All Facebook ad campaigns are made up of ad set(s).
Ad sets are a group of Facebook ads that share the same ad set options.
These ad set options set your targeting, budget, platform, and more.
Ad sets help you to organize your Facebook ads so that you can more easily track and manage the performance of your Facebook ads to your different target audiences.
What Are The Benefits Of Using Ad Sets?
Facebook ad sets allow you to track and manage your Facebook ads. They do this by making it easier to test different combinations of targeting to find what works best for your business.
Having multiple ad sets can help you optimize your targeting by allowing you to discover the ad set level options for targeting that work best for you.
Ad sets also help Facebook advertisers save money by allowing you to easily identify the targeting options that are working for you and the ad set targeting that is not.
How Do I Create An Ad Set?
To create an ad set log into your Facebook ads manager.
Click on the green "Create" button in the top-left.
The first step is to create your campaign. Your campaign acts as an umbrella for all your ad sets that have the same campaign objective.
As an example, a campaign objective could be an evergreen sales campaign or a lead generation campaign.
For more on Campaigns, you can read our guide on how to set up your first Facebook ad campaign in the Facebook ads manager.
On the next page, set up your ad set. Give your ad set a name, then choose your conversion location, target audience, and budget. You can also specify other options, such as ad delivery exclusion, platform, and bidding.
Once you're finished, click on the "Next" button to create your Facebook ad.
What Are The Different Types Of Targeting That I Can Use?
There are many different types of targeting that you can use when creating an ad set.
The Basics: Location, Age, And Gender
Location
Target people based on their location, such as by country, state, or city.
Age
Target people based on their age.
Gender
Target people based on their gender.
Budgeting Set Up Your Campaign Bid Strategy
You can set up bidding at the ad campaign level. We are going to use ad set bidding. So make sure this is turned off.
We are going to set a daily budget at the ad set level. You can also use the lifetime budget option if you have a short promotion that has a set end date and budget.
Setting the budget at the ad set level provides us with more control over the way our ad budget is spent.
Using the campaign budget option, Facebook will determine which of our ad sets receives ad budget based on performance.
This may result in one of your ad sets receiving none of the spend, this is not a great option if we are just starting our Facebook advertising efforts and don't know our target audiences on Facebook yet.
Intermediate: Choose Specific Target Audiences
Detailed Targeting
There are three types of detailed targeting: demographics, interests, and behaviors.
Demographics: Target people based on life events, like birthdays, anniversaries, and household income
Interests: Target people based on what they are interested in, such as by topic, page category, or keywords.
Behaviors: Target people based on their behaviors, such as online shoppers or frequent travelers.
For more options, you can view suggestions, great if you have selected one or two options already, and browse to see a drop-down of additional targeting.
Custom Audiences
Target people who are already familiar with your business, such as people who have visited your website or app, or people who are on your email list
Lookalike Audiences
Create a target audience based on a custom audience. Facebook will then find similar people to those who are in your custom audience.
Facebook Custom Audiences And Lookalikes
You can create both your custom audiences and lookalike audiences at the following link: https://business.facebook.com/adsmanager/audiences
Both of these audiences can be added to your ad set in the audience section of the ad set.
You can also exclude audiences here. Perfect if you are looking to reach new customers and want to exclude a custom audience of all purchasers.
Advanced: Optimize Your Ad Set Based On The Data
Ad Placements
Facebook provides two different options when it comes to determining where to show you Facebook ads.
Advantage+ Placements (Formerly, automatic placements) and Manual placements.
Advantage+ (Automatic placements)
With Advantage+ Facebook will show your ads where they are best likely to perform. This option is great if you are just getting started and don't know which placement or platform will perform best for you.
Once you have a better understanding of how your Facebook ads perform, you may find that Facebook or audience network are not the right "platforms" for you.
Manual Placements
If this is the case choose manual placements in your ad set, then uncheck the "Platform" that is not performing.
If you decide to use manual placements, two additional options open up to you.
You can edit devices you show up on from all devices to just mobile or just desktop.
Secondly, you will have the option to choose your ad placement.
Uncheck all options where you do not want your ad to show up.
For help with ad sizing, you can look to the right of the image to find the ad size for each placement.
You can also use Facebook's ad guide found here: https://www.facebook.com/business/ads-guide/image
Cost Control
If you want more cost control over your ad spend, you can optimize your conversions for a certain CPA.
This is an advanced technique for those who understand their CPA metrics and have tested and received initial results from their Facebook ads.
What Is The Difference Between An Ad Set And An Ad?
Your ad set contains all information regarding targeting, budget, and platform.
Your Facebook ad is a single piece of content that promotes your business, such as a text ad, images, or videos.
This is also where you can choose your Meta pixel, and connect your Facebook page and Instagram account.
Each ad set can have multiple or different ads in it to connect with that target audience.
You can also have the same ads in each ad set to discover how similar ads perform to different target audiences.
Track Performance In The Facebook Ad Manager
Once set up you can track and optimize the performance of your Facebook ad set within the ads manager.
Create Your First Facebook Ad Campaign
Need to set up your Facebook ad manager account. Read our guide on getting started with a new ad account.
Looking to launch your first ad campaign in the ads manager. Read this post.
If you would like additional information on how ad sets can help you scale or start your Facebook advertising, feel free to reach out.
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