Facebook ads part 1: the basics of campaign, ad set and ad level
Anaita breaks down the three levels of Facebook ads structure - campaign, ad set, and ad - and gives beginner setup guidance including budget, targeting, and conversion goals. She recommends optimizing for conversions, using CBO, starting with a $10-20 budget, and keeping audience size under 5 million.
The lessons
Optimize your campaign for conversions and enable CBO to let Facebook allocate budget automatically.
Start with a $10-20 daily budget when beginning Facebook ads.
Keep your ad set audience size under 5 million by leaving demographics open and detailed targeting off.
Set your conversion event to purchase and use automatic placements as a beginner.
Questions people ask
What are the basic levels of Facebook ads I need to understand?
Facebook ads have three levels: campaign, ad set, and ad. The campaign is the overarching goal (optimize for conversions with CBO on), the ad set controls audience targeting like country, interests, and demographics, and the ad is the actual creative and call to action.
What budget and targeting should beginners use for Facebook ads?
Start with a daily budget of $10 to $20, keep demographics as open as possible, untick detailed targeting, and use automatic placements. Aim to keep your total audience size under 5 million and set purchase as your conversion event.
Transcript
Every small business is struggling with Facebook ads at the moment, so I'm going to break it down for you in this Facebook ad series. This is part one, and I'm going to break down the basics of Facebook ads. In Facebook ads, there are three levels, the campaign level, the ad set level, and the ad level. The campaign level is the overarching goal of the ad.
At the campaign level, I now always optimize for conversions. I usually tick CBO, which is campaign budget optimization. That's where you give money to Facebook and it automatically places the ad where it thinks it's going to do best. To start, a budget of $10 to $20 is perfect.
Now, when you go to ad set, you've got to look at the audience and you've got to choose a country, their interests, and demographics. The goal here is to keep your audience size under 5 million. So choose your country, keep demographics as open as possible, and untick detailed targeting. For beginners, automatic placements are totally fine to use.
And remember to choose purchase as your conversion event. In part two, I'm going to talk you through a Facebook ad that you need to try. I hope this helps.
