How I’m getting almost 3.5x returns right now on top of funnel supplement campaigns with AOV of $250

I know a lot of folks are nervous about advertising right now but I am seeing an increase in ROAS across the board with just a few tweaks. It essentially all comes down to knowing the market, where they are currently at and focusing on bringing them value. 

Here’s an overview….

Client: Supplement brand focused on how gut health impacts your entire well-being. Currently doing $50k/month and wanted to scale to over $100k/month. 

Challenges when I started:

1. Everything that had been done in the past did not produce the desired results. Founder was feeling overwhelmed with the day-to-day operations and wanted to scale so she could eventually take herself out of the business, for the most part, so she could get time back with her family. 

2. There was no historic marketing strategy that could be used to analyze data and identify areas of opportunity. 

3. High CPM and prior challenges with getting ads approved (because of copy and creative being used). 

I had three points of leverage in this scenario:

1. Available budget

2. Established warm audience 

3. Founder willing and able to produce quality, informative content that resonated with her warm audience. 

I’ll break down what I’m doing below. Let’s dive in

Top of Funnel Conversion Campaign -> optimizing for purchases 

What kind of strategy? Always aiming to profit, which depends on the products, but generally a minimum of 1.5x but ideally at over 2x. Again, this does vary by product, niche, margins, etc. 

Audiences 

I took my interest based audiences and lookalikes that have historically performed well and stacked them. In this instance, my social engagement lookalikes had performed well so I set targeting to include all of those 1% lookalikes in a Super Social and Super Purchase LAL. I then took all of my interest based audiences that have performed well and stacked them in the targeting but I wanted to test how some small changes to the interest targeting would impact ROAS. So one ad set included just those 6 stacked interests, another those stacked interests with interest expansion on, another layered with engaged shoppers. So my ad sets looked like this: 

Ad set 1: Super Social LAL 

Ad set 2: Super Purchase LAL 

Ad set 3: Stacked interests 

Ad set 4: Stacked interests with interest expansion on 

Ad set 5: Stacked interests layered with engaged shoppers 

What kind of budgets? 

Each ad set at $50/day but could go higher or lower depending on total daily budget, historic CPA and AOV. This account's TOF CPA tends to be high and AOV is about $250. 

What kind of creatives?

This is where, I think, it gets super interesting! I pulled in the last few weeks of Facebook live videos, added a button and linked to product pages. I don’t do this in all my TOF campaigns but will test it if: A) live videos get good organic engagement (a sign they resonate with the target market); and/or B) there’s a lot of good information and value in the video. By doing this, I also build up video views that I can retarget in my MOF. 

So, what if you don’t have live videos? In that case, since I’m targeting audiences that have historically proven to be winners, I will do dynamic creative: 3 creative, 3 different links, 3 different versions of copy, 1-2 headlines. 

Types of creative: lifestyle photos or stop motion videos. 

Copy Formula: 

Social proof 

- Benefit 1

- Benefit 2

- Benefit 3

Urgency. Get Yours Today!

===> (Insert Link)

Here’s an example using that formula:

Akeem says, "This probiotic is beyond fantastic! I've been taking it for roughly two weeks now and it has made a HUGE difference in my life.”

Restore your healthy bacteria and give your digestive system the support it needs to perform at its very best every day. 

Seal and heal the gut for robust immunity because 80% of our immune system is in our gut. 

The strains found in our proprietary probiotic blend are the same strains found in the guts of octogenarians. That's people in their 80's. Hello fountain of youth! 

See for yourself why we have over 500 positive reviews. Order yours today and get 15% OFF: link to product page 

I hope you enjoyed and found this helpful! 

 If you have any questions, just leave a comment, and I’ll do my best to answer accordingly.