How To Create Multiple Ad Sets In Facebook
Struggling to sympathize the Facebook ad campaign construction? Don't worry... Everyone'south been there.
When I first started advertizing on Facebook, I was confused, as well. Now after several years of running Facebook campaigns, I'one thousand sharing what I've learned to help y'all understand and relieve you hours of inquiry.
In a few steps, I'll cover the Facebook ads campaign structure to help you go started:
Key takeaways
- Facebook ads must be in an ad set and advertizement sets must be in a campaign
- The "advertising" is the creative, destination URL, and tracking parameters
- The ad set up is where you choose the audience targeting, placements, and upkeep (unless it's within a CBO entrada)
- The campaign is where yous set the objective and budget if you get in a CBO entrada
- Proceed structured and consistent naming conventions to avoid 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 become over each one in more than details, merely the entrada is at the elevation and is where y'all gear up the objective of the ads that volition get inside it. Ads don't become directly inside campaigns, they first become into ad sets. Ad sets are where you'll fix the targeting (the audiences you want to run across your ads) and fine tune your budget, optimization, and bid. And finally, the ads go inside the ad sets. Yous can take multiple advertizement sets in campaigns and you can have multiple ads inside ad sets.
Here'southward what that looks like:
Although it may seem complex in the get-go, this campaign structure for Facebook Ads is designed to assist advertisers be successful. Facebook is always making changes to its advertising platform, but luckily the advertizement account structure hasn't changed a bit.
One time yous structure your account and campaigns correctly (and I'll prove you how), all yous have to do is merely go on an eye on your key performance indicators (KPIs).
Sounds easy, right?
Well, it actually is! Each level serves to set 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 Campaign is the top level container to organize your audiences, targeting, bid strategy, and ad creatives toward a unmarried ad objective. Information technology helps make sure your workflow and the hundreds of ads you lot may create stay structured at all times making it easier for you lot to manage your ads.
Y'all'll start off with creating a entrada. Campaigns are where yous set your objective. Facebook has a enough of them:
Why should I use more than one Facebook campaign?
You should create additional campaigns when you take a dissimilar objective for your adjacent entrada. Don't try to outsmart Facebook–only choose the objective that best matches the goal you have for the campaign. Hither's why:
Facebook's algorithms are very sophisticated and information technology will exercise its best to assist your entrada achieve the objective you fix. It works past prioritizing the users information technology shows your ads to who are most likely to perform the action yous set your objective to. For example, if you set the objective to "Traffic", Facebook will target people who it knows are more likely to click the link in your ad.
Or if your campaign goal is conversions on your website, set the objective to "Conversions" and Facebook volition target the people who are more than likely to convert. This works for all other objectives, too.
Information technology also might make sense to create more than i campaign even with the same objective just for organizational purposes.
How do I know which Facebook entrada objective to utilise?
Hither'due south a useful table to help yous choose the correct objective for your campaigns:
| Campaign goal | Facebook ads campaign objective |
|---|---|
| Online sales | Conversions, catalog sales |
| Likes, shares, comments or Page engagements | Appointment |
| Website traffic increment | Traffic |
| App shop visits & conversions | App installs |
| Video views increase | Video views |
| Go leads with contact information | Lead generation |
| Reach out to people who are likely to convert via Messenger | Letters |
| Build sensation through reaching people more probable to remember your ads | Brand awareness |
| Increase your reach as much as possible | Reach |
A Facebook Ad Set is the 2d level container for ads. On the ad fix level, you tin can set your targeting (audiences), budget, bid settings, ad placements, and more.
Because the budget is on the ad set up level where you choose your audiences, you'll have a lot of command with how much budget should exist used for your audiences.
First things first—yous'll offset with advert set's proper name. The proper noun might exist inconsequential, but it'southward the part that confused me nigh before I figured out how to correct within the campaign structure itself. Naming can be extremely important especially when you run dozens of advertising sets and hundreds of ads. You volition give thanks yourself later on when you have to navigate and study on dozens of campaigns, advertizing sets, and ads.
When you retrieve of naming your advert sets, first think of your whole campaign structure. Think how I mentioned you can have multiple advert sets under one campaign? Well, here'south where you plan how you lot're going to split them up.
Most commonly, you'll split up your ad sets by your audience, or who you volition exist targeting. This could exist by location, historic period, gender, interest, or custom audience. Then put the irresolute part of the equation to the ad set proper name. For instance, "audience_name | locations". That will simplify your future management and reporting with your campaigns.
Allow's say you want to run a campaign to four interest-based audiences in five different locations. In this case you'll need to make xx advertizement sets (iv interests 10 5 locations)! That'south quite a lot to do manually.
Unfortunately, there's no other mode around building them all manually. But if this is something you lot deal with a lot, Revealbot has a feature to practise this called Bulk Creation as a function of Facebook Ad automation tool. Here'south how Bulk Creation works:
You can use any campaign parameter (including current date) every bit macros to uniquely name lots of ad sets automatically—you literally don't accept to practise anything else except setting the naming template at the very first step of campaign cosmos.
Learn more about how Bulk Creation works.
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How to set upwardly Facebook ad prepare audiences and targeting
Side by side, yous have to ready targeting, which is the audience you want to show your ads to. In general, in that location are 2 types of audiences:
- Prospecting: people who are non familiar with your production yet
- Retargeting: people who know of your production/service and you desire to reach 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 information 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 building audiences, in that location's an important thing to watch out for: audience overlap.
