Meta ads

Special Ads Categories are specific labels Meta requires advertisers to select when their ads relate to sensitive topics such as financial services, employment, housing or social issues, elections or politics. These categories exist to reduce the risk of discriminatory advertising and align with legal obligations. Whenever an ad falls under one of these categories, targeting […]

Advantage+ is Meta ads’ automated advertising system built to simplify campaigns across Facebook, Instagram, Threads, Messenger and the wider Meta network. It uses artificial intelligence to manage targeting, creative testing, placements and budget optimisation. Rather than manually creating and adjusting many ad sets, advertisers set their goals and provide creative assets, while Meta’s AI decides

If you have run ads on Meta, you will have come across the terms CBO and ABO (or you should have). These are two different ways of managing your ad budgets on Meta Ads, and choosing the right one can have a big impact on your results. Let’s look at what they mean, how they

Launching an ad campaign on Meta is only the beginning. Many businesses see the campaign build as the major piece of work, then assume that once ads are live, the results will simply roll in. In reality, the setup phase is only a small part of successful advertising. The real performance gains come from what

If you have spent any time running paid digital ads like on Meta, Google or LinkedIn, you have probably come across the acronym “CPM”. It’s one of those marketing metrics that gets thrown around constantly, but is often misunderstood. Let’s unpack what CPM means, why it matters and where it fits into a broader digital

Tracking actions users take on your site, like downloads, form submissions or purchases, is cornerstone to optimising Meta Ads performance. Without it, you’re kind of flying blind. In fact, if you’ve ever attended training with Digital 24, you’ll be familiar with our reminders that making best use of Meta ad’s algorithm in 2025 is imperative

Lookalike audiences are a powerful tool for prospecting, designed to help you find new customers who share characteristics with your existing ones. By taking data from a “seed audience”, a group of users you already know, Meta’s algorithms can identify a new, broader audience with similar demographics and behaviours. This allows you to expand your

Audience targeting is a fundamental part of running a successful Meta ad campaign. It’s the step in the campaign setup process where you define exactly who you want to see your ads. This involves answering key questions like: Who are they? Where do they live? And what are their interests? Once you have selected your

Crafting a message that resonates with your audience in digital ads requires a deep understanding of who they are, what they want, and how they behave. This is where creating detailed personas and cultivating target audiences becomes invaluable. So what are personas, how do you create them and how do you use them effectively to

Sure, people hates ads. But, what people hate more is seeing the same ad over and over again that they’re just not interested in. Ugh. This, in a nutshell, is the result of high ad frequency. Ad frequency refers to the average number of times a user sees a particular ad within a specific timeframe. While