Understanding Campaign Types In Facebook | Social

In this lesson we will cover the differing paid campaign types available in the Facebook ads manager platform, as well as review a historical paid campaign in the Sails Restaurant ads account.
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We would like to thank Sails Restaurant for allowing us the use of their metrics for this lesson. 

Sails Restaurant is a upscale dining establishment, with contemporary surf 'n' turf dishes in a sleek space overlooking Westhaven Marina.

You can visit https://www.sailsrestaurant.co.nz/ for more information.

Purpose Of This Lesson

The purpose of Understanding Campaign Types In Facebook is to demonstrate the various paid advertising options offered within Facebooks ads manager. 

Facebook regularly updates features and settings including its campaign and objective types and how it tracks success metrics.

Keeping up to date with these changes will allow you to deliver your marketing message in the most suitable format, to the correct audience and ultimately assist with achieving your business objectives.

Understanding The Facebook Campaign Structure

The Facebook Campaign Structure

The makeup of a Facebook advertising campaign consists of three levels: a Campaign, an Ad set, and an Ad.

>> Campaign: A campaign contains one or more ad sets and ads. You'll need to choose one ad objective for each of your campaigns. (eg: increasing awareness of your business or promoting an app)

>> Ad set: Ad sets contain one or more ads. You'll define your targeting, budget, schedule, bidding and placement at the ad set level

>> Ad: The creative elements you use makes up an ad (images, videos, copy links & more)

Choosing Your Campaign Type

The Campaign Type you choose is determined by your Marketing goal or objective. Before you begin creating an ad on Facebook, it is important to know what you want to achieve in order to choose the correct campaign type.

>> Ask yourself, what is it that you want to achieve eg: conversions, brand awareness, sales?
>> Choose one of three top level categories which your goal falls under; Awareness, Consideration or Conversion
>> Select a targeted goal from within your top level objective

Choosing Your Campaign Type
Ad Formats

Ad Formats

The Format is the creative aspect of your ad and how the ad is going to look to the individual viewing the ad. There are a number of possible formats to choose from. Some of these include a single image or video, Carousel (2 or more scrollable product images or videos) and Collections (products from your website).

The Formats which you are able to choose from depend on the campaign objective you select at the outset of your campaign creation. eg: If you choose an objective of Consideration > Video views, the ad format you will be using will be a video. Whereas if you choose an objective of Awareness > Reach, the ad formats you can choose from are Image, Video or Carousel.
It is also worth noting that the objective you select can affect the ad placements (Facebook, Instagram, Messenger, Audience Network) where your ads can appear.

Tracking & Success Metrics

There are a wide range of metrics which are available to view in Facebook manager. Which ones to look at to measure a successful campaign depend on the campaigns objective.

> Understand the most important metrics specific to each of your campaigns
> Alter the custom columns in Facebook ads manager to show the most relevant data for measuring your campaign performance
> Use these metrics to constantly monitor and tweak your campaigns and ads for optimal performance

Tracking Metrics   Success

How long should my Facebook Video ads be? Group 2 Created with Sketch.

Keep videos short. Your videos should be 15 seconds or less so that people are more likely to watch until the end. 

How often should I update my Facebook ads? Group 2 Created with Sketch.

Ad fatigue essentially means that your ads will eventually become less effective and cost more, which is an indication that it may be a good idea to rotate or change your ads.


How often you should update your ads depends entirely on your own experience. Every industry, offer, and audience will have different tolerances for ad frequency.

The only way to determine the best time to rotate your ads is to review your ad performance periodically. Taking a look once or twice a week and looking at key metrics in the ads manager is an important part of the ads management process.


Here you’re looking for increases in your CPC or Cost per Result, decreases in your impressions or reach, or a lower ad frequency. These are all signs of ad fatigue, meaning it might be time to change your ads.

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