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Best Practices for Social Campaigns: Follow Campaign Structure Strategies
Note: For best practices for advertising on Facebook in general, see the Facebook for Business page.
(Facebook Accounts) Build Target-centric Ad Sets
Facebook requires the same targeting for all ads within an ad set.
The best practice is to use a unique set of targets for each ad set; don't duplicate any of the targets in another ad set. You can configure multiple targets for each ad within an ad set, but you must use targets that are used exclusively for that ad set.
Campaign 1 Image 1 - Target 1 Image 2 - Target 1 Image 3 - Target 1 | Campaign 2 Image 1 - Target 2 + Target 3 Image 2 - Target 2 + Target 3 Image 3 - Target 2 + Target 3 |
You can also include one general ad set with broader targets, which can overlap with the targets used in the other ad sets.
(Facebook Accounts) Target Users at a Granular Level
Create a diversity of targets and build them out at a granular level so Media Optimizer can analyze the performance of each target and bid accordingly:
Target small age ranges.
Group interests into themes. When an Interests target is effective, find more like it from the list of suggested interests in the audience settings, which recommends targets beyond the obvious ones. Experiment with different interests to improve the CPA, but targeting users with very specific interests may lower the overall campaign volume. Start with a maximum of 20-50 interests, and be careful to not hyper-target.
Auto-split all target groups when you create bulk ads. For example, if you are targeting men and women aged 18-22, you can generate separate ads for each gender at each specific age (such as one ad for 18-year-old men, another for 19-year-old men, and so on). For best results, auto-split ages in a 1-10 year range.
Don't overlap the targets for each ad set, except that the general-purpose ad set can overlap a little with the others.
Continuously test targets.
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