The Best Facebook Ads Strategy for 2025

ruticker 04.03.2025 15:24:44

Recognized text from YouScriptor channel Sam Piliero

Recognized from a YouTube video by YouScriptor.com, For more details, follow the link The Best Facebook Ads Strategy for 2025

In this video, I'm going to show you the exact system, strategy, and structure that you need to scale your Meta accounts all the way from literally **$0** upwards of **$2,000 to $300,000** in spend per month. I'm going to break it down step by step with you in platforms, with real examples, and also show you flowcharts so you can visualize everything. It's really easy for you to see, understand, and apply into your ad accounts right now. This is the exact same strategy that we're using across the board for all of our clients like **GG**, **Pip**, **Two Roads**, **Kenu**, **Forks**, **Young Nails**, **JC Dosier**, and a whole lot more. We are talking about a system that is scalable across every single category in all of e-commerce. The best part is that when we use this system across our clients for the very first time, on average, we see an increase in return on ad spend by **43%**. The great part about this is it doesn't matter what you sell, what niche you're in, or even what budget you have right now. It just matters that you implement this system and let it grow with you over time. By the end of this video, you're going to completely understand the structure, the graduation system, and everything in between so that you can apply it to your ad account right away. Now, before I even dive into every single one of the levels here and how complicated this could actually be, I want to address three problems that we're seeing in the market right now. First off, advertising is about **three times more expensive** than it was just a few years ago. Your CPMs are higher than ever, your cost per clicks are higher than ever, and what that means is you have to have a predictable, scalable system if you ever want to get past **$100** or **$1,000** a day in ad spend. Just getting to **$5,000**, **$6,000**, or **$7,000** in ad spend, which used to be an easy game if we go back **five or six years ago**, is so much harder to do now. The reason for advertising being way more expensive is super complicated, but just know that it is ever-changing and it's just going to keep going up. Whether it's inflation, the number of brands coming into the market every day, the big players like **Nike** and **Lululemon** consistently increasing their spend, or simply that you don't have the right system and structure in place, which of course we're going to address in this video. The second thing that I see in the market that is acute right now is that gurus across the board—whether you're watching hundreds of YouTube videos just like this one or you're following people on Twitter or wherever you're digesting your information—you're probably recognizing that everyone is going broad. Everyone has super broad systems; they run one Advantage Plus campaign, maybe one testing campaign, and they waste **20% to 30%** of their budget in a prospecting testing campaign where they're testing new creatives only. They are resetting those creatives every time they want to push them into any sort of scaling campaign. This mechanism, as you may call it, is completely broken because while everyone's afraid of that learning phase, they're actually feeding it into the learning phase. They are forcing their campaigns to learn and learn and learn over again, ultimately keeping you at the point where you're likely spending **$100**, **$200**, **$300**, and then you hit your wall. You spend up to a certain amount, and then all of a sudden, any dollar over that seems to be completely worthless. So you spend up to **$500** a day, and then your return on ad spend, when you go to **$600**, just starts to tank. The third thing that I'm seeing happen in the market more than ever right now is that there has been a massive misunderstanding on how to actually spend your money and where to spend that money. People have this misconception right now that you should spend the same amount of money every single day, no matter what. I'm here to tell you that in our entire portfolio, there's not one single brand that we work with that spends the exact same amount of money Monday through Sunday. Let's actually open up our Myro board. This system right here is what we're going to be breaking down. If you look at this right now and you just try to copy and paste this into your ad account, you are **100%** going to fail. This is not going to work for you. So we're going to start if you're just starting off for the first time in Facebook. If you are literally spending **$0** or maybe you're spending **$100** a day, we're going to start there. I'm going to show you exactly what to do, and we're going to work our way all the way up. If you're spending over **$30,000** a day, the really good part is that anywhere over **$10,000** a day plus has the exact same system. Even **$5,000** a day plus has the exact same system. The complexities that happen within the system and the need to build out more within the system actually occur more and more as you scale. Of course, just keep in mind we're starting slow; we're going to work our way up. If