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Transparent First Campaign Follow Along - 3 Ads Sets X 3 Ad Creatives Each (11)

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Hey STMers,

Its time to put in some serious hours in the power editor and Shopify store.

This thread will be a fully transparent follow along of the ads that I am running while testing products, then getting sales, and aiming to maximise and retaining customers.

Pekadis had mentioned in the Shop critique that I have chosen a fairly saturated niche, in the yoga space and suggested taking different angle and framing products to an alternative audience. In saying that I have populated the store with about 10 generic items, I will test these as uniquely as possible, then look for more original and niche within niche products for the second time around.

• Niche = Yoga, Meditation, Mindfulness
• ** Only Set Up for Australian currency at the moment **

In this first campaign, I will be using the @stickupkid method of testing a product, copy, and images. I have just purchased a product call Clipman that is still in the launch for another 24 hours for $67 (17/11/2017). The first two ad sets will be short 15-second video ads. Each video will be a slight remix and each ad will have a slight change in the copy, but the same angle.

Campaign

Has been set to website conversions
- add to cart as a metric
- Facebook only placements



Ad Set 1

Women - 24 - 54
Australia
Interest
- Yoga
- Meditation
--- Several Mixed Suggestions From Facebook. Magazines, Yoga Styles, and Websites
- Engaged Shoppers
Automatic Bidding = $10 per day



3 X Basic Video Ads

• Each Ad Has A Similar Video Formatting
• Each Ad Has Similar Content

* Should I make each Ad the same video and just change the copy?
* Do I need to change any of the Audience Metrics for the second and third ad sets? Such as age. income. behaviors or interests?
--- If I leave the Audience setting the same throughout all of the Ad sets would this impact my reach, budget or effectiveness of the overall campaign. Much like keyword cannibalization for PPC, is their such a thing for impression based marketing of Facebook?


Thanks for reading to the end Guys and Gal..What I will be doing next is creating the next two adsets, 1 more with video and then the third with images and text.
Ill leave the campaign off and check this thread in the morning, hopefully, I can get some insights on how to optimise this campaign and read the metric and results to cut down and find winning ads, copy, products.

Thanks a million yall

dancnx

expect to be hearing a lot more from me in the Ecomm and FB channels over the next few months and more....;.

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Whats Up Stackers.

SO the Ad above has been running for 23 hours now, ad spend $25. with no ad to carts and very few link clicks.

Can any ecomm heads help me out with what metrics to look at the most and when I should kill a campaign?

I feel like ---

1) I have made a mistake keeping all the audience setting very similar
2) I am not sure if add to cart was the best conversion setting, maybe it would be better in future to set it to Link Clicks or Page Views
3) What are the metric s that show if you are getting traction?
4) WHen do your kill an ad or ad set ??


AD SETS

ADS

Please note some of the ads from the top row were declined due to too much text. This is why the impressions are low.



Look forward to your reply

Please let me know if you need any more information.

If anyone has any blog posts or book that clearly state testing products on FB, they would be warly welcomed.

Regards

Dan CNX

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Hey Dan,

First thing that I would bring is up is the daily budget. What's the price of the product you are advertising? If your budget is not at least 5x that, I think you will struggle to make this work at the very beginning, without having a proven funnel.

If I were to choose my biggest ever mistakes for FB ads, that is using a very small daily budget.

Aside from that - the absolute key thing for FB ads is learning how to find the right audience. Of course, some products and funnels are better than others but that is something you practice on pops as well. The key difference between running something like pops and then running Facebook is the process of finding the right audience. That's one very important mindset shift for most affiliates. This thread is a good one to check out, if you haven't alread: https://stmforum.com/forum/showthrea...LES-(In-Depth)

Aside from that thread, one thing I know is interesting to play with is Video Views + retargeting. Video Views campaigns are much cheaper than conversion campaigns, and retargeting is also cheaper. I think you should not go for conversion campaigns so early on, when your audience is so undefined, so broad. It will take the algorithm a truckload of cash to find the right audience for you.

