Do you use Facebook ads to boost your business? Are you confused by the latest changes? Recent changes made to Facebook’s ad campaign structure can affect how you set up and test your ads. This week's article, you’ll discover how to set up a Facebook ad campaign in the new structure.
Campaign Structure Changes
The biggest change is that budget, schedule, bidding, targeting and placement of your ads are all configured at the ad set level. Only the images, copy, call to action button and Facebook page are configured at the ad level. So if you are split testing your ads and changing a variety of things, you may need to set up multiple ad sets, as well as multiple campaigns. Here are some examples of when you need a new campaign, new ad set or just a new ad for the different things you might split test.
Split testing that requires a new campaign:
- Different website landing pages
- Different types of ads (i.e., promoted post vs. website conversion)
Split testing that requires a new ad set:
- Different bidding models
- Different targeting
Split testing that only requires new ads:
- Different image
- Different content
- Different call-to-action buttons
- Using a different Facebook page for website clicks or website conversion ads
Facebook has simplified the setup so it's more aligned with the new structure. They have broken the setup into three steps: Create your campaign, create your ad set and create your ads. Notice that you can name your campaign and ad set at the end of the step. Give them a meaningful name to easily see which ads are doing well in the Reports area.
Choose the objective. After choosing an objective, you make other selections related to your objective such as entering a website address, selecting a conversion pixel or selecting which event to promote. Once you click continue after entering the objective details, you can name your campaign. Facebook gives it a name by default based on the objectives, but you can change the name to something meaningful to you. Next, you set up the targeting, bidding and budget for your ad set. While the order of the setup has changed to be more in line with the flow of the new structure, the targeting has not changed. Remember that the ads below the ad set will all share the same bidding model and budget. The last step is to design your ad. If you're only going to change the ad image for split testing, you can add multiple images here and multiple ads will be created with the different images. Then Facebook will split test them and optimize the campaign to show the best-performing ad more often.
Facebook has become an important advertising space for businesses. If you take your place in this area and want to reach more users, contact us.