This is a Case Study of How My Partner, Amara, and I made Over N500,000 selling a Tea Online After Running An Ad for Only 5 days.
1. The Ad strategy (even if you’ve never run an ad before, you’ll be able to understand what I did here)
2. The Ad copy and why it worked
3. The Landing Page
𝐃𝐢𝐬𝐜𝐥𝐚𝐢𝐦𝐞𝐫: I reveal every secret and tactic we used in making this campaign a massive success without mentioning the product we sold. My goal here is to teach you how to implement everything here into your own business to replicate our results.
Also,This knowledge you're getting is a product of time and money invested in gaining knowledge and mastering Facebook Advertising.
𝐓𝐡𝐚𝐭 𝐬𝐚𝐢𝐝, Let's begin Oh yeah, to clear your doubt, here's a screenshot of my CRM I sent to my mentor @ronaldnzimora when we hit the N600,000 mark...
The Ad Strategy
Of course, we ran the ads on Facebook. Here’s Exactly what we did… From the first stage to the last. 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐓𝐡𝐞 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐎𝐛𝐣𝐞𝐜𝐭𝐢𝐯𝐞𝐬 𝐟𝐨𝐫 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬.
When creating your ad with the facebook business manager, the ad creation process is split into three.
1. The Campaign,
2. The Ad Set and
3. The Ad.
The Campaign level is where you select the objective of your ad, (which is what you aim to achieve with your advert.)
The three main objectives are:
For our Campaign, we selected “𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬” as our objective, which communicated to Facebook that we wanted them to show the ad to people who were most likely to make a buying decision.
[Now, for the sake of this thread, let's assume we were selling a tea for neck pain. (assume oh... I don't know if that's even a thing, Biko)].
We also selected the “Create Split Test” option instead of “Campaign Budget Optimization.”
𝐇𝐨𝐰 𝐰𝐞 𝐓𝐚𝐫𝐠𝐞𝐭𝐞𝐝 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬 𝐔𝐬𝐢𝐧𝐠 𝐒𝐩𝐥𝐢𝐭 𝐓𝐞𝐬𝐭𝐬
In the previous chapter, I talked about how we selected the “Create Split Tests” option and not “Campaign Budget Optimization.”
We did this because we wanted to target different audiences based on interests to see which ones would generate the most reach and conversions.
Here’s a step by step guide on how we set up the split test.
Step 1: Selecting The Conversion Destination
We selected "Website" to let Facebook know that we would be redirecting people out of Facebook.
And also by selecting “Purchase,” we instructed Facebook to collate the information of the people who land on our "thank you" page.
Step 2: Selecting What Variable to Test.
Because we were unsure of what target audience would convert more based on their interests, we decided to test 3 different audiences.
Step 3: Creating Ad Set A, B, and C
We created Three Ad-sets.
(𝐏𝐚𝐲 𝐚𝐭𝐭𝐞𝐧𝐭𝐢𝐨𝐧 𝐡𝐞𝐫𝐞 𝐨𝐡... because this part, o critical ghan.)
Location: Lagos, Ogun, Port Harcourt, Cross River, Akwa-Ibom, and Abuja.
Age: 35 - 65+
(how are you getting this information for free? who is this angel? why aren't you following her yet?)
Location: Lagos, Ogun, Port Harcourt, Calabar, Akwa-Ibom, and Abuja.
Interest: (Insert interest based on your product type).
Age: 35 - 65+
Location: Lagos, Ogun, Port Harcourt, Calabar, Akwa-Ibom, and Abuja.
Interest: Health & Wellness.
Age: 35 - 65+
Step 3: Selecting Placement
We decided to go with the good old “Automatic Placements.”
Why? Because it's wise to let facebook study the advert and place it in the best places and at the best times, based on their algorithm.
Step 4: Budget Optimization
This part is very straight forward. We spent $50 (which is the equivalent of about N18,250) daily for ten days.
