{"id":5362,"date":"2020-06-16T14:26:19","date_gmt":"2020-06-16T14:26:19","guid":{"rendered":"https:\/\/karolakarlson.com\/?p=5362"},"modified":"2025-05-06T13:14:48","modified_gmt":"2025-05-06T13:14:48","slug":"facebook-ad-campaign-structure","status":"publish","type":"post","link":"https:\/\/karolakarlson.com\/ro\/facebook-ad-campaign-structure\/","title":{"rendered":"Facebook Ad Campaign Structure  \u2013 Complete Guide"},"content":{"rendered":"<p><strong>There are a million different ways to <strong>structure<\/strong> a Facebook ad campaigns. And having a million different ways is confusing.\u00a0<\/strong><\/p>\n\n\n\n<p>All those campaign objectives, tens of targeting options, A\/B testing features\u2026<\/p>\n\n\n\n<p><strong>So what is the best way to structure your Facebook ad campaigns? <\/strong>What is the approach used by the top agencies and Facebook ad experts?<\/p>\n\n\n\n<p>To be honest, some people who like to create tens of campaigns\u2026 And then there are the advertisers who believe that the opposite \u2013 having max 3 campaigns globally \u2013 works. \ud83e\udd37<\/p>\n\n\n\n<p>Personally, I am somewhere in between. I like to have campaigns split by countries, but I don\u2019t like to set up a different campaign for every single niche audience.<\/p>\n\n\n\n<p>As I figured this might be relevant to many advertisers, big and small, running Facebook ads, I\u2019m going to share my approach. <\/p>\n\n\n\n<p><strong>You\u2019ll find answers to the following questions:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is the best Meta ad campaign structure?<\/li>\n\n\n\n<li>How to select the right Campaign Objective for your campaign?<\/li>\n\n\n\n<li>On which events should you optimize your campaigns?<\/li>\n\n\n\n<li>Which target audiences to get started with and to experiment with?<\/li>\n\n\n\n<li>How to name your campaigns, ad sets, and ads for fast reporting?<\/li>\n<\/ul>\n\n\n\n<p>So let\u2019s take a look at how to set up your Facebook ad campaigns up for success.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-style-default\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/YGdyHLBDsNocgF_gciQfYw95e6-TokEtBRj67dJ1pIDmbMB2ocThivQWN8ipzc21VvLMUT70GkpoE4BjQV-36zPlxTfbfRceiqm8jIuNf_UWSlv5_Eik9CNqq0qqDParhmX1vp0X\" alt=\"How to not fail with Facebook ad campaign structure\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-a-good-facebook-ad-campaign-structure\">What is a good Facebook ad campaign structure?<\/h2>\n\n\n\n<p>After working on <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-audit\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"rank-math-link\">Facebook ad campaign audits<\/a> for 20+ brands while having weekly calls with Facebook reps, here are Facebook campaign structure best practices that deliver good results.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Have fewer campaigns<\/strong> with <strong>broader<\/strong> audiences.<\/li>\n\n\n\n<li><strong>Trust Facebook\u2019s algorithms<\/strong> to do the targeting and optimization for you.<\/li>\n\n\n\n<li>Put a lot of emphasis on having <strong>good ad creatives<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>One more thing that many PPC advertisers forget: You should not use the same campaign structure as you\u2019ve used for Google ads on Facebook. It doesn\u2019t work.<\/p>\n\n\n\n<p><strong>When it comes to Facebook ads, having fewer ad campaigns is not lazy, it\u2019s smart.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/4txbZmE-OTMjOwas_a1LTqIdKHgPeWs39uRL2mPdxQ0SmFTO8krXoV2IuDCcbKtX2HZFewfSY0tzC2li1hiOQ9cjPHp9p3vgbeQ9Ig5n2CKJ6W2N3Iwbjyp3QujfUSi5QI45PYNm\" alt=\"Facebook ad campaign structure, gif\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>Here\u2019s the high-level Facebook ad campaign structure that I always use:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set up campaigns per country or region<\/li>\n\n\n\n<li>Create separate campaigns for prospecting and remarketing<\/li>\n<\/ul>\n\n\n\n<p>You can also add brand awareness and re-engagement campaigns on top of prospecting and remarketing. The below chart by KlientBoost explains the 4 stages really well.