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There are a lot of opportunities online for advertising. There’s a variety of channels each with a slightly different delivery method and audience (a type of people that see the ads). While going into the specifics of every platform would be too much for this intro, we can give some basic principles to keep in mind.

Campaign Structure

Each platform uses its own specific lingo, but for the most part, everything is broken down into Campaigns, Ad Groups, and Ads.

  1. Campaigns: This is the broadest category. It is essentially a group of ads that share a similar idea or theme. Going back to our Cupcake Shop example, this could be as broad as ads about my business.

  2. Ad Groups: This is a smaller collection of ads within a campaign. These are even more closely related than just at the campaign level. On many platforms, more granular targeting happens here. This could be ads for wedding catering.

  3. Ads: These are the actual ads that get shown. It’s usually a good idea to have at least two ads per ad group on most platforms. This allows you to make tweaks and test variations to see what works best.

Campaign Structure

Conversion Tracking

Set up conversion tracking so you can optimize how much you are spending on each medium. Keep an eye on the provided data and don’t be afraid to make changes. Always be trying out new ads, budgets, bids, etc.

Seek out specific instructions or training for the different platforms you use. Although most online ads tend to be quite similar, learning little tips and quirks about the specific platform you are using can help you make the most of your budget. We’ll give overviews of Facebook and Google Ads, but most platforms give free training courses or videos.