Facebook Ad Campaign Structure: A Game of Growth (Chapter 10)

Vineet Karhail

Last Updated: August 30, 2020

In this article, you’re going to learn how to create the right Facebook ad campaign structure and the mistakes to avoid. If you’re still doubtful, read this post to learn why you should be running Facebook Ads. Let’s begin this start with the mistakes. 

Mistake #1: One Goal Campaign

Most media buyers and advertisers just put up a bunch of ads based on the goals or the objectives of the company or the clients. They create only one campaign, mostly a purchase goal campaign and think that Facebook will only find people who are ready to buy. So they won’t have to spend a lot on the acquisition. 

Technically, that’s what Facebook’s algorithm does. It looks for people who are interested in buying your product. If you’re looking for short-term low ROAS, this might be an okay strategy.

But they don’t understand that they are leaving a lot of money on the table with this approach. And they are not necessarily getting the cheapest ROAS in the long-term.

Mistake #2: Always be testing… without a long-term approach

Other media buyers test a bunch of ads, killing the ones that aren’t doing well and only keeping the profitable ones. They are in the always-be-testing mode and always looking for the winner ad. They test the creatives, they test the copy, they test different formats – videos, etc. I have to agree that this approach is still better than the first one.

However, it has 2 problems: 

i) You are wasting a lot of time and money into creating and testing various ads. But let’s assume you’re not concerned about it as long as you’re making positive ROAS or growth.

ii) The second problem is that this approach loses focus on the customer, but focuses on how to get more creatives. This is a big issue.

Understand how customers buy products: the buying journey

Before you create any Facebook ad campaign structure, you should know how today’s customers buy products.

During the early days of my career, I learnt in a seminar that, it takes 7 touch-points for anyone to buy your products. Salespeople were taught to follow up with calls, emails, and personal meetings to at least get those 7 touchpoints.

This couldn’t be further from the truth. Think about your last purchase of a laptop or Bluetooth headphones or any new gadget you bought last. You probably read a few review articles, watched many Youtube comparison videos, visited several eCommerce sites to check prices and discounts, probably even visited a store to see or maybe postponed the idea for a few months before suddenly finding an offer and jumping onto it.

In a study by a SaaS company, they found that it took 850 touchpoints for a customer to buy from them. In another study by Google, they discovered that it took between 20 (for candy bar) and 500 (flight) touchpoints for customers to finally make a purchase.

All this is to say that the buying process is complex and a customer moves through various channels and media before making a decision. What we can do as media buyers, is to understand their buyer journey and create ad campaigns structures to make it easier for them to go through the journey.

How to create Facebook Ad Campaign Structure

According to Facebook, we should adopt a full-funnel strategy using different campaigns objectives and formats to reach differentiated profiles within an audience and to target all the potential audience options i.e. Core audience, customer audience and Lookalike audience.

Let’s look at the diagram below, which is originally created by Eugene Schwartz, one of the best copywriters whose work is still being used by copywriters and marketers. According to Schwartz, only a small percentage of the market is aware of your product and is ready to buy from you, but the biggest chunk of the market is not even aware of the solution or the problem. 

Even though it’s more difficult to convince the market that is unaware of your product, this is where most marketers fail to reach. And your job as a marketer is to help the most unaware market to move through the funnel and become your customer.

Unaware and Problem Aware (Top-of-the-funnel)

The unaware and the problem aware markets are the cold markets or TOFU. These are the potential customers or prospects who do not know that there is a solution to their problems. 

Your goal is to build trust by helping prospects with questions related to the issue that your product can solve.

For example, if you’re selling cameras, help your audience get better at photography or learning the technical aspects of a camera or different parts and accessories of a camera. With this messaging, you are letting them know that you are someone they should rely on for their photography and camera needs.

Solution Aware (Middle-of-the-funnel)

Solution aware is the warm market or MOFU. There are prospects or audience that do not know about you but they know various solutions in the market.

Your goal is to educate them with entertaining content that introduces your products and their benefits, values or features.

Going with the same example, show them how easy it is to take pictures with your camera. Show them different pictures and conditions in which you took pictures with the camera and how they can use it for capturing different events.

