My Secret Facebook Ad Strategy For Clothing Brands

I've been running Facebook ads since 2014, consulted with over 2000 brands, helped over 250 clothing brands in the last 12 months alone, and have made over $100 million with Facebook ads. And I'm gonna walk you through the exact strategy on how to set up your Facebook ads today to see predictable success with your business. First.

Okay, so number one, before we even get into ads, you need to follow a proven strategy A through a proven process. So this is our Ozo or optimized toner content scaling strategy probably can be labeled to look like. But essentially if you're spending $100 a day, this is based off of a DCT campaign, which is dynamic, creative testing, which is going away.

Some people still have it. We actually still have it on a couple of accounts. Probably 50% of them.

They're moving to what's called flexible. I'll talk about that here in a second. And this verbage for this Google doc will update and we'll change from that.

Now this says if you're not spending $100 per day, you can use this strategy, but only use it one concept at a time. Now the very first thing you have to do before you just jump into ads manager and we'll talk about that here in a second, is to have an actual strategy to jump into something. So number one is selecting the focus okay.

So is evergreen meaning is this a product that is not necessarily a drop or limited quantity or anything like that. Is it something that you can run for a long period of time, i. e.

denim? I'm a big fan of people who are selling and you can't really see me. There's denim shorts on.

What up? Shout out to the jorts people out there in the world, but you can wear a denim shorts or you can wear pants or denim pants, year round. And you can wear denim jackets most of the times of the year.

So denim is a great category to run as evergreen. Do you have a deep stack on it? Maybe you're doing print on demand.

Maybe you have deep sock of something because if not, it's going to affect things. Have we had success selling this before? Do you have past data?

I always tell people when you're doing your first set of research for ads, go back the last 365 days if you have that much data. If you do, great. If you don't, go back as far as you can.

What are the top selling products? If you go into Shopify, it will tell you, hey, here's my best selling products on the left hand side. Like how many that I sell of something.

And if you're top 2 or 3 and I'm one category, awesome. Number four with this product or collection, be a good introduction to our brand. Some products are like so deeply ingrained to your philosophy in the way that you do things.

It doesn't really make sense for somebody who has no clue who you are, that are just looking for just a great product. Ask yourself that question now. I'll leave this here and you know, you guys can see this or you can pause, take a little bit deeper.

Look here. Number two is to find an offer. We'll talk about that a little bit more in depth throughout this video.

As we just continue to speak. But finding an offer okay. Now I'll bring up a document or a spreadsheet that makes all of this very easy, but you could do buy three, get one free.

That's a great one, or buy two, get one free. You could do bundle offers, whatever it may be, and I was watching a video actually really recently from Russell Brunson. He started, Clickfunnels.

He's got a bunch of books traffic secrets, secrets, dot com secrets, etc. but he just talked about people who are selling things, i. e.

clothing. They are a commodity. The only thing that makes them different is the offer that they perceive the customer potential customer perceives in the marketplace.

But that means is that if you are just the only commodity thing that you have to beat somebody at is to cut the price, well, then it becomes a race to the bottom. And if you're chasing somebody to the bottom, there's does, you know, good to be the second least expensive product. It does make a lot of sense for you to be one of the most expensive products, but also just add a ton of value to people.

So be thinking through your actual offer. The third one is Creative Concepts is where a lot of people start, but concepts do not sell anything. They catch attention.

So you must have a hook and then you go into a story and then you must have an offer. You've got to have a hook. So this is one of the very first pieces, of creating a really good Facebook ad, Instagram ad to insert anything for this video.

We're talking about Facebook ads, which I guess I really should just say meta, ads, because it's Facebook and Instagram. But most of you guys are searching for Facebook ads, so I'm going to keep it that way. But this is these are for example, let's see here.

I think there's some founder stories inside of here. This is like a top of the funnel type of approach. I'll pull this up here and we continue to add into this.

So these are all people I know the cuts founder. These are all founders that are telling their story about how they started the company, why they started the company, and just examples of what you can do to be a little bit more organic and natural in front of your potential customers to reach them. So that could be right.

When you think of concept, I like to test three concepts at a time so you could test reviews UGC and press okay. So you have and I'll write this on here. We're going to come back to this board here in a second because I'm gonna write out a few other things.

But we'll just go here. Right. So there's three things that you want to look at when you're creating these concepts.

And testing rather. And so you want to imitate. Right.

So you look at something like this on this sheet here, you imitate them. Then you can iterate your own variation. And then you innovate your own thing.

