FACEBOOK CAMPAIGNS, AD SETS, AND ADS INTRO
By Jesse Doubek Posted July 1, 2015
Facebook is continuously changing and they want to make the Facebook experience easier and better for users, especially advertisers. They want to organize things better for you and so therefore, they made a change in their Ads platform. There are two different options for creating an Ad: Ads Manager and Power Editor.
Both of these Ad Platforms are organized into three different tiers:
- Ad Sets
The main goal of your campaign is to create an advertising objective. Each Campaign that you create will have one or more Ad Sets, this way you will you be able to enhance and evaluate the results for each objective. A name should be created for each Campaign that you create. You have different Campaign types but what you want to think about is what you are trying to do. Some of the campaigns you might consider creating include: Clicks to Website, Page Likes, App Installs, Event Responses, etc. After creating your Campaign, you now want to target tons of people.
Now that you have created your Campaign you now want to create an Ad Set. Ad Sets focus on, who you are trying to target; what specific group of people are you trying to reach. In Ads Manager, it automatically generates an Ad, Ad Set and Campaign for you. However, in Power Editor you would do these one at a time. The advantage of using Power Editor as opposed to Ads Manager is that, Power Editor offers advanced features that allow you to edit your Audience. You can select your target Audience, your budget and scheduling, optimize and price your Ad and your placement. You need to narrow down your Audience but it needs to be extremely focused and targeted. The beauty of Ad Sets is that you can create different Ad Sets targeting different people with different Ads so that you can find the Ad that is performing the best and the one that will be most efficient. This information can help you decide which Ad Set budget can be increased and which Audiences you need to spend less on.
Ads are basically what you will show your audience: images, texts, links or video. Here, you basically want to select where the Ad is going and what it is going to look like. You can decide whether you want to run a single image Ad or multi images Ad. For each Ad Set that you create you will be able to create multiple Ads. It is best to create more than one Ad so that all Ads can be shown at any given time and the best performing Ad can be identified. You don’t want to have too much or too little Ads because both can have a negative impact. You should ensure that you choose an image that makes sense for your Ad. You can also have more than one Ad running to the same audience, which was decided in your Ad Sets, all coming from the campaign you created.
Hey there, Mitch Gandy fanpagetrafficacademy.com.
Facebook is always changing, they want to make things easier, make the user experience better for advertisers and organize things better for you. Recently…well maybe not so recently, but in the past year Facebook made a change in their Ads platform.
Now, they have your Ads organized into three different tiers. You’ve got your “Campaigns”, your “Ad Set” and your “Ads”. Facebook didn’t used to have this tool; it used to be organized in a completely different way. Now the way they have it so that:
- If you wanted to send an Ad to a particular Audience going to a Website then you create a campaign.
- If you want to send the same Ad to a different Audience then you needed to create a whole new Campaign.
Now what you are going to do is, you’re going to create a Campaign. The whole point of a campaign is to find out:
- What is your goal?
- Are you sending people to a website?
- Are you getting likes for your fan page?
- Are you promoting at a particular event?
There are a number of different options as far as what a Campaign type can be, but the way you want to think about it is:
- What am I trying to do?
- Am I trying to send clicks to one website?
- Or one specific page on one website?
So, for example, I’m going to send traffic to: “mywebsite.com/page1”. Now “mywebsite.com/page1” would be my Campaign
that I would create to send traffic to that page. If I wanted to send traffic to “mywebsite.com/page2” I would then need to create a new Campaign
The first step in Ads Manager is to select:
You go to your Ads Manager and you can see it is sorted by Campaigns. If you were to click on “Create Ad” it would create an Ad that would then be within an “Ad Set” in a Campaign, and Facebook would create it all for you.
But if you were to do this in Power Editor, you would create these one at a time. The first thing you would do would be to:
The goal of the Campaign would be to create a name, then decide what your objective will be from the options listed.
- What I'm trying to do?
- Am I sending clicks to a website?
- Am I looking to get Page Likes?
- Am I looking for Video Views?
There are a handful of options for your Objective, so that would be your first step when creating a Campaign in Power Editor.
