The Best Facebook Ads Strategy in 2024

in this video I'm going to be breaking down the best structure and strategy that you can copy and paste into your business right now in 2024 all of these principles are going to apply to all siiz businesses don't worry about the exact minute details really focus on the overarching campaigns adsets and strategy that we are going to be putting into place this is the exact structure that we're using right now over the last 30 days for this account that we're looking at here to spend $75,000 to drive $260,000 in Revenue that's at a 3. 46 return on ad spend and we did the same thing with this account that we're looking at here where it spent significantly less we'll just filter to the last 30 days to spend $827 to drive a 2. 64 return on ad spend now your return on ad spend numbers are going to vary based on your business but this is what's been optimal so both of these businesses that I just previewed to you have seen significant increases not only their return on ad spends but their overall efficiency so what you'll notice at a campaign level the first thing we have here is a prospecting campaign this is where new creators get get tested this is where new audiences get tested then we have an Advantage Plus shopping campaign also known as an ASC campaign this is our scale campaign and finally we have a retention based campaign this is where you're going to reactivate your existing customers so you continue to create a cash cow with your business if we start first at our primary prospecting campaign within this campaign this is where you are testing all of your new creative all of your interest anything that you want to try you are doing this in your primary prospecting campaign you start this campaign with a 100% broad adset what that means is you have an adset that has no interest targeting no specific targeting at all you are running 18 through 65 plus you're running all genders and you are literally not indicating a single interest what you are doing in each of these broad adsets is you are inserting new creative what this means is that the first pack of creative that you have available to yourself you insert it here let's just say for example I got a new round of creative from a client client just came to me and they said hey we got four new videos that we're ready to test out fantastic what I'm going to do here is I'm going to duplicate any one of my existing packs I'm going to of course double check all the settings are correct and then when I go through that at the ad level I am literally going to delete all of the ads that exist in that current ad set the reason I'm doing this is because we're going to be inserting all of those new videos that the client just handed us into this ad set we don't insert anything into existing packs because we don't want to reset the learning now the number one red flag that comes up with this campaign it comes up all the time is that the client is afraid that their new creative is not going to get the necessary spend to actually understand if it's a functional and strong creative I am in the theory of that Facebook is significantly smarter than us at identifying which creatives are going to scale and then furthermore identifying which creators are just total Duds and that we have to throw out quickly instead of running this as a traditional testing campaign where you force spend and you create cost centers for your business we are actually going to run this as a CBO based campaign for the pure reason that we are now able to allow Facebook to spend the money where it's most likely to make us money back we always want to put our bets on the best horse in this case we're letting Facebook decide what is the best adset what is the best creative that we should run to you might know your result in four or five or seven days but you're not going to waste hundreds or thousands of dollars along the way when Facebook could really figure this out for you after a couple hundred or a thousand Impressions that's literally $10 to $20 of spend so that covers the couple of most important parts of the prospecting CBO campaign right we have these 100% Broad New packs that always insert new creatives every time we get new creatives we then launch a new broad pack and then continue to launch new creatives into new broad packs what do we do with the ASC the scale campaign if you don't know by now Advantage Plus shopping is the most invested product by Facebook in 2023 and in 2024 and I imagine that we're going to continue to see these products get better and better in 2025 and Beyond the ASC scale campaign is really really great at finding massive broad audiences and acquiring new customers for your business plus doing a pretty good job of retargeting for us so what we do is we take the best 10% of our creatives and we graduate them into the ASC scale campaign so now what you're going to do is on a 14-day basis every 2 weeks you're going to go into your prospecting CBO campaign you are not filtering by anything all of your broad packs are going to be selected and then you are going to go to all ads when you go to all ads you should now see a variety of different ads here so nothing should be duplicative everything should be completely different now you can see by my ads here there's often different looks and feels and some of these feel very very similar that's cuz we're creating variations of different ads what we're focused on is what metrics are you looking at the number one metric that I want you looking at is spend and the second metric I want you looking at is value but what you're going to see here is your top ads sorted by spent take the top 10% of those so in this case we have 34 ads we're taking three or four ads and we are graduating those into the ASC campaign now what I'm looking out for are ads that spent the most and did so at a high return on ad spend or a low cost per purchase I'm not going down to the bottom of the low spending ads and just trying to cherry-pick one or two that have a really high return on ad spend if you sort by return on ad spend this entire system breaks so you have to sort by amount spent and then only those High Spenders also have a high return on asend or a low cost per purchase depending on your goal get graduated into the ASC campaign let's say these four ads were our top ads we're going to graduate these exact four ads into our ASC campaign we would select these ads we would click the duplicate button duplicate with current settings very important and