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3 Ways of Increasing Your Revenue By Communicating With Your Customers.

DimNiki | Customer LTV

It is obvious that some of the businesses grew significantly during the lockdown.

One of my clients managed to obtain almost 20.000 new customers for March and April while the average number for 1 month was about 2-3k. Of course that was a great increase of the customer base but we noticed the returning rate lowered down significantly as well.

Usually the returning customer rate for this client is 60% and a client reorders the product after 3-4 weeks. So there’s been enough time already to figure out that the behaviour of the customers obtained during the lockdown differs from the usual behaviour of customers.

This huge amount of first-time customers should’ve increased the additional revenue the business is usually getting but it didn’t happen unfortunately. So we figured out that it is really important to create additional offers and email sequences in order to retain the customers we got during the lockdown.

Step 1: Create New Offers for Returning Customers

In the case of this business there is one starter kit which is the first purchase of the customers and additional supplement products which attract the returning customers.

So we decided to create new bundles of the best-selling supplement products, we built additional landing pages describing these offers. And started promoting these offers both through Facebook and through emails.

The key to obtaining returning customers with these offers is the copy! It is essential to show the customers that they are special. That they made the right choice to become a customer of your shop. You can also thank them for purchasing your product during the difficult times of Covid-19 And present your special offers as a gift for their support.

You can also add discounts and ending dates of these offers to encourage customers to purchase.

Step 2: Create An Email Sequence Loaded With Valuable Content

For example, tutorials or DIY instructions – anything that increases the value of your products.

You need to increase the interest of your customer to your product once again. And after a sequence of a couple valuable emails you can end it up with the offers you built on the first step.

Step 3: Build An Online Community

This particular client has a really huge community and it is another way of communicating with customers. By a huge community I mean over 50.000 followers on Facebook and it is another great source for promoting the offers for the existing customers.

It’s not only a way of promoting the offers, but also a fun way of spreading useful information. In addition to that it’s a very good platform for competitions, lives and so on.

This community increases the engagement of the customers with the brand and with other customers so makes the probabilities of additional purchases very high.

So all of these ways of engaging first-time customers and transforming them into returning customers will help you grow the average order value of your store.

And even a $10 increase in the AOV makes a huge difference for your revenue.

If you want to know other tricks and tips we use for increasing our client’s revenue, Book a call below:

https://dimniko.com/msp-apply

Thanks!

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How to Successfully Build a Facebook Ad Funnel for an Ecommerce Store

DimNiko - Ecommerce Ads

If you are an ecom store owner, or thinking to transition your business online one of the biggest challenges you will face is how to get visitors (traffic) to your webshop.

Paid advertising makes it possible and somewhat easy to “buy” traffic, which gives you an opportunity to sell your products to the website visitors, aka convert them into customers. 

Facebook is one of the most powerful paid advertising platforms where you can create and run these ad campaigns to acquire new visitors and customers.  

It sounds easy, however when it comes to monetization of the online traffic there are several curial steps that you need to follow. 

Remember you are not just looking to sell by chance to anyone who visits your store!

When you pay for the traffic you need to make sure that you get the highest possible store conversion rate with the highest possible average order value to get the most out of your adspend. 

The ad funnel starts from the ad impression and ends with the purchase confirmation. Throughout this process you need to make sure that you communicate the right information and lead the visitor to the next step. 

To build successful ad funnels takes time, lots of testing, experiment and optimization. It is a continuous work and costs $$$$. 

We are now giving you some tips to help you build your ad funnels with Facebook advertising and avoid common mistakes which will save you $$$$ from your testing budget. 

