Detailed explanation of the structure and group hierarchy of Facebook ads

Facebook advertising provides businesses with a sophisticated and highly effective marketing tool. For first-time users, understanding the hierarchy of their ads is fundamental to creating ads effectively. The Facebook advertising system is divided into three main levels: campaigns, ad groups, and ads.

1. Ad Campaign

Campaigns are the basic structure of Facebook advertising. When a user clicks the “Create” button, they first need to build an ad campaign. At this level, users must choose an advertising objective, such as driving Page Likes. After selecting a specific goal, Facebook’s algorithm will optimize the ad performance to achieve the set goal, such as getting more page likes.

2. Ad Set

The ad group is the second level under the campaign and is responsible for defining how ads are delivered. At this stage, users can further define advertising goals, set audiences, determine advertising budgets, scheduling and other parameters. Ad groups have three main sections:

• Audience: By setting the advertising target audience, users can accurately target target users by region, gender, age, interests, behavior and other characteristics. This feature can effectively expand or narrow the scope of advertising audiences.

• Placement: Ad placement refers to the location where ads are displayed, including Facebook desktop news feed, mobile news feed, right column, Audience Network and Instagram, etc. Users can select specific ad placements based on their needs, or even select multiple placements at the same time.

• Budget and Scheduling: This section covers your overall budget (estimated spend) and delivery schedule to ensure effectiveness and ROI.

At the ad group level, marketing goals are divided into three categories: awareness (such as promoting your homepage), consideration (such as attracting website visitors), and conversion (such as increasing website conversions).

3. Advertisement (Ad)

Ads are what the audience actually sees and are the creative level at which all creatives are created. At this level, users can submit various types of creatives, including videos, images, text, etc. Settings at this level will directly affect the attractiveness of ads and user engagement.

Understanding the relationships between these three levels and their respective functions is not only a prerequisite for creating effective Facebook ads, but also an important foundation for achieving successful advertising.