This is like a breath of fresh air. The simplest, most logical example of campaign structure I've seen in months on YT. Also, finally something real for people spending under 3K, something that we can work with - instead of applying widely advised and promoted strategies that may be excellent but rather for those who spend 10x more - and maybe finally we can see beyond the frustrating 'just breaking even' point ;). Thanks a million.
Thanks. A friend shared this video 2 weeks ago, I was burning money on ABO testing creatives, doubting wether to turn off or wait. Scaling budgets and burning money. Switched to ASC+ moved best performing ads there, kept launching new ads into that same campaign. First day 3 sales with a 20€ budget, next day 6 sales, kept raising budgets and not wasting money on testing. Best part of this: stoped wasting money on non performing ads + stop wasting TIME on media buying and learning to media buy. Just one question. Do you turn non spending ads off or just leave them there? EDIT: from 0.9 ROAS to averaging 2-3x ROAS days. Amén.
note that if u run advantage+ it will show your ad to people outside of your location range. Advantage plus is good for ecommerce or anything that you are marketing to the entire country. but if your running ads for a local business do not turn this on. you will get out of state leads.
@@SamPiliero I can only choose my entire country (Canada) as the lowest region option. No option for cities, postal codes, etc. So this does not work for local services like my case
Hey Sam, thank you for the detailed video! I wanna test 30 Hooks x 10 Ads in Meta. How would you set this up? No one made a video about this, but it would fo me sure get so many clicks, because Alex Hormozi said you should do that - so maybe a point for a video. I would be really thankful for your tips! We wanna test with a budget of 1500€ and then invest 150€ / day in the winner. It’s for lead generation. Thank you!
One of the best videos ive ever seen on scaling facebook ads. Phenomenal. Quick question, whats your budget allocation between the ASC /CBO campaigns? Lets say I’m at 30k a month what % should be in ASC Vs the testing cbo?
Thanks for the knowledge! So, when I duplicate my winning ads into a new adset into the SAME CAMPAINGN, to test for the new interest, Should I raise budget because of that ? Or just keep scaling (or downgrading) based on the ROAS, all the same ? Thx.
no need to raise the budget just because you’re adding a new ad set. keep scaling or adjusting based on roas like usual. let the data tell you if the new interest is worth scaling. how’s your current roas looking?
HI, Sam, when I move the winning ads from prospecting CBO ads to ASC, do I use the old post as creatives or create a new creative using the same creative?
It just really depends on your ad goal, if you are trying to use different angles, it means you will have to optimize your ad post again, but if you see that going to be that same goal I will recommend just keeping up with the same old post and try to increase the budget if you see it's performing very well.
Hi Sam, Didn’t see lookalike in above video. 1.Should it be a part of CBO or Separate campaign or not needed? 2.Where do you re-engage with ATC,IC,Visitor,Insta account users ? 3. If ATC,IC,Visitors not excluded in prospect CBO then it will keep re-engaging same audience than finding new ones
We rarely use LAL. Retargeting is done is a separate campaign as stated in the video. We do not care about exclusions in many cases unless its past purchasers, I dont care if the purchase happens in campaign #1, #2, or #89447, as long as it happens
Excellent question! Really simple. New campaign. If you have winning interests run those in a CBO with 1 Broad. If you dont have winning interest just run an ASC.
Hi Sam if I'm under 3K I have 5 ads for 1 product in one ad group... Should you create a new ad group for each additional product? Nice Videos Keep up your good work :-D Greets from Germany
Hi Sam, great video mate! Super clear and usefull! For the 3-10k setup, what would you recommend in terms of splitting the budget between ASC & CBO? Would you recommend 50:50 budget split? And would you recommend running a DPA? Cheers mate!
great strategy! Question: If we start (3k) strategy, having ACS campaign as main campaign... and at later stage we are switching to (3k/10k) strategy, making ACS campaign the SCALE campaign, with only top creatives.... what do I do with the creatives within that campaign that were already present from the previous strategy (3k) which are not performing? switching them off?
May be you can spend less on them if they are performing but less than your best creatives. If they are not performing at all then it's better to switch them off
This is a great question. I hope he gets to answer, but I'm thinking you keep ACS as is and roll out the other campaign in parallel and scale top 10% to ACS.
I understand that for a budget of $100 per day, you will only use ASC. You say you will put all your creatives into ASC, but how many would be appropriate? Also, will you be testing new creatives by adding them to the existing ASC?
Yes. Anywhere from 6-10 but even if you have more its fine, just dont overthink this. New creatives can go right into the existing campaign, dont worry if they dont get spend it means they arent as good!
Hi Sam. Fantastic video!! What happens if I just put all the creatives that I have into one single ASC and scale it no matter how much the budget is? How does it compare with having only the best creatives in ASC? From what I understand, meta should be smart enough to allocate the budget to the best creatives in ASC right?
meta will optimize, but flooding an asc with too many creatives dilutes performance. best to stick with your top performers for better budget allocation and insights. how many creatives are you working with right now?
@ I’m having 10-15 creatives of images and videos. I read a blog from Facebook and they advised that ASC works better with 15+ creatives as it’d have more options to allocate the ad. So I’m a bit confused what should be the right amount of creatives here. Btw thanks a lot for getting back!
facebook's advice is solid. 15+ creatives give the algorithm more to test, which can improve performance. if you're at 10-15, you’re close enough to start. just make sure your creatives are varied. do you have plans to test different angles or offers?
