How the Launcher works
The Launcher turns creatives and their pages into a Meta campaign in four steps, and records what each ad was made from so its results can be credited.
The Launcher puts what you made live on Meta. You choose creatives and the pages they send buyers to; it pairs each creative with the pages that tell its story, splits the campaign by the pieces they were made from, and creates every campaign, ad set and ad in your Meta ad account. Each ad keeps a record of its pieces, which is how Analytics can credit a sale to a hook or an angle, not only to an ad.
In short
- Four steps: Creatives, Pages, Structure and Launch. What you choose is kept as you go.
- Every ad is one creative and one page that tells the same story. The pieces they were made from decide how the launch splits into campaigns, ad sets and ads.
- Launch waits until the launch has everything it needs, and says what is missing.
The four steps
Creatives
Choose images and videos from your library: the ads' creatives. Images and videos you make in Studio are here as soon as they are made. See Assets.
Pages
Pick landing pages, advertorials, and listicles: where the ads send buyers. A page has to be published on your store first, since an ad links to its address. See Publish a page.
Structure
Configure the Meta Ads structure: the campaigns, ad sets and ads the Launcher plans, with their settings, pairings and copy. See Split a launch and name it.
Launch
Deploying campaigns to Meta: each ad as Meta creates it, and what to do about the ones it could not. See Launch and recover.
The steps across the top show where you are. Back and Next, at the foot, move between them; on the third step, Next becomes Launch. On a phone, the top shows the step's number and name beside a four-part bar.
What an ad is made of
An ad is one creative and one page. The Launcher pairs each creative with every page you picked that carries its story, the same angle, product and avatar, and leaves out a page that tells a different one. See Pairing.
The pieces your creatives and pages were made from, such as their angle, hook, avatar and product, are the launch's variables. Each kind of variable splits the launch at one level: one campaign per angle, one ad set per product, or a different value on each ad. Every ad keeps a record of its pieces, so their results can be compared in Analytics. See How Omnymous works.
Each ad's words
Every ad needs a Headline and a Primary text. A creative may carry its own, from the copy it was made with; the Structure step marks the others Needs ad copy and counts them in its toolbar, as in 2 creatives without ad copy. Press Write to open Ad copy.
Default copy runs on every ad whose creative has no copy of its own; under By creative, each creative can have its own. Library offers headlines and primary texts already in your Library, and an ad that runs one is credited to it. The copy is sent exactly as written, never cut: a headline over 255 characters or a primary text over 2,000 holds the launch until you shorten it.
Your setup is kept
From the first creative you tick, the header reads Saved automatically: your choices are kept in this browser, and the Launcher opens where you left them, even after a reload (a launch you were watching reopens on Structure). Reset clears them and starts over at the first step, at once: it does not ask first.
A launch does not clear them either. Press Launch again on the same setup, and the Launcher asks first: Launch again as a new launch? says what the earlier launch left on Meta, and Launch as new creates a new set of campaigns, ad sets and ads. A launch that failed with nothing changed since is launched again in its place, without asking.
Some actions elsewhere open the Launcher on a creative, such as a launch card in Omni or an insight's action. They start a new setup in place of the one in progress.
What holds a launch back
Launch looks greyed out until the launch has what it needs, and the line beside it (above it on a phone) says what is missing, as in Needs ad account · page +3. Rest the pointer on Launch for the whole list, under To launch; press it, or the line, to open the first fix.
| What it says | Where to fix it |
|---|---|
| Choose a Meta ad account · Choose a Facebook Page | Settings, under Account, then Save settings. See Launch settings. |
| Set a daily budget | Settings, under Campaigns. |
| Add a target country or custom audience | Settings, under Ad sets, Audience. |
| 2 creatives need a headline and a primary text, with your number | Write, above. |
| No compatible creative–page pairs yet | No page tells your creatives' story. See Pairing. |
Fill in the campaign name template · Campaign name uses {hook_name} — not split at campaign level, for any level | The column's name template. See Name each level. |
| Connect Meta · Reconnect Meta: it stopped authorizing this store · Give the connected Meta login an ad account | The Meta connection. See My launch was refused or ads failed. |
Where this shows up
- Launch your first campaignPick creatives and the page they lead to, let the Launcher plan the Meta campaign, set its account and budget, and launch it.
- CampaignsCampaigns sets what each ad platform claims beside what Omnymous credits, from the channel down to the single ad.
- Manage your ad platformsConnect Meta, Google or TikTok to a store after setup, reconnect one that stopped updating, refresh what it reads, and disconnect it.