Facebook Ad eCommerce Results | 4X to 20X ROAS - How To Turn Results Back Around To Start Converting

Key Takeaways

I decreased the budget so I'm usually running on a thousand dirhams per ad set for the conversion and 100 dirham spurned what's up but today I decrease it because I got alarmed with very little drastic they decrease on my results since yesterday so I don't know whether the competition got tighter or what happened because for the first new two first two weeks first week to second half mid the second week I'm doing okay my robust is okay but suddenly it up yeah got it okay yeah so let's let's take a look so the return on adspend is currently well go ahead and request excess take a look yeah and then your return the net spin is let's see what is the goal what is the goal return on adspend they don't have didn't tell me anything about the robust but they were asking for a total of 2 million sales 2 million in sales yeah ok right now I am at 640 640 does it yeah I'm sure right yeah ok got it and so we're on a 4.3 for returning on spend so in that case I mean if you're looking to get up to closer to 2 million it sells and you need a scale some more correct yeah so if you see on the first week the week started I can I just show you on the 24th until this if you see the robust here it's 21.7 it's very good then coming the second week and right now now it's it's suddenly dropped and that's despite me after the first week I increased my budget my budget drastically from say I started from 500 and then I increase ad sets to 2000 yeah just today I decrease it to 500 because I might despite all the odds well I mean even a 4.34 is fine I mean it's certainly not a 20x but I mean like realistically if you're looking to scale up I mean depending on what the break-even return on adspend days yeah yeah and it could certainly be worth still scaling so it looks like you had the this audience here that's generating of 5x with 16 purchases yeah yeah did they buy they break down it's it's really going it's decreasing day by day the return on adspend this or the cost for purchase the return and the cost is going higher got it let's take a look to see what the issue could be so it it looks like you're realistically your first time impression ratio is a big driver in this because your cost per purchase is starting to go down in this case but your return on adspend it's it's actually now going up so yeah even though your customer purchase why are you going down you're just not getting people course buying multiple products anymore so realistically what the issue seems to be is the first time compression ratio you were here at whenever you're only spending a hundred fifty four dollars per purchase and having about a higher than a 5x you had a hundred percent first time impression ratio meaning you only reach new people but right now just yesterday he only reached 38 percent of new people that means like yeah 62 percent of your audience was like had already seen these ads which makes sense to why you might only have a few purchases but not a high return because you already captured them audience yeah even though it's a broad audience you likely yeah I mean it's 1.5 million so you probably saturate the specific audience itself are they limited by the location size i targeted KSA saudi but i did not get the any return so i stopped it i spent like five thousand dirhams which it's around $1,300 my mom mistaken and i didn't get a lot of return so i stopped eventually I stopped all my conversions going to KSA so I folk now I'm focusing on United Arab Emirates okay yeah so I mean in this case with the audience eyes being a looks like a max of a 1.5 million realistically that in order to it not overly saturate your audience with one specific piece of creative right because you're gonna always end up reaching your audience more than once in this case it looks like so even if you do see your first time compression ratio going down to combat that with the small audience size you're gonna have to focus on separate creatives right so like creatives that they haven't seen before ads that they're better new to them and get them to buy other portions of the product so getting people to different audience segments that noir probably wouldn't have bought based off the credits you shown them before but the new ones that you show them now it might be a product that they want then they purchase and this also applies for being able to show new ads to people who've already purchased in the past but getting them to purchase more thus raising your average return on adspend so the play here is not only just the audience to some perspective when you might want to test them more but realistically it's gonna come down to the out level because you are capped by one audience sighs yeah is that make sense yeah yeah I understand yeah so I would end up launching more ad variations do you have ad variations that you've known that I've won in the past or ads tell me on to be tested overall Oh a lot and so see this one is a new artwork that I've used I mean it's a new video the first one that I use the reason why I change it is because the products are already sold out and right now I don't have much material from the graphic designer so I just said just give me whatever you have right now and it seems like yeah this video is not performing well so much sure if it's rated should I just cuz I don't have a lot have enough