Advanced
This build structure is more complex in nature and is meant for campaigns with higher daily budgets of at least $125. It includes up to eight warm and ten cold audiences and excludes anyone who's had a primary goal conversion in the or on a purchase list in the last thirty days.Warm audiences are split up into micro-retargeting of last step in funnel for last seven days; All Lists + anyone who purchased more than thirty days ago (one-hundred-eighty days max); anyone who's engaged with the website, Facebook page, or Instagram accounts in last twenty-eight days; and anyone who's engaged with the site, Facebook Page, or Instagram accounts in the last year.
The ten cold audiences are split up into micro-retargeting of Conversion Lookalikes (1%, 2%, 5%, 10%); Audience Interests; "Broad Targeting"; and finally Page Engagement Lookalikes.
Basic
Recommended for campaigns with a daily budget between $10 and $50 and excludes anyone who's had a primary goal conversion in the last one-hundred-eighty days (max for Meta pixel events) or is on a purchase list. Template includes one warm and one cold audience.The Warm audience retargets anyone who has been to the site in the last one-hundred-eighty days or had engagement with a Facebook Page or Instagram account within the last year.
There are no interest or lookalike audiences, so the single cold audience is "Broad Targeting" in that it only excludes the warm above with no other detailed targeting.
This template can be used in Special Ad Categories builds.
Basic - Excluding L30
Recommended for campaigns with a daily budget between $10 and $50 and would like to retarget customers every thirty days. Template includes one warm and one cold audience and excludes anyone who's had a primary goal conversion or is on a purchase list in last thirty days.The Warm audience retargets anyone who has been to the site in the last one-hundred-eighty days or had engagement with a Facebook Page or Instagram account within the last year.
There are no interest or lookalike audiences, so the single cold audience is "Broad Targeting" in that it only excludes the warm above with no other detailed targeting.
This template can be used in Special Ad Categories builds.
Broad Targeting Only
Recommended for and only option for campaigns with a daily budget less than $10 and targets only one cold audience that excludes anyone who's had a primary goal conversion in last one-hundred-eighty days (max for Meta pixel events) or is on a purchase list.There are no interest or lookalike audiences, so the single cold audience is "Broad Targeting" in that it only excludes previous conversions with no other detailed targeting.
This template can be used in Special Ad Categories builds.
Broad Targeting Only - Excluding L30
Recommended for and only option for campaigns with a daily budget less than $10 and would like to retarget customers every thirty days. The template targets only one cold audience that excludes anyone who's had a primary goal conversion or is on a purchase list in last thirty days.There are no interest or lookalike audiences, so the single cold audience is "Broad Targeting" in that it only excludes previous conversions with no other detailed targeting.
This template can be used in Special Ad Categories builds.
Catalog Ads
This build will be used when you are running a Catalog (DPA) only campaign. It is recommended to have a minimum daily budget of $45 to use this build template. It includes up to eight warm and one cold audiences and excludes anyone who's had a primary goal conversion in last one-hundred-eighty days (max for Meta pixel events).Warm audiences are split up into retargeting anyone who has purchased, added to cart, viewed a product, or had any website engagement in the last one-hundred-eighty days; and Facebook Page or Instagram account engagement from the last year.
The single cold audience targets lookalike audiences of purchases from the last one-hundred-eighty days and/or a provided purchase list.
Link Click
This build will never be automatically recommended by the platform, but is the option you should select if you primary goal is simply to drive web traffic and does not require a full tracking funnel. The template includes up to two warm and six cold audiences and excludes anyone who's engaged in the site in the last seven days or is on a purchase list in the last thirty days.Warm audiences are split up into retargeting anyone who's engaged with the website, Facebook Page, or Instagram account in the last year.
Cold is split up into Audience Interests; Lookalike audiences from Website engagements, Facebook Page and Instagram account engagements; and List lookalikes.
Special Ad Categories
If you select the checkbox indicating that a build is for a Special Ad Category and your daily budget is at least $25, then this template type will be available and automatically selected. Template includes three warm and four cold audiences and removes all audiences that can not be used for Special Ad Categories as well as anyone who's had a primary goal conversion or is on a purchase list in the last thirty days.Warm audiences are split up into retargeting last step in funnel for last seven days; All Lists + anyone who purchased more than thirty days ago (one-hundred-eighty days max); anyone who's engaged with the website, Facebook Pages, or Instagram accounts in the last twenty-eight days; and anyone who's engaged with the website, Facebook Pages, or Instagram accounts in the last year.
The three cold audiences include Audience Interests and "Broad Targeting". There are lookalike audiences and interests are limited per Facebook's guidelines.
Standard
This is our standard build and will be recommended in most instances for daily budgets between $50 and $125. Template includes four warm and four cold audiences and excludes anyone who's had a primary goal conversion or is on a purchase list in last thirty days.Warm audiences are split up into retargeting last step in funnel for last seven days; All Lists + anyone who purchased more than thirty days ago (one-hundred-eighty days max); anyone who's engaged with the website, Facebook Pages, or Instagram accounts in the last twenty-eight days; and anyone who's engaged with the website, Facebook Pages, or Instagram accounts in the last year.
The four cold audiences are split up into micro-retargeting of Conversion Lookalikes and Audience Interests.
It is important important to choose the right build template based on budget and target audience.
Written by Shane Veinot
Updated over 12 months ago