How to Structure a Facebook Ads Account in 2024
Summary
TLDRIn this video, the creator shares an updated meta ads account structure for 2024, emphasizing the shift away from retargeting campaigns towards Advantage Plus shopping campaigns. They analyze trends from 10 brands, highlighting the focus on creative testing and the importance of budget allocation. The video offers insights on campaign types, budgeting strategies, and creative testing methodologies, advocating for a streamlined approach with two core campaigns and suggesting various creative formats to test for optimal results.
Takeaways
- 🚀 In 2024, the core Meta Ads account structure consists of only two campaigns: a creative testing campaign and an Advantage Plus shopping campaign.
- 🛑 Retargeting campaigns are no longer used by most brands, as Advantage Plus shopping campaigns function similarly, initially targeting audiences with explicit interest in the product.
- 📊 The speaker analyzed 10 brands' ad accounts, finding a trend towards using Advantage Plus campaigns and a reduction in retargeting campaigns, irrespective of budget size.
- 💡 Pre-build preparation is crucial and includes determining campaign types, budgeting, and creative testing strategies before launching campaigns.
- 💰 Budget considerations significantly affect campaign structure, with smaller budgets potentially focusing on a single Advantage Plus campaign for efficiency.
- 🔍 Creative testing is vital, with isolated tests within the creative testing campaign allowing for quicker learnings and data synthesis.
- 📈 Advantage Plus campaigns perform best with top-performing creatives and benefit from a variety of options, allowing the algorithm to optimize effectively.
- 📉 Some brands maintain legacy campaigns that continue to perform well, despite not adhering to the latest best practices.
- 💡 For small budgets, starting with an Advantage Plus shopping campaign and gradually introducing creative testing as budgets increase is recommended.
- 🎨 Brands should test various creative formats, including feature point out ads, 'versus' ads, ugly ads, and user-generated content (UGC) ads, which are effective even on low budgets.
- 🚫 The myth that before and after ads are not allowed on Facebook in 2024 is debunked; they are allowed as long as they follow Facebook's guidelines and avoid idealized results.
Q & A
What significant changes have occurred in meta ads account structure in 2024 according to the video?
-The video mentions that retargeting campaigns are no longer used, and interest targeting is largely considered a waste of time. The core campaign structure now consists of two main campaigns: a creative testing campaign and an Advantage Plus shopping campaign.
Why is Advantage Plus shopping preferred over retargeting campaigns in 2024?
-Advantage Plus shopping campaigns are preferred because they act like retargeting campaigns, especially when first launched, targeting people with an explicit interest in the product. They work on a spectrum of intent, shifting from explicit to implicit as the campaign grows and collects more data.
What is the recommended campaign structure for brands with low budgets in 2024?
-For brands with low budgets, the video suggests starting with just an Advantage Plus shopping campaign and avoiding the hassle of a separate creative testing campaign unless efficiency is not the primary goal.
Why should brands avoid creating a Facebook ads funnel according to the video?
-The video states that creating a Facebook ads funnel, especially for direct consumer or e-commerce brands, is likely to waste money. Consolidation tends to yield better results, and none of the brands analyzed were using traffic, engagement, or brand awareness campaigns to create a funnel.
What is the role of the creative testing campaign in the new meta ads account structure?
-The creative testing campaign is used to house all creative tests being conducted. It operates using ad set budgeting for each creative test, allowing for quick learning and analysis of what types of creatives are performing well.
How does the video suggest brands handle creative testing within Advantage Plus campaigns?
-The video advises against mixing creative testing with Advantage Plus campaigns. Instead, once a creative is found to perform well in the creative testing campaign, it should be duplicated into the Advantage Plus campaign to leverage its performance.
What are some common reasons for brands to have more than two campaigns in their account structure?
-Brands may have more than two campaigns due to legacy campaigns that continue to perform, working with multiple creative agencies, testing different bidding options, or having separate campaigns for different products or ad types like DPA ads.
What types of creatives should brands be testing in their creative testing campaigns in 2024?
-The video recommends testing features point out ads, 'versus them' ads, ugly ads, before and after ads (using user-generated content or a similar style), problem-solution style ads, founder stories, and testimonial statics.