  • Everything starts with selecting the right audience that you are targeting and sending them through an ad-funnel which is likely going to get the best returns for you. Choose your audience right. Research and create several Buyer Personas. Each audience segment will have different motivation, consideration process prior purchase, so it’s important to segment them and work out a funnel for each of them or prioritise them. This is not only important to maintain a good conversion rate, but to help the advertising platform’s algorithm to optimise your campaigns better, show your ads to more people and in return you will be rewarded with better CPM’s and lower adcosts. 
  • TOF – top of funnel is the most important part of your ad funnel and campaign strategy.  Here you are purely targeting cold audiences that have never heard of your brand before. These campaigns are targeting your different audience segments to capture their attention and make them engage with the ad and preferably click on it. As this is the first time they are learning from your brand it is important to make an impact. Based on your research with your audiences you need to highlight the key motivations, problems, features, benefits why they should check out your product or listen to your ad message. You don’t have to convince them yet to buy your products. Your main goal here is to preselect your potential buyers with getting an action out of them. Ideally it is a click to the ad, or any engagement that is measurable and can be retargeted later. Do not only focus on the CTR (Click through rate) as you need to look at it together with the quality. For example if you are showing a not related, very interesting, maybe even misleading ad you might get high CTR’s but noone will actually purchase. You don’t need that traffic, don’t buy it. Preselect the audience right. 
  • Once your audience clicks, they will get to your landing page. It is very important to give all information to the user on the landing page that they would expect after seeing the ad. If they have a problem that you featured in the ad you need to talk about it and lead the visitor through that to your product. 

The Landing page needs to be user friendly, easy to navigate and help the user step by step to make the decision and buy. Analysing customer journey’s and again your existing customers, their pain points, motivations, concerns, doubts will help you create the best converting landing page and the best offer. 

Webanalystics is crucial to building a successful ad funnel. You need to make sure to track every step of the users from all traffic sources to see where they are dropping off, what is stopping them to buy, how do they behave on your website.

  • BOF – Bottom of funnel is your second most important part in your ad funnel. Everyone who dropped off of your website/landing page needs to be retargeted. They need to be retargeted with a very different approach to the TOF, as these audiences are already familiar with your product and brand. They have been on your website before, but decided not to buy for some reason. If you do your research and web analytics right, or just listen to your visitors, customers’ feedback you can already guess what these concerns or doubts are. On the BOG Facebook ads you need to address these points. You need to reassure them that they are wrong and they should indeed buy from you. The goal is to make the audience click again, come back to the landing page and purchase. 

Common practise to give extra discounts, different offers with some urgency for these customers to motivate them better. 

  • Middle of funnel, MOF is the audience that got your TOF ads attention, they might have watched your ad video, or liked your ad, followed your Facebook Page or Instagram, but they have not clicked through to your landing page. Usually these audiences need some extra convincing either of your product or the brand. Retargeting them with ads that talk to them more about the product features and benefits, or if they might have trust issues, a customer testimonial ad, or how we call itt user generated content would probably work. 

Once a user from this audience group is clicked to your landing page will get into the BOF audience if the purchase was not made.

Each part of the ad funnel is important and not dismissable if you want to succeed. Will need lots of testing and a message that is appealing to your visitors and target audiences. It needs to be relevant and clearly have a call to action to the next step that you want them to do. 

Hope you enjoyed the read! If you’re spending over $500 a day and need help with your retargeting campaigns book a call below:

https://dimniko.com/msp-apply

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Preparing Your Creative Strategy For Q4

DimNiko - Black Friday Cyber Monday

The most important part of the year for any ecommerce business is almost here.

Did you start working on your creative strategy yet? 

Today we review each holiday and bring you some tips for you to consider when planning your creative and content strategy.

September & October

During these two months we want to work on awareness. The main focus will be warming the pixel by having a high reach and creating engagement among your audience. We will build awareness and reach an audience as broad as possible in order to retarget those users during the sales period to increase conversions.

The ads during this period of the year should focus on helping people identify which products meet their preferences and are most relevant by focusing the message on quality, utility or affordability. 

In order to create a good ad, list all the reasons that should encourage users to buy your product, as well as the product’s benefits and motives and present it all together.

Read More: 5 Best Practices for Ecommerce Facebook Ad Creatives

November

The month of November will be all about conversion.

The Black Friday Shopping Week starting on the 23rd of November and ending with Cyber Monday on the 30th is the biggest sales period of the year. 

Due to the Covid19, this Q4 is expected to be more digitized than ever. Product discovery and purchases will occur online at a higher percentage than previous years.