you're just spending **$1,000** a day, you need to be really hyper-focused on spending the right money on the right products. So look at your product set, understand what your best sellers are. If you don't even know what your best sellers are, take a good guess based on product demand. Use Google Search Trends potentially and understand what is going to sell the best on your site. If you really have no clue at all, then just run them all. But very quickly, you need to understand the top **20%** of products that are going to drive **80%** of the results. I talk about the **Pareto rule** all the time on this channel; that is **100%** going to apply right here. So what I want you to start with, if you haven't scaled yet, is a scale campaign. It sounds kind of funny, but this is eventually going to become the scaling mechanism of your account. All you need to do here is create one Advantage Plus campaign. That Advantage Plus campaign is going to be **100% broad**. Let me show you the exact settings of that campaign. The example that we have on screen right now is a smaller brand; it's only spent **$3,000** over the last 30 days. It's done so at a **6.75** return on ad spend—very solid—and it's using our exact same system that I'm going to break down for you. The Advantage Plus campaign is what we want to care about. I'm going to show you the exact settings that you should be using. So click the **Create** button, click **Sales Objective**, always. You're going to select **Advantage Plus Shopping Campaign**, click **Continue**, and then once you're in here, first we have to name our campaigns properly. So make sure you give your campaign a name based on what is appropriate for you. For this, I'm calling this **Prospecting Scale**. As we scroll down, we have no special categories. We are not using Advantage Plus catalog ads, and we are selecting **Website** and **Shop**. Make sure you have your Instagram and Facebook shop set up; it's going to help you about **10% to 20%** in terms of incremental sales. Now, scrolling down just a little bit further, we are going to optimize for the number of conversions. Especially when you're starting, we don't want to worry about the value of conversions; we just want to worry about the number of conversions. We're going to select our data set, so your data set is your pixel. Make sure you are selecting your correct pixel with the conversions API, as you can see right here on the right-hand side. Once you're doing that, we are skipping the cost per result goal. You could scroll down a little bit more and make sure your attribution settings are set to **7-Day Click, 1-Day View**. The more data that we have in the platform, the more signals Facebook actually has to understand who's going to convert on your product. Down just a little bit further, the audience locations: set your location based on where you're able to sell your products. Don't stress too much about including every little state or making tiny little adjustments here. The goal is just to hit the entire United States or hit the entire region that you're available to sell. In this case, all of the U.S. Next, for reporting, we have engaged audiences and existing audiences. We've hit this **100 times** on this channel; it's so important, it's so easy to set up, and you have to do it. What you're going to want to do is go into your **Manage Your Advertiser Settings**, and there you're going to be able to define engaged audiences and existing customers. So while these are blurred right now because they're client information and they're confidential, what I do want you to recognize is there are multiple data sources. There are multiple customer lists here. What I have here is site visitors over the last **30 days**, add to carts over the last **90 days**, and then I also have a Klaviyo list of anyone who's never purchased. So we just have a nice big group of engaged audiences all in one place, and then we have existing customers. This is literally anyone who's purchased over all time. We're using the pixel and we're using our Klaviyo information to inform this section right here. Scrolling down a bit further, budget: set your budget at least to your average order value once. So if you have an estimated average order value, or if you know your average order value is **$100**, set your budget at bare minimum to **$100**. If you can't afford your average order value, do not run ads yet; work on your business organically. And I say this with grace because if you are thinking that you can get away with spending **$5**, **$9**, or **$22** and your average order value is **$150**, you might have to wait **2 weeks** to make a single change in the Facebook ads platform. Generally speaking, that's not going to work for you. So what I would recommend is that if you can't afford your AOV in budget, simply work organically on the business. Next section here is existing customer budget cap; we are not selecting this right now. There is going to be an option for this in the future, but we are not selecting this right now. Scrolling down a bit more, everything else here can be left. Now we have to move forward to the actual ads. Now this ad section here is going to change drastically based on what you're doing. What I want you to focus on is