31-days Connections: This allows you to reach people who have a specific kind of connection to your Page, app or event. This will narrow your audience to include only people with that specific connection who also meet the other targeting categories you’ve selected. Unless I want to keep my ad from going to my current Facebook Page fans, I rarely use this option. It always seems to narrow my audience by way too much. But if you do want to specifically target your Facebook Page fans then this is where you do that.
Save this Audience: This allows you to name your audience and save it for future ads. I suggest doing this because you can always delete them later.
The next thing in the Ad Set is Placements. I am going to keep this simple for you. I click on “edit placements” and only post to Facebook. I do not post to Instagram or Audience Network with my ads. This will narrow your audience a bit more but not by much.
Facebook recommends mobile and desktop for Device Types. This is up to you. Your choices are mobile and desktop. I highly recommend never choosing the “Automatic Placements” choice.
Your next configuration is Budge & Schedule. This is where you will determine how much you want to spend on your ad and how long you want your ad to run.
You will be given the option of setting a Daily Budget or Lifetime Budget. I just use a Daily Budget and you can go as low as $1.oo per day although I recommend not going below $5.00 per day. Whatever amount you choose will be the average daily budget. So if you set your budget at $5.00 per day, some days may be a bit over that amount and other days it will be under….it is an average.
I also recommend starting an ad at 4 am in the morning regardless of where you live. That just seems to be a good time to get your ad moving through the feeds so that when people wake up they start to see your ad in their newsfeed. Days of the week may vary based on what your ad is promoting. No matter how long you schedule your ad for, you can stop running it at any time.
I am not going to talk about the Advanced Options in the Budget section. Unless you have been running Facebook Ads for a while, you do not need to know this right now.
The last thing you need to do in the Ad Set is give your Ad Set a name. Facebook recommends giving your Ad Set a name based on the audience, scheduling or ads inside it. I say, give it a name that you will know exactly what audience this ad is for. The reason for this is because when you start running several ads, you will want to be able to distinguish between them right away instead of having to look through it to determine who the audience is, how long it ran etc.
One last thing…….
Let’s say you set up a Campaign and you decide to set up two Ad Sets in that Campaign. Each Ad Set may be exactly the same except for the fact that you are using two totally separate audiences. The reason you might do this is to see which one performs better. You might run them both for a week and then compare the two. You would stop the lesser performing ad and perhaps put the money you were spending on that ad into the better performing ad. This is called Split Testing. It is a more advanced technique but it is something to consider for future advertising strategies.
Tomorrow we will work on the actual Ad itself so I will see you all then!