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How to Launch a Winning Product | Facebook Ads Tutorial

Published on: December 3 2022 by Dylan Pondir

How to Launch a Winning Product | Facebook Ads Tutorial

How to Launch a Winning Product | Facebook Ads Tutorial

startTime durationTime text
00:00:00 00:00:03 are you ready to learn how I launched
00:00:01 00:00:05 brand-new products with a brand new
00:00:03 00:00:08 pixel and a brand new store to cold
00:00:05 00:00:10 audiences and start generating sales
00:00:08 00:00:11 within the first hour of launch well
00:00:10 00:00:14 you've come to the right video I'm gonna
00:00:11 00:00:17 teach you exactly how I go about doing
00:00:14 00:00:18 that earlier today I held a live Q&A in
00:00:17 00:00:20 my private Facebook group which is
00:00:18 00:00:23 linked down in the description below and
00:00:20 00:00:25 the main question I was getting was how
00:00:23 00:00:27 did I launch a new product with a new
00:00:25 00:00:30 store and a new pixel to cold traffic
00:00:27 00:00:32 and start generating sales immediately
00:00:30 00:00:34 what was ironic is as I was doing the
00:00:32 00:00:36 livestream I was finishing up this brand
00:00:34 00:00:38 new ad account brand new stolen brand
00:00:36 00:00:41 new pixel with a brand new product so I
00:00:38 00:00:43 figured I would share my exact launch
00:00:41 00:00:45 strategies that I use every time I
00:00:43 00:00:47 launched a new product if you're new to
00:00:45 00:00:48 my channel I'm super happy to have you
00:00:47 00:00:51 here and I think you're gonna find a lot
00:00:48 00:00:54 of value out of this video so make sure
00:00:51 00:00:56 to subscribe if you haven't already the
00:00:54 00:00:58 first thing I want to get into is what
00:00:56 00:01:02 the goal is with the initial launch of
00:00:58 00:01:04 your Facebook ad sets the answer is data
00:01:02 00:01:05 collection so when I'm launching new ad
00:01:04 00:01:07 sets
00:01:05 00:01:09 although generating sales within the
00:01:07 00:01:12 first hour is a great sign it shouldn't
00:01:09 00:01:13 be your only goal in order to drive that
00:01:12 00:01:16 long-term profitability and
00:01:13 00:01:20 sustainability of a new product you need
00:01:16 00:01:22 to collect very very high quality data
00:01:20 00:01:26 from the get-go I launched 10
00:01:22 00:01:28 interest-based targeting ad sets with
00:01:26 00:01:31 the purchase objective a single interest
00:01:28 00:01:34 automatik placements one AD per ad set
00:01:31 00:01:36 and I only target the United States I'm
00:01:34 00:01:38 gonna go into the 10 ad sets that I
00:01:36 00:01:41 created for this product launch and show
00:01:38 00:01:41 you exactly how I did it and why I do
00:01:41 00:01:44 this
00:01:41 00:01:46 so here is one of my 10 ad sets and as
00:01:44 00:01:48 you see I use a purchase objective even
00:01:46 00:01:51 though I don't have any conversion
00:01:48 00:01:53 events for that yet I set the daily
00:01:51 00:01:55 budget at 20 dollars per day for every
00:01:53 00:01:58 single ad set I only target the United
00:01:55 00:02:01 States for this specific product it's
00:01:58 00:02:04 not too intriguing to the younger
00:02:01 00:02:07 customer base so I'm targeting 30 to 65
00:02:04 00:02:10 if this was a product that worked well
00:02:07 00:02:12 for all ages I'd leave it you know 22 65
00:02:10 00:02:15 25 to 65
00:02:12 00:02:17 but for this product I launched 3265 and
00:02:15 00:02:19 every site all the settings I'm showing
00:02:17 00:02:22 you here are for all of the ten initial
00:02:19 00:02:24 ads that I launched I target English US
00:02:22 00:02:26 and UK all genders and obviously if you
00:02:24 00:02:29 have a gender specific product go ahead
00:02:26 00:02:30 and narrow that down I used one interest
00:02:29 00:02:34 and I want you to notike I used Netflix
00:02:30 00:02:35 it has 48 million people when I'm using
00:02:34 00:02:38 when I'm in the data collection phase
00:02:35 00:02:40 yeah sure you can have an idea of who
00:02:38 00:02:42 your potential customer is and really
00:02:40 00:02:44 try to narrow down to like a million
00:02:42 00:02:46 people five hundred thousand but what
00:02:44 00:02:48 I've come to find is that a lot of the
00:02:46 00:02:51 times your ideal customer is not
