It's time to take a deep dive into the Facebook ads Journey for this business. This video is literally just gonna take you through every Facebook ad that I ran. I mean I'm gonna show you as much as possible and we're gonna talk about what I did to scale and the strategies that I use and the most transparent way that I've ever done it before. So the first time period that I want to talk about is from August to October we could even say from July to October this time period was really all about maintaining consistent profitability as you can see we were pretty consistent around here while I was improving the quality of the product. So our goal in this time was high conversion rate high profit keep improving the product and this was a great time. This was when I knew that the product was gonna work. So let's go ahead and pull that up on Facebook and let me show you kind of what I was doing for that this video by the way has not been like planned out or mapped out like we're literally We're jumping in we're going in the thick of it. So I'm sorting here by the amount spent Tab and if we look we'll see that the main campaign that I was getting the most traction from was an interest campaign. So this is basically I had as you see here all type of interest. I'm launching new interest every day constantly trying to see what's working from my product, you know, some hit some don't and it's just that cycle of just constantly looking for new audiences that work and as you see they're all off now, but they there was a good amount of them on at that time. You could see, you know, pretty much all of them were on at that time. So we had a bunch of budget going off in here and these little $20 a day single interest campaigns targeting the big four you see inside of here. I put multiple variations of the ad which I talk to you guys about before I think it's very important. I was really, you know, going off of this ad right here with the short copy and the new thumb and this video that you've already seen. Yes, and it's funny because it's still was from the Nouveau house page. Why because that page had a feedback score. It had like a 4.5 feedback score and if you know anything about Facebook it really helps. So I was just gonna stick with that but we did actually eventually change to the Sleep band page and we'll see exactly where that was, but I was really using this page for the long for the longest time because we had a feedback score and I kind of liked it because it helped us be a little more Incognito but we did eventually switch we switched to this page right here. This is one I launched the other AD this ad that I showed you guys literally can not be put out the review testimonial ad you see how I'm doing it really simple copy would offer and a discount usually and then, you know, the simple the copy is important but the video is the most important thing. So, you know, I really put the most majority of my time on the video and you guys already saw this video so we don't need to play it again, but here's the thumbnail so you can get an idea. This is not like my best work ever but it performed $14 cost per purchase 3x row as also consider that Facebook doesn't track all your purchases so we can say this is probably a little higher than that and an $8 CPM to the big four, right? So that's pretty good. The other campaign we were running in this time was actually a broad and as you can see it says Zeus I learned this a little broad strategy from a friend of mine Named Dave and basically what you do is you put broad which is nothing no targeting you do an interest stack with like your top five interest. You do a 10% look-alike stack, which I'll show you what that is right now. Like it looks messy. But basically it's all of my 10% look-alike audiences, which basically means my broadest look-alike audiences. And then lastly we I just wanted to do this for myself. I have a broad one that was just in the US as you can see it didn't do that. Well, but this strategy was pretty effective. Basically the theory is you're gonna go broad on one and then these other two are really broad representations of your audience, you know, and it's the same thing in here. We have a variety of ads a lot of them are very similar. The only difference is the copy right? So you see I'm trying some longer form copy. I have this in here try wristband or try risk free 30 nights just really in this time period by the way, this account did get banned and we'll get to that point but it's just it's just part of the game. You see how I'm doing it you see how like this is just my videos and I'm building a brand and like you still will have to deal with Facebook Antics, but nonetheless I was able to get past that but yeah. What I was running I had a big retargeting campaign as you can see 500 purchases probably some of the most purchases out of all of it. Um, I've the only thing I did that's somewhat unique is I used to segment these like so seven days for some of them 14 days for some of them and then 30 days for some of them. So you guys can see what audiences I was using right here. I'm assuming that the people in this course like aren't fully beginner level like you guys understand what this is. This is a view content custom audience on Facebook for the last seven days. So this is people that have viewed my website in the last seven days. And then what we target those people with is a variety of creatives. So it's like you see our website and then you see all these different videos and photos of our product every day on your feet. What kind of photos 50% sale and soon we like to really call them out to like tired of those sleepless nights try this, you know, and then I like to add some little bonuses you're ordering clothes one year warranty. I mean, it's like if people ask about it we do it but it's not like the web. Screaming one year warranty it just things to get people to click, you