Objective: To create a detailed plan for your Facebook Ads Account.
Ideal result: Would be that you would already have a plan in place for Facebook Ads Manager.
Prerequisites or requirements: You should already have determined which business goals you want to achieve with Facebook Ads, which campaign objectives are appropriate for you, and have a general idea of the audiences you will be targeting and which ads you will be showing them if you have not set up your first campaign in that account yet.
Why it is significant: You need to put a suitable framework in place if you want to scale and optimize your Facebook Ads campaigns. Your campaign’s performance will suffer if your account is chaotic, making reporting and optimization difficult. Your teammates will not be able to understand it either.
Where to do this: Any piece of paper will do. But if you want to wow your clients or colleagues, you can use the graphic template we have provided, or use the spreadsheet so you can alter it afterwards.
When to do this: Each time you launch a fresh Facebook Ads campaign. Or to make sure you are adhering to the structure, frequently (every three months).
The person in charge of CRO or paid advertising performs this.
Environment Setup for Facebook Ads
- Open the Facebook Ads Structure template and duplicate it:
- (Optional) Open, copy, and update the following template if you wish to better explain your new structure to customers, team members, or staff members:
- (Optional) Pencil and paper work just fine to sketch out your basic structure while you are just starting started.
- Go on to the following chapter.
Create your building
While updating your templates or draft to reflect your decisions, go through the following questions.
Account level
- Do you work for a company or as a freelancer on Facebook Ad campaigns for clients?
a. If so, use your client’s Facebook Ad Account rather than your (or the agency’s) own when creating his ads.
Sending your customer these instructions will request that they grant you access to their Ad Account.
Go on to the following query.
b. If not, go on to the following inquiry.
- Does the company you are working with have numerous, different brands? For example, does it have a jewelry brand on parisian-handmade-jewelry.com and a car accessory brand on joes-auto-garage.com?
a. If so, use Business Manager to create an Ad Account for each.
Keep in mind that there is a 5 Ad Account maximum per Business Manager; however, based on your ad expenditure, you may be able to request more accounts. The amount of Ad Accounts you have access to may be constrained if you are just getting started.
b. If not, Keep all of your campaigns inside of a single account.
The campaign level
For each company goal, at least one campaign should be created.
Note: Click here if you are unsure about the Facebook Ad campaign objective to choose.
Campaign #1: Lead Generation; Campaign #2: Website Conversions; Campaign #3: Sales; etc.
Create a separate campaign for each of your more than ten Ad Sets with dramatically distinct audiences (optional):
For instance, Campaign #1 – Lead Generation – French
Campaign #2: Lead Generation in English
Taking this step will make it easier to analyze these various groups and give you overall control over those Ad Sets, allowing you to define budget caps for them all at once, pause or resume them all at the campaign level, or enable “Campaign Budget Optimization” for those Ad Sets only. This step is optional but recommended.
Adset level
- Different audience targeting groups are divided up into various Ad Sets according to:
a. Do you wish to serve a certain advertisement to a certain audience? If so, make separate Ad Sets for each.
For instance, “I want my Ad to feature the Eiffel tower if the user is in France.”
E.g., Ad Set
France – Interest No. 1 in Ad Set 1 (Eiffel Tower Ads)
United States – Interest No. 1 in Ad Set #2 (Other Ads)
b. Do you want to view a breakdown of each Interest, Demographic, Custom, and Lookalike Audience to see which converts better? If that is the case, make separate Ad Sets for each.
A good example would be, “I wonder which audience is better: “Eiffel Tower” or “Gustave Eiffel.”
E.g., Ad Set
First-Set Ads: Eiffel Tower
Gustave Eiffel – Ad Set #2
With one exception, Facebook Manager’s default breakdown filter can be used to evaluate Age & Gender, Country & Region, Platform, Placement, and Device. For reporting reasons, it is not necessary to divide Ad Sets depending on these features.
Remember: If you chose the “Conversion” target, you should make sure that each Ad Set has enough funding to achieve the 50 conversions per week needed for your Ads to finish the “Learning Phase.” (Assuming the conversion window of “7 day click / 1 day view”)
If not, the advantages of separating your ad set may be outweighed by the potential for subpar performance.
Ad level
Include the advertisements you want to show to that particular audience (defined at the Ad Set level).
(Optional but advisable) Add several adverts to your Ad Sets if you want to test various advertisements.
Reminder: With each advertisement, test one hypothesis at a time so you can identify what makes that advertisement perform better than the others.
For instance, if you sell Parisian handbags and want to know whether the cost or the fact that they are handcrafted is what motivates customers to purchase. You might try:
“A $499 Parisian handbag for $59 – Check it out,” reads headline #A.
“Handmade Parisian handbag handcrafted with love 3 – Check it out,” reads headline #B.
Other elements (such as the image, description, and news feed description) would not change.
In this way, if Headline #A performs better, you can test something different in your next ad (like your image) while keeping the other elements the same, starting from the premise that they are price sensitive.
I am done now! You should keep modifying this SOP until you find the ideal structure for you. Make frequent reference to it to ensure that you follow it.