A lot of times people find something that works and they're like, Now I'm going to go innovate something else versus just continuing to double down into what actually works. So just so you guys have it over here, right? So number one is to imitate okay, imitate then iterate.

And then finally is to innovate in that order. Sometimes people don't even get to innovate. So that's number three in this process.

And number four is the implementation. And don't worry if you're this far into like how do I okay don't worry. Just comment the word scaling down below and I'll send you this document so you at least have it.

And you don't have to try to memorize everything. And then I promise you at the end of this video, don't worry, we are going to jump in. As a manager.

I am going to walk. You step by step, but unlike a lot of other videos, you just jump into it. They don't give you the context into the video or the context into the actual ad account.

So then you don't understand why something works or does not work. This actually will make it a little bit easier for you, I promise. It'll be much easier to do it this way.

So step four is implementation. So you have your launch day. You have monitoring results for the next 2 to 4 days.

Then you have reviewing results making changes. And then you literally rinse and repeat for an ongoing okay. So you go back through, you run new tests, things are winners.

You keep those. You get rid of the ones that are not doing well. You test and then you test again.

And those are the people who are very successful at ads. And that is probably the most important part here, because if you skipped over this piece, you're not going to be as successful if you just jump directly into as manager. So please don't just jump there.

When I first started running ads, we used a lot of interest targeting, and we also use multiple campaigns to run different parts of the funnel. Right. You've heard like the top, middle, bottom of the funnel and just brand new campaigns.

But you don't need to do that anymore. Let me show you guys how you can avoid that and make your ads even easier with a simple setup. Actually prefers that you use.

But first I just wanted to say a quick hey, howdy and hello. If you don't know me, my name is Aaron and alongside my business partner Christian, we are the co-founders here at Bat branding. We specialize in helping clothing brands grow and scale online, just like you guys right here.

Clothing brand owners. Whether you're a boutique private label, it matter. In the last 12 months, we served over 250 clothing brands and I would really appreciate it if you would give us a nice little like and subscribe so you do not miss on any of our newest content.

It is all for you guys and we've been doing this for a very long time. We drop new videos every single week at least two of them. I mean, if you do this in the next three seconds, I will give you the best song from 1999 and you can drop yours down there as well.

This was actually my very first CD. So curious what your guys's was as well. Okay, so we have this basic breakdown.

All right. So we are at the top, middle and bottom of the funnel. And you're wondering, okay, how do I set up the campaign.

Right. Because this is all going to be one campaign. They all one campaign they could technically be.

And probably going to set them up as like these are different. Like think of them as like different ad sets. And again, this will make a little bit more sense.

So actually let me draw this out this make a little bit more sense. Right. So you have one campaign and then you've got ad sets which is basically could be like your top of the middle.

The bottom of the funnel. And then you have ads that are down below it. Now without going crazy in-depth, because we're going back and forth between flexible and DCT, I won't go too much into this, but the ad set level is basically it's either going to have the creative or it's not really going to change too much.

Honestly. It's like, this is like it. It's going to be broad.

What is broad? You guys have probably heard that maybe if you have not. So this is age, gender, location.

You don't need interest. You don't need anything else. Right?

I always say like, okay, if you're going to go after women like definitely like you want to put women here, if you're going after 18 to 35 year olds, then put that there and then location, right. If you go in the United States or Australia, Germany and Netherlands, wherever you're going after. Right?

So age, gender, location. Okay. But then you're like, how do I create top of the funnel content?

You let the content do the targeting. So you do not have to say, I am creating a top of the funnel campaign or like a middle of the funnel and just retarget everybody for my email list. You don't have to do that anymore.

You're top of the funnel can be an intro into the brand, right? So a new intro level type of content, it needs to provide a little bit more of a background. Always telling this is going to be like a story brand example.

So here we are X, Y and Z company for example, I am an from totally 90s kid and we exist to do X, Y and Z. For this type of reason. We help these types of people and we create this type of content for these people.

So it's like we're introducing ourselves. But you could also have an amazing offer that's going after basically a brand new customer as well. So like the top of the funnel can be a little ambiguous with that since.

But just think of it as like, how can you introduce yourself or your brand? What would they need to know? Like the purpose behind it?

The existence is a great way to lead into something like that. So that's an example. We'll get into some content here in a second, but what that actually looks like.

But that's one example. The middle of the funnel, right. It can work too.

But now for the middle of the funnel we have a benefit or they need to be educated. There's a brand that is targeting me. Their underwear, they're called nads and great ads that they have.

