This is a very common mistake we see almost every new marketers make with their Facebook Ads.
Let’s give a very basic breakdown to make sure you can follow this properly when building out your ads on Facebook.
*If you’re already advanced and looking to optimize your Facebook Ads, consider giving this post a read by AdEspresso.
**If you’re looking for help with your Facebook Ads, shoot us an email here.
Your Facebook Ad Campaigns
The objective that you are aiming for within either awareness, consideration or conversion.
i.e. website traffic, messages, video views – as seen below
This is what the Facebook Ad Campaign selection looks like as of October 26th, 2018
Your Campaign-Held Ad Sets
The includes the audience you want to bid for, the audience you want to exclude, your budget as well as schedule.
Note:* you can also control the overall (total) budget across ad sets that are combined into one campaign.
i.e. men aged 18-45, living in a specific zip code and interested in video games
We’re not going to go over every detail for ad sets, as that would need a whole new post. (Look for a training about facebook ad sets by Planet Convert)
Your Actual Facebook Ads
The actual creative and copy end of things
i.e. the text, description, headline with your ad as well as the graphic, photo or video that goes with it
Essentially: Campaigns > Ad Sets > Ads
Structuring Your Campaigns
Now, keep that hierarchy in mind. If you lose track of it, you’ll quickly begin to overlap and compete with yourself.
So firstly, be mindful with which campaign objective you bid for regardless of which Facebook Ad it is.
It’s important to note a few things here for common practice.
- Don’t optimize for conversions when your Facebook Pixel has no data on what a conversion is to you. It’s like telling a robot to look find more of something it’s never seen before. This term is known as “seasoning your pixel”, aka giving the Facebook algorithm enough data to understand what that means and how to optimize for it.
- Traffic is a highly competitive and over-used campaign objective. It’s basically the go-to for every noob.
Now, let’s say your campaign objective is video views. Clearly, all of your ads will be videos within this campaign. As for your ad set (audience) let’s assume you’re a dentist with a video about a teeth whitening and the model in the video is a young woman, so you decide to run your campaign to young women.
So your first Ad Set has women 18-24. (Just an example)
This next bit is the key part of this entire post.
Let’s say you have two other videos. Video B and C.
Video B is a male model so you decide to run that to men. Obviously it’s a new audience, so you’ll need a new ad set. If your objective is the same, and you still want more video views, DO NOT build a fresh campaign.
Simply duplicate your ad set within that campaign, make the appropriate changes to the ad set to target men instead of women, replace video A with video B and then you’re good to go.
Now let’s say that video C is very similar to video A and you want to run it to the same audience.
Make certain that you do not do as you just did. Don’t duplicate the ad set. Stay within the same campaign and ad set, simply duplicate the ad that holds video A and make the appropriate changes to include video C.
You have to understand that Facebook Advertising is quite literally an auction.
You’re constantly bidding for impressions (eyes on your ads).
If you have any overlapped ad sets, you’ll be literally bidding against yourself. This is the fastest way to increase your cost per action on all of your Facebook Ads, which of course, nobody wants.