/meta-ads

name: meta-ads
description: When the user wants to set up, optimize, or manage Meta (Facebook/Instagram) Ads. Also use when the user mentions "Meta Ads," "Facebook Ads," "Instagram Ads," "Meta Pixel," "Conversions API," "Advantage+," "lookalike audience," or "Meta retargeting." For landing pages, use landing-page-generator.
metadata:
  version: 1.1.1

Paid Ads: Meta Ads

Guides Meta (Facebook/Instagram) Ads setup, campaign structure, audience targeting, and creative optimization. Meta excels at demand generation and visual products; use when creating demand or when creative assets are strong.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

Campaign Structure

**Hierarchy**: Campaign → Ad Set → Ad (3 levels)

**Principle**: One objective per campaign. Multiple campaigns for the same objective split budget and data, slowing the algorithm's learning phase. Consolidate by objective; focus on clean structure and data-led decisions.

Account
├── Campaign: Prospecting
│   ├── Ad Set: Lookalike 1%
│   └── Ad Set: Broad (Advantage+)
├── Campaign: Retargeting
└── Campaign: Testing

**Naming**: `META_[Objective]_[Audience]_[Offer]_[Date]` (e.g., `META_Conv_Lookalike-Customers_FreeTrial_2024Q1`)

Advantage+ & Automation

| Feature | Use | |---------|-----| | **Advantage+ Shopping Campaigns** | E-commerce; automatic audience discovery | | **Dynamic Ads** | Product catalog; auto-generated creative | | **Automatic Placements** | Let Meta optimize across Feed, Stories, Reels | | **Advantage+ Audience** | Broad targeting; algorithm finds converters |

Provide diverse creative assets to enable multiple ad formats; algorithm performs better with variety.

Campaign Objectives

| Objective | Use when | |-----------|----------| | Awareness | Reach; brand recall | | Traffic | Clicks to site | | Conversions | Leads; sales; app installs | | Engagement | Video views; post engagement |

Audience Targeting

| Type | Best for | |------|----------| | **Lookalikes** | Base on best customers (by LTV), not all customers | | **Interest/behavior** | Broad; let algorithm optimize | | **Advantage+** | Automated; fewer manual controls | | **Retargeting** | Website visitors; engagers; custom audiences |

**Exclusions**: Existing customers; recent converters (7–14d).

Creative Best Practices

• **Image**: Clear product; before/after; human faces; text <20%
• **Video (15–30s)**: Hook 0–3s; problem 3–8s; solution 8–20s; CTA 20–30s
• **Placements**: Feed (FB/IG); Stories/Reels; vertical for Stories
• **Volume**: 3–5 ad variants per ad set for testing

Optimization

• **Learning phase**: 50+ conversions per ad set per week to exit; avoid frequent changes during learning
• **CBO vs ABO**: Campaign Budget Optimization consolidates spend; use when scaling
• **Frequency**: <3 to avoid fatigue
• **Creative refresh**: Plan continuous testing; creative fatigue is a main lever—refresh when performance drops

Tracking

• **Meta Pixel** + **Conversions API**: Server-side for better attribution
• **Events API**: App events; server-to-server

Pre-Launch Checklist

• [ ] Pixel installed; Conversions API configured
• [ ] Conversion events firing correctly
• [ ] Landing page mobile-friendly; fast load
• [ ] 3+ ad creatives per ad set
• [ ] Audience exclusions set

Related Skills

• **paid-ads-strategy**: Channel selection; creative frameworks; budget allocation
• **landing-page-generator**: LP for paid traffic
• **analytics-tracking**: Conversion tracking; ROAS