Facebook doesn’t charge you based on how many ads you run

You should run as many ads as you can feasibly manage, right?
Most campaigns we see have only a couple ads, targeting giant audiences.
Yes, you can go down to a single person, but that’s more a laborious stunt.

I advocate a 3 campaign structure, as it guarantees you’ve got a balanced funnel.
It takes 60 minutes to set up and will largely run by itself to produce results over time.

More specifically, here are the ads you should be running within these campaigns.

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Now you’ve got the major types of ads to drive fan growth, tie in your email power, drive remarketing back to Facebook, and stimulate leads on your site.

When you tie everything together, you get a compounding effect.
For example, when you drive a page post link ad to your site (perhaps with the new “call to action” buttons), you can have a remarketing pixel pick them up on your site. Then they’re automatically in a retargeting flow.

The fact that email and website custom audiences can be filtered by connection targeting (if they’re a fan or not), if they’re not a customer (exclusion audience), mobile vs non-mobile, or any precise/partner target, means you get infinite combos possible.

So why wouldn’t you run different combos, as many as you can test, to unlock what drives the greatest ROI at different points in your sales cycle?

Our buddy, Jon Loomer, has a great post about combos you can run here.

How many ads are you running and how do you structure your campaigns?

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads.  He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.

You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.

You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.