嘿，你们好，我是Aaron
today i'm going to be sharing with you
how to test your facebook creative for
your clothing brand
make sure that you stick around to the
end because i'm going to be giving you
two campaigns that you need to have set
up to run your facebook ads effectively
all right so number one is to make sure
that you're constantly testing different
types of creative so we're gonna be
jumping into facebook ads manager and
i'm gonna be showing you the inside of
what these ads should look like but you
need to be testing new ideas alright so
this isn't to scare you but the moment
you get stuck into a rut with similar
creative is the moment that your ad
performance will start to drop all right
so what do i mean i mean the images
cinemagraphs videos animations tick
tock-ish style videos
is that even a thing i don't know but if
not
you know what i mean those are the keys
to
standing out as a creative all right so
before we jump into number two uh hold
on one second i just want to say hello
especially to everybody new my name is
aaron i'm one of the co-founders here at
bitbranding and we've been helping
frustrated store owners just like you
since 2015 become impactful store owners
through tutorials
tutorials tactics and strategies i don't
know those three things um and if you
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far or at any point during the video
please make sure that you consider
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it's what helps us grow our channel and
create more content like this for you
thank you in advance all
right
all right so number two is to make sure
that your campaign is set up to optimize
correctly there are actually a lot of
factors here but in short you want your
audience sizes to be similar the reason
why is because if one audience is much
bigger than the other facebook audience
we'll give it
a lot more money and what will happen is
you never really are able to test
because it's just going to give all the
budget over here never give any budget
down here
now it is possible to make that work i'm
actually going to show you
inside here that it is possible but it
takes a lot longer and it costs more
money for facebook to learn but
just just know that facebook does
eventually learn it is a very smart
machine learning platform so we'll
eventually learn it's just going to cost
you a lot more dollars okay so number
three is to only test one category at a
time what i mean by this is if you try
to test new arrivals and on sale items
together so you're doing a sale over
here and you're doing new arrivals over
here um you're never going to be able to
get a good test because facebook will
find the creative that performs the best
so you're going to have created the
specific over here for new arrivals
creative that's specific over here for
the sale uh and it's gonna give the
budget to one of them right so if you
have the audience sizes different so you
have this big audience over here and
then the big audiences is going towards
let's just say the new arrivals then the
smaller budget or the smaller audience
never really goes towards the sale
you're never going to be able to test
them so
choosing one creative category is also
super important so that you can actually
do testing correctly and most people do
this
plus as you're gonna see here when we
jump into ads manager um
the copy wouldn't really match the
creative now that doesn't matter as much
i'll get into percentages here in a
second as far as how much the creative
copy or how much the copy actually
matters versus the creative but it would
definitely throw off a potential
customer who says check out our new
arrivals when it's got a sale over here
and then you have the sale items that
say that they're new arrivals it doesn't
really make too much sense so you kind
of confuse the potential customer all
right so now if you all are really
wondering how to set up dynamic creative
ads then you must check out this video
right here um because this is where i'm
going to break down exactly what you
should be doing to set up the ads uh
just pause this video open up another
tab don't leave this video go watch this
and come back the reason why is because
this is more ethos this is more how to
test the creative right this is step two
but if you haven't finished step one of
setting it up go check out that video
right there like i said open up the new
tab pull out your notes
get that all done and then come back and
watch this video all right so number
four let's jump into ads manager here
i'm gonna walk you through this is the
last seven days live this is real inside
of a real account um and that is to use
the breakdown tool right so that's the
tip number four use the breakdown tool
so
let's jump over here to prospecting
let's jump over here to prospecting this is your top of funnel going after
this is your top of funnel going after
new audiences we'll get into the
audiences in a second but i do want to
go to the ads so looking at the ads the
ads that are running over here on the
right hand side you're going to see a
button that says dynamic creative
element this button may or not may not
work for you right now
since ios 14 update we saw it go away
for a few months it has come back so
it's gonna always come back it's just
who knows it may not be available right
away right now so let's look here so in
order of importance number one creative
this is 70
of what's going to make it effective so
i want to know which image and you can
see here this is like behind the scenes
i guess of what i'm looking at to see
what actually works so
i'm looking at the images which images
have done well
which videos have done well which
graphics so this particular one right
here
has eight purchases
it has a cost per result of thirty eight
dollars okay so
has the most amount of purchases
facebook has given it the most amount of
data but what i really care about too is
total amount of return on which this is
a
drop down i have here so you want to
make sure that it has you can at least
pull up your return on ad spin this is
important
let's see here can scroll so it's also
made almost two times it's money right
so comparatively not too bad so that
image did well you can check out this
image right here
