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Multi-Layered Meta Ads vs Flat Campaigns

In this post, I’m sharing tips and tricks on how to run successful Facebook ads for your small business. Today I want to talk about the difference between two types of campaigns: flat campaigns and multi-layered campaigns.

We’re not talking about these six ad campaign types. This post is about the overarching strategy used for your ad campaigns.

Multi-Layered Ad Campaigns

Multi-layered campaigns are campaigns that have a mix of objectives: to reach all 4 stages of your marketing funnel. They include campaigns for brand awareness, brand engagement, brand consideration, and conversions.

Flat campaigns are campaigns that have a single objective: to get conversions.

Multi-layered campaigns are more complex to set up and manage, but they have some advantages. For example, they can be cheaper, because you are spreading your budget across different audiences and objectives. They can also be more effective, because you are nurturing your potential customers along their journey, meaning you are increasing their likelihood to buy from you.

Let’s dig into a mid-funnel example. For this case, will use a brand engagement campaign in Facebook Ads.

  • Campaign Objective: Increase brand engagement by 20% within over the next 21 days.
  • Ad Set 1: Four product videos that showcase top-performing products with no call to action to Shop.
  • Ad Set 2: Image ads with macro photos of the products featuring core brand messaging on the image.
  • Possible AB Tests
    • Test 1 – Audience Targeting. Retargeting Audience vs. New Audience Based on Brand Affinity and E-commerce Behaviors
    • Test 2 – Copywriting. Test the response to question-based copy with and without emojis.

We’ll use these two ad sets sandwiched between two more ad campaigns with different objectives: (1) Brand Engagement for Follower Growth and (2) Traffic to Core Landing Pages.

Benefits of Using a Brand Engagement Campaign within a Layered Ad Strategy

A brand engagement campaign layered into an ad strategy like the example above has many benefits for your brand. Here are the top four.

  1. Engagement fosters positive interaction and builds trust with your audience, turning them into loyal customers and brand advocates.
  2. Brand Recall. Engaging campaigns create positive associations with your brand, helping you stand out from competitors in a crowded marketplace.
  3. Positive interactions and user-generated content from engaged customers can significantly enhance your brand image and reputation.
  4. A strong and engaged online community can be a valuable asset, amplifying your brand message and driving organic traffic and keyword growth.

Flat Campaigns

Flat campaigns are campaigns that have a single objective: to get conversions. They are focused on the bottom of the funnel, meaning they target people who are ready to buy your product or service. Flat campaigns are simple to set up and manage, but they have some drawbacks. For example, they can be expensive, because you are competing with other advertisers for the same audience. They can also be ineffective, because you are ignoring the rest of the funnel, meaning you are not building awareness or trust with your potential customers.

Why your Facebook ads aren't getting results. Multi-layered ads vs flat ads.

Which Type of Campaign Strategy Should You Use?

So which type of campaign should you use? Well, it depends on your goals, budget, and audience. If you have a limited budget and a well-defined audience that is ready to buy, then flat campaigns might work for you. But if you have a larger budget and a broader audience that needs more education and persuasion, then multi-layered campaigns might be a better option.

I hope this blog post helped you understand the difference between flat campaigns and multi-layered campaigns.

If you want to learn more about Facebook ads, subscribe to this marketing blog or browse the Help Hub. Thanks for reading and happy advertising!


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