✅ Get my 1:1 help: (free discovery call): https://calendly.com/robertborsos26/30min
Testing campaign setup:
Our testing campaign always consists of a CBO (advantage campaign budget) campaign with 1 adset and 1-3 ads.
ROAS: RETURN ON AD SPEND
BER: BREAK EVEN ROAS
- Campaign settings:
- Campaign name: Productname | BER | Profit margin
- Turn on advantage campaign budget – minimum $100 budget
- Adset settings:
- Conversion event: Purchase
- Start date: Next day, 12AM
- Location: select the countries you’re selling in
- Gender: always ALL genders (all 2 of em)
- Detailed targeting: leave this empty
- Placements: Advantage+
- Ad settings:
- Sourcing creatives: take your competitors’ video and translate it into the language of the market you’re selling in. Note: If you sell in ENG speaking markets and your competitor’s ad is already ENG, make sure to edit the video slightly or your CPM will be dogsh*t. (change scrollstopper, TTS,…small tweaks)
- Primary text: 1-3 sentences emotional benefits of the product
- Headline: Offer OR emotional benefit of product
- Description: empty
- Call to action button: Learn more
Analyzing the data & scaling:
- Day 1 analysis (around 11AM):
- Adspend <= 40$ and 0 sales with low ATC rate, KILL CAMPAIGN
- Adspend <= 40$ and 0 sales with high ATC rate, lower product price by 20-30% and spend another 30$. Still no sales after extra 30$ adspend? KILL CAMPAIGN
- Adspend <= 40$ and 1+ sales, let it spend until 80-90$. By then it should be profitable or break-even, if so, let it spend. If not, KILL CAMPAIGN
- Day 1 analysis at night (after 12AM):
- ROAS > BER (profitable) and profit margin > 20%, +35% BUDGET INCREASE
- ROAS > BER (profitable) and profit margin = 15-20%, +20% BUDGET INCREASE
- ROAS > BER (profitable) and profit margin = <15%, DON’T TOUCH
- ROAS < BER (unprofitable), KILL CAMPAIGN
- Daily scaling rules after day 1 (after 12AM):
- ROAS > BER (profitable) and profit margin > 20%, +35% BUDGET INCREASE
- ROAS > BER (profitable) and profit margin = 15-20%, +20% BUDGET INCREASE
- ROAS > BER (profitable) and profit margin < 15%, DON’T CHANGE BUDGET, LET IT RUN
- ROAS < BER (unprofitable), DESCALE WITH 40%, let it optimize the next day (this depends on the performance of the last few days and how unprofitable the campaign is. If it’s SUPER unprofitable, and it was never running consistent before, you can descale with MORE)
- If a campaign is unprofitable for 2 days in a row, even after descaling the budget twice, KILL CAMPAIGN and test new creatives or move on
- Weekend Surfscaling 🏄💸(apply rules from Sat-Sun, at both 11AM midday and 12AM at night, ONLY WHEN ROAS IS HIGH ENOUGH)
- SCALING:
- ROAS = 3+, Budget x5
- ROAS = 5+, Budget x10
- DESCALING:
- ROAS on Sunday at night is >5, descale with 30%
- ROAS on Sunday at night is 3-5, descale with 35%
- ROAS on Sunday at night is <3, descale with 40%
- SCALING:
SURFING NOTES:
- You can apply this twice per day, so it’s possible that on Saturday morning, your campaign starts at $100, and on Sunday night, it’s sitting at $1000 budget.
- On Sunday night, you always scale back because on Monday you will experience a huge dip.
Important tips:
- At scale, aim for an average ROAS of 2-3 (depending on your BER).
- Not every campaign is massively scalable. Most campaigns will run at $800-$1000 in adspend per day
- Because of the low percentage budget scaling, you want to test new creatives when a campaign has been profitable for 3 days in a row, this way you horizontally scale
- If your performance drops after scaling, halve it and let it optimize. Find the budget sweetspot and test new creatives. Every campaign is different.
- PREVENT FACEBOOK BANS: have just 2-3 active campaigns per ad account, 1 page per ad account, 1 domain per ad account, 1 profile per ad account. This drastically lowers your ban rate.
If you need my personal help with growing your business, book a 1 on 1 free qualification session for my mentorship: https://calendly.com/robertborsos26/30min
Follow me:
Leave a Reply