Effective Meta Ads Testing Process

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Welcome to this issue of The DTC Insider newsletter. 👋

We strive to deliver the latest growth marketing news and trends in the DTC space straight to your inbox every Wednesday.

Topics we’ll cover today:

💠 Effective Meta Ads Testing Process
💠 What's New On Meta
💠 CRO Strategies and eCommerce Insights with Adam Pearce

Effective Meta Ads Testing Process

In 2024, ads are more important than ever.

However, if you just run a bunch of ads without properly testing them...

...it's like throwing things at the wall and seeing what sticks.

And you don't want to do that, do you?

That's why I wanted to share the exact testing process we use at BSR Digital:

🗒️ Create a Test Log Worksheet:

The testing process starts even before you implement anything.

You need to plan ahead:

➝ What you want to test (ie. landing page, ad angle, video vs image)

➝ The hypothesis you're trying to validate

➝ The budget you'll allocate to this

➝ How you'll consider an ad successful

➝ When the test ends

➝ The result

All of this is in a Test Log Worksheet we've put together, and now I'm sharing it with my dear subscribers.

⚙️ Set Up a Testing Campaign on Meta:

Create a dedicated Testing Campaign with a budget according to the number of ads you plan to test simultaneously (read the "How to Calculate the Budget" section below).

We recommend setting up the same campaign goal as the one that will be used for the "scaling campaign".

A few years ago, we used the Conversions campaign type with ABO (Ad set Budget Optimization).

Now, it's recommended to use either a Sales or ASC Campaign.

Use whichever works best for you.

📣 Start Testing:

Set an ad rule to pause the ad once it reaches the defined threshold (ie. 10,000 impressions).

This ensures each ad runs long enough to gather meaningful results.

📈 Analyze the Metrics:

Once the testing phase is complete, update the Test Log Worksheet and analyze them.

Then, assess which ads to scale to the "scaling campaign".

And start planning your next test.

How to calculate the budget:

The budget needs to be enough to complete the test.

Whatever that means for you, depending on what you've defined for the test to end (ie. 10,000 impressions).

For example, if your CPM is $10 and you aim to get 10,000 impressions per ad in 7 days, you would need $14/day to test just 1 ad.

The formula for the daily budget per ad is: ((Impressions/1000)*CPM)/7

I hope this was helpful.

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If you want a professional team to do this for you, we'd be happy to schedule a discovery call and explore how we can help you.

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What's New On Meta

What a year for Meta! 🔥

For most brands I speak with, this channel is the top-performing one.

In the last few years, they've released many interesting updates to match the evolution of advertisers' needs.

Here are the latest updates:

🏷️ Promo codes for Instant Forms:

Advertisers can now allow their customers to copy a promo code at the last screen of an Instant Form and use it on your website.

🧵"Threads Feed" is now included in Meta Ads reporting:

Advertisers can see this placement in the Ads Manager's placement breakdown.

Even though there isn't a lot of information on this, it's supposed to mean that "Threads Feed" will soon be a placement for your Meta Ads.

🔄 "Target Frequency" available for "Auction" campaigns:

Some advertisers already see 2 frequency control options:

➝ Target frequency

➝ Frequency cap

Target frequency: available in the Awareness and Engagement campaign goals when optimizing for "Maximize reach of ads" and "Maximize ThruPlay views", it gives advertisers control over the average weekly frequency.

Frequency cap: it's the maximum number of times - on average - a person will be shown your ad within a set period.

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CRO Strategies and eCommerce Insights with Adam Pearce

How are you getting ready for Black Friday?

There are many moving parts:

➝ Inventory

➝ Website

➝ Ads

➝ Email

And the list goes on.

I know...it's easy to get lost.

Luckily for you, Adam Pearce - founder of Blend Commerce and eCom Collab Club™️ - came to The DTC Insider podcast to share his process for properly planning for this significant period.

Tune in 👇

We discussed:

👉 Understanding the Current E-Commerce Landscape
👉 What is CRO and Why It Matters in 2024
👉 Prioritizing Changes Onsite: Tackling a Long To-Do List
👉 Measuring Website Optimization: Key Metrics to Watch
👉 Hiring the Right Agency: Essential Questions to Ask
👉 The Power of Events in eCommerce
👉 Maximizing ROI from eCommerce Events
👉 BFCM Preparation Tips
👉 Best and Worst Experiences in Merchant Interactions

🎧 Tune in >

More episodes our listeners love:

💎 IQBAR’s Journey to 10,000 Locations And $50 Million with Will Nitze

💎 The Secret Sauce Behind BattlBox's Success with John Roman

💎 Supplement Brand Bootstrapped $10,000 and Built It Into Sales of $30 Million in Three Years with Ronak Shah

💎 Unlocking 9-Figure Growth: The Blueprint That Transformed Two Brands with Brett Swensen

💎 Navigating Growth Beyond Your Niche with Podium Nutrition’s CMO

Also Happening in the DTC space:

📰 Google Analytics 4 introduces benchmarking data
📰 11 Best Affiliate Networks for Marketers in 2024
📰 The cases for and against the CMO role

Work for a DTC Brand?

Can’t scale your ad campaigns without seeing a dip in performance?

At BSR Digital, we have over 10 years of experience doing that, and that’s the main reason our clients see anywhere from 36% to 77% increase in revenue and profit within the first 6 months of working with us.

If you're ready to shake things up and turbocharge your growth, let's chat!

Book a discovery call with us, and let's brainstorm some game-changing ideas together.

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