Monday, 10 March 2014

The New Facebook Ad Campaign Structure: Here is What You Need to Know

The New Facebook Ad Campaign Structure: Here is What You Need to Know

Last week, Facebook announced the redesign and launch of a new structure for its advertising campaigns. This new structure is scheduled to start rolling out tomorrow (March 4) to all ad platforms, including Power Editor.

In this short but sweet post, we’ll take a look at what those changes are, so you can be prepared.

Lately, Facebook has been making several changes to its advertising products, mostly to simplify things, in other words, to eliminate things. But in this case, it looks like we are adding something new to the mix.

Here is the diagram published by Facebook itself last week and, as you can see, there is a new element called Ad Set, and this changes how campaigns are structured.

Facebook new campaign structure
So here is how the new campaign structure works:


You start by setting up a campaign based on one specific Objective. You probably remember that, not too long ago, Facebook changed “Ad Types” for “Objectives” with the purpose of letting marketers focus on the goal of the campaign instead of the type of ad.

This means that the campaign will now be determined by that goal. To give you an example, a campaign can be designed specifically to drive traffic to your site. Everything inside this campaign will be focused on that goal.

If you have been running Facebook ads for a while, you know Objectives were part of the Ad settings.

Facebook Ad Objectives

Also, Facebook didn’t mention any changes to the actual set of Objectives, which at the moment are: Page Post Engagement, Pages Likes, Clicks to Website, Website Conversions, App Installs, App Engagement, Event Responses, and Offer Claims.

Ad Set

This is the layer that has been added to the structure. You can set up multiple ad sets within a campaign.

Ad sets will help you assign different budgets and schedules, but most importantly, you will be able to segment your campaign into different target audiences and measure the results independently.


Just like Ad Sets, you can create multiple ads inside them. At this level, you will control the actual content of the unit, in other words, you can create ads with different images, links and copy.
You will still be able to customize the bidding for each ad unit.

Existing Campaigns

One more thing to consider is that, existing campaigns will be automatically migrated to the new structure, but their delivery and spending will not be affected.

Quick Recap

In short…
  • The Campaign controls the Objective
  • Ad Sets will control the budgets, schedule and target audiences
  • Ads will carry the content (Images, copy, links)
I personally think that, while it feels like a bit more work, it is a better organization that will also be translated into better reporting.

What do you think?


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