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The Difference Between Facebook Ad Campaign, Ad Set, and Ads – Facebook Ads Structure Tutorial

The Difference Between Facebook Ad Campaign, Ad Set, and Ads – Facebook Ads Structure Tutorial


what’s going on guys in this video I’m
gonna be breaking down the structure of Facebook ads and really give you a
understanding of what the difference is between a campaign and AD set and then
add it so this is gonna be a little bit more of a deep dive into the Facebook
Ads manager and I’m also gonna explain why your ads may be showing as not
delivering what that’s all about and how you can solve that problem so let’s get
to it hey guys it’s Gabe Ekemezie with www.gabeekemezie.com and I am your internet marketing God on my channel I teach
internet marketing as well as entrepreneurship and I hope you build
the business and brand that you deserve and this video is a continuation of my
free ultimate Facebook Ads course here on YouTube so this is your very first
time on my channel feel free to go ahead and subscribe and hit the notification
button so that you can get updates for my course as well as future videos that
I do on my channel in this video we’re diving a little bit deeper into the
Facebook Ads manager now this is a continuation of my last video where I do
a Facebook ad manager tutorial so if you haven’t watched that yet go back the
link is in the description or you can use the playlist and I’m gonna be
breaking down the difference between what does the ad campaign versus an ad
set ad and what it means when your ad is delivering and not delivering and all
that kind of stuff it’s gonna be super clear let’s go ahead and dive right into
it before we go into diving in the how-to
tutorial and the step by step way to actually put together your ads I want
you to understand conceptually how ads work what it means when it says in
active active delivering not delivery and just the basic setup of ads so that
when you’re creating a do you understand the platform how it works and how your
actions can affect the delivering of your ads so this is a very basic
explanation if you’ve been running Facebook ads at all or in the past then
you probably already know what I’m gonna be talking about here but this is just
great for a review and for people who are brand-new who’ve never done this
before I think this is very helpful so that you
understand this moving forward so let’s talk about the layers of Facebook ads
the first major layer is a campaign so what campaign think of a campaign as
like the universal objective okay it’s gonna be base
what is your ad about what is the purpose of your ad why are you running
the ad are you running it to get conversions are you running it to get
sales are you running it to get views leads whatever the main purpose of your
ad is that’s what the campaign is and um and it the campaign runs everything so
campaign is the first major layer of your Facebook ad and from there you can
and within the campaign you have sub-sectors where you actually build the
actual ad so after your a campaign you have what is called an ad set now what
ad set is short for it just think of it a way the great way to remember is it’s
short for ad settings so this is where you actually put together the settings
of your ad so your ad settings consist of who what when where and why who being
your audience who are you trying to target who are you trying to reach in
your market um depending on what you are selling or depending on what you’re
promoting what it’s can be translated into your interests what are those
people interested in you know what are you going to be targeting that’s where
we come into targeting you know if you want to target a certain sub sector of
the market that’s where you would put that information into ad sets section o
when is the schedule of your ad do you want to be running it on a daily basis
do you want to run your ad for a couple of days for a week for a month you can
start and stop your ad whenever you please oh that’s one of the great
reasons why running ads is great because you have control over you know when your
ads are on or off where is the location you know do you want your ad to be shown
in just the United States do you want to be shown in Canada or in other countries
you can pick where your ad is showing and you can also pick where you don’t
want your ad to show and I’ll go into detail when we’re discussing this when
we’re actually putting together our ad and how you know what’s your budget how
much do you want to be spending a day a week a month on your ads where do you
want your ads to be showing its placement in terms of do you want only
to be shown on on cell phones or do you want people to see on their desktop do
you want people to see the ad on the main screen or side
screen and I’ll go into details about what that actually means but that’s the
ad sets part your settings of your ad okay and then we have the actual ad
itself now the actual ad itself is the the literal ad in terms of the text
you know the headline the image of the ad the picture that you use or or a
video if you’re using video so that’s the actual ad that’s out there in the
Facebook world that you want people to stop you know read click and go to
wherever you’re sending them to okay but it all starts with the campaign the
campaign is the main main level so let’s break this down so I can give you guys a
couple of examples of how this actually works so I just made up this real quick
kind of diagram here so let’s say you’re at campaign your main campaign is for
conversions okay we want conversions meaning we want leaves we want sales so
that’s our main objective okay that’s the top of the pyramid and you can see
this little green icon here it means that it’s on and the same green icon
will show on your Facebook ad manager it’s showing that a campaign is on okay
so for one campaign you can have multiple ad sets okay and in this
particular example we have three and remember in the ad sets are the ad
settings so you can determine who is seeing the ad where you where it’s being
seen at how what’s the budget and what’s the interest okay and so like
