Hi Ben. Your videos are so fantastic. No BS, and no saying the same thing over and over. Just straight in the ads manager, and then the knowledge bomb. Legend.
I love this Ben....I already used the 3rd one last month. An omnipresent awareness campaign sells like crazy if the audience size is between 20k to 30k
So, what's the strategy / campaign structure for those brands we are starting off new and have no retargeting data? What should be the ideal structure in such cases? Would help if you make some video on this approach.
GREAT VIDEO! Thank you. One clarification that might be applicable to many people... Going with your shoe example... let's say that you sell two types of shoes for adult males, one is for basketball and one is for soccer. Would those go in the same campaign or different campaigns? What is the criteria for deciding which organization is likely the best? Is it the target overlap (eg. the products are targeted towards the same or different people) ? the usage overlap (the products are used for the same / different things)? the "look of the ad" overlap (the products look similar / different to/from each other)? Something else?
I scrolled through comments to see if anyone asked this. Same thing interests me. For example if you sell 5 jackets, 3 sweatshirts and 6 pants. All 3ranges into 1 campaign or all separately or jacket+sweatshirts in one, pants in second...
What an awesome video! Question... For the sales campaign, do you recommend that I create another campaign and target those same people in the warm audiences witht he amni present awareness ads using brand awareness? For an example, helpful blog posts and reviews, etc? How about the sales campaign, do you recomend that I do two - 3 warm audiences in there? for an example, it can be Warm Audiences - Reviews... Warm Audiences - Image Ads, etc...
awesome video as always Ben! Question: Say you’re a local service provider for fencing. Your clients can either be residential (B2C) or commercial clients (B2B). Because of this, they, of course, have to be two different creatives/copies. How would one make sure there’s no overlap between both types of clients? For instance, commercial audience seeing the “residential” ad copy. Or does it even matter since they’ll know regardless that we offer the service in general? I’d appreciate your insights!
Hey Ben - This is a great thought. Quick question though - For the last structure (Awareness campaign), why not we use different Ads within a Single Ad Set as far as the audience are the same? Why separate Ad Sets?
Hi Ben. I have a quick question for you. Let's say we have 3 products within a product range. We run a DTO campaign with 5 ad sets and 4 ad's in each. How could we direct our audience to a specific product within the product range? 1 ad per each product? How would you do it? I am afraid that by default 1 ad (one product) will direct traffic to itself as the best performer and leave the other 3 ads ( prdoucts) behind.
Hello, very nice video got 2 question 1 In cold trafic campaigns (interest), do you exclude warm trafic? So let's say everyone involved in social media 360 days + PV 180? 2 In the look like audience campaign, do you exclude the group on the basis of which you created a given segment and warm traffic?
How much of the total budget would you recommend to split between lead magnet vs conversion campaigns? For example $100/day total budget to make it simple
@@BenHeath Thank you! Im currently setting up the direct to offer strategy, and i have 4 interest testing ad sets with 4 ads each in them. I have 100 dollars to spend in total for this week. Do you think i will give my ads a fair chance if i have a daily campaign budget of 20 dollars and run it for 5 days? Eitherway, you did a very well explained video. I really appreciate you! Best regards!
Could you provide guidance on the optimal structure for Facebook ad accounts when managing multiple domains tailored to different countries? Specifically, I'm interested in understanding whether: 1. Should I use separate ad accounts for each domain if you have like phones with a .com for a global audience, phones with a .de for Germany, and phones with a .es for Spain 1.1. If YES then how should the ad accounts and pixels be organized in this scenario to maximize effectiveness? 1.2. If NO, if a single ad account can efficiently manage all domains, then how should I structure the ads? 1.2.1. Should I use 1 ad set for each domain to geo and language target or dedicated campaign or how?
Hi Ben, thanks for such valuable content. I have been binge watching you for days now - Also your Google Ads Channel ! :) I have a question regarding how to reach extremely niche target groups using your campaign structures. Lets say I want to reach potential customers of a social media agency (such as brands) in Germany to do their organic social media work (content creation, posting, communication etc.). How would you approach this, in particular the targeting with a limited budget of up to a few thousand € / month? My idea is to setup a Advantage Budget optimization Campaign with different ad set for 1) warm audience and 2) Lookalikes based on warm audiences instead of lists, because the number of actual customers is very low. 3) NO open targeting as because as you explained in your video about targeting it probably wont work for niches 4) NO detailed targeting as I assume there is usually no suitable detailed targeting option for such niches Additionally I am thinking about testing your Omnipresent Content Strategie with the same targeting for warm audiences + warm audience based Lookalikes. Thanks a lot again for the great work and education!
