How To Get 3-5X+ Facebook Ad ROAS with $1,120/Daily Ad Spend

Key Takeaways

the goal should be you shouldn't run landing page views just switch this the purchases okay switch it to purchases and then what we're gonna do is let me show you an example on my internal fast because then you're gonna be like what you can do that and that makes so much more sense I'll show you real quick so you're gonna want to switch that to purchases so takedown then no because you might as well get purchases and emails at the same time if you want it right okay because if the goal ultimately is to get them to send an email but they're gonna have you want them to make a purchase later on right yeah yeah so might as well just get him to do both at the exact same time yeah cuz I'm just thinking if email such a big deal that then we can instead of always relying on Facebook I was just trying to this is something new I started like 30 days ago trying to get as many emails as possible especially going into Christmas next year yeah my chocolates out yeah so like right here you see these purchases see how it says CBO as well see you know campaign CBO all this it's copying this exact same model retargeting all that right anyways this is going for purchases it's not for landing page views it's not for emails right 106 their purchases right I hover over it it says website leads 885 out of those 168 people who purchased there was over like 7,000 something that visited the site and out of that 7,000 something 885 of them actually submitted a lead form to opt-in to their to give the email to get like a code or just to join the list okay right but we're don't make your purchases it's not leads you know we're still getting purchases but it guess what else we're doing we're building like a list of 885 just in last like month right yours right now is just a landing page for you so it doesn't mean it's purchases or leads at all right it's it really doesn't mean anything correct so the solution would be and we'll make a presenter again the solution would be to make it a purchase cam conversion campaign to get purchases and actually get a return right and at the same time we need to make sure that you are even tracking website leads to begin with right because if you're then you'll never know so you just go to your pixel and you have a pretty heavy amount of traffic so it might already have wanted to track this metric for you so we have everything but lead so what we can do is we can go to settings okay we'll just set up set up no events use the vent tool we'll go to the website open website this is just a tool to allow you to place an event okay make sense yeah and now we're doing is we're just looking for I mean I'm assuming you said it populates so we just want it to populate when it does yeah and sometimes you have to go on right here who's a newsletter well I have that and then also we have like it's called just you know it's a email pop-up capture if that makes sense so then usually we don't put it right if there go on a few pages we don't want it you just if you need to get this form replace this one down here because it's not trackable it means it's embedded it's not good you should use a different form for this one oh okay uh no but if I mean Shopify shared a lot you are you on Shopify yeah yeah they should already have a opt-in form that's just I mean that you can place in your theme okay and just use that one and just make sure it's connected to your email list okay yeah because it should be trackable when you press tracking your button it should populate here and it's not yeah and then like you're the pop up you can have it pop up within you know landing on the page I mean that's not a problem did you do it the first time I did what did turned away purchases or no it seemed like a dead and then yeah then seemed is not a it's not a thing you got to be able to say all right we ran it for 30 days and our purchases decreased during the time period we ran it versus the time we did it and it increased you have to have an exact I would say would launch it again except maybe I mean as long as it doesn't look big bulky it'll be fine typically when I pop it up you know when I go to my website I see it with him not very long so for you to not have it I'm a little confused right now but we're on yours yeah you know yeah I don't know cuz when I go the website it always pops up so I'm not I'm not really sure what's going on right now I don't know I'll have to look that when we get off the call so essentially just come back through after that and you'll be able to place that pixel there right okay and do that so you can track it and then switch that to purchases right that ad manager that I was showing you the ad audience okay and then for you the next thing is like I would also focus on return on adspend you know there it is one point five six so what I do is I just go to last seven days just to check this out and you can see like when you run for landing page views it never results in squat like literally like nothing it gets you exactly what you asked for and it's just views no website purchases it doesn't make you a dime it doesn't do anything for you honestly you should to switch it to purchases and actually make some money off of it and track the leads and just have it show up earlier and you can knock out two birds with one stone right so really that whole campaign can be turned off because once I get those lead captures I mean I'm still getting them it's just not showing because I don't have that signal firing correct