Stop creating Ads…Start creating campaigns

bvanvaler

I was working with a coaching client yesterday and as we were working through her campaign it started to become very obvious that she needed to take a bit more time planning. Not planning the end result, but planning all the possible ways we were going to get there.

Stop running ads and start running campaigns.

When we are doing any kind of marketing we should be thinking in terms of campaigns, and not individual ads. Running a bunch of ads that don’t fit together in a cohesive unit doesn’t get us very far. Running the same ad to different audiences doesn’t work well either. We have to talk to each of our audiences differently. Even if we are offering the same thing to each audience, the way we need to talk with them probably differs.

Planning a campaign and not some ads is the way to accomplish this.

Lets start with how Facebook organizes our campaign for us.Campaign (1)

Campaigns are the highest level in the hierarchy.
At the campaign level is where we are going to choose what we want to have happen…do we want visits to our website, conversions, video views, etc. We can only have one objective per campaign.

Ad Sets are where we set our audience and budget.
Each ad set gets its own audience and each audience gets its own budget.

Ads are the end product that the user sees.
In the ad set level we split our our audiences to make sure we can track what is happening. In the Ad level we are going to offer a couple of different options for images or copy to see what works well with each audience.

Planning at each level of the campaign.

At the Campaign level there isn’t as much to do. You have to choose your overall objective for the campaign (you are forced to do this part by Facebook!) Treat picking your objective like the menu at a restaurant. If you want people to go to your website to just gain traffic, then choose “Increase visits to my website”, but if you want them to do something once they get there choose “Increase conversions to my website”. Tell Facebook exactly what you want to have happen. Don’t order the fish and hope you accidently get the chickend! And while you aren’t forced to choose a budget you also need to have that in mind as well so you can work backwards into the total spend when you are setting up your ad sets.

Our Ad Creation ProcessThe Ad Set level is where the planning really begins. You can squish as many of your audiences together as you want, but the more you separate them the better you can tailor your creative and copy to each audience. It will also help you determine which audience is working best and which one is a dud. Once you determine what is working and what isn’t you can move your budget around accordingly to add more money to the good ones that is left over from the bad ones you have turned off.

This is also the point you need to start asking some questions about your audience. Has this audience already purchased something from you? Have they simply visited your website but haven’t bought yet? Do you already have some sort of social proof with them because you are running a “Friends of Fans” audience? Or are they a completely cold audience that has never had an interaction with you before? These are the types of questions you have to ask yourself before you begin to craft your ads. Take the time at this point to jot down what you know about each different audience and how you think you are going to talk with them. What could the “hook” be that gets someone in a particular audience to click on your offer?

The ad level is when our creative juices can really get flowing. Once you have answered all the questions about your audiences it is time to start coming up with images and copy to use in your ads. Take the notes you made in the ad set level about each audience and choose images and copy that correspond with each audience. Actually write out each ad copy (Headline, Text, Newsfeed description, etc…) so that when you go to create the ads all you have to do is copy and paste. Find all the images you need as well. Don’t just write down what type of image you want, actually find the exact image you are going to use and make sure it’s the right size. The better prepared we are when we open ads manager or power editor the less likely we are to settle for something that isn’t exactly right for our campaign.

This needs to be a step by step process. Don’t get ahead of yourself and run straight to the creative without getting all of the other stuff in place first. Get all of your ad set ideas done before you start picking out images and writing copy. Don’t worry, you can always go back and add another ad set if you decide you need to.

We use a spreadsheet to keep all of this straight and help us make sure we have covered all the steps in the process. To me there are two distinctly different phases of campaign creation. First, the process of coming up with the offer, who to offer it to, and how to talk with them. Second is the technical process of getting the ads running on Facebook. We use this spreadsheet to bridge the gap between those two stages.

GET INSTANT ACCESS

to Our Planning Spreadsheet Now!

Give us your email and we'll send you a copy of the spreadsheet we use right away.

We know this method has helped our clients and we hope it’ll help you too! Remember that failing to plan is planning to fail…

Good luck out there in the digital world!

14,249 thoughts on “Stop creating Ads…Start creating campaigns”

  67. I and my guys were actually going through the nice secrets and techniques from your website and then all of the sudden I got a terrible suspicion I had not expressed respect to the website owner for them. These ladies became for that reason happy to read through all of them and now have in reality been having fun with these things. I appreciate you for genuinely well helpful and for going for these kinds of excellent issues millions of individuals are really desirous to discover. Our own sincere regret for not expressing gratitude to you earlier.

  71. I would like to express some thanks to this writer just for rescuing me from this type of issue. Just after exploring through the the web and coming across recommendations which are not pleasant, I was thinking my life was done. Being alive without the strategies to the issues you have resolved through your guideline is a critical case, as well as ones which may have badly affected my career if I had not come across your blog. Your good training and kindness in handling every aspect was priceless. I don’t know what I would’ve done if I hadn’t encountered such a stuff like this. I am able to at this time relish my future. Thanks a lot so much for the expert and amazing guide. I will not think twice to suggest the sites to anyone who ought to have assistance on this subject.

