How we got an 4x return on $160K in Adspend

How we got an 4x return on $160K in Adspend || $670K Revenue from 03/01 - 04/14/2022

Overview

(2019 Method No Longer Works, Campaign Structures and Ad Systems PROVEN to perform (even on FB, Google, YT, Tik Tok) Scaling Methods, Ad Copy Breakdown, Best Creatives, Proven Audiences) Approved by Justin Brenner

Total ROAS: 4.96x
FB ROAS: 4.16x
Niche: Skincare

99% of Media Buyers and Business Owners are still stuck in the old 2019 system of TOF (Top of Funnel), MOF (Middle of Funnel) BOF (Bottom of Funnel).

Ever since the iOS 14 update started happening and tracking has become less reliable. It messed up the entire system. Before, all you would need to do is decide between CBO or ABO.

But the problem is that there’s no real good or solid marketing strategy behind it. You are depending and leaving all of the control of your ad performance and marketing into the algorithm.

But if IOS 14 messed up the data and it's no longer as reliable. What happens?

You have no control and the consistency is out the window. Here’s the framework to go by for 2022:

Break it down in 3 different phases.

Phase 1

Audience Farming.

Phase one is designed to help people find different variables and pockets of audiences meant to be at their highest potential for your business.

Most importantly, in this level you do not want to get into the learning limited phase because what happens most of the time is it will create lots of day to day volatility. If volatility begins, then it will throw off your campaigns which will create instability in the ad account. Also simultaneously testing too many things at once throws it off as well.

SO what do you do?

Test in ABO format and use micro budgets. $5 – $10 per ad set is good. Each ad set you want to have 1 interest. Each single interest you want to duplicate the ad set 3-4x. From these duplications you want to test different variables. In these different variables you want to test either mobile only, IOS devices only, Male Only, and Female Only.

Here’s how it will look:

Ad Set 1

Cars (single interest)
Mobile Only

Ad Set 2

Cars (single interest)
IOS devices Only

Ad Set 3

Cars (single interest)
Male Only

Ad Set 4

Cars (single interest)
Female Only

The goal here is to figure out what performs after 3 to 4 days of testing. Once you find the ad sets performing, you can take that same ad set. Duplicate it. And increase the budget. So by doing this you are minimizing risk and taking in account what is performing, what is growing, and all while not dealing with learning limited.

Click on suggestions to always find new audiences.

Phase 2

Creative testing. The key to creatives is the more you have, the closer you will be to achieving your results and your goals. The reason why is because just like testing audiences, you need to find what works. And once you find what works you can create similar variations of those winning creatives that are known to perform well. By doing this it will give you account stability, and give you clarity on exactly what you need to achieve consistent and predictable results.

So phase two is essentially designed to get as much revenue and profit from these campaigns as possible. When you see a specific ad set or campaign that is performing and winning. Think about what can you do to make it better … the creative, ad copy, headlines, hooks, and offers. Once you’re in this mindset of always wanting to improve the creatives, then you create stability within the ad account. Phase 2 is designed to always have winning creatives which will lead to predictability and consistency. This also eliminates creative fatigue that a lot of business owners and ad accounts encounter.

Ad copy strategy

For ad copy we mostly utilize short, sharp and straight to the point ad copy that go straight to a CTA. We generally used these 2 structures:

Structure 1:

Offer + Scarcity
Benefits
Testimonial / Social Proof
link

Example:

Get Clear and Glowing Skin. Your Everyday Essential Skin Vitamin // 30% OFF – 24 Hours ONLY! 😱

✅ All Natural & Vegan Friendly

😊 Suitable for all Skin Types

📦 Ships in Less Than 24 Hours

“I am not kidding when I say that this product cleared most of my break outs in two weeks. Thank you for giving me confidence with my skin 🧡🧡🧡🧡🧡🧡 Huge fan !!!”

link

Structure 2:

Attention Grabbing + Offer
Benefits
Testimonial
link

Example:

Get Clear and Glowing Skin that Everyone will Love. Buy One Get One Free TODAY ONLY

✅ All Natural & Vegan Friendly

😊 Suitable for all Skin Types

📦 Ships in Less Than 24 Hours

“I am not kidding when I say that this product cleared most of my break outs in two weeks. Thank you for giving me confidence with my skin 🧡🧡🧡🧡🧡🧡 Huge fan !!!”

link

For creatives we used both images and videos. I will break each of them down separately.

Images:

The images we used revolved around several central themes.

Ideal client avatar – For our ads to resonate as much as possible for this specific brand, we’re using average looking people both men and women who are roughly around the same age range as our typical customers and the photo shows them applying the cream in their face. As well as it clearly shows the name of the brand on the cream. The best image creatives were both men and women using the cream in front of the bathroom mirror and facing directly in front of the camera (Side angle photos didn’t perform as good)
Ideal client avatar shows the emotions on how it feels once they use the product – Smiling. When people see our creative we want them to imagine and picture themselves using the product and they too will feel good
We edited the image and added the number of reviews and review rating to demonstrate social proof and authority (I split tested the same exact image by not adding text. Adding text performed better)

Videos:

For our videos, our best performing ad video is story telling videos. Quick 1 minute video showing different clips Highlighting pain points. Showing the product in use. Showing Desires (Ultimately your best case scenario of what you want to happen after using the product. Example: Feeling confident and good on dates. Being happy with friends and family) And Call to Action in the end.

Another style of video we used was testimonial videos. Adding a nice calm music in the background. Adding captions in the bottom. Your happiest customers/clients are often your best sales people.

Audiences that performed well:

No Interest. 18-65+ Men and Women (FB + IG NF only)
No Interest. 18-65+ Men and Women (Auto)
No Interest. 25-65+ Women (FB + IG NF Only)
Single Interest Audience – 24 – 65+ Men and Women – (Auto)
1% 2%, 3%, 4% LLA Purchase Audience (Customer list of 1,000+) – 18 – 65+ Men and Women (FB + IG NF Only)
No Interest – Women Only – IOS devices Only – (Auto)

Phase 3

So far we have 2 controls: New audiences from Phase 1 and Creatives from Phase 2: We got the ad copies, offers. hooks, videos, images.
Phase 3 allows you to test with greater confidence because you know what performs well from the previous phase 2 testing.

Here are examples of campaign structures and Ad Sets that worked for us

(CBO) $1,000

Single Interest Audience – Men + Women – Auto Placement
ADSET 1 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged
ADSET 2 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged
ADSET 3 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged

(ABO) $225

LLA Purchase Audience (Customer list of 5,000+) – Men + Women – FB + IG News Feed Only
1% 2%, 3%, 4%

I duplicated this 5x (All running at the same time. Same day). If Cost per ATC was too expensive I would turn it off based on Cost Per Add to Cart metrics in Ad level (Not Ad Set)

(ABO) $400

No Interest. 18-65+ Men and Women (FB + IG NF only)

(Initially duplicated 10 spread out in 10 days. Each day new duplicated ad set. 4 performed best)

(CBO) $1,650

No Interest – Women Only – IOS devices Only – (Auto)
ADSET 1 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged with post or ad
ADSET 2 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged with post or ad
ADSET 3 → AD 1, AD 2, AD 3 exclude purchasers and people who engaged with post or ad

So yea, that’s the step by step of how we did this broken down in a way that you can systematically plug into your Ads Manager

(This framework and system works on FB, Google, YT, and Tik Tok)