Speaker 1: Hi guys, it's Ben Heath from Lead Guru. And in this video, I'm gonna talk about how many Facebook ad campaigns you should run at any one time. Something I've had a lot of questions about recently. People are looking to sort of structure not just a campaign itself, but also their whole ad account and make it work. So that's what I wanna cover in this video. Before we get into that, I just wanna very quickly ask you to smash that like button. Please click that thumbs up button. That would very much help me out and be much appreciated. And of course, subscribe to my YouTube channel if you are new and haven't done so already. Okay, so I'm in an example Facebook ad account here and I'm gonna talk through this process of how we approach this using some examples. Now, how many campaigns you have, to some extent is obviously gonna depend on the strategy that you use. And before you get into the number of Facebook ad campaigns, it's very, very important that you are very clear about what strategy or which two strategies, for example, you're going to use when it comes to Facebook advertising. If you don't know that and you don't know what you should be using, I'd go ahead and check out a free webinar I've created called Three Killer Facebook Advertising Strategies to Double or More Your Revenue. There'll be a link in the video description below. Go ahead and check that out. It's completely free, 60, 70 minutes long. You will be very, very happy that you watched that at the end of it if you don't know exactly what your strategy is going to be. I think that'd be well worth your time to check that out. But so obviously, for example, if you're gonna use a lead magnet webinar campaign, a strategy, there's gonna be a couple of campaigns in there. If you use a direct-to-offer strategy, there's gonna be a campaign in there. For the purpose of this video, I'm gonna use a direct-to-offer strategy, which, assuming you were, say, a one-product or a one-service business, under that strategy, you would just go with the one campaign, and that'll make a lot of sense when you go through that webinar. Now, so I'm gonna assume that your starting point, if you have one product or one service, is one campaign, and we're gonna expand from there and explain how that works. You obviously need to adjust that if you're using a lead magnet strategy, which naturally will have two campaigns. So just make sure you multiply whatever you go through by two if you're using that sort of process, okay? Hopefully that makes sense. Now, if you only offer one product or one product range, I really like to keep things very simple and go with one campaign live at any one time. So that might look like exactly what I've got set up in this example ad account here, in this draft CBO campaign. Now, people used to structure things where they'd have different campaigns, and let's say one campaign, an ad set in each campaign, and that's how you'd separate out a lot of your targeting options. I don't like doing that. I like including the targeting options, cold and warm, in to one CBO campaign and allowing Facebook to divert budget according to performance, okay? So in this CBO campaign, we would have, say, five ad sets, maybe four cold audience ad sets, a couple of those being lookalikes, and then one warm audience ad set for retargeting. We'd include that in the one campaign. Now, if you are offering very different products or noticeably different products or services, that is where I would be looking to introduce multiple campaigns, and here's why. If you've got the one campaign, and let's say you've got five ad sets and you've got a few ads in each ad set, Facebook's gonna optimize your campaign for the best results possible. One of the metrics it's gonna use to determine that, if you're running a conversions campaign, which, again, I'm gonna assume you are for the purpose of this video, is what your cost per purchase or cost per lead is. Now, yes, they'll use ROAS, return on ad spend, and things like that, which can help with including things in the one campaign, but let's say, for example, you've got two different services, one is, and you're generating leads for both of them on your website, okay? So you are sending traffic to different landing pages, two different services looking to generate leads to a conversions campaign on one, and looking to generate leads to a conversions campaign for the other. If you've just got the one campaign for both of those services, and one of those services is, let's say, a $50 service that's really easy for people to quickly sign up for, you're gonna get really low cost per lead, and then the other service is a much more expensive service, perhaps it's $1,500, it's worth a lot, lot more to your business, you'd much rather have customers sign up for that, but it's obviously much more involved, you're gonna get far less leads, and leads are gonna cost you more when you advertise, because it's a much bigger ask. If you include both those offers, basically within the same campaign and within the same ad sets, Facebook is going to favour the offer that is much easier for people to sign up for, that's got the lowest cost per lead. So that's why in those scenarios, when you've got different products or different services, I'd be looking to have one per campaign. So the way I sort of would summarise it is I have one offer or product range per campaign. And I go with the product range because you don't need to have a separate campaign if, for example, you're selling apparel, and you're selling jumpers, and you've got 30 different jumpers that you sell, and they're somewhat similar price points, but they're just different like design, or colour, or something like that. Yeah, you can include those all in one campaign. And actually, I'd recommend you do that, because even if you have separate ads for each product, which you may or may not do, you may have carousels or catalogue sales, whatever, but if you do have separate ads for different products, Facebook's gonna help you work out which are your bestsellers and gonna focus on those, which is helpful. But if you're in apparel business and you're selling a jumper range, and you're also selling shoes, I would have those in different campaigns. I'd have shoes in one campaign, I'd have the jumper range in a different campaign. That's how I'd separate out things. You want to think about the number of campaigns you run in terms of how can I put Facebook on my side here? So we want Facebook to optimise as much as it can where it can. That's why we go with a CBO campaign, and we put our warm audience ad sets in with our cold audience ad sets, because we want Facebook to optimise budget across our warm audiences and our cold audiences effectively. It's why we're going to use broader targeting options than we would have done four years ago, because we want Facebook to find people within our audience that are most likely to deliver the best results. It's also why within a product range, like within a whole range of jumpers, we're going to put, you might have six, eight, 12 different, we wouldn't normally have that many, but in this scenario you might, that many