☝️ We ran a single product video ads first to get engagement/social proofing (The target was to populate the customer video views audience to re-target as warm audience.)
☝️ The final goal was to get purchase from all over the world, but for a start, we started to go for performing countries. So we shortlisted a few countries, based on previous data and some general research.
☝️ Then we ran a re-targeting campaign based on video views with carousel/catalogue ads.
☝️ Targeted Lookalike of video views and page views from 0% to 3%.
☝️ Ran Carousel Ads to target Website Visitors.
☝️ Ran AddtoCart 90, 30, 7, 3 days. These were all run in different ad-sets with different variations of ad-copies.
☝️ For cold audience, I researched about the interests that would suit for this kind of product and used audience insight tool to gather some data. Based on that, we targeted a good portion of cold audience in these countries.
☝️ We ran these ad-sets and campaigns for almost 3 weeks, with some little tweaks during this time. WE duplicated high-performing ad-sets with a higher budget, shut down low-performing ad-sets, kept trying different new cold audiences within the same budget and also optimized ad-sets. So for this period testing, optimizing and scaling was an everyday job for us.
☝️ After this testing period, we did the transition to CBO. The strategy was simple, yet effective; One CBO campaign for each 3-winning ad-sets.