Facebook Ads Cheat Sheet 2022
Facebook Ads Campaign Structure
There are three levels
to Facebook's campaign structure:
campaign, ad set and ad.
A campaign contains
one or more ad sets
and ads. You'll choose one advertising objective for each of your campaigns.
Ad sets contain one or more ads. You'll define
your targeting, budget, schedule, bidding
and placement at the ad set level.
Ad: The creative you use makes up an ad.
Structuring your account begins at the campaign
level. Using the ads create tool, create a campaign by selecting an objective for
the kind of results you want for your ads. All your ad sets and ads in your campaign
will also focus
on that objective.
At the campaign level
turn on and off all your ad sets
and ads in your campaign
- Measure the performance of each objective across multiple ad sets and ads
Determine the audiences
you want to target. You will also set
your budget, schedule, bidding and placement for each of your ad sets.
Create a separate ad set for each audience (for example, Males
18–24, Custom Audiences, Lookalike Audiences, etc.)
Setting a different audience
for each ad set minimizes your ad sets from competing
against each other
Budget and schedule
Define the maximum
amount you want to spend for your ad set. Choose from a daily budget
or a lifetime budget
Set your schedule
so your ad will
either run continuously starting today or within a
range you select
Choose to bid for your objective, clicks or impressions. Your choice determines how you pay and who your ad is served to. For
example, when you
optimize your bid for the page likes
objective, you'll be charged when your ad is served to people within
your audience who are more inclined to like your Page.
Select from the placements—desktop News Feed, mobile
News Feed and right-hand column—where you want your ads to show up
Pick more than one placement
for each ad set to give your ads more opportunities to delivery
The ad level is the place for testing which ads work better.
Create a small variety
of ads with variations in image, video,
text or links
You can have no more than 50 ads per ad set (deleted ads don't count towards
Review your ad performance regularly and use the on/off
switch to stop poorly
How the Facebook pixel works
When someone visits your website and takes an action