Dear avid digital marketers,
As promised, I’m going to continue posting the missing pieces on how I build a FB empire for launching ads for my e-commerce stores.
Let’s start with the super basics and take it from there. It’s important to realize that Facebook is different than other platforms (such as Google)
When you’re running ads via Google, you are targeting specific keywords and paying per click. People are expecting to consume content based/buy the products of your keyword. When you’re running ads via Facebook, you’re interrupting somebody and hoping they will click and buy your stuff. The good news is Facebook makes it very convenient to find people that have an interest in your products via their filters.
Facebook advertising is very simple but requires patience and a testing budget. The best way to sell a product on Facebook is through a funnel.
Launch multiple campaigns:
With images & different ad text & headline. Keep all other variables the same. Ads should last at least 7 days each. The bigger the budget the better.
The images with the cheapest clicks wins. Make sure that your images are ALL unique. The more unique, the better.
Once you find your image winner.
Test multiple presell landing pages (ideally should have a continuity with the ad image)
Measure Click-through-rate (% of users clicking on your offer on your presell page)
Once you find your presell winner.
Test multiple offer pages (ideally have a continuity with the presell page)
Measure user signup % & Purchase %
Once you find all your winners:
Keep testing different images&presell LPs&offer pages similar to those that were your winners
your ads will funnel will always grow old so it’s vital to keep testing new things over and over so that your stuff always stays fresh
In the background, optimize other things like:
your presell & offer pages’ speed (it’s always better to have a custom HTML site because it loads faster)
use hotjar to record & analyze customer journey (but remove it afterwards since it could slow down your site)
analyze other data where you can optimize (gender, country, device, etc)
More to come on this soon. Questions? Let me know!