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New Facebook “Ad Sets” for pay-per-click advertising campaigns

In March, Facebook began rolling out a new campaign structure for advertisers. Previously, there were two levels to Facebook's structure: campaigns and ads. The new structure has expanded to three levels which now includes "ad sets," a level between campaigns and ads. This new structure is intended to make it easier for advertisers to manage ads and measure results.

Campaigns correspond to an advertising objective, like driving visitors to your website or promoting your brand. Ad sets have their own budgets, schedules and audience segments, helping you control the amount you spend on each audience, decide when they will see your ads, and measure their response. Within each ad set, you can have multiple ads, which can feature different images, text, links, etc. In addition to the creative, targeting and bidding is still controlled at the ad level. Think of it like a filing system where ads are kept in an ad set folder which are then stored in a campaign briefcase. Features are now divided across the structure in this way:

Why should you care about this change? In addition to providing another level of organization, the new structure comes with a few significant benefits.

First, as you can see in the chart above, each level now has its own reporting structure. This will give you more insight into how your ads are performing, particularly toward different audience segments.

And, previously, Facebook would optimize ads at the campaign level – allocating more resources toward the ads that perform better. This means that if you had ads directed at different audience segments within a campaign, Facebook would put more of your budget to the high-performing ads, potentially neglecting certain audiences. Now, ads are optimized within the ad set, which means you can create an ad set for each of your audience segments and assign separate budgets to each.

If you currently advertise on Facebook, your existing campaigns should have migrated to the new structure automatically. For more information about the new structure, please visit the Facebook Help Center.

About the Author:

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Heather Robertson is Senior Director of Partner Marketing and Programs at ClickDimensions.

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