Some of the main points to keep in mind when preparing your creative strategy for BFCM are:

  • Relevance: In the case of BFCM that relevance is the percentage off, by mentioning an specific percentage off or discount, you can increase the relevance of your ads.
  • Clarity: Make the ad clear and straightforward.
  • Urgency: Add urgency to your ads by adding flash sales or by showing the product is limited in stock.
  • Distraction: Remove any kind of distraction from your ad. Instead of explaining what the product is about, mention exactly the product name, the percentage off, and a benefit.
  • Value: Create ads showing the product qualities, features, and benefits. You can create different ads based on each element and combine it with the discount or offer.
  • Powerful words: Include words in your ads such as free, black friday, promotion, deal, discounts

Read More: Killer eCommerce Facebook Ad Examples in 2020

December & January

And finally December and January, including several holidays which are as important to ecommerce such as:

  1. Free Shipping Day, on the 14th of December of 2020, please take into consideration that the items must be delivered before Christmas Eve, as this is the main incentive for users to purchase during this day and not being delivered on time might cause your business bad reviews.
  2. Boxing Day is December’s highest traffic day on mobile, the day right after Christmas, and it is a fun time. Take advantage of the excitement that comes from sharing the Christmas gifts on social media. 

    Create photo competitions and have customers share photos of their gift, or offer a % off on Boxing day to anyone who shares a Christmas photo.
  3. After Christmas Sales, one offer that can incentivize users to purchase more right after Christmas is offering a “buy one, give one” special that delivers one item to a known charity. This can inspire shoppers to be generous and spend more.

    Another offer is “free gift with each purchase” consider offering a small giveaway with each purchase, a t-shirt, a mug, a sample.. And even better add your logo on it.
  4. In New Year, do it all over again, after holiday sales, free shipping, discounts.. Keep the momentum going and bring back the customers for a second round of sales.

    Offer a “loyalty reward”, give your most loyal customers the opportunity to try a new product first hand and offer a discount. 

    Take advantage of the “New year’s resolutions”:
    – Focus on promoting health, exercise, diet plans… 
    – Encourage users to reinvent themselves by using ad copies like: “new year, new you”
    – Promote productivity and fulfillment: “do more of what makes you happy”, “treat yourself”.

    Use the New year sales to promote new upcoming products, build urgency and anticipation.

And this is it for me, please do not hesitate to ask if you have any questions and remember, 

if you are spending over $500 a day and you want to scale your brand.

Book a call below:

https://dimniko.com/msp-apply

Until next time 😉

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Case Study – Madgicx Prospecting Lookalikes.

DimNiko - Madgix Prospect Lookalike Strategy

Hi Folks, Ago here from DimNiko.

I am going to share with you today a prospecting campaigns strategy I was testing for the past one month. It was a struggle and success at the same time.

I’ve been testing it on two different brands, however the results were similarly successful. As I always mention unfortunately there is no template work on FB, strategies are constantly changing, what works today in week or month time can be “out of order”.

The Problem

For obvious reasons I can’t share the brands but I can say that they are in a completely different niche. Both Ad Accounts had very high CPAs for weeks despite the fact I tried different bidding strategies using previously good performing lookalike + interests mixed with best performing ads.

I tried using single ad sets vs lookalike stack from the same % and also combined them with interest, but no success CPAs were not dropping. Worth to mention this accounts were working well before based on this audience. 

Building the Strategy

At this point I jumped into our Madgicx Agency Account and I created acquisition campaigns using the prospecting lookalikes  feature. One of the seed audiences that worked and I’ll take as example it’s the “Niche Lookalikes” .

This can be divided into 3 groups:
a) Niche prospecting from Top Urls
b) Hight intent Niche Prospecting from Top URLs
c) Purchase  Niche Prospecting from Top Urls. 

Note that each group will be a separate campaign.

Read More: BOF Strategy For Existing Campaigns

How to Build the Ad Sets

Now when creating the ad sets you have the option to create from 0 to 20% and this is where the fun starts.

I created all the percentages individually 0 to 1%, 1% to 2%, 2% to 3% and so on up to 20% and then I also created 2 very broad lookalikes 0 to 10% and 10% to 20%.  You will have 22 ad sets in a campaign.

Note that if the audience size is smaller take a higher chunk like 0 to 2% or 3%. I set up all 3 campaigns with the same strategy and set a daily budget of the CPA x 2 in a CBO. 

On the creative level I picked the best performing ads, but you can do different variations here trying one or mix and match best performers or ad new ones. 

I barely touched the campaigns for 5-6 days and I found 4-5-6 winning ad sets and at this point I paused all the others, which didn’t get traffic or spent very little. 

The paused ad sets I duped it in a new campaign and used the budget as mentioned above, and after several days I found winning ad sets here as well and all the others I paused.

The campaigns with the winning ad sets I started scaling from the 4th day, increasing budgets once or several times a day depending on the performance, about 20%.

