What are over-content ads?

What is the best way to structure ads for a Facebook campaign?

• This is a pretty specific question, I'm hoping to get answers from super users, or from Facebook engineers that have been working on ads. Here's the deal: I've been running mobile app install ads for a client. The client's app is an entertainment content aggregator, which gives me the freedom to run ads for many different audiences: Fans of various TV shows, various celebrities, tech enthusiasts etc. Each audience gets their own ad with their own message, and it's been proving to work very well. I want to have more balance between different audiences and control how much money is spent where. Here's the tricky part: 1) When I set each ad up in a campaign of it's own, so I can control its budget, that campaign gets very little traffic, and the traffic it does get is at high cpc / cpm. This is also true if I put only a few ads together under one campaign. 2) When I put all our various ads in one single campaign together, with all the budget going to all of them, that campaign gets LOTS of traffic, and very cheap traffic too! But the downside is that it seems to favor "superstar" ads, and "choke" other ads that should perform pretty good, but get almost no exposure.... 3) To prove the point, I've taken one ad that's been performing massively well when inside the same campaign with all other ads, and put it in a campaign of its own. That ad suddenly became a non-performer. What's happening here? Anyone with some insight into what in the algorithm might be causing this phenomenon and how best to structure campaigns?

• Answer:

  Maybe this will help once they roll it out. http://fbrep.com/guides/Facebook_New_Campaign_Structure_Pre-Rollout_Training.pdf