# How Many Facebook Ad Campaigns Should You Run?

Channel: Ben Heath
Video: https://www.youtube.com/watch?v=MSQBl6xViyQ
Duration: 13 min
Language: English
Words: 2709
Transcript page: https://viewrankai.com/tools/youtube-transcript/MSQBl6xViyQ

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[0:00] hi guys it's ben heath from lead guru and in this video i'm going to talk about how many facebook ad campaigns you should run at any one time something i've had a lot of questions about recently people are looking to sort of structure not just a campaign itself but also their whole ad account and and make it work so that's going to cover in this video before we're going to actually very quickly ask you to smash that like button please click that thumbs up button that would very much help me out be much appreciated and of course subscribe to my youtube channel if you are new

[0:27] and haven't done so already okay so i'm in an example facebook ad account here and i'm going to talk through this process of how we approach this using um some examples now how many campaigns you have to some extent is obviously going to depend on the strategy that you use and before you get into the number of facebook ad campaigns it's very very important that you are you are very clear about what strategy or which two strategies for example you're going to use when it comes to facebook advertising if you don't know that and you don't know what you should be using i'd go ahead and check out a free

[1:03] webinar i've created called three killer facebook advertising strategies to double or more your revenue there will be a link in the video description below go ahead and check that it's completely free 60 70 minutes long you will be very very happy that you watch that at the end of it if you don't know exactly what your strategy is is going to be i think that's that be well worth your time to check that out but so obviously for example if you're going to use a lead magnet webinar campaign there's going to be a strategy there's going to be a couple of campaigns in there if you use a direct office

[1:30] strategy there's going to be a campaign there for the purpose of this video i'm going to use a direct offer strategy which assuming you were say a one product or a one service business under that strategy you would just go with the one campaign and that'll make a lot of sense when you go through that through that webinar now so i'm gonna assume that your starting point if you have one product or one service there's one campaign and it we we're going to expand from there and explain how that works you obviously need to adjust that if you're using like a lead magnet strategy which naturally will have two campaigns

[2:01] um so just make sure you multiply whatever you go through by two if you're using that sort of process okay hopefully that makes sense now if you only offer one product or one product range i really like to keep things very simple and go with one campaign live at any one time so that might look like exactly what i've got set up in this example ad account here in this draft cbo campaign now people used to structure things where they'd have different campaigns and so say one campaign an ad set in each campaign and you that's how you separate out a lot of your targeting options i don't

[2:37] like doing that i like including the targeting options cold and warm in to one cbo campaign and allowing facebook to divert budget according to performance okay so in this cbo campaign we would have say five ad sets maybe four cold audience ad sets a couple of those being lookalikes and then one warm audience ad set for retargeting we'd include that in the one campaign now if you are offering very different products or noticeably different products or services that is where i would be looking to introduce multiple campaigns and here's why if you've got the one campaign and let's say you've got five ad sets and you've

[3:17] got you know a few ads in each ad set facebook's going to optimize your campaign for the best results possible one of the metrics that's going to use to determine that if you're running a conversions campaign which again i'm going to assume you are for the purpose of this video is what your cost per purchase or cost per lead is now yes they'll use roast return on ad spend and things like that which can help um with with including things in in the one campaign but let's say for example you've got two different services one is and you're generating leads for both of them on your website okay

[3:55] so you are sending traffic to different landing pages two different services looking to generate leads through a conversions campaign on one and look at generate leads to conversion campaign for the other if you've just got the one campaign for both of those services and one of those services is let's say a 50 service there's really easy people to quickly sign up for you're going to get really low cost per lead and then the other service is a much more expensive service perhaps it's you know fifteen hundred dollars it's um worth a lot more to your business you'd much rather have customers sign up for that but it's obviously much more involved

[4:29] you're going to get far less leads and these are going to cost you more when you advertise because it's a much bigger ask if you include both those offers basically within the same campaign and within the same ad sets facebook is going to favor the offer that is much easier people to sign up for that's got the lowest cost per lead so that's why in those scenarios when you've got different products or different services i'd be looking to have one per campaign so the way i like to where i sort of would summarize is i have one offer or product range per campaign and i go with the product range because

[5:05] you don't need to have a separate campaign if for example you're selling apparel and you're selling um jumpers and you've got 30 different jumpers that you sell and they're somewhat similar price points but they just differ in like design or or you know or color or or something like that yeah you could include those all in one campaign and actually i'd recommend you do that because even if you have separate ads for each product which you may or may not do you may have carousels or catalog sales whatever but if you do have separate ads for different products facebook's going to help you work out which your best sellers are going to

[5:35] focus on those which is helpful but if you are selling if you're in a power business and you're selling a jumper range you know um and you're also selling shoes okay i would have those in different campaigns i'd have shoes in one campaign i'd have uh the jumper range in a different campaign that's how i separate out things you want to think about the number of campaigns you run in terms of how can i put facebook on my side here so we want facebook to optimize as much as it can where it can that's why we go with a cbo campaign and we put our warm audience

