Figuring Out Facebook For Shopify Ecomm Business (10)
Wassup!
We have a furniture ecommerce business and we have been working for a few months now to be able to handle volume and now are ready to start advertising on Facebook.
I've run two campaigns so far: running ads to a content landing page, which leads to a collection of furniture revolving around that content. Following this guide on Digital marketer: http://www.digitalmarketer.com/ecommerce-advertising/
I've set up two custom audiences, each with very specific interests, and each with about 1 million potential audience. I set up the campaigns into 3 ad groups (short, medium, and long copy) and then each adset has 4 different photos.
I'm here to get some advice on how to analyze this data and to get some tips on what I should do next. These ads ran on the goal clicks to website (guessing I should switch that to conversions). Here's the data:
Campaign 1 (C1) (ran for 2 days or so - Audience 1):
C1 - Short Copy Results:
C1 - Medium Copy Results:
C1 - Long Copy Results:
Campaign 2 (C2) (ran for 3 days - Audience 2):
C2 - Short Copy Results:
C2 - Medium Copy Results:
C2 - Long Copy Results:
Results:
For a first time testing campaign I think we did well.
Total Ad Spend was $237.2
1 sale for $469.8 in revenue ( $190 cost + shipping of ~$38 = ~228 cost )
Sale Profit = $241
Total Profit = $241 - $237 = $4
BUT, the sale came exclusively from the second campaign.
Other data:
Landing page = 35% CTR
Thoughts:
Because our average order amount is going to be high (easily above $100 - I have no exact figures yet - lack of sales), the conversion rate is going to be low and thus I will not have a lot of data to go with.
Basically what I need is some thoughts on the campaign stats. The first thing I notice is that, as mentioned in this recent thread by FBQueen: http://stmforum.com/forum/showthread...n-Facebook-Ads, certain ads within adsets just take off based on performance, while other ads are ignored completely. So my results show that within the adsets, I believe all of the photos won at least one adset.
The solution to that is to test photos per adset - by duplicating the exact ad 3-4 times within one adset - like Zeno suggested in his tutorials.
If you're still with me, what would be your suggestions moving forward?
I believe I should continue testing photos, but by testing them per adset. I'm not sure which metric I should be looking at most closely. I'm guessing CTR for link?
Great work so far kiwanuka94!
Before going deeper into optimization I would test also WC conversion objective (ViewContent and/or Add-to-Cart) and make sure that the pixel is working properly. Don't forget to track events add-to-cart and initiate-checkout. We saw that they are really important. Next step would be retargeting campaign (classic + DPA).
With your daily budget I would recommend you also to try smaller and more targeted audiences.
Hope this helps!
mybe you need to add an upsell it. you are selling a high product item so it may cost a lot get conversions
What is the website for your store?
www.mak-home.com
Thanks for the suggestions guys.
Quick question for anyone that cares. I'm running two campaigns testing photos at the moment and, while looking at Lucky Orange, I've noticed lots of visitors (especially mobile visitors) that are hitting the landing page and leaving right away. That's with 0 moves and - time on site.
Here's a photo to show you what I mean. There's pages and pages of these types of viewers.
and another photo:
Also, what I've noticed is that Facebook has been putting most of my adspend into the Audience Network on Third-party Mobile Apps placement.
The massive amount of short lived visits may have something to do with that?
From what it sounds like, the audience network is pretty lousy traffic in terms of quality.
Yeah, that's what I've been thinking.
Anybody know if it's possible to segment visitors that have not given me any personal information yet (like age, and gender) and then retarget based on that information?
Obviously you can retarget based on what pages the visitor has seen, but is there any way to access their age and gender somehow? How does google analytics determine it?
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