Smaller Meta advertisers keep making one critical data mistake that is holding back their growth. They need to consolidate campaigns to increase their data volume.
Campaign Consolidation isn't just a best practice, it is necessary to unlock the full power of Meta ads.
If you're not getting 50+ conversions per ad set per week, you're use Meta "light" and getting zero benefit from machine learning. This is like throwing money away. This leads to the "never grow, can't scale" problem.
What you can do:
1️⃣ Work the SMALL BRAND PLAYBOOK
It doesn't matter what the winners circle of eComm operators tells you on Twitter. If their business is 10x to 100x bigger than yours, their big brand playbook is worthless to your small brand.
Suffering from too little data, too small scale, and too few conversions is a problem unique to smaller advertisers. Consolidation solves this.
2️⃣ Focus on achieving MINIMUM VIABLE SCALE
Your campaigns have to get 50+ conversions per week to exit learnings. All of you efforts should be on hitting this goal.
Multiply your average cost-per-purchase by 50x to get a ballpark estimate of how much weekly spend is needed. Then put all of that spend into one single campaign.
Once you get enough scale, the benefits of Meta machine learning will likely product 20% gains in performance. Now you're on a growth trajectory.
3️⃣ Use ASC to have a SIMPLE CAMPAIGN with DIVERSE CREATIVE
While too many campaigns and too many ad sets lead to fragmented data, there's no downside to having tons of creative variations within a single ad set.
Leverage Advantage+ Shopping Campaigns for a simplified campaign structure, with broad audience targeting, and the flexibility to group together as many creatives concepts and creative variations as possible.
Upload unique vertical, horizontal, and square versions of every creative. Take advantage of 5x versions of text. Feed the system as much variety as possible.
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SUMMARY
This playbook has led so many Popsixle customers from being stuck to unlocking growth mode. You need great data, great creative, and most certainly a smart campaign structure.