[6:08] assets in with our cold audience assets because we want facebook to optimize budget across our warm audiences and our cold audiences effectively it's why we're going to use broader targeting options than we would have done four years ago because we want facebook to find people within our audience that are going to uh that go mo the most likely deliver the best results it's also why within a product range like within a whole range of jumpers we're going to put you know you might have six eight twelve different you know we wouldn't normally have that many but in this scenario you might that many different ads in one ad set

[6:39] and facebook will work out amongst those okay which is gonna produce the best results and um and that's helpful data for you to have but if you've got very different products facebook is going to optimize for the one that delivers the lowest cost per conversion a lot of the time and that might not be what you want as a business that's not putting facebook's optimization process on your side if you have you go look we're going to pay more in terms of cost per lead people interested in this service but they're worth a lot more to us you want to have that in a separate campaign and you want to be able to

[7:11] control the budget accordingly it may well be that you only want to spend twenty dollars you know the original example we gave with the service business with the two different services you might want to be spending 20 percent of your budget on the lower value service and 80 on a higher value you don't want necessarily facebook making that decision because they're gonna favor the lower value service because they can get leads for you um nice nicely and easily so in terms of how many campaigns they have live at any one time i think about it one when we're using the direct to offer cam strategy one conversion campaign

[7:43] per offer or product range okay um hopefully that makes sense right and there's some gray area there and so we've sort of discussed the product range and i want to i want to talk about the offer side of things a little bit if we were gonna run a black friday sale or a you know spring sale or a christmas sale or a valentine's day whatever happens to be we would have our own campaign for that okay and that's why it's offer or product range you might be selling the same product but that would get a separate campaign when we turn on let's say a black friday sale

[8:18] campaign we are going to turn off our original one okay that's important so running at once might still just be the one it'd be the one campaign for that product range even though we're running a different campaign because we're running a special offer um but we're gonna use a different campaign for that because we want facebook to run that campaign and learn in the conditions of that campaign so it might be that amongst your target audience there's differences in the people that buy full price throughout the whole year and people who buy with a 50 discount for black friday for that week of black friday okay

[8:52] there might be differences in terms of what the best frequency number should be it's probably going to be a lot higher over a short time period for that black friday campaign might be differences in terms of what time of day you put ads in front of people maybe in the rest of the year you can only really target them in the evening but in the right black friday people are just living on their phones and computers and buying anyway so you can do it all day maybe it's slightly different in targeting people who are more likely to be interested in deals and discounts and things like that for black friday

[9:19] so what i'm getting at here is if you were to go and introduce your black friday offers into your existing campaigns they might not do as well because facebook's like okay we know how to sell this product or service through this campaign we've got lots of conversion data this is best operating procedures but with the black friday discount that changes best operating procedure and you want to make sure facebook learns afresh doesn't take the old learning and likewise by the way once you then end your black friday sale and you go back to running your regular campaigns you don't want to be running your black friday to have the black friday campaign

[9:56] optimization sort of obscuring best practices for those ads so keep them separate okay so the simple rule you know i've explained around a lot but the simple rule is one campaign per product or offer i do not often use separate retargeting campaigns so most of the time 90 of the time we're gonna have a retargeting ad set in with our main cbo campaign so like this for example is going to have a retargeting ad set so for that product or product range or service we're going to have both combined whereas a lot of people have retargeting and cold audiences separate we're not going to do that

[10:36] um but we just separate out the campaigns per product or offer one thing a point i want to clarify on the offer side of things we've got separate campaigns for say black friday things like that is we will reuse that the next year right because again the learnings have taken place you probably don't need to change as much because that's how you've got it all set up we will probably reuse that next year we'll change up the ad creative usually and make sure that looks nice and fresh and things like that unless we had something just just crushed it the previous year um and if you're just getting started

[11:04] facebook advertising the idea of thinking years out might be like what that's crazy i don't operate on those time horizons and i completely get that but you will years come round and you know we work with companies where we're running our fourth or fifth year of black friday sales and you can use a lot of what you did previously to help improve performance for uh for this year okay so hopefully that has clarified things hopefully that's made the task a little bit less daunting i see ad accounts all the time where i look in them and there's like 155 campaigns and they spend you know 20 000 and you think we

[11:35] wouldn't get anywhere near 155 campaigns 20 000 it means you've no idea what's going on this is a complete mess keep things simple wherever possible is going to help things particularly over the long run okay hope that's been useful so before you go a couple of things i want to mention the first is that free webinar i already mentioned beginning this video go ahead and check that out right you need to get your strategy and your sales funnel in place before you talk about the number of campaigns number of ads anything like that so go ahead and make sure you uh you go through that be well worth your time

[12:04] another three thing i'll mention is my facebook ads mastermind group so facebook group uh with just just around 70 000 members as of the recording this video which is a fantastic amazing community something i'm really really proud of it's full of facebook advertisers just like you ask questions get them answered really engaged and involved um i do free live trainings in the group most weeks um it's one of the biggest communities of facebook advertisers in the world and we'd love to be part of it again link is in the description below go ahead and request to join and we will see you on the inside if this video has

[12:35] been useful please comment below to let me know um i don't i'm not able to respond to every single comment but i do see them and i get to as many as i can please hit that thumbs up button that would help me out and of course subscribe if you're new and you haven't done so already i release facebook advertising related content all the time um thanks a lot guys best of luck with everything and i'll talk to you soon bye

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