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Facebook New Campaign Structure Training

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  • 1. New Campaign Structure Pre-rollout client training Global rollout begins: March 4th, 2014
  • 2. On March 4th 2014, we will begin rolling out a new campaign structure across all client-facing ad interfaces including the Ads Create Tool, Ads Manager, Power Editor -- and third-party ad interfaces built by PMDs, FBX partners and mobile measurement partners. Current New Level 3 X Campaign Level 2 Campaign Ad Set Level 1 Ad Ad 2
  • 3. The current campaign structure has two levels As a result, marketers create multiple campaigns to: - Reach multiple audience segments with different objectives - A/B test multiple creative - Run several schedules or flights Level 2 Campaign One campaign can have multiple ads Level 1 Ad • Contain one or more ads • Control the budget and schedule for each campaign • Activate or pause campaigns and it will apply to all ads • Define creative, audience, and bidding for each ad • Create multiple ads so our system can optimize creative • Activate or pause ads 3
  • 4. Introducing the new campaign structure Campaigns will be more powerful consisting of one or more ad sets • Level 3 Campaign One campaign can have multiple ad sets Setup a campaign for each of your marketing objectives* • Get reporting on aggregate stats for multiple ad sets and ads • Turn on or off campaigns and it will apply to all ad sets and ads Ad sets will have the same features campaigns had previously Ad Set One ad set can have multiple ads Level 1 Ad • Contain one or more ads • Level 2 Control the budget and schedule for each ad set • Turn on or off ad sets and it will apply to all ads Ads will continue to define creative, audience, and bidding • Create multiple ads so our system can optimize creative • Turn on or off ads *Objective refers to objective-based ad buying (ex: Page post engagement, Page Likes, clicks to website, app installs, etc.). Third party API developers will have the option of not implementing a single objective for every campaign. 4
  • 5. Key benefits of the new campaign structure Organize your campaigns into objectives You can now set an objective (ex: clicks to website) for a campaign and group the ads that target the same audience segment into ad sets. You can then use ad sets to schedule flights with specific budgets for each of your audience segments. Optimize audiences Easily compare the performance of audiences in the same campaign. Plus, compare the performance of your campaigns. You can now utilize schedule and budget at the ad set level, or utilize ON/OFF controls at any level to control delivery. Measure performance with aggregate stats Get reports of your ad performance, including total reach, for all levels: campaigns, ad sets, and ads. You can also use our ads reporting tool to breakdown ad performance by demographics, geography and placement so you can further optimize your audiences. 5
  • 6. When the new structure is rolled out to your ad account all campaigns will be migrated to the new structure 6
  • 7. Pre-migrated Campaign Migrated Campaign Campaign Campaign Fall M18-24 Fall M18-24 Ad Set Ad Set 1 Ad Ad Ad Ad Car Creative Truck Creative Car Creative Truck Creative 7
  • 8. Existing ads will not be affected 1) This migration will not affect the delivery, spend, or performance of ads in your existing campaigns. 2) You will see the same number of campaigns as before, with the same campaign names 3) Each migrated campaign will now contain an ad set with the same number of ads as before 4) You will be able to create additional ad sets within a campaign 5) Ads reporting will now support all levels. You should update your custom reports as needed. 8
  • 9. New campaigns will fully leverage the new structure New Campaign 1) 2) Campaigns will be based on the objective you specify and all its ad sets and ads will match that objective* Campaign Winter Clicks to Website Campaigns must have one or more ad sets Ad sets must have one or more ads 4) Reporting will be available for campaigns, ad sets, and ads Ad Set M 18-24 F 18-24 Ad Ad Car Creative 3) Ad Set Truck Creative *Objective refers to objective-based ad buying (ex: Page post engagement, Page Likes, clicks to website, app installs, etc.). Third party API developers will have the option of not implementing a single objective for every campaign. 9
  • 10. You should consider the new structure when planning campaigns that will be created after your ad account is migrated. 10
  • 11. New campaign structure best practices Campaign = Objective Decide on your objectives and then create one campaign per objective (ex: Clicks to website, Page Likes, App Installs, etc.) so you can optimize delivery, manage your spend, get the right reports, and maximize results for each objective. Ad Set = Audience An ad set should contain ads targeting the same audience segment (ex: F 18-24 Android) so you can easily compare and optimize audiences by adjusting schedules, budgets, or turning ON/OFF ad sets. Ad = Creative Multiple ads should be created in each ad set so our system can optimize for variations in placement (News Feed vs. RHS), images, video, text, or destination. 11