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Topic summary
Best way to spend on Facebook ads for an online shop after ad costs began exceeding orders. The shop has 4,000+ Facebook followers, runs daily live videos, and performance dropped after Facebook removed live shopping features; clicks are up but conversions lag.
Two approaches emerged:
- Organic search focus (long-term ROI): Improve SEO with relevant keywords in titles, descriptions, and image alt tags; add keyword-rich content on category pages; write guest posts and feature influencers for backlinks; integrate social; enhance product storytelling; send abandoned cart emails. One contributor cites that ~53% of eCommerce traffic comes from search and reports only ~26% of the shop’s pages are currently findable on Google.
- Facebook ads optimization (near-term sales): Use Dynamic Product Ads (DPA) for remarketing to past site visitors (retargeting), and prospecting ads to Lookalike audiences built from purchasers, site visitors, and social followers. Prefer Collection ads. Keep videos to ≤15 seconds with early branding and a clear CTA; suggested 4-frame structure. Install the Facebook Pixel (tracking code) to measure events and build audiences; it’s currently missing.
Outcome: Owner thanked contributors and shared her site link. No final resolution; action items implied include installing Pixel, refining creatives, and bolstering SEO while running targeted remarketing and lookalike campaigns.
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