Facebook Advertising Campaign Structure: A Hands On Tour

Facebook Campaign Structure Tour

Facebook updated their advertising campaign structure to better organize your efforts. With the addition of Ad Sets, there are now three levels instead of two.

For more information on Ad Sets and the new structure, make sure you read my blog post here.

Today I will take you step-by-step through the new structure within Power Editor.

1. Create Campaign

Click “Campaigns” at the top left and then the “Create Campaign” button.

Facebook Campaign Structure Create Campaign

That will bring up a dialog that looks like this…

Facebook Campaign Structure Create Campaign

Name your campaign and set a Campaign Objective. Consider the Campaign Objective the ultimate goal of all of the ads within your campaign. Examples are:

  • Page Likes
  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Desktop App Installs
  • Mobile App Installs
  • Desktop App Engagement
  • Mobile App Engagement
  • Offer Claims
  • Event Responses

If any ad has a different goal, it shouldn’t be in this campaign.

The name of your campaign should add a bit more detail. For example, I may have a Campaign Objective of Website Conversions, but all ads within the campaign have the goal of selling my Insights Training Course. In that case, the name of the campaign may be “Insights Training Course Conversions.”

2. Create Ad Sets

As discussed in my first blog post on this topic, Ad Sets should be created to separate your ads by target audience. Ad Sets allow you to set separate budgets and start/end dates depending on your target audience.

While your campaign remains selected on the left, click “Ad Sets” at the top. Then click the “Create Ad Set” button.

Facebook Campaign Structure Create Ad Set

Your Ad Set will function exactly the way campaigns did before. Here you’ll set the daily or lifetime budget as well as the start and end dates.

I have created a campaign with the objective of Page Likes and created several Ad Sets that are targeting different audiences to accomplish that goal. Below, I’ve created an Ad Set with the target audience of people who have visited my website during the past day using Website Custom Audiences.

Facebook Campaign Structure Create Ad Set

Make sure that the name of your Ad Set is descriptive. Since Ad Sets are created for different audiences, you’ll need to make sure that the name is clear about the people you are targeting. My Ad Set above is called “Page Like Campaign (WCA 1 Day).”

Over time, I have found this to be my most effective audience, so I have increased the budget of this Ad Set while dedicating less budget to other audiences.

3. Create Ads

While your Campaign remains selected on the left, click “Ads” at the top and click the “Create Ad” button.

Facebook Campaign Structure Create Ad

That will bring up a dialog that looks like this…

Facebook Campaign Structure Create Ad

As you type into each text field, you’ll be given options for Campaigns and Ad Sets that you previously created. When you’re done, click the “Create” button.

The process of creating your ad will remain the same as before. Make sure to name your ads something descriptive so that you understand precisely what the ad is doing and where (placement).

An Example

I created a campaign with the objective of Page Likes called “Page Like Campaign (New Campaign Structure).”

Facebook Campaign Example

That campaign consists of 13 different Ad Sets, each with a different target audience.

Facebook Ad Sets Example

For insight into the people I’m targeting in each of these Ad Sets, here is a list of the titles:

  • Page Like Campaign (WCA 1 Day)
  • Page Like Campaign (WCA 3 Days, No 1 Day)
  • Page Like Campaign (WCA 7 Days, no 3 Day)
  • Page Like Campaign (WCA 14 Days, No 7 Day)
  • Page Like Campaign (WCA 21 Days, No 14 Day)
  • Page Like Campaign (WCA 30 Days, No 21 Day)
  • Page Like Campaign (WCA 60 Days, No 30 Day)
  • Page Like Campaign (WCA 90 Days, No 60 Day)
  • Page Like Campaign (Similar Pages & Interests)
  • Page Like Campaign (Paying Customers Lookalike – Similarity)
  • Page Like Campaign (Paying Customers Lookalike – Reach)
  • Page Like Campaign (Similar Pages & Interests + Paying Customers Lookalike Sim)
  • Page Like Campaign (Similar Pages & Interests + Paying Customers Lookalike Reach)

As you can see, I created nine different Ad Sets for Website Custom Audiences. I did this to test the effectiveness based on how long ago someone visited my website.

While I had ceased using Interests and Lookalike Audience targeting once WCAs became available, this was once central to my non-fan targeting strategy. I decided to test the results of these audiences as well.

I created one ad per Ad Set, but know that you can create variations based on copy, creative and ad type here if you prefer.

Facebook Ads Example

Here’s an example of how my Page Like ads like that are targeted at WCAs…

Facebook Page Like Ad WCA

I change the copy based on how recently the target audience has visited my website.

Of course, I can’t do this when targeting people based on Interests and Lookalike Audiences. Here’s what those ads look like…

Facebook Page Like Ad Interests and Lookalike Audiences

Watch the Video

Here’s a video tutorial I also created…

Make sure to subscribe to my YouTube channel!

  • http://www.BlitzMetrics.com Dennis Yu

    Jon– I love what you’ve done with ad sets. We prefer to use ad sets to test creatives, such that each ad set is based on one post/creative and have multiple targets in an ad set. But others are using ad sets the other way, to have multiple creatives in an ad set.

    When do you advise organizing by ad vs by target?

    • http://jonloomer.com/blog Jon Loomer

      As with anything, Dennis, there are many “right” ways to do things! In my opinion — just my opinion, of course — multiple creatives within the same ad set (all showing to the same audience) is how Facebook wants you to do it. Allow Facebook to optimize accordingly. If you don’t like their optimization and insist on getting all variations shown equally, that’s when a separate ad set would be needed.

      Any details on what you’re doing?