the core here. First off, name your ads properly. If you don't name your ads properly, you are going to be really confused when you try to measure all this a year from now or even a month from now. Name your ads properly; keep your naming conventions tidy and up to date. Make sure your Facebook page and your Instagram accounts are set. Moving forward down into the ad setup, the creative source: this is going to depend on what you're doing. If you want to run catalog ads, run Advantage Plus catalog ads. If you want to run native creative, meaning static or videos that you've created, run manual upload for your format. I would generally recommend running single image or video for the most part. You can run some carousels, and do not select multi-advertiser ads, so unselect that right there. When you're actually setting up your creative, there's going to be a lot of options here. Ignore this for the moment; you're going to obviously set up your primary text, headline, and your description—that's a given. And then when you go to select your actual ad creative, so we're just going to choose one random ad creative here, make sure you unselect **Enable Flexible Media**. This is sneaky; they want you to select this. Unselect it and then crop your images accordingly. You can do it as simple as dragging this down, click the crop button, and crop your image accordingly. Same thing with the vertical crop accordingly, and if you need to have a horizontal image in here, I would just recommend replacing it with something that is in fact horizontal. If you can't find something, then sure, just leave it; get the most of what you can in the crop. It's not a big deal; it's going to show up **2%** of the time. For enhancements, this is where I want everyone to pay attention. In the enhancement section, they select everything for you nowadays. Make sure you're only selecting the ones that you think are actually going to move the needle forward for you. What this means for the most part is enhanced CTA and text improvements. Everything else could be left. There's going to be more options and different options depending on your category, so there could be everything from AI-generated ads to AI-generated backgrounds, 3D animation. Just select enhanced CTA and text improvements; these are the two that I've seen sure-fire work the best. Everything else, we're still in beta, and we're not getting pigs over here; we're not going to take risks. We want to actually drive what we know for certain is going to drive the best performance for the businesses that we operate. And then once you actually create your creative, you have to go down to this Advantage Plus creative section and see the enhancements one more time. You can see here we have **five out of nine** enhancements created, even though we only selected two in the previous section. So they really want these enhancements to be set up because they're all in beta; they're all testing. Now, I don't want any of these. Actually, I don't want ad overlays; I don't want visual touch-ups. I do want text improvements; I do want enhanced CTAs, as we just talked about. And then you have to click down here in the bottom left corner—really sneaky at Facebook—**Show More Enhancements**. Then we are going to keep relevant comments on; we are going to remove adjust brightness and contrast; we don't need that. For placements, everything's going to be on, and then we're going to click **Save** from here. So what you should see in your Advantage Plus section when you're done with this editing is turned on: text improvements, relevant comments, and enhanced CTA. Everything else should be off; you should see **three out of nine** depending on your category. Moving to our destination, send this to the most relevant page on your site. Generally, that's the homepage, the collection page, or the product page that you are working on. And then, if you're following my recommendation and you're running website and shop, as long as you are eligible to, then select your shop destination most appropriate to the collection that you are showing. If you're in the e-commerce field and you have hundreds of products, just show a collection page. If you have one single product, hit the product page, right? Just make it the most relevant destination possible right here. You can keep languages completely off; this is fine. And then for website events, just make sure your pixel and data set are accurate. As long as that's good, you're good to go. So you might be asking, why just one campaign? Why are we just running an Advantage Plus campaign? It's because we need the algorithm to actually do some of the heavy lifting in the early stages. We need to inform the algorithm, tell it who our customer is, and really allow it to work for us instead of us trying to pull too many triggers as human beings who are faulty, right? We make mistakes all the time. The algorithm, especially the Facebook algorithm, is right so often. Now, it doesn't mean it's perfect because if it was perfect, then we wouldn't have to do anything. But it is right so much more than it is wrong. So in the very early stages of a business, when you're trying to find your audience, if you're only spending **$100** a day, **$200** a day, or **$300** a day, just run