know, and people click you see three point five eight row as 4.24 click through rate. It's impressive for in my world. I know people do more than that, but for me, this is a good result. I also like doing these these are very slept on a lot of people don't use these and I'll show you real quick how I make them this took me five seconds to know it took me a little longer than that, but you go on canva. Okay, and that's not Canada that's canvas. So yeah, then you can actually come in here and they have all these templates for you. So what I used when I created that was the Facebook post and then they have all this stuff already created for you. Like some of them are animated. Some of them are not animated but there's so many templates that you could use there's it's it's Limitless. So go around here mess around see some unique things that you can make for your product like we can go to marketing. Okay. So this is actually this is what I used. I would go to canva and then I'll click on marketing and then go to Facebook ad and they have really great templates already here for you. They also have like the gifts and the stuff that I used. I believe the gift one was in the Instagram ad section and you can see they have all these templates here, you know stuff like this it it's Unique, you know, like you have to test and experiment and try things that other people Aren't trying that's really how you're gonna just take things off to another level. So again, there's all type of cool templates. You can use that nobody's really on right now. Like I don't love all these trust me like this like, you know, some of these are really trash but there are some gems in there and there are also a bunch of cool animated options as well. So do your research and have fun with that process, but that's that's another example, we do a lot of review stuff. So this is another review of her. This is the original video thumbnail. Wait a different copy. Look, I'm just testing at this point. You see what I'm doing here. I'm just testing new ads. That's what I'm doing. What else was I running? I was running look-alike audiences. So this is 95% look alike, which means like people that are basically like completed 95% of your video. They watch 95% of your video. That's a pretty good audience because at this point We had a couple million views. So, you know, it was a strong audience. You see the performance here. I mean we spent like seven GS to make like 16 and kind of mid but keep going we have more look-alikes different kinds view content 180 days add to cart 60 days. This is another Zeus strategy. I'll put the emojis in there because I thought it looked cool. But what you put here is a three second viewers. So this audience really did well if I'm remembering correctly. If not right here later on. I'll show you. How did this three second viewer is a good audience. It's just people that clicked on your video and watch a couple seconds of it, but weren't able to watch the rest of it and I'll retarget them with the same video. So like you clicked on it, you got a little taste of it and now I'm gonna hit you with it again. You know. And I was testing different stuff to these people. I was testing like this type of format. I got one of my other friends to do a review for us and I tested a new format. So again, I'm really just testing on the creative side the goal here if you guys are learning anything is not to just copy this right here. Like it's copy my work ethic because I was like putting in the hours and testing new creatives constantly and then yeah more look-alikes and yeah, that was really how we did this time range and you can see we did pretty well. We've been around 75 G's to make around 192. We were doing pretty well if you ask me but now let's get into where we started to really crank up to spend and start to scale. This is also around the time that I got banned on ads. So yeah that sucks. So I'm gonna be jumping across multiple ad accounts here so stick with me, but if we jump to November to December, you can see that this same ad account was still cranking. I spent 30 G's on it now and we can jump to that time range here. By the way, we are gonna go to 2021 too. That's gonna be in this video. So don't worry. I know we've been sticking in this time range the whole program, but we are going to 2021. Don't worry. So you can see in this time. We actually this is our highest day that the store has ever had now we have been able to consistently sell this product every day for two years, but this is our record high day on December 5th. We did 17 thousand dollars in one day the day before we did 8,000 and the day after we got banned. I made it to the top of the level with my store. I was on cloud nine. I thought I was gonna be making a hundred G's a day. I thought I had did everything right? I thought this was my big break and band. So what up? Well, I was doing back then. Nothing changed. The only change was in November. I really started going hard on the Sleep band Pro. So you see I copied the same format bunch of Interest testing. Okay, and then I filmed this video with my with my friend at the time and you see what it is. It's as simple ad copy but it's clean. This is my winning ad format. I'm showing you this right now this ad has gotten a combined like 20 million plus views between Facebook Instagram everywhere. So maybe I'll just let this video play all the way through because this video really scaled the business. Let's go. it if Yeah, so it was basically me and my two friends and we just I shot some clips that I thought would go well in the video and I already knew what benefits I wanted to promote. I already made the product page. So I knew what we wanted to talk about and it follows the same principles as the last video but this is what really did it what did it and unlocked us to be able to scale was now we had the Sleep band and the Sleep band Pro selling in