Overview of ad campaigns


This guide will walk you through some best practices and overall concepts before you create your first campaign.

When you're ready to create your first campaign, these help articles will guide you through creating each campaign type.

Campaign split testing

One of the most effective ways to optimize your advertising is through testing.

To be successful with your advertising you need to test multiple designs and target different demographics to find the right message for the right audience. This can be a time consuming process, but with Hootsuite Ads you can create and test hundreds of ads with a few clicks.

On the Ads Design step (2) of campaign creation, click the  icon to add a new design variation to test. You can test multiple headlines, text, links, images, calls to action, and more.

On the Audience step (3), click to add more demographics or interest groups to test. When you click Proceed, you’ll be prompted to select the elements you want to test.

The total number of ads that Hootsuite Ads will create as a result of your selections will display to the right.


For example, if you're testing:

  • 2 Headlines
  • 3 Images
  • 2 Genders
  • 4 Countries

Hootsuite Ads will create 2x3x2x4 = 48 ads

Learn how to measure the results of your split tests after they've been running for a while.

What and how much to test

The most common error is to create too many experiments right off the bat, which can easily lead to unreliable data. The more testing variations you create, the more data Hootsuite Ads needs to provide you with relevant results. Start slow and progressively test more elements.

A good initial test setup could be:

  • 2 Images
  • 2 Post Texts
  • 2 Genders

This will create 8 ads; low enough to give you some relevant results quickly and reliably, even on a low budget. Generally we don’t recommend testing more than 20 ads in your first campaign. As you get more experienced you can set up much bigger campaigns.

What to test depends on the kind of business you're advertising, but here's a brief list in order of the most relevant elements to test.


  1. Image
  2. Post Text
  3. Landing Page (this has no impact on the ad CTR but it can make a difference in terms of cost per conversion)
  4. Headline


  1. Country
  2. Gender
  3. Placement (where your ads are displayed)
  4. Interests
  5. Age
  6. Custom Audiences
  7. Relationship Status
  8. Purchase Behaviors
  9. Education Level

With time you'll be able to test all of these elements.

How much to spend on your campaign

This is a tough question and there's no one-size-fits-all answer. It depends on the performance of your ads and what you are promoting. Ads for very consumable products can get cheap conversions and you'll be able to generate enough data to analyze your experiments on a low budget. Ads for more expensive products will likely need a bigger budget.

As a general rule, try to allocate at least $5 to $10 daily for each experiment you're running. So for 10 different ads, a budget between $50 and $100 daily would be recommended to get you reliable results within about a week. Lower budgets will require more time to collect reliable results.

Overall, the more experiments you run at once, the more budget and time you'll need.

Note that Facebook can also reject campaigns for insufficient funding. For example, creating 150 ads with a budget of $10 daily would only allocate 15 cents to each add. Even if this were approved, the campaign would likely not get enough clicks, impressions and conversions to collect enough reliable data to act on.

Budget minimums

Facebook has minimum daily budget values for certain actions, or billing events. These are minimum amounts per adset, and differ depending on whether autobid is used.

See Facebook’s documentation for the current budget minimums.

Note that the minimum budget values listed are in USD. These amounts are doubled for certain other currencies, listed below the table. Budgets in non-USD currencies not listed are converted and validated upon ad set creation.

If your campaign's budget does not meet Facebook’s requirements and fails to publish, edit the budget and republish the campaign.

To edit your campaign budget

  1. Click Your campaigns on the main navigation bar, click Select a campaign, and then select Go to campaigns list from the drop-down menu.
  2. Under Campaign Status, check the Failed box and then click Filter.
  3. Locate the failed campaign, and click on its name. You should see an error explaining the reason for failure.
  4. Click Edit campaign.
  5. On the Budget & Bidding step (4), increase the budget and/or reduce the length of the campaign.

Tip: Add a Spend Cap to your campaign’s budget to prevent overspending. Ads are turned off when the Spend Cap is reached.

Hootsuite Ads videos

Watch our YouTube playlist of Hootsuite Ads educational videos to learn more.

See how to connect your Facebook account

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