Nico Rubino Facebook Ads

How to Structure Facebook Ad Campaigns

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Running successfull campaigns on Facebook might be complex, especially for beginners. Competition in the auction is on the rise and players in the industry are more savvy compared to a few years ago. As a consequence the CPM or CPC may increase getting harder to reach profitable results in some countries and industries. Higher CPM means fewer ad impressions also lower chances of conversions.

Nobody likes throwing good money after bad, myself included.

Picking the right campaigns structure is critical to success because it influences directly its profitability as well as audiences, reporting and delivering.

Let’s look at 4 advice to setup a successful Facebook Ad structure.


1. Have a plan in place.


Before executing new campaigns know the strategy, first. Ask yourself a few simple questions:

  • Where I am set in the sales funnel? Depending on the stage you might have different goals: Conversion, Engagement, R&F, Video Ads
  • What audience to use? eg. Remarketing, Lookalike or Demographics. 
  • What I want to test? Depending on the nature of your business, might makes sense testing performance between countries, or single cities or placements. We will see this with more detail in the next paragraph.


2. Break down ad sets


Before you read any further, keep in mind that the Campaign Budget Optimisation (CBO) is Facebook’s automated bid feature released in 2018 to automatically distribute budgets to best-performing ad sets. Advertisers have the choice to activate this feature for each campaign.

Facebook CBO Ads

Source: – Facebook CBO Guide: Facts, Tips, Strategies


If I had setup a BOFU (Purchase) campaign for eCommerce with a total budget of €500, I’d create one single campaign splitting up ad sets following a logic behind it. Most commonly, I might consider breaking ad sets down by:

  • Demographics: including one interest only in each ad set (eg. gardering lovers). Assess their performance, pause ad groups or increase budget after time.
  • Geographic location: if the business sell globally can be useful splitting ad groups by countries to measure CPM against each other
  • Placement: for well-established advert accounts I would use this method: a single placement for each ad group: Example:
    • AdSet A: Instagram Stories
    • AdSet B: Instagram Newsfeed
    • AdSet C: Facebook Newsfeed
  • Custom Audiences: grouping similar audiences along the sales funnel into the same ad set. For example:
    • AdSet A: FB Engagers (Last 30 Days) + IG Engagers (Last 30 Days) + ViewContent (Last 30 Days)
    • AdSet B: FB Engagers (Last 14 Days) + IG Engagers (Last 14 Days) + ViewContent (Last 14 Days)
    • AdSet C: FB Engagers (Last 7 Days) + IG Engagers (Last 7 Days) + ViewContent (Last 7 Days)

Facebook audience targeting and the sales funnel.

Source: Facebook Audience Targeting – Filling the Sales Funnel

There are no rules, however, I might activate one ad set targeting lookalikes only, one cold audience, one warm traffic and so on. This ensures that you assess which segments perform best for you.


3. Naming conventions for Facebook Ads

Naming conventions are an important aspect to help ad agencies, freelancers and clients to have their account well-organized. Also, this helps to provide reports that are much easier to read for clients. An Adset naming convention sometimes I use is:

Audience Type | Campaign Name | Placement 


Audience Type | Targeting | Location 

This is totally up to you how to name them but make the campaigns as clearly as possible.


4. UTM Tags to your Facebook Ads

Last but not least, the UTM tags in the URL parameters. If you are not familiar with the UTM tags, learn more here. Be consistent when setting UTM tags, it is not matter if you name the medium parameter “CPC” instead of “Paid media”. The most important thing is that the whole team uses the same parameters over time so you do not mess up the report. Here you find my favorite settings:

  • Source: eg. facebook or instagram or twitter or stories
  • Medium: paid social or cpc
  • Campaign: {{}}
  • Content: {{}}
  • Term: {{}}



Wrapping up


Online advertising can be a very challenging task. If you don’t have the expertise running previous performance campaigns for similar clients, you may also incur losses allocating budget inefficiently.

For help, questions or consultancy projects schedule a call. I am more than happy to help and meet new professionals like you. ?


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Nico Rubino

Growth Marketing Strategist, Passionate about Innovation, 10+ years of working experience for Startups, Digital Agencies and Corporations in eCommerce, Gaming and Tech.

All stories by : Nico Rubino

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