The Ad Set tab is used to define the Facebook Marketing offer’s targeting and budget.
•Facebook App Ad Set section: an ad set is a group of ads that share the same daily or lifetime budget, schedule, bid type, bid info, and targeting data.
o Create new ad set/Use existing ad set: these two mutually-exclusive radio buttons allow you to define whether execution of the Facebook Marketing offer will create a new, or leverage an existing, Facebook ad set. The default selection is Create new.
o Ad set name: this property is visible and mandatory when the Create new ad set radio button is selected. It supports a maximum length of 100 characters.
o [Existing ad set]: this dropdown field is visible and mandatory when the Use existing ad set radio button is selected. It lists existing ad sets tied to the selected Facebook Marketing campaign and accordant with the selected. Choosing an existing ad set refreshes the fields displayed below.
•Ad Set Reach section: this section is displayed if the Create new ad set radio button is selected. It defines the audience to which the Facebook ad will be targeted.
o Are you based in the United States?: this checkbox is shown if a Special ad category is selected in the Campaign tab. A checkbox, it is unchecked by default. If checked, the Age fields are disabled, and, during execution, age will not be used for targeting.
o Is your ad targeted to the United States?: this checkbox is shown if a Special ad category is selected in the Campaign tab. A checkbox, it is unchecked by default. If checked, the Age fields are disabled, and, during execution, age will not be used for targeting.
o Mobile platform: two checkboxes are shown when Objective is set to App Installs:
§ iOS
§ Android
When displayed, it is mandatory to select at least one checkbox.
o Age: two fields (minimum and maximum age) are shown. They default to 18 and 65, respectively. When displayed, provision of values therein is mandatory.
o Gender: three mutually-exclusive radio buttons are shown:
§ All
§ Men
§ Women
When displayed, selection of one is mandatory.
o Location: this text box accepts a maximum of 200 characters. Example text is provided therein. It is mandatory when displayed.
o Interests: this text box accepts a maximum of 200 characters. Example text is provided therein. It is mandatory when displayed,
•Ad Set Spend section: this section is displayed if the Create new ad set radio button is selected. It defines how the ad set will be priced and managed.
o Budget type: two mutually-exclusive radio buttons are shown:
§ Per Day
§ Lifetime
When displayed, selection of one is mandatory.
o Optimization goal: this dropdown list is only displayed if the offer's Objective is Reach. It exposes the following values:
§ App Installs
§ Ad Recall Lift
§ Event Responses
§ Impressions
§ Link Clicks
§ Page Likes
§ Post Engagement
§ Reach
§ Social Impressions
§ Video Views
If displayed, selection of a value is mandatory.
o Frequency cap: this property is also only displayed if the offer's Objective is Reach. It is accompanied by two numerical fields, which allow you to express a cap in terms of the number of impressions displayed every n days.
o Budget amount: when displayed, provision of a numeric amount is mandatory.
o End time: when displayed, selection of an end date is required.
o Billing event: this dropdown field advises Facebook of the types of activities that are to be monitored on the ad for billing purposes. It exposes a number of the following values:
§ App Installs
§ Impressions
§ Link Clicks
§ Offer Claims
§ Page Likes
The available values are constrained by the currently-selected Objective:
§ App Install: App Installs, Impression, Link Clicks
§ Brand Awareness: Automatic
§ Conversions: Impressions
§ Event Responses: Impressions
§ Link Clicks: Impressions, Link Clicks
§ Offer Claims: Automatic
§ Page Likes: Impressions, Page Likes
§ Post Engagement: Impressions
§ Video Views: Automatic
Objectives with automatic billing event are assigned in code and not shown in the UI.
o Allow Facebook to automatically serve your ads at the most efficient price: a checkbox, unchecked by default.
o Bid strategy: this property is only shown when Allow Facebook... is checked. A dropdown field, it exposes the following values:
§ Lowest Cost Without Cap (default)
§ Lowest Cost With Bid Cap
§ Target Cost
o Target/max bid value: when displayed, provision of a numeric amount is mandatory. This property is enabled when Allow Facebook… is unchecked.
•Ad Set Details: this section displays an existing ad set's read-only details. It is displayed when Use existing ad set is selected, and a specific existing ad set has been chosen. The following read-only properties are shown:
o Age
o Budget type
o Budget amount
o End time
o Bid type
o Target/max bid value