Thread by @Saint_Dici

FB ads CBO strategy that’s delivering a ROAS consistently above 2x.

If you run FB ads you know how frustrating this platform has evolved to be for media buyers.

This strategy is working well for our brands with AOV of at least ~60

//THREAD//

Step 1: Always Test.

No bid caps / cost controls. Buy data then scale top performing ad sets.

CBO -> Ad Sets: 10-15 audiences with a mix of value LAL, broad, and customer list LAL.

Creative: 3-5 creatives in each ad set. Test creating a secondary ad account for this testing.

Step 2: Buy data with your 10 - 15 tester audiences.

Daily performance on the platform has had HUGE performance swings lately, this is a good way to hedge.

Move top performing ad sets and ads out of this CBO and test running them as stand alone campaigns no CBO.

Step 3: Create CBO with top performing ad sets to scale. Set your target cost, I prefer this over bid bc you give FB a little more room to work.

Run 4-5 wining ad sets and winning creative in CBO.

For one account the target cost is $25 and FB delivers $60 orders all day long.

Step 4: Retargeting Web & Social Engagement CBO

Ad sets: (exclude customers and purchases)

1. PV 30
2. All Web 180
3. Social Engagement 30
4. Social Engagement 365

Use dynamic creative here.

Step 5: Existing Customer Funnels

1. All customers in one ad set
1. Create at least 3 ads. Sweet spot seems ~6 ads

* Run follow up funnels based on product purchase
* New product drops
* Refer a friend and save
* Subscribe and save
* Discounts

Let me know if this helps..