They have a lot of middle of the funnel type of content because they're trying to get people to to break the trends from their normal, like underwear, briefs, purchases and then talking about all the problems they're talking with. UGC to like give social proof. They're talking about all of their features and benefits, and then they're doing a bunch of proof like, hey, because people wear ours, their life is better.

So again, it's a great brand doing a ton of middle of the funnel where you need to meet people at to get them to take action. UGC and then the bottom of the funnel, pretty straightforward at that point. A lot of times this is a static image.

I usually not all the time, but most of the time for top of the funnel, I'm leading with a video and then middle of the funnel can be video or image. In the bottom of the photo was taken. Typically a static image that tells the full story, right?

So the image should show everything. Again nads has a great example. So down here I actually did save it September 25th, 2023.

So most was running for a whole year. Now. If you look into it, it tells the full picture.

It shows you guys they are briefs, boxers and briefs, organic cotton and they break down all of the copy here. So really good example of an ad that's working right now. It's been running for over a year telling the full picture.

So for the bottom of the funnel a lot of times if you haven't done an offer yet this is a good place to do an offer does not mean it is a discount. These are the ones where like somebody is informed, they've seen you a ton of times now they just need that literally that right hook basically to take action and to make a purchase. But all of these can be done from one campaign, which simplifies your setup.

And again, we'll go through that here in a second. But it's very, very easy for you to do. It makes it much easier than whenever I had to do it.

And thank goodness too, because it was a lot of work and I don't know if I would want to be doing that right now. It's just a ton more work to do that. I'd rather spend it on the research.

Please don't run ads like I used to. I used to write all of my copy inside of ads manager. I used to build everything out before ever doing any research.

I used to just build it inside of ads manager. I had no clue what I needed to do to become profitable. I'm going to walk you through each one of these steps that I made mistakes on so that you guys do not have to.

And this video so you do not have to waste years like I did, because I did it for a very long time. And I don't want you to do that. But first, hold up one second.

I want to say that if you're a clothing brand owner and you want to jump into specifics and nail down the problems that you may be having with your business, maybe you had a little bit of success. Maybe you've had a lot of success, you've now hit a plateau, or you don't know how to scale up with your ads or organic doesn't work. If those are your problems right now, you should literally just jump on a free 45 minute strategy session with us.

There's limited spots, as you can probably imagine. So go find a time that works best for you. Check out the link in the description down below.

We'll see you on the other side. As you can see here, I'm going to build this from scratch. But there is a campaign, it's label conversion.

You could label it however you would like. I'm going to go back and forth between certain campaigns, but I just want to show you this one first, one campaign, three ad sets that are going on right now and then multiple ads. So these are a lot of different carousels running ads at this point, but just different carousels and kind of set up there and then DCT as well.

Okay. So this is a new ad campaign. I'm going to build it out.

I'm going to show you how I would have built it out. This is one is starting at $30 per day. We're going to ramp it up.

And I always tell people, look, you don't have to start at 100. You can start at 200, you can start at 30. But for this we were taking over this new account from somebody else and just they didn't have any success previously.

So I don't want to tell Facebook that we're good with spending a bunch of money and not being profitable. We also we're just trying to test creative and offers. This is labeled as top of the funnel sales because we're going after top of the funnel sales.

That's our literally our main objective. We label things either, we start at 101, 100 just looks a little bit odd to go 101. And then we go after what our actual breakdown is.

So one of two, this one was without of offer. So 101. Okay.

Let's go through this. This was bullet points. These were for button downs.

This is for a performance line. So these are button downs. Performance line.

This one right here is the same thing. New concept 102 going for website purchases. And then broad.

So age gender location website purchases and then for a specific line. So the label for that line is here as well. And then we have two offers.

There has been a change here. So 569 for a purchase today. We'll take that all day every day.

Obviously it's early in the day. So we have one for a hat offer and one for a Bogo. So buy one, get one.

The way you would test this first, right, is to find a winning piece of creative. And then you would test variations of the creative. And then you can test offer.

But if nobody was taking action then we test the offer. CPMs were good link click through rate not great. So I was like, maybe we have a good offer, but we also should update the creative, which we are about to do.

Again, it's not spend a ton of money. I think even yesterday it's like, okay, how did it do yesterday. Got one purchase for 33 bucks okay.

So and it's basically being pushed all to this one campaign. So it's like, yeah, it's not enough here that I would actually scale it up. But let's go ahead and build this out.

So I'm gonna go ahead and click create. I would hit sales. The only thing that you should going after and I get this question a lot is should I go after something else.

Should I go after awareness? No. You need to go after the purchase if that's really what you're trying to do.

