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Meta Campaigns
Campaign Setting | Supported Options |
Ad Formats | Collection, Carousel, Single Image/Video |
Campaign Objectives | Sales, Traffic, Awareness |
Budget | Daily & Lifetime |
Device Selections | Cross-device |
Asset Nesting | Assets can be nested within a single campaign |
Creative Type | Video & Static assets, 1:1 or 9:16 ratio |
Creative Length | ≤15s recommended |
Note: To find the basic campaign setup workflow, see this article here.
Meta Ad Formats
The table below outlines which ad formats are supported for each type of campaign objective including catalog and asset support.
Objective, Catalog, Assets | Single Image/Video | Carousel | Collection |
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Awareness, without catalog, assets required |
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Traffic, without catalog, assets required |
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Traffic, with catalog and assets |
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Traffic, with catalog and without assets |
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Sales, with catalog and assets |
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Sales, with catalog and without assets |
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Sales, without catalog, assets required |
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Select the desired ad format for Meta Ads based on the objective.
For Traffic, Awareness, and Sales (non-catalog) campaigns, single image/video creative assets are required.
Note: To learn how to create a Meta asset, see this article.
For Sales campaigns using the catalog, single image ads source images from the catalog and do not support creative assets.
Set up the ad details for your single image:
Enter primary text, headline and description.
Clicking the “+” button allows you to use product attribute macros to automatically populate these text elements. For example, Product Name, Brand Description and Price from the product feed can be added to the text elements to create a dynamic ad.
Carousel ads can either be dynamically created through the associated product targeting for the campaign or leverage your creative assets to create a more engaging ad. If an asset is associated with the campaign, the carousel will leverage as the intro card. If not, the carousel will auto-populate with products from the catalog.
Note: To learn how to create a Meta asset, see this article.
Set up the ad details for your carousel:
Enter primary text or dynamically create based on product attributes by clicking the “+” button.
Select a CTA.
Enter destination URL.
Note: Only [retailer.com] URLs are supported.
Select whether the catalog card shows a single image or a slideshow.
Enter Product Headline text or create dynamically based on product attributes.
Enter Product Description text or create dynamically based on product attributes.
Collection ads require a creative asset. If you do not have any approved assets in the campaign, the option will be grayed out. Collection Ads will utilize the featured products assigned in the asset itself.
Note: To learn how to create a Meta asset, see this article.
Set up the ad details of the collection:
Enter Product Headline text or create dynamically based on product attributes.
Enter Product Description text or create dynamically based on product attributes.
Note: Headline and description fields are specific to interstitial UX for the products included. The standard is to use ‘Name’ and ‘Price’.
Meta Audiences
Offsite Ads currently supports either leveraging Meta’s Advantage+ Audience controls prospect for new customers or building original audience to prospect or retarget based on retailer’s customers and audiences.
Advantage+ Audiences
Select the Advantage+ Audience option and further define the following settings:
Set the appropriate age criteria for your campaign
Note: Age demographics are based on Meta’s audience info
Select any gender targeting needed for your campaign
Add a custom retailer audience
Add any additional detailed targeting from Meta if desired
Detailed targeting includes all available Meta interests and behavioral targeting
Original Audiences
When creating an original audience, you have the option to either create one for prospecting or retargeting.
Prospecting
Note: All demographic information is based on Meta.
Set the desired age minimums and maximums for your audience
Set the desired gender targeting for the audience
Select any custom retailer audience segments you would like to include or exclude from the audience for the campaign
Multiple inclusion and exclusions are supported but be aware, the more detailed the targeting, the smaller the scale of the audience which may impact desired campaign performance.
Add any desired Meta detailed targeting
Detailed targeting is based on Meta’s provided interests and behavioral attributes.
Retargeting
Select your engagement action:
Viewed or added to cart but not purchased | Added to cart but not purchased |
Cross-sell products | Custom combination |
Up-sell products |
Select whether to include people beyond custom audience criteria
Set the desired age minimums and maximums for your audience
Set the desired gender targeting for the audience
Select any custom retailer audience segments you would like to include or exclude from the audience for the campaign
Add any desired Meta detailed targeting
Detailed targeting is based on Meta’s provided interests and behavioral attributes.
Meta Placements
Select the placement option that best fits your campaign needs. Advantage+ (recommended) will automatically serve across Meta placements and optimize to best performance. Manual Placements allows you to select specific inventory to serve ads on Meta.
