Scale facebook campaigns for Beauty Brand (8)
About the brand: Luxury beauty and skin care brand started in 2018 India. All the products are plant based bioactives, 100% vegan.
Facebook campaigns are started when we launched the brand, they are doing good but we are not able to scale the campaigns.
Current situation: We are spending $18k to $20k on Facebook campaigns at 1 to 1.2 ROAS.
Goal: To maintain the ROAS of 1.5 to 1.8 and increase the spend upto $50k per month.
Products in ads : We only focus on running campaigns for top selling products 1. concealer 2. Eye serum 3. Lipstick 4. Eye Shadow.
Campaign types: 1. All women (excluding purchase) 2. All IG&FB engaged 365 (excluding purchase) 3. LAL of IG&FB engaged 4. LAL of purchase. All these campaigns are conversion campaigns.
Now two things that I think we are doing wrong are 1. Having same ads of the products in all the campaigns (all 4 types of campaigns) . 2. Using same audience as above for all the products. This might be increasing our bidding in our own account and causing us high CPA.
Two challenges that we have now:
1. How to target each product without audience overlapping.
2. what type of ads to use in each stage of campaign. (Cold > warm > hot)
@facebook experts help us in achieving our goal please, we will send our beauty gift set to you that you can gift to your wife or girlfriend 
Let me know if you need any more details
Interesting!
For more scaling, have you considered Tiktok?
Biggest thing to keep in mind when scaling from FB to Tiktok: Creatives that are typically made for FB will not perform well on Tiktok. Completely new creatives will have to be made.
Now two things that I think we are doing wrong are 1. Having same ads of the products in all the campaigns (all 4 types of campaigns) . 2. Using same audience as above for all the products. This might be increasing our bidding in our own account and causing us high CPA.
Two challenges that we have now:
1. How to target each product without audience overlapping.
2. what type of ads to use in each stage of campaign. (Cold > warm > hot)
-You can build a custom audience for people that have purchased each specific product. Then you can retarget each customer with ads that cross-sell other products they haven't bought yet.
-As for what type of ads to use in each stage of campaign - this image may help: https://tiereleven.com/wp-content/up...MP-final-1.png
(Reference: Ralph Burns - https://tiereleven.com/cro - Ralph gave an awesome speech on his CaAMP system I think in Ad World 4 - when I have time I'll post that speech.)
(Actually I just spent some time to post this speech - you can find it here:
-You can create more custom audiences and LALs of those audiences and test them. For a nice strategy see this page and scroll down to the post "CBO Stack Campaigns":
https://www.facebook.com/groups/ecom...93157161429100
Hope that helps!
Amy
Just a heads up @amy : there is one more thread from eshwar: https://stmforum.com/forum/showthrea...hopify-Website
@eshwar do you want to keep both running or should we merge them maybe?
I don't think it's necessary to merge the two - as long as they're not duplicate threads with the same content.
Amy
- i would suggest run multiple different angles per product. your ads might overlap but angle 1 can be ignored by person X, while angle 2 creates her interest
- find (a bigger) geo to duplicate this funnel, perhaps with slight different offer if the same one isnt available. or discuss with current advertiser to expand together.
- test different landers to search for better CTR and CR, while keeping the angle the same. try some niche focussing within women different interests, age etc
Thank you for sharing about Ralph Burns Amy, that is some interesting content about Facebook ads on whole internet would love to know if there are more like him so I can follow them regularly.
So for past few days i'm watching content about Facebook ads on STM, Youtube, Still need to watch Ad World 4 videos on STM. I have learned lot of things from each of the videos especially Ralph Burns. And made few changes to the campaigns as below:
Created a new campaign with 8 ad sets each of them with one interest targeting and all of the ad sets have the same dynamic creative ad with 10 videos (videos of top 5 products) and sending this traffic to a collection page with top selling products.
My understanding about the campaign is that, Facebook will auto optimize which product video to show based on user and improve the campaign on its own.
will post the results soon.
@matuloo Let's keep the two threads separate, I'll start working on Youtube ads once I'm getting good results in Facebook ads.
I'm planning on creating multiple videos of each product with different angle once I check the results for above campaign, thanks for the tip @stickupkid.
Where do I find some rich content product pages for inspiration, I want to test them.
Originally Posted by eshwar
I just posted one about scaling brands today, that one might be of interest to you as well: https://stmforum.com/forum/showthrea...iral-Giveaways
Originally Posted by eshwar
As for who to follow: I've learned much from Nick Peroni and Depesh Mandalia. There are so many FB experts out there, and like you've mentioned, SO MUCH CONTENT on how to run on FB - it's important NOT to fall into the trap of keep consuming knowledge and not taking enough action.
I really do believe that at this point, you've learned enough to do more testing. You've been promoting these products for a while, so you must have a lot of data collected. Use it! Create custom audiences and LALs and test each of them. You don't necessarily need to throw a lot of budget at them either - especially since you KNOW what "good" KPIs look like, you can tell early on whether an adset has potential. You can test a lot of different targeting and angles for low cost in this way, then put more money towards the winners.
As for content-rich product pages: Not sure what you're looking for - could you please elaborate? Are you referring to entire sales pages that focus on selling a single product? If so those are EVERYWHERE.
For example go to offervault.com and filter by "ecommerce" for "category" and you'll find lots. Most ecom affiliate offers are content-rich and designed to sell, sell, sell. I'm sure if you scroll through your own FB feed you'll see ads that lead to content-rich product pages as well.
Amy
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