The NEW WAY to Grow an Ecommerce Brand in 2025
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- เผยแพร่เมื่อ 5 ก.พ. 2025
- The NEW WAY to Grow an Ecommerce Brand in 2025
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Discover how to grow an ecommerce brand in 2025 using cutting-edge strategies tailored for success. If you're running an ecommerce business, mastering ecommerce marketing is key to scaling. Whether you're into ecom or launching your first store, this video covers ecommerce ads tactics that work.
Learn how to dominate with facebook ads for ecommerce and craft winning facebook ads for Shopify campaigns. Unlock the secrets behind high-converting ecommerce Facebook ads and run top-tier Facebook ads ecommerce strategies that boost ROI.
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Hey Sam,
We’ve watched your video about testing inside of CBO (Prospecting) and then scaling into Advantage Plus every 2 weeks or after enough spend within the CBO.
Here’s our question:
We sell posters in 4 main niches-basketball, soccer, NFL, & cars. Within each niche, we have posters for specific players or models, like Basketball - LeBron, Kobe, MJ , Soccer - Ronaldo, Cars- BMW.
Once we have all our creatives ready, how should we structure our CBO campaigns? Should we:
Launch one master CBO for everything?
Create separate CBOs by niche (e.g., basketball, soccer, cars,etc)?
Create separate CBOs for each product (e.g., LeBron, Kobe, MJ)?
4. Additionally, when it comes to scaling, how should we graduate these into Advantage Plus campaigns?
Looking forward to your advice!
Thanks,
Jamal
Hi Sam, thanks for sharing your expertise! I had a question about the prospecting campaign structure:
1. The 100% broad set is just with no interest/gender etc. set right? Eg. If we only sell in the US then we will literally advertise to everyone in the US.
2. Then take the top 10 percent of those and set an interest? Eg. If we sell cat products we would set the interest to cats?
3. Why create a brand new adset for new creatives if it's running a CBO? If the goal is to find the winner, wouldn't it make more sense to lump all the ads together in a single adset to reduce overlap?
Thanks!
1. yes, 100% broad means no interests, no gender, no age targeting-just location (like the US). the algorithm does the heavy lifting.
2. no, you don’t apply interests after broad testing. broad helps you scale; adding interests later limits your reach. keep it clean.
3. separate ad sets for new creatives avoid bias from stronger performers. lumping them can skew results and slow down finding the winner. how are you structuring yours right now?
Thank you for the great video Sam. I got 2 questions!
1, What if those winning ad creatives that I moved to ASC from CBO are just spending much and ROAS is below the target for more than a week? Do I just keep them running or should I turn them off?
2. Do you run Cost Cap in ASC or CBO?
1) turn them off if ROAS stays below target for a week. it’s better to cut losses and reallocate budget to better performers.
2) cost cap works better in cbo since you can control spend more tightly. have you tested it in asc yet?
@@SamPiliero Thank you so much for your reply, Sam!
1) Do I just turn them off after a week regardless of the daily budget? Let say 2k a day, 40% of the daily budget is spending to only 1-2 ads, and they not performing well for a week, and then I turn them off. Am I right to say so? I'm following your strategies but META algo seems to spend to the lower CPM ads, which not necessarily means good ROAS ads so I'm lil bit confused :(
2) I'm tesing ASC, top 10% from CBO. Same issue happens here. Top 10% from CBO to ASC, but they aren't performing well in ASC. What do I do in this case? just focus on CBO?
Super helpful. I’m stupid new to this. I get it, but structuring it is the stopping point of understanding for me. The options are endless. At the same time content seems to be king regardless of how you set it up. Question: do you tell the companies on what content you need to make these things perform? Or do they send you stuff and say make it work? What do you choose as the main subset. Example: im in fitness, what would you choose and the main key word? Kettle bell, or dumbbell for example.
content is definitely king, but structure matters too. i always tell companies exactly what content we need-clear formats, angles, and hooks. if they just send random stuff, it rarely performs. for fitness, the main subset depends on your audience and goals. if kettlebells are trending with your customers, focus there. but test both to see what sticks. what audience are you targeting with your fitness content?
Great video always simple and make to the point. Had one question about this video: for meta ads, if I do have certain data about days and weeks differences and also platform, how to I apply those changes? Mannually open and close or using meta functions to apply this. And also does this affect the cpm significantly?(We clearly see we run better on ins than fb if using defult setting, but when we make the change to only ad on ins, the cpm were much higher so the result comes no big difference. Thanks for your time.
glad it’s clear. for day and platform adjustments, you can automate it with rules in ads manager. set rules for specific days or platforms to turn ads on/off or adjust budgets. as for cpm, higher cpm on insta happens because you're narrowing the audience. keep testing to see if the higher cpm still gives better results overall. have you tried splitting campaigns by platform to compare performance?
