FB’s Learning Phase guide for lower CPA and increased conversions. Influencers+FB Ads+Email: Multi-touch-point Product Launch that will double your ad spend. Google Search & Shopping campaigns strategies to increase conversions by 350%.



FB’s own guide to the learning phase

Do you want to know more about how Facebook’s learning phase exactly works? Facebook shared a cheat sheet that breaks down the entire workflow of a learning phase.


Some key things to catch being:

  • Avoid editing an ad set or ad until it has exited the learning phase to reduce spend during the learning phase. The article also covers the types of edits that cause an ad set to enter again the learning phase.
  • If you’re creating many ad sets to target different geos, combine similar ad sets into fewer, larger ad sets or use the store traffic objective.
  • If you are creating a lot of ad sets for different placements, use automatic placements and asset customization.
  • The ad sets should have enough budget to allow for around 50 conversions in a 7-day period. This is already famous.
  • High ad set volume is another leading contributor to ad sets not exiting the learning phase.

These are just a few of the tips shared by Facebook. Have a look at the doc to dive deeper into it.


A thorough product launch strategy

This is a product launch strategy covering different parts. John Hagan shared it and let’s jump straight at it.

The store is a jewellery company with price points ranging from $30-$200. The strategy is split in 3 main points:

  • Teasing.
  • Influencer Collection Launch.
  • Extensive Paid Media Strategy.

+ Teasing: 4 days before the collection launch, they announce to 80% of their warm traffic audiences that the new collection is launching. This is done by showing quick framed product shots and announcing which influencer will collaborate with them for launch.

The channels used are Instagram, Facebook, Email and Influencers. All the traffic is driven to a landing page with an email sign-up form and lifestyle shots from the collection to build excitement.

After the launch, the lander transitions to the collection landing page. And the ads keep running even after the launch date. John said that these are the most ROAS-positive ads in the history of his business.

+ Influencers collection launch: After selecting the best performing influencers, have them join into the process of building the collection and create a large amount of content with them. Also, on the day of the launch, they invite them to an event. This way they generate a ton of content and build the hype around the launch.

When the launch takes off, they start rolling out all the ads and emails they prepared. And the convergence of all these touchpoints drive massive results.

+ Paid media strategy: For the teaser campaigns, they only use CBO with a 500-2k budget per campaign. Usually, they run 2 different types:

  • 1 centred around a dark post (Sponsoring a post shared by the influencer) for the specific influencer whose collection is dropping,
  • 1 centred around curated GIFs & videos which are specifically designed for IG Stories.

Here, they use influencer audiences, prospecting audiences, and both re-engagers & Website Traffic. The goal is to build excitement for the launch.

After the launch, they analyze the best performing audiences and creatives, combine them with new ones and run another campaign. Results only get better and better.

Finito! This looks something more complicated than the usual posts. Especially the event. It’s something large companies do. However, the juice is to hit your audience on different channels to build hype around your product. Can do it for a product launch but also for Black Friday.

Also, to leverage influencers not only to sell but also to build products. If you’re a dropshipper this is impossible… however, the point is to use influencers to gather info about your audience because they have direct contact with them.


🎂 Last chance for 25% off The Ultimate CBO Cookbook. It’s a must-read for any Facebook marketer!

Yep, all good things come to an end and so does our discount for Depesh’s CBO Cookbook. Starting 2nd October, the ebook will be at the full price of $197, so we wanted to let everyone know one more time you can grab it for $50 off.

No exaggerated scarcity, just letting everyone know. It’s especially relevant if you were on the fence, thinking it’s useful but you wanted to maybe get it later…

Wondering who Depesh is? He’s generated over $100M rev in e-comm, lead gen and mobile apps. He’s spent over $30M on Facebook since 2014, profitably. He and his group are regularly featured in our newsletter because of how good the content there is… So, back to the book…

This cookbook is not about fish and chips… Instead, you will be able to cook up some spicy Facebook campaigns. In 75+ pages, Depesh goes into deep insights and step-by-step CBO recipes you can apply to campaigns right away.

  • Learn how to stabilise CBO and how to build profitability from the start.
  • Learn how to setup testing for audiences and ads using CBO step-by-step with diagrams.
  • Learn how to prospect and test scale, before scaling.
  • Swipe Depesh Mandalia’s complete CBO Scaling Strategy.
  • Learn the inner workings of CBO to create your own recipe.
  • Case studies and examples for all of this.
  • BONUS: Swipe Depesh Mandalia’s INFINITY RETARGETING Strategy.

This book is the equivalent of spending days if not weeks picking Depesh’s brain so you understand everything he’s learned about CBO from running campaigns first-hand.

Grab The Ultimate CBO Cookbook for 25% off right here for WHAT THE AFF readers, only until Wednesday, 2nd October 2019.


