Meta Ads Campaign Structure Part 2: Creatives Setup and Optimization

[00:00:00] so that's kind of the the idea here and um you know you can put your catalog in in catalog in different format you know it could be just a single image of video but what I found working best is with the carousel here so on the creative side here um so a cool trick that we can do to kind of uh save engagement is using the post ID so maybe I can come back to to this strategy on another call um but usually what what you'll see is it will be in create ad so so create ad right here that's kind of where you you'll do your your your setup um so there's kind of two major types of creative so there's like the the manual upload which will be either like a a single video uh or an image or a carousel that's kind of the like the the three go-to the the regular ones that will have engagement that will keep engagement and uh the other one it's kind of it's catalog so catalog uh most likely will not keep engagement and

[00:01:04] those catalog ads um so catalog ads is where you're going to select like the products you can do like product sets um inside the their Commerce Commerce manager so it's it's syncing with Shopify they're using Shopify or not there's like a bunch of apps or or tools that can help kind of create the feed I think you guys are familiar with feed so that's kind of the the idea here and um you know you can put your catalog in catalog in different format you know it could be just a single image or video but what I found working best is just a carousel so Facebook will dynamically uh show the best performing um products there I mean on the preview it's it's just random but it will be uh based on click through eight uh you know most likely uh to rep purchase uh what they've seen uh what they click on and whatnot so it's it's really a powerful tool and um this um there's a type of campaign I guess I didn't I didn't

[00:02:00] talked about is the the ASC so maybe let me come back here before I go further more in the calog because I um we prefer the we prefer the catalog uh in terms of this uh type of new campaign so it's called the advantage uh shopping campaign so it's kind of it's kind of just like uh you just sets your your location so either United States or different countries and you let uh Facebook optimize so it's really like just Broad um and it's supposed to do the the remarketing um on itself um so you can they just recently added the engage audience but you can Define your existing customers and Define your engage audience uh which will be just like visitors and customers will be buyers of course and um it will kind of remarket on itself so it kind of goes with the idea of like having a broad inventory and just letting uh Facebook um you know not restrict the ALG algorithm that's kind of the idea I think here um yeah so sorry to to get

[00:03:04] back to the ASC here it's just like a different type of of campaigns that I forgot to to mention that's different from the traditional and um and also like they recently um added the advantage audience so the advantage audience is kind of like you can do the interest in the the local likes and whatnot but it will just be a suggestion uh and then it will go broad so it's kind of similar to the to the advantage shopping is just that you get them a kind of a little bit of direction but you know it's uh it's kind of it's kind of really similar in terms of the the concept um yep and then here uh get back to the catalog so catalog you have all your products all your products and you can do like all products or you can do go in the in the in the Commerce manager and kind of Select either manually or kind of filter products by product name or just exclude um some products so like here we're just excluding tools uh so they just have

[00:04:01] they just want their Woods um so yeah so this is dynamically updating here on the headline it's dynamically updating with the the headline and here we have the product price I mean for for these guys um a lot of people were were saying sometimes that the product was expensive and what not so they wanted to showcase the price but usually we don't uh showcase the price I mean sometimes it's a good test to to to try or put in ad copy but we like to get the clicks and remark it and you know get the data so that's for the the catalog right there um and then I guess to create uh to create an ad uh Regular Ad you just switch from Cog to manual upload and then from here um here I'm in carel yeah from there you'll add either your image or your video so let's I just add an image real quick because sometimes video will take a second or two get that one so in here uh you can cop for different uh different uh placements So Stories

[00:05:06] you know um some Brands you know will really be picky and we'll always want to have the the full uh 9 to 9 by6 version so you can replace that with a 9 by6 version right there um some brands are fine with uh you know having this square and Facebook will kind of fill uh with some you know uh you probably seen it in your in your own uh story feed but they will they will kind of feed here with the you know the the color that fits so it's kind of good user experience still um so yeah and then uh here there's a bunch of optimization here on the on the creative side uh that Facebook recommends uh I mean some for for client that are picky we usually turn those off uh I mean almost all of them uh because sometimes you know it will do weird things with your creator uh and sometimes the client will see it and we be kind of oh what's what's that you know so for example like here'll we'll put the that's the that's the one

[00:06:08] I see the most often uh you know having the headline that shows here when with the weird Banner that that Facebook um added here so I would recommend putting those off for for py client py clients for other clients you can leave it on uh just make sure when there's there are text Heavy um you know sometimes the expand image or whatnot will kind of crop the text and it will just look weird so keep that in mind uh but it's it's fine to test I would say um but I found that there's not a huge uh huge difference and if you have just a small budget I probably just recommend to uh put it off so there's not too many option for for the algorithm to to kind of work on so yeah this is about it and then here um when you create your your text you have your primary text uh so just put primary text here that will be on top on Facebook and lower um right here in on Instagram and then you have your headline so headline um they will only

[00:07:15] show in the in Facebook feed uh so on on Instagram feed you won't see it uh so that's something also to to keep in mind and there's there's also like optimization that will Facebook will play around with your text and can show your headline where your primary text is headlines should be quite short I think the the recommendation should be like 30 characters because often it will be uh cut uh by the the call to action button so call to action button for for e-commerce uh usually we'll do shop now uh they introduce they introduce like the order now uh which you know if they have just a single products you could try but you know shop now is what we see work best learn more works as well um but it's just kind of you kind of go more direct let's say if you're try to close a sale now I would definitely go for shop now unless it's it's something that you know needs needs explanation can in in terms

