Are You Optimizing Your Facebook Ad Campaign Structure?

It is now fast and easy with Power Editor to create Facebook ad campaigns, ad sets and ads. At no time with FB has it been easier to create and manage campaigns! As FB continues to improve their ad platform we are the beneficiaries. With the new ad structure and Power Editor there is no reason why account managers shouldn’t be test, test, testing. With all of the different targeting and A/B test options including; audiences, bidding, devices and buttons…etc, there are limitless tests to experiment with. Many people want to know what works on FB and the only way to know is to split out your testing across campaigns and ad sets.

With so many different strategies to build campaigns, it is important to remember to structure and organize your campaigns, ad sets and ads. Splitting out the different targeting and placements allows you to know what is working in your account. Here are a few key targeting options for campaign strategy that would be wise to split out and test.

  • Placements: Desktop, Mobile, Right Side Ads, App Installs
  • CTA Buttons: Learn More, Shop Now, Download, or no button at all…etc
  • Ad Creative: Copy, Images, Links
  • Location Targeting: Countries, States, Cities…etc
  • Audiences: Interests, Custom Audiences, Lookalike Audiences, Behaviors…etc
  • And many others!

Organizing Campaigns For Testing

Depending on the account, I typically like to organize my campaigns by location. It’s even more wise to go a step further and organize your campaigns by device, and/or audience. Usually when split testing you can find yourself with a lot of campaigns to manage. While there will be a lot to manage, having a clear structured account will keep your tests more accurate and organized. It’s also beneficial to have a proper naming system in place so you can easily move between campaigns and ad sets. A poor naming system or no naming system at all can lead to confusion and campaigns/ad sets getting mixed up. The image below is an example of splitting out three campaigns by device targeting.


Smart Ad Sets 

Screen Shot 2015-02-27 at 3.47.40 PMAd sets are a perfect way to split out your audiences, devices and location targeting. This practice enables you to see which device performs better; desktop, mobile or right side column ads? A common mistake is to leave these 3 devices lumped into one ad set. Doing this will make it near impossible to see which placement is performing better. Also, when you see a location or device that is producing amazing results, you can allocate more budget to that particular ad set(s). If that location or device isn’t split out your budget may be going towards the least performing audience?

A best practice when advertising on FB is to create different ad sets for each target audience. For example, if your strategy is to target FB fans, interests, and lookalike audiences, you will want to breakout these targeting options into their own ad sets. You can analyze performance and make bid/budget optimizations based off what’s working.

Creating Ads Quickly & Efficiently

Power Editor has made creating/duplicating ads much easier. With the new ads structure you can create multiple ads for testing in one ad set very quickly. Creating ads in PE used to be time consuming. The big benefit now is you don’t have to worry about setting targeting at the ad level so you can duplicate ads across ad sets and campaigns more easily. Ads can also be edited in bulk which can be a life saver. Whether you’re testing ad copy, destination URLs or images, PE makes it quick and efficient to create new ads.

trophy-01Overall, there is a huge benefit to testing when running Facebook ads. As I’ve managed ads for multiple clients, I’ve found through testing that some audiences have performed very differently from what I expected. For example, one of my accounts, I found through testing that Lookalike Audiences performed far better than other targeting options. Desktop ads also outperformed mobile so you can guess what we did, yep, we increased budget for lookalike audiences and desktop ads. We would have never come to this conclusion without splitting out our targeting and placements. In the end testing requires a lot of work but it’s needed to create an effective and profitable account.

What are some different strategies used to structure your FB accounts?

New Facebook Campaign Structure: How To Use Ad Sets

Facebook’s new campaign structure was rolled out throughout March and has been in my opinion, a huge addition to my accounts. Before this new upgrade, you had to individually setup each campaign depending on what type of audience you wanted to target. Of course to make life easier you would use power editor to duplicate campaigns, but you would find sooner or later that you had too many campaigns to keep track of.

Aside from keeping track of campaigns, it was extremely difficult to keep accounts organized. The best way to keep accounts organized was to make sure you had an effective labeling system for your campaigns and ads. With the new Facebook campaign structure, ad sets have made PPC Management more simple and better organized.

There are now three ad levels (Campaign, Ad Sets, Ads) compared to the two prior levels (Campaign & Ads) before the upgrade.  You now have the option of setting up campaigns with a specific objective and creating ad sets labeled in a way that will best fit your personal or clients needs.

To better explain and demonstrate the effectiveness of Facebook’s new campaign structure, I will create a fake headphones company called “Beets Headphones” and layout an example scenario. To start, Beets Headphones has three markets they serve; California, New York, and Florida. Based on these three markets I will create and explain their campaign strategy.

Campaign Structure:

When setting up a campaign it’s critical to set the appropriate objective depending on your clients or business goals. In this example our goal is measuring sales, so we will be using the website conversions objective to track performance so we can measure our ROI. Since we will be advertising in three different markets my campaign structure will contain three different campaigns based off of the three markets; California, New York, and Florida.