so like this yeah audience since it's on a purchase campaign that's set up exactly what you're talking about yeah it's a purchase it means to you my links yeah or you can just turn it off and make sure you have that out and the other audiences honestly same thing you know because it's not going to be email specific it's just gonna go for purchases to make sure you increase your return announcement then the post engagements and I do that now I'm social proof with a small budget yeah that's fine so the next thing would be to look at your return like your row as you Add to Cart is that a 4.25 which is okay you're at 55 daily that's fine well let's see what these audiences are because in some cases this could be higher 10 days 3 days and 30 days um Add to Cart and view content okay those aren't too bad of return and that's Bend so let's see what the audience sizes are because you could be spending more potentially depending on what your audience size is this for retargeting yeah I know ever tell you sounds like it should be around 20% of what so if you spend a thousand you could have 200 and retargeting potentially I wouldn't do it that way I would base it off your audience size okay okay yeah you don't have an audience size in here but another way to do it is just pulling up a separate tab and opening up audiences and then just looking at audience size in your audience manager so if you go to all tools you go to audiences and you create like a 30 day audience that's similar to this and three day and ten and just see what that total number is and if it's like a few thousand then ideally for every ten thousand you're gonna want to be spending at least ten dollars so you know I would still increase your retargeting right you're at a four point two five and you've reached nearly ten thousand that means you're really only out of for frequency you could really be closer to a much higher frequency and still beginning a ton more purchases so realistically ya keep increasing your ad spend on your retargeting go up another five dollars you know there's a lot of nothing drastic just go up another pie like that's warm audience I think like this week I don't know since like Thursday we have like a 0.87 return on adspend which is weird because since I start yeah for this to warm audience OH you know what is this one this would be like website visitors and then kind of like a stack of okay this should be and you're retargeting as well oh well wait a second if this if this is me I'm ik these are just regular ads where that other one you're that yeah that's fine yeah because if you're going to separate it that way you have to yeah your purchase cost is much higher than in this yeah and that's what's weird is because prior and that's where I know people are freaking out over coronavirus and stuff so if you actually look at like the lifetime which I started here not very long ago where we were a little $24 a purchase so it just went down crazy in the last seven days yeah but where do you send people from this that's the question typically to the all products page because I figure if they can get right to the signs then there's less click throughs to try to get them to go away where is the link on this one well this is our chan ad so when they click on any part of it if you go up to the Edit or yeah I want to check something out sure link coffee I will just paste it up here so this would end up opening because it's a collection ad but the thing is does it even allow them to get to the website yeah so like if you go up a little more if you click this at it then this will scroll but it's set up where you scroll down a little more here so this destination page is mail Shack calm but anytime so when they're clicking on any of these pictures it's going to take them right to that product or if you click SHOP NOW then it's going to take them to this landing page so it's a collection ad where you know write better idea this is good I it's it's a smart move if it would have worked right but it hasn't and so what you should do is you should switch to a carousel and do the exact same thing except the carousel will have the link that goes directly to the product page so when they click it it'll take them there this is adding one extra step because they have to open up that up they have to open up that instant experience right just to go through it you're gonna I'm saying you have to open up the instant noodle but I have carousel I've tested a lot with the carousel ads and they do not do well for my business I put lots of money through them and even on those campaigns like if you look at I think if you pull up like the CBO called audience I wanted to finish the topic on the warm real quick ok sorry that it's just that this right here this one if it's if you've tested carousel and it might not have worked in the past that could have been because of the copy you use or other different things I haven't looked at it but if you know you're saying that you're positive that it's not gonna work okay don't test it but that also means that based off this one we have a scroll bar down here there we go we're at a 1.98 here and a 1.9 and this one's out of zero I would just ideally I scroll over yeah there's just not enough purchases in this last 14 days okay last seven days worse yeah that's where I don't know because I've noticed everything go to crap over the last seven days well obviously this whole coronavirus I'm like do I look too hard into these numbers at this point with I mean if I was a person I won't be worried about a