Choosing the right products to advertise on Meta can feel like a guessing game. Many business owners assume they should just pick their best-selling product or the newest launch. But making ad decisions based on intuition rather than data can lead to wasted budget and disappointing returns.
Instead, use a structured, data-driven approach to maximize your ad performance. Here’s a simple, two-pronged method to help you select the best products for your Meta ads:
Step 1: Focus on Proven Sellers
One of the easiest ways to improve ad performance is to promote products that already sell well on other channels. Whether through organic traffic, email marketing, or retail sales, proven sellers indicate strong customer demand.
Here’s why this matters:
- Less Risk: If a product is already performing well elsewhere, it’s more likely to succeed with paid ads.
- Faster Wins: Meta ads amplify what’s already working rather than trying to create demand from scratch.
- Better ROAS: If customers are buying a product without heavy advertising, targeted ads can increase conversions without inflating costs.
Step 2: Target High Average Customer Value (ACV) Products
Not all products are equally profitable when it comes to advertising. Instead of focusing solely on volume, consider the average customer value (ACV) and profit margins.
Look for products that:
- Have higher gross profit margins.
- Encourage repeat purchases.
- Justify a healthy ad budget without shrinking your profits.
Pro Tip: Higher-Priced Products Can Be More Cost-Effective
Many advertisers assume that higher-priced products require exponentially more ad spend. But in reality, a product priced 10x higher might only require 3-4x the ad spend to generate a sale.
For example:
- If a $20 product needs $10 in ad spend to convert, a $200 product might only need $30-40.
- That means a higher ACV can lead to greater profitability even with a slightly higher cost per acquisition (CPA).
Why This Works
By selecting products with both proven sales history and high ACV, you create a balanced ad strategy that minimizes risk while maximizing profit potential. The key is to focus on:
- Products with existing demand (to avoid wasteful spending on untested ideas).
- Items that generate strong returns (so your ad budget works efficiently).
- Data-backed decisions (instead of relying on gut instinct).
Final Thoughts
The right product selection can make or break your Meta ad campaigns. By focusing on proven sellers and high-ACV products, you ensure that your advertising dollars are being spent in the most effective way possible.
Need help optimizing your Meta ads? Let’s chat and develop a tailored strategy that drives better results without wasting budget.