Can you pls help us with a question regarding automated rules? If a client wants traffic only between 11:00-19:00 MON-FRI, will you make a rule to turn off the campaign on campaign level with this method? And could it ruin the optimization?
if the client needs traffic only between 11:00-19:00 mon-fri, you can set automated rules to turn the campaign off and on at those times. it won’t "ruin" optimization, but it will limit the data collection and learning phase, which could affect performance over time. have you considered running the campaign 24/7 to gather more data and just optimizing for those peak hours instead?
Thanks for your helpful video! Do you kill ads still if they have the most spent but can’t meet your KPI? Like the Cost Per Purchase is high and ROAS is low? But then those that haven’t got much spent will be left in the assets and forced to spend… what to do in this case ?
Could we put catalog, pictures and videos together in this strategy as usually catalog takes majority of spend usually. Will wait for your helpful reply, thanks again Sam 😊 🙏
Yes. If catalog is hogging your spend that means it’s better than your other creative. Innovate your other creative before you worry about the exact precise structure
Absolutely a huge fan of your vidoes. I am extremely confused about multiple product categories. Do you recommend separate ASC campaigns for different product categories ?
@@SamPiliero There is a huge difference between them and also very different products from one another. In theory same customer at the same time can buy them both but I have notice meta tends to be bias towards the main products that we been selling from day one.
@@SamPiliero Hey Same. They are different price points and 2 different uses for them however they are in theory for the same customer at the same time.
Hi thanks a lot! what about if each new pack of adset is a different marketing angle? when you move the winners to the ASC(Scale), You will have different creatives, concepts, marketing angles in that ASC Campaing, and i think it could affect them since they are targetting different audiencies, do you not think that? Thanks!
good question! if each ad set is testing a different angle, grouping all winners into one ASC campaign can dilute the results because facebook won’t know which angle to prioritize. instead, create separate ASC campaigns for each angle with their specific winners. that way, each angle gets optimized for the right audience. does that simplify things for you?
Hey. Thanks for al this information that you share with us. I have a question: at 4:49 you said that ad budget have to be similar/higher with each order. For example, usual order value around 100USD and the ad budget have to be similar to usual order. Is it correct way? Second question is: I have ROAS around 4, sometimes 5. Usual order value 80USD. Is it good ROAS/result for this kind of usual order value? Thanks in advance!
generally yes, ensuring you can get at least 1 purchase per day based on your target is important. roas goals are COMPLETELY dependent on what you need based on your margin, for some a 1.5x roas is great for others a 6x is great. its about what is needed for the business.
Great video! Do you recommend one ad account per country or all countries in one ad account? I am dealing with 4 countries (Germany - big one; Austria - small one but same language as in Germany; Czechia and Slovakia - both small, same language). Thanks a lot for answer :)
Hi Sam. Great content - keep producing more of this hot sauce. I have 1 question. In my store i'm running different health products, that target different pain points. I've separated it in 2 groups and have 2 pixels. For your CBO + ASC campaign strategy - would you create 2 of each - for every pixel, or would you create just 1 CBO and 1 ASC and run all product ads in this one? Thank you for your time. Kind regards, Nikol
Great video! You mentioned you should have a Facebook/instagram shop set up. I am struggling with that for over 3 months now, meta support can't do anything about it they saying. Do you have any experience with this?
if you are in the US you should not have any problems. meta support is brutal so i would just look up a step by step tutorial and actually take the time.
Great video! lately ads getting more expensive on my brand so im gonna give this set up a try which isnt really different from what i did the last 8 months, however 1 question for you; The engaged audience + existing customers set up at reporting, do you manually update those audiences, because fb still dont update those audiences automatically. if so, when do you do this?
I can only choose for the "Engange Audience" an Custom Audience for the Website (or App, Katalog). I can't choose an Instagram oder Facebook Custom Audience. Somehow these Customer Audiences are not shown as Options. (I have already created Custom Audiences for Instagram and Facebook. But I can't choose them for the "Engange Audience" definition. They don't show up.
sounds like a setup issue. double-check that your instagram and facebook accounts are properly linked to your business manager. also, make sure the custom audiences you created have enough data. are they showing up in your asset library?
@SamPiliero thanks so much for replying Sam! 😊😊😊😊 One last thing, could we put catalog, pictures and videos together in this strategy as usually catalog, then videos takes majority of spend usually. Will wait for your helpful reply, thanks again Sam 😊 🙏
Hi Sam, first of all, thank you for your interesting videos. I have a quick question: my Facebook structure has always been the same as you explained 1 CBO (broad) to test, 1 ASC (broad) to scale. This has always worked well until a few months ago. Every concept/creative I launch now has a super high CPC and low CTR. Do you have any idea how I can solve this? Thank you in advance!
Yes. Look at your secondary metrics and your audience placements. Look at time of day, day of week, audience breakdowns, demographic breakdowns and actually try to find what has changed.
Hey, I have been religiously watching your videos and I had a question. I’m a student going to university for finance and I wondered if you took in interns? I wanna break in this field and I’d love to have the opportunity to directly learn the intricacies of the business from you!
Appreciate you reaching out, keep grinding! We do not take interns, everyone who works with us has 5+ years experience specifically managing ecommerce brands with google and facebook ads.
Thanks Sam, very inspiring video. Quick question - Will it trigger the campaign back to learning phrase if we add new creative (top 10% winner) into ASC+ campaign? If so, will it impact the performance. Thanks in advance for your attention to the question!
Technically yes but thats what is great about ASC. Your learnings happen on the account, campaign, ad set, and ad level. In this case you are only hitting 1 learning while in other setups you will reset 3.