unison and they were going crazy. So as you see I was doing a couple other things that I want to talk about with this super look-alikes. I learned this strategy from my good friend Gabriel Saint Germain. This is not my strategy. I learned it from him but it works. So what you do is is for the certain percentage range of your look-alike audiences you combine them what I mean by that is this is the combination of the 95% video of you look alike. The purchase look alike and the visitor look alike. So this is a strong audience. Okay, and it's a big audience. It's a very scalable audience. So another thing that I did around this time that allowed us to scale more aggressively was setting up a second ad account now. That was sort of a joke because I actually got banned on here. So I was scaling on this one. Let's see if we can find the day I was scaling on this account and Yeah, it got banned towards like that the end of December like you can see the spend goes to nothing. It was weird though because it got banned and I couldn't do anything. I couldn't edit the campaign. I couldn't turn anything off or on but this was still spending every day. So, you know, I was a little upset about that at the time because it wasn't really doing that well, and I couldn't turn it off or anything like that but instead of panicking and crying to the world I said, okay, let's go ahead and just launch another ad account. You got a bunch of AD accounts here as you guys can see so new business manager new ad account fire it up. So that's what I did and I launched this ad account along with another account. And of course as you see this account got banned too, that's Facebook for you. but in this account, I really just I really just okay, cuz at this point I already knew what audience were performing the best. I had all the data, right? So at this point all I was doing was reviewing that data picking the best performers in the entire ad account and just putting those in there and and giving them a real budget. So I'm taking my I made a new ad account and I took my best performing audiences and I gave them a healthier budget and yeah the biggest L that we took from that experience was having to actually like make a new Facebook page. Now, you know, I made a new Facebook page with the same name and everything which later proved to be a mistake. But yeah, I was able to get it off the ground. I also did a customer list audience which was the best performer. Basically you go to Shopify and you download your customer list and you can actually upload it to Facebook and it's a really strong audience and as you can see I had even this ad account running and probably another one as well. We were running across many. Counts at this point because I was just trying to keep the business going at that pace. I was high off the fact that I just made 17K in sales in one day. So I wanted to keep that going and we really made that push but specifically on that time and on that day, I made a whole video about this if you guys want to see but it was just a combination of all the ads running together, but I think now is a good time to move past this because we've really been hung up on this time range. So now let's jump to 2021. So let's look at January to April of 2021 you could see that This is like this is when it hit like this is when you know, I had made a new bank account for this business and a new LLC. So like this is when now we had a good amount in the bank account like over six figures in cash after paying our bills, right? This is when the product was really catching on the videos. We're going really viral like really viral millions of views every like month. We'd get two million views three million views. This was a hot hot time for Sleep band and I'm gonna say the reason for it to if you want me to be fully honest with you is this was getting my undivided focus in this time from September. To February of 2021 I didn't do YouTube like I I stopped doing YouTube prior to that. So I was and I wasn't focused on viral vault at all. So sleep band was the only thing that I was doing it there was nothing else that I was doing and you know due to the success of sleep band and due to my passion for YouTube. I resumed filming videos and I don't think that was a mistake. I think that was one of the best decisions I've made because it opened up all these new doors, but you'll see as we go through the year and as we scale my performance on this store will dip but it's strictly a personal thing. I mean, I worked a lot of time last year doing videos. I made like 60 videos. You guys aren't here to hear me ramble. Let's get back into the point of this whole case study. So from January to April, you're gonna see a couple things. I need to First figure out which ad account. I was running this stuff on give me a second. Okay. So this time period was really split across three different ad accounts. You could see in total. I didn't even really spend that much money on Facebook ads because I found a new channel. That was really just pumping money for us like crazy. We're gonna talk about that too. But yeah in this account it's been around 14,000 on some basic campaign single interest group interest three second video View and retargeting basic simple consistent campaigns these this this ad account was just consistently cranking out sales profitably now on the other ones. I got a little more experimental. This one was the one that was banned but they still kept spending my money but it is what it is even to this day. I can't even like do anything to these like it will say that but it's it's not it's just gonna kick me out again. And then in this account, this is where we spent the majority of the money. So let's sort by purchases. The biggest one is gonna be for the sleep. and Pro We were really focused heavily on the Sleep Inn Pro. Obviously, you know, we were doing all site visitors look-alike that was