@@kevintrol591 Facing the Same Issue. Implementing the Strategie and the first 3 Days it looks pretty good then thing getting worse. Prospecting campaigne starting spending 90% of the Budegt to Ads wirth Zero returns and pretty bad CTR or days...I know we should not turn of the ads but what is the Solution here?
I just saw your video in how to test 100 ads fast. This is similar but not quite the same. Could you clear that up please? I don't have a huge budget so I can waste it on a less-than-ideal strategy. In my case everything's new, so no existing audience
Please reply, sometime My campaigns are performing good like 10 purchases in a day with a best CPP, but the next day they are going into shit Please help me stuck out from there
You basically covered everything in a nutshell from a 7k course I took. I didn’t even scale or make a good profit but everything you’ve said aligned with it and the structure.
Glad to hear the content aligns with what you've learned! It sounds like you're on the right track, even though scaling and profit might still be tricky. Is there a specific area where you're finding roadblocks or is it more about refining your existing strategy?
@@SamPiliero Yes, working with a low budget is my struggle. I need to build the confidence to scale- I have not had luck with ads in the last few years so I am wondering if it's my creative, offer, or pricing. I even had an agency help after the course they could no figure it out either to get my niche to scale, they worked with me for a few months but I got no where. Starting to doubt my brand but I don't want to give up yet since I am 8 years in.
@@CattyKats hey man never loose hope, do you have competition? this means the industry is worth something, get em brother steal their piece of the pie it's a cold world out there don't let em take from your plate.
Thanks for posting this. 2 questions for you: 1. If testing multiple ads with slight variations like the hook, say 5 different ads, in your testing CBO campaign are you putting all those ads within 1 ad set? Or are you doing 1 ad set per ad? I assume it's the former and you're letting fb allocate the budget and assuming whatever fb gives high spend and high roas is a winner... 2. Lets say you find 2 winning ads for an audience/interest. Lets say they are practically the same ad but different hooks. Lets say the same audience/interest works for those ads. When moving those ads to the scaling campaign, are you putting both ads in 1 ad set with the winning audience or 2 different ad sets with the same audience/interest in both of those ad sets?
1. correct, put all 5 ads in one ad set. let fb distribute the budget and focus on the ones it spends on with a strong ROAS. are you finding that fb picks a winner quickly or spreads spend evenly for too long? 2. keep both winning ads in one ad set with the same audience. splitting them into separate ad sets would compete against each other. how are you tracking performance differences between similar hooks?
1. Thanks for answering! Seems quickly actually. Usually 1 wins by a large amount over the others 2. Thanks for answering this too! I track using hyros. And use the same decision making frameowrk as you. high spend and high roas Have 2 more quick questions for you Question 3A. This one is regarding ASC campaigns and countries…. I advertise to us, ca, nz, au, and uk. I find best performance in us/ca - SIGNIFICANTLY better than the other countries. Therefore, in terms of structure, I was thinking of doing 1 ASC campaign for US + CA and 1 ASC campaign for UK+NZ+AU and 1 CBO broad prospecting campaign. Do you think this is a good move or should I have 1 ASC campaign with all 5 countries I advertise to within it OR 1 ASC for the US, 1 ASC for CA, and so on for each of the 5 countries? Question 3B. Similar question to the one above. For the broad ad sets within the prospecting campaign, should I just do 1 ad set with US/CA, 1 with the others, or 1 with US and 1 with CA etc. What do you recommend if my performance is best in US/CA and both are US is a little bit better than CA but both are SIGNIFICANTLY better than the other 3 countries? Question 4. You said you need to have a daily pull for your purchasers within your ASC campaign. I have my customers on an excel sheet. On a weekly basis I update that excel sheet and export it as a csv then update my custom audience of purchasers within fb for my exclusions. Is that okay? If not, do you have a suggestion for ppl that use excel? Is there some kind of zappier zap for example?
@@SamPiliero I have been in similar situation as Koishik and i find his questions very relevant for me too. I am also looking forward for you to give us a suggestion for his questions above! 🙂
3A. splitting the asc campaigns by region makes sense if performance varies significantly. start with 1 asc for us/ca and another for uk/nz/au. avoid splitting into 5 individual campaigns unless you’re spending a lot per country. grouping keeps the algorithm efficient. do you have enough budget to support multiple asc campaigns effectively? 3B. for cbo prospecting, go with 1 ad set for us/ca and 1 for the other three. splitting us and ca into separate ad sets might overcomplicate things unless the performance difference is huge. are you seeing enough volume in the other countries to justify grouping them? 4. weekly updates are fine, but daily is ideal for exclusions. zaps can automate this. connect your excel file to google sheets, then use zapier to auto-sync new purchases to your custom audience. would that work for your current workflow?
Had a few questions that I have: 1) does this strategy also work for lower budgets like $100/day across those campaigns instead of $1000/day? 2) how long should we keep the campaigns on if the ROAS are low to begin with like around 0.4-0.5? Do we wait till the campaigns are more optimized or do we just stop them after 3 days if they did poorly? For us it does well one day, then sucks for 2 days, and then better again on 4th day
1) yes, it works for lower budgets. just consolidate your campaigns more-don't over-split the budget. 2) give it at least 5-7 days to stabilize. if it’s still below breakeven after that, cut it. how’s your CPA compared to your target during those swings?
Thanks for the tips, too many “fb ad experts” just give out base line information that anyone can do. You provide way more value around strategy/structure with explanation for everything!
@ right now, low cost leads with Facebook forms. Currently got 150 subscribers to email and sms for an average $5 per customer. We launch our first product on 01/02 so we’re preparing for a big launch. Have no idea what to expect with paid ads but have a good idea with ur videos and other videos with surf scaling etc!
Hello ! Thanks for all this valuable detailed info. I have just 2 questions: 1. At 20:44 for testing new ads in adsets you say MOST of the new adsets are 100% broad.. How do you decide on that? Do you randomly decide like hey lets test a new bunch of creatives into an interest adset? Or do you go through a process that makes you decide wether to launch new ads on broad or interest based. I feel like this is the only only thing I'm getting confused about before finally starting my ads. 2. Do you ever use lookalike audiences?
When you graduate ads from CBO into ASC scale campaign, do you pause the ads in CBO and directly move them into ASC? Or do you create new ads within ASC and just use the creative from CBO? 13:25 - CBO campaign/interest ad set craft
Hi Sam! Thank you so much for the value you shared! I watched the video 3 times and read most of the comments to find the answers to my questions, but I still haven't found them. I hope you can help me with the following questions: 1)Are ASC and CBO campaigns created at the same time, or when I find the winning ads, I create ASC and move them there? --- 2) After I have 3 winning ads running on ASC, I continue testing and have 2 more winning ads, should I continue to move them to the previous ASC or create a new ASC to move them to? --- 3) Will there be competition issues if on one account I have 3 different ASC campaigns (same budget but different winning ads). Looking forward to your reply, best wishes to you!
very good video, there is a lot to learn! But something I didn't understand... what do I do if my shop has 2.000 products, divided in 5 main categories? Do I copy the structure for each category? An adv+ campaign, a CBO campaign for each category? Or do I do everything in one structure?
glad you found it helpful! if your categories are very distinct, it's better to create separate structures for each. this keeps targeting and budgets more focused. if there’s overlap in audiences or you don’t have enough data per category, you can group them in one structure. how much budget are you working with?
This video taught me more than the 100+ hrs of courses I have purchased. A couple questions for you Sam. 1. Should I be using this strategy with an ASC Scaler campaign for lead generation for sales calls, or is this setup strictly for e-commerce products? 2. If so what is your recommended setup for lead gen?
Hi, first of all amazing video! Should I put the same creatives in the broad ad set as in the interests ad set. Or should it be different creatives / ads?
I have implemented the structure with advantage catalogs. I will let you know about the Roas improvement. Just one question for prospecting campaign: since prospecting customers should not have been in touch with the brand before; is it better to remove site visitors (30 day visitors in pixel) to lower audience overlap with the advantage+ campaign?
what a video! but few things were missed by you.. 1) What is the budget of ASC Scale campaign when you start? how do you bump the budget and how often 2) how do you retarget the non-buyers? and % of budget goes for this 3) at what stage do you move to cost cap or bid cap? 4) lastly, what happens with winner interests in prospecting campaign? sorry for the list but I have seen most of your video and I cant find the answer to it. BIG FAN OF YOU!!
lets roll! 1. asc starts at 30% roughly and overtime becomes 80%. bump budget however often you want by 10-20% increments. 2. asc handles the retargeting for us. 3. cost caps come into play much later, 3 months of stable performance and then you can entertain caps. 4. nothing, they will get more and more spend over time and you graduate the best creatives into that.
Hi Sam, I'm currently part of another ecom scaling programme and this was actually super helpful so thankyou! My membership with them is up next month and would love details on working with you. Currently sitting at $70k to $160k a month (but pretty seasonal) and ads have worked okay for me (usually min of 3 roas) but would love to really zoom into the results and feel like my current programme is very saturated (think I've had 3 1-1's in12 months and pay a lot of money for it!!) I've just set up these new campaigns to see what the results are like against my current results!
thanks! yep, 30 creatives in one campaign, all in a single ad set. the key is cycling out the lowest performers regularly. how often are you refreshing your creatives?
@@SamPiliero So glad I asked the question. And thanks for the additional detail "single ad set" I really appreciate it. I am horrible at refreshing my creatives. I plan to use this strategy for my coaching program. I can't wait. Again, I will be recommending you to everyone.
Thanks you so much Sam that is great . My question is when i switch to target cost bed or target ROAS and how about excluding custom audience from CBO Prospective to avoid overlap
switch to target cost or target roas only when you have stable performance and consistent conversion data-ideally 50+ conversions per week. as for excluding custom audiences in cbo prospecting, definitely do it to minimize overlap. exclude purchasers, engaged audiences, or any retargeting lists. are you seeing overlap issues right now?
with webinars, the focus shifts to lead generation. ad copy should highlight value (what they’ll learn) and urgency (limited spots or live event). optimize for sign-ups, not sales. have you set up a clear follow-up funnel post-webinar?
Thanks for all the input Sam, gladly subscribed. I do have two questions tho. We generate Lead-Meetings instead of selling a product because we offer a Software. 1.) We have some information about who our target group is (Jobs ect) - should we limit the audience because we know this software is only business, or shall we let it run broadly and let facebook do the work? I am just afraid it might get pushed out to the wrong people that will sign up for a call and mess up the conversion data. 2.) Because we use a Funneltool to generate Leads instead of our own Website, every Funnel has a different Pixel. Meaning we have different Creatives that lead to different Pixels. How do we manage this in your setup? Thanks alot.
1. go broad. let facebook optimize based on who’s engaging. if you’re worried about unqualified leads, refine your messaging in the ad and landing page to filter them out. do you have a strong pre-qualification process in place? 2. managing multiple pixels can get messy. instead, consolidate data by using one primary pixel across all funnels, or sync events back to a single source like a crm. are you tracking conversions accurately across those different pixels?
Hey man, this video is beneficial. I'm new to eCommerce and just starting to run ads. Could you suggest an ideal starting budget for Campaign Budget Optimization (CBO) for a week in the Australian market?
As always great insight. I like the strategy of the 3 campaign for scaling. One question I got is budget optimisation, would you trust META with their recommendation of budget? For example I am getting recommended budget increase to meet what similar brand are spending daily? Am I at a disadvantage for bids if I am below those recommended budget? And how often can you bump based on % to ensure that youre not going back to learning.
