Nov 23, 2020

I spent more money, but my profit was lower than yesterday. The CPP for all products had increased and I had to reduce the budget of many campaigns.

Sounded like bad news…

However, Product #10, which I launched yesterday, seemed good. It made 55 sales from a $100 ad spend, but most of the sales came from people who saw the ads for Product #2.

Here are the stats for all products:

Decreased profit is a signal showing that it might be time to slow down the ads for some products.

For Product #1, the average CPP for all campaigns was now $16.26, which was higher than the Max CPP I could accept. I paused some ad sets, reduced the budget for some campaigns, and paused some campaigns permanently.

Here are the stats for all the campaigns for this product:

No campaign made sales with a CPP lower than $10 today. Many campaigns didn’t spend all their budget because the automated rules I created paused the ad sets inside these campaigns. If any ad sets don’t perform well, automated rules pause them.

The new campaigns I created yesterday didn’t perform well, either. One campaign made 24 sales with just a $12.54 CPP, but the other two campaigns had a CPP of over $30. Apparently, creating new campaigns didn’t help this product much.

What I did today was reduce the budget for all campaigns with a CPP of over $15 by 20% and pause non-performing ad sets inside these campaigns.

These three campaigns were paused today because their CPP was too high and many ad sets inside them didn’t perform well.

I didn’t pause the new campaigns I created yesterday, even though they had a very high CPP. They’d only been running for a day. I gave them a chance to run for one more day.

I duplicated the campaigns of Single Interest #1 and #3 and set the daily budget to $500. I wasn’t sure whether they’d work or not, but since I had reduced budgets and paused so many campaigns, I wanted to give this product a higher budget.

If a product starts to perform worse, we shouldn’t pause all its campaigns, but only the non-performing ones. We can slowly add more budget to the new campaigns.

That’s all for this product today. It seems the product was already been in a declining phase and had only a few days left to make money for me.

Anyway, let’s check Product #2.

There were 52 campaigns running for this product, and I spent $16,450.48 on this product today. My profit was $15,907.22 and the CPP was $11.60.

Yesterday, I spent $11,516.78 but made $20,039.52 in profit. The CPP was only $8.36.

Actually, I’m okay if I spend more and make more net profit, even if the ROI or CPP gets worse. Also, $11.60 CPP isn’t that bad. We can still profit from this product.

This time, I spent more but my profit was less. It meant my team had to work harder to handle customer service, production and fulfillment, etc. but got paid less.

I had to scale down the campaigns for this product. I started by selecting non-performing campaigns that had had a CPP of over $15 in the past two days (yesterday and today) and reduced the budget by 20%.

I created only 6 new campaigns today. All of them were duplicates of winning campaigns that were still running with a low CPP.

I added only $2,400 to this product today.

Anyway, I thought I’d already found the BIG winning product that I could use to replace Product #2.

Yes, I’m talking about Product #11. It seemed like it might be my next BIG winner.

It was a gift from Mom to Son. The message on the product was a version of the message on Product #2, but much more polite (as you will recall, the message on Product #2 was a bit rude).

After I sent a few messages to some people on Facebook, I sold 22 units and made $503.80.

Today, instead of only private messaging a bunch of people, I replied publicly to ‘every comment’ made by people who wanted the polite version.

I also added comments to the Facebook Post for Product #2. I added comments like “Order the XXX Version here => LINK of Product #11”.

Then, I created 6 campaigns for this product. These campaigns were the Multiple Facebook Interest Campaigns I copied from the campaigns of Product #2.

I set the daily budget to $100 for each campaign.

I started running a few campaigns with Multiple Facebook Interests for this product because I wanted to test it with a wide range of audiences. If it worked with many different audiences, it would be easy to scale.

Also, by starting out with many Facebook Interests, I can learn which Interests produce sales with a low CPP immediately (well, tomorrow). Then, I’ll have many Interests I can use to create many Single Facebook Interest Campaigns.

I can scale a product VERY FAST this way.

That’s all for Product #11.

Okay, let’s go back to Product #3.

After pausing some campaigns and scaling slowly yesterday, I spent a bit more money on this product today and made more sales with a lower CPP. YAY!

My profits increased from around $3.7k to $4.3k, which was impressive.

Here are the stats for all the campaigns for this product:

I still thought I couldn’t scale this one quickly because it seemed the product was in the decline phase of its product life cycle.

So I reduced the budgets for the campaigns that had a CPP of over $15 by 20%.

I created 4 new campaigns today. Three of them were duplicates of winning campaigns. I set the daily budget for these campaigns to $300 each.

One campaign was a new Multiple Facebook Interest Campaign with a new set of Interests. The daily budget for this campaign was $100.

The total budget I added to Product #3 was $1,000.

The CPP of Product #6 increased a bit, even though I spent less on it than I did yesterday. I still didn’t do anything much with this product today, just paused some non-performing ad sets.

The CPP of Product #7 doubled overnight after I added $700 in budget to the product.

This was another gift from Mom to Son (like Product #2) but the CPP increased too fast, even after I used the same targeting I used for Product #2.

I thought this might not be a big winner, so I didn’t do anything much for it. Even though the Interest Set #2 campaign did well yesterday, I looked at its overall performance and didn’t want to scale it much.

I just picked one winning interest in this campaign, created a Single Interest campaign, and set the daily budget to $100.

In my opinion, Product #11 might be better than Product #7 because its message was a tweaked version of the message on Product #2. Product #7 produced a very different feeling than Product #2.

Product #2 and Product #11 contained the funny (and rude) messages, while Product #7 contained a meaningful lovely message. Moms probably prefer the first kind of message.

I hadn’t run any ad campaigns for Product #11 yet. We’d see the results tomorrow.

That was it for Product #7. I just added one $100 campaign to it. No aggressive scaling for this one.

Product #8 was still selling well as an upsell for Product #2. It rarely made sales from Ads, as you can see from the stats:

The average CPP shown on Ad Manager was $14.32. But 61 units of this product sold yesterday, so I can conclude they were upsells of Product #2.

Anyway, I checked both the TEST and SCALE campaigns and found that one interest produced many sales today. I created a Single Facebook interest for this campaign and set the daily budget to $300.

That’s all for Product #8.

Product #10 surprised me. I spent only $100 on this product, but it made 55 sales.

Ad Manager said it made only 13 sales. Maybe people who saw Product #2 went to my website and found the product.

Product #10 and Product #2 contained the same message, but were different product types. I priced Product #10 a bit lower than Product #2 because the material was cheaper and my team wanted to clear it out from the warehouse. People may have bought this one because it was cheaper.

The stats for this product looked good. The CPP was only $7.71. And when I checked the Ad Set Level, all of them had a CPP lower than $10.

Seems like this product might be the next BIG winner. The bad news is that my team didn’t have much of it. I asked them to place an order for more product from China. They said it should arrive in Thailand next week.

Now I couldn’t scale it aggressively, because I had to wait for the product.

I just created four new campaigns for this product. One was a duplicate of the winning one I had today. I also selected two interests to create two Single Facebook Interest campaigns and one campaign for Interest Set #2.

NOTE: If you see the stats above, most of the sales are from Interest #1 and #4. But I chose Interest #1 and #2 for my new campaigns.

To be honest, I couldn’t remember why I didn’t choose Interest #4 at that time. Maybe Interest #2 was the one I used for many of my Mom to Son gift campaigns. So I chose Interest #2 for the Single Interest Campaign.

Okay, that’s all for Product #10. I added $600 to this product.

That’s all for today.