The BEST Facebook Ads Campaign Structure for 2025

00:28:00
https://www.youtube.com/watch?v=E8OToklevK0

Summary

TLDRThis video discusses a significant improvement in return on ad spend (ROAS) achieved by restructuring Facebook ad campaigns. The speaker describes how their approach transformed a brand's ad spend from a 0.94 ROAS, which was losing money, to a 1.75 ROAS. This was accomplished within 30 days by optimizing the campaign structure, focusing mainly on foundations like campaign, ad set, and ad levels. The strategy involves ongoing adjustments, using Advantage Plus campaigns for broad targeting, and ensuring that new creatives are launched separately to measure their effectiveness thoroughly. Frequency and differentiation between acquiring new customers and managing existing ones are also emphasized, offering a framework applicable to brands of various sizes. The video advocates for maintaining consistent revision and alignment with strategic goals to continue improving ROAS and overall profitability.

Takeaways

  • 📈 An 86% increase in return on ad spend was achieved in just 30 days.
  • 🔄 Campaign structure is essential for effective ad management.
  • 💡 Creative testing should be done in new, broad accounts separately.
  • 👥 Retargeting requires a different strategy from acquisition campaigns.
  • 📊 Regular audits help in retaining robust ad performance.
  • 🏠 A well-structured campaign is the foundation of success.
  • 🖼️ Ads' creative content is critical but must fit within a strong structure.
  • 🔍 Utilize a structured graduation process for scaling ads.
  • 🚀 Similar strategies can be applied regardless of business size.
  • 📅 Frequency management for current customers is key to maintaining engagement.

Timeline

  • 00:00:00 - 00:05:00

    In 30 days, the brand's return on ad spend increased by 86% through changes to Facebook ad campaign structures. The agency established a successful track record of expanding seven-figure brands to eight figures. Their approach involves efficient campaign structures that form the foundation of ad accounts, enabling advanced strategies and scaling opportunities. Initially, they improved the ad spend efficiency from a 0.94 return, reducing losses on a significant budget; the solution included transitioning and optimizing existing campaigns rather than discarding them.

  • 00:05:00 - 00:10:00

    The agency executed a strategic overhaul, swapping old campaigns with new ones, and focusing on optimizing spending across campaigns. This led to an 86% increase in return on ad spend by cutting poor-performing investments and focusing on effective strategies. Efforts started by drastically reducing unnecessary ad expenditure while seeking optimal returns; through comparison, the new strategy improved cost per purchase and overall expenditures. This approach enabled the brand to navigate a financially challenging period efficiently and set the state for continued scaling and profitability.

  • 00:10:00 - 00:15:00

    Campaign structure within Facebook ads is crucial for successful business scaling, regardless of business size. A well-structured campaign consists of three components—campaigns, ad sets, and ads. True value is unlocked by having a scalable structure that ensures optimal targeting and placement. A major insight shared is about the importance of structuring Facebook ads to yield compounding positive returns, often achieving an average increase of 43% in ROI within 90 days. The presented method addresses how to set up Advantage Plus campaigns aimed at optimal growth and reduced customer acquisition costs.

  • 00:15:00 - 00:20:00

    The advice given centers on managing creative outputs and focusing Facebook's algorithm on yielding the best results by honing audience specifics and simplifying targeting strategies. Users are cautioned against overly broad targeting and encouraged to use original, singular interest-based audiences. The structure also mandates regular reassessment and graduation of effective ad creatives into scaling campaigns, stressing consistency, simplicity, and predictability in ad management to maintain and increase ad spend efficiency.

  • 00:20:00 - 00:28:00

    Retention campaigns are pivotal in targeting existing customers separately from general prospects, ensuring they remain engaged, which is key to maximizing overall ad efficiency. Original audience targeting and regular audits of ad performance are fundamental parts of this strategy. Successful management of retention campaigns involves showcasing diverse creative content to keep the brand front-and-center and sustain customer interest. The entire system is aimed at long-term scaling, improving performance over time through strict adherence to proven structural principles.

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Mind Map

Video Q&A

  • How much did the return on ad spend increase?

    The return on ad spend increased by 86%.

  • What was the primary focus for increasing ROAS?

    The primary focus was restructuring the campaign setup on Facebook Ads.

  • How long did it take to see the changes?

    The changes were observed within a 30-day period.

  • What was the original return on ad spend?

    The original return on ad spend was 0.94.

  • What did the ROAS increase to after changes?

    The ROAS increased to 1.75 after making the changes.

  • What is a critical aspect of improving ad performance?

    A critical aspect is having a scalable and well-structured campaign.

  • How often should campaigns be audited and adjusted?

    It is recommended to audit and adjust campaigns every two weeks.

  • How should new creatives be tested in campaigns?

    New creatives should be tested in separate, new broad audiences.

  • How should retargeting be approached differently than acquisition?

    Retargeting should target existing customers with tailored campaigns.

