Meta (Facebook & Instagram) Advertising

Running successful Meta Ads involves more than simply boosting a post. From initial planning to campaign execution and ongoing optimisation, each step is essential to reach the right audience, maximise return on ad spend, and build a lasting presence across Facebook, Instagram, and beyond.

To guide you through the process, we've broken it down into clear, practical stages. Whether you're new to Meta Ads or refining an existing strategy, these steps will help you plan, launch, and manage high-performing ad campaigns with confidence.

Siteo Process

Planning & Strategy

  1. Define your advertising objectives, such as increasing website traffic, generating leads, or driving online sales.
  2. Identify your target audience by age, location, interests, behaviours, and connections.
  3. Research your competitors’ ad presence and creative approaches on Meta platforms.
  4. Plan your campaign structure, including ad sets and audience segments.
  5. Set measurable goals like cost per result, click-through rate, or return on ad spend (ROAS).

Account Setup & Tracking

  1. Create or access your Meta Business Manager account.
  2. Connect your Facebook Page and Instagram account.
  3. Install the Meta Pixel on your website to track events like purchases or sign-ups.
  4. Verify your domain and configure conversion events using Events Manager.

Audience & Campaign Design

  1. Create custom audiences from website traffic, customer lists, or social engagement.
  2. Build lookalike audiences to expand your reach to users similar to your best customers
  3. Choose the right campaign objective, such as Conversions, Traffic, or Engagement.
  4. Organise campaigns and ad sets clearly to test different audiences or placements.

Creative Development

  1. Design eye-catching ad creatives that align with your goals and brand identity.
  2. Use a mix of formats such as carousel, video, image, or collection ads.
  3. Write engaging ad copy with clear calls to action and benefit-led messaging.
  4. Ensure your ads follow Meta’s ad policies and guidelines.

Landing Page Optimisation

  1. Make sure the landing page linked to your ad is relevant and user-friendly.
  2. Ensure fast load times, mobile responsiveness, and clear CTAs.
  3. Maintain consistency between the ad messaging and landing page content.
  4. Add trust signals like reviews, secure payment badges, and contact details.

Campaign Launch & Initial Monitoring

  1. Launch your campaigns with a test budget to gather early performance data.
  2. Monitor key metrics like impressions, clicks, CTR, cost per result, and frequency.
  3. Adjust campaign settings if needed, such as audience size, placements, or budgets.
  4. Allow the learning phase to complete before making major changes.

Optimisation & Scaling

  1. Review campaign performance and pause underperforming ad sets.
  2. Split-test new creatives, copy, or audiences to improve results.
  3. Use automated rules or manual adjustments to manage bidding and budget allocation.
  4. Scale winning campaigns by increasing budget or duplicating top-performing ad sets.

Reporting & Maintenance

  1. Track performance using Meta Ads Manager and external tools like Google Analytics.
  2. Generate regular reports to review ROI, ROAS, and key conversion metrics.
  3. Refresh creative assets regularly to avoid ad fatigue.

    Keep testing, refining, and adapting your strategy to market trends and audience behaviour.

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