*warning - a little long-winded*
Hey everyone,
So I figured it might be more helpful to me, and hopefully others as well, if I’m completely transparent with how I’m approaching my campaign as a newbie. Hopefully it’ll help me approach future campaigns in a smarter way, whether it’s through this campaign or whatever else.
I’d be really appreciative if you all can offer constructive feedback on my approach - anything from targeting, offering, angles,ads, etc. I know it’s risky sharing basically everything I’m doing, but figured I’d gain more by doing this sooner than later. So here it goes.
Overview: I’m using whitehat facebook paid traffic as my primary traffic for a teespring campaign (not sure if it’s even smart to begin with teespring as my intro to AM). The target is African-Americans that have shown interest in afrocentric things. I’m trying to take the angle of a “Black History Month’s coming, show support” campaign with clever, simple phrases from historical figures as the offer. I’ve created a Facebook page that should cater to the audience and began getting likes based on what I’ve been sharing through my paid posts.
So far not seeing sale conversions though and barely any traffic to the actual product page iteself. I’ll detail my metrics more below.
Traffic: paid Facebook (open to other suggestions). What I’ve paid for so far has been a paid post with objective of engagement. Haven’t done any objectives with conversions or likes. I also have 1 video ad that’s just a random, relevant video to get interaction on the page. The video’s getting a good amount views and brought in some likes. It has a CTR of like 12.4% and relevance score of 10, although I don’t have any messages pushing an offer on that video.
Angle - As stated above, trying to see some success with a market that’s expressed interest in afrocentric/black pride type stuff. The angle I’ve taken so far is “don’t miss out on showing support for Black History Month”. The exact ad is below.
Offer - Teespring Merchandise(open to other suggestions). Shirts, mugs, and hoodies with simple, hopefully witty/humorous quotes from historical figures. An example would be something like “ We Out. -Harriet Tubman, 1853 ”. I have a total of 4 different quotes for now and have created a campaign for each one.
Audience - 3.5-4mil, 83% women, 33% household income of $50-75k, 43% are single. The way I targeted was by looking at some competitors who had a similar offerings and combing the comments of their promoted offer. Then found people who posted pictures of their bought shirts or those that wrote “Just got mine”, etc. Something that showed they bought. Then clicked through those who had public profiles and searched through their likes and created an audience from that. Very open to suggestions of better ways to target or if this was even a good approach in the first place.
Ad -
I have 2 ads for each campaign. So 8 ads in total but they pretty much all say the same thing.
I photoshopped a picture of an African-American man and female and placed the teespring shirts on both of them. Then I split test based on the two images. Wanted to give a feel of a more relevant model displaying the shirt. Haven’t done any optimizing yet, though, aside for showing the shirt on either the male or female model so don’t know if my assumptions are actually correct.
I’ve limited the ad to run on the the Facebook feed only.
The ad is:” Black History month's around the corner. Grab you a limited edition shirt here ⇒ bit.ly/linkToShirt “
Metrics -
Best performing ad has:
Reach - 1,300
Cost - $.03
Relevant Score - 8
Post Engagements - 166
Clicks - 159
CTR - 12.03%
Link Clicks - 4
CTR (Links) -.3% (i.e. no one is getting to product page)
Conversions - 0
Time Running - 2 days
Optimization - None so far
Hope that wasn’t too much. Would love to hear your thoughts. Please let me know if you require anything else for insight. Thanks in advance for any help!