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/TLgsqnZU39GN6RcgSfp668PtzfErOYTjzcLspluOXToZNoRIR4hgHEGsEYMUvIcfza1mcEzmRxR27dDtXBIogr3FoMX7zScgECnP1PlZwVlm13414HnIQj4p04td-kRBQSye6_XC\" alt=\"Marketing funnel\" style=\"width:431px;height:431px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Create campaigns for multiple funnel stages. \u2013 <a aria-label=\" (opens in a new tab)\" class=\"rank-math-link\" href=\"https:\/\/klientboost.com\/ppc\/facebook-ad-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Image source<\/a><\/p>\n\n\n\n<p>Take a quick crash course in Facebook analytics by learning about these  15 <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-metrics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook ad metrics<\/a> and KPIs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"create-a-separate-set-of-ad-campaigns-for-each-market\">Create a separate set of  ad campaigns for each market<\/h2>\n\n\n\n<p>Why do I like splitting Facebook ad campaigns per country or region? There are a few reasons for that:<\/p>\n\n\n\n<p><strong>1. Countries have different ad costs.&nbsp;<\/strong><\/p>\n\n\n\n<p>A click in the US might cost 5x as much as in say Lithuania. If you put these countries into the same campaign, Facebook is likely to spend 80% of ad budget in Lithuania as it seems like the cost-per-result is cheaper there.<\/p>\n\n\n\n<p><strong>2. The reporting and budgeting will be easier<\/strong><\/p>\n\n\n\n<p>Having separate campaigns per country will also make the reporting a lot easier \u2013 you can immediately see in which markets there\u2019s a good product-market fit.<\/p>\n\n\n\n<p>Also, you can easily define on campaign level how much money you want to spend on advertising in each country.<\/p>\n\n\n\n<p><strong>3. Your campaigns won\u2019t get messy<\/strong><\/p>\n\n\n\n<p>If you add a lot of different countries to the same campaign, you can end up with a lot of different ad sets or <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-design\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"rank-math-link\">ad designs<\/a>.&nbsp;<\/p>\n\n\n\n<p>Especially if you want to use ads in local languages, it\u2019s better to create a separate campaign for each market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"so-how-will-the-high-level-campaign-structure-look-like\">So how will the high-level campaign structure look like?<\/h2>\n\n\n\n<p><strong>For each country, you should have the following Facebook ad campaigns:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prospecting campaigns<\/li>\n\n\n\n<li>Remarketing campaigns<\/li>\n\n\n\n<li>Brand awareness campaigns (optional, I don\u2019t usually use them)<\/li>\n\n\n\n<li>Re-engagement campaigns (optional, I usually use them)<\/li>\n<\/ul>\n\n\n\n<p><strong>When it comes to the budget split, I usually go for:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prospecting campaigns: 60-80%<\/li>\n\n\n\n<li>Remarketing campaigns: 20-30%<\/li>\n\n\n\n<li>Brand awareness campaigns (optional, I don\u2019t usually use them): 0-10%<\/li>\n\n\n\n<li>Re-engagement campaigns (optional, I usually use them): 0-10%<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/wFLCGsUx2aDdWxHWgIYG6HDhApaUvVWMSZepwcKMV1YmOZU_TNXPg3ZE88gOcq1QfPd0_yGQFTPFKezc7A9ykAYR3QaIvZ5qnqg1KgszUgHz9gJkwQ9ISLWdMBrLAh_4KvQQiSes\" alt=\"Facebook ad example\" style=\"width:418px;height:563px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p>Let\u2019s take a closer look at each of the campaign types and a few different ideas for setting them up.