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Facebook Ads For eCommerce Part 2: Ads & Audience Strategy

Setting Up Your Ads & Audiences For Success

The ads you create and the audiences you use are crucial to a successful campaign. You need to convince the right person that what you’re selling is valuable to them.  If you show your message to everyone, it will be very costly since not everyone will be interested in your products.  If you don’t communicate your message in the right way, your target audience might not be interested in what you have to offer.

Facebook Audience

Now you can start driving potential customers to your site and start on testing different audiences.  First pick a product you think is most likely to sell well,  and pick a few audiences you think will resonate with your product.  Lookalikes of previous purchasers make for some of the best audiences, as they are most like people who have already bought from you.  

Soon you will start to get some data on which audiences are more engaged with your ads, which ones are buying at a higher rate, and you’ll be able to pause the losing audience and test another one.

Facebook Ads

  • Create 3 ads per ad set, testing 3 different variables.  For example, create 1 with short ad copy, 1 with long, detailed ad copy, and 1 with a completely different visual, and start testing!  
  • I would definitely recommend videos for creative, as they are proven to generally perform better, but be sure to test images as well.  It’s also important to keep testing.  
  • Once you have found a loser, from your 3 ads, pause it, and create more ads to continue testing. 
  • For the destination URL, pick the actual product page of the product you’re trying to sell.  Don’t send people to a category or homepage and expect people to find the product and check out.

Campaign Type

Make sure your campaign is a conversion objective, and you are optimizing for purchases.  The Facebook algorithm is very good at finding people that match your objective.  So if you select traffic, then you’ll get a lot of people clicking on your ads and going to your site without buying.  

For bidding, lowest cost works well, it allows you to quickly get an idea of performance and it ensures you spend the budget you have set.  I also like to start with all placements.  That way you can see how things perform in all areas, and then optimize from there.  If you see that you are very far from being profitable on Instagram Stories for example, then feel free to cut that placement out.  

Ad Spend

Be sure to get enough data before making a decision on a placement, ad set or ad though.  Just because you spent $10 on an ad, doesn’t mean you’ll have the data necessary to know if it’s a winner or loser.  Since you are trying to sell products, I like to give it around 5x the cost per conversion goal of your product.  So if you are trying to get $20 CPAs or cost per conversions, then you should know if its a winner or loser by spending around $100.  This is because, if just 1 or 2 of those clicks that hit your site and didn’t buy, did end up buying, your CPA would be totally different.  If you spent $100 and got 3 sales for your $20 CPA goal, that’s not great.  But it would only take 2 of those people that didn’t buy to buy, to hit your goal.  If that $100 in spend sent 100 clicks, those 2 people really aren’t a significant portion and could have been due to a number of factors.  Also, another thing to keep in mind, is that Facebook ads drive a lot of sales for other platforms, that aren’t always attributed to Facebook, we call this the halo effect.  So you might just see your Google or direct sales going up from your Facebook campaign.

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