working. Well again guys, the principals here are the only thing that matters this doesn't really matter to see everything that I did all that I was focused on at this time was making a great creative and making my offering product as good as possible and in here, I'm just testing stuff. This is all just experimenting. I'm just I'm just trying audiences just seeing what's working the the ad the ad I pretty much just left the ad. I mean it was doing well at that same time our sleep band page got banned. So I had to make a fresh page and you know, this goes back to what I was just saying if the video is good if the product is good if everything is straight, you're gonna be fine if you get banned or if you you know, you you're testing a product like this is a new everything new ad account new pixel new page and we're still able to get it to pop off because it's it's reliable to consistent. So, of course nowadays this app, even though we still run this ad it doesn't perform as well as it used to because it's been seen by so many people Facebook. They love new content. Yeah, that's pretty much what we did in that time range for Facebook. There was another channel that we used as you can see YouTube to get a lot of Revenue we probably did we probably did half of our Revenue in this time frame from YouTube ads or maybe more even so I would say actually actually more yeah. So we also had a lot of search traffic, you know, 25,000 there direct traffic which you know is typically from social and email but a lot of times that is people that are also referring this to their friends and word of mouth and you know, we experiment with some other stuff too like influencers, but that's what we did on Facebook for that time. So then if we Spring Forward May to August of last year You're going to see again. We were still able to sell this product consistently all through last year 400k in this time range is pretty good. That is almost a consistent 100K month, you know throughout the year. So in this time range, I was again using a bunch of different ad accounts and like we're gonna sit here and we're gonna go through this but if there's one thing for you guys to take away, it's literally just the principle of um, testing as much as possible if something happens. I'm resilient. I'm gonna figure it out, you know, that's that's ultimately our goal. But let me let me see where we're at here. So unfortunately for this time range right here, I don't even have access to my Facebook ads because I was using a different profile and what happened was the account on there had a restriction. So we just stopped using that profile entirely and I don't even have access to that profile anymore. I do have a new method now that works to get back on Facebook. It it works. I haven't had any issues with it so far and it's what all my friends use but back then I didn't know this method so I don't have that account. Sorry. That's what I'm telling you after. We keep going September. We'll go September to the end of last year. You can see that there is a drop off right we go from around 97k in September 51 66 65 in December. I'm gonna tell you a little bit more about this time and just be real what you guys so, you know from August. We had a good month in August on paper, you know 150k and and sales is good. We're selling a lot of sleep band Pros or selling a lot of sleep bands. We've now launched some upsells like we launched a relaxing sound upsell. So that's something for people to listen to with the Sleep band. but we weren't that profitable. We really weren't and I mean we're making 250 here but we probably made like 10 profit 15 profit and you know even going into September towards the end of September we had some consistently like unprofitable days. So at that point I was like, alright. Why are we why are we trying to do 150k a month when it's not even profitable. Let's scale back again. Let's focus on improving the product again. And really let's like double down on our core principles because yes, it's cool to be 7K a day, right 7,000 a day is a nice number to be hitting 6,000 is a nice number, but when it's not that profitable and you're you're dealing with like a lot of money in and a lot of money out, it's it gets messy you end up losing money doing that. So we scaled back and that's what we did in that time range and yeah going into the end of the year strictly just talking about Facebook ads for you guys. We Pretty much ended the year around, you know, we were doing let's see November. I mean Black Friday we crushed it. I'm not gonna lie. We had a good time for that and we didn't even run any Facebook ads for Black Friday. That's what's really crazy. Like this was all off of email and SMS because at that point in time, we had 40,000 customers and a hundred thousand emails. So like, you know, we're able to do stuff like that but towards the end of the year, we're ending the year around like a couple thousand bucks a day running very simple Facebook ads running extremely simple Facebook ads and I'll actually jump into my current ad account and I'll show you what we're running to date just so you can see how simple my ads are to generate these results. This is where we're at for the year as well. Just so you guys can see it has dropped for sure. But this store is still getting sales every day. We are still making a couple hundred bucks in profit every day. So and my goals are really to sell this business. To a owner that's going to put all their energy into it. So this can be an amazing amazing business. But let's look at the ads that I'm running right now and in the last couple of months, okay, so I made a wardrobe change. Sorry. I'm filming this on a different day. But let's have a look at my current ad account setup. Let's first talk about how I actually run ads right now. So basically I use a remote desktop what that means is because I've been banned on my personal computer