Instead, I think it's worth testing some longer videos then retarget a custom audience of people who've viewed 75%+ of the video (or maybe more). This way you prequalify from the existing audience at a cheaper price than if you run a conversion campaign directly.

Have you read of any such strategies? I could go more in depth about it if it's something you want to try out.

Cheers,
Manu.

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Hi all,

Dan, thanks for sharing your campaign.

Manu, could you elaborate on strategy you mentioned?

Thanks!
Stepas

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Sure!

The logic is as follows - you don't know the best interests for your audience and you don't want to guess game. You can make good creatives, you have a product that solves one or more problems, aka it's actually useful.

You create a video for it, around 1-2 minutes time, not very short though. You can ofc do a better or worse job at it, so better try your best and get skills for selling in short videos. Now - you run this video with video views objective without any interest or behaviour targeting. You collect a custom audience of people who have watched 75%+ of it. This audience, you assume, is quite interested in the product - otherwise they wouldn't stop and watch >1 min of video from you. And Facebook also will optimize for people who view the video a lot. This means that FB could find the right audience for your product pretty often, without you knowing it. From this part - you see an initial reaction for the video and product (engagement, sales, comments). You can then retarget the 75%+ audience that didn't purchase. You can do several iterations until your lookalike gets really good for this. You can try conversion campaigns on a lookalike of 75%+ viewed audience (because they showed higher interest than average for this).

It's not a bullet proof strategy. Facebook relies on literally hundreds of factors - they say it themselves. But this is one way you can let the algorithm do its thing and make fewer assumptions about interests. I've had some small success with this for general products and I've heard it being suggested by other high level affiliates too, so I think it's worth a shot for some people, if the product is not clearly targeted at a defined audience.

Is it clearer now?

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Is this initial video just a longer "commercial" video to sell the product? or is it just relevant to the product and not for the purpose of selling anything?

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Thanks, Manu, I'll give it a go.

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Hey Guys,

Sorry for the late interaction to this thread, Ivce been down with the flu (with the whole family).

its great to see some traction happening on this follow along, its abuzz to open up a thread and see people insights, opinions, and interests. STM is an expensive forum to be a member of when starting out but when I see information like Manu has given so freely shared it eases the mind, because I get so much value from this community. PLUS .. Ive never seen a troll yet, they must be allergic to the price tag.

@manu_adefy First off let me say thank you, great info on how to gather data for my pixel starting off in the Ali X FB game.. I have heard of 75% watch through retargeting, I think it was mentioned the free istack training course.

I will definitely try this out. What about when your product does not address an obvious pain point like fashion and fashion accessories?

I was thinking about creating a mini video slid show of celebs wearing similar hipster fashion, or Top hipster fashion tips for 2018 - Just rip images and retarget with a similar offer via FB Feed?
Almost like a buzz feed video engagement marketing.

The second Idea I would like to throw out there is for something like meditation/yoga , everybody claims to like it or do it and we know its good for you.

So would the 75% video view create an audience of a 2-minute video of how to do a morning yoga routine, or does it need to show the product to indicate interest or commitment to purchase?

Id be interested in every one ideas, experience and thoughts on the video marketing possibilities


Dan CNX

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Following

Great question

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It's a short commercial, and a long FB video (1-2 mins) so it definitely sells the product. It's not just for attention gathering - it should state benefits. You want to also make sure that people who view it with the engagement goal know how to buy it if they are interested. I had some decent starting campaigns this way.. Direct linking, no targeting and around -30% ROI...

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@Dan: If the product is clothing, it won't fit everyone's style but it is something people might like regardless of their other interests, you know? So it's not like fishing equipment, where you do need to be interested in fishing. You wear clothes regardless. And I think it could fit to try it out with this method. Even when you do video views goal, FB tries to optimize for people who watch the video - so that means that they will try to figure out the profile of the users (interests, behaviour, age, etc.). And if the video is not 10s long, you really have to be interested to watch it!

It might not always work but it's something that is worth trying imo. One caveat is the video should be decent. Make it 1:1 ratio, some filmed stuff, not just static pics, have a call to action at the end, etc.

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