I Found THE BEST Campaign Structure For Facebook Ads

0:00in this video I'm going to show you how to structure your Facebook ad campaigns the right way finally Facebook ad campaign structure is a lot more important than most advertisers realize you need to make sure that you don't run into audience overlap issues or auction overlap issues you also need to strike the right balance between testing variables but not giving Facebook too much so that it overloads their machine learning process they ask you how you are you just have to say that you're fine and you're not really fine we've spent literally tens of Millions on Facebook ads in our agency over the last 6 years and we know that our Facebook ad

0:29campaign structures work really well it's working it's so I'm in an example ad account the way I'm going to demonstrate this is actually to walk you through campaign creation process in terms of the structure for three different Facebook advertising strategies we're going to cover director offer lead magnet strategy and the only presentes content strategy I'll explain what each one of those means briefly as we get to it but those are the three Facebook ad strategies that we use most frequently as an agency I think that's going to help this be really useful so let's start with direct to offer used by a lot of e-commerce businesses it's where you

1:03are directly advertising the product or service that you want people to purchase so if it's an e-commerce business selling shoes it would be an ad for shoes they click on the ad go through to your website and purchase maybe through to a Facebook shop if it's a service based business you could be a roofer for example and you could be offering a free survey with director offer you would be directly advertising the free survey to cold audiences hoping that people sign up and you can go on to convert them into customers so that's what director offer is what does that look like in a Facebook ad account let's go ahead and

1:33create a new campaign to show this so click on the create button I'm going to go ahead and use sales for this of course you could use leads if you're a service provider if you if you've got the old campaign objective menu then you can use conversions it's going to work exactly the same way so I'm going to minimize this down and I'm going to call this direct to offer campaign now the first thing I'll say is that we're only going to use the one campaign for each product range and the reason why we're doing that is because we don't want the campaigns to compete with each other now

2:04if you for example sell shoes you wouldn't want to put um one type of Pair of Shoes in one campaign another type in another campaign another type in another campaign those campaigns are going to compete with each other you're probably going to be advertising um to the same people with a very very similar offer add fatigue issues all that sort of stuff but if we're a company that sells shoes and we also sell hats okay well the hats campaign that the hats could be sold in a different campaign cuz it's fine if we're selling those to the same people they look very different not going to run into the same overlap

2:32issues not going to run into same ad fatigue issues so one campaign not per product per product range when it comes to director offer then let's go ahead and jump over to the adset level now I'm going to quickly call this our warm audience adset and then what I'm going to do is I'm going to duplicate this and I'm going to create four duplicates and obviously duplicate that into the existing campaign so now we've got five adsets we've got War one warm audience adset I'll explain more about that in a minute and I'm going to call this called audience adset one uh just quickly rename these so we

3:10can follow along and it all makes sense okay so let's start with the code audiences now we've got four Cod audience adsets here and that allows us to strike that nice balance between testing which is really important we have to be testing new targeting options but not giving Facebook so much that it takes forever for any money to be spent on the element it takes forever to work out which Target audiences produce the best results so out of those four we might have two of those be interest targeting options to be lookalike audience um targeting options remember lookalike audiences are cold audiences so many people get this wrong and they

3:44haven't thought through the logic of it the people in your local like audience have not interacted with your business before they're just based off of people that have very different things so they are cold audiences so we might have two look likes two interests and we're going to run this campaign after a week 10 days something like that we're going to assess the results we're going to pause the underperforming adsets and then probably create new adsets to test against the best performing ones we're going to repeatedly do that until we have a core of target audience options that we know we can rely on and produce

4:14good results now the part that might be surprising some of you is this warm audience adset being included in with the cold audience adsets in this campaign why are you there there's a couple of reasons why we do that the first is because we're going to turn on campaign budget optimization what's now called Advantage campaign budget in some ad accounts so if I jump to the campaign level click edit um and scroll down and turn on Advantage campaign budget as I said that might be campaign budget oration in your ad account still it will depend why Facebook does that no idea very annoying but they do um then we go

