Supplement Brand $58k @ 5x ROAS
Supplement brands are my favorite. It’s easy for me to come up with extremely effective ad angles.
I want to cover exactly how we’re structuring our campaigns and give you some real examples you can take inspiration from.
Here’s what I’ll lay out:
-Companies that are killing it in the supplement space
-The exact ads we’re using
-How we structure our campaigns
Now, let’s talk about the exact ads we’re using. People seem to love when I break it down by funnel level…so i’ll do that.
The Exact Ads We’re Using (Creatives + Copy):
TOF Creatives:
The main idea behind our top of funnel ads is to gain mass attention from a fairly broad audience — this makes it very easy to scale in the future.
The core idea is the same across all of our brands but how we go about doing it depends on the product/audience.
Here’s your basic formula to attract mass interest:
Demonstrate mass problem + Agitate that problem + present your product as the only solution = Sale made
I’d strongly recommend testing videos, but some of our accounts are seeing better results with simple images that layout the major-benefits of the product.
Test for ya self.
TOF Copy:
I’ve found the creative is 10x more important than the copy for supplement brands, but great copy can still give you that extra 10–20% boost.
Short form copy is currently working best — again, test for ya self.
Here’s what we’re currently doing…
-Benefit
-Benefit
-Benefit
-Social proof claim
- Link
That’s literally all we’re doing and it’s killing it.
Now, Let’s talk about MOF (my favorite)
MOF Creatives:
I’ve made posts about this before, but I’ll say it again because it’s super effective.
Our main goal with MOF campaigns is to increase trust by presenting social proof.
We do this through mostly user generated content.
Here’s a list of our top performing MOF creatives:
- Unboxing videos…these work like magic
- Taste test videos…also magic…maybe more magical
- Testimonial/review videos
- First impression videos…these are my favorite
As you can see, these are all user-gen videos that generate a tremendous amount of trust.
Important note — you must have harmony between each level of the funnel. The style/sequence of your ads must make sense to the viewer.
MOF Copy:
Our MOF copy is generally very similar to TOF.
We just change the layout slightly. It looks like this:
-Social proof claim
-Benefit
-Benefit
-Benefit
- Link + discount
We usually test different benefits here.
Super super simple.
Onward…
BOF:
Our bottom of funnel is pretty simple.
We’re running straight CTAs with a discount ladder.
We start with a 20% off discount.
If that doesn’t work, we creep the discount up to 30% off (we’re working with high profit margins lol)
Dynamic ads work amazing for this — I’d highly recommend.
Now that you know the type of ads we’re running, I’ll quickly take you through how we’re setting up all of our campaigns.
TOF Campaign Structure:
We’ve currently just got 1 TOF scaling campaign running.
This is what it looks like
ADSET 1 — Site LAA 1% — 5 creatives
ADSET 2 — Site LAA 5% — 5 creatives
ADSET 3 — Page LAA 1% — 5 creatives
ADSET 4 — Page LAA 5% — 5 creatives
ADSET 5,6,7 — Interest targeting — 5 creatives
ADSET 8 — Wide Open — 5 creatives
MOF Campaign Structure:
Here’s how I set up the MOF campaign:
ADSET 1 — Video Views 25%
ADSET 2 — Video Views 50%
ADSET 3 — Video Views 75% +
ADSET 4 — IG Page Engagements
ADSET 5 — FB Page Engagements
ADSET 6 — IG Post or Ad Engagements
ADSET 7 — FB Post or Ad Engagements
We purposely disclude any website visitors in this campaign.
We want to target everyone who has engaged with our ads but HAS NOT been to our website.
BOF Campaign Structure:
Here’s what our BOF campaign looks like:
AWV 7 Day
AWV 30 Day
AWV 180 Day
View Content 7 Day
View Content 30 Day
View Content 180 Day
ATC 7 Day
ATC 30 Day
ATC 180 Day
Purchases (All time)
Purchases (Last 7 Days)
Purchases (Last 30 Days)
Scaling Strategy:
Let’s go over what we’ve been doing recently to scale.
This is just 1 of our scaling strategies…but it kills.
Find your top 3–4 ad sets from previous testing campaigns and duplicate them 5x into a new CBO campaign.
You’ll end up with 1 scaling campaign with 15–20 adsets
5X the budget and wait for FB to find the winners.
That’s literally it. I could go into why this works but this post is turning into a book lol.
It seems like a super strange technique, but it’s been a winning strategy for us.
