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Unlocking the Future of Facebook Ads in 2023

Published on: November 17 2023 by Ben Heath

Unlocking the Future of Facebook Ads in 2023

Table of Contents

  1. Introduction
  2. What is a Tailored Campaign?
  3. The Differences Between Tailored Campaigns and Manual Campaigns
  4. The Benefits of Using Tailored Campaigns
  5. The Limitations of Tailored Campaigns
  6. How to Create a Tailored Campaign
  7. Understanding the Campaign Stage
  8. Setting Up Audience Targeting in a Tailored Campaign
  9. Creating Ads in a Tailored Campaign
  10. Should You Use Tailored Campaigns or Manual Campaigns?
  11. Conclusion

Introduction

In recent times, you may have noticed a new way to run Facebook ad campaigns in your ad account. This new feature is called a tailored campaign, and it has brought significant changes to the way advertisers can promote their products and services on the platform. In this article, we will explore what a tailored campaign is, the differences between tailored campaigns and manual campaigns, the benefits and limitations of using tailored campaigns, and provide a step-by-step guide to creating a tailored campaign. Whether you're a beginner or an experienced advertiser, this article will help you understand the ins and outs of tailored campaigns and make an informed decision on whether to use them for your advertising efforts.

What is a Tailored Campaign?

A tailored campaign, also known as a manual campaign, is a new feature introduced by Facebook that allows advertisers to create ad campaigns in a more streamlined and efficient manner. Unlike traditional campaigns, which required setting up multiple ad sets, the tailored campaign combines the campaign and ad set levels into a single stage. This simplifies the campaign creation process and reduces the chances of beginners making critical mistakes that could hamper their results. Advertisers can choose from various campaign objectives, such as leads or sales, and follow a preset structure to create their campaigns.

The Differences Between Tailored Campaigns and Manual Campaigns

In understanding tailored campaigns, it is essential to grasp the differences between tailored campaigns and manual campaigns. Traditionally, a manual campaign involved setting up separate ad sets within a campaign to test different targeting options and placements. This allowed advertisers to have more control and flexibility over their campaigns. In contrast, tailored campaigns eliminate the ad set level, consolidating all targeting, budgeting, and scheduling options at the campaign level. While this reduction in flexibility may be beneficial for beginner advertisers, it restricts the ability to test different ad sets simultaneously or select specific ad placements.

The Benefits of Using Tailored Campaigns

Despite the limitations mentioned, tailored campaigns offer several benefits that make them a viable option for advertisers, especially beginners. The streamlined creation process ensures that advertisers follow best practices, reducing the likelihood of critical mistakes. The preset settings guide advertisers to optimize for their campaign objective, such as lead generation or sales, without the need for in-depth knowledge of Facebook's ad platform. By removing some advanced options, tailored campaigns simplify the advertising process, allowing advertisers to focus on creating compelling ads and reaching their desired audience.

The Limitations of Tailored Campaigns

While tailored campaigns provide a simplified approach to campaign creation, they come with some limitations that experienced advertisers should consider. Due to the absence of ad set levels, it is not possible to run multiple ad sets with different targeting options simultaneously within a single campaign. Advertisers also lose the ability to select specific ad placements, as tailored campaigns include all available placements, including the Audience Network. This lack of control may impact campaign performance for advertisers who rely on specific placements for their brand. Additionally, the optimization for ad delivery is limited to the campaign objective and cannot be changed to other user actions, such as link clicks or landing page views.

How to Create a Tailored Campaign

To create a tailored campaign, navigate to the Ads Manager in your Facebook ad account and click on the green plus button to create a new campaign. Select the tailored campaign option, which is available for objectives like leads and sales. Follow the step-by-step process, which streamlined into two stages: the campaign stage and the ad stage. In the campaign stage, set up specialized categories for your campaign, such as naming it and selecting the conversion location. Then, move on to the audience section to define your targeting options. In the ad stage, create your ads by choosing the appropriate media, adding primary text, headlines, descriptions, and selecting the destination for converting users. Finally, set up tracking using a pixel or other tracking methods and review the campaign before launching it.

Understanding the Campaign Stage

At the campaign stage of a tailored campaign, advertisers can name their campaign and set up specialized categories. The conversion location, which is defaulted to instant forms for lead campaigns, is also selected at this stage. Additionally, advertisers specify the Facebook page connected to the campaign and set the budget and scheduling options. Depending on the advertiser's preference, the budgeting and scheduling can be set at the campaign or budget level, taking advantage of Facebook's campaign budget optimization feature.

Setting Up Audience Targeting in a Tailored Campaign

In a tailored campaign, the audience targeting setup is similar to what would traditionally be done at the ad set level. Advertisers can specify their target audience by entering targeting information such as demographics, interests, and behaviors. The audience section is a crucial part of the tailored campaign where advertisers define who they want their ads to reach. By reaching the right audience, advertisers can maximize the effectiveness of their tailored campaigns and achieve their campaign objectives.

Creating Ads in a Tailored Campaign

The ad stage in a tailored campaign is where advertisers create the actual ads that will be shown to their target audience. Advertisers can choose from various media options, such as images or videos, and customize the ad elements, including primary text, headlines, and descriptions. The destination section allows advertisers to select where users will convert, such as staying on Facebook or visiting an external website. Lastly, advertisers can set up tracking using a pixel or other tracking methods to monitor the performance of their ads.

Should You Use Tailored Campaigns or Manual Campaigns?

The decision to use tailored campaigns or manual campaigns depends on your level of expertise and specific advertising goals. For beginners or advertisers who prefer a streamlined and simplified approach, tailored campaigns provide a user-friendly solution that minimizes the chances of making critical mistakes. The preset settings and reduced flexibility make it easier to create campaigns and optimize for the designated campaign objective. However, experienced advertisers who value control and flexibility over their targeting options, placement preferences, and testing strategies may prefer manual campaigns. Manual campaigns allow for more customization and fine-tuning, enabling advertisers to experiment with different ad sets, placements, and optimization methods. Ultimately, the choice between tailored campaigns and manual campaigns should be based on your advertising knowledge, resources, and specific campaign goals.

Conclusion

Tailored campaigns offer a convenient and simplified way to create Facebook ad campaigns, especially for beginners. By combining the campaign and ad set levels into a single stage, tailored campaigns reduce complexity and guide advertisers towards best practices. While tailored campaigns provide a streamlined approach, they come with limitations that experienced advertisers should consider. Whether you choose tailored campaigns or manual campaigns, understanding the pros and cons of each approach will help you make informed decisions and maximize your advertising results on Facebook. Remember to experiment, analyze, and optimize your campaigns continuously to achieve the best possible outcomes.

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