Facebook ad hierarchy Knowing how to set up your campaigns helps you reach the right users and gives you more control over your ads. The structure to the right allows you to set the campaign objective, ad set targeting, and modify creative at the ad level.
OBJECTIVE
CAMPAIGN
CAMPAIGN
AD SET
AD SET
ADS
ADS
ADS
ADS
ADS
ADS
Online life insurance leads
$10-150 cost of lead, depending on quality and source
90% leads that don’t convert in the first 24 hours
Tip: We recommend constantly generating leads to nurture that will eventually convert to future customers.
Cost vs. quality
20
Conversion rates vary greatly depending on the level of granularity with targeting. Bidding on a broader audience may cost less, but the quality may be lower. Knowing your funnel and optimizing the unit economics that make sense for your business will help you succeed with Facebook ads.
15
Quality
10
5
0
1
25
50
75
100
Cost
BUILDING A FACEBOOK LEAD GENERATION CAMPAIGN
21
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