Meta Ad: FROM ZERO TO A HIGH CONVERTING CAMPAIGN
The product of the client is a facial cleanser machine, both trendy and affordable.
CHALLENGE
The client has never tried running a Facebook ad campaign. Due to the popularity of the product, there’s a big competition for the market. I implemented direct-to-consumer advertising solutions focused on boosting growth and customer acquisition.
APPROACH
Created the customer journey
Strategized ad copies and visuals thru research
Highlighted different ad angles
Tested different ad creatives
Produced lookalike audiences to scale up the campaign
Implemented retargeting segments
I created the entire customer journey. I made it simple since the product is already popular with its target market. I strategized on ad copy and visual direction. With this product, I researched with the client about the best possible angles for the copies and visual elements. We checked the reviews of other competitors and integrated the insights that we collected into our copies to formulate different angles that communicate with them on a personal level.
I scaled the campaign by generating LLAs. The LLAs were based on Add To Cart Custom Audience. I tried different audience sizes of LLAs to get the best result.
Through retargeting ad sets that consist of tweaked copies and visuals, we were able to rekindle the ‘almost’ buyers that contributed to the overall success of the campaign.
The campaign was run prior to the iOS 14 update. Thus, the system was fairly favorable.
RESULT
7.33 return on ad spent
$13,180 ad spent
$96,640 conversion value
Meta Ad: HOW THE VIDEO VIEWS CUSTOM AUDIENCE FARED POST IOS 14 UPDATE
The client’s business is furniture and they want to market living room set thru Facebook ads.
CHALLENGE
The client has already tried to run Facebook ads on his own but it failed — by not surpassing the break-even point of its ROAS. Since the product is a high ticket, the challenge was funneling the right customers. The campaign was run post iOS 14 update and it limited the entire process.
APPROACH
Re-designed the customer journey and created a customer avatar
Strategized ad copies and focused on ad videos
Highlighted different ad angles
Mixed and matched new creatives to old creatives
Scaled up the budget and employed LLAs
Implemented retargeting segments thru VVs CA
The higher the cost, the longer the funnel so I re-designed the entire customer journey. I did awareness and conversion campaigns. Considering the expensiveness of the product, I then created a customer avatar.
To put emphasis on different ad angles, the visuals are mainly ad videos. One of our effective ad angles was when we piqued our target market on how they can customize their living room with our product. We focused on knowing whom we are talking to in our ad videos and tried to speak to one person that represents the target market in all of our copy, as a result, it created a feeling of connection that helped us build strong relationships with our audience.
After assessing the old creatives that were previously used by the client, I utilized or reused some of them by mixing and matching them with the new ones and testing them with different audiences.
To scale the campaign, I created LLAs from the VV CA. Also, I also increased the budget by 20%.
For retargeting, I created a Video Views Custom Audience, those people who watched at least 50% of the video ad, with the goal of enticing people and showing them improved offers. It was a great option for me since the iOS update drastically changed the usual way I retarget, so instead of website events thru Facebook pixel, I used the data who have engaged with our content across Facebook.
RESULT
8.59 return on ad spent
$10,184 ad spent
$87,485 conversion value
Meta Ad: MAINTAINING THE HIGH ROAS THROUGH SOCIAL PROOFS
Keto-diet food is the product of the client, a high niche product. The product has been in
the market for almost a year.
CHALLENGE
The client has been running his Facebook ad campaigns on his own but due to certain events, he can no longer handle it. The challenge was to maintain or even increase the ROAS of the already high converting campaign.
APPROACH
Researched regarding his business and a way to improve the Facebook ads
Tested testimony-based angles
Highlighted social proofs
directed the creative team for the campaign
Scaled the campaign by increasing the daily budget
Implemented retargeting by using engagement custom audience
I did research on the client’s available data to introduce a new way to level up their campaign. I found out that he hasn’t taken advantage of the Facebook reviews and testimony-based video ads yet. The client liked the idea when I presented my suggestion for the creatives. We banked on the data from the reviews and highlighted the satisfaction and trust of customers in our product in every video ad for the entire campaign.
Aside from utilizing the existing CA for LLAs. We also increased the daily budget by 40% for winning ad sets.
For retargeting, I viewed duration as a measure of interest. The longer someone watched our ad video, we'd assume, the more they are interested. I treated it in terms of cold, warm & hot audience. The hotter the audience or longer watch time, the more distinct offers & strategies we took for retargeting. Whereas the colder the audiences or the shorter watch time, the more nurturing has to be done for retargeting strategy.
RESULT
10.95 return on ad spent
$2,228 ad spent
$24,397 conversion value
Meta Ad: TRENDY PRODUCT GOT HIGH ROAS IN SHORT-TERM PERIOD
The client has a dropshipping business. Their product is a window projector that was popularized on Tiktok.
CHALLENGE
The client has been selling fad products or products that are only popular for a certain timeframe. The challenge is to create an FB ad campaign from nothing and cater to a fast-paced environment.
APPROACH
Created a simple and fast-paced customer journey
Tested different ad creatives
Integrated trending Tiktok video into the ad campaign
Scaled the campaign by trying new interests
Retargeted thru the ATC and IC CAs.
Prior to testing, I researched the customer persona of the client and the existing audience feedback on different platforms like Tiktok and Facebook. Since the type of product is a fad. I made sure that the customer journey is simple and fast-paced so it can keep up with its trend or popularity. Once I found the right audience, I tested different ad creatives provided by the client’s copywriter and graphic artist.
The client was able to use one of the viral Tiktok videos and it yielded good results.
For scaling, I duplicated the ad set and tried different audiences. I targeted lookalike audiences using the ATC and IC CAs. I also bumped up the daily budget by 12%.
For retargeting, I utilized the same CAs, ATC, and IC CAs. We also improved the copy and headline.
Pre-iOS14, the common strategy would be to target people who are so close to becoming a buyer like an initiated checkout but didn't purchase, as we have much access from the 3rd party data.
RESULT
6.58 return on ad spent
$3,472 ad spent
$22,860 conversion value
