A New Way to Optimize Marketing Campaigns on Facebook

There's been lots of contention around Facebook advertising recently, so Facebook decided to give its marketing platform an overhaul. But will it make a difference?


Facebook’s ad business is certainly contentious. With increasing worries about ad penetration and wasted money, Facebook needs to work hard to convince businesses it’s worthy of their money. To answer this challenge, Facebook recently announced that it was overhauling the way business users can structure their marketing campaigns.

Previously, Facebook only offered two tiers of advertising: Campaigns and ads. Campaigns were used to serve broad aims — like driving web traffic — and ads were more targeted to specific demographics. The new system, which will roll out March 4th, will include campaigns, ads and ad sets. These ad sets are specific blocks of advertising tailored to user groups and fill a variety of other needs.

The campaigns still have broad goals, but ad sets allow much more tailored content to enable a businesses to get their money’s worth by zeroing in on their target market. The ads will serve the ad sets, the sets serve the campaigns, and everything can be analyzed, refined, picked over and optimized to deliver the most effective ads.

This overhaul may be a very necessary move for Facebook. The site has been working for years to appeal to advertisers, all while trying to keep its enormous user base happy. But there has been a lot of backlash against Facebook recently over the presence and prevalence of click farms and fake accounts.

Official figures put the number of fake accounts between 0.4 and 1.2 percent of the user base. But if that’s the case, a very small subset of accounts have been creating mass havoc. And according to an account on Business Insider, it’s possible to completely waste $600,000 on Facebook advertising.

If you pay for ads that generate fake engagement, the only profiteer is Facebook — not your business or customers. So maybe the new infrastructure will be a fix for these sorts of problems. Or maybe Facebook just wants more ad spending, so it can keep making out like a bandit.