How To Create Multiple Ad Sets In One Campaign
Struggling to empathise the Facebook advertisement campaign structure? Don't worry... Everyone's been there.
When I starting time started advertising on Facebook, I was dislocated, too. Now subsequently several years of running Facebook campaigns, I'yard sharing what I've learned to help yous understand and save you hours of research.
In a few steps, I'll cover the Facebook ads entrada structure to help you lot get started:
Key takeaways
- Facebook ads must be in an advertizement set and advertizing sets must be in a campaign
- The "advert" is the creative, destination URL, and tracking parameters
- The ad set is where you choose the audience targeting, placements, and budget (unless it'southward inside a CBO campaign)
- The campaign is where you set the objective and budget if you make it a CBO campaign
- Proceed structured and consequent naming conventions to avert reporting headaches
Overview of the Facebook campaign structure
Ads in Facebook are structured in three hierarchies referred to as 'levels:'
- Campaigns
- Ad sets
- Ads
I'll go over each 1 in more than details, but the campaign is at the top and is where yous set the objective of the ads that volition go inside information technology. Ads don't go direct inside campaigns, they first go into ad sets. Advertising sets are where you'll ready the targeting (the audiences you want to see your ads) and fine tune your upkeep, optimization, and bid. And finally, the ads go inside the ad sets. You can have multiple advertizement sets in campaigns and you can accept multiple ads inside advertizing sets.
Here'southward what that looks like:
Although it may seem complex in the first, this campaign construction for Facebook Ads is designed to assist advertisers be successful. Facebook is always making changes to its ad platform, just luckily the advertizement account structure hasn't changed a fleck.
Once y'all structure your business relationship and campaigns correctly (and I'll show you how), all you have to practice is just keep an eye on your key performance indicators (KPIs).
Sounds like shooting fish in a barrel, correct?
Well, information technology actually is! Each level serves to gear up up a dissimilar set of parameters. Let's go through all of them.
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What is a Facebook campaign?
A Facebook Ads Entrada is the tiptop level container to organize your audiences, targeting, bid strategy, and ad creatives toward a single advertisement objective. It helps make certain your workflow and the hundreds of ads you may create stay structured at all times making it easier for you to manage your ads.
Y'all'll start off with creating a campaign. Campaigns are where you ready your objective. Facebook has a plenty of them:
Why should I apply more than than one Facebook entrada?
Y'all should create additional campaigns when you have a different objective for your adjacent campaign. Don't endeavour to outsmart Facebook–only choose the objective that best matches the goal you have for the campaign. Here'south why:
Facebook's algorithms are very sophisticated and it will exercise its all-time to assistance your entrada achieve the objective yous set. It works by prioritizing the users information technology shows your ads to who are most likely to perform the activeness you set your objective to. For case, if you set the objective to "Traffic", Facebook will target people who it knows are more probable to click the link in your ad.
Or if your campaign goal is conversions on your website, set the objective to "Conversions" and Facebook will target the people who are more than likely to catechumen. This works for all other objectives, too.
It also might make sense to create more than 1 campaign even with the same objective just for organizational purposes.
How practise I know which Facebook entrada objective to use?
Here'south a useful table to help you choose the correct objective for your campaigns:
| Campaign goal | Facebook ads campaign objective |
|---|---|
| Online sales | Conversions, catalog sales |
| Likes, shares, comments or Page engagements | Engagement |
| Website traffic increase | Traffic |
| App store visits & conversions | App installs |
| Video views increase | Video views |
| Get leads with contact information | Pb generation |
| Accomplish out to people who are likely to catechumen via Messenger | Messages |
| Build awareness through reaching people more probable to recall your ads | Brand sensation |
| Increase your reach every bit much as possible | Reach |
A Facebook Ad Set is the second level container for ads. On the ad gear up level, y'all can gear up your targeting (audiences), budget, bid settings, advertising placements, and more.
Because the budget is on the advertising fix level where you choose your audiences, you'll take a lot of control with how much budget should be used for your audiences.
