Using Meta Ads in campaigns

With your Meta channel ready, you’re now prepared to set up a Meta Ads campaign in the Orbit journey builder.

To set up a Meta Ads campaign journey:

1. From the Orbit home screen, click Campaigns.

2. Either select an existing campaign, or create a new one.

3. Click the plus icon on your journey where you want your Meta Ads message step.

   

4. Select Meta Ads under Channels.

   

5. Click the option menu on your Meta Ads step, then click Edit.

6. Give your step a meaningful name, then click Create.

   

This opens the side panel.

Setting up your Meta Ads message step

You can now upload and configure an audience inclusion file and an audience exclusion file.

To set up your Meta Ads message step:

1. Select the Meta Ads channel you created.

2. Select which Meta Ads Ad Set you require.

   Note: Ensure your ad sets are configured in Meta beforehand, as Orbit uploads the lists directly to the selected ad set.

   

3. Choose to upload one or both of the following:

   • Inclusion file: Specifies the audience you want to target. This file, named under Inclusion Customer List Name, determines which users are served ads. For example, 'Winter Sale Audience'.

     

   • Exclusion file: Specifies which audiences are excluded. For instance, you can exclude users who are new customers or those who have already redeemed an offer.

     Click + Add Audience to add an exclusion list.

     

   Note:
   
   During the audience matching process, Meta matches the inclusion list first. This process typically takes less than an hour.
   
   Once the inclusion audience is matched, the exclusion list is processed separately. This ensures excluded users do not see the ad.

4. Select your Target.

   

   Your options include:

   • Upload a target audience only (e.g., inclusion list only)

   • Combine a target audience and lookalikes, where Meta extends the audience reach using its algorithm

   • Use lookalikes only, with no direct targeting of the original inclusion audience

5. Click Apply.

You have now set up your Meta Ads campaign.

Best practices

Follow these guidelines to get the most of Meta Ads in Orbit.

• Use Meta Ads for top-of-funnel marketing to increase brand awareness

• Pair Meta Ads campaigns with email campaigns for consistent messaging across channels

• Regularly review your exclusion lists to optimise ad spend and prevent irrelevant targeting

• Leverage lookalike audiences to expand reach while maintaining audience relevance