5 Facebook Ads Strategies We Have Used To Scale An Ecom Brnad to $18M Within 2 Years

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## Funnel Economics
- Understand key metrics like click-through rate (CTR), page loading speed, and add-to-cart (ATC) rate for every product/SKU.
- Monitor daily the levers driving revenue, such as CPM, CTR, average order value (AOV), and conversion rate (CVR).

## Conversion Architecture
- Create custom conversions for each product to accurately track intended purchases.
- Differentiate between intended product purchases and unintended cross-sells.

## Focus Areas
- Prioritize new customer revenue over advertising cost (ROAS) for specific products.
- Create custom events to track first-time purchases for new customer acquisition.

## Attribution
- Analyze data using different attribution windows (e.g., 1-day vs. 7-day click) to understand performance better.

## Campaign Structure
- Test different campaign types: Testing, Audience, Manual Bids, Ad+Shopping.
- Objective is to find the winning creative, audience, and bid combination.

## Testing Campaign
- Exclude existing buyers to focus on new customer ROAS.
- Use campaign budget optimization (CBO) and test different ad sets grouped by concept, creator, or angle.
- Test variations of video (hooks, length, thumbnails) and image ads (headlines, copy).

## Scaling
- Increase budget on winners after 2-3 days of healthy metrics and target CPA.
- Use ad set budget optimization (ABO) to scale winning ad sets.
- Test winning ads against different audiences to find optimal combinations.

## Ad+Shopping
- Import proven ads with higher budgets for lower risk.
- Create new Ad+Shopping campaigns for new funnels, products, or countries.

## Testing Funnels
- Compare different funnel types (listicles, stories, news) to understand performance metrics.

## Web+Shop and Social Channels
- Run Instagram Reels and Story campaigns.
- Leverage Facebook Pages, including third-party and fake pages, for advertorial-style promotions.

## Whitelisting and Influencers
- Use influencer whitelisting for more direct response copy and a sense of community.

## Ad Creative
- Use questions and qualifiers to prime viewers for the offer.
- Test different thumbnails, dynamic creative, and creative tagging for optimization.
- Iterate on hooks, messaging, styles, and formats (e.g., meme banners, TikTok widgets).

## Optimization and Scaling
- Leverage day-of-week patterns (increase budget on weekends, decrease on Mondays).
- Use cost caps and inflated budgets on Ad+Shopping for weekend scaling.
- Group products strategically and test AI voiceovers, rhymes, and color frames.

The key takeaway is a data-driven approach to testing, optimizing, and scaling campaigns across various channels, creative formats, and audience segments, with a focus on new customer acquisition and a deep understanding of performance metrics.

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