Easily manage your advertising efforts and optimize your campaigns.
- If your campaign goal is to drive ecommerce sales, create a separate campaign with the objective Conversions.
- If your goal is to generate shares, comments, or likes, select Engagement as the campaign objective.
- If your goal is to drive traffic to your website, select Traffic as the campaign objective.
- If your goal is to get leads, choose Lead generation as the objective.
Create separate campaigns for separate product groups, if you run a campaign for a large webshop with multiple product categories.
- Campaign 1: Laptops.
- Campaign 2: Tablets.
- Campaign 3: Smartphones.
Create separate campaigns for separate countries, if you run a global campaign targeting multiple countries.
Combine the country targeting with objective selection mentioned in the first step. For example:
- Campaign 1: Location: USA, Objective: Conversions.
- Campaign 2: Location: USA, Objective: Engagement.
- Campaign 3: Location: Canada, Objective: Conversions.
- Campaign 4: Location: Canada, Objective: Engagement.
Create different ad sets based on different targeting methods. For example, interest-based, lookalike audiences, custom audiences, and behavior demographic. Experiment with different targeting criteria within each of these targeting methods. For example, you can target a different set of interests in two separate ad sets.
You might test different lookalike audience sizes in two different ad sets for example, ad set 1: 1% lookalike, ad set 2: 3% lookalike. You can create ad sets for different custom audiences, for example, top 20% customers with the highest lifetime value vs other customers.
- Ad set 1: Interest based; Users interested in fashion.
- Ad set 2: Interest based; Users interested in fashion brands.
- Ad set 3: Interest based; Users following fashion influencers.
- Ad set 4: Lookalike audience 1%.
- Ad set 5: Lookalike audience 5%.
- Ad set 6: Custom audience, all customers.
Use 4-6 ads per ad set and test different approaches, for example:
- Picture vs video.
- Long copy vs short copy.
- Emotional copy vs rational copy.
- Pure product picture vs product in a lifestyle context.
- Product detail page vs product category page as landing page.
Evaluate the performance on the campaign level:
- Identify underperforming campaigns and deactivate them.
- Identify the best performing campaigns and increase the budget for them.
Evaluate the performance of different audiences on the ad set level:
- Identify the best-performing audiences and scale them, for example, increase the budgets and target them in a separate campaign with alternative products.
Evaluate the ad creative performance on the ad level:
- Identify which ads perform best. Take all the elements in the account, for example, copy style, copy length, calls to action, design assets, and photo type.
- Use the learnings as an inspiration for new ads.