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How Facebook Ads Work
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Anik Singal: All right, so really quickly let's talk about some of the important
elements of Facebook ads and how they work. This is a structure that
you have to understand because the terminologies are going to used all
of the time. You're going to hear them all the time.

We call this the campaign structure. At the highest level you have the
campaign. This could be for example, if you have a certain funnel that
you're promoting. You'd put all of your ads and ad sets into that
campaign. That's the highest level.

I have let's say a funnel I'm promoting, where I'm giving away my Circle
of Profit book for free, I could call that campaign, circleofprofit-
freedownload. Within that then you have ad sets. We'll talk about what
that is. But ad sets are now a part of the campaign where maybe you're
creating a certain type of ad set. Maybe you're doing image ads with a
certain hook and angle. Maybe you do only face image angle five steps.
You can allow yourself to know that all the ads inside of this ad set are
going to be image ads that are going after this particular angle. It's really
an organizational tactic.

And then below the ad sets you would then have individuals ads. This is
pretty important to know because Facebook is gathering data on your
behalf when you love that data because you want Facebook to have as
much data as possible 'cause later on we teach you how we could have
Facebook help you find the best people. So it's important to know this
structure and you'll hear us refer to it all the time.

For example, what's the ad? The ad is exactly what people are actually
seeing. Whether it's the image, the photo, the video, the copy,
whatever it is. It's the actually individual ad. You can actually create
multiple ads and split test them against each other so each of those is a
ad.

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Facebook Academy

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Within a particular ad set, you can create multiple ads. Now an ad set is
where you actually choose your audiences. So you don't choose your
targeting or budgets at the ad level, you choose it at the ad set level.
Within a certain campaign, and you don't do it at the campaign level
either. Within a certain campaign you're really just, campaigns are really
just there because they're helping you group your ads together. An ad
set is where you get to assign the targeting and the budget. You can
actually create multiple ad sets within a campaign.

So let me go back to here real quick. Just imagine this for a moment. At
the campaign level it's nothing other than organizational. It's literally,
you set the funnel, objective, whatever it is, it's just to help you
organize the way you see things.

Then you get down to the ad set. Now we actually get into the meat. An
ad set is going to, basically you choose the type of ad it is, the angle of
the ad and you name it that way for your knowledge. Facebook doesn't
care. It is at the ad set level that you choose the targeting, it is at the ad
set level that you choose what you're going after, what you're targeting,
it is at the ad set level where you choose your budget, what you're
willing to spend on that particular ad set. This is where you're actually
choosing everything and then at the ad level is when you are actually
creating the creative that they're going to actually see.

The campaign level like I said, is it's, what is it? What are you trying to
do with it? What exactly is it? Again, that's the campaign structure, it's
important to know this. And always keep this chart in front of you,
because when we reference things and we talk about creating ad sets or
whatever, you'll want to be able to look at it.

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