The supplement industry is highly regulated, and the vast majority of ads related to weight loss, Shilajit, and similar supplements face rejection. To ensure smoother operations, it’s advisable to establish direct communication channels with Meta Support and Google Ads Support. This ensures quick resolution of issues and facilitates the process of whitelisting the ad account.
Brand Overview:
This brand is currently working with us, and with their explicit consent, we are sharing the advertising structure that has yielded positive results for them.
1.Product Pricing:
The brand’s product range spans from Rs. 499 to Rs. 1800, with an Average Order Value (AOV) of Rs. 900.
2.Best Sellers:
Their top-performing products are focused on skin health.
3.Initial Challenge:
Before our engagement, the brand was able to achieve a Return on Ad Spend (ROAS) of 1 to 1.5x.
The Transformation:
Now, let’s break down the strategic changes and optimizations that led to a significant increase in ROAS from 1.5x to 6.4x.
Facebook Ads Structure
30-Day Exploration Phase:
The objective of this phase is to test and evaluate multiple variables — such as marketing angles, ad formats, targeting strategies, campaign structures, and landing page effectiveness — to identify the elements that contribute to the highest performance.
Initial Structure for Exploration Phase:
1.Identifying Marketing Angles:
- Utilize different ad formats to test the effectiveness of various messaging: video, static images, and carousels.
2.Campaign Setup:
- Implement a single campaign where the number of ad sets equals the number of ads being tested.
- Set the campaign to use Ad Set Budget Optimization (ABO), allowing for better allocation of budget across ad sets based on performance.
3.Ad Spend Recommendations:
- Set the recommended daily spend per ad set to twice the price of the product to ensure sufficient data collection for meaningful insights.
4.Targeting Strategy:
- Keep targeting constant during the exploration phase. Use highly relevant multi-stack interest targeting for a well-rounded audience profile.
- Avoid Advantage+ targeting at this stage to prevent unnecessary optimization at the campaign level which can obscure specific ad set performance.
After 10,000 Impressions:
- Pause all ads that show a low purchase-to-checkout rate, poor cost per purchase, or no conversions.
- Upon reaching 10,000 impressions per ad, evaluate performance. Typically, 3 to 4 ad sets should still be valid.
- Continue testing and iterating until achieving at least 2x ROAS at this stage.
Targeting Phase:
1.Optimize for Best-Performing Ads:
- Select the top-performing ads from the exploration phase and create separate ad sets with different targeting strategies.
- Repeat the evaluation process to identify 3 to 4 targeting options that consistently generate 3x ROAS.
2.Scaling Strategy:
- Once high-performing ad sets are identified, begin scaling by increasing the budget for the most successful ad sets.
- As scaling progresses, monitor ROAS closely; it’s typical that one or two ad sets may see a drop in ROAS at higher spends. These should be paused to maintain efficiency.
3.Final Ad Sets:
- After scaling, you should have two to three ad sets that continue to perform well at scale, consistently achieving 3x ROAS or higher.
Creative Optimization:
Weekly Creative Refresh:
- Each week, update ad creatives based on the best-performing assets.
- Incorporate a mix of reels featuring podcasts by doctors (for a supplement brand), along with before-and-after static creatives presented as “Day 1” and “Day 30.”
- Utilize customer testimonials—structured in the form of stories (not directly stating that it’s the best product).
Bottom of Funnel Strategy:
- Focus on a highly compelling offer targeted at users in the bottom of the funnel: users who have added products to the cart, initiated checkout, or provided payment information.
- Use retargeting strategies to further engage users and drive conversions at the final stages of the purchase journey.
Next Steps:
Please note:
This email covers only the Meta Ads Structure. In our follow-up email, we will delve into the optimizations made to the product pages and cart flow on the website, which led to an increase in the purchase-to-checkout ratio from 35% to 55%. These improvements are critical for enhancing conversion rates. We leveraged GoKwik for implementing small, incremental changes that reward users at every stage of their journey, leading to a substantial turnaround. Additionally, we introduced automation for WhatsApp and email campaigns to target abandoned carts, abandoned checkouts, upsell opportunities, and regular brand communications.
