Because the Facebook customer feedback score was so low at that point, it was almost impossible for us to get past the Quality Ranking beyond below average. Similarly, it was practically impossible to get a good conversion rate ranking when the product price was extremely high.
To regain our customers’ trust, we also sent an apology/shipping update email to reduce the negative noise from existing customers.
After nailing the customer support, we could finally continue with the fun stuff - The Creatives.
While starting to plan the production, the first mistake we’ve noticed is that they were focusing on the wrong audience and presenting their product in a complex way.
Before working with us, they were communicating their message to a very specific demographic, even though the product was extremely appealing to the general audience. So while planning our own production we decided to not focus on filming the “LeBrons” or the “Jordans” but rather on the “Average Joes”. Fast forward - this was the right decision as it showed that by advertising to a narrow audience they were missing out on a lot of $$$ from a lot of 🧍🏻♀️🧍🏼♂ .
Keep in mind that sometimes narrowing down your audience is good at the start of your business because it can bring you a better CR%, but for scaling it’s always better to have a broader one.
When the creatives were neat as a pin we could finally go on the offense - The Media Buying.
Since the media buying part was done quite well by an agency with an impressive portfolio, we didn’t have that much room to improve there, apart from the scaling structure.
The co-owner of the brand, who was working at Facebook for a few years, even told us that he never thought that scaling with our “unusual” structure would ever work in Facebook Ads. There were 3 things that we implemented from the performance part that worked extremely well even with scaling old creatives:
We were using our trademark scaling structure “1x3”. That means you have an ad set of best working ads with the best working audience, but you duplicate it in a CBO 3 times. And this structure works because you reach 3 different pools of audiences that perform differently. This lets Facebook have more freedom to which audience pool to choose from & optimize for it by distributing the budget for which audience pool works better for that specific day. This tactic is extremely effective if you have only 1 good working audience & are looking for quick wins - you don’t have to wait until you collect enough decent performing audiences. But if you have 3 or 5 audiences - try doing “Audience Stacking” instead by doing 3-4 ad sets with each set having the same best ads with 3-4 different audiences.
We were using our trademark scaling structure “1x3”.
That means you have an ad set of best working ads with the best working audience, but you duplicate it in a CBO 3 times. And this structure works because you reach 3 different pools of audiences that perform differently. This lets Facebook have more freedom to which audience pool to choose from & optimize for it by distributing the budget for which audience pool works better for that specific day. This tactic is extremely effective if you have only 1 good working audience & are looking for quick wins - you don’t have to wait until you collect enough decent performing audiences. But if you have 3 or 5 audiences - try doing “Audience Stacking” instead by doing 3-4 ad sets with each set having the same best ads with 3-4 different audiences.
Once it seemed that we reached a ceiling...
...we couldn’t go over, but seemingly wanted to scale more, we broadened our audience by doing worldwide targeting. That skyrocketed our revenue by almost twice.
Excluding purchasers only in TOF campaigns.
Facebook has gotten smarter with their targeting & we’ve noticed that not excluding your warm audience doesn’t damage your campaigns since in most retargeting campaigns you only take up a part of your warm audience. This means that this type of structure will collect the ones that you’re not retargeting & boost your ROAS. While we don’t exclude anything for other clients to get sincere engagement, for this brand we had to exclude backers so it wouldn’t get overwhelmed with too many negative comments.
And of course, we cannot forget our backend - Email & SMS marketing. We had to start from scratch by adding 5 main e-commerce store flows which drive the most revenue: Abandoned Cart, Browse Abandonment, Post-Purchase, Welcome, and Added to Cart. To maximize the performance of these flows we've been running 2 tests for 2 months: Sending time test (A/B/C/D) and Subject Line+Preheader test (A/B). By doing that we boosted email marketing revenue from 2% to 20% just with automation flows. By adding sales campaigns we were able to generate 39% of total store revenue at one point. We were also using Cartloop as our SMS platform, and the best thing about it was - we didn’t need to do anything, we just let the Cartloop team do all the work by themselves. And these were the results:
These were the biggest needle movers that helped us 3.6x this fitness brand in just 1 month. But there were also a lot of smaller things that added up over time, such as:
Adding upsells & skipping cart page
Improving the ad copy by making them more generalized
Testing creatives to a warm audience
Understanding how the negative backers felt and adjusting creatives & copy based on that
Utilizing 3rd party pages & doing retargeting from them
Utilizing Google Optimize A/B testing. The most surprising insight came from A/B testing the product with a discount versus without it. They were doing it with a discount for at least 3 months until we decided to A/B test it. We found out that without the discount the product performed better because our target audience is older & appreciates trustworthiness more than these conversion-driven principles a younger audience reacts better to. So no matter what other big brands are doing, you should always find out what works for YOUR customers.
Referrals on online coupon and discount sites such as https://dealspotr.com/
. Since the product price was so big a lot of people were looking for a cheaper price tag & converted really well from these types of referral sites.
And many other small details we are currently implementing.