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  • 00:00:00
    in just 30 days we increased this beauty
  • 00:00:01
    Brand's return on ad spin by 86% by just
  • 00:00:04
    making a few simple tweaks to Facebook
  • 00:00:05
    ads and it all started with their
  • 00:00:07
    campaign structure over the past 8 years
  • 00:00:09
    I've set up campaign structures that
  • 00:00:11
    have turned seven figure Brands into
  • 00:00:12
    eight figure Brands multiple times and
  • 00:00:14
    in this video I'm going to give you the
  • 00:00:16
    exact campaign structure that I use
  • 00:00:17
    across all the brands that we're trying
  • 00:00:19
    to scale aggressively today this exact
  • 00:00:22
    case study happened over the course of a
  • 00:00:23
    year but this specific change in row has
  • 00:00:25
    happened within a 30-day period we have
  • 00:00:27
    old campaigns on the bottom three here
  • 00:00:30
    and we have new campaigns on the top
  • 00:00:32
    three here and what's crazy is that this
  • 00:00:33
    exact structure almost every single time
  • 00:00:36
    gets the most profitable results that
  • 00:00:38
    you could possibly imagine now there's a
  • 00:00:40
    lot of steps involved here but the
  • 00:00:41
    structure itself is the foundation of
  • 00:00:43
    your ad account this is literally what
  • 00:00:45
    allows you to do all the more complex
  • 00:00:47
    strategies and advanced systems within
  • 00:00:49
    your ad account it's what allows you to
  • 00:00:50
    graduate campaign it's what allows you
  • 00:00:52
    to graduate ads it's what allows you to
  • 00:00:54
    scale that structure is so important we
  • 00:00:56
    all know it's the foundation it's like
  • 00:00:57
    the home of the ad account when we took
  • 00:00:59
    over the account there was a previous
  • 00:01:00
    agency running this account and as you
  • 00:01:02
    can see here previously they were
  • 00:01:04
    driving a
  • 00:01:05
    0.94 return on ad spend and if you just
  • 00:01:08
    take a look at the spend they were
  • 00:01:09
    spending $94,000 at a loss so what we
  • 00:01:12
    did was we made fundamental changes now
  • 00:01:14
    when we come in and we take over ad
  • 00:01:15
    accounts we don't just throw out the old
  • 00:01:17
    campaigns right that's ridiculous
  • 00:01:19
    there's still ways that we could salvage
  • 00:01:20
    some old campaigns so what we like to do
  • 00:01:22
    generally speaking is we like to
  • 00:01:24
    transition things over we'd like to
  • 00:01:25
    apply the best settings and then
  • 00:01:26
    transition things to a better overall
  • 00:01:28
    structure so this this period right here
  • 00:01:30
    is a big swap from their campaigns to
  • 00:01:33
    our campaigns and you can see that
  • 00:01:34
    actually detailed in this section right
  • 00:01:36
    here we can see all of their campaigns
  • 00:01:37
    Dro by tremendous amounts overall spent
  • 00:01:39
    in their primary prospecting campaigns
  • 00:01:41
    dropping
  • 00:01:42
    $444,000 5,000 in their retention based
  • 00:01:45
    campaign $4,000 in their retargeting
  • 00:01:46
    campaign and then all of our new
  • 00:01:48
    campaigns are going up drastically in
  • 00:01:50
    terms of percentage points what actually
  • 00:01:52
    happens when we do this we see an 86.8
  • 00:01:55
    1% increase in return on ad spent across
  • 00:01:57
    the board and this is in apples to
  • 00:01:58
    apples 30 days versus 30 days comparison
  • 00:02:01
    so we take this brand from literally
  • 00:02:03
    losing money on $90,000 in ad spend we
  • 00:02:05
    reduce the spend by about 35% so we come
  • 00:02:08
    down from $94,000 to $91,000 in ad spend
  • 00:02:11
    cuz we needed to like really cut the
  • 00:02:13
    brakes quick stop the bleeding in this
  • 00:02:15
    account really wanted to really focus on
  • 00:02:17
    driving the most optimal return on ad
  • 00:02:19
    spent and make this brand profitable
  • 00:02:21
    instantly and that's exactly what we did
  • 00:02:22
    so return on Adent jump from 0.94 to
  • 00:02:25
    1.75 and one of the bigger metrics for
  • 00:02:28
    this brand is actually cost per purchase
  • 00:02:30
    so in this case we dropped cost per
  • 00:02:32
    purchase by
  • 00:02:33
    $54 that is crazy right so this went
  • 00:02:35
    from a brand that was previously
  • 00:02:37
    acquiring a customer for
  • 00:02:39
    $958 and after the changes that we made
  • 00:02:41
    that I'm going to go through in this
  • 00:02:42
    exact structure here we dropped this all
  • 00:02:44
    the way down to
  • 00:02:46
    $41.56 it's a 56% reduction in cost per
  • 00:02:49
    purchase and as you can see through the
  • 00:02:51
    purchase return on ad spend that's an
  • 00:02:53
    86% increase in return on ad spend from
  • 00:02:56
    completely unprofitable to very
  • 00:02:58
    profitable and still able to scale what
  • 00:03:00
    we did Beyond this what we did after
  • 00:03:01
    these first few weeks of making drastic
  • 00:03:03
    changes is we scaled this happened
  • 00:03:05
    during a very turbulent time so instead
  • 00:03:06
    of just saying hey we're going to Coast
  • 00:03:08
    here we're going to stick with this 1.75
  • 00:03:10
    this brand really took advantage of this
  • 00:03:11
    scenario what they did was they said
  • 00:03:13
    cool we found what we needed to do we
  • 00:03:15
    fixed our settings we fixed our
  • 00:03:16
    structure and now we're actually able to
  • 00:03:18
    scale let's break down exactly what we
  • 00:03:20
    did here and how we've done this over
  • 00:03:22
    and over and over again for Brands to on
  • 00:03:25
    average get a purchase return on ad
  • 00:03:27
    spend increase of 43% now just just
  • 00:03:29
    taking a step back if you know anything
  • 00:03:31
    about Facebook ads you know that
  • 00:03:32
    structure is the foundation you know it
  • 00:03:34
    is so important you know that you can't
  • 00:03:35
    create complex and different systems
  • 00:03:37
    within an account until you have that
  • 00:03:39
    important perfect structure in place so
  • 00:03:41
    what even is a structure there's so many
  • 00:03:43
    different ways you can run Facebook ads
  • 00:03:44
    you've probably heard of things like
  • 00:03:45
    everyone's running Advantage Plus these
  • 00:03:47
    days you've probably seen people going
  • 00:03:48
    super broad or maybe you've seen or in
  • 00:03:50
    the past you've run accounts that are
  • 00:03:51
    really really granular dozens of
  • 00:03:53
    campaigns and dozens of adsets and
  • 00:03:55
    you're tweaking things every single day
  • 00:03:56
    the most important part of this is that
  • 00:03:58
    this is a structure that is scalable and
  • 00:04:00
    that works regardless of the size of
  • 00:04:02
    your business so there's a few things
  • 00:04:03
    you need to tweak based on how much
  • 00:04:05
    you're spending but generally speaking
  • 00:04:06