No, to be totally honest i dont even know how they get those recommendations. you can bump budgets as aggressively as you want, dont be scared of the learning phase, just know that when you bump itll take 3-5 days to get on track because new impressions take a while to convert
@@SamPiliero Thanks for your reply. I forgot to optimise audience Existing Customers. Can you let me know when you said automate daily pull for customer lists from your crm. Are you just talking about email subscribers (who has purchase and havent purchase) or are you talking about Segment of people who have purchased at least once? Also lately the CBO_Campaign has been getting a lot of recommendation from FB to merge Ad_set (Combine 2 similar ad sets impacted by fragmentation) do I continue to ignore that? As the suggestion say up to 20% more sales but as you said their data is short with 7 days testing only between small group of business accounts.
Legit question. I own Red White Blue Apparel and a few other Ecomm brands. Tons of products. Is it better to go with a carousel ad displaying all products or various categories OR nail down more specifically with product specific single image ads? I've noticed when I do single image ads we do phenomenal, but it's just one item of a 400 product catalog we stock. I have so many questions.
single image ads perform well because they’re hyper-focused, which makes it easier for meta to optimize. with 400 SKUs, carousel ads can work, but only if you group them smartly-like by best sellers or top-performing categories. running both can give you more data. start with single image ads for your proven winners and test carousels for categories or collections. how are you breaking out your ad sets right now?
Hi Sam and congratulations on the video!! My question is, for a multi-product supplement store, where each product has its own publics and creativity, how does the structure change? Should this structure be done for each product? Thank you
Subscriber with questions: 1. can you walk through how you set up a direct daily pull from the customer database (crm) into meta? Is this always possible for you, or are there some cases where your clients use crm's that don't have this capacity? If so, how do you navigate that - are there alternative options that you'd recommend? 2. You often mention 'only spending in peak times' of the day/week to maximize efficiency. Do you have any videos on how you do that in meta?
1. pulling directly from a crm to meta depends on the crm. some, like hubspot or klaviyo, integrate easily. for others without direct integrations, we use tools like zapier or custom APIs. if that’s not an option, exporting lists manually works too, but it’s slower. which crm are you working with? 2. no video on it yet, but the process is simple. use ad scheduling in the ad set settings to limit when ads run. combine that with analyzing time-based performance in the breakdowns tab to find your peaks. how are you currently managing your schedules?
That's an amazing pack of information right here just got a question : - In the prospecting campaign you said to make broad audience & interest based audience, my question is that should we use the same creatives in broad & interest based adsets? -If we want to scale should be increase the budget of the scaling campaign or prospecting campaign & by what percentage? It would be great if you could answer my questions
glad it’s helpful! 1. yes, use the same creatives for broad and interest-based ad sets. test them against each audience to see what works. 2. for scaling, focus on increasing the budget of the prospecting campaign if it’s still feeding the funnel profitably. go for 20-30% increases every 3-5 days. are your creatives driving consistent CTRs across both audiences?
should the Black Friday Creative go into the ASC campaign? or the CBO campaign? If it's going into the ASC campaign, should it have its own ASC campaign then?
@@hawkfxx This format is actually working. The other problem I have is when you run out of inventory - am I shutting the ad off at the campaign level or the ad set level? I'm concerned if I shut off and put the ad back on will it still be as good as when I shut it off? Anyone? Bueller?
thanks! yes, when you graduate an ad to an ASC, shut it off in the CBO to avoid overlap. for inventory issues, pause at the ad level, not campaign. when you restock, reactivate and monitor. it may take a little time to regain traction, but strong creatives often bounce back fast. how soon are you restocking?
after uploading new ads to broad, don’t touch the audience. broad relies on meta’s algorithm to optimize, so let it run without narrowing. if you want to test different audiences, set up separate ad sets with tighter targeting instead. how are your broad campaigns performing?
Your videos are very valuable, thanks for sharing and please continue the hard work. I've seen many videos for meta ads, but yours have been the best by far
@@SamPiliero The single interest-based strategy is something that I really need to consider if I don't want the results I need for my product to make it profitable. My product is a mobile app about meeting new people with friendly vibes (not necessarily dating) and by now I need to test an audience with the selected demographic "single and unspecified" options first which I think it should resonate
Hi sam, We sell ebooks in English, therefore we can target many countries, we chose the top 11 native speaker countries (english) 1. Should we do a campaign for each country separately? 2. We always notice a fair CPA, yet when we scale the CPA increases bringing us back to point 0 3. We use advantage plus + ABO with multiple relevant interests. 4. We have too many people to target since they are digital products, with is a big pro, yet also a big con to really find the right audiences 5. We have google ads backing up meta ads for retargeting and brand awareness. What do you think about our case? we see a big scaling potential, yet it is very sensitive in our case. Thank you for the value
start broad with a single campaign and let the data tell you which countries respond best. as for CPA, scaling often raises costs. test smaller budgets in winning countries first. what’s your current ROAS?
yes, you can apply this to advantage+ catalog ads. segment product sets by interest or behavior to test what resonates. just keep the sets focused so the algorithm has a clear signal. how’s your ROAS looking so far?
@@SamPiliero My ROAS is around 5,5-6. My breakeven ROAS is around 4-5,5. I am targeting a small country with target audience around 1.000.000. I struggle on scaling rather than ROAS.
Hey, I came back to watch the video again because I could use some advice. I ran an ASC campaign for two weeks with a daily budget of $50, using four creatives, but I only got two conversions. I’ve already turned off the old ads and have three new creatives running. Should I keep running these new ones for the next two weeks, or do you recommend a different approach?
hey Sam, quick question: Can you make a quick video that shows you cutting ads from CBO and also transferring ads to the ASC? I would like to see your reasoning behind WHY you choose to cut or leave certain ads within the data context of each account. Thanks!
good question. cutting ads from CBO and moving them to ASC depends heavily on performance thresholds. i focus on ROAS, CPA, and click-through rates to decide what’s worth scaling or cutting. the why always ties back to consistency and scalability. i’ll consider making a video if there’s enough demand. what specific metrics are you looking to prioritize?
@SamPiliero for me my context is a brand launch. So I have a new site that I'm constantly making CRO tweaks to and I have a limited budget. So I wanna know how much spend do I give each ad especially since you mentioned you cut some ads if they don't spend at all right?
with a brand launch and limited budget, focus on testing smaller spend per ad first. $10-20 per ad can give you enough data to see early signals. if an ad doesn’t spend, it might mean your targeting or creative isn’t grabbing attention. are you running multiple audiences or sticking to one?
@SamPiliero yes I was running the "old method". 3 interest ad sets and 1 broad. But I was mixing and matching the same ads in all ad sets. So what I was thinking of doing is 3 Packs of ads, 3 ad sets, all broad. Just to keep it simple. Can going broad in all ad sets work with new pixel and brands? Or should I do 2 broad ad sets and one interest?
should I do all broad audiences or 3 broad and 1 interest? Also - If I mix in interests ad sets, how do I know if its the ad or audience thats producing the positive or negative results?
Hi, I would love your take on the process of eliminating ads and when to save your dollars for under performing ads. I know you said its best to leave them most of the ads on and not to mess too much with them. but at some point you have to clean up the bad ads in the campaigns, no?
absolutely, you do need to cut the losers at some point. give ads at least 3-5 days to gather data, depending on your spend. kill anything with high cpa or low ROAS after that window. focus on scaling the winners instead of tweaking too much early on. how long are you currently letting ads run before making changes?
appreciate it 💪🏽. increase the cbo budget every 3-5 days if performance is stable. go for 20-30% increments to avoid resetting the learning phase. how’s your current prospecting campaign performing?
Hey Sam, I don't have "website and shop" only "website" and "website and app". Have you experienced this in any one else's account? Will this affect the set up of this?
haven't seen that specifically, but it shouldn’t affect the setup. pick the option closest to your structure-"website" should work fine if the shop isn't separate. are you running into any issues with the rest of the setup?
For each Pack of creatives you add to the prospecting campaign, do you set it for both Broad and Interest targeting, so duplicate the creatives into both Broad/Interest each time? Or just broad?
just broad. interest targeting limits scalability and slows down optimization. focus on broad and let the algorithm figure out the best audience. are you still seeing strong results from interest targeting?
When you copy the winning ad from prospecting cbo into advantage plus do you change the utm in order to track the attribution? Because if I do it I will lose the post id. How would you go about it?
don't change the utm if keeping the post id is critical. instead, use breakdowns by placement or a naming system in the campaigns to track attribution. how are you measuring performance across advantage plus right now?
In one of your previous ad structure videos You said that scale/prospecting budget should be 80/20 (excluding retention). But in this video you said the opposite. Am i missing out sth? Thank you for the videos btw they've been helping a lot
Hi Sam. You've responded to a couple of comments suggesting that if the daily budget is low, e.g. $100, then you should just use an ASC campaign. I have three questions on this if you'll indulge: 1. Are we good to mix images with videos in this ASC? 2. If the initial creatives underperform, do we just add new ones to the same ASC? 3. If the ROAS is strong and we want to increase the budget, are we good to double it? Or does it need to be more conservative, e.g. 10 - 20% every couple of days? Thanks!
Sam, could you just let me confirm if it is a good choice to choose 1 to 3 Interest as a signal in Advantage Plus Audience for a brand new Ad account with no previous data launching the first product?
yes, starting with 1 to 3 interests is solid for a new account. keep it broad and let the algorithm work, but monitor performance closely. how niche is your product?
absolutely! retargeting is key. i focus on warm audiences like site visitors, add-to-cart users, and video watchers. it’s all about keeping costs low while converting the most engaged users. what’s your retargeting setup right now?
@SamPiliero thanks! Currently in one country (we operate in 2) the retargeting works wonders, in the other it doesn't work at all - mostly rtg website 30 days visitors, it's a lead gen business 🤔 Gotta keep testing stuff 😅
interesting split. could be audience size, ad fatigue, or even cultural differences. have you tried segmenting the retargeting further, like by specific page visitors or time on site? what’s your next test idea?
1. Do advantage plus shopping campaign plus catalogue work for small Ecom store 2. Minimum budget for asc campaign 3. For low roas of 0.6 what strategy to implement or way forward. This is for a new Shopify store with less than 100 sales. Pixel and conversion api configured
1. yes, advantage+ shopping campaigns can work for small stores, but they perform better with solid data. keep testing. 2. start with $50-$100/day if possible to give the algorithm room to optimize. 3. for 0.6 roas, stop poor-performing ads fast. focus on strong creatives, refine audiences, and ensure your offer is compelling. are you tracking add-to-carts and checkout steps?
Wow. Best explanation. I am sure this channel will cross 100k in no time. Quick Questions. I'm about to launch my dropshipping store with around 700 products across 8 different collections. I'm planning to start with a daily budget of $100 for meta ads, and I had a few questions about campaign strategy: 1). Considering my budget and the number of products, would you recommend starting with One Advantage+ Shopping campaign (ASC) or building out single CBO prospecting campaigns? 2). If I initially focus on one or two campaigns, can I effectively promote products from different collections within those campaigns? 3). I'm thinking of using a mix of image/video ads and category catalog ads. Do you think this is a sound approach for a new store? Please feel free to correct me or give open suggestions.
solid plan. here’s how i’d tackle it: 1) start with one advantage+ shopping campaign. it’s efficient for handling multiple products with a smaller budget like $100/day. no need to overcomplicate early on. 2) yes, you can promote products from different collections in one campaign. just ensure you group products with similar pricing and margins for better performance tracking. 3) the mix of image/video and catalog ads works. test both to see what drives better clicks and conversions. focus more budget on what performs best. what collections do you expect to sell the most?
@@SamPiliero 1. Viral Products. 2. Kids 3. Self-Care & Beauty Essentials 4. Home & Kitchen 5. Pet Care & Accessories Plan: I am taking 4 products from each. Also I have plans to eliminate non performing products. Only products I see stores are running from 90Days+. Please feel free to correct me or give open suggestions. What your think?
