Facebook eCommerce 2019 (20)
I don't have much experience with e-comm but the points which have most influence on your cpc are;
- images/videos/creatives, test a lot different ones, after a while you get a feeling which attract people most, CTR up, CPC down
- FB page - not only this must be a trustworthy and convincing name, also the reputation plays a big part of what placements you get from FB
- overall reputation of your account has a big impact on CPC, that's why it's also good to spread campaigns on several accounts so you gain trust and reputation on multiple accounts, and see difference in performance.
On the long term it's good to have some accounts in stock with a decent reputation, once an account gets banned for some reason. I prefer scaling for example 50 bucks a day on 10 accounts, instead of 500 bucks a day via 1 account. Not sure if this works out for e-comm since you are working with a pixel/gaining conversions etc.
1. How to decrease CPC on Facebook ads campaigns?
For ecom, the BEST way is your creatives.
I see that you are running videos? Great, then go and find 5 different unique and popping images to use as THUMBNAILS.
Split test them agains your best ads and see how that turns out.
(i started a new offer yesterday, right of the bat my cpc was terrible, switched the thumbnails on the videos and ctr went up and cpc down)
After you find the best image/ thumbnail sart playing with ad copy. Come up with 5 unique headlines/ angles and go from there.
2. What is the best campaign optimization you recommend the most?
I've tried them all, and as VC, ATC and IC will give you much chepaer clicks and higher CTR the conversion rate is usually not compareable to purchase optimization.
I go for Purchase always.
3. Around 10 orders a day ,very stable.How can I get 100+ a day? Increase budget?
What kind of ROI AFTER cost of goods? (I assume you run a
If your ROI after cost of goods is 90%+ i would dupe the winning ad set and double the budget on those ad sets.
IF that holds on i would start playing with layering audiences, manual bid etx.
Originally Posted by stickupkid
Thanks for the advice!
I think I am working the right way.
Actually,I’m running videos.
I’ve test different images as THUMBNAILS and now,I’m running the best one.
About my FB homepage,I always share some puzzle topics,which is the most effective way to encourage comments on my Facebook posts,I think.
Because they always say, the higher the Facebook engagement, the better your reach.
Thanks for your valuable advice again!
Hey Rinchin,
Good start so far!
Just wanted to check across all the ad sets if you are running the same ads are you using the same post ID across them to share social proof? This, in general, will have an effect on your CPC and in theory if more social proof people are more likely to click etc.
Creative is going to be the main factor and overall spend is still relevantly low.
You sent the top of funnel ads, but what are you doing in terms of remarketing currently?
Originally Posted by kinged
Hi，kinged.
Thanks for your reply!
Yes,you are right.I am running a
I’ve test different images before. And I’m running the best one now.
But,you see.
Invested amount:$5000
Returned amount:$6550
Cost of goods:about $1200
So....it’s pretty terrible.
Is it OK that I choose no interests?
What is a good reach for my ads? My target audience too large?
Thanks again!
My account runs out of the money,so there is no data today.
Will update tomorrow.
Originally Posted by snapboy
Yes,I use the same post ID.
For now,just use Email marketing.
Hey Rinchin!
Great follow-along so far. Keep testing products and FB techniques and I bet green days are just around the corner. 
Other members already gave you some great answers to your questions. Below you can find mine.
1. How to decrease CPC on Facebook ads campaigns?
When you have the right targeting start testing creative. In most cases with video-ad you will see the highest CTR and also low CPC. Engaging but not clickbait creative is super important. Also, you cannot expect outstanding results if you're are running the same creative that other XXX marketers were using.
But before all of this, you need to be sure you are talking to the right audience.
2. What is the best campaign optimization you recommend the most?
Do you have a niche store or general?
3. Around 10 orders a day ,very stable.How can I get 100+ a day?Increase budget?
First thing I would do is create 5 new ad-sets and with a higher budget and different manual bid. When you find which one works best start increasing the daily budget for 20% / day.
Looking forward for more updates!
Cheers,
wakeboarder
Yes,I use the same post ID.
For now,just use Email marketing.
Originally Posted by snapboy
Sent from my iPhone using STM Forums mobile app
If you're looking to scale up then it's a MUST! The thing is if only 2% of your traffic was to convert top of funnel then what are you doing with the other 98%?
Plenty of opportunities here, if you want to share some of your RTG numbers and approach then can steer you in the right direction!
Originally Posted by snapboy
Sent from my iPhone using STM Forums mobile app
Originally Posted by rinchin
Thanks for your reply!
Yes,you are right.I am running a
I’ve test different images before. And I’m running the best one now.
But,you see.
Invested amount:$5000
Returned amount:$6550
Cost of goods:about $1200
So....it’s pretty terrible.
Is it OK that I choose no interests?
What is a good reach for my ads? My target audience too large?
Thanks again!
Is that with just one product? If so, you should cut it. I don't know what eCom model you're pursuing, but if it's Aliexpress arbitrage then you need to cut products much faster than that. If this is a product you put R&D work into, then you can ignore this.
