The Fundamentals of Facebook Ad Creation for Brands

By Tinuiti Team

The 3 Components of Facebook Ad Creation

There are more than 1 billion people on Facebook and thanks to it’s robust targeting options, Facebook is the best platform for brands to reach their customers directly.

stephen“Facebook matters or should matter to brands because it is a great way to reach new customers,” Stephen Kerner, Manager of Retail Search at CPC Strategy said.

“People are engaged on Facebook so if brands can find an effective way to engage with their target audience, Facebook could be a powerful channel for them.”

In the following blog post, we will outline the 3 components every Facebook ad needs to effectively run. This is also known as the “Campaign Structure”.

It’s important to note that each component of the campaign structure plays a different role in the overall success of an ad.

The Facebook Campaign Structure:

  1. Campaign
  2. Ad set
  3. Ad


1. Campaign

The campaign is the first step in the Facebook ad creation process. This is also referred to as the “foundation of your ad”. This is where an advertiser will decided whether they want their ad to participate in the ad “Auction” or the “Reach & Frequency” (which we will explain in more detail below).

This is also where you will select an advertising objective.



2. Ad Set

An ad set informs the ad how to run. At the ad set level, advertisers will create an audience for their ad using Facebook’s targeting options. Audience segmentation can be defined by things like location, gender, age and more.

This is also where you create a budget, set a schedule for your ad, and choose the ad placements. Keep in mind that a campaign can include multiple ad sets, each with different targeting, scheduling and budgeting options selected.



3. Ad

The last phase of an ad is the creative. This is what customers or audiences will see. At the ad level, advertisers choose the ad’s creative, which may include things like images, videos, text and a call-to-action button. Keep in mind that you can have multiple ads within a single ad set.



Facebook Campaign Objectives

Facebook campaign objects are essentially how you would like to promote your ad across Facebook’s platform.

Facebook campaign objectives can include:










What is “Auction” vs. “Reach & Frequency”?



Rather than showing every ad to every user across the social platform, Facebook utilizes an ad auction that helps to create “value for both the intended audience and the advertisers”. The Auction allows Facebook users the opportunity to see ads that they are most likely to find intriguing, relatable and useful. In turn, retailers can reach audiences that are likely to be engaged with their brand or product.

All ads are evaluated by Facebook and assigned a “total value” that competes in the auction based on bid, ad quality, relevancy and the overall likelihood that a person shown your ad will lead to the desired outcome (ex: increase page likes). The ad with the highest “total value” wins the auction.

facebook audience network“Auction is the most common choice. Reach and Frequency doesn’t make a lot of sense generally speaking for retailers, but it can be good for brand awareness – especially if you want to reach as many people as possible,” Sarah Rogers, Senior Social Strategist at CPC Strategy said.

Reach & Frequency:

According to Facebook, “reach and frequency” buying enables advertisers to predictably buy unique reach on Facebook and Instagram, while giving them the tools to control frequency throughout their campaign.

This buying option enables advertisers to predictably reach a specific number of people in their target audience and control message frequency for the Facebook ad campaigns, similar to the way they might buy traditional TV ads. Reach and frequency buying works across ad types and devices to ensure you’re reaching the right people at scale.

In simple terms, the reach and frequency setting is a campaign structure that can optimize an advertiser’s cost and delivery (if set up properly). Depending on your advertising objective, Facebook will optimize to meet the objective of that campaign.

Want to learn more about how to optimize your Facebook advertising strategy for your business?

Check out our guide: “The Facebook Performance Marketing Guide for Retail Brands”

This guide explains how Facebook can apply to a retail brand’s unique business objectives, from prospecting into new audiences to turning one-time buyers into repeat purchasers.

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