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:

• Joanna Gaines Interest

• Pinterest Interest

• DIY Interest

• Etsy Interest

• 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 a Profitability Analysis using our done for you 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! 

SIDE NOTE: How many ads and ad sets you should have in a given campaign will vary based on a number of factors. Use our Consolidated Account Structure Calculator below to find out what's ideal for you specifically.

This structure, which we've tested and proven across various verticals and ad 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.

Want Access to Our Private Vault of Trainings, Templates, and Support We Use in Our E-Commerce Growth Agency to Spend Over $200 Million Per Year Profitably?

Our ADmission platform and community gives you unprecedented access to our private library of on-demand video trainings, done for you tools & templates, and real-time support from the best media buyers in the industry.

You're part of an exclusive community of founders, marketers and operators committed to the long-term growth of their business, just like you.

They are generating anywhere from $0-$2M in yearly revenue and working hard to scale their ad spend...BUT, they need the resources, training, and support to do it in a way that’s profitable.

Is that you?

Here's a Quick Tour Of Everything You Get As An ADmission Member: