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Going Big on Facebook Ads: Where Do My Metrics Need To Be To Scale To $1,000,000?
Written by Cathy Benton on Nov. 17th 2018
$1,000,000 is a big number. It’s the kind of number that makes you stop dead in your tracks, but if you play your cards right, you can be spending $1,000,000 per month in ad spend scaling your supplement offers and be walking away with even more in profit.

It’s not uncommon for supplement companies to regularly drop this kind of ad spend on their weight loss and supplement campaigns, but it’s a little uncommon for them to actually get the ROAS that they were hoping for. And typically that’s a result of betting on the wrong horse because you weren’t looking at the right things.

Not all campaigns scale well, after all; in fact, many don’t. 

When it comes to scaling supplement campaigns on any platform-- including Facebook Ads, Google Ads, or even native, organic marketing-- the metrics themselves are often overlooked. There are, after all, a lot of metrics to keep up with, and before scaling, you need to take all of them into consideration before making any decisions. This includes your own key metrics, along with your competitors’. 

In this post, we’re going to look at the three most important metrics to consider when deciding to scale supplement and weight loss campaigns. 
 
1. Your EPC Must Be >$1 On Mobile Placements
Your Earnings Per Click (EPC) isn’t something that most ad managers automatically calculate, so some businesses automatically overlook it. This is a crucial mistake.

Your EPC, after all, will tell you how much you’re actually making per click, and therefore how much you can afford to spend on said clicks. If your EPC are under $1 period, this typically means that your campaigns aren’t profitable enough to scale. Ad costs, after all, sometimes increase as campaigns scale, so if you aren’t competitive now, the campaigns won’t hold up at a higher level of ad spend.

We’ve found that the magic metric to look for is to have an EPC higher than $1 on mobile placements. This indicates a stability and profitability that your campaigns must have in order to be able to withstand scaling. Once you start pushing $1.20, $1.30, and even $1.50, your campaign is stable enough to expand into broader targeting, giving you more options to scale further in ad spend and audience. 
2. Your Metrics Will Get Worse As You Scale
You shouldn’t scale a campaign hoping that things will get better; that’s like marrying someone hoping that they’ll change.

It just doesn’t happen.

It’s natural for metrics to fall as you scale. Your profitability when spending $1,000 a day will always be much higher than when you’re shelling out 10k or 50k a day. 

There’s a reason for this. As you sacale, every incremental customer that sees your ad is less likely to convert given how the algorithm works. Users may see your ad more often, reducing your conversion rate, or your audience may need to get more broad. 

As a result, you should expect your CRV to drop around 30% when scaling from around $1,000 a day to 10k per day. Another heads up: your CPC will likely increase at about 30% due to the lowered CTR on your ad campaigns. 

This means that your metrics need to be golden when you’re getting ready to scale. Don’t hope that throwing more money at the campaign will fix it if it’s not performing at optimal standards, and be ready to see those 30% changes. If your campaigns can handle those swinging metrics as you scale, you’ll be good. 

3. You Need Multiple “Control Creatives” 
A common strategy that a lot of brands use is to go all in on one ad and then keep promoting it after collecting social proof on it, showing it to multiple audiences on Facebook. While this is undoubtedly a great way to run a campaign and can even help you scale it, it’s also limiting in its own ways.

Frequency on Facebook is a concern. After a certain threshold, a user is unlikely to convert on an ad, so paying to show them the exact same creative multiple times over won’t get you any results. 

Because of this, it’s essential to keep your campaigns fresh. Have multiple versions of your “control creatives,” adding new images or copy, focusing on different pain points or containing different offers. You can even use similar messaging and similar imagery, but by shaking things up, you’ll be able to connect with more users and drive more volume. This is the true way to scale well.  

You can get creative with this. We use Dynamic Campaign Optimization (DCO), for example, for some of our highest spending clients. We’ll run campaigns with the “control creative,” along with five other variations of it. This allows us to better show ads to wider audiences, and Facebook responds better, too, giving the campaigns better reach and deliverability. Users don’t get burned out on a single campaign, and everyone stays happy.  
Conclusion 
Scaling is no easy task, especially because metrics don’t change in equal increments alongside your budget, or even stay consistent. Supplement and weight loss companies will notice this in particular, so it will be crucial to make sure that your key metrics and EPCs are ready to scale before you take the leap. Have multiple creatives lined up and ready to go, and test them all out before increasing your ad spend in the system. 

    Onwards and upwards,
    Robbie
    Want to scale your Facebook Ads but feeling stuck? Looking to chat about any issues, roadblocks, or concerns? Shoot us a message here to see what we can do for you. 
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    • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
    • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
    • And So Much More...
    Why Isn't My Supplement Funnel Working?
    Written by Cathy Benton on Sep. 4th 2018
    You’ve gone through all the work of structuring and creating a funnel to promote and sell your supplements only to find that it isn’t working. Whether the funnel is relatively simple or complex, this can be both frustrating and disheartening. 

