Ad Account Structure Guidelines for Mid-Sized Ad Accounts

We know that in 2022, consolidated account structures are what’s working and what’s suggested by experts across the board.

However, just saying “consolidation,” doesn’t mean we can have one giant broad audience with no exclusions and still be profitable.

If your ad account is a mid-size, ideally spending anywhere from $26,000 - $100,000 per month, try giving this account structure a whirl.

Sample account structure for Q1 2022 for MID-SIZED ACCOUNTS

We posted a blog about small account structures, so this will start with that base and then build off of that with more testing, more audiences & personas, more creatives, and larger budgets.

• TOF – Cold(ish) prospecting

  • Has not interacted with the brand yet

  • Less exclusions - try just excluding purchasers or just purchasers and last 180 website visitors only

  • TOF audiences to test:

    • Broad audience on lowest cost

    • Broad audience on cost cap or bid cap (start with your cap at 3X the ideal CPA and walk it up or down based on spend and conversions)

    • Lookalikes

      • Go with larger percentage lookalike audiences rather than smaller - in Q1 2022, try nothing smaller than a 5%. We’re liking 5%s, 8%s, 5-10%s, and 10%s at the moment. (try 1-3 different larger % lookalikes to start, then as they work, stack them together and keep testing more)

      • Try individual lower-intent seed audience lookalikes by themselves in a CBO, then as they work (or don’t), move the audiences that are working into a lookalike stack while testing other percentages and other seed audiences in a testing campaign

      • Interest stacks by persona - larger audiences are better than small audiences, but don’t dump all of your interests together at once. Segment them by the type of customer/persona so that you can use more relevant ad creative to those specific audiences, as well as gain learnings of who your real customer persona is and who’s converting better (or differently) than others.

  • Spend the vast majority of your budget in TOF. New customer acquisition will always be HUGE, but keep in mind, with less exclusions, you’ll have some retargeting in your TOF audiences. We usually suggest spending at least 70-80% of your budget in TOF.

• MOF – All warm audiences

  • Has been to the site, engaged with FB/IG ads, posts, and videos, is subscribed to the email 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

  • Spend about 15-20% of your budget in MOF

• 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

  • Spend no more than 5-10% of your budget in BOF.