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"facebook-prospecting-campaigns-structure\">Facebook prospecting campaigns\u2019 structure<\/h2>\n\n\n\n<p><strong>The prospecting campaign is a Facebook ad campaign that reaches a wide audience and attracts people who are potentially interested in your product.&nbsp;<\/strong><\/p>\n\n\n\n<p>These people have not yet heard of your brand, so you\u2019re trying to convert a cold audience into customers.<\/p>\n\n\n\n<p>Usually, the prospecting-level ad creatives introduce your product\u2019s benefits or show how great it looks. Like these two ads examples\u2026<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/279TBHs8R2MXZshkx4o1ZKU_tmyQ3YZtcFz2uOKCYbpmFVRLFISerIhW5X34DedXbFTSWLEc5J2bXAED8vCoA3an0epUEvvlT8VzqTiEcC2PMKlSHGjHhsDPEap89aXQhjOX59EC\" alt=\"Facebook ad example\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Prospecting-level Facebook ad examples.<\/p>\n\n\n\n<p><strong>If your product\u2019s entry barrier is low,<\/strong> e.g. you\u2019re promoting a free mobile app or run ads for your online store, <strong>prospecting campaigns will already bring a lot of new customers.<\/strong><\/p>\n\n\n\n<p><strong>If your product has a longer sales cycle<\/strong>, e.g. software and B2B products, <strong>you can use prospecting ads to lead people to your website <\/strong>and convert them with remarketing campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"facebook-campaign-structure-for-prospecting-ads\">Facebook campaign structure for prospecting ads<\/h2>\n\n\n\n<p><strong>Here\u2019s the general prospecting campaign structure that I always use.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/ktesFSgbmmIYYjU32I0qw3pmLNTHKiPuD4Ap0pBQjMrqsBQVfl0GLt_mdbQMHrxXhEtheUhWzlzOQFotSLPmUYR97ZbwNkdEmO0GuCjsO-0cc352aRjfrYwRY_sQY_9tr7UGv8N1\" alt=\"Facebook ad campaign structure\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>There are two ad sets:<\/strong> one with a broad audience and another with (1% or 5%) Lookalike audience.<\/li>\n\n\n\n<li><strong>Both broad and lookalike ad sets<\/strong> have the exact same ad creatives inside them.<\/li>\n<\/ul>\n\n\n\n<p>Sometimes, I add <strong>ad sets with special interest-based audiences<\/strong> (if I want to show these audiences special ad creatives that are more relevant to them).<\/p>\n\n\n\n<p>And by \u201cbroad audience\u201d I really mean BROAD. \ud83c\udf0d <\/p>\n\n\n\n<p>For example, if I\u2019m advertising a consumer-facing mobile app, I would target everyone aged from 18-55 in a specific country, optimize the campaign on in-app events, and let Facebook algorithms find the most relevant target audience for the ads.<\/p>\n\n\n\n<p><strong>The best ad campaign objective for prospecting campaigns is one that best reflects what you want to achieve:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If you want to lead people to your website, use \u201cTraffic\u201d objective<\/li>\n\n\n\n<li>If you want people to complete an action, e.g. a purchase or mobile app install, use the \u201cConversions\u201d objective<\/li>\n<\/ul>\n\n\n\n<p>Suggested reading: Learn more about <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/karolakarlson.com\/ro\/facebook-app-install-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"rank-math-link\">Facebook mobile app install ads<\/a>. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"case-study-scheduled-vs-24-7-ad-delivery\">Case study: Scheduled vs 24\/7 ad delivery<\/h2>\n\n\n\n<p>Here\u2019s one more proof that less optimization = better results.<\/p>\n\n\n\n<p><strong>We did a test with a client and the results were pretty staggering: a 300% difference in ROAS.&nbsp;<\/strong><\/p>\n\n\n\n<p>\ud83d\udcb8 The country was the US, the product was SaaS, the test period was Mon-Thu of 2 consecutive test weeks.<\/p>\n\n\n\n<p><strong>WEEK 1:<\/strong> We used a Daily budget and didn&#8217;t use a custom ad delivery schedule.