This article serves as a guided overview to Feathr's Meta marketing Campaigns, as well as a curated resource hub for the documentation and help information related to using them.
Table of Contents
- What is Meta?
- Why use Meta campaigns?
- How to integrate your Meta and Feathr accounts
- Meta Retargeting
- Meta Email Mapping
- Meta Creatives
What is Meta?
Meta is a technology company best known as the parent of Facebook and Instagram. These two giants of social media together boast a user base of nearly 5 billion people.
Why use Meta Campaigns?
With such a vast number of users, Meta platforms are valuable places for marketers to reach the audiences they need in order to get their message across and achieve their goals. Any user of Facebook or Instagram can launch paid ad campaigns in the platforms' native ads manager, which offers access to broad, pre-determined audiences that have some demographic, marketplace, or other characteristic in common.
As a Feathr customer, however, you have the option to narrow your reach on Meta platforms to your own hard-earned audience via retargeting and email mapping. Unlike the native ad manager tools on Facebook and Instagram, Feathr enables you to display ads to your own 1st-party segments and email lists on Facebook and Instagram.
How to Integrate your Meta and Feathr Accounts
Before you can use Feathr to launch Meta campaigns, you must first integrate the two accounts. This is to ensure both the Feathr and the Meta apps can communicate. The connection is simple and only takes a moment, but there are a few pre-requisites:
- Your organization must have a Facebook page.
- Your personal Facebook login must have page admin permissions and business manager admin permissions for your organization's page.
- If you intend to advertise on Instagram as well as Facebook, you must also connect your organization's Instagram account to its Facebook page.
For full instructions on integrating your Meta and Feathr accounts, read this article.
If you have previously integrated your Facebook and Feathr accounts and now wish to add Instagram, read this article.
Once properly integrated, you will see Meta Retargeting and Meta Email Mapping appear as selectable in your campaign menu.
Meta retargeting works exactly like standard retargeting, except the ads are displayed on Meta properties (Facebook and/or Instagram) instead of the general web. Any comprehensive advertising strategy should include retargeting on Meta. This is primarily because your audience, like most web users, spends more time daily on Meta properties than they do browsing the general web, therefore their attention to your message can be greater while they browse social media.
Many Feathr customers run coordinated efforts with both standard retargeting campaigns and Meta retargeting campaigns. Doing this allows you to use the same messaging and creatives, as well as target the same audience, across both campaigns.
Meta Email Mapping
Like retargeting, Meta email mapping works the same as standard email mapping campaigns. You upload your target email list, Feathr matches as many of those email addresses as possible to reachable cookies, and displays ads to those people. Meta email mapping campaigns do that too, but only display the ads on Meta properties. Both Meta retargeting and Meta email mapping are excellent augmentations to the standard versions of these campaigns.
When designing creatives for Meta campaigns, be aware (or pass the info along to your designer) that Meta properties require different creative sizes. Facebook and Instagram sizes are interchangeable with each other, but not with standard sizes for the general web. Refer to this article for information on creative specs.
Frequently Asked Questions
Why don't standard retargeting/email mapping campaigns display on Meta?
Meta owns their own web properties as well as their own ad management system. They stand to generate more revenue this way than by partnering with standard ad display networks. Thankfully, they allow 3rd parties like Feathr to integrate with their native ad managers, enabling you to go beyond the options Meta provides in their ad managers.
Can Feathr do promoted posts/carousel/Instagram story ads?
Not at this time. Feathr Meta advertising is only display advertising.
Can I use video creatives?
Yes! Refer to the ad creative specs article for information about uploading videos as your ad creatives.
Can I only advertise on Instagram?
Yes. Although you must have a Facebook page with an Instagram account connected to it, in the Feathr Meta campaigns you have an option to choose from Facebook only, Instagram only, or both platforms.