Categories
Digital Marketing Facebook Ads

Facebook Campaign Structure for Long-Term Success

Evergreen Campaigns

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.

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.

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

Audiences

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
RemarketingAuctionConversions
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.

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

Categories
Digital Marketing Facebook Ads

Essential Facebook Audiences

Below is a list of the Essential Facebook Audiences the every e-commerce site should create in their Facebook Ads Account. Even if you don’t plan on using them right away, creating them now will ensure that you can serve ads to these users in the future.

Past Purchasers

Past Purchasers audiences will be used to target users that have previously purchased from you. There are 4 audiences with varying time periods, to allow you to target your past purchasers by how recently they purchased from you.

To create these go to
Audiences > Create Audience > Custom Audience

Audience NameSourcePixel Criteria
Purchase: 10 dayWebsitePurchase: 10 days
Purchase: 30 dayWebsitePurchase: 30 days
Purchase: 180 dayWebsitePurchase: 180 days
Purchase: All TimeCustomer ListCustomer list upload*
* The “Purchase: All Time” audience will need to be updated every 180 days.

Visitors and Social Fans

These audiences include website visitors, cart abandoners, and people who have engaged with your content on Facebook and Instagram. These are all people that are “brand aware” and are some of the lowest hanging fruit in terms of generating sales.

To create these audiences go to
Audiences > Create Audience > Custom Audience

Audience NameSourcePixel Criteria
Add to Cart: 1 dayWebsiteAddToCart: 1 day
Add to Cart: 4 dayWebsiteAddToCart: 4 days
Add to Cart: 30 dayWebsiteAddToCart: 30 days
Add to Cart: 180 dayWebsiteAddToCart: 180 days
Site Visitors: Top 25%: 10 dayWebsiteVisitors by Time spent:
Top 25%: 10 days
Site Visitors: Top 25%: 30 dayWebsiteVisitors by Time spent:
Top 25%: 30 days
Site Visitors: Top 25%: 180 dayWebsiteVisitors by Time spent:
Top 25%: 180 days
FB Engagement: 10 dayFacebookEveryone who engaged
with your page: 10d
FB Engagement: 30 dayFacebookEveryone who engaged
with your page: 30d
FB Engagement: 180 dayFacebookEveryone who engaged
with your page: 180d
IG Engagement: 10 dayInstagramEveryone who engaged
with your business: 10d
IG Engagement: 30 dayInstagramEveryone who engaged
with your business: 30d
IG Engagement: 180 dayInstagramEveryone who engaged
with your business: 180d

Lookalike Audiences

Lookalike audiences are a good base to use for new customer prospecting. If you target multiple countries, you will need to create a separate set of these for each country.

To create these audiences go to
Audiences > Create Audience > Lookalike Audience

Lookalike SourceEventNumber of
Audiences
Audience Markers
Facebook PixelPurchase40%, 1%, 2%, 5%, 10%
Choose 4 audiences, and set markers at 0%, 1%, 2%, 5%, and 10%

Next: Campaigns

Once you’ve created your audiences, the next step is to create a Facebook Evergreen Campaign Structure properly segmented into Past Purchasers, Remarketing, and New Customer Prospecting.

Related Posts

Categories
Digital Marketing Google Ads

Essential Google Ads Remarketing Audiences

Below is a list of the Essential Google Audiences the every e-commerce site should create in their Google Ads Account. Even if you don’t plan on using them right away, creating them now will ensure that they can grow so they are ready to be used in the future.

Google’s Built-in Audiences

Before we create our own audiences, we first need to install the Google Ads Dynamic Remarketing Code. This triggers Google to automatically create some built-in Remarketing Audiences:

Audience NameDurationDescription
Shopping cart abandoners30 daysPeople who added products to the shopping cart in the past 30 days but did not complete the purchase
Product Viewers30 daysPeople who viewed specific product pages on your site in the past 30 days but did not create a shopping cart
Past buyer30 daysPeople who purchased products from you in the past 30 days
All visitors30 daysPeople who visited pages that contain your remarketing tags in the past 30 days
All converters180 daysPeople who converted on your site in the last 180 days. Based on your conversion tracking tag. This is not necessarily people who have purchased from you, but anyone who has triggered a “conversion”. (eg: Phone call from an ad)
General Visitors30 daysPeople who visited your website in the past 30 days but did not view any specific products

Additional Audiences

The additional audiences to create follow the same pattern used in Google’s built-in audiences, but with expanded membership durations. The main focus is on Shopping Cart Abandoners, Product Viewers, and Past Buyers.