First of all, amazing content ~ very informative! But just a question wasn't the idea of Advantage+ Audience is giving your Ads the ability to learn about your potential audience using Machine Learning? I find it very counterintuitive to tell that we know better than their algorithm. Genuine newbie question, thank you!
great question. advantage+ does rely on machine learning to optimize, but the algorithm still needs strong inputs. it doesn’t “know better” if you’re feeding it weak creatives or a poorly defined starting point. think of it as a partnership-you guide it, and it learns from there. are you running strong creatives in your campaign?
Question I run a detailing shop. I’ve always heard that leads would align better then my business. I’ve tried it and it seems to just bring in people at are looking. Would sales drive more of a “ready to purchase” client?
sales campaigns can work better if you want ready-to-buy clients. focus on booking-based actions like “schedule now” or “get a quote.” leads can work, but you’d need tighter targeting or a strong follow-up process. have you tried running offers or promos to filter out tire-kickers?
Hi Sam, great video :) Thanks ! I have 2 questions 1. if I identified the winning ads and add them to ASC and the intererst ad set, they would be active 3x. Won't they cannibalise each other in the auction? 2. should ad formats such as images, dpa, carousel each be in their own ad sets or can they be used as different ad creatives in 1 ad set? Regarding DPA, is a separate campaign with same structure recommended here?
1. nope, you do not compete in your own auction 2. its all ok to be in the same ad set but DPA is the one thing that you may want to consider breaking out
Thanks! retargeting engagers from organic posts or ads can work, but they’re often lower intent than site visitors. prioritize high-intent audiences first, like add-to-carts or product viewers. have you tried segmenting organic engagers by recency?
@ Makes complete sense. It’s been a while since I ran any ads haha. I was previously running ads for my wellness brand in 2020, now I’m running ads for a client. Haven’t tried that yet, but sticking with high intent audiences sounds like a great idea.
Huge fan of your content, Sam! Where do you launch sales? I have CBO, ASC | Scale, and retention + retargeting. And I'm trying to figure out where I should launch sales (BFCM, Labour Day, Monthly sales, etc) I was thinking of creating a separate ASC campaign ONLY for sales, that way they don't take all the budget from other ads, and I can manage the budget more closely. Thoughts? And what do you do?
appreciate the support! creating a separate ASC for sales is smart. it keeps the budget controlled and lets you push harder during key periods like BFCM or monthly promos. i’d launch sales in their own ASC or even in a dedicated CBO if you want tighter segmentation. how are you planning to set budgets for the sales campaigns?
@@SamPiliero Perfect, I'll be going with the ASC then. Thanks! Regarding budget, I honestly don't have a SOP... Kinda just scales up as long as we hit the target CPA on a 4-7 days basis.
Hey man, great video. When you use the scale campaign and select the best ads, do you choose the post id or just the same video? And also if you have 2 landing pages. You test them on different campaigns (same video) or on the same adset
use the post id to keep all engagement in one place. for landing pages, test them in the same adset first to isolate variables. if the results clash, separate them into different campaigns. how are the landing pages performing now?
Man this is literally like the 20th time I have seen this video and everytime I watch I learn something new! Sam I understand the concept of ASC Scale and your previous video did talk about the budget split in the start for ASC vs CBO. As you test new creatives in CBO. Are you also scaling those campaigns in terms of budget? I have notice CBO campaigns can be more volatile to scaling vs ASC. I meant from what I have heard.
love that you're rewatching and picking up more each time. for cbo, i keep the budget pretty steady while testing creatives. if something works, i’ll shift that winner into asc for scaling since it’s less volatile. have you tried testing this approach yet?
@@SamPiliero Yes. I was waiting for some days and data behind it before i can scale. I am going to reach out to you soon to start working with you long term. I had to bring some stability in the business first so I can afford the services. I did wanted to ask you. ASC campaign works best with one product catagory or you can add different products in one ASC campaign from the CBO winners?
good call on waiting for stability before scaling. asc works best when you focus on one product category at a time-keeps the algorithm clean and optimized. if you're adding winners from cbo, group similar products. for exclusions, yes, always exclude past buyers unless you're running upsells or reactivation campaigns. are you planning to test with a larger budget right away or ease into it?
@@SamPiliero Sam I am currently at 280 on my CBO. thinking of launching ASC Catalog since i got over 1100 skus. Also for CBO I am thinking of keeping it consolidated with other product catagories also since technically its the same audience. The idea is to net profitability instead of trying to run 3 or 4 CBO campaigns per product catagory. I simply cannot afford it then. Any feedback please.
yes, you can use a tailored campaign as your ASC for lead generation. just make sure your audience signals and creative are built around lead intent. are you optimizing for form fills or something else?
So I have a question. When we have a new ad concept (2-3 ads) and I want to launch it in the prospecting campaign (the cbo). I have to create a new broad ad set where to put this ad concept, but do I also create a duplicate of the interest based ads set and also put the new ad concept or do I just pour the new ad concept in the current (one and only) interests ad set that we have?
just add the new ad concept to the current interest ad set. no need to duplicate. keep it simple-too many ad sets just create overlap and confusion. are your interest-based ad sets consistently performing?
to add the 'change' columns, go to the ads manager and click 'customize columns.' in the pop-up, scroll down to the 'comparison' section and check the boxes for metrics like 'change in cpc' or 'change in roas.' apply it, and you'll see the change columns. are you tracking performance over a specific time frame?
When you add in the new creative 'packs' would you only recommend using broad instead of interest ad sets even if the interest ad sets are performing better?
i would still test both. interest might work better short term, but broad usually scales better long term. have you seen the interest performance drop off yet?
yes, you can use your freebie opt-ins as a seed audience. just make sure they’re engaged and relevant to your offer. are you planning to build lookalikes from it?
depends on your goals. if you have strong interest-based audiences and know your buyer, old-school audiences can work well. advantage+ catalog sales are great for broad, data-driven optimization, especially if you have a lot of SKUs. are you struggling to scale with one approach or just deciding where to start?
This is amazing! Thank you! One questions- I have been testing ads with the budget at the Ad set level. ROAS of 1.02. Can I switch this to Advantage plus campaign budget or should I just make a new campaign?
Correct me if I’m wrong but is this what you mean? All new ads go into a new ad set open to just broad under the prospecting campaign. All winners from those ads go to another new ad set with one interest and also to ASC? What budget do you recommend for this strategy and what to do if you’re starting with a $20-$50 a day budget and best way to scale those?
you got it. start all new ads in a broad prospecting ad set, then move winners to a new ad set with a single interest or directly into ASC. for a $20-$50 daily budget, run 70% to broad and 30% to a single interest or ASC. scale by gradually increasing spend 20-30% every 2-3 days if results hold. what has your CPA been so far?
Hey Sam! I have a doubt, correct me if I'm wrong. When we are testing a new product, we only run the perspective campaign right. So we don't need to use ASC campaign for 2 weeks until we get top performing ads. In that case can we use our 100% of our budget to only run our perspective campaign? Because I'm talking about a brand new product and brand new store
you're spot on. for a new product and store, put 100% into prospecting at the start. no need for asc until you find winning ads. focus all budget on testing and gathering data. how’s the performance been so far?
When testing new creatives, do you post the same Pack of ads in both the Interest Ad Set and the Broad Ad Set? If yes, do you ensure there's no audience overlap between the two ad sets?
Hi Sam, first of all, I’d like to thank you for these amazing classes. I have a question: I just can’t seem to make my Advantage campaign deliver good results at all. :( What do you think about structuring it like this: -CBO Test Creatives -CBO Prospecting (testing various audiences with the best creatives) -CBO Graduates (best audiences and creatives here, with a higher budget). Would my CBO Prospecting and CBO Graduates compete with each other? Overlap in the audience?
thanks for the kind words! your structure is solid, but yes, there’s some risk of overlap between cbo prospecting and cbo graduates. to avoid it, exclude the audiences in graduates from prospecting. have you tried broad targeting in prospecting yet?
@@SamPiliero Hey Sam, once again, thank you for your amazing class-it completely changed my game! I was able to apply the structure I mentioned, and my results improved significantly. 1 CBO campaign for testing audiences with 70% of the budget. 1 CBO campaign scaling the best audiences from the test (plus a WARM set that you taught in one of your warm/cold classes). 1 Advantage campaign that I can’t get consistent results from, but I keep running it. Some days I get 3 sales, and other days, none at all, lol. Over the last 3 days, sales have skyrocketed for both CBOs-one feeds into the other.
Hello Sam, I just subscribed since this video is the best ad structure step-by-step guide I have ever seen on RUclips. I have a question - I'm currently doing ABO and I want to go to CBO and your strategy, my ads are already running profitably and successfully for a week on the new ad account right now. Do you suggest I should switch to the CBO instantly? And if so, do I just turn off the ABO camping or do I test it together with the ABO, until CBO ones outperform ABO camping? And 1 more question I haven't heard your thought process in the video about how you scale the CBO campaign? Do you ad more budget to it every day 10-20% or add budget when creating more winning ads? Thanks again for the video!
For context - I'm spending only 120$ a day and I have around 30 ads (videos and images) 10 of them are profitable, and the other 20 are still in the testing phase - they haven't spent enough for me to know. Also, when should I go with ASC?
glad the video helped! if your ABOs are working well, don’t rush to switch. test a CBO alongside your ABO campaigns to see how it performs. let the CBO prove itself first. scaling a CBO? i’d increase the budget slowly-10-20% every few days if it's profitable. adding more winners works too but make sure it doesn’t disrupt the performance. for ASC, only switch when you’ve identified 3-5 solid ads that are proven winners across ABO or CBO. how confident are you in your current winners?
@@SamPiliero Thanks so much for a fast reply. I'll do as you suggest. I already have clear winners for ASC+ so I'll do an additional 20% of the budget for CBO and 20% of the budget for ASC and scale if that goes well. I'm also curious about what you think about running many ad sets in one CBO camping. I'm running a supplement marketing agency in my country Serbia, and I noticed many big supplement brands in the US are running 200-500 ads every second. What do you think about this approach of testing dozens of ads fast? And if I were to have 200 ads, which I probably will in the next 1-2 months, do I put them all in 1 CBO, 10 ads per ad set as you suggest in the video? (My product targets 6 different niches so I have a big target market meaning a potential to create a lot of profitable ads...) Cheers!
Great video! When you "graduate" from the testing to the ASC+ scaling campaign, do you duplicate post IDs? Reason for asking: When duplicating Post IDs, I noticed in the Ad preview section, only one platform shows (either FB or IG - not both).
yes, always duplicate post IDs when moving to asc+ scaling. it keeps all the engagement. if only one platform shows in the preview, double-check that the post ID is tied to both placements. are you using native posts or ads manager-created posts?
@@SamPiliero I had ads manager created posts, but I think I'm going to use the "duplicate" function (instead of copying post ID)! How do you optimize the CBO Prospecting Campaign? Example: When do you decide to turn off an ad thats soaking up all the spend but not getting purchases? (at how much ad spend) Also - as the CBO Prospecting campaign continues to get more and more ad sets, when do you decide to increase the budget on the campaign? Love that you take time to respond to comments! :)
i stick with 1 size per ad set. meta struggles to optimize when you mix sizes since they favor certain placements. keeping it to 1 size gives you cleaner data. are you running mostly square or vertical?
feed for conversions, reels for reach and engagement. if it's a new product, i'd start with feed since it tends to drive higher purchase intent. reels can support later by building awareness. what’s your product and target audience?
You recommend adding new winning ads to the escalation campaign every 14 days. Does it necessarily have to be 14 days or could it be less? Or what other time interval would you use to review metrics and select new winning ads?
