How To Structure Your Facebook Ad Campaigns The RIGHT Way!

0:00hi guys it's ben heath from lead guru and in this video i'm going to show you how to structure your facebook ad campaigns the right way i get a lot of questions about facebook ad campaign structure and it's really really important if you set it up the right way and you structure your facebook ad campaigns the right way when you get started it makes not only your chances of success that much greater but it also makes it much easier for you to adjust and optimize campaigns going forward and we've developed a structure that works really well given the fact that we're a facebook ads agency and we're managing

0:29dozens of facebook ad accounts so being able to go in take a look at what matters make adjustments relatively quickly and whilst being the right adjustments and helping improve performance is really really important so i want to show you how to do in this video all about structuring your facebook ad campaigns the right way so to do that i'm going to create an example facebook ad campaign and go through the steps shouldn't take too long now before i get into that i want to quickly mention that at the end of this video i'm going to tell you about a free facebook advertising resource all to do with facebook advertising strategy

1:00and sales funnels so i strongly recommend you you stick around to that because i think you're gonna be really interested in in that but anyway with that said let's get into this so here i am now inside um a demonstration facebook ad account i'm going to go ahead and create a example campaign so let's go ahead and go through the steps so obviously start by going into ads manager which is where i am right now i've had a few questions people are going how do you get to ads manager when you're in your personal facebook ad account there will be a little black arrow on the top right hand side

1:27downwards arrow click on that in that drop down list there will be manage adverts create adverts create ads manage ads something like that facebook changes it for different locations different people click on that that'll take you through to ads manager which is somewhere like this i've got example campaigns in here but they're all in draft mode because this is a demonstration account so don't worry about any of that you may see something different but anyway once you're here go ahead and click that green plus create button and what we're going to do is we're just going to call this um example cbo campaign and you'll see why it's

1:58called cbo in a second so buying type you want to have as auction campaign objective i've got another video about campaign objectives i'll include a link to the video description below suffice to say that most of the time you're going to want to use conversions okay daily budget i've got other videos about how much you should be spending on facebook ads it's a question i get asked all the time again there'll be a link in the video description below to another video talking about that specifically i don't want to get bogged down in that here but basically start with something that you can afford my default here is 100 pound

2:28a day campaign budget which by the way if you're getting started thinking what 100 pound a day which is 130 a day something like that what's that four four and a half thousand dollars a month if that seems scary to you that's fine don't worry you don't have to start with that much facebook have automatically switched on campaign budget optimization here and that's key um well using campaign budget optimization is key you can just switch it on yourself if you want you don't have to um the facebook doesn't have to default it for you anyway this is a feature i absolutely want to use because this

2:56makes budget allocation automatic and more effective and i'll explain why when we get to the ad set level okay so just make sure you've got campaign budget optimization switched on as i do here so i'm just gonna go ahead and pop in warm audience in here and then i'm gonna have image add one in here don't worry those things will make more sense in a second as we go through the video so facebook ad campaigns are split into three parts which you may already be aware of it's a campaign level the ad set level and the ad level here we're at the campaign level not too much to set

3:32we've got our buying type we've got our objective we've got um cbo turned on we've set our budget and our bid strategy is lowest cost again i've got videos about bid strategies things like that go ahead and check those out what i want to now go to is the ad set of actually i'm going to minimize this window because i want to show you the ad set so let's click into this campaign and see we've got one ad set in here so this campaign is all about this video sorry is all about facebook ad campaign structure the way i like to structure my campaigns is i like to have one cbo campaign

4:06whether you're running a campaign for a you know a service provider that offers a free consultation or you're running a campaign for an e-commerce business that's looking to directly generate sales most of the time not all the time um actually i'll explain more about this later but most of the time i'm gonna have one campaign it's gonna be a conversions campaign and what i want within that one campaign is three to five ad sets each ad set is going to focus on a different audience okay one ad set is going to be a warm audience ad set okay so let's go ahead and edit this so

