👎 Meta ROAS tanking? Check your ad placements NOW ⚠️

+ How many campaigns should you have anyway?

Estimated read time: 3 min, 17 sec

In this week’s letter 📨:

  • 🤔 Should you run ABO campaigns with multiple ad sets?

  • ⬇️ Meta ROAS tanking? Check your placements

  • ​​ Optimize your Email/SMS campaigns with this tip

  • ​​​​💄 #FeaturedAd - Live Tinted

  • 🚵 #BrandedCatalog Spotlight - The Source

  • 🆕 New ads @Socioh

If a friend forwarded this to you, subscribe so you don’t miss anything! And don’t forget to follow us on Twitter.

Should You Consolidate Your Campaigns On Meta?

If you’re advertising on Meta, you’ve likely heard this advice — consolidate your campaigns.

So what structure should you opt for?

Just 2-3 CBO (Campaign budget optimized) campaigns? Cost caps? An ABO (Ad-set budget optimized) campaign with multiple ad sets?

@Karanjassar asked this question on Twitter last week, with some interesting responses. 

While some users like @andrewjfarris opt for fewer CBO campaigns with Cost Caps as the correct structure, others like @binghott stated the need to set aside some budget for testing new creatives within an ABO setup for more informed scaling.

Check out the conversation here:

The correct answer probably depends on your overall budget and how new/experimental your brand is. 

If you’re experimenting with a lot of creatives and have a relatively new brand, you may want to test your creatives in an ABO campaign first, and then scale the best ones in consolidated CBO campaigns.

However, if you have a pretty good understanding of your CAC (customer acquisition cost) through the year and how much you want to spend at any given time, CBO with Cost Caps may be the best way ahead.

Have you tested different campaign structures in your account? We’d love to hear about your results here or on Twitter!

ROAS Plummeting on Meta? Check Your Placements

Suddenly noticing a drop in performance on Meta? 

It may not all be higher bid costs due to BFCM. 

Look at your ad breakdown and check your placements. 

Here’s Richard Muskett speaking from experience:

Looks like it’ll be a while before media buying becomes redundant after all, doesn’t it? 😉

On a serious note, being vigilant, especially around high-traffic days is always a good idea. 

If, as a business owner and advertiser, something doesn’t feel right, check again.

Get Better Results From Your Email/SMS Campaigns With This Simple Tip

Want your Email/SMS campaign to do better?

Send more messages!

This doesn’t mean you blast anyone who has ever signed up with you with endless emails though. 

So what are we suggesting, exactly?

Hear it from  @yojimmykim, CEO and founder of Sendlane: 

We love the idea of extending a campaign with just one extra day — especially right now, when people are looking for deals!

#FeaturedAd - Live Tinted

Brand: Live Tinted
Category: Cosmetics
Format: Video (Story)


This ad uses the popular ‘GRWM’ (get ready with me) Instagram Reels format to announce Live Tinted’s once-a-year sale. 

The 14-second video shows a young woman putting on the brand’s skincare and cosmetics products to achieve a minimalist yet glamorous sun-kissed look.

In keeping with the brand’s emphasis on ‘clean’ beauty, the video uses just a handful of products to create a look that can be worn every day. 

Plus, a simple text overlay reminds shoppers it’s once-a-year sale with 25-30% off on everything!

Relatable, easy to incorporate into a daily routine, and with offer copy that puts FOMO to work, this ad knows how to sell to its audience.

Want more ideas? See this ad and 1000s of others in Socioh’s ad library.

#BrandedCatalog Spotlight - The Source

Brand: The Source
Category: Apparel
Template type: Black Friday Discounts


  • The bold colors and “Black Friday’ copy help grab the attention of shoppers so the brand’s promotion isn’t missed.

  • Cut-price and dynamic discount elements clearly highlight the great deals shoppers are getting.

  • The brand logo is added to ensure brand recall.

Create dynamic catalogs using multiple images from your product feed. Get started with Socioh’s Branded Catalogs here.

New Ads @Socioh

New ads this week — Live Tinted, Kizik, Mixtiles, and more.  Find these ads and tons of inspiration in Socioh’s ad library.

P.S. We update our library with new ads every week

Why am I getting this newsletter?

The world of advertising is evolving fast, and keeping up with it all can be exhausting.

This is why we deliver what you need to know — and only what you need to know, once every week. So you can make the wisest decisions about your ads.

This newsletter is curated by Socioh.

Don’t want to receive this email? Just unsubscribe using the link in the footer and you won’t hear from us again.

Join our FB group for pro tips & insights about Facebook advertising.

Join the conversation

or to participate.