How do you come up with new improvements or ideas for your Facebook ad campaigns when they are underperforming? If you’re an e-commerce business owner, this is likely a challenge you’ve faced. In this article, I will showcase the strategies and results from managing a client’s campaigns over two months. We started with barely breaking even in the first month and moved to a profitable campaign in the second month. Read on to discover what we tried, what worked, and why Facebook ads remain one of the best traffic sources for your e-commerce business.

The Initial Struggles and Early Strategies

Hello everyone, Lucas Dantis here! Today, I’m showcasing the journey of an e-commerce client selling Hot Rod gear. I have been managing their campaigns for two months. Initially, we struggled to break even, but by the second month, we found a profitable strategy. Here’s what we tried, what didn’t work, and our successful strategies moving forward.

Campaign Overview:

• We set up three campaigns targeting different audiences. The first attempt involved using the client’s list of past buyers and creating lookalike audiences based on that list. Although we saw some promising numbers initially, they didn’t last.

Detailed Audience Testing:

• We uploaded the client’s list of past buyers from the last two years to Facebook Ads to target those specific individuals and create lookalike audiences. This involved setting up lookalike audiences for various durations (30 days, 90 days, 120 days) and devices (iOS, any device). This testing phase was crucial to find the most responsive audience segments.

Breakthrough with Lookalike Audiences

The most successful campaign was a lookalike audience targeting recent buyers using iOS within the last 90 days. This campaign generated significant sales and high returns, demonstrating the importance of detailed audience segmentation and continuous testing.

Key Metrics:

• Remarketing: Targeting users who visited the website but did not make a purchase within the last 90 days.
• Lookalike Audience: Users similar to those who purchased on iOS in the last 90 days.

Results:

• The lookalike campaign resulted in 55 sales, generating $2,666.31.
• The remarketing campaign had a smaller volume but a higher return on ad spend (ROAS).

Focusing on Revenue Over ROAS

During a meeting with the client, we emphasized that focusing on revenue, rather than ROAS, is critical for long-term business sustainability. Revenue pays the bills, not ROAS. We increased the daily budget to $50 for the best-performing campaign, which continued to run smoothly, leading to a happy client.

Next Steps:

• As the campaigns progress and generate more buyers, we plan to update the list of buyers and test new lookalike audiences every two months. This continuous refinement helps in adapting to changing market dynamics and improving campaign performance.

Data-Driven Decisions

How to Generate Ideas for Campaign Improvement:

• Use data analytics to guide decisions. By analyzing where most purchases were coming from (in this case, iOS users), we could make informed decisions that led to successful campaigns.

Key Takeaway:

• Avoid guesswork in your ad campaigns. Use data and analytics to inform your strategies and continuously improve your campaigns.

Conclusion

By focusing on detailed audience segmentation and leveraging data analytics, you can significantly improve your Facebook ad campaigns’ performance. For more tips and real-world strategies, follow our channel. Join our WhatsApp and Telegram groups for exclusive updates and insights. Click the links below to join!