External Traffic with Yousaf Part 2


Got Yousaf back on external traffic.

Mainly operating in the Health & Beauty sector with several different brands driving traffic to their own website. Went heavy on paid search and a lot of work with Facebook and instagram.

  • Facebook is dramatically expensive
  • If you have a product that is retailing below £25, Facebook can be difficult to get ROI
  • Started with normal Facebook campaigns for external traffic
  • Instead of going for a campaign that targeted both FB and Instagram – they separated them as platforms
  • Running the same ad for both Facebook and Instagram – a link will work in FB but there are no links on Instagram
  • Treated each platform based on its own merits, different copy and creatives

Shopify Customer List

  • Had a lot of customers in their Shopify store already
  • Exported those out and built custom audiences in Facebook to find external traffic

FB Zero Discounting

  • Ads are run with zero discounting
  • Discounting mindset comes from Amazon Sellers trying to use it to build rank
  • With Shopify it’s not so prevalent to use discounting
  • A lot of people lose money in this area
  • Selling a product at £19.99 and on Shopify the strikeout price is £29.99, not really discounting because you’re selling at the price you want to
  • Discounting is 90% to boost ranking from Amazon Sellers
  • Purely to rank and get visibility on page 1 so organic sales can take over on Amazon

Video ROI

  • Videos have proven to be the way to go
  • Did a lot of different videos
  • Spent money on semi to professional video of the product
  • The pro videos had terrible ROI and didn’t work
  • The videos that were made by bloggers / influencers which were pretty amateur
  • The results were very impressive as they were authentic if not polished

Conversions should be

  • Focussed on first purchase acquisition when they started
  • The repeat buy rate was unknown to them at that time
  • Looking at 3x Return on Ad Spend (RoAS)
  • Different campaigns have different RoAS
  • Uploaded 100,000 customers onto FB as custom audiences and understood the RoAS on those
  • Created lookalike audiences off of these 100k
  • Then created 1% match, 2% match upto 10% off of these
  • Found the 3% and 6% were giving the best return on RoAS
  • Others were turned off and zeroed in on the profitable ones

Split Testing on Ads

  • Never used these tools on FB
  • Know what creatives work and which doesn’t
  • Focused on testing different audiences and segmenting them properly
  • Doing other tests will be more sporadic and questionable results

Shopify and Amazon Data

  • Custom audiences
  • Shopify custoemrs import was pretty decent
  • The lookalike audiences off of these werer pretty good to
  • Extracted order data from Amazon API and brought in postcode, address and names of custoemrs
  • Then uploaded these to Facebook
  • Without email and telephones it’s more difficult for FB to match them

Retargeting for External Traffic

  • Did people who aded to cart and did not purchase or complete purchase
  • Ran campaigns targeting these people
  • Tested cart abandoners
  • 30 days, 90, 120 and 180 days abandoners
  • The 180, 90 were the ones that performed really well compared to the others
  • Not sure why but pixel data is telling us the performance

Instagram Setup

  • Knew from adwords campaign that a lot of converters were coming from mobile and mostly iPhones
  • Targeted campaigns towards mobile for external traffic
  • Replicated the same mobile campaigns and selected connected to wi-fi as a requirement
  • This was the one that provided better results
  • Purchasing is more likely done on wi-fi as you’re less likely to be on the move
  • Instagram videos was the best ad format
  • Reached out to Influencers to make videos for them and feature them in their ads
  • A good looking guy in the video got loads of comments about him rather than about the product
  • One of their ads got the lad onto a reality show as he got so famous through the ads

Behavioural Economics

  • Saying in the ad that this product sells one every 57 seconds
  • Had a huge impact on the conversions
  • It’s not what you say but what they hear

Influencers

  • Platforms that help you reach out to Influencers are a rip-off and fake
  • Do it manually, do it yourself and get a feel for the people on Instagram
  • Look at the profile and work out:
    1. Are they truly influential
    2. Would they work with my brand
    3. Do they have real engagement
  • Identify the brands that have already worked with influencers and go and track down the influencers they have worked with

Contact

Get FREE tools when you subscribe to the mailing list

Go to Your inbox to get Your:

•Private Label Calculator
•PPC Optimization Tool
•Amazon Refund Tool

Share This
%d bloggers like this: