FUNDAMENTALS OF AD ACCOUNT OPTIMIZATION
There are 3 overarching pillars to optimizing an ad account.
- Campaign Level Optimization
- Ad Set Level Optimization
- Ad Level Optimization
Sound familiar? If you have any experience creating FB Ads in ads manager, the 3 pillars will seem suspiciously familiar to the 3 steps of ad creation. It is true; we are going to be using these steps as a guideline for optimization. By the end of this post, you will learn how to leverage pre-existing data to manually optimize your facebook campaigns. Let’s begin.
—Campaign Level Optimization—
When I speak about campaign level optimization, I’m not talking about CBO (don’t get it confused). I’m speaking about the structure of campaigns within an ad account.
Current best practice in ad account campaign structure is as follows:
- Prospection campaign
- Re-engagement campaign
- Retargeting campaign
The point of this campaign structure is to segment different audiences into separate campaigns. This is necessary for a couple reasons:
- Efficient & cleaner data analysis at the campaign level view
- Can run CBOs for different audiences in sales funnel (cold, warm, hot) without mixing audiences from different segments
Prospection campaign: target only COLD traffic – people who have NEVER visited your website or purchased, or watched 50% of your ad. Optimal prospection campaigns try their best to stay near a frequency of 1.00, meaning that the average person will have only seen the ad exactly once.
- HOW TO DO IT: Include any interest or lookalike audiences. Exclude custom audiences of View Contents + Purchases in past 180 days, and 50% Video Viewers past 365 days. Photo example.
Re-engagement campaign: target only WARM traffic – people who have viewed at least 50% of your ad + people who have engaged with any of your posts BUT haven’t visited the website. The point is to get people who have shown slight interest to move further down the funnel and actually click to your website and add products to their cart.
- HOW TO DO IT: Include audiences of 50% VV + engaged on any post, excluding View Contents + Purchases in past 180 days.
Retargeting campaign: targets only HOT traffic – people who have visited your website, added to cart, perhaps viewed 75% of the video. Tons of different actions to retarget. Test them all!
- HOW TO DO IT: Use audiences such as View Content and use time frames like 0-7 days, 7-21 days, excluding Purchases. Each segment will have different messaging. 0-7 days, might only require 15% discount code. 7-21 day audiences are inherently colder because it’s been longer since they’ve engaged with your business, so you might need to offer a 20-25% discount code to convert them. Photo example.
—Ad Set Level Optimization—
Two words that set the tone for this section: BREAKDOWN. TAB.
The breakdown tab is the GOAT 🐐. If you utilize it properly, it can steer you towards optimization and achieving lower CPAs.
After spending at least $150 on a specific product, you can start to use the breakdown tab to find profitable pockets of demographics.
Most used breakdowns:
HOW TO USE IT: When launching new interests or new lookalike audiences for prospection campaigns, you will only select the demographics that have the lowest CPAs. For example, if you select age breakdown, take a look at the results, and see that age 18-34 has bad results… then for all future campaigns you will only select 35-65+. Another example: if you see that Facebook is way better than Instagram… then for future campaigns you will only select the option to advertise on Facebook.
If you combine all of these profitable demographic pockets for every new audience you launch, you will have results that are the combination the best data. PRO-TIPS: 1) You can even dupe the original campaign and narrow down using the breakdown tab and relaunch & 2) When you get 100+ purchases and the pixel is more seasoned, you can go back to broad targeting and removing the breakdown changes you made.
—Ad Level Optimization—
If you read my $140 Budget Launch Strat Post, you’ll remember that we opt to test both a single image and a video, as well as 2 variations of ad copy.
After $150 spend, you’ll be able to notice trends in ad results across your ad sets. Assuming you logically named your ads, use the filter bar in ads manager to look at the aggregate ad level data at the campaign level. Photo example.
When launching new interests or new lookalike audiences for prospection campaigns, you will only select the combination of creative and copy that have the lowest CPAs. For example: if the video sucked by the image killed it, and CopyV2 also did the best, then for every new audience you will only use that specific combination (1 ad per ad set).
This does NOT mean you have found the best copy and creative that will ever exist for your product. TEST, TEST, TEST. When it comes to ads optimization, the key is to never stop trying new videos, images, copies, and angles.
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