14 days is just a guideline to ensure enough data for reliable results. if you're getting quicker results, you can shorten it to 7-10 days. just make sure you're pulling from statistically significant data. how quickly are your ads typically stabilizing?
how do you move the winners from the prospecting into the ASC? like what's the exact process? Do you use the Post ID? And after moving the ad into ASC do you keep both Ads running?
good question. yes, use the post id to move winners into asc. this keeps all social proof intact. once it’s in asc, pause the original ad to avoid competing with yourself. how often are you finding winners?
Hi Sam - Thanks again for this. Just instituted this and had two questions... 1. In the scale campaign, I have my top 5 pieces of creative BUT all spend is aggregating to only 1 creative. Any thoughts on this? I know the others were successful in the past (although in Traffic campaigns). 2. In my prospecting campaign, the overwhelming budget (90%+) is going to my broad ad set. Are you okay with this? Budget isn't huge right now ($150 a day) but that will scale much higher. Worried that my budget is starting to go towards a few creatives when I have over 20 live across all campaigns. Thanks!
1. sounds like the algorithm is favoring the one creative based on performance. even if the others worked in traffic campaigns, they might not translate well to conversions. try rotating in those creatives manually to test them or duplicating the ad with fresh engagement. have you A/B tested them recently? 2. broad ad sets dominating budget isn’t a bad thing if they’re bringing solid results. $150/day isn’t enough to fully test 20 creatives, so focus on your top performers first. once you scale the budget, you’ll have more room to test others. are you tracking CPA or ROAS for each creative?
for a multi-brand store, i’d focus on grouping similar products or brands by audience type. create separate campaigns for high-margin or top-selling brands, then test creatives that highlight the umbrella brand value (like variety or trust). make sure your retargeting ties back to the umbrella brand while letting prospecting highlight individual brands. how are you prioritizing the brands within your campaigns right now?
@ we are starting completely fresh account. we have a list of brand priorities to focus on. Would you create a CT campaign for each brand? Or have one CT campaign to test all brands within priority group? One ASC, or one for each brand? We will start with about 4 brands and aim to invest significant $ overtime. I’m mostly concerned about scalability with the TOF structure.
What if i have 150$ per day? Should create ASC and CBO prospecting. Or just invest in 100% budget to ASC only? What about remarketing? When i add new creation what about learning phase? btw great job, sir :)
Please reply, sometime My campaigns are performing good like 10 purchases in a day with a best CPP, but the next day they are going into shit Please help me stuck out from there
It depends on the audience size. if it’s small, one ad set with all 30 ads works. for larger audiences, splitting into 2-3 ad sets can help with testing. how big is the audience?
with only 2,000 people, retargeting might exhaust quickly. focus on prospecting to grow the pool first. once you scale traffic, retargeting and DPAs will work better. what’s your prospecting budget?
thank you for the video. How can I modify this strategy to create a campaign that results in leads rather than sales? Just choose leads on all the places you chose sales?
not quite. you’ll need a lead form or landing page optimized for capturing info. shift your ad objective to lead generation or conversions, depending on the setup. also, test softer CTAs like “learn more” instead of “buy now.” what’s your lead magnet?
First of all Thank you for this amazing Content...Love it. ! I have a issue with Meta. I created and used the structure and the first 2-3 days it went amazingly well but then it just turn pretty bad. I have 8 packs in the prospecting cbo but facebook decided after 2-3 days to spend almost the entire budget only in ads that have super high cpm, very bad ctr and no return ( no atc, no sales nothing ). You said nothing should be turned off but how do i solve this waste of money then?
Really depends how much you are spending. Having 8 packs on a low budget is very hard for FB to figure out. Cut down what is truly not working and try to limit yourself to only a few packs.
@@SamPilierothanks a lot for your response. What would you recommend if I have a budget of 100 usd for tue prospecting? How many packs how many ads per pack?
Hello brother, quick question. should i not have more than 10 ad sets in my CBO? and do i vertically scale CBO or just my adv+ shopping campaign. also, if an in an ad set does not do good should i change the creative or leave the ad set as it is to not disrupt learning/performance
keep it under 10 ad sets in CBO to keep spend focused. vertically scale your CBO if it’s performing. adv+ shopping works best with horizontal scaling. if an ad set flops, swap the creative only if you’re sure the audience is solid. otherwise, kill it and start fresh. how have your results been so far?
Super interesting ! Question, for interest targeting, let’s say for pack1 you launch a duplicate and test a specific interest. That interest doesn’t generate any meaningful sales. When you launch pack 2 creatives, how do you determine whether interest from pack 1 was a complete failure or just didn’t particularly translate well with pack 1 creatives vs pack 2 creatives ?
Killer comment. THIS is where the true technical analysis starts to come in to play and where a media buyer really can shine. There are a dozen factors at play with a question like this but just know you are thinking about the right stuff.
Hi Sam, great video mate! So many take-aways in here! Great setup...for the retention campaign, do you put this on CBO and create different ad-sets over time, or stick to ABO?
Thank you for the video, How many ads you recommend in an adset? Should you pause an adset when adding a new broad audience and testing new creatives? Should we increase the budget of the CBO as the number of adsets is getting bigger? What is the purpose of the single adset with interest if all the dupes we are going to do are going to be broad?
1. i'd recommend 3-5 ads per ad set to start-enough to test without spreading data too thin. 2. no need to pause an ad set when adding a new audience or creatives, but monitor performance closely for overlap. 3. yes, increase the cbo budget as you add ad sets, but do it gradually (20-30% max). 4. the single interest ad set is just for testing-broad duplicates are for scaling once you’ve got winning ads. what’s your main bottleneck right now?
@@SamPiliero So you graduate all winning ads to broad and ASC? Then just have one ad set per one interest each time you test? So one interest in a ad set each time to test?
always use the same post id when duping. it keeps the social proof (likes, comments, shares) intact, which can boost performance. how often are you testing new creatives?
@@SamPiliero all the time really, one last question is it okay to havve more than2 campaigns in te ad account? and is it also compl;etely fine to have 10 ad ets running in cbo? i was talking to media buying company they said keep cbo under 3-4 ad sets max to avoid making the budget limited for each set, what do you think of this?
Hey Sam, thanks again for a great structured breakdown. What about the retargeting campaign, where does that fit in? Also curious, what are the requirements to work with you? I have an info/course business I'd love to scale from 6 to 7 figures. - Robin
retargeting usually comes after you've tested and validated your cold traffic campaigns. it’s there to scoop up the people who showed interest but didn’t convert. for working with me, I focus on businesses already doing at least $30k/month in revenue and ready to invest in scaling. where are you currently stuck in your funnel?
@SamPiliero Thanks. forgot to mention organic traffic is 50% of total visits, so that's where the retargeting question came from. I think sticking point is just driving more traffic. The offer and funnel can get better but AOV is 280 and LTV is 365.
got it. with those numbers, retargeting is key. prioritize retargeting your organic traffic since they’re already warm. for driving more traffic, focus on top-of-funnel ads that mirror what’s working organically. any plans to test new channels or stick with what you’ve got?
hi! realy enjoyed your content so for a new account's cbo campaign how long should the testing be going and when should i turn it off and bring in new creatives?
glad you found it helpful! for a new account's cbo campaign, test for at least 5-7 days unless it's burning cash with no results. if you're not seeing conversions or at least strong click-through rates, swap in new creatives sooner. are you testing multiple angles or sticking to one?
@@SamPiliero, thank you for your response! I will be testing different angles. I have some UGC creatives, a founder story, static ads, and more. I read one of your comments saying that if it's a new account, put everything into ASC+ first when starting. Should I just start with one asc campaign? if so how many creatives for how long should I test and at what budget? if its not performing should i add in new creatives every 5 to 7 days and kill the ones don't perform? sorry for the long question thank you so much!
Let FB manage the budget, they will put money where it converts the best. we add creative whenever we have new creatives available, typically 1-2 weeks
THANKS SAM! do I need to create an Advanced + campaign if I am a leads construction company, or do I select the Tailored Leads campaign OR Manual Leads campaign. The problem with the Tailored leads campaign is it does not mention any performance boost and does no have things like reporting that the ASC does. I feel it is just a campaign setting optimised for beginners and nothing else. But the problem is if I create a Manual Leads campaign that has more advanced options, it also has Ad sets unlike the Tailored Leads option....I will have to put my top performers in new ad sets each time. Will this make the top performers compete with each other? Or should I just go with Tailored Leads even though it doesent seem like anything other than a beginner option. Thankyou
go with advanced+ for leads. tailored leads is too basic and lacks control. manual leads can work, but you’re right-multiple ad sets might cause overlap. advanced+ will give you performance boosts without overcomplicating. are you running broad targeting or something more niche?
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@@kevintrol591 Facing the Same Issue. Implementing the Strategie and the first 3 Days it looks pretty good then thing getting worse. Prospecting campaigne starting spending 90% of the Budegt to Ads wirth Zero returns and pretty bad CTR or days...I know we should not turn of the ads but what is the Solution here?
I just saw your video in how to test 100 ads fast. This is similar but not quite the same. Could you clear that up please? I don't have a huge budget so I can waste it on a less-than-ideal strategy.
In my case everything's new, so no existing audience
Great video! I have just one question - why you didn`t exclude custom audiences from prospecting campaigns?
@@plamentodorov8302 Because you want the prospecting campaign to be broad to get you a winner for asc or intrest pack.
Please reply, sometime My campaigns are performing good like 10 purchases in a day with a best CPP, but the next day they are going into shit Please help me stuck out from there
You basically covered everything in a nutshell from a 7k course I took. I didn’t even scale or make a good profit but everything you’ve said aligned with it and the structure.
Glad to hear the content aligns with what you've learned! It sounds like you're on the right track, even though scaling and profit might still be tricky. Is there a specific area where you're finding roadblocks or is it more about refining your existing strategy?
@@SamPiliero Yes, working with a low budget is my struggle. I need to build the confidence to scale- I have not had luck with ads in the last few years so I am wondering if it's my creative, offer, or pricing. I even had an agency help after the course they could no figure it out either to get my niche to scale, they worked with me for a few months but I got no where. Starting to doubt my brand but I don't want to give up yet since I am 8 years in.
@@CattyKats hey man never loose hope, do you have competition? this means the industry is worth something, get em brother steal their piece of the pie it's a cold world out there don't let em take from your plate.
I made two sales while watching the video and doing the steps. 20 spent and 900 in sales.
This is the most useful Facebook ads information in the whole Internet. Thanks, Sam!
Thanks for posting this. 2 questions for you:
1. If testing multiple ads with slight variations like the hook, say 5 different ads, in your testing CBO campaign are you putting all those ads within 1 ad set? Or are you doing 1 ad set per ad? I assume it's the former and you're letting fb allocate the budget and assuming whatever fb gives high spend and high roas is a winner...
2. Lets say you find 2 winning ads for an audience/interest. Lets say they are practically the same ad but different hooks. Lets say the same audience/interest works for those ads. When moving those ads to the scaling campaign, are you putting both ads in 1 ad set with the winning audience or 2 different ad sets with the same audience/interest in both of those ad sets?
1. correct, put all 5 ads in one ad set. let fb distribute the budget and focus on the ones it spends on with a strong ROAS. are you finding that fb picks a winner quickly or spreads spend evenly for too long?
2. keep both winning ads in one ad set with the same audience. splitting them into separate ad sets would compete against each other. how are you tracking performance differences between similar hooks?
1. Thanks for answering! Seems quickly actually. Usually 1 wins by a large amount over the others
2. Thanks for answering this too! I track using hyros. And use the same decision making frameowrk as you. high spend and high roas
Have 2 more quick questions for you
Question 3A. This one is regarding ASC campaigns and countries…. I advertise to us, ca, nz, au, and uk. I find best performance in us/ca - SIGNIFICANTLY better than the other countries. Therefore, in terms of structure, I was thinking of doing 1 ASC campaign for US + CA and 1 ASC campaign for UK+NZ+AU and 1 CBO broad prospecting campaign. Do you think this is a good move or should I have 1 ASC campaign with all 5 countries I advertise to within it OR 1 ASC for the US, 1 ASC for CA, and so on for each of the 5 countries?
