#marketing-paid

@Charles Tichenor IV what's up brother, perfect timing!

Got a few for you been in the back of my mind the last couple months:

1. What's best practice now for campaign structure for e-commerce accounts you are noticing is working the best? So far we've narrowed it down to one core CBO, 1 ad set all open targeting and ads inside at each of the 5 awareness stages with copy that hits that specific stage in the customer journey to capture people from TOF to BOF.
2. What are you using for ad creative format and what are you seeing works best for ad layout performance? Flex, Single, Carousel, Collection or a combination?
3. What are you noticing that works best for Creative setup? Do you include promotions, branding, site links, products turned on? We typically turn these off.
4. What "AI" enhancement suggestions do you turn on and off for your ads? i.e. Add Overlays, Visual touch-ups, Enhance CTA, Text Improvements etc. I don't know if Meta is quite there yet with doing this well imo, curious on your thoughts.
5. When it comes to your DCT method, are you still doing 2 headlines and 2 primary text for every ad or are you doing something different? Leads Specific:

Another question I had was about ad account structure for Leads. Say we are sending people to a landing page with a VSL / Book a Call funnel. Is there any best practice you've seen for this? Do you run video + statics in the same campaign? What are you noticing works best for scaling and improving lead quality from a campaign structure + testing / scaling perspective?

1: how many ads are in this one ad set and if it's more than 5 to 8 which ones can we get rid of and which ones have an above average CPA and a below average GPT

2: every ad should be a 322 flex to start with and that should always contain three creative that are of the same format and in your Second ad set of this campaign the creative test should be specifically designed to solve the problem that your best dads have according to 4PI analysis we want to give it the best additional complementary add to see success

3: in my experience the best effort is to just go straight forward to get the sale but also I wanna add to warm my audience by doing brand development efforts promoting organic content so that my ads don't have to be the hello and the clothes they only need to close the deal

4: generally not using much of these AI enhancements primarily because most accounts are already way too complicated and the easiest way on the board is just simplifying from dozens of ads to the few that work and those that are that have easy wins on the board by creative testing to improve the issues that they have and my experience less than 5% of accounts are even in space with this kind of test is something they can afford to do

5: and every flex two headlines to primary text with 3 creatives

Ask your other question there is no reason to have different kinds of creatives in different campaigns each campaign is a business objective each business objective should have a singular quantifiable KPI and you need to know the value of the action and how much it cost to get that thing and then increase the volume of it where you can buy the value at a lower cost

@Charles Tichenor IV appreciate your answers man, thanks for the insights! We do try to shoot for 6-8 ads in the campaign in reference to 1. and good to hear I'm not crazy about AI enhancements, there's too many variables to know what would be contributing to the results.

So in your flex campaign --> You have a winning ad set AND a testing ad set set up as a CBO or ABO?