Campaign Builder
Ad sets, markets and copy
The rule, in one sentence
What you define is exactly what gets built
Three countries ticked in one ad set is one ad set targeting three countries. Shopdeck does not split it into three, and it does not merge two of your ad sets because they look similar. There is no cleverness here on purpose — you split, and Shopdeck builds.
Each ad set carries four things of its own:
- Its markets — the countries it targets.
- Its language — one, because the texts inside it are written in one.
- Its creatives — the videos and images that run in it.
- Its copy — headlines, primary texts, description.
And these belong to the campaign, shared by every ad set: the budget, the audience settings, the call to action, and the start time. You are not asked for them again per ad set.
One campaign
Budget · audience · call to action · start time — set once, shared by both.
Ad set 1 — Emotion A
Netherlands, Belgium
Dutch copy
4 videos about comfort
Its own headlines and texts
Ad set 2 — Emotion B
Germany, Austria
German copy
4 videos about how it looks
Its own headlines and texts
When to make a second ad set
The honest test: would you want to read these two numbers separately? If yes, split them.
A different language
The clearest reason of all. German copy for Germany and Austria in one; English copy for Ireland in another. One ad set cannot hold two languages, so this one decides itself.
A different angle or emotion
The same product sold on comfort in one ad set and on how it looks in another. Same countries, same budget, different reason to buy — and afterwards you know which reason worked.
A different awareness stage
One ad set that assumes people have never heard of the problem, one that assumes they are already shopping. Very different copy, and mixing them tells you nothing.
A different format
Talking-to-camera in one, model-and-music in another. Formats behave differently enough that averaging them hides both.
Markets that behave differently
Countries with a different shipping time, a different season, or a wildly different price sensitivity are worth reading apart even when the copy is identical.
When not to split
- Never split just to be thorough. Every ad set divides your budget. Eight ad sets on €80 a day is €10 each, and at €10 a day none of them collects enough sales to leave the learning phase — so you learn nothing from any of them.
- Do not split countries that speak the same language and behave the same. Netherlands and Flanders in one ad set is usually right. Two ad sets is two half-sized tests of the same thing.
- Do not split per creative. Put several creatives in one ad set and let the platform find the good one — that is the one job it does well.
The arithmetic that decides how many
Take your daily budget per ad set and divide it by what one sale costs you to get. Under two sales a day an ad set never really gets going. So: budget per ad set ÷ your cost per sale ≥ 2. That, not enthusiasm, decides how many ad sets you can afford.
The wizard warns you when the sum does not work out.
Making one
Step 2 of the wizard. Press + Add ad set for an empty one, or Duplicate on an existing card to copy its creatives and copy and then change one thing. Duplicating is usually what you want when you are testing an angle: everything identical except the texts.
Give every ad set a distinct name. It becomes part of the ad set name on the platform, so Emotion A and Emotion B is readable and Ad set 1 and Ad set 2 is not.
Each card shows a one-line summary — countries, language, number of creatives, whether the copy is done — so you can see the whole plan at a glance before you build.
Language and markets do not have to match
Shopdeck flags a mismatch but does not stop you. Running English copy in Germany is a legitimate thing to test, and sometimes it wins. The warning exists so it is a decision rather than an accident.
What it does not let you do is put two languages in one ad set. That is not a limitation of Shopdeck — an ad set has one set of texts.
Next
Once it is built, After the build covers checking it and switching it on.