facebook ads search arbitrage

$0 to $18M in 2 Years – 5 Facebook Ads Strategies & Secrets

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Facebook / Meta ads is one of the most effective platforms to grow and scale revenues. Given the large number of advertisers, competition and costs continue to rise. We reveal 5 strategies one marketer used to scale from $0 to $18 million in 2 years! Here goes.

Optimize the Funnel

  • Track all relevant data points including the trends in each ad account
    • Gaps: Spend, CPM, Impressions, Outbound CTR, Outbound Clicks, LPV, Click to LPV drop-off, VC, LPV to VC, ATC, VC to ATC, IC, ATC to IC, Revenue, AOV, ROAS, CPA
    • Trends: CPM, CTR, AOV, CR

Compare attribution settings in each ad account

  1. 1 day click vs 7 day click vs 1 day click & 1 day view vs 7 day click & 1 day view

Establish proper ad account structure

Test, Optimize & Test

  1. Always start with a broad audience
  2. ABO Campaign (Ad Set Budget Optimization)
    • Each ad set = new test, grouped as follows:
      • Angle
      • Concept
      • Creator
    • Each ad set = 3-5 different creative variations
      • Mostly hook and on occasion length or thumbnail
      • 1 ad copy & 1 headline
  3. Group winners from each ad set
    • Graduate the winners to a dedicated scaling campaign with post ID

General Criteria to Scale Campaigns

  1. Positive trends
    • 3+ consistent days of healthy MER and ROAS
  2. 2-3 winning creatives
    • Ads generating a significant number of conversions/results < target CPA
  3. Increase budget and spend as much as possible

Scaling Campaigns with Audiences

  1. Group winning ads by similarity
  2. Test multiple audiences by group

Scaling Campaigns with manual bids in ABO (Ad Set Budget Optimization)

  1. Winning ad sets (Audience and ads combination)
    • 3 different CC bids = +/- $5 of target CPA
  2. Goal = find sweet spot between spend and deliverability

Facebook Pages

  1. Brand page only makes up ~50% of the ads
  2. Use 3rd party pages with common or known names

Facebook Ads

  1. Focus on the angle and let the angle do the targeting
  2. Insert a question in the hook
    • Instant qualification
    • Saying YES
      • More inclined to watch the video
  3. Let Facebook auto-optimize audience targeting

Facebook Thumbnails

  1. 2 dynamic creative tests
    • 90% of ad spend on 1 ad
    • Same video but different results
  2. FB favoring thumbnail
    • Auto-play
  3. Always select thumbnails manually

Creative Tagging

  1. Establish proper naming conventions
  2. Categorize based on: angles, creators, styles, formats, whitelisting, editors

How to Optimize a Winner

  1. Always look at the data
    • Thumb-stop rate (3 second video view / impressions)
      • Target at least 30%
    • Hold rate (Through play / 3 second video view)
      • Target at least 25%
  2. Focus on the Hook
    • Same creator with the same messaging in a different setting
    • Slight iterations of the same messaging
  3. Increase Message Overlay
    • Meme-style banner
    • Tiktok Comment
  4. Speed up the video by 10%

What’s Working on Facebook/Meta Ads Now?

  1. Weekend scaling
  2. ASC with CC
    • Group per product
  3. AI Voiceover
  4. Campaigns
    • 1 test campaign
    • 1 audience campaign
    • 1 manual bid campaign
    • 1-3 ASC+ campaigns (product specific)
  5. Goal is to find the winning creative used as the foundation to scale

Optimize and scale facebook social traffic for your search arbitrage campaigns using Meta Ads for increased profitability and revenue!