How I resolved the instability of my campaigns in Meta Ads (My experience with CBO 1-1-1 and gender segmentation)
Hey everyone! First of all, I want to make it clear that I'm not a guru or expert in Meta Ads. I run ads only for myself, focused on selling my own product. I've never invested millions of dollars, but I've put a good amount of money into the platform and ended up learning a few things through practice.
The thing is, for the last three months, I've been facing an absurd difficulty in keeping my campaigns running well and stably.
During this period, I tested structures in every possible way. I used creatives following various known methodologies, but nothing worked. The campaign would run well for a few days, but when it came time to scale, it simply stopped selling. I tried vertical scaling, horizontal scaling, duplicating in various ways, and nothing that worked in the past was yielding results now.
Until, a week ago, while watching a video from an acquaintance, I had the idea to create separate campaigns for men and women.
To my surprise, this has kept my campaigns active and completely stable for several weeks, delivering a 2% ROI. I don't know exactly why this is working so well technically, but so far it's the only structure that has really worked for me. I decided to share it because maybe someone else is experiencing the same problem and will be encouraged to test it to solve this lack of stability.
The exact structure I'm using is this:
* **CBO 1-1-1 only for Women**
* **CBO 1-1-1 only for Men**
There are a few more super important details about the configuration I use in these campaigns:
* **Budget:** I put the exact ticket value of my product in the campaign.
* **Age:** I leave the age as a suggestion (for example, women between 35 and 54 years old).
* **Placements:** I only use all Feeds, Stories, and Reels. Nothing else.
After the campaign performs well, I duplicate it. I'm keeping the exact same structure and creative, but changing the audiences.
The order of audiences I'm using is as follows:
* Open
* Lookalike (LAL) 1% of Buyers
* Lookalike 1% of Pageviews
* Lookalike 1% of those who watched 95% of the video
* Lookalike 1% of Initiate Checkout
* And then I continue the cycle going through Lookalikes of 75%, 50% and 25% of Video Views.
Does this take a lot of work in the manager? Yes, it does. But what matters most to me right now is that I'm back from losses to making a profit.
Certainly, keeping everything consolidated in a single campaign is theoretically better and much easier to manage. However, in my practical experience, this unfortunately wasn't working.
I hope this current experience helps someone here get out of a tight spot too. Happy testing and happy selling to all!