Facebook advertising structure - How Facebook Ads Work
[Instructor] When you're advertising on Facebook, it's important to understand how Facebook will organize your ads. Facebook organizes advertisements into three levels: campaigns, ad sets, and then ads themselves. This structure makes it easier for you to organize, optimize, and measure the performance of your ads. At the very top, we have the campaign. This is our objective for our ad campaign. For example, we may have a campaign to boost your posts or around a specific product launch. Within a campaign, we have the ad set. A campaign can feature multiple ad sets. This is where you'll define who you're targeting, your ad placement, and bid settings. Each ad set can also have its own budget and scheduling criteria. You might use an ad set to target different audiences. For example, you could create an ad set to target people who live in the same city as your business, or you might use an ad set to identify people who like sports drinks. Within the ad set, you can then have multiple advertisements. All of the advertisements will use the targeting that you set up in the ad set. You'll use the ads to control things like the image you use, the link you get people to click on, and the messaging within the ad itself. Let's look at an example of how this ad structure might work. Let's say that my company, H+ Sports, has a new sports drink, and it's ready to sell. I might have a few different goals. The first is to drive traffic to my website in order to sell the beverage directly from there. The second goal might be to increase brand awareness so that when people see H+ Sports drink in the market, they'll be more likely to purchase it. And the third goal or objective might be to promote a special coupon for a discount at a local retailer. What I would do is create a campaign for each objective. Then, I create an ad set within those campaigns for each audience. For example, if we look at the campaign to drive traffic to the website, I might create an ad set for current customers, and these customers might come from an email list that I upload. The second ad set could be for people who live in the same city as where I'm selling and also play sports. So here we have our two ad sets. Next is the ad creation itself. For those ads, I try a few images to see which worked best. Maybe I use an image of a swimmer versus an image of a person consuming the sport drink itself. I could then run both of those ads side by side and see which one performs better. What's great about Facebook advertising is that they have a robust tool that guides you through the ad creation process. Now that you're clear on ad structure, start brainstorming some different campaigns, ad sets, and ads that you can create for your next advertising campaign.