What does a campaign consist of

A campaign consists of three main components:

• Campaign Goals
• Adset
• Creative

Campaign goals

Based on what we are going to sponsor such as an ecommerce, local business, etcc. We choose the target that suits us best.

Each campaign objective has optimization events within it, so you can go further specify what you want to achieve from that specific campaign. We will see this better within our adset.

The first thing to do is to name our campaign. For now let’s give it a simple name; later we will study together the correct way to name one’s campaigns.

In this section we can determine, in addition to the goal of the campaign, how the budget will be spent, daily or total, in CBO or ABO.

Let’s go in order:

Daily budget and total budget

The daily budget is a sum of money that every day will be used by the campaign, with no real end date. The total budget, on the other hand, is an overall budget that will be used over a delimited period of time. For example, I can decide to spend 500 from 01.01.23 to 01.02.23, so there is the presence of a start and end date.

ABO vs. CBO

ABO stands for Asset Budget Optimization, meaning the budget will be set at the level of each individual adset within the campaign itself. For example, if within the same campaign I have three different adsets I can decide to allocate different budgets to them: to the first I will allocate 10€, to the second 20€ and to the third 30€ daily.

If instead I choose CBO, which stands for Campaign Budget Optimization, the daily or total budget will be managed by the campaign under which the adsets are part. Then the algorithm will decide how much to make adset 1, 2, and 3 spend based on where, according to the algorithm, it will perform best.

But then, isn’t it always better to choose CBO? The answer is no.

In fact, before figuring out which audiences or creatives perform best, it is always useful to go for testing. ABO campaigns allow just that: testing by keeping track of the variables we are going to decide to test.

Adset

Adsets are the component containing the target audience we want to reach, where we want to land these people, and an optimization event to make the algorithm understand even more specifically what we want.

In addition, also at this level, we can decide on placements, that is, where to have our listings appear, and we can also set a start and end date for the listings.

In this section we can go and enter our custom audiences or audiences that we have saved, if we have already created them within the Facebook audience section, and enter additional interests.

To our right will be displayed the most important and must-keep information.

Remember that there is never an audience too small or too large, it always depends on the business you are pursuing and what kind of product or service you are sponsoring. Generally, however, the more free choice you give the algorithm the better.

Creativity

Here we get down to brass tacks: the actual listings.

As mentioned in the previous lesson this is the crucial part. If you get it wrong here, you get it all wrong. If you do well here, you have done 75% of what there is to do.

Important: Don’t think that because you have graphic skills or think you have taste you will surely succeed. It has nothing to do with anything. What may be good for you may be bad for someone else and vice versa. You must leave your beliefs hanging in your closet and leave them locked there. Always rely only on data and preliminary research.

However, having said that, don’t make eye-bleeding advertisements.

Let’s start from the beginning.

In the first “identity” section you can select the Facebook page and Instagram profile on which to have your sponsorships appear. When you sponsor something the ad will not appear on your profile, simply when a user sees your ad they will see the profile image of your page and will be able to access your profile to view your content.

In the “Advertisement Configuration” section you can create an advertisement or sponsor an existing post. In the latter case you will simply post something on Facebook or Instagram and sponsor it from there.

For now, let’s proceed with Create Advertisement:

Select Manual upload and choose the desired format, for now let’s focus on single image or video so we can see the next settings.

In the Creativity section of the ad, upload your image or video.

Most important: Always prepare Facebook and Instagram creatives for the various formats available. So for images you create versions in 1080×1080, 1350×1080 and 1920×1080, but for videos 1350×1080 and 1920×1080 can suffice.

Enter your Copy, categorically prepared beforehand.

Add a destination if you need one, such as your website or e-commerce, and add a title and, if desired, a description.

The Monitoring section is most important. If you send users to an external destination, always flag “Website Events” and enter the active pixel on that site.

Publication

After the campaign has been launched, no more changes need to be prepared.

Before hitting the “publish” button it is always worthwhile to do a general check and make sure everything is okay.

In addition, the campaign will initially go into the learning phase, a phase in which the campaign tries to stabilize itself by optimizing all its aspects. Once you get at least 50 optimization events (add to cart, purchase, etcc.) in 7 days then the campaign will be out of the learning phase.

If I do not reach 50 optimization events the campaign will show thelimited learning warning. This means that Facebook struggles to optimize the delivery of your ads and guarantee you a consistent CPA.

If you go into limited learning but the campaign generates profit, don’t turn it off. It never makes sense to turn off a for-profit campaign.