This is Section 7 of the Facebook Getting Started Guide to Advertising, Youwill understandFacebookCampaign structure and how to set a budget. We'll guide you in the order that appears in your ad management systemYou complete all the settings.

You will know the answer to the following questions:

• FacebookHow do ad bids work?

• What should my advertising budget be?

• How toFacebookSet up a manual bid?

• FacebookWhat is the average cost of an ad?

• How do I choose the right ad delivery optimization method?

• How do I set a custom ad delivery schedule?

|Facebook ad structure

Facebook's campaign structure has three levels:

• Campaigns

• Ad groups

• Advertising.

One.Facebook campaigns have only one goal. A campaign is similar to a container, and a series can contain multiple ad groups.The only attribute of your campaign is your ad target. If you have two ad goals: stream to the site and increase the number of likes on your Facebook page, create two campaigns, one for each.

A Facebook ad group can contain multiple ads that have a unique audience targeting, budget, schedule, and location. Ad groups are also used to do A/BThe best unit for testing。 Keep in mind that you must put variants in different ad groups.

The ad is FacebookAdvertisingThe smallest unit. Ads can contain different URLs, ad images, and ad files.

When you create a campaign, you hardly feel like you're editing a campaign, an ad group, or an ad. So we say Facebook ads are easy to do.

Throughout the process of setting up your ads, there are many options for budgeting and bidding. Next, we'll explore each ad group element separately.

| How to set it upFacebookCampaign budget

The first step in setting up Budget and Schedule is to allocate a budget for your campaign.

You have two options:

1. Daily budget 

FacebookSpend this money every dayPut your ads out there. The daily budget is that you allow FacebookEvery day forYou provide a delivery value roughly equal to your daily budget.

SometimesWhen.FacebookFound.When there is a high potential opportunity, it may be better than youThe daily budget is overspent25% (and then reduce spending on low-potential days). When.When you choose a daily budget, your daily advertising spend may look like a barCurve. Don't worry, it's perfectly normal, that meansFacebookis automatically optimizedYour ads are running (which is a good thing).

2. Total budget for activities

FacebookThe entire activity budget will be allocated more or less throughout the activity date. If.You set up an activityBudgetFacebookwill inquireYour campaign date to calculate the average daily spend.

We recommend that you set your daily budget and unlimited campaign duration so that you can modify your daily budget later and pause your campaign at any time.

Note that you can't change your budget type after you create an ad group, make sure you make the right choice.

| Ad delivery optimization

In setting up your campaignAfter the budget, you can choose how to optimize your ad serving.

Ad delivery optimization meetingTell.What's the ultimate goal of Facebook you're most interested in, and then FacebookOptimize specific ads according to your goals.

If your goal is to direct traffic to the site, optimize the ad serving that the link clicks on.

If you want people to convert on the site, please select the conversion target.

If you want people to install the app, select the app installation target.

| FacebookHow do ad bids work?

When you areIn.FacebookWhen advertising,You.Will compete with thousands of advertisers, each of which wants to reach a target audience.FacebookAdvertising bids are made at auction. Who.It's going to be a success？ - Has the bestAd bids+Ad quality and relevance+Estimated ActionAdvertisers

1. Advertising bid 

This is the amount you bid on the ad group. Ad bids can be automatic or manual.  

2. The quality and relevance of advertising

Facebook will assess a person's interest in seeing your ad. To this end, it measures the quality and relevance of advertising. According to Facebook, if your ad receives a lot of negative feedback, it may reduce the total value of your ad. If the person is interested in what you're promoting, it may add value.  

To see how people react to your ads, you can check the relevance score in Ad Manager. The relevance score is a 1-10 number that helps you estimate how well your ad resonates with your audience.

3. Estimated Action Rates Estimated Action Ratio

EARIt's a measure calculated by Facebook to measure the likelihood that a person will take action to achieve the results you optimize. Estimates are based on the previous actions of people who are eligible to view your ads and the previous performance of your ads. Facebook needs at least some results each day to estimate the operating rates for your campaign.  

When an auction occurs, Facebook standardizes these factors and combines them into a total value. The highest-value ads are shot.

Manual bid with automatic bid

If you.In.FacebookThe first step in advertising, we suggestYou use automatic bidding. That way, you don't need to know about average bids and average cost per cost.

If you know exactly how valuable the results are to you, use manual bidding. For example, when you optimize the ad groups that a link clicks on, you can set the maximum price per click that you want to pay. When you areWhen you set up a manual bid,FacebookYes.Provide a suggested bid range and automatically fill in the suggested bid in the box.

You're going to be thereCustom bid box changesFacebookpreset manual bid. For example, ifFacebookSuggestions.For.Each link clicks on the bid1.0Euros, and the bid range is ( . . . . . . . . . . . . . .0.43-€0.88），You.You can bid0.60The euro even0.44Euro.

| Facebook ad delivery arrangements

FacebookIt also allows advertisers to set a custom ad delivery schedule。

We suggest youUse the first campaignAlways Running Ads option. After that, you can see which dates and times work best in your ad reports, and then set up a custom ad delivery plan.

| The type of ad serving on Facebook

When you areSet up.FacebookCampaigns when advertisingGroup.The last option is"Delivery type." Here you can choose:

*Standard ad serving - Run your ads at the lowest cost and at the best speed

*Speed up your ad delivery - Speed up your ads with higher ad costs

It is recommended that you choose standard ad serving. Accelerating ad serving is a common choice for large advertisers to run time-sensitive campaigns. Accelerated delivery optimizes speed rather than value, and can result in high advertising costs.

Now you have set up all campaign elements, such as campaign goals, budgets, creatives, ad documents, URLs, etc., for youYou can click"Place an order" button and publish youof theFacebookCampaigns.

By now you should know,Create.FacebookAdvertising.The series is not as scary as you think. It's actually very interesting and offers a lot of options.

in oursFacebookAdvertising.You'll be told in the last section of the Getting Started GuideHow to evaluate and improveFacebookCampaignsEffect.

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