There are two things you need to know about Teespring. First, they’ve built an amazing platform that allows anyone to design and sell t-shirts. Second, selling Teespring tees through Facebook ads is a match made in heaven. They just sell amazingly well, and the process translates to ridiculously low costs to acquire customers.
That’s why we’ve worked with Teespring’s awesome team over the last month and we recently announced a strategic partnership with them to allow Teespring sellers to optimize their Facebook Ads with AdEspresso. And in today’s post, I’m gonna go through all the best strategies to successfully make money selling Teespring shirts with Facebook Ads.
Create the perfect shirt
The first step to success is creating an awesome shirt that everyone will want to buy. Since our main goal (for this post) is to successfully sell and generate profits through Teespring and Facebook Ads, we want to leverage these platforms’ strengths.
The biggest strength of Facebook Advertising is that it allows you to target very specific demographic audiences based on their age, location, gender and, most importantly, interests. Our goal for a successful campaign will be to find a very specific niche, easily reachable through Facebook Ads and very likely to buy a T-Shirt.
I’m pretty sure you have closets and closets full of T-Shirts. Ask yourself, why did I buy them?
Some shirts are just too awesome to resist spending on. But we’re not joining a design contest, don’t think about them. All the other shirts are usually bought for three main reasons, which often overlap:
- Passions: Political or Religious beliefs, love for animals, human rights, hate against the government or big corporations and so on.
- Sense of belonging: Everyone wants to be a part of something bigger and feel accepted in a social group: Church community, sport team supporters, expats, music groups.
- Standing out: Profanities or funny shirts and everything else that will make your buyers stand out of the crowd and get a reaction from people looking at them.
If you want to learn more about this phase of the process, head to Teespring University to read great advice.
Promote your Teespring campaign with Facebook Ads
Once you’ve launched your campaign, it’s time to promote it. I’ll assume that you already know the basics of Facebook Ads (if not, check out our Facebook Ads Guide for beginners) and focus more on advanced tips that are specific for Teespring campaigns. Before moving forward, create your AdEspresso’s account, it’s totally free for the first 30 days (you’ll still pay Facebook for the ads you’ll run). Done? Let’s go!
1) Target Sub-Niches with Interests Intersection
With so many people selling shirts on Facebook you’ll likely want to target a very specific sub-niche. Precise interests targeting is pretty effective but the way it behaves when used in the Facebook Ads Manager is sub-optimal and generates too broad audiences.
Let’s say you want to target fans of college football who also likes Tacos. If you target people interested in Tacos and football living in United States from the Facebook’s Ads Manager you’ll be actually reaching anyone who either likes Tacos or Football. It’s a huge 17M audience … not really the hyper-targeted audience we are looking for.
But Facebook recently introduced the option to target the intersection of multiple interests: only those people that have all the interests we’re targeting. This feature is available only through third party tools like AdEspresso. It’s extremely simple to set it up:
With just one click you can select if you want to target users that have all of those interests (AND) or any of them (OR). Check out the difference:
Normal Interests targeting: 17.4M people
Intersection Interests targeting: 1.2M people
You can easily understand the boost in performances you’re going to have by targeting the second group with the right shirt featuring Tacos and something related to College Football. Only 1.2M people but hardcore fans of Football who love eating Tacos while proudly wearing your shirt!
2) Split Test your designs and audiences
Once you’ve found a promising niche that manages to drive sales, it’s fundamental that you immediately start testing as many campaign elements as possible to maximize your profits. Split Testing opportunities are endless when dealing with Facebook Advertising and AdEspresso makes them extremely simple:
When creating your Ad, simply hit the ‘plus’ button to test a new variation. You can basically test every element of your Ad: headline, link description, images, post’s text and of course the landing page if you want to check, as an example, if the shirts will perform better than the hoodies.
Testing your demographic target is simple as well. Just define the broad audience that you want to target with your Facebook Ads and after that AdEspresso will ask you which experiments you want to run:
Have a look at the right column! In just 4 minutes you can create hundreds of Ads for testing. Just select what you’re more interested in analyzing and AdEspresso will create all the required Ads for you!
Here are some suggestions of interesting elements to test:
- Age Ranges
- Relationship Status (will singles buy more than married people?)