Offset things first—you'll get-go with advertising set's name. The proper name might exist inconsequential, just information technology's the part that confused me most before I figured out how to right inside the campaign structure itself. Naming tin can be extremely important especially when you run dozens of advertisement sets and hundreds of ads. You lot will thank yourself later when you have to navigate and study on dozens of campaigns, advertizement sets, and ads.
When yous retrieve of naming your ad sets, first think of your whole campaign structure. Remember how I mentioned you tin have multiple advert sets under i campaign? Well, here's where you lot plan how you're going to split up them up.
Well-nigh unremarkably, you'll split your ad sets by your audience, or who you will be targeting. This could be past location, age, gender, interest, or custom audience. So put the changing function of the equation to the ad set name. For instance, "audience_name | locations". That will simplify your hereafter management and reporting with your campaigns.
Let'due south say yous want to run a campaign to four interest-based audiences in five different locations. In this example you'll need to make 20 ad sets (4 interests x v locations)! That's quite a lot to do manually.
Unfortunately, there's no other way effectually building them all manually. Merely if this is something you bargain with a lot, Revealbot has a feature to practise this called Bulk Creation every bit a office of Facebook Advertizement automation tool. Here'southward how Majority Creation works:
Y'all can use any entrada parameter (including current date) equally macros to uniquely proper name lots of ad sets automatically—yous literally don't have to practice anything else except setting the naming template at the very beginning footstep of entrada creation.
Acquire more nearly how Bulk Creation works.
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How to set up Facebook ad prepare audiences and targeting
Next, you take to prepare targeting, which is the audience yous want to show your ads to. In general, there are two types of audiences:
- Prospecting: people who are not familiar with your product yet
- Retargeting: people who know of your product/service and you desire to attain them again
Prospecting audiences are usually built based on interests, locations, or lookalikes (similar to your existing visitors or customers). Retargeting audiences are based on the data collected by the Facebook Pixel from your website, your Facebook Page engagement information (people who interacted with your content in some way), or from client lists manually uploaded to your Facebook Ads account.
When edifice audiences, there's an of import thing to watch out for: audience overlap.
How to handle audition overlap
Audience overlap means that a single item user may belong to two or more of your audiences, which may pb to your toll-per-click increasing because you'll be competing with yourself. When you have few audiences, it's normal to have some overlaps between them.
There are two ways to bargain with audience overlap
- If the overlap is significant (almost of the users vest to both audiences), information technology's meliorate to consolidate them and merge respective advertizement sets into one.
- In other cases, it's effective to refine audiences or but exclude them from each other to eliminate overlaps.
You'll notice more than information on audiences overlap here: https://www.facebook.com/business/help/1679591828938781
Exploring audiences for prospecting
As I mentioned above, at that place are two approaches to audiences for prospecting in full general: broad involvement-based audiences and lookalike audiences. My primary communication—avoid over-segmenting your audiences. Information technology may exist amend to fix audiences broader and showtime campaigns with just a few audiences, and to figure out which segment works better after with entrada statistics.
We'll comprehend approaches to edifice skilful audiences in future posts, for now acquire how to use Facebook Insights. I promise, y'all'll have a bang-up list of ideas for your audiences later spending just five minutes at that place.
What are Lookalike audiences and how practice they piece of work?
At present let's accept a expect at lookalike audiences. Lookalike is a absurd feature based on data that Facebook (and other advertising platforms) collect while their users collaborate with the content and other ads. Facebook collects tons of data virtually you while yous browse the web and engage with content on Facebook. All this data is used to assign users to dissimilar groups of interests (by the way, you can check your personal interests as Facebook sees them at Ad Preferences page: https://world wide web.facebook.com/ads/preferences/?entry_product=ad_settings_screen).
Now let's say yous have a list of customers, or people who had some valuable interaction with your business organization. Y'all can upload these lists to Facebook and ask Facebook to build a lookalike audience. When y'all do this, Facebook will create an audience of people like to them. That's why lookalike audiences are indispensable—it builds new audiences based on lists y'all provide as source data and compares those people interests and behaviors with the ones of other Facebook users.
