The client is a well-known natural health advocate with an eCommerce store, digital courses and lead gen online summit.
We went into this plan knowing that he’s in a touchy niche that could be shut down on any and all platforms at the drop of a dime.
He’s also quite controversial in the way that he shares information without a filter.
This has led to many warnings from the big social platforms.
Table of Contents
Phase 1: Research and Setup
The first week is all about understanding the ideal customer and getting all the tracking/pixels working perfectly.
Building the customer persona is a crucial and foundational step that many people miss. We are going to dig into their likes, fears, and desires. What’s their hell look like? What’s their heaven look like? We will find out!
Equally as important is having a system for accurately tracking website actions. I will dig deep into all the data to make sure that it’s buttoned up and tight. We all need to have 100% trust that numbers are correct.
In this case, the client had 3 different Analytics accounts for his 3 different sites. None of the Google conversions were properly firing with values. My solution was to consolidate. I started a Google Tag Manager (GTM) to get all the pixels in one place. Then consolidated the 3 analytics accounts into one central account.
Phase 2: Create Retargeting Ads
Retargeting ads are the absolute best way to maximize the value of your traffic. It’s getting the most out of every dollar spent on ads.
We started with Facebook and built out audiences for people who engaged with the page, visited the website, started a checkout and even buyers.
We built simple, yet effective retargeting campaigns to these audiences to get them back on the store or sign up for the online summit.
Google Display, Branded Search and Pinterest were part of the retargeting efforts as well.
The goal here is to scoop up those visitors that didn’t finish buying for whatever reason and getting them back engaged with the brand.
Phase 3: Maximize What Works
Most new clients come to me with a platform that’s already working pretty well, usually Facebook.
This client was no different. We started approaching cold traffic on Facebook.
My first step here is to look for the historically best performing audiences and ads.
These will be my first campaign to kick things off.
Once we have some established baselines, it’s now time to really open it up.
I’m a huge fan of value-based lookalikes and cost cap optimization.
I’ve found a lot of success setting the cost cap about 10-20% above the desired CPA and testing 4 different value-based lookalike sizes; 1%, 2%, 5%, and 10%. I’m also testing at least 20 ad variations for each ad set. The more options to give the AI the better.
Doing it this way has allowed me to scale accounts without the massive risk of a bad day.
When the CPA is too high with a cost cap, it tends to spend significantly less and on good days, it’ll spend more, which evens out the overall numbers.
Phase 4: Diversify Platforms
Now that the client is making money with the first platform, it’s time to start diversifying the sources of traffic. This is the current phase that I’m in with this client.
We already have the retargeting ads running on Google and Pinterest, so that’s where we are starting.
Using the data from the retargeting ads, we are able to have a head start when g