Meta Ads and Facebook Ads are terms you’ve probably heard if you’re involved in digital marketing. Since Facebook rebranded as Meta in 2021, many have wondered what the difference is between the two. Is there any distinction? Are Meta Ads a new platform, or just an update to Facebook Ads? In this blog, I’ll clear up the confusion and explain the real differences (and similarities) between Meta Ads and Facebook Ads.

1. What Are Facebook Ads?

Facebook Ads refer to the advertising platform within the Facebook app itself. For years, businesses have used Facebook Ads to reach their target audience through various ad formats like image ads, video ads, and carousel ads. With over 2.9 billion monthly active users on Facebook, the platform allows advertisers to create tailored campaigns to meet specific goals—whether it’s generating leads, driving website traffic, or boosting sales.

Features of Facebook Ads:

• Audience Targeting: With detailed options based on interests, demographics, and behaviors, Facebook Ads provide precise targeting to reach the right people.
• Ad Placements: Ads can be shown in the Facebook feed, Stories, Marketplace, right column, and even in Facebook Messenger.
• Campaign Objectives: Businesses can choose from a variety of objectives like engagement, conversions, brand awareness, and more.
• Analytics: Facebook Ads Manager offers a comprehensive dashboard to track campaign performance, clicks, impressions, and return on ad spend (ROAS).

2. What Are Meta Ads?

Meta Ads, on the other hand, refer to ads that run across all the platforms owned by Meta, including Facebook, Instagram, Messenger, and the Audience Network. When Facebook became Meta, it expanded its vision beyond social networking to focus on the metaverse—a virtual world that combines augmented reality (AR), virtual reality (VR), and other immersive technologies. However, in terms of ads, “Meta Ads” still use the same system you’re familiar with but now cover a broader ecosystem of apps.

How Meta Ads Are Different:

• Multiple Platforms: While Facebook Ads only show on Facebook, Meta Ads allow you to advertise on Facebook, Instagram, Messenger, and other Meta-owned apps.
• Broader Reach: Since Meta encompasses more than just Facebook, advertisers can tap into a larger audience by using Meta Ads.
• Future Integration: With Meta’s focus on the metaverse, we might eventually see more immersive ad experiences, like VR and AR ads, but for now, the core advertising structure remains the same.

3. Audience Targeting in Meta Ads vs. Facebook Ads

One of the most important things I’ve learned when running ads is how crucial targeting the right audience is. Whether you’re running Facebook Ads or Meta Ads, targeting options are incredibly similar. However, Meta Ads allow you to extend your reach beyond Facebook and target users on Instagram, Messenger, and beyond.

Key Differences in Targeting:

• Facebook Ads: Target users specifically on Facebook. You can use demographic, interest-based, and behavior-based targeting.
• Meta Ads: You can target users across multiple Meta platforms. For instance, you can create a campaign that runs on both Facebook and Instagram, all within the same ad set.

Example:
When I first tried Meta Ads, I wanted to promote a product on both Instagram and Facebook. Instead of creating separate campaigns, Meta Ads allowed me to use one campaign to show ads across both platforms. This saved me time and ensured my message was consistent across all channels.

4. Ad Placements and Formats

Facebook Ads give you multiple placement options, such as the news feed, Stories, or Marketplace. Meta Ads, however, extend these placement options to other platforms like Instagram and Messenger, as well as third-party apps through the Meta Audience Network.

How Placements Differ:

• Facebook Ads: Your ad appears only on Facebook. You can choose between feeds, right-hand column, Marketplace, or Messenger.
• Meta Ads: With Meta Ads, your ad can appear on Facebook, Instagram, Messenger, and external sites and apps through the Audience Network. This provides more exposure and flexibility.

Example:
When I promoted a new service, I used Meta Ads to show my campaign across Facebook, Instagram Stories, and Messenger. This helped me reach different types of audiences on various platforms without creating separate campaigns for each.

5. Campaign Management

One thing I really like about Meta Ads is that they’re managed using the same Ads Manager that you’d use for Facebook Ads. This means if you already know how to run Facebook Ads, you can easily transition to running Meta Ads with little to no learning curve.

Campaign Management Differences:

• Facebook Ads: Managed solely for campaigns targeting Facebook users.
• Meta Ads: Managed through the same platform but allows for more diverse campaigns spanning across multiple Meta platforms.

Example:
When I switched from running Facebook Ads to Meta Ads, I didn’t need to learn any new tools because Meta Ads still use the same Ads Manager interface. The transition was seamless, and I was able to expand my reach without added complexity.

6. Future of Meta Ads

While the core of Meta Ads is currently focused on Facebook, Instagram, Messenger, and the Audience Network, Meta is preparing for the future. With the development of the metaverse, we can expect more interactive ad formats in the future, such as ads in virtual environments or augmented reality experiences.

Looking Ahead:
While Facebook Ads are great for reaching a broad social media audience, Meta Ads will eventually incorporate more advanced technologies like VR and AR ads, allowing brands to engage with audiences in the metaverse.

Conclusion

So, what’s the difference between Meta Ads and Facebook Ads? Essentially, Facebook Ads are a part of the larger Meta Ads ecosystem. Meta Ads give you the ability to reach users across all Meta-owned platforms, including Facebook, Instagram, and Messenger. While the current ad system remains similar, Meta is gearing up for the future, and we may see even more advanced advertising opportunities as the metaverse develops.

For now, if you’re familiar with Facebook Ads, you’ll find that running Meta Ads is very similar—but with the added benefit of a wider reach across platforms. If you want to learn more or need help setting up your next Meta Ads campaign,  feel free to reach out to one of the Best Ecommerce marketing agencies in india for expert advice.