4:48back to the adset level we can see now that the budget is going to be set at the campaign level it's going to be allocated across the various ad sets according to Performance what's great about including a warm audience adset in with the cold audiences is that the right amount of budget will automatically be calculated and assigned to that warm audience adset if we had a separate retargeting campaign specifically targeting our warm audiences it's very very difficult to get the budget level right what many advertisers will do is they'll overspend on their warm audience adset because initially warm audiences get great results but if you overspend then you

5:25burn them out and and and they drop off these audiences warm audience is typically very small much smaller than what you've got in your C audiences and with including it inside a CBO or Advantage campaign budget campaign is a fantastic way for that to be automated and you get the right amount cuz you also want to make sure that you do maximize the retargeting that you can do to your warm audience because you are going to get better results from those people having it calculated automatically is just fantastic what also helps about using Advantage campaign budget is this audience is likely to grow so as your business does

5:58more advertising as you send more people to your website um get more video views on your on your videos on Facebook get more Instagram engagement you could obviously Target retarget those people in your warm audience adset and that's going to automatically grow and therefore budget allocation to that adset is automatically going to grow as well so it's a really nice Dynamic way of allowing Facebook's machine learning process to to do a bit of the heavy lifting for you within this warm audience adset we would include all the warm audiences that we want to retarget so could be website ver email list Facebook page engages video viewers a

6:33whole bunch I've got separate videos about retargeting you can find on my channel I'll also be including a bunch of links in the video description um to stuff like that so you can can check that out if you want more info on how to do that but we're going to include all those in the warm audience adset absolutely fine with these cold audience ones very very important you just have one targeting option one cold audience targeting option per adset and the reason why is because we want to test to work out which one's the best if you bundle them all in together you get a blended average result that's not useful

7:02I want to know that the interest in ads set one produces better results than the interest in ads set 2 because we can then focus on that better performing interest going forward we don't need to do that with the warm audience adet because we know all our warm audiences are going to perform better than our cold audiences okay hopefully that makes sense right let's jump to the ad level but let's take cold audience ad set one and we've got new sales ad so if I just call this image add one okay okay and then I'm going to duplicate this into the original campaign so that'll also

7:34copy it into the existing adset and I'm going to create three new copies so then we've got if I close this down we've got here image ad three image add one copies I'm going to call this image ad 2 this one's going to be uh video add one and this one's going to be video add 2 okay so if I just select uh this ad set just a demonstrate and then we can just see in here the four ads that are in cold audience ad set one three or four rounds is typically what I would recommend again strikes a nice balance between being able to test stuff without

8:12overloading Facebook's machine learning process you don't really usually want to go above five ads live at any one time in an adet you could have more ads in here if they were paused that's not a problem like if you're doing rounds of testing and you've got old ones sat in there don't worry about that but live no more than five at any one time and this is typically how we'd start you know couple of images couple of videos that way we can test ad format we can also test specific images or specific videos against one another to see which produces um the best results and then we

8:41can do the same process I described with the adsets where we are optimi we're pausing under performers adding in new ones to test repeat repeat repeat until we have ads we know can work really well Okay so we've got these four ads in cold audience ad set one now what I'd like you to do is select all of these and duplicate them into if I select existing campaign and then I can select the adsets to put these into so they're already in cold audience adset one don't need to duplicate anything into there but we can duplicate them into the other Cod audience adsets so Cod audence adset

9:14four Cod audience ad set two and we can click duplicate and there we go and now we're going to have the same four ads if I close that down it's all going to look a little bit messy now but we've got the same four ads in each ad set and that's really important because if we jump to the adset level remember we're testing which interests perform better which loal according perform better well if we have different ads in each adet how do we know if good results or bad results are because of the targeting option or because of the ad so you need to keep the ads

9:45consistent across adsets at least initially until you've worked out your targeting options if after a while you work out that okay Cod audience adset one prefers this video ad whereas codon adset 3 prefers this image ad that's fine you can start to ad just according to Performance within that adset it might just be a a quirk of that audience and that's not a problem but initially you want to keep those things consistent okay then when it comes to putting ads into your warm audience adset I like to use the exact same ads as you've got in your cold audiences in your warm audience a lot of people like to um use

