In Smartly, campaigns have three levels: campaign, ad set, and ad.
There may be slight variation between different ad platforms about how these are structured and named, however. In Pinterest, for example, ad sets are called ad groups, but function in a similar way.
Fixed campaign structure examples
Here are a few examples of fixed campaign structures. The main strategy is to use the same campaigns and ad sets for a long time, instead of continuously creating new ones. Refresh ads by pausing old ads and adding new ones to existing ad sets.
This makes campaigns easier to manage and analyze. Smartly can collect audience performance history into one ad set, making optimization and analysis much more reliable and convenient.
In addition, optimization works better with a fixed campaign structure. Improving results requires iterative changes over five-plus days, giving Smartly the chance to learn and tweak your campaign.
Campaign per objective
The best practice is to organize campaigns according to objectives. This means that one campaign has one objective (product sales, mobile app installs, etc.). This allows you to control campaigns and set targets based on the objective you're focusing on.
Campaign per customer segment
If you have similar objectives in all of your campaigns, another alternative is to create one campaign per goal (Prospecting/Retargeting/Re-engagement). This way, you can distinguish between the campaigns for new customer acquisition and retargeting.
It also helps to follow the different CPA levels that different customer categories will most likely have.
Dynamic ads
The most advanced way to do retargeting is to use dynamic ads. This way, you just need to drive new traffic to your website with other campaigns, and dynamic ads will retarget visitors with the products they viewed on the website.