Since the iOS14 updates, I've drastically changed my approach for running Facebook ads for the last few months because of the lack of third party data that we have. I've made some posts about it from a high-level perspective but I wanted to provide more detail and a diagram as well to give some actionable steps.
Diagram here – https://i.imgur.com/EWWn1EO.png
I'll provide some more context for each section of the campaign structure.
A few points to touch on first:
– Conversion objective optimized for purchases on all ad sets by default
– Total starting budget I recommend is at least $80USD
– There are 3 more phases before this structure that focuses on building data. I made a video on my website that goes into more detail for whoever feels they need to start out smaller
– Bad ads, bad products, and bad offers cannot work with any campaign structure
– Because this structure is not a funnel shape, but a diamond shape, I don't call it TOF, MOF, and BOF but instead Level 1, 2, and 3.
– When I say the word "data" I am referring to people on Facebook who see your ads or become part of your custom audiences
– 1st party data is data collected on Facebook's platform
– 3rd party data is data collected on your website through the pixel or email list
Level 1 – Capture
If you've read my other post about iOS14 strategy, you'll remember my point about referring to having low barriers to entry. This is where that happens, and the way it happens is with video views.
When you structure your Facebook campaigns correctly to show your ads to the people most likely to buy (conversion campaigns optimized for purchases, proper interest target, high-quality lookalikes, etc.) then you want to utilize as much of that data as possible.
An analogy: There's a store in the mall, everyone there is most likely there ready to spend money. The people in that mall is high-quality data and the store wants to "capture" and advertise to those people as much of that as possible. If they had the option to show an ad on people's phones in the mall and could chose to either show the ad to every single person in the mall (high-quality data) or just only the people who went into your store and looked around for at least 10 minutes, the smartest decision is to target every person who goes into the mall. This is how you target high-quality data (anyone in the mall) with low barriers to entry (just walk in the mall and become targeted).
Pre-iOS14, the common strategy would be to target people who are so close to becoming a buyer like initiate checkout but didn't purchase, and now we have much less access to that 3rd party data. So we must learn to utilize reliable 1st party data properly.
Capturing data can be very inexpensive compared to the pre-iOS14 strategies. You can capture a unit of data for under $0.10 utilizing 1st party data whereas pre-iOS14 it might cost $1-3 for a click, or $5-10 for an add to cart to become part of the MOF or BOF audiences.
The types of ads to put in this campaign is more of a brand or product introduction.
Level 2 – Nurture
Once the data has been captured, we nurture them with an omnipresence strategy. Target them with multiple ads, angles, videos, images, everything.
This part of the strategy, once fully built out, is ideally the campaign that has the most budget behind it. Mainly because when it comes to nurturing data, it requires more impressions towards data that will typically be higher CPM and cost more overall to market to per clicks. But the cost per conversion if everything is done correctly will be much lower than the Level 1 campaigns.
The most successful brands don't build its most loyal customers from having them encounter the brand just one time with one ad. It takes multiple ads, angles, offers, products, and much more. That's the same strategy you will be doing with this Level 2 campaign.
Ads you put here need to be more persuasive towards getting the sale. Communicate certain benefits and features of the product being advertised for. Sometimes a small discount can be put here like a free shipping or 10% off your first purchase.
Level 3 – Convert
If someone has consumed an ad in Level 1, then consumed another ad in Level 2, and have not purchased yet, then you want to put your best offers in front of them. Think of this as your Black Friday deal, but more profitable.
The ads you put here is your deepest discount or deal you are willing and able to do to get a sale.
That's the framework for the campaigns I've been implementing for the ad accounts I manage right now. Although they all use similar strategy, the details are very much different from one to the next. One ad account is running tons of traffic towards a 5% Lookalike audience, and the other is running only to interest audiences. One ad account is spending $500/day towards 7 campaigns and another is spending $100/day towards 2 campaigns.
The thing that determines what should be implemented for one ad account and not another is this: data. The amount of data, the quality of data, the type of data.
Hope this diagram helps those who have been stuck since the iOS14 changes and wish you better results in your Facebook ads!