Here's my testing structure that helped me get to 5 figures a day in revenue:
Launch 1 product with 3-5 different ad sets. Each ad set will have a different interest (go for interests that are at minimum 1m in size). All ad sets will run the same ad, with the same post ID. Dupe that ad in side each ad set 2 times so you have 3 ads. Set the budget to 1/2 of your Product Selling Price - Cost of Goods. Website purchase conversion objective, Auto bid, Mobile News Feed only, everything else kept at default. Let the ad sets run for two days and assess the results. This is where the media buying skills come into play as you will need to be able to read the data properly to know whether to scale something or not. I can't go over all of that, but you will know if you have a winner since you might have a few ad sets with 2 or more purchases or 1 ad set with like 4-5 purchases. If some are borderline positive/negative then you can try optimizing them, but I wouldn't spend too much time and money on this as the product itself is the biggest factor for a campaigns success. Better to move onto another product.
I would do this with 1-5 products each day. The products that I typically went with were products that solved a problem and not things that needed to be branded (like jewelry or clothing). Jewelry/clothing typically requires better marketing and branding. Not saying it's not worth doing that, as I know some guys who do 5 figures a day dropshipping those types of products, but for those types of products my testing method won't very effective.
Originally Posted by stacking benjamins
Sent from my iPhone using STM Forums mobile app
Originally Posted by wakeboarder
Great follow-along so far. Keep testing products and FB techniques and I bet green days are just around the corner.
Other members already gave you some great answers to your questions. Below you can find mine.
1. How to decrease CPC on Facebook ads campaigns?
When you have the right targeting start testing creative. In most cases with video-ad you will see the highest CTR and also low CPC. Engaging but not clickbait creative is super important. Also, you cannot expect outstanding results if you're are running the same creative that other XXX marketers were using.
But before all of this, you need to be sure you are talking to the right audience.
2. What is the best campaign optimization you recommend the most?
Do you have a niche store or general?
3. Around 10 orders a day ,very stable.How can I get 100+ a day?Increase budget?
First thing I would do is create 5 new ad-sets and with a higher budget and different manual bid. When you find which one works best start increasing the daily budget for 20% / day.
Looking forward for more updates!
Cheers,
wakeboarder
I am running a general store now.
In fact,I re-edit ad videos every time and make sure my videos are different from others.
Use different thumbnails until find the best one.So,the next step, I intend to raise my daily budget.
Looking forward to tomorrow's data!
Originally Posted by rinchin
Actually,it is just one product.As you said,I am using Aliexpress arbitrage.
Although there are orders every day, they are not actually profitable.That is exactly what I am confused about now.
I choose this product because there are orders even if I don't choose an interest.
Even if I do, the result is not much different from the no interest.
Maybe I chose wrong?Or the audience is too large?In fact, I am not sure what size is the best.At minimum 1m in size is the best?
As you see the pic,I set a new campaign.
Date:01.05-now
This is a new one that I have combined with the advice.
Depending on your advice, I will kill the sets that no purchases,and try optimizing other sets.But all I can think of is increasing the budget.
Actually,my testing method is similar to yours,but the point is that choosing a product is really important and very difficult.
Thanks again!Benjamins.
In fact, English is not my native language, so it takes time for my organization to respond, but I will try my best to reply to your suggestions,and everyone here.
But in all honestly, I wouldn't get too attached to this one product. There are millions out there. If you need help with choosing products, look at Amazon, Wish.com, other dropshipping stores, spy tools like Adplexity, and even Aliexpress itself. Focus on products that solve a problem, try to figure out which type of people have that problem, target them on Facebook and then show them your ad and product. Keep repeating until you find a winner.
Originally Posted by stacking benjamins
Thanks again,my friend.We'll all in green someday.
Originally Posted by rinchin
Unsatisfactory results shouldn't be a reason not to update - on the contrary! When things aren't going well, that's when you can really get help from all the knowledgeable people on STM.
Sent from my iPhone using STM Forums
Originally Posted by lyhras
I reviewed your posts and you are actively fighting against the Facebook algorithm and making it more difficult to find a winner.
1. You can’t decide a campaign failed while it’s still in learning mode. Basically Fb is testing multiple different segments of your main audience during this time. Today it might test a segment that’s profitable, tomorrow and the next day it might test one that’s negative. That’s no indication it’s failing because AFTER the learning phase, it will remember which segments worked and show your ads mainly to the segment. The best thing to do is always wait till FB has done its job.
2. Problem two is that you are spreading your budget thin over too many adsets. The FB algorithm learns and gathers data at the adset level. It needs 50 optimization events in a 7 day span to fully learn. For a WC campaign, an optimization event is whatever you told fb to optimize for. Eg purchase, ATC, IC etc. I think you mentioned you get 10 sales a day, so you are getting approximately 70 purchase events every 7 days. This would be enough for FB to learn from, BUT based on your campaign structure these purchases are coming from multiple different adsets, so none of them are getting enough data for FB to fully optimize. My strong recommendation is to consolidate everything you have tested into one big adset. Combine the targeting so you have a big audience. Put all your creative into the one campaign and then let FB learn (all over again) to completion. (7 days)
3. Add hotjar or something similar to your store and watch what people do on your page. Use the data to optimize your conversion rate.
4. If you want a lower cpc and higher reach, pay more attention to your page. Post more and make sure your are optimizing content to hit the metrics FB cares about most. Reactions(likes etc), shares, and comments. It will do wonders for your ad costs.
5. If you are drop shipping, make sure to set expectations for delivery etc. FB is actively surveying your buyers and will shut down your ad account if you receive enough low ratings. One major cause of this is people unhappy about the unexpected 4-6 week delivery window after purchase.
You are so close, these tweaks will help you get past the finish line.
Wishing you all the best!
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