How does the video address concerns about 'versus them' ads potentially talking down on other brands?
-The video suggests reframing the mindset about 'versus them' ads, emphasizing that they should not target specific competitors but rather show why the product is better in a general sense.
What is the video's stance on the myth that before and after ads are not allowed on Facebook in 2024?
-The video clarifies that it is a myth and that Facebook allows before and after ads, as long as they do not show idealized results and use user-generated content or a similar style to show genuine transformations.
How does the video address the volatility of Advantage Plus shopping campaigns?
-The video acknowledges the volatility of Advantage Plus campaigns, noting that CPA can spike unexpectedly. It contrasts this with the more steady and consistent performance of creative testing campaigns.
Outlines
🚀 Meta Ads Account Structure in 2024
The speaker introduces the video's focus on building a meta ads account in 2024, noting significant changes from previous years. They mention the reduced use of retargeting campaigns and the inefficacy of interest targeting. The core campaign structure discussed is based on analyzing 10 brands' ad accounts, revealing a trend towards Advantage Plus shopping campaigns. The speaker emphasizes the importance of pre-build preparation, including campaign types, budget considerations, and creative testing strategies for 2024.
📈 Streamlining Campaigns with Advantage Plus
This paragraph delves into the rationale behind the streamlined campaign structure, which consists of a creative testing campaign and an Advantage Plus shopping campaign. The speaker explains that the Advantage Plus campaign functions similarly to retargeting, capturing audiences with explicit interest in the brand. They also discuss the importance of isolating creative tests for quicker learning and easier scalability, as well as the benefits of having a variety of creatives in the Advantage Plus campaign for better algorithmic optimization.
💡 Creative Testing and Campaign Budgeting
The speaker addresses the separation of creative testing from the Advantage Plus campaign for efficiency and data synthesis. They suggest starting with an Advantage Plus campaign for small budgets and only introducing a creative testing campaign as budgets expand. The paragraph also touches on the volatility of Advantage Plus campaigns and the steadier performance of business-as-usual campaigns. Brands with higher budgets may have multiple campaigns for various reasons, including legacy performers and different bidding strategies.
🛍️ Recommended Creatives for Testing
The final paragraph discusses the types of creatives that brands should test in their campaigns, including feature point out ads, 'versus them' ads, ugly ads, before and afters, user-generated content (UGC), problem-solution ads, founder stories, and testimonial statics. The speaker refutes the myth that before and after ads are not allowed, emphasizing the importance of using genuine user content. They conclude by inviting feedback on the video content and data table presented.
👋 Sign Off and Future Engagement
In a brief closing, the speaker signs off, indicating the next scheduled interaction with the audience will be the following week. This sign-off is a simple and direct way to end the video while maintaining viewer engagement for future content.
Mindmap
Keywords
💡Meta Ads Account
💡Retargeting Campaigns
💡Top of Funnel (TOFU)
💡Middle of Funnel (MOFU)
💡Bottom of Funnel (BOFU)
💡Advantage Plus Shopping
💡Campaign Structure
💡Creative Testing
💡Budget Allocation
💡UGC (User-Generated Content)
💡Founder Stories
Highlights
Building a Meta Ads account in 2024 with a focus on Advantage Plus shopping campaigns.
Elimination of retargeting campaigns due to the effectiveness of Advantage Plus shopping.
Importance of understanding budget and product factors for campaign structure.
Core campaign structure involves just two campaigns: creative testing and Advantage Plus shopping.
Creative testing campaigns should use adset budgeting for each creative test.
Advantage Plus shopping campaigns initially target people with explicit interest, acting like retargeting.
No need to create a Facebook ads funnel; consolidation yields the best results.
Separation of creative testing from Advantage Plus to ensure faster and clearer learnings.
Advantage Plus campaigns perform best with top-performing creatives, not for testing.
Budget considerations: start with Advantage Plus only for small budgets and add creative testing as budgets grow.
Legacy campaigns and multiple creative agencies can result in more than two campaigns.
Testing different bidding options and having different campaigns for various products can be beneficial.
Creative formats that should be tested include features point out ads, versus them ads, and ugly ads.
Before and after ads can be used if they follow Facebook's guidelines, focusing on UGC style and not idealized results.
