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Digital Ads Playbook

Facebook & Instagram (Meta)

In Depth Assessment

The Facebook ad platform, which taps into inventory on Facebook, Instagram, WhatsApp, Messenger, and Facebook Audience Network*, allows advertisers to reach and engage users across the leading social networking platforms directly in their feeds. Facebook and Instagram ad campaigns can be designed to drive towards a number of objectives including reach, video views, brand awareness, engagement, traffic, conversions, leads and more. Thanks to the broad reach across Facebook and Instagram, as well as an environment that makes it easy for users to take actions (like donations or sign-ups), Facebook is widely utilized to accomplish a variety of goals.

**Currently, political ads can’t run on the WhatsApp, Messenger and Audience Network placements.

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Quick Facts

Facebook & Instagram Ads
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Skill Level Needed to Buy Ads

Newbie Friendly

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Typically Managed By

Communications & Digital Staff, Ad Agencies

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Notable Targeting Capabilities

  • Demographic
  • Geotargeting
  • Behavioral
  • Retargeting
  • Custom list audience
  • Lookalike audience
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Available Creative Formats

  • Videos (6s, 15s, 30s, 60s, 60s+)
  • Static Graphics
  • Gifs
  • News Articles
  • Platform-specific creatives (ie: Carousel Ads, Boosted Organic Posts)

Additional Resources

Political Ads Archive Facebook Ad Specs Facebook for Politics & Government Facebook for Social Impact Facebook Creative Hub Facebook Ads Blueprint Get Authorized to Run Ads About Social Issues, Elections or Politics Ads Sharing Debugger Pixel Helper

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