Facebook Ads Beginner To Expert

Facebook Ads for Dropshipping
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Every dropshipping starter tends to have the colorful idea on mind that once they’ll set up their first $5 ad, they’ll start making Billions & Billions of dollars in return, but seriously guys, that’s absolutely wrong.

This toxic mindset is being sold and fed to newbies by gurus who try to push them into signing up through their Shopify affiliate links, because they don’t care about giving value, they only care about commissions.
If you want to run successful campaigns on Facebook Ads, here are the things you’ll need to focus on:

  • Finding profitable products.
  • Creating emotion-touching content for your products.
  • Knowing how to test adsets and ads.
  • Learning how to analyze the data to define winning ads and adsets.
  • Scaling winning adsets and lookalike audiences.
  • Retargeting your audience.

In this article, I’ll show you exactly how I do all the above in a nice and clean way to get cheap CPMs, and I’ll show even more stuff to those of you that are serious and hungry to learn some very powerful strategies… so make sure to read this article until the end to not miss the bonus part, and make sure to take notes while reading, because your brain is not gonna memorize all the juicy stuff from the first time unless you take notes.

Part A: Before You Create Your Campaign:

1- Find The Products You’ll Test First:

Before you get started and create your first Facebook Ads Campaign, you should have a list of the products you’re going to test. Don’t forget to take a look at the Product Research Methods that I personally use to find products that make me a 6-figure income.

2- Create Your Own Video Ads:

After finding at least 8 products using my methods, you should start creating video commercials to them using the tool of your choice. it doesn’t matter if you use Adobe Premiere, Sony Vegas, or Camtasia as long as you get it done nicely. I recommend creating at least 2 commercials of 30-80 second.
If you don’t know how to use any video editing tool, you can learn it within a few days if you put in some time and effort into it, if you don’t have time but have a safe budget, you should consider outsourcing this task to a freelancer from Fiverr or UpWork, but make sure you tell him to get it done nicely.
What I mean when I say “get it done nicely” is to do it the way Facebook wants you to do it, so you’ll get cheap CPMs, CPCs, and hopefully CPAs.
The first thing you should consider when creating videos for Facebook Ads is to no steal your competitor’s video, if you do so, don’t post on dropshipping groups out there “OOH Guys, Why is my CPM too high?” you already know why.
You can buy the product you’re trying to test from Amazon and take some videos of it using your own phone, or you can send it to a couple of influencers to take videos for you, but if your budget is tight, you may use videos from Youtube to make your own video until you find a winner, but don’t stick to stolen videos when you scale, put some money into it and get your own commercial.
When creating your own video ad, consider having an eye-catching first 3-seconds of the video because basically, people are on Facebook to spend some time entertaining themselves and getting some dopamine in while wasting some time, they’re not in there to buy anything, they’re just scrolling down waiting for anything entertaining to appear, so they can stop and watch it.
If you can make your first 3 seconds entertaining and relate it to your audience, you’ll have more people watching your ad, which will affect your Click Through Rate (CTR) positively. If you don’t, people will see the first 3 boring seconds of your ad, then go back to scrolling their feed.

Conversion Funnel Of Facebook Ads
The 4 Ws – Your Video Ads Should Answer These Questions If You Want Cheap Link Clicks

The way I like to do it is to show people how my product is going to solve a problem they have in their lives within the first seconds. I also take some time to show them how it’s package looks like, give some tips on how to use it, and then make sure to show them all the other possibilities my product could be used for, and how it will add extra value to their lives.
Don’t forget to add some personal branding to your videos so you’ll make yourself look credible to their eyes, and have them click your call to action button.

3- Write Unique Product Description & Ad Copy:

Your product needs a description and your ad needs an ad copy, they should not be stolen from other stores if you want Facebook to look at your business the way you want them to do, you have to create your own content.
Before you create descriptions and ad copies, go to Youtube and type in the name of your desired product, and watch some reviews of that particular product while taking notes, it doesn’t matter if the video you’ll watch is a 15 min review or a 2 min commercial as long as you’ll leave with ideas on how to trigger certain emotions that’ll help your audience decide.

