Create custom audiences. Speak to that audience. Make different ads for different people. Super specific always works better, but it takes more time to make many variations.
It’s so important to be able to track the conversions. What is the cost per conversion, and the revenue for each customer. Its so important to get the amount earnt and the amount paid to track.
Things to measure:
– ROAS
If you can get $2 USD in profit and it costs $1 USD, then if you spend $1 million can you get $2 million in profit? If so, then you should spend as much as possible.
It is normally easier to market in smaller numbers, as it grows the remaining sales become more expensive, so there is normally an optimum number you should be spending which can be different if you are optimising for profit or growth / market share.
The actual ad is relatively simple. It is good to make many variations of ad sets and ads so Facebook and optimise for the best performing and you can turn off those that are not performing well (have higher costs).
Optimise and test for different regions and platforms.
Optimising for views, clicks is not good. Often there are lots of fake bots that will just land on your homepage and do nothing. Its much better to optimise for conversions. Also it is important to focus on the regions that have a similar market. If you run the same ad set in pakistan and singapore, then all the ads will be shown in pakistan because it is cheaper, so you need to split it up according to the similar markets. The more the better, but it takes more time to set up.
There are endless variations of regions, demographics, ads (videos, images, carousels), mobile, desktop, facebook, instagram ad display location – that you can try and experiment with. Cut the worst, and make more variations of the best ones. You can’t keep running the same ad forever. Create new ideas when these become stale and have less results.
The funnel and landing page behind it is very important. The landing page should have great copy, and automatic email responders when they sign up.
Custom audiences is very effective because those are already website visitors.
Lookalike audiences is also a good strategy – those that are similar to those that engaged with your website.
Facebook ads also has a benefit for your overall brand and organic SEO traffic where more people see your ad and then they click on your website on google.
Prospective Campaign – to discover new customers to go on your site.
Retargeting ads are especially effective because those customers are already visitors of your website.
A good funnel idea:
– Video
– Retargeting
IOS Update Changes
Apple is trying to stop cookie tracking so there is a trend towards server side tracking of conversions.
