Madison Doherty Tipton (a presenter addressing e-commerce store owners) explains a three-step approach to improve Facebook ad profitability by using cheaper objectives (video views and page engagement) to qualify audiences before retargeting them with a proven "winning" conversion ad. She emphasizes that Facebook optimizes to the campaign objective's defined outcome, so feeding the platform more on-platform signals (video views, engagements, link clicks) yields better-targeted, lower-cost purchasers. The method aims to reduce cost-per-acquisition and ensure the retargeted ad yields at least a small profit.
Questions this video answers
Under five minutes
At least $1 profit per sale
Watched more than 50% of the video
Chapters
And if we've never met before, my name is Madison. I am your favorite E Comm superhero with low key genius tips to help you grow online. Like this video right here. So, like I said, in under five minutes, I'm going to show you how to potentially rig Facebook to actually get you more profit. Yeah, I know, strange concept, but let's talk about it. So first of all, we have to understand the rules of the game in order to break them. It's a saying that some friends of mine say that I absolutely love. And it's totally true in this scenario. So what do I mean? Well, first of all, let's talk about campaign objectives. Most of the time, E Comm store owners are simply running conversion campaigns to purchases. But that is the golden goose. That is what absolutely everybody's running. Hence why it is the most expensive campaign objective you can run. And if you've tried to think you can outsmart Facebook by simply running add to carts, you found yourself at the spot where you're like, I have a lot of add to carts, but nobody spot. So what do you do? Well, first of all, you have to understand that each one of those campaign objectives that you choose is what Facebook is going to give you. So if you say, I want leads, they're going to get you people who give you their email address. If you want people to comment on your post, you do a page engagement. You're going to get people who like and comment and share your post. Facebook groups us all into simple buckets and says person A is most likely to buy an online product. They are the top tier. They're the premium. Right? They're the golden goose. And person B might be most likely to watch a video or click a link or comment on a post or share it. And person C is most likely to send you a message for, for example. So if that's the case, Facebook, if we say we only want people who buy products online, it's going to take the millions and zillions and trillions of people it has and find the people who are most likely to give you that result. But not everybody is going to be in that bucket, right? You might have people that would love to buy your product that aren't there. So how do we trick Facebook into showing it to the people that might buy our product that might not be in that bucket? Well, it starts by giving Facebook the most data you can give it. We've all heard about this iOS 14 update and how it has wrecked Facebook ads. But let's face it, on platform actions are even better than pixeled data. So what do I mean by that? And how does it even go comprehend to being an e commerce store owner? Well, what if you started to qualify your people, Meaning taking one of the cheapest ways to run ads, video views and showing it to everybody who might be interested in your product, not just the people who might buy. So once we have shown it to all of the people that Facebook says would watch a video, we can also add in page engagement. So we get those people that would like comment and share on a video. Then we take people who have self raised their hand, they've watched more than 50% of our video, they've clicked our link or they've engaged with it in one way or the other and then we show them our winning ad. Winning ad is simply an ad that sells a product that you can afford to sell. We all have lots of products that sell because let's face it, we pay somebody to take it. Meaning we pay more in our cost per acquisition than we can afford. Or we add in discounts that make it that we're actually losing money on that profit. No, a winning ad means that with all things said and done, you make at least $1. But now that we've actually given Facebook more data, this is how we slightly rigged the game in our favor as much as we can is we say Facebook, these people have raised their hand. Now show them the ad that I know converts, that I know works, I know gets purchases and you can watch that cost per acquisition go down because you're going to have better and more qualified people seeing that ad that you know works. And that is exactly how we help Facebook rig the game to drive more profit to our pockets. So if you want that three step swipe file that basically explains exactly what I talked about in this video and how to set that up in your own own ads account, then drop me a line down below and I will gladly send that over to you.