00:02:48 00:02:53 actually your realistik customer so by
00:02:51 00:02:55 giving Facebook a broad audience and a
00:02:53 00:02:57 lot of just a huge variety of people to
00:02:55 00:02:59 choose from they could help you find
00:02:57 00:03:01 your ideal customer so I like the larger
00:02:59 00:03:03 audiences when I'm in this data
00:03:01 00:03:05 collection launch phase so 48 million
00:03:03 00:03:08 people automatik placements I use a one
00:03:05 00:03:10 day click this was also a question in
00:03:08 00:03:13 the Q&A I had today someone asked should
00:03:10 00:03:14 I be using 7-day click and view or one
00:03:13 00:03:16 day click in view or the one day click
00:03:14 00:03:18 for a seven-day click and it really
00:03:16 00:03:20 comes down to the price of your product
00:03:18 00:03:23 so this is one of my private label
00:03:20 00:03:26 brands called brain farm inside here we
00:03:23 00:03:29 have a women's watch with real marble
00:03:26 00:03:31 you can't really see it - not bad but
00:03:29 00:03:34 it's a hundred and twenty nine dollars
00:03:31 00:03:37 so when I launch a product at this price
00:03:34 00:03:39 range I have to take into consideration
00:03:37 00:03:41 you know 99 percent of people don't buy
00:03:39 00:03:43 a hundred and thirty dollar product and
00:03:41 00:03:46 the first time they click on an ad so if
00:03:43 00:03:48 you're launching something that is in a
00:03:46 00:03:50 high tiket range I would recommend
00:03:48 00:03:52 using the seven-day click or the
00:03:50 00:03:56 seven-day click and view and then also
00:03:52 00:03:58 you can't judge the potential of the
00:03:56 00:03:58 audience off of purchases right away you
00:03:58 00:04:01 have to be looking at things like
00:03:58 00:04:04 click-through rate your CPMs your unique
00:04:01 00:04:06 cost per landing page view different
00:04:04 00:04:08 metrics like that will help you gauge
00:04:06 00:04:10 the potential of an audience and
00:04:08 00:04:12 creative when you're launching higher
00:04:10 00:04:14 tiket priced item let's say though
00:04:12 00:04:16 you're launching you know a lower to mid
00:04:14 00:04:19 take it anywhere from like $20 to $50
00:04:16 00:04:21 this is what the price range of the
00:04:19 00:04:23 product I launched today so these are
00:04:21 00:04:25 the settings I use in a little bit of
00:04:23 00:04:26 explanation - the good version window
00:04:25 00:04:28 basically
00:04:26 00:04:31 once you have some data flowing in when
00:04:28 00:04:34 you set it to the one day click Facebook
00:04:31 00:04:36 is only going to look at data where they
00:04:34 00:04:39 they hit that conversion within one day
00:04:36 00:04:40 of clicking so let's say they click on
00:04:39 00:04:43 your ad three days ago and they buy
00:04:40 00:04:45 three days later Facebook will not
00:04:43 00:04:47 consider that person when they are
00:04:45 00:04:50 looking for new purchasers or new
00:04:47 00:04:52 customers but if you have a seven-day
00:04:50 00:04:53 click someone that clicked your had
00:04:52 00:04:55 three days ago and buys three days later
00:04:53 00:04:57 will be included in that so it's not
00:04:55 00:04:59 like Facebook is only using one day's
00:04:57 00:05:03 worth of data they're using data from
00:04:59 00:05:05 people that took a action in in in this
00:05:03 00:05:07 case the purchase conversion action
00:05:05 00:05:09 within one day of clicking your ad so
00:05:07 00:05:11 that's that's the difference there so
00:05:09 00:05:13 once you have a lot of data flowing in
00:05:11 00:05:15 this does make a big difference when you
00:05:13 00:05:17 have five hundred a thousand purchases
00:05:15 00:05:20 but until that point it's not gonna be a
00:05:17 00:05:22 huge difference so just a just to FYI
00:05:20 00:05:24 kind of a little bit of a clarity
00:05:22 00:05:25 explanation into what that conversion
00:05:24 00:05:29 window does so these are the settings
00:05:25 00:05:32 that I launched I named my campaign zero
00:05:29 00:05:33 one cold launched just to make it clear
00:05:32 00:05:35 to myself in the future when I'm
00:05:33 00:05:37 launching different types of maybe I
00:05:35 00:05:39 look like audiences or other interest
00:05:37 00:05:43 based targeting that this one was used