    If your funnel isn’t working, though, don’t sweat it. We can help you troubleshoot it.

    Our agency has driven more than $150 million in supplement sales for our clients, and we’ve perfected the process of running supplement funnels that are both profitable and scalable. At the end of the day, there are 4 key factors that will directly affect whether or not your funnel is a success or a flop. 
    1. Your Offer Structure Isn’t Strong Enough
    If your offer structure either isn’t strong enough or isn’t a good fit for how your audience is most likely to interact with your business, it only makes sense that the funnel itself won’t be effective.

    When it comes to creating supplement offers, there are four different funnel structures that we’ve found relatively successful across the board. These are:
    •  Using a quiz to capture user interest, and then sending quiz participants to a customized video sales letter (VSL) 
    • Offering a free trial of the supplement with upsells that are designed to sell larger quantities of that same free-trial product, giving users incentive to purchase while building trust
    •  Sending users directly to a long-form sales page from an ad campaign, which details the supplement, what it can do, and any scientific research
    •  Sending users directly to a dedicated VSL from an ad campaign
    Each of these funnel structures have their own strengths and weaknesses, and every single funnel offer is different from business to business (and even within a single business). That being said, we’ve found that no matter which funnel you choose, you’ll get the most results if you offer one bottle, three bottle, and six bottle options. Highlight the six bottle option as the best deal in order to increase your average order value (AOV) and maximize the CPC costs.
    This will be preferable to selling only one bottle up front, which often then restricts the first upsell to only three bottles. This is one of the most common traps we’ve seen potential clients fall into, and it just won’t work if you want to increase your AOV, which all supplement companies should be focused on. Because of this, we’ll recommend that they make this change even before they’re actually clients.

    2. Your Offer Isn’t Compliant or is Being Reviewed By Lawyers 
    Speaking as a former lawyer here: When you scale enough and start getting significant volume moving through your funnel, it will absolutely be looked at by either the FDA or FDC (or both). 

    Either of these agencies might look at your campaign at any point, but if you’re spending $500,000 or more a month on advertising, this is pretty much guaranteed. 

    In order to make sure that the pages and offers in your funnel are compliant you need to:
    •  Ensure that your claims are based on the double-blind placebo studies for your supplements 
    •  Don’t mention curing diseases or conditions outright
    •  Avoid particularly aggressive copy 
    We always recommend that our clients have their copy and offers reviewed by legal experts to ensure that they’re in the clear, because it’s a lot easier to make adjustments before the campaign starts running instead of after they’re flagged by someone else. Certain terminology and phrasings will be red flagged right away, so avoiding them is essential.
    Not sure who to reach out to for this? Since I’m a former lawyer in the space, we can connect you to some of the top talent in the field that can help, along with provide general guidance on what you can and can’t say. 
      3. You Aren’t Using Stories 
      If you’re just spitting out stats and making claims, your campaigns and funnels won’t work. They’re just not effective enough when it comes to selling supplements, especially if yours is a premium product. 

      Storytelling is essential for successful funnels, because it’s what ropes people in, makes your brand and product seem more trustworthy, and makes someone want to purchase. Stories are memorable, and emotionally powerful. They will be the difference that determines whether customers walk into the GNC and buy the cheapest version from a competitor, or purchase your premium product instead. 
      Stories will also help you better articulate why your supplement is different, and they make it easier to justify your premium price point. In our experience, using a “hero” approach is most effective, where an individual shares their story through the ups and downs of a health-related journey before finally succeeding with the help of your supplement. This is a journey many potential customers in your target audience will identify with, so it’s a powerful one.
      4. It Doesn’t Seem Credible or Authoritative 
      Most supplements are regarded with wariness and distrust by the majority of consumers, and gaining trust early on is an essential part of moving potential customers through your funnel. One solution that we’ve found for this is to have a doctor front or support the product. It sets you apart from your competition while adding credibility and authority to both your product and your brand as a whole.
      When we’ve created funnels using a doctor as a frontman of the product, we’ve consistently seen an increase in CVR of about 30-35%. To get these results, we make sure we’re using that figure of authority within the first 30 seconds of someone either reading a long-form sales page or watching the video sales people. 

      There is a slight catch to this. Most doctors will only support supplements that contain ingredients that have been proven to work through randomized, clinically-controlled placebo studies. They may even ask to see studies regarding your product specifically. And because consumers know that very few doctors will stick their necks out for a small payday and risk their reputation over a supplement they don’t care about, this will help earn trust faster than using a random person on the internet (though testimonials are still always beneficial!). 
      Conclusion 
      There you have it. These are the 4 trends we’ve found that prevent supplement funnels from being successful. By troubleshooting your funnel and applying our recommended strategies to it while fleshing it out, you’ll increase your chances of success and maximize both your results and your ad spend all at once. 
      Still struggling with your marketing funnel? 
      There are a lot of other factors that need to be put in place, too, for a successful campaign. Get in touch with us and see how we can help make it great. 
      Onwards and upwards,
      Robbie
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      Other Blogs
      • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
      • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
      • And So Much More...
      Going Big on Facebook Ads: Where Do My Metrics Need To Be To Scale To $1,000,000?
      Written by Cathy Benton on Nov. 17th 2018
      $1,000,000 is a big number. It’s the kind of number that makes you stop dead in your tracks, but if you play your cards right, you can be spending $1,000,000 per month in ad spend scaling your supplement offers and be walking away with even more in profit.

