201402 facebook new campaign structure pre-rollout training

8/13/2019 201402 Facebook New Campaign Structure Pre-Rollout Training

http://slidepdf.com/reader/full/201402-facebook-new-campaign-structure-pre-rollout-training 1/12

New Campaign StructurePre-rollout client training

Global rollout begins: March 4th, 2014



On March 4th 2014, we will begin rolling out a new campaigacross all client-facing ad interfaces including the Ads CAds Manager, Power Editor -- and third-party ad interfac

PMDs, FBX partners and mobile measurement part

Ad

CampaignLevel 2

Level 1

Ad Set

Level 3

Ad

CampaignX

Current New



Introducing the new campaign structure

Campaigns will be more powerful consisting of o

• Setup a campaign for each of your marketin

• Get reporting on aggregate stats for multip

• Turn on or off campaigns and it will apply toOne campaign can havemultiple ad sets

Campaign

One ad set can have

multiple ads

Ad

Ad Set

Ad sets will have the same features campaigns h

• Contain one or more ads

• Control the budget and schedule for each a

•

Turn on or off ad sets and it will apply to all

Ads will continue to define creative, audience, a

• Create multiple ads so our system can optim

• Turn on or off ads

Level 2

Level 1

Level 3

*Objective refers to objective-based ad buying (ex: Page post engagement, Page Likes, clicks to website, app installs, etc.). Third party API doption of not implementing a single objective for every campaign.



Key benefits of the new campaign structur

Organize your campaigns into objectives

Optimize audiencesEasily compare the performance of audiences in the same campaign. Plus, compperformance of your campaigns. You can now utilize schedule and budget at theor utilize ON/OFF controls at any level to control delivery.

Measure performance with aggregate statsGet reports of your ad performance, including total reach, for all levels: campaigand ads. You can also use our ads reporting tool to breakdown ad performance bdemographics, geography and placement so you can further optimize your audi

You can now set an objective (ex: clicks to website) for a campaign and group thetarget the same audience segment into ad sets. You can then use ad sets to schewith specific budgets for each of your audience segments.



When the new structure is rolled out to yoad account all campaigns will be migrated

the new structure



Existing ads will not be affected

1) This migration will not affect the delivery, spend, or performance of ads in your e

2) You will see the same number of campaigns as before, with the same campaign n

3) Each migrated campaign will now contain an ad set with the same number of ad

4) You will be able to create additional ad sets within a campaign

5) Ads reporting will now support all levels. You should update your custom reports



New campaigns will fully leverage the new structure

1) Campaigns will be based on the objective you

specify and all its ad sets and ads will matchthat objective*

2) Campaigns must have one or more ad sets

3) Ad sets must have one or more ads

4) Reporting will be available for campaigns, adsets, and ads

New Campai

Campaign

Winter Clicks to

Website

Ad Set

M 18-24

A

T

Ad

Car Creative

A

F

*Objective refers to objective-based ad buying (ex: Page post engagement, Page Likes, clicks to website, app installs, etc.). Third party API doption of not implementing a single objective for every campaign.



You should consider

the new structure when planning campaigns thacreated after your ad account is migrated



New campaign structure best practices

Campaign = Objective

Ad Set = Audiencen ad set should contain ads targeting the same audience segment (ex: F 18-24

you can easily compare and optimize audiences by adjusting schedules, budget

ON/OFF ad sets.

Ad = CreativeMultiple ads should be created in each ad set so our system can optimize for varplacement (News Feed vs. RHS), images, video, text, or destination.

Decide on your objectives and then create one campaign per objective (ex: ClickPage Likes, App Installs, etc.) so you can optimize delivery, manage your spend, greports, and maximize results for each objective.

201402 facebook new campaign structure pre-rollout training

Documents