Workshops · BFCM 2025 · English · PART 2 Workshop
(3) Media Buying: Ad Account Structure
(3) Media Buying: Ad Account Structure
- What changes with Andromeda
- Naming
- Ad Account Structure: From your start - Nov 21st
- Ad Account Structure: Nov 21st - Nov 24th
- Ad Account Structure: Nov 24th - Nov 28th
- Ad Account Structure: Nov 29th - Dec 1st
- 500€/day account setup
- 2,000€/day account setup
- 5,00€/day account setup
- >10,000€/day account setup
What changes with Andromeda
Before:
- ABO testing,
Low budget per ad set,
20-50 ad sets - Find 1 winner, build a CBO just around that 1 winner with variations
Now with Andromeda, priorities:
- Testing oriented to building “Diversified CBOs”
- In an ABO ad set, I want to learn which ad gets retrieval (ad spend + good CPM) and why, and from that learning, I want to build “Diversified CBOs”
- Use ABO to validate “Big Things” (Seed)
(more on this concept in the testing module) - Simplification: Less campaigns and the data is more aggregated (signal quality)
- Diversification: no longer looking for 1 winning ad, working in sets/packs/creative families
- Activity and freshness: keep adding creatives, move the daily budget, keep testing, …
Naming
For your mental sanity, please put some effort into campaign and ad set naming.
I understand ad naming is more annoying, you can skip it.
But avoid “CBO_scale - Copy”
Visual way:
🌊 = Campaign where I’m wave surfing, I must keep an eye on them, budget will change fast, ROAS might break, …
🚀 = Scaling campaign
🧪 = ABO testing campaign
🔴 = Black Friday Campaigns
Ad Account Structure: From your start - Nov 21st
- Priority: finding winner BF ads
- Priority: building Evergreen CBO campaign infrastructure
Ad Account Structure: Nov 21st - Nov 24th
- Priority: finding winner BF ads
- Priority: building BF CBO campaign infrastructure (if you already have winner ads)
- Priority: scaling and maturing Evergreen CBO campaign infrastructure
Ad Account Structure: Nov 24th - Nov 28th
- Priority: building and maturing BF CBO campaign infrastructure (>50 purchases, likes, comments)
- Priority: scaling and maturing Evergreen CBO campaign infrastructure (>50 purchases, likes, comments)
Ad Account Structure: Nov 29th - Dec 1st
- Priority: Scaling CBOs
End of October: Build evergreen CBOs
Nov 21st: Black Friday ABO
Nov 24, 25, 26: Build Black Friday CBOs
Nov 29th: Black Friday
*In my opinion, I built the BF scaling CBOs too late.
Before Black Friday, I was only able to get the BF scaling CBOs to 28, 20, 13, 8, 7 and 3 purchases.
Ad Account Structure: From your start - Nov 21st
- Priority: finding winner BF ads
- Priority: building Evergreen CBO campaign infrastructure
🧪 PRO_(Evergreen)_ABO_Testing
🚀 CBO_(Scaling)_(CreativeDiversification)_1
🚀 CBO_(Scaling)_(CreativeDiversification)_2
🚀 CBO_(Scaling)_(CreativeDiversification)_3
🧪 PRO_(BlackFriday)_ABO_Testing
Ad Account Structure: Nov 21st - Nov 24th
- Priority: finding winner BF ads
- Priority: building BF CBO campaign infrastructure (if you already have winner ads)
- Priority: scaling and maturing Evergreen CBO campaign infrastructure
🧪 PRO_(Evergreen)_ABO_Testing [lower budget]
🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
🧪 PRO_(BlackFriday)_ABO_Testing
🚀 CBO_(BlackFriday)_(MACRO diversification)_BidCap200
🚀 CBO_(BlackFriday)_(MACRO diversification)_CostCap50
🚀 CBO_(BlackFriday)_(avatar 2)_CostCap120
🚀 CBO_(BlackFriday)_(product category 1)
🚀 CBO_(BlackFriday)_(product category 2)
🚀 CBO_(BlackFriday)_(Dynamic Ads)
Ad Account Structure: Nov 24th - Nov 28th
- Priority: building and maturing BF CBO campaign infrastructure (>50 purchases, likes, comments)
- Priority: scaling and maturing Evergreen CBO campaign infrastructure (>50 purchases, likes, comments)
🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
🚀 CBO_(BlackFriday)_(MACRO diversification)_BidCap200
🚀 CBO_(BlackFriday)_(avatar 2)_CostCap120
🚀 CBO_(BlackFriday)_(product category 1)
🚀 CBO_(BlackFriday)_(Dynamic Ads)
Keep this one active if still performing of course:
🧪 PRO_(BlackFriday)_ABO_Testing
Ad Account Structure: Nov 29th - Dec 1st
- Priority: Scaling CBOs
🌊🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
🌊🚀 CBO_(BlackFriday)_(MACRO diversification)_BidCap200
🌊🚀 CBO_(BlackFriday)_(avatar 2)_CostCap120
🌊🚀 CBO_(BlackFriday)_(product category 1)
🌊🚀 CBO_(BlackFriday)_(Dynamic Ads)
500€/day account setup
30€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]
120€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
40€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]
130€ 🚀 CBO_(BlackFriday)_(diversification)_BC200
140€ 🚀 CBO_(BlackFriday)_(product category 1)
40€ RETARGETING
2,000€/day account setup
100€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]
400€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
100€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]
600€ 🚀 CBO_(BlackFriday)_(diversification)_BC200
300€ 🚀 CBO_(BlackFriday)_(product category 1)
300€ 🚀 CBO_(BlackFriday)_(product category 2)
100€ RETARGETING
5,000€/day account setup
100€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]
1,000€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
200€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]
700€ 🚀 CBO_(BlackFriday)_(diversification)_BC200
1,200€ 🚀 CBO_(BlackFriday)_(product category 1)
800€ 🚀 CBO_(BlackFriday)_(product category 2)
1,000€ RETARGETING
>10,000€/day account setup
300€ 🧪 PRO_(Evergreen)_ABO_Testing [lower budget]
1,000€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
1,500€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
1,500€ 🚀 CBO_(Scaling)_(CreativeDiversification) [scale]
500€ RETARGETING EVERGREEN
3.8k
400€ 🧪 PRO_(BlackFriday)_ABO_Testing [lower budget]
700€ 🚀 CBO_(BlackFriday)_(diversification)_BC200
1,700€ 🚀 CBO_(BlackFriday)_(product category 1)
2,600€ 🚀 CBO_(BlackFriday)_(product category 2)
1,300€ 🚀 CBO_(BlackFriday)_(product category 2)
500€ RETARGETING Black Friday
3.8k