My NEW Facebook Ad Campaign Structure

Summary

The video discusses the evolution of Facebook ad campaign structures due to the introduction of Dynamic Creative. It advises that while the new structure is beneficial for direct offer strategies, it's not suitable for all types of advertising, such as omnipresent content strategy. The video outlines the previous campaign structure, which involved one campaign per product range or service, using Advantage campaign budget, and having multiple ad sets with different targeting options. It then contrasts this with the new structure for Dynamic Creative, which involves setting the budget at the ad set level and reducing the number of ad sets to prevent overwhelming the system with too many variables. The video emphasizes the importance of adapting to these changes for effective Facebook advertising.

Takeaways

• 🚀 Stay updated with the latest Facebook ad platform changes for optimal results.
• 🎯 Use Dynamic Creative for direct offer strategies targeting product and service sales leads.
• 🚫 Avoid using Dynamic Creative and the new campaign structure for omnipresent content strategy focused on building trust and relationships.
• 🔄 Test different targeting options within ad sets but limit the number of ad sets running simultaneously to avoid overwhelming the system.
• 📉 Previous campaign structures involved one campaign per product range or service, Advantage campaign budget, and multiple ad sets with varied targeting.
• 💰 With Dynamic Creative, set the budget at the ad set level instead of the campaign level for better performance and control.
• 🔽 Reduce the number of ad sets when using Dynamic Creative to focus on fewer targeting options at a time.
• 🔄 Break out retargeting ad sets into separate campaigns for better optimization and performance.
• 📌 Recommended to use only one ad per ad set when employing Dynamic Creative for maximum variable testing within the ad itself.
• 📈 For beginners or those not using Dynamic Creative, stick to the older campaign structure for simpler ad performance tracking and understanding.
• 🌟 As you gain experience, consider transitioning to the new campaign structure with Dynamic Creative for more advanced ad optimization and results.

Q & A

Why is it important to stay updated with the latest changes on Facebook ads?

It is crucial to stay updated with the latest changes on Facebook ads because the platform is constantly evolving, introducing new features and modifying existing ones. These changes can significantly impact the effectiveness of ad campaigns, requiring advertisers to adapt their strategies to maintain or improve their results.

What is Dynamic Creative and why is it recommended for certain ad strategies?

Dynamic Creative is a feature that allows advertisers to create ads with multiple creative elements like images, headlines, and primary texts. Facebook's algorithm then tests various combinations of these elements to determine the most effective version for the target audience. It is recommended for strategies like direct offer, where the goal is to drive sales or inquiries, as it can optimize the ad's performance by finding the most engaging creative combination.

What is the difference between the old and new Facebook ad campaign structures?

The old campaign structure involved having one campaign per product range or service, using Advantage campaign budget optimization, and running multiple ad sets with different targeting options and a few ads each. The new structure, designed for use with Dynamic Creative, involves setting the budget at the ad set level, reducing the number of ad sets, and having only one ad per ad set with multiple creative variations.

Why shouldn't the new campaign structure be used with all advertising strategies?

The new campaign structure isn't suitable for strategies like omnipresent content, which involves showing many different ads to the same people over time to build trust and relationships. This is often used for service-based businesses with high customer value. Using Dynamic Creative and the new structure in these cases could overwhelm the system with too many variables, leading to poor results.

How does the new campaign structure optimize for Dynamic Creative?

The new campaign structure optimizes for Dynamic Creative by reducing the number of ad sets and focusing the budget at the ad set level. This simplifies the process for Meta (Facebook) to distribute budget and reduces the number of variables it needs to test, allowing it to focus on optimizing the many creative options within each ad.

What are the advantages of using the ad set level budget in the new campaign structure?

Setting the budget at the ad set level gives advertisers more control over where the budget is allocated. It also reduces the likelihood of all budget being spent on just one ad set, ensuring that all targeting options get tested and have a chance to perform. This structure is particularly beneficial when using Dynamic Creative, as it helps to avoid overwhelming Meta with too many variables.

Why is retargeting broken out into a separate campaign in the new structure?

Retargeting is separated into its own campaign to optimize according to its own dimensions. Retargeting audiences respond differently to ads compared to cold audiences, and Meta needs to determine the right frequency and other optimizations specific to retargeting. This separation allows for more effective optimization and reduces the variables within the main campaign focused on new audience acquisition.

Who should consider using the new campaign structure?

Advertisers who have been running campaigns for a few months and feel ready to advance their Facebook ad strategies should consider using the new campaign structure. It is particularly beneficial for those using direct response strategies like direct offers, lead magnets, or similar tactics, where the goal is to immediately drive sales or leads.

What is the recommendation for beginners in Facebook advertising?

For beginners, it is recommended to start with the older campaign structure that uses more traditional ads. This allows new advertisers to learn the basics of Facebook ads and understand what works for their business before moving on to more advanced features like Dynamic Creative and the new campaign structure.

How can advertisers know if the elements of their Dynamic Creative ads are performing well?

While Dynamic Creative introduces more complexity in terms of the number of creative elements, Facebook's analytics and reporting tools can help advertisers understand which elements are performing best. Advertisers should closely monitor the performance data and use this insight to refine their creative strategy and optimize their ads over time.

What is the significance of Meta's new campaign type mentioned at the end of the script?

Meta's new campaign type represents a significant shift in the way Facebook ads are run. While the specifics are not detailed in the script, it suggests that advertisers can expect further changes and improvements in the platform's ad capabilities. Staying informed about these updates is crucial for advertisers to maintain their competitive edge.