metal sign one no well that's not true because I mean there's there's plenty of ecommerce accounts that are getting it's urgent sales right now because everybody's on their their home I mean I I could see it totally different what if they're just trying to make their home more homey because they know they're gonna be locked in for a while time to start decorating on the house so I would turn this one off the next thing I would do is I would take your best-performing ads and put them in your this retargeting your warm audience retargeting right so the best way to figure out your best performing ad is to go to creative reporting last seven days have you ever used this tool alright they might know it existed you know and then we just find your it stacks all of your ads right so you see how these four they're all the same so it stacks them and it just stacks all the metrics for you so you can get a better view without having to you know get too deep in the metrics like you just said Frank it is allowing you to make better like data-driven decisions alright so your top retargeting ads are obviously there what's this one right here is this a retargeting yeah from that's a is that it's in the same warm audience okay let's do 14 days because two purchases is not enough okay what's this one is this one that should be in bed the ones in the cold audiences okay so this one is getting a three point four so what you could do is duplicate this one okay and put it in your warm because it's working yeah you do that and then what about this one is this in your warm that's that one that's on the warm that you told me your turn off you know cool yeah I mean you still need more add variations it looks like because all of these are 10% off codes you know most of them are so just do that take this one put it in the warm okay because you're you're running on a low amount of creatives as well better I mean in terms of options there's not much like a high enough difference in returns that's like really what's important to be able to identify things that are much and then have an opportunity to see how much faster what it is what type yeah all like cuz obviously I have too many 10% so do you have suggestions for me just no discount at all or ya don't do discounts in some cases I mean you don't have to do a discount and then the first thing I'd do is just go to business success studies success stories that's probably what it was case studies then you just come here and then who knows maybe there is somebody that's running something that's to do with metal now there are the worst people to look out for what we do redlines think everything they run is free shipping and fifty percent off and buy this for $8 and like we can't even compete with what they're doing and nor do is it my margins yeah like they're popping up they're you know they're getting thousands and thousands and thought 64 percent off guaranteed you know that's just we can't even compete with what they do they're you know what you're located yeah Huntsville Alabama they also oversell and like over Christmas they were this year but the last three years they just over sold like crazy I can't believe they're still in business you know thirty thousand orders that he'll get ship guaranteed I have a client that's in real estate and I know Colin so that's actually funny that we're here now right huh well yeah I mean the thing is like what you can do is normally you can come and look at this for like so like their business right you said that you wouldn't be able to connect in terms of what the discounts are and then how they're doing their method right but in a lot of cases there's going to be like ad copy that you would be able to look at to see what is converting this one is the only option there giving it looks like four percentage off so it doesn't make sense but at the same time you can look here and they you can see what they're like actual break down to earth like you don't have to look at copy but look like audiences with one percent of it being demographic attributes from these promising custom audiences bundle them together to create a super look-alike audience and sent them the holiday ads that sounds like a bunch of fluff I mean that's not a real thing what they're just mentioning here somebody else must have wrote this but the thing is they're using custom look-alikes that's something that's important to plan are you doing a look-alikes based off your current customers yeah LTV you know purchases you had to cash a check out everything you know so the next thing would be you can go to home you just type in like the word home and then look for anything that would be home items in terms of like anything that would be potentially hanged on the wall you can actually see like some of the conversion events that they're focusing on the actual like ads the creative and all that just to get more ideas are you inviting those people by the way yeah yes whenever you you should invite people who end up liking your ads as well that's another big thing you can grow your following more anyways to get back to this we have three stacks here ideally we need all these above 3x honestly stack I mean these same adds and obviously I need to change creative but like if you look at the account from January 1st February 28th we were at the 3x how many how many ads and then ads that would you recommend when you're spinning a thousand daily mm-hmm like one two three proven but one two three proven ads that are generating huge returns like big ones like five seven at your