[00:08:12] of like uh video versus images I think you know images can work really well uh but videos sometimes are needed for um for product that need an explanation so like the the customer needs to see it in in use so on those cases uh I would push for for video uh but uh often I would say test both uh test both image and videos and kind of uh yeah thr thr the more creative you you try the better and um in terms of angles too I would say you know test out uh angles that uh you know different angles that are strong so either you push uh you know the the quality or uh you know the the price uh or either you push uh you know a limited time offer uh you know just just different angles uh that you can come up with and that you can make your your creative and and text about uh that's that's what I would recommend you know just identifying those those angles and uh really test it out uh a few times at least to really

[00:09:14] have a a a better idea of what's uh triggering the the people and you know often what what we'll do is um we'll start with uh the landing page you know the the product page because if they like the if they like the ad you know on meta uh then it's similar when they get to the website kind of just flows and it's it's more relevant um so yeah that's would be a that would be my suggestion if you're not sure uh just start off with the landing page because uh that's just best practices um I would say um and um yeah so that's the an instrments that we put that we set off and then you set your your website uh URL right there so often uh we send to product page directly or collection page some Brands work well on hom page but uh most most is not the best you know the last clicks uh usually is better so often product page or collection uh this is what we recommend or if they have a specific uh landing

[00:10:12] page and um yeah you could have language but we rarely do those uh so let's say you have uh you're running in Quebec here where you have French and and English you can set those up but uh we rarely do those the add-on same thing uh rarely uh it's it's really rare that we use those highlight promo codes this is uh recent I think it's a month or two old so Facebook can highlight promo codes here so something to try it out if you have a sell I think um and then they have you know also uh info labels so that's also really new just a couple couple months old um so here let's say they have a lot of followers I would on Instagram I might check that one so uh they'll see it here and kind of boost the social proof um so yeah and in terms of social proof too I would say like engagement engagement is kind of really important it's not always you know uh needed but often the the best performing creative

[00:11:10] will have lots of Engagement um and uh you know it's important to manage those comments too because if you have like some really bad comments that are on top of the when people like open the comments uh you'll you'll often see performance drop I think like maybe 30% or maybe more of people will look at comments before clicking or before purchasing so kind of important to to to make sure the client is managing that or you can also you know look if you can manage on your own or just hide or delete you have the option to hide or delete comments uh that are negative and the positive ones we like to like and reply so it push uh push to the top um in terms of uh you know it's kind of like reviews I would say the the comments a little bit uh yeah they're quite important and there's also the reaction uh on meta you know some people can uh react like love uh wow haha or be be kind of angry the haha and angry are

[00:12:12] often not good for performance I found so Facebook will display the the top three so uh maybe keep an eye on that try to have uh like love and wow in the top three ideally because if we have a you know a mad face or people laughing it often uh kind of kind of means uh you know probably comments too are not that great uh and it will it will hurt performance uh from what I found so yeah uh and it it also gives you good feedback too on the on the the how the businesses perceive the comments um from the from you know some people that are cold so it's uh it's good to keep an eye on that um kind of like reviews um any any question regarding that please pop pop them up all good all right um yeah so that's kind of the the rundown on on creatives you have also the the carousell which was similar to the catalog we had but it's just kind of manual um those uh those we uh we don't use that a turn but

[00:13:21] we'll use it let's say you want to want to showcase different option or uh different uh pictures uh let's say you have uh you know something that's uh that has different plans or uh you want to see let's say you have a house you want to show the inside the outside you know the living room and whatnot you can do the the swipe uh but usually those get less engagement um yeah and the in terms of keeping the engagement I guess that's a cool trick um is to I mean you can you can just uh duplicate uh any any adsets and uh you have this show existing reaction in comments but if you change just one word or or sometimes you know you don't even change anything and the engagement doesn't stay but there's a there's a way to uh kind of grab the post ID which is like the number you see uh right there uh to grab the post ID uh once you go to page post and uh I was I'll probably do another uh another quick training on

[00:14:30] how to to do that but you can go into page post and search with the the date or the the ad copy and look at you know matching the the comments and whatnot and then kind of just uh use this ID right there switch it to use existing post and then you kind of just past the I mean this one will will keep I mean it defaulted to this one but will be the same thing but that way you're sure that you'll keep the the engagement um we often sometimes uh before even launching uh we'll do this so we'll we'll push we'll delete the campaign and then we'll just go grab the the post ID so that way we kind of keep the engagement and really have the the control on which uh post we're we're using and um yeah this one is using the learn more button that's a that's a video that's been running for a while and lots of comments so that's kind of what's is uh what what is keeping the the performance but you know also this

[00:15:26] Brands perform really well with the catalog that has no engagement so something to keep in mind but often you know you want to find like those few creatives that will uh that will keep the engagement kind of push I would say like 70% 80% of the the budget there uh to what's working best and you can also look into the creative reporting um if you gives you like a better overview um of what you see uh working best my next Point here uh was just the 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 uh thought I I I'd share it so we have campaigns uh this is where you'll select your your objective so