@@SamPiliero Thanks Sam, really appreciate it! More question here: 1) In which stage, we should consider adding existing customer budget cap, if so, what percentage is proper? 2) When ASC turn into scale and we add top 10% creatives into it, is there any maximum number of creatives for the ASC? or it doesn't matter, we just keep adding and don't turn anything down - even we found some the creatives has reach its lifetime and not performing? 3) For the retention campaign, what is the campaign type? CBO or ABO or ASC? Millions of thanks in advance for your attention to the questions!!
Hey Sam, I have a few questions: 1. I test 40 products per week, but am currently running 100% asc with $100 budget. Can I just put multiple creatives for each of the products inside or will that cause an issue ? There would be 200+ creatives added in the ASC campaign every week. 2. Currently I have multiple products ranging from 20$-200$ in the ASC is this fine or should I be creating other ASC campaigns with price break points ? $20-$40 / $40-$80 / $80-$160 ect and spread my 100$ budget between them or keep them together and break them out as I scale my budget so each campaign gets adequate spend ? 3. When I get to 200$ daily with this strategy and I create a prospecting cbo do I break this out into price break points like above or put all products I’m testing into the cbo ? 4. I dropship, so I test products with a set amount of creatives, so I when I get to creating a prospecting cbo do I just dedicate each pack to a product? Thanks a bunch btw, managed to pull a 13 roas (mainly from one product) after setting up 100% asc, but now just want the best guidance for mass testing with the dropshipping model where we have limited creatives per product, so we move onto other products if no creatives for a product are hitting. Edit: If I need more budget that’s fine I just used a 100$ budget for your strategy alongside my regular strategy to test the results, but I can shift budget if it’s more optimal for my current testing volume. For added context the store has done 500k this year, but a lot of the profits have been eaten up by abo interest testing, so the budget is a bit tighter than normal (200-300 per day) until we can start getting in healthy profits again.
solid questions. let’s break them down: 1. 200+ creatives in ASC: don’t overload ASC. too many creatives can dilute the spend and confuse the algorithm. stick to 3-5 creatives per product max and focus on testing winners. test the bulk of your creatives in prospecting campaigns instead. 2. price break points in ASC: keep it together for now. ASC can handle mixed price points well. break it out only when you scale beyond $200-$300/day. at your current budget, splitting by price points might spread the spend too thin. 3. prospecting CBO setup at $200 daily: put all products into one CBO for now. once you're scaling past $500/day, consider segmenting by price ranges or product types to maximize efficiency. 4. dedicating ad sets to products in CBO: yes, dedicate each ad set to a single product. this gives cleaner data and better optimization per product. for your situation (mass testing with limited creatives), stick with 100% ASC for scaling known winners and use prospecting CBOS for testing. shift budget to ASC as you find winners. sounds like you’re getting traction-how often are your test products hitting a positive ROAS?
@@SamPiliero Thank you so much for the detailed response. Currently my hit rate for "winners" is between 1/10 to 1/30 depending on the week. I'm going to setup all my tests today in the CBO prospecting campaign and I'm going to continue riding out the main winner inside my ASC campaign until I stack more profitable products. Keep up the amazing content!
20 is safe but no there's no science to it. I have personally tripled budgets in a day. It's more critical to strike while the iron is hot then worry about learning phases
Hello brother. Been following this strategy and been getting some consistent and good results. I believe that consolidating the spend in 2-3 campaigns is definitely the move. However, i have been seeing this issue with the prospecting campaign on which some ad sets performs great but it fails to exit the learning phase as budget is spread across multiple content packs ad sets and it can not get 50 purchases itself. What would you do on this scenario?
HEY Sam. Please REPLY TO THIS. Would Mean the world. I am running A fashion store on Shopify with around 170 products and new being added every Month. We get new fashion shoots (pictures and videos) with each collection. We start running the new creatives in adds and stop the older ones due to budget restraints. the problem is our CPA is very high and we are burning money because of this. How can we control this? In the prospecting Campaign should we create different add sets for each collection( 10 products/collection) or just throw all the creatives in one big add set? Also what should be the minimum budget for a store like ours? I hope I can get some sort of guidance on this from you. Love the videos
Good video. Will test it out. Any reason you are not using ASC for the testing campaign as well? Is it only because of the interest adsets or is there another reason as well?
Hey Sam! Just found you. What is your suggested audience size if you have small budget, 20usd daily. And if with higher budget of 100usd daily. Thank you
Hello Sam. I am selling 3 different book for parent with kids. First book is for babies 0-12 months; second one is for 1.5-4 years old kids; third one is for 3-6 years old. Do you still recommend to have 1 ASC + 1 CBO for all three books OR 2 ASC + 2 CBO (first pair of ASC+CBO for the 0-12 months babies and the second pair for the other two books because there is an overlap in the age)? Thanks for you opinion. I am really stuck in this… Marek
I recommend using 2 ASC + 2 CBO: one for the book targeting 0-12 months and another for the two books covering 1.5-6 years. This allows you to tailor messaging and optimize the budget effectively for the distinct needs of parents with babies versus those with slightly older children while managing the overlap in the second age group more efficiently. This setup provides clearer insights and better budget allocation across the different age ranges. Good luck with your advertising venture.
When reaching 10k - 30k, should we use the same ASC campaign (but only that we pause all ads except the 10% winners) from 3k - 10k or create a new / fresh ASC campaign?
Is Advantage+ Shopping Campaigns limited to catalogs only, or can I set it up with different creatives and send traffic to a collection page on my website with multiple products?
