To ensure your ad campaigns are effective, it's essential to structure your ad account strategically. Here’s a detailed guide on how to do that:

First Structure: Separate Campaigns

Goal:

Make sure you target each audience separately and allocate enough budget for each segment to conclude your experiments effectively.

Methods:

Separate Campaigns:

Approach: Create individual campaigns for each audience. Each campaign will have one ad set that targets a specific audience.
Implementation: For example, if you have 15 audiences (5 for each of TOFU, MOFU, and BOFU), this structure would require creating 15 separate campaigns.

Ad Set Budget Optimization (ABO):

Approach: Create one campaign but with multiple ad sets to target different audiences. Each ad set has its own budget.
Implementation: For the 15 audiences, you would have three campaigns (one each for TOFU, MOFU, and BOFU), each containing five ad sets.

Campaign Budget Optimization (CBO):

Approach: Create one campaign and allocate a single budget to the entire campaign, allowing Facebook to distribute the budget across ad sets based on performance.
Implementation: As with ABO, create three campaigns with five ad sets each.
Tip: In CBO, ensure that the audience size is similar across ad sets to allow for fair distribution of budget.

Budget Distribution:

Initial Phase:

TOFU: 55%
MOFU: 35%
BOFU: 10%

Mature Phase:

TOFU: 30%
MOFU: 50%
BOFU: 20%

Experiment Duration: Conduct these experiments for two weeks to gather enough data for analysis.

Second Structure: Consolidated Campaigns

Type 1: Consolidate Identified Audiences

Approach: Once you’ve identified effective audiences through the first structure, consolidate them into one campaign.
Implementation: This involves creating one ad set where all the effective audiences are grouped. One campaign is created for each funnel stage, leading to a simpler structure.

Type 2: Detailed Analysis and Targeting

Approach: Analyze audience performance in-depth to determine the best-performing attributes:

• Age
• Gender
• Location
• Time of the day
• Placement

Implementation: Create highly personalized creatives based on the analysis. Use insights from influencer pages that resonate with your audience to create visually similar content, which can drastically reduce CPC and CPA.

Happy Learning! 😊