Recently , we helped one of our customers drive pretty good results for their teespring campaigns using our strategies on Facebook Ads.
Lets go through the case study right away:
The customer had already designed couple of designes for the t-shirt at TeeSpring.com.
Our job as a digital marketing company was to do Facebook Ads for them and generate great ROI.
Getting Traffic through Facebook Ads
Basically this strategy involves using Facebook ads, and getting the cost per sale down to a level that allows us to be profitable.
Our initial plan was to use the ‘custom audience’ feature to target peoples names. However you are no longer able to use a custom audience combined with a TeeSpring campaign. You can try, however your ads will be rejected.
So how do we target a specific niche?
We are going to play by the rules and use what Facebook are offering.
In our example campaign below, you can see the exact ad we used to drive over 50 sales to each campaign which resulted in $400+ profit.
Why this ad worked?
To be honest this ad was a set and forget. I mean we did nothing to improve the ad once it launched, beyond increasing our daily ad spend once we had a proven campaign.
However as you can see the ad did well;
- Over 1,400 Likes, 155 comments and 400 shares. That is some nice engagement and is what we believe helped to keep our CPC down.
- The targeting looks at UK & US citizens only aged 39 with an upcoming birthday.
- The performance is summarised in box #3 – over 4,800 actions from just this single Facebook Ad!
Targeting
For the 1974 campaign, our target audience where those aged 39, who had an upcoming birthday.
This gave me a reach (audience) of 68,000 people that had an impending birthday and where their year of birth would match that of our t-shirt design. Imagine seeing that pop up in your news feed? Powerful stuff eh.
Ad Spend
The amount you pay per click is super important when it comes to a winning or a losing campaign. If you don’t track your costs they can quickly run away with you and you could get stung.
Most people will attempt to set a really low CPC value thinking they are being smart. The trouble is, Facebook is smarter. Look at it this way;
Facebook want to make money. If you are getting a good CTR on your ads you are likely to be making money and will keep your ads going. This means Facebook make more money, you are making money, everyone is happy.
So here’s what we did.
We set the daily ad spend to $10 and I was paying for website clicks. That is actual clicks over to our TeeSpring campaign URL.
The trick is to let that ad run for 1-2 days and look at your stats. We werw hitting a 7.6% click through rate on the 1974 advert. We would suggest anything above 5% is good, but it really all boils down to clicks to website and sales.
This is why we use the number of sales over the total ad spend to decide if we will come out profitable or not. If we have a successful campaign on our hands, we simply up the ad spend to attempt to get in front of all 68k people of our potential reach.
It really does become a numbers game after spending just $10-$20 to test.
Ad Improvements
As you can see, there was still massive room for improvement where the ad was concerned. We could have targeted males only as they are more likely to by this design of Tee in the black color.
We could have also limited the audience a little more, however at a reach of 68,000 I was fairly comfortable I have niched down enough.
Our ad image went totally against the grain. Studies have shown that faces improve ad CTR, Women’s faces especially. Even something to make the ad stand out like a big red boarder to catch their eye.
It just shows you that if you find the right audience you can really make a nice profit without spending too much time setting up, testing and tweaking.
Ad Results & Costs
The image below is taken from our Facebook Ad dashboard and shows the cost of driving traffic to each campaign.
As you can see we spent a total of $704.29 across the 3 campaigns. With 2 winners and 1 loser.
The 1954 campaign was not a success and we want to talk about this so that you are going into this with your eyes open and understand that not everything I did was a winner.
First off why we think this campaign failed;
Simply put, the age of our target audience was too old. We were targeting 59 years olds who were approaching their 60th Birthday. We don’t know many 60 years old who are on Facebook, let alone those who buy stuff online.
We actually hit 10 sales of our 30 goal, however it wasn’t going to be a winner and we cut this campaign short on the 5th day.We didn’t do this off the cuff or based on “gut feel”, we use cold hard maths to tell us what we should do.
Our Successful Campaigns
Here is a shot of the two successful campaigns that we ran. We learnt a lot and you may think I was lucky, however I don’t rely on luck.
A good few hours of research went into the campaigns beforehand, studying previous successes, current campaigns, Facebook pages and ad styles.
Still, there is something to be said about just getting started. Be sure to check out our strategy tips for moving forward with your own campaign below.
Here is a shot of the email from TeeSpring confirming our payout request
So if you need to get traffic to your Affiliate Offers. You now know whom to contact – MI Online Marketing is there for you!