When to Create Multiple Ad Sets

An ad set on Facebook is a grouping within a Facebook ad campaign where settings such as targeting, scheduling, optimization, and placement are determined. It allows advertisers to segment their audience and tailor their approach for better performance.

Limiting the number of ad sets is recommended for a couple of reasons:

1. Broad Targeting: Using broad targeting or audience expansion means that the algorithm will mostly target the same expanded audience, leading to overlap, increased costs, and potentially reduced performance.

2. Budget Efficiency: A more focused approach allows the algorithm to be more efficient. Spreading the budget over too many campaigns and ad sets can lead to inefficiency and diluted results.

Creating multiple ad sets may be necessary in the following exceptions:

1. Different CPM Costs: When targeting multiple countries with different CPM costs, it's advisable to separate them by CPM cost groups to ensure the budget isn't consumed mostly by the cheapest countries.

2. Multiple Sales Priorities: If there are company priorities to push specific products, controlling the budget by product may require separate ad sets.

3. Testing Optimization Options: When testing different optimization options, such as during an A/B test, separate ad sets are needed for each optimization to determine the most effective approach.