Are you new to Facebook ads? Not sure why the money you’re spending isn’t producing optimal results? Finding that your account is unorganised and confusing? Want more conversion bang for your advertising budget buck? Ready for some Facebook ad best practices? Read on to understand how to best structure your account to get the best results.
Facebook ad campaigns are split in the following hierarchy:
- Ad set
A campaign contains one or more ad sets and has a goal identified which all ad sets must follow. A campaign spend limit is also determined to make sure you don’t go over budget.
Ad sets contain one or more ads. When creating an ad set, you determine the targeting, budget (either lifetime or daily budget) and placements for the ads within that ad set.
Ads are the creative assets used to futher your campaign goal and come in diverse formats, which may vary depending on what you choose as your campaign goal.
When you begin your campaign, you must identify a common goal that all assets are working towards achieving. What do you want to achieve with your campaign? Engagement? Conversions? Facebook provides you with a number of options to choose from:
Keep learning and optimising
If it’s your first campaign, make sure you trial different things to see what works best for your business and build up from there.
If you’ve already run FB campaigns, your own data is your best friend when it comes to setting new ones. Dive into your previous campaigns’ reports. Which ad types have been the most successful at encouraging your audience’s behaviour to reflect the goal you’ve set for your campaign? Which ads received the highest conversion rates? Identifying the commonalities between past successful campaigns should inform where you should be putting budget towards but remember to keep testing, don’t rely on past successes. This is a strategy that has proved incredibly successful for many of our clients.
Spreading your budget evenly across your account is not the best idea. Instead, we would suggest dividing your budget evenly by ad set and target by different creative. A/B testing is a great way to identify which strategy is more successful for your business and will best inform your future budget decision making. Testing should always be part of your ongoing optimisation strategy.
Naming conventions are another best practice to consider implementing. Identify a naming convention that works for you – Product-Goal-Month-Year may be suitable for your needs. Be sure to use the same naming convention for every campaign you set up on Facebook to avoid confusion and to make reports easier to read.
Ways to manage your ad campaigns
There are two ways to manage your Facebook ads: Ads Manager and Power Editor. The tool you choose to manage your campaigns will depend on the adverts you are running and what effectiveness indicators you’re choosing to measure.
- The more basic tool – better suited to smaller accounts
- Make and publish changes on the go
- Scheduling function lets you set a specific timeframe for your campaign, if appropriate
- Duplicate ads, ad sets or campaigns
- Edit all ad settings (i.e. targeting, budget) from one place
- Analytics view appears in one place and is customisable to show the metrics you’re most interested in analysing
- The advanced ad management tool
- Requires more planning
- Make changes to publish at a later date
- Create and edit multiple ads quickly
- The better tool for making numerous changes – it includes a “search and apply” function that is useful for changing ad copy to include more urgency or a promotion headline or display URL
- Allows you to manage multiple ads at once
- Import multiple ads within an ad set at once using Excel and the import template Facebook provides
- Only view netrics you identify as important
As a rule of thumb, it’s best to begin creating your ad campaigns or bigger sets of creative assets with ad sets in Ads Manager, until you have more complex campaigns that require bulk updates.
There are a few relatively small improvements you can make to your approach to targeting that will help ensure you are reaching the right people with your content and spending your budget as wisely as possible.
Getting your audiences right is one of the most crucial things you need to nail when you’re setting up a campaign. You can maximise your success by ensuring you consider the following things:
Data, data, data! Installing the Facebook pixel across your website will enable you to create custom conversions and audiences. You’ll be able to remarket to those who engaged with your product/service, but did not convert as well exclude those converters from your Facebook activity and save pennies (and don’t annoy them).
First Party Data
Make sure you use the data you already own! Upload your customers’ data (email addresses and/or phone numbers) and create custom audiences so you can be as efficient as possible. Depending on the nature of your business, you could use those custom audiences to upsell or cross-sell or totally exclude them from your advertising activities.
Creating lookalike audiences, according to our Paid Media Campaign Manager Zuri, is one of the most powerful Facebook Ads features. This tool enables you to use Facebook’s algorithm and find people who behave in similar ways and have similar interests to your existing audiences (people who like you page/visited your website/past customers). You’re able to create lookalike audiences based on your first party data, tracked conversions through the FB pixel, website visitors, etc. Tare already more likely to engage with your products or services due to their similar nature to your existing customer base.
If you’re a B2C company in the UK running a Google AdWords account, you’re eligible for a totally free PPC audit from one of our experts. Follow this link to sign-up today!