Steve Weiss, CEO of the Los Angeles-based internet marketing firm MuteSix, presented on The Tricks to Running Profitable, Scalable eCommerce Facebook Ad Campaigns at Mumbrella360.

1. Mumbrella- June 7th, 2017
Rapidly Scale Your Facebook Ads While
Keeping ROI Consistent

2. I am Steve Weiss, CEO of MuteSix
● Have personally managed over $100 million dollars in performance
marketing ad spend
● Early Google AdWords Beta Tester
● Started running Facebook ads in 2006 when I was in college to drive
people to my stand up comedy shows
● Facebook ad buying could be one of the most fun activities of your
day or the worst.
● Stay on top by staying current

3. The Facebook campaign structure that wins on the
auction
● 3 - 5 creatives per ad set
● Always test out NEW creatives in an ad set targeting your NEW
audiences aka the bullpen
● Rotate in your best creatives from testing to your best audiences
● Segment Campaigns based on re-marketing, new user prospecting
● Segment your re-marketing off people who come in from organic and
people who come from Facebook

4. Tactics and Scaling (Social Proof)
● Use Automated Rules to turn on/off ad sets based on specific CPA
goals. MAKE sure you have a rule to turn ads back on if they become
profitable
● Early indicator of PROFITABLE ads/ad sets is initial social proof,
scale ads based specific social proof
● Send your best performing ADS to your whole team (to Comment,
Like and Share)

5. Segmenting your audience → higher ROAS
● Target users based on where they are in your buying cycle:
○ Top-of-funnel: LESS focused on sales and more focused on
going viral; if ads go viral lower cost of driving traffic
○ Mid-funnel: Here is where you want to explain the product and
benefit. Important to have ads focus on friction points.
■ Friction Points= Price, Social Proof, Trust etc..
○ Bottom-funnel

6. Using your highest-converting audiences for NEW user
acquisition
● Historically best performing audiences
● Lookalike audiences based off of:
○ Adds-to-cart
○ Prior purchasers within 30 days
○ Email subscribers
○ Website traffic
○ People who have engaged with your Facebook Page

7. Leverage mobile video to drive conversions
● Add captions to each video that describe your product (most video
plays will not use sound)
● Leverage video top-of-funnel to start and optimize for conversions
● Square videos work best on mobile
● Make videos 15 seconds or less and hire an editor to cut up longform
videos into multiple segments

8. Scaling on Instagram
● Make your ads look native to your Instagram feed
○ In other words, make the images look like your Instagram images
● Leverage placement optimization on Instagram to optimize the
placements for best-performing creative
● Create video ads specifically for Instagram, targeting the younger
demographic
○ Shortform, simple calls-to-action...don’t make it look like an ad!

9. Always test new ad types from Facebook as
they come out
● Facebook Collection Ads:
● Facebook Messenger Ads
● Mobile Video Ads

10. Winning with Facebook Collection Ads
● Only available on mobile
● Great for releasing new fashion lines
for the (fall, winter, spring)
● Upload video + product feed turns it
into interactive ad
● 3x CTR boost currently when split
tested against carousels on mobile

11. Crushing Facebook Messenger Ads
● Drive people directly to open up a
chat window, have customer
service ready to make a close
● Have a sponsored message inside
of a messenger, asking people to
call a certain number
● Automate message responses to
give people discounts or a link to
latest collections

12. Scaling Dynamic Ads
● Edit the product descriptions in the product feed for
marketing sales copy and re-upload
● Edit the images in the product feed to make them look
less like merchandise shots (focus on lifestyle)
● For audiences that work for Dynamic Product Ads, change
your bidding strategy to bid for impressions

13. Connect your email marketing to Facebook
● Leveraging ESPs like Klaviyo, Marketo or Bronto, you can
build audiences on the fly from users who open, click or
engage with your email
● Set up specific ads to people who engaged on your email
list, with specific CTAs that match the emails that you are
sending out

17. Thank You
Steve Weiss
Chief Executive Officer
steve@mutesix.com