Because we were running a split test, Facebook split our daily budget of $50 into three which amounted to was about $16 for each Ad set.
𝐃𝐢𝐬𝐬𝐞𝐜𝐭𝐢𝐧𝐠 𝐓𝐡𝐞 𝐀𝐝 𝐂𝐨𝐩𝐲, 𝐈𝐦𝐚𝐠𝐞 𝐚𝐧𝐝 𝐂𝐚𝐥𝐥 𝐓𝐨 𝐀𝐜𝐭𝐢𝐨𝐧
Because in this thread we are not selling the same product in the campaign being studied, a few terms will be modified in this chapter. But I will ensure to keep everything as similar to the initial campaign as possible.
𝐓𝐡𝐞 𝐀𝐝 𝐂𝐨𝐩𝐲
😍Your Neck Can Be Pain-free Again😍
It is what many Naija people have been craving.
Being able to turn your neck in any direction without feeling any sharp pain.
And laying in your bed and being able to place your head on your pillow without struggling with neck pain.
That's What many Pain Relief pills promise but don't deliver.
Neck Pain Tea is all about helping people heal their neck pains quickly and relaxing the neck muscles.
When you feel any Neck Pain, just take a cup of tea and leave the rest to Neck Pain Tea. 💤🛌
A pack of Neck Pain Tea Costs Just N14,500 and two packs cost just N22,000.
Every pack comes with a free Neck Brace and free shipping to all locations in Nigeria.
Click the link below to order yours.
Here's why this ad worked.
𝐃𝐢𝐬𝐬𝐞𝐜𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐀𝐝 𝐂𝐨𝐩𝐲
Line 1: 😍Your Neck Can Be Pain-free Again😍
This line serves as the headline of the Ad. It is the first bit of text that the reader sees.It has captivating emojis and a straightforward promise that can hold the reader’s attention long enough to have them read the next line.
Line 2: It is what many Naija people have been craving. This line communicates different messages to different readers. To the person who has neck pain, the message is “Oh, so many Nigerians also have this problem, wow.” This thought keeps them interested enough to continue reading.
To a person who doesn’t have issues with their neck, the message is “Oh, so many Nigerians are having neck pain?” This thought triggers empathy in them, and even if they don’t continue reading the ad, they can share it to help their friends and family on facebook.
Lines 3 and 4: Being able to turn your neck in any direction without feeling any sharp pain. And being able to lay in your bed and place your head on your pillow without struggling with neck pain.
These lines describe what your ideal client experiences. This line highlights the pain point of the reader and has them thinking “this person understands what I’m going through.”
Line 5: That's What many Pain Relief pills promise but don't deliver. This line also addresses the pain point of the reader as well as reassuring them that the solution you’re presenting will not disappoint them the way those other pills have.
Lines 6 and 7: Neck Pain Tea is all about helping people heal their neck pains quickly and relaxing the neck muscles. When you feel any Neck Pain, just take a cup of tea and leave the rest to Neck Pain Tea. These lines talk about the product and how it effectively gives instant relief from neck pains.
Line 8: A pack of Neck Pain Tea Costs Just N14,500 and two packs cost just N22,000. This line tells the reader about the price of the product. It is where you’ll lose some of the readers who have neck pains. Because not everyone who sees your ad will be able to afford a tea that costs N14,500 and that’s not your fault.
Line 9: Every pack comes with a free Neck Brace and free shipping to all locations in Nigeria. Nigerians love free things. I think everyone loves free things.
Throwing something that also helps your ideal client solve their problem in for free is always a good idea to increase conversions.
Line 10: Click the link below to order for yours.
Although Facebook will also ask you to insert a link for your CTA button, it is always a good idea to leave the link in the ad copy. For some of your readers who do not know to click the button.
𝐓𝐡𝐞 𝐀𝐝 𝐈𝐦𝐚𝐠𝐞 It was something like this. The only difference is the product itself.
