This is the recommended campaign structure for e-commerce ads on Facebook. Learn More https://rileyseaburg.com/live

1. Facebook Ad
Campaign Structure

2. Ad Sets Exclusion Optimization Ad set creatives
Ad set 1
Interests, demographic info,
etc.
4, 3, 2, and PURCHASE
1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 2
High Value “Super” Lookalike
on Purchase (pixel data)
4, 3, and PURCHASE
Ad set 3
High Value Lookalike on
Purchase (CRM data)
4 and PURCHASE
Ad set 4
Lookalike on Video Views or
Instagram Engagement
PURCHASE
Campaign 1 — Objective :
Conversions
PROSPECTING
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3

3. Ad Sets Exclusion Optimization Ad set creatives
Ad set 5
Broad Audiences
PURCHASE
1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
2. Monitor progress and
adjust after 7 days
Campaign 2 — Objective : Catalog
Sales
PROSPECTING
Ad
1
Ad
2
Ad
3

4. Ad Sets Exclusion Optimization Ad set creatives
Ad set 1
Past 180 Website Visitors
AND 3+ Page Views
2, 3, 6, and PURCHASE 1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 2
Video View Custom Audience
3 and PURCHASE
Ad set 3
Checkout Initiated
PURCHASE
Campaign 3 — Objective :
Conversions
RETARGETING
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3
Ad
1
Ad
2
Ad
3

5. Ad Sets Exclusion Optimization Ad set creatives
Ad set 4
View or Add To Cart - 30
Days
PURCHASE 1. Optimize towards
conversion ›
FB Pixel event:
PURCHASE
—
2. Monitor progress and
adjust after 7 days
Ad set 5
View or Add to Cart - 60
Days
4 and PURCHASE
Ad set 6
Add to Cart - 180 Days
4, 5, and PURCHASE
Campaign 4 — Objective : Catalog
Sales
RETARGETING
Ad 1 Ad 2
Carous
el
Catalo
g
Ad 1 Ad 2
Carous
el
Catalo
g
Ad 1 Ad 2
Carous
el
Catalo
g

6. Thank you