Shopping Cart Abandoners

Google will have already created a “Shopping cart abandoners” audience with 30 day time window. We will create the following additional audiences for 7, 14, 90, and 180 day durations:

Audience Name:Shopping cart abandoners: xd
“x” will be the duration.
Eg: Shopping cart abandoners: 7d
List Members:Visitors of a page who did not visit another page
Visited page:URL contains cart
Unvisited pageURL contains thank_you
Membership Duration:7, 14, 90, 180 days
* 30 day duration is already created by Google

Past Buyers

Google will have already created a “Past buyers” audience with 30 day time window. We will create these additional audiences for 14, 90, 180, 365, and 520 day durations:

Audience NamePast buyers xd
“x” will be the duration.
Eg: Past buyers: 14d
List MembersVisitors of a page with specific tags
TagsPurchase
Membership duration14, 90, 180, 365, 520 days

Product Viewers

Google will have already created a “Product viewers” audience with a 30 day duration. We will create additional audiences with 14, 90, 180, 365, and 520 day durations.

Audience Name:Product viewers: xd
“x” will be the duration.
Eg: Product Viewers: 14d
List Members:Visitors of a page who did not visit another page
Visited page:URL contains product
Unvisited pageURL contains cart
Membership Duration:14, 90, 180, 365, 520 days
* 30 day duration is already created by Google

General Notes

  • The Membership Durations are somewhat arbitrary. You can get more or less granular, and set your own intervals. It is however best to start with something simple and add granularity later on.
  • A Remarketing Audience needs a minimum of 1,000 members to be eligible to serve. When creating your audience durations, consider how much time it will take to reach 1,000 memebers. eg: How long will it take before your site generates 1,000 abandoned carts, or 1,000 purchases? That will probably be the shortest duration with which you should start.
  • You should generally add all these lists as “Observations” to all your campaigns.

More Reading…

Categories
Digital Marketing Google Ads Shopify

Google Ads Dynamic Remarketing for Shopify

Last Updated: September 25, 2020

STEP 1
Activate Dynamic Remarketing in Google

  1. Go to Google Ads > Tools & Settings > Shared Library > Audience Manager > Audience Sources
  2. Click Set up tag in the “Google Ads tag” card
  3. Remarketing: Choose “Collect data on specific actions…
  4. Business Type: Choose “Retail
  5. Retail Parameters: Select All Parameters
  6. Click Save and continue.
  7. Click on Install Tag Yourself
  8. In the first code box, look for the number at the end of the first line of code and write it down or copy it. This is your Google Conversion Id — you will need it in the next step.
<!-- Global site tag (gtag.js) - Google Ads: 123456789 -->
  1. Click Continue and then Done

STEP 2
Install the Remarketing Code in Theme.liquid

In your store’s admin section go to:

  • Online Store > Themes > Actions > Edit Code
  • Expand the Snippets section and choose Add new snippet
  • Call the snippet “adwords-remarketing
  • Paste the code below into the snippet
  • Enter your google_conversion_id that you obtained in Step 1.8 above.
{% comment %}
Google Ads Dynamic Remarketing Script by Alex Czartoryski
https://business.czarto.com/2017/02/07/shopify-dynamic-remarketing-setup/

This version: Sept 30, 2020
The latest version of this script available here:
https://github.com/Czarto/ShopifyScripts/blob/master/snippets/adwords-remarketing.liquid
{% endcomment %}

{% comment %}Set to false if GTAG is already loaded on the page. Leave to true if unsure.{%endcomment%}
{% assign load_gtag = true %}

{% comment %} Enter your google conversion id below {% endcomment %}
{% assign google_conversion_id = 123456789 %}

{% assign shopify_store_country  = 'US' %}
{% if shop.currency == 'CAD' %}
{% assign shopify_store_country  = 'CA' %}
{% elsif shop.currency == 'AUD' %}
{% assign shopify_store_country  = 'AU' %}
{% endif %}

{%if load_gtag %}
<!-- Global site tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-{{ google_conversion_id }}"></script>
{% endif %}
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-{{ google_conversion_id }}');
</script>

