The Facebook Ads Manager is used for creating, managing, and tracking your ads. It's a one-stop tool that controls your ads on Facebook, Instagram, Messenger, or Audience Network. You can decide when and where your ads will run, as well as target who will see the ads.
At first glance the Ads Manager can appear quite confusing. Therefore, in this article we will attempt to explain its main structure and components. In that sense, this is not a tutorial. Instead, think of this as a primer to understanding the Ads Manager, which in itself, should significantly help you become familiar with it.
There are several ways to get to the Ads Manager.
First, you should have a Facebook Business Account and at least one Business Page. Navigate to your page, then from the left menu:
- Click "Ads", then "Ad Manager" - or -
- Click "More tools", then "Ad Manager"
There are three tabs on the Ads Manager page. They work as a hierarchy. Therefore, when starting a new campaign work on these tabs in following order. Later, when editing your Ad Sets or Ads you can jump to the appropriate tab and item.
1. Campaign tab
This is the basic container where your ads will reside. It includes various parameters including your Objectives and overall budget settings. The Objective setting is very important. Review the options and give your selection plenty of consideration. If you remember one thing about Objectives it's this: The results you get can vary significantly depending on your delivery optimization choices and budget bid strategy.
So, what's so important about the objective?
Beyond the obvious of being a goal, the objective is where you tell Facebook the action you want people to take when they see your ads. All of the ads should fit under the campaign's objective. If they don't, start another campaign with a different objective. The targeting options you have available in the Ad Sets and Ads are determined, in part, by the campaign objective. For example, the objective of sending people to your website or collecting leads will result in different targeting options being available when you create your Ad Sets. While you can change the objective at anytime, it can get complicated if you have many Ad Sets and Ads that you will need to reconfigure. It's best to plan out the goals in advance and set the appropriate campaign objective.
The campaign settings also has a budget section. This allows you to set how your overall budget will be distributed across the ad sets within the campaign. As you will see below, both the ad sets and ads also have budgeting parameters. But those are controlled, or at least influenced, by the campaign's overall budget. We will go deeper into ad budgeting in a future post.
2. Ad Sets tab
You can define one or more Ad Sets within the Campaign. Think of Ad Sets as a group or collection of ads within the campaign. The Ad Sets control how all of the ads within the Ad Set will work for you. And, of course, the Ad Sets are controlled by how you set-up the Campaign. For instance, if you selected "Traffic" for your container's objectives, you may want to target ads to your website, app, Messenger, or WhatsApp. However, if you selected "Engagement" as your campaign's objective, you won't see the "Traffic" options. This is why it's important to understand the hierarchy of the Ads Manager structure. There are custom targeting options available here as well. You can also let Facebook know how you wish to distribute a portion of your campaign budget to the Ad Set.
3. Ads tab:
Now, we get down to where the real action is, your ads. These are the individual ads that you will run within the Ad Set and that your target audience will see. It is in this tab that you will create your ads, upload ad media, format the ad type (single post, carousel, etc.), set the tracking, decide whether to distribute it on Instagram, and more. Again, just like the Ad Sets, some of the options here depend on the objective setting in the Campaign.
We hope this has given you a better understanding and the confidence to begin exploring the Facebook Ads Manager. In future posts we'll provide more information about how Facebook ad budgets work, and more.
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