Meta Ads Campaign Structure | Part 1

[00:00:00] just something to keep in mind there um you know Facebook really if you go for link clicks they'll go with the placement that'll give you the the cheapest link clicks and same things for video view so my next Point here uh was just a basic uh setup uh of campaigns ads and adet so it's kind of similar to to Google so we have kind of three level this is really basic I know but thought I I I'd share it so we have campaigns uh this is where you'll select your your objective so I'll just show you one real quick so maybe I should just duplicate to show you guys so I guess um in terms of the objective what would recommend you know in unless we're doing like a full funnel uh you know setup is always go for sales um this would be like the the main objective and then if we're doing lead gen uh we could we could just select leads uh but if we select sales we can also select leads uh at the adset level

[00:01:04] so campaign is really just like the objective we named The Campaign um of course now we can have some um budget at the campaign level which is uh which doesn't make a big difference from the adset level so just a different spot for the the campaigns um and then here that's where you're kind of you're going to go select your your actual goal and for um for anything that's e-commerce you know you can you can optimize for um uh purchase that's what I recommend because often if you do like in say check out or add to card you have lots of AD of cards uh but very uh very low uh purchase so Facebook will often uh get people that won't that are used to not completing their their purchase so um yeah that's a that's a big thing of course you can do like add to cart and then have a strong REM marketing back end but just as a best practice always purchase here and then uh you could also uh select leads uh I

[00:02:03] mean this one is seems like it's there's no no event there so I can't select it but you could select leads but uh if you if you you do anything that's Ecom I would recommend just uh going for um lead that lead at the objective level right there um yeah and now uh a quick thing is that now uh Facebook is uh pushing a website and Shop um a little kind of like Tik Tok is doing that a little bit too but on Tik Tok you can uh select if you like the people to go to the website and Shop on Facebook it's kind of one you select you select it and then Facebook decides so from my experience uh most of the most of the time it will go to the website but selecting the shop sometimes give you better cpms um and sometimes better results so um I would recommend testing those those things those two uh things right there um in terms of that um yeah so that's kind of the the for the adset that's kind of the first step here

[00:03:05] then uh we come in we can put in our budget here uh schedule uh and then we go to the audience so really like the adets I would say like it's it's all about the audience and the placement so here this is h a broad adset so here you can put in like custom audience so for custom audience uh these would be like anything that's retargeting um and um lookalikes mostly uh you can also you know save the audience but uh lookalikes uh for for those who are not familiar with it it's kind of let's say you take your 5,000 buyers and you say uh give me 10% of the United States that will look um as similar to to those 5,000 buyers so that's really powerful um it's one of the the best uh performing audience so you can do that from one% to to to 5% um so yeah so that's kind of the custom audience we can go deeper into the uh what I recommend is you know going with Buyers if there's enough uh data so you can go with buyers that have um you

[00:04:07] know repeat buyers or higher um average order value if you have enough data but sometimes you don't so sometimes you'll have to go with website visitors or ad to card and you can also do look likes of um anyone that follow the page or that uh engage but those are usually less quality than you know having a seat audience that's that's buyers so that's kind of it for for this section and then the here of course you can select your location age uh gender and then here uh this is the the detail targeting so here uh you see like this is a during woods so it's suggesting uh based on the isic and whatnot like with uh related interest but these could be uh you know anything uh anything you can think of uh Facebook removed quite a bit of those uh recent uh so it's mostly like a big keyword so kind of like here you saw like carpentry uh these are job titles so this is pretty small so that's something to keep

[00:05:09] in mind um but like it's really like it used to be really narrow you could Target all the big pages but now it's only like really big brands or really kind of keywords uh like woodworking DUI U wood stuff like that and then you can see your size um on the left right there once you you some um yeah and then here you have uh languages so uh language I recommend leave that open to all especially in the United States but if uh you go International uh and you're just English um I would say um narrow it down here and uh just recently uh Facebook kind of introduced their uh Advantage audience so this uh this will this is kind of like uh it let Facebook go um outside of your targeting so I kind of use it as the as the base but it's it's free to go outside um they're pushing that more and more and I think they're even like applying automatically on some accounts right now uh I think it's because of