different ads in one ad set, and Facebook will work out amongst those. Okay, which is going to produce the best results? And that's helpful data for you to have. But if you've got very different products, Facebook is going to optimise for the one that delivers the lowest cost per conversion a lot of the time, and that might not be what you want as a business. That's not putting Facebook's optimisation process on your side. If you have, you go, look, we're going to pay more in terms of cost per lead, people are interested in this service, but they're worth a lot more to us. You want to have that in a separate campaign and you want to be able to control the budget accordingly. It may well be that you only want to spend $20. You know, in the original example we gave with the service business, with the two different services, you might want to be spending 20% of your budget on the lower value service and 80% on the higher value. You don't want necessarily Facebook making that decision because they're going to favour the lower value service because they can get leads for you nicely and easily. So in terms of how many campaigns that live at any one time, I think about it one, when we're using the direct-to-offer strategy, one conversion campaign per offer or product range, okay? Hopefully that makes sense, right? And there's some grey area there. So we've sort of discussed the product range and I want to talk about the offer side of things a little bit. If we were going to run a Black Friday sale or a, you know, spring sale or a Christmas sale or a Valentine's or whatever it happens to be, we would have our own campaign for that, okay? And that's why it's offer or product range. You might be selling the same product but that would get a separate campaign. When we turn on, let's say, a Black Friday sale campaign, we are going to turn off our original one, okay? That's important. So running at once might still just be the one, it'd be the one campaign for that product range even though we're running a different campaign because we're running a special offer. But we're going to use a different campaign for that because we want Facebook to run that campaign and learn in the conditions of that campaign. So it might be that amongst your target audience, there's differences in the people that buy full price throughout the whole year and people who buy with a 50% discount for Black Friday for that week of Black Friday, okay? There might be differences in terms of what the best frequency number should be. It's probably going to be a lot higher over a short time period for that Black Friday campaign. Might be differences in terms of what time of day you put ads in front of people. Maybe in the rest of the year you can only really target them in the evening but in the rest of Black Friday, people are just living on their phones and computers and buying anyway so you can do it all day. Maybe it's slightly different in targeting people who are more likely to be interested in deals and discounts, things like that for Black Friday. So what I'm getting at here is if you were to go and introduce your Black Friday offers into your existing campaigns, they might not do as well because Facebook's like, okay, we know how to sell this product or service through this campaign. We've got lots of conversion data. This is best operating procedures. But with the Black Friday discount, that changes best operating procedure and you want to make sure Facebook learns afresh, doesn't take the old learning. And likewise, by the way, once you then end your Black Friday sale and you go back to running your regular campaigns, you don't want to be running your Black Friday to have the Black Friday campaign optimisation sort of obscuring best practices for those ads. So keep them separate, okay? So the simple rule, I've explained around a lot, but the simple rule is one campaign per product or offer. I do not often use separate retargeting campaigns. So most of the time, 90% of the time, we're gonna have a retargeting ad set in with our main CBO campaign. So like this, for example, is gonna have a retargeting ad set. So for that product or product range or service, we're gonna have both combined, whereas a lot of people will have retargeting and cold audiences separate. We're not gonna do that, but we just separate out the campaigns per product or offer. One thing, a point I want to clarify on the offer side of things, we've got separate campaigns for say Black Friday, things like that, is we will reuse that the next year, right? Because again, the learnings have taken place. You probably don't need to change as much because that's how you've got it all set up. We will probably reuse that next year. We'll change up the ad creative usually to make sure that looks nice and fresh and things like that, unless we had somebody just crushed it the previous year. And if you're just getting started Facebook advertising, the idea of thinking years out might be like, what, that's crazy. I don't operate on those time horizons and I completely get that. But you will, years come round and we work with companies where we're running our fourth or fifth year of Black Friday sales and you can use a lot of what you did previously to help improve performance for this year, okay? So hopefully that has clarified things. Hopefully that's made the task a little bit less daunting. I see ad accounts all the time where I look in them and there's like 155 campaigns and they spend $20,000. And you think we wouldn't get anywhere near 155 campaigns for $20,000. It means you've no idea what's going on. This is a complete mess. Keep things simple wherever possible is going to help things particularly over the long run. Okay, hope that's been useful. So before you go, a couple of things I wanna mention. The first is that free webinar I already mentioned at the beginning of this video. Go ahead and check that out, right? You need to get your strategy and your sales funnel in place before you talk about the number of campaigns, number of ads, anything like that. So go ahead and make sure you go through that. Be well worth your time. Other free thing I'll mention is my Facebook ads mastermind group. So Facebook group with just around 70,000 members as of the recording this video, which is a fantastic, amazing community. Something I'm really, really proud of. It's full of Facebook advertisers just like you. Ask questions, get them answered, really engaged and involved. I do free live trainings in the group most weeks. It's one of the biggest communities of Facebook advertisers in the world and we'd love to have you be part of it. Again, link is in the description below. Go ahead and request to join and we will see you on the inside. If this video has been useful, please comment below to let me know. I'm not able to respond to every single comment, but I do see them and I get to as many as I can. Please hit that thumbs up button. That would help me out. And of course, subscribe if you're new and you haven't done so already. I release Facebook advertising related content all the time. Thanks a lot, guys. Best of luck with everything and I'll talk to you soon. Bye-bye.