#3 - Facebook Ads Account Structure

8th August 2021

Hey

Here we are on the 3rd issue of Author Ads Insider already! It's still early days, but I truly hope that you are starting to see results from what you're learning in Author Ads Insider.

I've already had several members contact me about some fantastic ideas for future issues of Author Ads Insider, so if you have anything you'd like me to cover and go into the weeds of a specific topic, please let me know.

I'm here to help you and I want to produce content that you want to watch and learn from. Don't be a stranger, hit reply on this email and let me know!

And now, onto this weeks issue of Author Ads Insider...


Facebook Ads Account Structure

Several years ago, Facebook introduced a number of best practices for Facebook Ads, known as Power 5. The idea being that if you implemented each of these 5 best practices within the Power 5, the performance of your Facebook Ads would be stellar.

Clearly, you couldn't just follow the Power 5 and forget about your Ads! You would still need to optimize the Ads, test new ideas, etc. The principles behind the Power 5, are actually very strong and I have definitely seen an improvement in results since I started implementing just 2 or 3 tactics from Power 5.

One of the Power 5 best practices, was Account Simplification.

Essentially, what Facebook are saying with Account Simplification is that the simpler your Facebook Ads Account structure, the better your results are going to be.

The default for many authors is setting up new Campaigns every single week, or every single month, until suddenly, you have 37 Campaigns in your Facebook Ads Manager! That's a lot of data to sift through and this amount complexity can actually hurt your results, especially if you're advertising the same book with each of these Campaigns.

When I'm running Facebook Ads for clients, I have a set structure I like to use. One caveat to note here is that this structure is dependant on budget. Ideally, for this Account structure to be successful, you need a budget of at least $40 per day (around $1200 per month)

It can be done with less, but if you can, $40 per day is the minimum I like to work with to see the best results. And the beauty of this structure is that it can scale up with you. You won't ever need more than what I'm going to share with you today.

It's simple to create, simple to manage and the results speak for themselves.

Here's how it looks from the surface... There are a grand total of 3 Campaigns:

Campaign 1: Audience Testing Campaign
Campaign 2: Creative Testing Campaign
Campaign 3: Scaling Campaign

That's it!

If you are advertising multiple books, particularly if they are in different series, I would recommend using this account structure for each series.

Let's look at each Campaign in a little more detail:

Campaign 1: Audience Testing Campaign

In this Campaign, we are testing new Audiences on a weekly basis. We use a proven Ad Creative (i.e. Ad Creative that has worked well in the past) meaning that the only variable is the Audience.

If the Audience doesn't work well, because the Ad Creative is proven, we know the problem lies with the Audience itself.

Depending on your budget, you could be testing 1-3 Audiences per week.

Important: We are testing ONE audience per Ad Set. We aren't stacking multiple Audiences in a single Ad Set at this stage - this is something we do at a later stage, in a different Campaign.

Let's say you're testing Authors; you would test Nora Roberts in one Ad Set, Stephen King in another Ad Set and George RR Martin in another Ad Set (yes, this is a strange book I'm advertising here with that mixed bag of authors, but none the less.!)


I generally prefer using CBO (Campaign Budget Optimization) with my Facebook Ads, but for Audience Testing, I have recently found that ABO (Ad Set Budget Optimization) to deliver more satisfactory results.

The reason for this is that with CBO you are setting the budget at the Campaign level, allowing Facebook to decide which Audiences (Ad Sets) to spend the budget on. This will inevitably result in some audiences (Ad Sets) receiving very little, if any budget.

With ABO on the other hand, you are setting the budget at the Ad Set level and you are giving each Ad Set (Audience) an equal amount of budget to spend; I recommend $7 per day for testing.

The beauty of ABO is that each Audience has an equal and fair opportunity to prove itself worthy and be promoted into the Scaling Campaign.

