FB/IG+GA Ads | Clothing | ASMDSS | 1000+ product catalog winning strategy

🎯

Key Results

A fast approach to product-winning identification implemented

Over $100k per month spent with profits

Single creative reached over 6000 sales

Brand description

ASMDSS Gear is a niche e-commerce brand offering a range of apparel and accessories with a distinct patriotic and military theme.

Targeting individuals who appreciate military culture and national pride, their product line includes tees, drinkware, and button-down shirts, all featuring bold graphics, and humorous and motivational messages.

Catering to men, women, and children, the brand's offerings resonate with those who support military values, patriotism, and 2nd Amendment rights, making it a unique player in the themed apparel market

The Initial Situation and First Optimization.

The primary issue we aimed to address was the inability to further scale the e-commerce platform and how to more effectively identify a winning product.

These two challenges are closely related: identifying a winning product increases the likelihood of scaling the account successfully.

Moreover, the account exhibited instability, characterized by fluctuations. We typically address this by implementing Google Ads (and Klaviyo, although we do not manage that).

Google ads = low traffic & High Roas >>> it gives stability

The Highlights of Facebook & Google Ads Strategy

Most of the time, even with a vast catalog, there will always be a small percentage, if not just one or two outstanding products, that attract new customers and generate profits. We refer to these as Hero Products.

The remaining products primarily serve to directly upsell, enhancing the cart value, or to aid in subsequent retention, thereby increasing the Lifetime Value (LTV).

The quickest and most cost-effective method to identify a winning product (beyond using catalog ads, which have already been used) is to launch single static ads with very similar designs that can be produced internally in just 5 minutes (see the content approach below).

We prefer not to immediately resort to User-Generated Content (UGC) because producing it is time-consuming, expensive, and labor-intensive, involving scripting, hiring a content creator, editing, etc.

While UGC is crucial for scaling an account 99% of the time, our budget constraints led us to opt for this approach only after gaining some certainty.

We began by testing over 20 different images featuring unique products each week to collect data, enabling us to identify the top-performing products.

How did we determine a winning product? The best ones generated significant social proof from the start, with dozens of comments and likes, and demonstrated a clear break-even point return on ad spend (BEP ROAS).

Below is an example of an exceptional product we had and the UGC we developed after declaring it successful.