Overview

Your Facebook ad needs three parts to run: a campaign, ad set and ad. All of these parts make up what's called the campaign structure. Knowing how they work together will help your ads run the way you want, and reach the right people.

You set the advertising objective at the campaign level. Here you decide the end goal for your ads, such as driving more likes to your Page. At the ad set level, you define your targeting strategy by setting up parameters such as targeting, budget and schedule. Finally, your ads are creative visuals, such as pictures or videos, that drive the audience to what you are trying to promote.

What's a campaign?

Think of the campaign as the foundation of your ad. When you decide to run an ad, you'll always start with the campaign. Here, you'll choose an advertising objective, such as Promote Your Page, which defines what you want your ad to achieve. For example, if you promote your Page, your ad will be optimised to get more likes on your business' Facebook Page.

Campaign checklist:

• Choose an objective.
• Start creating your ad set.

What's an ad set?

An ad set tells your ad how to run. At the ad set level, you'll create an audience for your ad using Facebook's targeting options. You'll define your audience by choosing things such as location, gender, age and more. You'll also create a budget and set a schedule for your ad, as well as choosing your placements.

Bear in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.

Ad set checklist:

• Build your audience.
• Set your budget and schedule.
• Optional: Set your bid.
• Start creating your ad.

What's an ad?

Your ad is what your customers or audience will see. At the ad level, you'll choose your ad's creative, which may include things such as images, videos, text and a Call to Action button. Learn how to design ads that work.

Bear in mind that you can have multiple ads within a single ad set.

Ad checklist:

• Upload one or more images, or a video.
• Fill in the details of your ad, such as the text and header that you want your ad to have.