Facebook’s ad campaign structure formerly had two levels: campaigns and ads. The new structure adds another level to make three levels: campaigns, ad sets, and ads. Advertisers with the Ads Create Tool, Ads Manager, and Power Editor should now be able to implement the new campaign structure, and 100% of advertisers should shortly have the new structure available to them.
What are Facebook’s new ad campaign levels?
A campaign relates to the objective of the advertisements, whether it be to get a brand more easily recognized, engage more on your Facebook business page, or guide more people to a business website. Each campaign will work toward a certain advertising objective, so advertisers will have multiple ad campaigns to work toward multiple objectives.
A campaign is able to contain multiple ad sets, and each ad set will have a unique budget and schedule. Each ad set can also be geared toward a particular audience based on factors such as age group, location, interests, and more. Ad sets will be comprised of multiple ads of different mediums.
Ads will keep the same functionality that they had before the change. Ads can consist of images, videos, text, or links, and multiple ads can fall under the same ad set. Multiple ads with the same objective will now be grouped under an ad set.
What’s the point of the changes?
The new ad campaign structure and changes are meant to give advertisers more control to manage their Facebook ad campaigns, measure campaign performance, and optimize their advertising efforts. Measurements and optimization can be viewed at any of the levels (campaigns, ad sets, or ads) to analyze performance.
With ad sets, multiple ads with the same objective and target audience can be grouped together, but the content of the ads can be different, with varying images, videos, links, and text. See which ads do well and connect with your audience to strengthen each add set and optimize each campaign.
Having one objective per campaign and accessing distinctive stats across all ads in a campaign make it easier to break down the strengths and weakness of an ad campaign and tweak it for success. Within each ad set, advertisers can control how much money they spend, when target audiences will see advertisements, and measure the performance of each ad. While ad sets allow diversity within each set, they also keep ads accountable for working toward the specific objective of that campaign.
How will this affect current ad campaigns on Facebook?
An ad account should migrate to the new campaign structure automatically. When the account has migrated, advertisers should see a new tutorial on the changes in Ads Manager and Power Editor. Add sets will also show up in campaigns and ads in the Ads Create Tool, Ads Manager, and Power Editor. Facebook says that this migration shouldn’t impact the performance of ads previously in place, but advertisers will have to learn and utilize the new structure for ads after the migration.