Recently, I’ve been having huge success scaling my t-shirt campaigns. Instead of only worrying about multiplying my rebrandable designs, I’ve been seriously focusing on growing my current winners to new heights. Instead of selling 100-200 shirts each campaign, I’m getting campaigns to break 1000+ sales.
Here’s a look at my recent best yet…
I only expect this to happen more and more as I improve what I’m about to share with you.
Scaling is an intensive process, but it really comes down to basic business principles. Test your market… find what works… ramp up what makes money. That’s exactly what my scaling system follows.
Scaling your campaigns can be sorted into 3 distinct phases. 2 of these phases you’re going to be making some solid profit… 1 of these phases, you’re probably going to lose your ass. Can you guess which phase that would be?
Phase 1 – We Have Potential
In the first phase of a winning campaign, you have to see if your shirt has potential or not to make a profit.
Pretty much, this phase is the initial testing ad. It’s the PPE ad that we are broadly targeting within our niche. We are targeting as many decent interests that we can find. This test is a simple $15/day set budget and within that first $20, you will know if you have potential for profiting or not.
Here’s a look at my latest ads that are testing what has potential…
Some of them currently have a few sales and some of them don’t. After the $20 goes through, I’ll make my final decision on whether to move to phase 2, keep it in phase 1 another day, or drop it all together. If I’m doubling my money or better, the design gets pushed to phase 2. If I’m close to breaking even or making any less profit than double my initial investment, I will leave it in phase 1 for another day and test another $15. If it’s not at least breaking even and getting decent interaction, I will drop it.
Some of my designs may stay in phase 1 for the long haul. If my shirts aren’t at least doubling my investment from phase 1, then I don’t like to risk the loss of funds in phase 2 on that design. These are the designs that end up only selling 20-50 shirts. They typically still make money on that $15-$50/day PPE drip though. They just don’t have potential for huge sales.
Phase 2 – Let’s See What Works
In this phase, we know we have a decent design that’s sold at least 4 shirts in the first $20 test. We want to test every piece we possibly can at this stage to find exactly which interests and demographics are working.
The first thing I do is make sure my Conversion Pixel is set up for the campaign and I want to make sure I set up a Retargeting Audience. The retargeting audience I will use right away and set up a Website Conversion ad that targets this audience. From that point on, anyone who visits the t-shirt page can be targeted over and over again. This is some of the best ROI you will have.
The conversion pixel we set up will tell us the exact demographics of those purchasing from our ads. Every ad you put up in this niche needs to have the conversion pixel associated with it. The conversion pixel WILL NOT fire on every sale. Really, it only catches about 1/3 of your sales… so you might not be getting exact data… but you go with the numbers you collect.
That brings me to the interests tests. This is where you are going to get the program scaling like crazy. We want to set up a separate Website Conversion ad for every single interest available to target for your niche. For some niches, this can be up to 100+ ads. It’s a pain in the ass for sure, but trust me when I say it’s worth it.
Unless you already know the exact buyer demographics of your niche, keep your demographics broad. I typically go 25-64 and hit both genders… unless like I said, the shirt is only targeting one of those groups.
This is where you might get a little worried. We are going to set our daily budget for EACH of these ads at $5-15/day. And yes, we are going to spend $20 on each ad. So, if you have 100 interests, you’re going to spend around $2,000 on testing.
Here’s what a typical ad set of scaling looks like…
As you can see, some of these are making money… lots of them aren’t. After the $20 has been spent on any given ad, we look at our sales and decide individually if that ad needs to stay at its current daily budget, be bumped up to double, or be shut off.
Like I mentioned, the conversion pixel doesn’t pick up every sale. So to make sure we have more accurate data, I will use a separate tracking variable for each ad I’ve set up. I’ll quickly show you what I’m talking about for those using Teespring.
Your typical Teespring link looks like this: www.teespring.com/tshirtname
We can add a tracking variable to see exactly who buys through this exact link by adding the syntax “?variable1=variable2″ at the end. So for my first interest test ad, I would have the link www.teespring.com/tshirtname?t=i1. t stands for ‘test’ and i1 stands for ‘interest 1′. I keep an excel worksheet to keep track of each interests results.
Just log into your Teespring account and go to this URL (analytics.teespring.com) to check your tracking stats plus so much more. Here’s a look at the variable data…
I also check out the time of day they are buying and what styles they purchase more often. If I have a black shirt version in my ad, but they are all buying the pink version.. then I’ll change my ad to show the pink version.
You can set up these tracking links with a ton of different tools. You could use something as simple as the WordPress plugin Pretty Links… or you can sign up for the tracking program, Improvely.
Once these ads have all run their first testing course, you have a lot of demographic data you can check out as well. Head into the reporting area of your Facebook ads dashboard. We want to see which gender and age groups are actually buying.
Here’s a look at some data from a recent campaign. Can you tell me which age groups I dialed my ads down to?
Looks like 25-54 would be a decent range and 25-44 would be the ideal range.
Phase 3 – Making The Money
This brings us to the final stage of the scaling process. We’ve done all our testing and know exactly who is buying our shirt. Unfortunately, you probably lost some money in the second phase. Hopefully, you are still up on the campaign overall… but no need to worry. This is when we make it up big time.
With the dialed in demographics and interests, you know which ones are making you money. Ramp these suckers up and let the money roll in. Keep interacting on your posts and keep searching for interests to test out as you grow.
I use this demographic data to set up all new Click To Website ads that show each versions, last day campaigns, and I optimize my PPE ad campaign from day 1.
Hopefully, this shows you a little more about scaling to make hundreds if not thousands of tshirt sales.