$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.
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.
1. Your EPC Must Be >$1 On Mobile Placements
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.
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.
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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.
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
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. ant 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.
Onwards and upwards,