Facebook ads campaign structure

One must get this structure right before you can excel in Facebook advertising.

Facebook ads campaign structure consists of 3 main parts – campaign, ad set and ad unit. While 3 of them carries different elements, they work as one unit.

Many would turn to ad creative first when a Facebook ads campaign stops working, hoping that changing visual might save the campaign. I disagree.

When a Facebook ads campaign stops working, the first element to examine is the ad set. Check the bidding strategy, audience selection, ad frequency, among others.

If that still doesn’t solve the problem, then only we turn to the ad unit to test the ad creatives. However in most of the ad accounts we examine in our 1-on-1 coaching sessions, many advertisers actually uses the wrong objective.

If you’re using engagement objective but measuring your success by the number of landing page, how can it possibly work?