Winning Products Complete Facebook Ads Strategy
Winning Product #11: Portable Milk Bottle Warmer With Full Testing Strategy Using Facebook Ads

This week’s products is the Portable Milk Bottle Warmer.

This product is a great solution for Moms looking to keep their milk bottle warm when they’re outside. Especially now when it’s cold outside and the milk will get cold no matter how good you wrap it. It’s an essential product you can sell LONG after Christmas if you hit the right audience 😉

So let’s jump in and see how can we sell this milk bottle warmer with ad examples, selling strategies and more.

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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:

Our targeting options are simple this time and we’re going to target new Moms and Dads. Facebook gives us an option to pick parents based on the child’s age and the interest ‘New Parents’ gives us parents with children aged 0-12 months. Exactly what we need!

The targeting I chose:

  1. Women(age 18-34) New Parents(0-12) – Women with babies as simple as that.
  2. Men(age 18-34) New Parents(0-12) and who married or engaged – Same principal as above but they have to be married or engaged. Can’t see an option where a man, after seeing our ad, decides to buy this for his ex-wife.
  3. Women(age 18-34) New Parents(0-12) Countries(CA, AUS, NZ, UK) – Targeting other english speaking countries.

Women(age 18-34) New Parents(0-12):

Men(age 18-34) New Parents(0-12) and who married or engaged:

Women(age 18-34) New Parents(0-12) Countries(CA, AUS, NZ, UK):

You can always try targeting Worldwide but if you do that, remember to exclude countries with 0 chance of buying. And if you’re page is in english and you don’t plan on translating it, then in “Languages” choose English(All). If we target WW, we want them to at least understand english.


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:

Unfortunately for us, the photos the seller provides are not the best and we have no video to use. In this case, I strongly recommend to approach the seller and ask for a video or high quality photos you can use. If he doesn’t have any, take a look at different sellers who sell the same product and look for material you can use. Another option is to look for a similar product as this one and you may even find something much better than what I showed you here.

Anyway, I prepared some photo ad examples from the materials we have on the seller’s page.

Note: This is an essential product for Moms with babies and it’s something they would love to have for winter times. Even with the photos we have right now, there’s still a chance our ad will bring enough attention for them to click on it. So you can give it a go with what we have now.

You can never know until you try 😉

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


1200×1200 photo ad for women(18-34) with babies:

1200×1500 photo ad for Dads:


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 $2.40 and another $3 for epacket shipping(USA). That makes our total price for the bottle warmer stand at $5.40.

This is an essential product for Moms so I think we can sell it for $19.99 + $2.95 shipping.

Selling Strategy:

This is where things get interesting!

You probably noticed that this product needs to be connected to a power bank in order to work. It has a regular USB cable so connecting it to our phones won’t work. This is an oppotunity to offer a power bank as an upsell.

First you will need to get an app that gives you that option – I can recommend the Unlimited Bundles & Discounts Shopify app by Revy Apps. I’ve been using this one app for all my stores and it does a wonderful job with plenty of options like upsells, quantity discounts and more. And it’s free for the first product so you don’t have to pay anything if it’s your first time testing it 😉

Note: Ecomhunt and I have absolutely no affiliation with this app.

Here’s an example of how it looks:

Once the customer clicks on the “add bundle” button, he is transfered to the cart page with both products already there with a discount. My advice is to offer a discount + Free Shipping. Write something like “Buy this bundle and save 10% + Shipping is Free!”.

You will need to find a power bank, preferably a cheap one, and create a product page just for it. In order to increase our chances of them taking this bundle, give the power bank a name so it feels connected to our product.

For example:

“Baby Bottle Warmer Power Bank”

If you decide to “brand” the baby bottle warmer and give it a name like “Warmy”, make sure to use the same branding on the power bank as well. For example: “Warmy baby bottle heater” and “Warmy bottle heater power bank”.