<\/p>\n\n\n\n<p><strong>WEEK 2: <\/strong>We used a Lifetime budget and scheduled ad delivery for Mon-Fri, 8am-6pm. (The total spent budget is higher as we spent more during the reported Mon-Thu period)<\/p>\n\n\n\n<p>As you can see from the table below,<strong> the ads that were running daily with no restrictions delivered a higher ROI.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/RV2rAevdPD6fkbhrQfpfl3z-BxVftnpOiVKDo_W87aWE0xZMN_7CgL6xlpHmIc9ACpNOtU2H8AOioQ5Ppeo8EijmEv4KmFRmtCcss5Ul6ZHdTwarTRogOJDnmnLrWQck13zJ0c9l\" alt=\"Facebook ads test results\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>Key takeaways:<\/strong><\/p>\n\n\n\n<p>\u279f Sometimes, <strong>high-ROAS conversions happen during non-business hours<\/strong>.<\/p>\n\n\n\n<p>\u279f<strong> It is better to keep Facebook ad campaigns targeting as broad<\/strong> and the ad delivery as unlimited as possible (use all placements, target entire countries + optimize on conversions)<\/p>\n\n\n\n<p>We also ran the same test in other markets, the results were similar.<\/p>\n\n\n\n<p><strong>Keep your Facebook prospecting campaigns broad and don\u2019t overdo with all the special optimization hacks you read in blogs. \ud83d\ude09<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"facebook-remarketing-campaigns-structure\">Facebook remarketing campaigns\u2019 structure<\/h2>\n\n\n\n<p><strong>The remarketing campaigns target people who have already visited your website or showed interest in some other wa<\/strong>y (e.g. watched a brand awareness video or downloaded an e-book).&nbsp;<\/p>\n\n\n\n<p>The goal of this campaign is to convert those lukewarm audiences into customers.<\/p>\n\n\n\n<p>The ad creatives in your remarketing campaigns can be different from prospecting campaigns. Here, you should give people an extra incentive to complete the signup or purchase.<\/p>\n\n\n\n<p>For example, Restream is offering a 20% discount from the subscription.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/-PYwJlScOYhocgNzKsVvi1k8FhJE9cDTTIRXWpnjiRx9oXaIxFJde-lUG1fKge0StC1KhKUyPs9xcoDnHjyd2G6BVAWETEYIkw8EFer80Q1__6z_XRP0jk5f-0RfDCcTs3_oUUFX\" alt=\"Facebook ad example\" style=\"width:380px;height:613px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>The most fool-proof remarketing audience<\/strong> that you can create for your Facebook ad campaigns is past 30 days website visitors.<\/p>\n\n\n\n<p><strong>Here are some other Facebook Custom Audiences you could include in remarketing campaigns:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People who have watched 50% or more of your video ads<\/li>\n\n\n\n<li>People who have visited your Pricing page<\/li>\n\n\n\n<li>People who have started the signup process, but didn\u2019t complete it<\/li>\n\n\n\n<li>People who have visited specific landing pages or blog articles (so that you can show them ads with a custom message around specific topics)<\/li>\n<\/ul>\n\n\n\n<p>Personally, I like to create 1 remarketing campaign per country with a separate ad for every retargeting audience. This way, I can get a quick overview of how each audience performs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"facebook-campaign-structure-for-remarketing-ads\">Facebook campaign structure for remarketing ads<\/h2>\n\n\n\n<p><strong>Here\u2019s the general remarketing campaign structure I like to use:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/vDKsJ55rf9jghNABCNPHKBBwGIfJcycNUZBzWlWveEnPp0BOp-e8tP4eyqd0NKd9soHigyCscipctRvGnWxnOza4iuOjWsxF_TN--CmHExZJAM-w2phU6bwAdllb9vhbaOcRg249\" alt=\"Facebook campaign structure\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\">Example Facebook remarketing campaign structure.