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

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