StatBid’s Standard Campaign Structure for Facebook

 
 

In this guide, we will cover:

  1. StatBid’s Standard Campaign Structure

  2. Campaign Structure Variations

  3. Ad Creative Types

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1. StatBid’s Standard Campaign Structure


Marketing Funnel

Our standard Facebook campaign structure covers all stages of the marketing funnel:

  1. Brand Awareness

  2. Consideration

  3. Remarketing

  4. Retention

Please note that this strategy may vary depending on several factors including monthly ad budget, website traffic, and existing Facebook ads.

Funnel-01.png
 

Geo SplitTING

Audiences are split into 3 geographic areas. This allows us to create multiple ad sets and test them against each other to see what strategies produce the best results.

 

Structure: Direct to Consumer

Each campaign is set with a daily budget and spending limit (if necessary). Lowest CpR with frequency capping set. Expand audience size as necessary.

Campaign 1 (3 Ads)
[SB] Brand Awareness - Carousel
[SB] Brand Awareness - Single Image
[SB] Brand Awareness - Video

 

Managed to budget and CpR
Geo 1
Interest + demographic targeting
Light buyer/targeted to people tangentially related to core customer

Campaign 2 (3 Ads)
[SB] Brand Awareness 2 - Carousel
[SB] Brand Awareness 2 - Single Image
[SB] Brand Awareness 2 - Video

 

Managed to budget and CpR
Geo 2
Interest + demographic targeting layered with Lookalike audiences
Targeted to people most similar to core customer

Campaign 3 (3 Ads)
[SB] Consideration - Carousel
[SB] Consideration - Single Image
[SB] Consideration - Video

 

Managed to budget and CpR
Geo 3
Engaged/Viewed a video or ad previously but have not purchased or clicked to website

Campaign 3 (4 Ads)
[SB] Remarketing - Dynamic Product Ads
[SB] Remarketing - Carousel
[SB] Remarketing - Single Image
[SB] Remarketing - Video

 

Managed to COS and CpR
All Geos
Non-purchase remarketing audiences only

Campaign 3 (4 Ads)
[SB] Retention - Carousel
[SB] Retention - Single Image
[SB] Retention - Carousel
[SB] Retention - Video

 

Managed to budget and CpR
All Geos
Purchasers (long date range)


2. Campaign Structure Variations


Single Creative Starter Campaign

Depending on your monthly ad budget, it may be necessary to start with a single creative campaign, then build up to multiple campaigns and geo split testing. Generally we test conversion ads and catalog sale ads (dynamic product ads). See ad examples below.

Screen Shot 2019-04-02 at 12.59.53 AM.jpg

Depending on your budget and audience size, we may run remarketing ads, interest targeting ads, and lookalike audience ads.


3. Ad Creative Types


Dynamic Prouct Ad (DPA)

Facebook dynamic ads automatically show the right products to people who have expressed interest on your website or elsewhere on the internet. Upload your product catalog and we’ll set up your campaign. The dynamic ad will continue working automatically, finding the right people for each product and always using up-to-date pricing and availability.

Screen Shot 2019-04-02 at 1.10.57 AM.png

Single Image Ads

Screen Shot 2019-04-02 at 1.17.35 AM.png

Simple and versatile.
We can add text or logos on your image,

Carousel Ads

Have control over which products or collections you want to feature, or feature lifestyle photos.

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