10:18more direct and obvious retargeting ads so you would say things like you forgot to complete your checkout or that sort of thing I think a lot of people nowadays don't like that people are worried about privacy being infringed upon I don't think you want to make it obvious that it's a retargeting ad people will know they'll know they visit a website they're seeing ads right we people would know this thing happen but you don't really need to highlight it and Hammer it home so I like to go with the same ads if you did want to create slightly different ads let's say offer a 10% discount in your retargeting adet

10:47versus others that's not a problem you know we don't don't really have uh an issue with that but in general I would go with the same ad I want it to act more like a reminder cuz remember if someone say been your website before or clicked on an ad or watched a video maybe they didn't purchase because they got distracted by something the doorbell went they had a meeting to get to all sorts of things right it's not that they weren't interested and maybe your retargeting ad needs to be more of a reminder than of something else so that's a a typical structure that we're going to have for director offer one

11:19campaign five adsets one W audience adset four cold audience adets and then three to four ads in each adet the same ads across there that allows for a nice balance of testing whilst giving Facebook a chance to test each option machine learn and optimize for best performance okay so that's the director offer structure that we want to use I'm going to go ahead and delete this campaign now cuz it's going to get confusing as we talk about the other Facebook advertising strategies and the structure we use there so next one we're going to do is lead magnet now lead magnet is probably something you're quite familiar with you may have used it

11:53yourself you may have been on the other end of it as a as a potential customer it's where you'd offer something for free in in exchange for someone's name email address and then what you're hoping to do is once they signed up for that then retarget those people and take them on to the next step of your sales funnel so let's say for example you create um kitchen worktops you might have a a lead magnet that's a guide on how to choose the right worktop for your property or for what you use it for that would be your free lead magnet you give away and then you would retarget those

12:21people with you know your actual product so they can click through and purchase um and get direct at that point you could we could also give an example of my business of a Facebook ads agency we could you advertise a lead magnet that's our free Facebook ad template or a free webinar and then we can retarget those people saying by the way if you'd like us just to do all this for you as an agency you can go ahead and book a call with my team members you can sign up for free call and we can see if we be right F so those are two examples of how the

12:48lead magnet strategy typically works and it's a bit more of a complicated campaign structure cuz it's a slightly more complicated um sales fin alling strategy so let's go ahead and click create now the first thing to do is Select leads um that's going to be your lead magnet campaign again if you've got the old campaign objective menu and you want to use conversions and then select leads at the conversion event that's absolutely fine we're going to select leads and click continue okay and then I'm going to minimize this down and we're going to rename this to keep things nice and straightforward so you can follow along so we're going to call

13:21this the lead magnet campaign okay then we jump to the adset level and let's go ahead and call this our warm audience asset and then what we're going to do is we're going to duplicate this we're going to create four copies and we're going to duplicate it obviously into the same campaign and then what we're going to do here is rename these quickly and these are going to be the exact same structure initially um as the Director offer campaign so we've got our four cold audience adsets where we're going to be testing different interests different uh lookalike audience basically different cold audience targeting options as I

14:03said if you want to know more about finding lookalike audiences how to create them uh which were the best ones to go with there'll be links in the video description so go ahead and check those out to other videos that cover all that sort of stuff so this going to be very very similar we going be testing targeting options etc etc the warm audience adset is going to be slightly different instead of targeting all warm audiences we want to make sure that we exclude people that have already opted in for this lead magnet you can do that easily by creating a custom audience out of people that have already opted in and

14:29then just excluding that at the adset level again I have videos that show you how to do that sort of thing how to create custom audiences and all that sort of stuff there'll be links in the video description so otherwise pretty similar so far then when we get to the ad level we've obviously got new ad in each one um I'm going to call this one image add one and then what we would do is duplicate that into the same campaign into the same adset create three different copies and you guessed it I minimize this down it's all going to look look very very similar to what we