Hi Ben, I haven't watched your videos for probably 9 months now and sorry for saying this, but I liked your older videos more (no music, no cuts, no effects, no green screen).
This is awesome. I have learned so much from you! Question, though-is showing one ad twice per day to someone too much? When I think about my own personal preferences, I find ads that do that annoying.
Thanks a lot. It can be but depends on the ad. I think you are referring to the omnipresent content strategy here and the idea is to put two DIFFERENT ads in front of people each day. That's a very different user experience.
Hello Ben. Lately I have become a huge fan of your videos. They are incredibly helpful and make Facebook Ads much easier to understand and implement. For the second campaign structure, you mention creating a separate retargeting campaign alongside the primary campaign to generate leads. How much of a smaller budget should we devote to this retargeting campaign? Is there a reason not to just include it within the primary campaign like you mentioned in other videos?
Hey Ben! Absolutely love your videos and work. My question are about AD FATIGUE and SUCCESS MEASUREMENT? In this format, what are the key indicators that you look for what yours ads are starting to fatigue? Is it an increase in CPM or a decrease in engagement rate, or drop off in conversions (even though it is a reach is the objective)? Secondarily, what do you measure the success of your campaigns on? For example if you were looking at increasing purchases, would you measure success against the campaign omnipresent campaign OR try to measure incremental increase in purchases at an ad account level? Thanks again for your videos. Love you work :)
Good questions and thank you very much :) For ad fatigue, frequency is the metric to keep an eye on. You typically don't want to go above a 3 when targeting cold audiences without changing up ad creative. For results we focus almost exclusively on cost per conversion or ROAS. That's the metric that really matters and the one you want to use to make your optimization decisions.
Thank you very much for your fantastic videos from which we can learn a lot! I have a question. How can you test the warm audiences, to see which of them are performing better? Because as there is the IOS thing, could happen that the warm audience could perform better without these outside sourses. But as I understand, it's not recommended to make another direct to offer compaign with the same product range, not even to test the warm audiences separately. How can it be done correctly? Thank you very much!
Thanks for the kind words! Honestly, I don't test warm audiences to see which one performs best. I know they will perform better than cold audiences and I therefore want to target them all.
Looks very interesting. Thank you Ben. Please tell us what kind of 2 different lookalike audiences should we have? Website purchasers lookalike and customer list lookalike would be a good example?
Hi Ben. Thanks for the amazing content! You are relay the best! I set up the the direct to oferr campaign exactly like you explained. After 24 hours it's running, im seeing that 90% of the budget is going on the warm audience ad set even though this is the smallest audience. You have any thoughts or ideas why this is happening?
Thanks for the great guidance. But what does the Campaign Structure look like for a new business or entity with a new website and online presence that's had minimal traffic to its FB page or website? Basically there's a very small or no warm audience to target. In my case, I have a email list of 300 subscribers at best.🤷🏽♂ Would it be advisable to still create 4 ad sets of all cold audiences but without a warm audience ad set?
Thanks for a brilliant video again Ben! Really appreciate the value here as always! Quick question, I'm running ads for a jewelry brand (high AOV) which is making targeting difficult and also broad ad sets not very good, results-wise. Would you recommend Lookalikes or interest based targeting since post IOS? Seeing very high CPC & CPM with them both unfortunately.
Thanks a lot :) You can probably make both work. I would try not to worry about CPM too much as there will be limits to what you can do. Instead I would try and think about your offers and ad creative more. Its your cost per conversion that really matters and you have a lot more control over that.
Hey again Ben, or anyone who can answer this. With the last strategy, I don't understand why you'd use several ad sets when you say we're running several ads to the same audience. Could you not just use one ad set and run several ads to the same ad set? I don't see the advantage in using multiple ad sets if they're the same.
Hope i get your help. After I turn off the underperformer, what is next? Do u continue testing? Duplicate new ads set and ads? To make it count to 5 ads set and 3 ads again? Or just scale it up? Most of the time, the next step after closing underperformer, is the confusing one.
@@BenHeath hi ben thanks for ur reply. Another question hope u dont mind. If u satisfied with your result, u still need to close the underperformer right? Then After u close the underperformer, did u run the ads for a weeks to make the campaign more stable, or straight scale up ?
Hi Ben, amazing video, thank you! Question about Ad structure 1. When I follow your steps and create 1 campaign with 5 ad sets, that contain 5 ads, and then duplicate the 5 ads to the other 4 ad sets, I end up showing 25 ads per each ad set when I select an ad set and switch to view ads tab. Is this correct? It seems like I should only have the 5 ads when I select any of the 5 ad sets?
