What is the hierarchical structure of a Facebook ad campaign?

The hierarchical structure of a Facebook ad campaign consists of three key levels: the campaign, ad set, and ad. The correct order is campaign at the top, followed by ad sets, and then individual ads at the bottom.

At the campaign level, the primary objective of the marketing strategy is determined, such as brand awareness, lead generation, or conversions. This level sets the overall goals that the campaign aims to achieve.

Within each campaign, there can be one or more ad sets. Ad sets allow you to define your target audience, budget, schedule, bidding, and placements. This middle layer enables marketers to adjust specific strategies based on a variety of factors while still working within the broader goals set by the campaign.

Finally, within each ad set, individual ads are created. These are the actual advertisements that users see on their Facebook feed or in the audience network. Each ad can include different creatives, copy, and calls to action, allowing marketers to test variations and optimize performance.

This hierarchical structure helps to organize campaigns systematically, making management and analysis more efficient across different levels of advertising. Understanding this structure is crucial for effective campaign planning and execution on Facebook.