Facebook Ad Account Hierarchy
Before we begin, we also need to explain the different levels of your Ads account and how they work together. The top of the food chain is called a Facebook Campaign. This is where you will decide what the objective of your campaign is (we will discuss more on objectives in a moment). Think about the ‘Campaign’ level as the big, overarching goal. Are you trying to drive sales? Are you trying to drive web traffic? Are you trying to do lead generation? The campaign is where you’ll decide this. We will also use the campaign level to manage our budget. The next layer down is the Ad Set, you can have multiple Ad Sets per campaign. Ad Sets determine the ‘Who’ & ‘Where’ in this equation. In your ad sets, you will decide what genders, ages, locations, etc. that you’ll be targeting. So, this is where we will plug in our audiences we created. Ad Sets are also where you’ll decide what platforms and devices you’ll be serving your ads on (Facebook Mobile Feed vs. Instagram Mobile Feed vs. Facebook Stories, etc.) The final layer down is the Ad level. You’ll create multiple ads for each Ad Set (don’t worry, we’ll give you the quick and easy way to knock this out). These are the actual assets that users will see with your ad creative and your ad copy.
Budget and Split
This is the last bit before we actually get in to build your ads. We have to talk about money. In module 1 we mentioned that when you’re ready to start running Facebook and Instagram, you should be prepared to commit some budget to Facebook and Instagram ads every month at least for a couple of months. The Facebook Ads Algorithm takes time to learn to best serve your ads and the lower your budget the longer this ‘learning phase’ takes. So if you’re ready to commit to spending $5000 per month on Facebook and Instagram ads, let’s have it. If not, we recommend that you don’t start with anything less than $1,500/month. And ideally we recommend at least $3000/month.
There’s a couple of reasons for this. The first is that you’ll see when we are building your campaigns that Facebook will ask you to set a ‘Daily Spend’ so this means you’ll tell Facebook how much you are willing to spend on ads for that campaign each day. And let’s say inside of your Top of the Funnel// Prospecting Campaign you have 2 ad sets. If you were only spending $5 per day, you now have to split that $5 between two ad sets because, remember, the campaign level is our overarching goal, but the ad sets are the vehicles to actually serving your ads to the right people. So if you are spending too little, the ads won’t be effective. The phrase “you have to spend money to make money” is never more relevant than with paid media.
The second reason you don’t want to spend less than $1,500 per month is because we have our three-tiered approach. So we will have one campaign for the Top of the Funnel and one campaign for the Middle of the Funnel. So now our budget is split in half (and that’s before we factor in any more subdivision with our ad sets). So you want to be able to have a reasonable amount for each campaign to be able to properly serve.
And the last note here is on how you should split up your budget between the Top of the Funnel and the Middle of the Funnel. Once again, there is plenty of ‘thought leadership’ on this subject out there but what we see work time and again is a 60/40 split. That means that you should be spending about 60% of your budget on your Top of the Funnel and 30% of your budget on the Middle and Bottom of the Funnel. Before you go on thinking “why don’t we just split it 50/50?” remember what we said earlier. You want to fill the top of your funnel so that those people can filter down to the middle of your funnel and have a higher return. If somebody goes to your website one time from your ads, the likelihood of them purchasing in the future skyrockets, and now they have visited your website, therefore your Facebook pixel has tracked them, and now they are getting served ads from your Middle of the Funnel group or the Bottom of the Funnel, instead of the Top of the Funnel