Campaign structure
The three-level hierarchy of most ad platforms. Campaign holds the objective and often the budget; ad set or ad group holds audience, placements, schedule and bidding; ad holds the creative. Knowing which lever sits at which level prevents most setup errors.
Where this is taught
Related terms
The full advertising console for a platform, where you control objectives, audiences, placements, budgets, creative an…
Advantage+Meta's automated campaign products, where the system chooses audiences, placements and creative combinations with mini…
Attribution windowThe period after seeing or clicking an ad within which a conversion is credited to it, such as seven-day click and one…
Bid strategyHow the platform spends your budget in the auction: highest volume, cost per result goal, bid cap or value optimisatio…
BoostingPaying to promote an existing post from the app itself. Quick, but deliberately limited: fewer objectives, coarse targ…
Budget pacingHow evenly spend is spread across a day or campaign. Platforms deliberately hold back budget for better opportunities …
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