There was a time when creating multiple ad setsAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More per campaign made more sense. You might create different ad sets to test out unique cold targeting. This was possible and potentially useful because you could control and limit the overlap between them.
But now that audiences usually expand, this is counterproductive. If you’re using Advantage+ Audience or even the original audiences while optimizing for conversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More, your inputs automatically expand. The initial inputs may be unique, but the expansion will result in significant overlap.
Advertisers often resist combining into a single ad set, but there are benefits.
1. Combining Budgets
Combining ad sets gives one ad set more data and optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More power. You may not be able to get enough results to exit learning with four ad sets, but you may be able to with one. If you struggle to exit learning now while using multiple ad sets, you are limiting your results.
2. Limit Auction OverlapAuction Overlap can happen when you have two ad sets running at the same time, targeting similar audiences. When their ads are about to enter the auction, Meta first chooses the ad with the highest total value. That ad will be the one that enters into the auction. The other won't be considered. Meta does this to prevent you from bidding against yourself. When there's too much Auction Overlap, it can result in higher costs or under delivery. More
If you have multiple ad sets attempting to enter the same auctions, each ad set may become less effective. Meta prevents each ad set from entering the same auctionFacebook uses an ad auction to determine the best ad to show to a person at a given point in time. The winner of the auction is the ad with the highest total value, based on bid, estimated action rates, and ad quality. More, so one ad set may underdeliver. Combining these ad sets and limiting overlap will make the optimization for delivery more efficient.
Some Extra Ad Sets Are Okay
Don’t misinterpret this advice. It doesn’t mean that you shouldn’t test multiple approaches. When possible, avoid doing it all at once.
It also doesn’t mean that you shouldn’t ever create multiple campaignsThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More or ad sets. Sometimes it’s unavoidable, and that extra ad set may have minimal, if any, negative impact.
Just make a conscious effort to limit unnecessary competing campaigns and ad sets when you can. Consider this when constructing your campaigns.