I sell furniture online.. is it better to create 1 campaign per product category (1 for mirrors, 1 for buffets, etc) or I keep all product categories within the same campaign?
Depends on how much you’re currently selling. If you’re in early stages then I recommend just focusing on your best selling products and forgetting everything else. If you’re in late stages then there’s an argument to be made about breaking out campaigns. If you break out too early it will never work for you
My cost per click was very high in the first campaign and I decided to delete it. Would it be better to leave the audience open for Meta to reach? Since I don't have data on the pixel
I have multi product store and following your strategy but little confused currently running 1 ASC and 1 CBO for each product separately is it fine or do i need to combine them in 1 ASC and 1 CBO for all the products?
@@SamPiliero I have a supplement store that has 4 products and the product prices are 1st Product: 18, 2nd 25, 3rd: 25 & 4th: 30. Is it fine to put all of my products in 2 campaigns (1 is Ad+ & 1 CBO) because when I combine my campaigns Facebook spends on my lowest price product or spend on top ads that working better on these days. majority of time spent on lower price price product ads
@@SamPiliero I have a supplement store with four products. The price ranges are as follows: the first product is $18, the second is $25, the third is $25, and the fourth is $30. When I combine my Facebook campaigns (one ASC and one CBO), Facebook tends to spend more on the lowest-priced product or the top-performing ads. Most of the time, the ads for the lowest-priced product are the top performers. Occasionally, I do get sales for the other products. However, if I separate the campaigns so each product has its own campaign, each product then has its own top-performing ads.
Hi Sam, thanks for sharing. I love testing new angles-creatives, copy, headlines, hooks. Say once a month for each product. I have three products priced at $25, $25, and $45. I have a $50 daily budget for each of the $25 products and a $100 daily budget for the $45 product. 1. What strategy do you think you could recommend if I want to test new angles with 10 new creatives per product each month? 1.1. One ASC for each product 1.2. One ASC for all 3 products - this way after a month or two I will have hundreds of ads in this campaign - is this a problem? 1.3. One ASC + one CBO for each product 1.4. One ASC + one CBO for all products 2. I really like the 10k-30K strategy - do you think I can test this strategy with my budgets? 3. How do I transition from my old ABO structure to the new one? What do I do with the winning ads? 4. Engaged audience and Existing customers - are these 100% needed in ASC as mine are inactive (gray), despite me creating them manually? I don't have a Klavyo integration. 5. Do you recommend adding 5 Primary Texts, Headlines, and Descriptions per creative or one is fine? Thank you
1.4 - 1 asc for your best creatives that convert. 1 cbo for all products split into 4 ad sets, 1 for each/ do not run the 30k strategy if you arent at 30k literally just change your abo to cbo, itll work better yes these engaged audiences are needed if you care about your roas. max primary texts are preferred so you dont need to always modify and reste ads
This is like a breath of fresh air. The simplest, most logical example of campaign structure I've seen in months on YT. Also, finally something real for people spending under 3K, something that we can work with - instead of applying widely advised and promoted strategies that may be excellent but rather for those who spend 10x more - and maybe finally we can see beyond the frustrating 'just breaking even' point ;). Thanks a million.
Have you tried it before speaking?
Thanks. A friend shared this video 2 weeks ago, I was burning money on ABO testing creatives, doubting wether to turn off or wait. Scaling budgets and burning money.
Switched to ASC+ moved best performing ads there, kept launching new ads into that same campaign.
First day 3 sales with a 20€ budget, next day 6 sales, kept raising budgets and not wasting money on testing.
Best part of this: stoped wasting money on non performing ads + stop wasting TIME on media buying and learning to media buy.
Just one question. Do you turn non spending ads off or just leave them there?
EDIT: from 0.9 ROAS to averaging 2-3x ROAS days. Amén.
LETS GO
note that if u run advantage+ it will show your ad to people outside of your location range. Advantage plus is good for ecommerce or anything that you are marketing to the entire country. but if your running ads for a local business do not turn this on. you will get out of state leads.
You can update your location settings at the advertiser level to solve this. Takes five minutes
@@SamPiliero I can only choose my entire country (Canada) as the lowest region option. No option for cities, postal codes, etc. So this does not work for local services like my case
Hey Sam, thank you for the detailed video!
I wanna test 30 Hooks x 10 Ads in Meta.
How would you set this up?
No one made a video about this, but it would fo me sure get so many clicks, because Alex Hormozi said you should do that - so maybe a point for a video.
I would be really thankful for your tips!
We wanna test with a budget of 1500€ and then invest 150€ / day in the winner.
It’s for lead generation.
Thank you!
One of the best videos ive ever seen on scaling facebook ads. Phenomenal.
Quick question, whats your budget allocation between the ASC /CBO campaigns? Lets say I’m at 30k a month what % should be in ASC Vs the testing cbo?
Start by favoring the CBO say 70% on CBO. Then overtime as performance on the ASC wins, shift to favor the ASC. Most accounts favor 70/30 ASC.
Thanks for the knowledge!
So, when I duplicate my winning ads into a new adset into the SAME CAMPAINGN, to test for the new interest, Should I raise budget because of that ? Or just keep scaling (or downgrading) based on the ROAS, all the same ?
Thx.
no need to raise the budget just because you’re adding a new ad set. keep scaling or adjusting based on roas like usual. let the data tell you if the new interest is worth scaling. how’s your current roas looking?
HI, Sam, when I move the winning ads from prospecting CBO ads to ASC, do I use the old post as creatives or create a new creative using the same creative?