When building a lookalike audience, you can select the level of similarity. The smaller the level, the closer the users will be to your source (or seed) audience. I suggest trying all four levels of lookalike audiences and testing them:
- i% level of similarity
- 1-3% level of similarity
- 3-seven% level of similarity
- 7-10% level of similarity
For the bidding options, I suggest using oCPM (that's optimized CPM), optimizing it to clicks or your conversion issue if you have enough traffic for it (Signup, Purchase or whatsoever your conversion is). I as well advise choosing 'automobile placement' for to start. You lot'll be able to analyze performance in details later and plough off underperforming placements.
Exploring audiences for retargeting
At that place a lots of approaches for doing retargeting effectively. Allow's get-go with an instance: you can run ads to your prospective customers with unlike messages based on how long it's been since their last visit to your website. In this case, your audiences could look like this:
- i-2 days since last interaction
- three-seven days since final interaction
- eight-15 days since last interaction
- xvi-30 days since last interaction
For users with more recent interactions, you could use messaging similar "Don't forget to cheque out our buyer's guide". For users where it'south been a while since their last interaction, you lot tin offer a special disbelieve lawmaking or offer.
How Revealbot helps yous keep your Facebook campaign structure and organized
Equally we discussed earlier, our Bulk Creation tool handles your naming procedure according to your campaign'due south strategy. But the coolest thing nearly this tool is that it manages your Facebook campaign structure automatically equally you move through the creation process. Since yous don't have to worry virtually the structure anymore, y'all can fully concentrate on your entrada goals, creatives, and being a successful advertiser on Facebook.
Here's how Revealbot automatically structures your Facebook campaigns correctly. Below is a screenshot of the sidebar as you're creating your Facebook ads inside Revealbot:
Encounter that text at the bottom of the sidebar? It's updating as you build your campaign. For example, check out how it looks like later I've added some audiences and creatives:
Revealbot will create nine advert sets with 21 ads for me, and I've only spent two minutes setting it up with accurate and meaningful naming conventions.
You can exam how much easier and faster it is to build Facebook campaigns inside Revealbot with a free trial.
Although we didn't quite go into Facebook's automated rules feature in this guide (see our guide on Facebook ad automation), I wanted to show you another do good for adept naming conventions in campaigns and ad sets.
What's actually absurd with proper naming is that it may help yous ready Facebook ads automation rules in Revealbot. For example, if you have multiple advert sets split past country, and you want to fix unlike rules for each land—it'southward easy!
You lot get started learning about Facebook automation in our guide and see how Revealbot makes it fifty-fifty easier to use Facebook automated rules.
What is a Facebook advertising?
A Facebook advertizing is the concluding level in the Facebook campaign structure hierarchy. The advertizement is the actual creative (video/image) and message you want your audition to run into.
The blazon of ads available to choose from are dependent on your campaign objective and your ad set placement settings. The most popular types of ads y'all can create are:
- image ads
- video ads
- slideshow ads
- carousel ads
- collection ads
- instant experience ads
- lead ads
Here's an case of a entrada I'm running correct now. When I become to create a new ad, I'chiliad only given the options of a carousel, image, video, or instant experience advertizing. This is because my campaign objective and ad prepare settings limit me to these ad types.
You lot can learn more nigh the unlike advertizement type from Facebook here.
I suggest creating several dissimilar ads with dissimilar messaging to test what works. Then duplicate those ads for each of your ad sets so and so yous can meet how well each ad does for each of your audience segments.
So you can monitor performance, run into what works, and meliorate from there. Hither'due south a corking writeup from Hawke Media on Facebook Advertizement KPIs you should picket out for.
Wrapping up
Well, this was just an overview of some approaches to Facebook Ads campaign structuring. We'll continue talking about information technology in future posts, and if you have something to share from your own experience with Ads Director or Revealbot—yous're very welcome to share it in the comments.
Source: https://revealbot.com/blog/facebook-campaign-structure/
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