videos right now can I just switch the pictures which are new collections but pictures like Kairos outpost yeah go for it carousels work good and in most cases with e-commerce friends like these of course this video I mean it it makes sense to why it looks like it's getting a good return and then had been performing for a while because I mean it's smooth and I mean it looks good so that it could be a big driver and why it's getting purchases so if you go to carousel what I would recommend is keeping the text the same except of course don't use a product that's not in this collection just make sure that you change out the specific keyword like our blank collection whatever that is whichever product you switch it to just make sure to switch that name but uh keep your sparkle on even if it doesn't even have a sparkle on the shoe or the product itself don't worry about it just use it that word anyway is because it's probably working and it's gonna continue to work so we found that you could use the exact same copy with like multiple different products and well still into performing just as well as the previous ads were because if the copy is always winning then it's really just like cycling out new creatives to the point to where you can continue to grow your return announcement that way and it's been extremely effective in cases we've tried so I'd end up doing that I keep the copy the same just change out to one keyword for the part thing and then just do different creatives alright okay so these are the ones that I've I did before that I have to turn off because those products are already out of stock so there are a lot of questions they said they want to buy this products but I don't have it anymore so it is a different different copy because everything yeah all right so another scenario just go to another product use this same copy play them up your style glam up I can tell you right now we've used this in so many different ads clan up such such a hot keyword and getting people to make purchases and get a high return announcement I think any time we use glam up there's like a texpro ice will waste so weird you know that's not everyone but I'm gonna make sense in your case too so I would use this same copy of course making sure that you don't that you change out the main words that need to change just swap out the different products right just change out like literally just do every type of product they have in stock and run it and see what happens I can assure you that you'll likely see a good return the ad spending growing so she's selling out the products so should I still be using the same ad sets same audience yes these are working yeah okay yeah and then what you can use it the only thing is it's 1.5 million audience so I can only see how it I couldn't see how many audience more audiences you could really come up with without making them all too small right so realistically I think you'd be fine which is the ones you have and just testing those new creatives all together because your first impression ratio will probably continue to go down but it's just important to show them something new to make a purchase okay all right so this is for the broad audience what do you want to look my custom look-alike which is one of my warm audiences so here thank you scroll door there we go alright so here on the ad set level I have custom look-alike and that's it yeah yeah right that's right the broad audience no the custom look-alike audience the one that I use I believe this video views' so these are just the same I just duplicated them because I saw that it was working but then suddenly it's not working anymore so if he pins me I have a lot of tests before I had one from KSA which I spent a lot but my Wittering is not too much yeah and it looks like it's gonna come down to an audience size issue just because it's so small so this one should I be changing my costume look-alike yeah I mean you limited by audience size so once again I think you're just gonna have to stick with the broader targeting because you're gonna be maxed out on those how how big of an audience size you can reach before you're over scaling right yeah let's also check here real quick one more time from this broad audience so it's 1.5 million but I saw on the other one you're excluding certain placements are you doing that here so you're not doing Instagram because most of my sales I mean all of my sales are coming from Instagram so at first I was paying for people who are viewing on Facebook but I barely get conversions from them so I figured that on my next slide I'm gonna turn off Facebook and just maximize Instagram and then it dropped so I don't know because I limited my placement or almost always yeah yeah and then we're gonna confirm here so let's see so on Facebook at 3.14 audience Network a to messenger 29 but that's on one purchase yeah a bulkier purchases are coming from Instagram but let's see here last 14 days about a 3.31 on Facebook so the thing is what ends up happening is so many times it's it's weird right because like you don't you remove facebook and you see a drop in your results although your return to an ad student might have been lower on Facebook the thing is if you really think about it what's in what's possibly happening is those people are seeing it on Facebook same audience but they're purchasing on Instagram because that's where they prime they make purchases some people always