Meta constantly updates its algorithm, making optimizing your Facebook ad campaign structure crucial. This article shares the latest campaign structure, derived from extensive testing and research, to help you achieve maximum effectiveness in 2025.
Campaign Structure:
1. Number of Ad Sets:
Previously, multiple ad sets with varying targeting options helped analyze the performance of each set. However, with the evolution of broad targeting and Advantage+ audience, analyzing data from multiple ad sets has become less critical.
Meta recommends using a single ad set per campaign to:
- Concentrate Data: Budget is focused on one ad set, allowing the algorithm to learn faster, shorten the learning phase, and improve overall performance.
- Reduce Audience Overlap: Broad targeting and Advantage+ audience often lead to audience overlap between ad sets. Using a single ad set avoids budget waste and unnecessary competition.
- Prevent Auction Overlap: Multiple ad sets targeting the same audience will result in auction competition, increasing CPM and reducing spending efficiency.
Exceptions:
- Omnipresent Content Campaigns: This strategy requires multiple ad sets (8-12) to continuously reach potential customers with valuable content.
- Advertising Multiple Product Lines: Each product line should have its own campaign.
- Testing New Ads: Create a separate campaign to test new ads without impacting the performance of well-performing ads.
2. Number of Ads:
Meta recommends using a maximum of 6 ads per ad set. Limiting the number of ads helps focus the budget, optimize the algorithm’s learning process, and quickly identify effective ads.
Note:
- Small Budgets: If your budget is limited (under $20/day), use fewer than 6 ads, perhaps only 1-3.
- Dynamic Creative: Allows up to 10 ad variations within a single ad.
- Advantage+ Shopping: No ad limit, depending on the number of products.
3. Ad Copy Optimization:
Utilize the “Multiple Text Optimization” feature to test various text variations within the same ad, rather than creating multiple duplicate ads with only text differences. This allows the algorithm to optimize more effectively.
Conclusion:
The most effective Facebook ad campaign structure for 2025 focuses on simplification, minimizing overlap, and optimizing data for the machine learning algorithm. By implementing this structure, you can improve campaign performance, reduce costs, and achieve your business objectives. However, remain flexible and adjust the structure based on your specific budget, strategy, and goals.