The BEST Facebook Ads Account Structure For Ecommerce | Facebook Ads with GRX Strategy Solutions

Introduction to Meta Ads Account Structure for E-commerce

• Successful Facebook and Instagram ads depend heavily on proper ad account structure.
• The Meta ads ecosystem has changed significantly in the past year, especially for e-commerce brands, requiring updated strategies.
• The speaker has applied these structures across 100+ brands of varying sizes, from those spending a few hundred dollars daily to brands spending hundreds of thousands monthly.
• Examples include brands like Young Nails, Lola Dre, Kleinfeld, Mission, Studio Suits, and Opera Beds, showcasing scalability from small daily budgets to multi-million dollar monthly revenues.
• The focus is on scaling ad accounts progressively while maintaining or improving Return on Ad Spend (ROAS)

Key Elements of Successful Campaign Structures

• The speaker will reveal how campaign structures differ among 6-, 7-, and 8-figure brands.
• The main question from e-commerce brands is how to structure ad accounts for steady scaling and improved ROAS.
• Despite different brand sizes and spend levels, the core fundamentals of ad account structure remain consistent.
• Four example ad accounts will be analyzed, ranging from brands recently onboarded (30 days) to those with 4+ years of partnership, showing how structures adapt based on business needs and spend.
• The base structure remains almost identical despite adaptations.

Key Insight:

• Even at very different spend levels and ROAS, the same core swim lane structure (prospecting, retention/existing customers, retargeting) underpins success.
• The simplicity of structure can outperform complexity depending on brand maturity and goals.

Recommended Starting Structure for New or Small Accounts (<$5,000/month spend)

• For accounts spending under $3,000 to $5,000 monthly, start with a two-campaign structure:
  • Broad Prospecting Campaign (CBO – Campaign Budget Optimization) with multiple creatives.
  • Existing Customer Campaign (Retention/Remarketing) targeting past purchasers only.
• Important technical setup for existing customer campaign:
  • Use custom audiences targeting anyone who purchased via the Facebook pixel in the last 180 days and anyone on your email/CRM list imported into Facebook.
  • Do NOT select “Reach people beyond your custom audience” or any similar expansion option to avoid diluting focus.
• Budget allocation:
  • Majority on prospecting for net new customer acquisition.
  • Retention campaign typically consumes 5-10% of total spend.
• Frequency management for retention ads:
  • Aim for no more than one ad impression per day per user to avoid ad fatigue.

Scaling Structure for $3,000 to $10,000 Monthly Spend

• Maintain broad prospecting with 100% broad targeting, no interest-based targeting at this stage.
• Include multiple creatives per campaign (4-6 creatives is ideal).
• Introduce a scaling campaign (also called ASC or Advantage Plus Shopping campaign), which houses the top-performing creatives from the prospecting campaigns.
• Process for identifying top creatives:
  • Sort creatives in the prospecting campaign by amount spent and ROAS.
  • Select creatives with above-average ROAS (e.g., >3.0) and high spend.
  • Duplicate these top creatives into the scaling campaign as single ad sets to avoid confusion.
• The existing customer campaign remains unchanged.
• This stage represents the first level where professional management and optimization become critical to push ROAS higher and scale spend effectively.

Professional Management and Scaling Beyond $10,000 Monthly Spend

• Moonlighters agency specializes in optimizing accounts spending $20,000+ monthly, driving on average a 41% increase in ROAS or profit for clients.
• Scaling challenges arise around $30,000 spend where “dead walls” or diminishing returns appear if budget distribution is not optimized.
• From $10,000 to $30,000 spend:
  • Keep scaling and existing customer campaigns consistent.
  • Prospecting campaigns evolve to become more expansive with interest-based targeting groups alongside broad targeting.
  • New creatives are grouped into “packs” and tested within broad campaigns.
  • Top creatives are graduated into interest-based ad sets, which each target a single detailed interest only (no combined interests).
• Reasoning: Interest groups tend to have higher ROAS but lower scale potential compared to broad campaigns.

Key Insight:

• Interest groups significantly outperform broad ad sets on ROAS but lack the volume to scale alone.
• Combining broad and interest targeting maximizes both scale and efficiency.
• Targeting one interest per ad set is crucial; multiple interests reduce performance drastically.

Advanced Structure for $30,000+ Monthly Spend

• The structure expands but is fundamentally the same:
  • Multiple broad packs (likely 10-20) with new creatives.
  • Multiple interest groups (5-8 or more), each targeting a single interest.
  • One focused scaling campaign with top creatives.
  • Existing customer campaigns become more segmented by recency: 30-day, 90-day, 180-day purchasers, and email list segments.
  • Dedicated retargeting campaigns split by user behavior, e.g., add-to-cart vs. site visitors, to optimize budget allocation and measure performance accurately.
• At this level, clear budget segmentation and audience segmentation is essential to overcome scaling walls and maintain ROAS.
• Retargeting no longer flows indiscriminately; it is broken into segmented ad sets to track efficiency and optimize spend.

Final Recommendations and Call to Action

• The speaker encourages viewers to apply these structures based on their current spend level and business needs.
• For businesses spending $10,000+ monthly, it is recommended to engage professionals (like Moonlighters) who can customize and optimize campaigns based on detailed business metrics such as cost of goods sold (COGS) and margins.
• The core structure presented serves as a foundation for sustainable scaling in Meta ads.
• Continuous creative testing is critical; a linked video explains how to test creatives at scale to minimize wasted spend and maximize efficiency.
• The speaker invites comments and questions and offers a link for professional consultation.

Key Concepts and Definitions

Core Takeaways

• Account structure is crucial for scaling Facebook/Instagram ads effectively in e-commerce.
• Start simple with two campaigns (prospecting broad + existing customers) under $5k spend.
• Gradually introduce scaling campaigns and interest-based prospecting as spend grows to $10k+.
• At $30k+ spend, expand campaigns extensively with segmentation of creatives, audiences, and retargeting.
• Manage budget distribution carefully to avoid scaling walls and efficiency drops.
• Use single-interest targeting in interest groups to maximize ROAS.
• Continual creative testing and data-driven optimization are necessary at every stage.
• Professional management can significantly improve returns and scale faster.

FAQ

Q: Why avoid “Reach people beyond your custom audience” in retention campaigns?
A: Expanding beyond your existing customers dilutes the audience, reducing targeting precision and often lowering ROAS. Restricting to known purchasers ensures efficient budget use.

Q: How many creatives should I include in prospecting campaigns?
A: Aim for 4-6 creatives per campaign; enough to test variety without overwhelming data analysis.

Q: What is the purpose of the scaling campaign?
A: To house and scale the best-performing creatives from prospecting campaigns in a focused manner for maximum efficiency.

Q: Why target only one interest per ad set in interest-based campaigns?
A: Targeting multiple interests decreases clarity and performance. Single-interest ad sets allow precise measurement and optimization.

Q: How to manage frequency for existing customer campaigns?
A: Keep frequency to about one ad impression per day per user to avoid ad fatigue and irritation.