Home > Paid Traffic Sources > Facebook & Instagram

Is this a good campaign for ecom standards (9)

08-04-2017 03:49 PM #1 youareking (Member)
Is this a good campaign for ecom standards

I ran my first FB ad campaign for Ecommerce (screenshots attached below)

The purpose of this campaign was to test images/creatives to choose the best creative

The next step is run the best creative with different ad copies/angles to ultimately have a profitable camp

I would like your opinion on my results with this campaign

I ran 1 ad set with 3 different ads. The budget was $15 a day for 48 hours. total spent $31.06.
0 conversions.

These ads had no text just link and description.

Is this a good overall CTR to continue running this camp?

What is a good CTR to know you gave a good camp?

What is a good CPC to know you have a good camp?

what is a good CV rate to know you have a good camp?

Thank you in advance!

Kind Regards


Ads Summary
Click image for larger version.  Name: 7-31 - 8-2 fb ad camp 2.png  Views: 395  Size: 116.2 KB  ID: 16248




Ad Set Summary
Click image for larger version.  Name: 07-31 - 08-02 fb ad camp.png  Views: 340  Size: 42.4 KB  ID: 16247

08-04-2017 04:42 PM #2 rolandb ()

What are you selling and what are the margins on the products you are selling?

08-04-2017 04:49 PM #3 imadgine (Member)

It's hard to say... depends on your profit from a sale... is it $1, $10 or $1000?

08-05-2017 05:34 AM #4 youareking (Member)

I'm selling men's apparel and accessories and this particular product has 79% profit margin which is $25.29

08-05-2017 10:13 PM #5 rolandb ()

Have a look at caurmen's guide to affiliate math. Personally I think you need to run the campaign for longer. The most important factor is profit, so you want to choose the ad which performs the best on that front based on statistical significance. I'd suggest creating a spreadsheet with your numbers and creating all the calculations based on those outlined in the affiliate math thread. It can be tricky, so if you have trouble understanding, let me know

Also, are you using FB targeting? Zeno's guide, although to do with gaming, really sheds light into how much insight you can get from your audience.

08-06-2017 11:28 PM #6 youareking (Member)

Thanks for the link to affiliate math that really helped. I had 0 add to carts. Yes I'm using targeting as far as interest, behavior and demographics however I'm going to further narrow my targeting using audience insights pages that relate to my product.

08-07-2017 03:08 PM #7 rolandb ()

Just in case, you tested your tracking to see whether conversions and add to carts are working?

Otherwise, keep us posted on any developments

08-08-2017 10:47 AM #8 caurmen (Administrator)

I'd be cautious about ads with literally no text. I know you're just trying to find the best images to use later with ad copy, but the issue you're likely to have is that image alone will perform very differently to image plus text.

Remember, AIDA - Attention, Interest, Desire, Action.

Currently, what you're optimising for is an image which provokes Attention, Interest, and a bit of Desire - it's doing all the work, in other words. Images that generate great Attention but little Interest, because they need explanation, will do worse than an image which generates mediocre Attention but also decent Desire.

However, in your finished ad, your text will do a bunch of the Interest and Desire work - you really want to pair that with the images that generate great Attention. But your earlier test will have filtered those out in favour of the jack-of-all-trades, master-of-none images!

(An alternative lens for this: neuroscience shows that image content is processed emotionally first, intellectually second, wheras text is the other way around. By avoiding text in your ads you are optimising for images with an unusually high intellectual balance, wheras you usually want a high-emotion image with the intellectual content in the text.)

You don't need a lot of text, but a sentence or two including a benefits, a clear explanation of the problem the product solves, and a Call To Action is a good idea. See the eCommerce Cookbook part 3 for some suggestions, or check out the eCommerce Ad Examples thread - you'll notice none of them are text-free.

08-08-2017 08:11 PM #9 youareking (Member)

Quote Originally Posted by caurmen View Post
I'd be cautious about ads with literally no text. I know you're just trying to find the best images to use later with ad copy, but the issue you're likely to have is that image alone will perform very differently to image plus text.

Remember, AIDA - Attention, Interest, Desire, Action.

Currently, what you're optimising for is an image which provokes Attention, Interest, and a bit of Desire - it's doing all the work, in other words. Images that generate great Attention but little Interest, because they need explanation, will do worse than an image which generates mediocre Attention but also decent Desire.

However, in your finished ad, your text will do a bunch of the Interest and Desire work - you really want to pair that with the images that generate great Attention. But your earlier test will have filtered those out in favour of the jack-of-all-trades, master-of-none images!

(An alternative lens for this: neuroscience shows that image content is processed emotionally first, intellectually second, wheras text is the other way around. By avoiding text in your ads you are optimising for images with an unusually high intellectual balance, wheras you usually want a high-emotion image with the intellectual content in the text.)

You don't need a lot of text, but a sentence or two including a benefits, a clear explanation of the problem the product solves, and a Call To Action is a good idea. See the eCommerce Cookbook part 3 for some suggestions, or check out the eCommerce Ad Examples thread - you'll notice none of them are text-free.
Noted! Thank you for your in depth answer. I will use the best image and run the ad with about 10 different ad copies and check the results.

Another HUGE thing I realized I didn't do is use Audience insights when targeting. Creating my first ad camp from A - Z seemed so overwhelming but now that I did it seems much less intimidating.

Next Task
Create a new Ad set from audience insights
run 10 different ads with winning image different text/ad copy ( with AIDA in mind)
let it run 3 full days
check the math sheet to determine if this a winning camp
If it is keep it running if it isn't drop and move on to next product

Kind Regards,

Home > Paid Traffic Sources > Facebook & Instagram