[00:06:14] privacy and you know um all of those restriction that they want to really have the the open and what I found is uh really large audience when you give a lot of inventory to Facebook that's usually when it will perform well um quite I would say like five years years back um if when you would be like really uh small and targeted that would that would often perform really well uh but now it change it's really like Facebook has so much data on people um that you know often just leave it broad uh even with a specific Niche um Facebook is smart enough with the with the data it has on the on the business and um and uh you know based on your uh ad of course uh it will optimize quite quickly um so it's um it's quite powerful so uh in terms of audience I would say uh it's it's important especially uh to test out the different types but what will be the the major factor will be on the ad level which is

[00:07:12] the the creative um yeah and the last step here uh in terms of um ads set on the on the second level is the placement so this is kind of all placement which uh Facebook recommends but uh you can also go manual placement let's say you just want to run into stories uh or just feed uh you can remove those um quick uh quick note about placement is let's say you you go with the objectives of video view uh sometimes Facebook will push to like uh just like shitty uh shitty placement like Audience Network or in stream uh video ads so just something to keep in mind there um you know Facebook really if you go for link clicks they'll go with the placement that'll give VI the the cheapest link clicks and same things for video view so if you do those type of um objective uh just keep in mind uh of that you can do breakdown uh and see where uh everything is going um yeah so that's kind of the the Second Step

[00:08:17] here get do that so yeah that's the adset level you kind of have three tabs here hope everyone is following so we have campaigns ads sets so campaigns again is kind of just the the objective um adsets is where you're going to set your targeting and your placement mostly and then the last step uh which is the the most important one I would say uh where performance is really like the the major factor so if there's if there's the kind of two things to to kind of be the the golden rules I would say is to have a proper objective uh of course so I would say purchase uh for e-commerce um and then the the second step is the the creative so um if you you have those I would just you know that the audience matters but often what I found is that the same creative will either uh not perform or perform on the on the different type of audience you know it will not be a huge game changer um to go with um different

[00:09:17] audience so the focus should really be on the creative side um so yeah so I guess uh let's dive in and if if anyone uh has any question or mention yeah please do yeah so uh about the budget uh I've heard that we can set budgets on campaign level and also on asset level and I think in cxl course they were recommending if you want to test audiences then you should set uh Budget on campaign level so Facebook automatically decide which audience works it will push more budget so can we get more clarity on that I didn't understand what they were saying but yeah yeah uh couple things yeah so exact what she what she just said so let's say I can put my budget right here uh let's say let's put $30 so it's clean or I could so this if I set the budget right there um inside of all of those adet the $30 I mean let's say they're they're open right maybe I'll leave I'll leave the broad and maybe an interest right um so

[00:10:26] let's say um the budget that $30 will go through uh either of those three depending on what's uh what Facebook thinks uh will will do best uh in terms of of CBO or uh what you could do is uh you know remove it from here and then just set $10 for each um other set it to $20 as default but you know you can just um edit then set it to to to $10 so regarding that um I kind of I kind of prefer to um to have to have it either on the adset level or just have one adset inside a campaign uh the reason is just for control because often I've seen um I've seen Facebook uh push more budgets towards the one audience that is not the best performing so um so yeah I kind of like to have control on it where I would kind of use that setup with multiple adset is kind of where I'm really confident um about my setup you know I've tested it previously but uh you know there's many different ways to set up your budget and what not I don't mean

[00:11:35] to to you know I think best practices is you know you often can go wrong but uh yeah it's just that sometimes you have less control so let's say uh one of the adsets is performing bet is performing better but it has less of the span allocated uh then it becomes tricky and then the less changes you make to the the better you know those campaigns are kind of some I mean it depends on the brand and it depends on the campaigns I would say some some campaigns I would say I heard John said they have personalities and I really agree with that some will be fine with budget change and some will completely crash and U you know often the ones that will be more fragile is the the the smaller business with lower budget so once you have something uh that's working well with those I would you know try to make the less changes possible and kind of let the algorithm uh do its thing if that makes sense so yeah y so yeah

