90% Facebook Campaign Automation Without Any Tools - 548% Return

How do you automate your campaigns that involve the least human intervention and produce profitable results?

Maximum automation is always preluded by extensive research of the industry, audience, and ad account data.

Once a firm understanding of the account and the audience is achieved then you can set up rules based on the desired results to achieve maximum automation

This was the similar approach followed for a chocolate brand

Background:

A premium chocolate brand from Maharastra (State in India) had a firm base in the offline market with over five successful and profitable shops.

They were looking to expand their online presence and to create a brand from the insights and experience of their offline market.

So, extensive research was followed which was then transformed into the creation and testing of various products, ads, and audiences which then led to 90% automation of the ad account.

Here are the results

• ?554% ROAS on ads
• ?The best month of the year
• ?The highest ROAS ever achieved for this company's account

The campaign was divided into 3 step process

• TOF - Top of the Funnel
• MOF - Middle of the Funnel
• BOF - Bottom of the Funnel

At each stage, the primary objective was to test the creatives and the audience and scale the best audience and creatives to achieve profitable results and a higher proportion of automation with the ad account.

TOF- Top of the Funnel

Approach:

The audience targeted is a premium audience and os the kind of creatives to the kind of videos exemplified the taste of the product. The price is not a concern but the establishment and positioning of the brand as a premium through creatives is challenging

So, videos that included the creation process, packaging process were used as creatives. Flat-lay images with a background exemplifying the luxury of having chocolates.

Particular mention about he feels in the mouth and the taste they experience when they have was used in ad-copies to lure the viewers to take action

Audience:

• Broad targeting based on an interest like "Chocolate"
• Email list of around two thousand member
• Interest (broader interests) based targeting such as - Chocolate
• Lookalike audience based on video interactions
• Lookalike audience based on the actions on the website
• Lookalike audience of the social media audience

In the testing phase do not switch off at the ad-set level unless all the audiences are tested, if done, triggers the learning phase from the start and all the optimization at the ad set level is lost

Creatives:

• Videos work the best for food industries as it excites your audience
• Video types used include - "Brand videos" - "Process videos" were used
• Carousel with flat-lay and close up images of the product works best in still images

After the recent IOS update, it is recommended to go for broad targeting to provide a larger audience to the algorithm after much of the IOS audience is lost due to the update

MOF - Middle of the Funnel

Approach:

This campaign is used to target the cult-following of social media. According to the way they engaged - messaged, liked, followed.

These audiences make up the middle layer. They are neither people who are not aware of the brand, nor who are raving fans. But a nice little small group that requires a gentle push to initiate a transaction.

Audience:

• People who have watched 50%, 75%, 95% of the videos
• The custom audience of social media
• Best performing audience from TOF campaign

Creatives

• Though the audience liked the product they were reluctant about the taste and so video testimonials and "Virtual Taste Videos" was used which affirms the taste of chocolate
• B-roll ads that describe the process of cooking the chocolate
• B-roll ads that describe the process of packaging

BOF - Bottom of the Funnel

Approach:

This campaign is used for remarketing the most effective audience for any campaign. Visitors and action-takers on the website.

Particular ad sets were created targeting specific people who visited the specific site and the ads included complementary products of the product page visited

Ex: If a user visited the Cubes chocolate page and purchased, then he was shown ads with complementary products such as hot chocolate..

Audience:

• People who visited the website and did not make a purchase
• Performed certain actions like add to cart, initiate checkout
• An aggregate of various actions - Add to Cart + Initiate checkout
• Frequency of visiting Add to Cart page or initiate checkout page more than 2

Creatives

• ?Best performing creatives from TOF and MOF
• Video creatives with better camera angles and transitions

Also, use plugins

The website link directs the user to the exact step they drop-off,

ex: if the user drops off at cart level, the button when clicked must direct them to the cart page rather than the product page, this reduces one step and eases the purchase completion

A particular copy resonated very well with the audience:

Copies that provides the exact reasons for their purchase completion, if audience drop off at Cart then provide a more generous offer than to audience who drop-off at the payment method-level

Automation:

In order to achieve the automation rules in Facebook, ads dashboard were used. Though the rules are not as powerful as Google ads, they are standard and can be really powerful and aid in the scaling of any campaign.

Some of the rules were:

• If a particular ad set is performing well then scale the budget of the ad set by several folds which is then reset at midnight
• Turn off ads if the ad set has spent exceeded AOV and the target ROAS is not achieved
• Turn off ad-set if the testing period (5 days) is finished and the target ROAS is not met

In Conclusion:

• Videos that make your audience realize the taste and the process of making the product works well in the food industry
• Still images with high-quality flat-lay pictures and close up pictures receive high engagement
• At each step, your creatives must lure the audience to ask for more with the help of immersive videos and product images

What are the unique ways you have used to run profitable ad campaigns?

Thank you for reading

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You can look at the results here