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Advertising

What is Meta Ads (Facebook + Instagram)?

Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp.

Detailed definition

Meta Ads is interruption-driven advertising based on demographics and interests (the user sees it while scrolling the feed). Campaign objectives: Awareness, Traffic, Engagement, Leads, App Promotion and Sales. Creative work (static, carousel, Reels video) is critical. Conversions are measured with the Pixel plus the Conversions API (CAPI). Audience types: saved, custom (from an email list) and lookalike (similar users).

Examples

  • A beauty brand reaches a young female audience with an Instagram Reels ad.

Related terms

Meta Pixel Meta's JavaScript code that tracks visitor behaviour on your site. Critical for audiences and conversion optimisation. CAPI (Conversions API) The method of sending conversion data to Meta from the server. The complement to the Pixel since iOS 14.5. Lookalike Audience A pool of new users whose demographics and behaviour resemble your existing customers — used on both Meta and Google. Lead Form Ads A format in which the user fills in the form inside the ad when they click it, without going to the site. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition.
From the same category

Other terms in the Advertising category

CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition. ROAS (Return on Ad Spend) The revenue returned by an advertising investment — ROAS = revenue ÷ ad spend. CAC (Customer Acquisition Cost) The total cost of winning one new customer — CAC = marketing spend ÷ number of new customers. Performance Max (PMax) Google's AI-driven campaign type — it automates the whole inventory of Search, Display, YouTube, Shopping and Maps in a single campaign. Google Shopping Ads E-commerce ads that appear in Google search results with a product image, a price and the brand. Lead Form Ads A format in which the user fills in the form inside the ad when they click it, without going to the site.
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