Scaling a Google Ads account to 417% ROAS

After a long time, we are featuring a case study about an e-commerce brand that was able to increase its ROAS to 417% using – Google Ads. After all, today is Google’s 21st birthday (it can finally grab a drink with us), so, let’s celebrate it with some juicy Google Ads numbers.

The protagonist here is Vincent Beima, who took on this apparel brand already doing $150K-$200K in revenue a month with Google Ads.

+ Objective: To improve the performance of non-branded (people who hadn’t interacted with the brand before) Search and Shopping campaigns.

+ Account Performance Review:

  • Brand keywords and non-brand keywords were overlapping in Search campaigns due to bad negative keyword management.
  • Unoptimized campaigns and Product Feeds wasting tons of budgets.
  • Ad copywriting lacked the right hooks and angles to them.
  • Audiences were not leveraged for smart bidding and retargeting.
  • Tracking was messed up because of another Shopify app with Pixel tracking.

+ Performance Baseline: Brand and non-brand keywords were segmented in separate Search campaigns. This allowed for a 100% Impression Share for Brand keyword, improved performance reporting and more targeted ad communication.

Apart from that, keywords were segregated under similar-themed ad groups for more controlled and highly relevant ad communication taking users to a more relevant ad communication for a smoother checkout experience.

For Shopping campaigns, Product Feed was optimized to leverage the use of all possible attributes.

Not much could be done to leverage Audiences at this stage. It’s because you HAVE TO and MUST create Audiences from Day 1. Google doesn’t allow you to create an Audience for duration older than 30 days.

So, if you wanted to create a larger audience of customers from last 360 days today, you will miss out on this gold.


+ Scaling Search Campaigns: Here he segregated his traffic into TOF (top of funnel), MOF (middle of funnel) and BOF (bottom of funnel) based on the intent.

  • For example, TOF campaigns contained more generic keywords such as “sneakers” in Modified Broad Match.
  • MOF campaigns used dynamic search campaigns bidding on keywords based on the schema data of the product pages.

This is because Google crawls the product pages and based on the content, it starts bidding on keywords to trigger your ads with dynamic headlines and URLs to the right products. A great way to find new keywords that you might not have targeted before.

BOF campaigns contained a bit more specific keywords such as “Nike sneakers” in the Exact Match.
All Exact Match keywords were added as Negatives to BOF and MOF campaigns.

TOF campaigns will usually have a lower CR and ROAS compared to BOF campaign. Hence, splitting them in separate campaigns allows you to set different ROAS targets and budgets.

By now, the entire set up and campaign-ad group-keyword segregation was ready to leverage on setting different budgets and KPIs for each campaign for maximum control.

+ Scaling Shopping Campaigns: Similar approach was used for Shopping campaigns. The only major difference being further optimization of Product Feeds in the Feed Manager.

+ Results:

  • ROAS for non-brand campaigns increased to 164%.
  • ROAS for non-brand sales increased by 183%.
  • Revenue for non-brand campaigns increased by 265%.
  • Sales for Shopping campaigns increased by 350%.

That’s your read for the day! If you are still not adding Google to your marketing mix, all the more reason why you should.


  • EMAIL: At a Klaviyo event, the company announced its SMS integration. If someone doesn’t open your email, you can send them an SMS or vice-versa.
  • GOOGLE: Google is releasing a new look for the call-only ads that, according to Big G, should increase leads quality and keep costs down
  • SECURITY: DoorDash announced that the personal data of 4.9M people on its platform, including customers, dashers, and its merchants, has been compromised in a security breach.
  • E-COMMERCE: Not just market appeal, but other key factors you should look at when doing product research. Hint: Shipping and logistic matter more than you think.
  • FACEBOOK: Australians scrolling their Newsfeed today will notice that FB hid the Like count. When the mother (FB) takes inspiration from her son (IG).
  • BOT MARKETING: What should you do if your subscribers get stuck in a flow or some of your buttons fail to fire? Here’s how you use Live Chat to breathe a new life in the conversation.


You can’t keep this until you have given it. What is it?

You’ll find the answer at the end of this email.


Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.Opulence for scuba divers

Advertising personalization at its finest

When you mix advertising and human genius, spectacular results will always, ALWAYS come out.

No, we’re not talking about 15678X ROAS campaigns.

We’re talking about AWKWARDNESS!

Do you remember Burger King “Burn That Ad” campaign? Basically, you had to virtually burn a Burger King’s rival’s ad to get a hamburger.

Well, compared to this campaign from IKEA that we found… that is absolutely nothing!

While Burger King asked customers to burn rival ads, Ikea asked its customers to pee on their ads. Nooo, not their competitors’ ads, Ikea’s own ads.


Why should I do it, you’re asking… Well, the ad works like a pregnancy test. If you’re pregnant you will get a discount on baby cribs.

Connecting with your audience at the most intimate level? Nailed it!*

*that was sarcasm


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