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Winning Product #4: Kids Shoe Dryer With Full Testing Strategy Using Facebook Ads

This week’s product is the Kids Shoe Dryer.This product sells really well on aliexpress with excellent reviews. And we can say that it’s also a seasonal product because kids around the world are about to start jumping into puddles and their Moms will have a lot of work cleaning and drying their wet shoes. This product is a big problem solver for Moms and it’s the right time to start selling these!

And as always, I have prepared ad examples, selling strategy and more just for you 😉

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1. Campaign Type & Optimization:

I begin with Website Conversion campaign optimised for Purchase. I don’t care about having 0 data and the red color “warnings”. I ALWAYS go with a Website conversion campaign optimised for purchases.

If your ad, targeting and product are good then you will see link clicks followed by actions on your site.

Sometimes, I may choose the “Add to Cart” optimisation and that works too(Sometimes it can even work better than purchase optimisation). Each ad account acts differently and this is something you will have to test by yourself.

Facebook tries to scare us because we’re using a pixel with no data and warns us that we won’t get any sales. This is their way to drive us into choosing a different optimization event to milk even more money from us. They want us to start from View Content optimization and slowly progress to Purchase optimization. And by doing that we will burn a lot of money…

And I usually go with 1 day click conversion window.

 

2. Number of Adsets & Daily Budget:

I recommend launching 3 to 5 testing adsets per campaign. You should test out different targeting options, different audiences, different ad types and not just launch 5 identical adsets.

Recommended daily budget that I successfully use: $7~$10

I usually go with $8+ budgets.

 

3. Targeting & Strategy:

It’s a product that saves time for Moms and Dads too so I won’t target only women here. With these kind of products where the Mom(in most cases) is the one who will do all the hard lifting(cleaning and drying), targeting Dads can be a wise decision. Saving time for their wives and earning bonus points – We may see Dads buying this product like crazy!

I decided to target:

  • Married Moms With Kids (age 3-12) – Pretty much self-explanatory. I decided to add the “married” part so they can tag their husbands to buy this product for the children.
  • Married Dads With Kids (age 3-12) – Same as targeting married Moms. I chose married Dads because they might find this product interesting and tag the wives to get “permission” to buy it 😉
  • Single Moms or Single Dads – Why “single” you may ask? Well I don’t want to dive too deep into the whole “psychology” stuff here but there are cases where emotion plays a really big part and we as marketers should use it to our favor.

I was thinking that if I target a single mom, she might be tired all day because she probably works a lot and the kids need to be taken care off. So if she sees our product, she may buy it without any hesitations because saving time for her is really important. But if she wasn’t single, maybe she would just tag her husband and move on because the Father helps too with the daily chores.

And for single dads, it might be a divorced dad who lives alone and gets to see his son once every 2nd weekend. And if they like to play football or soccer together, our product can be really helpful if it’s raining outside and they still want to play. Or if the kid is in some sort of sport club, the dad can earn some bonus points by keeping his son’s shoes clean and dry.

My point here is that sometimes emotion can beat buying power and I have a really good example from my personal experience:

You probably saw at some point on your feed the “to my daughter/son” necklaces/dogtags right? Well I of course sold these too because I’m also doing print-on-demand. And I remember targeting married men or woman to sell these. And I was selling – Not much but selling…

Until I tried targeting “widows” or single dads and this is where the sales were coming in like crazy! You see emotion is a powerful thing. Some may think it’s a bit dark to target widows or stuff like that but this is how marketing works.

And in the end, I provided a great quality product to women who lost their husbands to gift to their sons/daughters.

Married Moms With Kids (age 3-12):

Married Dads With Kids (age 3-12):

Single Moms:

Single Dads:

 

4. Ad placements:

I usually start only with Facebook feed but sometimes I mix it up and run it also on Instagram feed. Although if I decide advertising on Instagram then I usually separate and run a new adset only for Instagram users.

It’s just something I prefer doing but in both cases it should still work.

I run ads both on desktop and mobile. For Instagram ads, I target mobile users only.

Note: As you can see in this picture, I attached another “scare tactic” from Facebook that pushes you to basically spend more money by either raising your budget or going for a different optimization event. Do not be scared and run website conversion campaign optimised for purchase even if you have 0 pixel data.

 

5. Ad Type & Copy:

In this case, the photos we find on aliexpress are ok but not great. You can create photo ads and people will understand what this product does but a video ad is necessary. If you’re serious about testing this product, you can always send a message to the aliexpress sellers and ask for a video or maybe new photos. If you can’t get any raw video footage to use, then make a slideshow or even go with just photo ads. This product is amazing and worth a shot!

Anyways, I created photo ads and ad text example for you to see and replicate if you want.

Examples:

A 1200×1500 photo ad for Moms and Dads, married or single.

Dads version:

People will get from the ad text and the photo that this is a shoe dryer so if that’s a concern, don’t let that worry you. It’s just that with a video ad, we can build a cool story of kids coming back from a football game with wet shoes and later show how Mom or Dad use this product to dry the shoes and stop the bacteria from spreading.

