Ad Account Structure Guidelines for Large Accounts

If you’ve been following our blog, you’ve seen our Ad Account Structure Guidelines for Small accounts ($25K USD/mo spend) and Ad Account Structure for Medium Accounts ($25K - $100K USD/mo spend).

But what if you’re spending over $100K per month on Facebook ads?

This is the blog for you.

With the inconsistency (at best) and straight up dumpster fire (at worst) that Facebook & Instagram ads have been so far in 2022, we’ve spoken with some huge players in the high spenders group of ad buyers to bring you our take on how to structure your large accounts in Facebook ads right now.

The TL;DR: Even at high spends, still consolidate, consolidate, consolidate.

Sample account structure for Q1 2022 for LARGE AD ACCOUNTS

Keep in mind: Just because you’re spending a pretty penny on ads each month doesn’t necessarily mean your account structure is crazy complex. Yes, you should use vertically AND horizontally scaling methods as you go. But don’t get crazy. (Not sure what those mean? This course goes DEEP into it).

Some ideas to consider (not the ONLY way to make a large account structure work):

Campaign & ad set structure, budgeting, and bidding

• In total, we suggest running 10 or less total campaigns

  • 5-8 prospecting campaigns (70-80% of budget)

  • 1-2 middle funnel campaigns (10-20% of budget)

  • 1 bottom funnel campaign (5-10% of budget)

• 70-80% ABO and 20-30% CBO

  • Consider your CBOs having ad set limits applied with some ad sets having minimums and others having maximums (due to how Facebook often likes to allocate budget based on CTR rather than purchases)

  • Try setting the spend minimum limit at 1-1.5x the CPA or 1x the AOV

  • Another option is to use ABO for prospecting and CBO for retargeting – The algorithm should be better at managing budget with small retargeting audiences than large prospecting audiences.

• 3-6 ad sets per campaign for prospecting

• 1-3 ad sets per campaign for retargeting

Creative

• Cap the number of active ads in any ad set at five.

  • Any more than this and Facebook will likely put the majority of budget towards the top 2-3 ads and give the other ads a few dollars a day.

  • This doesn't allow creative testing as effectively, BUT will help with delivery and profitability

  • To improve testing, you could add more ads to the ad set and turn on/off ads to cap at the same maximum of 3-5 ads at once to manually distribute spend more evenly across creatives

• If you have a winning creative, try testing some different iterations of it (i.e. different hooks, different copy – short copy vs. long copy )

Sample Large Account Structure

• One Broad TOF campaign (with gender or age targeting based on brand/customer demographics)

  • CBO or ABO

  • Large daily budget

  • With simple exclusions (180 WCA, 180 PUR and all-time purchasers/Klaviyo sync if the product has a high customer return rate)

  • 1 ad set

  • 3-5 social proofed creatives

• One Broad TOF campaign (with gender or age targeting) - Reels-only placement

  • CBO or ABO

  • TikTok/Reels-specific creative

  • 2-5 creatives

  • Whitelisted or branded content Reels if available

• One 10% lookalike stack

  • High value seed audiences with 3-6 lookalikes

  • Low value seed audiences with 3-6 lookalikes

  • Start with ABO for a solid amount of spend – then if both are performing well, could duplicate and switch to CBO

• One interest persona campaign

  • ABO

  • 2-5 interest persona stacks (5-10 interests dedicated to creating separate customer personas)

  • Include different creative in each persona ad set that is relevant to that audience persona

  • Think out of the box for some interest personas (i.e. if your customer likes to travel, try creating an interest persona not just around frequent travelers, but other things travelers do, like rental cars, transportation, airline companies, travel products, etc.)

• One other prospecting campaign - possibly a legacy campaign that has worked in the account for a long period of time and has lots of built-in data, or a testing campaign specifically focused on testing creative, etc.

• One MOF campaign - 90 or 120-day retargeting

  • 1 ad set

  • ABO or CBO

  • All retargeting audiences, excluding purchasers for the same amount of time (don’t forget video viewers, and don’t forget to date your video viewer campaigns and update them periodically)

  • Creative that understands the customer knows the brand/product but overcomes objections to not purchasing

  • Longer-form copy is great here

  • Include reviews in the copy to give the ads another layer of social proofing

• One MOF campaign - 180 day retargeting

  • 1 ad set

  • ABO or CBO

  • Longer form blog creative or featured articles that include both product education, FOMO for not having the product/brand in their life, and verified resources that prove the product’s worth

  • Organic social posts from the brand that pull on the heartstrings and have social proofing.

  • Could also try branded content or whitelisting here

• One BOF campaign

  • 1 ad set for 30 day view content/add to cart abandoners or 2 ad sets with a 7 or 14-day cart abandoner and another 30 or 45 day cart abandoner

  • DPA (if it makes sense for the brand) OR static images pushing FOMO and why they should finish their checkout

  • Could push a discount code after 14 or 30 days from abandoning their cart

  • Include reviews in the copy and any other reasons they not only should purchase, but NEED to purchase