You might have noticed that the Facebook campaign structure is a three layered hierarchy comprising of the Campaign, Ad Sets, Ads. Once you set up your advertising objectives, the other two layers help you play with different combinations of Targeting, Bids, Budget, Creatives, Links etc.
Here is the brief description of what each layer in the campaign structure corresponds to:
1. Campaigns correspond to each of your advertising objectives, like building brand awareness or driving web traffic. They’re designed to help you optimize and measure your results for each objective across multiple ad sets and ads.
2. Each campaign can feature multiple ad sets, each of which has its own budget and schedule. You can also organize each ad set to represent audience segments. This will help you control the way you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad within the ad set. With ad sets, advertisers can now set budgets and schedules for each of their ad sets and organize them amount by target audience.
3. Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text. You’ll still control the creative, targeting and bidding at the ad level.
In the previous chapter we have explained how to launch Facebook Ad targeting Lawyers by their Job Titles. However you can also launch ads targeting Lawyers using Field of Study 'Law' as a different Ad Group. Below illustration explains how different sets of audiences can be targeted under the same campaign.
Advantages of multiple adsets:
• Easy to A/B test Ad Sets as well as ads or creatives.
• Well defined budget management for target groups.
• Read campaign insights to optimize ads and get the best ROI.