Campaigns in Facebook Ads

There are 3 components to creating a Facebook Campaign:

Campaign (Objectives)
Ad Set (Audience)
Ads (Copy & Creative)

What Do Funnels Have In Common With Marketing?

The funnel idea in marketing comes from the buyer decision process. This process was coined in the early 1900s by John Dewey. Dewey's process was made up of these steps:

Identification of the problem
Information searching
Evaluation of the alternative solutions
Purchase & Decision
Post Purchase Behaviors

These pieces make up a general buyer experience and even though they are first credited as being "discovered" in 1910, they still impact buying patterns today.

Social sciences tell us that there are effective ways to market to people in any of these stages of the buying process. That is part of why we create funnels. Above is a graphic about what a typical marketing funnel looks like... but how is it different for behavioral health?

Ad Sets

Facebook tells us

"Ad campaigns are made up of ad sets. Ad sets are groups of ads that share settings for how, when and where to run. When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set. You'll use ad set level options to choose audience characteristics like location, gender and age. You can also create a budget, set a schedule and choose your placements. Use the arrows below for an overview of ad set options in Ads Manager."

When it comes to the campaigns that we run and the strategies that we use, we use ad sets very frequently.

In the video in the lesson on the FB strategy that we use here at Circle Social, Nick covers all you could want to know and more about FB strategies, funnels and the importance of audiences.

Click here if you need a refresher.

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Funnel and Campaign Building