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>There is one campaign per country:<\/strong> as I like to track per-country results from all campaigns (prospecting, remarketing, etc.) together<\/li>\n\n\n\n<li><strong>All ad sets include the same ads <\/strong>or if you target special landing page visitors, that ad set\u2019s creatives could be different<\/li>\n<\/ul>\n\n\n\n<p>When setting up remarketing Facebook campaign, I usually go for \u201cConversions\u201d campaign objective. Other options I sometimes use are \u201cTraffic\u201d and \u201cReach.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/lKVMXsIJ8oGJCwd95L20kETU-vsgin6xyYUjW0gsgj9yERNRCdwxVgDkBLhpTybSA1HT_iLPyBUbmSp6Lg6bs8LXpMTBG-JNlWgbRBb2Y2KRCH2CLWR4vNBZglFREMqu7rbUH4sh\" alt=\"Facebook ad campaign objectives\" style=\"width:551px;height:288px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>Tip: The \u201cReach\u201d objective<\/strong> is useful if you have a big remarketing or re-engagement audience and most people there would convert anyway.<\/p>\n\n\n\n<p>In this case, there\u2019s no point to optimize on conversions as Facebook would show your ads to people who would take action also without seeing the ad. To reach every target audience member, you can optimize the ad-set-level ad delivery to \u201cDaily Unique Reach\u201d \u2013 to that each audience member will see your ad once a day, regardless of how likely they are to convert. \ud83d\udca1<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"remarketing-ad-campaigns-frequency\">Remarketing ad campaigns\u2019 frequency<\/h2>\n\n\n\n<p><strong>Remarketing ad sets tend to be the most profitable ones. The ROI of a remarketing campaign can be 10x than that of a prospecting campaign.<\/strong><\/p>\n\n\n\n<p>So of course, you\u2019d like to add more budget to remarketing campaigns. \ud83d\udd25<\/p>\n\n\n\n<p>Thing is, you only have a limited number of people in the remarketing audiences. And if you add too much budget to the campaign, the same people will see your ads over and over and over and over again.<\/p>\n\n\n\n<p><strong>At some point, you may reach the ad frequency of 10 points in a 14-day period.<\/strong> This means that on average, people in your remarketing audiences have seen your ads for 10 or more times.<\/p>\n\n\n\n<p>And you know what? \u2013 This is fine.<\/p>\n\n\n\n<p>When running Facebook remarketing campaigns for my clients, I usually see that a 14-day frequency of up to 15 points keeps delivering results at a positive ROI. It won&#8217;t drive up your <a href=\"https:\/\/karolakarlson.com\/ro\/facebook-ads-cost-and-bidding\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"rank-math-link\">Facebook ads cost<\/a>.<\/p>\n\n\n\n<p>You may bother some people, but in the end, showing more ads to your remarketing audiences pays off. There\u2019s also more research to prove this point:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/zqPApev0aEtx-xjlihioeGza26gZKpYFTeDkQxu8VCIV-wNA5g6954V_XWrXPr8ex9TAG7WDsHy143wz7-rbwveLojastULfO4Hgh8n7RIwx7Ue_ZamkQhhA8Ovv3JayZuN1XvSE\" alt=\"facebook ad fatigue\" style=\"width:519px;height:217px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"meta-ad-campaign-structure-for-brand-awareness-and-re-engagement-campaigns\">Meta ad campaign structure for brand awareness and re-engagement campaigns<\/h2>\n\n\n\n<p>I won\u2019t stop on these two for long, as they\u2019re both very similar to one of the campaign setups that we already covered.<\/p>\n\n\n\n<p><strong>Facebook brand awareness campaigns have a similar setup to prospecting campaigns.&nbsp;<\/strong><\/p>\n\n\n\n<p>The main difference is the event that you optimize your campaign on + the results that you\u2019ll measure.<\/p>\n\n\n\n<p>For brand awareness campaigns, you could use the obvious \u201cBrand Awareness\u201d campaign objective, although options like \u201cTraffic\u201d and \u201cVideo Views\u201d may deliver even better results, depending on your product and ad creatives.