Read More: How Facebook Split Testing Works

The importance of not scaling aggressively the campaigns is to have a steady performance and not send back the campaigns into the learning phase. 

If you are out of ideas of what kind of audiences to run or hit “plateau”  with the current ones it’s a great tool to try. In case you’ll test the strategy, let us know the results

Also, if you are spending over $500 a day and want to scale your brand.

Book a call below:
>>https://dimniko.com/msp-apply

Have a Great Day!

Ago,

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The‌ ‌Importance‌ ‌of‌ ‌Updating‌ ‌Your‌ Website‌ ‌and‌ ‌Ads‌ ‌When‌ Your‌ Product‌ ‌Is‌ ‌Out‌ ‌of‌ Stock.‌ ‌

DimNiko - Out of Stock

Of course it is obvious that when a product is out of stock, you should inform your customer about that. But what are the correct steps that won’t lead to a decrease in the performance?

So let’s imagine you’ve got a bestseller among your products. And most of your campaigns are focusing on this product: the ads are describing this product, the link is leading to its product page and so on.

Suddenly you understand that at this pace you will get out of stock next week. And the next order you’re getting will be in 30 days.

Obviously this is not an ideal scenario and it would be better to avoid it. But this year we got an understanding that everything can happen: the borders can close instantly and there’s nothing much you can do in this case.

So let’s get back to the website and the ads.

Option 1: Lowering Your Budget

This can increase the period during which you will be able to continue selling your product. But it will definitely lower down your revenue which can be very painful in some cases.

Option 2: Preparing Your Audience

And the second step in this case will be preparing your audience for the shortage of your bestseller.

It’s always better to be honest with your potential customers. So the ads can inform them that this offer won’t last long and there are two options:

  • Buy the bestseller right now
  • Or buy another product which has the same advantages and only looks different and this offer will last longer because the product is in stock

While you’re advertising these kinds of messages, start shifting your retargeting budget to the new product and slowly closing up the retargeting for the best seller.

At the same time you should adjust your website and add the same messages there. You can add a sign on the product page of the bestseller that the offer is limited and add the second product to the suggested purchases.

Now it’s time to start pushing the prospecting traffic to the new product. My suggestion would be creating new campaigns with the same winning structure instead of changing the ads.

I’ve noticed recently that changing the ads kicks the campaign back to the learning phase and makes the results worse.

If you follow this strategy and start reacting on time, by the point your bestseller is out of stock you will have a well structured funnel for your new product ready. 

Read More: How to Build Successful Facebook Retargeting Campaigns for Ecommerce

Updating Your Website

The only step you will have to implement is changing the website. And my advice will be removing the bestseller from the collection page as soon as it’s out of stock.

No matter where you’re sending the customers to: the product page or the collection page, whenever they see that a bestseller is out of stock, they can consider waiting for the product.

Especially if it’s not an urgent purchase. And we don’t want that to happen, we want them to enjoy our next bestseller without any reflections.

If you liked our suggestions and you’re spending over $500 a day.

And want to know other tips we use, book a call below:

https://dimniko.com/msp-apply

Thanks!

Maryana

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5 Best Practices for Ecommerce Facebook Ad Creatives

DimNiko | Ecommerce Ad Creative

Facebook Ad creatives are crucial to the success of your ecommerce ads. Without high quality ad creatives you will not see good results and you will not hit your goals.

You can have the best Facebook Ads strategy in the world but if you creatives are average the ad will not perform and you will not make any sales.

The top 5 best practices for ecommerce facebook ad creatives are as follows:

1. Build Top of The Funnel Creatives

Top of the funnel creatives are speaking to potential customers that have not come across your brand before, they have never been to your website and have never purchased from you.

So the creatives you are showing them need to showcase the product, need to talk about the benefits of the product, the solution your product offers the market, any key features your product has and it would also be good to add into the content social proof from your customers.

2. Have Organic Style Middle of The Funnel Creatives

Middle of the funnel creatives are targeting potential customers that have interacted with your brand on social media but never made it to your website or purchased before.

As these potential customers have already shown some interest in your brand you now need to show different aspects of your product through your social media creatives.

This should include, unboxing videos, taste testing videos, trying on clothes, reaction videos and in use videos. These facebook creatives show more about the product and encourage the potential customers to buy.

