How To Create 3x-7x ROAS eCommerce Facebook Ads That Convert

Key Takeaways

here we'll do this so normally to delete you'll just press the trashcan and you can always look back at them after you're done deleting you just like type in delete ad oka deleted so that way if you ever want to look at whatever you had previously you can just look at it alright and then this one is almost done Publishing will just move forward so yeah we're gonna do no it's not quick I just selected the wrong one guided we have more options this way same thing you did you conversions you're always gonna want to do the conversions for now okay we'll just title this like CBO testing what CBO campaign budget optimization okay you see the campaign budget optimization here yeah interest testing interest those are interests audiences is the first one we'll start with and just for a line of example to follow with we go to the site look at the resources you know all the way down next we're gonna go find CBS so that way you understand a little bit better what we're going through as we are doing this then CBO right here CBO structure dim you see this one CBO interest testing that's the first one we're creating got it got very simple structure to follow that can easily improve your results when you're testing add sets group them by their category for example when you're testing interest audiences put all of the interest audiences in a campaign titled CBO interest testing is the first one so it's gonna be CEO interest testing and we're gonna do all the interests underneath okay not these but it'll be the one yeah relative to the bread exactly so that's what we're doing here and we'll do the budget at twenty daily so basically it's five per ad set so whichever one we're gonna do like however many ad sets we'll do it by five daily okay yeah what's an ad set just so I get it that's the audience okay it's underneath the campaign so you campaign ad sit sir I need we'll set it to purchase because you know anything else other than purchase correct correct yeah so I mean like no so this is my other thoughts so because I want to you know get people to click on the page so that I can retarget them I had one you know conversion being uh just like home page landing right because if I get the people to the home page then I can build an audience and then retarget yeah but you knock out two birds with one stone just by doing purchase conversions because it's gonna drive traffic anyways and if they don't purchase you can still retarget that traffic rather than only paying for traffic and not getting any purchases right make sense yeah so what do five dollars daily for testing we only move the budget up from this if it gets results right if it gets a purchase we increase the spend if it doesn't we turn it off we don't never move the spin never increase unless it's actually profitable okay next thing we're going to do is we're going to leave the age gender and detail targeting open and then for the audience we're gonna hit show more because we always want to see more options um by the way I went through with my wife yesterday and I'd built like a very detailed audience with like interests in and you know everything that they yeah I went through that or these anyway yes yes less frequent international travelers yeah I don't know it's just people that are kind of you know worldly that like you know that are fashionable I guess that was kind of this is all these are all based on her because she's the you know creative and idea behind this brand so she gave me all of these so I was just kind of going by what she was saying alright so yeah so if like is this one of the ones you want to do sure yeah those are all the ones so cool yeah so like what we do is we take this put it in in the audience eyes like most people would like be screaming like oh my gosh that's huge that's way too big but actually in reality it like we to be able to find audiences that are big that work because like once we deal there very scalable so like you can take him to like upwards of like 5,000 daily at this size will you say 5,000 spend daily or write it down yeah because like if you find an audience that's like under a million people and like it's doing outstanding it's getting a good ROI like congrats but like what are you gonna do yes Ellie you're gonna have to figure something else out but if you can find audiences that have the opportunity to scale long-term thinking then you're gonna be able to say hey we have a big audience we have good return on adspend now if we just crank this spend up from doing 100 daily to a thousand daily to a thousand daily to doing five thousand daily it's actually gonna be able to withhold it because the audience size is big enough and you give the algorithm enough trim to be able to find those people for you makes sense cool then to keep things simple and to make sure we always know exactly what's in the audience and so that way we can literally come in here like a bird's-eye view look in and say hey this is what it is without having to find out in the details we just copy this scroll up paste that's it that's the audience name brief international travelers 18 plus we know exactly who this is that's the owner we are we gonna build a one for each correct and the reason we do that is because it's segmenting data for one if you stack them you only stack when it's proven if you start before do you know where it's coming from exactly you'll never know who it's coming from and if it does get results it's like which audience is it and for all you know you put you could be getting half the results you actually could be because like one of those audiences is basically getting spin towards it but it's actually not performing very well and you don't know because you have so many interests right now once we have three or four or five that