The Best Facebook Ads Strategy for 2025

Summary

This video provides a comprehensive guide on Facebook ad scaling strategies, focusing on optimizing creatives and audiences to drive predictable growth. It covers the 'graduation system,' where top-performing ads are identified and moved into scaling campaigns. The strategy balances broad and interest-based audiences, ensuring efficient ad spend and high ROAS. The video also highlights retargeting, retention strategies, and catalog campaigns, offering tips on budget adjustments and effective pausing of underperforming ads. Overall, it emphasizes disciplined scaling and continuous optimization for sustainable ad success.

Takeaways

• 😀 Focus on using original audiences and Advantage Plus placements to ensure effective targeting and scaling of ads.
• 😀 The Graduation System involves identifying top-performing creatives and scaling them, rather than pausing or resetting successful ads.
• 😀 Only graduate the top 10-15% of creatives that have the most spend and meet your target return on ad spend or cost per acquisition.
• 😀 Don't pause top-spending ads, even if they don't hit your KPIs perfectly, as they support overall account performance.
• 😀 Interest-based targeting should still be used selectively to improve return on ad spend, but avoid stacking audiences for more accurate targeting.
• 😀 Ads should be duplicated, not paused, when scaling; only pause ads after 14-30 days of consistent underperformance.
• 😀 Retargeting campaigns should exclude existing customers and target people who interacted with your site but didn’t purchase.
• 😀 For retargeting, use specific ads addressing common objections and create urgency with offers like discounts or promotions.
• 😀 Retention campaigns should focus on showing personalized ads (new products, sales, upsells) to past customers without overwhelming them.
• 😀 Catalog retargeting campaigns should use Advantage Plus catalog ads and exclude customers who made a recent purchase to avoid redundant targeting.
• 😀 When running a sale, create a separate campaign for the sale period, dedicating a significant portion of the budget to sale ads to drive immediate results.

Q & A

What is the primary focus of the graduation system mentioned in the script?

The primary focus of the graduation system is to identify and scale the top-performing creatives based on their performance metrics, such as Return on Ad Spend (ROAS) or Cost per Acquisition (CPA). These creatives are graduated into larger, scaling campaigns without resetting or pausing any successful ads.

How does the scaling mechanism differ when managing large budgets?

When managing larger budgets (up to $300k+ per month), the scaling mechanism involves duplicating successful creatives into new campaigns, integrating both broad and interest-based targeting, and avoiding resetting or pausing top-performing ads. This system maximizes efficiency by ensuring that high-performing ads continue to generate results.

What defines the top 10% of creatives for graduation in the system?

The top 10% of creatives for graduation are defined by their total spend and ability to achieve or exceed the target KPIs, such as a specific return on ad spend (ROAS) or cost per acquisition (CPA). These creatives are not chosen based on the highest individual ROAS, but on overall spend and effectiveness across the campaign.

Why is it important not to pause top-performing ads, even if they aren't driving the perfect ROAS?

It is crucial not to pause top-performing ads because they contribute to the overall success of the campaign. Even if they do not meet the perfect ROAS, they support other ads and help maintain the overall ad account's performance. Pausing them could negatively affect the rest of the campaign.

What role do interest-based audiences play in scaling campaigns?

Interest-based audiences are used to slightly improve Return on Ad Spend (ROAS) efficiency, but they are not the primary scaling mechanism. Interest targeting helps refine the audience and boosts ad performance, but broad audiences are still the core of the scaling strategy.

What is the strategy for managing new creatives that do not immediately get spend?

If new creatives aren't receiving enough spend, it often indicates they are underperforming compared to existing creatives. In this case, the system advises against wasting budget and recommends testing these creatives individually in a specific audience segment to determine if they can perform better.

How should ads be structured for sale campaigns?

For sale campaigns, it is important to create a dedicated campaign for the sale event with a clear start and end date. A large portion of the budget should be allocated to these sale ads to ensure they get sufficient spend. It's also acceptable to adjust budgets by more than the standard 10-20% to ensure adequate exposure.

What is the role of retargeting and retention campaigns in this system?

Retargeting and retention campaigns focus on engaging customers who have already interacted with the brand. Retargeting is used to reach individuals who have engaged with the website or added items to their cart but didn't convert. Retention focuses on existing customers, using strategies like showing new products or exclusive offers to encourage repeat purchases.

What is the key to successful retargeting in this system?

The key to successful retargeting is to exclude existing customers from the ad sets and focus on people who have interacted with the brand but haven't purchased. Additionally, ads should address common objections and offer incentives such as discounts or sales to move users closer to making a purchase.

Why is it important to avoid targeting customers who have recently purchased in retargeting campaigns?

Targeting customers who have recently purchased in retargeting campaigns can lead to wasted spend because these customers have already converted. The system advises excluding them to ensure the ads are being shown to those who are still in the decision-making process and haven't made a purchase yet.