{% assign google_event = false %}
{% assign google_items = false %}
{% assign google_value = false %}
{% if template contains 'cart' %}
	{% assign google_event = 'add_to_cart' %}
	{% capture google_items %}{% for item in cart.items %}{'id':'shopify_{{ shopify_store_country  }}_{{ item.product.id }}_{{ item.variant.id }}','google_business_vertical': 'retail'}{% unless forloop.last %}, {% endunless %}{% endfor %}{% endcapture %}
	{% assign google_value = cart.total_price %}
{% elsif template contains 'collection' %}
	{% assign google_event = 'view_item_list' %}
	{% capture google_items %}{% for item in collection.products limit:5 %}{'id':'shopify_{{ shopify_store_country  }}_{{ item.id }}_{{ item.variants.first.id }}','google_business_vertical': 'retail'}{% unless forloop.last %}, {% endunless %}{% endfor %}{% endcapture %}
{% elsif template contains 'product' %}
	{% assign google_event = 'view_item' %}
	{% capture google_items %}{'id':'shopify_{{ shopify_store_country  }}_{{ product.id }}_{{ product.selected_or_first_available_variant.id }}','google_business_vertical': 'retail'}{% endcapture %}
	{% assign google_value = product.selected_or_first_available_variant.price %}
{% elsif template contains 'search' %}
	{% assign google_event = 'view_search_results' %}
	{% capture google_items %}{% for item in search.results limit:5 %}{'id':'shopify_{{ shopify_store_country  }}_{{ item.id }}_{{ item.variants.first.id }}','google_business_vertical': 'retail'}{% unless forloop.last %}, {% endunless %}{% endfor %}{% endcapture %}
{% endif %}

{% if google_event %}
<script>
	gtag('event', '{{ google_event }}', {
	  'send_to': 'AW-{{ google_conversion_id }}',
	  {% if google_value %}'value': '{{ google_value | divided_by: 100.0 }}',{% endif %}
	  'items': [{{ google_items }}]
	});
</script>
{% endif %}

The latest version of this code is available on Github

Add snippet to your Theme file

Open up Layout > theme.liquid and add the following line of code before the closing </head> tag:

{% include 'adwords-remarketing' %}

STEP 3
Install Remarketing in the Checkout Scripts

  • In the very bottom left hand corner the Shopify Admin choose Settings and then Checkout
  • Scroll down to the Additional Scripts section.
  • Copy and paste the code below into the “Additional Scripts” field and update google_conversion_id with your value from step 1.8 as before.
{% comment %}
Google Ads Dynamic Remarkting Script by Alex Czartoryski https://business.czarto.com/

This version: Sep 30, 2020
The latest version of this script available here:
https://github.com/Czarto/ShopifyScripts/blob/master/settings/checkout/adwords-remarketing.liquid
{% endcomment %}

{% comment %}Set to false if GTAG is already loaded on the page. Leave to true if unsure.{%endcomment%}
{% assign load_gtag = true %}

{% if first_time_accessed %}
{% comment %} Enter your account specific values below {% endcomment %}
{% assign google_conversion_id = "123456789" %}

{% assign shopify_store_country  = 'US' %}
{% if shop.currency == 'CAD' %}
{% assign shopify_store_country  = 'CA' %}
{% elsif shop.currency == 'AUD' %}
{% assign shopify_store_country  = 'AU' %}
{% endif %}


{%if load_gtag %}
<!-- Global site tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=AW-{{ google_conversion_id }}"></script>
{% endif %}
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'AW-{{ google_conversion_id }}');
</script>

<!-- Event snippet for Web Order conversion page -->
<script>
    // Google Ads Remarketing
    gtag('event', 'purchase', {
	  'send_to': 'AW-{{ google_conversion_id }}',
	  'value': '{{ total_price | divided_by: 100.0 }}',
	  'items': [{% for item in order.line_items %}{'id':'shopify_{{ shopify_store_country }}_{{ item.product.id }}_{{ item.variant.id }}','google_business_vertical': 'retail'}{% unless forloop.last %}, {% endunless %}{% endfor %}]
	});
</script>

{% endif %}

Download the lastest version from Github

STEP 4
Verification

Once you’ve installed all your code, it’s time to run through your main pages (collection, product, cart, and purchase pages) with Google Tag Assistant installed to make sure there are no errors.

Next Steps
Configure your Remarketing Audiences

Now that your store is collecting dynamic remarketing data, the next step is to properly organize and segment your visitors into Purchasers, Cart Abandoners and Product Viewers. This is covered in the next post about Google Ads Remarketing Audiences.

Additional Reading…