Other effective creatives include founder stories, testimonial statics, and problem solution style ads.
Transcripts
what's up marketers in today's video I'm
going to show you exactly how I would
build out a meta ads account in 2024 now
I have made several of these videos in
the past you guys love them but a lot
has changed in 2024 like I don't use
retargeting campaigns anymore seriously
tofu mofu and bofu over and look like an
interest targeting is largely a waste of
time for almost all brands and dare I
say Advantage Plus shopping now what I'm
going to be guiding you on today is the
core campaign structure I use for almost
every single brand that I'm working with
your actual structure is going to depend
on a multitude of factors like the
number of products or SKS you have your
budget and candidly your overall
strategy in fact I want to show you
something before we get started before
making this video I actually hopped into
10 brands live ad accounts and analyzed
their monthly budgets the number of
campaigns they had live and whether or
not they were using retargeting in ASC
campaigns I'm going to refer back to to
this table a lot in this video but
suffice it to say that the big trends
were that nearly every single brand was
using Advantage Plus shopping campaigns
and rarely any of them were using
retargeting campaigns and that choice
had almost nothing to do with their
budget big disclaimer of course I don't
agree with all the choices that all the
brands are making inside of these ad
accounts but I thought it would be
really valuable data for you guys to
have while you're trying to weigh what
your accounts structure should actually
look like in 2024 now before we hop into
ads manager and actually look at the
account buildout I want to go over some
prebuild prep these things are super
important for you to iron out before you
actually start building your campaigns
and it's everything that we'll be
covering in today's video now the first
thing we're going to go through is the
core meta ads account structure we're
going to go through your campaign types
an overview and testing and of course
peek Insight of each of those campaigns
so you can see exactly how they're set
up I'm also going to go over budget here
we're going to be looking really closely
at that table and see how your budget
could actually affect the end result of
what your campaign or your account
structure actually looks like and I want
to touch on low budgets and of course
your testing budget and finally of
course I want to address which creatives
you need to be testing in 2024 so let's
go ahead and dive into that meta ads
campaign structure so as you can see
right here we have two campaigns live
yes two campaigns is the new core
account structure for meta ads and you
can see here we have a creative testing
campaign this is going to be a business
as usual conversion or sales to purchase
campaign this is the campaign that is
going to house all of the creative tests
that you're conducting and the way that
I like to conduct creative tests is
using adet budgeting for every single
creative test we're actually going to be
launching that in a net new adet and
giving it its own budget to make sure
that we are actually getting learnings
from every single creative test that
we're running now let's go back here for
a second you can also see we have an
Advantage Plus shopping campaign and
that's it yeah for real there's no
retargeting here and there's a very good
reason for that the reason why is
because the Advantage Plus shopping
campaign honestly acts like a
retargeting campaign especially when you
first launch it meta has even said that
the Advantage Plus shopping campaigns
work on a spectrum of intent and
initially they are actually targeting
people that have an explicit interest in
your product and business and by
explicit interest this means that these
people have indicated that they have an
interest in you in your business so
these are people that are already being
tracked on your pixel that are already
interacting with you on social media so
these are violence the person R
targeting audiences and as you begin to
let your ASC campaign grow in budget and
also just keeping it on longer that is
when the spectrum of intent is going to
move from explicit to implicit so as you
continue getting more data through that
campaign that's when it actually starts
to shift to more colder audiences but as
it stands especially when you first
launch it and in my experience even the
longer you run it it does tend to over
index more on retargeting audiences so
there's no reason for you know as long
as you have an ASC campaign to have
retargeting campaigns now one other
fundamental thing that you need to
understand when building out your core
meta ads account structure is this you
do not need to create a Facebook ads
funnel to be successful in fact this is
probably going to waste a ton of money
especially if you are in direct consumer
or e-commerce and the reason why is
because consolidation really does tend
to yield the best results and what's
interesting actually about that table
that I showed you earlier none of those
Brands were using traffic or engagement
or brand awareness campaigns none of
them even the ones that started off by
just spending $5 K per month none of
them are using those to create a funnel
another common question that I get about
this campaign structure is okay why do I
separate my creative testing from
Advantage Plus can't I just put my new
creatives into the Advantage Plus
