Organic Reach VS Paid Reach

The First thing to know when managing ads is the difference between what we call "Organic Reach" and "Paid Reach"

Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. 

Paid reach is the people who see your content as a result of paid promotions via Ads

The 2 types of Facebook Ads

Facebook Ad Campaign

What can a Facebook Ad Campaign do? the easiest way to explain it is Everything. This includes Campaign Objectives, Audience Targeting and Ad Creatives.

Ads Manager is your starting point for running ads across Facebook and Instagram. It’s an all-in-one tool for creating ads, managing when and where they’ll run and tracking how well your campaigns are running.

Where to Start?

Lets Start with breaking down the topics that you can manage via Facebook Ads Manager

• Business Manager - Where you manage your businesses. Within the Business Manager you have your;

• Ads Manager - where you manage your ad's. If you are linked to multiple businesses, within Ad's Manager you will have;

•  Ad's Accounts - You will have an Ad Account for each individual business or gym. Within each Ad account you will have access to the individual;

• Campaigns - You will have multiple Campaigns here and this is where you will see the type of Ad you are running eg. Lead Gen or driving the audience to your facebook page. Within each individual campaign you will have your;

• Ads Set - This is where you can see the filtered options you have selected for your Ad aka the audience you are targeting (female, male, KMs from the site, age brackets, common interests etc). Then finally moving through the specific set Ad you will get to;

• The Ad - which is the entire ad that you are using including the creatives involved

Sounds like alot? Don't worry it most definitely is and is the reason why we get a Marketing Manager to handle the management of theses ads.

The elements you will likely hear about are the Campaigns, the Ads Set and the Ad Creatives. Below is a video to explain if you prefer a 

How to Structure a Campaign

The "Best Practice" when creating a campaign would start with:

1. Choose your campaign, this inc your objectives

2. Have 2 -5 set ads within the campaign with their own target audiences. They should be very different from each other so there is no overlap of the paid reaches

3. Within each ad you would have about 2 creative assets in them. Different images catch the community's eyes (so different images). The more variations you have between all your ads the better as it will give facebook more data to work with when it decides where to spend your money per campaign
   
   NOTE: If you have a $100 campaign, and 2 set ads, Facebook will determine where to spend the $ to maximise your objective. So Ad 1 and Ad 2 will not get $50 each. If Ad one is reaching more of your objective (eg. Engagement) than the other it will favour the ad that is doing better and put more money behind that post rather than it being equal

You want Campaign Budget Optimisation turned on.

What is it? Above we spoke about how rather than distributing the $spend equally, Facebook will put more money behind the Ad that is getting a better result for you. This is exactly that. Having Campaign Budget Optimisation turned on will ensure that your money is being spent on the ad that is working the best, rather than the one that might not be working as optimally.

This is the same when you are choosing how you want to spend your budget i.e. Daily Budget or Lifetime Budget. You want to set a lifetime budget. Say your budget is $300 for 1 month. This would be $10 a day if you choose "Daily Budget". However when you choose Lifetime Budget, this means that when you have a day that seems to be going particularly well (like how Mondays are busier at the gym than Fridays) Facebook will increase that days spend to say $30 and drop 2 low days down to $5 automatically for you.

When setting a budget, the ave Anytime Fitness Lead is worth approx $30-$35. So lets work out how many leads you want from that and then request the budget allowance.

The Ad Set

Here is where you are going to set the parameters for each individual Ad.

Lead Method - Option when Lead Generation is your Campaign Goal. Here is where you select how you want your leads to come through. Instant Forms is the selection you want to select as it tends to bring more leads in as it is easier and instant. Selecting Calls may however get you a more qualified lead however less tend to call through than submitting a form

 Leave Dynamic Creative and Catalogue switched off as we currently do not use them.

Select the date and time that you want your Ad to run for.

The Ad

This is your creative works! What your target market will see. Your photos, videos etc.

Ad Set Up - Here you can choose if you want the Ad to be a single Image or a carousel. A Carousel is an Ad where you can scroll though multiple images. 

Ad Creative - Here is where you choose the media. Paid  recommendations from Support Office can be found on the Dashboard under Marketing then Campaigns, these images should already be to size so you won't need to crop them

Primary Text - This is the text that will be shown in the Ad Subjects that everyone will read.

Call To Action -   The 2 best practice recommendations are "Sign Up" or "Get Offer".
Get Offer is more specific and displays good results when looking for Lead Gen, Messaging and Conversions.
Sign Up has a broader use and displays good results for Brand Awareness, Reach, Page Traffic, App Installs, Video Views, Lead Gen,  Messages, and Conversions

Instant Form - Here is where you can create the actual form they complete or use one that has been created previously

Tracking - Website events should be selected. This means we will retarget anyone who has visited the website.

And now we publish!