Hey {{ First Name | Founder }},
With all the changes lately - I wanted to share the Meta Ads Structure that is working for my clients right now.
This works for eComm brands from $0-$10M.
In a nutshell - one well structured CBO can handle everything.
Here is how we set it up.
1. The OG performers Ad Set
This is where your proven winners live when you first set this up.
These are creatives that have already hit your target CPA consistently. You expect most of the campaign budget to flow here initially, until more winners are found.
Eventually it will die off when your testing finds new winners, but this safeguards your success.
2. 'Testing' Ad Sets
Inside the same CBO, I add separate ad sets for each new creative batch.
I usually group creatives to batches by persona, each persona gets an ad-set.
Why?
Because when each ad set represents a clear angle or persona, Meta has a defined direction for audience delivery. It also makes it much easier to see which themes resonate.
For testing ad sets, I typically:
• Set a minimum spend if I want to guarantee delivery
• Add a max spend cap if I want protection against overspending on unproven ads
• Let the algorithm decide within those guardrails
When creatives prove themselves they will start to attract spend, no need to move ads, or adjust budgets - the algorithm can do it's thing. It will naturally scale them in place.
Your job as media buyer?
Turn off ad sets and ads that have spent enough to clearly be considered a ‘fail’.
Turn off individual ads that are underperforming and have spent enough.
Keep feeding new creative batches into fresh testing ad sets, or rotate new creative into the existing, relevant themed ad set that already exists.
Big swings get a new ad-set, iterations or same-persona creatives go in with their relevant existing ad-set.
That is the system.
It works because you are giving Meta creative diversity for different audiences, allowing the algorithm to do most of the budget allocation and giving it enough creative variables to dynamically match individuals to the creative most likely to drive purchase.
And its organised enough to see the themes emerge in your creative.
Extra points if you use a creative naming and UTM convention to allow you to splice the data later to look for patterns in terms of theme, angle, style, format.
One CBO manages it all.
The heavy lifting is now in the creative strategy - and analysing your performance numbers to stay profitable.
ps. No MOF or BOF in sight. Andromeda and Gem take care of that for you now.
x
Jessie
ps. want me to do this for you? Or help you implement it?
Here is a link to my calendly where you can book a call to explore options!
https://calendly.com/jessiehealy/coffee_with_jessie
