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Facebook Ads Blueprint: Build A Profitable Shopify Dropshipping Store in 2019

Published on: December 3 2022 by Dylan Pondir

Facebook Ads Blueprint: Build A Profitable Shopify Dropshipping Store in 2019

Facebook Ads Blueprint: Build A Profitable Shopify Dropshipping Store in 2019

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00:00:00 00:00:04 what is going on happy Saturday it's
00:00:02 00:00:05 it's cold here in Chicago and I was
00:00:04 00:00:07 looking at my head that I got when I
00:00:05 00:00:09 took my Costa Rica solo trip a couple
00:00:07 00:00:11 months ago and it makes me want to go
00:00:09 00:00:13 somewhere warm so I think I might fly
00:00:11 00:00:15 out to LA in like December between like
00:00:13 00:00:17 December 10th in December 20th if you're
00:00:15 00:00:18 in LA let me know let's meet up let's
00:00:17 00:00:20 connect today I want to be covering the
00:00:18 00:00:22 question that I get asked a lot hey
00:00:20 00:00:24 Dylan my my dad's got got a few sales
00:00:22 00:00:25 but then they just stopped working
00:00:24 00:00:28 should I kill them should I read
00:00:25 00:00:29 launched mine at different time etc what
00:00:28 00:00:32 I want to show you guys is a bit of
00:00:29 00:00:34 reassurance and somewhat of a strategy
00:00:32 00:00:37 to take to get past that phase of
00:00:34 00:00:41 inconsistency doubt ultimately end up
00:00:37 00:00:46 doing good profitable days so this was
00:00:41 00:00:49 30 or Wednesday net profit 1122 dollars
00:00:46 00:00:54 at 34 percent profit margin if we go to
00:00:49 00:00:59 Thursday 38 percent profit margin good
00:00:54 00:01:03 result if we go to yesterday 32 percent
00:00:59 00:01:05 another good day and today we are on
00:01:03 00:01:07 pace to do another like 32 to 34 percent
00:01:05 00:01:10 day another definitely another thousand
00:01:07 00:01:12 dollar profit day so how did I get to
00:01:10 00:01:14 this point and did I face any
00:01:12 00:01:15 inconsistency and the answer is
00:01:14 00:01:17 absolutely so let me show you this chart
00:01:15 00:01:19 so this is a to an order match with
00:01:17 00:01:21 metrics this is a chart and you can
00:01:19 00:01:23 filter by a date range size I launched
00:01:21 00:01:25 the store on October 16th I'm going to
00:01:23 00:01:28 show you guys the path that it took me
00:01:25 00:01:31 to get to this point so net profit $19
00:01:28 00:01:34 negative 42 negative 45 negative hundred
00:01:31 00:01:38 fifty three negative 168 negative 216
00:01:34 00:01:40 negative 177 negative 266 you guys can
00:01:38 00:01:43 see like look at these negative days
00:01:40 00:01:47 here negative hundred and four negative
00:01:43 00:01:51 479 as you see the path was not a
00:01:47 00:01:55 straight path to profitability but now
00:01:51 00:01:57 I'm at that point so the only time I
00:01:55 00:01:59 will have a negative day is if something
00:01:57 00:02:01 blows up with facebook ads or maybe like
00:01:59 00:02:03 a few months from now when I got a
00:02:01 00:02:05 refresh some audiences and whatnot but
00:02:03 00:02:08 now I'm at a point of consistency and I
00:02:05 00:02:11 want to show you guys that
00:02:08 00:02:13 this path of you know- days positive
00:02:11 00:02:16 days doesn't mean that it's not gonna
00:02:13 00:02:18 work out but what it does mean is you
00:02:16 00:02:20 should be analyzing key factors of your
00:02:18 00:02:24 results and improving upon it so what I
00:02:20 00:02:26 did is I made this week by week goal and
00:02:24 00:02:28 focus chart so this is the path to
00:02:26 00:02:30 Brandon store success and as you see I
00:02:28 00:02:32 put the quote down there that I feel
00:02:30 00:02:34 like all of us have asked at some point
00:02:32 00:02:35 I know I surely did when I was getting
00:02:34 00:02:37 started you know my eyes made a few
