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Submitted
May 24, 2025
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June 1, 2025
Published
June 1, 2025
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Abstract

The rise of digital advertising has transformed the way businesses interact with consumers, making platforms like Meta Ads a cornerstone of marketing strategies. However, achieving optimal efficiency in Meta Ads remains challenging due to the complexity of campaign setups and budget allocation. This study addresses the issue by examining key configurations at three levels: campaigns, ad sets, and individual ads. The research explores how advertisers can tailor campaigns to specific objectives, such as driving traffic or increasing sales, while leveraging ad set customization for audience targeting, placement optimization, and A/B testing. To improve ad performance, this study emphasizes the importance of refining content at the ad level, ensuring alignment with campaign goals. Budget management is also highlighted, contrasting Campaign Budget Optimization (CBO) with Ad Set Budget Optimization (ABO), and offering insights into leveraging these tools to maximize returns. The study further recommends adjusting budgets based on audience behavior patterns, such as spikes in purchasing activity during twin dates or paydays. By providing actionable strategies for configuring Meta Ads, this study contributes to the field of digital marketing by bridging practical implementation and theoretical insights. Evaluation of these strategies is supported through examples of best practices, with recommendations for advertisers to enhance their Meta Ads efficiency through continual testing and strategic budgeting.

Keywords

Meta Ads Campaign Structuring Budget Optimization Digital Marketing A/B Testing

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Sutardiman, M., & Mantoro, T. (2025). Improving Meta Ads Efficiency through Multi-Level Campaign Structuring and Budget Optimization. TEPIAN, 6(2), 106–113. https://doi.org/10.51967/tepian.v6i2.3386
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