The Search Engine Land team has answered this question by sharing lessons from Michelle Morgan’s SMX West conference session.

Amanda Farley says, “In this SMX session recap, Michelle Morgan of Clix Marketing covers Facebook ad tactics, along with tips for driving results with other Facebook ad formats.

This session definitely packed a punch.

Finding the right amount of volumes in the Facebook algorithm is similar to a space shuttle landing. You don’t want to overshoot it, but you don’t want to crash and burn by undershooting it either. You want to enter just right for landing success.

Three main components to Facebook campaign structure:

  • Campaign Objective
  • Budget
  • Target Audience”.

Maximize Facebook performance by leveraging the algorithm

Search Engine Land

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