[00:12:31] that's kind of it's kind of hit but like let's say I would let's say um I've set the budget on the on the CBO level um here I can put in maximum um I'm sorry that's not it here I can put in like uh maximum uh budgets uh let me see where that is I can put it like a maximum or or minimum but often when when we try to play uh with those uh unless they went away for these guys but there you go ining campaign set up yeah seems like this uh move but uh on most accounts because you know they're doing a bunch of of updates but on most accounts on the bidget side um you'll be able to set a maximum and a minimum but often when I've started when I start to play with that just a performance drop so that's kind of why I like to to have control um here um yeah that answers a answers your question your question I guess oh yes yeah all right yeah anything else uh yeah go ahead okay uh so Jonathan my question is that uh you

[00:13:48] just mentioned that with audiences we can go Broad in Facebook but it is it is the creative that drives the performance and sort of like directs The Campaign into figuring out the WR audiences that's right can you explain that because I mean we can design the I mean you you get the videos from the client you write the ad copy but when you say that creative drives performance and it figures out the audience itself like what do you really mean if if an example would be great yeah sure um I mean what I kind of mean is that uh you know like the let's say you have one creative that is working really well um and uh you test it out with uh with different audience um you know this will likely work well on most of the audience uh but it's not the the opposite it's kind of it's not the opposite so like let's say the the audience um these uh you know they will kind of I mean I guess where I was going is is not really the the right

[00:14:49] concept I would want to say but just like the the creative uh you can put in different audience and then the in terms of the adsets uh the audience uh you know if it has if it's if it's uh not performing uh with one audience it's likely not going to perform with different audience even if you have even if it worked in the past I would say um this is not the major factor um not sure if maybe I I did some rambling here uh but does does does that make sense or should should I give uh more details about that okay so from from what I understand is that you're trying to say that uh creatives drive creatives drive performance in the sense that if a creative is working for one audience it can it still has the potential to work for other audiences but if you test it out with one audience and it's not working there then it it still won't work across audiences correct that's that's exactly that that's well that's

[00:15:49] better said that I just did yeah so just to add on like for example if you are testing a new creative do you test it on a specific audience and then go broad or do you go Broad and I mean my favorite type of audiences would be lookalikes um so I would say like lookalikes 10% um is what I've kind of my go-to audience so and there's um there's there's a concept too called the overlap uh inside meta so um you know meta is supposed to uh you know not like when the the audience is is the exact same so um so I would yeah so like my 10% I kind of like to have the 10% lookalikes for uh you know the best performing creatives once I I've seen it work uh you know push that and then for Creative potentially I'll test you know with the 5% or interest or broad I kind of will see uh on the um on the account what's performed the best uh even though you know creative is is the main factor so I'll I'll usually uh test with that but

[00:16:59] I'll I'll I'll switch it up you know I'll test uh new creative sometimes with broad if we don't have anything broad on the account or interest I'll try uh just slightly maybe uh I like to stack interest so having a bunch of them so just doing slight variation so Facebook doesn't see the overlap um and then if I have look like 10% running for example for for testing audience I maybe test it with 5% or 7% just so just so it's different and there's not that overlap uh directly that Facebook see because I think they crack down on um on some kind of Drop Shipping uh people that were uh you know just duplicating winning campaigns like crazy uh over and over again so they kind of push on on overlap and they kind of frame it as you're competing against yourself um so that's kind of why they recommend the I guess a simpler setup less campaign less headsets uh and consolidate data but often you know depends on the accounts

[00:17:52] too some accounts handle well uh large budgets but seems like you know it not too small budgets of course you don't want to do go like $10 or or stuff like that but you know like seems like uh lower budget tends to get a best performance like $30 $40 you know of course you it depends on the the Span in some accounts uh performs better than others but just something to keep in mind uh when testing new new uh new creative I would recommend just going um not too big on the budget because um how I would explain it is that uh you know let's say um you give that like $50 a day Facebook will try to go with really like the the top uh the best audience but if you give more I have to expand to fulfill your your order of more buet and then um this is likely to not always but sometimes it will will decrease uh performance uh but again that's always depending on the account uh performance and what we see is that uh in terms of

[00:18:54] brand presence you know when a brand has a strong uh online presence um um it often works a lot better uh I think in terms of data but also in terms of of course like brand recognition recognition and brand awareness so yeah if that makes sense got it in this in this call we want to talk about uh you know the the strategy uh between uh Google and the meta so how the the two platform can work together I think the the key have consistency uh we don't want to be misalign in terms of the headlines or the offers um ideally for all the