How to Grow your Facebook Conversion 3X in 1 Month Profitably

Lu Chen

Case study: THINX

It is a taboo smashing brand that built “coolness” in menstruation underwear

Facebook optimization framework

1. Campaign objective per

product vertical

1. Bidding strategy

1. Budget allocation

Facebook bidding strategy

● Industry specific

● Audience agnostic

● Pick key variables

● Manage peak period

● Yesterday’s performance does not determine today’s performance

Advanced bidding strategy

Facebook Audience

Broad Demo

Interest-based

LAL

CustomAudience

Go broad from custom audience● Friends of fans● Event connections● Non-purchasers, lapsed● Referrals

Go narrow in lookalike audience● Value based segmentation● Time based segmentation● SKU based segmentation● Behavior based segmentation

Advanced segmentation

Facebook Creative

1. Immersive experience works(left, canvas ad)

2. Find your best medium(right, ad copy test)

Q & A