Launching your first ad campaign

• Apps refers to all apps that are available on the Meta Horizon store.
• App Installs refer to downloads of apps. These include pre-orders and downloads of both paid apps and free-to-play apps.

1. Go to Meta Ads Manager and click + Create.
2. Under the Mobile app store dropdown, select Meta Quest App Store.
3. Select your App name in the required field.
4. Under the Performance goal dropdown, choose the best performance goal that fits your business needs and your app’s monetization model. For example, if you are a paid app without any in-app purchases, you will likely benefit from the Maximize number of app installs performance goal.
   • Click Maximize number of app installs or the mobile app install (MAI) goal to show your ads to the people most likely to install your app.
   • Click Maximize number of app events or the app event optimization (AEO) goal to show your ads to people most likely to take a specific action in your app.
   • Click Maximize number of link clicks to show your ads to people most likely to click on them.
5. In the Cost per result goal field, you may set the bid that you are willing to pay for your Performance goal. For more information on setting bids, see Best practices for bid cap. Please note that too low of a bid may impact your ability to collect the minimum 50 events needed over a 7-day period to exit the learning phase.
6. Under the Audience section, you will notice that there are limited options with which to target your audience. This is an intentional design of Advantage+, which uses advanced AI to find the best users for your ad. If you want more control over your target audience, consider launching a Manual campaign instead. If you are running an Advantage+ campaign for Meta Horizon app ads, you will automatically target Meta Quest headset owners by default.
7. In the Budget & schedule section, you can set the budget for your ad set on a daily basis or across a campaign’s lifetime. Regardless of which time period you choose, make sure you allocate enough budget to ensure a minimum of 50 events over a 7-day period. For example, if your Performance goal is Maximize number of app installs and your Cost Per Install is averaging $10.00, you should set a minimum of an $80.00 daily budget.

1. Click the Edit option for your campaign or the pencil icon. In the sidebar, click the three dots next to your desired campaign to display the Actions for this campaign menu. Select Create multiple ads. Upload images and videos to your ad account, and choose up to 50 assets to run at a given time. You can also list up to 5 Primary texts and Headlines, and Meta ads will instantly combine all of your chosen creatives with your texts into multiple ads.
2. If you have already published an ad, you can Quick duplicate that ad to quickly add another creative into your Advantage+ campaign.

1. Open your browser and navigate to the Meta Ads Manager and click + Create.
2. From the Mobile app store dropdown, choose Meta Quest App Store.
3. Enter your App name in the designated field.
4. From the Performance goal dropdown, choose the performance goal that best fits your business needs, depending on your monetization model. For example, if you are a paid app without any in-app purchases, you will likely benefit from the Maximize number of app installs performance goal.:
   • Opt for Maximize number of app installs or the mobile app install (MAI) goal to target users likely to install your app.
   • Select Maximize number of app events or the app event optimization (AEO) goal to target users likely to engage in specific actions.
   • Choose Maximize number of link clicks to target users likely to click on your ads.
5. In the Cost per result goal field, you may set the bid that you are willing to pay for the Performance goal you defined. For more information on setting bids, see About bid strategies. Note that too low of a bid may impact your ability to collect the minimum 50 events needed over a 7-day period to exit the learning phase.
6. In the Budget & schedule section, you can set the budget for your ad set on a daily basis or across a campaign’s lifetime. Regardless of which time period you choose, make sure you allocate enough budget to ensure the successful collection of a minimum of 50 events over a 7-day period. For example, if your Performance goal is Maximize number of app installs and your Cost Per Install is averaging out to $10.00, you should set approximately a $80.00 daily budget.
7. The next sections on the ad set level cover Audiences. If you want more flexibility when it comes to audience targeting, scroll down to the section titled Advantage+ audience and select the option to Switch to original audience options. In the pop-up that appears, select Use original audience to display all audience targeting settings. When it comes to audience targeting, you have several options:
   • Meta Advantage+ uses the Meta ads delivery system to find the best audiences for your ad.
   • Advertisers with legitimately acquired customer data (such as emails) can upload that data as Custom Audiences. These Custom Audiences can then be used to create Lookalike Audiences, which share similar qualities to the source audience such as demographics, interests, and behaviors.
   • Interest Targeting allows you to select specific audiences based on demographics, interests, and behaviors.
   • For more information on targeting, see Core targeting.
8. For Placements, click Show more options, then hover over the Advantage+ placements section and select the ‘Edit’ button. From here, you will be able to select Manual placements and view/edit all relevant placements across the Meta ad ecosystem. While it is generally recommended for new advertisers to target all placements, you may consider excluding certain placements over time, depending on performance.
   • Note that a Facebook page is required to run any placements by default, and an Instagram page is required for Instagram placements specifically.

1. In the Identity section, make sure that a relevant Facebook Page and Instagram Page (optional) are connected to your ad account. This ensures that your ads are served on the placements that your most relevant audiences will be viewing.
2. Under the Ad setup section, you will have the option to Create an ad from scratch, or ‘Use an existing post’ from your Facebook or Instagram page to make an ad.
3. The Ad creative section is where you determine the creative and text you want to use in your ad.
   • Depending on what you selected in the Ad setup section, you can either upload your own Media or select an existing post from your social pages.
     • As a general creative best practice, we recommend uploading images and videos according to the recommended dimensions by placement.
   • Under Primary text and Headline, you can add up to 5 options that will be mixed and matched with your creatives for optimal performance.
   • Select the right Call to action for your performance goal. Download, Install now, Play game, and Use app are popular options used by Meta Horizon advertisers.

• Every ad goes through a review period of approximately 24 hours prior to going live. You may not see immediate spending until the review process is complete.
• Creating a clear and simple naming structure for your ads is important. For example, using specific descriptors or version numbers, like Characters_V1 or Dungeons_V4, can make it easier to distinguish between ads in your reporting.
• Every time an ad successfully goes live on the Meta Ads auction, it immediately goes into the learning phase. Avoid making unnecessary edits that cause ad sets to re-enter the learning phase, as it might meaningfully change your performance.