00:02:35 00:02:39 sales then they stopped working what do
00:02:37 00:02:41 I do and here's what you should be
00:02:39 00:02:44 focused on and what your goal should be
00:02:41 00:02:46 for every week for the first four plus
00:02:44 00:02:48 weeks after a new brand launch so let's
00:02:46 00:02:50 just jump into this and hopefully this
00:02:48 00:02:52 is gonna provide you guys some value and
00:02:50 00:02:54 ultimately help you get to that path of
00:02:52 00:02:57 consistency so week one to week two you
00:02:54 00:02:59 should be focused on finding audiences
00:02:57 00:03:02 with potential I see too many people
00:02:59 00:03:03 focused on finding like a winning
00:03:02 00:03:05 audience and just scaling you know
00:03:03 00:03:08 immediately and it's not how it usually
00:03:05 00:03:11 works maybe one out of every 300 people
00:03:08 00:03:13 that's how it works but that has never
00:03:11 00:03:14 been how it's worked for me so what I do
00:03:13 00:03:16 in week one the two I find audiences
00:03:14 00:03:18 with a high click-through rate a good
00:03:16 00:03:19 cost per result and a good cost per
00:03:18 00:03:21 initiate check out the reason I put good
00:03:19 00:03:23 cost per initiate check out is a lot of
00:03:21 00:03:26 times you're not gonna be turning to
00:03:23 00:03:27 many sales at this phase and I don't
00:03:26 00:03:28 want you to get discouraged by that
00:03:27 00:03:31 because if you have a high click-through
00:03:28 00:03:32 rate and that audience is generating a
00:03:31 00:03:34 really good cost per initiate checkout
00:03:32 00:03:36 you should continue rolling with it for
00:03:34 00:03:39 example I have a few audiences right now
00:03:36 00:03:42 that haven't generated a sale but it has
00:03:39 00:03:43 like eight initiating checkouts at $15
00:03:42 00:03:45 per initiate checkout or $10 per
00:03:43 00:03:47 initiate checkout and I know that since
00:03:45 00:03:49 my retargeting funnel is solidified I
00:03:47 00:03:51 could pick those buyers up at that point
00:03:49 00:03:53 and so if so I'll still turn a profit on
00:03:51 00:03:55 that customer and it's important to just
00:03:53 00:03:58 focus on finding audiences that are
00:03:55 00:03:59 showing promise in this face next you
00:03:58 00:04:01 should be testing as many creative
00:03:59 00:04:03 variations as possible and this is not a
00:04:01 00:04:04 joke I think in the first two weeks I
00:04:03 00:04:06 tested nine to twelve different creative
00:04:04 00:04:08 variations with my current brand that
00:04:06 00:04:11 I'm scaling and what you're gonna find
00:04:08 00:04:13 is a lot of the creatives that you start
00:04:11 00:04:15 with are gonna be your lowest performers
00:04:13 00:04:18 so if you're looking at the data and
00:04:15 00:04:19 utilizing it and making educated choices
00:04:18 00:04:21 and how you change your creative
00:04:19 00:04:22 variation you're gonna
00:04:21 00:04:24 continue to improve every time you
00:04:22 00:04:25 release a new creative and it's
00:04:24 00:04:28 incredibly important to find a few that
00:04:25 00:04:29 are working in this phase and then you
00:04:28 00:04:31 should be testing and retargeting
00:04:29 00:04:33 creatives I know your audience your
00:04:31 00:04:34 custom audience sizes are gonna be small
00:04:33 00:04:37 but at this point just launch it like a
00:04:34 00:04:38 five-dollar pretty budget and try to get
00:04:37 00:04:40 those initiate checkouts try to get high
00:04:38 00:04:42 click-through rates try to turn a couple
00:04:40 00:04:43 sales here and there it's important to
00:04:42 00:04:45 start solidifying your retargeting
00:04:43 00:04:47 funnel because this is where a lot of
00:04:45 00:04:49 the profit is gonna come from
00:04:47 00:04:51 once you're to the point of consistent
00:04:49 00:04:52 profitability and sustainability so
00:04:51 00:04:54 focus on finding audiences that show
