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[Guide] Facebook Media Plan for Ecommerce Company + Proper Facebook Ads Naming Conventions

Assumptions:

Client already has the following assets:

Email List from previous buyers / checkouts
Pixel Data from Shopify store
Likers and Followers / Engagers From FB (ex. 7,384 people) and IG (ex. 6,357 followers)
Creatives, UGC (User Generated Content) and etc

Glossary of Terms

TOF – Top Of Funnel

MOF – Middle of Funnel

BOF – Bottom of Funnel

PPS – Post Purchase

ABO – Adset Budget Optimization

CBO – Campaign Budget Optimization

A/P – Auto Placement

VV – Video Views

UGC – User Generated Content

Campaign Structure Overview

Campaign 1 (Testing Creatives)

1. TOF Only
2. Target : Cold (LLA, Interest)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : ABO (more control of budget)

Campaign 2 (Test More Audiences)

1. TOF Only
2. Target : Cold (LLA, Interest)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : ABO (more control of budget)

Campaign 3 (Scale Proven Winning Audience and Creative)

1. TOF Only
2. Cold (LLA, Interest)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : CBO (gives FB freedom to pick winners)

Campaign 4

1. MOF
2. Target : Engagers, Site Visitors, Email list (Retarget)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : CBO (gives FB freedom to pick winners)

Campaign 5

1. BOF
2. Target : View Content, Add to Cart (Retarget)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : CBO (gives FB freedom to pick winners)

Campaign 6

1. PPS
2. Target : Purchasers (Retarget)
3. Objective : Conv – Optimize for Purchases (PUR)
4. Budget : CBO (gives FB freedom to pick winners)

Sample Campaign Naming Convention:

Ad Set and Ads Overview

1. Campaign 1 (TOF)

1. Audience Inclusions:
  1. Ad set 1 : stacked interests #1 (GEO: USA, Female, Age 18-65)
  2. Ad set 2 : Lookalike Audience from Add to Carts (180 days) based on shopify store’s existing pixel data. (Lookalike 2-4%, USA)
  3. Ad set 3: Broad Targeting (GEO: USA, Female, Age 18-65)
2. Audience Exclusions (applies to all ad sets) : Engagers (FB/IG) from the past 30 days, 30 day site visitors, 180 day purchasers – so FB will keep on searching new cold audiences.
3. Ads To Use :
  1. 1 Angle = 3 Creative variations (image, video and carousel)
  2. If 1 Angle = 3 ad sets, if 2 angles = 6 ad sets, if 3 angles = 9 ad sets
  3. If more than 1 ad angle, All 3 ad sets will be the same as above, only ad angles will change.

Note : “SCALPM” is example of a product name

2. Campaign 2 (TOF)

1. Audience Inclusions:
  1. Ad set 1 : Stacked Interest #2 (GEO: USA, Female, Age 18-65)
  2. Ad set 2 : Stacked Interest #3 (GEO: USA, Female, Age 18-65)
  3. Ad set 3 : Stacked Interest #3 (GEO: USA, Female, Age 18-65)
2. Audience Exclusions (applies to all ad sets) : Engagers (FB/IG) from the past 30 days, 30 day site visitors, 180 day purchasers – so FB will keep on searching new cold audiences.
3. Ads to Use : Use Winning Ads (1 angle with 3 variations) From campaign 1

3. Campaign 3 (TOF)

1. Audience Inclusions:
  1. Ad set 1 : Winning Stacked Interest (from Campaign 2)
  2. Ad set 2 : LLA of Winning Stacked interest (from Campaign 2)
  3. Ad set 3 : Broad Targeting
2. Audience Exclusions (applies to all ad sets) : Engagers (FB/IG) from the past 30 days, 30 day site visitors, 180 day purchasers – so FB will keep on searching new cold audiences.
3. Ads to Use : Use Winning Ads (1 angle with 3 variations) From campaign 1

5. Campaign 4 (MOF)

1. Audience Inclusions:
  1. Ad set 1 : Custom Audience : FB/IG Engagers 30 days
  2. Ad set 2 : Email list (non-purchasers)
  3. Ad set 3 : Website Visitors 30 days
  4. Ad set 4 : Video Views (from video ads of campaign 1-3)
2. Audience Exclusions (applies to all ad sets) : 30 day View Content, 30 day Add to Cart, 180 day purchasers
3. Ads to Use : Testimonials / UGC (User Generated Content) – Video or Images

6. Campaign 5 (BOF)

1. Audience Inclusions:
  1. Ad set 1 : Custom Audience : View Content 30 days
  2. Ad set 2 : Custom Audience : Add to Cart 30 Days
2. Audience Exclusions (applies to all ad sets) : 180 day purchasers
3. Ads to Use : DPA (dynamic Product Ads), Carousel, Collection

7. Campaign 6 (PPS)

1. Audience Inclusions:
  1. Ad set 1 : Custom Audience : 180 day purchasers
  2. Audience Exclusions : None
  3. Ads to Use : DPA (dynamic Product Ads)

Budget Overview

Here is an estimated breakdown of the budget allocation per funnel stage:

TOF = 70%
MOF = 15%
BOF = 10%
PPS = 5%

Assuming Client Budget : $100,000

Assuming this will be the budget for 45 days then:

Budget breakdown:

TOF Campaigns (Campaigns 1-3) is $70,000 / 45 days = $1,555 per day

MOF Campaign (Campaign 4) is $15,000 / 45 days = $333 per day

BOF Campaign (Campaign 5) is $10,000 / 45 days = $222 per day

PPS Campaign (Campaign 6) is $5,000 / 45 days = $111 per day

Scenario : Monthly / Daily Budgets

TOF campaign (ABO – $1,555 /day) if 1 creative angle = 3 ad sets. $518/day per ad set

TOF campaign (ABO – $1,555 /day) if 2 creative angles = 6 ad sets. $259/day per ad set

Additional Notes:

To combat ad fatigue especially for TOF Campaigns. I suggest iterating and testing multiple creatives. Ex. creating new ad sets for TOF campaigns with new creatives after a certain # of days per month.
Always test creatives first. This is one ad element that we have a lot of control over.
1. Relaunch / iterate previous performing ads
2. Re use high performing organic posts
3. Use amateur and authentic (and funny) videos as this could resonate well with select audiences. Ex. https://fb.watch/66D3K8Q_NK/
We can re-use customer reviews (UGCs) as angles for our ad copy or image/video creatives. Example taken from actual review – “It’s powerful enough to really knead your scalp, doesn’t tangle my long curly hair, and the massage heads are soft, but sturdy”

About Post Author

Arnold RB

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** Attention Local Business Owners! **

My name is Arnold RB, I am Digital Marketer Specializing in Local Business Growth.

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