Facebook Campaign Objectives


Having the account structured in this way will help me organize audiences by location and keep my different markets separated from each other. Before Facebook’s new structure if you wanted to keep track of your campaigns by location you would have to make sure the campaign included the market name. For example if the location was Utah, the campaign would have to be labeled “Beets Lookalike (Utah) or something similar. Leaving out the location from the campaign name led to confusion especially if the account was serving more than one location.

Facebook New Campaign Structure

Ad Set Structure:

Within each campaign you can have several ad sets, which allows you to organize and separate your target audiences into separate groups. This method or strategy is comparable to Google Adwords adgroups. Similar to Adword’s adgroups you can set unique budgets for each ad set. With ad sets you can also set ad schedules depending on your audience and advertising needs.

As I’ve used ad sets it seems as though the best way to utilize them is to group your ad sets according to your different target audiences. For the Beets Headphones example we will be using several different target audiences so we will create an ad set for each. The ad sets will go as follows:

• Email Subscribers
• Lookalike Audiences
• Facebook Fans
• Friends of Friends
• People not Connected (People who haven’t Liked our FB page)
• Interest Targeting (Interests we select; music, sports, iPod…etc)

Having all your target audiences in their own ad sets allows us to create ads specifically for those audiences. It will also allow us to view all three of our target markets separately. Instead of browsing through endless amounts of campaigns, I can click on the California campaign and view all my target audiences associated with California. Making analyzing my data and reporting a lot easier.

Facebook New Ad Set Structure

Same Old Ad Structure:

Not too much has changed with ads. They still have the same function as before, you set your creative, imagery, target audience…etc but as we mentioned throughout this post ads are now better organized for the ad set in which they are placed. Multiple ads can be placed in a single ad set which will allow you to test different creative and images against each other.

For Beets Headphones, each ad set will have unique ads that will allow us to better differentiate our creative based on our target audiences. Our Facebook Fans ad set will have ads that are specifically tailored to our fans and could be used to introduce new products or get customer referrals, while our Friends of Friends ad set could be used to offer a special discount or promo code. The different variations are endless and ultimately depend on your business or clients needs and goals.

Facebook Campaigns Ads Structure

It’s nice to see Facebook continuing to better their advertising platform. Aside from now having to change account structures for each of my clients, the new change is for the better. It has helped me better analyze data, performance and navigate through each account.

What are some different ways you structure your campaigns?

Facebook’s New Layout Changes Ad Space

Facebook’s new timeline layout changes the ad space as follows:

Old Facebook Profile Ads

Old Facebook Profile Layout

New Slimmer Facebook Profile Ads

New Timeline Layout

 Compare the Same Facebook Ad Side by Side

239 x 117
128 x 168

Differences in Facebook Ads

While the ad sizes are not exact, the widths are fairly accurate. The new ad is slimmer, at about 128 pixels. The image sizes remain the same at 110 x 80 pixels. The background color has changed from white to the light blue. The number of ads on a traditional page range from 1 to 6. The number of ads on the new facebook timeline layout is 2 or 3 depending on your screen size. Yes, the ads display in conjunction with your screen size, pretty high tech programing there. One of the biggest differences between the two sets is that the new layout keeps the ads on page as you scroll down the page. The old set up will actually scroll the ads off the screen. Very subtle differences, but I am sure someone somewhere at Facebook is monitoring revenues based on the layouts. Curious internet marketers would like to know what that difference is. Facebook marketers want to know how this could effect their ads.



Just your friendly neighborhood pest control guy reporting… I also Report on Scorpions. =)

Pest Control Guy - Thomas Ballantyne

-Thomas Ballantyne
Director of Marketing for Bulwark Exterminating
Follow me on Twitter —> @Thos003


$50 Of Free Clicks In Free Facebook Ads

50$ In Free Facebook Ads
50$ In Free Facebook Ads

If you have been thinking about giving the Facebook Ads a try, now is your perfect opportunity because I am giving you a chance to win $50 bucks in free clicks – (I am gonna keep this simple too) all you gotta do is comment and let me know why you wanna try out the Facebook Ads program – and I’ll pick one of you to give it to.  I will just email, or DM the code to the winner on Monday March 30th, and you can have all $50 bucks of free clicks.  Keep in mind that this is only good for users that are new to the Facebook Advertising program.

WHY am I doing this?

I already have an account, and got this card while I was at SMX West 2009.  I actually just found it in the bag you get (almost tossed it) and am not going to use it, so I decided to give it away so it can be put to use.  It expires June 30th of this year, so if you win it – use it fast!

If I choose you, you will have to come back to this post (not a requirement) and let me know if the ads did anything for you and what you learned while using the $50 bucks!   You can even follow me on Twitter for good measure, but that’s not required either!  I look forward to the comments!

Good Luck!

PS – Let this be a reminder to those of you who got bags at SMX West 2009 that you got a free card with $50 bucks in free FB Ads – unless I was the only one???

PPS – You can even leave a comment as to why you wouldn’t want this too?  I would love to hear all reasons!

UPDATE: We have a winner!  Congrats to Missy for being the winner of the free ads!  I appreciate all who commented!