It is the latest campaign for the USA client in the baby product niche. The following strategy I used to increase ROAS 

I want to break down the method I used to set up the campaigns for our e-commerce clients. Our results-driven mind-set is ensuring we are scaling without letting the ROAS suffering.

I will go through a step-by-step strategy that I have developed, allowing our clients to scale past $10k+ per month and beyond.

Let's talk about strategy!

• Top of Funnel ⇾ Social proof hack
• Middle of Funnel ⇾ Ad strategy
• Bottom of Funnel ⇾ Retargeting/Optimization

Here we go.

1. Social Proof Hack:

Let's think for a while!

You came across two similar videos with the same product, right?

The first video has 50k views, 5,000+ likes, and 2,500+ comments.

The second video has 13k views, 500+ likes, and fewer comments.

You are more likely to buy from an ad with 50k video views because they can see the community engaging and customers leaving positive reviews.

Social proof matters a lot!!

If a potential customer comes across your Ad and sees nothing but positive comments, the % of you getting another sale goes up to at least 90% from the initial 50%.

Common sense matters a lot!

Here is the formula 

I used two objectives one by one to fire the algorithm and see their behavior. The two campaigns (1 conversion + 1 engagement) and took help with Influencer Marketing (IM) gave enough sales to get the audience behavior in little time. 

While CPMs are typically higher by just running a straight conversion campaign, we've seen a 25% drop in CPMs while getting an increase in conversions by using this formula. Apart from that, CTR went 5% above, which is an excellent sign with direct conversion.

We get thousands of views by engagement goal, making the ad seem very important to the algorithm. At the same time, running a conversion campaign makes the algorithm showcase us as a 'high-priority' Ad to our potential customers.

2. Ad Strategy

We have seen a transition on Facebook where the algorithm optimizes more for ad copy and creatives.

Consumers are getting smarter and wiser, and low-quality content with average ad copy will not cut it anymore.

Our top priority is to get the consumer to trust us. 

Here is our ad strategy for a jaw-dropping creative + copy combo:

Creative:

Building social proof is a critical factor, and from my experience, the best way I can do this is by sharing user-generated videos.

These are the types of videos that work the best.

1. Brand story - everyone is nosey and loves a story
2. Product in action - builds trust
3. Unboxing - builds FOMO (Fear of Missing Out)
4. Tutorial - how to use the product, educates the consumer

To build that trust factor, user-generated content works the best from my experience.

Ad Copy Which Speaks:

Create a hook in the headline that is true

My intention is not to sell straight away, and we need to get them to stop during the scrolling.

For the body of the ad copy, I want to keep it short and sweet.

I have to make sure my copy answers these four questions:

1. Are we speaking to one person?

If more than three people stop scrolling, I want at least 1 to feel like I'm speaking to them directly. It puts me in a position to reveal a product that will solve all of their problems.

2. What are we selling exactly?

Educate them on why this product is better than all the other competitors. It makes the consumer feel like they are missing out on something that will change their life.

3. Are we building scarcity?

We like to share numbers that build social proof in the amount of interest other people have in our product. This has a knock-on effect of making the consumer more likely to purchase.

4. Are we speaking to the pains of the market?

We must put ourselves in the position of holding a solution that will solve our consumer's problem. We must build around this vision to get the consumer to be more likely to purchase.

So now you're probably thinking.

'How do I make content that gets cold prospects to stop scrolling?'

Well, our formula looks like this:

A compelling headline that is both outrageous and true. 

This will get cold prospects to stop scrolling while being hooked in to read more.

The product should show a lot of detail, and the closer, the better.

The image should be the ad's main focus, no matter if someone is holding it or not.

This gets people curious about what the product is exactly.

Remember, the background is so important!

Also, limit the amount of text you put on your ads - less is more in this case.

These steps will give you a better chance of running a successful ad.

Campaign Setup:

Top of Funnel ->

We need to find and target new audiences constantly.

When working with bigger budgets, I recommend aiming for at least five winning audiences, while you can certainly get away with less when operating with a smaller budget. 

Having five profitable creatives with three ad copy variations will put you in a great position to succeed.

Here is our exact campaign funnel layout:

Campaign Strategy 

Adset 1 → Interest 1 → 5 dynamic creatives → three dynamic ad copies or headlines

Adset 2 → Interest 2 → 5 dynamic creatives → three dynamic ad copies or headlines

Adset 3 → Interest 3 → 5 dynamic creatives → three dynamic ad copies or headlines

Adset 4 → Interest or LAA → 5 dynamic creatives → three dynamic ad copies or headlines

Adset 5 → LAA → 5 dynamic creatives → three dynamic ad copies or headlines

Adset 6 → LAA → 5 dynamic creatives → three dynamic ad copies or headlines

LAA's (Lookalike Audiences) is a great way to continue testing, but the main goal is to determine eight winning audiences.

Dynamic creatives are super important for your business. 

As the algorithm is constantly trying to find winning variations, we have 45 possible chances to have secure winners per ad set using this strategy.

This method will save you long-term when spending higher ad budgets and let the the Facebook algorithm does all the hard work.

Middle of Funnel ⇾

Our objective here is to find three winning audiences, three winning creatives, and 3 winning ad copy/headline variations.

Here's an example of what we do specifically.

Adset 1 → Video Views 25% → 3 creatives → 3 ad copy/headline variations

Adset 2 → Video Views 50% → 3 creatives → 3 ad copy/headline variations

Adset 3 → Video Views 75% → 3 creatives → 3 ad copy/headline variations

Adset 4 → IG page/post engagement → three creatives → three ad copy/headline variations

Adset 5 → FB page/post engagement → 3 creatives → 3 ad copy/headline variations

Bottom of funnel ⇾

Here we're retargeting all website visitors.

We turn people who didn't purchase into lifelong customers.

Now here's how to set up creatives that win!

We need to have creatives constantly running at each level of the funnel.

You may be thinking, 'why?'...

Because on average, it takes a customer to see a product 7 times before making a purchase.

We need to build awareness, social proof, and trust in the brand.

Simple information that 99% of advertisers don't capitalize on.

So let me summarize what I've been through.

Top of Funnel (cold traffic)

Three options here: 1. Branding 2. Direct response 3. Both

I suggest utilizing both, but it depends on what you're trying to achieve. 

Branding is great for telling a story and building a community, and setting you apart from your competitors.

When optimizing for branding ads, I typically like to focus on the problem and pain and then offer the product as the solution.

The direct response shows the benefits and has a strong call-to-action. Simple and effective, straight to the point!

Middle of Funnel (warm traffic)

Utilizing user-generated content.

Here is what our MOF creative looks like. 

→addressing the problem

→ giving the solution

→ showing benefits

→ sharing how life-changing it is

Bottom of Funnel (hot traffic)

Strong call-to-action & discount code

Here is how to scale properly

ABO Testing Campaign → ABO Scale Test campaign → CBO 

Scaling Campaign

Testing campaign setup is meant to test audiences, creatives, and copy.

Once we have our winners, we move them forward into a scale test campaign.

Then you have two options:

1. Up the budget by 20% every 48 hours
2. Carry winners to a scaling campaign at a higher budget.

Our scaling campaign is generally CBO because we can scale campaigns more aggressively while increasing the budget by 20% every 48 hours.

POWER OF INFLUENCER MARKETING 

Influencer, which has 100K followers I used to promote the product, was my last step to get maximum sales. It goes excellent, and ROI increased up to 13%, with the conversion rate boosted up to 7% 

And Voilà, that's it!!