There’s some cheap DIY power banks on aliexpress going for $3-$5 and they usually require rechargeable batteries to be installed. I would avoid these and pick a normal power bank like this one here:

It sells for $9.99 + free epacket shipping. Click the photo or click here for the product page on aliexpress. Give this power bank a price of $21.99 or $22.99 so it goes down to $20 after a 10% discount. This will give us an extra $10 profit each time they take our upsell 🙂


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Moms will definitely need this product for the cold season and I think there’s a good chance the upsell will fly as well. Take your time… Look for different materials you can use and maybe you’ll find some quality footage to make this product really stand out.

I hope you liked this week’s winning product article – Feel free to ask questions in the comments 🙂

Good luck!

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  1. Hey man how you been? I have 2 questions. I just installed pixel on my site and it tracks add to cart, initiate checkout etc. well but not the purchase.

    So I will optimize it for initiate checkouts as I use a plugin and it bypasses to add to cart redirects people to checkout. Basically pixel tracks initiate checkout well. Is it alright that I use initiate checkout for optimization?

    My second question is that I use 2checkout as a gateway and I have not ordered the product but completed checkout but I did not pay on 2checkout. And basically I could not get the “purchase event”. But are not I supposed to get that after all I completed the order on my site. However, after that visitors go to 2checkout as you may know customers need to pay on 2checkout. Can a pixel track that? I am worried that whether it can or not. If not I will use initiate checkout optimization.

    What do you think about these two questions?

    Btw, man, you are quite knowledgeable and I just love here.

    • Hi Mike! I’m good thanks. Hope you’re doing great too 🙂

      1. How do you know it doesn’t track the purchase event? If the pixel is installed and you didn’t do any code editing, then it should track the purchase as well.
      To see it, you’ll have to:
      a) Go to your ads manager and use live pixel event checker. Then purchase a product and see if the purchase event registers.
      b) Launch ads and wait for a purchase to go in. Then you’ll see it on ads manager.

      2. Purchase event should work with 2checkout and it’s the same as PayPal. After purchasing, the customer is sent back to you store’s “Thank You” page and this is when the purchase event is triggered. So don’t worry about it.

      3. About the initiate checkout event optimisation. There’s no problem using it but this is something you’ll have to test for yourself. It could be that optimising for purchase will be best or maybe Add To Cart will work even better. My advice is to start straight from purchase event and let it roll. When you’ll have more data, you can test other optimisations.

  2. I had asked a question yesterday about the validation of the product you had chosen. And now, I see you deleted my comment. If you dont know the answer, please say so .

    • I didn’t delete your comment. Our blog has an automatic comment approval system and each comment is “hidden” till I approve it. If we were to let the comments go live, the amount of spam we would get is astronomical.
      And what do you mean the sale trend? This product is exploding on aliexpress right now. Tons of orders coming in especially when it’s cold outside and this is a great solution to keep the milk warm.

      And if there’s one niche I can call with a 100% certainty is an EVERGREEN niche, it’s the baby/kids niche. You will never run out of audience selling products to Moms and Dads.

    • No problem 🙂
      I don’t think it’s too saturated and I truly believe this product can be a winner if you can market it correctly. Give it a real thought, collect materials, and create a stunning ad.
      We had products on Ecomhunt that were considered “saturated” because a guy who is actually a known e-commerce youtuber scaled it to more than $1M in sales. 3-4 months later, I see on my Facebook feed the same product again with couple of million views and 5 months after that the same product is selling again…

      Maybe someone is already selling this product in the US and CA but they didn’t even touch the UK? And even if he already sells in the US, you can always outbid him and maybe offer a better deal? Or create a more attractive ad to pull in the people he missed? Maybe a story ad for young Moms and Dads on Instagram will work much better? There are so many possibilities here that I can talk about it for days lol

      And even if you don’t succeed and get just a few sales or none… Then you can always try something else. Maybe there’s an upgraded version of this product no one even marketed? Or a new, untouched product moms will go crazy about?
      It’s up to you 😉

    • Can’t really give you a number here… Sometimes Facebook is kind enough to throw good audience at us that will buy after $2 spent and sometimes it may take 3 days going back and forth to suddenly see some stability. Your job is to do the best possible job with your ads, targeting, store, and the rest is up to FB.


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