Meta Ads for Ecommerce: The 2024 Playbook
Meta Ads remain the most powerful customer acquisition channel for ecommerce brands.
The platform has changed dramatically since iOS 14. What worked in 2021 will not work today.
Broad targeting and creative testing now outperform detailed audience stacking.
The Modern Account Structure
Forget complex audience layering. The algorithm has become smarter than manual targeting.
The winning structure looks like this:
- Prospecting Campaign: Advantage+ Shopping (ASC)
- Retargeting Campaign: Website visitors, 7 and 30 days
- Retention Campaign: Past purchasers, excluding recent
Creative is the New Targeting
When audiences go broad, your creative does the targeting work.
Different ad styles attract different buyer personas. This is why creative testing frameworks matter more than ever.
Budgeting for Scale
Start with 70% on prospecting, 20% on retargeting, and 10% on retention.
Once you hit profitable scale, shift more budget into Advantage+ Shopping.
Get Started
If you want help building this structure, book a free audit with our team.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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