I get asked about Chris Wane’s course a lot, so here I provide a full review. Overall: a really great course. I explain who it’s for and not for to guide you as to whether it’s suitable for you.
Why one Redditor thinks the right product trumps the right ads.
Scaling Facebook Ads from $0 to $10,000+/day spend – Dimitri Nikolakakis Facebook Ads Strategy Notes
Dimitri Nikolakakis – an Australian internet marketer who consults multiple 7-figure eCommerce brands for his own digital marketing agency – drops his agency’s entire Facebook Ad strategy. I just transcribed his video, basically, so I can reference it later myself.
It is key to identify cyanotic vs acyanotic conditions. Hypoxemia can be caused by cardiac, respiratory, and – rarely – hemoglobin disorders. Both cardiac causes and respiratory causes can cause right to left shunts.
Differentiation in clinical picture
In cardiac disease, a “gentle” tachypnoea can be seen without significant retractions/work of breathing. Critically, there is little to no improvement with O2.
In respiratory disease, you’ll see grunting/recession in addition to subcostal/intercostal recession indicating increased respiratory efforts.
In pulmonary hypertension, there is a significant SpO2 difference between pre-ductal (right arm) and post-ductal (left arm), being >10-15%. In cardiac, you may get a 5-10% difference; in respiratory, you won’t have a difference.
DIfferentiating cyanotic conditions
Ductal dependent vs non-ductal dependent
Cyanotic = ductal dependent. If the ductus arteriosus (PDA) is NOT patent, then the baby cannot survive.
- Tetralogy of Fallot
- Tricuspid atresia
Acyanotic = non-ductal dependent, for example:
- Transposition of great arteries
- Total anomalous pulmonary venous drainage (TAPVD)
- Maternal infections: rubella, CMV, Herpes, Coxsackie, HIV
- Maternal Medications, Alcohol, Smoking: amphetamines, lithium, valproate
- Maternal conditions: diabetes, SLE
- Hereditary disease: Marfan’s, Long QT syndrome, Holt Oram syndrome
- Pre and post ductal SpO2
- >5% difference suggests a right to left shunt
- 4 limb blood pressures
- A difference of systolic pressure of 10mmHg between upper and lower limbs indicates coarctation of aorta.
- Check pulses
- Look for dysmorphological features
- Palpate for parasternal heave/thrill, central and peripheral pulses
- Auscultate for a single or widely split S2, and other murmurs
- Signs of heart failure: parasternal heave and palpable P2, elevated JVP, hepatomegaly, peripheral oedema, displaced apical impulse
- Look for respiratory distress signs
- Auscultate for rales/crackles and air entry
Echocardiogram: the investigation of choice. Diagnoses structural conditions.
Hyperoxia test: considered the poor man’s echo! This is where you give 100% oxygen to a baby for 10 minutes. If PaO2 (on ABG) is <100, then this is strongly indicative of congenital cardiac conditions. If 100-250, then it depends on clinical picture. If >250, this is most likely to be a non-cardiac cause of hypoxia.
- Pitfalls with this case is that in severe Hyaline Membrane Disease, PO2 can paradoxically go down
ECG: look for right ventricular hypertrophy or left hypertrophy, or right bundle branch block (Ebstein’s anomaly)
- egg on end appearance = transposition of great arteries
- boot shaped = tetralogy of fallot
- snowman = total anomalous pulmonary venous drainage
- extreme cardiomegaly
Management of cyanotic congenital heart disease
- Medical management: prostaglandin keeps ductal-dependent patients alive. Brand name is alprostadil. An infusion is given. Medical management serves solely as a bridge to surgery.
- Minimise pulmonary blood flow:
- PEEP 4-6cm H2O
- Ventilate with air (O2 will be bad as reduces pulmonary vascular resistance)
- Aim Co2 of 37-45mmHg
- Starts with a 10nanograms/kg/min
- S/E: fever, apnoea, flushing, hypotension, tachycardia
- Starts with a 10nanograms/kg/min
- Minimise pulmonary blood flow:
- Atrial septostomy: threads a wire through foramen ovale. May be done via balloon in some cases, but if fails then will need to be done surgically.
- Cardiac surgery
Here is a running list of variables that increase ROAS markedly, based off my own tests and those of others who collectively spend more than a few hundred thousand in Facebook ads a month. Many of these come from suggestions from the eCommerce influence podcasts, but also from my own ads.