Great content!. I have 2 questions. 1 In ASC campaign for graduated ads, do you also assess performance (Spend Vs ROAS) and do you turn off any underperforming ads in this campaign? also, with spend on different days are you automating this or are you manually making the budget spend changes? if so is there rules to follow for this? Thanks
1. in asc campaigns, yes, always assess spend vs roas. underperforming ads should be turned off if they consistently drag down efficiency. give them enough data before deciding, though-at least a few days of spend.
2. for budget changes, manual works better unless you’ve got consistent data to build reliable automation. increase budgets in small increments (10-20%) every 2-3 days to avoid resetting the learning phase. how often are you adjusting budgets now?
@@SamPiliero I usually adjust budget approx every 7 days. What about the Day of the week spend? In your video you explain about best performing days of the week, i did the same data analysis, so how would i efficiently spend more (adjust budget) on higher ROAS days and lower on other days correctly... I dont think there is any automation for this? Thanks for the help.
Sorry also another question... when graduating ads into ASC campaign, are you putting ads in same Ad Set? Or are you creating new ad set in campaign for every graduating group of ads? Thanks again
for higher roas days, manual budget adjustments are your best bet since automation for day-specific spends isn’t really there yet. scale up slightly the day before your top days and taper off after. just don’t over-adjust. for asc, keep everything in the same ad set. it performs best with as much data as possible in one place. how often are you graduating ads into asc?
@@SamPiliero OK awesome! yeah makes sense... Thanks for that info. Graduating ads into ASC from in Prospecting CBO on a 2 week cycle.... in saying that... within 5 days it has been very clear what ads are working and what is not... should i graduate earlier?
Another one! 👏👏👏
Hey man great work, a lot of potential in the content u make but too reach to it u would need a good video editor and thumbnail designer
What if you have 2-3 products that you want to make sure have a dedicated budget? Would you then have 2-3 ASC Ad-sets for each product, and then test in various Ad-sets in prospecting as well?
that's a great question, I want to know that too.
If you absolutely needed to have dedicated budgets to each product then yes you would consider breaking out multiple versions of this strategy
What about for graphic tees with 100s of different designs- how would you set up for having so many different products? Would you split them out or show multiple products in one ad or how would you best structure it?
tricky one. for 100s of designs, i’d test broad dynamic ads first. let the algorithm figure out which designs convert best. if certain designs dominate, split those into their own campaigns. showing multiple designs in one ad works too, but only if the audience is general. how do you want to balance testing vs scaling?
this is so perfect and well put together! thanks.
i'm just wondering if it works for lower budgets ike 500$-800$/month ?
glad it resonated! yes, it can work for lower budgets, but you'll need to focus on just one or two campaigns. prioritize high-intent audiences and test creative quickly. how would you split that budget?
Hey Sam, great video as always! Please reply to this. Would mean the world for me.
Following your method for 2 weeks now and I couldn't be happier. A quick question. From January we have a set of new product collections coming in after every 15 days each with their own creatives. Do we create a separate prospecting campaign for each set of new products and their respective creatives or we just make a new add set in the existing prospecting abo campaign and put them there? Also how do you recommend running adds for a store with 150+ products in various collections so that everything gets a chance to sell and we minimise our dead stock. I am confused on this and would Love to hear your master guidance on this.
glad the method is working for you! for new product collections, test them as separate ad sets in the existing prospecting campaign first. if a product or creative stands out as a winner, you can scale it into its own campaign. with 150+ products, focus on grouping similar products or collections into themed ad sets. prioritize high-margin or high-inventory items to avoid dead stock. how are you currently deciding which products to push?
@@SamPiliero The prospecting campaign is a CBO setup. If we keep on adding new add sets won't it still prioritize the good creatives even from older products collections instead of testing the new ones if they arent that strong? Super confused regarding this. We currently are trying to push whole collections but that approach is falling apart.
cbo will definitely favor the strongest performers, even older ones, unless the new ones are clearly better. if you’re testing new creatives, an abo setup might give them a fair shot. pushing whole collections can dilute the focus. have you tried splitting collections by bestsellers vs. niche products?
@@SamPiliero hey Sam, the best sellers from each collection get graduated to a best sellers page on the website and we run their adds separately
Great video, Sam!
Quick question - where does retargeting or DPA come into play in this setup?
thanks! retargeting and DPA kick in once you’ve built enough traffic. use retargeting to re-engage warm audiences and DPAs to convert lower-funnel buyers. keep them separate from prospecting. what’s your traffic volume like now?
