Summary of "What Facebook Ads Campaign Structure I'm Running (Post-Andromeda)"

Summary: Facebook Ads Campaign Structure Post-Andromeda by Nick Tero

Main campaign focus: One primary campaign (“1010 broad”) spending about $10K/day, scaling from $7.5K-$8K/day a few weeks ago.
Multiple campaigns for different products: Each product category gets its own campaign (e.g., t-shirts, pants, jackets).
Segmentation criteria: Campaigns segmented by product category, location, and gender. Example: Gender-specific t-shirts for Australian females; unisex pants for USA and New Zealand.
Product selection: Only run ads on products that bring customers; upsell other products via email or website apps.
Campaign objective: Sales conversion focus with auction buying type.
Budgeting strategy: Campaign budget optimization (CBO) with auto budget; starting daily budgets for new campaigns range from $100-$300, or higher ($1,000+) if scaling immediately.

Adsets: Large volume (e.g., 129 adsets in main campaign), many turned off but kept for historical data/testing.
Optimization: Purchase conversion optimization with Advantage+ placements and Advantage+ audiences.
Exclusions: Sometimes exclude recent purchasers (30 or 180 days), but impact is minimal.
Creative structure per adset:
- One concept per adset.
- Usually 3 videos or 3 photos per adset; sometimes more if extra creatives available.
Creative testing:
- Visual hooks vary significantly to stop attention (not just minor changes like camera angles).
- Text hooks remain consistent across creatives within an adset.
- Photos have different backgrounds/moods to attract diverse audiences.
Creative ideation framework:
1. Research
2. Ideation considering desire, awareness, sophistication, avatar
3. Form hypothesis on market awareness and messaging
4. Create hooks and decide video vs. photo based on communication needs
5. Scriptwriting tailored to creative style (UGC first-person, AI voiceover, brand voice)
6. Editor produces 3+ creatives per concept

Cost per purchase (CPA) focus: Main KPI for optimization.
Ad turning off criteria: Only turn off ads if they cause significant overspend and hurt overall campaign CPA. Example: Giveaway ads with $72 CPA vs. campaign average $22 CPA were split into a separate campaign to throttle spend.
Campaign-level synergy: Facebook’s algorithm uses all ads in a campaign as a funnel, so even poorly performing ads can assist overall performance.
Scaling approach:
- Scale daily by +20% if KPI met the previous day.
- For volatile accounts, use 3 or 7-day averages for scaling decisions.
Descaling: Avoid rapid descaling when KPIs aren’t met to prevent performance spiral down.
After turning off an ad: Monitor for 3 days; if performance worsens, consider turning the ad back on.

When KPIs are not met, identify bottlenecks in:

Creatives: Market size, urgency, desire may be off.
Landing pages: Test different formats (product pages, advertorials, listicles).
Offer: Competitiveness of the offer.
Average Order Value (AOV): Increase AOV to improve margins and scale better.

Also consider Customer Lifetime Value (LTV): Improve repeat purchases to increase profitability even if CPA stays constant.

Nick Tero runs an agency focused on accounts spending $100K+/month with fees starting at $10K/month.
Offers mentoring programs with weekly calls, courses, and trainings for businesses below $100K/month.

Segmentation framework: Product category + location + gender.
Creative ideation framework: Desire, awareness, sophistication, avatar.
Campaign budget optimization (CBO) with auto budget.
Scaling framework: +20% daily scale if KPI met; hold or fix bottlenecks if not.
Bottleneck identification: Creatives, landing page, offer, AOV, LTV.
Creative testing: Consistent text hook + varied visual hooks.

Spend: $10K/day on main campaign, scaling from $7.5K-$8K.
Cost per purchase (CPA): Campaign average ~$22; giveaway ads at $72 CPA considered poor.
Scaling increments: 20% daily increase if KPIs met.
Ad volume: Hundreds of ads tested over 2 years; 608 ads in one campaign.

Focus ad spend on products that bring customers; upsell others post-sale.
Segment campaigns by product, location, and gender for targeted messaging.
Use consistent hooks with significantly different visual elements to test creatives.
Avoid turning off ads too quickly; monitor performance impact before making changes.
Scale budgets methodically by 20% increments based on recent performance.
Diagnose performance drops by checking creatives, landing pages, offers, and AOV.
Use campaign budget optimization and Advantage+ placements for efficiency.
Leverage Facebook’s funnel-like use of multiple ads within a campaign rather than isolating adsets.

Presenter: Nick Tero