00:05:39 00:05:44 for launched alongside of that initial
00:05:43 00:05:47 cold interest based targeting lunch I
00:05:44 00:05:50 launched ap PE campaign I launched it at
00:05:47 00:05:51 $25 per day to the good countries and
00:05:50 00:05:53 good countries in my opinion are the
00:05:51 00:05:55 ones that I've personally found success
00:05:53 00:05:58 with so I'll show you those here so as
00:05:55 00:06:00 you see I leave you know the targeting
00:05:58 00:06:03 really brought 18 through 65 all genders
00:06:00 00:06:05 and then I watched the US New Zealand
00:06:03 00:06:06 Canada UK Australia Brazil and Germany
00:06:05 00:06:09 these are the ones that I found success
00:06:06 00:06:11 in I haven't found success in all the
00:06:09 00:06:14 other a pancake countries so this these
00:06:11 00:06:15 are the ones that I know the data that
00:06:14 00:06:17 I'm getting from this PPE should be
00:06:15 00:06:19 higher quality than if I was getting in
00:06:17 00:06:21 from like India or Africa or worldwide
00:06:19 00:06:24 I actually don't placed any detailed
00:06:21 00:06:25 targeting so remember although I did
00:06:24 00:06:28 specify 10 different single interest
00:06:25 00:06:30 based targeting with who I think's my
00:06:28 00:06:32 you know gonna be my ideal customer I
00:06:30 00:06:34 don't actually know yet so with this PPE
00:06:32 00:06:37 I'm gonna take advantage of Facebook's
00:06:34 00:06:38 algorithms let them optimize for me I'm
00:06:37 00:06:40 just gonna launch it to everybody in
00:06:38 00:06:43 these countries and
00:06:40 00:06:44 see who you know engages with it in my
00:06:43 00:06:46 opinion this gives you an advantage over
00:06:44 00:06:48 other advertisers with the same product
00:06:46 00:06:50 because if they're only doing this
00:06:48 00:06:52 narrow based targeting they're gonna
00:06:50 00:06:54 miss out on pockets of audience that you
00:06:52 00:06:56 would never think we're interested in
00:06:54 00:06:58 purchasing your product that this PPE
00:06:56 00:07:02 campaign is going to pick up on and also
00:06:58 00:07:04 targeting ads audiences like Netflix and
00:07:02 00:07:06 maybe like home repair stuff that might
00:07:04 00:07:08 not be even related to your product you
00:07:06 00:07:10 will find people in those audiences that
00:07:08 00:07:12 the other pockets of direct audience
00:07:10 00:07:14 targeting didn't pick up on so I like
00:07:12 00:07:16 doing this PPE and then I will utilize
00:07:14 00:07:18 this data for some look-alikes once I
00:07:16 00:07:19 have enough of it this is also gonna
00:07:18 00:07:21 give us some social proof at the start
00:07:19 00:07:23 and help you know people on the edge
00:07:21 00:07:26 make that purchase decision so this was
00:07:23 00:07:29 a Edie Edie account that I ran for like
00:07:26 00:07:30 20 days over the summer and since I
00:07:29 00:07:32 don't have any data in that new one I
00:07:30 00:07:34 launched today I want to show you what I
00:07:32 00:07:36 do after I have that initial data coming
00:07:34 00:07:37 in and I might have made like a purchase
00:07:36 00:07:38 or two even though they're not
00:07:37 00:07:40 profitable I'm going to show you how to
00:07:38 00:07:43 utilize that data to start generating
00:07:40 00:07:45 profitability so here for example we
00:07:43 00:07:47 have an interest natural environment so
00:07:45 00:07:49 let's take a look at this I'm gonna
00:07:47 00:07:53 explain my exact process for utilizing
00:07:49 00:07:55 this data so we have 43 million people
00:07:53 00:07:57 in this audience and I think it was like
00:07:55 00:08:00 generating I think it said like a 2.7
00:07:57 00:08:02 return on my ad spend so what I do let's
00:08:00 00:08:04 say that this natural environment
00:08:02 00:08:07 interest gets me a purchase and it's
00:08:04 00:08:09 sitting below a 1.0 return on adspend
00:08:07 00:08:11 but I see it has a good click-through
00:08:09 00:08:14 rate as a cheaper cost per click you
00:08:11 00:08:15 know I'm getting just good CPM so I know
00:08:14 00:08:17 that there's something about this
00:08:15 00:08:20 audience that's profitable and I want to
00:08:17 00:08:23 utilize this to find some other
00:08:20 00:08:25 audiences that I can launch into and
00:08:23 00:08:28 start to turn that profitability so what
