Question

Question about Ecom Catalogues.   Catalogue Sales vs Traffic Instant Experience Catalogue Performance?Question about Ecom Catalogues.  Catalogue Sales vs Traffic Instant Experience Catalogue Performance? In your experience which one has been better overall? ROAS here from past two weeks for Traffic is 8. 62 vs 3. 74 for Catalogue Sales. Do you see Traffic performing better too?  

Answer 1

I loved traffic campaigns for about 18 months, always beat purchase campaigns. However for catalogue sales campaign, catalogues wins each time

Comments

@appel is this the same for high ticket items?  

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@appel by purchase campaigns you mean conversions campaigns right?  

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@uranyl Yes. However it’s completely client dependant, so don’t go thinking it’s the same for everyone. For ecom, I’d be doing view content MOF and catalogue sales BOF. This particular client has a long purchase cycle (3 months +) so you’re Facebook campaigns will look really really shit because purchases don’t happen within the 28 days look back. however after moving to traffic campaigns, the client was up YOY by about 20% ish. More traffic TOF helped the overall business basically

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@appel gotcha. Almost same this is long cycle too. I do expect Catalogue to perform better and I suspect the data fed to the pixel is misconfigured. Been pulling my hair on this one  

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@appel how about when you have one product? Do you have experience with traffic campaigns without catalogue.  

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@arman9860 that's one of the experiments I'm thinking for stores with less than 50 products and large margins. I'm going to experiment with Traffic single product vs Catalogue. I suspect Single will perform better because of the larger image. It will work like an abandoned cart email.  

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@arman9860 yes I do but I only use traffic campaigns for clients who have a purchase cycle longer than 28 days and have multi million £ budgets. For anything ecom related I’d go with view content

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@appel view content? What campaign is that

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@appel haha not there yet  for us view content is hard as there is a whole serries of questions to answer when ordering so from the landing page you go straign into the questioneer. Then decide budget and continue with ordering. But I’ll test different stages. Thanks!  

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@arman9860 what are you guys talking about view content no such campaign exists

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@appel spoke with FB rep and got to discuss this in part. Figured out the issue why Traffic performing better than Catalogue. Catalogue takes so long to exit learning phase, 50 conversions within 7 days. Traffic already done from it. Makes some sense now. I still don't what you mean by view content campaign. No such thing.  

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@appel for high ticket items it may not be possible to hit 50 purchases in 7 days for small audience. In this case Traffic really will perform better. Catalogue will never get out of learning phase. 50 purchases means $5M within 7 days for an audience of 200k. Not possible for this market size.