Question

Question about budget/campaign structure Greetings, I received this question recently and I realized I don't have a good answer. What do you think would be the best approach to structure a strategy that has the objective of selling 5-6 products to an audience of website visitors? This comes with 2 challenges:  a) If you create more campaigns/ad sets each with its own budget you risk spamming people (audience size is about 20k).  b) If you put them all together, Facebook might choose just 1 ad/1 product and the others might be left behind (although they might have sales potential). Curious what is your opinion/insight on this.  

Answer 1

Spamming is not a problem you need to worry about. With a small targeting audience your problem will be the high frequency rate that you'll reach relatively fast, so having 5-6 products (different creatives) will help. I would create different campaigns and scale them by performance. To increase your targeted audience, create LAL for purchasers and most likely this will help you scale more.  

Comments

Yeah, „high frequency” is the spam I was worried about. Scaling will not be a problem, but I am interested in promoting these products to the custom audience. Might try what @wigging suggested below, a carousel/product feed ad and we'll see how it goes. Not enough control on the creative, but we'll see how it goes.  

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If you want to test how each product performs, try a split test campaign. You can create up to 5 different adsets that won't overlap.  

Answer 2

Hey! Personally, I would do a CBO campaign with three ad sets, each ad set with 2 or three ads (depends on the budget you have). One ad can be a carusel type with all those 5-6 products. Another ad can be a Collection Ad with those 5-6 products where you can outline the benefits of each product. You can also test the purchase campaign but optimizing for reach instead of conversions because it lets you promote your products to people no more than once a day, so this can help you in reducing the risk of spamming people. Another thing you can do to reduce the possible high frequency is using the dynamic creative option so Facebook will automatically and continuously combine and find the best options of creatives and copy for your selected audience. I recommend always having a small budget for testing different type of creatives because before putting them into your scaling campaigns, you have to know for sure which are the winners, otherwise you might be losing some of your budget on creatives that dont work