Once we’ve created your Campaign, we then want to target tons of people within that Campaign, so our Objective is to get that traffic to a particular page on our website. Rather than trying reach all of the different types of people that we want to target and send to our particular page all at once, and create one Ad that would go out to all these different types of people, we actually want to do the exact opposite. We want to break down our Targeting, our Ads, and what our Ads are going to look like, and then segment them. Segment the campaign into “Ads Sets”. The “Ad Set” part of this segmentation is what’s going to be focused on:
- Who are you targeting?
- Exactly which demographic of people are you looking at?
- Which audience of people do you want to send a particular Ad to, or a particular few Ads to?
So, going forward, that’s the mind set, who are you targeting, and this will become the “Ad Set” you are going to create. So if you went and created a Campaign that you want to “Send Clicks To My Website” then you would go in to Ad Set and create your “Ad Set”, and as I mentioned, in Ads Manager, you create an Ad and Facebook creates the Ad Set and the Campaign for you and automatically.
When you’re in Power Editor what you are going to do is (side note: first download Power Editor and always update it, and once you are finished you want to upload your changes) once you’ve got your Campaign then you:
- Go into "Ad Set"
- Create an "Ad Set"
So you are going to select the particular Campaign you just created, which in this example would be: “clickstomywebsite.com/page1” and then you select:
- "Auction" for the Buying Type"
- "Clicks to Website" for the Objection
Then we hit Create. Now we’ve got our Campaign. So what I would do next is:
The first “Ad Set” would be a specific targeting that we want for that particular “clicks to my website ” and so the name of the first “Ad Set” would be:
The whole idea of this “Ad Set” is going to be that for my ideal Audience, I am going to decide how much I’m going to spend, when I’m going to start it, etc. That’s another one of the upsides of using Power Editor, you can schedule the start time. We always suggest starting it the next day at 12a.m., that way Facebook has an entire 24 hours to make a decision on how well your Ad is performing to a particular Audience, and then give you an efficient cost per view or per click; whatever Spend Type you have selected.
What your Ad Set is going to do is break down how much money you will spend, and at what time are you going to send this Ad to a particular Audience. For this Audience we would try to select our ideal customers; we would start by selecting a specific age range, gender, or combination, and so on. The idea would be that we want to:
- Narrow down your Audience
Maybe try to aim for, say, 500,000 people, 250 – 300,000 at the very least. If you get down below those numbers it would need to be an extremely targeted Audience, and you should only be spending around $2 a day because it will be extremely focused and targeted. The fewer number of people you have in your Audience, the harder it is for Facebook to find them and deliver your message because:
- Not everybody is on Facebook everyday
Even if you selected an Audience of 250,000 people, on any given day at any given time only so many of those people will actually be online. If you’ve selected 250,000 people at 11p.m, there may only be 5,000 of those people on Facebook at that time. Facebook will then charge you a lot more money to send Ads to those people due to it’s inefficiency, so hopefully you kind of get that idea. So unless they’re extremely ideally targeted like we just talked about and we are only spending a couple dollars a day, we only want to focus on Audiences of somewhere around l million, to 10 or 20 million people at the most.
- When you get to up around 50 million, that is a pretty sizable audience, and will probably be too broad.
But you can always test these numbers. That is the beauty of creating “Ad Sets”, you can test different audiences, demographics, etc. You can try an extremely broad Audience, or you can try an extremely targeted Audience, and everything in between. That’s the idea behind our process, and it is what we do with all of our clients. We create thousands of “Ad Set” s targeting different people with different Ads, and it gives us the best chance to find the best performing Ads, and with that comes the ability to be as efficient as possible.
So again, Ad Sets are: “Who Are We Targeting?” you can:
- Create your "Ad Set"
- Decide on your Demographics
- Decide on your Placement (mobile, desktop, etc)
And then as far as optimization I always select:
- "Get the most website clicks at the best price"
And let Facebook make that decision, just like with the Placement, I like Facebook to make the decision on where they’re going to place it. You can obviously test an Ad Set where you select “Mobile News Feed” only, with that you will only be sending your Ad to people who are on their phones. We find on average that allowing Facebook to make the decision of which device people are on, and what the best price is, brings us the most success. So we don’t mess with that too much.
So that is an “Ad Set”. Now you have a Campaign, and within your Campaign you’re going to “Get the most website clicks at the best price” on your particular site. In that campaign you’ve got multiple different “Ad Sets”, and those “Ad Sets” are going to be focused on:
- Who are the people I'm going to be sending these Ads to?
- Who are they?
- What are the demographics?