cool background i guess people like this
particular image so we'll know that for
the future again this is only full in
seven days let's make it the last 30
days let's see what this does here give
you a little bit more data
167 purchases
so
and sometimes it's a little wonky uh
where it may not tell you in order but
this particular image had 25 purchases
this one had 28. so this one that we
talked about the last seven days has
done really well um i believe there's a
video yeah so this particular video had
nine purchases for thirty dollars
this one right here this image did
really really well 48 purchases 23
much lower than our cost per purchase so
the numbers that you want to figure out
are okay how much does this cost how
much am i making from it and more so
what does it cost to acquire the
customer right so let's just say if it
cost me 30 for us 33 purchase is great
especially for the cost of ads right now
um especially since we know our lifetime
value and we know what our returning
customer rate is so those are some other
factors to think about but what i'm
talking about is specifically which
creative to test and which creative to
pull in and pull out
that's the big thing but the dynamic
breakdown use your images you'll find
out which numbers to pay attention to
which is total purchases total return on
ad spend um and more importantly the add
to cart
you look at those numbers and
if
they're obviously not getting spent or
they're not getting the added cards
they're not getting purchases you
probably want to replace them as well
so that's the image side the other thing
that you want to know about is the text
in the headline so if i said 70 of what
matters for dynamic creative is the
image or video or
like say animation that's 70
20 is the headline so somebody stops the
scroll on facebook because they see the
image or the video then they read the
headline then they read the description
so 20 matters on the headline and about
10 match matches for or matters for the
description so right here we just go
down to headline
and as you can see here
so this one right here i mean we got
some solid ones that are working right
now for the new arrivals uh they've
i mean the last five there's you can do
five basically um it's kind of hard to
pick i think we've already tested and
have found the ones that have worked so
we're just kind of running with them
right now so this is like no rivals
weekly has 35 purchases you can see the
rest of them have 34 34 33 31 so nothing
that i would even change out yet um
because it's just literally
we've fine-tuned it and have changed
them out over time so we know that this
text works so it's not probably the best
example but ones that aren't getting the
purchases you can change those out we'll
talk about specific how you change them
out and how much you should and should
not do at a time here in a second but
those are doing pretty well even here
like i mean this one's 20 the other
one's 10 um depending on
budget spend i'd probably change this
one out here see what's new in store
um
sizzling summer staples so this last 30
days this headline i believe is taken
out actually both of these ad sets are
off okay good um i was like hopefully
we're not doing anything for summer
right now but so those were taken out
and that's why there's very few
purchases on that
purchases on that all right so new arrivals as you can see
all right so new arrivals as you can see
there headlines are doing well next
thing is to go to the breakdown and look
at the text or this is the description
which one works so
this one clear winner here that um you
can see
i'll just read it to you because i think
it's probably uh helpful so it says the
wait is officially over our newest
arrivals are um are live on the website
uh you could use this exact same thing
if you have a clothing brand new
boutique just steal that line uh it
absolutely could work for you um
this thing here new arrival alert shop
these before they're gone but the
difference here 52 purchases versus 37.
these bottom two probably would change
those out uh shop or newest styles don't
miss out those are ones that don't
really spark a motion so they're not
getting very many purchases and they
still are getting volume
so we do know right here that this is
probably not going to be the best text
for you all right so a quick tip for you
i mentioned earlier make sure that you
don't change out more than two or three
elements at a time and elements mean
either a photo a headline or a
description because facebook has to go
into learning every time that you make
these types of changes now it learns
pretty quickly but you do more than two
to three changes it takes longer
costs rise it really just it throws it
for a loop right i don't know exactly
why i don't know why two to three things
work but that's what we do we run it for
seven days and then we change things out
two to three different ones per campaign
right so different campaigns doesn't
matter but in this campaign
we don't change it out more than two to
three
changes per week so if you do that and
you change a lot of things you're just
going to throw everything back into
learning and waste a lot of time but
wait there's more before we get into the
last part here with this campaign
i want to tell you about our free
masterclass training that will walk you
through the five pillars that need to be
in place for your online store to scale
consistently and profitably no matter
what's going on in the world whether
we
only can shop online whether the cost of
ads are expensive whether or not tons of
competition does not matter
if you do these five things correctly
you will have a scalable business so if
you want to watch this free training
it's less than 20 minutes just check out
the description below alright so number
five and the moment you've been waiting
for this is a quick simple and easy way
to set up
your ad account so this is exactly what
you need to have in your facebook ad
account for success no matter where
you're at in your business doesn't
matter if you're starting out at zero or
if you're shouting out at twenty
thousand dollars a day doesn't matter at
all these are the only two campaigns
that you need to have
um or the baseline for them so let's
take a look here
