Facebook Ads: Custom vs. Manual Campaigns – Which to Choose?

Facebook introduced a new campaign setup called “Custom Campaigns.” This article compares Custom Campaigns with Manual Campaigns (previously known as Facebook Ad Campaigns) to help you choose the best approach.

What are Custom Campaigns?

When creating a new ad campaign in Ads Manager, you’ll see the Custom Campaign option. Currently, it’s available for Lead Generation, Sales, and some Engagement objectives. Facebook promotes Custom Campaigns as the default, highlighting benefits like a streamlined process, integrated best practices, and faster campaign creation.

Custom vs. Manual Campaigns: A Comparison

Custom Campaigns:

• Simplified Setup: Only two stages: Campaign and Ad Set, skipping the Ad Group stage.
• Limited Customization: Many options are hidden, including bid strategies, ad placements, and delivery optimization. Defaults to highest cost bidding, all placements (including Audience Network), and lead optimization.
• No A/B Audience Testing: Lack of Ad Group stage prevents running multiple audience sets within the same campaign.

Manual Campaigns:

• Flexible: Allows customization of all settings, including bid strategies, ad placements, delivery optimization, and targeting.
• Full Control: Provides complete control over campaigns, enabling adjustments for performance optimization.
• A/B Testing: Enables creating multiple ad sets with different targeting options to identify the most effective approach.

Which Campaign Type Should You Choose?

Custom Campaigns are suitable for:

• Beginners with limited Facebook advertising experience.
• Users who want quick and simple campaign creation.

Manual Campaigns are suitable for:

• Experienced Facebook advertisers seeking comprehensive campaign control.
• Users who want to optimize ad performance through A/B testing and custom settings.

Conclusion

Facebook’s Custom Campaigns simplify ad creation but limit customization. Manual Campaigns offer greater control but require knowledge and experience. The right choice depends on your skill level and goals. If you’re a beginner, Custom Campaigns might be a good starting point. However, for advanced ad performance optimization, Manual Campaigns offer superior results.