Question 3B. Similar question to the one above. For the broad ad sets within the prospecting campaign, should I just do 1 ad set with US/CA, 1 with the others, or 1 with US and 1 with CA etc. What do you recommend if my performance is best in US/CA and both are US is a little bit better than CA but both are SIGNIFICANTLY better than the other 3 countries?
Question 4. You said you need to have a daily pull for your purchasers within your ASC campaign. I have my customers on an excel sheet. On a weekly basis I update that excel sheet and export it as a csv then update my custom audience of purchasers within fb for my exclusions. Is that okay? If not, do you have a suggestion for ppl that use excel? Is there some kind of zappier zap for example?
@@SamPiliero I have been in similar situation as Koishik and i find his questions very relevant for me too. I am also looking forward for you to give us a suggestion for his questions above! 🙂
3A. splitting the asc campaigns by region makes sense if performance varies significantly. start with 1 asc for us/ca and another for uk/nz/au. avoid splitting into 5 individual campaigns unless you’re spending a lot per country. grouping keeps the algorithm efficient. do you have enough budget to support multiple asc campaigns effectively?
3B. for cbo prospecting, go with 1 ad set for us/ca and 1 for the other three. splitting us and ca into separate ad sets might overcomplicate things unless the performance difference is huge. are you seeing enough volume in the other countries to justify grouping them?
4. weekly updates are fine, but daily is ideal for exclusions. zaps can automate this. connect your excel file to google sheets, then use zapier to auto-sync new purchases to your custom audience. would that work for your current workflow?
Follow up to this. Do you look to split out different "concepts" into different ad sets when uploading bulks or put them all in together
Finally someone gave the right information indtead of doing their own pr
glad it helped. too much fluff out there, not enough straight answers. what’s the next step you’re tackling?
Had a few questions that I have:
1) does this strategy also work for lower budgets like $100/day across those campaigns instead of $1000/day?
2) how long should we keep the campaigns on if the ROAS are low to begin with like around 0.4-0.5? Do we wait till the campaigns are more optimized or do we just stop them after 3 days if they did poorly? For us it does well one day, then sucks for 2 days, and then better again on 4th day
1) yes, it works for lower budgets. just consolidate your campaigns more-don't over-split the budget.
2) give it at least 5-7 days to stabilize. if it’s still below breakeven after that, cut it. how’s your CPA compared to your target during those swings?
Thanks for the tips, too many “fb ad experts” just give out base line information that anyone can do. You provide way more value around strategy/structure with explanation for everything!
appreciate that! strategy is what moves the needle, not cookie-cutter setups. what’s the biggest challenge you’re tackling right now?
@ right now, low cost leads with Facebook forms. Currently got 150 subscribers to email and sms for an average $5 per customer. We launch our first product on 01/02 so we’re preparing for a big launch. Have no idea what to expect with paid ads but have a good idea with ur videos and other videos with surf scaling etc!
Hello ! Thanks for all this valuable detailed info. I have just 2 questions:
1. At 20:44 for testing new ads in adsets you say MOST of the new adsets are 100% broad.. How do you decide on that? Do you randomly decide like hey lets test a new bunch of creatives into an interest adset? Or do you go through a process that makes you decide wether to launch new ads on broad or interest based. I feel like this is the only only thing I'm getting confused about before finally starting my ads.
2. Do you ever use lookalike audiences?
same que
New ads = broad
Graduated (top 10% ads) = duplicated into ASC and duplicated into Interests
New ads = broad
Graduated (top 10% ads) = duplicated into ASC and duplicated into Interests
@@SamPiliero Thank you !
When you graduate ads from CBO into ASC scale campaign, do you pause the ads in CBO and directly move them into ASC?
Or do you create new ads within ASC and just use the creative from CBO?
13:25 - CBO campaign/interest ad set craft
Never pause, always dupe
@@SamPiliero So there will be the same two ads in two different campaigns? Won't they 'cannibalize' each other in terms of the budget?
@@falmetlilian2394 guess as you will have different audiences set up and the budget is separate that wouldnt happen
This is such high tier knowledge! thanks for the tips, will make sure to try them out!
glad it’s helpful! what is the first thing you’re planning to test?
Hi Sam! Thank you so much for the value you shared! I watched the video 3 times and read most of the comments to find the answers to my questions, but I still haven't found them. I hope you can help me with the following questions: 1)Are ASC and CBO campaigns created at the same time, or when I find the winning ads, I create ASC and move them there? --- 2) After I have 3 winning ads running on ASC, I continue testing and have 2 more winning ads, should I continue to move them to the previous ASC or create a new ASC to move them to? --- 3) Will there be competition issues if on one account I have 3 different ASC campaigns (same budget but different winning ads). Looking forward to your reply, best wishes to you!
very good video, there is a lot to learn!
But something I didn't understand... what do I do if my shop has 2.000 products, divided in 5 main categories?
Do I copy the structure for each category? An adv+ campaign, a CBO campaign for each category?
Or do I do everything in one structure?
glad you found it helpful! if your categories are very distinct, it's better to create separate structures for each. this keeps targeting and budgets more focused. if there’s overlap in audiences or you don’t have enough data per category, you can group them in one structure. how much budget are you working with?
This video taught me more than the 100+ hrs of courses I have purchased. A couple questions for you Sam. 1. Should I be using this strategy with an ASC Scaler campaign for lead generation for sales calls, or is this setup strictly for e-commerce products? 2. If so what is your recommended setup for lead gen?
Also keep in mind I am targeting a very niche group of people, only Restaurant Owners - should I still be using the broad settings of ASC?
Hi, first of all amazing video! Should I put the same creatives in the broad ad set as in the interests ad set. Or should it be different creatives / ads?
I have implemented the structure with advantage catalogs. I will let you know about the Roas improvement. Just one question for prospecting campaign: since prospecting customers should not have been in touch with the brand before; is it better to remove site visitors (30 day visitors in pixel) to lower audience overlap with the advantage+ campaign?
what a video! but few things were missed by you..
1) What is the budget of ASC Scale campaign when you start? how do you bump the budget and how often
2) how do you retarget the non-buyers? and % of budget goes for this
3) at what stage do you move to cost cap or bid cap?
4) lastly, what happens with winner interests in prospecting campaign?
sorry for the list but I have seen most of your video and I cant find the answer to it. BIG FAN OF YOU!!
Really interested in question nr 3 as well.
lets roll!
1. asc starts at 30% roughly and overtime becomes 80%. bump budget however often you want by 10-20% increments.
2. asc handles the retargeting for us.
3. cost caps come into play much later, 3 months of stable performance and then you can entertain caps.
4. nothing, they will get more and more spend over time and you graduate the best creatives into that.
replied!
@@SamPiliero using cost cap at asc or manual campaign? or both
@@SamPiliero Thank you!
Hi Sam, I'm currently part of another ecom scaling programme and this was actually super helpful so thankyou! My membership with them is up next month and would love details on working with you. Currently sitting at $70k to $160k a month (but pretty seasonal) and ads have worked okay for me (usually min of 3 roas) but would love to really zoom into the results and feel like my current programme is very saturated (think I've had 3 1-1's in12 months and pay a lot of money for it!!) I've just set up these new campaigns to see what the results are like against my current results!
Great video - Sam! Wit the retention ads - it's 30 creatives in 1 campaign right?
thanks! yep, 30 creatives in one campaign, all in a single ad set. the key is cycling out the lowest performers regularly. how often are you refreshing your creatives?
@@SamPiliero So glad I asked the question. And thanks for the additional detail "single ad set" I really appreciate it. I am horrible at refreshing my creatives. I plan to use this strategy for my coaching program. I can't wait. Again, I will be recommending you to everyone.
Can this exact process be for a high-ticket coaching program or it's different since I'm assuming your example here is for a Shopify ecomm biz?
Thanks you so much Sam that is great . My question is when i switch to target cost bed or target ROAS and how about excluding custom audience from CBO Prospective to avoid overlap
Same here! We shoud exclude existing customers from this campaign, no?
switch to target cost or target roas only when you have stable performance and consistent conversion data-ideally 50+ conversions per week. as for excluding custom audiences in cbo prospecting, definitely do it to minimize overlap. exclude purchasers, engaged audiences, or any retargeting lists. are you seeing overlap issues right now?
This was so helpful the way that you broke it down. A lot of value in a short vid. Thank you.
glad it clicked for you. what’s the first thing you’re going to apply?
What would the mein differences be in promoting a webinar? (instead of products)
with webinars, the focus shifts to lead generation. ad copy should highlight value (what they’ll learn) and urgency (limited spots or live event). optimize for sign-ups, not sales. have you set up a clear follow-up funnel post-webinar?
Thanks for all the input Sam, gladly subscribed. I do have two questions tho.
We generate Lead-Meetings instead of selling a product because we offer a Software.
1.) We have some information about who our target group is (Jobs ect) - should we limit the audience because we know this software is only business, or shall we let it run broadly and let facebook do the work? I am just afraid it might get pushed out to the wrong people that will sign up for a call and mess up the conversion data.
2.) Because we use a Funneltool to generate Leads instead of our own Website, every Funnel has a different Pixel. Meaning we have different Creatives that lead to different Pixels. How do we manage this in your setup?
Thanks alot.
1. go broad. let facebook optimize based on who’s engaging. if you’re worried about unqualified leads, refine your messaging in the ad and landing page to filter them out. do you have a strong pre-qualification process in place?
2. managing multiple pixels can get messy. instead, consolidate data by using one primary pixel across all funnels, or sync events back to a single source like a crm. are you tracking conversions accurately across those different pixels?
Hey man, this video is beneficial. I'm new to eCommerce and just starting to run ads. Could you suggest an ideal starting budget for Campaign Budget Optimization (CBO) for a week in the Australian market?
This is a really helpful question do you have any tutorial strategy local service provider business
As always great insight. I like the strategy of the 3 campaign for scaling.
One question I got is budget optimisation, would you trust META with their recommendation of budget? For example I am getting recommended budget increase to meet what similar brand are spending daily? Am I at a disadvantage for bids if I am below those recommended budget?
And how often can you bump based on % to ensure that youre not going back to learning.
No, to be totally honest i dont even know how they get those recommendations. you can bump budgets as aggressively as you want, dont be scared of the learning phase, just know that when you bump itll take 3-5 days to get on track because new impressions take a while to convert
@@SamPiliero Thanks for your reply. I forgot to optimise audience Existing Customers. Can you let me know when you said automate daily pull for customer lists from your crm. Are you just talking about email subscribers (who has purchase and havent purchase) or are you talking about Segment of people who have purchased at least once?
Also lately the CBO_Campaign has been getting a lot of recommendation from FB to merge Ad_set (Combine 2 similar ad sets impacted by fragmentation) do I continue to ignore that? As the suggestion say up to 20% more sales but as you said their data is short with 7 days testing only between small group of business accounts.
Legit question. I own Red White Blue Apparel and a few other Ecomm brands. Tons of products. Is it better to go with a carousel ad displaying all products or various categories OR nail down more specifically with product specific single image ads? I've noticed when I do single image ads we do phenomenal, but it's just one item of a 400 product catalog we stock. I have so many questions.
single image ads perform well because they’re hyper-focused, which makes it easier for meta to optimize. with 400 SKUs, carousel ads can work, but only if you group them smartly-like by best sellers or top-performing categories. running both can give you more data. start with single image ads for your proven winners and test carousels for categories or collections. how are you breaking out your ad sets right now?
Hi Sam and congratulations on the video!! My question is, for a multi-product supplement store, where each product has its own publics and creativity, how does the structure change? Should this structure be done for each product? Thank you
It doesnt change. Use this precisely.
