Study first
Review the ideas behind the questions
These notes explain how Meta campaign structure, objectives, ad sets, placements, budgets, and schedules fit together before launch.
Set the campaign goal first
Meta campaign setup starts with the business outcome the ads should support.
- The campaign objective tells Meta what result the campaign should optimize toward.
- A campaign can contain one or more ad sets, and each ad set can contain one or more ads.
- Some categories, such as housing, employment, financial products, social issues, elections, or politics, require special ad category handling.
Use ad sets for delivery settings
Ad sets hold the delivery choices that control who can see the ads, where they can appear, and when budget is used.
- Audience controls help define who the campaign can reach.
- Placements decide where ads may appear across Meta technologies.
- Budget and schedule choices should match the campaign goal and learning needs.
Keep structure simple enough to learn
Campaigns usually perform better when budgets and audiences are not split into too many overlapping ad sets.
- Similar ad sets can compete for learning signals and make results harder to stabilize.
- Advantage+ campaign budget can distribute one campaign budget across ad sets in real time.
- A descriptive naming habit makes drafts, tests, and performance reviews easier to understand.