STRUCTURING YOUR FACEBOOK ADS CAMPAIGN IN THE BEGINNING WILL LEAD TO GREAT REWARDS WHEN THE TIME TO SCALE GETS NEAR.
To scale in Facebook, you need to have a good foundation for success to take place. You wouldn’t build your dream house without taking a few measurements, and your Facebook ad account shouldn’t be any different.
FACEBOOK AD ACCOUNT STRUCTURE: CAMPAIGN LEVEL
Structuring your account begins at the campaign level. Using the ads create tool, create a campaign by selecting an objective for the kind of results you want for your ads. All your ad sets and ads in your campaign will also focus on that objective.
- Easily turn on and off all your ad sets and ads in your campaign
- Measure the performance of each objective across multiple ad sets and ads
Example: Bestowed, an online health food subscription company, created multiple campaigns for different business goals.
- To increase sales from current subscribers, they created a campaign in the website conversions objective
- To get more engagement on their Mother’s Day promotion post, they created a campaign with the page post engagement objective
- Use Facebook’s spend meters to track how much you’ve spent for your campaign(s)
- You can set a cap for your campaigns, just set an overall spend limit for your ad account before you begin running your campaign(s)
FACEBOOK AD ACCOUNT STRUCTURE: ADSET LEVEL
Determine your target audience. Here you will also set your budget, schedule, bidding and placement for each of your ad sets.
- Create a separate ad set for each audience (for example, Males 18–24, Custom Audiences, Lookalike Audiences, etc.)
- Setting a different audience for each ad set minimizes your ad sets from competing against each other
- Define the maximum amount you want to spend for your ad set. Choose from a daily budget or a lifetime budget
- Create a schedule so your ad will either run continuously starting today or within a date range you select
In order to have a full understanding of which target audiences work and which ones don’t, it’s extremely important to be organized on the ad set level. As mentioned before, this is where you will be pulling the strings in regard to spend. So, if one target audience outperforms another you can allocate more budget to the winning ad set. That being said, you want to make sure there is no overlap in target audiences.
- Use Audience Insights and the reporting tab in Ads Manager to find the perfect audiences to target.
- Avoid changing your budget type while your campaign is still running. Your budget will be reset when you change it from a daily to a lifetime budget or vice versa.
FACEBOOK AD ACCOUNT STRUCTURE: AD LEVEL
At the ad level you can test which ads are outperforming poor performing ads, you can also control which ads are being shown by turning ads on or off.
You can serve the same audience different variations of the same ad and assess which provides the best conversion rates and lowest costs.
For example: Here we found that the lowest cost-per-click was brought in by the first ad (to the left).
- Create a small amount of ads with variations in images, videos, text or links
- You can have no more than 50 ads per ad set (deleted ads don’t count towards this total)
- Review your ad performance regularly and use the on/off switch to stop poorly performing ads