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Facebook Ad Strategy - 4

My research on FB ads strategy

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taimoorarif00
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43 views

Facebook Ad Strategy - 4

My research on FB ads strategy

Uploaded by

taimoorarif00
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
You are on page 1/ 5

Prerequisites:

1- 2-3 Good creatives

● If videos, Try to have UGCs. Don’t use Chinese Videos


● In case of a PL, Always go for a UGC. Try to onboard some influencers, to get
the job done.
● Always Use this formula : Hook(Pain Point) + Explanation/execution/how your
product adds value + CTA(FOMO>Discount ending soon, 30% discount is
live, A discount code, free shipping, Buy Now, Buy 1 get 1 free)
● Your videos should be high in quality
● In case of Image & carousel Ads, you should ensure the high resolution of it.

2- Do some Market research.

● How your competitors are marketing their product?


● What type of ad creatives they’re running?
● For how long, they’re running the ad?
● What placements they using?
● Are they using influencers to promote the product?
● What is their selling price?
● What type of landing page do they have?
● Do they have reviews on their website?
● What’s the name of the store? Does it sounds like a brand OR it’s just another
fancy name with “Mart”,”Store” and other generic & overused words. (It impacts
the conversion rate)
● Do they have GIFs on the landing page?
● Is their description proper, complete & upto the mark?
● Are they using any offers on their store? ( Free shipping, Buy 1 Get 1 Free )
● Are they using quantity discounts?
● Are they using upsells?
● Are they using Count down timers, inventory & delivery estimations?

I’ve prepared FREE checklist that I use to analysis my competitor’s stores. Here’s
the link to the Checklist. Take it for FREE as another gift.

( https://cl.gy/ABlrP )

Make sure you do your research work thoroughly and analyze accordingly. Put in the
efforts, if you want results like me.
Note: You can find your competitors on Ads Liberary. Don’t forget to use filters ( Active
Ads + Must be running from atleast 1 month )

Product Testing Strategy

- Create an ABO Sales Campaign


- Create 3 Adsets
- Broad ( Open Targeting ) Use Advantage Plus Audiance in the adset level.
- Leave age & gender as it is
- Advantage Plus placement
- Optimize for “ Purchase “ event.
- Daily Budget at least 500/day (You Can Increase it based on your budget)
- Ad only 1 creative in each adset

So this will be your campaign structure

Campaign Level

ABO Sales Campaign

Adset Level Adset Level Adset Level

Adset 1 Adset 2 Adset 3

Conversion location: Conversion location: Conversion location:


Website Website Website

Performance goal: Performance goal: Performance goal:


Maximize number of Maximize number of Maximize number of
conversions conversions conversions

Select the correct Pexel Select the correct Pexel Select the correct Pexel

Optimization Event: Optimization Event: Optimization Event:


Purchase Purchase Purchase

Budget: 500 PKR Min Budget: 500 PKR Min Budget: 500 PKR Min

Location: Pakistan Location: Pakistan Location: Pakistan

Age & Gender: Open Age & Gender: Open Age & Gender: Open

Interest: Open Interest: Open Interest: Open

Placement: Auto Placement: Auto Placement: Auto


AD Level AD Level AD Level

Ad 1 Ad 2 Ad 3

Why you need to add 1 ad creative per adset?

● When you add multiple creatives to a single ad set, Meta's AI decides how to
distribute the budget, often giving up to 95% to just one creative. This means
a potentially great creative might get ignored because the AI doesn't see its
potential right away.

● To find out which creative truly performs the best, each one needs an equal
share of the budget. But with Meta's current system, not all creatives get a fair
chance when they're in the same ad set.

● That's why it's important to put each creative in its own ad set. This way, every
creative gets an equal opportunity to shine, and you can accurately determine
which one works best.

This is a 2 in 1 strategy. It’ll give you a winning creative + It’ll also help you identify,
weather your product is winner or not.

KPIs To Monitor

CPM = Cost Per 1000 Impressions


CPC = Cost Per Click
CTR = Click Through Rate
ATC = Add To Cart
IC = Initiate Checkout
Pur = Purchase/Website Purchase/Sale/Conversion/Pexel Conversion
Kill = Turning off an Adset OR Ad

All rates & KPIs are in respect to the Pakistani Market, not applicable in another
market.

Day 1:

● CMP below 300 PKR + CPC Below OR equals to 15 PKR > Continue
● CMP Above 300 PKR + CPC Below OR equals to 15 PKR > Continue (Max
CPM 400 PKR)
● CMP below 300 PKR + CPC in between 15-18 PKR > Continue
● CMP Above 400 PKR + CPC above 18 PKR > Kill
● CPC above 18 PKR, but CTR above 2% (Video+image),3%
(Caraosel+collection) OR 1-2 Sales > Continue
● CMP above 400 PKR but 1-2 Sales > Continue
● CTR above 1.5% (Video+image), 2.5% (Caraosel+collection) > continue (Ad
Creative)
● CTR Below 1.5% (Video+image), 2.5% (Caraosel+collection) > Kill (Change
Creative)

Day 2:

● CMP Below/Above 300 PKR, but no ATC, IC or Pur > Kill


● CMP Below 300 PKR, but 2 ATC or 2 IC or 1 Pur > continue
● CMP in b/w 300-400 PKR, but 2 ATC or 2 IC or 1 Pur > continue
● CMP above 400 PKR, but 2 ATC or 2 IC or 1 Pur > Kill
● CPC Below/Above 15 PKR, but no ATC, IC or Pur > Kill
● CPC Below 15 PKR & 2 ATC or 2 IC or 1 Pur > continue
● CPC in b/w 15-18 PKR + CTR above 2-2.5%, but no ATC, IC or Pur > Kill
● CPC in b/w 15-18 PKR + CTR above 2-2.5%, but 2 ATC or 2 IC or 1 Pur >
continue

Day 3:

● 0 sales > Kill the adset


● Sales but expensive > Kill the adset
● Sales with at least 5-6 ROAS > Continue
● Sales with 2X/double of your Breakeven > Contiune & Scale
● 0 Sales OR expensive sales on all adsets > Change your product (for
Whitelable/dropshipping), Change your audience (for Provate Label) & restart
with the same product.

KPIs to monitor to winning creative.

● CTR above 1.5% > Winning (For Video/Image)


● CTR Below 1.5% > Change (For Video/Image)
● CTR Above 2.5% > Winning (For carousel/collection/catalog)
● CTR Below 2.5% > Change (For carousel/collection/catalog)
Note:

1. Make sure you have fair and competitive pricing on your store.
2. Your load speed should be up to the mark.
3. Having reviews on your store is essential.
4. Use either free themes or purchased themes, but never use pirated ones.
5. Your product descriptions should be strategic and clear, addressing every pain
point with a solution and speaking directly to your ideal buyer.
6. Include a countdown timer on your landing page to create urgency.
7. Always offer free shipping.
8. Start with a daily ad spend of 1500 Rs (500 Rs per ad set for a total of 3 ad
sets).
9. You can increase the number of ad sets and adjust the budget per ad set
based on your overall budget and how quickly you want to see results.

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