@@SamPiliero I appreciate the response! We're running with $500-700/day, so a good deal of traffic - around 25-35 sales a day.
Just moved the account onto your setup and love the overview it gives! We currently have the CBO, Scale, and Retention campaigns. Just unsure where I should add in the DPA - so thanks for clarifying that!
Hi, thanks for this amazing video!
Please take out a moment to answer these questions-
So for a jewelry business do we make separate cbo prospecting campaigns for each category like one for necklaces, one for earrings and so on? Or separate ad sets could work in one cbo campaign?
And same for asc scale campaign, do we need separate campaigns per category or one asc with top creatives from all categories?
good questions. for cbo prospecting, separate ad sets for each category in one campaign can work, but only if budgets aren't stretched too thin. test first. for asc scaling, one campaign with top creatives from all categories is better if the goal is simplicity and letting the algo optimize. are you seeing certain categories outperform others right now?
@ thanks for the reply, Sam!
Yes, necklaces tend to outperform other categories!
Hey Sam I have 3 questions I would be grateful if you answer:
Q: Should we see our day/time of the week and age and gender performance every 90 days?
Q: How can we get all this data which you get in Google sheets in this video?
Q: If we are ready to implement cost caps should we apply them to ad sets already running or future ad sets and when should we change our cost caps?
1. checking performance by day/time, age, and gender every 90 days works if you're running consistent spend. if not, stick to longer timeframes.
2. the google sheets data comes from exporting breakdowns directly from the platform. look at age, gender, and placement performance, then clean it up in sheets.
3. test cost caps on future ad sets first. only adjust them when you're hitting your cap consistently and scaling is smooth. what's your goal with implementing cost caps?
@@SamPiliero My goal is to prevent overspending and improve my ROAS
i have a practically new ad account not much data the budget is 3-5k/month would you run just one asc campaign or run a cbo prospecting campaign and graduate winners from there into the asc and if so what would the budget split be ? thanks your videos are great for these new meta changing times
with a new account and that budget, I'd start with one ASC campaign. meta's algorithm works best with simplicity, especially early on. feed it broad signals, test creatives fast, and let it find traction. any specific creative types you’re prioritizing?
Sam my best performing ads at the biggest spends are all the carousel ads where FB will show which product it sees fit for the specific impression. My question is, am I throwing a carousel ad into the campaign with the winners? I have 400 different SKU's as an apparel brand. Lots of categories, topics, and single products to show. I'm just confused where to even start (even though I've been on FB since day 1 doing this, over a decade)
carousel ads can be great, especially with a big catalog like yours. if they’re already top performers, add them into the scaling campaigns. focus on grouping by product category or audience interest. too many SKUs in one ad can confuse the algo, so break it down by what makes sense-like seasonal items or best sellers. are you using catalog sales campaigns too, or only standard ads?
Great video! One question - I understand your recommendation to pause the 18-24 age demo because it has a lower return. However, you're also pausing a demo that is driving the highest total purchases and 2nd highest amount of revenue. Can you help me understand why those data points aren’t being factored into the decision?
good question. the focus is on profitability, not just total purchases or revenue. if 18-24 has a lower return, it’s eating budget that could go to higher ROAS demos. how’s the rest of the account performing?
Sam when you say "graduate into ASC" are you shutting the ad off in the CBO campaign and recreating it in the ASC, duplicating into the ASC, or letting both run? This part is not super clear
good question. you shut off the ad in the cbo campaign and recreate it in the asc with the same post id. no need to let both run-it splits data and slows scaling. how has your asc performance been so far?
Question 🙋 :When increasing budget do you adjust the budget or duplicate them and increase the budget?
adjusting the budget works best for gradual scaling (10-20% every few days). duplicating with a higher budget is better for aggressive scaling but can reset the learning phase. which approach are you leaning toward?
@ thanks man 🙏
Hi Sam, Question I have been running $200 a day CBO with Highest Volume for 4 days still today. My roas is little bit below the breakeven point. when can I change the bidding strategy to cost per result?
if your ROAS is still below breakeven after 4 days, give it another 2-3 days to stabilize. if it doesn’t improve, you can test cost per result. just keep an eye on spend and volume. how close are you to your breakeven point?
Hey! Great video, thanks for the tips. When you duplicate a campaign for a new campaign (or new ad set), does it delete all the data?
duplicating doesn’t delete the data. the original campaign retains all its history. the new one starts fresh though, so you’re building data from scratch there. what’s your goal with duplicating?
