Unique Full Funnel Facebook Campaign Structure (2022) 

More coming soon!

Thank you Miguel!

Good feedback, working on it for the next round.

@@taylorholiday5582 Whats WCA? And PDP is product display page right... CBO is campaign budget optimization

@@ryandixon.7396 I believe he means Website Custom Audience

This isn't for beginners I take it. But I saved it to watch later once I learn the basics.

stfu

Under Audiences, you'd simply filter link includes:

Its last click even if the sale happened from Google, FB would still give the sale to the last campaign ON FB that generated the click

Thank you!

That really depends on what I have on the ad? I like to ask the question: "What is everything the user needs to know to make a purchase decision" and then I try to make sure it is covered between the ad and the lander. Here is an example of one of our current ad landers: www.slickproductsusa.com/pages/shine-protectant-7?CTC%20FB%20Facebook_Desktop_Feed&[Shine%20Lander%20V1]%20Prospecting%20-%20CBO%20-%20Auto&Shine%20Dirt%20Bike%20Fender%20Video%20V2%20[Shine%20Lander%20V1]&F21%20-%2010%25%20Lookalike&fbclid=IwAR1B4PHr4IfdPDlK1fyQNUYX60AmZdyeJmW3PQ_Js91swkdzh7-IbQk_3vU

Why do you need to correct it?

You can see the performance of the whole funnel at the campaign level in this case.

Did you just set it as conversions because that’s the ultimate goal?

@@BKirr Always conversions all the time.

Still would not adjust the objective. Would rethink through structure and budget.

@@taylorholiday5582 You wouldn't change the creative?

What is UTM by the way?

@@qalam-mulia Urchin Tracking Module, just remember it as codes to track performance. So that UTM is tracking performance by showing who saw the ad and clicked to get to the landing page.

Are you using UTM's (Urchin Tracking Module) for all of your ad links?

Someone please explain how to name campaigns, adsets and ads so that FBs parameters can make the UTMs appropriately

@@taylorholiday5582 I think what Yann D. is asking (and I'd also love to know) is not how to add utms to your ad links, but how you actually create the custom audiences for the WCA audience as you describe in this video. You brushed over that part. Is the WCA adset just running to a stacked/lumped audience of all lander visitors that you know came from fb paid ads? Or are you getting more granular than that on the individual ad level. I think the video was helpful but I think there was some ambiguity regarding the implementation of the retargeting adset inside CBO, and since you concluded the video as saying that part was your most important piece for better attribution, I think it would be helpful for viewers if you could go a little more in depth on that piece. Thanks!

@@austinlacy4413 Disculpas que lo pongo en español, yo estoy probando hacer la audiencia a nivel anuncio, poner varios anuncio con UTM distinto, por ejemplo el nombre del anuncio {{ad.name}}, pero que todos lleven a la misma Landing Page. Entonces después hago una audiencia personalizada de toda la gente que visito mi sitio web, con la URL que contiene el UTM, ese UTM completo lo da una vez que se publico el anuncio. Espero se entienda.

@@austinlacy4413 i don't think it's possible. seems like OP of this video is just sprinkling in some bullshit while he's speaking. i take almost all these videos with a grain of salt. the best source of information on running campaigns is facebook help center

rather use it for a single product strategy

highly likely they also use conversion. optimisation for views is a rare option used in quite unique situations

Landing pages. Like this one: freshcleantees.com/pages/fathers-day

@@commonthreadco Hey Team! Love your work! Just a quick question on yout UFF set-up - why wouldn't you use a conversion campaign instead of a Traffic campaign in this example? Wouldn't a conversion campaign better optimize for conversion events? Thanks a bunch!

@@kevinjosefernandes we ONLY ONLY ONLY ever use conversion campaigns. I am not sure where you are getting that we would run a traffic campaign?

@@commonthreadco Makes sense! This thread confused me a bit, thanks for clarifying!

how are your caps set at each level?

@@taylorholiday5582 I was doing lowest cost auction.

We'll be releasing an updated version of our campaign structure recommendations soon. Tomorrow you'll see a video with a high-level view of what working for us today

@@commonthreadco Did you ever post this video?

As an education marketer. I can suggest you the following: separate highly convertible landing page for admissions, conversion event Form Submission, and use the same strategy for one of your course. You will see the results.

Yes sorry for all the stupid acronyms! Grrr. will work on this. UTM = Urchin Tracking Module (en.wikipedia.org/wiki/UTM_parameters) PDP = Product Display Page, your standard website product page WCA = Website Custom Audience, facebook's technical term for a remarketing audience.

@@taylorholiday5582 thank you for clarifying!

​@@taylorholiday5582 Hi Taylor, big fan of your. Can you clarify my confusions below? 1. This structure is to apply to CBO Cost Cap only. Right? I have stuggle with cost cap CBO that does not spend much, even I set my cap at targeted cost. The targeted cost is equal or slightly higher than actual CPP I took from Auto Bid CBO 2. I don't understand clearly when you talked about problem with break-up campaigns type. Facebook uses last-click attribution model, I understand your point here. However, if we use funnels separately: Prospecting (COLD), Re-engaging (WARM), Remarketing (HOT), I think the audience is clearly separated, and the campaign of each funnel still shows the right result, doesn't it?

@@tuanquang269 1. I try to use cost caps everywhere. So while the campaign structure can be used without them, I just prefer the security of the downside protection. Not spending is better than spending bad my money in my opinion. 2. When you separate out a prospecting and remarketing it makes understanding the value of a full funnel more difficult because if the last click happens on a remarketing ad, but the first click happens on a prospecting ad, you will get no credit at prospecting and it can reduce the visible impact of what may really be driving the initial demand.

Hi Leila! The best way to connect with us through our website here: commonthreadco.com

Im here for the same question lol

Not exactly. Tomorrow we'll be releasing a video with a breakdown of our new structure. A lot more consolidated.

Do you mean layering? I don't think he means that. What I took from it was his adsets will be broad (no interests), interests, and WCA.

Stacking interests is not useless if you have an indication That they are working and you optimized for conversion. You can group your interests and stack them. The days of using one interest per ad set are over.

Interest audiences don't tell you anything actionable because you have no idea what actually places someone into an "interest" group. The "learning" is not what i value.

@@taylorholiday5582 If you know which keyword(s) perform you would keep those and pause the rest. How is that not actionable?! Who cares what put the user into those…