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The Hierarchical Structure of Facebook Ad and How to Create One – Episode 4

Now before you go ahead with spending a fortune on Facebook Advertising, it is highly important that you understand the Facebook Ad structure. Therefore, in this episode, I am going to provide you an overview of the overall Facebook Ad structure and how it all works.

Facebook Ad Structure operates on three levels. They are,

  • The Campaign Level
  • The Ad Set Level
  • The Adword Level

Each tier level holds a significant importance and plays its own part in your social media campaign. In order to deploy a successful social media strategy, it is necessary that one should be aware of what changes are required in which tier at what levels.

“Each tier has its own purpose, if remain underachieved or less concentrated can turn your Social Media Marketing Experience into a demise.” – Danish Ashrafi, CEO Admextech.

If they aren’t able to understand the difference between the three, it might take them a while to crack the myth around which tier to go to ultimately having a difficult time in strategizing a successful social media strategy.

So are you ready to learn about the different tiers of Facebook Advertising?

Getting Started with Your Facebook Adverts Manager

To access your Facebook Adverts Manager, visit business.facebook.com and select Ads Manager from the Settings option. It will automatically direct you to the following screen.

getting-started-with-your-facebook-adverts-manager

So basically, you can now see the three tier levels which make up the Facebook Ad Structure; Campaigns, Advert Sets, and Adverts.

Note: You can’t have an Advert without an Advert Set. And you can’t have an Advert Set without a Campaign.

The Campaign Tier

We are firstly going to check out how the Campaign Tier works. To understand the Campaigns, we will first have to create a campaign. To do so, click on the “+ Create Campaign” button. It will automatically direct you to create a campaign screen.

On this screen, make sure that you have selected the right Ad account to run your Facebook campaign. You can change accounts from the upper left corner of your screen. Here’s a snapshot on how you can do it.

the-campaign-tier

Once you are on the page, the next thing that you are going to do is select your Marketing Objective. If you are wondering what Marketing Objectives are and which one you should select, please refer to our guide on Learning About Marketing Objectives.

As for now, we aren’t actually sure which marketing objective should be a pick for ourselves. So, we will let Facebook help us choose the one which fits best with our need. To do so, we will simply click on Help Choosing an Objective hyperlink located on the upper right corner of the screen.

Here is a screenshot:

help-choosing-an-objective

The hyperlink will automatically navigate you to the Facebook Business screen which holds a number of options related to Advertising Objectives (Marketing Objectives). Here, you can resolve different queries such as what advertising objectives are, how the delivery system works, how to measure marketing objective performance and choosing the right objective.

You can get the info from there or you can simply refer to our guide linked above. I am sure it will be helpful to you in both ways

selecting-a-marketing-objective

Selecting a marketing objective is one of the main aspects when it comes to social media campaigns. Why do I emphasize it? It’s because when you select a specific campaign, your Advert sets are created accordingly.

The Advert Set Tier

If you have successfully created a social campaign, let’s move on to the next tier which is The Advert Sets.

Important Note: You cannot create Advert Sets until you have chosen yourself a Campaign Objective.

Henceforth, for an experimental and educational purpose, I am going to select Traffic as my marketing objective.

help-choosing-an-objective

Once, you select your Marketing Objective for your Social Media Ad campaign, Facebook will ask you to name it. So, it is best advised that you choose something interesting and easy to recall as your Facebook Ad Campaign.

You will now be directed to your Advert Set Screen which (for Traffic) will pretty much look like this.

advert-set-screen

Here, you will have to make a number of selections. You will have to choose where you want to drive the traffic. You can choose between a website or messenger, or you can simply choose the App option depending on if your product has an application.

Another important attribute for your Facebook Advert set is setting up the Audience. In this option, you are basically going to define what kind of audience should be watching your Ad.

You can either create a new audience type or you can simply use a previously created audience type by clicking on Use a Saved Audience option.

To create a new audience type, you will need to fill in some of the basic details regarding the audience you wish to target. Facebook also offers you to create a specific or custom audience type, all you have to do is click on Create a Custom Audience option. create-a-custom-audience

Other than that, you will need to specify the frequency of the audience in that specific location from the Locations option.

locations-option

The Location option is one of the reasons why Facebook Marketing has taken a considerable recognition among most modern marketing specialists today. It’s one of the many reasons why Social Media marketing is on the rise.

Assuming that you are targeting a specific audience in a specific country, you have three different options.

You can either, include all areas, only include cities that you want to target or you can simply exclude all cities that you don’t want to target within a specific country.

add-location-in-bulk

You can also specify areas using custom options by adding a drop pin by clicking on a particular position on a map. And that’s not where the customization stops! There is one more twist to go.

