Why Power Advertisers Will LOVE Facebook’s New Campaign Structure
March 11, 2014
Facebook campaigns are getting an extra layer of organization that will make it far easier for advertisers to organize, optimize, and measure ad effectiveness across different objectives and audiences. Adding just one more layer to Facebook’s current two-tier campaign structure may seem simple, but for power users running multiple campaigns, across multiple audiences with multiple ads, the impact will be especially profound. Let’s just say you don’t have to be type A to appreciate the added organization the new campaign structure provides.
Starting today, all advertising campaigns run through the Ads Create Tool, Ads Manager, Power Editor, and third-party client-facing ad interfaces (including our very own AMP 2.0 marketing platform) will feature a three-level campaign structure: Campaign, Ad Set and Ads, the Ad Set level being the new addition. Here’s a look at how each level will function:
Why the Change
Previously, Facebook campaigns only had two layers – “campaign” and “ad.” Advertisers selected an objective, such as “clicks” or “engagement,” at the campaign level, then created ads optimized for each goal. However, as advertisers continue to find more success on Facebook and scale campaigns from one to multiple audiences, and tens to hundreds (or even thousands) of ads, a two-level structure becomes difficult to manage and measure.
The new structure lets advertisers create one or multiple Ad Sets within a campaign, essentially allowing advertisers to organize their ads by audience segments. Each Ad Set can have its own audience, budget, and schedule.
Why Your Life will be Easier
Two words: organization and optimization.
The average campaign has hundreds of ads. A retailer, for one, might create a back-to-school campaign that targets college-bound high school grads, people that have made a purchase in the past 30 days, and people who live within 10 miles of their store. Each of these segments requires its own ad type (link, photo, or video), and each ad type features multiple variations of creative. So many ads lumped into one campaign can become pretty tricky to navigate. Ad Sets let advertisers group these ads by audience segment. Now, instead of looking at a hundred ads, varying in target, budget and schedule, you can focus in on say 25 ads that fall under one specific ad set.
Grouping ads by a common factor also makes it easier to compare these ads and optimize for better performance. Take your “recent high school grads” segment – you’ll now be able to see exactly how much you are spending to reach this audience, what creative they are seeing, when they’re clicking on ads, and so forth in relation to your other audiences. This will let you optimize on the ad and ad set level. Better understand which copy, links, and creative works best for each audience and which audiences best achieve the campaign objective – then optimize accordingly.
All campaigns currently in progress will be automatically transferred to the new structure. This will not impact how your ads are delivered, ad spend, or ad performance. Historical data for any of your existing campaigns and ads will stay fully accessible.
Ampush Clients are included in this group, and will be migrated to the new structure this week. AMP 2.0 has been updated to fully support the new structure and our media analysts are trained and ready to start using the new structure to its fullest. Media strategists will be happy to answer any questions you have about the new structure and how it will benefit your campaigns.