Scalling an Fashion Store Brand using lateral thinking and traffic segmentation via Pixel

:space_invader: 𝐇𝐨𝐰 𝐰𝐞 π’πœπšπ₯𝐞 𝐟𝐚𝐬𝐑𝐒𝐨𝐧 π›π«πšπ§ππ¬ 𝐰𝐒𝐭𝐑 𝐏𝐒𝐱𝐞π₯ 𝐎𝐩𝐭𝐒𝐦𝐒𝐳𝐚𝐭𝐒𝐨𝐧𝐬

This isn’t the typical post you see in groups that talks you through CBO stuff and spending tons of money.

This is about leveraging your audience’s behaviour in a smart way and find new potential buyers without having Facebook struggle to get you new buyers.

:roll_eyes: π–π‘πšπ­ πžπ―πžπ«π²π›π¨ππ² 𝐚𝐧𝐝 𝐭𝐑𝐞𝐒𝐫 𝐜𝐚𝐭 𝐝𝐨𝐞𝐬:

As you probably know, when you optimize for an event like Purchase, Facebook analyses your past purchases then looks around in the audience you’re targeting to get you more people like those.

While this is a healthy approach in general, what most people don’t do is to step outside the regular way of doing this and try more audiences manually.

Again, it’s ok to optimize for Purchase, don’t get me wrong but that’s only one slice of the pizza :pizza:. That’s what Facebook assumes about your audience, but that’s not everything.

What do I mean by that?

If you look at a few recordings of visits on your site, you’ll notice some patterns.

:trophy: π–π‘πšπ­ 𝐟𝐞𝐰 𝐰𝐒𝐧𝐧𝐞𝐫𝐬 𝐝𝐨:

They 𝐔𝐒𝐄 π“π‡πŽπ’π„ 𝐏𝐀𝐓𝐓𝐄𝐑𝐍𝐒. Some people go straight to purchase, some look at your images, some read reviews and come back later.

:exclamation:What you need to understand is you can go granular with this and guide Facebook so they send you the type of customer you want.

Say for example that you want impulse buyers and, to be honest, who doesn’t?

Impulse buyers have something in common:

They buy right away

Generally are the best customers you’d want because you don’t need to spend money to retarget them for that initial purchase

Which means that if you optimize for impulse buyers, your CPA will go down (if the market and period isn’t too busy).

:trophy::1st_place_medal:𝐏𝐀𝐑𝐓 π“π–πŽ πŽπ… 𝐖𝐇𝐀𝐓 π–πˆπππ„π‘π’ πƒπŽ:

Another chunk of your audience is people who analyse reviews.

Not as fast as impulse buyers but definitely a great audience. These people are more sceptical and once you know who they are, you can tell Facebook to send you more of those and… target them with review based ads (testimonials, etc)

Then, there might be people who click to watch your video showcasing your product … you can run video ads to similar people.

The algorithm Facebook uses isn’t something magical, not sure you noticed, but when you start doing something new online, the ads on Facebook change to adapt your online behaviour, which means they use 2 components to target:

General likes and affinities for things

Recent behavior.

π‘πžπšπ 𝐭𝐑𝐚𝐭 πšπ πšπ’π§β€¦ ππ„π‡π€π•πˆπŽπ‘β€¦

Using the 2 above, they’re capable of finding people roughly in the same period in their buying journey and show your ads to them.


How can you implement this?

:jigsaw: 𝐈𝐦𝐩π₯𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐒𝐨𝐧

Nothing magical, you just need to analyse your customers be haviour and see what are the patterns and what do they do while browsing your website before buying, then implement some custom events firing back at Facebook.

Then, once everything fires properly, use custom audiences, LAAs and custom conversions to do the magic.

It will open you doors to new opportunities and bring you new customers Facebook wouldn’t otherwise be capable of bringing.

π™³πš’πšœπšŒπš•πšŠπš’πš–πšŽπš›: 𝚠𝚎 𝚍𝚘 πš•πš’πš”πšŽ 𝚌𝚊𝚝𝚜.

Feel free to address any questions below. :cat2: Cat related included!