Hey,
Last week, I shared insights on structuring B2B ad accounts, and many of you expressed interest in the B2C structure as well.
For those enrolled in my advanced Facebook ads course, you’ll find this information in the resource section of our WhatsApp group.
If you’re a course participant and haven’t utilized these resources yet, I strongly encourage you to do so – you’re potentially missing out on significant earnings.
Let’s dive into the B2C structure
Here’s how I approach it:
1. Awareness Campaign:
This could be a video view or post-awareness campaign, tailored to your preference.
A key tip: focus on major placements like Reels, Stories, and Feeds for manual running. 🎥
2. Experiment Campaign (Videos + Images):
Use ABO for this campaign to test different aspects such as CTA, Button, Caption, Audience, Creative, etc.
ABO ensures adequate budget allocation across all creatives.
This campaign is exclusively for videos, images, and carousels.
3. Experiment Campaign DPA:
I prefer keeping catalog ads separate from images and video campaigns for clarity and better analysis. This involves experimenting with various product sets, similar to the previous campaign type, and is also run on ABO. 📊
4. Scaling Campaign (Videos + Images):
Once a winning creative or audience is identified in the experimental campaign, I shift it here. It’s a collection of all successful elements, usually run on CBO. ⬆️
5. Scaling Campaign DPA:
Successful product sets and captions from the experimental campaign are transitioned here.
It operates under CBO, mirroring the Scaling Campaign (Videos + Images).
6. Remarketing Campaign:
Though remarketing audiences have become less efficient, I’ve observed significant results from retargeting people who interacted with any Meta property. A minimal budget is allocated to this audience, focusing on dynamic catalogues. 👥
7. Advantage Shopping Campaign:
Currently, this campaign receives the largest budget due to its consistently high ROAS, often reaching 8+ or even 10+. It’s a significant development in Meta ads. 🛍️
8. Cost/Bid Cap Campaign:
Calculate your CPA, multiply it by 0.8, and set that as your bid.
This campaign features multiple ad sets with a bid or cost cap and uses proven audience, product sets and creatives.
It includes a mix of catalogs, single images, and videos. 💰
Ad Set Management:
A crucial strategy in my approach is managing ad sets efficiently. I ensure to never exceed four ads within a single ad set across the account. 📊
This structure might seem daunting, but it’s the result of years of refinement.
Simplifying or complicating it beyond this point can disrupt the process.
You can tailor the number of campaigns to specific product categories, like having a dedicated campaign for earrings.
Ultimately, it depends on your strategy.
This is a foundational structure to start with. Depending on performance and the need for experimentation, you can expand with more campaigns and add complexity.
Looking forward to helping you scale new heights in your Facebook advertising endeavors!