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Top 5 Tips To Structure Facebook Ad Campaign

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In 2014, Facebook added Ad sets to their campaign structure to align itself with Googles Adwords. This additional layer between campaigns and ads helped us better organise, optimise and measure the ads performance. Below is a quick visualisation of the structure:

 Weekly 1

To define each stage

Campaigns: are where you define your objectives. A campaign will have a single objective and contain multiple ad sets. Examples of campaign goals are driving website traffic, app installs or page likes.

Ad sets: are where you define your schedule, placements, targeting, bids and budgets. This way you can control how much you spend on whom, when and where do they see the ad and decide whether your ad is working.

Ads: are where you define your creatives. Ads are contained within the ad set and each ad set can have up to 50 ads.

With all this in mind, here are 5 tips to help improve your Facebook ad campaign structure and drive better results:

1. Create separate campaigns for each region

When creating a Facebook ad campaign, if your budgets are large, its a good idea to separate them based on the geographical regions. For example, your objective is to get an audience between the ages 18 to 40 in various cities across the country to you website. You would create different campaigns as so:

Campaign 1: Delhi-Clicks to website

Campaign 2: Mumbai-Clicks to website

Campaign 3: Banglore-Clicks to website

Campaign 4 Pune-Clicks to website

By doing so, based on how different geographical regions perform, you can adjust the targeting and only serve the best performing cities, states or countries.

2. Create one ad set per targeting method

An ad set helps you target the audience better, so it is a good idea to create a different ad set for different audience members. Learn to divide your audience into age groups, gender, demographics, interests and behaviours. Continuing the above example, if you have different products on your website that would appeal to different age groups and different genders, then your ad set would look something like so:

Ad Set 1: Pune-18-25-Male

Ad Set 2: Pune-18-25-Female

Ad Set 3: Pune-25-30-Male

Ad Set 4: Pune-25-30-Female

Structuring your Facebook ad campaign in such a way would ensure that your ads are not competing with each other and they are more likely to be seen by their desired audience.

3. Test your bidding models

Depending on your objectives, Facebook offers a few different methods to structure your bidding model. To find the model which is suitable for your ad, it would be a good idea to split test each by creating separate ad sets. In the example above, we are sending people to our website when they click on the link in our advert. Facebook provides us with two options here, CPC bidding and CPM bidding. It would be a good idea to create separate ad sets for the two bidding methods and test out the effectiveness of each bidding method. Effectiveness can be measured here by arriving at the cost of acquiring one customer using each method and continuing with which ever one proves to be the most cost effective.

4. Create and test multiple ads

Create multiple ads within each ad set of your Facebook ad campaign. Use a variety of images, videos and texts within the ad. A certain creative can garner more responses by your audience in the ad set than the other. Unless you have created many campaigns in the past, it is always difficult to predict what creative will work with your audiences. Creating separate ads by using separate creatives helps you identify what works and what doesn’t help you optimise your campaign better. Underperforming ads can simply be turned off and the budgets can thus be diverted to the better-performing ones easily.

5. Reallocate your budgets

Now that you have created a number of different ads within a variety of ad sets and campaigns it is extremely easy to pinpoint exactly which one of your combinations is working and which one isn’t. Facebook provides you with the option to start or stop an ad by the push of a button. If you find that a certain ad just isn’t getting enough responses, you can simply stop it by clicking on the on/off button to switch the ad off. Now the budget which would have been wasted by showing a non-responsive ad would be utilised much better by showing an ad which the audience finds more relevant and is more likely to click on it. Similarly, ad sets can be switched off so that you can reallocate your budgets to better-performing ad sets and boost your marketing objectives. The result is a successful Facebook ad campaign.

Conclusion

The structure is not just a great way of organising your ads, but it also helps you better understand what exactly is going on with your Facebook ad campaigns. To summarise, the right structure will help you to:

  • Measure results: Having a clear goal and properly structuring the campaign will help you measure the success of each and every campaign.
  • Testing different audiences: A well-organised structure helps identify which of your audiences have been more responsive to your ads.
  • Testing different ads: You can easily identify, which creative has been successful in garnering the desired response from your audience.

Image Credits: Google

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