Facebook Changes Ad Management to Match Google’s Structure

This will be a welcomed changed for managing ads in Facebook. Facebook is moving towards a similar structure for managing ad campaigns, ad groups and ads using a similar structure pioneered by Google AdWords. This was an inevitable move as Facebook works to compete with Google’s AdWords format where Google has set the precedent of expectation around how ad campaigns should be managed and structure to extract the best possible insights about performance and efficacy.

This change increases the complexity and effort required to plan and manage ads, but increases the sophistication required in today’s digital marketing and lead generation world.

Facebook New Ad Structure

Here are the full details from Facebook:

On March 4, we’ll begin rolling out a new campaign structure that will make it easier for advertisers of every size to organize, optimize and measure their ads. Up until now, Facebook’s campaign structure has consisted of two levels — campaigns and ads. Our new campaign structure consists of three levels: campaigns, ad sets andads.
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.
Using the new campaign structure
Let’s say you’re the owner of a small hotel chain. You may have a few different advertising objectives:
  1. Drive traffic to your website to increase reservations
  2. Increase brand awareness
  3. 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.
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