What Is the Best Facebook Ads Strategy for Profitable Scale in 2024?

Transcript

in this video I'm going to be breaking down the best structure and strategy that you can copy and paste into your business right now in 2024 all of these principles are going to apply to all siiz businesses don't worry about the exact minute details really focus on the overarching campaigns adsets and strategy that we are going to be putting into p... Read More

Key Insights

• The recommended Facebook Ads structure is a three-campaign system consisting of a prospecting CBO campaign, an Advantage Plus Shopping scale campaign, and a retention campaign. Each campaign has a distinct role in testing, scaling, or reactivating customers.
• The prospecting campaign is a 100% broad CBO campaign with no interest targeting or other specific audience targeting. Its ad sets cover ages 18 through 65 plus and all genders, allowing Facebook to identify responsive audiences and allocate spending among competing creative packs.
• Every batch of new creative belongs in a newly duplicated broad ad set, even when the batch contains only one creative. Existing ads should be removed from the duplicated pack before the new assets are inserted, and new creative should not be added to existing packs because that can reset learning.
• CBO budgeting works by allowing Facebook to distribute money toward the ad sets and creatives it considers most likely to generate returns. The strategy avoids forcing equal testing spend on weak ads, which the presenter argues can create unnecessary cost centers for the business.
• The top 10% of prospecting creatives should graduate into the Advantage Plus Shopping campaign every 14 days. A more inclusive selection can reach 15%, but the scale campaign should remain reserved for ads that have already competed successfully for meaningful spend across prospecting.
• Ad selection should begin with amount spent, followed by return on ad spend or cost per purchase. Low-spend ads with unusually high reported returns should not be cherry-picked because limited delivery does not demonstrate that they can compete and perform at scale.
• The Advantage Plus Shopping campaign should be optimized only every two weeks. During each review, the lowest-spending ads with the weakest return on ad spend can be paused, while proven winners should otherwise receive enough time and broad reach to continue performing.
• The initial budget split between prospecting and Advantage Plus Shopping should be approximately 50/50. As the account matures, prospecting can remain near 30% of total spend, while the scale campaign increases in 10% to 20% increments whenever it exceeds the acceptable return or acquisition target.

Questions & Answers

Q: How should a Facebook Ads account be structured for profitable scale?

Use three campaigns with distinct roles: a prospecting CBO campaign for testing, an Advantage Plus Shopping campaign for scaling proven winners, and a retention campaign for reactivating existing customers. This creates a repeatable path from creative testing to scaling while keeping customer retention separate.

Q: How should new Facebook ad creatives be tested?

Put every new batch of creative into a newly duplicated broad ad set within the prospecting CBO campaign. Verify the duplicated settings, remove the inherited ads, and insert only the new creative. Do not add new creative to an existing pack because that can reset its learning.

Q: What audience settings should a broad prospecting ad set use?

Use no interest targeting or other specific audience indicators. The described setup targets all genders from ages 18 through 65 plus, allowing Facebook to find responsive audiences across a broad pool.

Q: Why use CBO for Facebook ad creative testing?

CBO lets Facebook direct the campaign budget toward the ad sets and creatives it predicts are most likely to generate returns. The strategy avoids forcing equal spend on weak ads, which may become identifiable after a couple hundred or a thousand impressions and $10 to $20 in spend.

Q: How do you choose ads for an Advantage Plus Shopping campaign?

Review the prospecting campaign every 14 days and sort all ads by amount spent. Among the highest spenders, identify ads with a high return on ad spend or low cost per purchase. Graduate the strongest 10%, or up to 15% with a more inclusive approach, into the Advantage Plus Shopping campaign.

Q: Why should Facebook ads be ranked by spend before return on ad spend?

Spend shows which creatives successfully competed for delivery within their ad sets and across the prospecting campaign. After identifying the highest spenders, compare their return on ad spend or cost per purchase. Starting with return can elevate low-spend ads whose results have not been validated through meaningful delivery.

Q: How often should an Advantage Plus Shopping campaign be optimized?

Optimize the Advantage Plus Shopping campaign every 14 days rather than reacting to short-term fluctuations. At each review, pause the lowest-spending ads with the weakest return on ad spend while giving proven winners time to continue performing.

Q: How should budgets be split between prospecting and scaling campaigns?

Begin with an approximately 50/50 split between the prospecting and Advantage Plus Shopping campaigns. As the account matures, prospecting can remain near 30% of total spend. Increase the scale campaign budget by 10% to 20% whenever performance stays above the acceptable return or acquisition target.

Summary & Key Takeaways

• The recommended account structure separates three functions: prospecting, scaling, and retention. A prospecting CBO tests every new creative inside a newly duplicated, completely broad ad set. The Advantage Plus Shopping campaign scales proven ads, while the retention campaign focuses on reactivating existing customers and generating more revenue from the customer base.

• New creative should never be inserted into an existing testing pack because doing so can reset learning. Instead, duplicate an existing broad ad set, confirm its settings, remove its current ads, and insert the new creative. CBO budgeting then allows Facebook to direct spending toward the ad sets and creatives it predicts will perform best.

• Every 14 days, rank all prospecting ads by spend and evaluate the highest spenders using return on ad spend or cost per purchase. Move only the strongest 10%, or up to 15% for a more inclusive approach, into the Advantage Plus Shopping campaign while preserving reactions, comments, shares, destinations, and UTM settings.