How to Improve Ad Performance Using Data

I’ve scaled 27+ brands and generated $15 million in revenue with paid ads. Here’s how I optimize facebook ads for my clients for crazy high ROAS: 1/ Ad targeting This is one of the most CRUCIAL aspects of ad optimization. Ad targeting is about getting the right ads in front of the right people. Who are these people? Those who are interested in your offer. Good ad targeting gets you higher conversions and CTR. First, you have to understand your target audience. • Who are they? • Where are they from? • What are their interests? • What are their online behaviors? Answer these and you’ll nail your target audience. Running ads is all about testing and iterating. There are 3 main types of targeting options: • Broad targeting • Detailed targeting • Lookalike targeting I recommend you test them all. Broad targeting allows for a wider reach. But it’s less specific. You sacrifice audience quality for quantity. Detailed targeting narrows down your reach. You tailor your ads to suit factors including: - Interests - Demographics - Online shopping behaviors Lookalike targeting focuses on potential customers. These are groups who may not be aware of your brand. But are interested in similar products or services. --- 2/ Adjusting bids for ROAS We want our bids optimized for maximum profitability. There are 3 main bidding strategies: • Lowest cost • Target cost • Cost cap To find the best bidding strategy… You have to test. Run split tests and analyze results. Use these results to find which approach gets you the highest ROAS. Facebook offers certain features including: - Cost caps - Minimum ROAS You must have 100+ conversions per month to use these features. How to use these features: 1/ Create a new campaign 2/ Click on conversions 3/ Turn on CBO 4/ Choose campaign bid strategy “But Edgar, what do these features do?” Use cost caps to control your budget and reduce risk. Use minimum ROAS to target high-value customers. When setting up either feature… Be realistic. If you set your cost cap too low. You’ll get 0 ad visibility. Instead. Set an amount HIGHER than your average conversion cost. You'll get you more conversions while controlling your costs. 3/ Increasing conversion rates And I’ll cover the main factors. They include improvements in: • Ad creatives • Landing pages • Your checkout process Keeping it simple. Your ad creatives need to be: • Eye catching • Engaging Here are some tips: • Use high-quality and defined images • Mix in some videos to create engagement • Include a strong CTA to drive conversions You can have a strong ad but low conversion rates. Make sure that your landing page & ads… Match each other in terms of design, copy and the offer. Tips for your landing page: • Write short, sharp and direct copy • Make sure your CTA is clear and easy to see • Optimize for mobile devices • Keep a CTA at the top of the page

Stop overthinking when your FB ROAS is below 1.2x. I've found that I only need to focus on 4 things (step-by-step). It's stressful when performance is poor. I've been there. I've made many mistakes and learned from them. Here's how I do it now. PROCESS: 1. 𝗧𝗲𝘀𝘁 𝗻𝗲𝘄 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝗾𝘂𝗶𝗰𝗸𝗹𝘆. Prompt = am I testing at least 10 ads a week? → I check customer surveys. → Make sure we're targeting the right benefits and pain points (from surveys). → How good are the hooks? In 40% of the case, the hook is the issue. → Re-launch ads that worked 2-3 months ago, making variations for them. → Test static image ads (highlights, testimonials, us vs them, vector). When the performance dips, test new ads and re-launch what worked in the past. 2. 𝗥𝗲𝘃𝗶𝗲𝘄 𝘁𝗵𝗲 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲. Prompt = is the page's CVR% above 2%? → Review Hotjar heatmap for LPs. → Check if the page loading speed is <2 seconds. → LP copywriting: Ask myself:    ↳ "If I visit for the first time, can I understand in 5 seconds what this product is about?"    ↳ "What's my biggest objection to buying it?"    ↳ Now, craft the message around the two questions above. If you are still driving traffic to a product page, prioritize building a custom landing page. 3. 𝗖𝗵𝗲𝗰𝗸 𝘂𝗽𝘀𝗲𝗹𝗹𝘀 𝗮𝗻𝗱 𝗯𝘂𝗻𝗱𝗹𝗲𝘀. Prompt = do I have bundles? Do my upsells bring in 10% of revenue? → Create fitting bundles if we don't have them yet. → Add the "Shipping guarantee app" for $2.99 per order. → Add checkout cross-sells. If your upsell revenue is lower than 5%, edit the upsell sequences. 4. 𝗨𝘀𝗲 𝗲𝗺𝗮𝗶𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘁𝗼 𝗱𝗿𝗶𝘃𝗲 𝗟𝗧𝗩 𝗳𝗼𝗿𝘄𝗮𝗿𝗱. Prompt = do we send 3 email campaigns per week? → It doesn't directly impact FB ROAS, but it does impact store-level MER. → We need to ensure we have profitable MER during low times on FB ads. → 25-30% of total revenue should come from emails. → If our open rate is around 40%, we can afford 1-2 extra emails per week. Paid ads and email marketing work hand in hand. - FOCUS on these 4 things first, as you should already have them in place. 5. (BONUS) 𝗦𝘁𝗮𝗿𝘁 𝗮𝗱𝗱𝗶𝗻𝗴 𝗻𝗲𝘄 𝘁𝗲𝘀𝘁𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗺𝗶𝘅. These are the "Power 3" tests that can 2x your brand overnight: → Run whitelisting ads. → Launch an advertorial funnel. → Build an irresistible offer. Think about Domino's and their entire "*30 minutes or it's free*" angle. Or Lumin's Skincare - "*FREE product+subscription*" offer. Today, in 2024, the offer, whitelisting, and advertorials can turn your performance around 180 degrees. When performance is down, most people blame the algorithm. Try to look deeper and become one of the 1% who find solutions and reverse the performance trend. - TL;DR 1. Test new creatives quickly. 2. Review the landing page. 3. Check upsells and bundles. 4. Use email marketing to drive LTV forward. 5. Start adding new tests to the mix. P.S. What is your go-to performance solution tip?