    everything I'm going to go through here
  • 00:04:07
    applies if you're literally spending
  • 00:04:09
    your first 23 $400 on Facebook or if
  • 00:04:11
    you're spending 30 40 50 $100,000 on
  • 00:04:14
    Facebook ads now every structure has
  • 00:04:16
    three core components we have campaigns
  • 00:04:18
    which is the actual foundation of the
  • 00:04:19
    entire structure we have ad sets which
  • 00:04:21
    are all our audiences and then we have
  • 00:04:23
    ads the actual creative that we're
  • 00:04:24
    delivering to the end user that's
  • 00:04:26
    ultimately causing the conversion to
  • 00:04:28
    happen so each of these places you
  • 00:04:29
    unique role the most important starting
  • 00:04:31
    at ads but second being ad sets and
  • 00:04:33
    third being campaigns now here's the big
  • 00:04:35
    caveat while ads are the most important
  • 00:04:37
    part of your account if you have really
  • 00:04:38
    really really great creative and it's
  • 00:04:40
    run in a poor structure it will
  • 00:04:42
    underperform an account that has
  • 00:04:43
    mediocre creative in one of the best
  • 00:04:46
    structures possible the point of the
  • 00:04:47
    structure is to create a scalable
  • 00:04:49
    predictable system that when you create
  • 00:04:52
    new creative and you launch that new
  • 00:04:53
    creative into your account you know that
  • 00:04:55
    the best creative is going to the best
  • 00:04:57
    audience not only to the right people
  • 00:04:59
    but actually at the right time and at
  • 00:05:01
    the right place but 99% of your
  • 00:05:03
    competitors have completely forgotten
  • 00:05:04
    about this everyone out there is running
  • 00:05:06
    to the same broad audiences they're
  • 00:05:07
    spending the same amount of money every
  • 00:05:09
    single day of the week now it's our job
  • 00:05:10
    to be really really specific so normally
  • 00:05:12
    what we see is by just fixing the
  • 00:05:14
    structure of your account you're going
  • 00:05:16
    to see somewhere around a 10 to 30%
  • 00:05:18
    increase in return on ad spend and then
  • 00:05:19
    the compounding effect of doing this
  • 00:05:21
    every single month and actually
  • 00:05:23
    implementing the graduation process that
  • 00:05:24
    we're going to get to you will then see
  • 00:05:26
    an even further increase of return on ad
  • 00:05:28
    spend where in our case in just 90 days
  • 00:05:30
    you'll see a 43% on average this is not
  • 00:05:33
    our worst definitely not our best but on
  • 00:05:35
    average a 43% increase in return on has
  • 00:05:37
    spend so if you think your account right
  • 00:05:39
    now is a complete mess that's actually a
  • 00:05:41
    good sign that means there's a ton of
  • 00:05:42
    opportunity and you're definitely going
  • 00:05:44
    to beat that 43% if you think your
  • 00:05:45
    account is really well structured maybe
  • 00:05:47
    you fall under that 43% but following
  • 00:05:49
    this structure and implementing this is
  • 00:05:51
    actually going to allow you to scale so
  • 00:05:52
    not only is your Raz going to maintain
  • 00:05:54
    or get better but your profit which is
  • 00:05:56
    ultimately the most important thing that
  • 00:05:58
    we have here acquiring your customers
  • 00:05:59
    spending more driving more Revenue
  • 00:06:01
    contribution margin driving up those are
  • 00:06:03
    actually the most important things that
  • 00:06:04
    we're working on here and ultimately
  • 00:06:05
    that's what this structure is about is
  • 00:06:06
    about scaling predictably and as
  • 00:06:08
    efficiently as possible so the very
  • 00:06:10
    first campaign that we're going to set
  • 00:06:11
    up is going to be an Advantage Plus
  • 00:06:13
    campaign so once you go into the actual
  • 00:06:15
    ad account click create go to sales
  • 00:06:17
    click continue and select Advantage Plus
  • 00:06:19
    shopping campaign in terms of naming
  • 00:06:20
    conventions I would generally recommend
  • 00:06:22
    you name this A+ or ascore scale this is
  • 00:06:26
    meant to be your number one primary
  • 00:06:28
    scaling campaign and I'm going to show
  • 00:06:29
    you exactly how that works and how we
  • 00:06:31
    graduate ads into this campaign what you
  • 00:06:33
    want to do is make sure you set this up
  • 00:06:35
    as website and Shop select your proper
  • 00:06:37
    pixel and make sure your attribution
  • 00:06:39
    settings are set to 7-Day click and 1day
  • 00:06:41
    view now we're going to optimize the ad
  • 00:06:43
    account on a 7-Day click setting however
  • 00:06:45
    we're going to allow Facebook to
  • 00:06:46
    optimize to 7-Day click and one- day
  • 00:06:48
    view the reason we're doing this is
  • 00:06:49
    because we want as many signals as
  • 00:06:50
    possible to feed this Facebook algorithm
  • 00:06:53
    however when we make data driven
  • 00:06:54
    decisions ourselves and we decide which
  • 00:06:56
    ads to turn off we're going to always be
  • 00:06:57
    doing that on a click basis terms of
  • 00:06:59
    audience locations obviously make sure
  • 00:07:01
    your audience locations are set properly
  • 00:07:03
    and then when we're actually talking
  • 00:07:04
    about reporting which is a super
  • 00:07:06
    important caveat here make sure you have
  • 00:07:08
    set your engaged audiences and your
  • 00:07:10
    existing customers so you could actually
  • 00:07:12
    tweak all these in your manage your
  • 00:07:14
    advertising settings button right here
  • 00:07:16
    so just click that and once you click
  • 00:07:18
    that button you're actually going to be
  • 00:07:19
    able to add engage audiences and
  • 00:07:21
    existing customers right here for your
  • 00:07:23
    engage audiences the easy recommendation
  • 00:07:25
    here is 30-day site visitors and then
  • 00:07:27
    definitely you want to have some sort of
  • 00:07:28
    like engagers for a Facebook and
  • 00:07:30
    Instagram this is not a silver bullet so
  • 00:07:32
    don't stress if this isn't the exact
  • 00:07:34
    setup that you might be seeing here if
  • 00:07:35
    it's 30-day site visitors and Facebook
  • 00:07:37
    and Instagram engagers you're in a good
  • 00:07:39
    position for actual existing customers
  • 00:07:41
    grab 180-day purchasers from your pixel
  • 00:07:43
    and then get your CRM implemented make
  • 00:07:45
    sure clavo or whatever you're using for
  • 00:07:47
    your email list is fully implemented
  • 00:07:49
    into your ad account and you're grabbing
  • 00:07:50
    your entire customer list as an
  • 00:07:52
    automated daily pull very important
  • 00:07:54
    don't just upload your customer list
  • 00:07:55
    from this random section you need to
  • 00:07:57
    have an automated daily pull that pushes
  • 00:07:59
    right into here once these are set up go
  • 00:08:01
    down to your budget because this is your
  • 00:08:02
    scaling campaign you're just setting
