Efficient Set-up Process
So you may have noticed that there was a good amount of effort and time spent before we really actually got onto Facebook and started building your ads. Well, there’s quite a few reasons for that but the main reason is that it makes the set-up process much faster and much less error prone. In that same vein there are a variety of ways to keep that efficiency going as you build out your campaigns, ad sets, and ads even further. So here are a few additional tips and tricks to make this setup and every future setup as efficient as possible.
There is perhaps nothing more meaningful for an efficient ads setup process than when Facebook introduced the option to duplicate things. This duplicate button can be used at the campaign level, the ad set level, and the ad level. It’s a great feature at every stage (especially at the ad level) to make your process faster. Here are a few notes about duplication at each level and an example of when you might want to use it
Campaign Duplication---When you duplicate a campaign, you’re duplicating out everything that is inside of the campaign. That means every ad set along with every ad in each ad set. So depending on what you’re doing, Campaign duplication can save you a lot of time. When you’re duplicating your campaign you should do your best to not change the campaign objective as this may require additional effort in getting your ads and ad sets re-set up. Campaign duplication is a great way to A/B test something, specifically with two different ad sets. Perhaps you have an ad set that is performing really well and want to duplicate it but use a slightly different age range as you’re trying to determine if you can expand out. Duplicating campaigns and having them run at the same time both with only one ad set in them and the same budget is a great way to test your audiences.
Ad Set Duplication---Ad Set duplication works the same as campaign duplication, in that it will duplicate all of the ads that are already inside that campaign. Ad Set duplication can be incredibly beneficial especially when you start getting into tighter audiences. For example, if you are using a 1% Lookalike Email List audience and you haven’t set any specific ages on it but you are wanting to narrow in on what ages are actually converting, you could duplicate that ad set and change the age ranges for each one. Just make sure you change the names of each ad set so you don’t get confused looking at your ad sets later.
Ad Duplication---Duplicating ads is probably the most beneficial idea offered with duplication. If you have 2-3 campaigns and 2-3 ad sets in each campaign, and you want to have 3-5 ads per ad set, that’s a lot of ads to create. So the duplication can ultimately save you so much more time. Here are a few extra notes on the duplication process to consider, specifically with ads.
We discussed in the last module how different parts of your ads show up on different platforms and this can play out into doing smart creation and smart duplication when it comes to creating your ads as well. If you are planning on running the same ad on Instagram feeds and on Facebook feeds, you should always create your ad in the ad set for Facebook. As you saw during our creation process, this gave us the option for our Body Text and our Headline and our Description. If we create our ad in a Facebook ad set, and duplicate it over to an Instagram ad set, the Instagram ad set will automatically only use the information it needs. If we did things the other way around, our Facebook ads would be missing their Headline and Description.
This is similar to the platform differentiation but deserves it’s own information. As we discussed previously, each different ads placement (such as Facebook Feed vs. Instagram Story etc) has creative specs that are formatted specifically for that channel. So that means if you’ve created an ad for Instagram Stories in the proper 9:16 aspect ratio, that ad creative isn’t going to work well on the Facebook Feed so you should make sure you don’t duplicate that ad somewhere it shouldn’t go
Ad Copy Matrix
When you started creating your ad copy how did you have it organized? Were you working with a word doc and things scattered all over the place? Creating an easy to read ad copy matrix has a variety of benefits in the creation process. One being the ability to compare and contrast your copy before you put it out. This is a great way to ensure your body text, your headlines, and descriptions are all working together for each ad and to make sure you’re covering all bases in what you need to talk about and convey to consumers. The other benefit in setting up an ad copy matrix beforehand is that your ad setup process gets expedited and you can use this simple framework to help keep yourself organized throughout the process.