Digital Marketing Facebook Ads

Facebook Campaign Structure for Long-Term Success

A re-usable “evergreen” structure for your Facebook Ads Campaigns helps with long-term performance, data analysis, and maintenance costs.

Evergreen Campaigns

Evergreen Campaigns add some structure and sanity to your Facebook Ad management. They prevent the typical disorganized Campaign sprawl that plagues most Facebook Ads Accounts. Evergreen Campaigns encourage continuous improvement and optimization, facilitates data analysis, and lowers maintenance costs.

An Evergreen Campaign Structure doesn’t change much year over year: The Campaigns and Ad Sets are continually in use, and only the ad creative is changed.

Campaign Structure

The campaign structure is relatively simple: 3-4 primary campaigns targeting 3 main segments: Past Purchasers, Remarketing, and Prospecting.

Past PurchasersRemarketingProspecting
People who have previously purchased from you.People who have interacted with your brand via your website, social media, or otherwise, but have not purchased from you yet.People who have never purchased from you, and who have not interacted with your brand in the past 180 days.
CPA $CPA $$CPA $$$
Budget $$Budget $$$Budget $
Facebook Evergreen Campaign Structure


Before you can create your campaigns, you will need to define some base audiences to capture purchasers and website visitors. A full description of the essential Facebook audiences that should be created is available here.

Building the Campaigns

Campaign #1: Past Purchasers

This campaign targets people who have previously purchased from you. Generally your cost per acquisition will be low, and your budget will be a function of how many customers you have.

Campaign NameBuying TypeObjective
Past PurchasersAuctionConversions

Ad Sets for Past Purchasers Campaign

At it’s most basic, the campaign contains a single Ad Set containing all your past customers:

Ad Set NameAudiences
Past Purchasers All TimePurchase 10d
Purchase 30d
Purchase 180d
Purchaser All Time

For high volume businesses that have large amount of customers, multiple Ad Sets could be create, one for each audience to have more granular control based on past purchase date. However, a single campaign targetting all past purchasers is also quite effective, trusting Facebook’s algorithm to take purchase recency into account.

Campaign #2: Remarketing

This campaign targets website visitors and people who have previously engaged with your brand on facebook, instagram, or otherwise, but who have NOT previously purchased from your business.

Your Cost per Acquisition (CPA) will be relatively low, and therefore you should manage to have a relatively large budget while maintaining a profitable CPA.

This campaign actually needs to be setup as two separate campaigns

Campaign NameBuying TypeObjective
Dynamic RemarketingAuctionCatalog Sales
The Remarketing campaign needs to be split into two: one for regular ads, and another for dynamic product ads.

Ad Sets for Remarketing Campaigns

Ad it’s most basic, the Remarketing Campaign contains only two Ad Sets targeting visitors who engaged with your brand up to 30 days ago, and another for people who engaged with your brand up to 180 days ago (the Facebook maximum)

Ad Set NameAudiencesExclude
Remarketing 30dAdd to Cart 30d
Visitors Top 25% 30d
FB Engagement 30d
IG Engagement 30d
Purchase 30d
Remarketing 180dAdd to Cart 180d
Visitors Top 25% 180d
FB Engagement 180d
IG Engagement 180d
Purchase 180d
Add to Cart 30d
Visitors Top 25% 30d
FB Engagement 30d
IG Engagement 30d

For higher volume sites, you can consider adding more granular Ad Sets for 10, 60, 90 day etc… remarketing audiences.

Ad Sets for Dynamic Remarketing

Ad Set NameAudiences
Product View 30dRetarget Ads:
Viewed or Added to Cart
but not Purchased: 30d
Product View 180dRetarget Ads:
Viewed or Added to Cart
but not Purchased: 180d
Cart Abandon 30dCart Abandon 30d
Cart Abandon 180dCart Abandon 180d

For high-volume sites, or for periods of high sales such as Black Friday, you can also consider creating 10, 4, or even 1 day Ad Sets.

Campaign #3: Prospecting

This campaign will target “brand unaware” customers. People that have never purchased from you, and that have not interacted with your brand or site in at least 180 days.

This campaign will feed your Remarketing campaigns. You can expect your Cost per Acquisition (CPA) to be relatively high and your budgets will need to be relatively low to remain profitable. But the more you can manage to spend here, the more you will be able to spend on Remarketing.

Campaign NameBuying TypeObjective

Ad Sets for Prospecting Campaign

At it’s most basic, the prospecting Campaign should target a 1% look-a-like audience (based on the Purchase pixel event).

More advanced campaigns can also target 2%-10% look-a-like audiences, or custom interest based audiences. But it is important to always exclude your Past Purchasers and Remarketing audiences so that there is no overlap with your campaigns.

Ad Set NameAudiencesExclude
1% Look-a-like Purchase1% Look-a-like PurchasePurchase All Time
Purchase 180d
Add to Cart 180d
Site Visitors Top 25% 180d
FB Engagement 180d
IG Engagement 180d

The Big Picture

Once all the above is setup, your Campaign and Ad Sets should look something like this:

Facebook Ads Evergreen Campaign Structure
Facebook Ads Evergreen Campaign Structure

All that remains now is to create ads or duplicate your posts into these campaigns. But that is a topic for another day.

Related Reading

5 replies on “Facebook Campaign Structure for Long-Term Success”

I really like your audience structure and I will definitely be going to try in my campaigns. but I have one question for you, how many Ad copies you suggest per ad set as per your campaign structure.



Hi Nitish,

The number of ads per ad set depends on how much volume are you generating. Ideally EACH AD can generate 50 conversion events per 30 days. If you are generating less than this, then either reduce the number of ads, reduce the number of ad sets, or change your conversion event to something more broad.

Having 2-3 different ads is a good starting point to test creatives, formats, etc…

At Manitobah Mukluks, we fluctuate between 1 ad (when we really want to focus on a specific ad campaign) to 10+ ads (when we are in a non-promotional period and just want all our content to just rotate as Facebook sees fit). But generally we haven’t been overly scientific about this.

Hope this helps.

Liked by 1 person

Yes, that will help. I used to run under one campaign two ad groups and per ad group, 1-2 ads copy with the same text and link just change image or video. I was getting 5-6 ROAS and when promotional events such as Black Friday or Cyber Monday, I used to run 1 ad copy with more reach and brand awareness that really help me to get 10-11 ROAS somewhere. Anyway, it will keep your comment in my mind while creating my next campaign. Thank and Merry Christmas in advance


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s