External Traffic with Yousaf Part 2

Richard Morgan
September 17, 2018

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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:
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