Simplified Facebook Account Structure For E-commerce

Key Takeaways

hey there welcome to default account structure of training this only on this training I'm going to be walking through the simplified and advanced account structure Doc's explain all the terminology used and then the subsequent videos I will show how to build out the basic structure as well as the advanced so let's take a look first at the basic structure so how this structure it's outlined is first by type of campaign so prospecting versus remarketing for the simplified structure so what prospecting means in this context is anyone who is cold a cold audience so haven't been to the website in the last six months and have not purchased from you in the last six months is what we're considering to be a cold prospecting audience and why six months because on the pixel you can exclude 180 days worth of visitors and purchasers from your site so you're excluding 180 day website visitors and one a day purchasers from your prospecting audience and this is how we're going to measure new customer acquisition what remarketing is referring to is that these are people who are at the bottom of the funnel and for the simplified structure what we're gonna focus on for our remarketing campaign is people who have been to the website in the last 30 days by having it purchased so this is the hottest that it gets in terms of your marketing and we're gonna be showing them our different types of ads well I'll typically make ads specifically for prospecting and remarketing so prospecting will be more awareness driven in terms of like letting people know what the product is and more details about the value props and we're marketing I'm really trying to get into the copy and the creatives of why someone may not have purchased what's stopping them I'm trying to adjust those questions and I'm trying to validate with PR customer reviews since they're at the bottom of the funnel so this is what I mean by prospecting versus every marketing type now campaign name prospecting us prospecting worldwide versus remarking so something that I've seen a lot of with especially for my commerce clients lately is targeting worldwide campaigns and so how I have it structured here if you do have shipping capabilities from worldwide I would highly recommend testing a worldwide audience since there's cheaper CPMs worldwide and Facebook's really great at finding qualified customers in countries such as Canada across Europe Australia and this can completely open up newer cheaper audiences to prospect so if you do have shipping capabilities for a worldwide I would definitely separate out your u.s. campaign found me a worldwide campaign so that you can accurately measure CPA per campaign so your CPA target for instance for worldwide might have to be a bit lower than your US because then you have to factor in shipping costs any duties that you get to pay it's gonna be different business-to-business of whether worldwide make sense and what CPA target would make sense if you are targeting worldwide with the additional costs associated with that so that's why I like having them in two separate campaigns because I'm gonna measure performance differently so in my prospecting a US campaign and across all my campaigns I'm always optimizing for conversions so always what I want to get my Louis is the funnel metric is is conversions I ultimately want people to convert so I'm not optimizing for traffic or video views or awareness always all those conversions except if I'm doing a dynamic product catalog campaign or DPA dynamic Product Ads which I have in the advanced structure and that would be a catalog sales objective but for the purpose of the basic structure all you have to worry about is optimizing for conversions the next step is budget optimization and this is referring to campaign budget optimization so what CBO or campaign budget optimization is is that it allows Facebook to choose out of all the audiences that you plug into your ad sets where it's um is allocate the daily budget so what you would do is on the key pain level you say okay I'm gonna spend $200 on my US campaign and then I have maybe five different audiences within that US campaign a Facebook's gonna choose how it allocates that budgets each of those audiences and then I have a proposed budget split so it's in last thing on CBO I use EPO for all my campaigns I've found much higher results utilizing CBO than not and you'll see when we go through the structure build that it's just a toggle that you turn on so CBO it's really easy to get started on it's a hell of optimized performance much better the next one is campaign budget so typically I like to recommend to my clients to have a 70/30 percent split between your top of the funnel prospecting campaigns and your bottom of the funnel for marketing so 70 percent is for a new customer acquisition or only 30 verse on the budget is for those lower-level campaigns like retargeting website visitors if we're existing customers so I have the budget split on here as proposed but 50-50 split between US and worldwide however depending on performance for your particular brand maybe more budget that is going towards the u.s. than worldwide or you have more budget towards your marketing if you see your marketing as really strong return on adspend it's gonna depend but very typically I like to keep 70 30 percent split and then when you're setting up your ad sets you're gonna be asked what pixel event you want optimize for so some of those options for out to car purchasers view content I always always always optimize for what I ultimately want which is purchases so on the ad set level I'm gonna optimize for purchase pixel of it when I walk through the set up you can see exactly where that is now let's get into audience selection so this is for my basic structure I'm recommending 1% look like of purchasers so what look like audience is is that with your pixel data that you have on your website so Facebook is click all this customer data about who those purchasers are it's gonna find 1% the u.s. population that