Read More: KILLER eCommerce Facebook Ad Examples 2020

3. Direct Bottom Of The Funnel Creatives

When you are running facebook ads to the bottom of the funnel, you are targeting customers that have made it to your website but have not purchased yet.

The type of ad creatives you want to show to them are direct and they handle the last objections they might have to buy your product.

These can involve review videos, testimonials, competitor review videos, product experience pieces. These are you last ditch effort to get the customer to buy your product.

4. Test multiple angles / ideas for top of the funnel

You might have 1 idea you want to test with your ecommerce creatives but the truth behind marketing is you need to test test test and then test again.

You can never be sure what will convert until you test it. So I would brainstorm 5 different ideas/angles for your top of the funnel and test all of them one after the other and see which converts best. If you have the budget you can test them at the same time.

Read More: Are You Really Testing Creatives on Facebook Or Is It Luck Of The Draw?

5. Use the Facebook Ad Library to stalk your competition and good brands in the eCom space

This tool allows you to see exactly what ads your competition is running. You should spend a good few hours stalking your competition and good brands in the space to see what others are doing and try to adapt that to your own brand.

These are the best practices to ensure you have world class ad creatives.

If you are spending over $500 a day on ads and want help with your creatives click the link below and let’s have a chat

https://dimniko.com/msp-apply

Dan (Head of Partnerships At The DimNiko Agency)

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The Impact of COVID-19 and How Consumer Behaviour Is Still Changing

DimNiko | Consumer Behaviour

Since the start of the pandemic the current market conditions couldn’t be more unpredictable. According to an article posted on CNBC’s website in March titled “ Facebook says it’s seeing weakening ads business in countries hit by COVID-19”. It explains that although businesses advertising on Facebook are seeing campaigns and engagement increase.

Most businesses saw a drop in sales in countries that take more aggressive actions in spreading Covid-19.

As a media buyer one would think that since consumers are basically locked in their homes, you would see a big increase in E-commerce overall. For some businesses this was the case, but the majority have seen a decline in performance or accounts behaving volatile, with mixed results. 

According to the article on CNBC they mention that Six of the largest 10 advertising countries were “currently Covid-19 hotspots”. This led me to start investigating why you are seeing an increase in engagement and a drop in sales, or atlas high CPA’s.

Why Facebook Sales Might Be Affected

One theory that I started to follow is that it might be due to pixel data getting corrupted. The reason behind this is that customers that don’t usually shop online have been more willing to click on an ad.

They browse and behave like a customer with intent, they might just be bored. But the pixel optimizes for this and includes this behavior in the optimization. 

Customers like these might not ever convert since they might not trust E-Commerce website for doing their shopping or just a lack the knowledge to move forward with a purchase. 

From December 2019 to July 2020 the unemployment rate increased from 3.5% to 10.2%, luckily on a decline. In April 2020 it reached as high as 14.7%, that’s a rough estimate of 48.2 Million of the total US population without a job. 

Why is this important? 

If you consider factors such as how many people know someone who lost their job. It wouldn’t be hard to think that at least half of the population would know about someone who lost their job because of Covid-19. 

Since most of the E-commerce brands focus on what you would consider the luxury goods market, this is the first place where someone would save some money. 

How Can You Manage Campaigns In Order to Survive Through This Period. 

Shift your focus back on Marketing first before focusing on the Media Buying. Now is the time where corporate social responsibility could save you and others as well. 

It’s always important to have a good CSR plan implemented, even though you might be a small business. This will encourage your customers to support you, because you are supporting others. 

The message that you deliver to your customers should relate with them and the conditions that they are in.  You wouldn’t necessarily implement this with conversions strategies, only with reach and engagements. 

Adjusting your landing page and mentioning for example that “a portion of the profit share is going to a relief foundation” etc, is a good way for customers to support your role in the economy as well. 

As for the media buying strategies, I mentioned in a previous article that your seed audiences shouldn’t be from before this large shift in consumer behavior happened. Having shorter seed audiences will make sure that audiences such as your LLA’s can stay up to date with the volatility of consumers during this period. 

Making sure to proactively create campaigns rather that reactively will safe you a lot of time and money.  Consumers are reactive and the market as well, it’s important to stay ahead of the game to ensure that you can survive or even scale with the current market volatility.

And this only works if you have the right agency partnered with you!