At the end of the day, people say, I want traffic. Well, no, the end goal is purchase. Even if you get traffic to your site.

And probably wondering if I get traffic to my site, and then I get email addresses and then I send people email addresses to eventually get purchases, I know I thought the same thing. It's not profitable. It does not work.

Not even short term or long term. I've spent tens of thousands of dollars to test out this strategy. It doesn't work.

Go for purchases. All right, so go for sales. We still do a manual sales campaign.

Advantage plus does work. It is a good option for some people to simplify it, but I have found that you need a lot more data, and you've been running ads for a long period of time to be able to make that work long term. You'll have quick results in the beginning and then it will die off.

What we do is a manual sales campaign, at least for right now, while it's still available to us, because we do like control over them. Literally going to do top of the funnel sales because that's what I'm gonna go after. And that's what you guys should be going after in the beginning.

I need new customers catalog. We're not doing anything with that advantage. Campaign budget.

Basically, this is the old CBO or campaign budget optimization, which means that the campaign level, it's going to distribute budget across the ad set. So however many ads that you have, if you do not start with anything more than $30 a day, then you probably only need to have one asset, maybe two. But anything less than that, I really wouldn't.

If you're going to start at $100 a day, maybe you could do two different concepts, three at most. But honestly, I wouldn't test a bunch of things at once. I would try to figure out and give Facebook the data with the best performing type of ads, and then scale up from there.

Your call. But let's just say we're starting at $100 a day. This is actually new.

The bid strategy, or at least a breakdown like this is a little bit different. But they're actually I think they're going to get rid of daily budget. They're going to start doing weekly budget.

So you got to be running ads for a certain period of time. But just that way they feel a lot more confident, like, hey, I'm gonna overspend today to get you the results. I'm gonna keep it within budget.

Maybe your budget's $300 a week. I'm going to keep it within budget, but I may spend 150 in the first day because I know I can get sales for that. And then if they can see that, they'll also be like, hey, you're more likely us as the customer for meta, more likely to spend more money.

So we'll see if that's that's going to happen. AB testing we don't need to do any of that. There's no reason to to jump on anything there.

We're going to go to the ad set level. Okay. The ads that we're going for a website, I'm not doing website in shop.

I am using the ads pixel, Shopify. So your pixel, however it's labeled, this one was set up before us. And then I am going for purchase.

And then I do have Capi setup which is conversion API, which basically just sends as much data back from your website to Facebook as possible. There is an option eventually with Chip. Well, to send this data that you're getting from your site back to Facebook completely.

So like think if you were around pre 2021, this is kind of how it was working. And then iOS issues kind of mess with that. So we may be able to get back to that situation.

I don't know if you don't know what Chipolo is, you can check it down in the description below. We are partners with them. It is a is it is a link.

We do get a small commission or whatever, but like go look at them or anybody else. It's up to you. But what they do really, really well is they do the attribution software.

And I believe that the only company right now that will eventually be able to pass back are 100% of data, which is going to be a game changer for anybody who's running ads. It's going to be an unfair advantage. So you heard it here first, people.

Or if you already using Chip, well, you heard it from them first. So the ad set name I'm going to change this. That's just labeling I just copied it over.

So I'm going by the ad set. So I know very simply what is the systematic way of going through this. So it's a 1 or 2 it offer broad website purchase.

And then this can be labeled however you like. And then this is objective goes for purchase dynamic creative. Typically we turn this on.

This is going to be more like flexible. You can find out more about flexible as well here. Not much there.

It's going to say to seven day click one day view. Unless it's a sale. We pretty much say that way.

Otherwise you can do a one day. A lot of people get confused on the attribution windows, but basically the attribution means like if somebody saw or clicked on this ad and within seven days or one day of viewing it, they're going to count Facebook as the reason that they made the purchase. And it's also a window to optimize.

So try to get as many purchases as possible within that period. Seven day is a great way to go right now, because you get more data back to Facebook, and it keeps as much in that window of time. Previously, I used to do one day click because I one of those sales to happen every single day.

However, it lost a lot of data. So if you're spending a buttload of money, that probably made a lot of sense. If you are not like.

And when I say about a load, I mean like 10,000, $20,000 a day, then maybe one day would make sense. But for the most part, for everybody else, seven day click, one day view the start date. I don't know why I did that, but I'm not doing this past day.

I'm not going to end this. It's going to be a daily budget. I'll never end it.

I don't need an end date. I do that for like Black Friday, Cyber Monday. That's about it.

