Below I will list various acronyms popularly used while running Facebook ads. Please refer to this list to understand their meanings
STRESS VERY MUCH ON PROPER PIXEL AND CATALOG SETUP
KEEP ONE/ TWO BACKUP AD ACCOUNTS
Due to the rise of aliexpress dropshippers and fraudulent ad buyers, Facebook often shuts down ad account without any appropriate explanation. You will get back your ad account after a week of appeal but a week without cash flow can be a disaster for a business.
Now if you are generating most of your revenue (near about 95%+) through Facebook ads, you can go out of business overnight. Hence always create a backup ad account under same business manager account and share your old ad account pixel to it so that you can still access old pixel’s data.
If you are unable to create ad account under same business manager account then create separate ad account with entirely new pixel code. Please make sure to install two Facebook pixel with appropriate setup.
For Shopify, this can be done using Trackify or it needs to be done using Google Tag Manager.
In above screenshots, you will notice that we faced similar issues on the start of month April and we have managed to recover using 2 other ad accounts.
SHIFT YOUR FOCUS FROM CPA TO AOV, USER EXPERIENCE AND CUSTOMER SATISFACTION
FOCUS ON APPROPRIATE OPTIMIZATION EVENT
Facebook is being used by a variety of people. As a business owner, you need to understand the different types of user behavior and browsing habits people exhibit on Facebook without being judgemental.
We can categorize people according to their browsing pattern on Facebook as follows:
UNDERSTAND SUPPLY AND DEMAND
TEST COLD AD CAMPAIGNS BY NOT EXCLUDING PAST CUSTOMERS
TEST DIFFERENT REMARKETING WINDOWS WITH DIFFERENT OFFERS
SETUP WEBSITE TRAFFIC CAMPAIGN FOR RETARGETING AS WELL
Above I mentioned about retargeting conversion campaign. Now conversion campaign delivers when consumers are much more focused on conversion.
But sometimes just bringing those users back to the website also helps and strengthen the retargeting audience list 🙂
Here is the below setup I always use for ecom sites > dynamic website traffic (landing page views) campaign.
ALWAYS CROSS SELL YOUR PRODUCTS TO YOUR EXISTING BUYERS. (BONUS TIP INSIDE)
It is very easy to sell to your existing buyers than cold customers those who have never bought anything from your store.
Cross sell campaigns are highly effective to understand what type of new products you should focus on. Your existing buyers are your product validator. If you are able to sell good to existing buyers then it will sell a lot to others as well 😉
SEGMENT YOUR AUDIENCES TO CREATE BETTER LOOKALIKE AUDIENCE (BONUS: HOW TO CREATE AUDIENCE USING UTM TRACKING)
START FOCUSING ON MANUAL BID
If you own an eCommerce business or managing ads for an eCommerce business, I hope you won’t wait to implement the insights I shared above. Go, take actions, observe results. Get back to me and let me know whether my insights helped you to get better results. Got stuck? Have more questions? Share with below & we’ll update the documents with updated insights. See you.
Too complicated? No worries. You focus on what you do best to grow your business, let us manage your Facebook Ad Campaigns. Contact us here.