It just really depends on your ad goal, if you are trying to use different angles, it means you will have to optimize your ad post again, but if you see that going to be that same goal I will recommend just keeping up with the same old post and try to increase the budget if you see it's performing very well.
Just awesome . your video helpfully for me
Hi!! How often can I feed the Advantage campaign in the first strategy?
Hi Sam,
Didn’t see lookalike in above video. 1.Should it be a part of CBO or Separate campaign or not needed? 2.Where do you re-engage with ATC,IC,Visitor,Insta account users ? 3. If ATC,IC,Visitors not excluded in prospect CBO then it will keep re-engaging same audience than finding new ones
We rarely use LAL. Retargeting is done is a separate campaign as stated in the video. We do not care about exclusions in many cases unless its past purchasers, I dont care if the purchase happens in campaign #1, #2, or #89447, as long as it happens
How do you handle ads with promotional offers that expire after a while and must be paused?
Excellent question! Really simple. New campaign. If you have winning interests run those in a CBO with 1 Broad. If you dont have winning interest just run an ASC.
Hi Sam if I'm under 3K I have 5 ads for 1 product in one ad group... Should you create a new ad group for each additional product? Nice Videos Keep up your good work :-D Greets from Germany
oh sorry i saw now on a ASC just 1 adgroup..but when i got different products need i put them all in 1 ASC ad group?
Hi Sam, great video mate! Super clear and usefull! For the 3-10k setup, what would you recommend in terms of splitting the budget between ASC & CBO? Would you recommend 50:50 budget split?
And would you recommend running a DPA?
Cheers mate!
Start with a 50/50 split and then overtime it will naturally move to 80/20 favoring ASC because your best ads are in ASC
great strategy!
Question: If we start (3k) strategy, having ACS campaign as main campaign... and at later stage we are switching to (3k/10k) strategy, making ACS campaign the SCALE campaign, with only top creatives.... what do I do with the creatives within that campaign that were already present from the previous strategy (3k) which are not performing? switching them off?
May be you can spend less on them if they are performing but less than your best creatives. If they are not performing at all then it's better to switch them off
This is a great question. I hope he gets to answer, but I'm thinking you keep ACS as is and roll out the other campaign in parallel and scale top 10% to ACS.
I understand that for a budget of $100 per day, you will only use ASC.
You say you will put all your creatives into ASC, but how many would be appropriate?
Also, will you be testing new creatives by adding them to the existing ASC?
Yes. Anywhere from 6-10 but even if you have more its fine, just dont overthink this. New creatives can go right into the existing campaign, dont worry if they dont get spend it means they arent as good!
Hi Sam. Fantastic video!!
What happens if I just put all the creatives that I have into one single ASC and scale it no matter how much the budget is?
How does it compare with having only the best creatives in ASC?
From what I understand, meta should be smart enough to allocate the budget to the best creatives in ASC right?
meta will optimize, but flooding an asc with too many creatives dilutes performance. best to stick with your top performers for better budget allocation and insights. how many creatives are you working with right now?
@ I’m having 10-15 creatives of images and videos. I read a blog from Facebook and they advised that ASC works better with 15+ creatives as it’d have more options to allocate the ad.
So I’m a bit confused what should be the right amount of creatives here. Btw thanks a lot for getting back!
facebook's advice is solid. 15+ creatives give the algorithm more to test, which can improve performance. if you're at 10-15, you’re close enough to start. just make sure your creatives are varied. do you have plans to test different angles or offers?
great content, no more cost caps? Have you removed that type of strategy?
So ASC for local service based business? How would that work? Very interested to try it
Can you pls help us with a question regarding automated rules?
If a client wants traffic only between 11:00-19:00 MON-FRI, will you make a rule to turn off the campaign on campaign level with this method? And could it ruin the optimization?
if the client needs traffic only between 11:00-19:00 mon-fri, you can set automated rules to turn the campaign off and on at those times. it won’t "ruin" optimization, but it will limit the data collection and learning phase, which could affect performance over time.
have you considered running the campaign 24/7 to gather more data and just optimizing for those peak hours instead?
Best structure
thank you!
Thanks for your helpful video! Do you kill ads still if they have the most spent but can’t meet your KPI? Like the Cost Per Purchase is high and ROAS is low? But then those that haven’t got much spent will be left in the assets and forced to spend… what to do in this case ?
NO, big time no. they are supporting the entire account in ways that we can not see (new video coming on this in a few days)
Could we put catalog, pictures and videos together in this strategy as usually catalog takes majority of spend usually.
Will wait for your helpful reply, thanks again Sam 😊 🙏
Yes. If catalog is hogging your spend that means it’s better than your other creative. Innovate your other creative before you worry about the exact precise structure
@SamPiliero thanks for replying. You're the best!
Absolutely a huge fan of your vidoes. I am extremely confused about multiple product categories. Do you recommend separate ASC campaigns for different product categories ?
it depends, how different are your price points per product?
@@SamPiliero There is a huge difference between them and also very different products from one another. In theory same customer at the same time can buy them both but I have notice meta tends to be bias towards the main products that we been selling from day one.
@@SamPiliero Please let me know what you think
@@SamPiliero Hey Same. They are different price points and 2 different uses for them however they are in theory for the same customer at the same time.
Hi thanks a lot! what about if each new pack of adset is a different marketing angle? when you move the winners to the ASC(Scale), You will have different creatives, concepts, marketing angles in that ASC Campaing, and i think it could affect them since they are targetting different audiencies, do you not think that? Thanks!
good question! if each ad set is testing a different angle, grouping all winners into one ASC campaign can dilute the results because facebook won’t know which angle to prioritize. instead, create separate ASC campaigns for each angle with their specific winners. that way, each angle gets optimized for the right audience. does that simplify things for you?