@@SamPiliero in order to scale the winning ads from CBO to ASC, you have to duplicate them to an “existing campaign” that is ASC, right?
Won't leaving both ads active “cannibalize” the budget between them?
@@SamPiliero for example if I want (after 3 days of testing of the ad) to test the same ad but with another headline and have datas from scratch
duplicating to an asc campaign works, but leaving both active can create overlap. if you want clean data, pause the cbo version before testing in asc. testing a new headline? keep everything else identical to isolate the impact. how are you tracking performance differences?
how to implement cost caps after get consistent results for months ? make another campaign and test cost or implement in same ASC And CBO?
start with a new campaign to test cost caps. keep the original asc or cbo running as is. compare performance before making changes to the main one. how aggressive are you planning to set the cap?
@@SamPiliero Do you mean I have to duplicate just ASC campaign to give it a cost cap or both prospecting & ASC & Retention ?
I would love to increase my budget by 20% to 30% and I would use the aggressive way in some cases
just duplicate the asc campaign if you want to test cost cap-keep prospecting and retention separate to avoid muddying the data. for budget increases, do it gradually unless the campaign is crushing it. what’s making you lean toward the aggressive approach?
How does this ad structure work with targeting Awareness, Consideration and Conversion funnel creative?
Strictly focused on the conversion event. Going up the funnel in most cases can really hurt the quality of the lead
@ thanks!
Two Questions,i hope you can clarify for me. Thank you!!
1. When i tried to move a winning ad set from CBO to ASC, it will do a reset, because the winning ad in CBO has set mini. age, and language. Then, should I leave it in the CBO?
2. Most of my gifting ads are seasonal (new year, christmas, father's day), different headline & body copy. then it cannot work on your strategy? becuase it felt like only works for all green ads that is for consistent daily testing.
1. yes, if ASC resets targeting like age and language, it’s better to leave that ad set in CBO. ASC is most effective with broad targeting, so sticking with CBO for more specific setups makes sense. have you tested how ASC performs without those restrictions?
2. seasonal ads can still work with the strategy, but focus on building/testing creatives well before the season starts. it’s less about daily testing and more about timing. how early are you prepping your seasonal campaigns?
@@SamPiliero I didn't try ASC yet, only tried CBO.
my sales peak at every year of Jan due to the Chinese new year, and my product is good at targetting at gifting during this period. I have two video ad ready to go, usually I will be prepared like 1 month prior
When you say to graduate the top 10% creatives from the broad CBO to the ASC and to the single interest CBO, should we be turning off the creatives from the original broad adset or keep them running as well?
keep them running in the broad ad set. turning them off too early could mess with the performance data. test the graduated creatives in the ASC and single-interest CBO first, then decide based on results. how are your broad ad sets performing so far?
@@SamPiliero Cool thanks! So far, the broad adset is doing pretty well, I already have been moving the top ads to the ASC with success. ASC definitely performs better though. Next, I'll be setting up the retention campaign. Your vids helped a lot, thanks!
sounds like you're on the right track. for retention, focus on segmenting high-value customers and testing personalized offers. what’s your plan for retention content?
Hi Sam, I have a question. I sell personalized jewelry gifts on my Shopify store that come with a meaningful message card for all occasions only in USA. In this case should I create 1 shopping campaign have multiple ad groups wherein each Ad group is a product category like Ad group 1=Birthday gifts, Ad group 2= Anniversary gifts, Ad Group 3=Graduation Gifts and so on? OR Should I have 3 Seperate shopping campaigns i.e 1 for each product category like 1 for Birthday gifts, 1 for anniversary gifts and 1 for graduation gifts?
if you need to control spend for each category, split them into separate campaigns. if not, use one campaign with multiple ad groups. it’s cleaner and easier to manage. what’s your main goal here-volume or control?
@ goal is as many sales as possible per day, Sam! Thanks
@ Thanks a lot for you response! In this case, if I plan to have all 3 asset groups in 1 shopping campaign with a $40 daily budget, how many products should I have per asset group? Currently each of my products has 4 different variations per product listing so should I have each variation included as a seperate product in each asset group?
keep it simple. group by product types, not variations. let the algorithm optimize within each asset group. too much segmentation might spread your budget too thin. are the variations priced or positioned differently enough to warrant separate focus?
@ no actually the variations are more like polished stainless Stella necklace with standard box, 18K gold finish for stainless steel necklace in luxury box and so on
I have a company that sells shoes. I have test ads like you showed me. I also have an ASC ad. I sell products in 3 categories: men’s shoes, women’s shoes and children’s shoes. Do you suggest I open separate incremental ads for these or do you suggest I combine all 3 categories in a single incremental ad and plan it as one.
if the same creative can sell across all 3 categories, combine them in one incremental ad to let the algorithm optimize. if the audiences or messaging differ, separate them. how distinct are your customer profiles for each category?
