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How to Organize Your Facebook Ads Campaign 🛠⚙

How to Organize Your Facebook Ads Campaign 🛠⚙


– Hey, everybody, Adam with ParaCore. In today’s video, I’m gonna review the basic structure of
a Facebook Ads account and how you should organize the Campaigns, Ad Sets, and Ads so that
they make the most sense for managing your campaign and hitting the objectives that you want with the different types of
ads that you want, all right? So when you’re in your
Facebook Ads account, this is the interface that you see. I published a small change that apparently is taking
an hour to publish. But basically, your Ad
account is broken down into three different sections. You have this Account Overview, which doesn’t provide a lot of value. It just kind of shows
Reach and Amount Spent. I’m just showing like today, right here, so there’s not a lot of data. You have, then, Campaigns, which is the highest
level of organization. And I’ll talk about what
differentiates campaigns in a second. You then also have Ad Sets. And then, you have Ads. And so, each one of these
goes from more generic to more specific. And it’s important to know what
the differentiating factors are between the different
levels of your campaign. So on the Campaigns side, you really have, the
primary differentiator between campaigns is the
objective of that campaign. So the objective being, what
is Facebook trying to do with this campaign? Is Facebook trying to
optimize for brand awareness, optimize for clicks,
optimize for conversions, optimize for video views, optimize for lead forms? So on and so forth. So at the Campaign level, you need to select an objective, and that objective is gonna dictate what types of ads you can
put within the campaign. As an example, if you select a objective, if you wanna create a Lead form ad, you have to select the Leads objective in order to create lead
forms within that campaign. So for example, you
cannot create a campaign with a Traffic objective, and then try and put lead
forms within that campaign. It just doesn’t work like that. The same goes for Messenger ads. If you wanna create Messenger ads that open your ad in Messenger
when someone clicks it, you can’t create a Messenger
ad in a Traffic campaign. You have to create a Messenger campaign, and then create Messenger ads. And same vice versa. Well, actually, I think vice versa, you actually can do that. I think you can send people to a website in a Messenger campaign. All right, so let me
show you these real quick just so that I’m not talking about that and you’re understanding what I’m saying. When you create a new campaign, you have to choose your objective. And again, this is the
primary differentiator between your campaign. So we organize campaigns
more or less by objective. And then, we might wanna
segment them further into, like, Retargeting and First Touch, or maybe a certain market. Even though those aren’t
the differentiating factors at the Campaign level, sometimes we like to subdivide at the Campaign level just for ease of management and reporting. However, when you create a new campaign, you have awareness objectives
like Brand awareness. So this gives you the
ad recall lifts metric, which I have in another video. It gives you Reach. Here on Consideration, you have Traffic, Engagement, App installs. So that’s another one
where you need to select App installs if your
goal is to install apps. Video views, Lead generation. This is lead forms. Messages allow you to open
a Messenger ad right away. And then Conversions,
Catalog sales is products, and then, Store Visits, right? So getting more people to
your nearby brick and mortar. So when you are creating a campaign, you wanna select the objective, and then you can see the objective here. So if I hit Edit, this is a
Lead generation objective. You can see that I cannot change this. I cannot change this objective. So once you select the
objective, it’s in stone. You can’t change it. So if you select a Lead
generation objective, and you wanna run Messenger ads, you have to create a new campaign. You can’t just change this
campaign into Messenger because it messes with all the
statistics and optimization. And then, Buying Types. Auction, you also cannot change this. And there’s a couple other options here like distributing your budget
across the entire campaign, rather than Ad Sets, things like that. But I’m not gonna get
into that at the moment. All right, so campaign structure. So you’ll see here, we’ve
labeled, this is OAM. We have a First Touch Messenger campaign, which is the one that seems
to still be publishing. We have a Retargeting campaign. So this is where I said
that I pulled it out. But you also notice that
I labeled it Traffic. I like to label the
campaign with the objective so that I know what
objective that campaign is working within. And you’ll also see here
that this section on Results shows also what the objective is. So here, this is Retargeting – Traffic. There were two link clicks today. Link Clicks, it’s showing. Here’s First Touch – Lead Gen. You can see Lead Form, zero today. You can see First Touch – Traffic. We’re optimizing for Landing
Page Views instead of clicks. And then, Webinar, Landing Page Views. You can see here, we’re looking