00:04:52 00:04:56 promise testing as many creative
00:04:54 00:04:57 variations and testing retargeting
00:04:56 00:05:00 creatives and week one to two
00:04:57 00:05:02 don't focus on scaling and having
00:05:00 00:05:04 audiences that perform consistently
00:05:02 00:05:05 right from the get-go because for the
00:05:04 00:05:07 majority of people that's not how it
00:05:05 00:05:09 happens so you made it past week two
00:05:07 00:05:11 you've got all of the above ready you've
00:05:09 00:05:13 tested those audiences you're on to week
00:05:11 00:05:14 three and fourth and this is what you
00:05:13 00:05:16 should be focused on and your goals
00:05:14 00:05:17 should be for week three to four you
00:05:16 00:05:19 want three to four audiences with a
00:05:17 00:05:20 positive return on adspend it doesn't
00:05:19 00:05:22 have to be crazy I'm toking like
00:05:20 00:05:24 breakeven you want ones that are
00:05:22 00:05:27 generating wanted to purchase as a day
00:05:24 00:05:29 here and there as long as it's breaking
00:05:27 00:05:32 even in even if it's right below
00:05:29 00:05:34 breaking even it's a good start because
00:05:32 00:05:36 what you're gonna start to do with those
00:05:34 00:05:38 three to four audiences is drop him into
00:05:36 00:05:41 audio ends insights use a suggestion
00:05:38 00:05:43 tool and find new audiences with similar
00:05:41 00:05:45 or high affinity audience basis and
00:05:43 00:05:47 launch those test those and what you're
00:05:45 00:05:49 gonna see is the more that you test
00:05:47 00:05:50 you're gonna find one that works really
00:05:49 00:05:52 well and once you find the one that
00:05:50 00:05:54 works really well you can find other
00:05:52 00:05:56 ones with high affinities by utilizing
00:05:54 00:05:58 audience insights launch those and
00:05:56 00:06:00 continuously find new high performing
00:05:58 00:06:01 audiences until you have 10 to 12 the
00:06:00 00:06:04 next goal you should have a week three
00:06:01 00:06:06 to four is finding at least two winning
00:06:04 00:06:08 creatives it's important once you start
00:06:06 00:06:10 to up budgets that you have at least two
00:06:08 00:06:11 creatives in your ad sets I prefer three
00:06:10 00:06:13 I find three works the best
00:06:11 00:06:15 but in weeks three to four having to
00:06:13 00:06:17 winning creatives in every ad set is
00:06:15 00:06:18 acceptable it will perform and as long
00:06:17 00:06:20 as you keep testing as many creative
00:06:18 00:06:21 variations as possible having to winning
00:06:20 00:06:24 creatives is not going to be a major
00:06:21 00:06:25 pain point so definitely focus on having
00:06:24 00:06:27 to winning creatives by winning
00:06:25 00:06:29 creatives doesn't have to be generating
00:06:27 00:06:31 crazy amounts of sales at this phase yet
00:06:29 00:06:33 focus on really good cost per initiate
00:06:31 00:06:34 checkouts focus on high click-through
00:06:33 00:06:37 rates good engagement rates
00:06:34 00:06:39 just focus on the analytiks the best way
00:06:37 00:06:41 to test winning creatives before putting
00:06:39 00:06:43 them into your you know your audience is
00:06:41 00:06:44 with the that positive return on has
00:06:43 00:06:47 been its to create a duplicate campaign
00:06:44 00:06:49 take your best audience drop it in there
00:06:47 00:06:50 and use an objective like Add to Cart or
00:06:49 00:06:52 initiate checkout and test your
00:06:50 00:06:54 creatives against that with the same
00:06:52 00:06:56 placements same devices limit the
00:06:54 00:06:57 variability in the testing and you're
00:06:56 00:06:58 gonna see the difference between your
00:06:57 00:07:00 bad creatives and you're winning
00:06:58 00:07:01 creatives then take that winning
00:07:00 00:07:03 creative and drop it into those three to
00:07:01 00:07:04 four audiences with the positive return
00:07:03 00:07:05 on adspend
00:07:04 00:07:06 so you've got three to four good
