How to Structure a Facebook Ads Account in 2024

Summary

In 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.