Winning Products Facebook Ads Testing
Winning Product #8: iPhone Christmas Cases With Full Testing Strategy Using Facebook Ads

This week’s products are these amazing iPhone Christmas cases.

These iPhone cases I just bumped into on aliexpress are looking great and they have tons of excellent reviews. I have a really good feeling about this product and I suggest you test it quickly after reading this article πŸ˜‰

So let’s jump in and see how can we sell these cases with ad examples, selling strategies and more just for you πŸ˜‰

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1. Campaign Type & Optimization:

I begin with Website Conversion campaign optimised for Purchase. I don’t care about having zero 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 for 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:

The targeting options in this case are endless and we’ll have to really think who’s more likely to buy this phone case. Judging by aliexpress reviews and just by looking at the product, I know that women are most likely to buy this case. So we figured out the gender and I will be targeting women.

Fortunately for us, Facebook does a wonderful job at gathering data and I can select people who are most likely to own a certain phone brand like iPhone 7 or iPhone XS MAX. If we were to target people on mobile with an iOS device, we would have more than 15 million and this is not good. With the option to target only a certain mobile brand, we can play with normal size audiences and even target a bit more wealthier audience – You’ll see what I mean in the targeting selection.

Now that we know who to target, here are the targeting I chose:

  1. Women with iPhone XS Max (age: 18-28) – I decided to target younger women just because I think they’re more likely to buy one of these cases than older women. I can be wrong here so I suggest testing also women 30-50+ and see for yourselves. I chose to target XS Max users first because they probably have more money to spend right now than someone with an iPhone 5 or 6. This product isn’t solving a problem and it’s also seasonal so I’m looking for people who are more likely to spend their money of stuff they don’t really need – Emotional buyers.
  2. Men in a relationship with iPhones (age: 18-28) – If I were to target men then only to suggest this phone case as a Christmas gift for their girlfriends. I think this phone case can be a really cute Christmas gift and it’s worth a shot. We can also target married and engaged men but I think this gift works better as a boyfriend/girlfriend gift – Less emotional attachment.
  3. Women with all iPhones and who like Christmas (age: 18-28) – Nothing special about this targeting option really. Just women with iPhones 8 and higher and with some Christmas interests to lower our total audience size. Hopefully we’ll catch some who really love Christmas and they’ll be happy to purchase one of these cases. *We can always add a few more Christmas interests here to really pinpoint the Christmas lovers*

Women with iPhone XS Max (age: 18-28):

Men in a relationship with iPhones (age: 18-28):

Women with all iPhones and who like Christmas (age: 18-28):

If your budget allows you to add a few more adsets to test this product, I suggest targeting older women too.

We’re targeting only mobile users – In order to do that, remove Desktop placements and keep only Mobile.

I want my users to be iPhone users but also to browse from their mobile when they see my ad. And to target iPhone users, we just scroll down and choose iOS devices only and remove everything except iPhones.


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 zero pixel data.


5. Ad Type & Copy:

The photos we have on the aliexpress page for these cases are absolutely amazing and I don’t see a reason to make a video ad for this product. A simple 1200×1200 ad for Facebook and Instagram feeds showing the 3 cases together will be more than enough to test.

Here are the photo ads and ad text examples I created.


The first 1200×1200 photo ad for women with Iphone XS Max:

The second 1200×1200 photo ad for men to buy as a gift for their girlfriends:

The third 1200×1200 photo ad for women who love Christmas:

I used the same photo because I think it’s the best one but you can always use something else. Remember that if you advertise on Instagram feed, create a new ad only for Instagram users because the description is shorter and the link cannot be clicked.

Check out this winning product article to see how an Instagram Feed ad should look.


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.

Product price on aliexpress is $3.33 and $2.74 for epacket shipping(USA). That makes our total price for a case stand at $6.

I think we can easily sell this product for $19.99 + $2.95 shipping. Maybe even for a bit more like $21.99 + $2.95. Make sure to have a good looking product page and include the closeup photos of the case which are provided by the aliexpress seller. Don’t forget to add reviews!

Selling Strategy:

Profit margin is ok and I aim for people to buy more than 1 case to get a free shipping discount. On top of the free shipping discount, we should also offer a quantity discount starting at %10 for 2 items with 5% additional discount for each product added.

Offer your customers only the three cases as you see in the photo attached and only in one color(red). We don’t want them to think about choosing different colors or other styles – I would probably offer the deer and the bear only without the Santa.


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iPhone cases are usually not something I sell but this product really caught my attention and I was surprised by the amount of sales it has followed by excellent reviews. On top of that, it looks like this seller is sending the product quite fast and knows how to work.

Overall this product looks like a real winner and the ad material we have is top notch – Definitely worth a test!

Keep testing and success will come – Good Luck!


