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Scaling Strategy – What I do

Posting this because I replied to someones comment on another post and this is what I do for my clients. Just want to hear feedback from you guys and what strategy you use/if you do the same. Curious to see!

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Here is the complete and FULL breakdown of how I scale, and I have literally tested every way possible to scale and this is the best way I have seen. Granted there is WAY to much information someone needs to give better insight like budget you are currently spending and a breakdown of what you currently are running with adsets and ads. Are you split testing creatives and ad sets, ect. MUCH more needed but here is what I did for a client that works really well currently.

Details:

– Mens Watch Store

-$1000 Daily budget

-4 Select Products Average selling of $100 per product.

-Cost per Item Manufacturing was $25.

-Ideal Breakeven CPP was $40

Breakdown of Advertising:

This is what we did to get started with them. Originally you have NO idea what will work so you need to test. We test on 2 levels, the creative and the audience. Which ever is best we keep and what sucks we kill.

  • Campaign (Conversions) Ad set Budget (ABO)

    • Ad set 1: Your own targeting – $250 Day––––––Average CPP was $22.50
      • Creative 1 Photo—–Average CPP was $12
      • Creative 2 Photo—–Average CPP was $33
      • Creative 1 Video—–Average CPP was $34
      • Creative 2 Video—–Average CPP was $11
    • Ad set 2: Your own targeting – $250 Day––––––Average CPP was $48
      • Creative 1 Photo—–Average CPP was $34
      • Creative 2 Photo—–Average CPP was $64
      • Creative 1 Video—–Average CPP was $61
      • Creative 2 Vide—–Average CPP was $35
    • Ad set 3: Your own targeting – $250 Day––––––Average CPP was $23
      • Creative 1 Photo—–Average CPP was $13
      • Creative 2 Photo—–Average CPP was $34
      • Creative 1 Video—–Average CPP was $34
      • Creative 2 Video—–Average CPP was $10
    • Ad set 4: Your own targeting – $250 Day––––––Average CPP was $50
      • Creative 1 Photo—–Average CPP was $37
      • Creative 2 Photo—–Average CPP was $67
      • Creative 1 Video—–Average CPP was $64
      • Creative 2 Video—–Average CPP was $33

As you can see. Ad set 1/3 did the best and 2/4 didnt. Further you can see that Photo 1 and Video 2 did best. We took these and did 3 things to scale. Try ALL of them, just like testing to see what works.

  1. We duplicated each working ad set yes 3 times. Not 5, if you do that it will usually make your adsets go learning limited no matter what the budget us. Keep the original $250 obviously if it is working, dont just delete it. So we have the original and then the 3 duplicated adsets for Adset 1 and 3 duplicated for adset 3. All duplicated have $500 a day.
  2. We killed all the adsets that didnt work and replaced with NEW adsets to test. Always have 4 adsets you are testing. This gets very very in depth when at first you are testing just audiences. Once you find what audience works, then you start testing manual bidding, platforms, times of day ect. Since ad set 1/3 worked and 2/4 didnt, we turned of 2/4 and replaced with the new adsets of 5/6. We will test these and if one works, we will scale just like #1 in this list. Duplicate, repeat testing.
  3. We killed the creatives that didnt work and retested new creatives till we find literally almost guaranteed creatives. Testing and killing just like #2 in this post. Kill the photo that didnt work and replace with a photo and kill the video and replace to see what works best.

––We NEVER internally increase the Ad spend from inside. We have found that the CTA Price does not hold, CPM skryrockets and Frequence of CTA changes. We only duplicate when scaling. Doesnt mean it doesnt work for some companies or industries but we are successful about 80% of the time with duplicating and only about 40% when internally raising budget. You just have to spend more if you do that.

LASTLY––Once we have tested all above and have 2 photos, 2 videos and 4 ad sets that are working great and we have already duplicated from $250 to $500 then we take to CBO. Goal is to find the best audiences with ABO and see what works, so CBO literally almost guarantees results.

Scaled CBO Campaign- Conversions – $2000 Day

  • All 4 adsets in this Campaign have been tested. All using the same creatives, 2 photos and 2 videos that have all been tested as well.

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