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Facebook: New Advertising Campaign Structure

Facebook announced it will launch a new campaign structure going from two levels (campaigns and ads) to three (campaigns, ad sets, and ads). The aim is to make it easier for advertisers of every size to organize, optimize and measure their ads.

The new structure will be rolled out worldwide across all ad interfaces, including the Ads Create Tool, Ads Manager and Power Editor, as well as third-party ad interfaces built by Preferred Marketing Developers.

Campaigns: correspond to each of your advertising objectives e.g. driving traffic to a website.

Ad sets: is basically a way of organizing adverts into segments e.g. target audience segments based on location. Campaigns can feature multiple ad sets, each of which has its own budget and schedule, which will help you control what is spent on each audience when they will see your ads, and also measure their response. The ad delivery system will optimize to the best-performing ad in an ad set.

Ads: multiple ads can exist within an ad set testing different images, links, video or text, and you can still control the creative, targeting and bidding at the ad level.


When the new structure is rolled out to your ad account, all your campaigns will be migrated automatically to the new structure. The migration will not impact the delivery, spend or performance of your existing ads, and you’ll still have access to historical data for any of your existing campaigns and ads.

Do you need help driving traffic to your Facebook page or website utilizing Facebook ads? Contact us today!

Mary Shaw