@SamPiliero yes, that completely makes sense. Thanks a lot mate!
Hey. Thanks for al this information that you share with us.
I have a question: at 4:49 you said that ad budget have to be similar/higher with each order. For example, usual order value around 100USD and the ad budget have to be similar to usual order. Is it correct way?
Second question is: I have ROAS around 4, sometimes 5. Usual order value 80USD. Is it good ROAS/result for this kind of usual order value?
Thanks in advance!
generally yes, ensuring you can get at least 1 purchase per day based on your target is important. roas goals are COMPLETELY dependent on what you need based on your margin, for some a 1.5x roas is great for others a 6x is great. its about what is needed for the business.
Hi great video, I have a question!! I am running ads in multiple countries how many campaigns should I run then?
New structure per country
@@SamPiliero THANKS A LOT
Great video! Do you recommend one ad account per country or all countries in one ad account? I am dealing with 4 countries (Germany - big one; Austria - small one but same language as in Germany; Czechia and Slovakia - both small, same language). Thanks a lot for answer :)
Hi Sam. Great content - keep producing more of this hot sauce.
I have 1 question. In my store i'm running different health products, that target different pain points. I've separated it in 2 groups and have 2 pixels. For your CBO + ASC campaign strategy - would you create 2 of each - for every pixel, or would you create just 1 CBO and 1 ASC and run all product ads in this one?
Thank you for your time.
Kind regards,
Nikol
If the products are similar price points then I would keep them together. If they are very different (like 100% increases) then break out
Great video! You mentioned you should have a Facebook/instagram shop set up. I am struggling with that for over 3 months now, meta support can't do anything about it they saying. Do you have any experience with this?
Which country are you in?
if you are in the US you should not have any problems. meta support is brutal so i would just look up a step by step tutorial and actually take the time.
Great video! lately ads getting more expensive on my brand so im gonna give this set up a try which isnt really different from what i did the last 8 months, however 1 question for you; The engaged audience + existing customers set up at reporting, do you manually update those audiences, because fb still dont update those audiences automatically. if so, when do you do this?
fb updates automatically if you are using pixel audiences or the native klaviyo integration.
I can only choose for the "Engange Audience" an Custom Audience for the Website (or App, Katalog). I can't choose an Instagram oder Facebook Custom Audience. Somehow these Customer Audiences are not shown as Options. (I have already created Custom Audiences for Instagram and Facebook. But I can't choose them for the "Engange Audience" definition. They don't show up.
sounds like a setup issue. double-check that your instagram and facebook accounts are properly linked to your business manager. also, make sure the custom audiences you created have enough data. are they showing up in your asset library?
Hi Sam, do you use fb catalog ads? Or you prefer just creative ads. Thanks so much 😊🙏
both.
@SamPiliero thanks so much for replying Sam! 😊😊😊😊
One last thing, could we put catalog, pictures and videos together in this strategy as usually catalog, then videos takes majority of spend usually.
Will wait for your helpful reply, thanks again Sam 😊 🙏
Hi Sam, first of all, thank you for your interesting videos. I have a quick question: my Facebook structure has always been the same as you explained 1 CBO (broad) to test, 1 ASC (broad) to scale. This has always worked well until a few months ago. Every concept/creative I launch now has a super high CPC and low CTR. Do you have any idea how I can solve this? Thank you in advance!
Yes. Look at your secondary metrics and your audience placements. Look at time of day, day of week, audience breakdowns, demographic breakdowns and actually try to find what has changed.
Which campaign should I run if I have a less than 3k monthly ad spend and I am starting new? Advantage campaign or manual ad campaign?
I have one question...
Are you Pavel Durov?
Hey, I have been religiously watching your videos and I had a question. I’m a student going to university for finance and I wondered if you took in interns? I wanna break in this field and I’d love to have the opportunity to directly learn the intricacies of the business from you!
Appreciate you reaching out, keep grinding! We do not take interns, everyone who works with us has 5+ years experience specifically managing ecommerce brands with google and facebook ads.
Thanks Sam, very inspiring video. Quick question - Will it trigger the campaign back to learning phrase if we add new creative (top 10% winner) into ASC+ campaign? If so, will it impact the performance. Thanks in advance for your attention to the question!
Technically yes but thats what is great about ASC. Your learnings happen on the account, campaign, ad set, and ad level. In this case you are only hitting 1 learning while in other setups you will reset 3.
@@SamPiliero Thanks Sam, really appreciate it! More question here:
1) In which stage, we should consider adding existing customer budget cap, if so, what percentage is proper?
2) When ASC turn into scale and we add top 10% creatives into it, is there any maximum number of creatives for the ASC? or it doesn't matter, we just keep adding and don't turn anything down - even we found some the creatives has reach its lifetime and not performing?
3) For the retention campaign, what is the campaign type? CBO or ABO or ASC?
Millions of thanks in advance for your attention to the questions!!
Just curious, what approach should i take if i am running ads for multiple products? 1 asc and 1 cbo for each product? What do you suggest?
Nothing changes, this video is entirely focused on multi-product stores
@@SamPilieroI didn't get you do we need separate campaigns for each product or just combine all products in 1 ASC and 1 CBO
@@SaddamHu55ain123 combine the products unless they vary by price of more than 2x each other
Hi Sam, excellent content, if my budget is less than 100usd a day and I only use ASC campaigns, how do I test ads??? thank you so much
Honestly under $100 just throw it all in asc and don’t worry about it. If you have something new then throw it in.
