The settings that come preloaded will vary based on the campaign objective that you select. They may include (but are not limited to):

• Bid strategy to help get the most possible results from your budget.
• Optimisation for ad delivery so our system will deliver your ads to people in your audience who are most likely to take action.
• Advantage+ placements to help increase your ad's exposure by selecting the most effective placements across Facebook, Instagram and Messenger.²
• Advantage+ creative to automatically create multiple variations of your ad and show a personalised version to each person based on what they're most likely to respond to. Learn more.
• Advantage detailed targeting to help improve your campaign performance by allowing our system to show your ad to additional people who we think would get you more or cheaper results, or both, against your optimisation goals.

Log in to your account to learn about the specific presets that your campaigns will include.

Tailored campaigns are currently available for the following ad objectives:

• Messages (Engagement)
• Sales
• Leads
• Traffic

This setup feature is not currently available to all advertisers, but we're working to expand it in the future.

Tailored campaigns can be created on Ads Manager, much like your typical ad creation process. As a friendly reminder, tailored campaigns are currently only available on desktop.

Here's how to get started:

1. Go to Ads Manager.
2. Click Create.

3. Select a campaign objective and click Continue.

   Tailored campaigns are currently only available for the following objectives: Engagement (for messages), leads, sales and traffic.

4. Select the tailored campaign option as your campaign setup.

5. Manually input or confirm details for the following settings:

   • Campaign name
   • Conversion location: Choose where your desired business outcome will occur.
   • Define your daily budget
   • Campaign start and end date
   • Audience: Add additional targeting details to better define your audience but try to keep your audience size to at least 1 million.
   • Ad creative: Upload a video or image and ad text (primary text, headline and description). Don't forget to select a call-to-action button.
   • Destination: Select where to send people to after they tap or click on your ad.
6. Click Publish to create your ad.

This setup feature is not currently available to all advertisers, but we're working to expand it in the future.

While key ad settings come preloaded based on your objective, you will focus the majority of your efforts on these sections:

• Audience
• Ad creative: Text and media elements for your ads (static images and videos)
• Destination

Find our audience targeting and creative best practices below.

Target broadly.

• Set your audience to reach 1-10 million people. By doing so, you're letting Meta's ad delivery system find the best people to show your ad.
• If you cannot target broadly due to geographic limitations, we recommend only setting age and location targeting to take advantage of the broadest audience possible to yield lower cost per action.

Video:

• Go vertical: Use an aspect ratio of 4:5 for Feed or 9:16 for Stories and Reels placements. This will help create an immersive experience by taking up more space on mobile screens. Create vertical videos by recording with your phone or with our free Video Creation Kit in Ads Manager.
• Design for sound-on viewing: Audio – whether that's music, voiceover or sound effects – is a key driver of engagement and entertainment. You can use Meta's Sound Collection to download free music or sounds, or simply utilise Advantage+ creative to automate your music selection within Ads Manager.
• Follow the "3-second rule": Videos should capture attention and include key messaging or branding within the first three seconds.³
• Incorporate human presence: Invite a connection by casting real people in your video to show your brand in action, explain your products or feature happy customer reviews.

Photos:

• Frame for mobile: Use 1:1 or 4:5 ratios for your photos instead of horizontally cropped images, which fill less of the screen in your customers' feeds.
• Focus on the product or service: Use images that have the product as the main focal point. If you are advertising a service, ensure that you are clearly explaining the value proposition, i.e. what you are offering.
• Keep it simple: Don't include too much text on your image, which can make the ad look cluttered and may affect performance. When adding text to your photo, use a modern, clean font in a large enough type size and a contrasting hue.

• Communicate what you want people to do: Clearly communicating what you want people to do at a glance is the most important goal of your ad. All your text should be developed with this goal in mind.
• Keep copy short: Primary text should span 2-3 lines at most.