This document discusses strategies for converting €1,000 in ads into €5,000 in revenue. It covers using a top-of-funnel, middle-of-funnel, and bottom-of-funnel ad structure. Retargeting ads on all platforms is recommended as one of the easiest ways to start. Smarter shopping campaigns on Google and Facebook that leverage machine learning are also discussed. The document concludes with leaving time for a question and answer session.

1. CONVERTING
1K€ ADS INTO
5K€ REVENUE
MEETUP
get.pirateskills.com/1kto5k
Dec 2nd 2020
ADs

2. CONVERTING 1K€ ADS
INTO 5K€ REVENUE
1. Ads are the most fun in E-Com
2. ToFu, MoFu, BoFu ad structure
3. Retargeting simply everywhere
4. Smarter shopping campaigns
5. 1K€ into 5K€ – Q&A
ADs

3. Ben Sufiani
• Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• Working and living with
Growth Marketing since
12 years now

4. ADS ARE
THE MOST FUN
IN E-COM
ADs

5. 1000€ into 5000€
is no click-bait
Cost per
Acquisition
Product
& Delivery
Taxes
Simplified
Profits

6. 1000€ into 5000€
is a business necessity
• 50€ Gross Shopping Basket
• 7€ Taxes
• 18€ Product, Shipping, Handling
• 10€ Acquisition
• 15€ Sweet Profits
ROAS 500%
ROI 150%

7. Beware of
empty inventory

8. Be smart about
buying inventory
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

9. My favourite E-Com
ad platforms
凌

10. Paid ads
don’t work with
all products

11. We have to
make our
products work
with paid ads

12. CONVERTING 1K€ ADS
INTO 5K€ REVENUE
1. Ads are the most fun in E-Com
2. ToFu, MoFu, BoFu ad structure
3. Retargeting simply everywhere
4. Smarter shopping campaigns
5. 1K€ into 5K€ – Q&A
ADs

13. STRUCTURE
FOR YOUR ADS
(#10/15)
ToFu
MoFu
BoFu

14. Get, keep, grow
your customers
Top of the funnel
Middle
Bottom

15. • Broad audiences
• Lookalike audiences
• Interest based audiences
• More focus on engagement
• Less on traffic and conversions
Top of the funnel

16. • All social engagements
• Videos viewers
• Followers
• More focus on traffic
• Less on conversions
Middle of the funnel

17. • Website vistors
• Product views
• Add to cart & beyond
• More focus on ROAS
• Less on engagement
Bottom of the funnel

18. Scaling your ads
to the max
• Set your target ROAS (3–5)
• Once you get below your target
• Increase your ad budget
• Ca. +10% per day
• Until you are back at your target

19. CONVERTING 1K€ ADS
INTO 5K€ REVENUE
1. Ads are the most fun in E-Com
2. ToFu, MoFu, BoFu ad structure
3. Retargeting simply everywhere
4. Smarter shopping campaigns
5. 1K€ into 5K€ – Q&A
ADs

20. RETARGETING
SIMPLY
EVERYWHERE
(#11/15)

21. If you can’t make
retargeting ads
profitable …
you are f***ed

22. Retargeting is the
easiest start
• Retargeting has
highest conversion rates
• Retargeting requires the
lowest amount of budget
• But, we have to …
… manage consent
… setup audiences

23. From warm to
cold audiences

24. The basic
retargeting strategy
• Include
everybody who visited your
shop in the past 30 days
• Exclude
everybody who purchased
something in the past 180 days

25. The intermediate
retargeting strategy
• Page Views
• Product Views
• Add to Carts
• Initiate Checkout
• Purchase

26. The advanced
retargeting strategy
• Page Views 1-3-7-14-30 days
• Product Views 1-3-7-14-30 …
• Add to Carts 1-3-7-14-30 …
• Initiate Checkout 1-3-7-14-30 …
• Purchase 1-3-7-14-30 …

27. The mental
retargeting strategy
• Page Views 1-3-7-14-30 days
• Product Views 1-3-7-14-30 …
• Add to Carts 1-3-7-14-30 …
• Initiate Checkout 1-3-7-14-30 …
• Purchase 1-3-7-14-30 …
Do that for every single product

28. On which ad
platform should
you retarget?
On every!

29. CONVERTING 1K€ ADS
INTO 5K€ REVENUE
1. Ads are the most fun in E-Com
2. ToFu, MoFu, BoFu ad structure
3. Retargeting simply everywhere
4. Smarter shopping campaigns
5. 1K€ into 5K€ – Q&A
ADs

30. SMARTER
SHOPPING
CAMPAIGNS
(#12/15)

31. Smarter shopping
campaigns
• Product based targeting can
quickly become a lot of work
• Based on our shop products
• Handed over to the mighty
machine learning
• More magic, less control

32. Google shopping
campaign ads

33. Google shopping
campaign ads
1. Add products to merchant center
2. Set up shipping
3. Verify website
4. Link your Google Ads account
5. Run campaigns
… read support.google.com/merchants/answer/9455869

34. Google shopping
campaign ads

35. Facebook product
catalog ads

36. Facebook product
catalog ads
1. Add products to product catalog
2. Fix the product feed
3. Fix it some more
4. Run campaigns
… read facebook.com/business/ads/dynamic-ads

37. Facebook product
catalog ads

38. Facebook product
catalog ads

39. Expand beyond
this point
• Broaden your audience
• Go beyond your country limits
• Combine with lead gen strategy
• Build on multiple ad platforms
• Start attribution modelling

40. CONVERTING 1K€ ADS
INTO 5K€ REVENUE
1. Ads are the most fun in E-Com
2. ToFu, MoFu, BoFu ad structure
3. Retargeting simply everywhere
4. Smarter shopping campaigns
5. 1K€ into 5K€ – Q&A
ADs

41. CONVERTING
1K€ ADS INTO
5K€ REVENUE
MEETUP
get.pirateskills.com/1kto5k
Dec 2nd 2020
ADs