If you are spending over $500 a day and you want to scale your brand

Book a call below:
>> https://dimniko.com/msp-apply

And that’s a wrap! 

Quintin

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3 Must Use Facebook Ad Strategies for Ecommerce Businesses | DimNiko

DimNiko | Ecommerce

Many marketers and e-commerce entrepreneurs are familiar with different Facebook Ads strategies. From basic cold traffic campaigns to sophisticated retargeting and upsell/cross sale campaigns. Their basic goal is to get conversion at the cost that is still profitable for your business, after you exclude all the other costs that you have with your advertising product or service.

Running Facebook ad campaigns for your e-commerce business in 2020 is so competitive, that it requires a lot of special skills if you want to make them work in your business. However, what many people don’t realize is that with setting up the right Facebook structure of your campaigns, results will out beat your competition.

With 1.39 billion monthly active users & with typical ROI from Facebook ads at 152%, Facebook ads are the tool every business needs if they want to grow big today. If an e-commerce business is not advertising on their platform, then that business is on a huge mistake and lost in the desert.

Are you ready to get started with Facebook Advertising strategies for your e-commerce business? Well, let’s dive into the core …

Cold Traffic, Up-sell and Cross-sell Campaigns

The first thing you need to do for running campaigns for your e-commerce business on Facebook, is to set up Facebook ads on an already established or a new business page. Fulfill all the basic ad requirements before running an ad campaign. These basic requirements are: content, stunning video or catchy image, well-detailed product description, call to action, and good headline and description. It’s suggested to run first cold traffic ads that will target an audience based on selected keywords that you think are related to your product or service. These types of ads will introduce your brand to the general public and show them reasons why they need to buy or contact you.

Furthermore you will need to create also retargeting ads that will catch the audience who viewed your website or view social media profiles in different time segments. This we call retargeting (or remarketing), and can be highly profitable if used in the right way.
Will go more into detail later.

And then you have upsell and cross-sale campaigns, that will try to sell to your existing buyers more of your product or services. Mission about those is to spike your AOV (average order value), so you can spend more on the cold traffic successfully.

Example: If someone visits your site and purchases green t-shirts, you can cross-sell complementary socks or shoes to that customer.

One more clear example, say a visitor purchases an airline ticket for a vacation in New York; you have access to cross-sell him a hotel or a car rental, making his/her further plan their trip more comfortable. Then you can grow to keep in view the customer’s views.

Read More: How Message Campaigns Can Bring Down The Cost Of Your Results By 2X – Untapped Strategy!

Video Ads vs Picture Ads

Today, your Facebook ads for e-commerce should be in a video format, and it is because Facebook says that most of the users on Facebook watch videos rather than other content. This is why Facebook suggests and ranks those ads higher than others.

According to reports:

39% of e-commerce businesses and marketers say Facebook is the number one social media site that enables them to generate more interactions with video content.
34% of e-commerce businesses pick Instagram as another alternative and the best social media website for generating a return on investment.

But images can work too! It’s always good to test both as some businesses will benefit more with picture ads. Especially if you use them in the right segment of your funnel.

Read More: Secret Facebook Cold Traffic Funnel AV Sequencing Strategy 2020

Create Custom Audiences & Stay in Touch with Customers 24/7

When a visitor visits a specific product page, or collection, or posts a message to your Facebook page, you can add them to a little ‘bucket’ called custom audience.
Since it’s more expensive to find new customers than to retain current customers, retargeting is an essential strategy for any online store/e-commerce business that wants to grow their revenue. Retargeting campaigns are way cheaper to get a conversion, and they can also increase engagements and build an audience in real-time.

However, when it comes to retargeting on Facebook, Custom Audiences are a core feature that allows e-commerce businesses to portray their Facebook ads to an audience from any online or offline marketing channel.

For instance, by setting up a Pixel for your website or SDK on your app, you can create a list of customers and show them your ads relevant to their behaviors as per the searches.

In addition to above, you have further opportunities to:

Upload a list of customers as a file or submit this data manually
Add offline activity data like sales or phone calls
Create a list from new Instagram & Facebook users

The Custom Audiences feature has a little cousin called Lookalike Audiences that is mainly based on any Custom Audience you specify. It’s the best method to find prospecting customers who have the best intentions to buy products as per the previous engagement history and site behaviors according to AI.

Will Facebook Acquisition Imply Your eCommerce Cusiness?

