacy practices, we can work to
build credibility and enhance user experience.
● Obtain explicit consent from users before collecting/using personal data
for targeting or tracking purposes
● Implement and maintain measures to securely protect user information
(meaning, we should not be seeing user names next to phone numbers,
or non-anonymous/granular data)
● Comply with relevant data protection regulations, such as GDPR or
CCPA
● Age Verification: Implement age verification mechanisms to ensure that
age-restricted ads are appropriately targeted to the intended audience
● When working with third-party vendors, ensure they are aligned with a
privacy-first approach and follow all guidelines when sharing user data

16. Remarketing & Retargeting: Campaign Set Up
By strategically re-engaging with potential customers who
have shown interest in our products or services, we can
maximize conversion opportunities and nurture valuable leads.
● Before diving into any retargeting strategy, ensure that
the Meta Pixel is implemented and firing correctly
● Utilize Pixel to develop custom audiences based on
behavior on- or off-platform
● Ad Frequency Capping: Implement Ad frequency caps
(depending on value and size of audiences) to avoid
overexposing users to ads (and over-investing budget)
○ Ensures a positive user experience and prevents
ad fatigue
● Dynamic Ads: Utilize dynamic ads to showcase relevant
products dependant on user behavior
● Leverage platform integration to retarget users across
multiple platforms, reinforcing messaging and
maintaining consistent brand exposure
● Exclude converted customers to avoid showing ads to
users who have already completed the desired action
● Regularly refresh ad creatives to maintain interest and
prevent creative fatigue

17. Dynamic Ad Types (DABA & DPA)
Dynamic Ads for Broad Audience (DABA) and Dynamic Product Ads (DPA) are two powerful ad types that allow for personalization
within targeting. DABA enables advertisers to reach broader audiences with personalized content, while DPA dynamically showcases
relevant products to users based on their browsing behavior.
Best Practices for DABA and DPA
● Ensure proper pixel implementation in order to optimally leverage dynamic content
● Regularly refresh messaging and creative to maintain user interest
● Segment audiences based on behavior or interest to deliver highly-targeted messaging for higher engagement
Dynamic Ads for Broad Audience (DABA)
● DABA extends reach to a broader audience
with personalized content, increasing brand
exposure and potential conversions
● Leverages dynamic content via connected
inventory to tailor ads based on users’
interests or behaviors
● Uses machine learning to optimize ad
delivery, ensuring optimal performance and
user engagement
Dynamic Product Ads (DPA)
● Showcases dynamically selected products based
on users’ past interactions, boosting conversion
opportunities
● Ensures accurate product availability and pricing
with real-time inventory updates, encouraging
immediate purchase decisions
● Can be utilized to cross-sell complementary
products or upsell higher-value items to maximize
revenue potential

18. Advantage+ Shopping for Retargeting
Advantage+ Shopping (ASC) is a powerful feature from Meta that enables us to take retargeting efforts up a level. ASC
combines engaging formats with advancements in machine learning, creating a seamless shopping experience for
potential customers.
Benefits & Best Practices
● Can be tested in combination with DPAs to showcase relevant products to highly relevant users, increasing
conversion potential
● Cross-device reach: Retargeting works across multiple devices, allowing us to re-engage users on their phone,
tablet, or desktop
● Ads are strategically placed on platforms where users are actively shopping, enhancing visibility
● To ensure shopping ads product availability and accurate pricing, ASC offers real-time inventory updates
○ Can help lend to urgency as users see products begin to decline in stock
● Utilize ASC retargeting during key shopping seasons/events to capitalize on increase consumer demand
In addition to retargeting, ASC also offers powerful capabilities in terms of prospecting. Unique to this optimization
alone, Meta allows “Current Audience” definitions at the account level, with the ability to scale percentage allocation up
or down between prospecting and current audiences. Because of this feature, ASC does not have to live within “MOF”
or “BOF”, but instead can be leveraged dynamically as performance dictates.

