Intermediate level · Module 3: Paid Campaigns on Meta and Google Ads · Lesson 1 of 4
Structured Campaigns in Ads Manager
Build campaigns with deliberate objectives, audiences, placements and creatives.
In this lesson you will
- Set up campaign, ad set and ad correctly
- Use custom and lookalike audiences where appropriate
Key concepts
campaign structurecustom audiencelookalike audienceplacements
The lesson
A well-structured campaign answers a question: which audience responds better, or which creative works best? Keep one variable different between ad sets or ads, so you can learn from the results.
Two ad sets with different audiences and the same ads compare audiences; two ads in the same ad set compare creatives. Give each test enough budget and time to collect meaningful results.
Custom audiences built from people who engaged with the page or from a customer list must follow consent and policy rules.
Step by step
- Define the question the campaign will answer.
- Build one campaign with two ad sets for different audiences.
- Add two creatives to each ad set.
- Review the setup against the policies before launch.
Practice activity
Build (and, where funded, launch) a campaign with two ad sets for different audiences and two creatives each.
Expected result: A correctly structured campaign ready to run.
Check your understanding
-
Why put different audiences in separate ad sets?
Show answer
So their performance can be compared and budgets adjusted per audience.
Taught live by an instructor — online or in person. Free course lessons are for self-study and do not lead to a certificate — see registration options.