We unveil the Facebook ads account structure framework used by top affiliate marketers spending well over $40M in Facebook adds per year. Follow along and copy winning strategies to scale your campaigns to the next level.
Optimize campaigns for your desired outcome. Some clients care only about sales, which are conversions and purchases. Create one campaign per product or funnel type to give the ability to compare each campaign based on CPM, CTR, or ROAS. This allows for quick optimization based on a high level view without spending too much time clicking through to each metric.
Instagram story and reels placements typically have lower CPM and CTR. Carve out these into separate campaigns to avoid corrupting your core data. These placements should be treated as a volume and impressions play and not necessarily to drive tangible outcomes.
- 90% conversion campaigns
- 1 campaign per product or funnel type
- IG story/reel isolated placement
- Lower CPM and CTR – volume game
- Different creative type 9:16
- Repurpose TikTok content
How to keep track of a high number of campaigns in the ad account? Create custom conversions for each product or collection. With custom conversions, you are able to view how many people purchased the product for which you advertise. This is great for new product validation because you can confirm which products people are purchasing and whether the product you are advertising is actually generating sales or whether people are purchasing evergreen products
- For each product/collection
- Created from product content ID
- Included in reporting
- Great for new product or offer validation
Create catalog campaigns to showcase the products that people already browsed. Time lag reporting shows at which time a purchase was made after the initial visit. This is extremely crucial to allocate most of the ad budget during this period. Example: 0-1 days, 2-4 days, 5+ days etc. Test creative messaging to target people during these specific time periods to maximize conversions.
- DPA (Dynamic Product Ads)
- Time-lag reporting
- Separate by days
- Reminder
- Objection handling
- Discount
Use catalog campaigns for prospecting. Create a custom product set based on a high price point product, you are forcing Facebook to find buyers with high purchasing power willing to purchase more expensive products and will ultimately help increase AOV and ROAS.
- DABA (Dynamic Ads Broad Audience)
- Custom product set per
- Product range or price (high AOV)
- Custom product set per
Regarding prospecting audiences, rely on primarily broad audience segment to test and scale. Broad audience provide the widest target and the best results in terms of scaling. Heavily rely on interest based audiences for higher efficiency and targeting. Lookalike targeting hasn’t been as efficient as before.