How To Get Your (Facebook Ads) Ducks In A Row

Taking the time to structure your Facebook ads using campaigns, ad sets and ads will give you better control of and insight into your ad performance.

Organization is the key to success, as they say.

Now let’s start off with a quick run through of the 3 levels in the Facebook Ads Campaign structure:

CAMPAIGN

The campaign determines a single advertising goal such as generating leads for a specific product or service. As a Business owner, there are different goals you want to achieve:

  • Increase Branding through Page Likes
  • Promote events or offers within Facebook
  • Drive traffic to a website, blog or other pages outside Facebook

Youll want to set your advertising objective before moving on to create an ad set.

AD SETS

Under each campaign you will set up different ad sets.  Ads sets are used to set up your ad budget and timeframe for the ad.

I would suggest creating a different ad set when you want to split test different audiences and creative.  Facebook says you can keep it all under one ad set but Ive found its easier to set up different ad sets from the beginning.

For example you are promoting your online class on financial wellness:

Ad Set 1: United States, Male, ages 25-35, likes Banks, Forbes Magazine, Wall Street
Placement: Mobile News Feed
Type: Status Post

Ad Set 2: United States, Female, ages 21-45, likes Oprah Winfrey, Suzi Orman, Entrepreneur Magazine, Insurance
Placement: Mobile News Feed
Type: Status Post

ADS

once you determine the different settings in the Ad set, you can now upload creatives that corresponds to your audience segmentation.

Ads usually consists of Text + Media. Image creatives should consist only of 20% text content or less; so that they get approved.

To be sure it gets approved use the Facebook Ad Grid tool.

For this example, lets take Ad Set 1 which targets Male audiences:

Ad 1:

Text: Where did your money go? Sign-up to our FREE online class today to find it out.

Ad 2:

Text: What are the best ways to invest your hard-earned money? Sign-up to this FREE online class and be wiser TODAY.

To summarize, Campaigns can be divided into different Ad Sets, and under each Ad Set are the ad creatives to support your campaign goals.

An effective ad structure means that each element supports the goal set in the campaign.

Now that you have an understanding of the structure, you can now get your ducks in a row by utilizing Labels to organize campaigns

Labels is one of the least-used feature in the Ads Manager but it is actually very helpful, especially when running a lot of campaigns.

Within Power Editor, you will see a field called Labels when you create a campaign.

Think of this as folders where you can group together campaigns. This helps you pull up the similar campaigns you need by clicking on the labels.

The Labels are found on the left-side of the Power editor under All Campaigns drop menu.

There are four ways to label Campaigns, namely:

  1. Goal: Organize campaigns by advert goals (driving likes, traffic or conversions)
  2. Promotion: You may be handling different promos like contests, events or offers. So you may need to categorize them by Product.
  3. Page: If you are a Facebook Marketer handling different Pages, it is wise to label campaigns related to a specific Page.
  4. Client: If you are servicing different clients, you may want to label all campaigns related to each client.

The only limitation is that the feature is only available within the Power Editor, not in Ads Manager. This allows you to see which other campaigns are related to what you are currently editing. This also useful if you want to duplicate or optimize existing campaigns.

Ready to get your (Facebook Ads) ducks in a row? If you have any questions, feel free to add your questions to the comments section below!