The NEW BEST Facebook Ads Campaign Structure for 2026 — Transcript

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1. 0:00Costs are up and performance is down,
2. 0:01and everyone's selling you their
3. 0:02agency's latest, more complicated
4. 0:04solution. But you don't want to work
5. 0:06harder, you want to make more money. My
6. 0:08name is Charlie. I've spent over a
7. 0:10billion dollars on Facebook ads, and in
8. 0:12this video, I'm going to show you my
9. 0:13simple structure that's dominating
10. 0:15Facebook ads right now. Exactly how to
11. 0:17set it up and scale it profitably. Your
12. 0:20bank account and mental health will
13. 0:22thank you. So, let me show you what this
14. 0:24actually looks like inside of a real
15. 0:26account. This is a higher spend account,
16. 0:28which means we can reliably push
17. 0:30multiple ad sets out of learning, and
18. 0:31that gives us something most advertisers
19. 0:33never get. Signal clarity.
20. 0:37Here's the structure. Ad set one is the
21. 0:39control. This is the benchmark, a small
22. 0:41number of proven ads. Not winners
23. 0:43forever, just ads that are stable enough
24. 0:45to scale from and rely on. Then ad sets
25. 0:48two and three, these are the tests. Each
26. 0:50one contains a single 322 flex ad, and
27. 0:53they have one job, to improve the single
28. 0:55worst ad in the control ad set. Not to
29. 0:58beat the whole campaign, not a unicorn,
30. 1:01just to improve upon the weakest player
31. 1:03on the team. This is a CBO campaign. We
32. 1:06never use interest groups or
33. 1:07look-alikes. This isn't 2018. We're
34. 1:09trying to make money.
35. 1:16Now, before we can go any further, I
36. 1:17want to talk about the mistake I see
37. 1:19most advertisers making right now,
38. 1:21because it's why most people watching
39. 1:23this video aren't scaling, even though
40. 1:24you're working harder than ever on your
41. 1:27ads. Here's the doom cycle. You launch a
42. 1:30bunch of tests. Something looks like a
43. 1:32winner. The ROAS is up, the CPA looks
44. 1:34good, and it feels like it's working.
45. 1:36So, you scale it, and for a while, it
46. 1:38works. But then you launch more tests,
47. 1:40and the winner starts fatigue, and
48. 1:41performance drops. So, you turn off the
49. 1:44bad ads, and you launch even more tests.
50. 1:46Something else looks like a winner, and
51. 1:47you scale that, and then it breaks. And
52. 1:49while all of this is happening,
53. 1:51surrounding your best ads with new tests
54. 1:53creates more noise and breaks the
55. 1:54system's ability to learn. You're not
56. 1:57building anything, you're swimming in
57. 2:00circles. The account never compounds
58. 2:02because you never let it. And here's the
59. 2:05thing. This isn't a creative problem, it
60. 2:08isn't an audience problem, it's not an
61. 2:09offer problem, it's a definition
62. 2:12problem. The definition of what a winner
63. 2:15really is. The definition of when a test
64. 2:18is actually over. And almost everyone
65. 2:20gets both of these wrong and until you
66. 2:22fix it, the cycle will never stop. Real
67. 2:25quick, if you're finding this useful,
68. 2:26please go ahead and hit the like button
69. 2:28and subscribe so you don't miss anything
70. 2:30else. It really helps more people find
71. 2:32this instead of all of the other bad
72. 2:34advice that's out there. And share it
73. 2:36with someone who needs it. Okay, back to
74. 2:38it.
75. 2:43A winner is not an ad with a good ROAS.
76. 2:45A winner is not an ad with a low CPA.
77. 2:47Those are diagnostics. They tell you
78. 2:49something about the ad, but they tell
79. 2:51you nothing about whether the campaign
80. 2:53got better. And that's the only question
81. 2:55that matters. There is one stupid simple
82. 2:58question that tells you everything. Did
83. 3:01the campaign's profit volume go up?
