Here are a few things you should have in mind while setting up your campaigns when your ad spends budget is less than 3 lakhs per month.
Campaign Budget Allocations:
Dynamic campaigns: 15%
(The budget split can differ between your engage and dynamic campaigns based on your performances)
Campaign Structure:
Campaign | No. of Adsets | Adset Type | No. of Ads | Ad Type | Minimum Budget |
Conversions_Prospect | 2 Adsets |
Note: In case of a new website with narrow website audiences try 2 Personas and create lookalikes after building an audience over the period of time | At least 2 ads Maximum 5 ads | (Custom+Smart) | Rs. 500 each campaign |
CatalogSales_Prospect
(if the number of products on your website is greater than 50) | 2 Adsets |
Note: In case of a new website with narrow website audiences try 2 Personas and create lookalikes after building an audience over the period of time | 1 | Smart Ad | Rs. 500 each campaign |
Conversions_Engage | 1 Adset | Custom All (Includes Page 365 days, Website 180 days, Video watched 365 days, Instagram 180 days audiences) | At least 2 ads Maximum 5 ads | ( Custom + Smart ) | Rs. 200 for each adset |
CatalogSales_Dynamic | 1-2 Adsets
|
| 1 dynamic ad | Smart Ad - INSTOCK Product set | Rs. 100 for each adset |
Points to Note :
Campaign Type - Prospect Recommendations :
Prospect campaigns are used to generate new acquisitions for the websites. It is always recommended to have these campaigns segregated at the category level based upon the website categories. Eg. Tops Campaign, Maxi campaign, etc. Reason being :
Each category can be targeted specifically based upon the need for the products. Example: Ethnic wear will be segmented to target the users interested in the traditional apparel while the tops and dress will be segmented to target western apparel audiences.
A wide gap between the prices of the products can be avoided. For eg. Let us assume that the selling price for tops is 500/- and for a Maxi dress, it is 2000/-. This huge difference between the prices of various products can be avoided by categorizing.
Adset level Recommendations :
For any prospect campaign, it is recommended to have 2 ad sets (1 Persona & 1 Lookalike) if the campaign budget is less than Rs. 2000 and 3 ad sets (2 Personas & 1 Lookalike) if your campaign budget is more than Rs. 2000. This structure will provide enough options for Facebook to spend appropriately on different ad sets at the allocated budgets. Always use industry-specific personas in each campaign. These personas are created by a set of experts based on industry learning for targeting industry-specific audiences.
In specific scenarios where website audiences are too low, it is recommended to run 2 ad sets (both personas) and avoid lookalikes initially.
Ad level Recommendations :
Each ad set under every campaign should have similar ads. It is recommended to have 4-5 ads in each ad set. 3 Category level custom ads (tops custom carousel in the tops campaign) and one category level smart ad (tops smart ad in the tops campaign).
Note: All ads should have the price of the product shown clearly and the landing page should be of that particular product, avoid category landing pages.