So let’s get started and publish your first campaign!
Campaign, Ad Sets & AdsIn March 2014, Facebook released one of the most important updates ever to its campaign’s structure.
Before this update there were simply two levels: The campaign and the ads. Marketing objectives, time schedule, and budget were defined at the campaign’s level and all the ads fell in this container. This structure had some limits: All the ads shared the same budget and very often, one ad used to get most of the budget, making it really hard to run serious experiments.
To overcome this problem and allow better budget management, the new structure has three tiers: The Campaign, the Ad Sets, and the Ads.
Here’s a quick visualization of the new structure:
The campaign is now just a container to help you better organize your advertising. The only attribute of the campaign is the objective you want to reach with it. So if you want to drive sales to your website and increase the number of likes of your Facebook page you’ll have to create two campaigns, one for each objective.
The budget and the time scheduling has been moved to the new mid-level, the Ad Set. The goal of the Ad Set is to group ads defining their total budget, start date and end date.
Finally in the lower level we have the ad we’ve been creating so far in this guide.
This may not seems like a huge change, but it is. Let’s assume we want to promote our product in the U.S. and Italy. With the old system, we’d have two ads in the same campaign sharing a $100 budget. We’d have no control over the distribution of the budget and very likely Italy or the U.S. would have gotten most of our $100 budget leaving us with no real clue on which country was performing better.
With the new campaign structure, we’ll create a campaign for the promotion of out product, and then we’ll create two Ad Sets, one for the U.S. and one for Italy, each with a $50 budget. Each Ad Set will contain one or more ads (if we want to test different pictures or titles). This way, we are sure that the distribution of our money is even and the our data will be more reliable.
Give a name to your Ad Set to clearly identify the demographic target it’ll be reaching. It’s now time to pick a budget!
Picking the right budget for your campaign is critical to success. Here’s how to do it.
Remember, you’re selecting the the budget for this specific Ad Set, not for the whole campaign. Therefore, if you create two Ad Sets with a $50 budget each, your campaign will be spending a total of $100.
You can specify either a daily budget or a total budget you want to spend. It’s really up to you. If you select to use a total budget, Facebook will try to split it evenly across the campaign’s lifetime. The only real difference is that with a daily budget, you can avoid selecting an end date, while end date selection is mandatory when using a total budget.
Facebook recently added an additional information box on the right. This allows you to see the estimated daily reach of your Ad Set based on your budget. Don’t worry if the number seems low. You don’t need to reach every user every day, but overall, you may want to have enough budget to reach all your audience targets over the campaign’s life.
BiddingOver time bidding has changed a lot. While at the beginning of Facebook Ads it was all about CPC and CPM, lately everything has been simplified. By default, Facebook will propose to automatically handle the bidding for you.
If you’re not an expert it’s usually better to use the automatic bidding and optimization system proposed by Facebook, also known by the name of oCPM (Optimized CPM). What will happen is that you’ll pay every time your ad is displayed to a user but, in the background, Facebook will analyze your data and optimize your campaign delivery to only hit users who are more likely to complete the desired action (i.e. a click, a Like, or an external conversion on your website).
Once you’ve run some campaigns and have a better idea of your metrics, you can start playing with manual bidding, specifying how much you’re willing to pay for each click or for every 1,000 impressions. In some cases this can be really effective to lower the cost of your advertising, but it requires experience.
If you want to manually bid per click or impressions, Facebook will suggest a minimum and maximum suggested bid to use for the targeting options you’ve selected. The closer you’ll be to the maximum range the more likely your budget will be totally spent.
Remember: The bid is the maximum amount you’re willing to pay, not the exact price you’ll be charged. Facebook Advertising works like an auction system: You’ll always pay the lowest price possible to display an ad at any given time.