Audiences, Bidding, Placement for Facebook Ad Campaigns Now Determined at Ad Set Level

By David Cohen 

AdCampaignStructureUpdate650Facebook announced a change to its ad campaign structure Thursday: The audiences, bidding and placement for campaigns are now determined at the ad set level, rather than the ad level.

The changes will roll out globally over the next few weeks, according to Facebook, and once the ads create tool, Ads Manager and Power Editor have been updated, it will apply to all newly created ad sets.

According to the social network, delivery, spend and performance of ads in existing ad sets will be unaffected, and targeting, placement and bid settings for those ad sets can continue to be defined via the ads create tool, Ads Manager and Power Editor at the ad level.

Facebook added that advertisers will not be required to migrate existing ad sets to the new method until January, although they are free to do so now, with help available within Ads Manager and Power Editor.

The social network explained the thinking behind the change in a Facebook for Business post:

This is a subtle but important change that helps businesses follow best practices for advertising on Facebook. Moving audiences, bidding and placement to the ad set level helps advertisers keep these settings consistent across all of the ads within an ad set. This makes it easier to test different ad creative (links, imagery, copy, video, etc.) against the same budget, audience and placement. That way, advertisers can see which ad creative works best for each ad set they create, and make more informed decisions about the specific ads they use in their campaigns.

Facebook also offered the following best practices for using the new ad campaign structure:

Create an ad set for each audience so you can test different audiences. To do this effectively, you should keep all other ad set settings consistent. That way, if one ad set performs better than another, you’ll know it’s because of the targeting, as opposed to another factor such as a higher bid. This will help determine the most responsive audience and reduce the chance of your ad sets competing against each other for the same audience.

Create multiple ads to optimize creative. Create a small variety of ads with variations in creative and copy so our system can optimize delivery across the variations in images, video, text or links.

Use creative and content that people want to see. Create ads that are relevant to your specific audience, placement and business objective. Review your ad performance and identify the ads with the lowest conversion rates. Consider pausing these ads and creating additional creative variations to test if these variations perform better.

Advertisers: What are your initial thoughts?