Pre-requisites for Ad Manager

Few Pre-requisites for Ad Manager: 

1. Selection of a pricing model from Agency view > Reselling is the first step in the Ad Manager journey. It is best to set the reselling offer of Ad Manager to your account before proceeding further.

2. Toggling ON/OFF Ad Manager for your account will ensure the visibility of Ad Manager tab under your account > marketing. It is ON by default for all accounts with 'Standard Plan' as the default pricing model.


3. Ad Manager can be enabled for your account by the agency and for every user, it can be enabled from staff > permissions of Ad Manager.

4. In Ad Manager, the first step is to connect your Meta Ad account, multiple Facebook pages by logging into your Facebook account via LeadConnector App. Ad Manager allows connecting multiple Facebook pages and one ad account. 

Under the new pricing models, user is asked to connect an already existing Ad account and the associated Business Manager will be connected with Ad Manager to use and publish ads as depicted in the image above.

Ad Manager allows the agency to resell to the your account at a flat fee of their choice.

Create and Manage Your Campaign

There are certain guidelines defined by Meta when creating an advertisement. Keeping these in mind when creating an ad campaign will result in easy review process and minimum failures. The article links for the same are as follows:

• https://transparency.meta.com/en-gb/policies/ad-standards/unacceptable-content/discriminatory-practices/ 
• https://transparency.meta.com/en-gb/policies/ad-standards/fraud-scams/unacceptable-business-practices/ 
• https://transparency.meta.com/en-gb/policies 

 There are 3 Steps in Ad Manager which are:

1. Choose the objective, placement and content

• Objective - The first step in building a Facebook Ads campaign is to choose a goal that's most important for your business/brand building. Depending on the goal you choose - Lead Generation or Website Traffic. The goal objective with Lead Generation is achieved using the Facebook form integration, the user can create their new forms or utilise the other forms. The other objective of Website Traffic allows drive visitors to the landing page url.
  
  • Special Ad Category - If you are running ad campaign for employment, housing, credit, politics and online gaming and gambling, they fall under the Special Ad category and specifying it during the ad creation process ensures compliance with local laws and regulations for smooth campaign review. 
    • Facebook's Special Ad Category has limited targeting options, including restrictions on the following audiences:
      • Lookalike audiences: These are not allowed for Special Ad Category ads. However, you can create a Lookalike audience outside of Facebook and upload it as a custom audience.
      • Saved audiences: These are not allowed for Special Ad Category ads.
      • Zip codes or postal codes: These are not allowed for Special Ad Category ads. If you select specific locations, they will include a minimum of a 15-mile or 25km radius.
      • Detailed targeting: Most demographic, behaviour, and interest options are not available. 
      • Other restrictions for Special Ad Category ads include:
      • Age defaults to 18-65+ and can't be edited.
      • Gender includes all genders only and can't be edited.
        

• Placement - The places where you can run your ads are called placements. Automatic placements enable us to get the best results available from across all default placements based on budget allocated and help control costs. Manual placements allows user to select the places where they would like to show the ads for brand safety and optimization.
  
• Content - It allows the user to add the Primary text (recommended 125 characters), Headline (recommended 40 characters), Description (recommended 25 characters) and rich media of Image(s)/Video(s) (Image size is 30MB and video size is 1GB)
  

2. Budget, Geography, and Optional settings

• Daily/Monthly Budget - The campaign manager can setup a daily or monthly budget for the campaign, this will work as subscription and is charged from the card associated with the connected Meta Ad account. The budget will show each day division for daily budget and the overall budget for lifetime along with the start and end date. Monthly budget can be increased or decreased by pausing and editing a campaign.
  
  

  Note: The currency shown will be the one that's setup in your connected Ad account and the start-end date timezone will be the timezone you're in while creating the campaign.

  
  

  

• Geography - Campaign can be adjusted to run for specific location or can exclude a specific location in certain country/state.
  
• Optional Settings of Intended Audience can be defined to narrow down the audience - The user can add more specific setup for each option.
  3. Review the details of the Ad campaign - Once the campaign is in review stage, you can verify all the details of aesthetics, media, content, budget and other options before taking your campaign live. 

After the 3 steps are completed, the Ad Campaign on clicking the publish option will charge the card added with Meta on the connected Ad account.

4. Analyze Performance on the Campaign Dashboard or Reporting

Ad Campaign for Facebook Ad will show the Cost per Click (CPC), Impressions and Ad Spend as the basic metrics on the statistics tab. 

5. Ad Campaign Optimization