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[HELP] [PAID SOCIAL ADS] I need help with my Meta/Facebook Ads manager account structure
Hello friends,
***\~10 min read***
I’d like to ask for your expertise to better decide if it would be beneficial for me to switch my company’s facebook ad manager account structure around.
A few lines to explain the context *(I’m french so I hope to make it as clear as possible)*
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**I – QUICK CONTEXT**
We are BASICALLY an agency specialized in generating leads for Big real estates companies.
We generate leads for them for specific programs (appartments, houses) they have for sell and they pay us for each lead we send to them. Pretty straight forward.
I won’t bore you with the technicalities but put simply we have a live and direct access to EVERY single houses/flats they have for sale and we use that to automate ad creation on different platforms, including… you guessed it FACEBOOK/META .
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**II -** **HOW we run our Facebook ads**
We run Facebook \[Lead Generation\] ads (leadads) with a copy, picture and a CTA to a FORM. (everything is inside facebook, but if you use them you know what i’m talking about already)
Other important point, we have basically two types of PRODUCTS
* Product **A** = High volume of leads, always running on all their catalog, low bid = **$**
* Product **B** = Small Volume, on one or a few specific appartments/buildings, high bid = **$$$**This is how our Meta/Facebook is structured to do so:
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|*Account/Advertiser*|*Campaign*|*Ad-set*|Ad|
|:-|:-|:-|:-|
|Product **A $**|Client 1|City|Ad on specific “house”Client|
||Client 2|City|Ad|
|Product **B $$$**|Client 1|City|Ad|
||Client 2|City|Ad|​
**1 – Account/Advertiser** At this level we split by our two types of product explained above
**2 – Campaign** We have Campaigns split by Client (the Big real estate campanies)
**3 – Ad-set** Here we have an adset for Each City in which the client has houses for sale
**4 – Ad** Here we automate generation of ad on every specific house/flat “client” has for sale
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**III – THE ISSUE**
You’ve made it until here ? Here is a beer for you **c\[\~\]**
Ok, let’s get serious again, here is the issue .
Having basically all the big real estates companies in the market as my clients and running ads on they whole damn catalog means that with Facebook’s minimum 15km radius when setting up targetting for real estate ads, there is a LOT of overlap. Which is not a big issue for us really because as long as our CPL (cost per lead) is less than what we’re getting paid we’re fine.
Where it’s an issue for us is the way Facebook ads SEEMS to work (and this is where i’m going to need your expertise) if we have x amount of ads running on basically the exact same targetting (15km around the house) it doesn’t matter to facebook that all of these are for different clients, to them WE are the client and it just looks like we’re runing the exact same ad on the same targets and quickly some Lines are gonna run well while others won’t spend much if any of the allocated **daily budget**.
Yeah, I know it’s a mouthfull, i hope I’ve made it clear enough to understand.
**TLDR**: we’re running basically the **same ads**, targeted at the **same audiences**, in the **same cities** but for different clients, resulting in facebook **speding the daily budget** on only 1 of the “duplicates” and leaving the others dry. we want all the ads to spend their budget (or as much as they can for our bids)
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**IV – THE NEW STRUCTURE IDEA**
What I’ve been think about to remedy that is to change how we setup our accounts and switch to this:
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|*Account/Advertiser*|*Campaign*|*Ad-set*|Ad|
|:-|:-|:-|:-|
|Client 1|Product **A $**|City|Ad on specific “house”Client|
||Product **B $$$**|City|Ad|
|Client 2|Product **A $**|City|Ad|
||Product **B $$$**|City|Ad|​
Basically instead of having **accounts/advertiser** for **different products** and then **campaigns** for **each client** switch both around and having **accounts/advertisers** for each client (atleast the big ones) and then **campaigns** for each of our products. The idea is that maybe if each client is on it’s own specific **account/advertiser** it will result in facebook not deciding that these are the same ads and actually spend the daily budgets on all of the lines even those with VERY similar targeting (same city basically)
**What do you guys that may have more experience setting up accounts on DSP’s and specifically google/facebook ads think about that thought process ?**
**What it your experience like for similar or close account structures ? I know what we do is very specific and hard to apply to a “normal” use of a paid ads platform for a company marketing their own products/services ?**
**I’m open to every bit of information, tips, ressources.**
Also, “just test it” is not the answer i’m looking, for, just creating one account to try this will need a LOT of work because of the way our tracking and CRM’s and shit are setup so before setting a test into motion i’m looking for as much info as possible, i hope you understand.
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**V – THE THANKS**
Thanks for making it all the way, here is another beer mate **c\[\~\]**
Hope it was atleast an interesting read if you don’t have the answer 🙂
Cheers,
Klaus
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1 Reply
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Separating the budget will help you with this problem, for sure. Now, one campaign won’t ‘steal’ the other’s budget. Witch is your mains problem…
But, about the overlap…. you can PIN the exact location of the building you are selling and by doing this you can set a radius of 2km.
I run campaigns here in Brazil for a mall and I usually use 10 km but I know I can set for only 2km if I want it.
You should check it out!Also, great deal in making a client paying you for lead. Faceleads don’t get much qualification but it sure delivers volume.
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aren’t you an “agency specialized in generating leads”?
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Hi ?- your structure reset is spot on.
Downside from the reset is lead aggregate via forms and compounding based on product versus brand.
Possibilities in current structure:
exclude within FB the domains as audiences from one another (assuming you’ve done this) if you haven’t it will open your inventory
budget – think of it as flighting in DV360 give each period a budget than plus up each month, this way the system can’t ramp or slow down it can only spend what it has evenlyPixels for each page – create audiences based on each page both in platform and off to then exclude
These are all things I would typically audit, assuming I could spend the sum budget on one page. Then the problem is likely setup and audiences.
Summary
Broader is better
Use exclusions
Use pixels against each otherAnd worst case create several new campaigns which affects how you report and deliver leads
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