‘The ideal Facebook advertising structure: single objective’ – Marketing Land
Brad O’Brien says, “There are multiple ways you can structure a Facebook advertising account. What I’d like to share today is a tried-and-true method I’ve honed over the years. It’s a structure that we follow 100 percent of the time for our clients.
At its core, it’s simple and logical, yet it is not how most advertisers are structuring their accounts on Facebook. It’s based upon the principle of isolating single objectives at the campaign level, which I’ll explain further in this post.
An objective is a single goal you wish to hit for your organization. Maybe you want to grow new user acquisitions for your SaaS product in Australia. Or you want to acquire new buyers of high heels for your e-commerce fashion brand. Perhaps it’s moving customers from a free subscription to a paid subscription. These are all isolated objectives and should be treated as such at the campaign level. Then it’s all about working down from there, with ad set parameters and the ads that will best meet your desired objective”.
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