Facebook campaign structure best practices for more profit

 

Overview of the Facebook campaign structure

Facebook ads are divided into three hierarchies called 'levels': Campaigns, Ad sets, and Ads. This Facebook Ads campaign structure is designed to help advertisers succeed despite its complexity. Despite Facebook's constant changes to its ad platform, there haven't been too many changes to the ad account structure.

After you've structured your account and campaigns correctly, you just need to keep track of your key performance indicators (KPIs.)

What is a Facebook campaign?

The Facebook Ads Campaign is the top-level container for organizing audiences, targeting, bid strategies, and ad creatives. You can manage your hundreds of ads easier by ensuring your workflow and the ads you create stay structured at all times.

Can I use more than one Facebook campaign?

Your next campaign should have a different objective, so you should create additional campaigns. Choose the objective that best matches your campaign goal rather than trying to outsmart Facebook. The reason is below.

It is Facebook's algorithms that make sure your campaign achieves the objective you set. Your ads are shown to users who are most likely to perform the action you have set for your objective. Facebook will target people it knows are likely to click the link in your ad if you set an objective of "Traffic."

In addition, you can set your campaign objective to "Conversions" so that Facebook will target people most likely to convert to your website. It works for all other objectives as well. For organizational reasons, creating more than one campaign with the same objective might make sense.

What is a Facebook ad set?

Facebook Ad Sets are second-level containers for ads. Ad sets allow you to set targeting (audiences), budget, bid settings, ad placements, and more.

Since the budget is set at the ad set level where you select your audiences, you can determine how much budget to use.

Starting with the ad set's name will be the first step. Despite its inconsequence, the part of the campaign structure confused me the most. Naming can be crucial if you run hundreds of ads and dozens of ad sets. You will thank yourself later as you navigate and report on dozens of campaigns, ad sets, and ads.

Best naming conventions for Facebook ad sets

You should first consider the entire campaign structure when naming your ad sets. You will usually split your ad sets based on who you are targeting. After that, add the changing part to the ad set's name. For example, “audience_name l locations.” Your campaign management and reporting will be simplified as a result.

How to create multiple ad sets fast.

Consider a campaign targeting four interest-based audiences in five different locations. There will be 20 ad sets in this case (4 interests x 5 locations). That's a lot of work to do manually.

It's impossible to build them all manually. Revealbot's Facebook Ad automation tool offers a bulk creation feature if this is something you deal with a lot.

Audiences to be targeted

In general, there are two approaches to prospecting audiences: broad interest-based audiences and lookalike audiences. You should avoid over-segmenting your audiences. With campaign statistics, it might be better to set audiences broader, start campaigns with just a few, and determine which segment is most effective later.

What are lookalike audiences, and how does it work?

Let's now examine lookalike audiences. It is a cool feature based on data collected by Facebook (and other advertising platforms) while their users interact with their content. While you browse the web and interact with Facebook content, Facebook collects tons of data about you. These data are used to categorize users into different interest groups.