If you have run campaigns using Facebook in the past, you will know how challenging it can be to get the cost-per-purchase to a profitable level. The bad news is that everything needs to be excellent for a purchase optimised campaign to perform - and that includes not just the campaign set up itself, but also the creatives, landing page, offering, site usability and of course the product itself.

The good news is that for the campaign set up, there is one right way to do it - once you get it right, you can focus on optimising the rest.

What do I need to do before launching a campaign?

Before launching a purchase optimised campaign, you need to consider the following things:

1. Is the Facebook pixel and conversions API installed correctly on your site or app?
2. Is the e-commerce site working correctly, and designed to be clear and easy to use?
3. Is the product offering compelling enough? Are there a significant number of organic sales? Without organic sales, not only will Facebook's algorithm struggle to optimise effectively, but it might be a sign that the product and price offering itself is not attractive enough.
4. Do you have multiple creatives ready? We recommend 3 significantly different ads per ad set. It's not enough to just tweak a few words here and there, you will have a much better chance of discovering a creative that resonates when you test different variations.
5. Do your creatives answer the question "Why should I care?". It's not enough to simply put your product in front of people and expect them to do the maths. Concisely explain why someone should buy your product.

A common mistake ad accounts often have

I commonly see ad accounts with the following campaign structure:

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The campaign set up has 2 types of campaign:

• Prospecting campaigns that target broad audiences to promote brand awareness. These often don't perform very well at driving purchases and it's hard to know how much budget to put against them.
• Retargeting campaigns that show ads to anyone that has been on the website or app

There is a problem with this set up however. It's difficult to know which prospecting audiences are driving the most retargeting sales. Facebook allocates the conversion to the most recent click (or impression in absence of a click). This means the retargeting campaign hogs a lot of the conversions and masks the conversion driving effect of the prospecting campaign.

There are a few more pitfalls I see often, such as not excluding existing customers and website visitors from prospecting campaigns which can complicate attribution even further. I will explain how to avoid these issues with our recommended structure 'Closed Funnel' below.

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I'm ready to launch, what now?

Now that we know it's important to understand the real impact of your prospecting campaigns, we devised a structure that gives insight into the full funnel from awareness to purchase. This allows you to answer the question "Which of my prospecting audiences is likely to purchase down the line?"

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With the closed funnel structure, each campaign has 2 or 3 ad sets.

1. A broad audience that allows Facebooks algorithm to use your existing purchase data to find people most likely to convert
2. An (optional) interests targeting audience, that gives the Facebook algorithm a leg up and allows you to design the creative to suit a certain interest
3. A retargeting ad set that only retargets users that originated from this campaign

Now I know what you must be thinking - there are a lot of ad sets, audiences and exclusions to create. Thankfully, we have automated this whole process.

How to set up a closed funnel campaign quickly and easily using Aduhu

To make things a little simpler, if you create a campaign that is optimised for conversions, when you go to create your first ad set we will prompt you with this question:

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If you say yes, we will ask a few simple questions and set everything up automatically - right there in front you.

This will leave you the time to optimise all the other things necessary for a successful Facebook campaign.

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