  • 00:08:04
    this up this is only going to start at
  • 00:08:06
    around 20% of your total budget the next
  • 00:08:08
    thing we're going to do in most cases
  • 00:08:09
    here is set our existing customer budget
  • 00:08:11
    cap to 0% here what this is going to
  • 00:08:14
    confirm is that there's never going to
  • 00:08:15
    be existing customers hit on this
  • 00:08:17
    Advantage Plus campaign because we're
  • 00:08:18
    going to have a separate campaign where
  • 00:08:20
    we specifically Target them with very
  • 00:08:22
    specific ads so we're going to set this
  • 00:08:23
    for zero we're going to set our daily
  • 00:08:24
    budget to 20% of whatever our total
  • 00:08:27
    budget is just for this example like
  • 00:08:29
    going all the way through I'm just going
  • 00:08:30
    to assume we have a $1,000 daily budget
  • 00:08:32
    so our daily budget here is going to be
  • 00:08:33
    200 bucks for Budget scheduling we can
  • 00:08:35
    completely skip this and we can move
  • 00:08:37
    down to the ad level itself so once you
  • 00:08:40
    get into the ad level you'll notice
  • 00:08:41
    Advantage Plus doesn't have any
  • 00:08:43
    targeting so Advantage Plus is running
  • 00:08:45
    broad it's running to the entire United
  • 00:08:46
    States it's running to every demographic
  • 00:08:48
    every cohort this is kind of a little
  • 00:08:50
    Hidden Gem the only way you could
  • 00:08:52
    actually tweak your settings for what's
  • 00:08:53
    run in Advantage Plus is by going to
  • 00:08:55
    your Advertiser settings on the left
  • 00:08:57
    hand side here once you're in here you
  • 00:08:58
    can go to account account controls and
  • 00:09:00
    then you can tweak your audience
  • 00:09:02
    controls and your placement controls so
  • 00:09:04
    in many cases businesses that we work
  • 00:09:06
    with can only serve in specific
  • 00:09:07
    locations so you can type in countries
  • 00:09:09
    here you can even type in exclusions on
  • 00:09:11
    a state level so what we'll often do is
  • 00:09:13
    we'll exclude certain States right so
  • 00:09:15
    I'll give you an example one brand has a
  • 00:09:16
    lot of retail facilities in New York
  • 00:09:18
    that we work with we like to avoid New
  • 00:09:20
    York advertising because they do it in a
  • 00:09:22
    different way right so we literally just
  • 00:09:24
    type in New York here and we could
  • 00:09:25
    exclude New York and a radius or the
  • 00:09:27
    whole city from our entire account
  • 00:09:29
    second thing that's really really
  • 00:09:31
    helpful is my business's advertisers age
  • 00:09:33
    restricted goods or services now heads
  • 00:09:35
    up if you do this you're probably going
  • 00:09:36
    to get a little flag internally on the
  • 00:09:39
    Facebook side so I would be a little
  • 00:09:40
    careful on this side this is just
  • 00:09:42
    honestly knowledge that just comes from
  • 00:09:43
    being in this industry for a really
  • 00:09:45
    really long time whenever you select
  • 00:09:46
    something that says something like age
  • 00:09:48
    restricted you're kind of giving
  • 00:09:50
    Facebook a little hint of hey maybe
  • 00:09:51
    heads up on who we serve this to so
  • 00:09:53
    minimum age making sure it's set
  • 00:09:55
    normally to 18 if you are a very age
  • 00:09:57
    restricted product and yeah no problem
  • 00:09:59
    set it to 21 set it to 23 whatever your
  • 00:10:02
    specific audience is in most cases I
  • 00:10:04
    would not tweak these settings because
  • 00:10:06
    Advantage Plus is going to just take a
  • 00:10:07
    few weeks and then ultimately figure out
  • 00:10:09
    who your most valuable customers
  • 00:10:11
    actually are okay so you're probably
  • 00:10:12
    wondering what about creatives what do
  • 00:10:14
    we put in this Advantage Plus campaign
  • 00:10:15
    now here's the thing you're going to be
  • 00:10:17
    putting your best creatives only in this
  • 00:10:19
    Advantage Plus campaign how do you
  • 00:10:20
    actually decide what creatives to put in
  • 00:10:22
    your Advantage Plus campaign so what
  • 00:10:23
    you're going to want to do is go into
  • 00:10:25
    your primary prospecting campaign that
  • 00:10:26
    currently exists now if you don't have
  • 00:10:28
    your setup where you know your primary
  • 00:10:30
    prospecting campaign and everything's
  • 00:10:31
    kind of just mixed in together right now
  • 00:10:33
    it's okay go to all of your ads and
  • 00:10:35
    don't think twice about it once you go
  • 00:10:36
    into all your ads go to your column set
  • 00:10:38
    go to compare attribution settings and
  • 00:10:40
    set everything to 7-Day click choose
  • 00:10:42
    conversion account as all conversions
  • 00:10:44
    click apply when you do this you're now
  • 00:10:45
    going to see a difference between click
  • 00:10:47
    conversions and view conversions all we
  • 00:10:49
    care about when we're optimizing and
  • 00:10:51
    deciding what the best ads are are the
  • 00:10:52
    click based conversions the next thing
  • 00:10:54
    you're going to do is sort by amount
  • 00:10:56
    spent what we want to push into here is
  • 00:10:58
    our top creative only when I say top
  • 00:11:00
    creatives I generally mean the top 10%
  • 00:11:02
    very strictly you might say wow there
  • 00:11:04
    might only be three ads cool if it's
  • 00:11:05
    three ads it's three ads they are proven
  • 00:11:08
    winners now a top ad is a top spending
  • 00:11:10
    ad and a top converting ad it is not a
  • 00:11:13
    low spending ad with a boatload of high
  • 00:11:15
    row as that's not what it is it's high
  • 00:11:17
    spend High row as so when we're looking
  • 00:11:19
    at this account right now I would sort
  • 00:11:21
    by amount spent that you could see
  • 00:11:22
    during this month that I'm looking at we
  • 00:11:24
    spent exactly $78,000 and our average
  • 00:11:26
    return on ad spend was 3.09 so this was
  • 00:11:29
    a big month for this brand right we
  • 00:11:30
    spent 78k we drove 240,000 in revenue
  • 00:11:34
    and that's just for this specific adset
  • 00:11:36
    on the whole account we spent a total of
  • 00:11:38
    $117,000 to drive a total of
  • 00:11:42
    $544,000 in Revenue now when we look at
  • 00:11:44
    the actual ads I'm looking at the 7-Day
  • 00:11:46
    click conversions that's what I want to
  • 00:11:47
    optimize on so for our actual amount
  • 00:11:50
    spent we're sorting here and then I'm
  • 00:11:51
    going to go to the right I'm going to
  • 00:11:52
    look at my return on ad spend when I
  • 00:11:54
    look at my return on ad spend I'm
  • 00:11:55
    looking at an average of 3.59 for my
  • 00:11:57
    7-Day click and then what I'm going to
  • 00:11:59
    do is is try to take anything that's
  • 00:12:00
    above this 3.59 and at the top tier of
  • 00:12:03
    my spending right off the bat I can tell
  • 00:12:06
    you that I see some winners here these