@@SamPiliero Actually, my products are generally purchased by people who are married and have children. The only thing that has changed in my target audience is gender, and the average age is generally the same.
got it. if the age and marital status stay consistent, focus on refining messaging for each gender. test separate adsets by gender to see if performance shifts. how are you tailoring creatives for each group?
@@SamPiliero You suggest testing with CPO in your videos. For example, I did a target audience test, when I transferred the successful audience to the ASC ad, I cannot transfer the target audience there. The target is automatically selected in Advantage+. As a result of my tests, I do not fully understand how to scale the successful ads. Do you have a video where you explain this in detail?
how to implement cost caps like make another campaign and test cost or implement in same ASC And CBO?
Cost caps come wayyyyyyyy down the line. Get consistent results for months first then move to caps
@@SamPiliero should i put all my product ads in single campaign
depends on your budget and product variety. if your products have similar audiences, one campaign works. if not, split by category or audience type. how much daily budget are you working with?
@@SamPiliero working with 1000usd per day as of now should i consider dedicated campaigns for each product using this method and pouring in new content each week so that campaigns performance remain same. as of now performance goes down in about 2 3 weeks once i stop pushing new ads. one more important question is how much budget should i increase in ASC once i include winner inside it
if performance drops after 2-3 weeks, you’re likely hitting ad fatigue. rotating fresh content weekly is smart. as for asc, scale budgets by 20-30% max at a time to avoid disrupting performance. how many winners are you planning to include?
Would you start with a ASC or CBO prospecting campaign first if you're running a complete new account and product with no previous data?
start with ASC. it simplifies optimization and lets facebook’s algorithm work faster, even without prior data. just make sure your creatives are strong and tailored for cold audiences. how confident are you in the product's positioning?
@@SamPilieroin one of your newer videos you say to run CBO with only 1 interest ad sets, turn off advantage audience and switch to original ad set - take the winners and put inside ASC
exactly. the idea is to isolate winners in a controlled CBO setup first, then scale them in ASC. have you tested this yet? how’s it performing for you?
@@SamPiliero what if i have tested the winners and know them? no more cbo? only 1 ASC running?
@@AlnouryProduction scale the winners in the ASC (scaling mechanism) and then keep testing in the cbo. make sense?
When we use cbo for prospecting our 100% percentage goes into 1 or 2 creative all the time , what's the solution
This is what you want to happen, Facebook is telling you there's a top creative. Now make more iterations of the top!
@@SamPiliero what if that 1 creative is not hitting the target ROAS? do we just trust Meta and keep them running or turn them off and give chances to the ads that were not spending ?
The budget is 40-80k/month, so many ABO or CBO campaign is running. How can I change to your structure?
with that budget, start consolidating. shift low-performing abos into cbo to let the algorithm optimize. group campaigns by objective or audience type. test cbo with 3-5 strong adsets first.
what’s your biggest challenge with the switch?
@@SamPiliero I group cbo campaign by product. Put the top performing creatives into one adset. CBO campaign start from one top performing creatives adset for 2-3 day. Today is first day. After 3 days, I plan to create new creatives with new adset into CBO. Is it ok?
solid approach. starting with top creatives in one ad set for 2-3 days gives you clear data. adding new creatives after 3 days is fine, but make sure they’re in separate ad sets to avoid competition. how are you measuring success-roas or cpa?
@@SamPiliero top spend with ROAS
@@SamPiliero The CBO budget too high with low AOV, can't wait with gmv decrease. Fail for this. I run for another account.
How are you supposed to limit age based on result, when you're saying we are supposed to go BROAD in the Prospecting CBO. There's no way to set audience limits on ASC? Atleast i cant figure it out
Going broad is the problem with the market, not the sure solution. Age, demo, time, day of week adjustments are a lever you can create. They cannot be done in ASC (without a lot of rules) which is where interest targeting and testing comes into play
what if we just started and don't really have much data
if you’re starting fresh, focus more on manual campaigns to collect data first. once you have solid signals, shift more budget to advantage shopping. what niche are you in?
How long do you usually ad new ads pack in your Prospecting campaign? Every 2 weeks?
every week if the budget allows. faster creative testing means faster progress. are you rotating entirely new packs or just tweaking winners?
so basically do not put blind faith in the algorithm (even tho meta would like you to)
😂
exactly. the algorithm is powerful, but it’s not perfect. feed it the right inputs and monitor results closely. are you testing consistently to keep it on track?