Facebook To Begin Rolling Out New Ad Campaign Structure March 4

By David Cohen 

NewCampaignStructure650The overhaul of Facebook’s ad campaign structure, originally announced last November, will begin rolling out March 4, with the major change being the addition of a new level, ad sets, which will be placed between the two existing layers, campaigns and ads.

The social network said in a post on the Facebook for Business page that the new campaign structure will be incorporated into all ad interfaces — the ads create tool, Ads Manager, Power Editor, and Preferred Marketing Developers’ third-party ad interfaces — starting March 4.

All campaigns will be migrated to the new structure once the changes are rolled out to accounts, but delivery, ad spending, and performance of existing ads will be unaffected, and historical data will still be available.

The three layers of the campaign structure were outlined as follows in the Facebook for Business 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.

The social network also offered an example of how the new campaign structure can be used by brands:

Let’s say you’re the owner of a small hotel chain. You may have a few different advertising objectives:

  • Drive traffic to your website to increase reservations.
  • Increase brand awareness.
  • Promote weekly offers.

With the new campaign structure, you’ll begin by creating a campaign for each objective. Next, you can create ad sets representing the audiences you want to reach in each campaign. For instance, in the campaign built around driving traffic to your website, you might want to create one ad set for people who are on your email list, and another for people who’ve expressed interest in attractions near your hotels.

Finally, you’d create ads for each ad set. You can create multiple ads within each ad set, making sure each ad is targeted to the same audience while delivering different images, links, video, or ad copy. This can help you learn which ads are resonating with each audience and, in turn, create better-optimized campaigns.

More information on Facebook’s new campaign structure is available on this page in its Help Center.

Readers: What do you think of the overhaul of Facebook’s campaign structure?