  76. I actually wanted to send a quick word to be able to thank you for these fantastic recommendations you are posting here. My time intensive internet lookup has finally been paid with extremely good ideas to talk about with my friends and classmates. I ‘d mention that most of us site visitors actually are definitely endowed to exist in a very good place with many lovely people with very beneficial solutions. I feel pretty grateful to have used the web site and look forward to really more entertaining minutes reading here. Thanks a lot once more for a lot of things.

  81. My spouse and i ended up being absolutely lucky when Raymond could finish up his analysis out of the precious recommendations he acquired when using the web pages. It’s not at all simplistic to just choose to be giving freely techniques that many some other people could have been trying to sell. We figure out we have the writer to appreciate for this. All the illustrations you made, the straightforward website navigation, the friendships you can make it possible to foster – it is many unbelievable, and it is making our son and our family understand that situation is pleasurable, which is seriously serious. Thanks for all!

  87. I have to show thanks to you just for rescuing me from this particular setting. Because of researching throughout the the net and seeing suggestions that were not beneficial, I figured my life was well over. Existing minus the solutions to the issues you’ve sorted out through your main guideline is a critical case, and the kind which might have negatively affected my career if I had not encountered your web page. Your own personal competence and kindness in taking care of all things was very useful. I am not sure what I would’ve done if I hadn’t come across such a solution like this. It’s possible to at this moment look ahead to my future. Thanks a lot very much for the expert and sensible guide. I will not think twice to propose your blog post to any person who will need direction about this matter.

  92. I wish to convey my affection for your generosity for visitors who have the need for help with this one concern. Your very own dedication to getting the solution all-around appeared to be extremely interesting and has constantly enabled some individuals like me to achieve their dreams. This warm and helpful useful information implies much to me and a whole lot more to my office workers. Regards; from everyone of us.

  96. I precisely desired to say thanks once more. I am not sure what I would have carried out in the absence of these points provided by you on that topic. It became the intimidating issue in my circumstances, nevertheless considering the very professional manner you handled it forced me to jump with fulfillment. Now i’m happy for this service and then trust you recognize what a powerful job you were carrying out teaching most people through the use of your blog. Probably you haven’t encountered any of us.

  101. I simply needed to say thanks all over again. I am not sure what I would have handled in the absence of the type of basics shown by you directly on such area of interest. It has been a troublesome situation in my view, but considering this skilled manner you processed that made me to weep for joy. Extremely grateful for your help and thus hope that you realize what a great job you happen to be accomplishing instructing the mediocre ones by way of your webpage. Probably you haven’t come across any of us.

  104. I definitely wanted to develop a word to thank you for those fabulous points you are showing on this site. My considerable internet investigation has at the end of the day been paid with awesome knowledge to exchange with my best friends. I ‘d repeat that most of us readers actually are unequivocally fortunate to be in a notable place with so many special individuals with insightful tips and hints. I feel extremely happy to have discovered your website page and look forward to many more cool times reading here. Thank you once more for all the details.

  108. My husband and i have been now joyous that Peter managed to do his web research via the precious recommendations he grabbed out of your web pages. It is now and again perplexing just to continually be making a gift of thoughts which often some other people have been trying to sell. And now we see we’ve got the writer to be grateful to because of that. The specific explanations you have made, the simple website navigation, the friendships you will make it possible to create – it is many astonishing, and it is letting our son and our family consider that that issue is excellent, which is very mandatory. Many thanks for the whole lot!

  113. My wife and i felt very fulfilled when Jordan managed to round up his investigation using the precious recommendations he made while using the site. It’s not at all simplistic to simply happen to be handing out tips and hints which usually men and women may have been making money from. And we also do understand we’ve got the website owner to thank for this. The main explanations you have made, the easy blog menu, the friendships you help to engender – it’s got many spectacular, and it’s letting our son in addition to us consider that that topic is amusing, which is wonderfully essential. Many thanks for all!

  119. The next time I read a weblog, I hope that it doesnt disappoint me as much as this one. I imply, I know it was my choice to learn, however I really thought youd have one thing attention-grabbing to say. All I hear is a bunch of whining about something that you could fix when you werent too busy on the lookout for attention.

  122. Good post. I be taught one thing more difficult on different blogs everyday. It is going to at all times be stimulating to learn content material from other writers and observe somewhat one thing from their store. I抎 prefer to use some with the content on my weblog whether you don抰 mind. Natually I抣l give you a link on your internet blog. Thanks for sharing.