and my personal Facebook profile. I can't run ads from this house Facebook tracks your IP. They track your Mac address, which is the address that's associated with your device, you know your desktop or your laptop. So once you're banned and once Facebook says no, we don't want anything to do with you anymore. You're done with them unless you use this method. So what I have here is a laptop that I bought. It's at my sister's apartment. She works with us as well. So that helps but yeah, she she basically I say, hey, I need to set up the laptop. She goes. Okay, and she sends over the number. There's like a different code that generates every time and yeah, then you get access to the remote desktop. I use her profile to run ads on her computer. I'm just accessing it from my place. The only other things that we needed to change to make this work was my credit card. So just a new credit card number and we didn't change the domain but it is typically recommended that you change the domain but this method is what all the big guys use if you get banned, this is the best way to get back on Facebook and a lot of people don't know this. So now, you know, let me pull up the actual ads and let's have a look at that. This is our primary ad account in total. I have launched a little under a hundred campaigns here and the tracking on this account is so off. So ignore whatever numbers you see here like 17,000 to make a hundred thousand. Those are not our numbers and if those are our numbers this would say 5,000 a day, you know, but what I'm running these days is very simple. I'm not necessarily like proud of this or like I'm like, wow, we have the best thing ever because it's predominantly based on some of my own personal laziness. But you know, we've ran all kinds of testing all kinds of stuff. I mean really a lot of it though. If you guys remember from earlier a lot of it is just the same strategy. I already told you I started a fresh ad account and I went for the audiences that were our best performing audiences. So for example, if we go to the interest groups, these are the combination of Best performing audiences with a broad targeting and of course our main winning creative. I have tried others, but this creative is still the one that works for us. And again, you know, y'all want to transparency. This is some laziness going on right here, but day by day. What we run right now, I mean, I don't really think it's so important that we go through everything in here. What is important though? Before I talk about right now is just telling you guys that this was a new everything again new pixel new new ad account new everything and we were still able to profitably spend, you know in the six-figure range. So almost three hundred thousand dollars. So it's possible if you get banned if something like this happens, it's not the end of the world. You can bounce back the main thing. I'm running today to really keep us consistently profitable every day is just a broad no targeting audience one to the US one to all of our countries. I put Ops, but that's because Ecom Ops country list. And yeah this runs every day. I don't check on it that much again, you know just admitting the truths you guys and then of course in the giveaway, this is a new campaign. We've been running and the goal was for opt-ins. So the fact that we're getting purchases is really cool to me, but that's not the goal. The goal is for opt-ins and we've been able to get a good amount of those opt-ins. It's just a higher CPA. I mean CPM that we're dealing with here, but this is just a trial. We're just experimenting, you know, we got this clean photo ad and people are joining to the giveaway. So it's been good for us the last couple days of testing. I'll show you this giveaway ad, you know, maybe you guys can try this. What we did was I took this photo I love this photo. It's probably my favorite product photo that we have and I just made a simple image in Photoshop. We're running it to a giveaway and that looks like This is really just a simple page to increase our lead flow and get more customers through the door and more leads through the door. So it works. We're just trying it's not the best thing we've ever done. But again, you see what I'm running each day. It's very simple. A lot of you guys aren't gonna be able to relate to this though because you know, this account has been running for a long time. It's sort of trained to know sort of what our demographic is, especially on this campaign. So we're gonna profitably be getting sales here every day without pretty much any work now, is it the most profitable campaign? Is it the highest scale campaign we've ever had no, but you guys know my situation. I've literally put myself completely out there in this case study. So now you really understand where we're at what our Facebook like look what our Facebook ads look like each day and one more thing. I just got to drop it. I just got to show you guys. This is one of my proudest accomplishments with sleep band because you know, it's a tough industry to do this. And yeah, we have a strong relationship with Facebook. We have held a strong relationship with Facebook and I believe we will continue that so, you know these things they all come as a result of the effort that you put in previously. So I think on that note we can wrap up this Facebook ads video. There's not much else to show you. I showed you the testing I showed you the scaling and I showed you where we're at today. So if you guys do have any more questions about the Facebook ads, please ask me in Discord or please ask me in the comments below this kajabi video. I'll try my best to get back to everybody. I cannot promise I will get back to everybody but I will try my very best. So that's all for this video in the next one. We're gonna talk about my secret weapon YouTube ads. See you there.
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