2 Types of Account Structures
Ibtehaj Rasool
Helping Founders and Owners double advertising ROI ????! ?? | Follow for High-Impact Paid Ads Solutions | Digital Marketing Enthusiast | 10+ Years of Marketing
2 Types of Account Structures
I've been auditing a lot of accounts recently, mainly due to businesses struggling with the iOS tracking fallout and Facebooks instability, and I have been trying to find some commonalities in why some accounts are working well while others are struggling to breakeven or even profit.
Along with some other similarities, which I will also share below, I have noticed that accounts are typically structured in 2 ways.
One way is not necessarily better than the other and of course there are exceptions to these.
Let's have a look at the 2 account structure and see if these resonate with you or if you fall into either of these.
Account Structure (Complicated):
These accounts typically have many campaigns in them (like 10+ and often with overlap) or if they have only a couple campaigns then they are stuffed with all sorts of adsets.
Basically, these accounts are quite unorganized and it feels like things are being thrown against the wall in order to try and make something stick.
We've had accounts like this where we are constantly launching and pausing and launching and pausing trying to find something that works.
But why does this happen?
These businesses have a few things in common:
Their products could be super niche or people aren't that interested in the products
Their offer isn't all that enticing or difficult to understand
Their websites are not that well optimized for conversions
Some have higher end creatives produced
No understanding of their customers
Focused on their brand and not what the customer wants/needs
Don't have a way of to track performance of their marketing to make decisions
Have basic email sequences that aren't doing much
.
Because of the factors above they have a difficult time getting their ads converting and make sales consistently and profitably. On top of that Facebook has a trouble understanding what it is the product is, what problem it is solving and isn't able to use its algorithm to find buyers easily.
This causes whoever is managing the ad account to have to do some precise targeting to guide the algorithm to help find buyers and often open/broad targeting does not work well.
Let's contrast this with Account Structure (Simplified):
These accounts typically only have 2-5 campaigns running at any given time.
1-2 TOF CBO or ABO scaling campaigns that are at a higher budget. Adsets in these are typically combined interests, lookalikes and an open/board targeting. 4-5 ads in each of these adsets.
1-2 MOF/BOF ABO campaigns that have stacked all their retargeting and re-engagement interests into 2-3 adsets. Using DCO (dynamic creative optimization).
领英推荐
1-2 ABO Testing campaigns that are only for testing audiences, creatives, copy, headlines, angles, etc.
With this account structure they are letting the algorithm do the work in placing the ads in front of the right people at the right time and they can do this because they have an easier time making sales/converting customers.
These accounts can still make sales when targeting obscure interests that have nothing to do with the product. Like targeting sushi, playstation, bedding, running, Toyota, etc ALL in the same account and getting positive ROAS.
But why can some businesses use a Simplified account structure when others cannot and have to use a more Complicated account structure?
Well, one of the reasons could just be knowledge or habits or higher scaling.
But mainly what I've seen is those businesses that are using Account Structure (Simplified) have a few things in common:
Measure their marketing based on MER (marketing efficiency ratio) because they have majority of sales coming from the 1-2 TOF scaling campaigns
They have products that people want
They have a higher view through attribution
They have an offer that makes sense and people want to buy
They have worked on their website to increase the conversion rates (functionality, copy, offer, etc)
They don't necessarily have a pretty website
They do a good job of describing what the product is and the problem that it solves in their ad creatives/copy AND on their website
Their creatives are typically NOT fancy $10,000 productions, but more lower quality and look more organic to the platform
Their ads have a lot of engagement on them
Their customer feedback scores are high
They have their email sequences working well and closing sales
Did you notice what the actual difference is?
Sure the accounts are set up differently, but that is because of factors OFF of Facebook and that are more related to the business and website. More related to understanding the customers and solving the customers problems. These allow Facebook or any other platform to perform better.
Remember this next time you see someone post a screenshot of their account with 2 campaigns in it saying "Look at my MAGIC 2 campaign account structure that I scaled with 24981x ROAS!"
It is likely that you could have done the same or better on the ad buying process and they had a lot of other factors helping them succeed.
Where do you even start in order to improve those other aspects of your business?
Go down the list below and pick one. I'd recommend starting at the top and working your way down as they will build a foundation for the next steps:
Share your thoughts in the comments.