--- name: Facebook/Meta Ads description: Automate Facebook and Instagram advertising campaigns, audience targeting, and performance optimization version: 1.0.0 author: Claude Office Skills category: advertising tags: - facebook - meta - instagram - ads - marketing department: marketing models: - claude-3-opus - claude-3-sonnet - gpt-4 mcp: server: ads-mcp tools: - meta_ads_create - meta_ads_report - meta_audience - meta_pixel capabilities: - Campaign management - Audience targeting - Ad creative optimization - Performance reporting input: - Campaign objectives - Target audiences - Ad creatives - Budget settings output: - Campaign performance - Audience insights - ROAS reports - Optimization recommendations languages: - en related_skills: - google-ads-manager - tiktok-marketing - ads-copywriter --- # Facebook/Meta Ads Comprehensive skill for automating Facebook and Instagram advertising. ## Core Workflows ### 1. Campaign Structure ``` META ADS HIERARCHY: ┌─────────────────────────────────────────────────────────┐ │ 🎯 CAMPAIGN (Objective) │ │ Goal: Conversions, Traffic, Awareness, etc. │ ├─────────────────────────────────────────────────────────┤ │ ├── 📊 AD SET 1 (Audience + Budget) │ │ │ ├── Audience: Lookalike 1% │ │ │ ├── Budget: $50/day │ │ │ ├── Placement: Feed + Stories │ │ │ │ │ │ │ ├── 📝 Ad 1: Image + Copy A │ │ │ ├── 📝 Ad 2: Video + Copy A │ │ │ └── 📝 Ad 3: Carousel + Copy B │ │ │ │ │ └── 📊 AD SET 2 (Different Audience) │ │ ├── Audience: Interest Targeting │ │ ├── Budget: $30/day │ │ │ │ │ ├── 📝 Ad 4: Image + Copy A │ │ └── 📝 Ad 5: Video + Copy B │ └─────────────────────────────────────────────────────────┘ ``` ### 2. Campaign Objectives ```yaml campaign_objectives: awareness: - brand_awareness - reach consideration: - traffic - engagement - app_installs - video_views - lead_generation - messages conversion: - conversions - catalog_sales - store_traffic ``` ## Audience Targeting ### Custom Audiences ```yaml custom_audiences: website_visitors: source: pixel rules: - event: ViewContent retention_days: 30 email_list: source: customer_file file: "customers.csv" mapping: - email - phone - first_name - last_name video_viewers: source: engagement video_id: "123456" watched_percentage: 75 retention_days: 365 page_engagers: source: page actions: - liked_page - commented - shared retention_days: 90 ``` ### Lookalike Audiences ```yaml lookalike_audiences: - name: "High Value Lookalike 1%" source: purchasers_180d country: "US" percentage: 1 - name: "Leads Lookalike 2%" source: lead_form_submitters country: "US" percentage: 2 - name: "Engagers Lookalike 3%" source: page_engagers country: ["US", "CA", "UK"] percentage: 3 ``` ### Interest Targeting ```yaml interest_targeting: detailed_targeting: interests: - "Online shopping" - "E-commerce" - "Fashion" behaviors: - "Engaged shoppers" - "Online buyers" demographics: age: [25, 54] gender: all exclusions: custom_audiences: - existing_customers interests: - competitors ``` ## Ad Creative ### Ad Formats ```yaml ad_formats: single_image: image_specs: ratio: "1:1" size: "1080x1080" format: ["jpg", "png"] text: primary: 125 chars headline: 40 chars description: 30 chars video: specs: ratio: ["1:1", "4:5", "9:16"] duration: "15-60 seconds" format: ["mp4", "mov"] text: primary: 125 chars headline: 40 chars carousel: cards: [2, 10] specs: ratio: "1:1" size: "1080x1080" features: - swipeable - deep_links collection: cover: video_or_image products: 4 instant_experience: required ``` ### Creative Testing ```yaml creative_testing: strategy: dynamic_creative assets: images: - "lifestyle_1.jpg" - "product_1.jpg" - "ugc_1.jpg" videos: - "hero_15s.mp4" - "testimonial_30s.mp4" headlines: - "Shop the Sale" - "Limited Time Offer" - "Free Shipping Today" primary_text: - "Discover