We recently launched a Facebook advertising campaign for a new hair care brand and achieved remarkable results: $20,000 in sales with a return on ad spend (ROAS) exceeding 5, all within just 35 days. Given the significant interest in our strategy, I've crafted a detailed 4-page guide that dives into our approach, covering:
Accurate Reporting Techniques
Strategic Micro-Influencer Targeting
Effective and Minimalistic Creative Strategy
Proven Scaling Tactics
The Beginning: Starting with a budget of approximately $4,000, we focused solely on Facebook ads to drive our traffic and conversions. Although our email marketing was set up, it had yet to gain momentum. Despite this, we managed a few conversions through email, contributing to our overall success.
Here’s how we excelled in each area:
1. Navigating Facebook’s Reporting Pitfalls The default Facebook reporting suggested a 2x ROI, but our calculations showed a much higher efficiency at 5x. Realizing the discrepancies in Facebook's data, we shifted our focus to tracking click-through rates (CTR) and cost per thousand impressions (CPM) to make more informed decisions. This adjustment allowed us to rely on more accurate metrics that truly reflected our campaign's effectiveness.
2. Leveraging Micro-Influencer Insights Many new brands err by deploying broad, unfocused targeting on Facebook, which can dilute the effectiveness of their campaigns. To counter this, we concentrated on understanding the psychographics of our customers rather than just demographics. We started with the emails from our first 20 Shopify orders, searching them online to glean social insights.
This research helped us identify small-scale influencers who resonated with our target audience. We then crafted our campaigns around these influencers, resulting in highly targeted and effective advertising that really spoke to our customers.
3. Simplifying Creative Execution
Instead of investing in high-budget creatives, we opted for authenticity and relatability. We collaborated with micro-influencers, who created simple, raw videos using our products. These were then subtly enhanced with text overlays and background music, forming the backbone of our ad creatives. This approach not only reduced costs but also increased engagement through its genuine appeal.
4. Strategic Ad Spend Scaling
Initially cautious, we began by setting a modest daily budget of $20. As our campaign gained traction, we increased the ad spend in two ways: duplicating successful ad sets within the same campaign and incrementally raising our ad budget by 70% every three days. This gradual scaling helped us avoid overwhelming the algorithm, smoothing our path to a daily budget of $300.
Conclusion
The results speak for themselves: a thriving brand launch with excellent sales figures and an impressive ROAS. Through meticulous strategy and creative simplicity, we have set a new benchmark for effective digital marketing in the ecommerce space. For those interested in replicating our success, the detailed guide is available, offering step-by-step insights into crafting campaigns that truly perform.
