Consolidate BFCM and Evergreen Ads for Better Meta Performance

Unpopular opinion: Small brands should consolidate BFCM ads and evergreen ads into one Meta ASC campaign. Why? So that the data from your holiday promotion fuels ongoing performance for weeks to come.

I'm not your run-of-the-mill ad buyer. I'm a data company CEO. Hear me when I say: CAMPAIGN STRUCTURE MATTERS

The conversion data within a single campaign is critical to building an accurate learning model for the Meta algorithm to optimize against. This is what trains Meta on who your best customers are, so it can efficiently find more of the right people.

Any time you fragment your ad spend into multiple campaigns, you are hurting your chances of building an efficient, performative ad account by fragmenting your data into separate campaign learning models.

This is especially true with Black Friday Cyber Monday promotions.

For smaller brands who struggle with getting 50+ conversions per ad set per week, here's what I recommend.

- Use a consolidated ASC campaign with broad targeting and enough budget to get 50 conversions per week.

- Put ALL of your creative into that one ASC campaign

- Add BFCM to the name of your ads that have promotional, time-sensitive language, ad copy, links, and creative

- Allow all of the data from all ads to merge into one learning model at the campaign level

- Simply toggle off the BFCM ads once your promo ends

Doing this will both maximize performance during the promo window, and lead to better data, better learnings, and better momentum after the promotion ends.

This is how you can make sure your promotional windows aren't just a one-and-done sale, and instead lead to ongoing ad success.

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