Marketing platforms structure their campaigns in slightly different ways. The difference can be either in hirearchy( nesting levels) or the terminology used for hirearchy. For doing any cross-platform marketing analysis, it’s good to understand at a high level, how these campaigns are structures in different platforms// This article provides a reference point for campaign structures of major digital ad platforms.
Facebook’s Campaign Structure
Facebook structures its campaign into Campaign, Ad set and Ads.
AdWords’ Campaign Structure
Ad words have multiple campaign types because it caters for search as well as display. There are 2 primary types of Adwords Campaign structures
Search Campaigns
Display Campaigns
Display campaigns have similar structure as that of search. One key difference is that instead of Keywords and Match types in Adgroups , you select Placement.Keywords in search ads determine which user searches should trigger the relevant ads whereas Placement in display ad identifies where you want your ads to be displayed.