hey guys so in this video i want to
cover the difference between
a campaign an ad set and an ad kind of
what the differences are of all those
and also kind of
talk about the different campaign
marketing objectives and
when you should use each one what they
do what they mean all that good stuff so
let's dive in and the easiest way to
really explain all this stuff
you can see kind of you have to look at
your campaigns your ad sets and your ads
right up here
so you can just click and flip through
each one of those tabs
and the the campaign if you think about
it like
should be drawing us on like a board or
something like that it's kind of like at
the top
and then you kind of like it's like a
pyramid right so within one campaign
you can have multiple ad sets and then
within each ad set you can have multiple
ads
all right so um for example like one
campaign might be to get leads
and then you're targeting people in you
know texas you're targeting people in
florida you're targeting people in
california
those would be different ad sets and
then you would have
different you could have different ads
within each one of those ad sets
or you could have the same ads within
each one of those ad sets now i know
that's probably confusing
let's jump in and break down exactly
what all these are so if we click on
create right here
you can see say start over we have the
campaign
okay so campaign it says what's your
marketing objectives like what do you
want to do do you want get people to
click to your website
do you want people to like or comment on
your facebook post you want people to
convert into leads do you want people to
go through and make a purchase
like what do you want so like that's
basically telling facebook because
the truth is guys facebook has so much
data on all of their users that they
know
what users are more likely to click to a
website
they know which users are more likely to
like or comment on a post which ones are
more likely to buy something online
or buy some specific product online or
to opt into a
lead generation site so all that
different stuff so that's why you want
to tell them
exactly what you're wanting to do and
that's why a lot of people actually
fail with facebook ads as they'll go
through and on their facebook page
so let me just pull up my facebook page
really quick to show you guys this
example
so on their facebook page here they'll
come down
and they'll make a post and what happens
if this will ever load up
is you'll get this little boost post
button right here okay
on every single post that you make boost
post and then people will be like oh
well i boosted my post i like
you know i put money behind it i did the
targeting all that stuff because
they made it really simple just click
right there because obviously they're
gonna make it simple because this is an
easy way for facebook to make money
and you just go through choose your
targeting who you want to target
and you hit boost right you spend 5 10
20 bucks a day
however when you go through and hit
boost post
this is choosing the marketing objective
of
engagement okay which means facebook is
going to show that post to people more
likely
to like and comment on your post not
necessarily
go and click to your website or generate
a lead or make a sale or any of that
stuff so
sometimes you do want to do that
sometimes you do want to go get the
engagement the social proof behind
a post that's really good for branding
right but
you don't always want to do that so the
campaign that is your marketing
objectives
and we'll hit those different marketing
objectives here in just a second
and then your ad set this is your
targeting
okay it's who you want to target um this
is going to where you're going to
target the custom audiences that we've
created the look-alike audiences
all right this is where you're going to
choose the age the gender if you wanted
to do interest or a specific location
any of that that's all in the ad set
level that's telling facebook who you
want to target
and then you can see and it they've made
it really simple they used to not have
it like this
but they made the structure very very
simple okay
and so you can see this the audience
like i just explained
then the placement so what the placement
is is are you gonna place your ad
on facebook on the news feed are you
going to place in the facebook
right-hand column are you going to place
it in um the instagram news feed so it's
kind of like
old traditional marketing do you want in
the magazine do you also want the
newspaper do you want it on the
billboard do you want on the radio
so just like all the different places
that facebook owns which
they actually own quite a bit of of
space right so like you've got
the facebook stories you got the
instagram stories you've got
you know the instagram news feed
facebook news feed so
wherever you want to place it we're
going to dive into which placements
i believe are the best and when you
should go through and you know
expand it out to more places we'll get
into all that stuff here
but then also your your budget and your
schedule like
you want to spend five dollars a day ten
dollars a day a hundred dollars a day
or do you want to spend a lifetime
budget of uh a hundred dollars