  • 00:12:07
    three are the same creative that's an
  • 00:12:09
    easy winner top spending High return on
  • 00:12:11
    ad spend here's an example of one I
  • 00:12:13
    would skip this is one where yes it has
  • 00:12:15
    high spend but the return on ad spends
  • 00:12:16
    about 10 to 15% under my average that's
  • 00:12:19
    not something I would necessarily
  • 00:12:20
    promote another example of a winner
  • 00:12:21
    number one right we have just above our
  • 00:12:23
    average return on ad spend but then
  • 00:12:25
    check out the second variation of it at
  • 00:12:27
    a 6.45 and we're talking about scale
  • 00:12:29
    here we're talking about big spending
  • 00:12:31
    ads here are some examples of ones that
  • 00:12:33
    we don't care about this ad in
  • 00:12:34
    particular spent $91 out of 7.5 return
  • 00:12:37
    on ad spend now you might think holy
  • 00:12:39
    crap 7.5 return on ad spend isn't that
  • 00:12:41
    what we want isn't that what we want to
  • 00:12:43
    duplicate yes but Facebook would promote
  • 00:12:46
    this ad way more they would make this ad
  • 00:12:48
    scale if it showed signals that we
  • 00:12:50
    literally can't comprehend as
  • 00:12:51
    advertisers as human beings it would
  • 00:12:54
    scale this ad to the Moon if it could
  • 00:12:55
    continue to drive a 7.5 return on ad
  • 00:12:58
    spend something in the gorithm is
  • 00:12:59
    indicating that this ad cannot scale
  • 00:13:01
    this is what I call a Raz supportive ad
  • 00:13:04
    this ad is great let it do its thing let
  • 00:13:06
    it run but don't force your spend on it
  • 00:13:08
    you don't want to force anything when it
  • 00:13:10
    comes to Facebook ads you just want to
  • 00:13:11
    feed this algorithm to the best of our
  • 00:13:13
    ability right that's ultimately the goal
  • 00:13:15
    of everything that we're setting up here
  • 00:13:16
    so once you've determined what actual
  • 00:13:18
    ads to put in here your top 10% you'll
  • 00:13:20
    probably be in the range of like two
  • 00:13:21
    three or four ads in your scale ASC
  • 00:13:24
    campaign the next campaign that you're
  • 00:13:25
    going to want to set up is a prospecting
  • 00:13:27
    CBO campaign first you're going to click
  • 00:13:29
    click sales click continue click manual
  • 00:13:31
    sales campaign and then we're just going
  • 00:13:33
    to name this best structure underscore
  • 00:13:35
    prospecting uncore CBO prospecting is
  • 00:13:38
    really focused on new customers and
  • 00:13:40
    specifically the CBO portion of this
  • 00:13:42
    means that we're allowing campaign
  • 00:13:43
    budget optimization to be in place so we
  • 00:13:46
    are setting our budget at the campaign
  • 00:13:47
    level we're allowing Facebook to
  • 00:13:49
    distribute our budget based on where
  • 00:13:50
    it's most likely to drive the highest
  • 00:13:52
    return on ad spend for us we're not
  • 00:13:53
    worried that Facebook might distribute
  • 00:13:55
    it in the wrong spot 1% of the time what
  • 00:13:57
    we care more about is the 99 % of the
  • 00:13:59
    time this algorithm is going to be right
  • 00:14:01
    so therefore we benefit in the long run
  • 00:14:03
    you're going to notice here it says
  • 00:14:04
    Advantage campaign budget that is the
  • 00:14:06
    renamed version of prospecting CBO or
  • 00:14:08
    rather the renamed version of CBO for
  • 00:14:10
    our campaign budget we said we were
  • 00:14:12
    working with $1,000 this campaign is
  • 00:14:14
    actually going to represent around 70%
  • 00:14:16
    of the total budget so in this case it's
  • 00:14:18
    going to represent $700 for our campaign
  • 00:14:20
    bid strategy we are going to set this
  • 00:14:22
    for highest volume or value now
  • 00:14:24
    eventually we may change this to a cost
  • 00:14:26
    per result goal but for now we're going
  • 00:14:28
    to keep this at High volume or value
  • 00:14:30
    moving down our engage list and our
  • 00:14:31
    existing customers are still set then
  • 00:14:33
    we're going to create our very first
  • 00:14:34
    prospecting audience so our first
  • 00:14:36
    prospecting audience I'm just going to
  • 00:14:37
    name this
  • 00:14:38
    interest1 and the goal of this is we
  • 00:14:40
    just want to give Facebook one single
  • 00:14:42
    interest this one single interest is
  • 00:14:44
    literally just meant to serve as a
  • 00:14:45
    foundation for us it's something that we
  • 00:14:47
    think our customers are mostly
  • 00:14:48
    interested in now here's the big change
  • 00:14:51
    most of the time when everyone's
  • 00:14:52
    creating interest they're going to go
  • 00:14:53
    down here they're going to click
  • 00:14:54
    Advantage Plus audience and they're
  • 00:14:56
    going to type in a bunch of different
  • 00:14:57
    brands a bunch of different things that
  • 00:14:58
    people are interested in and what you
  • 00:15:00
    might wind up with is something like a
  • 00:15:02
    bunch of different parent groups or a
  • 00:15:04
    bunch of different random interest
  • 00:15:05
    people that are interested in current
  • 00:15:06
    events you might just be typing in 20
  • 00:15:08
    different things here now I'm here to
  • 00:15:09
    tell you why that doesn't work you're
  • 00:15:11
    basically just setting yourself up for a
  • 00:15:12
    mega broad audience which is essentially
  • 00:15:14
    doing nothing and you're limiting the
  • 00:15:15
    algorithm from getting people that could
  • 00:15:17
    potentially be just on the outskirts of
  • 00:15:18
    those audiences that would actually be a
  • 00:15:20
    better fit for you as opposed to some of
  • 00:15:21
    these bigger Mega Brands so X out of all
  • 00:15:24
    this and the big thing here we need to
  • 00:15:25
    switch to original audience option this
  • 00:15:27
    is crazy I'll face Facebook tells us
  • 00:15:29
    this so right now if you use an original
  • 00:15:32
    audience you're telling Facebook this is
  • 00:15:33
    the audience please start using this
  • 00:15:35
    audience and then after you tap out this
  • 00:15:38
    audience go beyond it all right which is
  • 00:15:39
    okay right it used to be a little bit
  • 00:15:40
    more grandular but it's at least staying
  • 00:15:42
    hey Facebook try here first and if you
  • 00:15:44
    can't find what you need here then go
  • 00:15:46
    beyond this audience find the outskirts
  • 00:15:48
    of this audience Advantage Plus
  • 00:15:49
    audiences are signals now very very
  • 00:15:51
    different so everything we are giving it
  • 00:15:53
    here is merely a suggestion it literally
  • 00:15:56
    says it if you share an audience SU
  • 00:15:59
    suggestion will prioritize audience
  • 00:16:01
    mastering this profile before searching
  • 00:16:03
    widely suggestion is the key word if you
  • 00:16:05
    share an audience suggestion they are
  • 00:16:08
    going to look at it they're going to say