rate so that way you're hitting 5 to 7 K per day so honestly the main thing that's probably is that's carrying this is ideally your the social proof on it's impactful and the copy's short concise it makes sense that it's chairing results right other thing is it's probably really already like died out but it's just staying alive because there's just so much stuff happening on it already right you're gonna want something that's hitting at three five seven and the best way to do that is testing new creatives and ads like I would the game you should be on right now is optimization but from looking at this there's not much room to make optimizations right like we could turn off this one if we wanted to and turn off that one and keep your twos here right but with the fluctuations you're talking about it's a little concerning to do something like that because look at last week I mean if you just add 14 days this one's at the three point two six right so it's on a Down week so it could be back up at three point two six next week right but it doesn't really matter even if it does go back up because cool that's exciting you're gonna get you know additional return that's in next week but realistically when you look your average it's still really not improved that much right because you have some ads that are up some that are down it's inconsistent right you need something where it's like growing like where you actually see the chart go it's time over time just keep growing and that's based off like getting better ad creatives and audiences based off the right testing so let's just take a quick look at your return on adspend overtime breakdown by month then we just open this up and it's just going to give us the breakdown by month if we just do so we've been running it two months out of this one yeah I started this one in February okay and then in that case then we'd want to do two weeks so we can get a little bit more so when this was started was here you see this you know you launched you got a two-point 87 then the next two weeks you got two point five one then in the next two weeks you get a one point 95 see the direction it's going mmm damn if you put these points on a chart it's going to be like this there's just going to be a down curve right and the two solved like you don't want that right because like what is the next two weeks look like a 1.5 so the solution is you gotta have new creatives and audiences that are actually going to be bringing you on the uptrend right let's just look at we're weekly and it's not a bad thing right I mean like the ideally like we're looking at this because we want to make sure that we fix it right and like we identify these things early on because that allows us to realize what needs to be changed because even like four weeks ago I mean like Corona was still around but I mean it wasn't doing anything in like the u.s. news right it wasn't really that big of a deal you know correct so it it was still going down now so that's the concern so if we look at the weekly you started at two point one two it started to go up and then it started to dive back down so so you wanted to continuously improve right so I'd launched new creatives and I'll show you some examples on my end and I think that maybe I mean number of assad's is where I started my business and obviously things have changed a lot in four or five years and we did used to pretty much put a picture of a dog on and get a five six seven return on adspend with absolutely zero retargeting I didn't actually start retargeting to like two years ago so yeah I and it's just something I think it's been hard to get me away because I think it was good to hear you talking on the call earlier when you were telling one of the guys not to worry about the link clicks if it's not getting sales because I don't do a lot of like single image ads because I get in a website traffic so I always do those canvass ads that get people to the website more I get sales but then also I just figure it gives me a bigger bucket for retargeting so that was good to hear you say that I need to push more the the single image ads one one concern I have with like single image and the carousel ads and let me know your take on it my relevant scores on those are pretty low like five and like the engagement ranking all those are lower than like my canvass ads dude should I even look at any of those metrics really metrics yeah it's such an Ltd metric because I mean relevance was a score that stopped being used back almost a year ago so I mean you should be a new business manager that provides you with the updated metrics I would I would go for scores that are only nines and tens back when we were using that metric as a big one nines and tens were the only thing that we ever accepted mm-hmm and if it was a nine or ten had a bad return then of course we'd still cut it but here's an example of your situation right let me show you on my screen I believe you can see it now right so you see this this is like your return it goes up and all of a sudden it's diving down right so the solution and put some new creatives then jumps up right but the overall trend line of it just continues to climb like is it this is a client example right of like the life cycle of when we you know introduce new creatives and what ends up happening okay but the last thing you want to do is ride the curve down and not do anything about it right what you are which is why we're on the call so that's where we do the new creatives and a creative example would be like you have you ever