DECENTRALIZED

ACCOUNT
STRUCTURE
FRAMEWORKS
 FACEBOOK DECENTRALIZED ACCOUNT STRUCTURE
TOFU ADSET

[START] Sandbox
Campaign
MOFU ADSET
Conversion Based

BOFU ADSET

Conv ADC#1 (Post ID)

PPAD#1 (Post ID)
Aud#1: Broad Proven Conv ADC#2 (Post ID)
OPEN + Demo PPAD#2 (Post ID) Interest
Conv ADC#3 (Post ID)
PPAD#3 (Post ID)
Conv ADC#1 (Post ID)
Phase #3 Proven Ad#1 (Post ID) Pregaming Campaign
Post Engagement/Video Aud#2: Proven LAA Conv ADC#2 (Post ID)

Campaign #1 Best Stacked LAA % PPAD#2 (Post ID)

Views Conv ADC#3 (Post ID)
PPAD#3 (Post ID)
Conv ADC#1 (Post ID)
Proven Ad#1 (Post ID)
Aud#3: Warm/Hot Lists Conv ADC#2 (Post ID)
Best Stacked LAA % PPAD#2 (Post ID) (Optional)
#2 Broader Conv ADC#3 (Post ID)
PPAD#3 (Post ID)

Phase #2

PPAD#1 (Post ID)

Stacked Interest #1 ADC#1.1 (Headline)

Auto + General Demo
ADC#1.2 (D2D Saleman Video)

Proven Ad#1 (Post ID)

Stacked LAA #1
Campaign #1 Auto + General Demo
ADC#1.1

ADC#1.2

Proven Ad#1 (Post ID)

Proven_Broad ADC#1.1
Auto + General Demo
ADC#1.2
AUDIENCE FARMING NOTES:
Campaign Structure: Adset Budgets Test Length: 3-5 days
Budget: $5-$15 per Adset Pro Tip: Set a rule to
Goal: Find audiences that show good automatically turn off adsets
Proven Ad #1 (Post ID) that spend 3 days budget and
Publication Interest #1 signs of potential
Proven Ad #2 (Post ID)
have not yet gotten a result.

Proven Ad #1 (Post ID)

Publication Interest #2
Auto + General Demo
Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Publication Interest #2 Competitor Interest #1
Feeds + General Demo Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Publication Interest #2 Competitor Interest #1
Feeds + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID)

Proven Ad #1 (Post ID)
Hobby/Broad Interest Interest #1 Competitor Interest #1
Auto + General Demo
Proven Ad #2 (Post ID)
Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Hobby/Broad Interest Interest #1 Competitor Interest #2
Feeds + General Demo Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Hobby/Broad Interest Interest #1 Competitor Interest #2
Feeds + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Hobby/Broad Interest Interest #2 Competitor Interest #2
Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Hobby/Broad Interest Interest #2
Feeds + General Demo Campaign #1 Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Hobby/Broad Interest Interest #2
Feeds + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Stacked LAA 3%
Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Stacked LAA 3%
Feeds + General Demo Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Stacked LAA 3%
Feeds + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID)

Stacked LAA 10% Proven Ad #1 (Post ID)
Auto + General Demo
Proven Ad #2 (Post ID)
Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Stacked LAA 10% Publication Interest #1
Auto + General Demo Auto + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)

Proven Ad #1 (Post ID) Proven Ad #1 (Post ID)

Stacked LAA 10% Publication Interest #1
Auto + General Demo Feeds + General Demo
Proven Ad #2 (Post ID) Proven Ad #2 (Post ID)
CREATIVE TESTING

Phase 2: Option #1 (Testing 3 Ads) NOTES:

Campaign Structure: Campaign
Proven Ad#1 (Post ID) Budgets or ABO
Stacked Interest #1 ADC#1.1 (Headline)
Auto + General Demo
ADC#1.2 (D2D Saleman Video)
Budget: AB= (CPA *50)/7 &
CBO CB = (CPA *50)/7*3
Proven Ad #1 (Post ID)

Campaign #1 Stacked LAA #1

Auto + General Demo
ADC#1.1
Goal: Optimize and Generate Ads
ADC#1.2 Ready for Scale
Proven Ad#1 (Post ID)
Test Length: 2-3 weeks
Stacked LAA #2 ADC#1.1
Auto + General Demo
ADC#1.2 Pro Tip: Start with optimizing
creative, headline, hook, body copy,
Phase 2: Option #2 description (in that order)

Proven Ad#1 (Post ID)

