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The BEST Facebook Ads Campaign Structure for 2024

Howto & Style

Introduction

After extensive consideration and testing, I have updated my recommended structure for Facebook ad campaigns. Changes in the advertising landscape make it essential to adapt our approach, especially given Meta's concerns about audience fragmentation. This article will outline the latest recommendations for structuring your Facebook ad campaigns effectively in 2024.

Understanding the Ad Campaign Structure

How Many Ad Sets Should Be in Your Campaign?

There has been a significant shift in how many ad sets advertisers should utilize within a Facebook ad campaign. Traditionally, many recommended having multiple ad sets focused on varied targeting options. This allowed for precise tracking of which audience yielded a better cost per result. However, with the evolution of advertising strategies, particularly the rise of open targeting and hybrid options like Advantage Plus audience, the need for distinct targeting data has diminished.

Why Consolidate Ad Sets?

  1. Enhanced Data Consolidation: By having a single ad set rather than multiple, advertisers can consolidate their budget, leading to faster learning. For instance, if you have a daily budget of $ 100 split across four ad sets at $ 25 each, combining them into one ad set allows the overall campaign to learn quicker and thus generate better results.

  2. Reduced Audience Overlap: With broad and open targeting, audiences between ad sets increasingly overlap. This reduces the value of maintaining separate ad sets for distinct targeting strategies.

  3. Avoiding Auction Overlap: Multiple ad sets from the same advertiser competing in the same auction can hinder performance. This auction overlap can lead to increased costs or diminished ad delivery. Reducing the number of ad sets can help alleviate this issue.

When to Use Multiple Ad Sets

While the recommendation is generally to opt for a single ad set in most campaigns, there are exceptions:

  • Direct Offer Campaigns: If you're directly advertising products or services, maintain one cold audience campaign and one warm audience campaign, each containing a single ad set.
  • Omnipresent Content Strategy: This strategy requires multiple ad sets to repeatedly place various ads in front of users over an extended period, aimed at building relationships and establishing expertise.

Similar to the ad set recommendations, Meta has also updated its guidelines regarding the number of ads per ad set. Advertisers are now advised to use six or fewer creatives per ad set.

Best Practices

  1. Budget-Specific Ads: If you're working with a smaller budget, it’s advisable to limit the number of ads even further—possibly down to one or three. Spending across too many ads can dilute the effectiveness of your budget.

  2. Dynamic Creative Formats: For dynamic creative ads, you can utilize up to 10 creative variations within a single ad, allowing for more robust testing without falling foul of maximum creative numbers.

  3. Testing Variants: When testing different ad text or creative options, use the multiple text optimization feature in ads rather than creating separate ads for minor variations.

  4. Ad Campaign Structure: It is efficient to break out completely different offers into separate ads. Consider the nature of your test when deciding how to structure your ads.

Conclusion

As Meta continues to evolve its advertising platforms, it is crucial to adapt your campaign strategies to stay ahead of competition and improve performance. The shift toward a structure that emphasizes fewer ad sets and ads per ad set will streamline your efforts and enhance campaign effectiveness for 2024.

Keyword

  • Facebook Ads
  • Campaign Structure
  • Ad Sets
  • Audience Fragmentation
  • Open Targeting
  • Budget Consolidation
  • Auction Overlap
  • Dynamic Creative
  • Testing Variants

FAQ

Why should I have fewer ad sets in my Facebook campaign?
Fewer ad sets help consolidate data, lead to faster learning, reduce audience overlap, and avoid auction overlap which can negatively impact ad performance.

Is it still appropriate to use multiple ad sets in certain campaigns?
Yes, while the general recommendation is to have one ad set per campaign, direct offer campaigns and strategies like omnipresent content may require multiple ad sets.

What is the optimal number of ads to include in an ad set?
Meta recommends using six or fewer ads per ad set, but if you have a smaller budget, you may want to limit that number even further.

Can I use multiple creatives in dynamic ads?
Yes, you can include up to 10 creative variations in dynamic creative ads.

How should I approach testing different ad creatives?
For minor text variations, utilize multiple text optimization. For significantly different offers, create separate ads to ensure effective testing.