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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:
- Are they truly influential
- Would they work with my brand
- 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
