On March 4th, Facebook will launch a new campaign framework that will make it easier to organize, optimize, and measure your ads.
Until now, Facebook's campaign structure consisted of two parts: Campaigns and Ads. The new structure will be as follows: Campaigns, Ad Sets, and Ads.
Campaigns correspond to a specific marketing objective – for example, page likes or website clicks. Each campaign can have multiple Ad Sets, each with its own budget and schedule, and its own ads.
[quote author=”Facebook for Business”]A simpler way to organize and optimize your Facebook campaigns[/quote]
Each Ad Set can be targeted to a specific audience, such as people who live near your store or Brazilians over 25 years old. This will help you control your budget and other details. These Ad Sets can contain multiple ads with different images, links, videos, or text.
At this stage, you can still control the creative aspects, the target audience, and the bid. The system will optimize the delivery of the best-performing ad within each ad set.
Using the new campaign structure
Imagine you own a small hotel chain with different advertising goals:
- Generate visits to your page to increase bookings.
- Generate brand awareness.
- Promote weekly offers
The first step in the new structure will be to create a campaign for each of your objectives. Then, you can develop Ad Sets for the audiences you want to reach. Next, you'll create Ads within those Ad Sets. For example, in a campaign to increase visits to your website, you could create one Ad Set for people who like your page and another for those who have expressed interest in attractions near your hotel.
The third step will be to create Ads within the Ad Sets. This way, each Ad will be targeted to the same audience, but with different text, images, links, or videos. This will help you understand which Ads are performing best for the target audience, allowing you to optimize your campaign.
Availability
The new campaign structure will be available worldwide and across all ad interfaces: Ad Creation Tool, Ads Manager, Power Editor, and Preferred Marketing Developers (PMDs).
When the new structure is available for your account, all your campaigns will be automatically migrated to it. This migration will not impact the delivery, spend, or performance of existing campaigns, and you will retain access to your historical data for any campaigns or ads you have already created. It is not necessary to pause your campaigns during the migration.