15:01had in the director offer um campaign structure at this stage there is an extra stage which changes things of course okay so if I just select cold audience ad set one jump back to the ads and we can just see our four ads now um in there um so this is a very very similar structure where we've got four ads running three or four is ideal we're going to be testing um videos images just exactly the same as before but remember this campaign is all about getting people to opt in for the lead magnet we're not selling anything yet that's the objective so that's the first

15:34step now of course with the lead magnet strategy we then need another campaign that is retargeting people that have have opted in for the lead magnet but have not yet taken the next step whether that's booking a free call making a purchase Etc so if I go ahead and click create and this could be a sales campaign could also be a leads campaign obviously conversions under the previous campaign objective menu and that's really going to depend on your business but if it was mine we're advertising a Facebook agency we would use a lead campaign as well so I'm going to call this one retargeting campaign uh retargeting

16:09campaign okay now if we click into this campaign we've got new leads adset that's absolutely fine I'm just going to call this retargeting adset so things don't get confusing and in this one we are going to be targeting people that have opted in for the lead magnet so we would Target what I call lead magnet optins um and we would exclude why I would call next steppers um and the reason why we'd exclude next steppers if I can expand that so you can see it easily is we want to catch people in that middle bracket with this campaign so it's people that have opted in for the lead magnet but

16:45have not yet gone on to become a full lead inquiring into our services or gone on to purchase or whatever the next step is again excluding n seppers quite easy to set that up with custom audiences in the adset got videos on that check that out if you are um interested okay so that's who we're going to Target and we've only got the one adset here we're not testing different audiences we know this is our audience we know this is who we're going to advertise to then when we get to the ad level for this ad set we're going to do a very similar process to what we've

17:12done before Okay so we've got image add one and then if I duplicate these out we're going to want a few copies and we're going to want to test like we have done previously let me just remove that close that down and exactly same iic a priz if we're trying to get someone who has let's say watched our free webinar to then go on and inquire about our services we might want to test different ad formats for that ad test different headline options test different ad creative options and that that's what this allows us to do okay so the part that people often get confused about

17:47with lead magnet campaigns is the retargeting because there's actually two layers of retargeting there's retargeting within the lead magnet campaign so people who have not yet opted in for the lead magnet but have say say visited your website watched a video of yours on Facebook you want to retarget those people to get them topped into your lead magnet and then there's the next level which is The retargeting Campaign which is the people that have opted in for the lead magnet Lally got it in here but not yet taken the next step very very important there's a distinction now we've created both of these as lead campaigns but there are

18:19now different variations of lead campaigns um so if I for example click um in fact I want to highlight this jump to the adset level and then what I want to do is Select let's say code audience adset one and click edit the default here is for this to be an instant form so that's where someone clicks on the ad and they're presented with a lead form within Facebook or Instagram fill out their information and all works they get their lead magnet Etc that's what used to be called a lead generation campaign now you can use that or you can send people to your website I imagine that's

18:48what most people want to do that's the more common way of doing things and they opt in for their lead magnet on your website and yeah it's a different structure but you can do it either way likewise with the retargeting adset remember this retargeting adset because it's in draft it's displaying them all but this retargeting adset is in the retargeting campaign um the only one in there you could do exactly the same so if we've got um you know people who have opted in for for the webinar in our case that's our lead magnet right and we want them to inquire into our services we could use a lead form to do that and

19:21then follow up with them or we can send people to our website and that's what we would typically do CU we would want them to go ahead and book a call in into our calendar that's how our sales process works we would book A C directly into our calendar um using some some software that sets that up so we would send them to our website to do that but just again uh two different ways to do things obviously if with the retargeting campaign for people who have opted in for your leap magnet you're wanting them to go ahead and purchase then you would be using a sales campaign or a

19:48conversion campaign that definitely sends them to your website I mean potentially a Facebook shop of course but most vast majority of people is going to be the website just wanted to clarify that point now whether you turn on Advantage campaign budget or not for the retargeting campaign makes no difference cuz you got one adet so whatever you want to do with this lead magnet campaign I would recommend that you turn it on for much the same reasons as we talked about with the director offer campaign I want Facebook to optimize for the best adset within this lead magnet campaign I also want them to work out um automatically a nice level

