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In 2024, businesses utilizing Meta ads on platforms like Facebook and Instagram have access to a myriad of structures and strategies. This article outlines the optimal ad structures based on monthly spending, ranging from under $3,000 to over $30,000. It's crucial to tailor your ad setup to your budget to avoid inefficiencies and maximize performance.
For those just beginning their advertising journey or spending under $3,000 monthly, the recommended approach is to create a single Advantage Plus campaign. This campaign type is currently favored by Meta, making it an essential tool for feeding the algorithm effectively. To set this up, navigate to your Ads Manager, select 'Create a New Campaign,' and choose the sales campaign objective. From there, create an Advantage Plus shopping campaign, ensuring you have your Facebook and Instagram shops configured.
When configuring your Advantage Plus campaign, select your pixel and set your attribution settings to 7-Day click and 1-Day view. It's important to define your audience accurately, targeting users in the United States without exclusions. Additionally, create custom audiences based on engagement over the past 30 days and upload your existing customer list. Setting a daily budget of at least $100 is advisable to generate sufficient signals for the algorithm.
The success of your Advantage Plus campaign heavily relies on the quality of your creative assets. Ensure that you include all available creatives in this campaign. The key principle is to avoid making unnecessary changes to high-performing creatives. If certain ads are receiving the majority of the budget, it indicates their effectiveness, and they should not be removed hastily.
Once your ad spend exceeds $3,000, it's time to implement a more advanced structure. Maintain the Advantage Plus campaign while adding a new prospecting Campaign Budget Optimization (CBO) campaign. This new campaign should also focus on sales objectives but utilize manual settings. Adjust your budget accordingly, ensuring it remains above your average order value.
In the prospecting CBO campaign, create two identical ad sets with broad targeting. This strategy allows for the introduction of new creatives without resetting expectations. As new creatives are developed, they should be added to new ad sets, ensuring that the best-performing ads receive the most budget.
For advertisers spending between $10,000 and $30,000, the Advantage Plus shopping campaign should focus solely on the top-performing ads. This campaign will serve as the primary scaling tool, utilizing data to identify and promote the best creatives. Regularly review your prospecting CBO campaign to identify the top 10% of ads and rotate them into your Advantage Plus campaign.
For those spending over $30,000, the strategy remains similar, but with a focus on targeted retention campaigns. These campaigns should be segmented into cohorts based on purchase history, allowing for tailored messaging. It's essential to maintain a balance between prospecting and retention efforts, ensuring that high-performing ads are continually optimized.
In the retention campaigns, target existing customers based on their purchase history while excluding recent purchasers. This approach helps maintain engagement without overwhelming your audience. Additionally, set up exclusions for recent purchasers across all campaigns to avoid redundancy.
The outlined structures provide a comprehensive framework for businesses of varying sizes to optimize their Meta advertising efforts. Starting simple and gradually increasing complexity as your budget grows is key. By leveraging Meta's algorithm effectively, businesses can achieve better performance and return on investment.
Q: What is the recommended approach for businesses spending under $3,000 on Meta ads?
A: The recommended approach is to create a single Advantage Plus campaign, which is favored by Meta for effective algorithm feeding.
Q: How should I set up my audience and budget for an Advantage Plus campaign?
A: Select your pixel, set attribution settings to 7-Day click and 1-Day view, define your audience in the U.S. without exclusions, and create custom audiences based on engagement. A daily budget of at least $100 is advisable.
Q: What is the importance of creative assets in an Advantage Plus campaign?
A: The success of the campaign relies heavily on the quality of creative assets. Include all available creatives and avoid removing high-performing ads hastily.
Q: What changes should I make when my ad spend exceeds $3,000?
A: Maintain the Advantage Plus campaign and add a new prospecting Campaign Budget Optimization (CBO) campaign, focusing on sales objectives with manual settings.
Q: How can I utilize broad ad sets in my prospecting CBO campaign?
A: Create two identical ad sets with broad targeting to introduce new creatives without resetting expectations. Add new creatives to new ad sets while ensuring the best-performing ads receive the most budget.
Q: What should I focus on when spending between $10,000 and $30,000?
A: Focus your Advantage Plus shopping campaign solely on top-performing ads, using data to identify and promote the best creatives.
Q: What strategies should I implement if my ad spend exceeds $30,000?
A: Focus on targeted retention campaigns segmented by purchase history, maintaining a balance between prospecting and retention efforts.
Q: How should I implement retargeting campaigns in my strategy?
A: Target existing customers based on purchase history while excluding recent purchasers to maintain engagement without overwhelming your audience.
Q: What is the key takeaway for optimizing Meta ads strategy?
A: Start simple and gradually increase complexity as your budget grows, leveraging Meta's algorithm effectively for better performance and return on investment.