Facebook structures advertising creation and management into 3 layers:

©Facebook

©Facebook

1. Campaign level: In campaign level, you are able to choose a single advertising objective. The most common objectives our sellers use are boost your page (page post engagement), send people to your website (click to website), and increase conversions on your website (website conversion). We'll discuss more of these different types of objectives in next chapter. We suggest one Facebook ad campaign for each TeeChip campaign. You are able to create multiple ad sets in each campaign. 

2. Ad set: In ad set level you are able to set your audience targeting, budget, and placement. It's very important to test different age groups and interests. Creating different ad sets with each targeting a big interest would allow you to easily track performance of each one. You are able to create multiple ad creatives in each ad set. 

3. Ad: In ad level you are able to choose an ad creative and write up an ad copy. Different ad copies could make a difference on conversion rate with the same targeting. A/B testing different ad copies is very important. Make sure you only change one thing at a time so you know for sure what element of the ad is making the difference.