Scaling Brand using Facebook Ads by Marin Istvani Speech (Coconut Oil Brand Example)
Based on real growth strategies — simplified for local context
🎯 1. Profit First, Not Just Revenue
- Don’t just chase high sales — focus on how much money you actually take home.
- Example: Even if you sell a lot of coconut oil, if your delivery costs are high or discounts are too heavy, your profit suffers.
- Track net profit per sale, not just how many jars you’re selling.
📊 2. Know Your Numbers Daily
Four things that matter every day:
- 🧾 Cost per 1,000 views
- 👉 Click-through rate (CTR)
- 💰 Average order value (AOV) – e.g., are people buying 1 bottle or 3?
- ✅ Conversion rate – how many visitors are actually buying?
➡️ Track these daily using Excel or Google Sheets.
If your coconut oil isn’t selling, don’t blame ads first. Maybe your offer isn’t good, or your site is slow on mobile.
⛳ 3. Don’t Run Ads Until Funnel Works
Before ads, test:
- Can people find the product page easily?
- Are you giving an offer? (e.g., “Buy 2, get 1 free”)
- Is delivery cost clear and affordable?
If only 10 out of 100 visitors reach checkout, fix that first.
📆 4. Know WHEN to Spend Big
Bangladesh-specific calendar for eCom:
| Season | Strategy |
|---|---|
| 🥶 Jan–Feb | Test a lot (people spend after weddings & winter offers) |
| 🔥 Mar–May | Reduce budget (sales dip, people focus on Ramadan) |
| 🕌 Eid | Spike offers (Eid gift bundles with coconut oil) |
| 🛍️ Sept–Dec | Prime season – stock up, push offers (Durga Puja, Black Friday, 12.12) |
🎯 Example: In October, spend more to fill the funnel cheaply — those customers will buy in November/December when you launch offers.
🧪 5. Testing Campaign Plan
Weekly Testing Formula (Ideal for Facebook Ads):
- Launch new creatives every Wednesday
- Run test ads to broad Bangladeshi audience, excluding past buyers
- Use formats like:
- Testimonial: “I use this coconut oil daily after shower…”
- Demo: “How I cook with this oil and use it for skin”
- Offer: “Buy 2, Get 1 Free till Friday!”
➡️ Test 10–15 new ad sets weekly
✅ Only scale those that perform for 2–3 days straight
🔁 6. Scale with Confidence
- Don’t move winners too fast. Let them run longer.
- Example: One coconut oil ad did well — instead of creating new ads, increase the budget on the same one.
- Have a separate scaling campaign with proven ads.
- Use cost cap bidding for new product bundles or festive offers (e.g., Coconut Oil + Hairbrush Combo)
📈 7. Smart Scaling Trick – Weekend Strategy
- In Bangladesh, weekends convert better (people scroll and shop more on Friday night & Saturday).
- Set high budget limits, but let the system spend more only when it’s profitable.
Example: Set BDT 20,000/day budget cap with a profit goal — if people start converting on Saturday, Facebook will spend more automatically.
🛒 Final Notes for a BD Coconut Oil Brand
✅ Test offers that connect to local culture (e.g., oiling hair before Eid, using for cooking pitha)
✅ Use influencers or “Apu-style” creators with regional dialects (Sylheti, Chittagonian) for better relatability
✅ Sell in multi-use bundles – “Hair + Skin + Cooking” pack to increase AOV
✅ Deliver fast via Pathao/Courier — people expect next-day delivery in Dhaka
