What does the structure of online ad campaigns look like?
The campaign structure on platforms like Facebook or Google is typically 3 levels, top-down it looks like this:
At the campaign level we decide what the advertising goal is: a transaction, or perhaps reach. The choice of goal will also drive the way you pay the ad platform. Once the campaign goal is set you create ad sets: for each one you set the target audience, the budget, and where on the site the ads inside it should run. An ad in turn is a specific creative (graphic, video, or product catalog) inside that ad set.
- campaign,
- ad set,
- ad.
At the campaign level we decide what the advertising goal is: a transaction, or perhaps reach. The choice of goal will also drive the way you pay the ad platform. Once the campaign goal is set you create ad sets: for each one you set the target audience, the budget, and where on the site the ads inside it should run. An ad in turn is a specific creative (graphic, video, or product catalog) inside that ad set.