Default Meta Account Structure
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Considerations
Broad Targeting
In recent years, Facebook best practices have changed dramatically.
Interest groups, Lookalike audiences, and even Retargeting audiences have lost their utility.
Today, 'Broad Targeting' is the only audience targeting that should be run. 'Broad' is a noun - meaning no interest groups, lookalikes, or retargeting audiences.
Campaign Segmentation
Consolidation is king. We want to have as few campaigns and adsets as possible for Facebook to be able to optimize correctly.
However, it's essential we split campaigns by country and by offer.
Why? Each offer and each country will have different COGS and different customer LTV. This means we must set different CPA targets per country and per offer.
Example: Hero campaign A might have a $40 CPA target. Hero campaign B might have a $60 CPA target.
Bidding Models
There is a time and place to utilize Cost Caps and Bid Caps - however these should be supplementary to our Hero 'Lowest Cost' campaigns for most brands.
Cost Caps and Bid Caps are very reliant on predictive data to find new customers. If we are over reliant on these bidding models we can 'drain our data bucket.'
By utilizing Lowest Cost we're continually 'filling up' this data bucket which leads to much more stability and predictability.
Cost Caps and Bid Caps can be used similarly to Advantage+ campaigns - as 'supplemental' campaigns to our Hero Campaign.
Advantage+ vs Standard Broad Targeting
The algorithm behind Advantage+ campaigns is different than Standard campaigns.
Similarly to Cost Caps and Bid Caps, Adv+ relies more heavily on predictive data.
It targets more 'product aware' bottom-of-funnel impressions vs Standard Broad does.
Advantage+ will fatigue overtime if we allocate too much budget into this campaign. We have to rely on our Standard Broad campaigns to help 'fill the bucket' of data and awareness that Advantage+ needs.
Typically, 20-40% of our Hero Campaign budget is the sweet spot for this budget allocation.
Attribution Windows
Unless you are at a very high scale, I always recommend sticking to a 7 day click, 1 day view attribution window.
This window gives Facebook the maximum amount of data to be able to learn and optimize off of.
For accounts spending $10k+ per day, a 1 day click attribution window can be useful to feed Facebook higher quality data.
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