The World's Shortest Facebook Ads Guide You'll Ever Need transcript

This year my agency managed $70 ad spend to drive over $300 in revenue for six, seven, eight, and even nine-figure e-commerce brands. This is everything you need to know on how to run Facebook ads. First, structure matters. Every account we manage has a clear swim lane between prospecting and retention. Prospecting is how you capture new customers. Retention is how you target your existing customers. This is critical to make sure you don't overspend on existing customers that have already purchased from you.

Every campaign that we run is a sales objective focus on the actual objective we have in mind. We never run add to carts, initiate checkouts, only purchases. Every time we launch new creatives, we group them by avatar and concept and we launch them as a new pack inside the ad platform that looks just like this. When we launch new packs, we set ad set spending limits equal to 1x your target CPA. For example, if your target CPA is $10, we're setting a average daily minimum of $10 at the ad set spending limit.

These are only set for 7 days. After those 7 days, they are removed. This allows every single ad creative to get adequately tested without overspending and creating cost centers within your business. We also have two optional campaigns that we often run. First is a retargeting campaign if we're overspending on our engaged customers naturally with prospecting and second is an optional scale/flash sale campaign that is specifically dedicated to our best creatives or whenever we're running a big sale.

After our structure is done, we go into our advertiser settings and go down to our audience segments. In our audience segments, we have two options. In the engaged audience segment, we want everyone who's been to our website in the last 30 days and anyone who's added to cart in the last 90 days. In our existing customers, we want all of our customers over all time. What this is going to allow us to see is the breakdowns between new, engaged, and existing customers on every single campaign, every ad set, and every ad.

This will allow us to understand if we're overspending, underspending, or adequately spending against each cohort. Once my structure and audience segments are taken care of, the next thing I want to focus on is creative. When it comes to creative in 2026 for Facebook ads, we are in the Andromeda era. The Andromeda era focuses on avatars matching to audiences. When you speak directly to your avatar with a template, you create a concept.

Concepts find audiences. We want to match avatars to audiences. Once I find an avatar or a template that works, I stack them. I start to use the same avatar in different templates or different avatars with templates that I know work. This creates a variety of concepts and a variety of audiences, each that I can go deeper on in time. The goal here is to go horizontal at first with a lot of different ads that are unique and then go as vertical as possible and as deep as possible on the ads and concepts that actually work.

Next, I would focus on deep dives. I'm talking age, placement, country, platform, every single thing that you could break down in the ad account. For each of these, I want to evaluate drop-offs in my core KPIs such as return on ad spend. If I see low return on ad spend and adequate levels of spend, I want to make sure I'm using value rules to actually break down where the spend is going. After this, we come into the conversation of very advanced operations such as cost caps, bid caps, highest value, and highest volume.

Each of these could be applied in unique scenarios with extreme caution because they could absolutely tank your account, but in most cases, they're going to create more stability in your account allowing spend to fluctuate, but putting your account in a position that you're stable on your cost per acquisition or your return on ad spend, whichever is most important to your actual KPI. If you want everything I just shared step by step broken down for you and the ability to ask any question anytime, join school.com/facebook.

And if you're one of those brands that sees videos like this and realizes this is way over my head, I want someone to do this for me, then go to the moonlighters.com/apply to see if you're a fit to work with us. That's all for today. As always, I hope you got a ton of value out of this video and I will see you in the next one.