Work in progress. More to come…
- Retargeting outperforms prospecting in terms of ROAS. No surprises at all there.
- CBO is really quite good in the right places.
- Carousels (DPAs) outperform Collections by far (in terms of purchases, though Collection can yield a very low CPC). They’re probably the best type of creative.
- Product imagery outperforms lifestyle imagery.
- Discounts increase conversions.
- User generated content performs well e.g. reviews. UGC should typically be reserved for retargeting rather than for top of funnel.
- Contrary to popular belief, videos are very comparable to still images, with still images in carousels usually performing the best. Consider using a single small video in the first card of the carousel
- Videos can increase ROAS if utilising influencer marketing.
- Photo posts targeting millennials requires a huge amount of social proof (PPE) before they even consider purchasing. PPE performs particularly well for Instagram. Switch to VC objective after enough engagement.
- Photo posts on instagram should take up a large amount of vertical space.
- NEW: Social proof increases CTR. In terms of numbers, you will see a statistically significant difference. I’ve seen about a 28% increase in CTR (which, in turn, lowers CPC). Run a PPE campaign to take advantage of this.
- Use a directed button (e.g. ‘Shop Now’ performs better than ‘Learn More’ for CTA).
- ‘Engaged Shoppers’ is a reasonable audience to layer, so test.
- Aim 100,000 – 1,000,000 for each ad set.
Onsite conversion rate optimisation
- Benefit bars listing three distinct benefits help conversions
- Use qualitative surveys (Typeform) and quantitative data (Hotjar, Google Analytics)
- In general, consider a A/B test a winner if 20% more purchases occur. If below that, may be random fluctuation.
I came across a Facebook post in the ‘Ecom
Ninjas’ Facebook group from a gentleman named Danish K, who supposedly has run a successful business. The original post from Danish is below, initially tied with a successful looking Facebook ad:
“What I learned after all these months of running successful ecom store ?
YOU NEED TO PUSH YOUR CUSTOMER AT EVERY STEP TO BUY A PRODUCT (Unless it is a proven brand)
So how can you do it ?
- Always put a MRP compare price with selling price, and mention that discount is not for always
- Create scarcity environment – A small countdown timer is a good option. Let me know if you need a free code for countdown timer or there are apps at very cheap prices available for that.
Always show them what % of saving they are doing while buying the product.
- Offer 10% or 20% discount if they buy 2 or more, am telling you it is surely going to increase your AOV
- A countdown timer on checkout page will surely push your customers to go ahead and buy the product.
- Must use upsell apps – if you not using you are leaving so much money
- Use Thank You discount coupons – you will start seeing surprise sales of random products on your store.
- Use one small set of trust badge, thats more than enough. i see on many stores that people using trust badges almost 50% of product image, please never do that, it looks very fishy and it makes your store just opposite of what it suppose to be.
- Use Wheelio, it will help you making email list and also increase the conversion rate of your store.
- Implement Address Auto complete – this can be created with google API – You can find complete guide of this in group if not let me know i will send you full details of it.
- Social proof is must these days, everyone wants to enquire about the product before buying and if they see proven social proof of the product you selling – your 80% is already done. So regularly monitor your posts and comments on it. You can block all those negative words in Page Moderation Section.
Reviews on product page also plays a vital role.
- Avoid all images which resembles or reflect any sign that product is Chinese. Even if they are using many Chinese products, they hate knowing that they are buying Chinese product.
Just do everything possible to push your customer towards checkout – but this should not look fake, fishy and unreal.”
So, I thought I’d give a critique on some of the stuff that I wanted to try out, had already tried out (with results), and stuff I disagree with. The ultimate problem I have with a post like this is that they tend not to have statistics or data to back them up, so you end up implementing a lot of things at random. I personally keep a table of every conversion rate optimisation I run, with hard numbers to prove objectively whether something is good or bad. It’s not perfect (because naturally there is some fluctuation in sales from a day to day perspective), but it’s proven its worth.
Anyway, let’s critique:
“Always put a MRP compare price with selling price, and mention that discount is not for always”
I think this is fairly intuitive and agree with it, without necessarily needing to say that there needs to be data to back this up.
The only addition I’ll add is that – from when I’ve talked with more experienced marketers – the compare price can’t be too excessive, or your product will look scammy and people will suspect it is a cheap knockoff.
