Learn to Run Facebook Ads Profitably, And Spend Less Time Than Ever In Your Ad Account
Driving conversions to your online store and acquiring new customers is more attainable than ever -- But ONLY with a clear and measurable strategy
To do that, you'll need a "consolidated" ad account structure that's easy to manage, track, and optimize.
The core of your behind-the-scene structure should center on three ingredients.
In this training, we'll teach you how to set up your ad account according to our consolidated structure, determine your budget, conduct a profitability analysis, and establish your true CPA (Cost Per Acquisition) target.
1. Campaign Level: Campaign Budget Optimization or "CBO"
If you’re new to creating Facebook campaigns, think of your Campaign as the largest of 3 Russian Nesting Dolls. Inside it live the Ad Set Doll and the Ad Doll (more on them later).
Your Campaign is where you turn “Campaign Budget Optimization” on, set your daily budget, and select your campaign bid strategy.
Make sure your campaign set up mimics the example to your right, and set your Campaign Budget accordingly.
Not sure what your Campaign Daily Budget should be?
Facebook needs 50 conversions per ad set, per week to optimize properly.
Therefore, your weekly budget per ad set should be your AOV (Average Order Value) times 50, divided by 7. For example, if your AOV = $50, your daily budget will be ~$350.
2. Ad Set Level: Cost Caps & Broad Targeting
Your ad sets are where you set your Conversion Event, Budget & Schedule, Audiences, Placement, and Optimization & Delivery.
Since your CTA (Call to Action) on all your ads will be “Shop Now,” make sure your Conversion Event is set to “Purchase,” as shown below.
No need to set a start or end date on your ad schedule. Since you’re running with Campaign Budget Optimization and Cost Caps, Facebook will not blow through your ad budget unless it’s acquiring customers at your CPA target.
When it comes to audiences, just remember: broad, broad, broad. Facebook knows who your potential customers are better than you ever will.
As you’ll see in the Prospecting audience example, all we’ve done is set it to Men 18-65+ in the U.S, while excluding two custom audiences and our Lifetime Customer List. Prospecting is not true prospecting unless you’re following these exclusions. Otherwise, you’re paying precious ad dollars to re-acquire your existing customers.
Pro Tip:
If you have a brand new pixel, little to no historical data, or extremely low organic website traffic (or, all of the above), you might need to give Facebook a little help by starting with an interest stack.
For example, if you’re selling handmade metal jewelry, create an interest stack with things like:
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Joanna Gaines Interest
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Pinterest Interest
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DIY Interest
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Etsy Interest
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Handmade Jewelry Interest
Keep stacking your interests until you reach an audience size of one million.
Last, always make sure Detailed Targeting Expansion is turned “on.”
Next on the ad set level, turn Automatic Placements “on."
This means that Facebook will serve your ads to the placement where it knows your consumers are purchasing -- whether it be Facebook Feed, Instagram Feed, or Instagram Stories.
Finally, set your cost control to your true CPA target. If you’re not sure what your true CPA target is, conduct our Profitability Analysis using our simple calculator.
Within your CBO Campaign, you’ll have two ad sets: (1) prospecting and (2) remarketing (sometimes called, retargeting).
You’ll configure your remarketing ad set up the same way with one change: audiences.
Target a Custom Audience of Page Viewers from the last 7-30 days and continue to exclude past purchases. (See above right image)
3. Ad Level: 6 Unique Ads Within Each Ad Set
Since you’re using Automatic Placements, make sure that you create each ad in two size variations: square (1:1) for feeds and vertical (9:16) for stories. Upload both sizes to the same ad, and let Facebook do the rest.
As long as you’ve set Cost Caps to your CPA target, you’ll never need to kill an ad. If an ad isn’t spending, it means Facebook can’t find potential customers to serve it to.
So what next?
Go iterate on a new ad idea, offer, or angle that drives attention, interest, desire, and calls your customer to action. Once your new ad idea is done, drop it in the same ad set, flip it on, and trust the process!
Consolidated Account Structure Live Training Replay, Part 1
Consolidated Account Structure Live Training Replay, Part 2
This structure, now tested and proven across various verticals and spend levels, takes full advantage of the Facebook Power 5 -- eliminating the human decision-making element from media buying.
Pro Tip:
Trust the algorithm to do its best work — the hard, analytical, mathematical work — while you (the media buyer) focus on creating ads that drive the consumer to stop in their feed, click, and purchase.
