Objective

Learn how to properly structure a Facebook Ad account to maximise your campaigns' ROI.

Table of Contents

Last Updated

October 2020

Resources

• Wordstream — The Last Guide to Facebook Ad Account Structure You’ll Ever Need
• AdEspresso — The beginner's guide to Facebook advertising
• AdEspresso — Understanding Facebook Ads Cost
• Facebook — Image Text Check
• Facebook — Audience Insights
• Facebook — Analytics
• Facebook — Ad Library
• Facebook — Advertising policies
• Facebook — Ads guide
• Facebook — Interest Explorer
• Facebook — Placement Optimization
• Facebook — Aspect ratios supported by placements
• Julian Shapiro — Advanced Facebook Ads Guide
• Nielsen - Five keys to advertising effectiveness
• David Ballard - Ad Creative Cheatsheet
• LeadEnforce - LeadEnforce Review
• Mihovil Grguric - Social Stacking Method
• AdParlor - Ad Mockup Generator

<aside> 💡 This guide is meant to provide basic knowledge on a complex topic in the most concise manner. Never take anything as the gospel truth, read from multiple sources before acting.

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👋 Introduction

The basic building blocks of a Facebook & Instagram Ads account are:

• Campaign → Goal & Budget
• Ad Set → Audience
• Ad Creative → Visuals & text

📕 Glossary

<aside> 💡 Click on the ▶︎ symbol to deploy the paragraphs.

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• Aspect ratio & image size

• Click-Through Rate

• CPC

• CPM

• CVR

• Dayparting

• PPR