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Let's talk about FB campaigns - correct structure (18)

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Hi there!

Let's us talk a bit aboutn the campaigns structure. I have tested some different structures and got troubles with the decision what is better.

1) campaign -> adset 1 - > ad 1, ad 2, ..., ad 10
-> adset 2 - > ad 1, ad 2, ..., ad 10


Here we have different audiences in each adset and same creatives for each adset. So FB can choose the best creative for each audience ( maybe we can kill the worst creatives and leave best 2-3 creatives.

2) campaign -> adset -> ad1 - ad10

Here we have one global audience 8-20 M without interests (only FB pixel). We have some creatives and FB can choose what are best.

3) campaign -> adset 1 -> ad1, ad1, ad1
-> adset 2 - ad2, ad2, ad 2
Here we have for one creative one adset and 2 copies of a creative. Usually the 3d creative doesnot have impressions. This way we can see what creative does realy work well on not.

SO which approach do you use usually ?
And how do u use retarget? I tried to use visitors from my website and exclude the lead conversion. Made text something like Last chance to get 50% discount and same creatives. But it never was good for me: or just a few expensive leads or leads are too expensive to be profitable.

Any Help is appreciated

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You having trouble to get a low cpc? Or you having trouble to get conversions in? And why did you choose these strategies?

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I don't care about CPC, I care about conversions and profit. I had one campaign with $40 daily budget - and I got every day 15-25 conversions with cost $1-$1,5 . I was fine and ROI was 150-200%. I decided to scale and my first step was - I made a LAL from my website visitors. And I got 2 camaigns with $40 daily budget and with 5-9 conversions from each. SO my overall ROI went down to zero. So I decided maybe I have a wrong structure?
Maybe I made a mistake somewhere else?

I choosed this strategies coz I thoight they are good. Am I wrong?

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I don't understand you decided to scale and your first step was making a LAL? Did you duplicate the winning ad set and targeted on the LAL -> with shitty results?
Why not duplicate the winning ad set on "normal" audience too? Why not increase budget slowly on the winning ad set?

How many ads are you running? Find out why certain ads are winning and find dozens of similar images and test them too.
And what vertical are you running? A look a like audience doesn't work per se on all verticals/audiences. Did you gave FB enough time to optimize fully?

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I created a new campaign with LAL audience and winning creative. I thought it was a good idea. But got shitty results. I am running 3 same ads in one adset. Is this wrong?

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Normally a LAL audience with your best ads would result in good ROI yes. Which geo and what vertical you are running? And how big is the potential audience? Scaling budgets on a small audience result is higher cpc's mostly for example.

This is how I normally run a campaign;
I launch 3 campaigns - each 1 adset - each 3 images with same targeting/text etc etc. So in total 9 different images divided in 3 campaigns, 20 euro per campaign.
Then I kill bad ads within 24-48 hours, scale the good ones small steps till certain level, mostly 100-200 euro a day.

In meanwhile I search for dozens of new images, might tweak a bit on text, and scale by adding new ads, not per scaling budgets anymore. Preferably I then spread the winning ads on several accounts so I don't put too much weight on one account only.

For me targeting is quite spot on always, women 35+ with a certain interest, so I put my focus on finding best images. If the targeting isn't clear yet try to pinpoint that first.

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runnin europe and asia, health and beauty, the audience is 2M-8M. Is it a enough auidence? Thank you very much for reply. But is it enough budget and data after 48 hours to cut adset? the adset is learning about 50 conversions. no?

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Yeah that is plenty of audience to scale ads on a good level, for sure! Honestly I cut some ads even quicker, if I see CTR is really dramatic. Thereby I always run clicks to website, but indeed if you run on conversions killing the ads within 48hrs might be too quick. But still you can cut expensive ones eventually I think, FB needs time to find the right audience with the pixel, but still there could be a big difference in CTR and CPC of the ads itself in early stage. Kill them , launch new ones and find the ones which are as low as your first lowest ones.

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ok. big thanks

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Is there a reason why you always start with this targeting? I'm assuming you're used to promoting the same niche so you already know what audience is most likely to convert based off past experience.


Just to clarify with the campaign structure you mentioned above, the goal is always website clicks? You never test with PPE?

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Both are correct :-)

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@stickupkid do you have any thoughts on how to properly setup audiences? Do you ever have single interest adsets? Do you have a way you to decide to group multiple interests? Do you track which interests in the group are actually converting? Are there audience sizes you try to aim for and also avoid?

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I mostly do single interest, since I am pushing offers connected to one brand. I believe multiple interest are always best to do, since I strongly believe laser targeting + good images are key for the lowest cpc's. The offers I push are quite broad too so laserpointing would help me much I think. I aim for 100.000 + at least!

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I've seen a lot of your posts, are you referring to running sweeps? If so that makes sense. I did a bunch of spying for sweeps and surveys and a lot of the time the ad was for a specific grocery chain or brand.

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That's correct. And I do some casino here and there, using LLA only for that. I guess e-commerce and some finance products would be more interesting with multiple interest yes!

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guys so what is the difference when u duplicate adset or duplicate campaign?

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Duplicte ad set - > will be shown in same pool of audience of the ad you are duplicating
Duplicate campaign - > new pool of audience will be picked out for your ad set

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thanks a lot

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