The NEW WAY To Run Facebook Ads

0:00you may have seen in your ad account that there is a brand new way to run Facebook ad campaigns it's called a tailored campaign and we really need to talk about this so to explain what a tailored campaign is I'm in an example ad account and I'm in ads manager and I'll walk you through the process I'm going to create an example Taylor campaign and explain what the differences are between that and what we used to just call a Facebook ad campaign but it's now being referred to as a manual campaign that's the traditional way of doing things the other way of doing things anyway so I'm in ads

0:24manager if I go ahead and click on this green plus create button now what you'll find is that tailored campaigns aren't available for every campaign objective they are currently available for leads and sales and some engagement campaigns now as an agency and I'm sure you as an Advertiser the vast majority of the campaigns that we create are going to be leads and sales sometimes we'll yes use awareness if we're running an omnipresent content campaign or we might use traffic if we can't track conversions for example but the majority of the time 90 of the time is going to be leads and sales so this new campaign

0:54type applies in the vast majority of circumstances when advertisers want to promote their stuff I'm going to ahead and use a leads campaign as an example here but what I talk about very much applies to a sales campaign the tailored setup is similar for both so let's go ahead and click continue now what you will see is that we get this window if you select one of the objectives it doesn't have a Taylor campaign you'll just go through to the sort of regular creation of a Facebook ad campaign where you've got campaign ad set and add now the first thing that we should highlight is that meta are obviously pushing us

1:24towards Taylor campaigns firstly it's a default option if I just click continue then it's going to go with tailored leads campaign it's also called tailored that sounds good doesn't it that sounds better than non-tailored everyone knows that a tailored suit fits better than one that you just buy off the wrap okay and they also give you some reason some incentives for using this so they've said hey look this is streamlined it's tailored it features best practices and the description is create your campaign in fewer steps using Taylor Lee's campaign it's preset with built-in best practices to help you get more leads of the best value so these are things that

1:57are obviously trying to get us to take the action of your using a tailored campaign if we look at the description of the manual leads campaign it's create a leads campaign from scratch using the standard setup so for beginner advertise it sounds like more effort it doesn't sound like the way to go we're going to discuss that but if I go ahead and select this Taylor campaign and click continue and then we can take a look at what we're dealing with here when we're going through um a tailored in this case lead campaign creation process so the first thing to note is that we only have two stages so

2:26we've got this campaign stage and then we've got this ad stage we don't have an ad set we don't have that third stage you might be thinking well how's that going to work with all the targeting options and placement options and things like that well some of that stuff you just can't touch and some of it is Blended into the other options so if we think about this as the campaign stage we've got specialized categories you can name it but then we've also got some stuff that would traditionally be in the ad set level so we've got things like conversion location because it's a lead campaign it's defaulted to instant form

2:52so that is at the ad set level when we create a manual leads campaign then we've got our Facebook page that again would normally be at the ad set level but budgeting schedule that could be the campaign level or the budget level depending on if you're using Advantage campaign budget or not and so that's all fairly similar then we get down to this audience section and this audience section is exactly what you would expect to see at the ad set level so here you would enter in your targeting information just like you would with a regular campaign and by the way I'm going to skip over the actual setup of

3:20things like targeting and all that sort of stuff because I've covered that in other videos I'll include a link to the video description it's got a full tutorial a full walkthrough of exactly what to do at each stage of a Facebook ad campaign so you can go ahead and check that out if you are interested in what do you put in for your targeting options and all that sort of stuff but all this stuff would normally be at the ad set level it's at the campaign level within a tailored leads campaign and then that's all we've got so we've got targeting we've got our budget we've got

3:43our conversion location at the campaign level here and then if I jump over to the ad level we will see that this looks pretty similar to how you create regular ads if I just scroll to the top here we've got our ad name obviously make sure you get the right Facebook page Instagram account and then we've got the add setup section which looks very very similar to the ad level in a manual campaign so choose your image video um add in the very stuff that you want like primary text headlines descriptions etc etc again I have other videos on how to put ads together we get down to the

