Advanced Meta Media Buying I:

5.3) Meta Ad Account Structure I

Structure of this module:

1. Basic ad account structure
2. The right naming
3. One product vs Few products vs 100s of Products

Ad account structure type 1: by sales angle

Ad account structure type 2: by product

Ad account structure type 1: by product category

1) Basic Ad Account Structure

Campaign = Goal, algorithm

Ad set = Targeting, Budget, Bidding, Platform

Ad = Creative, “Targeting”

The goal is to spend a lot of money, profitably.

To do so, we need “Scaling Campaigns”.

And these scaling campaigns are risky, so they can only be built with winner ads, tested and validated.

To have them, we need a “Testing Campaign”.

And also, to minimize the risk that comes from spending a lot in prospecting and depending on “direct click to purchase” conversion, we’ll set up a simple retargeting structure.

So we end up having a basic structure of:

• Testing Campaigns
• Scaling Campaigns
• Retargeting Campaign

2) The right naming

Campaign naming

Ad set naming

Ad naming

Template for campaign naming:

“PRO_UK_ANGLE: Beauty”

(PRO / RET)_(Country)_(angle / product / product category / flash campaign / …)

Example for angles:
PRO_ES_ANGLE: be more attractive
PRO_ES_ANGLE: fear

PRO_ES_ANGLE: social proof

Example for products:
PRO_DE_(Metal Bottle)
PRO_DE_(Plastic Bottle)
PRO_DE_(Limited Edition Bundle)

Example for product categories:

PRO_US_(Boots)
PRO_US_(Sandals)
PRO_US_(Clothing)

PRO_US_(Best Sellers)

PRO_US_(Last Units)

Template for ad set naming:

“PRO_UK_Beauty_(new botox world)_(Variation hook 3)”

(PRO / RET)_(Country)_(angle / product / product category / flash campaign / …)_(sub angle or other)_(description of ad)

Example for angles:
PRO_ES_Attractive_(Guy in the club)_(Hook with a drink)

PRO_ES_Attractive_(Guy in the club)_(Hook beautiful girl)

Example for products:
PRO_DE_(Metal Bottle)_(Images)
PRO_DE_(Metal Bottle)_(Videos)

Example for product categories:

PRO_US_(Boots)_(Carousel)
PRO_US_(Boots)_(Images)
PRO_US_(Boots)_(Video)
PRO_US_(Boots)_(UGC Laura)

PRO_US_(Boots)_(UGC Jason)

Template for ad naming:

(this is the least rigid one because I use the ad set to make daily optimizations, not the ad)

For example, if the ad set name was:
“PRO_UK_Beauty_(new botox world)_(Variation hook 3)”

The ad name I use is:

Video_(new botox world)_(Variation hook 3)

So the template looks like:
(format)_(angle / product / product category…)_(description of the ad or the hook)

Example for angles:

Image_Attractive_(Manel)

Video_Attractive_(hook breaking the door)

Example for products:
Image_(Bottle)_(Manel)

Video_(Bottle)_(hook breaking the door)

Example for product categories:

Image_(Boots)_(Manel)

Video_(Boots)_(hook breaking the door)

3) One product vs Few products vs 100s of Products

• When you have 1 product (or 2), your goal is finding different ways to sell the same thing. That is done with sales angles.

Therefore your ad account structure should look similar to this example:

PRO_US_(Fight Acne)

PRO_US_(Glowing Skin)

PRO_US_(Anti Aging)

PRO_US_(Dating)

RET_7-30

Advantage+_(fight acne)

Advantage+_(glowing skin)

Advantage+_(anti aging)

Advantage+_(dating)

ABO_DACH_(Long Distance)

ABO_DACH_(Relationship)

RET_7-30

Advantage+_(winners men)

Advantage+_(winners women)

Or

PRO_US_(Fight Acne)

PRO_US_(Glowing Skin)

PRO_US_(Anti Aging)

PRO_US_(Dating)

RET_7-30

Advantage+_(all winners combined)

CBO_(all winners combined)

• When you have a few products (5-50), you want to focus on products. Especially, you want to focus on the top 5 products that you have and that can bring cheap traffic.
  
  This case is not rigid, you can mix the 3 ad account structures. Like having one campaign for your best sales angle, and even having campaigns for categories. But, the idea is that at this stage (5-50 products) you focus on products.

Therefore your ad account structure should look similar to this example:

PRO_US_(Black T-Shirt)

PRO_US_(Brown T-Shirt)

PRO_US_(Red T-Shirt)

RET_7-30

Advantage+_(Black T-Shirt winning ads)

Or

PRO_US_(be more attractive)

PRO_US_(Brown T-Shirt)

PRO_US_(Red T-Shirt)

RET_7-30

Advantage+_(Black + Brown + Red T-Shirt)

Advantage+_(Last Units)

• When you have hundreds of products (20-1000s+), you want to focus on product categories. The goal is to find what’s the best category.
  
  Think about brands like ASOS. They have thousands of products. They cannot focus on just 3 angles, and they cannot focus on just 5 products. They have to go BROAD.

Example of how the campaign structure would look like:

PRO_US_(Best Sellers)

PRO_US_(New Arrivals)

PRO_US_(Last Units)

RET_7-30

Advantage+_(winners best sellers)

Advantage+_(winners new arrivals)

Complex example for the EU account of ASOS:

PRO_EU_Men_(Best Sellers)

PRO_EU_Women_(Best Sellers)

PRO_EU_Men_(Winter Sales)

PRO_EU_Women_(Winter Sales)
PRO_EU_Women_(Nike)

PRO_EU_Men_(BOSS)

RET_(7-14 days Dynamic, based on the product they’ve checked)
RET_(30-60 days static ads)

Advantage+_(Top 10 performing ads)

Advantage+_(Winter Sales Winner Ads)

CBO_(Winter Sales Winner Ads)

CBO_CostCap100-150_(Winter Sales Winner Ads)