Subscriber with questions:
1. can you walk through how you set up a direct daily pull from the customer database (crm) into meta? Is this always possible for you, or are there some cases where your clients use crm's that don't have this capacity? If so, how do you navigate that - are there alternative options that you'd recommend?
2. You often mention 'only spending in peak times' of the day/week to maximize efficiency. Do you have any videos on how you do that in meta?
1. pulling directly from a crm to meta depends on the crm. some, like hubspot or klaviyo, integrate easily. for others without direct integrations, we use tools like zapier or custom APIs. if that’s not an option, exporting lists manually works too, but it’s slower. which crm are you working with?
2. no video on it yet, but the process is simple. use ad scheduling in the ad set settings to limit when ads run. combine that with analyzing time-based performance in the breakdowns tab to find your peaks. how are you currently managing your schedules?
That's an amazing pack of information right here just got a question :
- In the prospecting campaign you said to make broad audience & interest based audience, my question is that should we use the same creatives in broad & interest based adsets?
-If we want to scale should be increase the budget of the scaling campaign or prospecting campaign & by what percentage?
It would be great if you could answer my questions
glad it’s helpful!
1. yes, use the same creatives for broad and interest-based ad sets. test them against each audience to see what works.
2. for scaling, focus on increasing the budget of the prospecting campaign if it’s still feeding the funnel profitably. go for 20-30% increases every 3-5 days. are your creatives driving consistent CTRs across both audiences?
should the Black Friday Creative go into the ASC campaign? or the CBO campaign? If it's going into the ASC campaign, should it have its own ASC campaign then?
I got you - ruclips.net/video/L7LPTFPI4Ig/видео.html
Great video brother. Question when you graduate a CBO ad to a ASC are you shutting off the add in the CBO?
I want to know the same.
@@hawkfxx This format is actually working. The other problem I have is when you run out of inventory - am I shutting the ad off at the campaign level or the ad set level? I'm concerned if I shut off and put the ad back on will it still be as good as when I shut it off? Anyone? Bueller?
thanks! yes, when you graduate an ad to an ASC, shut it off in the CBO to avoid overlap.
for inventory issues, pause at the ad level, not campaign. when you restock, reactivate and monitor. it may take a little time to regain traction, but strong creatives often bounce back fast. how soon are you restocking?
What to do after we upload new ads in the broad ad set? How to test that on different audiences then?
after uploading new ads to broad, don’t touch the audience. broad relies on meta’s algorithm to optimize, so let it run without narrowing. if you want to test different audiences, set up separate ad sets with tighter targeting instead. how are your broad campaigns performing?
@@SamPiliero If you were targeting the dental niche what audiences would you put for it to test?
this is absolutely incredible content. Thank you Sam, just sub'd
Your videos are very valuable, thanks for sharing and please continue the hard work. I've seen many videos for meta ads, but yours have been the best by far
appreciate you! what part of the meta ads strategy clicked the most for you??
@@SamPiliero The single interest-based strategy is something that I really need to consider if I don't want the results I need for my product to make it profitable. My product is a mobile app about meeting new people with friendly vibes (not necessarily dating) and by now I need to test an audience with the selected demographic "single and unspecified" options first which I think it should resonate
does this work on fresh new ad account?
Hi sam,
We sell ebooks in English, therefore we can target many countries, we chose the top 11 native speaker countries (english)
1. Should we do a campaign for each country separately?
2. We always notice a fair CPA, yet when we scale the CPA increases bringing us back to point 0
3. We use advantage plus + ABO with multiple relevant interests.
4. We have too many people to target since they are digital products, with is a big pro, yet also a big con to really find the right audiences
5. We have google ads backing up meta ads for retargeting and brand awareness.
What do you think about our case? we see a big scaling potential, yet it is very sensitive in our case.
Thank you for the value
start broad with a single campaign and let the data tell you which countries respond best. as for CPA, scaling often raises costs. test smaller budgets in winning countries first. what’s your current ROAS?
Great information, thank you very much. Can this be applied to advantage+ catalog ads? Maybe by making interest based product sets?
yes, you can apply this to advantage+ catalog ads. segment product sets by interest or behavior to test what resonates. just keep the sets focused so the algorithm has a clear signal. how’s your ROAS looking so far?
@@SamPiliero My ROAS is around 5,5-6. My breakeven ROAS is around 4-5,5. I am targeting a small country with target audience around 1.000.000. I struggle on scaling rather than ROAS.
Hey, I came back to watch the video again because I could use some advice. I ran an ASC campaign for two weeks with a daily budget of $50, using four creatives, but I only got two conversions. I’ve already turned off the old ads and have three new creatives running. Should I keep running these new ones for the next two weeks, or do you recommend a different approach?
hey Sam, quick question: Can you make a quick video that shows you cutting ads from CBO and also transferring ads to the ASC? I would like to see your reasoning behind WHY you choose to cut or leave certain ads within the data context of each account. Thanks!
good question. cutting ads from CBO and moving them to ASC depends heavily on performance thresholds. i focus on ROAS, CPA, and click-through rates to decide what’s worth scaling or cutting. the why always ties back to consistency and scalability. i’ll consider making a video if there’s enough demand. what specific metrics are you looking to prioritize?
@SamPiliero for me my context is a brand launch. So I have a new site that I'm constantly making CRO tweaks to and I have a limited budget. So I wanna know how much spend do I give each ad especially since you mentioned you cut some ads if they don't spend at all right?
with a brand launch and limited budget, focus on testing smaller spend per ad first. $10-20 per ad can give you enough data to see early signals. if an ad doesn’t spend, it might mean your targeting or creative isn’t grabbing attention. are you running multiple audiences or sticking to one?
@SamPiliero yes I was running the "old method". 3 interest ad sets and 1 broad. But I was mixing and matching the same ads in all ad sets. So what I was thinking of doing is 3 Packs of ads, 3 ad sets, all broad. Just to keep it simple. Can going broad in all ad sets work with new pixel and brands? Or should I do 2 broad ad sets and one interest?
should I do all broad audiences or 3 broad and 1 interest? Also - If I mix in interests ad sets, how do I know if its the ad or audience thats producing the positive or negative results?
Hi, I would love your take on the process of eliminating ads and when to save your dollars for under performing ads. I know you said its best to leave them most of the ads on and not to mess too much with them. but at some point you have to clean up the bad ads in the campaigns, no?
absolutely, you do need to cut the losers at some point. give ads at least 3-5 days to gather data, depending on your spend. kill anything with high cpa or low ROAS after that window. focus on scaling the winners instead of tweaking too much early on. how long are you currently letting ads run before making changes?
Brilliant value Sam. Would love to know those 16 advertisers right!? Crazy!
Right! would be wild to see how they’re running things. what do you think their edge is-data, budget, or just testing like crazy?
Just subscribed 💪🏽. How often should you increase prospecting cbo budget and by how many percent?
appreciate it 💪🏽. increase the cbo budget every 3-5 days if performance is stable. go for 20-30% increments to avoid resetting the learning phase. how’s your current prospecting campaign performing?
I have 3 different products. Would you put them all in 1 campaign?
great video btw.
Thank you so much for this! Will try it out!
Let us know how it works!
Hey Sam, I don't have "website and shop" only "website" and "website and app". Have you experienced this in any one else's account? Will this affect the set up of this?
haven't seen that specifically, but it shouldn’t affect the setup. pick the option closest to your structure-"website" should work fine if the shop isn't separate. are you running into any issues with the rest of the setup?
For each Pack of creatives you add to the prospecting campaign, do you set it for both Broad and Interest targeting, so duplicate the creatives into both Broad/Interest each time? Or just broad?
just broad. interest targeting limits scalability and slows down optimization. focus on broad and let the algorithm figure out the best audience. are you still seeing strong results from interest targeting?
@@SamPiliero Just started testing it out so haven't gotten extremely clear-cut results from the interest targeting yet.
When you copy the winning ad from prospecting cbo into advantage plus do you change the utm in order to track the attribution? Because if I do it I will lose the post id. How would you go about it?
don't change the utm if keeping the post id is critical. instead, use breakdowns by placement or a naming system in the campaigns to track attribution. how are you measuring performance across advantage plus right now?
In one of your previous ad structure videos You said that scale/prospecting budget should be 80/20 (excluding retention). But in this video you said the opposite. Am i missing out sth? Thank you for the videos btw they've been helping a lot
Yo , same question here !
I think he starts at 20, then scales it up as the number of ads increases within the scaling campaign.
Sorry for the confusion! 80/20 is where you want to get to BUT you START at the opposite and overtime it will become 80/20.
80/20 is where you want to get to BUT you START at the opposite and overtime it will become 80/20.
CORRECT
Hi Sam. You've responded to a couple of comments suggesting that if the daily budget is low, e.g. $100, then you should just use an ASC campaign. I have three questions on this if you'll indulge:
1. Are we good to mix images with videos in this ASC?
2. If the initial creatives underperform, do we just add new ones to the same ASC?
3. If the ROAS is strong and we want to increase the budget, are we good to double it? Or does it need to be more conservative, e.g. 10 - 20% every couple of days?
Thanks!
1. yes
2. yes
3. yes you can double but understand it will not scale linearly.
how are you properly setting your goals?
Sam, could you just let me confirm if it is a good choice to choose 1 to 3 Interest as a signal in Advantage Plus Audience for a brand new Ad account with no previous data launching the first product?
yes, starting with 1 to 3 interests is solid for a new account. keep it broad and let the algorithm work, but monitor performance closely. how niche is your product?
Thanks for the video!
Question: are you doing any retargeting campaigns?
absolutely! retargeting is key. i focus on warm audiences like site visitors, add-to-cart users, and video watchers. it’s all about keeping costs low while converting the most engaged users. what’s your retargeting setup right now?
@SamPiliero thanks!
Currently in one country (we operate in 2) the retargeting works wonders, in the other it doesn't work at all - mostly rtg website 30 days visitors, it's a lead gen business 🤔
Gotta keep testing stuff 😅
interesting split. could be audience size, ad fatigue, or even cultural differences. have you tried segmenting the retargeting further, like by specific page visitors or time on site? what’s your next test idea?
@@SamPiliero using different angles and/or retargeting visitors who spent at least X secs on the website
1. Do advantage plus shopping campaign plus catalogue work for small Ecom store
2. Minimum budget for asc campaign
3. For low roas of 0.6 what strategy to implement or way forward.
This is for a new Shopify store with less than 100 sales. Pixel and conversion api configured
1. yes, advantage+ shopping campaigns can work for small stores, but they perform better with solid data. keep testing.
2. start with $50-$100/day if possible to give the algorithm room to optimize.
3. for 0.6 roas, stop poor-performing ads fast. focus on strong creatives, refine audiences, and ensure your offer is compelling. are you tracking add-to-carts and checkout steps?
Wow. Best explanation. I am sure this channel will cross 100k in no time.
Quick Questions.
I'm about to launch my dropshipping store with around 700 products across 8 different collections. I'm planning to start with a daily budget of $100 for meta ads, and I had a few questions about campaign strategy:
1). Considering my budget and the number of products, would you recommend starting with One Advantage+ Shopping campaign (ASC) or building out single CBO prospecting campaigns?
2). If I initially focus on one or two campaigns, can I effectively promote products from different collections within those campaigns?
3). I'm thinking of using a mix of image/video ads and category catalog ads. Do you think this is a sound approach for a new store?
Please feel free to correct me or give open suggestions.
solid plan. here’s how i’d tackle it:
1) start with one advantage+ shopping campaign. it’s efficient for handling multiple products with a smaller budget like $100/day. no need to overcomplicate early on.
2) yes, you can promote products from different collections in one campaign. just ensure you group products with similar pricing and margins for better performance tracking.