00:08:25 00:08:30 you need to do take the interest come up
00:08:28 00:08:32 here to the navigation go to audience
00:08:30 00:08:35 insights come down to the interests
00:08:32 00:08:37 paste that in go ahead and paste it
00:08:35 00:08:39 there and then you can start to narrow
00:08:37 00:08:42 it so as I mentioned when I'm launching
00:08:39 00:08:44 I'm probably doing 25 through 65 in my
00:08:42 00:08:48 case I did 30 so let's just show you 30
00:08:44 00:08:49 and in 65-plus I'm gonna do United
00:08:48 00:08:52 States
00:08:49 00:08:54 oh I already had it okay so we already
00:08:52 00:08:57 have that in there and what I want you
00:08:54 00:08:59 to focus on is use those demographics
00:08:57 00:09:00 alongside the interest in the audience
00:08:59 00:09:03 insights because it's gonna provide you
00:09:00 00:09:05 more accurate result results now you
00:09:03 00:09:08 have some information about the the
00:09:05 00:09:13 demographics of the people in this
00:09:08 00:09:14 audience but come over to Page legs go
00:09:13 00:09:17 ahead and scroll down and you're going
00:09:14 00:09:20 to see these other pages with a high
00:09:17 00:09:22 affinity so the higher the affinity the
00:09:20 00:09:24 more likely the people in this audience
00:09:22 00:09:26 are going to be related to the people in
00:09:24 00:09:30 this audience so here we have
00:09:26 00:09:31 traditional medicinals so I copy this
00:09:30 00:09:34 and I come back over to this ad account
00:09:31 00:09:35 I haven't checked this but I can almost
00:09:34 00:09:38 guarantee that I probably tested this
00:09:35 00:09:40 audience because this is my exact
00:09:38 00:09:42 process I'm showing you guys my real
00:09:40 00:09:44 process of finding profitable audiences
00:09:42 00:09:45 so if I paste this in here let's see
00:09:44 00:09:49 look at that
00:09:45 00:09:50 I launched a an ad set against this this
00:09:49 00:09:52 audience and it didn't perform oh so
00:09:50 00:09:56 let's try out a Miller interest that I
00:09:52 00:09:59 tested so we have healthier paces in
00:09:56 00:10:05 Health magazine I'm gonna lower the site
00:09:59 00:10:08 25 letsa slowed and we have Big Lots
00:10:05 00:10:09 nostalgia medical medium check out
00:10:08 00:10:13 medical medium see if I tested this one
00:10:09 00:10:15 so let's paste this in ad set name
00:10:13 00:10:18 continue I'll just put medical in case I
00:10:15 00:10:20 named it weird and look at this here we
00:10:18 00:10:23 go hey I did test this and it generated
00:10:20 00:10:25 a 1.9 return as spent I spent 267 it
00:10:23 00:10:27 generated over five hundred nine dollars
00:10:25 00:10:30 you got to remember like 20% was not
00:10:27 00:10:31 tracked so in reality this generated
00:10:30 00:10:34 about six hundred dollars and definitely
00:10:31 00:10:36 over a 2.0 return on ad spend and what
00:10:34 00:10:38 I'll do is I will continue to do this so
00:10:36 00:10:40 now that I know medical medium is a good
00:10:38 00:10:42 audience you guys are I'm sure you're
00:10:40 00:10:46 getting the point here I'll drop it in
00:10:42 00:10:49 here and I will see make sure the
00:10:46 00:10:50 demographics match my target and I'll
00:10:49 00:10:53 start to analyze it we have jr. Watkins
00:10:50 00:10:54 alternative daily a huge variety of
00:10:53 00:10:58 audiences and what you're going to come
00:10:54 00:11:00 to notike is you can test everything in
00:10:58 00:11:02 here you can even drop the interest and
00:11:00 00:11:03 realize that okay if majority are in 45
00:11:02 00:11:06 to 55
00:11:03 00:11:08 for they're married and they've went to
00:11:06 00:11:10 college now are you targeting down by
00:11:08 00:11:12 that you might find a pock a huge pocket
00:11:10 00:11:14 of audience that are very similar that
00:11:12 00:11:15 drive the profitability so I'm gonna
00:11:14 00:11:17 write this out here for you guys so you
00:11:15 00:11:21 can kind of take take it down yourself
00:11:17 00:11:24 so utilize the audience insights to find
00:11:21 00:11:26 new pockets of audiences and generate
00:11:24 00:11:29 that profitability so remember we are
00:11:26 00:11:31 collecting data and we want to utilize
00:11:29 00:11:34 that data to find new audiences to
00:11:31 00:11:37 continuously get closer to that mark of