Words to not include in your Facebook Ads Campaigns

After you do this, take a look at the notes you were writing down, and try to turn them into 2 small paragraphs. For the description, I go for over 400 words with some bullet points for SEO purposes, and for the ad copy, I do make it short because Facebook Ads likes it that way when it comes to physical products.
Make sure to not include the words above on your ad copy to avoid high CPMs.

4- Use Customized Landing Pages Instead Of Product Pages:

I don’t use the regular product pages that come with every theme, actually, I hate them, because they’re not optimized for conversions, and a lot of people have been scammed through them.
Custom made Landing Pages are more likely to convert cold traffic, because they are made while considering the ideal customer in mind, and answering all their concerns.
A perfect Landing Page to me is a Landing Page that contains High-Quality product images and description, reviews, frequently asked questions that answer the main questions your potential customer would want to ask, and a live chat button.
To create Landing Pages, I use Shogun, and for live chat, I use LiveChat Shopify app.
I wrote a whole article on how to create high converting landing pages for your Shopify store, so make sure to check it out before you start testing.

Part B: Creating Profitable Campaigns, Testing & Scaling:

If you haven’t done the Part A correctly, there’s no point in this part, because your budget, your targeting, conversion window, placements, and so, are nothing compared to your Product, Commercial, Ad Copy, and Landing Page, they are the thing that’ll make Facebook Ads Review Team rate your business (which will affect your reach, CPMs, and ad account generally) and will also help the people you reach decide whether they can allow themselves to trust you and count you in as a legit business, or not.
For Part B, I will consider that your Commercials, Ad Copies, and Landing Pages are professional, for me to go on and show you how I test, define winners, and scale them.


1- Your Testing Options On Facebook Ads:

First and Classic Option: Conversion Campaigns with Purchase Objective:

Purchase objective is what everyone goes for when they start a new campaign because it’s what they want from their marketing campaigns, they want sales.
Even tho it might sometimes get on your nerves, it’s your best option, and it can bring you some good results even with a new ads manager and a new pixel, but only if your Commercial and Landing Page are optimized for conversions.
If you want to start your first Facebook Ads marketing campaign with a Purchase objective, it’s would be better since that’s what Facebook Ads recommend for businesses that want sales, but you should know that Purchase campaigns are expensive than most of the other options on Facebook Ads, so I repeat it, You SHOULD optimize your Commercial and Landing Page for conversions to get the most value out of your ads, otherwise, your ads will be even more expensive (CPMs will be over $30, it can even go higher and reach $100 if you suck) you’ll have just a few people visiting your product page, but then they’ll bounce because they didn’t trust your brand.
So instead of focusing only on launching your first ad, you should focus on learning how to make your conversion funnel flawless, from your video ad, to the very last thank you page.

Second Option: PPE Campaigns:

This one is common too, you might have heard of it or saw a video of it before.
PPE campaigns allow you to collect tons of engagements on your product’s commercial which adds social proof, credibility, and can turn your product into a viral product.
PPE is way cheaper than WC Purchase campaigns that you could easily get CPMs that are lower than $5, this allows you to reach a huge amount of people, and make them aware of your brand, product, and what it has to offer them.

Third Option: Traffic Campaigns:

Traffic Campaigns are underestimated by many people, and the reason why a lot of dropshippers don’t find them useful is the fact that they don’t optimize their Landing Pages for Maximum Conversions.
I spent a month testing Traffic Strategy out, and it was very successful. The reason that made it the way it was for me is the fact that the Landing Pages I create with Shogun are optimized for cold traffic.
In fact, a huge percentage of people you’ll be reaching are the difficult kind of customers, that’s why you need to pre-answer all the question they would have in mind within your Landing Page before you even send them in.

The Importance Of Retargeting:

If you’re constantly running marketing campaigns but not retargeting, you may have lost multiple potential winners because you’re basically wasting money warming up your audience, and let it get cold, or buy your product from your competitor.
What I recommend is always having a backup Commercial that’s different from the one used in the main campaign (or with different first 3 seconds) then use it to retarget all people who visited your Landing Page but didn’t convert.
To retarget them you’ll need to create a Custom Audience in the Audience Section from your Facebook Ads Manager, it’s very easy, and would make you more money than the other marketing campaigns you’ll run on Facebook Ads.
For the objective of this campaign, I prefer Traffic, and on the adset level, I choose a Lifetime Budget instead of Daily as it allows me to target certain time frames in which people are currently available, some people leave your Landing Page because they simply were interrupted while doing something important, or interrupted by something while they’re on your landing page, and you have a huge chance of getting them back if you set up some Retargeting campaigns.

