Ad Management & Campaigns (Facebook | Google-YouTube).

Facebook Ads

The first thing we need to talk about when it comes to Facebook Ad Campaign Structure is how many ad sets should actually go in your campaign.

Meta(Facebook) recommends that your ad sets down into just one adset in a campaign, but I wasn't in total agreement with them because by having different adsets with different targeting options,

you could then accurately see the targeting option in adset A produces a cost per result of X, while this other targeting option in adset B produces a cost per result of Y. So which one is better, X outperforms Y, therefore, we should stop advertising Y and start advertising X.

Although that data used to be really valuable but with the rise of open targeting and even hybrid options like Advantage+ audience, having the separate data from the separate targeting options is now a lot less important, we are now doing far less testing on targeting than we used to.

So the upside to separate adsets has decreased and there are advantages on the other side of it where going with one adset or fewer adsets is highly recommended.

Let's say you're spending $100 a day and you've got 4 adsets you're spending roughly $25per adset per day.

Well if you put all the $100 budget into the one adset, that aset is going to learn much faster and we all know that Facebook machine learning AI systems need data to be able to do that and this has a big impact on the results our campaign generates.

This way you're going to see more data faster and overall you're going to see better performance.

And this is the reason why Meta doesn't want you to have audience fragmentation, the reason is to consolidate your budget and get more data in a shorter time period.

By using one adset in a campaign you also avoid an auction which is a bit different from Audience overlap(where multiple adsets are trying to compete in the same auction).

When you put your ads in front of users on Meta, you are entering an auction where you're competing against other advertisers.

Well if you've got multiple adsets from the same Advertiser entering the same auction, that negatively impacts the delivery of one or both of those adsets and see a rise in CPM(Cost Per Mile), or one of them or both of them spend less budget than you want them to.

So adding all that up, that's why I now recommend one adset in the Facebook ad campaign as opposed to multiple adsets.

Although I still recommend that you use different campaigns when you're advertising different product ranges, you don't want to lump everything that you're advertising into one campaign, so you do different products, different campaigns, or different offers.

You want to test different campaigns and to do this we would often use different campaigns specifically for testing new ad creative.

What a lot of Facebook advertisers experience is that; let's say you've got a winning ad and you're running that within your campaign, you want to test new ad creative so you add that into the existing campaign and Meta just doesn't give it any budget, it just keeps using the winning ad from previously

but unfortunately, you might have spent all this time, effort, and money creating these new ads and they just don't get any budget and you've no idea whether they are going to perform or not.

So a separate testing campaign could be a good way to do it also but that's going to depend on the budget.

Google Ads (YouTube)

YouTube advertising has completely changed and if you're currently running ads and they're not working like they used to I know why and I'm going to share it with you on this page but if you are yet to run an ad and you've been thinking about it stop right now and don't launch an ad until you're done reading this.

m a Sales strategist and I have run successful ads with a 37% increase in click-through rates, so I know what is working, and so much has changed, in fact there are some massive shifts and if you're not aware of them you'll end up launching an ad, hitting the button and it's not working.

Maybe you've tried to run YouTube ads and it hasn't worked for you or your business or you're just trying to find out about YouTube ads because you know the power that YouTube holds and how it can send the most targeted traffic to your offers online.

Now there is a bit of a problem with some of the tutorials you would have seen online, there are for sure some good ones out there but they're very tricky to find or they don't give you the whole picture,

but with the other ones what you tend to find is that people teach you outdated strategies they don't teach you the fundamentals and so when you run your ads they are already set up for failure so that you can go and buy their whiz-bang marketing course that teaches you exactly how to do that.

Here, I'm going to show you some of the core principles of running YouTube ads, and some of the audiences that you can be targeting.

What to know to properly run an effective YouTube Ad:

So there have been some big changes over on the YouTube ads platform, previously we used to use a targeting type called keywords, which means that when you go to

youtube.com

However, the platform has changed a lot now and we rely on a different type of targeting to find out our ideal customers, we can target people based on what they're searching for on Google or we can target People based on the URLs that they're visiting, and it's really powerful.

Now the first step to a profitable YouTube ads campaign is your audience research is;

Custom Google audiences, and

Customer URL audiences.

A Custom Google audience is an audience or a group of people who are made up based on what they've been searching for on Google and on YouTube (yes, Google owns YouTube). So you create an audience of people based on something that they are searching for on Google, then when they go over to YouTube and watch their dog or cat videos or whatever it is, your ads pop up because they've been searching for something on Google.

A Custom URL audience is very similar but it's based on the URLs that people are searching for instead, so if someone visits a certain website and you think that person is part of my target market then you can create an audience of people who visit that website and similar websites to it and then show your ads to them when they go over and watch their cat or dog videos over on YouTube.

So the first exercise that I want you to do is to literally take a pen and paper or take your phone or laptop, it doesn't really matter anything to take notes. Then just think about what would people be searching for in your industry and what are some of the pain points that they're feeling in your industry.

For example, let's say we've got a weight loss course where we teach people how to lose weight in their belly in 30 days, now what we need to be doing is we need to be thinking about how to pain points what people will be typing into Google and on YouTube.

So for example people might be looking for "quick weight loss tips, or diet plans for weight loss", now you know that if someone were to be typing that into Google or YouTube that's when your ad pops up offering a weight loss course or a webinar that talks about how to lose weight in 30 days or something like that, and they are going to feel compelled to opt in because you are meeting them right in their pain point.

So what you should do is spend some time and come up with 5 to 10 different Search terms that someone will be searching for on Google or YouTube that really cones in on their pain points.

Moving on to audience number two which is the URLs that people visit, now this might take a little bit of research because you might need to go onto Google and you might need to find some different URLs that people visit, but a lot of the time you can do it off the top of your head.

What you want to be thinking about is specific URLs that people visit when they are trying to alleviate any of their pain points, so for people who are in the weight loss course or people who are in the weight loss industry, you want to be using a website that people go to specifically to lose weight, that might be different diet websites where they're finding out about diets, or it might be some workout plans that you find online on different websites.

Now you've done the research and you've done one of the most key parts of YouTube ads, so now what you can do is to go straight into the Google ads dashboard set up a Google ads account and actually run some YouTube ads.