You can actually set the radius for your location and expand it as much as you want for Facebook to reach out or exclude a target market. The feature works both ways which make Facebook marketing a lavish for modern day marketing specialists.

There is also an option which allows you to Add Locations in Bulk but do stay tuned with us as we will be soon covering a separate guide plan to educate you on how the Location feature works on Facebook. For now, this is just an overview to warm you guys up 🙂

age-of-your-target-audience

A few more things to keep in mind is deciding the Age of your target audience and the respective Gender. You can also define the target market of your audience specifically based on the Languages they speak.

There is also an option for Detailed Targeting.

It gives you the right to include some specific type of people based on demographics, interests or behaviors and vice versa (which means you can exclude some as well).

Last but not the least, the Connection option allows you to Add a connection Type for your Facebook audience to reach you. You can breach connections for your Social Media Ad campaign by selecting/deselecting people who liked your page, app or responded to your event.

Once you are done with defining the audience, simply click on Save This Audience.

Defining an audience plays a vital role in your social media Ad campaign and while it takes a significant chunk of your target marketing, you still need to define the placement of your ads so you can reach out to the right people.

You can either choose Automatic Placement or you can simply Edit Placements as per your preference.

editing-your-placements

However, the downside of editing your Placements is limiting the number of audiences you can reach out to and that’s what makes it difficult for you to achieve your goals.

It is best recommended if you leave this option to automatic only.

budget-and-schedule

Before you go ahead with finalizing your Facebook Ad campaign, don’t forget to set the budget as per your preference. Based on how much your financial position allows you to spend on ads, set the daily budget so Facebook can optimize a limit on your spendings per week.

You can also use the Show Advanced Options which requires you to set furthermore detailed attributes for your budget plan. If you are interested to do so, just click on the option.

The Ad Tier

If you have made your respective Ad Set, it is now time to move on to the last and final tier of the Facebook Advertising, the Ad Tier.

Now this section is basically focused on how your Ad is going to look to your customers. It is the place where you specify the identity, choose the format and add links and images to your ad as per your preference. In short, this is the place where you are going to design a creative Ad for your social media campaign.

So first of all, just like the Advert Set Tier, you will have to name your specific Ad.

You can either Create a New Ad or use an existing one. To create your first ad, simply click on Create Ad option.

identity-of-your-ad

Firstly, you will have to define the Identity of your Ad by adjoining your Ad as a part of your Facebook Page or your Instagram account. Depending on how you are going to proceed with your business, you can choose the relevant account as the focused identity of your ad.

Next, you will define the format of your ad. There are a number of formats to choose from so you can decide how your ad is going to look like to your target audience. You can choose a Carousel format, a Single Image format, A Video format, a Slideshow format or simply display them as a Collection.

There is a checkbox as well that allows you to choose whether you want your ad to open up as a full landing page for your viewers or not. This is an interesting feature as it adds a level of priority among mobile users.

design-your-ad

The second part of the Ad Tier is where you will design your Ad. It comes with an Ad Preview screen which allows you to follow how the Ad will actually look to your target audience.

The design process is different for each Ad format. For instance, if you are choosing a Carousel format then you will have to upload 3 images from your desktop/laptop or mobile phone, add content and add links to the Ad.

If it’s a video Ad, then you may require uploading a video, provide website URL and define a Headline for it. You can also add a call to action buttons, but then it depends on the type of format you are selecting for your Ad.

congratulations-you-have-created-your-first-ad

So based on your respective format, Facebook will allow you to design the Ad so it best fits to your target audience needs. Once you are done with the Ad design, all you need to do is hit the Confirm button.

Congratulations, you have created your first Ad.

Learning Outcomes

So that’s all folks, I hope after reading the whole article, you are now pretty much clear on how you can structure your Ad sets and create your first Ad on Facebook. Here is a short overview of what this episode has taught us today,

  • We learned how to create our first Social Media Campaign using the Campaign Tier.
  • We learned how the Facebook Advert structure is set using the Advert Set Tier.
  • We learned how to create our first Facebook Ad using the Ad Tier.

So what are y’all waiting for… create an amazing Ad strategy and start sending out your Ads all across Facebook. The best part is, you will only attract people who you define as your target audience 🙂

What’s Next

With that, we conclude our article on Facebook Ad Structure and how it works. Stay tuned as we will be releasing more interesting episodes where we are going to discuss about the various Facebook Ad Campaign Levels. Learning them in detail will not only you define your marketing objective but it will assist you to understand when it is time to move on to the next level.

Till then, Cheers.

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