Hey Sam! I have no followers to retarget. When starting to run ads completley from scratch should I follow the 0-3k a mo minus the audience targeting?
yep, focus on broad targeting with interest-based audiences and let the algorithm do the heavy lifting. what’s your budget per day?
Hey Sam, I have a few questions:
1. I test 40 products per week, but am currently running 100% asc with $100 budget. Can I just put multiple creatives for each of the products inside or will that cause an issue ? There would be 200+ creatives added in the ASC campaign every week.
2. Currently I have multiple products ranging from 20$-200$ in the ASC is this fine or should I be creating other ASC campaigns with price break points ? $20-$40 / $40-$80 / $80-$160 ect and spread my 100$ budget between them or keep them together and break them out as I scale my budget so each campaign gets adequate spend ?
3. When I get to 200$ daily with this strategy and I create a prospecting cbo do I break this out into price break points like above or put all products I’m testing into the cbo ?
4. I dropship, so I test products with a set amount of creatives, so I when I get to creating a prospecting cbo do I just dedicate each pack to a product?
Thanks a bunch btw, managed to pull a 13 roas (mainly from one product) after setting up 100% asc, but now just want the best guidance for mass testing with the dropshipping model where we have limited creatives per product, so we move onto other products if no creatives for a product are hitting.
Edit: If I need more budget that’s fine I just used a 100$ budget for your strategy alongside my regular strategy to test the results, but I can shift budget if it’s more optimal for my current testing volume. For added context the store has done 500k this year, but a lot of the profits have been eaten up by abo interest testing, so the budget is a bit tighter than normal (200-300 per day) until we can start getting in healthy profits again.
solid questions. let’s break them down:
1. 200+ creatives in ASC: don’t overload ASC. too many creatives can dilute the spend and confuse the algorithm. stick to 3-5 creatives per product max and focus on testing winners. test the bulk of your creatives in prospecting campaigns instead.
2. price break points in ASC: keep it together for now. ASC can handle mixed price points well. break it out only when you scale beyond $200-$300/day. at your current budget, splitting by price points might spread the spend too thin.
3. prospecting CBO setup at $200 daily: put all products into one CBO for now. once you're scaling past $500/day, consider segmenting by price ranges or product types to maximize efficiency.
4. dedicating ad sets to products in CBO: yes, dedicate each ad set to a single product. this gives cleaner data and better optimization per product.
for your situation (mass testing with limited creatives), stick with 100% ASC for scaling known winners and use prospecting CBOS for testing. shift budget to ASC as you find winners. sounds like you’re getting traction-how often are your test products hitting a positive ROAS?
@@SamPiliero Thank you so much for the detailed response. Currently my hit rate for "winners" is between 1/10 to 1/30 depending on the week. I'm going to setup all my tests today in the CBO prospecting campaign and I'm going to continue riding out the main winner inside my ASC campaign until I stack more profitable products. Keep up the amazing content!
Hey Sam! When you go to scale the campaign spend, is there a specific rate you're scaling by? 20%?
20 is safe but no there's no science to it. I have personally tripled budgets in a day. It's more critical to strike while the iron is hot then worry about learning phases
Hi Sam.
What happens if I don't add engaged audience and existing customers?
FB will have no clue who youre engaged and existing customers are, therefore you will have no control over this bidding.
hey sam great content as usual. jus chekcing when adding creatives do I put it as single video/image or in flexible ads?
NEVER flexible
Should I be seeing sales on the prospecting broad advantage+ cbo campaign? I've been only getting sales on the asc campaign with a roas of 7.
7x roas, spend more my friend
Hello brother. Been following this strategy and been getting some consistent and good results. I believe that consolidating the spend in 2-3 campaigns is definitely the move. However, i have been seeing this issue with the prospecting campaign on which some ad sets performs great but it fails to exit the learning phase as budget is spread across multiple content packs ad sets and it can not get 50 purchases itself. What would you do on this scenario?
honestly, not the answer you are looking for but spend more. if you are getting great results and limited learning then increase spend.
HEY Sam. Please REPLY TO THIS. Would Mean the world.
I am running A fashion store on Shopify with around 170 products and new being added every Month. We get new fashion shoots (pictures and videos) with each collection.
We start running the new creatives in adds and stop the older ones due to budget restraints.
the problem is our CPA is very high and we are burning money because of this. How can we control this? In the prospecting Campaign should we create different add sets for each collection( 10 products/collection) or just throw all the creatives in one big add set? Also what should be the minimum budget for a store like ours?
I hope I can get some sort of guidance on this from you. Love the videos
honestly follow this guide to a tee. dont change a thing
@@SamPiliero thank you soooo much! Will do this from today
Hi Sam, if I am starting a brand new store without any customer audience, how should I test ads? Should I still use ASC?
Yes
Good video. Will test it out. Any reason you are not using ASC for the testing campaign as well? Is it only because of the interest adsets or is there another reason as well?
So we can launch multiple tests and different creative packs without it all being in the same ad set
@@SamPilieroOkay. Makes sense. Thanks.
Dynamic creative testing or Flexible ads?
Definitely neither
Thanks for the reply! May I know the reason you dislike dct and flexible ads?
DCO is being sunset. Flexible is not proven. Simple
You said select one target and see if it works or not, does this mean you are creating multiple ad sets if you have multiple targeting options. 9:12
100%, but dont go overboard if you arent spending thousands.