84. 3:04Profit volume, total revenue minus total
85. 3:06ad spend. That's it.
86. 3:08Here's how to read it. After we launch a
87. 3:10test, we watch three things in order.
88. 3:13Step one, delivery. Did the test ads
89. 3:15earn spend? If no, the ads aren't
90. 3:18competitive enough and the test is dead
91. 3:20on arrival. We start over. Step two,
92. 3:23evaluation. If the ads did earn spend,
93. 3:26did profit volume go up? If yes, the
94. 3:28test is a winner regardless of what any
95. 3:30individual ad metric says. If no, it's a
96. 3:33loser. Only the business outcome
97. 3:35matters. Which brings us to step three,
98. 3:38and this is where almost everyone gets
99. 3:40it wrong. If profit volume went up, you
100. 3:42scale the budget. You don't launch more
101. 3:44tests, you don't touch anything else.
102. 3:46Your creative test just became a stress
103. 3:49test. It's no longer, can we find a win,
104. 3:52it's how much more can we win because we
105. 3:54found it. How much more budget can you
106. 3:56add before you need to do anything else?
107. 3:59You keep adding budget until you can't.
108. 4:01The only reason we do creative testing
109. 4:03is to be able to scale the budget. If
110. 4:04you're winning, don't create more
111. 4:06problems, just keep winning. Just keep
112. 4:08scaling. Don't change anything else.
113. 4:15So, the test only truly ends when you
114. 4:17can no longer scale the budget. That's
115. 4:19the moment and the only moment where you
116. 4:22start making decisions about the ads
117. 4:24themselves. And when you need to know
118. 4:26which ad is dragging the campaign down,
119. 4:28you're not looking at ROAS, you're
120. 4:29looking at GPT, gross profit per
121. 4:32transaction. That's the metric that
122. 4:34tells you the truth. And here's exactly
123. 4:36how to build it inside of Meta right
124. 4:38now. The only question GPT needs to
125. 4:40answer is this: Does the ad have a GPT
126. 4:43above campaign average? If yes, it's
127. 4:46pulling its weight. If no, and the CPA
128. 4:48is above average, that's an ad you need
129. 4:51to replace. Start with the ads spending
130. 4:53the most where the GPT is below average
131. 4:55and the CPA is above average. That's
132. 4:57your target. That's your weak player.
133. 4:59So, here's how that replacement works.
134. 5:02We start a new creative test with one
135. 5:04specific job, beat that ad you just
136. 5:06identified based on CPA and GPT. If the
137. 5:09new test wins because profit volume is
138. 5:11going up, now you're scaling again.
139. 5:13That's the cycle. If the test loses,
140. 5:17simply turn it off and build another
141. 5:18one. Turning off a losing test is a
142. 5:20non-destructive edit. It doesn't change
143. 5:22the control. The control got you here
144. 5:24and it's good enough to keep going.
145. 5:25Non-destructive edits maintain the
146. 5:27momentum you already have, and all you
147. 5:30need to do is improve what got you here
148. 5:31so that you can get even further.
149. 5:37Okay. So, in this structure, we're
150. 5:39running 322 ads. And those are flex ads.
151. 5:42But for a lot of you, the flex ad option
152. 5:44just isn't showing up in your ad account
153. 5:46right now. So, let me show you exactly
154. 5:48how to fix that. Go to the ad set level
155. 5:50and turn on dynamic creative. That's it.
156. 5:52Flex ads and dynamic creative are
157. 5:54essentially the same thing, just
158. 5:55different names depending on which
159. 5:57version of Meta your ad account happens
160. 5:59to be running on. Turn on dynamic
161. 6:01creative at the ad set level, and then
162. 6:02at the ad level, you will see the option
163. 6:04for Flex ad appear again. Now, for those
164. 6:07of you running catalog ads, you can't
165. 6:10run a 322 inside a catalog ad, but
166. 6:13everything else still applies. The
167. 6:15structure of the container, the testing
168. 6:17logic, the success metric. The format is
169. 6:20different, but the question never
170. 6:21changes. Did profit volume go up?
