What are Meta Ads?

Meta Ads are paid adverts on Meta’s platforms: Facebook, Instagram, Messenger and the Audience Network. With Meta Ads Manager you reach specific audiences based on demographics, interests and behaviour. Meta Ads is one of the most powerful advertising platforms for both paid reach and direct conversions.

How are Meta Ads structured?

Meta Ads work on three levels: campaign (setting the objective), ad set (audience, budget and placements) and ad (creative). The Meta Pixel on your website records visitor behaviour and makes remarketing and conversion optimisation possible.

Audience options in Meta Ads

Meta Ads offers three types of audience: cold audiences based on interests and behaviour, custom audiences of people who have already been in touch with your brand, and lookalike audiences that resemble your best customers.

Meta Ads versus Google Ads

Meta Ads reach people based on who they are; Google Ads reaches people based on what they search for. Together they form a powerful funnel: Meta for awareness and remarketing, Google for intent-based conversions.

How much does advertising on Meta cost?

For meaningful data, at least 10 to 20 euros per day per ad set is more realistic than the absolute minimum of 1 euro.

How do I measure the effectiveness of Meta Ads?

Through the Meta Pixel and the Conversions API. Combine them with UTM tags for reporting in GA4. More at developers.google.com/search.