Campaign 2: Creative Testing Campaign

This is similar to the Audience Testing Campaign, instead, though, we are purely testing different Ad Creative ideas on a weekly basis.

This could be Images, Videos, Headlines, Primary Text, Ad Angles, destination URL's (e.g. sending people to your own website from the Ads rather than to Amazon).

With this Campaign, we are using a proven Audience, ensuring that the only variable is the Ad Creative itself.

Campaign 3: Scaling Campaign

The Scaling Campaign is where you combine the best of the best! The best Audiences and the best Ad Creative.

As I'm sure you guessed from the name of this Campaign, this is where you scale things up! If something is working well, you need to lean into it. And that's exactly what you're doing with the Scaling Campaign.

Scaling with Facebook Ads is the most successful when using CBO (i.e. setting the budget at the Campaign level rather than the Ad Set level). You can then increase the budget of your Scaling Campaign by around 10%-15% on a weekly, fortnightly or monthly basis - whatever works best for you.

Within this Scaling Campaign, you are stacking proven Audiences into categorized Ad Sets. Here's an example to give you some context:

Ad Set 1: Stacked Authors
Ad Set 2: Stacked Book Titles
Ad Set 3: Stacked Genres

What we are doing here is taking the best performing Audiences from the Audience Testing Campaign and adding them into the relevant Ad Set in the Scaling Campaign.

For example, if we tested the audience Nora Roberts in the Audience Testing Campaign and it worked really well, we would come into the Stacked Authors Ad Set in the Scaling Campaign and add Nora Roberts in the Detailed Targeting section.

We also only use proven Ad Creative in this Scaling Campaign, meaning that if we find a winning Ad Creative in our Creative Testing Campaign, we would add it into the relevant Ad Sets in the Scaling Campaign.

Naming Conventions

Having a clear and simple Naming Convention system is also incredibly important to adopt as early as possible in your Facebook Ads journey.

It may not seem that important when you're just getting started, but a few months or years down the line when you've spent several thousand dollars (or more) on Facebook Ads, a structured naming convention format is going to make a world of difference when you're looking back at past data and optimzing your Ads.

There's no right or wrong way to name your Campaigns, Ad Sets or Ads; just do what works for you. If you're struggling though, feel free to use mine and adapt for yourself:

Campaigns: [COUNTRY] | [BOOK TITLE*] | [TYPE OF CAMPAIGN]
Example: USA | TF | Audience Testing
Ad Sets: [COUNTRY] | [TARGETING DETAIL]
Example: USA | Gillian Flynn
Ads: [COUNTRY] | [AD#] | [TARGETING DETAIL]
Example: USA | Ad1 | Gillian Flynn

* If you have a long book title, just abbreviate it to a few letters!

Let's look at all this in action...

Now you understand the theory behind the Facebook Ads Account Structure, let's dive into this weeks video and see all of this in action...

If you have any questions about what I've covered in this weeks issue of Author Ads Insider, please hit reply on this email; I'm here to help you.

Next week, I'm going to be diving into the weeds of Facebook Ads Dynamic Creative, as it's been a question I've been asked about a lot about recently. The following week, we'll change course a little and start looking at Amazon Ads.

Until then, have an amazing Sunday, enjoy the video, implement what you learn if you can and I look forward to seeing you back here again, same time, same place, next weekend, for another issue of Author Ads Insider.

To your success
Matt


P.S. As you know, Author Ads Insider is still very new and it's starting to evolve. But I would love your help to shape it into the most valuable resource possible.

With this in mind, I may occasionally ask for your feedback or ideas. Today, I'd love to know...

Would you like me to cover one specific topic each month (i.e. 4 lessons per month on one topic) such as Facebook Ads Audience Testing, or Amazon Ads Keyword Research, Amazon Ads Optimization, Book Launch Strategies, Book Promo Strategies?

Or would you rather I just do something different each week, with no monthly through-theme?

Please hit reply on this email and let me know.

Thank you in advance.

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