Facebook ads are completely different than they were just 12 months ago. Especially with all the huge updates like Gem and Andromeda, and the brands and advertisers who figured out what was working early have had a major advantage for the last 6 to 8 months while basically everyone else is trying to figure out what the heck happened. [music] In just the last 6 months, we've managed $35 million across the accounts that we manage at the Moonlighters. We work with brands in all categories across nearly every single vertical. And over the last few months, we've been taking a completely different approach to the way that we structure our ad accounts. We've had multiple brands that we work with increase their overall revenue to all-time highs after the fourth quarter, just like this member of my community who grew and scaled their business from $66,000 per month to $100,000 per week. So, in this video, I'm going to break down high level what this exact strategy is and what's changed. And then I'm also going to show you step by step in the ads manager how to create the prospecting side of this system completely for yourself. So to properly understand what's changed, you first need to know what used to work. Now what's worked for us for the last 3 years prior to this major shift was a system that looked just like this. I'll take you through it very briefly. Essentially, we had a core prospecting campaign where we launched broad packs every week or so, and we launched individual creatives in each of those packs. We then scaled the best creatives that spent the most and drove the most amount of revenue into a scaling campaign that lived at the top of the account. After this prospecting campaign, we would set up a retargeting campaign that had 14-day Facebook and Instagram engagers, 30-day visitors, and 90-day ad to carts. You should always know that in all these cases for both old and new strategy that they are always subject to change based on the brand. And then finally, we would set up a retention campaign. This is for your existing customers, people who previously purchased from you. And we would target all-time purchasers and 180day purchasers. Now, here's what's changed because it's fundamentally shipped because of Andromeda. Our prospecting structure looks a whole less sexy and a whole lot more complex. But don't worry, it's not overwhelming. If you're already using what we used to call the M3 method, then the M4 method, which I'm going to break down in terms of the structure, is exactly the same minus a few changes. It's actually going to be a very easy transition for you whether you're using an old structure, new structure, or if this is your very first time seeing this. In the M4 method, we have a core prospecting CBO campaign, multiple ad sets with all minimum budgets. And don't forget, I'm going to show you exactly how to set this up. And we are grouping our creatives by avatar or concept. We then have this same retention campaign to hit our existing customers with all-time purchasers and 180day purchasers mixed in. And the ads that we're showing these folks in particular are evergreen ads, sale ads, new products, and upsells and downells. And then one of the biggest sweeping changes is now our retargeting campaign is optional. Now this is optional based on the data in your ad account. So you have to be skilled enough to actually understand if you should have it or not. But basically you're looking at your audience breakdowns and you're making a determination based on the data on whether or not you should have a retargeting campaign or not. Okay. So let's get into the ad account. I'm going to show you everything step by step. And by the way, if you want the full in-depth tutorials on this, I'm talking eight plus hours of the entire M4 method, structure, creative, deep dives, advanced optimizations, and digging deeper into how to actually scale in this method. Then you can click the link down in the description or go to school.com/fas. We are the fastest growing e-commerce community with over 400 brands right now scaling of every shape and size. Whether you are just starting out or you're an extremely advanced operator, we have people that are spending a $100,000 a day and people that are spending their very first dollar on meta ads right now along with the live Q&As's every single week where you could ask me any question. And even if it's not the day of that live Q&A, you could ask me a question right now in the school community and guarantee an answer by the end of the day. Today, we're going to be setting a campaign budget. And just for this example, I'm going to set my daily budget to $100 per day. It doesn't matter. This is just a placeholder. We're keeping our campaign bid strategy at highest volume or value. And then we're not editing our budget scheduling. You should have here in your engaged audience your add to cart 90 and your 30-day site visitor. And then for your existing customers, anyone who's purchased over all time. Next thing is we're going to go into our ad set. Now, this is going to be pack number one. Every single time we launch a new pack, we're thinking about the avatar in that pack. So, we're grouping our ad concepts by avatar and by concept. So in this case, I would name my pack number one and I would put my avatar name plus concept name. For my website location, I'm choosing website. For my performance goal, I have two choices here. Maximize number of conversions or maximize value of conversions. If everything you sell in your business is the same price, I would generally recommend number of conversions. If you require people to buy multiple times, meaning more items to the cart to get over the free shipping threshold, then you can choose value of conversions. In many cases, it's actually strategically positive to run both of these and have two separate campaigns. But that is a conversation that is way more complex. Next, we're selecting our correct data set. And we're always choosing the conversion event purchase. If you do not see the conversions API tag right here, be warned and go into your data set and make sure your conversions API is set up. We don't want duplicate data. We always want to be set up with the correct, accurate data coming into the pixel. Without that, to be completely honest, you are doomed. The correct data into the pixel is so critical. So, you click purchase right here, and then you're going to have the prompted option to choose a rorowaz goal. For now, we're not selecting that. If you chose max number of conversions here, you're going to see cost per results goal. We are not choosing that as well. Our attribution model is going to be standard. Although there are times when incremental makes sense. We're going to choose standard for now. And then we're going to change our attribution setting to 7-day click, one day engaged, one day view. By the time you're watching this, the upcoming changes to engage view attribution are going to be more clear. They're going to be public to everyone. We have beta tested this in multiple accounts because we have early access. And I can confidently tell you that running 7day, one day, one day is going to long-term be more beneficial or at least give you the most amount of signals for your pixel. Next, we are on the budget and schedule section. The budget and schedule section here is different than it ever has been. We are actually going to be setting ads set spending limits. Now, if this is your first pack and your only pack, then you don't need to set a limit. The limit is actually only