looks most similar to your existing purchasers and the reason why it's called a 1% is because it's trying to find 1% of the population so around 2.3 million people in the US who are most similar to purchasers know they're not your purchasers that's a poor in extinction to make we're not trying to target your purchasers here this is still cold audience but Facebook is finding people who are similar to your purchasers in terms of similar demographic breakdowns shopping behaviors all that data that Facebook has on its users it's gonna use to try to find people who are most similar so a 1% audience it's always gonna be the closest audience to your purchasers and they're gonna be typically a highly qualified audience in terms of falling in your ideal demographic range and then secondly I also recommend to have a broad interest inside of your campaign and so what a broad interest is I'm talking about interest that's made up of at least a few million people so think of like if you're selling makeup and you makeup interest like things that seem very obvious categories or if I'm selling phone cases and maybe I'm looking at an apple interest and what you can do is you can stack multiple similar interests together inside of one ad set so let's say for a brand I'm doing dog collars maybe my one ads that I'm gonna have pet smart interest Petco and Chewie put them all inside the same interest until I have an audience of at least a few million people so the idea is do you want to give things but a broad enough audience so that you can find those people who are gonna convert at the lowest cost and you don't want to put too many barriers on the algorithm in order to find your ideal person so you do want to leave it relatively broad and then I'll also show you during the build you're gonna want to turn on a check box that says interest expansion and then what that will do is that even if you pick a few interests if Facebook thinks that it can find someone to convert under your CPA target who is going to convert the lowest cost possible but maybe they're not qualified inside that interest so for that dog leash example maybe they don't fall into that Petsmart category but maybe they were browsing for dog leashes and so Facebook saying like hey we should serve your ad to this person even though they don't fall into this interest that's what turning on detailed targeting expansion does okay moving on so as you can see here I have a set name typically for my ad set name which I'll break down more inside of my default naming sheet is I'll put the date - and then whatever the ad set in audience is so it'll be like 1 - 1 for January 1st - 1 % look like a purchasers and then you can see here these are the audience's that I'm choosing oh so let me first go back to explain what WCA 30 is so I just went over what I would recommend for prospecting so for prospecting I would well where where am I sorry it's flipping here we are prospecting I'm using one person looked like a purchasers and brought interest you can do this on both your worldwide campaigns and on your US campaigns so for your worldwide in choosing the countries that you're targeting if you have certain countries that you know you can ship to you could include them all inside one ad set or if you can literally ship everywhere you can click worldwide and just exclude the u.s. from those ad sets so typically maybe you can do ship to Canada Europe in Australia have those countries all within one ad set and you can do a 1% look-alike based off of all those countries so I'll show you how to do that when we go into our audience building section but it's really easy you just create a 1% look lie to purchasers and on the ad set level you choose what countries you want to target and so for here we are former marketing what we are gonna target is your website traffic from the last 30 days and I reprieve EA this WC a 30 and what WCA stands for is website custom audience and a website custom audience is built off the pixel so in our audience building segment I'll show you how to do this but what we're gonna do is we're gonna build an audience of last 30 days of your website viewers and that's who we're gonna target and then we're gonna exclude people who have been to the web who have purchased on the website in the last 180 days so just repeat for remarketing we're targeting people who have been to the website in the last 30 days to have not purchase in the last 180 days and then for prospecting we're gonna be excluding both WC 830 and 180 purchasers for our pulled audience we don't want anyone that's been some upset last three days or purchased in the last 180 days and then automatic placements we want to let facebook be able to show our ads on all the available placements that are available optimizing for conversions and then you'll have an option to choose your conversion window now even if you have the products that might be more like an impulse buy I've seen the best success of just optimizing for seven-day click one day view so that means that it's going to show your ads to people who they think are gonna convert within seven days of click your ad or one day of viewing your ad bid strategy lowest cost now in our advanced training I'll show you what to do for for a cost cap bidding strategy or bit cap but for the default we're gonna go with lowest cost bidding which is essentially telling Facebook that you want to spend your full daily budget each day and that you want to get the lowest cost conversions possible and then for a number of ads per ad set typically I only have three to five ads on at a time so if I have a new creative that I'm putting into the ad set if I have five already running maybe I'll turn off one or two there at least before me we're not getting any spend and then I'll upload those new creatives in and then ad types you can test multiple different added types here I just put carousel video or static images as two examples so this was a structure for the simplified I'm going to go through next how to build it in the Attic out and then next I'll go over the more advanced structure