  • 00:16:10
    okay let's maybe start here but then
  • 00:16:11
    let's expand switching to original
  • 00:16:13
    audience options is very very very
  • 00:16:15
    different here's the craziest part
  • 00:16:17
    they're going to warn you oh you're
  • 00:16:18
    going to get a 33% worse lower cost per
  • 00:16:20
    result or a 33% worse Ras wouldn't you
  • 00:16:23
    think that this would be data supported
  • 00:16:25
    by thousands and thousands of
  • 00:16:26
    advertisers and hundreds of millions of
  • 00:16:28
    dollars because we know that thousands
  • 00:16:29
    of advertisers join Facebook every
  • 00:16:31
    single day but guess what based on the
  • 00:16:33
    Facebook experiments they have run to 16
  • 00:16:36
    advertisers I wish I can have a
  • 00:16:38
    megaphone and just tell the world that
  • 00:16:40
    Facebook is telling everyone to change
  • 00:16:42
    everything about the way they run ads
  • 00:16:44
    and everything about the way they think
  • 00:16:45
    about audiences based on 16 advertisers
  • 00:16:48
    that is absurd there's thousands of
  • 00:16:50
    advertisers let's see how much their
  • 00:16:52
    actual cost per result has change as a
  • 00:16:54
    result of doing this and I know Facebook
  • 00:16:56
    has that data so we are clicking user
  • 00:16:57
    original audience because every test
  • 00:16:59
    I've run it works better then we're
  • 00:17:01
    going to set our audience and we're just
  • 00:17:02
    going to select one single Interest
  • 00:17:04
    really really critical we're going to
  • 00:17:06
    find an interest on the right side I
  • 00:17:07
    don't care what the interest is you
  • 00:17:09
    decide what your interest is don't worry
  • 00:17:11
    about the audience size make sure it's
  • 00:17:12
    like over a couple hundred thousand
  • 00:17:14
    really over a million is good just set
  • 00:17:16
    it to one single interest and Let It
  • 00:17:17
    Rock the reason you go one interest is
  • 00:17:19
    because you actually know does this
  • 00:17:21
    interest work yes or no if it doesn't
  • 00:17:23
    work you can cut it if it works great
  • 00:17:25
    keep it and create the second interest
  • 00:17:27
    that's most similar to the one you just
  • 00:17:28
    created when you stack interests you
  • 00:17:30
    have no idea what actually works and
  • 00:17:32
    what doesn't work right if you try 20
  • 00:17:33
    different interests together and you say
  • 00:17:34
    I think this is my customer but if it's
  • 00:17:36
    not and it doesn't work it's never going
  • 00:17:38
    to scale for you you're never going to
  • 00:17:39
    actually be able to know via the data if
  • 00:17:41
    it works for you single interests only
  • 00:17:43
    the next thing you're going to want to
  • 00:17:43
    do here is you want to create a fully
  • 00:17:46
    broad audience but there is one big
  • 00:17:48
    change so we're going to type in Broad
  • 00:17:49
    as our adset name we're still setting
  • 00:17:51
    website and Shop make sure you set your
  • 00:17:52
    pixel properly 7day click one day view
  • 00:17:55
    as usual we are not selecting Dynamic
  • 00:17:57
    creative Dynamic creative is being Sun
  • 00:17:59
    set most advertisers are going to have
  • 00:18:00
    flexible creative now which we're
  • 00:18:02
    definitely not using then as we scroll
  • 00:18:04
    down and we go to the audience section
  • 00:18:06
    again you might start in this kind of
  • 00:18:08
    format where your audience controls are
  • 00:18:10
    a little oddly separated and things look
  • 00:18:12
    a little weird an Advantage Plus
  • 00:18:13
    audience is set up it's a little
  • 00:18:15
    different first off let's get rid of our
  • 00:18:17
    interest targeting because that's not
  • 00:18:18
    something we want to have in this
  • 00:18:19
    campaign is a broad campaign you may be
  • 00:18:21
    tempted right now to just click the
  • 00:18:23
    publish button because this is a broad
  • 00:18:24
    adset right here's the problem switch
  • 00:18:26
    this to an original audience and then
  • 00:18:27
    click publish seems like a negligible
  • 00:18:30
    change right it seems like we just did
  • 00:18:32
    nothing there because technically we're
  • 00:18:34
    not telling Facebook anything about who
  • 00:18:35
    we should be targeting we're not telling
  • 00:18:37
    Facebook go for a certain age group or
  • 00:18:39
    certain genders or anything so it's a
  • 00:18:40
    100% broad audience however what we have
  • 00:18:42
    seen is by selecting that off you get a
  • 00:18:45
    slightly better result we get cheaper
  • 00:18:46
    cpms get cheaper cost per clicks that's
  • 00:18:48
    what we care about in terms of your
  • 00:18:50
    placement so scrolling down to the
  • 00:18:51
    bottom in terms of your placements use
  • 00:18:53
    Advantage Plus placements in very rare
  • 00:18:55
    cases it's okay to shut things down like
  • 00:18:57
    stories and shopping feeds however in
  • 00:18:59
    99% of cases we are using Advantage Plus
  • 00:19:02
    placements they generally return at a
  • 00:19:04
    higher return on out spent overall more
  • 00:19:06
    revenue for the business and more spend
  • 00:19:08
    we are not setting anything up for brand
  • 00:19:10
    safety and suitability we're keeping all
  • 00:19:11
    these at default most of the time you'll
  • 00:19:13
    be on moderate inventory if you're on
  • 00:19:15
    expanded inventory just be careful you
  • 00:19:17
    might want to switch this to moderate
  • 00:19:18
    inventory now we' talked about the
  • 00:19:20
    structure a bit here what happens when
  • 00:19:21
    we launch new ads within this system
  • 00:19:24
    every single time we launch a new round
  • 00:19:26
    of creatives every single time we have
  • 00:19:28
    new new ads they get launched into a new
  • 00:19:31
    broad audience very critically important
  • 00:19:33
    and most people won't take this
  • 00:19:34
    seriously most people will add ads into
  • 00:19:37
    existing it's not what we want to do
  • 00:19:39
    every single time you have new ads
  • 00:19:40
    whether it's two ads three ads four ads
  • 00:19:43
    launch them into a new broad audience
  • 00:19:45
    you know you have your ads today get
  • 00:19:46
    those into a few different audiences and
  • 00:19:48
    a few different interest groups in total
  • 00:19:50
    maybe two or three total let's say you
  • 00:19:51
    have 10 ads maybe you just put all of
  • 00:19:53
    them into one broad audience and the
  • 00:19:54
    same duplicate of them into one interest
  • 00:19:57
    however when you launch a new product or
  • 00:19:58
    or when you get a new round of creative
  • 00:20:00
    available to you by your creative team
  • 00:20:02
    don't be tempted to just throw them into
  • 00:20:04
    the existing audience and then go from
  • 00:20:06
    10 ads here to 15 no it's not what we
  • 00:20:08
    want to do even if you pause half of
