How To Create Multiple Ads In One Ad Set

And so you lot've got an alumni audience you want to target with a Facebook advert. Perhaps you've got a solid clicks-to-website ad planned, or you're looking to kickoff a conversation with a page mail engagement advert. Maybe y'all're even encouraging registration to an event by trying out a lead generation advert. (If that was all Greek to you, I recommend reading my last post.)

Once you've built the advertising itself, the real fun comes at the ad-prepare level. As a quick refresher for those who haven't spent much time exploring Facebook's Ads Manager or Power Editor, every Facebook advertizement yous run consists of:

1. A entrada: The objective, such as securing page mail appointment or clicks-to-website.
2. At least one ad gear up: Defined by the scheduling, population targeting, and bid amount.
3. At least one ad: The actual content you see on your Facebook timeline.

The advertising level is cocky-explanatory: write some text, add a motion-picture show, and insert a link. The campaign level is also relatively unproblematic once you lot sympathize the basic types of ads.

The advert-prepare level, all the same, can be quite catchy. It requires some practice to master.

Below are six tips and tricks to assist y'all get perfect your ad sets and go the most eyes possible on your schoolhouse'due south Facebook content. Annotation that these recommendations and screenshots are based on building ads within Facebook's Ability Editor, not Ads Manager.

ane. Ad sets compete confronting each other, merely ads within an ad gear up do not .

Facebook ads sell on an auction arrangement, significant that the ads within the highest bidding ad set are the ones that get shown to the target audience. This means that if you lot're running two advertising sets simultaneously—even if they're inside the same campaign—y'all run the risk of behest against yourself in an auction and driving up the price.

To foreclose this, either schedule your ad sets to run on unlike days or use exclusion targeting (more than on that below) to ensure the ad sets don't have overlapping populations.

If you're running ads to identical populations, yet, you can put multiple ads into the same ad prepare and those ads will not compete against each other.

2. Run multiple ads within the aforementioned ad ready to A/B test your messaging.

Not only exercise ads within an advertisement set non compete with each other in the auction, merely Facebook volition also report the results of each ad separately.

This allows you to run multiple ads to the aforementioned population at the aforementioned time—without increasing the cost. At the end of the campaign, you can review the data to decide which text or motion picture performed best for your chosen population. These findings tin help inform the creative management for future ad campaigns, direct mail, and other marketing.

3. Use exclusion and "narrow farther" options to target your exact audience.

Pay shut attention to the diction of the detailed targeting options: "INCLUDE people who match at to the lowest degree 1 of the following."

This ways that while y'all may intend to target alumni who work in the finance sector and are interested in basketball, y'all could accidentally end upwards targeting people who went to your school OR work in the finance sector OR are interested in basketball—which will upshot in your ad beingness shown to millions of the wrong people.

Hit "Narrow Farther" to ensure your audience meets all of your criteria, as shown below:

Exclusion targeting, on the other manus, allows you lot to remove people from your intended audition. Exclusion targeting is a cracking way to foreclose your ad sets from bidding against each other.

For example, run ane ad prepare to alumni who work in the finance sector and another advert set to alumni except for those who work in the finance sector. You can also include or exclude past location (due east.g., "Exclude people living inside 50 miles of New York Urban center"), which can be very helpful when marketing regional events.

4. Edit your placements.

Unless you edit your advertizing placements, Facebook automatically sets your ads to run in several different places. These may include the desktop newsfeed, mobile newsfeed, desktop right-hand column, Instagram, and other mobile apps and websites (called the "Audience Network").

To make up one's mind what devices and platforms to run your ad(s) on, call back about your target audience. For case, an ad to an older population probably doesn't need to run on Instagram. Likewise, young alumni practice virtually of their Facebook browsing on mobile, so yous'll desire to be sure to include that placement when targeting a younger audience.

I typically run on both desktop and mobile, but never in the right-hand column and rarely, if ever, on "Audience Network." My experience is that right-mitt column ads perform poorly and are visually unappealing. Instagram ads can perform well depending on your audition, but they have additional epitome requirements and are often more than expensive than Facebook ads.

five. Bid for impressions.

Okay, stay with me hither. Despite the fact that I recommend click-to-website ads for most purposes, I recommending behest at the ad-set level based on impressions, not link clicks.

Your actual options here—Facebook calls it "optimization for ad commitment"—will depend on the type of ad you set at the entrada level. With click-to-website ads, you lot tin can cull to bid on link clicks, impressions, or unique daily reach. The i you lot choose will alter the potential population of your ad set. For instance, choosing link clicks means that Facebook will optimize your ad past surfacing it primarily to people who are likely to click on ads.

Because my philosophy is to think of Facebook ads every bit billboards, I'm more interested in getting as many views equally possible than in restricting my audience to frequent ad-clickers. I recommend optimizing for impressions, or occasionally, unique daily reach.

vi. Manually set up your bid.

At this step, you can choose to bid automatically and "permit Facebook set the bid that helps y'all get the most reach at the best price." Based on my own experience, however, I usually become improve, cheaper results by manually setting a bid.

If you're optimizing for impressions, you'll be prompted to set a maximum price you're willing to pay for 1,000 impressions. The recommended cost range volition depend on the audience you lot've set, and could exist anywhere from a few dollars to over $fifteen per thousand impressions.

I like to bid high, and often bid even higher than the "suggested bid" range that Facebook provides. I typically find that my average cost ends upwardly well below my maximum bid, but a loftier bid increases the size of the potential audition yous can reach per 24-hour interval.

Information technology's a lot, I know! The best way to master the advertizing set is to just get-go using it. Play around with different targeting options (the amount of data Facebook knows about its users is incredible) and run a few ads to go a sense for reasonable bids based on your audience. With practice comes ad-prepare proficiency.

Want to meet more? Check out our new Facebook Advancement series: Function 1, Part2, Part 3, Part 4

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Emily Baselt Steiger is a fundraiser, marketer, and digital strategist. By day she's the assistant manager for alumni giving at The Westminster Schools in Atlanta and by nighttime she'due south a freelance Facebook ad architect, digital strategy consultant, and avid whale enthusiast. Her other interests are teasingly diverse. Connect with her onLinkedIn and follow her onTwitter.

Source: https://www.evertrue.com/2017/02/10/the-secret-world-of-facebook-ad-sets/

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