19. Reporting & Analysis: Creating Insightful Ad Reports &
Extracting Actionable Insight
Effective reporting and analysis enables us as advertisers to measure campaign performance, identify strengths and
weaknesses, extract actionable insights for continued performance, as well as improving our communication with clients.
● Comprehensive metrics: Track KPIs such as CTR, CVR, ROAS, and engagement to assess effectiveness
● Compare performance metrics across different platforms to identify top-performing channels and allocate budgets
strategically
● Understand the impact of different attribution models on campaign success, considering various touchpoints in the
customer journey
● Conduct A/B tests to experiment with different ad elements and audience segments, optimizing ad performance based
on data-driven insights
● Create customized reports that align with specific campaign objectives or KPIs to gain deeper insights into
performance
● Utilize data visualization tools to present performance data in a clear and visually appealing manner, aiding in better
decision-making
● Conduct regular analysis to understand trends, patterns, and opportunities for optimization
● Extract actionable insights from reporting data to implement strategic changes and improve future performance

20. Learning From Industry-Leading Advertisers
By actively learning from industry-leading advertisers and adopting successfully-explored approaches, we can enhance our
advertising efforts, optimize performance, and achieve greater results.
● Analyze Ad Creative Strategies
○ Examine innovative ad creatives and messaging that resonate with the target audience
○ Identify successful visual elements and storytelling techniques used by industry leaders
● Understand Audience Segmentation
○ Study how leading advertisers segment their audiences based on behaviors and interests
○ Learn how personalized messaging and dynamic content enhance engagement
● Embrace Data-Driven Decision-Making
○ Explore how data insights are used to optimize performance
○ Understand attribution models and metrics that drive informed decision-making
● Adopt Multichannel Integration
○ Discover how industry leaders seamlessly integrate campaigns across various platforms
○ Learn how to maximize brand exposure and engagement through cross-channel strategies
● Focus on Conversion Optimization
○ Analyze tactics used to improve conversion rates and drive measurable outcomes
○ Understand strategies to optimize landing pages and user experiences for better results
● Conduct Testing and Experimentation
○ Observe how leading advertisers conduct A/B tests and experiments for continuous improvement
○ Learn how to iterate and refine strategies based on test results
● Implement Holistic Campaign Approaches
○ Study comprehensive campaign strategies that consider the entire user journey
○ Learn to maintain consistent messaging and experiences across all touchpoints
● Deliver Meaningful Ad Personalization
○ Examine methods used to deliver relevant and personalized content
○ Understand how tailored messages resonate with specific audience segments

21. Conclusion & Key Takeaways
As we navigate the dynamic landscape of Meta advertising, remember that every campaign is an opportunity to learn,
iterate, and optimize. By applying these tips and takeaways, we are equipped to create impactful campaigns that drive
engagement, conversions, and connections.
● Data-Driven Optimization
○ Harness the power of data to make informed decisions
○ Regularly analyze performance metrics and adjust strategies accordingly
● Audience-Centric Approach
○ Understand your audience’s behaviors, preferences, and needs
○ Craft tailored messages and personalized experiences to engage effectively
● Visual & Copy Synergy
○ Combine compelling visuals with persuasive copy for maximum impact
○ Communicate value propositions clearly and evoke emotions through storytelling
● Strategic Targeting
○ Analyze competitor campaigns for insights and identify market opportunities
○ Allocate budgets strategically to maximize ROI and reach
● Continuous Learning
○ Stay updated on industry trends and emerging platforms
○ Experiment with new strategies, A/B tests, and innovative formats
● Holistic Campaign Planning
○ Approach campaigns with a customer-centric mindset
○ Consider the entire customer journey and maintain consistent messaging
● Compliance & Ethics
○ Adhere to platform policies and data privacy considerations
○ Prioritize transparency and user trust in your advertising efforts

22. Resources & Helpful Links
● Facebook Help Center
● Ad Library
● Meta Creative Best Practices
● Meta Ad Specs
● Conversion API Overview
● Custom Audience Overview
● Meta Targeting Options
● A/B Test Overview
● About Budgets
● Meta Advertising Standards
● Meta CCPA Compliance
● Meta GDPR Compliance
● Meta Retargeting
● About Dynamic Creative
● Advantage+ Shopping