  135. Oh my goodness! an incredible article dude. Thank you Nonetheless I am experiencing concern with ur rss . Don抰 know why Unable to subscribe to it. Is there anyone getting an identical rss drawback? Anyone who knows kindly respond. Thnkx

  150. I’m often to running a blog and i actually respect your content. The article has really peaks my interest. I am going to bookmark your website and maintain checking for brand new information.

  160. Nice post. I be taught something more challenging on completely different blogs everyday. It’ll all the time be stimulating to learn content material from different writers and apply a little something from their store. I抎 desire to use some with the content on my weblog whether or not you don抰 mind. Natually I抣l offer you a hyperlink in your web blog. Thanks for sharing.

  167. Oh my goodness! an amazing article dude. Thank you Nonetheless I am experiencing challenge with ur rss . Don抰 know why Unable to subscribe to it. Is there anybody getting an identical rss downside? Anybody who knows kindly respond. Thnkx

  175. This site is really a stroll-by means of for all the data you needed about this and didn抰 know who to ask. Glimpse right here, and you抣l definitely uncover it.

  498. It’s fantastic that you are getting thoughts from this paragraph as well as from our discussion made at this time.

  499. When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment
    is added I get four emails with the same comment.
    Is there any way you can remove me from that service? Appreciate it!

  654. Have you ever thought about writing an e-book or guest authoring on other websites?
    I have a blog based upon on the same ideas you discuss and would
    really like to have you share some stories/information. I know my subscribers would
    appreciate your work. If you are even remotely interested, feel free to shoot
    me an e-mail.

  655. May I simply just say what a comfort to discover somebody
    who genuinely knows what they are discussing on the internet.
    You definitely realize how to bring a problem to light and make it important.
    More people really need to read this and understand this side of the story.
    I can’t believe you aren’t more popular because you definitely have
    the gift.

  657. Hi there it’s me, I am also visiting this site regularly, this website is really nice
    and the viewers are truly sharing pleasant thoughts.

  661. I am curious to find out what blog platform you are utilizing?
    I’m experiencing some small security problems with my latest site and
    I’d like to find something more safeguarded. Do you have any
    suggestions?

  692. We are a group of volunteers and starting a new scheme
    in our community. Your web site offered us with valuable info to work on.
    You’ve done an impressive job and our whole community will be
    thankful to you.

  696. Heya i’m for the primary time here. I found this board and I to find It really
    useful & it helped me out much. I hope to provide one thing again and help others such as you aided
    me.

  699. Wow, fantastic blog layout! How long have you been blogging for?
    you made blogging look easy. The overall look of your web site is
    fantastic, let alone the content!

  700. Amazing issues here. I am very glad to see your
    article. Thank you a lot and I’m taking a look forward to touch you.
    Will you kindly drop me a e-mail?

  701. I’m not sure why but this site is loading incredibly slow for me.

    Is anyone else having this issue or is it a issue on my end?

    I’ll check back later on and see if the problem still exists.

  704. Hi to every body, it’s my first visit of this weblog; this blog includes amazing and actually good
    stuff for visitors.

  708. Hello there, There’s no doubt that your web site could possibly be having browser compatibility issues.
    Whenever I look at your blog in Safari, it looks fine
    but when opening in IE, it’s got some overlapping issues. I merely wanted
    to provide you with a quick heads up! Aside from that,
    wonderful blog!

  709. I appreciate, cause I found exactly what I used to be having a look for.

    You have ended my four day lengthy hunt!
    God Bless you man. Have a nice day. Bye

  711. Hi there to every body, it’s my first pay a
    visit of this blog; this webpage contains amazing and in fact excellent information designed for readers.

  714. Greetings! Very helpful advice within this post! It is the little changes that make the
    most significant changes. Thanks a lot for sharing!

  716. Hey there! Do you know if they make any plugins to assist with Search
    Engine Optimization? I’m trying to get my blog to
    rank for some targeted keywords but I’m not seeing very good success.
    If you know of any please share. Kudos!

  717. An intriguing discussion is worth comment. I think that you need to write more on this issue, it might not be a taboo subject but typically folks don’t
    speak about these subjects. To the next! All the best!!

  718. My brother suggested I may like this blog.
    He was once totally right. This publish actually made my day.
    You cann’t consider simply how much time I had spent for this information! Thank you!

  724. What’s up colleagues, pleasant article and pleasant arguments commented at this
    place, I am genuinely enjoying by these.

  819. Pingback: otc viagra

  822. Greate pieces. Keep posting such kind of info on your page.
    Im really impressed by your blog.
    Hello there, You’ve performed an incredible job.
    I’ll definitely digg it and personally suggest to my friends.
    I am confident they will be benefited from this site.

  823. This design is steller! You definitely know how to
    keep a reader amused. Between your wit and your videos, I
    was almost moved to start my own blog (well, almost…HaHa!)
    Fantastic job. I really loved what you had to say,
    and more than that, how you presented it. Too cool!

  826. Pingback: side effects of viagra