over the course of a month or do you
want this the campaign to spend five
dollars and
ongoing until you shut it off whatever
it is and then
the ad is obviously what you actually
see
on facebook or even on instagram so it's
the image
it's the headline it's the text and the
copy and all that stuff
and we'll get into the different ad
formats and when to use each one
and how to use each one what what things
to really think about
here in a later video so with that said
guys
when it comes to what's your marketing
objective there's there's several things
that we got to think about and like
i said we need to know what our
marketing objective is and facebook has
all this data on all of these users so
if we want to send people to our website
just to kind of check out a new blog
post that we have or whatever
we're going to use traffic if we want
them to like or comment on our facebook
post
we would use engagement okay if
obviously if you guys have
a an app or something like that mobile
app you'd use this one
i've never used it if you want people to
go through
and watch a video that you've promoted
you'd use video views because facebook
knows which people are more likely
to sit on their phone or sit on their
computer and watch a video on
facebook all right now this one as i
mentioned earlier
if you're brand new starting out you
don't have any custom audience of any
existing users
or any existing buyers or leads or
anything like that
this is a great one because then you go
shoot a you know two three minute video
talking about your product services
whatever it is promote it for like five
bucks a day
run it for 10 days you spend 50 bucks
and you'll have a few thousand people
usually you can get video views for
about one penny per video view
okay so if you look at that and that's a
three second video view that's not like
a 10
or you know 25 view of the video
but if you look at that you spend five
dollars per day
that's 500 people that are watching the
video
and it's going to be exposed and reached
a lot more than that so that's a really
quick and easy way simple way to go
through and expand that audience
lead generation right here is not
necessarily using
landing pages okay we're gonna actually
do a section on lead forms because
that's a little bit a little bit
different but basically you run an ad
and it's to get a lead right to get
someone's name phone or email address or
even physical address
and then instead of sending them to
another website like a landing page to
get that lead
what you're gonna do is there's a
pre-built form
on facebook they click it it pops open
and then it pre-populates with all the
information they already have on file
with
facebook okay so it's really cool it's
really powerful
there are some pros to it there are some
cons to it we'll cover those as well
and then messages this is to get people
opting in and starting that
communication with facebook messenger
which is super powerful as well if you
go through kind of the facebook
messenger bot
um course that we've got the module in
here then that's going to be able to
help you as well with this piece
and then we've got conversions which
this one is going to be
more this one's going to be big time
with landing pages right or if you're
converting somebody into an actual
purchase or sale or whatever
so that's with the pixels creating those
custom conversions
all that that's where you're going to
use this now catalog
sales this is going to be a lot more for
e-commerce stuff but to be completely
honest i've not done a ton with that
because i don't run ecommerce stuff
store visits this is a newer one i
haven't done a lot with that
brand awareness and reach i messed
around with those a little bit but as
far as like going through and reaching a
broad audience
and building a custom audience i like to
use video views still for that
so um so those are kind of different
things and one thing
that i would like to just kind of like
just say so you guys kind of are aware
um this traffic one you might look at
that and be like oh
why would i ever use that because i'm
just going to use the conversions or the
lead generation right here if you're
trying to generate leads
however if you guys remember from the
retargeting section
if you're not spending enough money each
week to get at least
20 conversions you actually want to do
this traffic campaign okay because
facebook's um their conversion algorithm
it really optimizes and really starts
working which you're getting about 15 to
20 conversions per week
so that's about two to three per day so
if you're spending only like two to
three dollars on a retargeting campaign
that's probably not enough money being
spent to actually get those 15 to 20
conversions
so what i would do is i would spend two
to three dollars on
the the traffic campaign and run that
okay so
those are just kind of some of the
different marketing objectives
we'll get dive in deep into each one of
these we'll show you guys how to set
them up
but i just kind of wanted to get to that
and explain like why you would use
different ones and when you would and
then even kind of break down the
campaigns
ad set and add levels so with that said
guys i will see you in the next video