The Anatomy of A Facebook Campaign | How to Set Up Facebook Ads

The Anatomy of A Facebook Campaign | How to Set Up Facebook Ads

When I first started out with Facebook Advertising, one thing I struggled with was the seemingly tedious structure in Ads Manager.

Having multiple ‘tiers’ or levels in Ads Manager confused me a lot when all I wanted was to simply get an image out there to a specific audience.

If you’re experiencing the same troubles, this post is for you!

We will break down the 3 levels of an ad campaign as well as briefly explain all the elements in them so you know how to structure your campaigns and you know exactly what to put in them.

Why Is Structuring Important?

Structuring is important because this will allow you to organize your campaigns so that you can easily navigate through your account especially when you need to make a change or adjustment.

The campaign structure has 3 levels: Campaign, Ad Sets and Ads

Campaigns are where you create your different offers.

You can create different campaigns for different objectives. For example, you can create a campaign to get people to buy from your website, another campaign to get people to view a certain video, a third campaign to get more page likes, and so on.

Other businesses also create different campaigns based on the different promos they run.

Within a campaign are the ad sets.

Ad sets are created based on the people you are targeting. For example, If you are selling clothes online, you can create separate ad sets for each gender and each age group.

Then, within each ad sets are the ads themselves.

These are the ads which you will show to the audience targeted by the ad sets they are housed in.

So basically you can create multiple ads for each ad set if you want to have varying ad images or text.

So let’s go into each one and discuss the fields you need to put in so you have a better idea on how to create your campaigns


This is where you will tell Facebook what you expect to happen with the campaign you are creating by selecting a specific objective.

This is important because once you create a campaign, you can no longer change the objective you choose. Note also that the way these campaigns will be reported on Ads Manager will depend on the objective you choose.

Campaign creation is where you indicate your objective

Ad Set

In creating an ad set, there are many types of information which will be asked of you and here are the most important ones:

Budget – This is where you tell Facebook how much you want it to spend for this ad set.

You are also allowed to choose whether you want Facebook to work with a daily budget which refreshes everyday or a lifetime budget wherein you get to choose a schedule for the period on when your ads will show. The latter is a good idea for time-bound promotions.

Targeting – This is the fun part! This is where you get to create your audience by choosing information you want to target. The targeting has 4 different parts:
  • First is Audiences where you get to to choose or exclude between different pre-created Audiences you may have.

  • Second is Demographics where you get to target by age, gender, location and language.
  • Third is Detailed Targeting where you can target by interest, Job Titles, Employers, etc.

  • Fourth is Connections where you can target or exclude users who are connected to your page (users who like your friends), their friends, and users of your apps among others.

Optimization – Optimization is where you tell Facebook who among your audience it will show your ads to.

You can tell Facebook to prioritize getting website clicks, show your ads to as much people as possible or to look for specific people more likely to take the action you want them to take (ex. Purchase, sign up, etc).

Bidding – Depending on what optimization you choose, you can also tell Facebook how you want to be charged whether by pay per click or pay per impression.

You also have the option to bid automatically (Facebook will be the one to spend your budget) or manually where you will dictate how much you want to pay for a specific action, click or impression, which ever you prefer.


Like the ad sets, the ads creation could also be divided into different parts.

The actual information you will provide for the ad will vary depending on the objective you chose for the campaign but most of the time, the ads consist of the following:

Facebook Page – This is where you choose the Facebook Page from where you want your ads to come from.

Choose Existing Post – Getting this options means that instead of creating a completely new ad, you will just be using a post you have previously made and use it as an ad.

Take note that when you choose an existing post as an ad, also the likes, comments and shares will be shown in the ad.

Ad Creative – This is where you choose the image or video you want to use in your Ad.

Text – This is where you put the text which you want to appear on top of the image or video.

Headline – This is where you put in an engaging and inviting headline found below the ad image or video.

Description – This is where you include additional text for your ad and is located below the headline.

Take note that for mobile ads, this is usually not seen.

Display URL – This is where you put in a custom link you want to show and is especially useful when the URL of the landing page of the ad is long and ugly.

CTA button – CTA stands for call-to-action. This allows you to include a button inviting users to take the specific actions you want such as “Shop Now” and “Learn More”

Tagging – Tagging is the are where you put in UTM Tracking if you are looking into adding this in your links.

UTM tracking is a way for us to monitor where website visitors are coming from. We’ll prepare a post for more information on this.

I hope this guide has helped you navigate through your ad account. If you’re still confused, don’t worry!

Experience is the best teacher so just go into your ad account and start playing around and soon, you’ll get the hang of it.

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