Hey Ben , thanks so much for all your help. I do have a question, what objective would you recommend for someone that doesn't have a website but is looking to grow brand identity and grow contact base for their potential site. Thank again, looking forward to hearing from you.
Hi Ben, been binging your videos today! Would you combine lead magnet structure with onmipresent structure for, say, a hot tub dealership? And is there a quick little nugget you could throw out that might be useful to this setup please? Thanks! :)
@@BenHeath going to go ahead and use a cold audience for one campaign and go with the omni present for my warm audience because they are small anyways and niche.
Thank you again, I will use this to make my first real campaign. My question is which is bothering me is how to change the targeting options after a while, when you are trying other lookalikes or interests? Do I pause a not good working whole adset and start another with a whole different targetint option? Or do you pause all of the ads in one of the ad sets and make new ones with new targeting options? Thank you!
I run a course business. Is it possible to run all of these campaigns simultaenously, or would that cause ad fatigue and overlat issues? Your Help is greatly appreciated!
Love your videos. We are a coaching company using Lead form ads. We want to retarget those leads. Our budget is small, $20-40 per day. Could you recommend what our Retarget budget per day be?
Hi Ben, great content as always. Curious on how the ios 14 update affects users in the audience who have filled out the lead magnet on the website. I know we can still track on-site conversions in Facebook, but my understanding is that we aren't given as much data on the actual user. Is Facebook still able to target users who have filled out the lead magnet on the website in order to remarket to them? Thanks in advance sir.
Hi @BenHeath , thank you so much for your great content! One question, for direct to offer campaigns, you suggest organizing campaigns by product range...in the case of lead generation for a single service does the same thing apply? do we use different landing pages in the same campaign/adset? In this way, isn't the campaign hardly optimizable/scalable? Thanks!
You are very welcome. I would use different campaigns for different services. If you are offering the same service but wanting to test multiple landing pages, I would also break those out into multiple campaigns. Most people advertising the one service, will just be using the one landing page.
Can you please help? Confused at 26:51. You were talking about a pound a day per ad set but you were in the ad budget. Is it a pound in the ad set per day or a pound in the ad per day? Thanks in advance!
Great video! Do you run these different campaign types at the same time? How do you keep the direct to offer campaign and the lead magnet campaign from having overlapping audiences?
Thanks :) Sometimes, it will really depend on the business. We'd rarely run all three but two of the three can often be run depending on product/service offering.
I have a question, in the first structure you use a look I like in the set 3 and 4, the 3 is a look I like of the 1 as set and the 4 is a look I like of the 2 ad set? Isn't more effective if I use 4 different ad set with 4 different personas and test them? At the Warm Audience use the same structure?
Great videos, I am learning a lot! I have been using CBO campaigns and the structure that you are recommending but having problems that Facebook quickly focuses on specific ads and therefore dont give any budget for others - making it hard to test. I am now doing ABO campaigns instead to control my testing, but feel I am missing out on the many advantages that a CBO campaign gives. Is there a way I can run CBO campaigns and solve this problem?
Here’s What I Do… 1. Schedule all ads to start at the same time (next day) to allow everything to be reviewed and started at the same time 2. Set minimum budget in your adsets… Leave around 50% for CBO to control 3. I honestly keep cold audinces and warm in Two separate cbo Campaigns since FB usually spends a lot more on bigger audinces 4. Pause ads That get 90% of the budget whilst other ads get none Almost. Force fb to spend 1-2 days on the other ones and Then start the One You pause and see if it helps
Hi, Ben, thanks for your video! I know how to creat the lookalike audience, but in DTO Strategy, the lookalike audience is based on the warm audience? Or bases on what? Then target it to an interest too?
How would you go about scaling this campaign? Would you continue to increase the budget? And what do you do if you have 5 adsets and 3-4 ads performing well? Would you create another one of these campaigns to test new audiences?
Hi, does this work for a small budget (600-800eur/ month but for smaller countries like Serbia)? Thing is - it's new pixel, so I'm scared CBO would suck up the whole budget. Thoughts?
Hi Ben! Regarding DTO strat of putting the warm audience under the same CBO as cold... what if the cold campaign was a reveal video instead of a static product visual and then the RT ad was the product visual/offer/link to website... would you still put it under the same CBO as the cold audiences... also one more question, do you ever start with Purchase Conversion with a fresh pixel? or would you recommend just Retargeting website visitors overall in general? holistically speaking.