00:07:05 00:07:08 audiences you've got your two winning
00:07:06 00:07:09 creatives now it's time to start
00:07:08 00:07:11 optimizing your landing pages and copies
00:07:09 00:07:13 so you have results coming in you have
00:07:11 00:07:14 purchases coming in this is time to
00:07:13 00:07:16 improve your conversion rate because
00:07:14 00:07:19 once you start scaling your margins will
00:07:16 00:07:21 most likely start to shrink so you want
00:07:19 00:07:23 to optimize your conversion rates before
00:07:21 00:07:25 putting the money into the scaling
00:07:23 00:07:28 campaign so improving your product
00:07:25 00:07:29 descriptions improving your call to
00:07:28 00:07:31 actions improving your headlines
00:07:29 00:07:32 improving the branding on the store
00:07:31 00:07:34 improving page load time so that's
00:07:32 00:07:37 actually a huge aspect of scaling
00:07:34 00:07:39 profitably and doing these is just gonna
00:07:37 00:07:41 help you in the long term ensuring it's
00:07:39 00:07:43 done before scaling is very important so
00:07:41 00:07:46 remember weeks three to four we're
00:07:43 00:07:48 starting to prepare everything for the
00:07:46 00:07:50 scaling aspect of our Facebook ad
00:07:48 00:07:51 campaigns next up you need to be focused
00:07:50 00:07:53 on solidifying your retargeting funnel
00:07:51 00:07:55 so in weeks one - - we had it running at
00:07:53 00:07:57 five dollars per day you know really
00:07:55 00:07:58 small custom audiences but as you start
00:07:57 00:08:00 putting money behind your campaigns
00:07:58 00:08:02 these custom audiences are gonna fill up
00:08:00 00:08:04 so you need to make sure your
00:08:02 00:08:06 retargeting is working and one thing
00:08:04 00:08:08 that was crazy for the first like two to
00:08:06 00:08:10 three weeks of my brand I think I made
00:08:08 00:08:11 like one sale spending two hundred fifty
00:08:10 00:08:13 dollars I'm ready to retargeting
00:08:11 00:08:15 campaigns but instead of killing it i
00:08:13 00:08:17 optimize my creatives I tried new
00:08:15 00:08:19 variations of retargeting creatives once
00:08:17 00:08:20 again this isn't always just duplicating
00:08:19 00:08:22 your winning creative into your
00:08:20 00:08:24 retargeting campaigns this is testing
00:08:22 00:08:26 out short 15-second like
00:08:24 00:08:28 attention-grabbing videos testing out
00:08:26 00:08:30 selfie images holding your product
00:08:28 00:08:31 testing out testimonials it's about
00:08:30 00:08:33 testing and solidifying that your
00:08:31 00:08:35 retargeting funnel is turning those
00:08:33 00:08:37 people that you know took some sort of
00:08:35 00:08:39 action on the first cold interaction
00:08:37 00:08:41 with your brand they didn't purchase but
00:08:39 00:08:43 they took some action and ensuring that
00:08:41 00:08:45 they do take that purchased conversion
00:08:43 00:08:47 action in your retargeting setup so now
00:08:45 00:08:48 you've got you've got four audience's
00:08:47 00:08:50 three or four audiences with
00:08:48 00:08:52 as a return on adspend you've got those
00:08:50 00:08:54 two really good winning creators getting
00:08:52 00:08:56 you good analytiks you've got your
00:08:54 00:08:58 landing pages and copy optimized as much
00:08:56 00:09:00 as possible at this phase and you've got
00:08:58 00:09:02 a solidified retargeting funnel it's
00:09:00 00:09:04 time to move on to week four the week
00:09:02 00:09:06 for your goals should be building out
00:09:04 00:09:08 high budget CBO's that consistently
00:09:06 00:09:10 perform I'm toking four hundred five
00:09:08 00:09:12 hundred dollar per day budgets in that
00:09:10 00:09:14 every single day are generating a good
00:09:12 00:09:17 return on your ad spend up obviously
00:09:14 00:09:19 with high budget you've you've got to
00:09:17 00:09:20 have everything so let solidify in the
