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.
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.
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 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.
Here I break down how I used Facebook Analytics to tell me the exact demographic of the people who made the most purchases from my store. This technique is extremely valuable and can be stacked with Audience Insights in order to make your horizontal scaling incredibly profitable. Spoiler: it’s not who you think it would be for a tech accessory store!
This article is about a strategy that you can use for your top of funnel.
In terms of Facebook ad strategy, you may be in a situation where you don’t already have enough paid or unpaid traffic to your website in order to use Facebook’s powerful Lookalike Audiences feature. Your aim is to capture people at certain aspects of the funnel:
- TOFU -> MOFU -> BOFU …i.e. top of funnel (cold audience) to middle of funnel to bottom of funnel (hot audience)
To better define a TOFU to target – and therefore find a group of customers who might be profitable – you use the Page Post Engagement (PPE) – which Facebook itself very broadly defines as “[including] actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link”. You can see how this fits as part of an overall strategy by clicking this link, but this article will just be teaching you about how to actually do it and some things that improve conversion rate, based off my own tests.
What do I achieve by using PPE? How does it make me money?
The end result will be that you get to create a 95% Video Views lookalike audience (LLA) or an engagement LLA, both of which are going to help you move the audience from TOFU -> MOFU. The ultimate aim of this step is NOT to expect any purchases from it (which will be rare), BUT to collect data about people who will help you define profitable audiences.
The other reason is that you can carry over the likes, comments, and shares from a post that has undergone PPE, and then use it in a new post! This gives it great social proof, and makes it more likely for people to buy your product when they see that you’ve got thousands of likes on a post – theoretically.
The last reason is that by testing out PPE metrics like CTR and cost per engagement, you can see which of your ad copy or videos resonate with your audience. The best-performing ad sets are the ones that you should probably use to scale your advertising, since they will have already proven themselves to be winners.
How much do I need to spend?
From expert recommendation from the marketers I’ve talked to, $60 AUD (equivalent to roughly $45 USD) is enough money to create good data from your PPE ads. Again, don’t expect to make your money back on purchases just yet.
Step 1: Create a post on your page
You have to have an existing post in order to promote it. I’d recommend uploading a video.
For the actual text, just create something broadly appealing that very quickly articulates what your product is. This is what I did for two of my posts:
Note that if you don’t have a video already made, then you can make one quickly with a few options:
- If dropshipping, often the supplier will have a video of their products, so just contact them and ask them for one.
- Once you have footage, you can use Animoto to create a decent video (really simple to use web app that basically lets you add text to videos and chop and change them), or – if you don’t want to spend the time – I’d just look for services on Fiverr.com instead.
- If you just ceebs, just use a static photo. But, universally, video tends to convert higher and be better for any metric you can imagine, from what I’ve seen.
Step 2: Creating the PPE campaign
- Create an ad in Facebook, making sure to set the Engagement conversion objective at the campaign level.
- Generally, you’ll want to create 3 ad sets with 3 different creatives each, so you can test out all of them and see which one is the winner. For the sake of time I just tested out two ad sets.
- Audiences: I’ve set the audiences of both the adsets to include Australia, Canada, United States, New Zealand, and United Kingdom. I did this because I wanted to target rich English-speaking countries, though you could technically experiment with worldwide if you want. It’d be a good idea to set language to English.
- Interests? I didn’t layer my campaign with any interests whatsoever.
- Budget: I personally set a lifetime budget of $50 to run over a single day for each ad set (in my case, $50 + $50). Other experts say $10/day is enough.
Step 3: Which ones the winner?
From what I’ve discussed with other experts, usually the CTR metric is the one you should look out for.
However, by chance, I had my columns set up so that I could see Add To Carts. Looking at that, it seems pretty obvious which one is the winner. The ‘Video, No Text’ ad got five add to carts, whereas the other one got none. So given that they’ve spent roughly the same amount of money, that already seems like a pretty big difference.
So I’ll likely be using the creative found in the second ad, when I create ads further down in the funnel (i.e. retargeting ads).
Note that a confounding factor is that Facebook actually states they heavily prefer videos with no text. So Facebook itself may be skewing the results with their own algorithm, reducing the reach of the texted video. I guess it’s pretty clear we should listen to them, then.
Step 4: Create 95% VV lookalike audiences for each country
Here’s how: first, Go to Audiences, then Create Audience, and then select e.g. Video Views. You want to create a custom audience first.
From there, you can use the website custom audience to create lookalike audiences. Click on Create Audience >> Lookalike Audiences, and you’ll get the below screen.
The way I did it was to follow a similar strategy to Chris Wane and create LLAs of 1%, 1-2%, and 2-5%.
Below is what it might look like. I renamed all of my audiences, which took a lot of time! You don’t have to, but I definitely recommend having some sort of system as – if you work with FB ads for a while – you’re going to want have thought about it systematically, instead of having a mess of audiences.
So that’s how you make use of the data you’ve gotten from PPE! With these new lookalike audiences, you now have some people who look similar to people who have watched a lot of your video to target with advertising.
In the next article, I’ll write about how we can now use these audiences to try to get some purchases. We’ll set up a completely different campaign objective and – instead of simply using CTR and those sorts of metrics – we will now use ROAS, Purchase Conversion Value, and Cost Per Purchase.
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A transcription of a successful dropshipper’s Facebook ad campaign strategy. A very detailed, actionable strategy that you can start today.