[MUSIC PLAYING] Campaign structure. It's important that we understand how Facebook campaigns are structured so we can set ours up in the way that's going to result in the optimal performance. So Facebook works in three levels-- campaigns, ad sets, and ads. At the campaign level, you tell Facebook what you want. You want purchases. You want video views.
You want email options. You give them the objective. We're going to be optimizing for purchases or add to carts. And then you also set your budget on the campaign level how much you want to spend. On the ad set level, that's where you set your targeting. And you use the saved audiences that we created to build multiple ad sets with different targeting groups.
And then on the add level, you actually build out the ad creative itself. Now, something interesting about Facebook is they've moved from ad set level budget to campaign level budget. So basically, what that means is instead of having three different ad sets with three different audiences and spending $10 each, you have three different ad sets with three different audiences. And Facebook has $30 to spend, and they allocate that $30 based on which audiences are going to perform best.
It's called campaign budget optimization and it's brand new. And it's way more effective than the old model because Facebook knows what audiences are going to convert when. And they get to distribute your money in the best possible way. So we're going to be setting up using CBO, campaign budget optimization. One other thing to note is that we are actually working towards big audiences.
So Facebook has you categorized in multiple categories, but the main three are scrollers-- people who just scroll through and don't do anything, but consume content. Clickers-- people who scroll, consume, and click. And converters-- people who are most likely to scroll, consume, click, and then actually convert. And when you have a small audience, there's only a certain amount of converters in there.
And so Facebook is going to show your ad to the converters first, then the clickers then the scrollers. And so the bigger your audience, the more people who are likely to convert they can target. So we're going to be working towards having a larger audience so Facebook has more people to choose from who are the likeliest to convert. So meet me in the next video where we will actually set up our first advertising campaign designed to get us new customers in the door for our store.
Can't wait. I'll see you there. [MUSIC PLAYING]