Advantage Plus. Now, what actually happens when we start to get beyond that **$300** a day? This is where things start to get fun. When we get **$300+**, when we start to spend **$9,000**, **$10,000** a month, or **$20,000**, **$30,000** a month, now we have to have an actual system to make things better. I'm going to show you exactly what that looks like. So we're going to literally just zoom out here. Now, you'll notice over here there's a big thing that says **Winners**, and I'm going to break that down for you too. The key here is that we have two sections of this ad account. Now, a very typical media buyer would throw in things like retargeting, retention, a whole lot of awareness campaigns, upper funnel, mid funnel, lower funnel. It's going to get super complicated; you're going to have no idea where your conversions are coming from, and things are going to be broken up so much. You're going to have **$100** spend here, **$20** spend here, **$50** spend here. We want this to be consolidated and uniform. So let's break down exactly what I like to do at this stage. You're spending around **$10,000** in total per month; you have your scale Advantage Plus campaign, which is **100% broad**. We just broke that down. The next campaign that you're creating is a **Prospecting CBO Campaign**. The core of this campaign is that it is in a CBO setup. The reason this works so well is because you are able to launch new creatives as new broad packs. This means that every time you have a new group of creatives, you just worked on new creatives, you have them ready to go, you want to get them into the ad account. You launch them as a brand new pack. You can see this every single time we have multiple broad packs, and you can see I like to date them here. So if you look here, I say **1/2025**, **5/2025**, **2/1225**. I like to break these out into different date ranges so I can always see when did I launch this pack and how's it going. The reason that this is so important for me is that I can see the longevity of every single ad, every single ad type in the account. What you'll also notice here is that we have batches of different creatives here on the right side. They're not necessarily uniform; it doesn't mean that we always launch four new ads or five new ads or one new ad or two new ads. We just launch what we have available because it truly doesn't matter. If you want this entire file, you could download it in the description below; it's also going to be pinned in the very first comment. Now that you're at this stage, you now have a scale Advantage Plus campaign at the top, and you have a testing prospecting CBO campaign. Let's actually show you the exact setup to create that prospecting CBO campaign because at this stage, you're spending a lot in ads. I just want to show you a few settings that you need to select. So we are again going to click **Create**, we're going to click a **Sales Campaign**, and we're going to click **Continue**. We are not selecting Advantage Plus shopping; we are clicking **Manual Sales Campaign**. Once we click the manual sales campaign, we are scrolling down to **Advantage Campaign Budget**. This is CBO; they just renamed it, so we're going to click the **On** button here. This allows us to set the budget at the campaign level. Our campaign bid strategy is going to be **Highest Volume** or **Value**, and make sure everything is set up with engaged audiences and existing customers at the campaign level. When you go to your ad set level, these are going to be **100% broad**. So we are going to name this, for example, **Broad Core Pack One**. This allows our UTM to stay when we use underscores and allows us to be really organized: pack one, pack two, pack three, pack four, pack five. I don't care; the key is that we have an easy name and convention to follow. Now for our settings, everything's going to apply the same: website and shop, maximize number of conversions, selecting our data set properly, not selecting dynamic creative or flexible ads. Scrolling down to audience controls, we want to select our included locations properly and a minimum age. Generally speaking, we are not selecting Advantage Plus audience; we are switching to **Original Audience**. Using original audience is going to reset this entire section, and it's going to allow you to select genders, your ages, and your locations more accurately. If you don't do this, Facebook is technically allowed to go outside a minimum age or a maximum age that you have set. They're all allowed to target different genders that you may have set; they are allowed to target different interests that you may not have set. So it's very important here that we are using the original audience outcome. Then scrolling down, everything else remains exactly the same. We are in fact using Advantage Plus placements. Now, the introduction to the **Graduation System**: this is the system that absolutely allows your ads to scale predictably and safely. The discipline to actually follow this is what's going to do well for you or not well for you. The hard part is knowing exactly when to do it and having the feel based on not just conversion metrics but all of your secondary metrics to actually know when and what to graduate. Let's talk about that graduation system