4:39let's say for example i was optimizing for purchase it's a demonstration ad account so all these things are going to be read don't worry about that now let's say in my warm audience ad set i want to advertise the warmest audiences that i have available what that means for different businesses is different things so for example some businesses might have 5 000 existing customers and they're advertising something new or different to what they've already bought in which case great go ahead and add in your previous customer list into here into this custom audiences section some businesses have email lists some businesses have website visitors in which case great in fact i may have

5:19created some example stuff in here let's just have a look yeah so for example i've created uh all website visitors so i can target website visitors um let me have a look at what other custom audiences i've got uh i said there's a demonstration that account so i could for example target my email list um i could example target my customer list okay i've got all the examples in here so in an ideal world in my warm audience ad set i'll be targeting these three audiences all website visitors everyone on my customer list and everyone on my email list if those are separate now obviously if

5:54you're advertising you only have one product or service don't advertise that to your customers if they've already bought it and it's not a repeat purchase type product or service that would be silly but assuming that's not the case this is what i want to include in my warm audience asset some businesses may not have a customer list for example okay fine go with those two some businesses may not have an email list in which case just go with your website visitors but that's my warm audience ad set i like to bundle all of them into one ad set um i find that that works best because

6:24warm audiences are usually quite small but facebook prefers larger audiences so i want my warm audience ad set to be as large as possible so let's go ahead and add these back in example customer list an example email list fat so that's my warm audience ad set now i've already said that i want three to five different ad sets so if i go back out of here we've got warm audience and i'm just gonna i didn't mean to do that i'm just gonna say website visitors email list customer list okay i normally have website listeners 180 to be specific because i want the largest audience possible

7:06but there we go now what i'll do is i duplicate that and i let's say i want to create four duplicates i'm gonna go with five different ad sets um that didn't seem to work fail to duplicate items it didn't let me for whatever reason sometimes i find the duplicate option doesn't work who knows why so we've got a warm audience answer right so but i said we want three to five what other ad sets do we want okay we're going to primarily base these other ad set around look-alike audiences so let's go with let's go with a lookalike uh one percent based off previous customers

7:53it's difficult to type and talk at the same time as you can probably see um and let's say that's one of our targeting options so now let's bounce back out so make it all option right we've got our warm audience ad set we've now got a one percent lookalike based on previous customers let's go in and edit this don't worry about that stuff we're just focusing on the targeting for the structure and i bet i've created one of these uh but i've done that product purchases fantastic okay oh by the way this is a disabled ad account don't worry it's just because it's a demonstration account i mess

8:27around in here all the time um you won't see that warning or hopefully you won't see that warning so one of my ad sets i want to be a lookalike audience based off previous product purchases or previous service purchases in general the single most effective cold audience targeting option that you can use when it comes to facebook advertising is people that are very similar to people that have already bought your product and that's what a one percent look-alike based off product purchases is previous customers so one percent look-alike based off previous customers if you don't know what a look-alike audience is you're not familiar with that no problem i'll include a link in

9:03the video description to a video that shows you exactly how to set up look-alike audiences what they are all that sort of stuff i'd recommend you go through that if you're not familiar but that's this is all about campaign structure so i want to make sure i keep on topic so there we go we've got one ad set based on previous customers now let's say your previous customer

9:28that's not what i wanted let me just try that again um i want an example there we go that's just me being a bit dopey i couldn't see example cbo campaign there that's what we're doing so we've got a lookalike audience based on previous customers but let's say your previous customer list has only got 500 people in it but let's say your email list has got 10 000 people in it in which case i also want to test a lookalike based off of your email list so let's go ahead and do lookalike email list make that at one percent as well now your look-alike audience based off

10:07previous customers is probably going to be a better audience at least at some point it may be a better audience now but at least at some point in the future but if you've only got 500 people on a customer list and you've got 10 000 people on email list the 10 000 people on the email list gives facebook a lot more data with which to find people that are basically highly likely to buy your products it gives facebook more accuracy because they've got more data so in the earlier stages when you haven't got a huge amount of people on your customer list your email list the