and as you can see so her campaigns we
have more than two set up
but there's not many right so
kind of the baseline here is like you
really don't want much more than four
five max i believe we have one two three
four we have five we do have one
campaign here it's a page post
engagement um it's kind of like an
ancillary one we really don't
necessarily need that spending a couple
dollars a day so technically i have like
four campaigns going so the only two
that you need though our top of the
funnel prospecting getting new customers
and the second campaign which is testing
uh there is a bottom of the funnel that
we do well and you know as you can see
here our cost per top of the or bottom
of the funnel is still pretty high but
the you could get by on just doing these
two campaigns so top of the funnel
prospecting
the audiences that work well for us and
they want to set up for you is broad so
this is age gender location
as you can see here i'm not
trying to tell you that it's anything
above that right the audience size is
120 million people
uh and it is broken down between
location united states
uh women who are 25 to 65 plus that's it
we do manual placements you can see
those here
we do take off the apps and sites don't
really care for those as far as
conversion and we do one day after click
not going to go into a long tangent of
why we choose one day after click but
really that's what everything should be
set up off of one day click allows you
to accurately attribute where the sales
came from if it came from facebook or
email or anything else so make sure it's
set up as when they click
so
that's easy that's it that's really the
setup for broad it's so simple you're
like how does that work um it works
because facebook is extremely smart
because facebook is extremely smart facebook is gonna find your audience
facebook is gonna find your audience
based off creative and it's gonna take
some time right it will take maybe it
takes you 30 days maybe takes you 45
days
but that's why you throw in this 10
percent of lookalike now you don't have
a 10 of past purchasers you just start
out with broad i mean you do another
broad of some interests
so i do broad and then interest of your
type of audience maybe if it's again a
clothing brand it would be one of the
bigger clothing brands out there
people may be interested in neiman
marcus if you're another boutique maybe
you're interested in pink lily or
boutiques
you can put those in there now one thing
i did mention earlier
and something to note is that this
audience size is 20 million so literally
about 70 million 80 million person
difference
it took a long time for facebook to
learn
which one of these is going to be
performing the best but as you can see
here
the 10
the last 30 days the 10 actually cost a
little bit more than just going
completely broad but if we look let's
just say lifetime uh they're pretty
similar it's about an eight nine dollar
difference
with
which one's getting the purchases so
you just want facebook to choose between
the two of them because this campaign is
gonna be set up as a campaign budget
optimization so what it means is that
it's gonna take that budget and
distribute between two different ad sets
or two different audiences if you only
have one audience it's never going to
really go into like choosing between the
best one for you because it only has one
option you need to give it at least two
now the inside of here the ten percent
look alike
um we pulled down the customer list from
shopify we found out what their average
order value was we
increased the so their average order
value was like maybe 60 and we said okay
do we have enough purchases we have at
least a thousand and we'll download that
list and anybody who purchased 75 or
more we downloaded that high quality
list
uploaded it to facebook created a
look-alike audience from that if you
don't know how to do that there is a
video out there that we have on how to
create lookalike audiences i'll link
that up right here and
what you do there is we created as large
as we could so we wanted it super broad
of a high quality audience and made it
10 so 10 audience here of our customers
who have spent 75 or more
same location
age
gender and then left everything else as
placements
and that's it
and you just saw the creative side of
things those are the that's it that's
all you have to do now
[Music]
the only other campaign that you need
and you can duplicate this
is to take that exact same campaign
run it to broad
right so we have it as broad and we need
to get a another um
ad set in here actually run to broad and
then the testing campaign just allows
you to test the new creative right so in
our previous example we tested new
arrivals and then we also tested sales
that's what you test years right so if
new rivals is doing well in this test
campaign i would try sales or for this
particular one we're testing fall how is
it doing right now if it beats the cost
per purchase so we go out here and we
say okay
um testing is 22 per purchase versus top
of the funnel prospecting uh we just
started that one i believe so last seven
days it's 58 for purchase so i'm not
really there yet last 14 days
71
so our previous testing was doing a
little bit better but this says 22 for
purchase
this one right here the prospecting
campaign is 37 so i could probably take
elements from testing and move them to
prospecting that's all you're doing
this is our baseline how can we improve
it what is our baseline how can we
improve in just getting incrementally
better and that's why you only need the
prospecting campaign to acquire new
customers in a testing campaign to see
if the creative is going to work and
then move that back to the top of the
funnel so if you have any questions
about this i know it's a lot of
information i know there's a lot in here
hopefully i've showed a lot behind the
scenes we're going to make sure that we
block out a lot of these
numbers here
but
you should be able to see
exactly what's going on here all right
so if you like this video you're going
to love the video i mentioned earlier
about using facebook ads for your
clothing brand make sure you click this
video and watch that one next guys all
right so that is all we have for this
week i will see you in the next video
you