the super thick for this example for this ad set where we’re sending and
entrepreneurs for this ad set we’re targeting small business for this
ad set we’re targeting market those are the interests that we’re targeting okay
and then for each ad set you can have a particular ad okay the actual ad itself
so in this particular example we only have three ads but you can have a
million ads under one ad set or you can have just one okay and then for that ad
remember we’re that’s the actual ad itself that’s the headline the picture
you know and you can test multiple things here and for this example we’re
testing pictures so this is this ad has one picture let’s say this ad is a
picture of you want to Beach and this ad is just you know a general business
picture of somebody on a laptop and this ad
a picture of you know somebody on an airplane working on their computer or
something of that nature but each ad has a different picture okay and then um and
this is just pictures I mean if you wanted to have different headlines if
you wanted to have different text whatever you’re testing okay I just
wanted to point this out to show you that you can have multiple ads in one ad
set and you can have multiple ad sets in one campaign okay and this and I didn’t
have draw you know multiple ads here and multiple ads in this section but the
same thing applies with it’s like a pyramid but it all starts with the
campaign the next step is the ad set and then the next step is the actual ad
itself so what happens when we turn off our campaign so let’s go and see what
happens if we turn off our campaign okay and like I’m just gonna say this is off
alright if we turn off our campaign remember a campaign is the first
Universal like step it’s the the motherboard of the ship okay if you turn
off the campaign everything else that flows from the campaign is also going to
turn off so this ad set is gonna turn off and then all of these ads are going
to turn off because everything starts from the ad campaign first ad campaigns
number one and then the ad sets and then the ads itself so if you turn off the
campaign this is gonna turn off and everything else flowing from the ad is
from the ad campaign itself it’s gonna turn off okay so even if you’re running
multiple ad sets okay because you can have multiple ad sets remember in one
campaign and so even when we turn off this campaign everything that flows from
this campaign the arrows going down is gonna turn off so even if you have all
the multiple ad sets going and other ads within those ad sets those are also
going to turn off as well everything is gonna shut off it’s like the big main
switch so think of your campaign as like the breaker in your house okay if you
shut that off everything goes off everything turns off it doesn’t matter
if you flip the switch in your room or flip the switch in your kitchen on and
off it doesn’t matter because the main power source is off so the main power
source is your campaign so this is what is called not delivering so whenever you
see on your ads like it’s not delivering it
means that your ads the actual ads think of your ads like as if your soldiers
they’re out there in the Facebook world that these people are not delivering
they’re not going up they’re not being shown they’re not being seen by people
and you’re not gonna get any type of results because that’s not happening at
all okay so that’s what it means by not delivering your ads are not delivering
okay so that’s not delivering if the campaign is turned off so turn off the
campaign everything else shuts off okay so but what happens if you just turn off
an ad set okay so in this scenario your campaign is on got the green light here
it’s on but if you turn off one ad set and you’re running multiple ad sets then
everything from that ad set down is gonna turn off okay so from campaign is
on this ad set is off that means these ads are gonna turn off okay the reason
why these ads turn off is because they’re part of this ad set and if you
turn off this everything’s gonna turn off now but these ad sets can still run
okay like these ad sets here can still run now if this is off nothing is gonna
be flowing here that’s why no more ads are here okay because everything here
down is gonna turn off but you can still have this ad set running okay and and
this ad set running – these are on and you can still have multiple ads within
each ad set running okay this campaign is still on this should be a green
button there so ignore that just shouldn’t be red it should be green but
the campaign itself is actually on okay and the ad sets are on these ads are
running these ads are being delivered but this ad set is off meaning this and
everything flowing from this ad set is gonna be off okay so this ad is still
running it’s still fine it’s not gonna completely shut off your ad because you
still have other ad sets working okay so um that’s where you know we would cut we
would turn off an ad set if you know we didn’t like the results that we’re
getting like see here then this one we were testing entrepreneur this one we
were testing people in small business this one we’re testing people in
marketing let’s say we just didn’t like the results this
I’d set was giving us we didn’t like the numbers we didn’t like how it was
converting okay and so we want to cut that off and you save that budget that
we’re spending here and use it on the ad sets that are working so when you turn
this off when you turn the ad set off you also turn off all of the ads that
are associated with that particular ad set okay so that’s on the ad set level
now what happens if we just turn off an ad okay so the campaign is on ad sets
are on what happens if we decide to just turn off one ad okay well if we decide
to just turn off and add everything else is still running okay okay so the ad set
here if still has multiple ads we still have ad number two which is testing one
picture and ad number three which is testing another picture okay so this ad
is off you know maybe we didn’t like the results for this ad but these two ads
are still running so that means that the ad itself in terms of you know your
