Creating and Managing Ad Sets

Understanding and mastering how to build strategic ad sets gets you in front of very specific and often motivated segments of your audience.

Creating Ad Sets

You can create ad sets from the actions button in the campaigns view or by clicking the Create New Ad Set button in the top right of the Ad Sets section in Advertise. Below, we've listed all the available options for customizing the Ad Set to your advertising goals. 


Please bear in mind that not all options are available for all types of Campaign objectives.


Name your Ad Set. To make it easy for yourself and your colleagues, we suggest naming it in accordance with your target audience and/or your time period.
Campaign Labels
Labels already assigned to your Campaign will automatically appear here.
Assign labels specific to your Ad Set.
Choose where you want to drive traffic.
Optimize For
Choose which pixel to use for optimizing your advertising. Note that the Facebook Pixel should be correctly implemented on your website.
Choose event
Choose which event you want to use for optimizing your advertising. Note that the events should have been previously customized in the Facebook Pixel on individual web pages.
Define the maximum amount you want to spend for your Ad Set. Choose from a daily budget or a lifetime budget.
Ad Set Duration
Set your schedule so your Ad will either run continuously starting today or within a date range you select.
Default Ad Duration
This defines how long the ads within this ad set will be running. Keep in mind that all ads with a duration longer than the remaining time of the ad set will stop at the end date of the ad set. This applies only to ads created via Falcon.
Mobile Application URL
Add the URL to your application in Google Play or iTunes. For example:
Facebook App ID
In order to use tracking and advertising on mobile applications to the fullest, you need to configure a Facebook application and connect it via Facebook SDKs to your app. Include the Facebook application ID that you have configured for your mobile application.


If you chose WhatsApp for the Traffic option (Available for the Conversions and Traffic Campaign Objectives), you can choose a Facebook Page that is connected to a WhatsApp number. Ads created from the Ad Set let users open a conversation with your through WhatsApp.

Auto Promote

Set up Smart Labels, which will automatically enable advanced promotions for organic posts without requiring you or your team to be ads specialists. Read about this unique-to-Falcon automation feature right here.


Age and Gender
Set targeting parameters for a specific age range.

Set targeting parameters for specific geo-locations, such as countries, regions, and cities. For cities, you can choose a radius of 17-70 km or 10-80 mi.

Designated Market Area (DMA) codes can be used instead of location names by typing them into the text box. All available DMAs can be found in Facebook's documentation.

Custom Audience
If you have created custom audiences, you can include or exclude them from your targeting.
Define the languages that your audience uses on Facebook.
Detailed targeting
Further specify your target audience by their demographics, interests, and behaviour.
Exclude from targeting
Exclude users with specific demographics, interests, and behaviour.
Choosing one of your channels here will target the Ad Set to the users who liked the Facebook page.
Friends of fans
The Ad Set will target friends of fans of the chosen channel.
If you select a channel here, the Ad Set will exclude fans of that channel from the target audience.


Create a separate ad set for each audience (for example, Males 18–24, Custom Audiences, Lookalike Audiences, etc.). Setting a different audience for each ad set minimizes your ad sets from competing against each other.


Choose if your ad should be displayed on desktop, mobile, or both.
Choose if your ad should be displayed on Facebook, Instagram, the Audience Network, or Facebook Messenger.

Choose on which channels you would like to run your ads:


Your ad appears to people scrolling through their desktop or mobile news feeds or message inboxes.

Facebook News Feed
Your ads appear in the News Feed when people access either the Facebook mobile app, the mobile website, or the desktop website.
Instagram Feed
Your ads appear in the Instagram feed when people use the mobile app. Instagram Feed ads do not appear to people browsing the Instagram website.
Facebook Marketplace
Your ads appear in the Marketplace home page or when someone browses Marketplace in the Facebook app.
Facebook Video Feeds
Your video ads appear between organic videos in video-only environments on Facebook Watch and Facebook News Feed.
Facebook Right Column
Your ads appear in the right columns on Facebook. Right column ads only appear to people browsing the Facebook desktop website.
Instagram Explore
Your ads appear in the browsing experience when someone taps on a photo or video.
Messenger Inbox
Your ads appear in the Chats tab of Messenger.

