Question

ECommerce Business Owners running ads, I have a question for you. I'm genuinely curious to know this. - How do you usually start your campaigns to promote your products? Also, are you looking for awareness first or you go directly for the sale? Thanks for your insights!  

Answer 1

All depends on the size of the account and the brand equity. We started running ads for somebody who already had nearly 50, 000 followers on Facebook and was averaging 15, 000 visitors / day on their site. Our approach here was vastly different than how we would approach a brand new store. Awareness is always good to start with. Warm people up to the brand and then retarget those that get on the site. It’s also going to give you some time to flush out messaging and targeting based on what their customers like.  

Comments

Thanks for that amazing input!  

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@idiosyncrasy1 How do you retarget if your ad just delivered impressions? Not clicks. Thanks

Answer 2

First thing is to build pixel data audience while simultaneously running split tests to know what works.  

Answer 3

Start small, if it doesn't sell one in the first week, trash it. If there's a winner, scale horizontally. Rinse and repeat.  

Comments

Do you end up with sustainable 'brands' by doing that? or is it a case of moving through different product as others drop off?  

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@unlisted It's all about utility- what does this product do for me? What function does this object serve, and is the percieved price worth the pain? Good branding and customer experience are ancillary to this, but I don't try to skew value in those areas as much as as I do showing customers the utility and ultimately the true value of a product.  

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@fox7297 Thanks man. Do you think I could work a similar process/funnel for selling jewellery or novelty items if i emphasised the fun you'd get or the cause your supporting by purchasing? Instead of the utility.  

Answer 4

I start with getting my store brand built. Small tests to see what kind of products move fast what takes time. Objective is not to just sell one off things but rather have customers remember my store name and keep coming back for more. This is where you can not only go from 0 to 50 to 60K per day in sales with in 8 to 10 weeks and maintain that over period of time, than being another splash in the pan. You want to build a long term relationship with your customers, you will be amazed how quickly your cost of bringing traffic goes down by week 4 when you do this.  

Answer 5

Start off straight from Conversion objective. Test in small pockets of audience. Allow your account to get quality purchasers for your pixel data to properly optimize in the later stages. Test using different broad/niche interests then I would go into LAA after gathering enough data.  

Answer 6

I run Traffic right off the bat if its a new business: Traffic for TOF 'brand awareness'. I'm not so bothered if the Traffic campaigns don't convert as my audiences are getting built and they're cheap. Plus, I have a few different RT strategies to scoop them up and turn them into customers.