Meta ads for products > $1,000

What do you do if the product you're selling on Meta has a high AOV and you'll never get out of learning phase? Here's exactly what the big brands do. Let's just say you have an AOV, an average order value of $2,000. It's an e-com, a big product. That is a big product. If your CPA is a thousand bucks, you would need to spend $50,000 a week on Meta to get out of learning phase. In one ad set, which for some brands is doable. But the other, the seven day window. Meta has a seven day click attribution window. Someone has to click an ad and then convert within seven days for it to count. With average order values above a thousand bucks, that's a larger consideration period. A longer consideration period. Meaning people don't just impulse buy a $2,000 product. So the biggest brands attract the customer journey basically. How long does the first session on the website to the actual purchase? Let's say for this video, that's 90 days. It takes three months for someone, after going to your website for the first time to eventually come around and buying your product. Past Meta's attribution window. It's getting close to Google's attribution window. So what do you do? One strategy I've seen for a large brand that has a very similar, uh, situation like this. They used view content campaign. And before you freak out, I usually recommend never using view content campaigns, but it all depends on your business. And for this brand that I'm thinking of, they were using view content campaigns. Sending people to the website with the optimization goal of viewing content. But the way we set up the view content, uh, conversion was basically someone had to visit like three or more pages or stay on the site and do certain things above the average. Ultimately a way to filter out bots and get real humans that are showing interest in the product. We would drive those to the website. That's like our top of funnel campaign or early journey campaign. Then we'd have a retargeting audience optimized for purchases for one day to 30 day retargeting. And we'd show a set of ads that have certain messaging. Then we do 30 day to 60 day retargeting, optimized for purchase, then 60 day to 90 day. But we didn't specifically target the retargeting list. We used exclusions. So they were broad audience. One, we excluded everyone after 30 days. The second one, we excluded everyone after 60 days. The third one, we excluded everyone after 90 days. So the algorithm could still figure out who to serve the right ad to at the right time. So the view content campaign was able to get out of learning fairly quickly. The purchase objective campaigns never really did. They would say in learning limited, which isn't always a bad thing. It just means Meta's not collecting enough signal to know who to share the ad to. So if you're dealing with the same thing, I would recommend at least trying as a strategy.