then we are going to click existing campaign we're going to find our ASC campaign we're going to take the only existing ad set because it's an ASC campaign keep show existing reactions comments and shares on new ads and click the duplicate button once these are duplicated in you really don't have to do anything in this case you can see we got a couple red flags so you can go through these and make sure that the destinations are correct make sure you have UTM set up properly but the key thing that I want you to take away here is you're taking your top 10% and you're graduating those into your ASC scale campaign we understand how to create 100% new broad packs we do that every time we launch new creative no exceptions I don't care if you have one new creative I don't care if you have 30 new creatives put them in individual packs second we are creating and graduating the best ads only truly top 10% if you want to have an education go 15% great why does this work if you know for a fact Facebook has proven out that those top 10% are not only fighting for ad spend on their own within their own adet but they're fighting for ad spend across everything in your prospecting account we have Proven Winners those proven winners are getting graduated into the ASC scale campaign this ASC scale campaign should absolutely blow away your existing return on ad spent it should be your best campaign in your account outside of the retention campaign it should smash prospecting CBO and the best part is you should never have to pause anything down in this campaign but when we are actually optimizing this campaign we are only doing this every 2 weeks that is so important we're not just going in here as we feel and pausing ads down strictly every 2 weeks the ads that are spending the least and have the worst return on ads spend we pause down so I'll have had anywhere up to 15 ads here I'm completely fine with that now you're probably going to want to touch your Advantage Plus campaign when a few ads are not working as well I would really really really urge you not to these ads should be bulletproof they've proven to work in other campaigns they've proven to work against broad audiences because we've tested them here or here and now we've pushed them into a super broad Advantage Plus campaign this is giving us maximum reach only with your best creatives the question of what's my budget split how much do I put here versus how much do I put here so if we actually look inside the ads manager we have to make this determination very carefully what's going to happen over time is you're going to allocate resources more and more and more into your ASC scale campaign so what I recommend is if you're just starting this today you're really going to put in your first three to five best creatives into your ASC scale campaign and you're going to put everything else into your prospecting CBO campaign basically set it 50/50 over time what you're going to want to do is simply scale this ASC scale campaign steadily anytime it is over the acceptable return on ad spend or cost per acquisition that you're targeting you're just going to inch that budget up in increments of 10 to 20% at a time the prospecting CBO campaign on the other hand we're really not scaling that often we're usually keeping it in a rough range where it's about 30% of the total account spent so as this ASC scale campaign scales up or as your account matur assures prospecting CBO should really be about 30% don't listen to those who are telling you you have to push everything to a test campaign people that think they're smarter than Facebook they're not I promise you we just need to cater to the algorithm and still have levers that we can pull so this is why this actually works significantly better in a normal testing setup we'll just call this normal testing setup you have an test campaign and that campaign is usually taking up 20% of your budget so this is going to be budget it's taking up 20% and then we'll just assume our overall budget is $11,000 per day so this is now on average driving $200 in Daily budget our normal testing setup which most people preach is spending 20% on testing that's $200 per day let's say that performs at a row eyes of 1.

5 and the rest of your account performs at a two return on ad spend testing new creatives and testing things is going to perform likely a little bit worse than your average so the rest is going to be 80% of your budget which is naturally going to be $800 and your row as for your average we're going to say is two let's just talk about Revenue we're taking the 200 that we're spending per day multiplying it by the 1. 5 that's how much revenue we're driving and we're doing the same here so that means on a daily we are driving $1,900 in Revenue we're spending 1,000 we're driving 1,00 in Revenue cuz this assumes 20% of your total budget is dedicated purely to testing and I think I'm being very favorable saying it's going to happen at a 1. 5 the new way we do this is instead of an a testing campaign we have a prospecting CBO campaign you have 30% of your budget dedicated to it the rest gets a significantly higher than your average return but we're just going to say worst case scenario it gets the same as the other example so if it gets the same as the other example it's 2 to2 however 30% of your budget isn't purely dedicated to this so what happens here is there's actually a secret breakout that happens so you have prospecting CBO basically twice now I don't want to confuse you I want to keep this simple we're not changing our campaign structure but within this prospecting campaign we have adsets and creatives some of which are tests some of which are not so because of this only about 10% or even 5% of our budget is actually dedicated to testing this creates a very natural relationship and you might say why is only 5% going to testing 5% is going to testing because Facebook's not allowing new creatives to actually scale unless they're proven to do well with metrics that you and I can't even comprehend quick enough so Facebook could see the clickthrough rate the cost per click and CPM of a creative within a couple of moments within5 to $10 a spend and determine if it's going to be scalable for your account what we would see is we would have to wait for 10 or 20 purchases to happen which could cost hundreds of dollars so we have limited our testing budget down to somewhere in the range of 2 to 10% I'd say I'm going to call it even at 5% that testing budget is going to happen at the same 1.