For boosting your e-commerce business sales, Facebook acquisition is one of the best techniques that you need to go through as it’ll make you grab more customers. There are many facebook acquisition strategies, like posting and boosting Facebook ads, but with paid media advertising you can get best results in a very short time.

And we as a Facebook performance agency can help you on every step of your journey. From simple cold traffic campaigns to highly advanced retargeting strategies that will skyrocket your sales.
The only issue we have right now is that we don’t take everybody inside. We’re very specific about what kind of businesses we want to work with.

But as they say: What we don’t know we can’t help…
So knock on our doors to find out more about how we can work together!

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BOF Campaign Strategy for Existing Customers

DimNiko - Bottom of FUnnel

Hi All, Monika here the lead media buyer at DimNiko Agency. I recently set up an interesting retargeting campaign structure that I thought to share with you. Let me know what you think 🙂  

The challenge we are facing with the brand is to show the most relevant ads for the right audience segments. The goal is to separate the existing customers from the audiences coming through the TOF campaigns that we are scaling. 

In most brands, it’s not really an issue as the buying cycle is often longer than the usual BOF targeting timeframes. However in this case the returning customer rate is over 25% within a month and over 60% within 2 months.

I am always in favor of separating retention campaigns from BOF, but usually we don’t go that detailed like with this one, so I am super excited to see how it will go. 

Should You Separate Your Retention Campaigns from BOF?

Most advertisers set up retargeting by separating and combining pixel events with time frames when the event took place. For example Pageviews in the last 7 days, to Added to Cart in the last 3 days etc. And excluding their existing customers, for example who purchased in the past 180 days. 

This is a very common strategy and it is very effective for new customer acquisition. However in many cases the retargeting strategy is actually excluding the most valuable loyal customers. 

In a good scenario the advertiser runs a separate retention campaign targeting everyone who has purchased in the last 180 days, but often Facebook is not used for retention and those customers that triggered the common retargeting events are left out.

Another common strategy that we also often use is when we only exclude audiences that are relevant for the actual adset. For example, an Added to Cart in the last 7 days adset will only have the exclusion of people that Purchased in the last 7 days. So if a returning customer added to cart in the last 7days, it will be included in the BOF campaign. 

This strategy also has its advantages and disadvantages, but at least it’s including every prospect that is interested in buying. 

Let’s Go Back to The “New” Strategy 

We did set up a very detailed BOF CBO campaign with audiences as: 

PV3 —> exclusion: ATC3, PU180 or/and customer lists
PV7 —> excl: PV3, ATC7, PU180 or/and customer lists
PV15 —> excl: PV7, ATC15, PU180 or/and customer lists
PV30 —> excl: PV15, ATC30, PU180 or/and customer lists
ATC3 —> excl: IC3, PU180 or/and customer lists
ATC7 —> excl: ATC3, IC7, PU180 or/and customer lists
ATC15 —> excl: ATC7, IC15, PU180 or/and customer lists
ATC30 —> excl: ATC15, IC30. PU180 or/and customer lists
IC7 —> excl: PU180 or/and customer lists
IC15 —> excl: IC7, PU180 or/and customer lists
IC30 —> excl: IC15, PU180 or/and customer lists

This campaign basically targets everyone who has been in the website from any traffic source, but never actually made a purchase. Can be of course simplified and have just 15/30 days segmentation.

Then we set up the same version, but for our existing customers which looked liked this: 

PU180 or/and customer lists + PV7 —> excl: ATC7, PU7
PU180 or/and customer lists + PV15 —> excl: PV7, ATC15, PU15
PU180 or/and customer lists + PV30 —> excl: PV15, ATC30, PU30
PU180 or/and customer lists + ATC7 —> excl: PU7 IC7
PU180 or/and customer lists + ATC15 —> excl: ATC7, IC15, PU15
PU180 or/and customer lists + ATC30 —> excl: ATC15, IC30, PU30
PU180 or/and customer lists + IC15 —> excl: PU15
PU180 or/and customer lists + IC30 —> excl: IC15, PU30

So this campaign is making sure that we don’t forget about our loyal frequent customers. Additionally we did set up a pure retention campaign for all existing customers that did not visited our website over a month as:

PU180 + Existing customer lists when frequency= 1 —> excl: PV30
PU180 + Existing customer lists when frequency= 2-3 —> excl: PV30
PU180 + Existing customer lists when frequency= 4+ —> excl: PV30

Of course this segmentation only works and makes sense if you are scaling on TOF and you have products with short buying cycles, or high returning customers. 