tested images that have been like professionally like not just taken but edited as well have you ever tested something like that before rather than just like the family-friendly casual photo no hey I guess I'm not sure exactly what you're meaning by it but pretty much what we've always used have been pictures we've taken or pictures of us just in the shop right yeah and they've worked but the thing is like we want to find something that's going to be generating the five to seven high return that can then be scaled substantially right and that'll last a long time and not be inconsistent [Music] so it what kind of businesses that consider for you it's like wall art or home decor I would say right yeah I mean I'm having trouble finding an example here but you so when I do the training look through all the course material and everything is I gonna tell me how many audiences I should put in the CBO's and and now to structure everything so I can just add articles more the the training is more fundamental and also covering like data and reading metrics and all of those different things right okay I would recommend the calls because just how you said that you learned some things when we're going over instances with other people I mean that would be that case all day when you're looking at other calls right sure and then also the TV oh that the article will cover like the breakdown like in all honesty I mean another thing would be just to launch a testing campaign that you have like just launched a testing campaign strictly for testing right and split your split out a bunch of interest that you want to test for home decor and then test some new ads and see what happens with the returns and go through the optimization process of cutting them and if you find something that's hitting 5 3x then put that into your current audiences right now and let it run you don't have to have a huge testing budget right do something small so you're always testing to find things that are always about performing what you already have mm-hmm how many ads would you just put like one add in those audiences oh the program will cover that material on like how many ads test okay yeah yeah I'm will make you presenter so from like just we were to come in here and do it right so like here's what would end up happening like the main thing this would be the recommendations on what we would do right and so it would just be from the looks of how things are going right now it would be to consolidate them into how they're like performing with the returns making sure that you keep the ones that are high performing ones that are low we turn this off switch it to the purchases at the lead event next thing we do is like turn off your engagement campaign your sample campaign scale up your Add to Cart recovering to make sure that it's spending a little bit more money and so you can make sure you're getting a good return as well and then focusing on a testing audience so giving a budget say of $100 either daily or $50.00 daily and split it out by $5 per ad set so if we did 50 daily that would be 10 ad sets right so that would allow you to test 10 different individual interests and we do it in interest testing and a look-alikes testing until identify more audiences one that are going to perform as well as test new ads because we test like more carousel but like use images that are higher quality try video you know try new things that you haven't done before and then use different copy that isn't to do with discounts so that way you can identify if hey you could get larger returns because you find an ad that's converting that isn't using a discount code what does that mean that means more profit because you don't have to worry about a discount code being used right and then that makes your retargeting better because the people who don't convert now have a reason to convert so that's really nice and then you'd also test ads that are long short and then trying collection ads that you already have now but like making it more professional organized and then on the other side I would would go through here and like I would recommend a million things to do with your website I mean winemaking your menu shorter making this smaller in the top-left making this black instead of gray making these this text smaller so it's not all different aligned alignments right things that actually make it a little bit more professional and to a little bit more organized user friendly because that means you can increase your return on adspend as well because if it's quicker faster or easier to use people are going to spend more money on your site those are just the facts the game right Amazon does it they optimize make millions based off every point in millisecond they fix on their site so I mean it does the same thing for you when you have you know hundreds of thousands of people hitting your site every month till I'd switch out this forum to make sure it's the one that can be tracked place the tracking code on it then I make sure your pop-up form for your landing email opt-in shows up you know I can show up with like fifteen seconds later if you wanted it to as long as it just shows up and you don't have to like go through some set of clicks to get it you know obviously I could have been interested but I mean if I just don't click on the correct thing it's not gonna show it to me we're just not very good and then the other things would be to end up making sure that you have like your trust badges for checkout as well as whenever people visit these let's see you