3) the mix of image/video and catalog ads works. test both to see what drives better clicks and conversions. focus more budget on what performs best.
what collections do you expect to sell the most?
@@SamPiliero 1. Viral Products.
2. Kids
3. Self-Care & Beauty Essentials
4. Home & Kitchen
5. Pet Care & Accessories
Plan:
I am taking 4 products from each. Also I have plans to eliminate non performing products.
Only products I see stores are running from 90Days+.
Please feel free to correct me or give open suggestions.
What your think?
First of all, amazing content ~ very informative! But just a question wasn't the idea of Advantage+ Audience is giving your Ads the ability to learn about your potential audience using Machine Learning? I find it very counterintuitive to tell that we know better than their algorithm. Genuine newbie question, thank you!
great question. advantage+ does rely on machine learning to optimize, but the algorithm still needs strong inputs. it doesn’t “know better” if you’re feeding it weak creatives or a poorly defined starting point. think of it as a partnership-you guide it, and it learns from there. are you running strong creatives in your campaign?
Question I run a detailing shop. I’ve always heard that leads would align better then my business. I’ve tried it and it seems to just bring in people at are looking. Would sales drive more of a “ready to purchase” client?
sales campaigns can work better if you want ready-to-buy clients. focus on booking-based actions like “schedule now” or “get a quote.” leads can work, but you’d need tighter targeting or a strong follow-up process. have you tried running offers or promos to filter out tire-kickers?
Excellent vid! How do you go about introducing new creative in your retention campaign?
Hi Sam, great video :) Thanks !
I have 2 questions
1. if I identified the winning ads and add them to ASC and the intererst ad set, they would be active 3x. Won't they cannibalise each other in the auction?
2. should ad formats such as images, dpa, carousel each be in their own ad sets or can they be used as different ad creatives in 1 ad set?
Regarding DPA, is a separate campaign with same structure recommended here?
1. nope, you do not compete in your own auction
2. its all ok to be in the same ad set but DPA is the one thing that you may want to consider breaking out
the real ad guru👏👏👏👏
Lots of great info in your video! Keep up the great work!
Quick question. Why not also retarget people who interact with organic posts or ads?
Thanks! retargeting engagers from organic posts or ads can work, but they’re often lower intent than site visitors. prioritize high-intent audiences first, like add-to-carts or product viewers. have you tried segmenting organic engagers by recency?
@ Makes complete sense. It’s been a while since I ran any ads haha. I was previously running ads for my wellness brand in 2020, now I’m running ads for a client. Haven’t tried that yet, but sticking with high intent audiences sounds like a great idea.
Huge fan of your content, Sam!
Where do you launch sales? I have CBO, ASC | Scale, and retention + retargeting. And I'm trying to figure out where I should launch sales (BFCM, Labour Day, Monthly sales, etc)
I was thinking of creating a separate ASC campaign ONLY for sales, that way they don't take all the budget from other ads, and I can manage the budget more closely.
Thoughts? And what do you do?
appreciate the support! creating a separate ASC for sales is smart. it keeps the budget controlled and lets you push harder during key periods like BFCM or monthly promos. i’d launch sales in their own ASC or even in a dedicated CBO if you want tighter segmentation. how are you planning to set budgets for the sales campaigns?
@@SamPiliero Perfect, I'll be going with the ASC then. Thanks!
Regarding budget, I honestly don't have a SOP... Kinda just scales up as long as we hit the target CPA on a 4-7 days basis.
My friend you are so fast , pls step by step with us 🙏🙏🙏🙏🙏🙏🙏
watch twice! we move fast over here.
Hey man, great video. When you use the scale campaign and select the best ads, do you choose the post id or just the same video? And also if you have 2 landing pages. You test them on different campaigns (same video) or on the same adset
use the post id to keep all engagement in one place. for landing pages, test them in the same adset first to isolate variables. if the results clash, separate them into different campaigns. how are the landing pages performing now?
@@SamPiliero hey man, i'll do this way. Once you graduate an ad you turn off on the prospecting campaign or you always keep it on?
Man this is literally like the 20th time I have seen this video and everytime I watch I learn something new! Sam I understand the concept of ASC Scale and your previous video did talk about the budget split in the start for ASC vs CBO. As you test new creatives in CBO. Are you also scaling those campaigns in terms of budget? I have notice CBO campaigns can be more volatile to scaling vs ASC. I meant from what I have heard.
love that you're rewatching and picking up more each time. for cbo, i keep the budget pretty steady while testing creatives. if something works, i’ll shift that winner into asc for scaling since it’s less volatile. have you tried testing this approach yet?
@@SamPiliero Yes. I was waiting for some days and data behind it before i can scale. I am going to reach out to you soon to start working with you long term. I had to bring some stability in the business first so I can afford the services. I did wanted to ask you. ASC campaign works best with one product catagory or you can add different products in one ASC campaign from the CBO winners?
@@SamPiliero I also wanted to do are you doing any exclusions in the audience? for previous purchases and stuff.
good call on waiting for stability before scaling. asc works best when you focus on one product category at a time-keeps the algorithm clean and optimized. if you're adding winners from cbo, group similar products. for exclusions, yes, always exclude past buyers unless you're running upsells or reactivation campaigns. are you planning to test with a larger budget right away or ease into it?
@@SamPiliero Sam I am currently at 280 on my CBO. thinking of launching ASC Catalog since i got over 1100 skus. Also for CBO I am thinking of keeping it consolidated with other product catagories also since technically its the same audience. The idea is to net profitability instead of trying to run 3 or 4 CBO campaigns per product catagory. I simply cannot afford it then. Any feedback please.
How to do it for leads campaign… can we use tailored campaign as our ASC for leads generation
yes, you can use a tailored campaign as your ASC for lead generation. just make sure your audience signals and creative are built around lead intent. are you optimizing for form fills or something else?
So I have a question. When we have a new ad concept (2-3 ads) and I want to launch it in the prospecting campaign (the cbo). I have to create a new broad ad set where to put this ad concept, but do I also create a duplicate of the interest based ads set and also put the new ad concept or do I just pour the new ad concept in the current (one and only) interests ad set that we have?
just add the new ad concept to the current interest ad set. no need to duplicate. keep it simple-too many ad sets just create overlap and confusion. are your interest-based ad sets consistently performing?
How to add these custom columns of 'Change' like you have in the video? Cannot figure this out in Facebook section.
+1
to add the 'change' columns, go to the ads manager and click 'customize columns.' in the pop-up, scroll down to the 'comparison' section and check the boxes for metrics like 'change in cpc' or 'change in roas.' apply it, and you'll see the change columns. are you tracking performance over a specific time frame?
When you add in the new creative 'packs' would you only recommend using broad instead of interest ad sets even if the interest ad sets are performing better?
i would still test both. interest might work better short term, but broad usually scales better long term. have you seen the interest performance drop off yet?
Hi Sam, if I am a beginner and do not have a customer list, can I add a list of opt ins of my freebie?
yes, you can use your freebie opt-ins as a seed audience. just make sure they’re engaged and relevant to your offer. are you planning to build lookalikes from it?
Hi Sam, so you are recommend running old school audiences + interests and not Adv+ Catalogue sale? Thanks for reply
depends on your goals. if you have strong interest-based audiences and know your buyer, old-school audiences can work well. advantage+ catalog sales are great for broad, data-driven optimization, especially if you have a lot of SKUs. are you struggling to scale with one approach or just deciding where to start?
This is amazing! Thank you! One questions- I have been testing ads with the budget at the Ad set level. ROAS of 1.02. Can I switch this to Advantage plus campaign budget or should I just make a new campaign?
Hi Sam please let me know as I am itching to get my budgets fixed! Thanks!
You can switch! ABO is dead.
Correct me if I’m wrong but is this what you mean?
All new ads go into a new ad set open to just broad under the prospecting campaign. All winners from those ads go to another new ad set with one interest and also to ASC?
What budget do you recommend for this strategy and what to do if you’re starting with a $20-$50 a day budget and best way to scale those?
you got it. start all new ads in a broad prospecting ad set, then move winners to a new ad set with a single interest or directly into ASC. for a $20-$50 daily budget, run 70% to broad and 30% to a single interest or ASC. scale by gradually increasing spend 20-30% every 2-3 days if results hold. what has your CPA been so far?
Hey Sam! I have a doubt, correct me if I'm wrong.
When we are testing a new product, we only run the perspective campaign right. So we don't need to use ASC campaign for 2 weeks until we get top performing ads. In that case can we use our 100% of our budget to only run our perspective campaign?
Because I'm talking about a brand new product and brand new store
you're spot on. for a new product and store, put 100% into prospecting at the start. no need for asc until you find winning ads. focus all budget on testing and gathering data. how’s the performance been so far?
@@SamPiliero I'm still a beginner, going through my learning phase. Looking forward to sign my first client.
When testing new creatives, do you post the same Pack of ads in both the Interest Ad Set and the Broad Ad Set?
If yes, do you ensure there's no audience overlap between the two ad sets?
No, tests go into broad.
Hey Sam, pls can u make a video about black friday and cyber monday campaign strategies? Thank u
COMING SOON!
Hi Sam, first of all, I’d like to thank you for these amazing classes.
I have a question: I just can’t seem to make my Advantage campaign deliver good results at all. :(
What do you think about structuring it like this:
-CBO Test Creatives
-CBO Prospecting (testing various audiences with the best creatives)
-CBO Graduates (best audiences and creatives here, with a higher budget).
Would my CBO Prospecting and CBO Graduates compete with each other? Overlap in the audience?
thanks for the kind words! your structure is solid, but yes, there’s some risk of overlap between cbo prospecting and cbo graduates. to avoid it, exclude the audiences in graduates from prospecting. have you tried broad targeting in prospecting yet?
@@SamPiliero Hey Sam, once again, thank you for your amazing class-it completely changed my game!
I was able to apply the structure I mentioned, and my results improved significantly.
1 CBO campaign for testing audiences with 70% of the budget.
1 CBO campaign scaling the best audiences from the test (plus a WARM set that you taught in one of your warm/cold classes).
1 Advantage campaign that I can’t get consistent results from, but I keep running it. Some days I get 3 sales, and other days, none at all, lol.
Over the last 3 days, sales have skyrocketed for both CBOs-one feeds into the other.
Hello Sam, I just subscribed since this video is the best ad structure step-by-step guide I have ever seen on RUclips. I have a question - I'm currently doing ABO and I want to go to CBO and your strategy, my ads are already running profitably and successfully for a week on the new ad account right now. Do you suggest I should switch to the CBO instantly? And if so, do I just turn off the ABO camping or do I test it together with the ABO, until CBO ones outperform ABO camping? And 1 more question I haven't heard your thought process in the video about how you scale the CBO campaign? Do you ad more budget to it every day 10-20% or add budget when creating more winning ads? Thanks again for the video!
For context - I'm spending only 120$ a day and I have around 30 ads (videos and images) 10 of them are profitable, and the other 20 are still in the testing phase - they haven't spent enough for me to know. Also, when should I go with ASC?
glad the video helped! if your ABOs are working well, don’t rush to switch. test a CBO alongside your ABO campaigns to see how it performs. let the CBO prove itself first. scaling a CBO? i’d increase the budget slowly-10-20% every few days if it's profitable. adding more winners works too but make sure it doesn’t disrupt the performance.
for ASC, only switch when you’ve identified 3-5 solid ads that are proven winners across ABO or CBO. how confident are you in your current winners?
@@SamPiliero Thanks so much for a fast reply. I'll do as you suggest. I already have clear winners for ASC+ so I'll do an additional 20% of the budget for CBO and 20% of the budget for ASC and scale if that goes well.
