In this post I am going to discuss the exact ad account structure we use to spend $600,000 per month on Meta profitably.
I’ll break down the exact campaigns we use, how they are structured and our daily activity in them. Then, I’ll discuss how we manage the ad account as a whole on a daily and weekly basis as well as general pros and cons we’ve discovered with our current account structure.
I’ve done a few of these in the past, so I’m going to try my best to hit on things that are frequently asked and talk about things that we’ve changed our mind on in the last few months.
Our Meta Account Structure
We currently have three campaigns live in our Meta account, one of which we recently decided to add:
ASC Cost Cap Campaign
ABO Testing Cost Cap Campaign
Accelerated Bid Cap Campaign (new)
All three campaigns serve a different purpose to our business and we treat them different. You’ll notice that we run all of our campaigns on some sort of a manual bid - cost cap or bid cap. Across all of my account breakdowns, you’ll see this as a consistent theme for us; we are big believers in the manual bid tool.
On a high level, I’m currently really happy with our account structure. We are finding new creative winners in our ABO testing, allowing them to “warm up” in a dedicated environment that is still on a manual bid, and we are getting new creative winning WoW in our ASC scale campaign. This to me is a healthy ad account ecosystem.
Our accelerated bid cap campaign is a new one we’ve recently added that our Meta rep is helping us out with this quarter. They are apparently really hot on the strategy over there and it is performing really well for us. How the accelerated bid strategy works will be a separate post, but I’ll discuss how we have the campaign built out here.
ASC Scale Campaign (Cost Cap)
This campaign is our evergreen scale campaign. It is massively important to our ecommerce business. It usually gets around 60-75% of our ad spend budget each day.
The campaign is built as an old-school ASC campaign - think the original ASC campaign that launched where you could only have 1 ad set and up to 100 or so ads in there. This is it. We’ve had this campaign rocking for years and we love it. Really sad that they are apparently phasing them out and eventually will force us onto Advantage+, which is really just CBO.
Anyway - this campaign for us has about 70-80 of our best ads at any given point. We try to rotate new creative weekly or bi-weekly into it to keep it fresh (depends on creative testing). But it is incredibly simple - it is 1 ad set for all of the ads, broad targeting and excludes all existing customers (as well as Klaviyo email subscribers).
The top 10-12 ads will absorb about 60% of the budget it spends each day. I am sure you are wondering whether the top 1-2 ads gets all of that - they do not. We are really consistent with getting new creative winners in there that helps us avoid this. We try to keep it maximally competitive at all times, and our gauge of understanding this is spend distribution.