How I run ads for Ecommerce

  • Specific to facebook market
  • ads strategy
    • General advice
      • don’t be the bottleneck of your business
      • don’t sweat the marketing campaign cost. See it as investment. You will make your money.
    • campaign
      • initial
      • retargeting to improve conversation
    • ad set
    • ad
    • same campaign, one ad set per interest
    • start with product related interested. Example selling a BMW electric, then you can start with BMW, electric, car sale as first three interest then use suggestion to pick few more interests. Up to 10 ad sets ideally
    • 3 creatives (ie 3 different images) and 3 copies per product per ad . You can try to mix between image, carousel, video. Can be one of each making a total of up to 6 ad per ad set. Can use multiple
    • let the ads run for 24 to 72h
    • turn off any ads where cost per result more than any arbitrary number (ie $10 or less). Cost per result for message are usually lower than calls or contact so adapt the arbitrary number to your call to action
    • after 72h, duplicate any ad set with decent cost per result (ie $1 or less)
      • create new creative and marketing copies
    • after 72h, if less than 10 ad sets running, find new interest then repeat the process from initial campaign
    • Sometimes what is needed is to change your creative or marketing copy
    • While ads running,
      • optimize landing page based on analytics which means you are selling using a website/app not just on social media (IG, facebook, WhatsApp, call)
      • better product description, doesn’t need to be longer but easier to skim through
      • add more FAQ based on customer interactions
      • add policies (privacy, return, delivery, payments)
    • Next step: automation with agent for customer interaction.
      • only required once you hit a certain volume not before
      • Can be implemented as live chat on website or as a bot on WhatsApp, telegram, etc
      • agent is capable to
        • chitchat
        • detect intention
        • answer customer based on constructed knowledge base