10:39look like based off your email list might outperform it as a result that's can be a little bit confusing to understand but hopefully that makes sense basically if you're in doubt test both test the lookalike based off previous customers test the lookalike based off your email list see which performs better in the long run when you've put lots of money behind your facebook ad campaigns you've generated tons of new customers thousands of new customers that's almost certainly going to be the better option but when you don't have thousands of customers on a customer list it may not be so let's go ahead and add in the

11:08lookalike based off an email okay so that's based off lead magnet opt-ins here instead of an email list just be aware that that's the same thing someone's opted in for a lead magnet they've joined your email list hopefully that makes sense okay i'm using old audiences i've created in this demonstration account to show you guys how this works so this is now how we're shaping up right let's go back into our campaign example cpu campaign so we now have the one percent lookalike based off previous customers one percent look like off email list and the warm audience another potential lookalike that you can create if you want i'm not gonna do it

11:40now is a one percent lookalike audience based off people that have um spent the most time on your website so let's say for example the top 25 or top 10 of website visitors that's an option i would use if you've got lots of website traffic if you're generating tens of thousands of visitors to your website a month go ahead and test that look a like as well it can perform very really really well i know that most people watching this video probably aren't in that situation where they have tens of thousands of visits a month so i'm not going to show you how to do that

12:09if you think how on earth do i go about creating a lookalike audience based off of uh you know people who have visited the top 25 sorry uh a lookalike audience based off of the top 25 of the most engaged website visitors that sounds really complicated again link in the video description to the lookalike audience tutorial that'll show you how to do that okay so if you're getting confused with these custom audiences look like audiences i've got other resources to help you out okay so we've got that now that we've got three in there we could run the campaign right now not everyone will have previous customers or an email list

12:41and even if you do have previous customers or an email list you may want to test some interest targeting options so what i'm also going to do i don't want to duplicate some reasons won't let me is create an ad set based off of an interest targeting option so let's assume this is my business and i'm advertising uh my facebook advertising services and i'm advertising it to people that are likely to be interested in facebook advertising right so i could go with the facebook for business uh interest as an option because people who are interested in facebook for business are likely to be um decent prospects for what i'm

13:14advertising so i'm not messing around with custom audiences here i can come in and pop in here facebook for business boom i'm not going to show you all this other stuff guys i don't want this video to be three hours long so i'm not gonna show you all the other targeting options um i'm more focused on campaign structure in this video now if you're thinking i just sort of knew that interest targeting off the top of my head where would you find interest targeting options that are going to suit your products and services i've got a tutorial for that it's all about using facebook audience insights again link in

13:48the video description sorry about the massive amount of links i just want to make sure you guys have got the resources you need to get this stuff done so we've now got four ad sets that would be good to go okay we could start advertising with a structure if you wanted you could add in another interest targeting option if you wanted you could add in another lookalike based off of website visitors like i said that's absolutely fine that's up to you what i would say is don't use more than five ad sets in your cbo campaign facebook with a cbo campaign the way it works is

14:19you're basically saying to facebook look here's a hundred pound a day or whatever you're gonna spend allocate it between these audiences according to performance so if this one look alike on based off previous customers is generating a much lower cost per purchase than the other ones then great go ahead and put more budget into that and that's why cbo campaign budget optimization is so effective is because they will divvy up your budget according to performance so basically a lot of budget allocation which is one of the roles um one of the things you need to do when you're when you're managing a facebook ad campaign that's handled for you okay

14:54budget allocation is handled for you to some extent so something i i really enjoy about cba so one of the reasons why you were yes so just to finish my previous point so you don't want more than five ad sets in your cbo campaign because facebook there's too much for it to test and it finds it difficult to optimize so 5g maximum three to five ad sets is perfect now if you've got for example six different interest targeting options that you want to target don't put all six into one ad set just put one targeting option into each ad set i'll tell you why we do that if you

15:28put six interest into one asset in fact let's let's go ahead and edit this and open this up if you put six interests in here so let's say i had facebook for business let's say i also had you know john loomer um you know murray smith these people are well known in in the facebook advertising industry okay let's even just say i had those three right and i run the campaign to those three and let's say this ad set delivers great results i don't know where the great results coming from is it coming from the face of facebook for business people is it coming from the

