3 POWER-PACKED CAMPAIGNS TO INCREASE OVERALL ROAS
Have you ever wondered how to increase your ROAS for your campaigns overall?
Last year, we spent more than $40 million and generated $100 million+ for our clients…
…that’s spending $110k per day and pulling in $274k per day in revenue.
How would you like to create that kind of return?
Well, generic funnels and simple traffic campaigns aren’t going to cut it.
It takes highly refined strategies and specific evergreen campaigns.
So, today I’m going to help you save time & money with hard-hitting campaigns that will help you increase your revenue and ROAS. In this post, I’ll
Share some big picture business insight and applying it to adspend & ads.
Break it down into some specific, actionable steps for you to implement in your eCommerce campaigns RIGHT NOW so that you/your clients can reap big $$$$$$ from little spends…increasing your overall ROAS efforts.
Invite you to a contest: If you implement this and see returns, come back and share the screenshot in the comments below. Winner with the best results gets a shoutout in my next livestream.
Ready for this? Ok, here we go…
Lesson #1: 80% of your business comes from 20% of your customers.
This saying is probably not new to you. Almost every single business in every single industry aligns with this rule. In eCommerce, it’s also true that you’re looking to build lifetime customers, repeat purchasers, and brand loyal customers…
It’s pretty inefficient and ineffective for you to focus on 1x customers in this industry. If you want to make it big in your campaigns, then you need to be aiming at a bigger target: Repeat customers.
And there are a lot of ways to play into this from a business perspective, but for you, I want you to think how to apply this to your adspend.
Lesson #2: So let’s apply this to your ads.
So…for a moment, just assume this is true: 80% of your business comes from 20% of your customers. Considering this, if you want to increase your overall ROAS – where is the first place you should focus attention?
…Where you get 80% of your business….PURCHASERS
Most eCommerce stores & marketers hit the ads so hard trying to get the sale that they forget to refocus on their prime population and make the best use of ads to this market.
Let’s get the obvious out of the way: Beginner eComm campaign best practices prove that you should:
A. Upload a custom list of purchasers into your audiences in business manager
B. Upload your audiences as LTV – Lifetime Value
C. Create lookalike audiences from this in your first ad / top of funnel to help the algorithms find your best prospects. (Any beginners reading this, implement this ASAP…)
D. Cross-sell and upsell DPAs running after purchase
But do you have THESE campaigns running that I’m about to show you?
Are you generating 100x ROAS?
If not…keep reading….
And try these 3 campaigns that you can use to up your overall campaign ROAS by targeting purchasers:
Before we get started – These campaigns are a good fit for eCommerce stores with more than one product and that work with repeat purchases. If you are working with an eCommerce store that has reached success but only has one product, develop another product – because it’s hard to profit off of a one-hit wonder.
CAMPAIGN A: Post-purchase “Thank You” Videos:
Purpose: This builds community with your purchasers, helps turn them into repeat purchases…From here they are reminded of your brand and go back to your site, where many upsell or cross-sell.
1: Obtain or produce two high quality videos from the founder / CEO or face of the organization. You will use these to split test against one another in the same ad campaign.
2: Time length: 30 seconds so that you can use them on all platforms
3: Video format: Ideally, square to take up more space in the newsfeed, but bonus points if you also create formats in vertical for use on mobile and stories.
4: Video content: Greet the purchaser, thank them for their purchase / joining the brand family. Reassert the brand’s benefits and how it will change the life of the user. Share where they can follow the brand on social media or ask them to share with a friend who would enjoy the product.
5: Set the objective: PPE
6: Set the target audience: Purchases, 3-5 days.
7: Write the creative / text: Two-line creative. “Hi there, I am so excited that you are joining this adventure with us…”
Do not offer a CTA. Bonus points for a custom hashtag that defines your users as a community. People who are engaged with your brand and are awaiting their shipment arrival will watch the video. Some go back and check on order status – and then see something else they like.
8: Set the budget: Set appropriate budget for your audience. This audience will be a low spend – can range from $1-25 per day depending on how many purchasers you have.
9: Your client may also choose to use this in an email campaign to follow up with their purchasers. If so, link this to the Facebook post so that it builds social proof and helps build data on the pixel.
10: Bonus points if you have sent out a cross-sell email within 24 or 48 hours that gives them a reward for a second purchase (like a gift or discount). **For stores with lower AOV’s – discounts may be appropriate. For luxury brands, use the gift. Frequent use of discounts can train your followers to wait for sales or deprecate your brand’s overall value.**
11: Put on a helmet, because the ROAS’s can blast off into space here. We’ve seen ads earn 100x + ROAS off of spends less than $1.
This can produce a multiplier effect on your overall ROAS….because it’s all building back to the 80/20 rule and making use of repeat purchases from an audience that has already “bought in” to your brand…figuratively and literally.
CAMPAIGN B: Tagging Friends
Purpose: This campaign focuses on previous purchasers who have likely already received their product, are enjoying it, and your brand is still fresher in their mind. Asking for user-generated content
1: Define your objective: PPE
2: Define your audience: Purchasers, 14-21 days after purchase
3: Define your adpend: This audience will be a low spend – can range from $1-25 per day depending on how many purchasers you have.
4: Creative: Ask for audiences to tag a friend and get rewarded with an offer, gift, or discount. If you’re using video, aim for :30 seconds so that you can run it on all platforms.
6: Bonus points: Run this campaign with bots & keywords like “done” to have the bot send your user a message & unique code to claim their offer.
CAMPAIGN C: Bring-Back Offer (aka “Win back offer”)
Purpose: This campaign focuses on previously successful audiences but that are “cold” – you haven’t seen them in a while. Most marketers or store owners have a stack of ads that run from 0-30 days post-purchase, but few have focused on this important cycle in the buying relationship: The Bring-Back or Win-Back offer. Here, you are developing repeat buyers…
1: Develop an offer to previous customers that haven’t purchased in a while. Seasonal gifts, discounts, and VIP offers (not offered anywhere else) work well here. (Bonus points if you can split test all of these against one another to the same group in different adsets. Then you’ll have additional data on which offers are more effective for your store or client.)
2: Set the objective: Conversion
3: Define your audience: Purchasers who have not purchased in 45-60 days
4: Split test different creatives. If VIP offer, disclaim that this offer isn’t available to any other customers / not offered anywhere else for exclusivity.
5: Bonus points: Test vertical format image or video creative with Instagram & Facebook Stories placement in mobile as well as the newsfeed.
BONUS CAMPAIGN D: Cross-sell and up-sell
This is standard eCommerce, but not all of us have a standard eCommerce education. So before you go hounding another top of funnel, do your due diligence and make sure you set up this one as well.
Purpose: Get the max LTV out of your audience & capitalize on an already interested audience.
1: Determine if you will offer a cross-sell or upsell offer aside from the product itself.
2: Set the objective: DPA. The creative will pull directly from the product catalog.
3: Set your target audience: Purchases who bought Product A but not Product B
4: Set the timeframe in your DPA: purchased 5 – 10 days ago
#3: Rockstar Record Contest:
Ok, now it’s your turn….Go implement these three campaigns.
Come back and show me your results by (28th of February 2019) – and I’ll give you a shoutout in my next livestream.
And if you’re ready for a REAL challenge:
Want my personal help, feedback and guidance in scaling your Facebook ads and business?
Every month I choose few entrepreneurs to personally help them scale their Facebook ads and businesses.
You can apply here: https://go.alexandrfedotoff.com/casestudyvideo/