I'm also curious about what you think about running many ad sets in one CBO camping. I'm running a supplement marketing agency in my country Serbia, and I noticed many big supplement brands in the US are running 200-500 ads every second. What do you think about this approach of testing dozens of ads fast?
And if I were to have 200 ads, which I probably will in the next 1-2 months, do I put them all in 1 CBO, 10 ads per ad set as you suggest in the video? (My product targets 6 different niches so I have a big target market meaning a potential to create a lot of profitable ads...)
Cheers!
Great video! When you "graduate" from the testing to the ASC+ scaling campaign, do you duplicate post IDs?
Reason for asking: When duplicating Post IDs, I noticed in the Ad preview section, only one platform shows (either FB or IG - not both).
yes, always duplicate post IDs when moving to asc+ scaling. it keeps all the engagement. if only one platform shows in the preview, double-check that the post ID is tied to both placements. are you using native posts or ads manager-created posts?
@@SamPiliero I had ads manager created posts, but I think I'm going to use the "duplicate" function (instead of copying post ID)!
How do you optimize the CBO Prospecting Campaign?
Example: When do you decide to turn off an ad thats soaking up all the spend but not getting purchases? (at how much ad spend)
Also - as the CBO Prospecting campaign continues to get more and more ad sets, when do you decide to increase the budget on the campaign?
Love that you take time to respond to comments! :)
Hi Sam thanks man, do you use flexible ads and add the 3 sizes per ad set or are you just using 1 size ?
i stick with 1 size per ad set. meta struggles to optimize when you mix sizes since they favor certain placements. keeping it to 1 size gives you cleaner data. are you running mostly square or vertical?
@@SamPiliero thanks a lot for the info, last question please! between feed and reel which one do you use the most when first launching a new product?
feed for conversions, reels for reach and engagement. if it's a new product, i'd start with feed since it tends to drive higher purchase intent. reels can support later by building awareness. what’s your product and target audience?
@@SamPiliero thanks a lot man, it’s in the spa niche.
You recommend adding new winning ads to the escalation campaign every 14 days. Does it necessarily have to be 14 days or could it be less? Or what other time interval would you use to review metrics and select new winning ads?
14 days is just a guideline to ensure enough data for reliable results. if you're getting quicker results, you can shorten it to 7-10 days. just make sure you're pulling from statistically significant data. how quickly are your ads typically stabilizing?
how do you move the winners from the prospecting into the ASC? like what's the exact process? Do you use the Post ID?
And after moving the ad into ASC do you keep both Ads running?
good question. yes, use the post id to move winners into asc. this keeps all social proof intact. once it’s in asc, pause the original ad to avoid competing with yourself. how often are you finding winners?
Hi Sam - Thanks again for this. Just instituted this and had two questions...
1. In the scale campaign, I have my top 5 pieces of creative BUT all spend is aggregating to only 1 creative. Any thoughts on this? I know the others were successful in the past (although in Traffic campaigns).
2. In my prospecting campaign, the overwhelming budget (90%+) is going to my broad ad set. Are you okay with this? Budget isn't huge right now ($150 a day) but that will scale much higher. Worried that my budget is starting to go towards a few creatives when I have over 20 live across all campaigns.
Thanks!
1. sounds like the algorithm is favoring the one creative based on performance. even if the others worked in traffic campaigns, they might not translate well to conversions. try rotating in those creatives manually to test them or duplicating the ad with fresh engagement. have you A/B tested them recently?
2. broad ad sets dominating budget isn’t a bad thing if they’re bringing solid results. $150/day isn’t enough to fully test 20 creatives, so focus on your top performers first. once you scale the budget, you’ll have more room to test others. are you tracking CPA or ROAS for each creative?
Hey Sam. Thanks for this video. How would you modify this structure for a multi-brand ecommerce store (60+ brands under one umbrella brand)
for a multi-brand store, i’d focus on grouping similar products or brands by audience type. create separate campaigns for high-margin or top-selling brands, then test creatives that highlight the umbrella brand value (like variety or trust). make sure your retargeting ties back to the umbrella brand while letting prospecting highlight individual brands. how are you prioritizing the brands within your campaigns right now?
@ we are starting completely fresh account. we have a list of brand priorities to focus on. Would you create a CT campaign for each brand? Or have one CT campaign to test all brands within priority group? One ASC, or one for each brand? We will start with about 4 brands and aim to invest significant $ overtime. I’m mostly concerned about scalability with the TOF structure.
What if i have 150$ per day? Should create ASC and CBO prospecting. Or just invest in 100% budget to ASC only? What about remarketing? When i add new creation what about learning phase? btw great job, sir :)
100% in ASC and as you scale up to 200-300-400-500 daily then test out a cbo.
Please reply, sometime My campaigns are performing good like 10 purchases in a day with a best CPP, but the next day they are going into shit Please help me stuck out from there
Question. For the Retention campaign. Do you make a new adset for your new ads or just dump all de 30 adds in that 1 adset?
It depends on the audience size. if it’s small, one ad set with all 30 ads works. for larger audiences, splitting into 2-3 ad sets can help with testing. how big is the audience?
@SamPiliero small, just 2.000 people
with only 2,000 people, retargeting might exhaust quickly. focus on prospecting to grow the pool first. once you scale traffic, retargeting and DPAs will work better. what’s your prospecting budget?
@SamPiliero 125 per day
thank you for the video. How can I modify this strategy to create a campaign that results in leads rather than sales? Just choose leads on all the places you chose sales?
not quite. you’ll need a lead form or landing page optimized for capturing info. shift your ad objective to lead generation or conversions, depending on the setup. also, test softer CTAs like “learn more” instead of “buy now.” what’s your lead magnet?
First of all Thank you for this amazing Content...Love it. ! I have a issue with Meta. I created and used the structure and the first 2-3 days it went amazingly well but then it just turn pretty bad. I have 8 packs in the prospecting cbo but facebook decided after 2-3 days to spend almost the entire budget only in ads that have super high cpm, very bad ctr and no return ( no atc, no sales nothing ).
You said nothing should be turned off but how do i solve this waste of money then?
Really depends how much you are spending. Having 8 packs on a low budget is very hard for FB to figure out. Cut down what is truly not working and try to limit yourself to only a few packs.
@@SamPilierothanks a lot for your response.
What would you recommend if I have a budget of 100 usd for tue prospecting? How many packs how many ads per pack?
Hello brother, quick question. should i not have more than 10 ad sets in my CBO? and do i vertically scale CBO or just my adv+ shopping campaign. also, if an in an ad set does not do good should i change the creative or leave the ad set as it is to not disrupt learning/performance
keep it under 10 ad sets in CBO to keep spend focused. vertically scale your CBO if it’s performing. adv+ shopping works best with horizontal scaling. if an ad set flops, swap the creative only if you’re sure the audience is solid. otherwise, kill it and start fresh. how have your results been so far?
Super interesting ! Question, for interest targeting, let’s say for pack1 you launch a duplicate and test a specific interest. That interest doesn’t generate any meaningful sales. When you launch pack 2 creatives, how do you determine whether interest from pack 1 was a complete failure or just didn’t particularly translate well with pack 1 creatives vs pack 2 creatives ?
Killer comment. THIS is where the true technical analysis starts to come in to play and where a media buyer really can shine. There are a dozen factors at play with a question like this but just know you are thinking about the right stuff.
when graduating ads are you using the post ID or are you simply duplicating the ad into the ASC scaling campaign?
always use the post id. duplicating creates a new post, so you lose the social proof. are you seeing better results one way or the other?
Hi Sam, great video mate! So many take-aways in here! Great setup...for the retention campaign, do you put this on CBO and create different ad-sets over time, or stick to ABO?
CBO and the audiences generally stay the same unless something drastic changes in your business.
Thank you for the video, How many ads you recommend in an adset?
Should you pause an adset when adding a new broad audience and testing new creatives?
Should we increase the budget of the CBO as the number of adsets is getting bigger?
What is the purpose of the single adset with interest if all the dupes we are going to do are going to be broad?
1. i'd recommend 3-5 ads per ad set to start-enough to test without spreading data too thin.
2. no need to pause an ad set when adding a new audience or creatives, but monitor performance closely for overlap.
3. yes, increase the cbo budget as you add ad sets, but do it gradually (20-30% max).
4. the single interest ad set is just for testing-broad duplicates are for scaling once you’ve got winning ads. what’s your main bottleneck right now?
@@SamPiliero So you graduate all winning ads to broad and ASC? Then just have one ad set per one interest each time you test? So one interest in a ad set each time to test?
hello sam when you dupe a creative do you also copy and paste the same post id or do you just dupe it ?
always use the same post id when duping. it keeps the social proof (likes, comments, shares) intact, which can boost performance. how often are you testing new creatives?
@@SamPiliero all the time really, one last question is it okay to havve more than2 campaigns in te ad account? and is it also compl;etely fine to have 10 ad ets running in cbo? i was talking to media buying company they said keep cbo under 3-4 ad sets max to avoid making the budget limited for each set, what do you think of this?
Actually you can just straight up duplicate. Just don't "copy"
Hey Sam, thanks again for a great structured breakdown. What about the retargeting campaign, where does that fit in? Also curious, what are the requirements to work with you? I have an info/course business I'd love to scale from 6 to 7 figures. - Robin
retargeting usually comes after you've tested and validated your cold traffic campaigns. it’s there to scoop up the people who showed interest but didn’t convert. for working with me, I focus on businesses already doing at least $30k/month in revenue and ready to invest in scaling. where are you currently stuck in your funnel?
@SamPiliero Thanks. forgot to mention organic traffic is 50% of total visits, so that's where the retargeting question came from. I think sticking point is just driving more traffic. The offer and funnel can get better but AOV is 280 and LTV is 365.
got it. with those numbers, retargeting is key. prioritize retargeting your organic traffic since they’re already warm. for driving more traffic, focus on top-of-funnel ads that mirror what’s working organically. any plans to test new channels or stick with what you’ve got?
This is wonderful information. What is the minimum ad spend needed to work with your agency?
Hey, we keep that number a bit private. Go to themoonlighters.com/apply to give it a try.
hi! realy enjoyed your content so for a new account's cbo campaign how long should the testing be going and when should i turn it off and bring in new creatives?
glad you found it helpful! for a new account's cbo campaign, test for at least 5-7 days unless it's burning cash with no results. if you're not seeing conversions or at least strong click-through rates, swap in new creatives sooner. are you testing multiple angles or sticking to one?
@@SamPiliero, thank you for your response! I will be testing different angles. I have some UGC creatives, a founder story, static ads, and more. I read one of your comments saying that if it's a new account, put everything into ASC+ first when starting. Should I just start with one asc campaign? if so how many creatives for how long should I test and at what budget? if its not performing should i add in new creatives every 5 to 7 days and kill the ones don't perform? sorry for the long question thank you so much!
Thanks for the value. how do you manage the cbo budget as you add ad sets? How often do you add new ad packs to the cbo?
Let FB manage the budget, they will put money where it converts the best. we add creative whenever we have new creatives available, typically 1-2 weeks
THANKS SAM! do I need to create an Advanced + campaign if I am a leads construction company, or do I select the Tailored Leads campaign OR Manual Leads campaign.
The problem with the Tailored leads campaign is it does not mention any performance boost and does no have things like reporting that the ASC does. I feel it is just a campaign setting optimised for beginners and nothing else.
But the problem is if I create a Manual Leads campaign that has more advanced options, it also has Ad sets unlike the Tailored Leads option....I will have to put my top performers in new ad sets each time. Will this make the top performers compete with each other? Or should I just go with Tailored Leads even though it doesent seem like anything other than a beginner option.
Thankyou
go with advanced+ for leads. tailored leads is too basic and lacks control. manual leads can work, but you’re right-multiple ad sets might cause overlap. advanced+ will give you performance boosts without overcomplicating. are you running broad targeting or something more niche?