for Messenger Conversations. This is the Messages campaign. Here’s a Video Objective,
so 10-Second Video Views. And then, here’s a
Brand awareness campaign with Estimated Ad Recall Lift for people. So when you create the campaign, your Results, your default Results column is gonna show what the objective is. And that’s what Facebook
really optimizes on, okay? So that is your campaign. And then, within the campaign,
you then have Ad Sets. So I’m gonna do First
Touch – Traffic right here. And here, I have five ad sets. And the differentiating
factor between ad sets are the geographic location
and the placements. So the audience, the geographic location, the placements, and then a
few other variables in there that are generally not
as big of a consideration or as common of a consideration. So you’ll see here that we have OAM that we just prefaced with OAM because we also have ParaCore, so this helps us remember
which account we’re on. Facebook – Travel & Tourism. And then, this is our Calculator ad set. This is the same thing,
not the Calculator ad set. This is OAM – Facebook. And this is a Branded campaign. And then, so this is a different audience. So you’ll see that I put in the placement and then also the audience
that we’re choosing. And in this case, we
have a Calculator feature where I added the Calculator. Let me just expand this a bit. So these two ad sets are the same. But in this one, we’re
running Calculator ads. And we have a Calculator feature. And we wanted to make sure
that that got its own budget and its own designation, so
we put it in its own ad set. Even though I could’ve put
these ads in this ad set, it doesn’t allow me to
say I wanna spend $10 of the Calculator ads and $5
on just these generic ads. It doesn’t allow me to do that. So that’s why we broke it up this way. And if we switch over
to, let’s say Lead Gen., here you can see that we did
a similar sort of designation where we identified the
audience in the ad set name. And then, I have Instagram here, Facebook, and then Instagram and Facebook Stories. So this is telling me
what my placements are. So in the Instagram & Facebook Stories, I’m using very specific Creative because stories have different Creative than just a regular image
feed and things like that. Even though the images can
roll over into a story, we create specific Creatives that actually looks like story Creative,
which is important. All right, so I’m gonna
hit Edit on one of these just so you can see it. So
I’ll do the Stories one first. All right, so here, we
have the ad set name, which is where we’re putting OAM –
Instagram & Facebook Stories as the placement. And then, here’s the audience. And when I scroll down, the
budget is also a consideration for your ad set. So if you want certain amounts of money allocated to certain regions
or certain audiences, they need to be in different ad sets. Now, you can also use the Campaign setting that I was showing you
very briefly before. I wouldn’t recommend that if
you’re just starting that. Basically, it tells Facebook,
hey, you can optimize wherever you want amongst these ad sets. AdWords has a similar feature. But for now, I would probably
just put your daily budget in the ad set that you want. I selected Audience. We almost always do Saved Audiences. So if I click this, I get
to choose my audience. So that way, if I change the audience, it propagates across all my ad sets. I highly recommend that. I don’t think it’s wise
to be managing audiences within this ad set interface. I think you should be creating audiences in the Audiences section
of your business manager and then pulling them in by selecting a previously saved audience, right? You can do New Audience here.
I do not recommend that. You can also edit this one. I don’t recommend that either. Facebook likes to do automatic placements. I don’t recommend that. We always edit our own placements. So here, this is the Stories ad set. And it’s a Lead Gen ad set. So we did Instagram, we
have Facebook Stories only, and then Instagram Stories only. And we unselected all of
these other ad placements. So that allows us to control
exactly where this ad is gonna be, is gonna show, right? So I have very specific Creative for this. So I selected, this is
a Lead Gen campaign, so I Lead form campaign. That doesn’t work in the Audience Network and it doesn’t work in Messenger, so you don’t have the options. It also doesn’t work in Right
Column or In-Stream Videos. So my options here are more limited because of the objective that I selected. So going back to the
campaign consideration, I selected a Generate Leads objective. Now, when I’m in the ad set, I can only select certain placements that make sense for lead forms. So if you’re in your ad sets, and you’re wondering, why can’t
I select certain placements or whatever, these are not available with Lead generation objective. It does tell you that right
down here at the bottom. This isn’t available with the
Lead generation objective. So if you wanna place
it in the Right Column, you need to go back and
do a Traffic campaign or Brand awareness campaign
or something like that, okay? So that’s why the
campaign is so important. So you select a campaign objective, you’re now in the ad set, you select your placements, and there’s some other options here like specific devices,
