By Brett McHale
Facebook advertising gives marketers almost limitless options when it comes to how you can target and promote your business across the platform, which is great for you creative types out there. That being said, taking a measured and methodical approach to how your account is structured is integral to getting the most value from Facebook ads.
To scale in Facebook, you need to have a foundation for success. You wouldn’t build your dream house without taking a few measurements, and your Facebook ad account shouldn’t be any different.
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If you’ve read our AdWords account structure guide in the past, prepare yourself for a completely different animal; by nature, Facebook and Google AdWords are very different platforms.
One key difference that completely changes your approach from a structural standpoint is the fact that Facebook budgets are controlled at the ad set or targeting level as opposed to the campaign level. This detail allows for greater control over how much you spend on specific audiences and which ads those audiences see.
If you want to master Facebook advertising and compete with the best, you need to start off on the right foot. In this guide, I’ll outline how to build a successful and organized Facebook ad account structure that allows you to maximize the amount of control you have over your budget and performance.
Facebook Ad Account Structure: Campaign Level
Having a clear understanding of your marketing goals at the campaign level is the first step to building the foundation for your account.
How Facebook optimizes a campaign based on the chosen objective ultimately affects every decision going forward.
For example, if you want to drive traffic to your website but also drive leads for your business, you’ll want to make two separate campaigns.
The campaign with the objective to drive traffic will ideally have different ads than the one that is optimized for conversions. The reason for this lies behind how Facebook’s algorithm serves the ads.
Let’s say for example you want to send traffic to your blog but also drive traffic to a landing page with a call to action. Your approach should look something like this:
Campaign 1 – Blog: Objective – Link clicks
Campaign 2 – Conversions: Objective – Optimize for Conversions
Now what’s important to understand when creating each campaign is whether or not there will be multiple promotions within it.
If the nature of the promotion is short term, cyclical, or frequently changed (like a variety of different blog posts) then make the campaign name relevant to the overall goal (Blog Traffic). Doing so will make organizing and reporting on the individual ad performance easier.
In this scenario, you can have multiple competing ad sets displaying the same mix of promotions within each. Facebook will optimize for the promotion that is performing the best and in each ad set you can have variability in exposure (what performs best in one ad set may not perform well in another). This Go to the full article.
Source:: Business 2 Community