Attract, Acquire, and Convert More Customers

The Early Checkout

The Ecom Growth Newsletter #53

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Long gone are the days of just throwing together some Images with copy and letting the Facebook algorithm go to work to bring us, customers!

The post-IOS 14++ world has had a fair amount of challenges from attribution, retargeting and overall audience selection reduction.

I’m not saying that Facebook ads are DEAD…  far from It but more than ever, you need a strategy steeped in your customer journey. 

This week we have a new contributor Bryan Fuentes, who will show us a total front-end customer acquisition process and a new way to think about ads!

Let’s Get Into It….

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Klaviyo experiences record high BF/CM sales totalling $2.2b (Click Here)

Twitter looks to match up to a million in ad spend for advertisers (Click Here)

Shopify shows us how to sell on Amazon in 2023 (Click Here)

Shopify shows us a 7-step product development process (Click Here)

Customer Acquisition

Is the process of acquiring new customers for a business.

Want to get more customers for your business? (Click Here)

Source Link: (Click Here)

99% of Media Buyers, Marketing Agencies, and Business Owners are still stuck in the old 2019 system of TOF (Top of Funnel), MOF (Middle of Funnel) BOF (Bottom of Funnel).

Ever since Post IOS, tracking has become less reliable, acquisition has been harder than ever for some, more expensive than ever for others, and more competitive than ever for the rest. That is true … But there are ways to dominate and be the top 1%. 

See, nowadays there’s no real good or solid marketing strategy behind the brand. You are depending on and leaving all of the control of your ad performance and marketing to the algorithm. 

But if IOS 14 messed up all data related and it's no longer as reliable. What happens? 

You have no control, and consistency is out the window. 

Here’s what you can do to gain back control and destroy the competition for December 2022 and all of 2023 while also producing increasing ROI at a Massive Scale. 

UGC Stack Ads

What’s UGC Stack Ads? Putting together short content ads coming from a customer/user that is NOT on a High Production $20,000+ Budget but it’s more homemade, simple, and showcases the benefits, desires, and love/appreciation for the product or service.

Example of a Desire: Product is a skin care cream to eliminate pimples. Desire would be to feel good and confident while on a night out with your friends or loved ones without having to worry about a huge pimple or acne breakouts. 

Example of a Benefit: Product is a skin care cream to eliminate pimples. Benefits would be listing out the natural ingredients and showing these specific natural ingredients would remove dead skin to produce beautiful clear skin. 

One of our highest performing ColdTraffic Ads

In a video, UGC content creator immediately shows the pain points of the product. Then highlights the benefits and advantages of the product while also showing a live demonstration of the product. From here, the image above will be added and the UGC creator talks about all the social proof / reviews. And finally, the video ends with a single desire after using the product and a call to action to purchase the product. 

One of our Highest Performing Abandoned Cart Retargeting Ad 

Using the image above to showcase all the reviews from customers and combining it all together in a single image. Retargeting people who did not purchase but they add to cart or initiated checkout from the last 7-14 days 

Creative Variations

The key to creatives is the more you have, the closer you will be to achieving your results and your goals. The reason why is that, just like testing audiences, you need to find what works. And once you find what works, you can create similar variations of those winning creatives that are known to perform well. Doing this, it will give you account stability and give you clarity on exactly what you need to achieve consistent and predictable results.

Here’s an example: 

Same Sunglasses. Both have Water Backgrounds. 2 Completely Different Backgrounds. 

The one on the left average a 3x ROAS and the one on the right average a 4x ROAS. I found exactly what works and replicated it. Notice how these 2 images do not have any text written inside the images as well. Well, I can write 5 different variations of sentences inside each image. In total, I will have 10 different ad variations. I can also include 2 different font colors for the 10 sentence variations. Now I have 20 different variations in total. See how rapidly I can test new creatives? 

Simple tweaks/changes. That’s all you need. Facebook and Instagram won’t know the difference between a new creative variation with the biggest changes or the smallest changes. All Facebook and Instagram cares about is if the ad has engagement and it makes people want to click on the ad and take action. That’s all. This also eliminates creative fatigue that a lot of business owners and ad accounts encounter.

This level of Creative Variation Testing is how you transition from a $30,000/Month brand to a $300,000+/Month Brand. 

Audience Farming

This is designed to help people find different variables and pockets of audiences meant to be at their highest potential for your business.

If you see the learning limited phase, it will create day-to-day volatility. And when that happens, it will throw off your campaigns and create instability within the ad account. Also, simultaneously testing too many things at once throws it off as well.

So what do you do?

Test in ABO format and use micro budgets. Each ad set you want to have 1 interest. Each single interest you want to duplicate the ad set 3-4x. From these duplications, you want to test different variables. Different variable examples: Mobile only, IOS devices only, Android Devices Only, Male Only, Female Only, and Different Age Ranges

Here’s how it will look: 

The goal here is to figure out what performs after 3 to 4 days of testing. Once you find the ad sets performing, you can take that same ad set. Duplicate it. And increase the budget. So by doing this you are minimizing risk and taking in account what is performing, what is growing, and all while minimizing learning limited.

So far we discussed UGC Stack Ads, Creative Variations, and now we will discuss... 

Scaling with Confidence

Here are examples of campaign structures and Ad Sets that worked for us

I duplicated these 5x (All running at the same time. Same day). If the Cost per Purchase is too expensive, I turn off the Ad Set 

(Initially duplicated 10 spread out in 10 days. 3 performed best)

(CBO) $1,500

You Now Have the Step by Step Frame Work To Gain Back Control and Destroy the Competition for December 2022 and all of 2023!

Want to learn more about customer acquisition? Book A Call With Bryan Here!

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Today's email was written & edited by: Zachary J. Radford

Today's expert contributor: Bryan Fuentes

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P.S. I know it's been a long year but keep pushing... Your sales will thank you! ♥

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