A walkthrough of optimizing a Meta eCommerce ad account. The speaker finds that the 35-44 age group has higher costs per purchase, so they test 1% and 2% lookalikes, narrow targeting, and swap broad interests for specific ones like tattoo-related stacks to lower CPA.
Okay, so this is going to be me just overviewing some accounts and optimizing where I can. So first what I'm going to do is I'm going to focus on optimizing this E Commerce account that we're working on. So we found our winning ad set so far here, And It's a purchase lookalike 2% only. And we got eight purchases, $19.55 per purchase. But when you break that down by age and dynamic factors, the cost per purchase is significantly lower. So basically what I'm going to do is I'm going to just look at where the purchases came from. So we have the eight here and the majority of them comes from people that are 25 to 34, 35 to 44, 45 to 54. So 25 to 55, 56. And it's kind of strange because the younger people are actually the ones that have the most expensive cost per purchase, whereas the middle age 35 to 44 year olds, those are the ones that were getting a lower cost per purchase. And then this old one, older one is super low as well. So these are things to consider when making your new audience. It looks like the most budget was spent here and that same budget here did far more. So testing a 35 to 44 year old purchase lookalike 2% audience only would probably be key here. So what I did with this. Let me get this breakdown back and I'm just going quick here. I'm just showing exactly what I'm gonna do and yeah, that's, that's it. I'm just gonna show exactly what I'm gonna do. Okay, so purchases 2%. So what I did yesterday was I created this new campaign and now I'm starting to test some different creatives. But I think I made a mistake because I did a lookalike audience stack because I thought that that would be better, but I think I stacked it too wide. So what I'm gonna do now is I'm gonna come in here, close out of that and I'm just gonna use that. These two lookalikes, the two purchase lookalikes. And that's it for now on the lookalike audiences. And I'm gonna update that and then 25 to 34. Why would I. No, those are the cheapest ones I got in the retargeting ads. But in the cold traffic ads, it was my 35 to 44 year olds that did the best. So let's try just going there and just see what that produces for us. Original copy It's a carousel ad and then look alike. Whoops. Purchase 90 day one 1% and 2%. Okay, let's try that. So the new variable is adding the 1% and then we have some updated copy as well. So let that one fly. Boom. And so this is something like obviously I'm noticing that I did something wrong. The ads after 24 hours, these ones aren't performing like I was expecting. Go going off previous data. So I go back and I look at the altercations that I made or the not altercations, alterations that I made and I realize where things could have gone wrong, which variable I might have changed that I didn't intend to or where I might have missed something. And I see that here. So let's see how this increases potential. So this audience is defined at 1.5 mil. So I want to do that six thing. I want to get this audience a little bit more design defined as well to that 1.5 million audience. So then the budget doesn't all go here. So it's kind of a balancing act with that. I'm just going to look at what, what I might be able to take out of there. Shopping and fashion is really broad. We might not even want shopping. Fashion people, the type of people. Yeah, perfect. Boom. So that, that solved that for me right there. And this is an interest based audience. So now I'm just changing the variable, the age and we're just hitting this interest stack. And I think it makes sense now because I'm looking for successful people that have tattoos. And so I think it would make sense for those to be a little bit older in that 35 to 44 year old range. And that makes sense why I'm getting such a lower cost per click. So I mean cost per purchase. So I'm gonna try just putting my ads there in front of tattooed people and see what we can produce because. Yeah, yeah, let's check it out. So that's optimization. E Commerce account.
