Digital Marketing & Social Media Management · Beginner level

Beginner level · Module 3: Meta Advertising Fundamentals · Lesson 2 of 3

Targeting, Budgets and Policies

Target the right people, set a realistic budget and stay within advertising rules.

In this lesson you will

  • Set location, age and interest targeting sensibly
  • Plan a budget and avoid policy violations

Key concepts

location targetingdaily vs lifetime budgetad policiescost per result

The lesson

Targeting chooses who sees an ad: location (for example within 10 km of Juba), age, language and interests. Very narrow audiences cost more and deliver less; start broad enough for the platform to learn.

Set a daily or lifetime budget you can afford to lose while testing. Plan in USD — the currency ads are usually billed in — and show the SSP equivalent so the business owner understands the cost.

Ads must follow Meta's advertising standards. Misleading claims, before-and-after health promises and some restricted products are rejected; read the policy before designing the ad.

Step by step

  1. Define the location, age range and interests.
  2. Set a seven-day budget in USD with the SSP equivalent.
  3. Check the ad idea against the advertising policies.
  4. Write the complete ad plan.

Practice activity

Write a complete ad plan for a 7-day campaign with targeting, a budget in USD (with SSP equivalent) and a policy check.

Expected result: A complete, policy-compliant 7-day ad plan.

Check your understanding

  1. Why start with a small test budget?

    Show answer

    To learn which audience and creative work before spending more.

Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.