2- How To Test Products On The Adset Level:

The Adset level is the 2nd important thing in Facebook Ads after your actual ad creative, it’s basically where you set your target audience alongside with some other preferences such as your budget and placements… etc.


Conersion: Purchase
Locations: For the locations, I highly recommend that you choose ePacket countries.
Age: 23 to 65+ unless you know your audience very well.
Gender: If your product is for women, target women. If it was made to solve men problems, target men. If your product can be used by both, select all.
Language: English, unless you’re doing Ecommerce Locally in a country that doesn’t speak English.
Detailed Targeting: This is the part that’s crucial in this whole adset level. For the Detailed Targeting, you should test at least 6 different audiences if you’re on a low budget, but if your budget looks safe, test at least 10 audiences.
The way I like testing audiences is putting a single interest on each adset, like if your product is Photography related, you should test Canon, Nikon, Landscape Phopography, Photography, Nature Photography. Each one of them should be tested in one adset…
Another way I really find useful is narrowing down the audience by a single demographic such as engaged shoppers, or like Parents if the problem solves parents problems…
For the size of the audience, you should always go for over 1 Million in potential reach, because less than that won’t be scalable.
I even sometimes target some very broad interests with over 75 Million in reach like “Fitness” for example, and get tons of sales.
So you don’t have to overcomplicate targeting guys because it’s really simple, and there are no hidden secrets about it.


Never go for automatic placements, always go for the manual option, and make sure to choose only “Facebook Feed + Instant Articles” or” Instagram Feed”.
Test on one of them, they’re just the same, and if you managed to get sales from one of them, you can duplicate the adset and change nothing about it but the placements, so if you were testing on Facebook, duplicate the adset and direct it to Instagram, and it’s very likely that you’ll get a decent amount of sales from it.
For the device, choose Mobile Only, or both Mobile + Desktop, I’ve seen success with both of them.
Make sure to show ads when people are connected to WIFI.

Budget And Schedule:

Budget: This actually depends on what you’re willing to spend. When testing, I put $10 or $20 as my daily budget, it depends on the item I’m testing, is it a high ticket or low ticket item.
You can test with $5, $7.5, $10, $15, $20, or even a $100 bucks, it depends on how much you’re willing to spend.
The more important thing is knowing when to kill or scale the adset which I’ll get to in few seconds.
Optimization For Ad Delivery: The classic way of doing it is going for Conversions, but since I optimize my whole funnel for conversions, I can optimize for Landing Page Views, and still manage to get good results, and collect more data. But if you’re a beginner, just stick to Conversions
Conversion Window: 7 Days After Clicking is cheaper, but if you’re selling a High Ticket item, you may consider 1 Day After Clicking.
Bid Strategy: Lowest Cost when testing. You can set it to Target Cost when you have enough data.

3- How To Analyse The Data & Scale:

For this part, we’ll need to understand the meaning of some technical terms, so I’ll break them down first, then proceed to scaling rules.
CPC: Cost Per Click. My best adsets tend to have a CPC of around $0.4
CPM: Cost Per 1000 Impression. This term is very clear, a cheap CPM for Conversion campaigns is normally less than $20
CPR: Cost Per Result. The Result in this case is Purchase.
BEP: Break Even Point. It’s your net profit without counting Ad costs. If you’re selling a $10 product on your store for $25, Shopify takes 2% and your Payment Processor takes $0.3+2.9%, the total of what Shopify and your Payment Processor take is $0.3+4.9% which equals in this case to $1.52. Your Break Even Point BEP= $25-($10+$1.52)=$13.47
ROAS: Return On Ad Spent. How much you made in sales divided by how much you spent on ads. If you spent $100 on Ads and got $300 on sales, your ROAS is 3.

When To Kill An Adset?