Product Aware and Most Aware (Bottom-of-the-funnel)

This is the audience that knows about your product and the offer. They might be ready to buy from you and your goal is to encourage them to click to your sales page or product page or the category page where they can buy the product. 

You can use testimonials and reviews of your product, or build comparison charts.

Now you know why it’s important and profitable to target different audiences in different stages, let’s look at the BELT method to understand how.

BELT Method to structure Facebook Ad campaigns

BELT stands for Belief, Engage, Lead, Transact. We use BELT method to structure the Facebook ad campaigns. These are essentially 4 campaign types, you should always run to ensure you’re targeting different audiences.

BELT method for the right facebook ads campaign structure

Belief

The goal of the Belief campaign is to make the audience aware of the problem, and that there is a solution. The types of Facebook campaign objectives to run:

1. Reach

Objective: Show the ad to the maximum number of people in your audience

2. Brand awareness

Objective: Reach the people that are more likely to pay attention to and recall your brand. It can be a long-form blog post.

What you’re essentially doing is to tell Facebook, “Here’s my blog post and I wanna show it to my audience so that they keep me in mind. I don’t expect them to buy anything.”

3. Video view

The goal is to reach people with a high probability of watching your video. If somebody can watch a 15-minute video to understand more about their problem and existing solutions, you have successfully introduced your brand to them.

4. Post Engagement

People who are going to engage with your post or video – share post or comment or share info about your business with others

Facebook will look for new people to either watch the video or engage with the long-form content. Sometimes, post engagement ads for videos are cheaper than video view ads so you should try all.

Engage

The goal of the Engage campaign is to nurture and engage with the prospect. By now, the prospect is aware of the problem. Educate and entertain to introduce and strengthen your brand to the prospect. 

Some of the campaigns you should try:

1. Reach

Show the ad to the max number of people in your audience that has already been introduced to their problems and solutions. This is the right time to get them engaged.

2. Video View

Reach to the people with a high probability of watching your video.
Think about it… rather than spending $2-3 for people to arrive on your webpage where they’re going to spend only 10 seconds, why not let them watch a 10-20 minute video for $1-2. Don’t you think your audience will be more engaged if they give you their full attention for 20 minutes?

3. Landing Page View

Show the ad to people who are more likely to click the link on your ad and load the landing page. 

4. Post Engagement

People who are going to engage with your post or video – share post or comment or share info about your business with others.

Remember, you are not worried about people buying the product just yet. You just want them to interact with your content. Get the nurturing going.

Lead

The goal of the Lead campaign is to get their interest in the offer and engage more deeply with your brand, and enter the sales funnel and eventually buy from you.

1. Website Conversion

Get people to complete transactions on your website whether it’s page visit or sales or downloading an ebook.

2. Video views

Use video to encourage your audience to take action on your website i.e. download an ebook, 

3. Clicks to website

Direct your audience to your website encouraging them to explore your offer

4. Lead Ads

Collect information of my prospects or leads directly from mobile ads. There’s a caveat with lead ads on Facebook. Sometimes people don’t use the same email address to read emails as they used to create the Facebook account. So you’re getting an email address that is not useful at all.

Transact

The goal of the Transact campaign is to get the prospect to do business with you. By this stage, they have already seen your sales page and know your product, they are very much interested to buy from you.

At this stage, you should be strong with your Call To Action (CTA) to specific offers. Remember, they have already shown interest in buying your product, and you have to make them take action and purchase from you. 

1. Video Views

The goal is to encourage the audience to make a purchase and video is a great way to encourage people to take actions.

2. Image ads and stories

The goal is to drive people to your offers through highly stimulating visuals and copy. A strong copy can sky-rocket your conversions, while images are important for high CTRs.

3. Clicks to website

The goal is to direct users to your website and encourage them to explore your content, familiarize themselves with your products and brands, and ultimately convert them.

4. Website conversion

The goal is to reach site visitors who are more likely to buy or take the desired action on your site. Use Facebook Pixel to segment various visitors based on the products and target them with the right products, and you will see a huge increase in conversions and ROAS.

If you have been running only one objective ad for TOFU, MOFU, BOFU, you are leaving a lot of money on the table. Use the BELT method to structure your Facebook ad campaigns and target different audiences throughout the funnel.

To learn more about the BELT method, I recommend you to take Facebook Ads course by Curt Marly.


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