make purchases on Instagram but the thing is if they hadn't seen that ad enough or they weren't convinced yet they don't end up making a purchase so therefore having Facebook allows you to get a few more impressions shown to them to get them up to the point where they're like okay yeah I want to buy these products at the moment but it's really being shown to them on Instagram they end up converting another situation is Facebook or the Facebook algorithm system whenever it's optimizing if it doesn't have enough opportunities on Instagram oh go to Facebook to get those additional purchases which you return on adspend might be like a 7x on that day but of course over time it's not that as a whole but just because it didn't have the opportunity on Instagram it's actually able to get your returns higher even though it might show a lower return here on Facebook you might actually have an overall average higher return because now you're getting those extra placements on Facebook in the audience network plus those extra purchases it's actually raising your overall average despite it not looking like that when you're taking these metrics for face value that make sense yeah yeah I understand that's what what I was thinking about as well so maybe they have seen my ad enough on Facebook and then they finally decided to buy on Instagram because they're like people who buys from Instagram yeah when did you make this change and lastly I mean it's been running for over a week now after the first few I'd say the one that I told you I mean the one that I'm showing whereas my role was worth like twenty-one point something so I made an analysis and said I saw that I was paying for impressions from Facebook where and I'm not getting a much conversion so I turned it out yeah and if you see here like look sorry did that come up for a second but don't I mean it's just it's it's just such a heavy decrease right seventy-seven percent down after making that change he lost 14x we went from 19 to 4 after that removal so so many people and time and again we'll end up removing those placements and then they can't make sense of what it was that actually ended up resulting in the drop-off is it just like a bad week what is the case but realistically it's hard to tell like hey even though we removed the facebook placement like sure turn the lantern go up higher because that is we're getting higher returns on Instagram but that's but you know when you think of it from the scenario that we were just looking at realistically like it ends up hurting it significantly and we can see that here like it's 77% drop-off so yeah I would switch all that to automatic and see what you know how the results are there all right cool so that's what I'm gonna do I'm think I'm gonna switch off all my ads today and I'm gonna make a new one and put back my placement automatic yeah so I saw that Facebook was actually trying to target depending on the amount of purchases your customers have made so like depending on the spending behavior at what point do you actually use those kind of database because say for example you only have a two thousand database with purchasing reporter cut from Shopify is it worth putting it down therefore I'm gonna be looking for any database or data really in a situation where you're limited to 1.5 million or two million on in size there's only so many ideas you can come up with before it's exhausted right so you might as well just get a really solid drawing audience audience in place where you're just able to launch new creatives with proven variations of that creative to just perform for instance like swapping out the image of the product and still seeing high returns in keeping things fresh mm-hmm okay yeah cool yeah I mean like those are recommendations all in all I mean that should raise your return that's been significantly and get you back on track to that 2 million yeah and should I be concerned that most of my ads are not actually exiting the learning phase but it's actually delivering none of my ads X I wouldn't say so no because the thing is if you're gonna get 20x just last week and really just know at 45 minutes this week yeah 24th of April until 5th of May and I'm getting a lot of I wouldn't worry too much about it how many purchases are you getting on a weekly basis to me now I mean it looks like you got 75 on this campaign so let's see if you see you in a day by daybreak yeah the thing is you would have to end up getting 50 conversions per audience for this to exit when you could do is you could flip this to a CBO campaign switch of all the CBO which would help with exiting it would at least get you out of one out of your audiences could at least exit learning phase which makes it more consistent which is nice because it's more scalable that way but all in all I wouldn't say it's like a significant impact that's hurting you it's just it could be an extra edge and the way to at least get one audience out of this scenario to ends it would be to swish this video because then CBO could switch the budget for you okay all right got it cool cool thank you I think that's what I needed to hurry to here so so far yeah I'm gonna put it back to place to manual and I mean automatic and then I'm gonna change my creative and let's see how it works I only have a mutter off I think nine days to go to maximize my ads okay yeah good luck thank you so much awesome all righty thank you no problem bye