The Perfect Campaign Structure In E-Commerce 3.0

Fewer data due to the iOs 14.5 update, adjustment of the campaign structure, and merging of the target groups: In this article, Philipp Kammerer provides insights into his “perfect” Facebook campaign structure in the meta ad manager.

The world does not stand still and keeps turning. In the same way, campaign structures are constantly evolving. After revealing my campaign structure on December 1, 2020, and July 12, 2021, it’s time for part 3 today.

This post is the third part of a series of articles on the subject of e-commerce:

  • The perfect campaign structure in e-commerce
  • The ideal campaign structure in e-commerce 2.0

What has changed?

You’ve probably already noticed: Since iOs 14.5 and the following updates, we see a lot fewer data in the meta ad manager than before.

It not only makes life more difficult for us when evaluating the campaigns but also for the optimization algorithm. Because the algorithm lives on data, and the more data he has available, the better he knows which user to display the advertisements too.

What does that mean for the campaign structure?

I further merged campaigns and ad sets:

  • Prospecting testing and scaling happen in the same movement.
  • Re-engagement and retargeting are combined in one direction.

The challenge has always been: you find a well-performing ad group in testing, you want to scale it, duplicate it in the scaling campaign, and it fails. It is simply because:

If you duplicate an ad group in another campaign, you may be targeting a completely different audience even though you have set the same audience.

It is as follows: The algorithm always picks a specific segment per ad group from the set target group. That’s why broad targeting works in the first place.

The campaign is not played out for everyone.

If you give the algorithm free rein, it will not show your ad to everyone, even though you have set it up, but only to a segment of the target group.

If you have a well-performing broad ad group, it can also make sense to duplicate it twice and run it against each other with the same settings to serve three different segments from your target group.

Why I merged re-engagement and retargeting

Due to iOs 14.5 and the subsequent updates, the retargeting target groups have become smaller and smaller. What hasn’t shrunk are the interactions on the platform itself. When you lump re-engagement with retargeting audiences, you can offset the shrinking of retargeting audiences.

What does the new campaign structure look like in detail?

  • Campaign: ProspectingCampaign goal: Conversions -> Purchases
  • CBO (Campaign Budget Optimization), so that the algorithm distributes the budget to the best-performing ad groups)
  • 3-5 ad groups
  • Budget: Target CPA x number of ad groups x 3
  • Audience Exclusions: Buyers
  • 3-5 ads per ad group with the same copy and different creatives
  • Audiences: Interests, Broad, and Lookalikes

In the testing phase of the campaign, each ad group is given a minimum budget so that the funding is distributed more or less evenly. In scaling, we give out the minimum budget so that the algorithm distributes the budget to the best performers.

2nd campaign: retargeting + re-engagement

  • Campaign goal: Conversions -> Purchases
  • CBO
  • Budget: 10-20% of prospecting
  • One ad group containing all retargeting and re-engagement audiences
  • Audience Exclusions: Buyers
  • 3-5 ads per ad group with the exact copy and different creatives
  • Audiences: Facebook Page Post Engagement, Instagram Page Post Engagement, 50% Video Views, View Content, AddToCart, InitiateCheckout

Campaign: Existing

  • Campaign goal: Conversions -> Purchases
  • CBO
  • Budget: 5-10% of prospecting
  • One target group
  • 3-5 ads per ad group with the exact copy and different creatives
  • Target groups: Purchase

The campaigns can also be combined if the existing content has the same advertising message as the retargeting or re-engagement.

What has changed?

Here is a summary of what has changed in my campaign structure since the last article :

  • Prospecting testing and scaling were combined into one campaign.
  • Retargeting and re-engagement are combined in one movement and one ad group.

What does your campaign structure look like at the moment?

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