      • Jim Henheffer

        Hey John, I see that you use Ad sets to separate audiences. If you were managing smilar ads/campaigns for clients requiring separate billing how would you go about it? Would you need to have separate campaigns or can you have separate billing within the same campaign?

        • http://jonloomer.com/blog Jon Loomer

          You should have them add you to their advertising account, Jim. Don’t mix clients if you can avoid it. Bill all ads to their card.

      • http://www.BlitzMetrics.com Dennis Yu

        Hi Jon, we’re using ad sets to test ads. Same principle that governs Google AdWords structure. But we believe there are many ways to organize campaigns. Could you point us to where Facebook advises ad sets to be by multiple creatives, as opposed to targets?

  • http://www.antoniocalero.com/ Antonio Calero

    Lucky you, you got it already! Still waiting for mine…

    I really think this will allow for better analytics on advertising campaigns. As @dennisyu:disqus suggests, there are other ways of structuring campaigns and you’re right: there’s no right or wrong. Personally, when using AdWords, I have always preferred to test Creative at Ad level and use the Ad Set level for audience testing, although I usually do these based on demographics rather than targeting options.

  • Eran Malloch

    Hi Jon & thanks for a simple clear introduction to the topic. So, my question is really around the issue of FB auto-optimization. I assume if you have 2 or more ads in the 1 ad set that they will still do this and you have limited or no control over results, nor can you cleanly split test in this scenario? If so, does this mean that using just 1 ad inside each ad set will allow you to semi-properly split test ads? Thanks.

    • http://jonloomer.com/blog Jon Loomer

      I guess it depends on how much you trust Facebook’s optimization, Eran. One reason why the ad sets are nice is that you can control the budget for them, but you are correct that each ad within that ad set will now be optimized. I roll with it, but if you really want each ad run equally you’ll need to put each one in a separate ad set — just as you probably did before with campaigns.

      • Roger Pol

        Jon, thank you for doing this.

        Now the reports give the info on Age, Gender etc.
        Unlike before we don’t need to create one campaign for Men, another campaign for Women. Just one campaign targeting both will give info in reports.

        Along the same lines as above, if Men start clicking the ads more, does Facebook optimize for Men? If that’s the case, then we need to segment them by creating two ad sets one for men and another for women. Am I thinking this right?

        • http://careersreport.com Lisa Roush

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  • http://www.postplanner.com/ Scott Ayres

    So are these changes only for Power Editor?

  • Rushikesh

    Hi Jon. Thanks for providing such a great piece of information in an easy way. I am running several Facebook campaigns since few months. I was quiet successful when it comes to getting new likes but I am struggling with lead generation. There are some campaigns where ‘Likes’ are not important but I simply want to generate e-mail list. What’s your inputs on this? Thanks in advance.

  • Gabrielle Smith

    Hi Jon we don’t have adsets available, when do you think this will be rolled out for all fbook users?

  • joeymuller

    Have you tried to move existing ad sets into newly created campaigns? I’m unable to make it work using Excel & Power Editor. Say, for example, I have the following:

    Campaign Red>Ad Set Red

    Campaign Blue>Ad Set Blue

    But I want to create an overarching new campaign to encompass
    these two existing ad sets (including their corresponding ads) like so:

    Campaign Green>Ad Set Red
    Campaign Green>Ad Set Blue

    Any thoughts?

  • Archie

    Hi Jon, will you be updating your Power Editor training to reflect the many recent changes to the power editor platform?

  • Maxim Golbraich

    Thanks for the great article.

  • mabamaba

    After creating a new campaign I still can change its goal for “no objective”. Does it make any difference for me when I change it and put inside ads with different goals?

  • Bob

    Awesome Jon! Thank you.
    Just saw your Like Ad and wanted to ask how do you include “Like button” inside of Page Post Ads when the objective is not Page Likes? Couldn’t find it… Appreciate your help!

  • Kirsy

    Hi Jon, thank you for this helpful post. I do think it’s a shame that because of the new structure you cant see how many time a conversion pixel was triggered since the full action report has been removed. I hope they will fix this.

  • http://www.footballmanager14.co.uk/ Danny Chapman

    Hi Jon, I’ve not done much targeting like this, I bet the CTR’s are huge, do you have any stats on that that you would/could divulge?

    Have you seen any correlation between high CTR’s and Low CPC’s? I’ve just spoken about my findings on that in my ebook, check it out: http://www.dannychapman.co.uk/facebook-ads-algorithm-revealed/


  • http://www.renaudgagne.com Renaud Gagne

    Great post!
    Suggestion, having a link that explain WCA would have been very useful. I had to go on google to find out.

  • Mare

    Hi Jon
    Hod do you segment placement of your ads? Do you just create several ads with different placements within an ad set and let facebook distribute the budget between the different placements? Or do you decide on 1 placement and go with it (which one)?
    Do you do any other type of segmentation within the ad sets (like ads with different copy, graphic..)?

  • http://www.sociallyaligned.com/ Julie Lowe

    Hey, Jon! Here’s the thing I can’t figure out. When I got the new PE layout, FB created campaigns and ad sets for me for my existing ads. Some of them don’t really make sense. Is there an easy way to create the campaign & ad set structure I want, and then move over the old stuff into the categories I want? THANKS!

  • http://www.twirlygirlshop.com/ TwirlyGirl

    I gotta say, you know your stuff!

  • Jan

    Hi Jon, how many ads do you recommend that is live in one ad set? Does it matter? Because I have notices when I turn off and add a new ad in one adset, some doesn’t get much reach as the others.


  • Trang Trương

    Hey John, I think the lookalike audience is too narrow to run in the long term (audience will see the ads too many times and do not click in the ads no more). So how can I deal with it beside changing copy and image?