Facebook Ad Improvement Recommendations

[siaocult]

Hi there! I have recently launched Shopify store (www.ocultstore.com) and I set up paid Facebook campaigns for several products. It has been a week or so, but we have only made 2 sales so far. Below is the Ad for one of our products, which is fairly cheap and easy to understand through the photo content in the Ad and our website.

And here is the product page for this product: https://ocultstore.com/collections/all-products/products/leather-key-organiser-grey 

I see that a lot of people are visiting this page but we haven't sold a single unit of this product just yet. I feel like there is something wrong with our Ad or product page, but I don't understand what it is. Maybe you have some tips or advice which I could utilise in order to convert our visitors into buyers? 

Also, here is the retargeting campaign for those who have visited this product page in the last 30 days:

Thank you very much in advance!

[YashA1]

Hi Sia

Your store looks quite aesthetic. Kudos to the designer.

While there are a lot of things responsible for driving sales using Facebook Ads, I will share a few that I observed:

1. I see that you are running Ads in India as well. It's a price sensitive country and with Covid it will be difficult to get buyers for a 20$ non essential product. I hope you are targeting the affluent audience or else you will just drain your budget. 

2. The Ad Copy: It needs to be more compelling. You aren't just selling convenience, your product is neat and classy. Your copy needs to generate that feeling in the buyer. 

3. Similarly the headline and the description need to be better written. 

I hope you are running the 15% discount ads only to Add to Carts and Initiate Checkout buyers. 

There is a lot more that needs to be looked into:

1. Clicks to Lead Per Visitor %

2. LPV to View Content %

3. VC to Add to Cart %

4. ATC to Initiate Checkout %

5. IC to Purchase %

6. ATC to Purchase %

Wherever there is a leak, you need to plug it accordingly. 

Best
Yash 

[siaocult]

Hi Yash,

Thank you very much for your feedback.

We are no longer advertising in India 😉 When I first setup our campaigns, India was among the countries where we advertised, but I quickly realised that the traffic from there isn't particularly good for our products. At the moment we primarily in European countries.

In terms of Ad Copy, you are saying that it needs to be more compelling. Can you elaborate on this point? Maybe you could give me some good examples of the a good product copy, which you know converts well? I've tried to convey the most important points in our Ads, and they do drive traffic, but only a few sales have been made (we spent more than we earned on FB Ads at the moment). 

Do you think the following Audience targeting configuration fits our products?

Thank you very much for your time! 

Aleksandr

[YashA1]

Since you mention that you have traffic but less conversions it could be due to 2 things:

1. Quality of traffic

2. Abandoning just after viewing the content, or after adding cart or after initiating checkout (Also depends if it is Top of the Funnel or Retargeting campaign)

Facebook Ads is a lot about testing and then getting it right and hence I would advise you to consult someone who knows how to do it. 

You need to test different types of audiences and interests using different adsets. From what I see you certainy need to make different adsets, targeting different niched out audiences by the influencers or brands they follow. Your current targeting is quite general and not niched out. 

It's not that straightforward Aleksandr 🙂

[YashA1]

If the traffic quality is good (which according to me isn't in your case), you need to use other advanced tactics.

Q1 Are people adding to cart?

If not, then Price could be the biggest problem

Q2 Are people abandoning after adding to cart?

If yes, then again Price OR Social Proof could be problem. 

[siaocult]

Hi Yash! Thank you very much for your feedback. I did a lot of improvements for our key organizer product (rewrote the description + decided to make free shipping in Europe + UK). Also, in terms of Facebook Ads, I have also improved them based on your feedback:

Did a bit of research via Facebook Audience Insights (checked some leather product brands and their audience insights) and based on collected data made a lot of adjustments for the targeted audience. Will be testing a lot of different hypothesises. Hopefully I will arrive at the point when our Ads will be profitable 😉 

[YashA1]

Glad to know you found it useful.

What changes did you make to the target audience?

Also, as an example, this a the type of landing page you should build: https://bummer.in/pages/matching-pair?utm_source=Facebook%20ads&utm_medium=matching%20undies%20TOF%2...

Landing Pages with Timers, Social Proof, Surprise Discounts >>>>> Product Pages on Website

Damn, I have opened up so many great secrets for you, I should charge you (Smile)🙂

[siaocult]

Hi Yash!

In terms of target Audience, at the moment I decided to advertise only one product and I created 3 different Audiences to test:

I did a bit of research via Facebook Audience Insights to see the some insights about the people who like similar companies to ours (although companies which are similar to ours are too small and the and you cannot check their audience insights, so I went with Bellroy and few other companies and checked their audience insights to come up with some ideas). Maybe you have some actionable advice as to how make the decision about the Target Audience which isn't just based on the hunch feeling, but rather on some statistics.

[YashA1 · Accepted solution]

Yes. It's based on research and not on hunch. And research takes time. 

Plus, with the way you are segmenting your audience right now, even if it works for some time, you won't be able to scale it because you won't know what is the exact thing that is working for you. (There is a way you need to structure your accounts to be able to scale efficiently) 

Sia, all this will require time, and for further consultation you can book a paid call with me for $99: https://calendly.com/yashagrawal/1-hour-live-consultation-on-digital-marketing. If you are not happy with the call I will issue a 80% refund. 

You can send me the questions before hand so that I can answer them swiftly and make best use of the 1 hour.

[YashA1]

I like that you took my suggestion and tried this copy: 

Say goodbye to ugly keychains! Meet our elegant and functional leather key organizer. Free shipping in Europe & UK.

[siaocult]

Hi Yash! Thank you very much for your suggestions! At the moment we are on a tight budget but I really liked the fact that you took your time to give me some ideas. I copied the URL you sent me and I will get back to you for your paid consultation in a couple of weeks, probably. Need to make some sales to cover the expenses 😉 

[YashA1]

Use only a Single but large audience interest in a Single Adset. 

Best

Yash

🙂

[YashA1]

Hi Sia- Since it's the start of the new month, I am looking to onboard 2 new clients. Would you be interested in taking up a good offer? 

I see that we can do some good things with your ecommerce website and start getting a positive ROI to your ad spends. 

Lemme know!