Understanding Facebook Ads Campaign Structure


Facebook ads campaign structure helps you to optimize, organize and accurately measure the performance of your ads.

Do you want to take advantage of the numerous advertising opportunities that Facebook offers your business? You are ready to set up your first Facebook ad, but you are not quite sure of how the whole set up works? In this quick read, you will learn about what constitutes a Facebook campaign and what you need to do at each step of the process.

What is a Facebook Campaign Structure?

A Facebook campaign structure is made up of a campaign, an ad set, and an ad. Let’s walk through what each of the parts represents.

facebook ads campaign structure


The Campaign

At the top of the hierarchy is the “campaign“. It contains one or more ad sets and ads. The campaign is the building block of your ad. This is where you select your marketing objectives, such as Traffic, Engagement or Brand Awareness.

For instance, if you select “Brand Awareness“, Facebook will optimize your ad to reach more people who are likely to pay attention to your ads and increase awareness for your brand.

Pro tip: Decide on your objectives and then create one campaign per objective so you can optimize delivery, manage your spend, get the right reports, and maximize results for each objective.

facebook marketing objectives


The Ad Set.

Next is the ad set. An ad set contains one or more ads. This is where you choose your audience (location, gender, age, language etc), ad budget, schedule (how long you want your ad to run for) and ad placement (where you want your ad to be seen).

A campaign can have more than one ad sets, with different audience target, schedule, and budgets, as this helps you determine what kind of ads are performing well with what audiences.

For instance, if you choose to have two ad sets with the same two ads delivered to all females in Ghana between the ages of 18-35 (Audience A) and all males in Ghana between the ages of 18-35 (Audience B), you can see which audience reacts the most to your ad set, as well as which specific ad resulted in the most actions.

facebook ad set set up


For ad placement, you select all the available places on both Facebook and Instagram where you want your ads to display. Depending on your campaign objective, the ad placement options available are Device Type (Mobile & Desktop) and Platforms (Facebook and Instagram).

facebook ad placement mobile desktop


Pro-tip: Make sure all ads within an ad set target the same audience. This lets you control how much you spend on each audience, schedule when they see your ads and measure their response. This will help minimize your ad sets from competing against each other for impressions from the same audience.


The Ad.

At the bottom of the hierarchy is the ad. Here, you select the creative/format for your ads (image, videos, canvas, text, and a call-to-action button).

Ads format are based on your campaign objective, but generally, these are the options available to you:

facebook ad format


Pro Tip:  Every ad account is limited to 1,000 campaigns; 1,000 ad sets, and 5,000 ads.

Facebook Campaign Structure Cheat Sheet:

facebook campaign structure


Do you now understand how Facebook ads are structured?

Kwadwo Ofori-Mensah
Kwadwo Ofori-Mensah is a tech blogger who loves to read & write about Blogging, WordPress, Social Media & technology.
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