20:23of budget that should be assigned to that warm audience asset right so that is the structure that we're going to use for the lead magnet strategy which we do use quite a lot particularly if director offer isn't working well I'd recommend you give it a go if you haven't already okay deleted those two cuz we're going to move on to the next one hopefully you're still with me by the way if you're confused by any of this pop questions in the comments below I can't get to every single one but I do try my best I do answer quite a lot of them um so I might be able to help you out um

20:48okay so next is if I click the create button and I want to select awareness because the next Facebook advertising strategy that we're going to create or I'm going to show you campaign structure for is the omnipresent content strategy now if you're not familiar with what that is I do have other content on that so I'd recommend checking that out it's a system whereby you are trying to put lots of pieces lots of ads pieces of content in this case in front of a small group of people again and again and again so that you deliver value demonstrate your expertise build trust with them and become the only business

21:24that they want to buy from work with Etc it's a very very very effective long-term strategy does take a long time to work we've used it many times and it can be absolutely fantastic now because it's looking to do a very different thing to the other campaign um structures the other campaign types the structure is going to be very different so first thing is with campaign objective you want to go ahead and select awareness or reach if um you've got the old campaign objective menu they're going to work exactly the same so we've got our new awareness campaign let's minimize that down and let's call this omnipresent

21:59content you can see how the name is descriptive of what we're trying to do right we want to be omnes we want to be all over like in front of them all the time and we want to be advertising content because you can't get away with doing that with ads but you can with things that help your target audience so we've got our om present content campaign we absolutely do not want to turn on Advantage campaign budget or campaign budget optimization I'll explain why okay so let's jump over to the adset level and I'm going to start by renaming this omnipresent content audio add one okay that'll make more sense in

22:33a second then what I'm going to do is I'm going to go ahead and duplicate this and I'm going to create no fewer than nine copies in this instant so we've got add one through to 9 and I'm going to quickly rename these so that it all make sense I know these are ad sets and I've written ad I imagine some of you watching this would be thinking well you got that wrong but I haven't [Applause] okay so what's going on here already the structure is starting to look very different we've got many more adsets so because with omnipresent content we want to put different ads in front of the

23:10same people again and again and again that's quite different to before where we're potentially trying to put the same high performing ads in front of lots of different people it's kind of a reverse structure so what that means is that each one of these adets is going to contain the same audience we're not testing different audiences we're picking one audience and we're going this is is my audience I know this is who I want to advertise to we're going to do this over the long run we're going to build uh trust and a relationship I'm going to deliver tons of value and they're going to want to work with me

23:38that's how this structure works okay so that's why we've called it om person content audience in each one now who should go into an omnipresent content audience well that depends on your business personally I would use warm audiences of mine because I have large warm audiences in the hundreds of thousands not every business does you want an audience that's definitely below 100,000 people let's say 20 30 ,000 to 50,000 is probably ideal um what that is for you is going to depend if you do have warm audiences that large great just use that if you don't you can absolutely do this with Cod audiences that might be all the people in your

24:10local area if your local business or you know the people in your local area that meet your demographic criteria Etc um it might just be a a cold audience that you found that's super specific and you narrowed it down in age range and you've got to that nice say 50,000 number that's great then you pick your audience and that's what you then um go with and that is the same for every single adset but what's different about every single adset is it's going to have an ad in it that has unique a unique ad which features a piece of content so that's very very different whereas before we

24:44had adsets with different Target audiences but the same ads now we've got ad sets with the same target audience but different ads and the reason why is what I said we want to make sure that people in this audience see ad two and they see ad three and they see 4 and the C 5 and this is how we can force this to happen Okay so if I just quickly jump over to the ads we can see we've got all our ads in here each one has its own adset you'll see that if I you see each one's got its own adset name there but we could have here we could have for

25:12example um how to video one you know that's a video ad that shows your audience how to do something how to do something that they want to do that's going to be helpful perhaps you've got another one of those how to video to maybe you've got um client testimon monal um one you know that's fairly self-explanation what that is perhaps you've got client testimonial 2 you think about things that are going to build that relationship demonstrate your expertise etc etc perhaps you've then got case study one okay and then you can go down the list and and carry on and I as I said I talk more about the

