Facebook new campaign structure training (1)

The current campaign structure has two levelsAs a result, marketers create multiple campaigns to: - Reach multiple audience segments with different objectives - A/B test multiple creativ

New Campaign Structure

Pre-rollout client training

Global rollout begins: March 4th, 2014

On March 4th 2014, we will begin rolling out a new campaign structure across all client-facing ad interfaces including the Ads Create Tool,

Ads Manager, Power Editor and third-party ad interfaces built by

PMDs, FBX partners and mobile measurement partners

Ad

Campaign Level 2

Level 1

Ad Set Level 3

Ad

Campaign X

The current campaign structure has two levels

As a result, marketers create multiple campaigns to:

- Reach multiple audience segments with different objectives

- A/B test multiple creative

- Run several schedules or flights

One campaign can have multiple ads

Ad

Level 2

Level 1

• Contain one or more ads

• Control the budget and schedule for each campaign

• Activate or pause campaigns and it will apply to all ads

• Define creative, audience, and bidding for each ad

• Create multiple ads so our system can optimize creative

• Activate or pause ads Campaign

Introducing the new campaign structure

Campaigns will be more powerful consisting of one or more ad sets

• Setup a campaign for each of your marketing objectives*

• Get reporting on aggregate stats for multiple ad sets and ads

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

One campaign can have multiple ad sets

Campaign

One ad set can have multiple ads

Ad

Ad Set

Ad sets will have the same features campaigns had previously

• Contain one or more ads

• Control the budget and schedule for each ad set

• Turn on or off ad sets and it will apply to all ads Ads will continue to define creative, audience, and bidding

• Create multiple ads so our system can optimize creative

• Turn on or off ads

4

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 developers will have the

option of not implementing a single objective for every campaign

Key benefits of the new campaign structure

Organize your campaigns into objectives

Optimize audiences

Easily compare the performance of audiences in the same campaign Plus, compare the

performance of your campaigns You can now utilize schedule and budget at the ad set level,

or utilize ON/OFF controls at any level to control delivery

Measure performance with aggregate stats

Get reports of your ad performance, including total reach, for all levels: campaigns, ad sets,

and ads You can also use our ads reporting tool to breakdown ad performance by

demographics, geography and placement so you can further optimize your audiences

You can now set an objective (ex: clicks to website) for a campaign and group the ads that

target the same audience segment into ad sets You can then use ad sets to schedule flights

with specific budgets for each of your audience segments

When the new structure is rolled out to your

ad account all campaigns will be migrated to

the new structure

Pre-migrated Campaign

Ad Truck Creative

Migrated Campaign

Ad

Car Creative

Campaign

Fall M18-24

Campaign Fall M18-24

Ad Set

Ad Set 1

Ad Truck Creative Ad

Car Creative

Existing ads will not be affected

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

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

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

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 as needed

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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 match

that 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, ad

sets, and ads

New Campaign

Campaign Winter Clicks to Website

Ad Set

M 18-24

Ad Truck Creative

Ad Car Creative

Ad Set

F 18-24

You should consider the new structure when planning campaigns that will be

created after your ad account is migrated.

New campaign structure best practices

Campaign = Objective

Ad Set = Audience

An ad set should contain ads targeting the same audience segment (ex: F 18-24 Android) so

you can easily compare and optimize audiences by adjusting schedules, budgets, or turning

ON/OFF ad sets

Ad = Creative

Multiple ads should be created in each ad set so our system can optimize for variations in

placement (News Feed vs RHS), images, video, text, or destination

Decide on your objectives and then create one campaign per objective (ex: Clicks to website,

Page Likes, App Installs, etc.) so you can optimize delivery, manage your spend, get the right

reports, and maximize results for each objective