Facebook ADs: Campaigns, AD Sets and ADs
Snowpal Podcast: How to set up a Facebook Campaign? Let's take a quick look at the fundamentals of a Facebook Campaign.
In this video, I want to discuss the challenges we’re encountering with Facebook ads. While our ads span various platforms, a significant portion of our efforts is directed towards Facebook. So, I’ll be focusing mainly on that in this discussion.
Summary
Background and Personal Experience:
I’ve never had to delve into creating Facebook ad campaigns before. It’s not been my forte or within my skill set. However, it seems inevitable now, considering the considerable time I find myself dedicating to it.
Understanding Facebook Ad Structure:
Let me begin by stating that if you’re new to this, I hope this breakdown will be beneficial. Every Facebook ad campaign commences with a campaign. A campaign can consist of one or more ad sets, and each ad set can comprise one or more ads. Essentially, it’s a hierarchical breakdown from campaign to ad sets and ad sets to ads.
Setting Up a Campaign:
Certain parameters are defined at the campaign level, while others are specified at the ad set level. It took me some time to grasp this concept. So, let’s say you create a campaign with a goal to encourage people to sign up, visit your website, or engage in some other action.
Audience Targeting:
After creating the campaign, you move on to creating ad sets. The specifics that matter at the ad set level, rather than the campaign level, include your audience targeting. This is where your campaign begins. You can create different audiences based on demographics, locations, etc. on the Facebook Ad Manager. Once created, you can assign these audiences to your ad sets.
Budgeting:
If you have multiple audiences, you’ll create separate ad sets for each. Then, when you create ads within a particular ad set, all those ads will target the same audience. So, that’s the initial setup — campaign, ad sets, and audiences.
Setting Budgets:
Next, after defining the audience and tying it to your ad campaign, you’ll likely want to set your budget. Depending on the campaign type, this might be done in different places, but generally, it’s at the ad set level. For instance, you may allocate $200 to one ad set and $1000 to another. You can set daily or lifetime budgets and specify the campaign duration.
Creating Ads:
So, we’ve covered audience targeting and budgeting. Now, onto the third item — the ad itself. Once you’ve set these parameters at the ad set level, you create one or more ads under that ad set. These could be video ads, animated ads, image ads, etc. It’s where your creativity comes into play or where you may opt to hire someone for the task, depending on your resources.
Finalizing and Compliance:
Once your ads are created, whether they’re images or videos, you’re nearing the publishing stage. But there are additional steps involved, such as ensuring your ad complies with Facebook’s guidelines. This was one of my initial challenges, which I won’t delve into in this video, but it’s certainly worth addressing separately.
Conclusion:
I hope this breakdown has been helpful for those of you, like me, who are venturing into creating Facebook campaigns without much prior knowledge.
Podcast
Transcript
0:05
In this video I want to talk a little bit about the challenges we are facing with Facebook ads, Our ads in general, but a lot of our energies are focused towards Facebook.So I'm going to talk quite a bit about that is that in particular.
0:21
So I have not had to do this before for anybody.Like what I mean is creating a Facebook ad campaigns.It's not has not been my cup of tea.It's not part of my skill set.But soon it'll have to be given the amount of time I see my soul, my soul spending on it.
0:39
So let me start off by saying that I feel again, if you haven't done this before, hopefully this will help you.Every Facebook ad, it starts with a campaign.A campaign can have one or more ad sets and an ad set can have one or more ads.So the highest level, that's the breakdown campaign to ad sets and ad sets to ads.
1:00
Certain items are defined at the campaign level, some others are defined at the ad set level, and certain others in the last set of items are defined at the ad level.So to to get the hang of that, it took me a little bit.So let me get into the let's say you create a campaign, your first campaign to say you're encouraging people to sign up or or or come to you or visit your website or what not.
1:22
You create the campaign and then you create ad sets.The the, the things that are defined, things that are of particular interest, which are defined at the ad set level and not the campaign level, are things like your audience.Essentially, that's where your campaign starts.So you can, if you want to have a different set of audiences, essentially you're either you're doing it by market, by geographical regions and whatnot, you're going to have one ad set, you're going to create your audience.
1:50
There's a place you could go to on the Facebook ad manager to create your audiences and once you do that and define create those defined audience and and they have several types of audience like look alike and saved audience and and custom audience and whatnot.And I have not gotten the hang of all of them.
2:06
But let's say you create an audience, you then go to the ad set and you can attach an audience to that ad set.So if you had four different audiences, you're going to pick one and make relate that to this ad set, which is tied in turn tied to a campaign.
2:24
And then when you create ads within that particular ad set, all of those ads are going to be, they're all going to, since they fall under the purview of that particular ad set, they're going to be targeted at the exact same audience.So.So that's the first set of things, right?
2:41
Campaign ad set ads and then the audience.So let's get to the next item.So once you've defined the audience and tied the audience to an ad campaign, the next thing you might want to do is define your budget.Now again, depending on the type of campaign, this may have to be done in one of two different places from what I've seen.
3:02
But for the most part, or at least in this example, you will do that at the ad set level.So you have a campaign with four different adsets and you might have a $200 budget for one of those ad sets, $1000 budget for the other and and similarly right and your your budgets could be I think capped I believe on a daily basis or there could be a lifetime budget saying hey don't ever exceed this amount.
3:28
And you define the scope of the campaign in terms of the window, the window of the campaign saying it needs to start on February 1st and go all the way through to the end of the month or something like that.So then you have the budget, so we talked about the audience and then the budget.And then the third item is, is the ad itself, whether it's going to be now that you have that those things defined at the ad set level, you go create one or more ads under that ad set and you could have some video ads, some animated ads, some actual training ads and whatnot, right?
4:01
So I've created a few different ones at this point and some of them are video ads and some are image ads.So that's the next set of things you have to do that.I mean, there's more.That's where your creativity comes into play in terms of whether you create those ads yourself or hire somebody else to do it for you, whatever works with for your budget, right?
4:19
So those would be your ads.So once you have the ad created, whether it's an image or a video ad, then you can you're getting close to publishing it.But there's more things involved there I need to figure out.
4:36
You need to be able to tell whether your ad's going to be actually accepted or rejected by Facebook.And that was one of my initial challenges and I don't want to talk about it in this video because that certainly warrants a different video.But hopefully this is some, you know, CSR one-on-one stuff for someone, if you like me getting started with creating these Facebook campaigns and I have no idea how to go about them.
4:59
Hopefully it helps.Home of you. Thank you.
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