are proven and are getting a good return on adspend then we're like okay let's go ahead and improve the Facebook algorithm and improve the cost by just combining them because now we don't have to worry about them overlapping or competing we'll just combine those interests because we know they work and that allows you to scale further because the audience once again gets you Jeff so that's the first step lean turnoff expand because we won't need it because the audience is already big enough it's about 15 million people that works and then language yes connections yes it's fine next thing we do is we'll leave that automatic placements okay what is that good show your ads the right place okay yeah yeah automatic placements is basically all of these placements we start with that because like we don't know which platform is gonna be the number one platform yet like it could be Facebook it could be Instagram but like you know we wanted you automatic because that gives it a chance to basically show people all over the web so like not only if they're on Facebook now they're seeing it on Instagram now they're singing on the web sites and blogs the traveling blogs are looking at now they're on their app you know on a dating app and boom they get hit with it again they're everywhere and they're seeing this thing online presence more sales it helps that way you got it this is my biggest problem we've been facing so we had a customer come in she wanted to buy she was like wait the price is crazy because she lived in Columbia and president Columbia are literally half priced so I was looking through on Shopify there's an app there was two apps that I found one was basically like they will automatically show the price based on IP address base and location but then the guy was saying how it would mess it would it would mess up the site because it would show in the card I mean I can show you what he send the email he send me send me photos he was like let me know if you want to move forward and then we'll set up the special pricing module but he's like it'll mess up your facebook store not that it don't do it right so then how do I the other one is build a separate store for Columbia and I just have our site kind of ya know and then we target them yeah it's the dot-com die country cap yes whistling yeah donk oh yeah yeah exactly that's how you that's the link in the ads so let me ask you this question if I mean we're gonna really just focus targeting USA because that's where we're gonna make the most money but for or if we're selling an Instagram for example or Facebook how do we differentiate between the two stores between the two price points because her whole market on Instagram is in Colombia so like word we're setting up these campaigns we're targeting us we want to build the us customer base but right now we're running them ourselves did you just do two different hat accounts shooter for that accounts correct on the US market one focusing on the Colombia market keeps the data separate and you can align things better and it's easier to manage that way you don't have to figure out which ads have which links okay but then what about what about the prices on Instagram you know how like people do shop on Instagram mm-hmm is there any way around that where we can allow I'll show you the article after this but there's an article on how to do the dynamic pricing okay her country code okay cool no so next step we're now on the ad level see the ad level yeah now we're going to do the Facebook page we want to also do the Instagram for the page okay you want to make sure these icons are the same by the way just for branding purposes and to keep things consistent and for people to easily identify and have better brand awareness you want to have these about the same so choose which one you'd like okay next thing we're gonna do is we're gonna do so like with e-commerce carousel usually works best and then like we can test single or video videos really nice buddy here so you had no videos great if if the video it depends what type of video it has to be we can look if you have them but carousel works well with e-commerce is okay let's do care so alright so click on that then we're gonna scroll down we're gonna skip all that other stuff because it's not necessary we're gonna manually choose we're gonna select the images do you have any images that you'd want to use which product yeah so this is like part of the new collection so let's say yes so like if we go to collections for example and we go to nuclear so this is the new collection when we're at the so it's like any of these and it's those photos that are there alright which one do you want start with I don't know we can do which one is most popular well it's tough it's I would say probably one of the crop tops cool nice crop top or this crop top okay let's do the instant ball triangle crop top do we need to do anything on the website or no I'll copy the page we just need the images for that so do you know which one that is yeah so it's let's do this one I feel free to select them all right that's one drop it in we need to grab this URL real quick so oh it's gonna be this one you said yeah we can do this but Facebook might flag it because they actually depict with a cigarette yeah they're gonna go flag it yeah okay well do you still want to do this one oh they're gonna scan like the full page they'll flag yeah they have a eye they're gonna be able to identify the photos we'll see if you want yeah let's try it cool yeah it'll move it easy and their photos and so we'll just drop this here that link we want to drive them directly to the actual page because like we want to take them here because this is the page they can buy it right like thing add to cart and everything is this available yeah it's the only size available let me just move this I don't know