Table of Contents

• Ad Campaign Structure Overview
• The Facebook ads structure
• 1. Campaign
• 2. Ad set
• 3. Ad
• Campaign level overview

My personal notes from Free Online Course by Facebook - Facebook Blueprint.

I still document and write the recap of the theory Growing your business on Facebook (Getting Started).

At this time the title of the course is Ad campaign structure.

You can see previous notes here : Facebook Ad Policies


Below are the notes:

Ad Campaign Structure Overview

* Facebook ad contains three parts, they are a campaign, ad set, and ad.

All these parts are Facebook campaign structure.

* This structure help you to organize, optimize, and measure your ads.

The Facebook ads structure

1. Campaign

- It contains one or more ad sets and ads.

- It allows you to measure the performance of the ad set and ad.

This is the structure's picture

Source : Facebook Blueprint Course

2. Ad set

- It contains one or more ads.

- It allows you to control:

a. How much you spend on each audience.
b. Schedule when those audiences see your ads.
c. Measure their response.

3. Ad

* Ads live within ad sets.

* Creating multiple ads in each ad set will let Facebook optimize delivery based on variation in images, links, video, text, or placement.

Campaign level overview

At the campaign level, you can choose an advertising objective, for examples: boost your post, promote your page, send audiences to your website, etc.

See the picture for the other objectives:

Advertising objective defines what you want your ad to achieve.

Ad set level overview

* At this level, you can create an audience for your ads by defining location, gender, age, interest, etc.
at this level, you also create budget and schedule for your ad.

Recap, at the ad set level you are doing these things: targeting, scheduling, budgeting.

* You can include multiple ad sets in a campaign, each with different targeting or budgeting or scheduling.

* Multiple ad sets help you determine what kind of ads are perform well.

Ad level overview

* At this level, you will choose your ads creative (images, text, videos) and call to action button.

* Types of ad : photo, video, carousel, slideshow, canvas.

* At this level, you can choose your ad placement (where you want your ads to appear).

* Placement options are: desktop news feed, mobile news feed, desktop right column, instagram, audience network.

Recap, at ad level, you can do these things: choose ad type, choose ad placement.

Facebook Campaign Best Practices

- Decide your ad objective.

- Create one campaign per objective.

You can create more than one campaigns if you have more than one objectives.

- Cap how much you spend across all of the campaigns

You can set an overall spend limit for your ad account before you run your campaign.

- Track spend for each of your campaign.

You can track how much you've spent today and how much you've spent for the lifetime.

Ad set Best Practices

- Organize ad sets by audience segment.

Make sure all ads within ad set target the same audience.

This lets you control how much you spend on each audience, schedule when they see your ads, and measure their response.

- Review ad set performance.

Review ad set performance (identify low-performing ads).

Consider modification creative including variations in images, links, video, or text.

- Review audience targeting.

Review the target (interest, location, demographics, etc) to understand potential audience segments.

Ad best practices

- Ads within an ad set should share the same audience and bid type.

By doing this, Facebook system can optimize for the best performing ads based on variations in images, video, text, or destination.

- Create as many creative variations as you feel are relevant to your audience segment.

- Make sure you don't go over the limits for number of campaigns, ad sets, and ads.

Each ad account is limited to 1000 campaigns, 1000 ad sets, and 5000 ads.

Recap the features of campaign structure