The BEST Facebook Ads Campaign Structure for 2024

Summary

This video discusses the updated recommended structure for Facebook ad campaigns, emphasizing the shift towards consolidating ad sets for better data learning and performance. The speaker explains the decreased importance of separate targeting due to open targeting and hybrid options. They recommend one ad set for most advertisers, except for specific strategies like the omnipresent content strategy, which may require multiple ad sets. The video also covers the updated recommendations for the number of ads per ad set, suggesting a maximum of six for most cases, with exceptions for dynamic creative and Advantage Plus shopping campaigns.

Takeaways

• 📈 The recommended Facebook ad campaign structure has changed to favor fewer ad sets due to Meta's concerns about audience fragmentation.
• 🎯 Having multiple ad sets was previously beneficial for testing different targeting options, but with open targeting and hybrid options like Advantage Plus, this is less critical.
• 🚀 Consolidating ad sets into one can lead to faster learning for Facebook's AI systems, quicker exit from the learning phase, and potentially better campaign performance.
• 🤖 The overlap between different targeting audiences has increased, reducing the need for separate ad sets to avoid audience fragmentation.
• 💡 Using one ad set can help avoid auction overlap, where multiple ad sets from the same advertiser compete in the same auction, potentially leading to higher costs or reduced budget allocation.
• 🛒 For direct offers, the speaker suggests having one cold audience campaign and one warm audience campaign, each with one ad set.
• 🔄 The Omnipresent Content Strategy requires multiple ad sets within a campaign to repeatedly deliver value and build a relationship with potential customers.
• 📦 Different product ranges or offers should be advertised in separate campaigns to maintain clarity and effectiveness in testing and optimization.
• 🔍 When testing new ad creatives, a separate testing campaign with multiple ad sets can help ensure that new ads receive budget and are not overshadowed by winning ads.
• 📝 Meta's updated recommendation is to use six or fewer creatives per ad set, but this is a maximum and should be adjusted based on budget size and campaign goals.
• 🌐 The six creatives maximum does not apply to Dynamic Creative or Advantage Plus Shopping campaigns, which have different structures and requirements.

Q & A

What is the recommended Facebook ad campaign structure according to the speaker?

The speaker recommends using one ad set in a Facebook ad campaign instead of multiple ad sets, due to the decreased importance of audience segmentation and the benefits of consolidating data for faster learning and better performance.

Why has the speaker changed their recommended ad campaign structure?

The speaker changed their recommendation due to the rise of open targeting and hybrid options like Advantage Plus, which have reduced the need for separate data from different targeting options.

What are the benefits of having one ad set in a campaign?

Having one ad set allows for consolidated data, faster learning for Facebook's AI systems, quicker exit from the learning phase, and better overall campaign performance.

What is audience fragmentation and why should it be avoided according to Meta?

Audience fragmentation refers to splitting the audience across multiple ad sets. Meta advises against it to avoid diluting the budget and data, which can slow down the learning process and negatively impact campaign performance.

What is auction overlap and how does it affect ad delivery?

Auction overlap occurs when multiple ad sets from the same advertiser compete in the same auction. This can lead to increased CPMs and reduced budget spend as the ad sets compete against each other, potentially confusing Meta's ad delivery system.

When might it still be appropriate to use multiple ad sets in a campaign?

It may be appropriate to use multiple ad sets for strategies like the omnipresent content strategy, when advertising different product ranges, or when testing new ad creatives in a separate testing campaign.

What is the recommended number of creatives per ad set according to Meta's updated guidelines?

Meta recommends using six or fewer creatives per ad set to avoid overwhelming the system and to allow for better testing and optimization.

Why is it suggested to limit the number of creatives in an ad set?

Limiting the number of creatives helps to consolidate data and budget, allowing for more efficient testing and optimization, and preventing the system from becoming overwhelmed.

How does the recommendation for the number of creatives per ad set differ for Dynamic Creative and Advantage Plus Shopping campaigns?

For Dynamic Creative, up to 10 creative variations can be used within one ad, while for Advantage Plus Shopping, the recommendation does not apply as the number of product combinations can be much higher.

What is the advice on testing multiple text variations for an ad?

Meta suggests using multiple text optimization within one ad, rather than duplicating the ad for each text variation, to allow for more effective testing and optimization.

Can you provide an example of when it would be better to create separate ads instead of using dynamic creative or multiple text optimization?

It would be better to create separate ads when testing completely different offers or creatives that have a significantly different style from the main ad, as these require distinct testing environments.