Thank you for the content it's super helpful and clear. i have 1 question about the audience if i have 4 ad set for example with different videos and i want to target 4 countries should i put the 4 together with every ad set or each ad set 1 country , i would appreciate if you reply to me thank you very much again:)
Hi Ben I’ve been using the lead campaign and retarget structure and planning to expand to include Omni strategy as well. Do they work in conjunction? I can’t really get my head around the CTA “book a call” in my retarget campaign for opt-ins vs call to action in the omnipresent campaign. Do I use CTA in both or how would I use them together? Much appreciated ✌️
Hi, thanks for the great video! I would like to ask if strategy 3 would work better if we build it on top of a conversion campaign? Or if my main goal is to make as many sales as possible, should I run some other sales-oriented strategy alongside the omnipresent content strategy?
Hey Ben thanks for the awesome and insightful video as always! I have a question - if I sell internationally but my best market is USA, would you recommend I only target one country or all of them at once?
As the warm audience grows would you just grow the ad set budget max and min. Or is there a point where you break retargeting into a different campaign
Ben, great video as always. You mentioned only one targeting option per ad set. So is its really just one or one type? Could I have, for example, restaurante related targeting in one ad set and travel related targeting selections on another? They'd be different but not one. Is this ok to do?
Thank You Ben for another great video! One question: I have a company website on wich I have my products but no add to chart options. We are selling heating devices (fireplaces, stoves...) and the instead of add to chart (which is not very good for this type of products),we have a "send a request" option where customers write us their message and then we contact them over e-mail. Should I contiune to run CONVERSION campaign or should I focus on TRAFFIC/AWARENES? Greetings from Bosnia and Herzegowina!
Thanks for watching :) I'd definitely still go for conversions - just optimize for the "send a request" action. You could us the lead conversion event for that.
Hey Ben. With the Leads Magnet structure - am I right in thinking you need to wait (guessing 7-10 days) after creating the first lead magnet campaign before creating the retargeting campaign? Assuming we need to allow some time for the former audience to grow before we can begin targeting the, right?
Hi Ben, can you use the omnipresent strategy for e-commerce? we only have 4 types of product in a variety of colours - we also have an expert offering tips
Great information! Would you include audiences from different countries in one adset or would it be better to create a separate ad set for each country?
For the direct to offer, do you suggest doing a campaign for each section of the funnel i.e. awareness, consideration, and conversion if you're working with a new ecomm site or do you just run with conversion targeted approach since that's primarily what you're interested in e.g. sales.
Awesome, super valuable info! Quick question: what if you have more than 5 ads within an ad set that already perform at or below target CPA and you still want to test new ad creatives? Would you create a separate ad set with the same targeting to test these new ad creatives? Or add them to the current ad set and have 6 to 10 ads in this one ad set? Thanks!
Glad to hear it :) Great question. I wouldn’t add in more than 5, otherwise you overload the machine learning process. Instead I would hold one or two back and then test. The reason for holding a couple winners back is so that you have something to turn to when ad fatigue sets in - which it always will at some point.
@@BenHeath Thanks, understood, and again very helpful! 2 other questions: - how do you structure ad creatives in terms of ad copy / headline? In your example setup, you have 4 ads of which 2 image and 2 video ads. Would you test copy within these 4 different ads, or would you test the copy as separate ads? So in your example, would you add the same set of headlines and ad texts to image 1 / image 2 / video 1 / video 2? Or would you at some point have image 1 headline 1 / image 1 headline 2 etc. as separate ads? - how would you structure ad sets with ads in different languages (for example Dutch and English ads)?
For the omnipresent ads structure. You chose the awareness objective, but for the ads within them you said something about linking to a "How To Blog post". Shouldn't linking to a blog post on your website go with the traffic campaign?
Thx Ben, Such a helpful video Btw lately my Page is being restricted to do any ads. Did you find some issues as mine? Since newly page (permanently restricted after review request) i created was also being banned
Hi ben, since brexit would you reccommend advertising solely in the UK for a small eCom business? It just seems like the audiences are too small and ad performance is affected
Hmm I think that point of having cold audience is to target people that never (180-356 days) interacted with your brand in someway so I would always exclude warm people from them. I always exlude those 3 audiences: 1. www visitors from last 180 days 2. active / saw us in anyway on FB from last 356 days 3. active / saw us in anyway on IG from last 356 days
Great content Ben! One quick question: For Direct 2 Offer strategy, for the five cold audiences that we create, should we keep the size of audience same for all? Otherwise, FB will tend to spend majorly on the adset with larger size audience. Pls advice. Thanks in advance
