Facebook account management best practices
Account Structure introduction
Facebook advertising is still more labour intensive than search advertising due to its limited platform functionality and interface. Therefore, it is imperative that ‘account structure best practice’ is adhered to in order to maintain control, improve efficiencies, increase ad effectiveness, and make sure anyone who takes over the account can get a grasp of the account hierarchy quickly and easily.
In the Facebook Ads hierarchy, ‘account’ is the highest-level object. Campaigns are the second tier that sits under the ‘account’ level. It’s at the campaign level that ads are held and daily budgets are assigned.
Each campaign can hold any number of ads. Every ad is self-contained, including targeting elements, ad creatives, bids, and time-scales. There is no requirement for ads in any campaign to be related in any way. However, it is best practice to tightly theme each campaign with relevant and similar ads, as it makes reporting, analysis and managing budgets much easier.