Here is a Facebook ad consolidation strategy that will allow you to increase your performance, exit learning limited, scale results, and win more auctions...
1.) Identify Proven Winning Ads and Ad Sets
To use the consolidation strategy you first want to have proven winning ads and ad sets that you can consolidate....
A proven winning ad/ad set would be when you have a specific audience that is generating great results and you have an ad in that audiences that is generating great results.
You'll want to have a t least 1-2 ads that are your best performers and you'll also want 3-5 audiences that are producing great results...
Once you have both...
2.) Stack all proven audiences into 1 ad set.
Even though you might have multiple ad sets generating you great results... You still might be missing out on even better results if you were to consolidate.
When a campaign launches, each ad set goes through an initial learning phase to help optimize each ad set’s performance.
Running too many ad sets at the same time means each one gets fewer results.
This leads to fewer ad sets exiting the learning phase and more budget spending before the delivery system can fully optimize performance.
This initial process is needed so you can identify your winners but not stacking after finding your winning ad sets and ads can quickly become a liability over time if you don't take the next steps to consolidate all those proven audiences into one single campaign with one ad set.
3.) How to Consolidate Ad Sets Step-by-Step
Combining ad sets will help you get the results you need faster, which means you’ll see stable results sooner.
There are 2 ways you can combine ad sets:
Option 1:
Select the ad sets you want to combine, then create a new ad set that incorporates the audience, budget and distinct creative from those other ad sets.
Pause your old ad sets.
Option 2:
Consolidate your ad sets into one existing ad set or campaign. (Most advertisers choose the ad set or campaign with either the lowest cost per action (CPA) or the most results.)
Choose the existing ad set or campaign you want to use.
Edit it to include the combined audience and combined budget of the other ones.
Add distinct creative from other campaigns or ad sets that are winners.
If you have different winning creatives, you can also add each one.
Facebook recommends no more than 6 active winning ads per ad set to optimize delivery.
Pause the other ad sets/campaigns.
Once you've put all your best performing audiences and ads into one ad set and have the budget set on the CBO level...
You'll be able to scale faster, exit learning quicker, get more consistent results, decrease auction overlap and competition and allow the algorithm to improve your results even more.
Want to get consistent Facebook Ad Results?
Schedule a 1-on-1 coaching session with Chase here.
Or...
Get started with the Facebook Ads Expert Mastery Class.
To your success.
- Chase
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