again. We're looking at budgets right now around **$10,000** per month, maybe even upwards of **$15,000**. $155,000 per month. This is the basic version of the graduation system. In the next section, we're going to the advanced version, but you can't look at the advanced version until you know how the basic version works. So, how this works is every time you launch a broad pack of new creatives, there are going to be standout creatives. On a **14-day window**, and if you're spending less, even a **30-day window** is fine here, but roughly speaking, every **2 weeks**, you're going to identify, of your creatives in this prospecting testing campaign, what are your **top 10%**. The top **10%** of ads get graduated into the scaling mechanism of the account. If we look here, you can see that we have **four**, **six**, **11** different creatives in the account. That doesn't mean we're going to graduate half of the best creatives. What it does mean is we're only going to graduate the creatives that are truly at the top of the account. In this example, I have three creatives here; you can see the red lines that are driving to the winners module. From here, these winners then get scaled into the **ASC campaign**. The reason that we do it like this and the reason we graduate up is because we are not resetting any of the prospecting CBO campaigns. In fact, we are not even pausing down these winning creatives. When I say graduate, we're actually duplicating. We never want to reset or shut off anything that's working. You're proving that these ads are working; they're going to hog your spend, they're going to drive just above your KPI, whatever that is—whether it's return on ad spend out of target or cost per acquisition at a target. They are above that KPI; they then get pushed into this winners section, which then gets graduated into the ASC scale campaign. Just to be clear, this winners section is literally just me writing on a Myro board; this has nothing to do with actual campaign setup. I just want to visualize it for you so you can clearly see that these creatives flow to winners and to Advantage Plus scaling campaigns. Now, you're probably thinking at this point, what defines top **10%**? Because a lot of people like to cherry-pick. A lot of people like to take their ads—the ones that drive the highest return on ad spend or the lowest cost per acquisition. Here's what we don't care about: we don't care about the ad that spent **$90** and drove a **28** return on ad spend. This is great, right? This is an awesome ad; we can just keep it running; it's really not a big deal. What we do actually care about is the ad that spent **$99,000** at a **4.84** return on ad spend. The difference there is astronomical. Facebook has seen something in this ad that it thinks it could scale. You want to only push the top **10% to 15%** of ads that have the most amount of spend and are above your target return on ad spend or target cost per acquisition into the scaling mechanism of the account. Now, what's going on if you're spending **$5,000 a day**, **$3,000 a day**, or **$2,000**? You are spending upwards or close to **$100,000** plus per month, maybe even **$200,000** or **$300,000** plus per month. This is the full system; this is everything that we do at those stages. So I'm going to try to be as simple as possible, but there are individual complexities to this setup that you need to understand. When we look into this account at this stage, we're going to notice that there's a lot more going on. First off, starting at the very top again, the **ASC scale campaign** is still our scaling mechanism. What you're going to notice here in the prospecting campaign is we now have two additional interest groups, and then we have a retargeting and a retention setup. These are for hitting customers who've been to your site and those who've already purchased from you. So let's finish the scaling mechanism because this is going to be very important. At this point in this scaling mechanism, we have here, we still do everything exactly the same. That graduation system is running exactly the same as I just broke it down in the previous section. The only difference here is once we find those creatives, they go into the winners section; they now go into two different places. They still go into the scaling mechanism up here; that doesn't change. Exactly the same. They also go into interest-based audiences. They go into interest-based audiences because this is the only point where we're going to introduce interests into the entire ad account. Interest audiences have generally been phased out by Meta; they have pushed more broad, broad, broad. However, we have seen across the board that interest-based audiences still drive the best efficiency. They don't drive the best scale anymore, which is why they are not the scaling mechanism, but they improve return on ad spend slightly. We need to take advantage of that until interests are completely gone. We are going to be running interest; you are setting single interest audiences. This is so key. I showed you before how we're setting up our broad packs, but I'm going to just show you if we were to add an interest to this, what we would do is we would name this interest underscore whatever; it doesn't matter