Key insights

• ⬆️ Shift from multiple ad sets to one ad set in Facebook ad campaign structure, Concerns about audience fragmentation and evolving targeting options, Consolidating data and budget into one ad set for faster learning and more impactful results
• 🔑 Consolidating budget, avoiding audience overlap, and preventing auction overlap are key reasons for using one ad set in a Facebook campaign. The exception is for structuring direct offer campaigns with one cold audience and one warm audience campaign.
• 💰 Consolidating budget and getting more data in a shorter time period by using one ad set, Open targeting leads to massive audience overlap, Avoiding auction overlap to prevent negative impact on ad delivery and budget allocation, Exception for structuring direct offer campaigns with one cold audience and one warm audience campaign
• 🔄 Different campaign structures for direct offers and omnipresent content strategy, Multiple adsets for omnipresent content campaigns, Different campaigns for testing new ad creative and advertising different product ranges
• 🆕 New ads added to an existing campaign may not receive budget, Testing campaign with multiple ad sets can help test new ads efficiently, Meta recommends using six or fewer creatives per ad set
• 💡 Six max ads per ad set is budget specific, Testing more ads should be done consecutively, Six ad recommendation doesn't apply to Dynamic creative or Advantage Plus shopping
• 📊 Use multiple text optimization for testing different text variants within a single ad instead of duplicating ads, Dynamic creative is recommended for testing different ad creative options that are similar, For completely different offers or styles, create separate ads for testing, The video briefly touches on retargeting strategy, with a more detailed strategy available in another video

Q&A

• How should testing and optimizing ads be approached?

  Use multiple text options and dynamic creative for testing variations while keeping the main ad creative consistent. For more comprehensive retargeting strategy, reference another video.

• What is the recommendation regarding the number of creatives per ad set?

  Meta recommends using six or fewer creatives per ad set for testing efficiency. However, this recommendation doesn't apply to Dynamic creative or Advantage Plus shopping.

• When should multiple ad sets be used in a Facebook campaign?

  Multiple ad sets are necessary for omnipresent content campaigns and for testing new ad creative and advertising different product ranges.

• Why consolidate budget into one ad set in a Facebook campaign?

  Consolidating budget and data into one ad set ensures faster learning and more impactful results, while avoiding audience and auction overlap.

• What changes have been recommended for Facebook ad campaign structure?

  Shift from multiple ad sets to one ad set due to evolving targeting options and the impact on data consolidation and machine learning.

• 00:00 The recommended Facebook ad campaign structure has changed, moving towards one ad set instead of multiple, due to evolving targeting options and the impact on data consolidation and machine learning.
• 02:09 Consolidating budget, avoiding audience overlap, and preventing auction overlap are key reasons for using one ad set in a Facebook campaign. The exception is for structuring direct offer campaigns with one cold audience and one warm audience campaign.
• 04:09 The speaker recommends using different campaign structures for direct offers and omnipresent content strategy. Multiple adsets are necessary for omnipresent content campaigns, and different campaigns are suggested for testing new ad creative and advertising different product ranges.
• 05:55 Creating new ads may not receive budget if added to an existing campaign. Testing campaign with multiple ad sets can help test new ads efficiently. Meta's updated recommendation is to use six or fewer creatives per ad set.
• 07:35 The recommendation of six maximum ads per ad set is budget-specific. Testing more ads should be done consecutively. The six ad recommendation doesn't apply to Dynamic creative or Advantage Plus shopping.
• 09:19 The video explains the best practices for testing and optimizing ads, emphasizing the use of multiple text options and dynamic creative for testing variations while keeping the main ad creative consistent. It also briefly mentions the retargeting strategy available in another video.