Stories and Reels

Your fullscreen vertical ad appears in people's Stories.

Facebook Stories
Your ads appear in Stories on Facebook.
Instagram Stories
Your ads appear in Stories on Instagram.
Instagram Reels
Your ads appear in the Reels tab on Instagram.
Messenger Stories
Your ads appear in Stories on Messenger.


Your ads appear before, during or after video content.

Facebook In-Stream Videos
Your ads appear in Video on Demand and in a select group of approved partner live streams on Facebook. 

Facebook Search Results

Your ads appear next to relevant Facebook and Marketplace search results.

Messenger Sponsored Messages

Your ads appear as messages to people who have an existing conversation with you in Messenger.

Facebook Instant Articles

Your ads appear in Instant Articles within the Facebook mobile app.


Your ads appear in external apps.

Audience Network Native, Banner, and Interstitial
Your ads appear in apps that integrate with Audience Network.
Audience Network Rewarded Videos
Your ads appear as videos people can watch in exchange for a reward in an app (such as in-app currency or items).
Mobile devices
Choose if your ad should be displayed on specific mobile device oprating systems.
OS versions
You can specify the specific range of operating system versions that you want to target.
Choose if your ad should appear for all mobile users, or only for those connected to Wi-Fi.


Depending on the chosen Campaign Objective, there are various options available in the Pricing section.

Track for Conversions
Using a Facebook Pixel, you can track conversions after users click through to your website. Find more info about Facebook Pixel here.
Optimization Goal
This tells Facebook what you want to achieve with your promotion. Their algorithms will optimize the delivery to get you the best result for the lowest cost. For example, if you optimize for Link Clicks, Facebook will target those users that are most likely to click the link in your ad.
The frequency cap allows you to set a maximum number of times a user can be shown your ad within a set period of time.
Bid Strategy

There's three options to choose from:

Lowest cost
Aims to get you the lowest cost per Optimization Goal event, while spending within your set daily or lifetime budget.
Lowest cost with cap
In addition to the above, you can add a maximum amount to spend per Optimization Goal event.
Target cost
Facebook will spend within a 10% difference from the amount you set.
Cost cap
Maximizes efficiency by getting you the most results while staying below your set maximum cost per Optimization Goal event.

Find out more about Bid Strategies here.

When You Get Charged
This determines when you pay for your ad. For many Optimization Goals, you'll pay each time your ad is served to a user (i.e. per Impression). Some optimization goals allow you choose other events, such as Link Clicks or 10-second Video Views.
Conversion Window
If you choose Offsite Conversions as the Optimization Goal, you can set the Conversion Window. This will tell Facebook if you expect users to complete the conversion cycle within a day, or if they rather tend to complete it within a week.


In the Advanced section you can choose to apply URL tags. Importing these into a service like Google Analytics will give you information on where the traffic for your Ads is coming from. The tags will need to follow the format 'key=value'. For example: utmcampaign=FacebookAds.

Managing Ad Sets

The table below the Statistics graph lists all of your Ad Sets. Use the Actions button to the right of an ad set you are working with in order to:

Play / Pause
Set the Ad Set live by selecting Play or stop it by selecting Pause.
Filter by this
Quickly jump into the ads in this Ad Set.
Open in Ads Manager
View the Ad Set natively on Facebook's Ad Manager.
Edit Ad Set
Change the options that define the Ad Set parameters. This is where you can edit and add labels for the Ad Set.
Remove the Ad Set and all assets under it.


The statistics section will give you an overview of the performance of your ad sets. You can apply various filters, search for labels, and change the date range in order to customize your view. Read the following article on insights and analytics within Advertise.

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