How to Manage Facebook Campaigns

Facebook organizes ads in a structure with three levels: Campaign, Ad set and Ad.

1. Campaign contain your advertising objective and one or more ad sets.

2. Ad sets have one or more ads. You define duration and audience for each ad set.

3. Ads contain ad creative. You can create multiple ads in each ad set to optimize ad delivery based different images, links, video, text, or placements.

Facebook Campaigns

A campaign is the highest level organizational structure within an ad account and represents a single objective.

Create Campaign

To create a new campaign, click "Create Campaign".

Name: Enter the name of the campaign.

Objective: Select the objective of campaign - App Promotion, Awareness, Engagement, Leads, Sales, Traffic

Status: Select the status of the campaign. Set to "Paused" for new campaigns.

Bid Strategy: Select the bid strategy. If you are not sure about this, choose Highest Volume.

Budget: Enter either daily budget or lifetime budget for your campaign.

Campaign Objectives

Objectives are actions you want people to make when they see your ad. You need to specify objective during campaign creation. There are six objectives:

  1. App Promotion
  2. Awareness
  3. Engagement
  4. Leads
  5. Sales
  6. Traffic

App Promotion

Find new people to install your app and continue using it.

Awareness

Show your ads to people who are most likely to remember them. 

Engagement

Get more video views, Page likes or event responses.

Leads

Collect leads for your business.

Sales

Find people likely to purchase your product or service. This objective is best to get new customers and increase sales on your website.

Traffic

Send people to a destination, such as your website, app or Facebook event.

Campaign Budget

Daily Budget

This is the average amount you are willing to spend on the campaign per day. This averages out over the course of the week.

Lifetime Budget

This is the amount you are willing to spend over the entire run of the campaign. While your daily spend may fluctuate, the total cost will remain within the given budget.