When I first started exploring Facebook Ads, I literally discovered a Brave New World. It seemed enormously complicated (still does, but I manage to navigate): Facebook Ads Manager, Campaigns, Ads, Ad sets, Power Editor (now retired), automated rules, creatives—this could go on for ages and I just wanted to understand the basics, so I can run a marketing campaign for my friend’s cat scratcher shop.
We decided to share the knowledge we have, ease your mind and save hours on surfing the web. In a few steps, we’ll cover the subject of a Facebook Ads campaign from different angles:
- What is a Facebook Ads campaign?
- How to determine your objective and overall Facebook campaign structure?
- How to name all objects inside campaigns properly to make your Facebook Ads management easier?
- When and how Revealbot comes in handy for campaigns creation and management?
What is a Facebook Ads Campaign
Basically, Campaigns is the way to organize your dozens and hundreds of Facebook Ads in a convenient manner, so your workflow stays structured and nice at all times, and all you have to do is to just keep an eye on your key performance indicators. Sounds easy, doesn’t it?
It does, really. Facebook Ads Campaign structure is by design made to keep all your stuff organized. There are 3 levels of hierarchy—campaigns, ad sets and, finally, ads. Each level serves to set up different set of parameters, let’s go through all of them.
You start off with creating a campaign, and the first thing to do—is to set up your objective. Facebook has a plenty of them:
My advice here—don’t try to outsmart Facebook, just choose the objective closest to your business goal. Facebook algorithms are pretty complicated, and, for example, if you set the objective to “Traffic”, you’ll most likely get the traffic (and nothing more), because Facebook will target people who’ll make a fair amount of clicks. So, if your business goal is conversions on a website, it’s better to set objective to “Conversions”, because Facebook targets people who are more likely to convert. This works for all other objectives, too.
Just for your convenience we’ve made a useful table to simplify your task here:
|Business 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||Lead generation|
|Reach out to people who are likely to convert via Messenger||Messages|
|Build awareness through reaching people more likely to recall your ads||Brand awareness|
|Increase your reach as much as possible||Reach|
Now when you’re done with the campaign settings, it’s time to move on to the next level and set up ad sets. That’s a bit more complex (but not so much with Revealbot’s Bulk Creation Tool—will talk about it).
First things first—you’ll start with ad set’s name here, and it’s the part that confused me most before I figured out how to deal with the naming and the campaign structure itself. Naming can be extremely important especially when you run dozens of ad sets and hundreds of ads, so you have to navigate through all of them easily, right?
When you think of naming your ad sets, first think of your whole campaign layout—how are you planning to split your ad sets? Probably, by audience, users location, age, gender or interest? You get the point—you should put the changing part of the equation to the ad set name, for example, “audience_name | locations”. That will simplify your future work with the campaign, and will also let you use some nice Revealbot’s features.
Let’s stop here for a moment. Assume, you have 4 interest-based audiences and 5 locations, and you want to split your total audience for this campaign to all possible combinations of those pre-defined audiences and locations. In this case it’ll get you to 4 * 5 = 20 ad sets! That’s quite many items to manage if you do it manually. We’ve got you covered and added a convenient ad set (and ad) naming option to our Bulk Creation tool:
You can use any campaign parameter (including current date) as a macros for ad set naming, so it’s very convenient when you create lots of ad sets and do not want to deal with manual naming—you literally don’t have to do anything except setting the naming template at the very first step of campaign creation.
Next, you have to set up targeting, in other words, select an audience to show your ads to. In general, there are two types of audiences:
- people who are not familiar with your product yet (that’s called prospecting),
- people who know of your product and you want to reach to them again for some reason (that’s called retargeting).
Prospecting audiences are built based on interests, locations, or look-a-likes (similar to your existing visitors or customers), while retargeting audiences are based on the data collected by Facebook Pixel from your website, your Facebook Page engagement data (people who interacted with your content in some way) or on customers lists manually uploaded to your Facebook Ads account.
There’s an important thing regarding audiences: when you have few of them it’s normal to have some overlaps between different audiences. It means that a single particular user may belong to two or more of your audiences, this may lead to bad ads performance. There are two ways to deal with audiences overlap:
- if overlap is significant (most of the users belong to both audiences), it’s better to consolidate them and merge corresponding ad sets into one,
- in other cases, it’s effective to refine audiences or just exclude each of them from another to eliminate overlaps.
You’ll find more information on audiences overlap here: https://www.facebook.com/business/help/1679591828938781
As I mentioned above, there are two approaches to audiences for prospecting in general: broad interest-based audiences and look-a-like audiences. My main advice—avoid oversegmenting your audiences. It may be better to set audiences broader and start campaigns with just a few audiences, and to figure out which segment works better later with campaign statistics.
We’ll cover approaches to building good audiences in future posts, for now let the Facebook Insights tool become your best friend. I promise, you’ll have a great list of ideas for your audiences after spending just 5 minutes there.
Now let’s have a look at lookalike audiences. Lookalike is a cool feature based on data that Facebook (and other advertising platforms) collect while their users interact with the content and other ads. Facebook collects tons of data about you while you browse the content, like and comment posts and click ads. All this data are used to assign users to different groups of interests (by the way, you can check your personal interests as Facebook sees them at Ad Preferences page: https://www.facebook.com/ads/preferences/?entry_product=ad_settings_screen).
Now, assume you have some nice list of customers, or people who had some valuable interaction with your business, and you want to grow your business by targeting more people similar to them. That’s where lookalike is indispensable—it builds new audiences based on lists that you provide as source data and compares those people interests and behaviours with the ones of other Facebook users.
There’s an option while creating new lookalike: you can select level of similarity. The smaller the level, the closer will the users be to the seed audience. We suggest creating 4 audiences and testing all of them:
- 1% level of similarity
- 1-3% level of similarity
- 3-7% level of similarity
- 7-10% level of similarity
For the bidding options, we suggest using oCPM (that’s optimized CPM), optimizing it to clicks or your conversion event if you have enough traffic for it (Signup, Purchase or whatever your conversion is) and auto placement for Placement as a starter. You’ll be able to analyzе performance in details later and turn off underperforming placements.
There a lots of approaches to retargeting strategy depending on your business and goals. For example, you may reach out to your prospective customers with different messages depending on time passed from their last interaction with your website. In this case, your audiences could look like this (remember, it’s just an example):
- 1-2 days since last interaction
- 3-7 days since last interaction
- 8-15 days since last interaction
- 16-30 days since last interaction
How Revealbot helps you keep your Facebook campaigns structured and organized
As we discussed earlier, our Bulk Creation tool handles your naming process according to your campaign’s strategy. But the coolest thing about this tool is that it lets you concentrate on your campaign goals and creatives and manages campaign structure automatically as you move through the creation process.
There are six steps of the setup process:
See that tiny box in the bottom? It’s updating as you change your campaign settings or add new creatives at the “Creative sets” page. For example, see how it looks like after I’ve added some audiences and creatives:
Revealbot will create 9 ad sets with 21 ads for me, and I’ve spent literally 2 minutes to set it up (creatives were produced beforehand) with accurate and meaningful namings.
One more thing: Facebook automation based on ad sets names
What’s really cool with proper naming is that it may help you set up Facebook ads automation rules in Revealbot. For example, if you have multiple ad sets split by country, and you want to set up different rules for each country—it’s easy!
Well, this was just an overview of some approaches to Facebook Ads campaign structuring. We’ll keep talking about it in future posts, and if you guys have something to share from your own experience with Ads Manager or Revealbot—you’re very welcome to share it in the comments.