25:51different ad types you want in other videos linked to down below so you can check that out if you want to know more about only presence content it is a great long-term strategy with this structure same audience different ads not using Advantage campaign budget that's very important because what we don't want is for Facebook to go aha adset 6 is working best let's put all the money into adset 6 and then what happens is everyone in your audience just sees howto video 2 they don't see any of the other pieces of content and that's a disaster because the only way we can show up again and again and again

26:22is if we do it with content because that doesn't annoy people it's helpful and if we mix it up if they see lots of different ads if you see the same ad again and again ad fatigue board you switch off whereas if we've got 10 different ads like we have here going out to different to the same people you're not going to get anywhere near as Bard as that because of what I've already discussed when you get started with a campaign like only press content I want to quickly touch on budget You' usually start very small it's a long-term strategy takes a while to get going a pound a day per adset pound a

26:51day per um a dollar a day per adset is absolutely fine you can start to increase later on but it's this is often a strategy we would use use in conjunction with something like the lead magnet strategy if we're advertising a service based business the businesses that typically want to use this because it's long-term are your expertise-based service providers if you're a coach consultant and any form of expertise based service provider even if you provide courses or you know there's loads of businesses that fit that fit that category you know my own included we're expertise-based Facebook ads providers that that's how it works so make sure you start with a small budget

27:23the same budget across each I'm not filling each one out for Save on time but the same budget across each adet um very very important okay one more thing about om pres content and the structure of it is if I select all adsets click edit and then scroll down to um the optimization and delivery section show more options and then we get into the frequency cap now in an Ideal World I like the idea that with an omnipresence content campaign one of your ants is going to show to someone in your target audience twice per day now it's going to be different ads each day and the way we

27:56do that is with a frequency so if we've got 10 ads you want one impression every 5 days does that make sense so if each ad can only be shown once every 5 days to a person and you've got 10 ads then on average they're going to see two different ads per day now it's not always going to be clean as that some days they're going to see four and some days are going to see none that's just life you know no getting around that but with this structure it allows you to do that process of okay they see two ads on Monday two different ads on Tuesday two different ads on

28:25Wednesday two different ads on Thursday two different ads on Friday and then they repeat and that prevents ad fatigue that gives you lots of touch points etc etc one thing you will notice with this campaign structure with the ads and the adsets is we're not testing here we're not testing different ads we're not testing different audiences we're very much going this is what's going to work we're going to stick with it over the long run now as the longer you run this campaign ads will fatigue at some point takes a lot longer but every 3 to 6 months we'll create a whole B bunch of new ads um obviously often that's going

28:56to be content you how- to videos could be blog posts could be client testimonials case studies Etc things that people are also going to find interesting and useful not just selling um so that's something to be aware of and you may get a sense for what works best with your audience based on engagement levels um you know what what do people comment on what people say they like and you may be able to test that way but otherwise we are not testing that's not the purpose of this campaign type okay so I wanted this video very much to be about structure so I've only touched on these three

29:26Facebook ad strategies that we use for 18 90% of our clients but if you want to find out a lot more information there's a webinar free webinar that you can watch right now link is in the video description below strongly recommend you check it out it goes into a lot of detail about how these work when to use them which businesses should use each one how effective they are I think you find it really useful as I said link is in the video description it's completely free at well worth a watch and if you've been watching this and thinking this seems so complicated what on Earth is

29:50going on I just want an agency to handle this for me well that's something that my company can do for you we offer done for you Facebook and Instagram advertising Services we do have have a 3K per month minimum budget requirement but if you meet that there's a link in the video description you can go ahead and book a call with one of my team members and they can give you all the information you need and U yeah we can take this off your hands and also hopefully get you significantly better results and if you've enjoyed this video and found it useful please go ahead and

30:14subscribe that really helps me out give this video a thumbs up that's also much appreciated and comment below comment below if you've got questions about any of this comment below to let me know if I'm doing a good job if this content is useful that feedback is all helpful to help direct me with future content best of luck with everything guys bye for now