Facebook Ads Next Step in Orchestrating Change: Account Structure

By Heidi Smith | Apr 7, 2014
More Articles by Heidi

As was announced by Facebook on February 26, and covered by my colleague Matt Weltz  in early March, Facebook has begun to roll-out its new account structure that includes top-tier campaigns, followed by the newly created ad sets, which now hold ads for a specific ad group (excuse me, ad set – easy to get confused as ad sets are essentially the exact same thing as ad groups, which is Google’s term). This is just one of many updates Facebook has announced in the last six months or so, and there are probably many more to come. We have recently been transitioned to this new structure for one of our clients, and there are noticeable changes and improvements.

ad sets

Structure Updates

 There are, as I’ve mentioned, ad sets now available (if you’re lucky enough to have been upgraded already) to further granulate your campaigns and also make for  a much cleaner account overall. You can now target your various audiences within the same campaign, separating them by assigning to different ad sets. This also  allows for separate ad set budgets, allowing budget allocations to be updated based on performance at a much more granular and streamlined level, which can help optimize your account and spend your budget in the best way possible for your end goal.  

For example: You are targeting women in the United States who are 35-45 and 46-54 who enjoy cooking. Before ad sets, you would have to create one campaign  for each age range to be able to collect specific data on each, and to have the ability to access specific data and make changes to just one age range or another. Now, your account can be structured to include separate ad sets in one campaign for each age range, lowering or raising your budget based on which age range performs best. With additional budget flexibility and a more organized campaign structure, Facebook is finally giving advertisers more control and ability to organize their accounts exactly how they want to.

Interface Changes

Upon discovering the upgrade to the new campaign structure, I was pleasantly surprised to see that Facebook had made a few other design changes in the Facebook Ads regular interface to correlate with the structure updates.

Spend & Budgeting

Facebook Ads Spend Budget barThere is now a visual graph that corresponds with the “Spent Today” column in the Campaigns tab, that showcases how much of your budget you’ve used today out of your total daily budget. While this is a small change,  it’s  an easy and convenient way to see how your spend for the day is going, and what portion of it has already been used. Budgets are now edited under the “Ad Sets” tab, as opposed to the Campaign tab. This makes perfect sense from a management perspective since the budgets for a campaign are separated and  controlled at the ad set level now – it forces you to look at each separate ad set and the data corresponding with it before making budget changes. It also gives way for easy comparison analysis  between  ad sets and their different audiences, to see if budget allocations or adjustments are needed.

Facebook Ads Status - toggle switchStatus Bar Update

Facebook has implemented a new Status bar toggle switch, which seems to be another aesthetically-pleasing update that is also very convenient. A simple click on the new toggle button allows you to pause or activate your campaigns.

Power Editor

For those of you who are fans of Power Editor, it too has been updated to reflect the new structure changes. The toggle switches are present in Editor as well as separate tabs for each level of the campaign.

Why Facebook

By this point, you have probably been told by your agency, your fellow marketers, or that weekly newsletter that you sometimes read, that even a small portion of your budget should be used for Facebook. I will have to agree with that statement – but be sure to evaluate the hows and whys of Facebook advertising for your company before jumping in feet (and budget) first.

Case in Point

We have a client who runs an event initiative year-round, but orchestrates large bi-annual pushes in the Spring and Fall. We’ve recently launched again for Spring, and have seen great results in the first 14 days for Facebook. As you will see below, Facebook is far out-performing AdWords, with a budget that is spread out more thinly throughout the ad sets than our AdWords campaigns. I’m not telling you to put all your money towards Facebook – we have been fine-tuning this marketing strategy for a while – but it is important to note these types of comparisons and success stories when evaluating where your budget is going.

conversion and cost-per-conversion comparisons of Facebook and AdWords

Just the Beginning

From user-focused updates like clickable hashtags and the creation of new applications, to advertiser and business updates like acquiring virtual reality technology and the changes to account structure I’ve covered in this post, it’s been noted throughout the business world that Facebook is not going to sit around and wait for change to happen – it’s going to orchestrate change if it can. While there are definite areas to be desired with current Facebook advertising, it looks like this is just the beginning. What do you think is next?

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