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Facebook’s constant evolution demands advertisers adapt to maintain peak performance. Due to these changes and new features, we’ve completely revamped our recommended Facebook ad campaign structure. In this article, Sellbm5.com will share the new structure when using Dynamic Creative Ads.
When to Use the New Facebook Ads Campaign Structure
Before diving into the details, let’s clarify when to use this new structure. If you’re using a direct response advertising strategy, promoting products/services with the goal of driving immediate purchases or leads, then you should experiment with Dynamic Creative Ads and this new campaign structure.
However, if your strategy relies on omnipresent content, using various ads to reach the same audience multiple times to build trust and relationships (common for service businesses with high customer lifetime value), then you should not use Dynamic Creative Ads or this new campaign structure.
Comparing Old vs. New Facebook Ads Campaign Structures
To highlight the differences, let’s review the old campaign structure:
- One campaign per product/service line: Utilizing Advantage Campaign Budget (CBO) to let Facebook automatically allocate budget across ad sets.
- 3-5 active ad sets: Each targeting different audiences (e.g., lookalike audiences, interest-based audiences, retargeting audiences).
- 3-4 ads per ad set: Testing different ad variations (e.g., image ads, video ads).
This structure allowed for testing both targeting and creative options.
The New Facebook Ads Campaign Structure with Dynamic Creative
Dynamic Creative allows for testing more variables, with up to 10 different creative options, various headlines, and body text within a single ad. To avoid overwhelming the system, adjustments to the campaign structure are necessary:
- Budget at the ad set level: Instead of using CBO, set budgets at the ad set level for better control and to prevent budget concentration within a single ad set.
- Reduce the number of ad sets: You can still test different targeting options, but avoid testing too many simultaneously. For example, reduce from 4 ad sets to 2, each testing a distinct targeting option.
- Separate retargeting into its own campaign: This allows for specialized optimization for retargeting audiences, as they respond differently than cold audiences.
- One ad per ad set: Since Dynamic Creative enables testing multiple variables within a single ad, only one ad is needed per ad set.
Which Facebook Ads Campaign Structure Should You Choose?
If you’re new to Facebook Ads or utilizing an omnipresent content strategy, stick with the old structure. If you’re experienced with Facebook Ads and employ a direct response advertising strategy, experiment with the new structure using Dynamic Creative. Sellbm5.com encourages continuous testing and optimization to find the structure that best suits your business.
Conclusion
Choosing the right Facebook ad campaign structure aligned with your business strategy and advertising goals is crucial for optimal performance. The new structure with Dynamic Creative offers significant potential but requires proper implementation. Stay updated with Facebook’s changes and adapt your strategies accordingly. Contact Sellbm5.com for detailed consultation on effective Facebook advertising solutions.