Pleasure - Angle #1,

ADC#1.1
Stacked Interest OR Stacked LAA

ADC#1.2

Ad #2

Campaign #1 Pain - Angle #2

ADC#2.1
Stacked Interests OR Stacked LAA

ADC#2.2

Ad # 3

UGC/Scarcity - Angle #3
ADC#3.1
Stacked Interests OR Stacked LAA

ADC#3.2
ADC#1.2

Phase 2: Option #3 (ABO)

Proven Ad#1 (Post ID)

Stacked Interest #1
ADC#2
Auto + General Demo

ADC#3

Proven Ad#1 (Post ID)

Campaign #1 Stacked LAA #1 ADC#2

Auto + General Demo

ADC#3

Proven Ad#1 (Post ID)

Stacked LAA #2
ADC#2
Auto + General Demo

ADC#3
 INTO TO SCALING

Phase 3: Option #1 (DCO) NOTES:

Budget: Medium to Large --> Proven Audiences --> DCO --> 20% - 25% increase Campaign Structure: Campaign Budgets Pro Tips:
or ABO - Test between DCO & Post ID’s for
Creative
Stacked Proven Interests
Budget Minimums: AB= (CPA*50)/7 - Keep watch over audience sizes when
Proven Ads DCO
Auto + Demo Locked In & CBO CB= (CPA*50)/7*3 using CBO
- Keep eyes on starting budgets,
Goal: Scale Winning Creative & campaign structures, optimization trends
Campaign #1 Stacked Proven LAA’s
Auto + Demo Locked In
Proven Ads DCO
Audiences (Day Parting),
Interest Themes
Test Length: On-Going
Stacked Proven LAA’s #2 Proven Ads DCO
Auto + Demo Locked In

Phase 3: Option #2 (Duplicate Strategy) Phase 3: Option #3 (CBO)

Budget: Medium (Same) --> Proven Audiences --> DCO --> 20% - 25% increase Budget: Medium Large --> Proven Audiences --> Social Proof Post ID’s--> 20% - 25% increase

PPAD#1 (Post ID)

Proven Ad #1 (Post ID)
PPAD#2 (Post ID)
Pleasure - Angle #1
ADC#1.1
Stacked Interests OR Stacked LAA
PPAD#3 (Post ID)
ADC#1.2
Proven Ad #1 (Post ID)
Ad #2
Campaign #1 Best Stacked LAA % PPAD#2 (Post ID)
Campaign #1 - SS1 Pain -Angle #2
ADC#2.1
Stacked Interests OR Stacked LAA
PPAD#3 (Post ID)
ADC#2.2
Proven Ad #1 (Post ID)
Ad #3
Best Stacked LAA % #2 PPAD#2 (Post ID)
UGC/Scarcity - Angle #3 (Broader)
ADC#3.1
Stacked Interests OR Stacked LAA
PPAD#3 (Post ID)
ADC#3.2

Proven Ad #1 (Post ID)

Phase 3: Option #3 (CBO)
Pleasure - Angle #1 Budget: Medium Large --> Proven Audiences --> Social Proof Post ID’s--> Cost Cap
ADC#1.1
Stacked Interests OR Stacked LAA Testing Seperated by 10%

ADC#1.2
PPAD#1 (Post ID)
Ad #2

Pain -Angle #2 PPAUD#1 - Cost Cap $10 PPAD#2 (Post ID)

Campaign #1 - SS2 ADC#2.1
Stacked Interests OR Stacked LAA
PPAD#3 (Post ID)
ADC#2.2
Proven Ad #1 (Post ID)
Ad #3
Campaign #1 PPAUD#1 - Cost Cap $11 PPAD#2 (Post ID)
UGC/Scarcity - Angle #3
ADC#3.1
Stacked Interests OR Stacked LAA
PPAD#3 (Post ID)
ADC#3.2
Proven Ad #1 (Post ID)

PPAUD#1 - Cost Cap $12.1 PPAD#2 (Post ID)

Proven Ad #1 (Post ID)

Pleasure - Angle #1 PPAD#3 (Post ID)

ADC#1.1
Stacked Interests OR Stacked LAA

ADC#1.2

Ad #2

Campaign #1 - SS4 Pain -Angle #2

ADC#2.1
Stacked Interests OR Stacked LAA

ADC#2.2

Ad #3

UGC/Scarcity - Angle #3
ADC#3.1
Stacked Interests OR Stacked LAA

ADC#3.2

Proven Ad #1 (Post ID)

Pleasure - Angle #1
ADC#1.1
Stacked Interests OR Stacked LAA

ADC#1.2

Ad #2

Campaign #1 - SS5 Pain -Angle #2

ADC#2.1
Stacked Interests OR Stacked LAA

ADC#2.2

Ad #3

UGC/Scarcity - Angle #3
ADC#3.1
Stacked Interests OR Stacked LAA

ADC#3.2