Last Updated: April 8, 2020

$163,000 Selling P.O.D. Necklaces

Reading time: 5 mins A wide open niche worth millions

What’s up, party-peoples!

This week’s interview is with Will Haimerl, a top-selling digital marketer that has made his living online for over a decade. Enjoy!

Hello! What’s your claim to fame, how did you get started with digital marketing, and what led up to your big campaign?

My claim to fame?  I guess I’m one of the oldest guys in the online marketing world that you probably haven’t heard about. I’m better known as “PPC Coach”.  I have been working full time online since 2007 and love paid traffic, physical product sales, and especially print on demand.

I grew up in Sault Ste. Marie Ontario, Canada where we lived in igloos and rode dog sleds to school and work all the time. I moved to London Ontario in 1999 and have been here ever since.

In my previous life, I was a financial advisor. I graduated from University with a business degree and had no clue what I wanted to do with my life.  

Investments looked interesting, (and they are), but the “losing people money” side really started to stress me out. I could guarantee that if invested $10,000 with me, I could turn it into $5,000 easily simply by following the advice of the head office and all the genius analysts at our company.  

It was really hard to get referrals from clients when you sucked at your job.

I quit being a financial advisor in 2005 and went to work for TD Ameritrade where all I had to do was enter stock and option orders. I did this for people who opened up an online brokerage account but apparently didn’t know how to use a computer. I ended up taking the night shift at that job so I could surf the internet and figure out how to make money online.

I also knew I wanted to be my own boss. I just wasn’t sure how to do that. So I found a mentor who taught me how to generate secured loan leads and sell them to banks in the United Kingdom for a hefty fee.  

What’s the story behind the single biggest campaign you’ve ever ran?

The single biggest campaign I pulled in $163,092.65 which was about 8,112 units. I spent about half that amount on Facebook ads to generate those sales.

This was my first big necklace campaign.

Here’s the link to the necklace as it’s still available for sale.

I don’t mind sharing it because it’s been copied so many times now it’s not even funny!  

This was the first ad campaign that I spent $74,407.48 on. That’s more than some people make in a year!

This campaign was in 2016, before anyone was really pushing necklaces as gifts for family.  

I used Facebook Ads exclusively for this necklace. Back then it was a little bit easier to scale, but you would still run into the issue where if you increased the daily budget on an ad set, it would fall apart. So I did more of a duplication strategy on this campaign.  I would run new ad sets as duplicates of old ones and ran a lot of lookalikes too.

This campaign taught me the value of “no interest” campaigns. This is where you do not put any detailed targeting in, no interests, no lookalikes, just the age and gender and country.  These have consistently produced the best results for me then and still to this day.

How did this campaign affect your life, mindset, or outlook?

This campaign led to many more. I learned that big numbers are possible and when you find a winner you have to really push it hard before you get copied.  

I have since gone on to run several more winning campaigns and have sold over $1,000,000 in print on demand products in a few years now.

The biggest limiting belief I overcame was that it is ok for me to succeed. I gave myself permission to make big money and be proud of it instead of thinking it was a fluke, I just got lucky and don’t deserve it.  

I do this stuff for a living as my full time job (since 2007), so that profit went to bills and more campaigns.

How did you find your winning product?

I didn’t find this specific product, but I found the idea by searching google for a gift for one of my daughters (I have 5).  

I saw a bunch of quotes come up from Pinterest. I noticed that there were some really nice quotes out there on Pinterest but nobody had really taken those and put them on a necklace yet.  

I think I’m one of the pioneers of this.

What does your testing, optimization, and scaling process look like?

For testing, I fire up a test campaign. I give each product a preset amount of money. Typically $100 total.  If it gets 3 sales with that test, I move to the ramping up/scaling phase.

My test campaigns are pretty simple. With Facebook Ads I run a $100 CBO, typically about 5 ad sets. Each one has a maximum spend of $20 per day on it. I then put in automated rules to kill ad sets that are not profitable or not getting any sales by my breakeven amount.

For ramping up and scaling I have several different methods I use. For the Dad to Daughter necklace I spoke about earlier, I scaled it by creating more ad sets at the same daily budget. That is horizontal scaling.

Then I applied rules for shutting off any ad set that spends my breakeven without a sale and now I even shut off any ad sets that spend half my breakeven without an add to cart.

Throughout your experience running campaigns, have you learned anything particularly helpful or advantageous?

The biggest thing I learned is that you cannot fall in love with any design or product. Just because you like it, doesn’t mean it’s going to work. You cannot put your personal taste on any print on demand product. Some of the “best” products I have that I thought would allow me to retire on a beach in Punta Cana, flopped. Meantime some of the products I felt were ugly as hell, sold like wildfire.

Do you have any regrets related to your digital marketing career?

My biggest regret is not scaling things hard enough when I find a winner. I have entrepreneurial OCD. I am constantly coming up with new ideas, new products, and love training/coaching people. So I get distracted easily and wish I didn’t. I now have to make a conscious effort to stay focused. When I do, the money follows nicely every time.

If you could send a piece of digital marketing advice back in time to your earlier-self, what would you say?

Don’t be afraid to go big when you find a real winner. Stop running scared traffic. Run angry, aggressive traffic instead. Don’t stop at $1,000 a day, go for $10,000 a day instead. There are quite a few winners I’ve had in my testing where I didn’t go after them aggressively enough and I regret that.

What are some amazing tools you use on a day-to-day basis?

What have been the most influential books, podcasts, events, communities, or resources?

What advice do you have for new digital marketers who want to get started or are just starting out?

Pick ONE thing and master it before you move onto the next thing. Find someone who is doing what you want to do and ask them to coach you. Do not buy a million courses and take zero action. Instead buy ONE and focus on it only until you have mastered whatever they are teaching you. Finding a mentor/coach is the key though to it all.  Some are fake, but real ones do exist.

Find the real ones.  

Where can we go to learn more about you?

You can find me on my free Facebook Group here:
https://ppc-coach.com/group

I am also on my forums daily:
https://ppc-coach.com/membership

My youtube channel:
https://www.youtube.com/user/ppccoach

Skype: ppc.coach
Email: ppccoach@gmail.com