15:59john loomer digital people is it coming from the marie smith um audience i don't know so i much prefer to break each interest out into its own ad set work out exactly what that interest can do performance wise because that's going to be really beneficial for you going forward um in terms of running ad campaigns to audiences to know that one works that one doesn't that one works that one doesn't okay if you have six different targeting options that you want to test you've been through the tutorial you've got six you want to test don't test them all at once they said a maximum of five ad sets what you want to

16:35do is you want to run this campaign come back in five to seven days and you might see that this one lookalike based off email list is way outperforming these other two cold audience ad sets in which case fantastic pause these two that aren't performing very well leave this one going and then test new ones to create new ad sets with the other interest targeting options you wanted to use previously one thing i would never do in this campaign is turn off your warm audience ad set why would you not want to advertise to people that are on your email list to people that are visiting your website to people that are

17:08previous customers of yours those are your best prospects your lowest cost per conversion is almost certainly going to come from this warm audience now the reason why i love to include a warm audience inside a cbo campaign a campaign budget optimization campaign is facebook would automatically calculate how much of that budget should be spent on my warm audiences most people would have one cold audience campaign and then they'll have a separate warm audience campaign and the issue is that they'll often overspend on that separate warm audience campaign because it's really easy to overspend with warm audiences remember warm audiences are usually quite small you might have 2 000 people in your warm

17:47audience versus a million people in your cold audience you can't spend 30 of your budget on your warm audience you're way over spending your cost per purchase or cost per lead will be really high from that warm audience okay you need to it's very important to include your warm audience ad set in a cbo campaign and facebook will work all that out for you it's a fantastic feature why not take advantage of it and use it okay so that's the asset level now within an ads within your ad set you've obviously got your ads for the ad level i like to have three to four different ads in each ad

18:25set but they will be the same three to four different ads in each ad set does that make sense i'll show you what exactly exactly what i mean right now so let's say for example i've created one ad for whatever it is i'm advertising okay i've got an image ad here well perhaps i want to test that image ad against a different image okay all the ads the same headlines the same copy is the same but the image is different okay let's minimize that so for image image two that's running a test perhaps i also want to test that against a some annoying reason that's not come up

18:58properly if i go create it should fill in okay never mind example cbo campaign we're in the warm audience ad set here and let's go with video add one okay so perhaps i want to test those two image ads alongside a video ad that i've got created because all these are in draft it's jumping me around hopefully that's not getting in the way for you guys i mean my warm audience asset remember okay so i've got two image ads in a video ad okay perhaps i want to test that against a carousel ad okay so if we go carousel add obviously you could name these different

19:41things according to whatever you're putting in these ads minimize that down right so now you can see that in our warm audience ad set we have got four different ads running at the same time now i like to have i said three or four different ads running in each ad set number one different people react to different creative some people are gonna be drawn in by video some people are gonna be drawn in by images some people are gonna be grabbed by carousels so i would always start with testing different ad formats if possible i appreciate it's not always possible not everyone can create video et cetera et cetera sometimes you just

20:14have to go with images and that's fine but i'd like to test different ad sets sorry different ad formats but what i want to do is i i've got if i go to the ad set level i've got make sure i'm just in the one campaign [Music] i've got four ad sets remember i don't want to create 16 different ads i want the same these four ads to be in all four of the ad sets so i would just grab these duplicate across um i want to select existing campaign instead of duplicating them here i want to click add to all delete that it may not let me because

20:51it's all in draft but let's just give it a go i don't know if that's worked let's have a look at the ad set level okay failed to duplicate items it didn't work because this is all in draft um but that's fine but basically you want to just duplicate these let's go back in you want to duplicate these four ads that we've got selected here into each one of these ad sets and the reason why you want the same ads in each ad set is because that allows you to test properly you know if you had a different ad in this ad set the one percent look like