𝐃𝐢𝐬𝐬𝐞𝐜𝐭𝐢𝐧𝐠 𝐓𝐡𝐞 𝐀𝐝 𝐈𝐦𝐚𝐠𝐞
This image is very simple and shows the product without any distractions. It also shows the reader the ingredients found in the tea.
It displays four core elements.
1. A headline - THE BEST HERBAL NECK PAIN TEA
2. The Product Image
3. The Price of the Product
4. The Ingredients found in the product.
𝐃𝐢𝐬𝐬𝐞𝐜𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐚𝐥𝐥 𝐓𝐨 𝐀𝐜𝐭𝐢𝐨𝐧
For our campaign, we used the “Shop Now” button as our call to action. We did this so users know that clicking the link was taking them directly to a place where they would be asked to commit to getting this product.
Time for the landing page.
We used a sign-up form as our landing page because... why not? 😂
𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐎𝐮𝐫 𝐒𝐢𝐠𝐧𝐮𝐩 𝐅𝐨𝐫𝐦 𝐅𝐨𝐫 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬.
When you're running a campaign that takes people directly from Facebook to a signup form, you need to be very deliberate about what you write in your signup form. Especially if you're a short form ad.
Our initial plan was to use google forms, but we couldn't get the form to redirect our customers to a thank you page where we wanted to tell them to expect our phone call and also ask us to text us on WhatsApp if they had any questions. Because of all we wanted to achieve with our signup form, we decided not to use a regular google form. We used a form by our CRM provider,
Here's how the form Looks.
𝐃𝐢𝐬𝐬𝐞𝐜𝐭𝐢𝐧𝐠 𝐓𝐡𝐞 𝐅𝐨𝐫𝐦
The Headline: Hurry!! Please fill this form to secure your order for the Neck Pain tea.This headline starts with giving the buyer a sense of urgency. Hurry!! Give me your Money Before You Give It to Someone Else!!!!!!!!
The Subheadline: Order Today and get a Free Sleeping Mask and Free Shipping to Any Location in Nigeria. Then we have a Subheadline that reminds them of all the fantastic Freebies they’re getting if they order right now.
Questions: What is your name? What is your Phone Number? How many products would you like to buy? And What is your Email Address?
(@princeofecom taught me this)
Instead of just saying the stereotypical “your name,” “your Address,” and “your email address,” we ask them questions
Dissecting The Redirection Process
After the customer clicks “Submit,” they will be shown this message:
This message shows when the submission is loading. It keeps your customer there long enough for to redirect them to your Thank You Page.
𝐇𝐞𝐫𝐞 𝐢𝐬 𝐰𝐡𝐚𝐭 𝐨𝐮𝐫 𝐓𝐡𝐚𝐧𝐤 𝐲𝐨𝐮 𝐏𝐚𝐠𝐞 𝐋𝐨𝐨𝐤𝐞𝐝 𝐋𝐢𝐤𝐞.
This pretty much explains itself. You can create a thank you page with your Wordpress or Blogspot website. Giving them our WhatsApp information helps us to warm up the prospects further… yes, they are still prospects even after filling your order form.
In Nigeria, a person is not your customer until they have confirmed their order via phone call, text message or WhatsApp. Some would even say that they are not customers until they have made themselves available to receive their orders and paid you for it.
𝐀𝐧𝐝 𝐭𝐡𝐚𝐭'𝐬 𝐢𝐭.
This is only a pinch of all I can teach you about Selling online and Facebook Advertising In fact, I am taking in 40 students (11 slots already taken) in December to Transform into Advertising Lords in 2020.
(𝐢𝐟 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐭𝐡𝐢𝐬 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐧𝐞𝐱𝐭 𝐚𝐝... 𝐲𝐚𝐟𝐟 𝐛𝐥𝐨𝐰... 𝐩𝐥𝐞𝐚𝐬𝐞 𝐬𝐞𝐧𝐝 𝐦𝐲 𝐭𝐢𝐭𝐡𝐞 𝐝𝐞𝐚𝐫𝐬.)