“Offer 10% or 20% discount if they buy 2 or more, am telling you it is surely going to increase your AOV.”
This echoes what I’ve seen a lot of other people talk about. Can’t remember who exactly said it, but even if you offer exactly the same product at bulk, it has increased AOV. I’ve not yet tried it but it sounds like a great idea.
“Must use upsell apps – if you not using you are leaving so much money.”
I think you have to be a bit careful with this one. Universally upselling is a good idea, but this has to be balanced with other things due to cost. For example, CartHook is probably the best out there due to the way you can segment upsells and use a one page checkout, but I noticed objectively – for some reason – a decrease in conversion rates for actual purchases, without any upsells in the trial period. So you must test it.
Experienced marketers I’ve listened to seem to still love CartHook, but the one or two people I’ve heard talking about it were already earning millions per year, so this sort of thing is well justified.
Bold Upsells is another alternative.
Perhaps it would be worth giving this and the previous point a crack again. Just make sure to measure.
“Use Thank You discount coupons – you will start seeing surprise sales of random products on your store.”
I 100% agree with this. I use Conversio which definitely nets me a few hundred dollars more essentially without that much cost, because of their Abandoned Cart email sequence and because of their Thank You email sequence. The original author mentions Wheelio, but the details probably don’t matter:
“Social proof is must these days, everyone wants to enquire about the product before buying and if they see proven social proof of the product you selling – your 80% is already done.”
This isn’t something to skimp out on. I know objectively this is true because one customer said via chat to me, “do you have an Instagram?” I was surprised that he asked directly, so I asked him why, and he said “I want to see reviews of your products.” So it’s intuitive, but I also ended up having direct proof that this prevented him from buying one of my products at that time, and I can’t imagine how many times people didn’t buy because of it.
Overall, I ended up agreeing with most of the things in this post, with the caveat that – since you may pay for a fair few of them – you must test, because some will counterintuitively backfire on you (like upsells did for me). There’s a few that weren’t mentioned (like free shipping, Privy email collection) but these can also backfire too, so you’ve got to both be aggressive with conversion rate optimisation as well as have some sort of system to test it with.
Campaign Budget Optimisation (CBO) will be a forced default for Facebook ads in September 2019. Here’s how to get around it and edit ad set budgets manually (somewhat).
A list of emergency paediatric doses. Do NOT rely on this reference alone, however.
If you’re worried about wiring a lot of money to someone who might not even give you the product you ordered, here’s how to prevent yourself from getting burned – by using an escrow.
A snapshot into hitting profitable ROAS with Facebook Ads retargeting. Includes stats and campaign examples from my own store.
When you get the opportunity to hang with enough people who are doing Facebook Ads successfully, an incredibly valuable point that seems to be almost universally true – that I’ve not yet come across a counterpoint for – is this:
Retargeting is the lowest hanging fruit. Most of the time, you will achieve the most sales with your retargeting campaigns, rather than your prospecting ones.
I think you can go into the ins and outs of Facebook Ad campaigns in enormous depth, so instead of trying to do so here, I’ll only make one recommendation. If you’re not running retargeting ads, you’re leaving money on the table.
Nonetheless, some specifics would be nice, right? How do you actually do it?
I’ll just let the below screenshot speak for itself. To speak in very principled terms: just test out 1. different types of campaigns defined by different types of creative, and 2. create a new duplicate campaign but with a narrower and narrower retargeting audience, for the creatives that are working. I did it in that order.
Note that I’ve set up a lot of custom columns too. These columns are available to everyone that uses FB ads.
At the risk of stating the obvious, ROAS = Return on Ad Spend. For example, getting back $3 whilst spending $1 on ads means you have a 3.00 ROAS.
Here’s this screenshot again, except with the actual campaign names I used, which should give you a clue as to what’s going on.
I can go into the exact details of creative later on in a different post if people want, but essentially: they’re products, discounts, free shipping offers, and UGC (user-generated content e.g. user reviews from people who actually left positive reviews on my product in store; this is a common term that you might begin to hear a lot).
Found this useful? I’ll be posting more and more stuff like this, so feel free to subscribe to be the first to hear about it. Regardless of if you do or don’t, this totally-no-strings-attached snapshot alone should give you some very juicy insights that will undoubtedly help your profitability if you do Facebook marketing, so I hope you found it useful.