00:09:19 00:09:22 prior weeks and that's why I toked
00:09:20 00:09:24 about creative testing solidifying your
00:09:22 00:09:25 retargeting funnel optimizing because
00:09:24 00:09:27 when you start putting that money into
00:09:25 00:09:28 the campaign's the only way they're
00:09:27 00:09:31 gonna consistently perform is if you
00:09:28 00:09:33 have a consistently performing marketing
00:09:31 00:09:35 funnel and that is what I explained you
00:09:33 00:09:37 need to do in the first one to four
00:09:35 00:09:39 weeks before this phase so week four
00:09:37 00:09:42 plus you should be focusing on creating
00:09:39 00:09:44 high-performing CBO's high budgets and
00:09:42 00:09:45 the reason I say CBO's is it's the
00:09:44 00:09:47 future and honestly it's working
00:09:45 00:09:49 tremendously well for me right now next
00:09:47 00:09:50 up you want at least four winning
00:09:49 00:09:52 creatives this is important because with
00:09:50 00:09:53 the high budgets you're gonna fatigue
00:09:52 00:09:55 your audiences your audiences are gonna
00:09:53 00:09:57 become saturated quicker and having more
00:09:55 00:09:58 winning creatives is gonna let you
00:09:57 00:10:00 prevent that from happening if you saw
00:09:58 00:10:02 my last video I toked about that free
00:10:00 00:10:04 tool that Facebook provides for us and
00:10:02 00:10:06 it shows you how to test audience
00:10:04 00:10:08 competition or auction competition
00:10:06 00:10:10 audience saturation and ultimately shows
00:10:08 00:10:13 you what the points of failure are with
00:10:10 00:10:16 your current campaign and having more
00:10:13 00:10:18 creatives has shown me legitimately
00:10:16 00:10:21 shown me through the data that it is a
00:10:18 00:10:23 legitimate way to prevent those points
00:10:21 00:10:24 of failure from occurring so for Plus
00:10:23 00:10:27 winning creatives is of the utmost
00:10:24 00:10:29 importance and once again you need to be
00:10:27 00:10:30 continuously testing new creatives at
00:10:29 00:10:32 this phase just because you have some
00:10:30 00:10:33 look-alikes that are performing well
00:10:32 00:10:34 some good interests out of performing
00:10:33 00:10:37 well it doesn't mean that you need to
00:10:34 00:10:39 stop testing new audiences here you need
00:10:37 00:10:41 to be testing new interests for example
00:10:39 00:10:42 my top performing audience through
00:10:41 00:10:45 look-alikes interests and everything
00:10:42 00:10:47 currently is iTunes and my product is
00:10:45 00:10:48 not related to iTunes but the way I did
00:10:47 00:10:50 it is I found some interests that worked
00:10:48 00:10:52 use the audience insights found some
00:10:50 00:10:54 high affinity and launched them I'll
00:10:52 00:10:56 launch random interests every single day
00:10:54 00:10:58 because once one stiks it gives me new
00:10:56 00:11:00 pockets of audiences that my competitors
00:10:58 00:11:02 probably haven't hit yeah
00:11:00 00:11:04 Andi gives me more room to scale more
00:11:02 00:11:06 room for those margins that I showed you
00:11:04 00:11:07 at the start of the video also you
00:11:06 00:11:09 should be testing demographics I
00:11:07 00:11:12 currently launched a CBO campaign broken
00:11:09 00:11:15 down by age split so 18 to 24 25 to 34
00:11:12 00:11:17 35 to 44 etc then I also broke it down
00:11:15 00:11:20 by gender so I had 12 different ad sets
00:11:17 00:11:22 in the CBO campaign at $500 per day with
00:11:20 00:11:23 no other targeting besides demographics
00:11:22 00:11:25 and this works well because your pixel
00:11:23 00:11:29 is optimized and knows who's a buyers
00:11:25 00:11:31 are so these big audiences are going to
00:11:29 00:11:33 work and especially with demographics so
00:11:31 00:11:35 test out demographics week 4 plus and
00:11:33 00:11:37 then obviously or look-alikes launch as
00:11:35 00:11:39 many as possible different date range