If you’re planning on using only photo ads, then make sure your product page explains really well how this product works. You can copy and edit some of the description photos you can find on aliexpress seller page and insert them into your description. If we don’t have a video, at least we can show some photos of how this product works.

 

6. Product Pricing & Selling Strategy:

Setting a price is an important step that if done right will help you keep getting sales with a healthy conversion rate. And if done wrong, your conversion rate is going to suck or you won’t even get any sales at all.

The product price on aliexpress is $4.75. Epacket shipping is $2 so our total price is almost $7.

I think we can easily sell this product for $19.99 or max $24.99. If we sell it for $19.99, we can add a $1.95 or $2.95 shipping price. And if we sell it for $24.99, then we should offer free shipping.

Selling Strategy:

There’s enough profit to make with this product with selling price being pretty low. Product also doesn’t look cheap which works in our favor.

I think offering quantity discount in this case will be a wise thing to do. Moms and Dads will buy more than 1 product if they have multiple kids. There are some apps on the app store you can install to offer quantity discounts and there’s even one that offers a free package(limited to 1 product) so use it and test the quantity discount on this product for free.

 

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Summary:

This product has tons of sales on aliexpress and we will definitely see a rise in sales because the rains are already here. I also went a bit into emotinal marketing here and gave you examples of how we can sometimes use our targeting options to possible increase our chances to get sales. And with the example I gave you when I was selling daughter/son necklaces/dogtags, you should definitely try this angle. Even change the original text I gave you to fit more the single dads & moms.

Even with no video ads, I strongly suggest you try selling this product only with photo ads.

Keep testing and success will come – Good Luck!

 

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Daniel Aloni is one of the leading mentors in the Ecomhunt family. Daniel is a highly experienced Print On Demand seller with multiple 6 figures successful launches.
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Published inTutorialsWinning Products Breakdown

24 Comments

  1. Ifad Ifad

    I really how you put the thought process behind the decision. Please keep it coming!

  2. Hamza Hamza

    you’re tha man simply.

  3. Joshua Ibironke Joshua Ibironke

    Thanks

  4. Tree Tree

    Thanks for the analytics posting. You don’t really care of competition if someone will be doing your same ad structure but price is way lower?

    • Nope not really. And competition is everywhere – Wallmart sells photo mugs for $5 and I sell them for $20+$5 shipping and people buy. Also it’s not like you are all standing in line for the same users.
      Then if you worry too much, feel free targeting other countries. Germany, Netherlands, Finland, Sweden, France etc are wonderful countries to target and you can bank in!
      Good luck 🙂

  5. Are these all US plugs? I can’t find any that say use diferent plug option. Can someone confirm or share a link please.

    • On the product page there are 4 types of plugs available: US EU UK AU. Customer chooses the type he needs

  6. Great post again Daniel. Pls can you talk more about analysis of data especially when testing a product. Must there be sale and if yes what is the minimum number of sales before you can say a tested product is gonna win.

    I recently tried a product on FB, I got 5likes, 2 shares, 3 comments (asking the price of the product, I don’t know why they won’t click to find out the price themselves).
    Audience Nigeria
    Website Conversion For Purchase (Zero initial Data) and Run for 18hrs before turning off the campaign
    2 Adsets 2,838 People reach, 1.05 Frequency Total 9.14$ spent. Made 1 sale ($55),
    Total Clicks (ALL):109, Links Clicks:55 CPC Per Link Click:0.17$ CPC ALL (0.08$) CTR (All):3.65%.

    Please can you guide me more with this data so I know exactly what to be looking for datawise when testing. Thanks

    • First of all, congratz on the sale! And with $9 spent and 1 sale for $55(USD?), I guess you’re in profit. So why did you turn off your campaign? And are you also from Nigeria?
      link clicks look cheap but this is something I would expect from targeting Nigeria. All stats look fine too

      Why people ask for price? It’s common in some countries, saw it on a lot of ads targeting countries. Maybe it’s due to them not having credit cards or paypal? And they’re waiting for you to accept COD(cash on delivery)
      Listen, go to the ecomhunt group and make a new post + add screenshots showing ALL the data. Everything, don’t miss any detail so we can proceed.
      And explain exactly what you did and give more information about your campaign and let us know if you’re profiting ok.

      I’ll check it out tomorrow and answer – tag me(you can look me up in the group admins and see my name on Facebook).
      https://www.facebook.com/groups/ecomhunt/

  7. Hi Daniel,

    Its COD (Cash on Delivery) we majorly do here. I dont have the product yet, was just testing to see if its something that will work before spending resources to import them here. I dont wanna go and import what won’t sell.

    I turned off the campaign after 18hrs with those stats because it was only 1 COD order request I received and I didnt get anymore order. I was thinking to confirm a winning product via testing, I need to get like 5 – 10 or more orders. Why just one after 18hrs and after spending 9$+ I said to myself, then I decided to turned it but something still tells me the product still has potential that I should go back and create more campaigns, PPE and tweak the landing page with maybe reviews and timer count down or something.