4:14bottom here we've got this destination section with instant form again this is exactly what we would see at the ad level select where people are going to convert in this case we're keeping them on Facebook Instagram with an instant form so they do that but that could be through to your website you won't see this section and then we've got tracking with um pixel and things like that and then we scroll down and that is it so what you'll see here is that the ad section is basically no different from um what it is with a manual campaign the campaign level and AD set level from a

4:45manual campaign has been sort of combined into this section but there's tons of stuff missing and what you can see up here is this little note tated leads campaign create your own campaign in fewer steps because there are lots of preset settings if we click on this button here you will see that the these are the things that we would be able to change with a manual campaign that we can't change in a tailored campaign so obviously we can't change campaign objective we can't change uh bid strategy so that's just going to be highest volume we can't go for anything else anything that we might be able to

5:14talk about now usually we would go for highest volume when we've got a leads campaign but that's something to be aware of we can't change placements now this is a really big one we can't choose to just advertise on Facebook or just advertise on Instagram or just advertise on stories because we know that works well for our brand just advertise on feeds because we know that works well for our brand we have to go with absolutely everything that includes the Audience Network oh yeah there are some issues with that perfectly honest but but there we go um and then we've got the optimization for ad delivery section is lead so we

5:46can't optimize for link clicks we can't optimize for landing page views we can't optimize for something different again we usually wouldn't but that's just something to uh to be aware of um in some ad accounts this optimization for ad delivery is now referred to as the performance goal just in case you see that and you're like what's that um that's what it means okay and there are some other things that you can't change that you can't structure in a way that you might like that um they didn't even cover in this preset settings section they haven't sort of told you about all the things that you can't yet

6:12so for example because of the structure because the campaign level is combined with the ad set level it means that we can no longer have for example a campaign that is running multiple different targeting options traditionally we would have used one campaign and maybe had three four five different ad sets testing different targeting options to see which one produces the best results we can't do this with this because there is no ad set level within a campaign to have multiple ad sets so that's something that's gone away now in a second I'm going to explain whether you want to be using tailored campaigns or manual campaigns before I do that trying to

6:42quickly mention our done for you Facebook and Instagram advertising services so if you'd like my company my agency to create manage and optimize campaigns for your business we can take that workload off your hands hopefully help you get significantly better results you can find out more about our service by click on the link in the description that takes you through to a page and a website where you can book in a free no obligation call with one of my team members so if you're interested in working with us strongly recommend you book a call hopefully we get a chance to work together the reason why matter are

7:07doing this is because with tailored campaigns it makes it less likely that a beginner is going to make big mistakes because what often happens is someone will start Facebook advertising they won't know what they're doing they will run a campaign they will make a whole bunch of mistakes they'll optimize for the wrong thing um they might go with a placement option where there's almost no traffic they might just Tinker it and get things wrong and then they run a campaign and he doesn't get any results because they've basically messed it up that person then goes Facebook and Instagram advertising doesn't work I'm not going to advertise on the platform

7:37now we know that that's not true they just got it wrong but a beginner doesn't know that they're not aware of that so with the tailored campaign what matter is thinking is okay can we just fix some of this stuff so that they can't mess it up they can't and make real big mistakes that are going to lead to them getting no results so I think for most beginners this is going to get help get them better results however if you know what you're doing and you do want to have more control over things like placement options over things like ability to test different targeting options

8:10simultaneously then I think it's much better to go with a manual campaign setup if you're I would say definitely an intermediate or Advanced Advertiser but even a beginner that sort of gotten over those first few hurdles you've gone through my tutorials and how to create a campaign one or two of them and you've got an understanding you'd be better off having more flexibility and more control because there may be circumstances where you do want to adjust things so it's really important for your business to just advertise on Instagram stories because that's where you get by far your best results you don't want your ads appearing in other locations so I would

8:40encourage the vast majority of people watching my content that know what they're doing with Facebook ads at least to some extent to be going with the manual setup Facebook make it sound scary make it sound like something you want to avoid but as I said tailored leads tailored campaigns is nothing special it is just a reduction in flexibility which when you know what you're doing you want to avoid if you do want to use manual campaigns as I would recommend for most then you need to know what to select at every single setting at the campaign ads at an ad level fortunately I've created a detailed

9:10tutorial that shows you exactly how to do that I'll walk you through the entire Facebook ad campaign creation process I think you're going to find it really valuable