Optimization & Delivery, blah, blah, blah. But really, the most important things that you’re considering are your budget, your audience, and your placement. And then, once you have gotten there, then I’m gonna hit this ad
thing up here at the top. And you have, and then,
now, we have the ad itself. So here, this is a OAM
and Instagram Story. So I label it Story: Flexible Budgets. I have the page and the
Instagram account selected. And then, here, with my Creative, I’m selecting Creative
that only makes sense for the placement. Now, this video would look kinda weird if it was in a, just like your Newsfeed or something else. I actually don’t even
think it would be approved. I think it would make you
kinda select a new one. But we create very specific
Creative for this placement, and that has worked out really well, okay? So that’s that. Now, if I go back to some of these, one of these other ad sets, so here’s another one, which
is also Lead generation. This is OAM – Instagram –
Travel & Tourism Page Admins, and then plus Owners. We have this one kinda
narrowed down further. And here, when I go to Edit Placements, again, I’m in the Lead
generation objective, I’m only doing the Instagram feed because my graphics are just a video that’s talking about
getting more bookings. So the Creative is
different in this placement, which is why I have it
in a different ad set. And I wanna be able to know which ad sets are performing the best and
which are kinda converting. So by splitting them
into different ad sets, I can analyze my data
just a little bit better. All right, let me head over to, I wanna go back over to the campaigns and show you the different placements for a Traffic campaign. So if I go to this Traffic campaign, and I go to one of these ad sets. So again, we can decide
where we wanna drive traffic. So this is a Traffic campaign. Typically to a website. But you can sometimes go
to an app or Messenger. And this says, “Send people from ads “into Messenger conversations
with your business. “Your ad will be shown
to people more likely “to open Messenger.” So there are some times when you can kind of cross-pollinate objectives, although, I don’t
necessarily recommend it. And down here, now our
placements are different. So now, we have Right Column. You can’t do an In-Stream Video because it’s not a Video view objective. It’s just a Traffic objective,
so you would need those to, so down here, it says, “This
placement isn’t available “with the Traffic objective. “Ads can appear in video
feeds across services, “including Suggested Videos.” So it’s not available in this objective. So again, now, I have more options. I have the Feed here, I’ve got the Audience Network available, Rewarded Videos, but not Suggested Videos. So it’s just, the objective
is really important because it allows you to
place ads in certain areas. And then, once I select
into the ad itself, then obviously, we have our ads with certain types of goals. And if I look right here,
this says, select the type of link for your ad. We have a Website or a Facebook Event. You can see that I can’t actually
send it to Messenger here because I didn’t select
that further upstream. I can only send it to a
Facebook Event or the Website. And then, if I continue to scroll down, I have my Tracking. And so, for example, I
can’t attach a Lead form. This is where you attach the Lead forms. Now, if I go back to my campaigns, and I go Lead Forms, and then
I just find an ad real quick, and I edit that ad, now, when I go to the bottom, I think this is a Lead form campaign. Yep, so now, I have a Lead
form I can select right here or create a new Lead form, all right? So when you’re creating your Ad account, super important to know
what your objective is before you create the campaign. If the objective is to generate leads, you need a Lead generation campaign. If your objective is to drive conversions, then you wanna do the
Conversions campaign. There are scenarios where, like you saw in that Traffic one, let me see. I’m gonna do one little
research project here. The signature’s changing all the time, so sometimes I forget. I’m gonna create an ad set. So when I created this brand new ad set in the Traffic campaign,
now I can choose Messenger. And so, now, if I choose Messenger here, then I create an ad that I have
to send people to Messenger. I can’t send them to a website. Or it might actually give me the option. But the thing is, it’s kind of confusing. So if there’s one takeaway from this, and these things do change periodically, it’s that the objective matters, the ad set matters, and you wanna start with the objective first, and then, for us at ParaCore, we stick
with the main objective being Traffic, Messenger ads, whatever, and not kinda deal with
driving traffic to Messenger with a Traffic campaign. That’s just so confusing. And Facebook is very confusing about that. All right, so that’s all
I have for the structure of your accounts. If you have any questions,
please let me know. My name’s Adam, I own ParaCore. We’re a pay-per-click marketing agency. Please comment below if you
have any questions or concerns or just wanna tell me how
awesome the video was. I hope you liked the video and subscribe. And we will see you in the next video. Thanks a lot.

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