have reviews but I mean like honestly you could remove the review box altogether if you wanted to because there's really no reviews on them you're getting tens of thousands in sales but I actually just downloaded that I saw that review and I'm like what the heck I just downloaded that app like last week and I was gonna start sending emails out perfect didn't do that I didn't do that 100 percent that's a great idea perfect yeah that was about same good you know I mean I was it my my assumption was this thing's been here forever and nobody's ever left a review so perfect yep send out the a via email I might take it off call I'm fully ready because I am putting together an email so we sequence for people that sign up and so once they purchase then in like three to four weeks when they have time to actually get the sign hung and receive it and everything then they'll get a review you know and in like triads like this have you ever ran an ad with this image honestly I do and they do really crappy cuz it's like they're almost too much I don't know because that's like I just generated that myself yeah that's what I'm saying like you would want to do a professional photo where it's actually there right um like I don't know you're like you can have somebody take a photographer go to somebody's house that has them do it or they could go to your house you could set it up and just like landscape like something that's like this is just professionally shot and then they touched it out with filter in lie all that and then same thing here I mean like you could fix these how they have the slants so like if you're making you know huge returns now just imagine what it could be with all these like individual optimizations would be would be radically different right mm-hmm so those are the things yeah and if you're saying that here these were professionally taken like this all these we did for our website those are professionally taken and whatever right yeah so like same thing and you could test it uh-huh and then do it and then see what happens yep direct changes I make and then the about us yeah story cool I mean you could even have them on the homepage I don't know if it is there yeah and like I said we're on the list so beginning of April we'll start anytime we kept up hey so I probably won't change like too much of that stuff right now because I know it's all in a couple weeks that the whole websites gonna be revamped perfect you know so that's good and then like this one could just say no thanks this is the button no this is just a pop-up this doesn't even have an opt-in for your email yeah so like those are the direct edits so I do those things okay cool alrighty no that sounds good so I'll try to figure out what the heck to do here and yeah probably just me good fight I'll upload this video and you'll be able to yeah yeah yes overlaps a huge deal and the thing is you're not on the new business manager so that's a issue because you don't have the overlap tools to look at like most people would let's just see if you do you know a lot saying you need the upgraded business manager which I'm so surprised you're not on because you've spent well within the respected range of where it needs to be let's see go to your cold real quick and just take a look inspect so you would click inspect and I've noticed I'll say like camp because of dynamic creative yeah it's just because you're not on the new one it's gonna want to do that to you yeah and I mean it is also because of dynamic but when you're on the new business manager it doesn't even matter all-together does they say that for every single one you've tried for the most part yeah hmm usually I mean are those canvas collection ads are dynamic adjust just like a carousel ad or an Add to Cart recovery it takes from the collection and pulls them dynamically so that's why it's showing up in those cold audiences yeah so that's an issue I mean that's one of those things so yeah once you once you get switched over it should allow you I mean this feature you can start using as well there might be another way to access it here is there try to get the new Facebook manager yeah there is and another thing just to call out 87% of your amount spent was on the learning phase that's just another thing you want it to be closer to 20 okay so your return will be down because of things like that and then your question I'm sorry you can you repeat that one um well like today I haven't taken any calls with like my dedicated Facebook manager because they think they're a bunch of idiots but the guy I had he quit and now I got a new new girl so I just said I'd take the call today for the heck of it if I mentioned that to her would it be possible to get that new Facebook manager or potentially I mean she might be able to I mean I did I could already hear them saying a generic response we're like oh it's specific to location where you live and then a bunch of other criteria you'll probably eventually get it around sometime or she'll say I can put in a request depending on what level of support you have on your rep if you have like a full time rep and they likely should be able to yeah that's all right I'm rap because I usually they have it where they want to talk like every three weeks or whatever and go like the quickest way that wheels good cool yeah so those are the edits you do perfect oh I will start working that so already cool alright thanks Jase thank you all right great questions today if you haven't already sign up for Wednesday's weekly Q&A call and I will see you then