Facebook to simplify ad campaign structure
On March 4, Facebook will rework its ad campaign structure. Previously, the levels of advertising on Facebook were ad and campaign.
But soon, Facebook will break this up into campaign, ad set, and ads.
Facebook explained this in a Facebook for Business blog post:
Campaigns correspond to each of your advertising objectives, like building brand awareness or driving web traffic. They’re designed to help you optimize and measure your results for each objective across multiple ad sets and ads.
Each campaign can feature multiple ad sets, each of which has its own budget and schedule. You can also organize each ad set to represent audience segments, like people who live near your store. This will help you control the amount you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.
Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text. You’ll still control the creative, targeting and bidding at the ad level.
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Facebook explains that with the new structure, an advertiser can start with a campaign for each objective — such as in-store sales or post engagement. Then, ad sets can be created to represent the audiences that will be reached. Lastly, ads can be created within each ad set.
When will this be available?
The new campaign structure will be reflected worldwide across all ad interfaces, including the Ads Create Tool, Ads Manager and Power Editor, as well as third-party ad interfaces built by Preferred Marketing Developers. Though these updates won’t begin rolling out until March 4, we want to make sure all our advertisers and partners know in advance that this helpful change is coming.
When the new structure is rolled out to your ad account, all your campaigns will be migrated automatically to the new structure. The migration will not impact the delivery, spend or performance of your existing ads, and you’ll still have access to historical data for any of your existing campaigns and ads.
Readers: What do you think of this new flow?
Top image courtesy of Shutterstock.