February 25, 2021

How to Structure Your Facebook Ad Account

How to Structure Your Facebook Ad Account

Now that you have successfully opened a Facebook Business Manager & Ad Account and integrated your pixel for proper tracking, you can carry on with the steps to set up your Facebook Ad Account for success.

In this article, we are going to explain the Facebook Campaign structure to make sure you are properly targeting people based on where they are in their customer journey & you’re not bidding against yourself within your account.

To begin with, in a regular ad account with not too complex structure, product categories, goals, different websites, and so on, starting with only three campaigns to target customers during their shopping cycle is the right way to start. 

When we say customer journey, what we mean is:

As clear as it is, targeting these three types of people with the same creatives is not a great idea. You can increase your ad account performance by building the right funnels and creative strategy for each funnel.

The most important thing to build a successful Facebook Ad Account is to understand how Facebook’s bidding structure works (right now - things can always change in the future).

Every different journey should be set up as a Campaign, every different audience should be targeted as an Ad Set, and each Ad Set should have 3-4 different creatives for better ad/ audience performance optimizations.  

To explain this better, if you want to bring new users to your website, you should start with a new Acquisition Campaign. Under that campaign, you can decide what sort of different audiences you would like to target. For example, if you already have conversions on your site (the suggested size is 2000 conversions), you can build a Lookalike Audience and use this to build your first ad set. Or you can decide to target people based on different interests that might match your product. You can build another ad set targeting people who showed interest in some of your competitors, for example. 

The key to a successful campaign structure is to exclude people who are in different parts of their journey while setting up your Ad Sets. If you’re going after a new audience, make sure you exclude your site visitors & people who have purchased from you. Here is an example:

facebook new audience

We do this for multiple reasons. The most important ones are:

Once you build the different audiences under each ad set and exclude the other 2 (retargeting & retention), your first Acquisition campaign will be complete. After this step, what you need to do is, start building your Retargeting Campaign. 

The same logic goes here too. But under this campaign, since you’re already targeting people who have been to your site before, you only need to exclude previous shoppers from your ad sets. Under Retargeting, you can again build different ad sets with different targeting. Building retargeting audiences takes trial and error, just like anything on Facebook advertising. For example, you can build:

Again, the key is to exclude previous purchasers from each ad set to make sure your campaigns are steering clear from each other. It’s not a bad practice to exclude each audience from the other as well. As much as ad sets don’t bid against each other, cookie tracking is not always perfect, and it won’t hurt to spend a couple of seconds more here to eliminate and overlap.
Once you are done with your retargeting campaign, the last campaign set up is for Retention/ Remarketing - targeting people who have already purchased from you. 

For a fairly new site, an eCommerce brand during their growth stage, a site with not too much traffic or previous conversions, it’s a good practice to set a min of 65% - 75% of your daily spend to Acquisition, 20% - 25% to retargeting & 5% - 10% to retention. 

Once you decide on these budgets, you can set up Auto Scaling on Boostify, enjoy & relax. Our AI will scale your budget up or down based on your goals & your ad account performance.