What Are We Expecting to Happen? 

There are 2 very important aspects we are going to look into

  1. We can adjust our KPI’s and get a more precise overview on how much it costs to acquire a new customer, including the whole customer journey with TOF, MOF, BOF campaigns. 
  2. We can customise the ads and the message for existing customers. Their buying motivation might be completely different than from a new customer who has never purchased before. 

We are excited to gather some data on the campaign strategy and of course will share it with you the results! 

If you’re spending over $500 a day and want to scale your brand

Book a call below:
>>> https://dimniko.com/msp-apply

Cheers, 

Monika 

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Ecommerce Facebook Ads: How to Scale Your Ad Spend While Staying Profitable

How to Know When to Scale Facebook Ads

Scaling Ad Spend is a very sensitive topic and in my experience and each ecommerce business is different, unfortunately there is no template for successful campaigns and you only can understand the campaigns behavior by testing and start scaling your business based on a strategy. 

How to Tell When Your Business is Ready to Scale?

As I mentioned above the first important step is testing. 

Testing creatives, testing audiences and once you find the winning audiences & creatives, you can start combining them into new campaigns or leave it in the existing campaigns and start scaling it. Everyone has its own startegy that works for their business model. 

What Are The Top Metrics to Watch When Scaling?

What it is important to check in the first days of the campaign are the following:

  1. Click through rate – it is an important indicator to check as you can easily understand if your audience is engaging with your ad, if CTR is too low, you are likely targeting an audience pool which is not interested in your product/ad.
  2. CPM & CPC is also an important factor to check on as you can easily spot trends and see if you are paying too much. There are periods when CPMs and CPCs are lower other times higher  such as holiday season or public holidays but the costs of these two metrics should always be in the loop. 
  3. After the first 3-4 days there is already some data with key indicators, such as add to carts, initiated checkouts and of course purchase. Purchase is the most important metric, but in case there is no purchase, our next indicator is ‘add to carts’ and ‘initiated checkouts’ and in 3-4 days you should be able to see if a campaign or ad set is bringing enough results, otherwise you can pause it.  

At the scaling stage this is the point where you start increasing budgets. 

What To Do First When Scaling Ad Spend?

After the 3rd/4th or even 7days when scaling begins, although not everyone has the same daily budget – it can be $100 or $1000 – the process is the same for everyone, and spend starts increasing between the 3rd to 7th day after a campaign or ad set has shown some consistency. The increase shouldn’t be too much because the algo will restart the learning phase. Ideally it would be 20% to 30% increase daily or a few times per day depending on your budget and results or if on a low budget every 3-4 days.

In the beginning of scaling, I personally don’t use rules and prefer to give some space to the algo and let it optimize without any limitations. Now depending on the Ad Account budget I start setting up rules for campaigns spending $1.5K+ daily, till then is manual work. 

When budgets are high it is very important to check the size of your audience pool, it should be large when you scale. Checking frequency it’s a good indicator to stay on track, especially on the retargeting campaigns as you don’t want to annoy your potential buyers too much. 

Now something very important to keep in mind when scaling is that unfortunately not all days will be positive and it is hard to accept that a campaign spent $1000 for example with a few purchases only… it’s hard to believe but it’s completely normal. It’s difficult to keep your emotions in check and not pause the campaign or ad set, but best practice in this case is to use rules and/or start pausing when looking back at least 3-4 days and results are consistantly under delivering. Checking the past 7 and 14 days helps to see a trend and make decisions based on a bigger time frame and not sudden decisions based on one day data. 

Scaling Ecommerce Facebook Ads is a challenge, nowadays as there are millions of advertisers out there and it’s very competitive, however if done right it can be successfully scaled. It is super important to continuously test even if you found winning audiences and creatives as fatigue can kick in at any time, and you should be ready with a fresh set of creatives and audiences. 

Last but not least do not forget to have a clear strategy before you start scaling. 

If you have any questions please feel free to ask. 

Also, if  you’re spending over $500 a day on paid advertising and want to scale your brand you can book a call below:

https://dimniko.com/msp-apply

Have a great week!

Ago from the DimNiko Team 🙂