Facebook Restructures Ad Campaigns
Facebook is introducing a new campaign structure, which it says will make it easier for advertisers to organize, optimize and measure their ads. The changes are aimed at advertisers of all sizes.
Facebook is taking the process from a two-level approach (campaigns and ads) to a three-level one (campaigns, ad sets, ads):
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 changes will start rolling out on March 4th to all countries and ad interfaces, including the Ads Create Tool, Ads Manager, and Power Editor. It will also roll out to third-party ad interfaces from Facebook’s Preferred Marketing Developers program.
All campaigns will be automatically migrated to the new structure. According to the company, it won’t have any affect on delivery, spend or performance for existing campaigns.
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