Below is my recommended campaign and adset structure for Facebook Ads for e-Commerce sites.

Note about Conversion Events, Placements, Optimization, and Conversion Windows: I purposely do not mention what the settings should be for these because (1) it depends and (2) it’s a much bigger topic that I will address. For most initial campaign setups, you can leave these at their defaults and adjust later on.

Campaigns

Past Purchasers

This campaign targets past purchasers (your past customers)

Buying Type: Auction
Campaign Objective: Conversions

Ad Sets

All Past Purchasers

Audience: Purchase 10d, 30d, 180d, All Time
Detailed Targeting Expansion: Off

Optionally, if your business is high volume and has a large amount of customers, you can consider creating multiple Ad Sets for past purchasers recency. Eg: Past Purchasers: 30d; Past Purchasers 180d; etc… In these cases, make sure to exclude audiences from each ad set to avoid overlaps.

Remarketing

This campaign targets people who have engaged with your brand, website, or facebook page, but who have not previously purchased.

Buying Type: Auction
Campaign Objective: Conversions

Ad Sets

Engaged Visitor 30d

Audience: Add to Cart 30d; Site Visitors Top 25% 30d; Facebook Engagement 30d; Instagram Engagement 30d;
Exclude Audiences: Purchase 30d;
Detailed Targeting Expansion: Off

Engaged Visitor 180d

Audience: Add to Cart 180d; Site Visitors Top 25% 180d; Facebook Engagement 180d; Instagram Engagement 180d;
Exclude Audiences: Purchase 180d; Add to Cart 30d; Site Visitors Top 25% 30d; Facebook Engagement
Detailed Targeting Expansion: Off

Dynamic Remarketing

This campaign will generate dynamic product remarketing ads driven by a product catalog.

Buying Type: Auction
Campaign Objective: Catalog Sales

Ad Sets

Product View 30d

Audience: Retarget Ads: Viewed or Added to Cart but not Purchased: 30d

Cart Abandon 180d

Audience: Retarget Ads: Added to Cart but not Purchased: 180d

New Customer Prospecting

This campaign will target “brand unaware” customers. People that have never purchased from you, and that havent interacted with your brand in at least 180 days.

Ad Sets

Look-a-Like 1%

Audience: Look-a-Like 1%
Exclude Audience: Purchase All Time; Purchase 180d; Add to Cart 180d; Site Visitors Top 25% 180d; Facebook Engagement 180d; Instagram Engagement 180d;

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