in this video I'm going to show you how we took a client's Facebook ad campaigns and more than doubled how much profit they made in just 30 days and the crazy thing about this example is that this huge Improvement in results came from just one optimization that took less than 5 minutes to implement let's get into it okay so let me start by sort of setting the scene and giving a bit of context around this business um so that you understand why the change made had such a big Improvement in in results okay so when we took over this client hat account before we started working with them they were generating about a 2 8X return on ad spend um across the board now that was profitable for them a product based business and they had good margins it was profitable but of course they wanted to do better you know most advertisers do want to do better than a 2. 8x even if it is um profitable for you now their advertising was primarily focused on just one product they sold other things um but this is the product that seemed to get the best results when they ran ads for them um it's what most of their sort of initial customer acquisition was focused around and and lots of business end up in this scenario they might have a whole range of productss but really it's sort of the one on the front end that gets a much lower cost per purchase or or a much better return out spend than anything else so you put all your advertising spend into really promoting that then of course you can sell your other things with UPS sales and cross sales and email marketing SMS marketing and then retargeting to get people to purchase other stuff and increase the uh customer lifetime value so quite common for advertisers to be in this sort of scenario so their campaign structure their account structure was that they had nine different campaigns running for this one offer this one main product right and the reason why they had nine different campaigns they basically had one campaign for each Country and this business was targeting uh the main sort of english- speaking countries you know UK Canada US Australia Etc um and then also some other countries in Europe ones that speak good English Western European countries um for the most part right so they had nine different campaigns one for each of of those countries and one of the big challenges there were obviously others but one of the big challenges was working out how to allocate resources to their different markets and trying to work out should we be focusing more in the US because it's the largest market or should we be focusing elsewhere because there's slightly lower cost per uh thousand impression slightly lower cpms there um where are we going to be able to build a brand should we differentiate between the different markets and have different copy for say the US versus the UK versus Australia because there's nuances in the market and and things along those lines that was one of their their main um challenges that they came to us with when we when we took over their their campaigns a lot of advertisers are in that situation where they've got lots of different options they could take whether it's different product ranges or advertising in different markets and they're trying to work out should we or or shouldn't we so explain what we did in the second before I do that I just want to quickly let you know about our done for you Facebook and Instagram advertising services so if you're faced with this challenge or any other Facebook and Instagram ad related Challenge and you're just thinking you know what I'd much rather a professional just take this over get me better results than what I'm getting myself take all this workload um off my hands and that's exact exactly what my agency can do we can take this off your hands almost certainly get you better results than if you manage yourself if that sounds interesting there is a link in the description below you can click on that come through to a page on our website book in a free call free no obligation call with one of my team members to find out more about how we might be able to help so if that's interesting go ahead and do that and hopefully we get a chance to work together so what did we do to improve their results well we changed their account structure so instead of having those nine separate campaigns we combined all those campaigns into one campaign uh we didn't just use one ad set though we kept the the different country structure but at the adset level so we effectively had nine different adsets one um for each country now that's not typically how we would structure things nowadays by the way uh but we felt like it would be right for this business I'm going talk more about that and that sort of logic and thought process um as we go through this we also turned on Advantage campaign budget what used to be called campaign budget optimization which is where the budget is set at the campaign level as opposed to the individual adset level and meta is allowed to allocate budget according to Performance so they see that certain adsets are performing better than others then B more budget can be allocated um to those and less to the underperforming ones and that helps improve um your results again this is not something we typically use now we're more likely to set budgets at the adset level that's met as default um although they don't sort of put a warning up or anything like that if you do turn on um Advantage campaign budget um but we really wanted that budget allocation to occur between those different countries between those adsets and we wanted it to happen dynamically you might be thinking well why not just manage it yourself and reallocate the budget manually well you're not going to be able to react normally as quickly as what meta is meta is also better able to predict changes which I think is becoming a more and more important part of meta advertising is if meta sort of knows if it knows that a big event is coming up and has recognized patterns in user behavior and therefore can predict what that's likely to mean for certain advertisers that could play um into your results you're less likely uh to be able to do that like as as a person as an individual um and so we wanted that to happen dynamically allocate to the best performing adsets but also change that if it changes over time which actually proved to be really really important now this change made a big difference so within 30 days of implementing this change um we saw the RAS go from the return on ad spend go from 2. 8 to 3.
7 so a 30% or so Improvement in return on ad spend just from one simple change that took literally a couple of minutes to uh to implement now because this is a product based business with cost of good sold like cost associated with the product um and advertising costs remain the same if you get a 30% more sales um whilst fixing advertising costs you massively increase the profitability of the ad campaign because once you've taken the previous revenue and you've deducted the cost of good sold youve deducted the advertising cost it was profitable but not massively so a 30% Improvement in return on ad spend whilst not increasing your cost makes the campaign much more profitable and like I said we more than doubled the profitability so had a really really big impact just from a very simple thing now those numbers might seem quite Low by the way 2. 8x row ass 3.