campaigns so I want to address that
question head on number one you are
guaranteed by getting learnings in a
certain amount of time if you push
budget to the creative tests when you
have them isolated in sometimes an
advantage plus you're not actually going
to get budget or it's going to take a
long time to get budget so you're not
going to have those learnings and for
many Brands to continue to know what
type of creative they need to make next
they need to get those learnings a lot
quicker also I find that having the
creative testing campaign and isolating
the creative test it makes having the
creative learnings and the data a lot
easier to synthesize and analyze and go
over also I find that it's a really nice
way to begin scaling cuz the idea in
2024 is that your creative does the
targeting so if you are able to isolate
your creatives and if you find Winners
you can continue to increase the budget
in your creative testing campaign while
also then taking that ad creative that
one putting it into your ASC campaign
the ASC campaign kind of becomes like a
super campaign that's taking all your
best creatives and is putting them out
there to the mass Market or in
retargeting right but you're able to do
horizontal scaling and also continuing
to get the great results coming from the
creative testing campaign still so not
throwing anything out that's working if
you want to go into my exact methodology
on Creative testing I do have a new
video that I just recently launched
right here that goes over every single
thing in the creative testing campaign
and how I'm building out those
methodologies now some notes on the
Advantage Plus campaign number one this
tends to work best with the top
performing creatives so I don't find
that it's actually really effective for
doing creative testing and really if you
find that an ad creative is performing
well in your creative testing campaign
you duplicate the ad not the ad set into
Advantage Plus and I found more recently
too that the more options you have in
your Advantage Plus campaign the better
it tends to perform so even if something
doesn't look like it's getting as much
traction just go ahead and leave it on
and allow the algorithm to optimize
really I just like to optimize based on
the budget instead of turning on an off
ad creative unless an ad creative is
really starting to get a CPA that's way
too high and it's not worth it otherwise
I just kind of like to Let It Rock now
as it stands this simp simple campaign
structure you can actually see when I
used to make this video where I had the
retargeting in the scaling campaigns I
don't really have those anymore for the
most part but this core campaign is
really all that you need to get started
so now let's talk about budgets and when
in why you might end up adding new
campaigns Beyond this core structure so
the first thing that I want to address
right now are smaller budgets even if
you have a small budget like 3 Grand to
5 grand a month should you still use
both a test testing campaign in an
Advantage Plus shopping campaign if
absolute efficiency is your number one
goal say you're a small Mom and Pop shop
and you just want to give Facebook ads a
try do you really need to go through the
hassle of having a creative testing
campaign I would actually say go ahead
and start by launching the Advantage
Plus shopping campaign only and go from
there in fact one of the brands that I
took a look at before this they have one
campaign that is an ASC campaign and
interestingly enough these are DPA
catalog ads only and what's really great
about this is they're getting amazing
results from this and it's not really
subjected to creative fatigue and it
requires almost no maintenance on their
part because as they start adding more
products to the catalog they don't
actually have to create new ads on
Facebook ads manager which is awesome so
if I was launching a new ad account for
my own brand I'd actually first start
with an ASC campaign maybe test out a
few different formats in there to get
some learnings and to get some traction
and then as I started to increase my
budgets and increase the amount of
creative that I was testing especially
if I'm testing a new creative I'd say
every week or every other week that's
then when I would start to have the AO
campaign and start creative testing with
a new adset every time I want to test a
New Concept now the reason why I am a
little nervous to tell people just go
all ASC as I have found them to be
pretty volatile especially in the
day-to-day performance sometimes the CPA
will be amazing for a few days in a row
and then we'll have a huge CPA Spike for
a day or two and on the other hand the
more business as usual campaigns or the
create a testing campaigns those can
often be a lot more steady and
consistent but of course this depends
brand to Brand now I want to take
another look back at this table and look
at why many of these brands have more
than two campaigns right CU you're
probably looking at that and you're
confused and you want to make sure that
you're not doing the wrong thing now
number one several of these brands have
Legacy campaigns that have continue to
perform so there's no reason to turn
them off right so maybe they have an old
creative testing campaign that's still
rocking they have an old scaling
campaign that's still doing really well
for them there's no reason to turn
anything off if something is working
even if it falls out of best practices
additionally some of the brands that
have higher budgets are also working
