Overall, the brand was doing well but was looking to scale the spend and revenue, and find new products that they could advertise to decrease their dependence on shapewear.

Consistent testing in every level was key to ensure success. We created different product pages to see what was more effective for when the customers were already on the site.

The large part of the testing, however, was on the Facebook side of things:

For every new campaign, we started by launching with a very low budget to scale from there on ($5 usd to 15 usd, depending on the product price). We tracked very closely the CTR and CPM and left them run for 7 days, except when they started performing as a winning audience or an absolute loser audience (low CTR compared to other campaigns using the same video, or high CPM).

We named the audiences and the products in order to have a simple code that would be easily recognizable and know exactly what we were talking about when we saw any given ad set.

The reporting was also key for success and understanding the performance of each individual product or campaign more globally, so we created a report that was updated daily a VA. It included enough data not just to know the performance on Facebook, but how profitable the campaigns were after ad spend, product cost and operation costs. This allowed all scaling to be more precise and going into a deeper level of understanding of each product and CPA that was affordable.