how to move this thing from the top what are you looking for like you know the at the top of the screen the zoom like drop-down menu that here like trying to move it out of my way you see okay go ahead yes and it's only says all right you're gonna want longer descriptions okay a lot longer descriptions and then the Buy button should probably be different from the Shopify logo yeah all right cool and then you or you're gonna want to have the card taps that you accept down here say it again the are tags that are accepted I don't understand the credit cards like oh yeah yeah yeah just little just need to be down there oh so I should display that cuz I removed it yeah yeah you want that so people now got it cool all right now this link I keep clicking on all right so we have that one and we're basically going to put that link in each of these all right that one's there third one it should be there as well cool then we need the next image which one let's say let me do this one which one then the neck image say and we're gonna after you select them so no worries okay I'm just trying to figure out what we want to display like all the products so I guess these might know we're doing the one product oh we're doing only the crowd top yeah because like you can't confuse the customer gotcha gotcha okay so let's change image unless they're buying together so like we'll talk about that gets more complicated we'll explain that part later okay so actually what we should do is we should change this image because it's not the same top and preferably only images of the the focus the center focal point needs to be the product so for example you see this image regia the top level yeah you see how the focus point is on that like back strap and then like you see here on this image over here at the one that's highlighted in blue yeah that Center focal point is the product there and the girl but like that's what it needs to be we have to focus it in on the main focal point needs to be the product itself see it's the quickest way to communicate a visual okay so that's perfect you said that let me just exactly just do this 100% and you want the photos to be this because like whenever they come from the Facebook ad they're going to see the exact same thing and they're gonna instantly be aware they made it to the right spot okay it's good yeah I guess we can say how many we're gonna put three or four yeah we'll look at him we'll see if there's enough yeah ideally we're gonna want four but we'll be able to confirm after we look at it let's just get them on there first so we just I guess we'll reorder them let me just see which one I have been changes image will put so the focal point is a good photo fans go to three yeah I guess we can put at that well no because there's too much variation and the change of the image we need to keep it consistent go back and do the one after you up that you see how the backgrounds are consistent between those two exactly this look this one's different now that's fine because that's your attention grabber just like you said look right here look on this what do you notice there's two things we've done what right here on the right hand side this okay yeah you're gonna notice one this the back strap and then the next thing we're gonna notice is this pink background and that's going to ask you to want to go right and right means arrow see what I'm saying boom this one grabs attention and then it finishes all for the consistency scene guys and consistent and look you see this look she's facing to the right she's in the center she's facing to the left interesting it's is there any lined it's professional perfectly aligned so you want to just kind of give me a general understanding for the photos you you definitely want the piece they need to be consistent in color preferably the same person there needs to be one image in a carousel that's always going to be your second image it's always gonna be the second one that needs to capture the attention it needs to be one that's a different color and different has to be different quick okay because that is what's going to force the person to take the next step right got it you're gonna see the first image gain their attention the second one is the one that's going to pull them in and get them to interact with the act and that's gonna drive it home to them going to the website then we're gonna finish off with consistency to let them know that like hey this is a brand this is legit you know it's quality we did this right okay and there's no there there's no reason to put yeah I mean it looks great now the next thing we're gonna take the name of the product never make things complicated and we're gonna come here to the ad we're going to put that in the headline we spelled it wrong I'm glad we caught that I'll change that on the side okay and I have to change the link in the URL yeah just come back and re-edit the ad okay next thing we're gonna do this on each we're gonna keep the headline consistent okay because when they're transitioning it stays the same right it also fills up the first line which is actually really good because that allows us to use the description on mobile see the description populate now the description is going to be usually its reviews do you have any reviews no all right free shipping yeah well free today an order there's over a hundred imeem from your personal experience we should just do free shipping in general right correct yeah yeah so you do free shipping in the bottom line keep it consistent then here the best thing to do is basically like I mean this is where you'd highlight like the benefits and the features of this thing so like usually a description will have like all the breakdowns so like let me give you an example so like the product description it's gonna you're gonna be able to pull like the features as