      It’s not uncommon for supplement companies to regularly drop this kind of ad spend on their weight loss and supplement campaigns, but it’s a little uncommon for them to actually get the ROAS that they were hoping for. And typically that’s a result of betting on the wrong horse because you weren’t looking at the right things.

      Not all campaigns scale well, after all; in fact, many don’t. 

      When it comes to scaling supplement campaigns on any platform-- including Facebook Ads, Google Ads, or even native, organic marketing-- the metrics themselves are often overlooked. There are, after all, a lot of metrics to keep up with, and before scaling, you need to take all of them into consideration before making any decisions. This includes your own key metrics, along with your competitors’. 

      In this post, we’re going to look at the three most important metrics to consider when deciding to scale supplement and weight loss campaigns. 
       
      1. Your EPC Must Be >$1 On Mobile Placements
      Your Earnings Per Click (EPC) isn’t something that most ad managers automatically calculate, so some businesses automatically overlook it. This is a crucial mistake.

      Your EPC, after all, will tell you how much you’re actually making per click, and therefore how much you can afford to spend on said clicks. If your EPC are under $1 period, this typically means that your campaigns aren’t profitable enough to scale. Ad costs, after all, sometimes increase as campaigns scale, so if you aren’t competitive now, the campaigns won’t hold up at a higher level of ad spend.

      We’ve found that the magic metric to look for is to have an EPC higher than $1 on mobile placements. This indicates a stability and profitability that your campaigns must have in order to be able to withstand scaling. Once you start pushing $1.20, $1.30, and even $1.50, your campaign is stable enough to expand into broader targeting, giving you more options to scale further in ad spend and audience. 
      2. Your Metrics Will Get Worse As You Scale
      You shouldn’t scale a campaign hoping that things will get better; that’s like marrying someone hoping that they’ll change.

      It just doesn’t happen.

      It’s natural for metrics to fall as you scale. Your profitability when spending $1,000 a day will always be much higher than when you’re shelling out 10k or 50k a day. 

      There’s a reason for this. As you sacale, every incremental customer that sees your ad is less likely to convert given how the algorithm works. Users may see your ad more often, reducing your conversion rate, or your audience may need to get more broad. 
      As a result, you should expect your CRV to drop around 30% when scaling from around $1,000 a day to 10k per day. Another heads up: your CPC will likely increase at about 30% due to the lowered CTR on your ad campaigns. 

      This means that your metrics need to be golden when you’re getting ready to scale. Don’t hope that throwing more money at the campaign will fix it if it’s not performing at optimal standards, and be ready to see those 30% changes. If your campaigns can handle those swinging metrics as you scale, you’ll be good. 
      3. You Need Multiple “Control Creatives” 
      A common strategy that a lot of brands use is to go all in on one ad and then keep promoting it after collecting social proof on it, showing it to multiple audiences on Facebook. While this is undoubtedly a great way to run a campaign and can even help you scale it, it’s also limiting in its own ways.

      Frequency on Facebook is a concern. After a certain threshold, a user is unlikely to convert on an ad, so paying to show them the exact same creative multiple times over won’t get you any results. 

      Because of this, it’s essential to keep your campaigns fresh. Have multiple versions of your “control creatives,” adding new images or copy, focusing on different pain points or containing different offers. You can even use similar messaging and similar imagery, but by shaking things up, you’ll be able to connect with more users and drive more volume. This is the true way to scale well. 
      You can get creative with this. We use Dynamic Campaign Optimization (DCO), for example, for some of our highest spending clients. We’ll run campaigns with the “control creative,” along with five other variations of it. This allows us to better show ads to wider audiences, and Facebook responds better, too, giving the campaigns better reach and deliverability. Users don’t get burned out on a single campaign, and everyone stays happy.  
      Conclusion 
      Scaling is no easy task, especially because metrics don’t change in equal increments alongside your budget, or even stay consistent. Supplement and weight loss companies will notice this in particular, so it will be crucial to make sure that your key metrics and EPCs are ready to scale before you take the leap. Have multiple creatives lined up and ready to go, and test them all out before increasing your ad spend in the system. 

        Onwards and upwards,
        Robbie
        Want to scale your Facebook Ads but feeling stuck? Looking to chat about any issues, roadblocks, or concerns? Shoot us a message here to see what we can do for you. 
        Sign Up to Our Newsletter
        All Your Information is Protected When You Sign Up
        Other Blogs
        • Why Isn't my Supplement Funnel Working? - Super Cool Thing #1
        • Why Is There no Consistency When Acquiring Customers from Facebook?- Amazing Thing #2
        • And So Much More...
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