  • 00:20:10
    these ads down here you don't want to
  • 00:20:11
    launch it into the existing ad set what
  • 00:20:13
    you want to do instead is create a new
  • 00:20:15
    ad set for every single round of
  • 00:20:17
    creatives right so this campaign is
  • 00:20:19
    going to get big over time we like to
  • 00:20:21
    call our creatives packs easy way to
  • 00:20:22
    identify it think of it as pack one pack
  • 00:20:24
    two pack three or you could even say
  • 00:20:26
    pack and then include the date that it
  • 00:20:28
    was launched that's something we'd like
  • 00:20:29
    to do with most of our accounts so we'll
  • 00:20:30
    say like pack September 15th 2024 that's
  • 00:20:33
    how we generally like to set things cuz
  • 00:20:35
    then we have a good Ledger of what was
  • 00:20:36
    launched when it was launched and how
  • 00:20:37
    it's working over time this campaign
  • 00:20:39
    gets big we have new adsets new adsets
  • 00:20:41
    new adsets most of these adsets are 100%
  • 00:20:44
    broad here's what happens on a 14-day
  • 00:20:46
    basis you are taking the best ads only
  • 00:20:48
    from your prospecting CBO campaign and
  • 00:20:51
    you are graduating that into your scale
  • 00:20:53
    campaign it sounds so simple people get
  • 00:20:55
    this so confused I already went through
  • 00:20:57
    exactly which ad you need to graduate
  • 00:20:59
    the highest Spenders with the best
  • 00:21:01
    returns leave the low spend High row ads
  • 00:21:03
    and just move the best ones into this
  • 00:21:05
    ASC scale campaign top 10% every 2 weeks
  • 00:21:08
    if there's no outstanding winners don't
  • 00:21:10
    put anything in the scale campaign it's
  • 00:21:12
    quite all right don't worry about it one
  • 00:21:13
    of the big things we could ask L do I
  • 00:21:15
    pause down the ads in the prospecting
  • 00:21:16
    CBO campaign that get graduated into
  • 00:21:19
    this campaign the answer is no you don't
  • 00:21:21
    pause down what's actually working ever
  • 00:21:23
    in your account if there's ever an ad
  • 00:21:24
    that's spending a lot and driving a high
  • 00:21:26
    return for you you never pause it down
  • 00:21:28
    no matter how many times you want to
  • 00:21:29
    restructure even if you're listening to
  • 00:21:31
    this video right now and you have one ad
  • 00:21:32
    in one campaign that's working really
  • 00:21:34
    really really well pause everything else
  • 00:21:36
    down don't touch that one just let it go
  • 00:21:37
    that ad is matched to the right person
  • 00:21:40
    at the right time in the right placement
  • 00:21:41
    don't mess with it it takes a lot to get
  • 00:21:43
    there so we're graduating from the
  • 00:21:45
    prospecting CBO into the ASC scale
  • 00:21:47
    campaign on a regular 2E basis so if we
  • 00:21:50
    take all the ads that we're running in
  • 00:21:52
    this prospecting campaign we scroll all
  • 00:21:53
    the way down to the bottom tell you
  • 00:21:54
    right away we are pausing all of these
  • 00:21:57
    right these are all ads that need to be
  • 00:21:59
    paused nearly immediately right because
  • 00:22:01
    while the whole account has spent
  • 00:22:02
    $78,000 these ads have spent $22 $21 $19
  • 00:22:06
    so on and look their return on ad spons
  • 00:22:07
    are hardly anything right one purchase
  • 00:22:09
    one purch they're just not scalable
  • 00:22:11
    assets they're just taking up room
  • 00:22:12
    they're just getting in the way we just
  • 00:22:14
    don't need them they're not going to
  • 00:22:15
    drive adequate conversions compared to
  • 00:22:17
    the farm the big ones in the account
  • 00:22:19
    right there's so much filler in here
  • 00:22:21
    that just needs to get paused down on a
  • 00:22:23
    regular basis that's going to help
  • 00:22:24
    improve the overall efficiency in the
  • 00:22:26
    account so we're just looking for low
  • 00:22:27
    spend low
  • 00:22:29
    I would do this in the exact opposite
  • 00:22:30
    way that you decided what to graduate
  • 00:22:32
    and I would do it on a regular 2E basis
  • 00:22:35
    don't complicate this set your calendar
  • 00:22:37
    1 hour window for each brand that I'm
  • 00:22:39
    specifically responsible for and I will
  • 00:22:41
    specifically graduate the ads in this
  • 00:22:43
    1our time slot that are absolutely need
  • 00:22:45
    to be graduated that need to be scaled
  • 00:22:46
    and I will cut the ads that need to get
  • 00:22:48
    cut in this exact same slot and I'll
  • 00:22:50
    just do this every two weeks and we
  • 00:22:51
    don't overthink it it's about doing this
  • 00:22:53
    hundreds of times over dozens and dozens
  • 00:22:55
    of weeks that compounds the ad account
  • 00:22:58
    and then finally this last part is only
  • 00:23:00
    applying if you have existing customers
  • 00:23:02
    what we've created so far is very
  • 00:23:04
    focused on new customer acquisition we
  • 00:23:05
    have broad audiences and we have
  • 00:23:07
    interest audiences these audiences are
  • 00:23:09
    generally super wide they're able to
  • 00:23:11
    Target hundreds of millions of people
  • 00:23:13
    what about the customers you've already
  • 00:23:14
    acquired because they definitely
  • 00:23:16
    shouldn't be treated the same way as
  • 00:23:17
    every single person that ever logs into
  • 00:23:19
    Instagram or Facebook so the difference
  • 00:23:21
    here is we're going to create a new
  • 00:23:22
    campaign the same sales campaign it's
  • 00:23:24
    going to be a manual sales campaign
  • 00:23:26
    we're going to continue to see it best
  • 00:23:27
    structure and then we're going to name
  • 00:23:29
    it retention retention basically means
  • 00:23:31
    that they have transacted with you don't
  • 00:23:32
    get this confused with retargeting
  • 00:23:34
    retargeting means they've interacted
  • 00:23:36
    with you on your Instagram or on your
  • 00:23:37
    Facebook page retention means they've
  • 00:23:39
    handed you dollars generally this is
  • 00:23:41
    going to represent around 10% of your
  • 00:23:43
    budget now we're actually going to
  • 00:23:44
    manage this on a frequency so before I
  • 00:23:46
    even get into details here's how you
  • 00:23:47
    would do this in your column set we have
  • 00:23:49
    a column called frequency frequency is
  • 00:23:51
    the average number of times each account
  • 00:23:53
    Center account saw you're at account
  • 00:23:55
    Center accounts are just people for the
  • 00:23:56
    most part so every time a person saw
  • 00:23:59
    your ad in most cases for frequency of
  • 00:24:01
    retention over a last 7-Day window
  • 00:24:03
    frequency should be no greater than
  • 00:24:05
    seven this means that on average people
  • 00:24:07
    will see your ads once per day you're
  • 00:24:08
    always going to be in that person's view
  • 00:24:10
    it's going to create a nice little nudge
  • 00:24:13