21:27based on previous customers and to this ad set the people who are interested in facebook for business and then one outperforms the other you you don't know what the cause of that difference different performance is is it the targeting or is it the ad okay but if all the ads are the same then you know it's the targeting does that make sense i hope that makes sense if it doesn't pop a comment below i'll try and explain in the comments but you want to keep the ads consistent because that'll tell you which ad set performs better you want to isolate variables whenever you're testing okay and that is basically my structure so if

22:03we go back into this at the ad level i like to start by testing ad format i then like to move on let's say for example image ads perform best i would then test lots of different images okay once i've established some images performing really well i would then look to test perhaps different headlines and then once i've worked out which headlines work really well perhaps i've got two or three that work well i might test some copy variations in the primary text that goes above the image so i'll sort of work my way down in importance in terms of elements of an ad to test

22:30but this is how i structure a facebook ad campaign this is the best way to structure a facebook ad campaign if you're looking for conversions one cbo campaign three to five ad sets with one warm audience ad set uh one or two interest targeting options two to three look-alike targeting options and then within each ad set you have three or four different ads the same three or four different ads in each ad set hopefully that all makes sense and that's um helpful and valuable if you structure your campaigns this way you are very very much likely to see better results and this is so much easier to

23:04manage by the way guys so much easier to manage because you come in you've got one campaign so you have a look how the campaign's doing great have a look at your ad sets in a week's time right this ad set this ad set is performing well this one isn't right paul's the underperformer great how are the ads doing oh carousel is doing really well uh video is doing poorly image ad 2 is doing well image l1 is doing poorly right pause the under performers let's create some new ones to test against the better performers okay so this campaign this facebook ad campaign structure that i've shown you

23:31also really helps with your analysis and your optimization going forward okay so hopefully that's been useful now at the beginning of this video i talked about a free facebook advertising resource all about strategy and sales funnels i think you're going to find really really valuable and that's a training that i've created free training killer facebook ad strategies to double or more your revenue and in that training what i've basically done is i've broken down three facebook advertising strategies that we've used we use it all the time as a facebook ads agency we implement these three strategies for our clients on a daily basis we've generated seven plus figures with

24:06every single one of these strategies multiple times sometimes even on a monthly basis for clients that are working with with large budgets and so they're very much tried and tested they work really well and not only am i explaining the different strategies i'm also breaking down each strategy and sort of explaining okay if you've got this type of business you want to use this strategy if you've got this type of business you want to use this strategy and that's really important because a one-size-fits-all approach to facebook advertising does not work if you're selling a 30 product or a 20 000 service you need a different facebook

24:37advertising strategy obviously okay but people don't often teach that i don't know why as a facebook ads agency owner i know that's the case so i strongly recommend you go ahead and check out this training there's a link in the video description below it's completely free it's about 60 70 minutes long i'd strongly recommend you carve out a bit of time and go through it because look at the end of the day if you're advertising on facebook and you're not using the right strategy you are dead in the water doesn't matter how good your ads are how good your targeting is how well how well your campaign is structured if you're

25:06not using the right strategy for your business um not the right steps not the right uh approach it's just not gonna work but that's what that training's for it's gonna answer all those questions for you so go ahead and check it out free to uh to watch and sign up and watch that so go ahead do that if you enjoyed this video please give it a thumbs up that would be much much appreciated please comment below to let me know i always appreciate it if you've got any questions pop them in the comments below and don't forget to subscribe to my channel you know i release facebook advertising related

25:33content all the time if you're in this space if you want great results i'm sure you'll find it useful so go ahead and subscribe and just quickly if you're spending more than three thousand dollars a month or want to spend more than three thousand dollars a month and want someone else to manage your facebook ad campaigns for you that's something that we can do we are a fully fledged facebook advertising agency that offer that service and we've got a track record of delivering fantastic results for our clients again there will be another link in the video description to our website where you can see um case

26:00studies of what we've done with previous clients and you can inquire about our services you can book a free phone call with me and we can um just have a quick chat about how we might be able to help basically anyway either option you take best of luck with your facebook ad campaigns and i'll talk to you soon thanks a lot guys bye