with several different creative agencies
and those creative agencies have their
own testing campaigns now this isn't
really a best practice or a rule of
thumb in fact some of the brands that I
work with that spend a million plus for
a month they actually have all of their
Partners testing creative in the same
Crea testing campaign it's honestly more
or less a decision that's up to the
brand and the agency and I don't see too
many performance fluctuations I
personally like to keep them all in one
creative testing campaign cuz it's a lot
easier for me to synthesize data based
on what's a creative test what's
business as usual are top performing and
then I can build out more detailed
reports in motion based on that some of
these Brands too are testing different
bidding options like bid Caps or cost
caps I don't really have a POV on that
one to be honest everybody else does on
Twitter if you're curious about that
just you know put up the flag and I'm
sure someone will answer you a few of
these Brands too also have different ASC
campaigns for different products like
this apparel brand for instance and for
what it's worth this brand also has a
completely separate ASC campaign for DPA
ads which I see becoming more and more
popular but again for the most part at
the core and also where the brands are
spending the most money tends to be in
the Consolidated top performing ASC
campaigns and their creative testing
campaigns all of the other campaigns
that they have are lower Spenders it's
things that they're testing out or it's
Legacy campaigns that have been doing
well for them for a long time now the
final thing I want to talk about are the
creatives that all brands should be
testing so if you decide okay I'm going
to go ahead and create this campaign
structure what type of creatives should
I go ahead and start launching them in
the creative testing campaign and these
are great for low budgets too so
something like a features point out add
this is something that you know is
really going to be able to Target people
who already have a specific interest in
your product but it's a great way to
highlight hey this is why my product is
potentially better than a competitor
product I also really like having
quotations or Golden Nugget reviews at
the top of these I found that actually
does a lot to increase conversion rates
another really common ad format that I
see great traction coming out of
especially for new brands this is often
times the first creative winner I see
come out for new brands especially
lowbudget brands are the versus them ad
very very traditional type of creative
but it's something that I consider a
must test um and something to consider
too is especially with new brands I find
them to be really nervous about testing
this type of AD creative because they
feel like they're talking down on other
brands don't look at it that way you can
talk about a more General type of them
instead of calling out a specific
competitor um it's really just showing
why your product is better than the
others or better than the other options
out there so I really wish people would
reframe their mind on that ad creative
cuz I'm tired of answering that question
another really easy one cheap as hell to
make are ugly ads you've seen them
everywhere you maybe even converted on
one of these ads these are ad creatives
that heck I even had a client make last
week and it ended up working really well
for them so it's still rocking in 2024
um and different types of ugc ads are
going to be performing really well too
let's take a look um in my creative
testing video I actually gave eight
creative tests I would go ahead and
start off with right here features point
out as them before and afters another
big thing I always hear um from people
too is oh before and after ads aren't
allowed on Facebook ads in 2024 this is
a myth this is a myth this is a myth
Facebook actually has a guide on how to
do it um but what you can't do right is
show before and afters of idealized
results so what they are going to dock
you on is like if you do like a big
photo shoot and it looks like you were
manufacturing the after image right so
that's why you have to use ugc or ugc
style creators to actually show those
before and afters and make sure that
you're not manufacturing or doctoring
those images and you can't really use it
for weight loss or cosmetic procedures
there's a little bit of flexibility
around there and you also don't have to
use the words before and after um
sometimes that gets flagged but if you
appeal it often times it'll go through
but yeah just you know the more you know
ugc problem solution style ads this is
like the bread and butter of ugc
definitely give those a try founder
stories really easy to create and great
if you're a Founder working on a low
budget all you got to do is open up your
phone and honestly just tell your story
of why you created the brand and what
your product is about I often find that
Founders ads work really well because
the founder is often the most connected
to the why someone should buy it maybe
they have a really personal story then
we have testimonial Statics statistic
Statics and they are those ugly ads I
hope that you guys enjoyed this video if
you have any questions or if you like
actually me showing this data table let
me know this is definitely something
that I'm testing out with my content and
uh I'd love to hear feedback from you
guys on that all right I will see you
next week bye
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