- Placement (if you want to test mobile vs desktop ads)
- Education level
Once you’ve setup your experiments, let AdEspresso gather data for a couple of days at least. You don’t want to stop things randomly just because after 5 clicks men are performing better than women; you’ll need a decent amount of clicks and sales before the data becomes reliable.
After we have enough data, you’ll be able to enjoy a large set of analytics tool ranging from single actionable tips every day to advanced charts and data.
Once you have generated some sales simply stop all the underperforming experiments and save big money!
One final tip: Don’t overdo. Testing 200 variations with a $10 daily budget won’t result in any meaningful data. You should balance your experiments with your budget. Based on your conversion rate you’ll want to allocate at least $10/$20 for each experiment that you’re running.
3) PPE – Page Post Engagement
Teespring sellers love PPE, and there’s a reason why: it really performs well! But first of all let’s bust a myth I’ve been hearing very often.
Page Post Engagement, aka PPE, is not a specific type of Facebook Ad. PPE is just a bidding option that can be applied to any kind of Facebook ad.
After creating your ad, you have to select how you want to bid. For example, you may want to bid in CPC, which means that you’ll tell Facebook the maximum amount you’re willing to pay for a click.
Nowadays the most common bidding option is Facebook’s oCPM (optimized CPM). You’re gonna pay for the impressions that your ads receive and Facebook will optimize the delivery of your ads to try to display them only to relevant users that are more likely to complete the desired action.Creating a PPE ad simply means that you’re asking Facebook to optimize the delivery of your ads to users that are more likely to like, comment or share your ad (remember. a Facebook Ad is nothing else than a Page Post or Dark Post that is being promoted).
This is a pretty uncommon solution as most of Facebook Advertisers trying to sell something online are usually going to optimize the delivery for conversions. However, since shirts are a very popular and consumer oriented product, it’s often more effective to optimize to get more social interactions rather than likes.
Why, you ask? Because all those likes, shares and comments will make your post visible to friends of the users that are interacting with it, thus driving a huge amount of organic, non paid, traffic to your Teespring campaign.
Also, oCPM being an algorithmical optimization needs a good amount of data to be effective. Given the short lifespan of Teespring campaigns, often the conversion based optimization would not be as effective as for other kind of sellers.
AdEspresso, by default, will try to optimize your ads either for conversions or for website clicks. But worry not, this is something you can easily change. When setting your bidding and budget options just open the advanced box and select the Post Engagement optimization method:
For a more comprehensive analysis, check out our recent Facebook Ads bidding guide.
4) Picking the right time to advertise
To sell shirts in a profitable way another element you’ll have to take in account is time. When are your potential customers more likely to buy?
The first rule of thumb is that you’re unlikely to generate many sales late at night in the US. As Teespring’s Sam Ross suggested during our Webinar (check it out below), it’s a good idea to stop delivering your ads from 11pm to 4am PST for maximum results.
Once you’ve done this it’s time to think when your users are more likely to be in front of the computer willing to buy your shirts. There’s no one-size-fits-all answer here but here are some ideas you may want to take into account:
- If you’re targeting students you probably don’t want to target them during school hours as they won’t be in front of the computer
- If you’re targeting, as an example, developers, working hours could be a great fit as they’re always online and they’re likely sharing the office with other developers. If one orders your shirt he’s very likely to share the link with his colleagues.
- On the other side, people like plumbers always work on the go and they’ll probably be more willing to buy online once they get back home after a hard day at work.
AdEspresso makes it extremely simple to fine-tune when your ads will be displayed in Facebook. In Step 4 of campaign’s creation process, after the bidding settings, open the advanced options box and you’ll be able to select in which days and hours you want your campaign to run. You can either click on every individual segment or drag and drop bigger areas.
Remember that all the scheduling is done in your Facebook Ads’ account timezone. The timezone is displayed right above the Dayparting box.
5) Bonus Video: Check out AdEspresso + Teespring webinar
Finally, if you’ve missed it, here’s the recording of Teespring’s 4th of December webinar where we joined them to talk about boosting your Teespring sales with Facebook Ads and AdEspresso!
What other tactics are you using to promote your Teespring campaigns with Facebook Ads? How can we make AdEspresso more useful for you? Let us know by leaving a comment below!