Ad Campaign Structures

To run, your Facebook ad, it needs three components: a campaign, an ad set, and an ad. The campaign structure is made up of all of these components. Your advertising will run better and reach the correct individuals if you understand how they interact.


The marketing goal is set at the campaign level. You can choose an objective for your advertising here, such as increasing Page likes, increasing sales (Conversions) etc. By establishing criteria like targeting, budget, and scheduling at the ad set level, you can specify your targeting strategy. Last but not least, your ads are engaging graphics, like photos or videos, that direct the audience to the product or service you are attempting to advertise.

An ad set tells your ad how to run. At the ad set level, you’ll create an audience for your ad using Facebook’s targeting options. You’ll define your audience by choosing things such as location, gender, age and more. You’ll also create a budget and set a schedule for your ad, as well as choosing your placements.


Bear in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected

Your ad is what your customers or audience will see. At the ad level, you’ll choose your ad’s creatives, which may include things such as images, videos, text and a Call to Action button.