Hi there,
Thanks for reaching out. Happy to give you some initial thoughts and guidance on your plan for the new product launch on Facebook Ads.
Let's talk about that budget split...
Jumping right into it, the 60% awareness, 30% retargeting, 10% conversion split you're proposing for a product launch on Meta feels a bit upside down if your ultimate goal is sales. Awareness campaigns (like video views or reach) are great for getting your product in front of lots of eyeballs and building brand recognition, but Meta's algorithm will optimise to find people most likely to consume that content, not necessarily those who are ready to buy.
For a physical product, especially starting out, you usually want the platform to find people who are *most likely to purchase*. This is why conversion objectives (optimised for 'Purchase' or 'Add to Cart') or even Landing Page Views (optimised for people most likely to click through and stay on the page) are often the way to go with the majority of your budget.
Shifting the focus to find buyers faster...
We've run quite a few campaigns for eCommerce clients on Meta, selling things like cleaning products and subscription boxes. What we've consistently seen is that putting the bulk of the budget towards conversion-focused campaigns drives actual sales more effectively. Meta is surprisingly good at finding buyers when you tell it that's what you want. It doesn't mean you ignore awareness completely, but maybe start with a smaller portion, or integrate 'awareness' type creative (like your comparison video) into a campaign optimised for traffic or conversions.
Your retargeting plan sounds solid though. Hitting people who have shown interest (website visitors, ad engagers) with testimonials, offers, and urgency for abandoned carts is pretty standard practise and works well to capture warmer leads.
Don't forget the website side of things...
You mentioned expecting decent clicks, which is great. But even with lots of clicks, the actual sales happen on your website. It's crucial to make sure your product page and checkout process are really solid and trustworthy. If you get lots of clicks but people aren't adding to cart or completing purchases, that's usually a sign that something needs fixing on your website or with the offer itself (pricing, shipping, photos, descriptions, trust signals, etc.). Just like in SEO where the landing page quality matters, it's the same for paid ads.
So, what might that look like?
Instead of 60% awareness, I'd suggest flipping the script initially. Here's a simplified overview:
| Proposed Strategy | Recommended Approach Initially |
|---|---|
| Budget Split: 60% Awareness, 30% Retargeting, 10% Conversion | Budget Focus: More heavily weighted towards Conversion (Purchase/Add to Cart) or Landing Page Views |
| Primary Objective: Get seen (Awareness) | Primary Objective: Drive sales/purchases (Conversion) |
| Key Focus: Broad reach, video views | Key Focus: Finding buyers, optimising website flow |
| Metrics to Watch: Video views, reach | Metrics to Watch: Landing Page Views, Add to Carts, Purchases, CPA, ROAS |
This approach lets Meta learn quickly from actual purchasing behaviour and find more people like your initial buyers.
Why consider expert help?
Getting e-commerce campaigns right, especially from scratch, involves a lot of testing – different audiences, creative formats, messaging, landing page optimisations, and understanding how Meta's algorithms needs time and data to perform. Scaling these campaigns effectively requires constant monitoring and adjustments based on performance metrics. Someone who has done this many times before for similar products can often help you get to profitable results much faster and avoid costly missteps while you're learning the ropes.
If you'd like to discuss your specific situation in more detail and explore how we might be able to help get your product selling on Meta, feel free to book in a free consultation.
Regards,
Team @ Lukas Holschuh
