Facebook Introduces New Campaign Structure

Facebook has been hailed and maligned at the same time for its advertisement features.  On one hand, Facebook ads promise to reach large, targeted audiences with your message.  On the other hand, Facebook ad reach is a black box that only Facebook controls.  In a previous post, Why Facebook is Failing Marketers, my colleague Michael Porter wrote about Facebook ads reaching only 16% of a company’s fans.

I don’t know if the  New Facebook Campaign Structure that Facebook is rolling out will address the complaints, but it will make it easier to manage Facebook campaigns and ads.  Existing ads in Facebook are organized into Campaigns.  This two level structure has made it difficult manage campaigns and measure performance.

In the new structure, Campaigns organize Ad Sets which organize Ads.  This three level hierarchy makes it easier to target ads to different users and then measure specific results in a campaign.  For example, you can create a separate campaign for each of your marketing goals or objectives. If you want to increase brand awareness, that can be a distinct campaign from the campaign to increase revenues.  Each campaign can have its own tactics, budgets, and measurements.

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Within each Campaign, you can segment your audience by using Ad Sets.  So you can create a ad set for 18-25 year olds, another for 25-35 and so on. Each Ad Set can have its own schedule and budget on Facebook.  This makes it easier to focus resources on those segments that may be most beneficial to your campaign.

Within each Ad Set you have various Ads.  Ads work the same way they do today.  However, now you can see how you can create a specific Ad for 18-25 year olds versus the other segments, all within the same campaign.

You can measure results at any of the three levels – Campaign, Ad Set or Ad.  If you want to see how a particular ad is doing in the 18-25 year old Ad Set, you can now get that data and make adjustments as needed.

Hopefully these changes will allow marketers to have more control over their Facebook campaigns. These changes are being rolled out over the next few weeks and will be available worldwide.