What Do You Need To Do
To Stay Ahead Of The Game This Summer?
As we prepare to launch into the pre-summer season, it’s time to smear on the sunscreen and fine-tune our advertising strategies.
This week in the DTC Newsletter, we’re diving deep into the pool of advertising best practices.
And no, we’re not wearing floaties.
We’re all about that deep end.
So, grab your sunscreen, put on your shades, and let’s dive into the sea of knowledge!
The Purchase Objective Paradox
When setting up your FB Ad campaigns, it’s easy to fall into the trap of choosing “Add to Cart” or “Initiate Checkout” as your objective.
After all, these actions are a step closer to a purchase, right?
But here’s the twist:
- If you want the algorithm to find people most likely to purchase, you need to choose “Purchase” as your objective.
It’s like telling a GPS you want to go to the grocery store but ending up at the gas station because it’s on the way.
Sure, you might need gas, but what you really need is groceries.
So, set your destination for “Purchase,” and let the algorithm do its magic.
Seed Audience Size: The Goldilocks Principle
When it comes to seed audiences, size matters.
But bigger isn’t always better.
You want to hit that sweet spot – not too big, not too small, but just right.
Aim for 2,000 – 4,000 people.
It’s specific enough for the algorithm to target effectively, but not so large that it becomes unfocused.
It’s like choosing the right-sized audience is like choosing the right-sized bed.
Too big, and you’re lost in the sheets.
Too small, and you’re hanging off the edge.
But just right?
That’s a good night’s sleep for your campaign.
Simplify Campaign Structures: Less is More
In the world of advertising, it’s easy to get carried away.
You might think you need a gazillion campaigns.
But let’s be real, who has time for that?
Stick to 2-4 campaigns.
Formula for determining campaign budgets (discussed in-detail below):
- ((Cost-Per-Purchase (CPP) x 50) x # of Ad Sets) / 7 = Daily Campaign Budget.
More campaigns mean more ad sets, which means a more stretched out budget.
And nobody likes a thin budget.
It’s like spreading too little butter over too much bread.
You’re left with dry, unsatisfying bites, and your campaign is left undernourished.
So, keep it simple, keep it focused, and let each campaign shine.
Budgeting: The Art and Science of Spending
When it comes to budgeting, it’s as much an art as it is a science.
Clearing the ‘learning’ phase as quickly as possible is the name of the game.
Aim for 50 conversions in a 7-day period to get into the ‘Active‘ phase.
It’s like running a marathon – you need to pace yourself to reach the finish line.
But remember, it’s not just about reaching the finish line.
It’s about how you get there.
Budget wisely, spend strategically, and watch your campaign take off.
Scaling: The Three Musketeers of Growth
Finally, let’s talk about scaling.
There are three ways to scale, and each one is like a musketeer – they’re powerful alone, but together, they’re unstoppable.
- Duplication: Dupe your successful campaigns and increase the budget in the new one. It’s like cloning your best-performing athlete. You’re not replacing them; you’re creating a whole new player with the same winning qualities.
- Incremental Increase: Increase your current budget by no more than 20% at a time. It’s the tortoise’s strategy – slow and steady. Each increase is a step forward, and before you know it, you’ve won the race.
- Horizontal Scaling: Increase the number of ad sets or audiences. It’s like opening a buffet of options. More choices mean more chances to find the perfect fit for your campaign.
Final Thoughts
Your pre-summer Facebook (Meta) Ads best practices, served up just in time for the season.
Remember, in the world of advertising, you’re not just a marketer – you’re a trailblazer
A trendsetter.
A summer-loving, ROI-boosting rockstar!
Now, as we gear up for the summer season, let’s remember…
The sun is shining.
The opportunities are endless.
And eCommerce is ready for us to make a splash.
So, let’s dive in and make some waves.
Until next week, keep those ad strategies sizzling and conversions coming!
Your Advertising Aficionado,
Sam Sprague
P.S. Got a burning question about advertising best practices? Hit us up, and we’ll get back to you faster than you can say “pre-summer advertising“!
P.P.S. Remember, summer is like a good ad campaign – it’s hot, it’s exciting, and it’s gone before you know it. But you’ll get burned if you scale too close to the sun, so make the most of it!
