Account Structure Inspiration Post-iOS14.5

It really does feel like media buying before April 26, 2021 was a different world than after April 26, 2021.

What happened on April 26?

Apple rolled out iOS14.5, or otherwise known as the software update that took away the beauty of the Facebook Pixel, our ability as advertisers to target relevant customers, decent reporting, and also, our sanity.

Since we don’t have the amount, and quality, of data that we used to, we’re having to change the way we think about our account structure, optimization, creative, analysis, and so much more. Because of this, we’ve restructured many of our accounts to try to navigate Facebook ads in a post-iOS14.5/limited data and tracking world.

We posed a question about how ad buyers around the industry are structuring their ad accounts right now in our Facebook & Instagram Pro Ad Buyers Industry Group, and while consolidation was a common theme, overall structures varied across the board.

Speaking of MER, have you read our latest blog on Facebook reporting and how we’re using MER to help combat our lack of data and attribution?

In light of this, we’ve shared below an account structure we’ve used on our clients and suggested in recent audits that we have seen success with since iOS14.5 took away much of our data. Keep in mind that every account is different - the pixel data, the on-platform data, the creative, the audience, the spend, the location - but even if your account is different, we hope the structure below might give you some rebuild inspiration to crack the code of Facebook ads right now.

SAMPLE ACCOUNT STRUCTURE

• TOFU ABO Campaign 1 - FB/IG Engagers last 90 or 180 LLAs (1/3/5% or 3/3-6/6-9%) w/proper exclusions

  • 3 ad sets

  • 2-3 creatives per ad set - if you have social proofed creative, use that

• TOFU CBO Campaign 2 - Broad w/proper exclusions (if you don’t see success with lowest cost broad, try a manual bid + broad, with a higher Cost Cap or Bid Cap than you would normally use)

  • 1 ad set

  • 2-3 creatives

• TOFU ABO Campaign 3 (Optional) - 2-4 broad interests that you’ve seen success with in the past that have ideally 5 million + users in the interest group, w/proper exclusions

  • 2-4 ad sets

  • 1-2 creatives per ad set

• MOFU ABO Campaign 4

  • FB/IG Engagers last 180 (can break out to 30, 31-90, 91-180, OR 90, 91-180 depending on audience size)

  • Video Views last 180 (we usually do thru-play/15-sec view)

  • Email subscribers (if this is usually a good audience for you - lower ABO budget than others since they aren’t as warm)

  • Website visitors last 90 or 180

  • Previous purchasers

  • 3-4 creatives per ad set

• BOFU ABO Campaign 5

  • 7/30 day View Content/Add to Cart retargeting (could add in a 14-day and/or 45 or 60-day window depending on audience size)

  • DPA retargeting if you have an account with multiple SKUs that DPAs make sense for - if not, a static image with reviews + social proof

• OR, option to combine MOFU & BOFU for consolidation, especially if audiences and/or budgets are smaller

Have questions about this? Shoot us an email at courtney@foxwelldigital.com.

Finally, speaking of Optimization in a post-iOS14.5 media buying world, have you checked out our newest course, Optimizing & Auditing with Confidence & Clarity yet? Use code: FB50 for $50 off and let us know what you learn!