    for some of these consumers to just say
  • 00:24:14
    okay wait maybe I should buy from the
  • 00:24:16
    brand I've already bought from that I've
  • 00:24:17
    already transacted with they have my
  • 00:24:18
    information they're telling me that
  • 00:24:20
    there's a sale they're telling me that
  • 00:24:21
    there's an offer they're telling me
  • 00:24:22
    there's a new product I should buy from
  • 00:24:23
    them today back to the strategy and
  • 00:24:25
    structure of this campaign this campaign
  • 00:24:27
    on the adet level is where the most
  • 00:24:29
    important part is so you can imagine by
  • 00:24:31
    now we're going all the way down to the
  • 00:24:33
    bottom first we're switching to original
  • 00:24:35
    audience it's the most important place
  • 00:24:36
    you have to do this if you don't want to
  • 00:24:38
    listen to me on the other two campaigns
  • 00:24:39
    using original audience here is
  • 00:24:41
    literally the difference between
  • 00:24:42
    targeting your existing customers and
  • 00:24:44
    targeting anyone that Facebook thinks
  • 00:24:46
    you should Target for this case you
  • 00:24:48
    really want to run custom audiences now
  • 00:24:50
    as you can see here I have hundreds of
  • 00:24:51
    custom audiences because in this account
  • 00:24:53
    in particular we've built hundreds of
  • 00:24:54
    different custom audiences in your case
  • 00:24:56
    here's what we care about the most we
  • 00:24:58
    want to create a new custom audience we
  • 00:25:00
    want to use the website activity and we
  • 00:25:02
    want to use purchase events you can type
  • 00:25:04
    in purchase here and the audience
  • 00:25:05
    retention rate is 180 days usually what
  • 00:25:07
    I like to name it purchase 180 and click
  • 00:25:10
    create audience once you do that it's
  • 00:25:11
    automatically going to populate right
  • 00:25:13
    into here that 188 audience should also
  • 00:25:15
    be accompanied by whatever your CRM is
  • 00:25:18
    right so if you're using clavo if you're
  • 00:25:19
    using MailChimp wherever you're storing
  • 00:25:21
    your data it needs to be ported back
  • 00:25:23
    into Facebook the match rates in
  • 00:25:25
    Facebook are lower than they ever have
  • 00:25:26
    been so this is our opportunity to enh
  • 00:25:28
    and improve the data that we have here
  • 00:25:30
    so push in the same audience so what
  • 00:25:32
    this would actually look like cuz I'll
  • 00:25:33
    show you I have these audiences already
  • 00:25:35
    set so what this is actually going to
  • 00:25:36
    look like is a 180-day audience and then
  • 00:25:38
    we're going to have a clavio audience
  • 00:25:39
    cuz that's what we use for this specific
  • 00:25:41
    account so we have a clavio for ads
  • 00:25:43
    purchase 365 this is going to be my last
  • 00:25:45
    365 day purchasers and we just want to
  • 00:25:47
    stay top of mind with them we just never
  • 00:25:49
    want to let them forget about us
  • 00:25:50
    Advantage custom audience is
  • 00:25:52
    automatically going to be select you
  • 00:25:53
    could probably tell by now Facebook is
  • 00:25:55
    just trying to expand your audience
  • 00:25:56
    every chance they get we are unselecting
  • 00:25:57
    this we don't want Facebook to have the
  • 00:25:59
    chance to select our audiences we don't
  • 00:26:01
    want them to Target anyone else we want
  • 00:26:03
    them to Target our customers Advantage
  • 00:26:05
    Detail targeting is left completely
  • 00:26:06
    blank placements are everywhere this is
  • 00:26:08
    the only place I'd be very strict where
  • 00:26:10
    you really really really want to have
  • 00:26:12
    all placements everywhere I don't care
  • 00:26:13
    where the customer is I want to show up
  • 00:26:15
    to them at least once per day every
  • 00:26:17
    single day so I'm always top of Mind
  • 00:26:19
    finally what ads do you put in this
  • 00:26:21
    retention based campaign it's up to you
  • 00:26:23
    this is the one place where there's not
  • 00:26:24
    a exact perfect strategy the truth of
  • 00:26:27
    the retention basic campaign what I
  • 00:26:29
    normally like to do is I normally like
  • 00:26:30
    to have my best performing ads in this
  • 00:26:32
    retention campaign and in 99% of cases I
  • 00:26:36
    never pause ads here I want to have 10
  • 00:26:38
    20 30 ads in the retention base campaign
  • 00:26:40
    I'm completely comfortable with having a
  • 00:26:42
    massive variety here cuz I'm literally
  • 00:26:44
    trying to Target a customer every day I
  • 00:26:45
    don't want them to see the same two or
  • 00:26:47
    three ads here I want them to see
  • 00:26:48
    relevant ads fresh ads on a consistent
  • 00:26:51
    basis so when things fatigue a new ad
  • 00:26:53
    comes into play and starts to show up
  • 00:26:54
    for them I'll happily pause down ads
  • 00:26:56
    here and I'll happily integrate new ads
  • 00:26:58
    we want new activations in here this is
  • 00:27:00
    one of the only spots where you can move
  • 00:27:02
    away from some of the direct response
  • 00:27:03
    ads and you can kind of have a little
  • 00:27:04
    bit more fun with your branding and new
  • 00:27:06
    things that are coming and even some
  • 00:27:07
    talk about your mission and your brand
  • 00:27:09
    and different things that are going on
  • 00:27:10
    in your company so the ads in the resent
  • 00:27:12
    campaign don't overthink this part just
  • 00:27:14
    show who you are and show them what
  • 00:27:16
    you've already sold them and right here
  • 00:27:18
    this is the exact structure that we're
  • 00:27:19
    using to scale businesses right now if
  • 00:27:22
    this was super valuable to you please
  • 00:27:23
    let me know in the comments below I try
  • 00:27:25
    to respond to every single comment and
  • 00:27:26
    if you have questions about anything in
  • 00:27:28
    here just let me know there is a reason
  • 00:27:30
    the brands we work with get such strong
  • 00:27:32
    results it's because we stick to our
  • 00:27:34
    guns we work with this system for a
  • 00:27:36
    really really long time and it
  • 00:27:38
    continuously compounds it continuously
  • 00:27:40
    makes Brands scale and allows them to
  • 00:27:42
    get better and better and better and
  • 00:27:44
    invest more in the advertising platforms
  • 00:27:46
    and grow their businesses faster than
  • 00:27:48
    they thought were even possible if this
  • 00:27:50
    is super interesting to you and you want
  • 00:27:51
    someone to implement this system for you
  • 00:27:53
    and the 101 more complexities that come
  • 00:27:56
    along the way go to the moonlighters
  • 00:27:57
    decom you get to apply to work with us
  • 00:27:58
    today I'll see you guys soon
Tags
  • Facebook Ads
  • ROAS
  • Ad Strategy
  • Campaign Structure
  • Digital Marketing
  • Advertising
  • Ad Performance
  • Scalability
  • Creative Testing
  • Retargeting