I didn't controls, don't worry about that too much. You can see the audience controls and advertising settings. So you click this button.

All right. Just so you guys have it as well. And you know what I'm talking about.

You can change this as well I don't think that you need to, but it does give you some options for it as well. Locations. Minimum age okay.

For us. Right. Let's just say we know it's 25.

You can also there used to be an option. Yeah. Switch original audience where I can actually go in and choose age.

Gender. I am after going after women. And then there is no demographics.

There is no other breakdown here. Okay. So I'm going to leave that the same age gender location scrolling down.

Then we have the available ad creatives you guys can import. Your ads may look like this. It may look a little different.

They're getting it to the ad ad set level. I'm wondering if they're just going to get rid of the ad level. So it's literally going to be a top of the funnel like campaign.

And then the ad set level and then not do anything on the ad level, I have no clue. But you can hit import the ads, you'll have the ads imported. You are going to use flexible right now.

If you don't have the DCT option, you can pull this in with flexible. What's cool is you can go ahead and add three pieces of creative. So images or videos will have your primary text and your headlines.

One thing that I do, and I already had this pull up as well as I took this mean you can see my prompt here that I had. So I took this variation of copy from, something that our campaign manager Rhodes copywriter, wrote, and I took it as a variation. I said, okay, give me the best ones and create something that is a higher converting option.

And it gave me this copy here. So we got long copy for top of the funnel. And then at the end of this I said okay, so which of the three of the strongest.

And then it redefined it even more. And then I said okay, well it would make this better. So then we did a limited time option.

We just finally got down to the bottom one here. And this is the copy that we came up with. It is actually what was working.

So let me just copy this over for you guys. So you have it. So primary text ran in there.

Perfect. Again I write everything else out and technically I wouldn't do it in ChatGPT. I would write it out on a Google doc, or I'd paste it in a Google doc and send it over there, but this works as well.

So I have this this copy written on ChatGPT. I'm good with literally anywhere else. It could be in your notes, just somewhere else besides Ads manager.

And then I asked it for headlines. So now my headline, it's free with purchase and I can add an other option. So headlines always like to do one winning headline from the past if you have it, and then one new one.

So I got one piece of creative that's kind of like who we are, in the product. And then I got I'm going to add in the second option as well. This is kind of a variation of just straight buying.

And then I have the two headlines. So I have two primary text, two headlines, three pieces of creative that are already on here. Very simple.

I accidentally deleted one of them. When you do three sets of creative, they should be very similar with slight tweaks. So you can actually do a test here.

Now what we're testing here is more so the offer, not necessarily the creative. The creative is going to be very similar. But the headlines, the actual offer here is going to be for the free hat.

So free hat with purchase. That's what we're actually testing here. For this particular ad, you need to put in your URL so that SEO okay display link advantage creative optimizations I let them do it.

Sometimes it cuts off. Obviously you shop now and I have actually seen learn more do a little bit better to just pin on if you're doing like some education seems less salesy, but also does work once you get them in there. Play around with that on your own.

But I do do I do make sure to do offline events, especially if you have a brick and mortar location. I do have a well set up. So you grab your triple well tracking mechanism, UTM, as they say inside of the URL parameters here.

And then really at that point this is it. Okay. If you're used to a regular and you would just do this, one ad, one ad, one ad, you would do it not as a flexible.

So you would create one and then you would duplicate it. Let me show you that way. It's flexible.

The only downside is that you actually can't see the results as easily, which is the problem that we have a flexible right now. So real quickly everything else would stay the same. But instead I would just go here with an ad that I just created with the hard offer and I would hit and I would do a quick duplicate, and then I would fill it out the exact same and change the copy and the creative here as well.

So it'd be done in a new ad. So same campaign, same ad set. But then I would do a different ad that is duplicated if I cannot, and I do not want to do flexible so that I can see which one of these is actually doing the best.

That's the downside. With flexible, it's great for lower budgets and high budgets to find the right combination. The downside is right now at the particular this particular time, you cannot see the difference between what is working and what is not working.

Right now we're going back and forth between the two of them. So just being honest with you right now, flexible is great, but you can't really see why it is doing great. Kind of up to you on that point.

So now you know how to set up Facebook ads effectively. One of the biggest problems people come into later is like, I just want to spend money on ads and they don't know how to make organic work. I created a video just for you on how to use Instagram Organic to scale your brand right here.

Go watch that next. It's super easy guys. Go follow step by step to absolutely enhance what you are doing with your Facebook ads are.

You'll have a great way to do it. I will see you next time. And P.

S. make sure you subscribe!