well like you'll be able to see it like it breaks it down right no we don't have to talk about this like that's not necessary what a more or less talking about is like actually like the like the main thing like what is the material you know like how does it feel like you know like marks on them what's the quality of it you know all of these different things why this you know all those things right you'll you'll be able to better explain it that way and then put that in the description because it helps sell it right so that's kind of what we have in the description on the website like here it's like black lycra is the the fabric yeah stick yeah that's good you just got to make a lot longer of a description break it out like a paragraph not like a paragraph bullet boys exactly but not like so many bullet points just like you know description in the beginning and then like bullet points underneath like so that way it's clean got it and people can gain the context they need from it we just write this and then what you do is like you know you putting those things in here so it'd be like black so like you could actually like highlight each individual thing on each one but since we don't have that yet we'll do that you can come back and do that later got it yeah so the first thing we're gonna do is automatically show up best performing cards first we're gonna uncheck that we'll do one AD later on with with that checked but first you know we made this in a specific way so we want it lined up this way right seriously yeah and then also I would just go ahead and make the circular just so you have it here so that way it adds consistency got it all right primary text that is going to be can we fill that whole screening like when you said make it circular but you can if you want yeah yeah you would have to make sure the size is right yeah so it's fine so like there's different things like this like you need more copy on your site I would do like a home page with more you got it you got to get more copy on here so I put some of this on the main site yeah you need to do some more what kind of copy talk about no this is fine you get it right just like keep brainstorming and develop on all these things so like usually like it's good to keep it consistent with the site so that way you keep branding consistent copy consistent select we need to call to action yeah that's fine we'll test it so there we go and then one more which is your call to action it's usually really small yep that works should you should call to action really be like like more direct like shot it'll be yeah we are we're gonna do a different one but there's no I can find it direct call to action you have on here yeah yeah you need more call to actions are you call to action just simply buttons like SHOP NOW yes but in different contexts so like you can do that you can do the buttons but you also need call to actions in your copy okay you like rock your body that actually could be a call to action next thing we're gonna do is see more URL it's simply going to be the collections page it's not that collection so let's go back or go down sorry yeah go collections and then it would be right here that's also something which why is this one yeah so you can improve those things on the site yeah yeah yeah so you take this and that's gonna be your see more URL because you see more URL it's going to be the one that takes you to this other products because like if they look through the product and they like it they'll click on it but if like they're like oh this looks like a cool design I want to see the other designs they have under this collection that's where the see more is clay dot it takes them there what's the display wait that's the link that shows on the ad so the next one we're gonna do is shop now because that's EECOM and that you know there's that's usually going to end up being the highest converting one anyways so the display link would be this right here alright so that's that and then that's one add variation and the next step is basically to take this first line see that place that here enter the next thing you're going to take it's going to be product that we're selling right okay I'm gonna paste that here the next thing you're gonna take is the image what is this this is gonna be carousel so there's actually that so now you know this is the first line of text is the product and this is the carousel it's a carousel and you look at this on the ad level and know exactly what it is now we can see this in different like sections how it looks see like that's you know retargeting it all right now that is the first ad and this is the correct pixel yeah that's from the Shopify store cool and then you hit confirm and no one is live now we're not gonna bank on one end you need to test way more ads to find out which ad is gonna work which one is gonna convert the highest you need to be able to test a lot to see which products gonna sell the best all of those things are not it so now you got to launch you click on the campaign you go to the ad set you click on the ad set and you go to the ad level it goes now we need to create more ads underneath this ad set so you're gonna duplicate it into the original campaign which is the same ad set and everything and now we're just gonna change this up change the image or change the text yeah well change a bunch of things but like we're gonna do one thing at a time so like now we just got to find different text should we say like founded in Medellin in 2011 yeah that's fine yeah because like we'll be able to see right like that could be one angle right and then next thing is we got to avoid the word sexy being tested so like a bigots disapproved just to peel it like there'll be a red appeal button that says request reveal just click it appeal it okay our goal isn't secure and invincible against