Workshops · Q3 2024 · English
6) Meta Media Buying and Campaign Structure
SUMMER SALES WORKSHOP 2024
Meta Media Buying and Campaign Structure
Start:
Scaling:
Start:
You work with brands, so I’d always follow this structure.
Dropshipping would be different.
Brand → Start with aggressive retargeting, and ABO testing is smoother. Then extend the revenue highs with winning ads.
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Keep the evergreen active?
Yes, but be more demanding. Don’t tolerate low ROAS.
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After this initial launch with aggressive retargeting,
The biggest priority is finding winner ads.
Example, this ABO for a flash sale, I structure it by angle:
- Winning angle: “direct product” + lash revolution
STEP 2: INITIAL SCALING (After 48h)
- Vertically increase budget
20-30% every day - Increase budget in your advantage+ campaign
- If you started with aggressive budget in Retargeting, now it’s time to decrease it
- In your ABO, duplicate the winning ad sets into new ad sets with manual bidding (the cost cap that works in evergreen)
- If the advantage+ works great, duplicate it and put your winning cost cap
STEP 3: EXPAND WITH CREATIVES
- Make babies out of winning ads: super similar ads
Put them in the ABO Testing campaign - From here, every 3 new winning ads, create a scaling campaign
(Adv+ or CBO)
Step 4: Multiple Scaling Campaigns
Example structure visually:
At this point, the focus is budget management.
Trading.
Daily optimization, follow demand patterns with wave surfing and push until you find resistance. With enough winning ads.
Solving inconsistency, example
June 3rd
June 4th
June 5th
Daily optimization:
- CBO 900 (Find me 10 sales)
→ 1,300€ (2 days) (Find me 15 sales)
Minimize risk of breaking ROAS when scaling at an already-high budget
→ Dynamic
→ Combining more than 3 winning ads (less than 5) - ABO testing
20€ (2 days) (Find me 2 sales)
24
29
35
42
20% at low budget can be done every day