Hey Sam! Just found you. What is your suggested audience size if you have small budget, 20usd daily. And if with higher budget of 100usd daily. Thank you
1 ASC campaign for both options as mentioned in this video!
Hello Sam. I am selling 3 different book for parent with kids. First book is for babies 0-12 months; second one is for 1.5-4 years old kids; third one is for 3-6 years old. Do you still recommend to have 1 ASC + 1 CBO for all three books OR 2 ASC + 2 CBO (first pair of ASC+CBO for the 0-12 months babies and the second pair for the other two books because there is an overlap in the age)?
Thanks for you opinion. I am really stuck in this… Marek
I recommend using 2 ASC + 2 CBO: one for the book targeting 0-12 months and another for the two books covering 1.5-6 years. This allows you to tailor messaging and optimize the budget effectively for the distinct needs of parents with babies versus those with slightly older children while managing the overlap in the second age group more efficiently. This setup provides clearer insights and better budget allocation across the different age ranges.
Good luck with your advertising venture.
Hey, happy to help out here. I actually would break these out into unique ad sets in a cbo and then have 1 asc campaign with all 3.
Is there a huge difference in performance between daily budget and whole campaign budget ? Which better??
use daily budgets and set budgets at the campaign level.
When reaching 10k - 30k, should we use the same ASC campaign (but only that we pause all ads except the 10% winners) from 3k - 10k or create a new / fresh ASC campaign?
keep stacking on what is working, as a general rule, NEVER pause whats working.
Is Advantage+ Shopping Campaigns limited to catalogs only, or can I set it up with different creatives and send traffic to a collection page on my website with multiple products?
both, you can definitely split out to have 2 unique campaigns if your spend is high
@@SamPiliero if my spend under 3k per month which one do you recommend to start with? Thanks for the help 🙏
@@SamPiliero but will definitely use both in the future when my monthly budget is increased
I sell furniture online.. is it better to create 1 campaign per product category (1 for mirrors, 1 for buffets, etc) or I keep all product categories within the same campaign?
Depends on how much you’re currently selling. If you’re in early stages then I recommend just focusing on your best selling products and forgetting everything else. If you’re in late stages then there’s an argument to be made about breaking out campaigns. If you break out too early it will never work for you
For this case, its recommended to use FLEX and manually select best seller or DPA
My cost per click was very high in the first campaign and I decided to delete it. Would it be better to leave the audience open for Meta to reach? Since I don't have data on the pixel
Yes
I have multi product store and following your strategy but little confused currently running 1 ASC and 1 CBO for each product separately is it fine or do i need to combine them in 1 ASC and 1 CBO for all the products?
I prefer to keep it into 2 campaigns and not have campaigns for every single product. Easier to manage, better machine learnings.
@@SamPiliero I have a supplement store that has 4 products and the product prices are 1st Product: 18, 2nd 25, 3rd: 25 & 4th: 30. Is it fine to put all of my products in 2 campaigns (1 is Ad+ & 1 CBO) because when I combine my campaigns Facebook spends on my lowest price product or spend on top ads that working better on these days. majority of time spent on lower price price product ads
@@SamPiliero I have a supplement store with four products. The price ranges are as follows: the first product is $18, the second is $25, the third is $25, and the fourth is $30. When I combine my Facebook campaigns (one ASC and one CBO), Facebook tends to spend more on the lowest-priced product or the top-performing ads. Most of the time, the ads for the lowest-priced product are the top performers. Occasionally, I do get sales for the other products. However, if I separate the campaigns so each product has its own campaign, each product then has its own top-performing ads.
@@SamPiliero bro waiting for response i am very confuse please guide me
Would you still use ASC for a store that doesn’t have any sales data yet and that is targeted to just 1 gender?
Yes.
@@SamPiliero what about if the product is targeted to a specific niche for women like pregnancy?
Do you still need to have 50 sales before you can do ASC?
No
@@SamPiliero gracias señor
How to run meta ads from scratch I mean most of your videos are for restargeting purpose or have existing customers
Same principles minus the retention campaigns
bruh, only for e commerces..
Algo
hey Sam, wanted to ask you a question, where can I contact you?
if you want to work with me and my team you can apply at themoonlighters.com, otherwise comment you questions and we always reply!
Hi Sam, thanks for sharing.
I love testing new angles-creatives, copy, headlines, hooks. Say once a month for each product. I have three products priced at $25, $25, and $45. I have a $50 daily budget for each of the $25 products and a $100 daily budget for the $45 product.
1. What strategy do you think you could recommend if I want to test new angles with 10 new creatives per product each month?
1.1. One ASC for each product
1.2. One ASC for all 3 products - this way after a month or two I will have hundreds of ads in this campaign - is this a problem?
1.3. One ASC + one CBO for each product
1.4. One ASC + one CBO for all products
2. I really like the 10k-30K strategy - do you think I can test this strategy with my budgets?
3. How do I transition from my old ABO structure to the new one? What do I do with the winning ads?
4. Engaged audience and Existing customers - are these 100% needed in ASC as mine are inactive (gray), despite me creating them manually? I don't have a Klavyo integration.
5. Do you recommend adding 5 Primary Texts, Headlines, and Descriptions per creative or one is fine?
Thank you
1.4 - 1 asc for your best creatives that convert. 1 cbo for all products split into 4 ad sets, 1 for each/
do not run the 30k strategy if you arent at 30k
literally just change your abo to cbo, itll work better
yes these engaged audiences are needed if you care about your roas.
max primary texts are preferred so you dont need to always modify and reste ads