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Meta Campaign Onboarding & Launch Guide

Phase 1: Pre-Launch Setup

  1. Establish Campaign Structure: Begin by organizing your initial campaign framework within Meta Ads Manager.
    1. Traffic Campaigns: Set the optimization objective to "Maximize Clicks." Ensure every ad is configured to use "Website Tracking Events" and verify that the correct Pixel ID is associated with each asset.

  1. Conversion Campaigns: We recommend starting with an "Add to Cart" objective. This provides a higher volume of optimization signals for Meta compared to "Purchase." Once performance stabilizes and it’s clear your creatives are able to generate +50 conversions, introduce a "Purchase" conversion campaign to optimize for lower-funnel results.

  1. Enable Auto-Tagging: Ampd will handle auto-tagging for your links. Notify your Ampd Account Manager once your ads are ready. Ampd will automatically update destination URLs and tracking parameters to ensure accurate deep linking and attribution.


Phase 2: Launch

  1. Activate your campaigns within Meta Ads Manager to begin the launch phase.


Phase 3: Post-Launch Optimization

  1. On day 2, set up a custom Audience to build an audience of shoppers who clicked to amazon.com
  2. Verify Signals (Day 3): Confirm that the Ampd Commerce Signal is appearing in Meta Ads Manager. While data may appear sooner, please note that Amazon Attribution data typically involves a 1-2-day delay.
    1. If you are not seeing View Contents, Add to Carts or Purchases, reach out to Ampd Account Manager
  3. Iterative Ad Optimization: Build a process that optimizes performance without disrupting Meta's algorithm.
    1. Because we’re operating with a 1- 2-day data delay, we should never look at “todays” or “yesterdays” but always 2+ days in the past.
    2. When an ad is taking up budget but not hitting your target KPIs, pause the ad and let budget flow into your other ads.
    3. If ads are underperforming target KPIs, swap in new creatives, test different audiences and try different placements until you find the winning combo.

  4. Strategic Budget Allocation: Carefully shift spend between Traffic and Conversion campaigns to maximize overall results.
      1. Remember that the users from the Traffic campaign feed the machine learning model of the Conversion campaign. This means that dramatic changes to the Traffic campaign can have meaningful impacts on your Conversion campaign.