171. 6:25Everything is exactly the same except
172. 6:27for the ad format, and that's really the
173. 6:29whole point here.
174. 6:35Now, I get asked all the time whether
175. 6:36this works if you're on a lower budget,
176. 6:38and the short answer is yes. But, I want
177. 6:40to challenge your thinking here that
178. 6:42this is a volume of spend conversation,
179. 6:44and I want you to think of it more as a
180. 6:46volume of conversion events
181. 6:48conversation.
182. 6:50I've run $1,000 a day budget campaigns
183. 6:52that only get 30 sales a week, and $200
184. 6:55a day budget campaigns to get more than
185. 6:5665. $1,000 a day isn't a low budget, but
186. 7:0030 sales a week is a low number of
187. 7:03conversions. So, it needs a simpler
188. 7:06setup. Everything I've shown you so far
189. 7:08is the advanced version, which assumes
190. 7:11you can support three or more ad sets at
191. 7:13once and get them out of learning. If
192. 7:15you can't, here's how to manage your ad
193. 7:18account to get there. Tier one, the
194. 7:20simple setup. Everything lives in one ad
195. 7:22set. Your control ads and your test ads
196. 7:24live right alongside each other, and
197. 7:26that isn't a compromise, it's just the
198. 7:28correct strategy for where you're at
199. 7:30right now. Stay here until you can
200. 7:33reliably get two ad sets out of
201. 7:35learning. And that brings us to tier
202. 7:37two, a control ad set plus one test ad
203. 7:40set. And you stay here until your
204. 7:41conversion volume can support three ad
205. 7:43sets, which brings us to tier three, the
206. 7:45advanced setup, control plus two ad
207. 7:48sets. Everything I've been showing you
208. 7:50here today, and that's where you stay.
209. 7:52And even when I'm spending a million a
210. 7:53month, I'm not getting more complicated
211. 7:55than that.
212. 8:00This is what I want you to understand.
213. 8:02Here is a real-world example. This is
214. 8:04the same ad account in a direct shootout
215. 8:07with another strategy you may recognize.
216. 8:09Same product, same audience, same ads.
217. 8:12The only thing that changed was the
218. 8:14structure. The one campaign or Andromeda
219. 8:17one running correctly versus everything
220. 8:19else. We started at the same daily
221. 8:21budget, but the outcomes were
222. 8:23dramatically different, and that's not
223. 8:25luck. That's not a good month. That's
224. 8:27what happens when you start building to
225. 8:29take advantage of Andromeda instead of
226. 8:31fighting it. The whole business gets
227. 8:33stronger, and the longer you let it run,
228. 8:35the bigger that gap gets.
229. 8:41So, here's the bottom line. Andromeda
230. 8:43one isn't a tactic. It's not a hack.
231. 8:45It's not a structure you copy from a
232. 8:47screenshot. It's a decision to stop
233. 8:50being a hunter and start being a farmer.
234. 8:53Most performance marketers are hunters.
235. 8:55They live and die by daily performance.
236. 8:58If they miss today, they panic tomorrow.
237. 9:00But farmers build systems that compound.
238. 9:02Farmers build empires, and we are in the
239. 9:05empire-building business, and that's
240. 9:07exactly what this structure does. And
241. 9:10the less you interfere with it, the
242. 9:11better it gets. Now, if you want the
243. 9:14full soup-to-nuts setup, everything we
244. 9:16talked about today, plus all of the
245. 9:17automated rules, the creative strategy,
246. 9:19and support from me for all of your
247. 9:21questions, there's a link to Disruptor
248. 9:23Academy down below. Check it out. I
249. 9:25think you'll really enjoy it. Now, if
250. 9:27you want to know my full in-depth
251. 9:29creative testing strategy that I use
252. 9:31inside of it, every one of my one
253. 9:32campaign ad accounts, that's exactly
254. 9:34what this next video is all about.
255. 9:40>> [music]