what you call it. If we scroll down to the bottom where we go to set our audience controls, everyone is going to do this now. Audience suggestion—we don't want to be suggestions; we want to actually target an audience. If you do this per Facebook's literal exact verbiage, we will prioritize audience matching this profile before searching more widely, AKA it's a broad audience that starts as a small audience—not what we're interested in. Switch to original audiences; use original audience, and then go down to Advantage Plus detailed targeting and then type in the individual audience that you want here. So if we have **Nike** as the audience that we want, we're going to find the interest of **Nike**, and then that's it. We are not setting groups or stacks of audiences; that's so important for this stage. We are just setting one individual interest here and letting it go. The reason for this is we'll know for sure if this works or not. It is not going to scale as much as a broad audience. As you can see on the right side here, it only has **32 million** people in the audience. I mean, that's quite big, but that's not comparable to **200** or **300 million** that are available in completely broad audiences. If it doesn't work, no problem; kill it, add another interest. If it does work, keep it going. What we've seen work tremendously well are different businesses, just like **Nike** for interest, and magazines and publications. That's what's working the best right now, and it's acutely for the top of this year. So by this point, you probably know the entire scaling mechanism. You know that everything should be duplicated, not paused. You know that for the most part, you're only graduating the top **10%** of ads, maybe **15%** of ads if you want to get a little wild. You're graduating those ads into the scaling mechanism, and you're graduating them into the interest. The one question I always get is, when do I pause ads? You only pause ads that have been scaled when they are for sure not working. We're talking at least **14 to 30 days** of activity and not working; they're under your KPI significantly. And you never, ever, ever pause an ad that is a top spender. Top spending ads are supporting the entire account. They might not drive the perfect return on ad spend for you, but I can nearly guarantee that they are helping other ads boost up. Usually, if you pause that top spending ad down, the rest of the account falls. Now, to address the final piece here: what happens if you run this system and only a few creatives are getting all the spend, and new things that you're testing are never getting spend? Generally speaking, that is an indication that your new creatives are not as good as your old creatives. That's first. So keep that in mind. This system is meant to limit wasted spend. We do not want to just throw out **10%** or **20%** of our budgets because compounding over long periods of time, that adds up so drastically. What this system does specifically for us is it makes sure that we maximize our return on ad spend and maximize our dollars on the best performing ads, period. If you find that you've worked really, really hard on an ad—maybe you had high production value on an ad—and it's just spending **$20** in total, keep it active in this exact account, in this exact setup, and just break it out into one individual audience in its own campaign and just see what it does. Don't try to create secondary systems that test every single ad; just do this in special cases. And the last thing to add to this is if you are running a sale, you need to break this out so that the sale assets get creative immediately. The way that you want to do this is to duplicate your ASC campaign up top here, create it for the specific timeline of the sale, set your start and end dates for the sale, and launch all your sale creative right in there. Dedicate a large portion as a percentage of your total budget to the sale so that you can guarantee it gets spend right away. We are completely comfortable lowering and increasing budgets outside of Facebook's arbitrary **10%** or **20%** rule. We're comfortable going beyond that—**20%**, **30%**, **40%**, **50%**, **100%** changes in budget are okay because it's way more important to get stuck in the learning phase for a day or two than it is to overspend your budget. What about retargeting and retention? Retargeting and retention are much more simple. These work independent of the scaling mechanism. For our retargeting campaign, we are running one **CBO campaign** here. It is a CBO retargeting campaign. We are allowing Facebook to figure out where it's going to find the best purchases for us in this retargeting campaign. We are starting with a **14-day** Facebook and Instagram engagers setup. Now, look, if you have a really, really small account, you could run a **30**, **45**, or **60-day** engagers. The engager setup just allows us to make sure that we're hitting people who have engaged on our Instagram profile in a short period of time—very, very simple. We then have a **30-day visitors** ad set to anyone who's been to our site over the last **30 days**, and we have a **90-day** ad to cart or initiate checkout. One big key here is that in all cases, we are excluding existing customers. You