Trackwat
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- Jan 29, 2023
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Good day
My goal with this post is to demonstrate that a complicated ad account structure is not necessary to scale your Facebook ads.
Here's a look inside at what's working for a DTC Brand's Facebook ad account, which has spent $4,170,728.55 in ad spend.
1) SIMPLE AD ACCOUNT STRUCTURE
You cannot get much simpler than having just one CBO campaign.
This campaign has:
Prospecting ads (Top of the funnel)
Retargeting ads (Middle of the funnel & bottom of the funnel) -
Offer ads.
How does the campaign scale? By increasing the budget for the whole campaign. You don't need to duplicate the campaign to scale your ad account.
Often, when you overcomplicate the ad account structure by duplicating and scaling, you end up encountering audience overlap, resulting in increased CPM and CPA as you reach the same audience you previously targeted with your campaigns.
We made the mistake of duplicate scaling years ago, and since 2022, we have stuck to increasing the budget for the campaign.
Looking at the first screenshot, you can see that the campaign has recorded 262,000 purchases; it can't fail due to the vast amount of data. That should be the campaign's goal: to make as many purchases as possible while meeting your CPA goal.
The more purchases the campaign has, the better it will perform over time. Now let's jump into creative testing.
2) SIMPLE TESTING SYSTEM.
Here is how the ad account looks on the ad set level with the setup:
Broad targeting. (Targeting is handled by creatives, especially given the amount of data their ad account contains)
1 Concept per Ad Set, with 3-5 unique ad variations of each concept.
Each week we test 4-6 ad concepts.
We don't miss a single week without testing new ad concepts.
Here are the testing rules:
Each ad set runs for 7 days
A winning ad will have a CPA below the target + will record 100+ purchases during 7 days.
A losing ad will have a small spend over a 7-day period.
A losing ad will have a CPA above the target.
It's crucial to measure AOV right beside the CPA, because at times your ads can exceed CPA targets and, at the same time, bring in higher-quality customers who spend more, thus generating higher AOV.
3) HERO OFFER & HERO PRODUCT.
This brand has a simple Hero offer that we use to acquire customers at scale. Having a HERO offer and a great product is the easiest way to scale a brand.
Many businesses have scaled into tens of millions in revenue just because of having a HERO offer alone.
A HERO offer not only attracts new clients but also helps in retaining them by delivering exceptional value.
I highy suggest doing competitor research in your own niche or similar niches and look at what kind of HERO offers the best brands have.
Many people think that offering a 20% discount on the first purchase is a HERO offer. It's not.
Examples of great HERO offers:
Buy 1, get on 1 FREE
Buy 2, get one FREE
BUY 3, GET a (popular product) as a gift.
4) A SIMPLE BUYERS JOURNEY.
This brand's conversion is through the roof, simply because of the simplicity of the website.
Easy to read
Easy to understand
Few clicks to a purchase.
I often see extremely complicated websites that ultimately have a low conversion rate.
Once a potential customer lands on the website, they must understand exactly what you're selling within the first few seconds; otherwise, you'll have a high bounce rate which will ultimately result in a low conversion rate, as the majority of visitors leave.
5) SUMMARY
Focus on what truly matters - your HERO offer and your customer's buyer journey, and simplify your advertising system.
It should not be complicated. The complicated you make it the harder it will be to scale.
There is a reason why there is a saying, "Simplicity scales complexity fails."
Thanks for reading.
My goal with this post is to demonstrate that a complicated ad account structure is not necessary to scale your Facebook ads.
Here's a look inside at what's working for a DTC Brand's Facebook ad account, which has spent $4,170,728.55 in ad spend.
1) SIMPLE AD ACCOUNT STRUCTURE
You cannot get much simpler than having just one CBO campaign.
This campaign has:
Prospecting ads (Top of the funnel)
Retargeting ads (Middle of the funnel & bottom of the funnel) -
Offer ads.
How does the campaign scale? By increasing the budget for the whole campaign. You don't need to duplicate the campaign to scale your ad account.
Often, when you overcomplicate the ad account structure by duplicating and scaling, you end up encountering audience overlap, resulting in increased CPM and CPA as you reach the same audience you previously targeted with your campaigns.
We made the mistake of duplicate scaling years ago, and since 2022, we have stuck to increasing the budget for the campaign.
Looking at the first screenshot, you can see that the campaign has recorded 262,000 purchases; it can't fail due to the vast amount of data. That should be the campaign's goal: to make as many purchases as possible while meeting your CPA goal.
The more purchases the campaign has, the better it will perform over time. Now let's jump into creative testing.
2) SIMPLE TESTING SYSTEM.
Here is how the ad account looks on the ad set level with the setup:
Broad targeting. (Targeting is handled by creatives, especially given the amount of data their ad account contains)
1 Concept per Ad Set, with 3-5 unique ad variations of each concept.
Each week we test 4-6 ad concepts.
We don't miss a single week without testing new ad concepts.
Here are the testing rules:
Each ad set runs for 7 days
A winning ad will have a CPA below the target + will record 100+ purchases during 7 days.
A losing ad will have a small spend over a 7-day period.
A losing ad will have a CPA above the target.
It's crucial to measure AOV right beside the CPA, because at times your ads can exceed CPA targets and, at the same time, bring in higher-quality customers who spend more, thus generating higher AOV.
3) HERO OFFER & HERO PRODUCT.
This brand has a simple Hero offer that we use to acquire customers at scale. Having a HERO offer and a great product is the easiest way to scale a brand.
Many businesses have scaled into tens of millions in revenue just because of having a HERO offer alone.
A HERO offer not only attracts new clients but also helps in retaining them by delivering exceptional value.
I highy suggest doing competitor research in your own niche or similar niches and look at what kind of HERO offers the best brands have.
Many people think that offering a 20% discount on the first purchase is a HERO offer. It's not.
Examples of great HERO offers:
Buy 1, get on 1 FREE
Buy 2, get one FREE
BUY 3, GET a (popular product) as a gift.
4) A SIMPLE BUYERS JOURNEY.
This brand's conversion is through the roof, simply because of the simplicity of the website.
Easy to read
Easy to understand
Few clicks to a purchase.
I often see extremely complicated websites that ultimately have a low conversion rate.
Once a potential customer lands on the website, they must understand exactly what you're selling within the first few seconds; otherwise, you'll have a high bounce rate which will ultimately result in a low conversion rate, as the majority of visitors leave.
5) SUMMARY
Focus on what truly matters - your HERO offer and your customer's buyer journey, and simplify your advertising system.
It should not be complicated. The complicated you make it the harder it will be to scale.
There is a reason why there is a saying, "Simplicity scales complexity fails."
Thanks for reading.