How to handle audition overlap
Audition overlap means that a single particular user may vest to two or more than of your audiences, which may lead to your cost-per-click increasing considering y'all'll be competing with yourself. When you have few audiences, it's normal to have some overlaps between them.
At that place are ii ways to bargain with audition overlap
- If the overlap is significant (nearly of the users belong to both audiences), it's better to consolidate them and merge corresponding advertising sets into 1.
- In other cases, it'southward effective to refine audiences or just exclude them from each other to eliminate overlaps.
You lot'll find more than information on audiences overlap here: https://world wide web.facebook.com/concern/help/1679591828938781
Exploring audiences for prospecting
As I mentioned in a higher place, in that location are two approaches to audiences for prospecting in general: broad interest-based audiences and lookalike audiences. My main advice—avoid over-segmenting 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 time to come posts, for now learn how to use Facebook Insights. I hope, yous'll accept a great listing of ideas for your audiences subsequently spending merely 5 minutes there.
What are Lookalike audiences and how practice they piece of work?
Now let's have a expect 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 spider web and engage with content on Facebook. All this data is used to assign users to dissimilar groups of interests (by the way, y'all tin check your personal interests every bit Facebook sees them at Advertizement Preferences folio: https://world wide web.facebook.com/ads/preferences/?entry_product=ad_settings_screen).
Now allow'south say you lot have a listing of customers, or people who had some valuable interaction with your business. You can upload these lists to Facebook and enquire Facebook to build a lookalike audition. When you do this, Facebook will create an audience of people like to them. That'due south why lookalike audiences are indispensable—it builds new audiences based on lists you provide as source data and compares those people interests and behaviors with the ones of other Facebook users.
When edifice a lookalike audience, you can select the level of similarity. The smaller the level, the closer the users volition be to your source (or seed) audience. I suggest trying all 4 levels of lookalike audiences and testing them:
- i% level of similarity
- one-3% level of similarity
- 3-7% 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 effect if you lot have plenty traffic for it (Signup, Purchase or whatever your conversion is). I also suggest choosing 'auto placement' for to beginning. You lot'll exist able to analyze performance in details later and plow off underperforming placements.
Exploring audiences for retargeting
There a lots of approaches for doing retargeting effectively. Let's get-go with an example: you lot tin run ads to your prospective customers with dissimilar letters based on how long it's been since their terminal visit to your website. In this case, your audiences could look similar this:
- 1-2 days since terminal interaction
- iii-vii days since last interaction
- 8-fifteen days since last interaction
- sixteen-30 days since last interaction
For users with more recent interactions, you lot could utilize messaging similar "Don't forget to check out our buyer'southward guide". For users where it's been a while since their concluding interaction, you can offer a special discount code or offer.
How Revealbot helps you go on your Facebook entrada construction and organized
Every bit we discussed earlier, our Majority Creation tool handles your naming process according to your entrada's strategy. But the coolest matter about this tool is that it manages your Facebook campaign structure automatically every bit you lot motion through the creation process. Since you lot don't have to worry nigh the structure anymore, you can fully concentrate on your campaign 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 within Revealbot:
Run into that text at the lesser of the sidebar? It'south updating every bit yous build your campaign. For instance, cheque out how information technology looks like after I've added some audiences and creatives:
Revealbot will create nine advert sets with 21 ads for me, and I've simply spent 2 minutes setting it upwardly with accurate and meaningful naming conventions.
You tin test how much easier and faster it is to build Facebook campaigns inside Revealbot with a free trial.
Although we didn't quite get into Facebook's automatic rules feature in this guide (see our guide on Facebook ad automation), I wanted to testify y'all another benefit for good naming conventions in campaigns and advertising sets.
What's actually cool with proper naming is that it may aid y'all set Facebook ads automation rules in Revealbot. For example, if yous have multiple advert sets split up by country, and yous want to fix upwards unlike rules for each state—it's easy!
You go started learning about Facebook automation in our guide and see how Revealbot makes it even easier to use Facebook automatic rules.
What is a Facebook ad?
A Facebook ad is the last level in the Facebook campaign construction hierarchy. The ad is the actual creative (video/image) and message yous want your audition to see.
The type of ads bachelor to cull from are dependent on your campaign objective and your ad prepare placement settings. The most popular types of ads yous tin create are:
- image ads
- video ads
- slideshow ads
- carousel ads
- collection ads
- instant experience ads
- lead ads
Here'southward an example of a campaign I'm running right now. When I go to create a new ad, I'one thousand but given the options of a carousel, image, video, or instant experience ad. This is because my campaign objective and ad set settings limit me to these ad types.
You tin can learn more most the different ad type from Facebook here.
I advise creating several different ads with different messaging to test what works. So duplicate those ads for each of your advertising sets so and so you can see how well each advertizing does for each of your audition segments.
Then you can monitor performance, encounter what works, and improve from there. Here's a neat writeup from Hawke Media on Facebook Advertizement KPIs you should watch out for.
Wrapping upwardly
Well, this was just an overview of some approaches to Facebook Ads entrada structuring. We'll proceed talking about it in future posts, and if you lot have something to share from your own feel with Ads Manager or Revealbot—yous're very welcome to share it in the comments.
Source: https://revealbot.com/blog/facebook-campaign-structure/
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