New Facebook Advertising – Ad Sets

Organizing Campaigns, Ad Sets and Ads on Facebook

Facebook has bought out ‘Ad Sets’ which is designed to make your advertising campaigns more organized. I personally like the new advertising structure. So I will explain how it all works and how it is designed to make your advertising process easier.

As you can see in the image there are 3 levels of ad organization.

The 3 levels are:

1. Campaigns
2. Ad Sets
3. Ads

1. Campaigns

So we start with a campaign…as you do with any form of advertising. Your campaign has an ‘objective’ or goal. You set your campaign to achieve an end result.

For example do you want to send people to a landing page on your website or do you want more engagement on your posts? Do you have a special offer or do you want to build an email list?

These are examples of your campaign objective which Facebook offers when setting up your campaign:

• Pages Likes
• Page Post Engagement
• Clicks to Website
• Website Conversions
• Event Responses
• Offer Claims
• App Installs
• App Engagement

So for every campaign you should have an ‘Objective’ before you start.

Organize Your Campaigns

2. Ad Sets – Level 2

So we have multiple ‘ad sets’ within a campaign and you can set each ad set with a budget. Facebook explains an ad set here:

An ad set will have one or more ads and you’ll continue to define the budget and schedule for each ad set. You can create an ad set for each of your audience segments by making the ads within the ad set target the same audience. This will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience.

3. Ads – Level 3 – ‘Ad Control’ – Targeting, Creative and Placement

Do You Have Existing Campaigns?

As you can see in the image below, your existing campaigns haven’t changed, however each campaign has one ad set.

• The only problem I see (but it can be overcome) is that some people like to set a budget for their total campaign. I personally set a daily ad spend, but others set a total ad spend on each campaign they create and once the dollars are used up in that campaign…the campaign comes to an end.

However you can still set a budget by limiting each campaign with one ad set, and setting your total spend on that ad set. So you are still able to budget that way if you want to.

Viewing Campaigns Made Easy

I also like the new look with the easy to view tabs, the way you can see what is active, the daily ad spend etc. Sure, we could see these aspects before…but this is easier on the eye.

As you can see in the sample screenshot below, I have many ads running at $3.00 per day and quite quickly I can see how much each ad has used. If you are new to Facebook advertising, a $3.00 ad spend equates to almost $100 per month, per ‘campaign’. It is a very inexpensive way of driving traffic to your website.

Campaigns, Ad Sets and Ads Simplified…

So just to give a simplified overview, you have 3 levels of organization as I stated in the beginning and they can be explained like this…

1. Campaigns – Your campaign is where you set your objective, or goal.
2. Ad Sets – Your ‘ad sets’ are where you have your ‘ad controls’. As Facebook explained, “Ad Sets will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience such as budget.”
3. Ads – Ads will still work the same as before with controls for targeting, creative and placement.

I hope that helps you get started or improve your Facebook campaigns!