The ONLY Facebook Ad Account Structure To Use In 2024

Summary

In this video, the speaker shares an in-depth breakdown of the ideal Facebook ad account structure for e-commerce brands in 2024. Drawing from extensive experience managing multi-million-dollar ad spends, the speaker explains the importance of top-of-funnel, middle-of-funnel, and bottom-of-funnel campaigns using both Ad Set Budget Optimization (ABO) and Campaign Budget Optimization (CBO). They also introduce Dynamic Creative Tests (DCT) for efficient creative testing and discuss the potential of Advantage Plus campaigns for scaling. This strategy has proven successful for generating significant returns, with real-world examples of client successes.

Takeaways

• 😀 The agency has spent $2-$3 million monthly on Facebook ads, showcasing a proven track record of high returns on ad spend.
• 😀 The focus of the video is on the optimal Facebook ad account structure for e-commerce brands in 2024.
• 😀 The ad account structure is divided into four main campaigns: top of funnel (TOF), middle of funnel (MOF), bottom of funnel (BOF), and dynamic creative tests (DCT).
• 😀 Top of funnel campaigns should target broad interests and lookalike audiences to inject potential customers into the ecosystem.
• 😀 Ad set budget optimization (ABO) is used at the top of funnel level to maintain control over individual ad sets and allow budget flexibility.
• 😀 For creative testing, each ad set should ideally contain no more than three creatives to prevent spend concentration on a few ads.
• 😀 A dynamic creative test campaign at the top of funnel allows for testing multiple creatives and ad copies efficiently.
• 😀 Middle of funnel campaigns focus on social media audiences (Facebook & Instagram users), using campaign budget optimization (CBO) for better AI-driven spend allocation.
• 😀 Bottom of funnel campaigns target specific website visitors and actions (e.g., view content, add to cart) from the past 180 days.
• 😀 An additional top of funnel strategy, Advantage Plus campaign, is used for brands with significant ad spend, focusing on broad targeting with multiple creatives, leveraging Facebook AI for optimization.

Q & A

What is the main focus of the Facebook ad strategy discussed in the video?

The main focus is on setting up a Facebook ad account structure tailored for e-commerce brands, specifically using conversion objectives to maximize return on ad spend (ROAS) and testing different ad creatives effectively.

Why does the speaker emphasize the use of Ad Set Budget Optimization (ABO) for top-of-funnel campaigns?

ABO allows for more granular control over the budget allocation at the ad set level. This enables testing different ad sets with varying budgets to find the most effective performers before scaling them.

What is Dynamic Creative Testing (DCT), and how is it used in this strategy?

DCT allows marketers to test multiple creatives (images or videos) and ad copy variations within the same campaign to determine which combination performs best. It is used for creative testing in top-of-funnel and middle-of-funnel campaigns to optimize ads based on real-time performance.

How does the speaker recommend structuring a top-of-funnel campaign for e-commerce brands?

Top-of-funnel campaigns should use broad targeting and interest-based targeting, with a focus on reaching new potential customers. If enough data is available, lookalike audiences can be used to refine targeting. The speaker advises using ABO for control over budget distribution across ad sets.

What type of audiences does the speaker suggest targeting in middle-of-funnel campaigns?

Middle-of-funnel campaigns should target social media audiences and website visitors who have interacted with the brand, such as those who have visited the website, added items to the cart, or initiated checkout but haven’t converted yet.

What is the benefit of using Campaign Budget Optimization (CBO) for middle and bottom-of-funnel campaigns?

CBO allows Facebook's AI to allocate the budget more effectively across ad sets, optimizing spend based on real-time performance. This is particularly useful for smaller, more defined audiences in the middle and bottom of the funnel, where manual budget allocation may not be as effective.

What is the role of the bottom-of-funnel campaigns in the overall ad strategy?

Bottom-of-funnel campaigns focus on targeting individuals who have already shown intent through website actions (e.g., visited, added items to the cart). These campaigns aim to convert those individuals into customers by showing them tailored ads that address their specific behaviors.

Why does the speaker recommend testing three creatives per ad set?

Limiting the creatives to three per ad set helps prevent budget inefficiencies, ensuring that Facebook’s AI doesn't disproportionately allocate budget to just one or two ads. This also allows for better control and more efficient optimization of creative performance.

What is the Advantage Plus campaign and how is it different from traditional top-of-funnel campaigns?

The Advantage Plus campaign is an advanced strategy used at the top of the funnel. It combines multiple top-performing creatives into a single broad ad set, allowing Facebook’s AI to determine which creative performs best across a wide audience, without the need for manual budget allocation or segmentation.

How does the speaker describe the performance and scalability of this Facebook ad strategy?

The strategy is designed for scalability. By starting with small budgets and gradually increasing based on performance, brands can scale efficiently while maintaining control. The speaker notes that this approach has been highly successful, with their agency generating multi-million-dollar returns for clients.