our best-selling products..." - "Join thousands of happy customers..." cta: - SHOP_NOW - LEARN_MORE - GET_OFFER optimization: goal: conversions auto_optimize: true ``` ## Budget & Bidding ### Budget Strategies ```yaml budget_config: campaign_budget_optimization: enabled: true daily_budget: 200 ad_set_budgets: - ad_set: "prospecting" allocation: 60% - ad_set: "retargeting" allocation: 40% bid_strategy: type: lowest_cost # or cost_cap, bid_cap scheduling: start_time: "2024-01-15T00:00:00" end_time: "2024-01-31T23:59:59" dayparting: enabled: true hours: [8, 22] # 8 AM - 10 PM ``` ### Automated Rules ```yaml automated_rules: - name: "Pause Low Performers" conditions: - metric: cpa operator: greater_than value: 50 - metric: spend operator: greater_than value: 100 action: type: pause_ad notification: email - name: "Scale Winners" conditions: - metric: roas operator: greater_than value: 3 - metric: impressions operator: greater_than value: 1000 action: type: increase_budget value: 20% max_budget: 500 - name: "Ad Fatigue Alert" conditions: - metric: frequency operator: greater_than value: 3 action: type: notification channel: slack ``` ## Pixel & Tracking ### Pixel Events ```yaml pixel_events: standard_events: - PageView - ViewContent - AddToCart - InitiateCheckout - Purchase - Lead - CompleteRegistration custom_events: - name: "ProductViewed" parameters: content_ids: ["SKU123"] content_type: "product" value: 29.99 currency: "USD" conversions_api: enabled: true events: - Purchase - Lead deduplication: true ``` ### Attribution Settings ```yaml attribution: window: click: 7_days view: 1_day model: data_driven # or last_touch conversion_events: - name: "Purchase" value_optimization: true - name: "Lead" value_optimization: false ``` ## Analytics Dashboard ``` META ADS PERFORMANCE - LAST 7 DAYS ═══════════════════════════════════════ SPEND: $2,450 RESULTS: 156 purchases CPA: $15.70 ROAS: 4.2x BY CAMPAIGN: ┌────────────────────┬─────────┬────────┬───────┐ │ Campaign │ Spend │ Conv. │ ROAS │ ├────────────────────┼─────────┼────────┼───────┤ │ Prospecting - LAL │ $1,200 │ 68 │ 3.8x │ │ Retargeting - Cart │ $450 │ 52 │ 6.2x │ │ Retargeting - View │ $350 │ 24 │ 4.5x │ │ Brand Awareness │ $450 │ 12 │ 2.1x │ └────────────────────┴─────────┴────────┴───────┘ BY PLACEMENT: Feed ████████████████ 62% Stories ████████░░░░░░░░ 24% Reels ████░░░░░░░░░░░░ 10% Audience Net ██░░░░░░░░░░░░░░ 4% TOP CREATIVE: 1. Video testimonial: 4.8x ROAS 2. Carousel product: 4.2x ROAS 3. Static lifestyle: 3.5x ROAS ``` ## API Examples ### Create Campaign ```javascript // Create Campaign const campaign = await fb.api('/act_123/campaigns', 'POST', { name: 'Q1 Prospecting', objective: 'CONVERSIONS', status: 'PAUSED', special_ad_categories: [] }); // Create Ad Set const adSet = await fb.api('/act_123/adsets', 'POST', { name: 'LAL 1% - US', campaign_id: campaign.id, optimization_goal: 'OFFSITE_CONVERSIONS', billing_event: 'IMPRESSIONS', bid_strategy: 'LOWEST_COST_WITHOUT_CAP', daily_budget: 5000, // cents targeting: { geo_locations: { countries: ['US'] }, custom_audiences: [{ id: 'lookalike_id' }] }, promoted_object: { pixel_id: 'pixel_123', custom_event_type: 'PURCHASE' } }); // Create Ad const ad = await fb.api('/act_123/ads', 'POST', { name: 'Video Ad - Copy A', adset_id: adSet.id, creative: { creative_id: 'creative_123' }, status: 'PAUSED' }); ``` ## Best Practices 1. **Test Audiences**: Start broad, then refine 2. **Creative Diversity**: Test multiple formats 3. **Pixel Accuracy**: Verify tracking setup 4. **Budget Allocation**: 70% prospecting, 30% retargeting 5. **Frequency Cap**: Watch for ad fatigue 6. **Mobile First**: Design for mobile experience 7. **A/B Testing**: Systematic creative tests 8. **Attribution**: Understand your customer journey