    I will take a long at the facebook group, I have Deactivated Twitter and FB at the moment as they were getting me too addicted to worthless posts. Again I also decided to stay away from all those FB Lambo and Moon dropshipping groups, itbecause many make their money from courses and not from actually doing.

    Thanks again.

    • I understand a bit better now but it still would be better for you to write a post in the group and tag me. But we can do it here for now 🙂
      First of all, great thing you did to test before importing.

      I have almost no experience with COD but I know that COD orders are: 1. Converting much cheaper than regular orders 2. There’s quite a big percentage of cancellations.
      So now I understand why you stopped after spending only $9… It looks like for it to be profitable, it was better if you had like 3-4 orders for that price. Where maybe 1 or 2 of them would actually get paid.

      But why a PPE campaign and not WC one? Test it again this time with a WC campaign and see if you get better results.
      Read this article – https://blog.ecomhunt.com/2019/09/24/4-possible-reasons-why-youre-not-getting-sales/ I talk there about choosing the right campaign objective.

      • You certainly understands the issue with COD here – lots of order cancellations if not done carefully well and many people pretending not to be available to receive goods and all other major issues. Though a challenge for us in Ecommerce here, but its the only thing that seems to work quiet well here.

        You are also right with the order thing, at least 3+ orders with COD payment method is what should convince one to say for sure if the product is gonna win or not.

        Sure I will test it again just like as I followed your initial advice testing straight with WC, and that is what I did here.

        How about retargetting? I already about 60+ data on the event now.

        Thanks alot

        • Yep you should start with retargeting right now and make either a new ad or use an existing one. I would recommend using a new one, show different variations of the product you sell so people see something fresh.
          You can give it a low daily budget and just let it run. Just remember that only a really small percentage of customers purchase your product after seeing your ad once. Others need to see your original ads + retargeting ads many more times to finally make a purchase 🙂

          Good luck!

  8. peter peter

    Hi, Daniel. When FB reminded me that my ad sets may get zero conversion, I ignored it and went on, but usually got high CPM, some impressions and few clicks. what is wrong?

    • This warning is the same for everyone, just keep ignoring it. This message also appears for me on active ad accounts that get sales. Automatic messages like these from FB are nothing to be scared of.
      How high is your CPM tho? and how much did you pay for a link click?

      • peter peter

        CPM 48-51$. CPC is 2-3 $. Usually, when I got a warning, my ad sets performed very bad. I am trying to figure out what is wrong.

        • This has nothing to do with the warning Peter trust me on this. Indeed the CPM is unusually high and don’t continue advertising with such CPMS. I’d expect to get a maximum of $25 CPM here, due to targeting women 45+ and because of Christmas season when advertising costs rise. But $50 cpm is too high…

          If it’s a new ad account with new pixel, you can try targeting women 25-40 or even 35 and see if the CPM drops. If it’s still the same, try a different ad.

  9. Alaba Alaba

    hi man, great site and I am subscribed to your email list.
    I have two questions.
    Do you think I need to make an ad video for car phone holder?
    I really could not find a good video however I have some cool pictures and I can add discount writing etc. and promote on facebook and use Instagram influencers.

    Also, how sure are you about facebook ad optimization : ) Should I prefer add to cart optimization? I do not have any experience. Even though I am experienced about SEO etc. it is my first dropshipping store.

    • Hey!
      You can start with photo ads and go with it if you say you have some really cool product photos 🙂
      Well each ad account acts differently – Some will work better with purchase optimisation and some with add to cart.
      In my case, I have a few ad accounts and most of them use purchase optimisation successfully. But I have an ad account where purchase optimisation really doesn’t work. And believe me I tried but it just refuses to work. The second I try purchase, I barely even get any link clicks.
      But add to cart optimisation is working like magic so I just launch every campaign with add to cart optimisation.

      • Alaba Alaba

        thanks for the answer man, I just started making a video for the car phone holder but my product has only a few clips on the internet. So the video will probably last only 20 seconds or so maybe 25. And it is definitely an average one.

        Yeah, pictures are alright, and I will have 2-3 different variations (color etc.) and test all these picture and video ads on facebook. I will follow your advice and I will make an add to cart optimization then : )

        Thanks man, by the way my goal is to make a thousand per month and become a digital nomad lol. I already have an affiliate site which makes about 100.

        • Go for it bro and keep the affiliate site running!

          • Alaba Alaba

            thanks man I will have a good day

      • Hi Daniel, Please can you throw more light on how Add to Cart Optimization is working better for you than Purchase Optimization, everyone seems to be doing purchase?

        • I opened a new ad account for a new niche and started advertising some Print-on-Demand products. I started off with purchase optimisation but the results weren’t so good… After spending some money, I noticed I had quite a good number of ATC events so I decided to just give it a try and for my next campaign, optimise for add to cart event and not purchase event.
          Since I did that, the number of link clicks per $ spent has significantly improved and I finally started getting sales. And I just went for it and kept using ATC optimisation and it’s performing MUCH better than purchase optimisation!

          I still try purchase optimisation for some campaigns in case there’s a sudden change but it’s been more than 1.5 years for that ad account and ATC optimisation is still the king 🙂

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