Facebook Campaign Structure: Best Practices In 2024

Facebook campaign structure is always needed to be understood correctly to generate the most profits. Surely, you cannot expect high ROI with a messy one.

And that is why we are here, let’s explore the best Facebook ads structures for you in 2024. It is your turn to make money rain.

Understand Facebook Campaign Structure

The structure is like a backbone of everything from real-life buildings to ad FB, it will determine whether something will be successful or not. 

In the case of Facebook campaign structure, it contains 3 levels: campaign, ad set, and ad. All of these are closely associated with each other, keep that in mind and continue reading because we will explain the relationships soon.

Now, we come to the first level. Campaign level. 

Campaign Level

Well, in Facebook ads manager, this level is at the top and it will determine the overall objective of your campaigns. Facebook provides 6 targets: sales, leads, engagement, app promotion, traffic, and awareness.

Make sure that you pick the one aligning with your business objective. Choosing without thinking does not lead to good results, trust us. 

Ad Sets Level

Moving on to the ad sets level, here you will set up your strategy. The things that you need to cover are conversion, bids, budget, schedule, targets and placement. 

About the conversion, it will change based on your campaign objective set in the campaign level. 

Ad Creative Level

For the final level, ad or sometimes called ad creative level, you are going to define the ad format. 

You can choose which page to upload the ad (if you have more than 1 page), use an existing post or upload a new one, edit the ad, set the click destination, tracking and even language.

Basically, your ad will need to be created in a way that aims to reach the campaign level’s objective and ad set level’s strategy.

The levels of a Facebook campaign structure sound kinda simple and easy to understand, right? But making them effective is totally a different thing. This is a reason why you are reading this article, of course, so to not waste your time, let’s jump into the main part. 

Ad Campaigns for Your Shopify Business

The Best Facebook Campaign Structure

To be honest, a perfect, exceptional, all-around Facebook campaign structure does not exist. How can a campaign structure suit all those different objectives, right? 

But, since you are selling something and much like a retailer. Here we will only show the Facebook campaign structure optimized to earn as much profits as possible. So, we are gonna go with an objective that you surely love, sales.

What is our recommended strategy? Direct to offer. 

What does the Facebook campaign structure look like? 

Alright, let’s dive into each part. It is actually quite simple, mark our words.

First Level

First of all, at the campaign level, the reason why the name contains the word “pants” is that you should create one campaign for each product range. This is to avoid the competition between your ads as you do not want to show a person the same product type and offer, over and over again. 

Second Level

Next up is the ad sets level which is separated into three different ad sets. From the names below, you also know that it will target different kinds of customers. Doing so allows you to know who is willing to purchase the most. 

However, note that you might want to create more than 3 ad sets with other audiences to achieve the right balance in results. 

Third Level

For the ad creative level, when you break the ads down like the example below, you will then know which content performs better than another. 

As your friend, we really suggest you create this structure, let it run for a week or two, then make adjustments based on the findings. Please optimize constantly instead of letting it run freely, but not at a rapid rate like editing every day. 

The Best Type

Among the campaign types, for an e-commerce business, prospecting is probably the type to go for. 

Prospecting

Well, the motive is quite easy to understand. Get new customers, generate sales, repeat. 

Basically, using the prospect campaign type nearly covers all the objectives, from connecting to new people, building awareness to get conversion. Quite convenient, we must say. 

In this case, here are some little reminders for you when using the prospecting type.

Firstly, turn on the Advantage campaign budget feature of Facebook and let the algorithm do its job. Secondly, the optimal Facebook campaign structure was mentioned in the previous section, so go back and read it again if needed. Thirdly, never forget the testing part. 

That being said, sometimes you should use another type in parallel with the prospecting.

Retargeting

Retargeting will be handy during the sales season, because it allows you to notice the past customers, people who visited your website about discounts. Thus, this stimulates the decision to buy again from you. 

However, this largely depends on your service, product quality and things like that too.

Improve Facebook targeting with server-side Conversion API (facebook capi)

Evergreen

Evergreen campaign type suits your winning product. This is extremely useful when your product catalog is limited or you have already known which product is repeatedly selling. 

Also, if you are selling service, evergreen type is a viable option as well.

However, always allocate the larger part of your budget for prospecting, 80-20 is not a bad choice. 

Well, and that is the end of the main part of this article. But, do not stop here because you will regret missing the next section, for sure. 

Tips for A Successful Facebook Campaign Structure

Do’s and Don’ts

Phew, it seems like there are a lot of things to remember here. And if you are feeling overwhelmed, Two Owls will answer any calls of duty. Always your wingman before Facebook campaigns go live.

Naming Practices

Do not underestimate the power of naming in Facebook campaign structure. It helps you control the campaign and capture the results much easier. 

Campaign Level Naming

Regarding the campaign level, if you have more than one campaign with the same objective. Here is how you should name each of them: Campaign Objective - Product Name. You can change the - to | if you want to. 

Ad Sets Level Naming

For ad sets level, the ad sets are usually named after the audiences. For example, Interest Audience 1, Interest Audience 2, Lookalike Audience 1, Lookalike Audience 2, ... 

If you want the names to be more specific, replace the numbers with distinct characteristics of that audience, e.g.: Interest Audience Male 60+, Interest Audience Male 35-60. 

Ad Creative Level Naming

The last level, ad creative, also needs to be separated clearly. Here is an example: Image Ad 1, Image Ad 2, Video Ad 1, Video Ad 2,... 

Again, to be more specific, you can even describe the creative like Image Ad Red Shoes, Image Ad Blue Shoes. 

Final Thoughts

That’s pretty much the end of today. You now should have understood the Facebook campaign structure more, and we hope that you and it will become good friends soon. 

Also, we have together explored which is the optimal structure for an e-commerce business, what is the ideal campaign type along the do’s and don’ts. Oh, and the naming methods as well. 

It is time for you to set sail, become king of the Facebook ads, and find the One Piece treasure for yourself. Looking for your Zoro? Two Owls are ready to join your crew.

FAQs

What are the steps of a successful campaign? 

In total, there will be 6 essential steps and they are in order: goals strategizing, budgeting, target audience defining, message development, campaign execution, and results analysis.

How many ad campaign objectives does Facebook provide? 

On the Facebook ad campaign level, you can find 6 different objectives that are sales, awareness, traffic, app promotion, engagement, and leads. 

What are the three Facebook campaign levels?

In a Facebook campaign structure, you will see three levels which are constructed as in a hierarchy. Campaign level is on the top, ad sets level is in the middle, and ad creative level is the lowest.