Facebook ad in general is still on because these ads are still running okay
you didn’t shut off you all you did was shut off this ad okay so that’s fine and
it’s the same thing as you know if you wanted to turn off one ad set you still
have multiple ads that’s running in this scenario you still have multiple ads
running but this ad is off so that means that’s not gonna be delivering anymore
okay but what happens when you decide to turn off all of the ads within a
particular ad set so let’s just say for this example and remember you can have
an unlimited number of ads in an ad set testing multiple different kinds of
things and we’ll talk about strategy and technique soon but if you turn off all
of the ads that are located in one particular ad set that means that that
ad set is off okay because there’s no more ads that are that are on you’ve
literally cut off the ads and it’s like a reverse domino effect so if this ad if
these three ads are off that means this ad set is off now that doesn’t mean it
affects the whole campaign because we still have these ad sets here okay we
still have these ad sets here and they still are running ads on their own but
these ads that associated with this ad set
if these are off all of them like and so then this ad set will be off as well now
if you ha if you only had two of these off and one still running
then this ad set would still be on okay it would still be on but since we have
all of these off this ad set is gonna be off and I want you to see here I have
all these off but this ad set it still says it’s on okay so that means it’s not
delivering because this ad set is on but the reason why it’s not delivering is
because the ad the ads that are associated with this ad set are off okay
so you still have this ad set running which has an ad and you still have this
ad set that on which is running this ad okay but if we turned off this but if we
decided to turn off those ads right that are associated with this ad set and turn
off this ad and turn off this ad because all of the ads that are associated with
these ad sets like you have three ads here for this ad set those are cut off
you only have one for this ads and you only have one for this ad set if this
added these ads are turned off that means this ad sets gonna be turned off
because there’s no ads running here because you turn them off this ad sets
gonna be turned off because it only has one ad and you cut it off so it’s gonna
cut off the ad set and this ad is gonna be turned off as well because this ad
only had this ad set only has one ad and it’s gonna turn out so if these are
turned off and all three ad sets are turned off for this campaign that means
that this campaign is going to be off meaning it’s not gonna work because you
you’ve cut it off backwards so if you cut it off from the ad set at ads level
and that means the ad sets would be cut off which means the campaign would
become but it still says that it’s on so you can still have a campaign that is on
but it’s not going to be delivering because you’ve cut it off backwards kind
of like the example I gave with the breaker lights in your house okay so if
the main breaker in your house is on but the light switch is in your room are off
then there’s not gonna be any light because although the main breaker is on
and it’s powering the entire house if you have
the lights turned off in your room or in your kitchen then the lights are gonna
be off so that’s that’s what’s happening here
you’ve but you’ve officially turned off the light switches are off in your rooms
so that means the lights are off in the whole house okay but the breaker is
still on so that’s that’s different from so you can turn off your ads and they’re
not going to be delivering in two different ways if you decide to turn it
off from the campaign level then everything all you need to do is hit one
switch because everything from the campaign down is gonna turn off if you
decide to turn off from the ad set level that everything from that ad set down
will be turned off but if you’re turning it off from the ads level going up you
have to kind of turn off all of the ads going going up so you’d have to turn off
all these ads for that particular ad set to be turned off and all of the ad sets
would have to be turned off for the main campaign to be turned off meaning turn
off meaning not delivering so whenever you see not delivering that’s what that
means it means these ads are not delivering for one reason or another
it’s either because you turned it off a main campaign level or you’ve turned
them off single-handedly from the from the bottom of the pyramid and that’s it
guys I hope this breakdown was helpful for you so now I hope you understand the
difference between what a Facebook campaign is a Facebook ad set is an ad
how they all work together and so now as you continue on with the free Facebook
ad course here on my channel you will be able to kind of follow along and
understand what’s going on so that you have a better understanding of how each
level within the Facebook Ads manager works so if you’ve got value from this
video give it a big thumbs up guys leave a comment down below in the comment
section with any questions that you might have so I can go back and answer
them for you if you have them subscribe to my channel you go ahead and subscribe
and hit the notification button so that you can get updates for future videos
that I’m doing and last but not least if you want a free Facebook ad copies cheat
sheet where I give you 10 ad coffee secrets that you can use with
your facebook ads or really any ads in general to help you write ads that are
not only compelling but ads that convert and that are effective and that self
then go ahead click the link down in the description below fill out the form and
I’ll send you that free pdf okay that’s it guys I appreciate you guys so much
for watching if you are following along with the free Facebook Ads course go
ahead to the next video you can either use the playlists or the links down
below in the description and other than that I will see you guys on the next
video

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