How To Structure A Facebook Ad Account For The Best Results (2024)

Note: The original script has been rewritten into an article format below.

In this video, we will discuss how we transformed a SAS business's Facebook ad account from a 50 cost per acquisition (CPA) to a 45 CPA in just one month. We will go over the specific steps we took, including onboarding the customer, conducting creative research, launching new ads, changing the targeting structure, simplifying the account, and more. Stay tuned for the detailed breakdown of our process.

Before we dive into the specifics, let me introduce myself. I'm Justin, the founder of PAdvertising.com. Our online marketing agency has generated over $ 30 million in client revenue in recent years, making us an industry leader in driving profitable results.

Now, let's take a closer look at the account we worked on. In January, the SAS business had a 46.9 CPA, with the best-performing campaign at a 50 CPA. However, in February, when we started working with them, the CPA shot up to 53, even though we spent more than the previous month. Our campaigns performed poorly, with high CPAs and CPMs.

One important aspect to note is that the client had an internal team running ads alongside us. They wanted to dilute their ad spend and not rely solely on one marketing agency. This collaboration presented us with an opportunity to analyze and optimize the account based on their existing data.

To begin the process, we created a research center, a comprehensive sheet where we documented the Persona, product positioning, market desires, awareness levels, and other essential information for every client. Having access to the client's data allowed us to analyze their previous campaigns, copy, and results more efficiently, as everything was already organized in a Google sheet.

Through our research, we discovered that the client's targeting strategy primarily relied on worldwide or third-world countries, resulting in high CPMs. In contrast, we decided to target more mainstream countries like Canada, Saudi Arabia, Ukraine, and the United States. This shift in targeting led to a dramatic drop in CPMs.

After the first month, we analyzed our creative performances and identified patterns among the successful ads. We found that ads with a solution-aware positioning and targeting users at stage two of market sophistication performed exceptionally well. Armed with these insights, we started scaling our ads and adjusting our targeting to include a specific subset of countries that had previously yielded positive results.

As a result, our cost per purchase began to improve and the account's overall performance significantly increased. Despite not having the highest click-through rates (CTRs), our ads resonated well with the target audience, leading to higher conversion rates and lower CPAs. It's important to note that CTRs and other soft metrics are not always indicative of success; the ultimate goal is to achieve the desired cost per purchase within the client's defined KPIs.

To summarize the key steps in structuring a Facebook ad account for optimal results:

1. Conduct thorough research on the client's target audience, product positioning, and market desires.
2. Analyze the existing data to identify successful ad elements and patterns.
3. Refine the targeting strategy to focus on countries with high potential for conversions.
4. Create and test different ad creatives, keeping in mind the targeted audience and their varying desires.
5. Monitor performance and make iterative adjustments based on data analysis.
6. Scale the campaigns that show promising results while constantly optimizing for cost per purchase.

Keyword: Facebook ad account, optimization, targeting strategy, creative performance, cost per purchase, conversion rate

FAQ:

1. Why was the first month of partnership with the SAS business challenging? The first month is typically a period of adaptation and experimentation, where multiple elements need to be tested and refined.

2. How did adjusting the targeting strategy improve the account's performance? By targeting more mainstream countries instead of worldwide or third-world countries, the account achieved lower CPMs and better cost per purchase.

3. What role does creative performance play in Facebook ad success? Creative elements, such as ad copy, positioning, and market awareness levels, significantly impact audience engagement and conversion rates.

4. Why is it important to focus on the cost per purchase rather than other metrics? While metrics like CTR can provide insight, the ultimate goal is to achieve the desired cost per purchase within the client's defined KPIs. It's crucial to align the ad account with the client's business objectives.