Facebook today announced it will launch a new campaign structure on March 4 with the goal of making it easier for advertisers of every size to organize, optimize, and measure their ads. The company will go from two levels (campaigns and ads) to three (campaigns, ad sets, and ads).
Facebook plans to push the new structure worldwide across all ad interfaces, including the Ads Create Tool, Ads Manager and Power Editor, as well as third-party ad interfaces built by Preferred Marketing Developers. When it arrives on your ad account, all your campaigns will be migrated automatically to the new structure, but the migration will not impact delivery, spend, or performance of your existing ads (historical data for existing ads and campaigns will also remain available).
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Here is a breakdown of the new trio:
- 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.
- Ad sets with their own budget and schedule are found in each campaign. You can also organize each ad set to represent audience segments, like people who live near your store, to 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.
- Ads feature different images, links, video, or text and are found in ad sets. You can still control the creative, targeting and bidding at the ad level.
Overall, this change seems like it will result in more work for marketers. The upside is, however, they will learn which ads are resonating with each audience and, in turn, be able to create better-optimized campaigns. At least, that’s what Facebook is hoping.
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