Relatively recently, Facebook added a third layer to their promotion campaign organization, and it’s very effective. Now you can efficiently organize your ads in a quantity of ways, to make them as effective as likely. To do this, though, you need to utilize all three levels. If you’re bouncing the new level just because Facebook changed and you were perfectly fine with the old way of doing things, well, you’re Grandpa Simpson yelling at a fog.
The Ad Level
Let’s start from the bottom up. At the very bottom of the hierarchal pyramid, you have the ad themself. Every ad is a unique entity. It has an image, a positioning, a title and copy. It has a URL. It has targeting factors for a specific audience. It has a budget and a spending plan.
If you wanted a variation on that ad, you would need to create a copy of that ad. In the past, before Facebook added the second level in the tree, you would need to create that ad within the same campaign. This meant if you wanted a completely different ad base, you would need to make a new campaign.
The Ad Set Level
The Ad Set level is the new level Facebook other. Think of this like a grouping of similar ads. You have one base ad, and five differences of that ad, testing different images; these are all part of the same ad set. You might use ad sets to test different finances, or different viewers, or different copy.
Within each ad set can be as many ads as necessary to test each feature you want to test. Ad sets fit within campaigns. In general, you will divide ad sets by budget, targeting or development.
The Ad Campaign Level
The ad campaign is the top level for ad group, at least within Facebook’s system. It’s the group that contains all ad sets for a set objective. You might use a campaign centered around a particular event. Within that campaign, you have ad sets for each different type of ad, like a news feed ad, a sidebar ad, and a mobile ad. Within those sets, you have distinctions on each ad, testing changes in copy or in image.
Ideal Organization
At the top level, you have your campaigns. Form a new campaign for each major objective you want to complete. For example, say you’re a small trade, and you want to earn more product sales. At the same time, you want people to download your mobile app. These are two different objectives, and thus warrant two different campaigns.
In the ads manager you will want to create two new campaigns. Term one “app downloads” and the extra “product sales.” Or something like that, I don’t care what you name them, just name them something you can recall, or that’s descriptive enough that you don’t need to remember.
With in each campaign, you will produce as many ad sets as you need. Divide ad sets based on your targeting, your budget, or your list. For example, under your Product Sales campaign, you might make three different ad sets, each with a different target audience. Everything else – budget and schedule – will be the same. Alternatively, you can use the same audience for all three, but change your schedule. One set might run unceasingly, one set might run for a month only, and one set might run only during explicit hours of the day.
The Ad Set level is also where you choose the ad placement. For your App Downloads campaign, you might path three campaigns; one for desktop users, one for mobile users that runs all the time, and one for a different audience of mobile users that runs for a short duration.
Within each ad set, you create your individual ads. Ideally, each ad should be more or less the similar, with one thing changed. This is called split testing.
When you split test your ads, you’re going to want to keep as many variable the same as possible. This means the same budget, the same aiming, the same copy, but a different image. Or the same image, but a unalike title.
The primary ways you will track your split ads are through UTM limits or through the Facebook offsite pixel.
UTM parameters are a Google device. You use these in union with a Google Analytics installation on your website. For each ad, you’ll want to go to the URL creator and create a specific campaign and ad set flag for each URL. When you run the ad, you use this long URL as the landing page. This allows you to track gen about the people who click through your ad. Make sure you use a different URL for each ad, or else your data will total and you won’t be able to tell who came from which ad.
The Facebook offsite pixel is a bit of code you can create over the Power Editor. You can read all about it. It’s a conversion chasing tool; it follows people who click through your ad and records data about them. It also records when they alter, so they can be added to a special audience.
Why Use Multiple Campaigns?
As mentioned above, you should be using a unlike campaign for each business objective. What you shouldn’t do, however, is try to finish one campaign formerly you start another. There’s no reason not to run multiple campaigns.
The biggest benefit of multiple campaigns is the ability to run time-sensitive campaigns in addition to the standard ads you run all the time. You don’t have to deactivate or edit your existing campaign; you just make a new one. You can bet a company like Sony has a dozen unlike campaigns running at once.