have to exclude existing customers on every single ad set. In terms of our ads here, this is the one place where we get a little different. You can continue to run your evergreen ads here, but you want to also run and be a little bit more prescriptive about different ads that you're running in this section. Address objections: any kind of objections that you get for your primary products. This is a great place to address them. People have been to your site; they've added to cart; there was something that was missing that made them afraid to buy. So think about different objections that are most common—maybe it's reviews, maybe it's safety, maybe it's product compliance, who knows, right? Maybe it's just quality. So sharing their objections is clear here. Sales: any time you have an offer, put it in your retargeting campaign. It's going to get people over the hump; it's going to get people over the line—very, very important. Intros and offers: **10% off**, **15% off** your first purchase—anything along those lines is really great to have here. Upsell/downsell: really strong here. If someone viewed a collection or reviewed a product that is out of a premium price point, show them the lower price point product. There are really easy ways to break this out in Facebook ads. Show the right products to the right people at the right time; that is key. Finally, moving on to our retention strategy: for retention, we are breaking this out into two easy cohorts—**all-time purchasers** and **180-day purchasers**. All of these are going to have your evergreen creative, your sale creative, your new products, and your upsell/downsell sales. Any opportunity to show these people new products, new arrivals, new collections, hot sales, flash sales—anything like that we include here. We want to make sure that we're treating our customers with the utmost respect. We're not spamming them; we're only showing them things that are relevant to them, and we're not hitting them at a crazy high **7**, **8**, or **9** frequency. Not to mention, we could also interact with these people on email or SMS. Keep in mind, your retention strategy should not be overwhelming. So, a little golden nugget for at the end here before we log out: what you want to do is create a retargeting catalog campaign. The way this is set up is a normal sales campaign with turning on Advantage Plus catalog ads. Now, if we go into one of the ad sets, the key thing that I want you to see here is if we scroll down to **First promoted products**, hit your top percentage of products. This is generally going to look like the top **20%** of products that drive **80%** of the results; that's going to go right here. You could either do this on the collection level, or you could do this manually, but literally just all products here is going to drive incremental growth for you. Moving down, we are moving to a small budget here. As you can see, this is a **$30** budget—this is really, really small. It's an account that spends over **$2,000** a day. **$30 budget**—really, really small. You can go **$20**, you can go **$50**; you have to see it based on the frequency. When we go to the audience, we are selecting retarget ads to people who have interacted with your products on and off Facebook in this section. We are very simply selecting view or added to cart but not purchase in the last **14 days**. This is literally the default setting, but it works. And I'm going to tell you why: because if you scroll down here, you also have to put an exclusion in for purchasers over the last **14 days**. There's a nuance here that if I view **50** products on your website and I only purchase one of those products, I'm still going to be retargeted with **49** other products. That's what makes this setup fail. We have confirmation that this is how this works from Facebook, and that's what makes this exact setup—these normal retargeting ads—fail all the time because you're still spending when someone just made a purchase. So this "but not purchase" section doesn't work as it sounds. What you need to do is go down here, put the exclusion in place, and then from here, run Advantage Plus placements and then select **Publish**. This is our exact system, strategy, and structure that we roll out for Facebook ads for all sizes of clients that we work with. If you are a business right now in the **$1 to $10 million** revenue range, or you are scaling up to that **$1 to $10 million** revenue range, or even if you have just marked **$10,000** for your first month in Facebook ads, you can apply to work with us today. Because implementing this is one thing, but keeping on top of it is hard. I get asked, why do you give all of this away? The reason is very simple: doing it one time, setting it up one time, knowing how to do it one time is easy, but doing it every single day across all verticals and dozens and dozens and dozens of clients at this point, it's hard work. So if you want someone to take care of your ads like we take care of ads, hit the link down in the description. It is the second link, and you can go to **themoonlighters.com** to apply to work with us today. I will see you all in the next one; we have absolute bangers coming out really soon!

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