The New Facebook Ad Campaign Structure: Here is What You Need to Know

The New Facebook Ad Campaign Structure: Here is What You Need to Know

Last week, Facebook announced the redesign and launch of a new structure for its advertising campaigns. This new structure is scheduled to start rolling out tomorrow (March 4) to all ad platforms, including Power Editor.

In this short but sweet post, we’ll take a look at what those changes are, so you can be prepared.

Lately, Facebook has been making several changes to its advertising products, mostly to simplify things, in other words, to eliminate things. But in this case, it looks like we are adding something new to the mix.

Here is the diagram published by Facebook itself last week and, as you can see, there is a new element called Ad Set, and this changes how campaigns are structured.

Facebook new campaign structure

So here is how the new campaign structure works:


You start by setting up a campaign based on one specific Objective. You probably remember that, not too long ago, Facebook changed “Ad Types” for “Objectives” with the purpose of letting marketers focus on the goal of the campaign instead of the type of ad.

This means that the campaign will now be determined by that goal. To give you an example, a campaign can be designed specifically to drive traffic to your site. Everything inside this campaign will be focused on that goal.

If you have been running Facebook ads for a while, you know Objectives were part of the Ad settings.

Facebook Ad Objectives

Also, Facebook didn’t mention any changes to the actual set of Objectives, which at the moment are: Page Post Engagement, Pages Likes, Clicks to Website, Website Conversions, App Installs, App Engagement, Event Responses, and Offer Claims.

Ad Set

This is the layer that has been added to the structure. You can set up multiple ad sets within a campaign.

Ad sets will help you assign different budgets and schedules, but most importantly, you will be able to segment your campaign into different target audiences and measure the results independently.


Just like Ad Sets, you can create multiple ads inside them. At this level, you will control the actual content of the unit, in other words, you can create ads with different images, links and copy.

You will still be able to customize the bidding for each ad unit.

Existing Campaigns

One more thing to consider is that, existing campaigns will be automatically migrated to the new structure, but their delivery and spending will not be affected.

Quick Recap

In short…

  • The Campaign controls the Objective
  • Ad Sets will control the budgets, schedule and target audiences
  • Ads will carry the content (Images, copy, links)

I personally think that, while it feels like a bit more work, it is a better organization that will also be translated into better reporting.

What do you think?

  • Great information. Thank you so much!

  • Thank YOU for stopping by.

  • Informative. Only thing I could come up with is how much work does it involve to set a campaign and adjust my ad sets? Guess it just depends on the business…

  • Nice job @socialmouths:disqus.

  • gregcooper

    I wish that the budget could be set at the campaign level.

  • That’s how it works at the moment.

  • 71945

    Thanks, very informative as always.

  • gregcooper

    Whoops. I wrote that two quickly. What I meant was that I wish you could share budgets across different campaigns.

  • Sarah Pinnix

    I think I’m going to like it. I’ve always wanted to set specific budgets for different ads within the same campaign rather then having Facebook decide which ad to promote more. Thanks for the explanation.

  • Guy

    They seem to have cherry picked a few good adwords ideas … looks like a good move for me.

  • Perfect. Looks simple and intuitive. Way to get a jump on the subject, Francisco!

  • Theresa Grillo Laird

    Does it pay to run ads when you don’t have a lot of likes on your page? Or does it have nothing to do with how many people see your page? Thanks!

  • Elizabeth

    I think it really can be useful and also these innovations that Facebook provided will be a success.

  • Thank you for the detailed explanation. I especially like the: ‘The Campaign controls the Objective’ part, it makes easier for us to create a campaign which fits to our main goals.

  • Denis Dujardin

    Great! Means you can have an ad set per language, and set the budget for each language, keeping control on the campaign budget!

  • Nicolas Rocha

    It looks good, making it easier to report I assume.
    Thanks for sharing

  • Hi Theresa, it really depends on too many factors to give you a straight answer just like that, but technically, it has nothing to do with how many likes you have on your page, in fact, you could use ads to grow your page.

  • Allison,

    It sounds similar to the dashboard I’m already using, but if I understand correctly I can break down the budget by ad? That will be helpful for engagement posts that take up a lot of my daily budget when they go “viral”.

  • Theresa Grillo Laird

    Thanks! I’ve got a lot to learn!

  • Luke

    Great post, thanks for sharing! I just ran and ADV but I’m not sure if I’ve selected the right objective. I need to promote an App that’s installed in a TAB on my fan page. So I’ve published some posts with the link to get the TAB and boosted those posts via Advertising choosing “Page post engagement”. What I need in the end is that users go to the TAB and use the App. Do you think I’ve selected the best adv objective?

  • Gabby

    I think this is a great move for companies and for Facebook – it allows companies to create several advertisements through the same channel with little hassle. If people are hooked on a particular ad, it will be efficient for both the company and the consumer.