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/Km8MPDdQAO_DDLNVU0mwXsQh8jDIhVyAac1m2ma4dozPLM77uo4hEq0GTxRUXJ84EasZXt0e9e1TbgCvs_bt9OC6Vf_vFFIYg48AAkoMNt0kCJZ2LyoMfRxDT8EOxWNaIOrrRPm4\" alt=\"Facebook campaign objectives\" style=\"width:530px;height:276px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>Quite often, Facebook brand awareness ad creatives are videos. <\/strong>And you can target both a broad audience or your existing user base to remind them of your product.<\/p>\n\n\n\n<p>For example, this Facebook ad by Oreo could be considered a brand awareness ad: It reminds you how much you love the \ud83c\udf6a without directly leading you to an online store to buy it. (Although you may go to the grocery store to get it very soon) \ud83c\udfc3<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/r4WO-p74-LPDxdgUet82yl5xqd1OCbQDcBhryjaqiu5NuVJaE7x86LCtwcEL_cQvgBZhL1YhqZkdb6mTh18WwwkFMnOY439M_IcZqpBZrwvcujGiCG3Ki4MY9IbjeYDZ3tnJHLDd\" alt=\"Facebook ad example\" style=\"width:371px;height:575px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>When it comes to Facebook re-engagement campaigns, they\u2019re targeted at your existing user base<\/strong>: to deliver a positive brand experience, educate them, or advertise special offers.<\/p>\n\n\n\n<p>The campaign structure is very similar to remarketing campaigns: you will have one campaign per country and one ad set per each custom audience.<\/p>\n\n\n\n<p><strong>Potential target audiences for re-engagement campaigns:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People who used your product\/service\/app, but haven\u2019t done it for the past 30 days<\/li>\n\n\n\n<li>Past purchasers of your online store that haven\u2019t made an order in the past 60 days<\/li>\n\n\n\n<li>People who were talking to your sales team 60+ days ago and didn\u2019t make a purchase back them<\/li>\n<\/ul>\n\n\n\n<p>For example, this Cos SALE ad could be shown to people who have bought during SALE in the past, but haven\u2019t made a purchase in the previous 90 days.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/zW-83VtsE5Zfm7jYmcJ2g1nf2fjgUFTsGyYnnyaAoVz-ZSHMUlJ4_vwC8VgjeILG1tM--uISET7bv4ZzgKORKfxj988MZJ-c03any3BBguoNGkWpq1ubpgLoma9D64s4wuv4H59y\" alt=\"Facebook ad example\" style=\"width:411px;height:547px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"5-best-practices-for-improved-facebook-ad-campaign-structure\">5 best practices for improved Facebook ad campaign structure<\/h2>\n\n\n\n<p>Now that you\u2019re aware of the basics, let\u2019s cover 5 additional suggestions that help you improve your current Facebook ad structure or set up new campaigns from scratch.<\/p>\n\n\n\n<p><strong>1. Run the same campaigns and ad sets over a long period of time.<\/strong><\/p>\n\n\n\n<p>Instead of setting up a new Facebook ad campaign or adding new ad sets every time you want to add a new audience or ad creatives, edit the existing ones.<\/p>\n\n\n\n<p>Using a single campaign over a long period of time is critical for Facebook\u2019s algorithms to learn from the data. If you\u2019re creating new campaigns every few weeks, you will lose out on this.<\/p>\n\n\n\n<p><strong>2. Less is more<\/strong><\/p>\n\n\n\n<p>Even if you have 20 amazing ideas for different target audiences or visuals, you will probably get better results if you keep the amount of assets lower.<\/p>\n\n\n\n<p>The way I like to work with ad creatives is to always have 5-8 different ad creatives per ad set. And every time I add new ones, I pause some older ones that don\u2019t perform as well.<\/p>\n\n\n\n<p><strong>3. Let Facebook\u2019s algorithms do the work for you<\/strong><\/p>\n\n\n\n<p>There are 100+ Facebook ad hacks out there, some suggesting you to set a custom schedule, others showing how to leave out some ad placements.<\/p>\n\n\n\n<p>More often than not, such hacks will actually decrease your results. That\u2019s because you\u2019ll be limiting your ads\u2019 delivery without knowing if it actually helps. You\u2019ll be better off using automated ad placements and 24\/7 ad delivery and letting Facebook algorithms do the work for you.