00:11:34 00:11:39 profitability and eventually as you
00:11:37 00:11:40 continue to launch these ad sets your
00:11:39 00:11:42 pixels gonna start to optimize you're
00:11:40 00:11:45 gonna be able to snipe or target your
00:11:42 00:11:47 audience and you're gonna start seeing
00:11:45 00:11:48 more results as you continue down the
00:11:47 00:11:50 path so now you're probably wondering
00:11:48 00:11:52 okay I've got some decent interest
00:11:50 00:11:55 targeting but what do I do
00:11:52 00:11:55 to continue driving profitability and
00:11:55 00:11:59 this is what I do
00:11:55 00:12:02 if a ad set has greater so I'll write
00:11:59 00:12:06 this out if a headset is greater than a
00:12:02 00:12:09 2.5 return on adspend for three days at
00:12:06 00:12:14 twenty dollars per day I will increase
00:12:09 00:12:16 the ad spend from $20 to $50 and then if
00:12:14 00:12:25 it's still killing it I'm gonna go to
00:12:16 00:12:27 $75 and then oops up to $100 and at each
00:12:25 00:12:30 of these budgets wait three days for it
00:12:27 00:12:32 to optimize make sure it's still and has
00:12:30 00:12:34 a good return on adspend because every
00:12:32 00:12:37 time you up this your ad spent is most
00:12:34 00:12:38 likely gonna start to drop and you want
00:12:37 00:12:41 to make sure that it's it's optimized
00:12:38 00:12:42 and that it's reliable and really you
00:12:41 00:12:44 can trust it to handle that increase
00:12:42 00:12:46 budget so this is what I do I utilize it
00:12:44 00:12:50 and audience insights for my interests
00:12:46 00:12:53 and I slowly scale up so now you have
00:12:50 00:12:54 let's say a few ad sets running at $50
00:12:53 00:12:55 per day you have like four or five
00:12:54 00:13:00 really profitable interests that you've
00:12:55 00:13:03 found and you want to use that data once
00:13:00 00:13:05 I have a minimum of 5,000 95% video
00:13:03 00:13:07 viewers I'll create a look-alike for
00:13:05 00:13:09 that once I have 500 purchases I'll
00:13:07 00:13:11 create a look-alike for that once I have
00:13:09 00:13:13 5,000 view contents I'll create a look
00:13:11 00:13:15 like for that a thousand ad decart's and
00:13:13 00:13:17 a thousand initiate checkout I
00:13:15 00:13:18 create one for that so let's take a look
00:13:17 00:13:20 at my look like audience this year and
00:13:18 00:13:25 see what performed for this product
00:13:20 00:13:27 launch so here we have 95% video viewers
00:13:25 00:13:30 by far perform the best generate really
00:13:27 00:13:32 good return spent 300 and generated over
00:13:30 00:13:34 a thousand dollars once again 20% was
00:13:32 00:13:36 not tracked on this account so these
00:13:34 00:13:40 were killing it
00:13:36 00:13:44 we had initiate check out the visitors
00:13:40 00:13:46 so for me this account had a good 95
00:13:44 00:13:48 percent audience and one thing you need
00:13:46 00:13:50 to note too is when you're using that
00:13:48 00:13:52 PPE campaign that I mentioned at the
00:13:50 00:13:54 start this is gonna find people that
00:13:52 00:13:57 weren't in these interests that you can
00:13:54 00:13:59 utilize for really profitable audiences
00:13:57 00:14:01 just like this one now you've seen it
00:13:59 00:14:03 account that I took through this exact
00:14:01 00:14:05 process of what I'm gonna do for this
00:14:03 00:14:07 one and this is my launch process I know
00:14:05 00:14:08 a lot of people are teaching this in
00:14:07 00:14:10 their courses but I'm giving it away
00:14:08 00:14:12 completely free for you here so if you
00:14:10 00:14:14 could do me the favor just hitting that
00:14:12 00:14:17 like button leaving me a comment with
00:14:14 00:14:19 any questions you have also if you want
00:14:17 00:14:20 to shoot me a DM on Instagram I will
00:14:19 00:14:21 answer you through there too and it's
00:14:20 00:14:23 more private than just dropping a
00:14:21 00:14:25 comment on this video my Instagram
00:14:23 00:14:27 handle is Dillon business go ahead and
00:14:25 00:14:29 follow me on there shoot me a DM and I
00:14:27 00:14:31 just really appreciate you guys hanging
00:14:29 00:14:34 out here watching my videos and I'll see
00:14:31 00:14:34 you in the next one Dylan Elle
00:14:39 00:14:42 you

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