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  1. Love it, thanks!
    I like the way you think, pretty clever..
    It all makes sense, rather than have broad ads, speak to the target audience so it appeals to them more πŸ™‚

    3 sales the other day then nothing, break even now when originally I had spent Β£10 to get Β£108. Not sure why, but I’m making a plan now and will stick to it. I always get sidetracked by others videos or methods when really this blog has everything anyone needs!

    • I’m really happy to hear that and even better when I see some results. First of all, you are doing great even if you’re “only” breaking even now. Some people struggle to get their first sale, not talking about making any profit so this is a good progress. Have you launched at least 1 retargeting ad? You can try launching a retargeting ad just to show the same ad again to people who visited your site.
      A better option is to make a totally new video or photo ad and use the new ad as the retargeting one. Try offering a discount but make sure to exclude the buyers – We don’t want to anger them πŸ˜‰
      And if you haven’t installed abandonment protector app then please do because it’s magical. $8 and a 30day trial, this app paid for itself on the 1st day I installed it. My advice is to make the abandonment emails personal and present yourself as the owner. My abandonment emails doesn’t have any “we’s” only “I’s”.

      And don’t judge a campaign on a daily basis. Unfortunately, the days when we could see steady sales each day are over(unless it’s a burning HOT product) and we have to judge campaigns on a weekly basis depending on how much you spent. So if you have one or two bad days, the following ones can cover all your losses and keep a nice profit.

  2. Hi Daniel, thanks for your reply.
    I’m going to look into starting up a retargeting ad now. I have never tried image ads, I guess it’s faster and easier to test so for retargeting it maybe worth a shot, hopefully they remember the store name and it makes them remember they were interested, good shout!

    I totally customized my abandoned cart email, but I will take a look at that app and see what it’s like. Yeah I guess it’s like Native etc, don’t judge daily but look at weekly or even monthly as days/times/holidays/events can all be a fluctuator.

    I fully understand the testing process, no emotional attachment to money and being unprofitable is not “losing” it’s buying data, and what I do with that data is what counts.

    Thanks for your tips/advice, appreciate it!
    Another sale today since ignoring all other videos advice and coming back to redo campaigns with the info here! Basically just gathering data until I have enough to decide on test winners.

  3. Hi, can you elaborate a little bit more on these statement . I’m new on Facebook ads and trying to learn…
    β€œOffer your customers only the three cases as you see in the photo attached and only in one color(red). We don’t want them to think about choosing different colors or other styles – I would probably offer the deer and the bear only without the Santa.”

  4. Hello

    Great to see you suggestion on this wining product but problem is that facebook disapproved the advertisement made by me as per your detail given and reason is ” This ad doesn’t comply with our Advertising Policies. You can edit the ad(s) or go Account Quality to request another review.
    Go to Account Quality ”

    is disabled ..not sure why this happen instead image i try to use one of video ..

    hope for suggestion to make this work

    • Unfortunately Facebook does this sometimes with no reason at all and disapprove or even block normal, advertising policies compliant ad accounts. I see no problem with this product so contact them and explain calmly the situation and tell them it’s a mistake. Hopefully they’ll approve it again.
      It can be also due to other reasons like payment, geo location, and more… Nothing to do but to contact them and hope for best…

      Good luck!

  5. I’m doing your (near) exact strategy over on My ad has only been running since 7am …it’s now 3pm but I’ve had 257 impressions of the ad and 3 webite visits. I have no idea if this is good or bad. Any suggestions?

    • Hi Tracy! It’s too early to decide anything here… On top of that, impressions and link clicks aren’t enough for me to really understand how your campaign is acting.
      I need the budget spent, CPM, cpc, number of adsets, any actions(Add to cart, initiate checkout) to better understand.

      So far, judging from these 257 impressions, the link click ratio isnt bad. But again it’s way too early to judge, you didn’t even reach 1,000 people. My guess is that you’re fairly new in this game and my advice is to really take your time now and learn everything from free sources like this blog, our official youtube channel and other e-com youtubers like Gabriel St-Germain.
      Good luck!

  6. Hi Guru
    I got my first for a product after running engagement ad for few day,now i started conversion ad (i targeted the audience from engagement ad ).
    Can you share few tips to scale the product??

    • I can’t possibly know what’s going on with the campaign because there are no numbers but I have a few articles in this blog like how to test and how to scale. Check them out and I’m sure it will be really helpful πŸ˜‰

    • I rarely use engaged shoppers when testing because everyone else is using it. This usually makes my CPM jump to higher than usual numbers and I never got any “groundbreaking” results for me to keep using engaged shoppers. Even when scaling, the adsets that had engaged shoppers delivered bad results.

      But again, I saw a few people who said that engaged shoppers gets them good results. Feel free to test it for yourself but just don’t do it for each of your campaigns πŸ™‚


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