going to be applied when we're launching new packs moving forward. So, think about it like this. If I had pack number one, Avatar and Concept, and I launched this this week, and then a couple weeks went by and I launched new creatives, then it would be time for me to actually set an adset spending limit. Now, because you're watching this, you're probably smart enough to actually understand that I don't need to duplicate a bunch of adsets to show you one setting change. But all you need to know is that every time you launch a new pack, you're going to be setting an ad set spending limit typically equal to one time your target CPA. So for this case, we're clicking set a minimum. We're choosing use dollar value and we're setting our minimum equal to our target CPA. If you're only spending a little bit of money, then you might not have the flexibility to do this. This is going to be most applicable and most effective for businesses that are spending a lot. If you're spending $1,000 a day, $2,000, $5,000 a day, this is going to be particularly helpful to actually get the most amount of spend to your best ads while also testing a small amount on new ads that are running. Next, we're going down to our audience settings. Obviously, include all the locations that you can target. And I don't mind grouping these locations in one. For your minimum age, truly set this to your minimum age. Don't lie to Facebook. Don't put 21 plus if you actually aren't exclusively limited to 21 plus. In most cases, it's better to go broad and then narrow down later. Next, we go to exclude these custom audiences. This is very important. This changed recently in the new Facebook UI. This used to be something that was a suggestion. It's no longer a suggestion. If you exclude these audiences, as we can see from the info button here, any custom audiences added here will be excluded from the audience for this ad set. So if we go back to our flowchart here because right now the only thing we're focusing on is prospecting here which are new customer acquisition and then retention here which is milking as much cash out of our existing customers here in the prospecting campaign. We need to exclude everything here in the retention campaign and we are excluding anyone all time who's purchased. So this is going to be from a clavio or a CRM list manually uploaded into Facebook which you could also insert right here in your audience settings. This is a small change that might have a big difference. Change your languages to the actual languages that your ads are written in. Do not allow your ads to be autorated into a bunch of different languages, especially if they don't apply to those languages. If everything you're doing is in English, do not allow all languages to be targeted. So instead, if I was running English ads, I would choose English all and then awkwardly, I would type it again and type it again and I would choose English all, English UK, English US. In this next section here, this is where we could quote suggest an audience. This is the launchpad that Facebook works with. 99% of the time, I am leaving this blank. We could sit back and let this work from here. That is how we set up our ad set. There is nothing that we're doing on the placement side. We're just simply allowing Facebook to run wherever it wants. The analysis happens after we run the ads, not before. And we're not over optimizing. We're just having some control at the adset level. So, we have our first ad set, our first pack created. Now, when we add new packs, new creatives, whenever they're available for us, all we're doing is we're duplicating the exact same adset. We're changing this from pack one to pack two. We're including whatever unique avatar and concept we are launching here. And if you're launching iterations, then mention that it's iterations. We're keeping all of these settings exactly the same. And then we're launching the new ads inside of this new pack. Now, the next phase of this setup is interests. Interest groups follow a very similar function, except there's a small tweak. In this case, we're quickly duplicating our pack. We're changing this instead of from pack 2 to interest winners. In the interest group, we are only running our best performing ads overall time. Truly testing the interest, not testing the ads. So, in terms of our adset settings, everything in the conversion block stays exactly the same. Our budget and schedule generally will not need an ad set minimum because we're launching our best performing ads. If you cannot get the interest to spend, don't be afraid to set an optional minimum spend here. And then when it comes to your audience, this is where things do in fact change. We're going to click further limit the reach of our ads. Switch setup. You might have a couple of different toggles there. Just make sure you're always clicking further limit, further limit, further limit. We're then going to detail targeting. Describe your audience before. Don't worry. Just go to use original options and then go into here. And what you are doing is selecting a single interest target. You are not selecting a whole lot of targets. You're selecting a single interest. And you want it to be adjacent to your brand. For example, if I was Nike, I would not select Adidas. I would not select Reebok. I would not select Under Armour. Those are exactly the same as who I'm currently targeting. The point of an interest is to expand your audience. So, if I was Nike, what I would target instead is something like Range Rover because Range Rover is a different group of people, kind of like Nike likes to position as a luxury brand. Now, in time with this kind of a setup, you're going to notice you start to launch a lot of packs and you might find 30, 40, 50 active adsets. Now, that is all fine if you're scaling the actual ad spend as you're launching new packs. But if you're not scaling your ad spend and you're stuck at a specific ad spend or you don't even want to and you just want to get a slightly higher return on ad spend, then you're going to have to pause down certain adets and certain ads to maintain a good flow and allow the account to breathe. And the next stage of this is setting up your retentionbased audience. This is an algorithmfriendly approach that gives you some control. And the reason it works so well is because it allows you to actually see where your ad spend is going. so that when you increase your spend, you actually know if it's going to new customer acquisition and not being wasted on engaged and existing customers that were likely to convert anyway. But as you could imagine, not only is this strategy hard to implement, maintain, and grow, but it requires a whole lot of oversight. I'm not going to pretend this is the easiest strategy to run, but the strategy that I just showed you is legitimately going to be rolled out for over 100 businesses that are on pace to spend over $75 million in the next year. So, if you're a brand that's scaling and you actually want this implemented for you, then click the link down in the description or go to the moonlighters.com/apply. And if you're not the right fit to work with us today, then you could also go to school.com/fas where I teach everything in slow motion along with live Q&A that you can access me anytime. And finally, if you don't want to pay for anything, then everything on this YouTube channel, including this video right here, where I walk through my entire creative strategy, is 100% free. As always, I hope you got a ton of value out of this video and I will see you very