So I started my store this month and for the past couple of weeks I've gotten my sales up to around $500 - $1,000 a day (it fluctuates depending on the day).
Now, the problem is: Every time I try to scale my successful FB ads, they go to sh*t.
I've tried duplicating the ad set and increasing the budget, I've tried upping the budget around 10-20% every few days, I've tried duplicating the ad set and using a high budget with manual bid, and I've also tried LLAs.
So far none of these scaling strategies have really been successful for me. I mean, there are a few days where I might try one of them and they bring in a good profit, but then the very next day it'll go super negative and make me lose money.
I honestly don't know what to do. Why are all my smaller ads converting so well but as soon as I try to scale they don't work?
Should I just be making a buncha small budget ads just targeted at different interests? But even then like half of the interests I try probably won't be successful.
Anyway, any help would be highly appreciated!
Hi, scaling ad's can be a difficult problem for many e-comerce owners, it takes business to the next level. Facebook ad's in particular are difficult to scale as once you get to a certain budget the advertisments will become much less targeted, at this point a key thing to do is lead ad's. It is very helpful when trying to scale your business.
Have you tried marketing on instagram or with google adwords? What is your customer conversion rate?
If you would like to go into further detail regarding this please feel free to contact me via my website smallbusinessmedia.weebly.com
I'd love to help!
I get your pain. Scaling FB ads can be very tough. The saturation is because of audience. There is clearly some fatigue. When we run ads, we rotate audiences so that we rest a well preforming audience for atleast 2-3 weeks before we run ads on it again. And even then, our ad creative and messaging is completely different. But for it's also possibe, because we have a complete social media management suite and we can market different features. If you don't mind, can you share you website and the products that you've been marketing.
Now, there are a couple of things you can try to get new audiences:
1. Audience insights: Have you explored Facebook's Audience Insights. It's super awesome to build buyer persona and to get targeted audiences. Enter your target interest in the left column under interest and then use information under page likes, purchase, activity, demographics to get audience ideas.
2. Retargeting: While Facebook has great options for creating a new audience and targeting people, eventually it's a lot of hit and trial. So it's tough to find audiences that actually work. And also, these people have no context about you so the journey from awareness to conversion is long. Retargeting ads are better. All you need to do is place a pixel on your website and make sure that there is steady stream of traffic there. And then you can keep advertising to these people. The best part about advertising to these people is that this audience doesn't stagnate since it's dependent on the traffic on your website. I'll give some pointers for this in the end.
3. Lookalike audience: If you've been trying custom audiences, then lookalike audience is an option available to you. By opting for lookalike audience, you're telling Facebook to find people similar to the audience that you've specified. But this is only for custom audience.
Growing traffic to your website:
In the long run, organic traffic counts. Social media continues to be one of the best sources of referral traffic. Apart from Ads, quality content for your shop is required. Even today with channels cutting reach, It’s still a good bet. You just have to pick the right channel. In my experience, for now, Instargram is the obvious choice. On Instagram, content and hashtags are everything.
Here are some articles that will give you tips on content:
With OrangeTwig, you’ll also be able to make all your posts on Instagram clickable. In Instagram, only one link (in the bio) is clickable. For instance, you’ve placed your shop url. The only problem with having a generic link is that your customers need to go your shop and find the product that they liked. There is no immediate gratification. This leads to lost sales. With clickable link in your bio, you can take your customers to specific products. Immediate gratification will lead to better conversions. And even if a buyer doesn’t buy, you can then retarget these people with Facebook Ads later. Learn more about clickable post here.
Oh and one more thing that’s crucial for building following is actual interaction. With OrangeTwig, you can comment on relevant Instagram posts as well, but in an extremely efficient manner. Learn more about it here.
Did you try to drive Facebook traffic to custom made landing page and see the conversion? Or the traffic will go directly to the product or collection pages?
Getting to $500 to $1,000 per day with your Facebook advertising is awesome, but like you said, can go downhill once you scale. The reason this happens is because once you increase your budget, Facebook is reaching the people that are most likely to do your conversion objective faster and the audience starts to fatigue. But there are other reasons to, such as audience overlap and saturation that may be decreasing your ROI from specific ads.
If you are running multiple ad sets to different audiences, it is important that you delve into delivery insights and make sure that you are not sabotaging your own ad sets. Facebook will exclude certain ad sets from bids if there is a lot of overlap, which may be the reason you see diminishing ROI.
I don't think scaling is the issue here - as you can see from the image attached, I've managed to scale my campaigns to $7,000+ in two weeks and still maintain a 700% ROI by optimizing audiences and delivery.
If you have any questions on this let me know!
To Your Success,
Luis Morales - firstname.lastname@example.org
Head on over to www.digitlhaus.com - we offer marketing, design and development services to increase your ROI, decrease bounce rates and improve user experience.
Fill out a request and we will get back to you the same day!
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When it comes to scaling up FB advertising, I find you don't get scalable growth because your audience targeting may be off. You may think you're targeting the right audience, but a tiny mistake can waste hundreds of dollars.
Here are my suggestions (with some self promotion thrown in :)
1. Understand your target market
You have to research your target market. Knowing the customer demographics helps you design ads based on target audiences. It can be pretty hard to know who your target market is, but machine learning apps on Shopify can automatically identify the best audiences for you.
2. Ad Design
You can design the ads yourself or work with an agency to develop them. They will design various types of ads, such as video ads, static image ads, full-page takeovers, animated images, and so on. Include a clear call to action (CTA) in your images to entice people into clicking on them. A CTA is basically a button that says Learn More, Buy Now, Sign Up Now, etc.
There are many levels of optimization that help in producing the best results. The optimization techniques include:
4. Monitor performance
The final task is to monitor ad performance. Make sure the ads provide the desired outcome. If they aren’t meeting your goals, there is something wrong with the landing page, ads, or other things.
Shopify Facebook Ad & Display Ad Best Practices
Here are some best practices for Facebook and display ads:
Shopify Advertising App Recommendations
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I wrote an in-depth blog post about this. You can read more here.