How to Structure your Facebook Ads Campaign?
The typical campaign ad structure that we run on Facebook Ad is a 3x3 configuration means three audiences times 3 ads.
Why three ad sets and not five or eight?
There are 2 main reasons.
Firstly, the population size in Singapore. It is not huge as compared to say, the US.
The second reason is that Facebook advocates account simplification.
Each one of these ads needs to have 3 components. The hook, call to action, and the build-up.
A lot of advertisers test their 3 ads by just changing the image or just changing the headline and they consider that as a split-testing. In fact, that is only marginal split-testing. That's not significant enough.
Whereas, the ones that we do are revolutionary. This means that 3 ad sets really have to be different so that you can use significantly different results.
So your three ads in each ad set will vary in terms of awareness level, and then you use the three ads across the 3 ad sets to make sure that your split testing is consistent across the three audiences. Which are the cold audiences, warm audiences, and warm audiences for retargeting.
The prerequisite for this entire campaign structure is that you need to have a pixel installed. Without the pixel, you cannot track clicks.
Because we are a Facebook partner agency. We are aware of the best practices on Facebook. Of course, not everything that they say applies to our context. That's why we need to do split-testing ourselves as well.
We have used our own money to test many different, various types of campaign structures. and we found that this is one that works the best to maximize your ad budget. It looks simple, but sometimes less is more.
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