<\/p>\n\n\n\n<p>However, for example, if I know that 80% of a company\u2019s customers have a certain age or gender, I usually narrow down the target audience to reach a lower CPA.<\/p>\n\n\n\n<p><strong>4. Review your Facebook ad attribution window<\/strong><\/p>\n\n\n\n<p>Facebook attributes an action to your ad if someone viewed or clicked your ad and then took an action.&nbsp;<\/p>\n\n\n\n<p>By default, your Facebook ad account\u2019s attribution window is set to 1-day view and 28-day click, which means that you see attributed actions that happened 1 day after someone viewed your ad and 28 days after someone clicked your ad.<\/p>\n\n\n\n<p><strong>To get a more accurate view of Facebook\u2019s real contribution to your marketing results, change the attribution window smaller, to 1-day view and 7-day click.<\/strong><\/p>\n\n\n\n<p>Here\u2019s how to do it:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Go to Facebook Ads Manager<\/li>\n\n\n\n<li>Navigate to Settings from the main menu<\/li>\n\n\n\n<li>Click \u201cEdit\u201d under Attribution<\/li>\n\n\n\n<li>Select your preferred Attribution Window<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/mrMcXoZDA4QLGvP05fxGfXszkxwxj-WMEedhmLk0oDEl0yrC44JN9sRZMIaIl1ss7V3v0X5puuj09WLQaF34IGNR3joEl71VbBXj40Xs77Km9dIidkZzETa6qDqbEd9McJHm4eEq\" alt=\"Facebook attribution window\" style=\"width:397px;height:474px\"\/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p><strong>5. Name your Facebook campaigns in a systematic way<\/strong><\/p>\n\n\n\n<p>When your Facebook ad account has a complex international campaign structure, it will make your life a lot easier if all the campaigns and ad sets (and ads) are named by the same convention.<\/p>\n\n\n\n<p>Here\u2019s the framework I like to use:<\/p>\n\n\n\n<p><strong>Campaign level:<\/strong> Country-code_Campaign-type_Campaign-objective_Attribution-window. Example: US_Prospecting_Conversions_7days<\/p>\n\n\n\n<p><strong>Ad set level: <\/strong>Country-code_Audience_Delivery-optimization. Example1: US_20-55_Broad_Landing-page-views. Example 2: US_2%-Lookalike_Purchases<\/p>\n\n\n\n<p><strong>Ad set level: <\/strong>AD-number_Format_Content. Example: AD3_Static-image_20%-Discount-pink<\/p>\n\n\n\n<p>Later on, you\u2019ll be able to quickly filter out your Facebook campaigns based on the country, campaign objective, and edit the ads with the same number or content across ad sets on one go.<\/p>\n\n\n\n<p>&#8212;<\/p>\n\n\n\n<p>Hope that you got some inspiration for improving your Facebook campaigns. \ud83d\ude4c If you want to learn about more best practices, check out the <a class=\"rank-math-link\" href=\"https:\/\/karolakarlson.com\/ro\/facebook-ad-specs-and-size\/\">Facebook ad size guide<\/a> with all the top formats covered.<\/p>\n\n\n\n<p>If you have more questions regarding Facebook ad campaign structure, <a href=\"https:\/\/www.linkedin.com\/in\/karola-karlson\/\" class=\"rank-math-link\">reach out on LinkedIn<\/a>.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>What is the best Facebook ad campaign structure used by top advertisers? Find out!<\/p>","protected":false},"author":1,"featured_media":7254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[36,42,1],"tags":[63,29,30,37,44],"class_list":["post-5362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook-ads","category-guide","category-uncategorized","tag-facebok-ads-manager","tag-facebook","tag-facebook-ads","tag-facebook-advertising","tag-instagram-ads"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Facebook Ad Campaign Structure \u2013 Complete Guide<\/title>\n<meta name=\"description\" content=\"What is the best Facebook ad campaign structure used by top advertisers? 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