- How much money I'm going to spend?
- What device am I going to be targeting them on?
So those are the decisions you make at the “Ad Set” level. For each individual Ad Set you can create multiple Ads. We created a blog post about Multi-Image Ads, how to set those up, and why are they are of so much value. That’s in another blog post though. But for single Ads what you do is:
- What exactly will you be showing them?
And that’s what you will decide when you’re creating this Ad. Obviously when you create the Ad in Ads Manager it’s going to create the Ad, the Ad Set and the Campaign for you.
In Power Editor once you’ve created your Ad Set, for our example we’ve got “Ideal Audience #1” as our Ad Set, next:
- You can create multiple Ads.
You can create one Ad,or you can create five Ads. We find that when we’re testing, we like to run about five Ads per Ad Set at a time. Facebook will then have the best opportunity to show all five Ads at any given time. It will be able to optimize and make a decision on which Ad is performing the best.
If you have too many Ads, say 100 Ads per Ad Set, Facebook it’s pretty much not going to show the majority of your Ads. On the flip side, if you’ve only got one Ad for Facebook to select from, they’re going to send the same exact Ad to the Audience over and over and over again. Sometimes that’s a value when you have a really high performing Ad, but for the most part it’s going to wear out your audience quicker when you only have one Ad.
When you’re creating your Ad you will:
- Select the campaign that you created
- Select the "Ad Set" and the targeting that you want for this Ad
- Then you name your Ad
Typically we’ll just name them: “Ad 1”; “Ad 2”; “Ad 3”; “Ad 4”; “Ad 5” and so on. Next, for this Ad, you are going to:
- Decide which Fan Page you are going to run this particular Ad from.
You need to remember what we’re doing here is we’re making a decision on what this Ad is going to look like. The first thing is which page, this is an important decision when you’re running Ads because there is tremendous value in being able to run an Ad from any given page.
You don’t necessarily need to be running a Fan Page that has tons of fans, you can just create a brand new, from scratch, Fan Page, let’s say it is: “I love Internet Marketing”, and now you can run Ads from that fan page despite the fact you may not have much content or fans on that page. So that is a very interesting option to look in to, and possibly try.
You can create one Ad Set and run Ads from multiple different pages to the same audience. You can see there is lots of different things you can experiment with and test to get success, and going through that process of testing and changing things around is what eventually leads us to success.
So when you’re creating this Ad, you can make the decision on whether or not you connect it to a Fan Page and run in the right column (with this option it will not show on the Newsfeed).
- You decide which page you want to run from
- You can boost a post from here if you want
- Choose an existing post from you Fan Page and run that to additional people
- Or you can create it from scratch
You can run Multiple Image Ads (remember we go into this in another blog post), or you can also run a single image Ad. Basically what you’ll do next is you’ll:
- Select the place it's going.
- What it's going to look like.
- You design what this whole thing looks like: the text, the headline, the description. You select an image.
- You put a Call to Action.
Now you’re going to create this Ad, and you’re going to check these different places so you can see what it’s going to look like. This image that Facebook randomly picked from our Library will not work because it wouldn’t be approved as an Ad since there is way too much text.
- With Facebook Ads, you are only allowed to have text covering 20% of the Ad
You will want to upload an image that makes sense for your Ad. Then next you will want to create a new Ad, your second Ad, when you have a new image to use. So now that will be:
- Two Ads running to one Audience which is decided in your Ad Set, all from one Campaign.
This is your end goal, which is to send traffic to a particular place to get likes or whatever that is that you are looking for.
So Campaigns, Ad Sets, and Ads – you know I really wanted to break this down so it could bring everybody up to speed on what we’re talking about. And when we’re going through these things, and we’re trying to do trainings and teach you guys some new things, it will give you additional value. It’s good to have everybody on an even playing field; so we all understand what we’re talking about.
I hope you got a little more understanding about this topic, and I know sometimes it gets a little overwhelming and it seems to be complicated, but when we can pin down certain things, and help you get a better understanding of even a small little area, that helps us get closer to fully understanding this process. So I hope you guys got some value from this video, and hopefully we can provide tons more value for you guys. Please give feedback down below, give us your comments, your feedback, questions, we are watching these things like a hawk. Make sure to reply as quickly as possible and be responsive. We want to give you guys all the value we can. Thanks so much for sticking around and see you next time
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