Facebook Ad Structure
Advertising strategies to strengthen your reach on Facebook
To begin advertising on Facebook you must have Admin-level permissions to your company’s Facebook Page as well as a Facebook ads account.
The Facebook Ad Campaign Structure is comprised of three tiers. At the top of the structure are Campaign Types. These are designed to align with your business goals so you’ll begin each campaign by choosing an objective that best fits your needs. At the bottom tier are the individual ad variations with different images, videos, wording, buttons, links, and calls to action. These separate ads are organized into ad sets, the level at which budget, scheduling, targeting, bidding, and ad placement are defined.
Let’s break that down into an example. Say you’re an online retailer and you want to run a campaign to promote your spring collection. You would begin by choosing a campaign objective, in this case “Send People to Your Website.” Next, you would organize your ad sets by audience. For example, you may have separate ad sets aimed at men and women or at different age groups or a combination of both. You would define budgets, placement and scheduling for each ad set.
If your customers are mostly young adult women, you may allocate a greater portion of your budget towards ads that target them versus another demographic. The last step is selecting the separate ads for each ad set. Here you might consider testing photos of products vs. lifestyle shots and change up the wording from one ad to another to see how it impacts performance.
You can preview how your ads will look before launching your campaign. Detailed design specifications are available from the Facebook Ads Guide.
As your campaign moves forward, you can track which ads and ad sets are performing best and reallocate budget accordingly. To maintain a historical record of performance, it’s best to turn off ads rather than delete them entirely. Figuring out what your audience finds enticing takes time so don’t get discouraged and continue tweaking your campaign as it progresses to achieve the best results.