those around is that fine yeah that should be good yeah and then boom summer is coming up so why so much text that's what I wanted to understand some hassle but you can keep one line in some of them but like you got to break him in break them out into some of these like we don't know what's working yet got it so like look this one we're gonna test long and short got it alright that should be good to go and we need context people don't know about this brand right because like with your retargeting it's also going to be direct and it's gonna be shorter and boom they've already like got in the angle because they might see this ad and then they're gonna see this ad two totally different things but they're gonna both have a different like way of communicating with them they're gonna learn more see I'm saying yeah alright next thing you do is we're just gonna change the copy that paste under not sure which texts such as copying publish and you're just gonna duplicate again original and then we just keep switching it up like literally the first thing on this one can be what did that say existing engagement won't be duplicated because you're changing things right now Jim you get the idea yeah you should keep doing this and that one's really long you know one's real and offsets that the that's a little bit better see ya it breaks it up a little bit nicely yeah so these are like totally different angles right like we're flipping things around because like that's gonna allow you to identify what's working and then you basically tweak the winner until it's like really producing a high return so like let's say this one starts generating a high return then like the next thing you do is like remove this see if that first line of text is enough to increase the return and that's been the decreases then at the second line see if that's enough you start changing little subtle things about the winner until you're getting like something that's like 5 to 7 X gotta gotta got it but so then I noticed also we have a specific audience selected frequent international travelers what if we have to do like different iterations of the ad for different no interests have different you're gonna launch you're gonna have different ad angles and then you're gonna duplicate the audience and it's gonna carry all this ads with it you got to show me that but okay so like when we duplicate this it's gonna duplicate all the ads inside of it and then we're just gonna change the audience that way we you have the exact same amount of ads in each one got it got it got it so when you click ad set you can change everything in the ad set but everything below the ad set will stay the same 100% that's correct okay something I had no idea yeah so like we'll keep going with this I mean like we can come up with one more we can do the like you now change like the product and all these different right so like I would recommend testing more products yeah I agree so like that's one thing you need to do another thing is we can do the single image we can switch to single and do add media that image and like change this one click and then we need to crop it because like her heads like missing so it's checking the text and then basically we just hit crop and the original will be square yes slide it down a little bit you know yeah apply damn look at that see look at this is that's already coming together yeah it looks good now we need a headline which is B wild rock actually one that I'd like to test maybe without the exclamation points also I don't know yeah something more elegant yeah just like with a period instead yeah we'll just do the product name in this case got it yeah which one is it let's go to a collection and then this one so just this yeah I mean like what ideally we'd want to do different headlines but I mean like you need way more copy because like it it's not about like just coming up with something on the fly it needs to be like within your brand so like you got to write these things on the site and then that's going to easily translate into your ads I got it yeah it's it's stuff that I have to get my my wife involved with you know know that you know what I wanted so I have to go back and and chain take away the caps you caps is gonna throw it off why do you say that it's just like it's all caps I mean it like it doesn't flow with the ad you see like how everything is you go yeah it's so so she actually right now I'm working with Facebook to try to change the name of the brand on the Facebook page at the top right here I'll show you so the website is all caps here this she wants all caps right here for some reason Facebook wouldn't let me change it to all caps I don't know why I'm kind of appealing that also but um like all caps azure think cool then yeah like I mean you can do that if it's a brand thing then it's a different story yeah yeah so we just named this so that would we know right yeah that's another angle except it's an image we changed boom that one's life then another thing we can do is a collection which is like multiple products and we just hit duplicate reach your own campaign and the next thing you'll do is go to collection okay let's avoid that will do the carousel again cept this time you would do all the pink photos of different products and each product would be different got it so like we come back to the page this one's pink try to find all the pink photos and then you drive the links to those individual products right and you name them differently see what I'm saying okay wild pig just keep it consistent exactly and you can do different products that way and then like at the end you'll have like create slideshow got it got it do a caesarean okay because you're gonna have different formats and you're gonna see which one engages the most people and gets the highest return like look create slideshow then