WEBVTT 00:00.290 --> 00:06.890 When you're setting up your ads really in any platform like YouTube ads, Google ads, Facebook ads, 00:06.890 --> 00:11.180 there's this paradigm of campaigns, adsets and ads. 00:11.180 --> 00:15.230 Wherever you set up your ads, you're going to go through this process where you have to set up your 00:15.230 --> 00:16.130 campaign first. 00:16.130 --> 00:21.830 When you're in your campaign, you have to create an ad set, and after that it will prompt you to create 00:21.830 --> 00:22.550 an ad. 00:22.550 --> 00:25.010 And these can be very confusing. 00:25.010 --> 00:27.080 Like, what are these things? 00:27.080 --> 00:33.100 And I know when I was trying to figure this out for myself early on, this confused me for a long time. 00:33.100 --> 00:37.810 But when you're running ads, this actually will help you a lot. 00:37.810 --> 00:44.320 And without it, things are like just not going to work because this structure really helps your experimentation. 00:44.320 --> 00:49.900 So let me explain to you how to look at this so that you are really comfortable navigating it. 00:49.900 --> 00:56.260 So a campaign what you'll see on this picture on the left side, just think of that as the goal for 00:56.280 --> 00:57.000 what you're doing. 00:57.000 --> 01:01.950 So let's say my campaign might be cat t shirt sales. 01:02.070 --> 01:04.470 I have a cat t shirt I want to sell that shirt. 01:04.470 --> 01:05.670 That's the campaign. 01:05.670 --> 01:11.250 In that campaign, you can have one or more ad sets. 01:11.250 --> 01:14.760 As you can see on my diagram here, I have two ad sets. 01:14.760 --> 01:18.600 The information you would have in an ad set is targeting. 01:18.600 --> 01:24.380 So maybe demographics one ad set can be for people under 20 years old. 01:24.380 --> 01:31.190 Another ad set can be people 20 to 30, another ad set can be 30 to 40, and so on and so on. 01:31.190 --> 01:34.130 Different locations, different interests and so on. 01:34.130 --> 01:40.550 You want to test separate ad sets and see which ones get more engagement. 01:40.550 --> 01:49.030 And the more granular you test, the closer you'll get to see which is your ideal customer type, demographic 01:49.030 --> 01:50.590 interests and so on. 01:50.590 --> 01:58.540 Then for every asset, you can run multiple ads in the ad itself, all it's going to be is different 01:58.540 --> 02:04.870 images, different sales copy, different videos, maybe the visuals and text if you want to think of 02:04.870 --> 02:06.190 them as grouped that way. 02:06.190 --> 02:12.580 So the text in one ad can read by here, the text in another, ad can read, learn more and you'll just 02:12.580 --> 02:13.150 experiment. 02:13.150 --> 02:14.490 See what's working better. 02:14.490 --> 02:22.590 The way it's broken down this way is so that you can group your tests very granularly and hone in on 02:22.590 --> 02:28.920 the very, very subsub sub niche, niche, niche group that is ideal for what you're doing and when 02:28.920 --> 02:32.580 it's ideal for what you're doing, people are going to engage with your ad more. 02:32.580 --> 02:35.940 If you're selling, they'll buy more frequently. 02:36.270 --> 02:41.930 On the other hand, if you have poor targeting, in the end you spend a lot of money, get a lot of 02:41.930 --> 02:44.930 views, but those views are terrible views and go away. 02:44.930 --> 02:47.510 That gives you bad targeting signals. 02:47.510 --> 02:55.190 So the entire idea here is to experiment so that you can get to your ideal audiences and have it all 02:55.190 --> 02:57.560 be organized under this structure. 02:57.560 --> 03:03.050 And once it becomes clear, this becomes your friend, and you'll see how much it actually helps you 03:03.050 --> 03:05.360 to strategize with your ads.