There is always room for improvement when it comes to optimizing your ad account, it’s a law that’s written in the algorithm of the Facebook ads manager.
With the recent changes of iOS14 and all the struggles that came with it, it’s easy to just blame everything on iOS14 and wait for a miracle to happen to increase your revenue and performance.
Since we launched the supplement brand about 6 months before writing this piece, we have been on a steady path of growth and customer acquisition within this period, ideally, this shouldn’t stop.
Read More: Why Scaling Back On Your Ad Spend Can Actually Help You Scale
Throughout this time we managed to get a good understanding of the customer behavior and trends weekly and we were able to build a solid strategy with the marketing dynamics.
Typically with the customers, we see that we see a huge drop in sales and conversion rate every second week of the month relative to the payday cycle. This is usually because people don’t have money to spare, at least with our customer base.
We understand that our demographic likes to spend money as soon as they get it which is why we typically see a spike at around the 15th of every month and the last week when payday hits. The first week of the month was based on some educated guessing, they settled all their bills and have a little extra left to ‘treat’ themselves.
Typically we lose a lot of our margin in the second week of the month since we don’t usually scale down the account and the ads keep on spending, which eats away our margins.
To combat this, we implemented a few changes to our strategy and added some new tactics in our marketing and advertising strategy to get those sales up and keep all the numbers green.
Here’s what we did.
1. New Creatives
I can’t stress enough how important creatives are. I have written a few posts about how you can test creatives, this was back when Facebook was still performing relatively normal, but it still applies.
I think there are a lot of times one neglects the creatives, I am sometimes guilty of this as well, but the results speak for themselves. As soon as we refresh our creatives and angles, we see a big improvement in both conversion rate and overall ad performance.
We dived deep into the comments of previous ads, the reviews, and the typical questions customers have surrounding the product. Based on the information we gathered, we did more research on the types of questions and found new pressure points.
We used this to create new angles for the ad copies and implemented them with the actual creatives. We were able to do this all with free content found on Canva, which means you don’t have an excuse not to do it as well
2. Landing Page Updates
We used this “slow period” to focus on updating the landing page, by adding fresh content, updating the reviews on the product images, and just giving the website a little overhaul.
We already built the page to be optimal for conversions but as I mentioned above, there is also room for improvement even if it’s minor, we started seeing an increase in our conversion rate.
3. Diversify Your Product Offers & Ads
We decided as well to start implementing dedicated campaigns to our lower down the line products since we focus and scale our flagship offers and products.
We did just as much work with our lower down the line products regarding research, creatives, and ad angles to start focusing on these products just as much as the flagship products.
Since we had to reduce ad spend during the second week of the month for our main campaigns, we were able to diversify the budget and run multiple campaigns at the same time with different offers and stabilize sales.
The overall AOV was lower but we were able to maintain a steady stream of sales.
4. Push An Exciting Offer
This might sound very generic, but hear me out.
During the slower week of the month, we implement a new offer to the customers and added it to our email marketing campaigns on all the social media channels and ads as well.
With the previous offers, we typically implemented a new bundle on offer, ran a buy one get one free offer, or added a free product with orders above a certain value, free shipping, etc.
We decided to try something a little different; since customers don’t really have money to spend we decided to implement a discount offer with the pair of cheapest products, but with an overall lower average order value.
We priced it just under the free shipping point, which means customers can either add something to their cart (increasing the AOV) or will have to pay to ship themselves, reducing our costs.
With this, we managed to reduce our ad spend overall for the month and actually increase our revenue since the margin on the lower-priced product is higher.
A lot more customers started buying compared to previous months. We ran the offer for a little bit longer than we typically do, but to keep it exclusive, you have to remove it, which we did.
5. Be Prepared To Scale!
After implementing these changes and updates to the account, ad account strategy, website, and creatives, we weren’t too focused on the account during the second week of the month and created a lot of new creatives.
This left us ready to scale the account in the fourth week, and we did! We used the second and third weeks to test which angles and creatives performed the best, which prepared us for the big week.
We already know which of the new stuff works, when buying behavior is lower, when it’s higher they should be able to perform even better in theory. As I am writing this piece we are currently in this fourth week and so far this strategy has paid off well.
Focusing on the smaller things has already given us a big step up in the strategy of the brand and we will continue to test and tweak until we have the perfect recipe.
Sometimes you can do more with less
But this only works if you have the right agency partnered with you!
If you are spending over $500 a day and you want to scale your brand
Book a call below: https://dimniko.com/msp-apply