  • If you get CPC over $2 in a certain adset, kill as soon as possible.
  • When your adset spent a little bit over you BEP, take a look at your CPC, if its less than $0.5, consider leaving the ads spend more.
  • When an adset spent what equals your BEP and If your CPC is over $1 then kill the adset.
  • If you managed to get 4+ sales from a certain adset, but your ROAS is less than 2, don’t be so emotional about it, just kill it.
  • If you got 4+ sales from an adset, but the CPR is higher than BEP. CPR should be lower than BEP in order for your ads to be profitable.

When To Scale?

  • The only indication you should consider when you want to scale an adset is the ROAS, if it’s 3+ after getting 7-10 sales, the adset is scalable, the more your ROAS is, the better.
  • If your ROAS is between 2 and 3, just leave the adset as it is, don’t increase the budget because it’s not scalable.
  • Don’t try to scale any adset if you have less than 7 sales on it, patience dude, patience.
Winning Adsets On Facebook Ads
Testing on Facebook Ads looks like…

How To Scale?

Vertical Scaling: Before you even think of increasing the budget of your current winning adsets, you should create new adsets with different interests in the niche of your product.
One way to find interests is by putting an interest in Audience Insights, and see what pops up. Another way to do it is by putting an interest on the targeting tab, and click the Suggestions button, and test some of these interests that are being suggested.

Facebook Ads Interests

When you have a winner, you should test as many audiences as possible to find more winning adsets and scale them, so you’ll beat your competitors.
Horizontal Scaling: It’s basically increasing the budget. Some gurus say you should raise it by only 20% or $5, but what is always working great for me is what I’m going to share with you.
When increasing the budget of a certain adset, the things that allow me to judge the adset and increase its budget by a certain amount is the ROAS, the bigger ROAS, the more aggressively I can scale it.
When you scale an adset, expect the ROAS to go a little down, it’s basically because of how the reach goes up, it’s not “if you put $5 you’ll get 400 in reach, so with $10 you’ll reach 800 person” it doesn’t work that way, the reach goes a little down, which affects the ROAS.
The point is clear, if you get a ROAS of 3-4 increase the budget by 50% to 100%. But if your ROAS is like 7 or more, you can take the budget from $10 to $50 or even $100 and the adset will keep on performing like before.
After you get 50-80 Sales from a certain adset, break it down to see the age, country, gender… duplicate the adset keeping the same Detailed Targeting, the only things you’ll change are the age, country, and gender of your audience. Don’t shut the original adset down, just keep it and don’t worry about the overlap, Facebook Ads algorithms are so powerful and flawless, so you don’t worry about it.
Lookalike Audiences: As soon as you get about 500 Add To Cart and 500 Initiate Checkout, you should create Lookalike audiences of those people and test them out. if it’s breaking even, scale it horizontally.
When you reach 300 Purchase event (over 100+ from one single country) create a lookalike audience of those customers and use it as an asset. You may as well use it to test a product in the same niche in a later time.

4- Before You scale:

Make sure to inform your payment processors that you’ll be expecting an increase in the gross revenue so they’ll ask you to provide the papers you need, to not get your account on hold while scaling, you’ll need cash flow to keep scaling, so you gotta sort it out first.
make sure to also let Facebook Ads support know that your spending will increase in the next days so they won’t disable your account while you’re scaling and pay them every day! you should as well inform your supplier to have enough quantity in stock, while you get yourself a suitable quantity from alibaba and send it to some fulfillment center in USA and Europe to increase your margins.

Part C: Increase Your ROI and Grow Your Email List From The Same Amount Of Traffic (Bonus)

1- Increase Your ROI By Optimizing Your Checkout Process:

If you’re looking for a way to convert more people instead of having tons of abandoned checkouts, keep reading this part.
As I always mention in my other articles -such as Instagram Influencers Marketing article– I don’t like the classic checkout process that Shopify provides, something is missing in it, the reason I thought that in the first place was the fact that I had dozens of abandoned carts and checkouts every single day, the thing that made me think “How can I make things better?” so I simply started looking for checkout solutions.
In order for me to point out the problems, I went analyzing lots of sales funnels builders that are optimized for conversions -Clickfunnels is the best example- and I found out that these sales funnels builders, don’t have a bridge page between the first landing page and the checkout process, while Shopify stores force people to go through a cart page, the second thing I noticed was the fact that these sales funnels builders have a one-step checkout process while Shopify has a more complicated 3-step checkout process.
To avoid the cart page and eliminate it from my checkout process, I already knew that there were lots of apps on Shopify App Store that can automatically skip the cart when the button is clicked, I went testing out some free apps out there, and they were buggy, but then I found Skip To Checkout which was just fine.
But for the one-step checkout, I never thought that would be possible in Shopify, so I gave it up and kept on using the Shopify Checkout Hack 3.0 which seemed fine to me back in the day.
One day I was hanging out with a friend of mine that happened to have a successful Shopify store too, when we found out about the mutual thing between us (which is we both do ecommerce) we started discussing and sharing ideas, I pointed out the one-step checkout problem to him, and he told me that he uses CartHook (which I never heard of before), I added it to my Google Calendar so I won’t forget it.
So when I went back home, checking CartHook was the first task I had in my to-do list. I started testing it out, and damn it was soo good, and so are the results after using it.

CartHook is currently $300 USD a month + $100 for every $100k processed through their checkout, but it has a 14 day trial. The price to me is reasonable, as it makes me a lot of money in return.
CartHook is not only a one-step checkout app, it can also be used to upsell people after they buy a certain item, so just consider testing the free trial, you’ll like it.

2- Collect Emails Like a Boss:

Email marketing will always be here, and to know that for every $1 invested in email marketing comes at least $15 which is a huge ROI, that’s why you need to start collecting emails starting today.
When it comes to growing my email lists, I use 2 simple techniques, you can too because they’re very simple, and by using them I managed to collect over 1 Million targeted emails in just 2018… and with tools like GetResponse workflow, the process of engaging that audience is automated, it’s what we call Passive Income.

To collect these emails I use Warm-up pages, and free giveaways.
For the warm-up pages, it’s a bridge page between my video ad and landing page, in this warm-up page I qualify my audience with an article of around 400 words that’s written to trigger certain emotions such as pain, danger, and fear. at the end of the article, there’s a box in which the visitor needs to put his email and click the button to be redirected to the actual landing pages, make sure the warm-up page is elegant, and the colors implemented within match your audience or the feeling you want them to have while reading the small article.
For the free giveaways, I retarget people that visited my landing page each month with an ad in which I offer the product they have shown interest in, but I offer it for free, all they have to do is to visit my squeeze page, fill in their names and emails, and they’ll have a chance of winning the free product. Another kind of gifts people like is free eBooks, if they have shown interest in some photography related product, you can create photography related eBook, and give it to them instead of giving them tons of products for free.
I do share more information on How I collected Over 1 Million Targeted Emails, make sure to read it…
When it comes to email marketing automation, warm-up and squeeze pages, I use GetResponse, the price is reasonable, and the features it offers are powerful.
For creating eBooks I personally prefer Sqribble, because it’s just a Drag and Drop tool that allows you to create branded and eye-catching eBooks in a tiny amount of time.
I wanted to add small information before ending this article… I noticed that when I create a lookalike audience on Facebook Ads from my website purchases and compare it to the lookalike I create from the email list of the same people who purchased the same product from my store, the lookalikes are quite different, I mean Yes they overlap, but the overlap is less than 40% most of the time. This will allow you to have 2 different lookalike audiences that will convert like peanuts, and this will absolutely add more money to your bank account instead of your competitor’s bank account.

To conclude, if you failed at testing and finding a winning product, stop blaming it on Mark Zuckerberg, and start taking responsibility for the things you do wrong.
If you like this article and find it helpful, make sure to leave a comment down below and share it with your friends, if you didn’t understand some part of this, I’m not a native English speaker, but I’ll do whatever I could to help clarify things for you, just leave a comment with the part you don’t understand below, and I’ll get back to you within days, if not hours.
Have a nice ecommerce journey guys and gals, and always remember: You are AWESOME!

About The Author:
Yassine Ouasbir
Yassine Ouasbir
Yassine is the Founder and CEO of Ecommerce Prophet. He started his own Ecommerce & Affiliate Marketing journey back in 2016. He’s now working with Ecommerce businesses and brands of all sizes to help them get more sales, leads, optimize their conversions and operations.

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