What Is the Best Facebook Ads Campaign Structure in 2024?

Transcript

If you're running meta ads, Facebook ads, and Instagram ads in 2024, you've probably noticed that there's hundreds of different structures, a lot of different strategies. In today's video, I'm going to be breaking down the exact structure that you should be using based on how much you're spending. We run ads for brands that are spending anywhere fr... Read More

Key Insights

• Campaign complexity should match monthly ad spending because a structure designed for an account spending more than $30,000 can significantly hurt an account spending only $5,000. The recommended framework changes at spending levels below $3,000, from $3,000 to $10,000, and from $10,000 to $30,000.
• An account spending under $3,000 per month should use one Advantage Plus shopping campaign. Its purpose is to feed Meta's algorithm without introducing unnecessary structural complexity while the account is still generating a relatively limited volume of signals.
• The recommended Advantage Plus configuration is a sales campaign using website and shop, the appropriate pixel, correctly configured audience location, and a 7-day click plus 1-day view attribution window. The speaker also recommends having Facebook and Instagram shops configured.
• An engaged audience is defined as recent site visitors and people who visited the brand's Instagram or Facebook page within the previous 30 days. These three segments indicate that someone has recently heard about or interacted with the brand.
• An existing-customer audience should combine the available customer list with a purchasers audience covering 180 days. A small purchasers audience is acceptable because it can grow over time, and the customer list can be uploaded directly if email syncing is unavailable.
• The daily campaign budget should not be lower than the brand's average order value. The speaker generally does not recommend spending below $100 per day, but emphasizes using as much budget as is realistically available while maintaining adequate signals.
• A prospecting CBO campaign should be added when monthly spending reaches $3,000 to $10,000. New creative batches should enter new broad ad sets, with six to eight creatives described as the usual sweet spot, allowing optimization to favor stronger ad sets and ads.
• An Advantage Plus scaling campaign should contain only winning creatives once spending reaches $10,000 to $30,000. Performance should be aggregated every 14 or 30 days, depending on spending, and approximately the top 10% of prospecting ads should graduate into the scaling campaign.

Questions & Answers

Q: What is the best Facebook Ads campaign structure in 2024?

Match the campaign structure to monthly ad spend. Use one Advantage Plus shopping campaign below $3,000, retain it and add a prospecting CBO campaign from $3,000 to $10,000, then use prospecting CBO for testing and Advantage Plus for scaling from $10,000 to $30,000.

Q: How should Facebook ads be structured below $3,000 per month?

Use one Advantage Plus shopping campaign with the sales objective when monthly spending is below $3,000 or daily spending is under $100. Select website and shop, the correct pixel, the proper audience location, and 7-day click plus 1-day view attribution, then place every available creative in the campaign.

Q: Which audiences should be added to an Advantage Plus campaign?

Add engaged and existing-customer audiences to the reporting settings. The engaged audience should include site visitors and visitors to the brand’s Instagram or Facebook page from the previous 30 days; existing customers should combine the customer list with a purchasers audience covering 180 days.

Q: How should the daily Facebook Ads budget be set?

Use as much daily budget as the business can realistically support, but do not set it below the average order value. The speaker generally does not recommend spending under $100 per day because the campaign needs signals flowing into the system.

Q: Should a Facebook ad creative receiving most of the spend be paused?

Do not pause a creative merely because it attracts most of the spending. If one or two creatives receive 90% of the spend, the speaker considers that a sign that Facebook sees them as more capable of scaling than the other creatives.

Q: How should Facebook ads be structured from $3,000 to $10,000 per month?

Keep the existing Advantage Plus campaign and add a manual prospecting CBO campaign. Use broad ad sets, Advantage Plus placements, highest-volume bidding, and apply the rule that the budget should not be lower than average order value.

Q: How should new Facebook ad creatives be tested in a CBO campaign?

Place each new creative batch in a new broad ad set so campaign-level optimization can allocate spending toward stronger groups. Use six to eight creatives per ad set, which the speaker describes as the usual sweet spot.

Q: How should winning Facebook ads be scaled from $10,000 to $30,000 per month?

Use the prospecting CBO campaign for testing and the Advantage Plus campaign for scaling. Aggregate creative performance every 14 or 30 days, graduate approximately the top 10% of ads into Advantage Plus, and also place winners in an ad set targeting one individual interest rather than stacked interests.

Summary & Key Takeaways

• Accounts spending under $3,000 per month should use one Advantage Plus shopping campaign with a sales objective. Configure website and shop, the correct pixel, United States targeting when appropriate, and 7-day click plus 1-day view attribution. Add engaged and existing-customer audiences for reporting, then place every available creative inside the campaign.

• Accounts spending between $3,000 and $10,000 should retain the Advantage Plus campaign and add a manual prospecting CBO campaign. Use broad ad sets, Advantage Plus placements, highest-volume bidding, and six to eight creatives per ad set. Each new creative batch should enter a new ad set so campaign-level optimization can allocate spending toward stronger groups.

• Accounts spending between $10,000 and $30,000 should use prospecting CBO for testing and Advantage Plus for scaling. Review aggregated creative performance every 14 or 30 days, graduate roughly the top 10% into the scaling campaign, and also place winners in a single-interest ad set. The speaker recommends original audience targeting with one interest instead of stacked interests.