TikTok Ads

& Meta Ads

PRODUCT
LAUNCH
GUIDE

Success in the digital advertising realm is not just about

creating eye-catching ads and hoping for the best. Instead, it
requires a systematic approach that revolves around testing
and optimization. This PDF sets the stage for our proven-
to-convert testing strategies on both Meta Ads and TikTok,
helping you unlock the true potential of these platforms and
maximize the returns on your ads.

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Testing on Facebook:
Go-To Method
When it comes to testing strategies on Facebook, following a
structured approach is essential to gather meaningful insights.
In this guide, we’ll outline a proven method for conducting
effective tests on Facebook to optimize your ad campaigns
and achieve better results.

Campaign Level
1 Campaign - Objective: Sales - Manual Sales Campaign (NOT
Advantage +)

● This campaign will use Ad Set Budget Optimization (ABO)

and NOT Campaign Budget Optimization (CBO).

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Ad Set Level
1. Set your Ad Set Budget to $15 USD, always schedule the
ad set for midnight of the following day. Avoid day parting
when testing a new product.
2. Start with the Top 5 (T5) locations: United States, United
Kingdom, Canada, Australia, & New Zealand.
3. Target ages 18+ unless your product is specific to an age
range.
4. Include all genders unless your product is gender-specific.
5. Test 1 large interest at a time (1,000,000+ Audience Size),
resulting in 1 interest per ad group and a total of 7 ad
groups with 7 different interests. Keep it simple.
6. All languages or use your store’s language; it doesn’t
significantly impact testing.

● Advantage+ Placements Recommended | for placements.

Ad Level
● Upload 3 DIFFERENT Ads and title them Ad 1, Ad 2, & Ad 3.
Get your ads here

● Ensure that each ad group has the same 4 different ads.

● Keep the primary text, headline, description, and call-to-

action the same for every ad within each ad group.

● Add your website URL and attach your fresh pixel to track
data accurately.

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Creating the Campaign
The most time-effective way to set up this campaign is as
follows:
1. Create one ad group with your 3 different ads.
2. Duplicate this finished ad group 6 times.
3. For each duplicated ad group, change the interest one by
one.

Important Note on Timing

Let this test campaign run for at least 48 hours, unless the
campaign performs incredibly poorly with no clicks (CPC
above $2). Allow the campaign to optimize, and avoid making
any changes during this period.

Following this methodical approach, you’ll gain valuable

insights into the performance of different interests, ads, and
audiences. Patience is key, as adequate testing time is crucial
for making informed decisions to optimize your Facebook ad
campaigns effectively.

How To Analyze Your Test Campaign

After running your test campaign on Facebook, it’s time to

analyze the results to gain valuable insights and make data-
driven decisions. Here are the key metrics to consider and
steps to effectively analyze your test campaign:

CPC: We are looking to find winning interest that have a CPC

under .50 (This might take up to 48 hours to reach)

Do not fall in love with vanity metrics, it is important to keep

your mind on the prize, which is CONVERSIONS.

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To be honest, we don’t look at many vanity metrics, because
we are dropshipping. We really want CONVERSIONS, nothing
else matters in the grand scheme of things.

We are looking to get a sale with $15 spent ideally, if there are
no add to carts after $15 spent you can turn off this ad group.
If there is an add to cart then leave on for another 24 hours.

The main goal here is to find winning interest…. What is a

winning interest?

A winning interest is any single ad group

that has 5+ sales with a 3x ROAS

Once you have 2+ winning interests you can confidently

begin to scale these interests. Both vertically and horizontally.

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Testing on TikTok:
Go-To Method
When it comes to testing strategies on TikTok, it is important
to understand that TikTok campaigns almost always die out
after 24-48 hours, because of this, making new campaigns
every night is key. If your test campaign does well, immediately
duplicate it and run it for the following day.

Campaign Level
Campaign - Objective: Website Conversions
● This campaign will NOT be a smart performance campaign
● Use Ad Set Budget Optimization (ABO) and NOT
Campaign Budget Optimization (CBO).

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Ad Set Level
1. Set your Ad Set Budget to $20 USD, always scheduled for
midnight of the following day. Avoid day parting when
testing a new product.
2. Select Your Pixel & Complete Payment for optimization
3. Select Placements - TikTok Only
4. Languages - All
5. Start with the United States & Canada if you are not using
an agency account.
6. If you are using an agency account then target the United
States, United Kingdom, Australia, & Canada.
(This will lower CPC)
7. Target ages 18+ always
8. Include all genders unless your product is gender-specific.
9. No Targeting - keep it completely broad
10. Conversion - Lowest Cost for Bidding & Optimization

Ad Level
● Turn ON Smart Creative Ads
● Upload 3 different Ads and title them Ad 1, Ad 2,
& Ad 3,ETC. Get Your Ads Here
● Ad 5 lines of text examples (Get Yours Today!, 50% Off +
Free Shipping!, $24.99 For A Limited Time Only, …)
● Call to action: Dynamic
● Add your landing page URL

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Creating the Campaign
The most time-effective way to set up this campaign is as
follows:
1. Create one ad group with your 5-10 different ads.
2. Duplicate this finished ad group 9 times
(You will have 10 total)
3. For each duplicated ad group, change the date and time
to midnight 1 by 1.

Important Note on Timing

Let this test campaign run for 24- 48 hours, depending on your
budget, unless the campaign performs incredibly poorly with
no clicks (CPC above $1.5). Allow the campaign to optimize,
and avoid making any changes during this period.

How To Analyze Your Test Campaign

After running your test campaign on TikTok, it’s time to analyze

the results to gain valuable insights and make data-driven
decisions. Here are the key metrics to consider and steps to
effectively analyze your test campaign:

CPC: We are looking to find winning ad groups that have a

CPC under .80 (You will usually know within 24 hours if this
product is going to hit these metrics or not.

Do not fall in love with vanity metrics, it is important to keep

your mind on the prize, which is CONVERSIONS.

To be honest, we don’t look at many vanity metrics, because

we are dropshipping. We really want CONVERSIONS, nothing
else matters in the grand scheme of things.

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With TikTok we ideally want 1+ sale(s) after $50 spent on the
entire campaign. If this occurs we can confidently leave our
campaign on to spend the remaining budget in the first 24
hours.

The goal after the first 24 hours of testing it to have a profit-

able campaign. When something is a winner on TikTok you can
tell very quickly by analyzing your test campaign, considering
the structure is set up properly. You need a strong foundation
for testing and scaling.

Scaling with TikTok happens much quicker and much more

aggressively than Meta ads. After your test campaign
produces a ROAS above your break even ROAS you can begin
to scale horizontally.

If you have any questions about this framework or still feel like
you need more help, message us through our discord.
You can join with this link: OUR DISCORD

I personally host a weekly call every Monday at 11 AM PST. Feel

free to come hangout, ask questions, and surround yourself
with like minded people. See ya’ there!

Thank you,
Layton Schwenning

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