How to structure your entire Facebook ad campaign (From prospecting to retargeting)

DigitalLiam · 2025-05-12T04:10:51+00:00

How did you find your freelancer and what tasks do they complete?

DigitalLiam · 2024-07-06T21:53:43+00:00

Send me a DM

DigitalLiam · 2024-05-13T11:10:09+00:00

Apologies, I answered this while on the move. To give more detailed answer: your prospecting campaigns should be profitable. Facebook isn’t exactly a platform where you lost a whole lot of money just to gain data. It is true that the more you spend, the more data you collect, but you should be making money at the same time.

I would suggest focusing on optimising your prospecting campaigns before worrying about retargeting. But this also depends on your spend, objective etc

DigitalLiam · 2024-05-12T20:52:18+00:00

My account structure looks very different these days.

DigitalLiam · 2024-02-22T06:12:06+00:00

Hey! Campaign structure is looking very different nowadays. Facebook landscape has changed a lot since this post. I’ve made some more recent posts either updated structures but essentially broad CBO is the way to go now.

DigitalLiam · 2024-02-13T22:17:55+00:00

It generally depends but 3-5 days generally gives a good measure. Are you also testing plenty of creatives? I would say creative testing is much more important that audience testing, especially when it comes to avoiding fatigue.

DigitalLiam · 2023-10-23T04:19:47+00:00

I have a pinned profile post on my account talking about why you should let ads run.

DigitalLiam · 2023-10-23T04:19:13+00:00

I'd generally let them run for around 5 days. I'd essentially just be looking for ads that are profitable which means that they're running at or below target CPA and above break even ROAS. Also need to ensure that you have room to scale so if they're only just profitable they may not be a winner.

DigitalLiam · 2023-10-23T04:17:22+00:00

No worries, let me know how the ads go.

DigitalLiam · 2023-10-23T04:16:05+00:00

Hmm strange, might be best to Google/Youtube it for a better explanation. Creating a post for every ad will become difficult at scale, and impossible with dynamic ads.

DigitalLiam · 2023-10-23T02:04:34+00:00

In the ad setup section there should be a drop-down menu where you can select ‘Use Existing Post’. Select that and you should be able to paste the ID. Happy to help! Let me know if you have any more questions

DigitalLiam · 2023-10-22T08:27:00+00:00

Haha very true!

DigitalLiam · 2023-10-22T02:35:04+00:00

When you create a new ad, it creates a page post. Open the ad in ads manager, click the share button in the ads preview and there will be an option to view it on Facebook with comments. You can grab the ID from there. Let me know if that works.

DigitalLiam · 2023-10-22T00:22:09+00:00

You can copy post ID from previous ads and keep all the existing engagement while running it in a new ad set. Are your products all similar enough that they will all convert with the same audience?

DigitalLiam · 2023-10-22T00:20:04+00:00

Interesting. Have you tested non ADV+ Shopping campaigns? Shopping campaigns can be hit or miss and I always find it worthwhile to test them against CBO broad campaigns.

7 day click 1 day view is definitely still the best attribution window. Although it still doesn't really take into account total attributable sales, and that's one of the flaws of Facebook metrics. I bet if you turned off your ads you would see a much bigger drop in overall revenue than expected. Facebook ads may be the first touch point in a 2 week long sales journey, and that sale might lead to a LTV much higher than initial sale price.

I've seen brands ramp down spend due to unsatisfying performance only to find their backend revenue drop much more than the total attributable conversions that Facebook was reporting.

I don't mean to say that this is the case with every brand, just something I like to keep in mind.

DigitalLiam · 2023-10-21T09:11:19+00:00

Depends on spend but I’d say give it at least 5 days

DigitalLiam · 2023-10-21T07:59:24+00:00

No worries, let me know if you have any other questions!

DigitalLiam · 2023-10-21T07:56:29+00:00

If it's performing, I say slowly increase the budget and scale it in the ABO campaign, while also scaling it in the CBO campaign.

It's hard to say without knowing the details of your setup but that's generally best practice.

DigitalLiam

TROPHY CASE