like we can do like see look at that if it's pink nothing's changing it's just the product or the person yeah like they I got you yeah it's like perfect like it doesn't get any better than that and like it stays professional and like has higher engagement so like if we do all the pink ones it would be great so let's do that see what I'm saying now you have a video let me let me save the image from the website I'll do it real quick you you you don't know this is pink no pink I think this one is pink another thing is after this after we got off the call you should go through and just download all the images and then go to basically the you can click in the top left menu and the business manager and I'll say something like we'll have to see what the title is but you can show me all the end images at once I'll got you to a certain folder or something yeah yeah it'd be easier because I'll lose like everything as the product as the brand grows everything will get lost oh hold on okay so if we just go to this other one just how you were doing it with the audience's you just click on images I got true and then you just upload all of them at one time it makes sense it's just your asset library you just hit upload images and then you're gonna upload all of them yeah for the last three and then I can create folders perfect exactly then you just come back and then add them might have to refresh this page yeah it was quick cancel oh I see what you're saying but you see now you're gonna have video you're gonna have slideshow you're gonna have these images you're gonna have all this stuff and it's all going to be consistent when things are all over the place and people are on Facebook they're not gonna remember but if it's all consistent every single time everywhere they go they're gonna be like all I remember seeing this and it's just gonna build up that awareness and people click through more yeah make sense because if you're spending all the money you might as well like knock out you know multiple things at the same time hundred percent add photos you're gonna have to go in order here you see what I'm saying and then basically you can edit these and crop them yeah so like I think Croft this thing yeah why mint looks like right there that's for the text I got you maybe not when you click on this image all right let's just go to vertical yeah that's better yeah and then like you can add the text so like just add the like the product name yeah so like let's see where it pops up you want to do down yeah you got a plate with that though right you got to figure out what you the text you're gonna do and then you're gonna have to fix this like background and stuff you don't want all that there see what I'm saying yeah and like white oh no that's not what that's supposed to be yeah so you got to choose yeah I'm not gonna mess with that but you get the point right yeah so then you're gonna create the slide show that's wine then you gotta put in the headlines you got to do all these things again so the headline so I'm going to write text inside the slideshow I also should put a headline for like the collection and like Mar muerto collection description should I put like more cars should be short text very short small one-line SHOP NOW shop our new collection no just name the product well I mean it's a video so how do we name the product in the video each each screen will have the name of the product yeah you can or you can do something else I mean you get creative with it right okay yeah like there's ways it like there's different ways to test it that's why there's so many variations so like that's wine then you're just going to finish up like with the other images and stuff like let's just see yeah you could add and all that so you're gonna have to add all the links like this is going to take ages if we do each individual ad like make sure you just follow all these steps just how we were right yeah so like we'll leave that one in draft just make sure you how do you publish and drop sorry go back real quick I don't see you just said don't show this again this is how you'd leave it in draft where did you click to ask to save it and draft you just press the back button and they'll automatically do it now so just come back change that and just keep creating these angles write different products all these things and like you can create you know get this number up and then once you're done with that come here duplicate original campaign change out the interest and just keep moving down that line got it that call tomorrow great yeah I'm gonna get as much done as I can want you to kind of look through it and we'll go from there cool awesome cool how many how many different interior iterations of the of the a do you think I should create as many as that you feel confident in okay you shouldn't do any more than 30 you're saying 30 not camping wait hold on so 30 of these 30 adds no more than 30 okay and these are all live right now no they're in reveal you can turn off the campaign and then whenever you're done you can turn it on when you're ready see ya just flip the switch and this one's ready to be deleted loud changes cool yeah okay perfect amazing get creative with it even throw some Kim Kardashian hashtags in there Kim Kim interest I'll do it I gotta focus on fixing the site a little bit I didn't those links because the name of the products were wrong some details they want a perfect yeah what copy exactly yeah awesome okay yeah okay great cool and I'll see you on Wednesday skull alright tomorrow do we schedule now or what do we do no you just go to the if you go to have it open yeah you just hit Q&A calls top right and register for Wednesdays to click there register type in your info and boom you're in got it okay cool alright thanks man cool stay here cruciate your help no problem Mike Rock tomorrow but