00:11:37 00:11:41 and use that tool that I just toked
00:11:39 00:11:42 about to see if there's any overlap
00:11:41 00:11:44 between your look-alikes and just merge
00:11:42 00:11:46 them together because you don't want two
00:11:44 00:11:48 different campaigns and ad sets fighting
00:11:46 00:11:50 for the same spot on the newsfeed it's
00:11:48 00:11:52 gonna cause your ads not to spend but
00:11:50 00:11:55 obviously look-alikes are where a lot of
00:11:52 00:11:57 the money's at now so and finally this
00:11:55 00:12:00 is honestly the most important tip I can
00:11:57 00:12:03 give you at this phase and it is create
00:12:00 00:12:05 custom creative content every single
00:12:03 00:12:07 week this is what is separating me from
00:12:05 00:12:09 those competitors that you know might
00:12:07 00:12:10 have been taking over some of my profit
00:12:09 00:12:13 and causing those negative days at the
00:12:10 00:12:14 start it's because I'm creating fully
00:12:13 00:12:17 custom content that I'm recording myself
00:12:14 00:12:18 editing myself sending the influencers
00:12:17 00:12:21 having my family take pictures with like
00:12:18 00:12:23 doing everything to build out creative
00:12:21 00:12:24 content that no one has ever seen before
00:12:23 00:12:25 this is gonna prevent that audience
00:12:24 00:12:27 fatigue you're gonna find stuff that
00:12:25 00:12:30 works way better than those reusable
00:12:27 00:12:31 clips from suppliers you're gonna get
00:12:30 00:12:34 better results and this is something you
00:12:31 00:12:36 should do from the start but week 4 plus
00:12:34 00:12:38 I highlighted very because it's truly
00:12:36 00:12:40 very important I'm actually private
00:12:38 00:12:41 labeling and going fully custom
00:12:40 00:12:43 manufacturer gonna build out a
00:12:41 00:12:46 Associated iPhone and Android app for
00:12:43 00:12:47 this product so I'm really excited and
00:12:46 00:12:50 that's really what's gonna prevent any
00:12:47 00:12:51 competition from taking over what I'm
00:12:50 00:12:52 doing because there's a barrier to entry
00:12:51 00:12:55 you have to invest in inventory you have
00:12:52 00:12:57 to create custom content and I'm
00:12:55 00:12:59 capturing a lot of the market every
00:12:57 00:13:01 single day especially during this Black
00:12:59 00:13:03 Friday once I launch these ads at very
00:13:01 00:13:04 high numbers so my goal is to get my ad
00:13:03 00:13:06 spend up to like four to five thousand
00:13:04 00:13:07 dollars per day in the next two days
00:13:06 00:13:10 obviously I want to ensure profit so I
00:13:07 00:13:11 have automation rules in place I tested
00:13:10 00:13:13 them everything's working smoothly so
00:13:11 00:13:16 it's time for me to up those budgets and
00:13:13 00:13:18 really get into this buyer frenzy queue
00:13:16 00:13:20 for Black Friday Cyber Monday section so
00:13:18 00:13:21 I hope this helped you out I wanted to
00:13:20 00:13:24 break it down and provide you guys with
00:13:21 00:13:25 reassurance that if you're not seeing
00:13:24 00:13:26 the results right at the start it
00:13:25 00:13:28 doesn't mean that something's not gonna
00:13:26 00:13:30 work but what it does mean is that you
00:13:28 00:13:33 need to improve every aspect of your
00:13:30 00:13:34 marketing in your brand and your store
00:13:33 00:13:35 and this is how I've done it if you
00:13:34 00:13:37 found value out of this make sure to hit
00:13:35 00:13:38 that like button for me leaving me a
00:13:37 00:13:40 comment with any questions I'll be more
00:13:38 00:13:42 than happy to answer them all so join up
00:13:40 00:13:44 on the Facebook group if you haven't yet
00:13:42 00:13:46 have a great weekend have a great day I
00:13:44 00:13:47 wish you guys the best of luck with your
00:13:46 00:13:51 brands in q4
00:13:47 00:13:51 see you guys in the next video Dylan out

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