Big Changes to How You Set Up Your Facebook Ads

I don’t know if it’s finally getting some Fall weather here in San Diego (meaning it drops down to a chilly 70 degrees…brrr!) or what but this time of year always cranks up my productivity.

As a result, there’s a T-O-N of change going on here at Rick Mulready headquarters.

Lots of behind-the-scenes systems stuff that I decided to do all at once for some reason.

(Quick business tip? Don’t change your email system, hosting, and webinar platform all at once. Umm, yea…good times!)

I also have some super cool updates to my training courses…and a new podcast in the works!

Booyah!  I’ll be sharing more about all these things in the coming weeks so stay tuned.

Big Changes to the Facebook Ad Campaign Structure Set Up

In the meantime, speaking of updates and changes, wanted to give you the heads-up that Facebook has started rolling out its anticipated changes to the way you setup your Facebook ads.

And, they’re pretty big changes.

You may not have these changes quite yet so if you don’t, they’re coming soon.

Here’s what you need to know (there’s also a video below where I explain everything):

You know how the Facebook ad campaign structure is made up of Campaigns, Ad Sets, and Ads?

  • On the Campaign level you set the Objective.
  • On the Ad Set level you set the budget and campaign dates.
  • And on the Ads level, you set up your ads, chose the placement (i.e. – Mobile News Feed), targeting, and pricing.

Well now, Facebook has moved where you set your targeting, ad placement and pricing from the Ads level to the Ad Set level.

Here’s the new structure:

Screen Shot 2014-10-23 at 12.27.42 PM

Why the Changes?

The idea behind the update is to make it easier to see which ads are performing for you against specific targeting audiences.

Frankly, if you’ve been following my content for any period of time or are in one of my training courses like FB Ads for Newbies or The FB ADvantageyou know that the way I teach the ad set up process allows you to clearly see the best performing ads anyway.

I think it’s about time they made these changes because the way they had it set up before didn’t really make logical sense.

I’m betting you’re gonna like this new update a lot.  I know I do!

What Does This Mean for You Now?

If you have ads running right now, not to worry, you don’t have to do anything at this point.

I mean, if you want to change your campaigns over to the new structure by all means go for it, but you don’t have to…yet.

You have until the end of the year before Facebook makes it mandatory to be using the new structure.

Step-by-Step Video of the New Facebook Ad Campaign Setup

The big thing I want you to remember is you should have one targeting group for each Ad Set (again, how I’ve always taught it).  With this new structure, it’s intuitive to set things up this way.

I created a step-by-step video for you that explains all the changes and how they affect you.


What do you think about these new changes? Got questions? Leave a Comment below.

3 Responses to Big Changes to How You Set Up Your Facebook Ads

  1. Thanks for this post!

    I have this serious love/hate relationship with fb ads. I love what they can do for my business, but so many times I feel utterly confused by what is going on.

    Since the change my clicks have gone up for any new ads (same set-up as previous ads, just different pic) even though the CTR is the same. Plus it charges me per click now instead of per view. And there must be an interface bug because it tells me in one place it charges me per click and in another it tells me it charges per view (same ad). See this screenshot:

    What is going on? Anyone experiencing the same?

    • Hey Christina! Looks like your Objective is Clicks to Website. Is that what you want? If not, I’d make sure you change that. Facebook wouldn’t change the Objective on you with the transition.

      • Yes, that is what I want and what I had set up for all my previous ads. But what is going on with the pricing? That in one place is says they charge per click and then they say they charge every time the ad is served. That surely is a bug/mistake right? And it does look like they are charging me per click now on auto bidding, when it used to be per view.

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