Ad Account Structure Guidelines for Small Ad Accounts

Consolidation. Consolidation. Consolidation.

OK, yes - agreed that we all need consolidated ad account structures, but what does this actually mean?

We got you.

This is for accounts spending $25,000 USD per month or less. Have a larger account that you’re wanting some inspiration to rebuild? Check out our account structure blog for mid-sized accounts.

Sample account structure for Q1 2022 for SMALL ACCOUNTS

Try this simple three-tier structure

• TOF – Cold(ish) prospecting

  • Has not interacted with the brand yet

  • Try just excluding purchasers and website visitors last 180 days OR just purchasers, and understand that you may get some retargeting customers here (that’s ok!)

  • Spend 70+% of your budget in TOF

  • Try no more than 3 campaigns in TOF

    • Broad

    • Lookalikes (try 1-3 different larger % lookalikes to start, then as they work, stack them together and keep testing more)

    • Interest stacks by persona

• MOF – All warm audiences

  • Has been to the site, engaged with FB/IG ads & posts, email blast list, etc.

  • One campaign, one ad set with all of your MOF audiences together.

  • Keep in mind in the creative that they know something about your brand and the product, so use this MOF creative to overcome some type of obstacle they may have had when getting to know the brand the first time

• BOF – Dynamic Product Ads (DPA)

  • Has viewed a product page or added to cart recently but has not yet purchased

  • Use customer reviews in the copy, bold statements, and anything to add urgency or FOMO here

  • If you have a discount when you sign up for emails, you could try including that in the DPAs as a last-ditch effort to get them to convert