How is it better to build a language campaign on Facebook? If I have a targeting for a language that is spoken in several countries, is it better to start one campaign and combine all, or is it better to give separate ads for different countries? From my experience, it seems to me that if you give ads for separate countries then bids are higher and impressions are fewer, and therefore the campaign is less effective. Or am I wrong?
In my (limited) experience with FB ads, more campaigns, with fewer impressions, is better. It's more work (maintainance and setup), but you can target more finely using localized words... consider the difference between "pants" and "trousers". You can use localized phrasing in your ads for increased acceptance.
But as with any paid campaign, you need to watch and optimize. If you find you're spending more than you earn (ROAS, or Return On Ad Spend), then retool it until you get your margins above zero.
Thank you! Now I think that to draw practical conclusions you need to observe a campaign for not one month. And ideally it is better to start two campaigns at the same time and see which one is more profitable...