Thread by @IstvanicMarin

[Case Study]

Here's what truly gets results!!

A client of mine was earning nearly a million a year.

8 months later, they've broken through to 10 million.

Now, I'm sharing the transformative discoveries I made as we skyrocketed to success.

1. Let’s start with the most important one - the Offer.

The client had a product-market fit, but was struggling with scaling.

From the previous experience, I told him that he needs to start bundling the products. So that’s exactly what the first test in the backend was.

Instead of selling just 1m supply, we created a 2m and 3m bundle and used price anchoring to make people pick 3m offer.

3m was looking like a no-brainer decision, and the take rate on that bundle was over 80%.

You can imagine what impact on the margins extra $50 had.

That also allowed us to spend more on the FB side, which immediately unlocked the first stage of scale.

2. While that was done in the backend, I started making moves in the ad account.

The client was testing in the CBO, and most spend was spent on the 2 best ad sets and ads.

The performance was good, but no new tests were getting traction, and those new ads were actually pretty good performers.

I moved them to ABO and gave them a dedicated budget.

These ads immediately started popping off, which allowed us a new level of scale.

I need to highlight that I still think FB knows best on where it should spend the money, but in this case, new tests weren’t getting much traction.

If % of hit rate of new tests was bad, I would keep the CBO.

But, with a high % of hit rate of new tests, by scaling these good tests, I was able to offset the bad performance of the bad tests.

3. Next on the list was to unlock some new angles.

The client’s ads & messaging were talking about a generic problem, and that was decent enough, but for the next level of growth, I did a deep dive into his customer reviews & comments on the ads.

I identified 2 core groups of people/avatars to which we switched most of our messaging.

We initially built static ads towards those avatars and soon identified key phrases or key messages to which these avatars would react.

We then moved these messages to videos and built advertorials around them.

This way - both image & video ads were congruent with the landing page that also spoke about the same avatar.

Even the problem & images on those landing pages were about these avatars. We saw another bump in our spend and revenue levels.

4. Let’s get back to the ad account - I realized that performance on the weekend in this ad account was always better, so I dived deeper.

I noticed CR just improves over the weekend, which made performance better.

But I couldn’t know how much better. So, I started playing with manual bids. I moved all of my winning ads with post IDs to one ASC+ campaign and set my CPA at the target CPA.

Initially, I started with a conservative budget, but when I noticed it spent super profitably during the weekend, I started bumping the budget.

Currently, that campaign sits at a 20k budget, just in case it can spend a lot during the weekend.

And sometimes it does, it spends fully during the weekend, and then it spends just 40% during the weekdays.

This way, I’m maximising efficiency during the high CR periods. And it works like a charm.

5. Now, again a bit more on the creatives. The client was mostly running basic image and UGC ads.

But I pushed him to get some VSLs, unboxing videos, ads with older demographics, etc. In other words, I pushed him for creative diversification

While I can’t put a number next to the success of this, I noticed our rolling reach metric in the ad account is actually staying the same despite us spending way higher than in previous months.

This tells me this strategy is working, as we are always reaching a different pocket of the audience, as with different angles, same with different ad styles

6 Learning no6. is actually closely related to the previous point. I told my client how our internal brand has had huge success with whitelisting, and this is something we definitely need to try.

He found a few people willing to provide access to their FB/IG pages, and we started running ads under those handles.

Regular creator pages are atm a hit or miss, but authority creators are bringing some serious results, which is not a surprise to me.

Basically, people trust more to someone who’s an expert in the space.

So our next move is to find more authorities and also build advertorials coming from these experts so the whole customer journey is aligned.

7. Thing no.7 is not something I suggested, but we actually saw nice growth from. It’s just opening new markets.

The client has the ability to ship worldwide, so we just took existing best ads and funnels, adjusted them in terms of sizing & wording and ran ads to new countries.

An easy next step was Australia in the UK, and we are testing Europe and the Middle East atm.

It’s an underrated strategy, as the product-market fit already exists, as well as winning ads and funnel.

It just need a bit of tweaking, but these markets are a great addition.

They are not necessarily so scalable, but they are definitely a nice addition.

8. And the final thing is similar to the previous point, but instead of opening new countries, it’s opening new channels.

Considering this client is selling to the older demographic, we started with Applovin recently.

To be honest, I was skeptical about it, considering it’s a similar type of traffic as on Audience Network placement, which is usually a bad-performing placement on FB, but I was wrong.

We managed to reach half of FB spend within 3 weeks, which is amazing.

Again, the process is super simple and low effort - taking winning FB ads on a weekly basis and launching them there.

I hope this type of content that is slightly outside of FB ads, was helpful to you guys.

I just wanted to showcase that I act as a growth partner for my clients, not just the guy who’s clicking the buttons inside the FB Ads Manager.

If you want the same level of support so we can scale your business and ad account, just book a call with me or apply for the audit of your ad account below.