📋 Video Summary

🎯 Overview

This video debunks the "one campaign method" for Facebook ads, a strategy that suggests putting all ads within a single campaign. The speaker, with extensive experience managing ads, explains why this method is ineffective and presents a superior, modular approach called the M3 method.

📌 Main Topic

The optimal strategy for structuring Facebook ad campaigns, emphasizing the pitfalls of the one campaign method and introducing a more effective, modular approach.

🔑 Key Points

• 1.The "One Campaign Method" Doesn't Work [0:00]

- The method oversimplifies ad management and fails to properly allocate budget.

- It lacks control over budget distribution across different audience segments (new, existing, engaged).

• 2.Audience Segmentation is Critical [1:44]

- Breaking down performance by audience segments (new, existing, engaged) is crucial for understanding where your ad spend is most effective.

- The one campaign method can lead to overspending on existing and engaged customers, hindering new customer acquisition.

• 3.Incremental Attribution Reveals True ROI [3:39]

- Using incremental attribution shows which conversions are directly caused by Facebook ads, providing a more accurate view of ROI.

- The speaker demonstrates that the one campaign method can lead to inflated ROIs on existing and engaged customers and underperformance on new audiences.

• 4.The M3 Method: A Modular Approach [6:20]

- This method utilizes a structured approach with three key swim lanes: prospecting, retargeting, and retention.

- This structure allows for clear segmentation and optimization for each stage of the customer journey.

• 5.Retention Campaign Setup [7:10]

- Includes all-time purchasers and 180-day purchasers.

- Uses a combination of Clavio and pixel audiences.

• 6.Retargeting Campaign Setup [8:21]

- Focuses on add-to-cart, website visitors (30 days), and engaged users (Instagram/Facebook, 14 days).

- Includes exclusions to prevent overlapping.

• 7.Prospecting CBO Campaign [9:49]

- Uses a Campaign Budget Optimization (CBO) approach with multiple ad sets (packs), each containing different creatives.

- This structure creates a hyper-competitive environment where winning ads naturally rise to the top.

• 8.Graduating Winners [12:26]

- Winning ads are graduated to scale and interest group ad sets to increase efficiency and broaden the audience.

💡 Important Insights

• •One Campaign Method's Flaw: It allows Facebook to freely shift budget, leading to overspending on the wrong audiences. [2:19]
• •Incremental Attribution: Reveals the true impact of ads, highlighting overspending on existing customers. [3:39]
• •M3 Method's Structure: Creates a clear, organized system for managing campaigns across different stages of the customer journey. [6:20]
• •Prospecting CBO Advantages: Enables a competitive environment for creatives and allows for easy graduation of winning ads. [10:22]

📖 Notable Examples & Stories

• •The "One Campaign" Account: The speaker showcases an account using the one campaign method, which appears to be performing well but could be significantly better. [1:04]
• •Incremental Attribution Data: The speaker uses this data to demonstrate how the one campaign method overspends on existing customers. [3:39]
• •The Moonlighters' Approach: The speaker shares the M3 method used by his agency, demonstrating a practical application of the concepts discussed. [6:15]

🎓 Key Takeaways

• 1.Avoid the "one campaign method" and its limitations.
• 2.Segment your campaigns by audience type (prospecting, retargeting, retention).
• 3.Use a modular approach (like the M3 method) to manage and optimize campaigns effectively.
• 4.Test multiple creatives within a prospecting campaign to create a hyper-competitive environment.
• 5.Continuously analyze data and adjust your strategy based on performance.

✅ Action Items (if applicable)

□ Analyze your current Facebook ad campaigns and identify if you're using the "one campaign method." □ Implement the M3 method or a similar modular structure for your campaigns. □ Set up audience segmentation and track performance by segment. □ Test multiple creatives within your prospecting campaign.

🔍 Conclusion

The video strongly advises against using the one campaign method, emphasizing its inefficiencies. It provides a detailed, actionable guide to a more effective Facebook ad structure, the M3 method, which prioritizes audience segmentation, creative testing, and a modular approach for better control and performance.