We all know that Facebook is tending to more consolidated audiences targeting broad or almost broad. And the main focus of the marketers shifted from finding specific niches to finding the best creative angles.
The Facebook algorithm can find the best audience for you but it can’t help you with the creatives obviously haha. And since Facebook users are so much disposed to ads every day, your offer should look like something outstanding.
That’s why I would like to discuss one type of videos that is rarely used by marketers but can improve the performance significantly.
Imagine you’re waiting for your parcel to be delivered or you just bought a new product in a shop. Or your friends are bringing presents to your birthday party!
And what’s the most exciting part?? Opening the box!
So ideally you want to share this amazing experience with your future customers.
Think about the fact that they have never seen your product in real life, they can’t touch it, they don’t know what’s coming in the box. And of course everyone hesitates once in a while about the quality of the product.
So the main idea of your unboxing video is building trust for your business and your product specifically.
Besides generating trust you help the customer feel what it’s like to purchase your product which increases the chances of an actual purchase.
I think at this point it’s quite obvious why you should be using unboxing videos so let’s talk about the best practices:
1. The Video Should Look Natural
This means that it should be shot in a natural spot where the customer will be unpacking the box himself. For example, on the kitchen table or near the entrance to the house or outside in the yard and so on.
2. Choose a Nice Background, Nice Music, Nice Lights.
In other words make your customer feel cozy.
3. Start with Exposing Your Brand.
A brand which is exposed in the first 3-5 seconds sticks to a customer’s memory for a long time. In case of unboxing videos put a sticker with your brand on the package.
4. Properly Edit the Video to Make it Look More Dynamic.
Use jump cuts and speed changes so the video looks dynamic. Show the whole process of unboxing from A to Z but don’t forget to edit the results so the video doesn’t look boring and isn’t too long.
You should find the golden middle so you can present the product in all the details but you should still remember that it’s an ad at the end of the day.
5. Use Love to Sell Your Product
This is the last but not the least important advice. Present your product with love so the customer will want to get this piece of love when they choose your shop.
Of course unboxing videos require a lot of work from the production team but trust me it’s worth it!
If you want to get more insights about the creatives we’re using
2020 has been the most unpredictable and volatile year ever for eCommerce marketing. A pandemic-induced depression coupled with mandatory stay-at-home orders changed audience sizes, drove costs down and then up, and permanently shifted users’ priorities.
As we come to the end of Q4 with the year’s largest sales events, it’s crucial to think ahead to 2021. For many eCom brands, maintaining or building on the sales activity at the end of the year could be a matter of survival. The past 10 months have shown us how important it is to be able to pivot and adapt to circumstances outside of our control and there’s no reason to think that 2021 is going to be any easier! So here, I am going to lay out three important steps you can take to carry your sales momentum into the new year and beyond.
First: Amp Up Your Empathy.
The brands that have survived and thrived this year have understood the value of placing the customer at the centre of their adaptations to the crisis of 2020. The marketing adage ‘Focus on benefits, not features’ should be tattooed on the inside of your head. How do we benefit the customer? If you have to develop new products or change the way you present your offer, it has to be an organic response to the needs of the customer – not a quick-fix adaptation to make your offer appear more relevant to present circumstances. The question you ask is ‘How can we help?’
Another lesson from 2020 has been the importance of brand storytelling. People need to feel a connection with your brand and to understand that ‘we’re all in this together’ isn’t just a glib slogan but the essence of your offer. Social media is the best place for you to disseminate brand stories to generate buzz about what you’re doing and keep existing customers interested. You can show off how your processes have had to adapt to the new normal, what #wfh life has been like for your company and elevate customer stories to celebrate their achievements and personal milestones. Combining this relatability with product promotions in regular updates will help keep your sales volume up into 2021. Along with your Facebook Ads and paid search, your social feeds should always form one of the most vital parts of your eCommerce marketing strategy.
Finally: Test and Measure. Then Test Again.
Keep optimising your approach. Momentum is movement – a function of mass and velocity. You have to be improving constantly or you’re not actually going anywhere. In terms of a sales funnel we can break this down into volume, conversion and velocity.
Volume: Make sure you’re not slowing down on prospecting. Maintain an ‘always-on’ approach to optimising campaigns: testing new offers, creatives, audiences and bidding strategies to grow the number of quality leads entering the top of the funnel.
Conversion: Understand the indicators of best performance as leads move through the funnel. Pay attention to the changes made at the top of the funnel (volume) and move quickly to understand how to nurture these prospects through your retargeting not just with Facebook Ads but with CRM, social media and other channels.
Velocity: How long should your customer journey from introduction to purchase take? Are they moving fast enough? The longer they take, the higher the cost of sale.
Momentum is a constant cycle of measuring, testing and optimising, moving incrementally closer to the optimal formulation for volume, conversion and velocity. In times of crisis and universal change, it’s more important than ever to observe and refine the micro and macro of your strategy.
Taken together, these three factors should help you kick your eCommerce marketing engine into high gear for 2021. Stay focused on the needs of the end user, build community and loyalty with brand storytelling and constantly measure and adjust your approaches to maximise efficiency.
If you want to chat and see if we can help grow your business, you can click below and see if you qualify for a call!
We covered a couple times that ideally when you have a brand you want to have an ad funnel that converts the best and focuses on new customer acquisition.
This is a very general strategy. Having a winning offer will actually make your advertising simple as you only have to perfect that irresistible offer.
Often we see brands running ads to so many different products, offers and landers that testing each of them with different creatives is a very expensive experience.
However there are situations when this strategy is not executable.
Either because you have too many products / offers that are not connected to each other or front end profitability is your first priority and customer acquisition comes second. In this case, it will indicate that your backend is not strong enough or developed at all and you don’t have offers that can be used for up-selling, cross-selling or even for re-selling.
Of course ideally I would start working on this issue but it doesn’t mean you cannot run ads in the meantime.
Checking Pixel Events
First and most important thing is to check your pixel events on all landers. I often see that different sales funnels have different pixel events set up which means the data the pixel receives is all mixed up.
This will make it very hard for the algorithm to optimize your campaigns.
Once you understand what steps the user takes for each funnel and each step is tracked by the pixel and across the funnels these events are sort of consistent, you can segment your audiences for each funnel.
BOF audiences – for that specific funnel
If needed use url filtering, FB analytics, or dynamic parameters, such content ID to create these audiences.
If so, you are probably already aware that running the marketing for your brand is not always easy. We are in 2020, the competition is higher than ever and the classic old methods just don’t seem to work anymore.
The digital world keeps changing, getting more and more competitive and that is the main reason why most ecommerce brands turn into agencies in order to run their ads.
But how can an agency help you increase your sales and grow your business?
For a starter, agencies have access to the newest tools, as well as the knowledge about different advertising platforms, which keep changing all the time. As an entrepreneur, it is very difficult to stay on top of the newest trends in the digital world, as well as learning and mastering the platforms to run your ads profitably.
Here are some of the main points to keep into consideration when searching for an agency:
Once you find an agency that you are interested in, the first thing to look at is their portfolio. Check out their client’s page, read their reviews and testimonials. Any information regarding past work they did for other brands will give you a good insight into their work and expertise.
And by connection I mean, finding the right fit for your business. The agency culture and personality is extremely important when you start working with a new agency. Making sure you understand each other and you share the same goals, because only then can a partnership be successful.
Agencies can be pricey, but you should always consider how the agency can help you increase your brand based on reports and analytics, and work a budget around that.
Going for the cheapest agency might cost your brand a lot in the long run, very low costs might also imply a low quality service. Make sure you understand how exactly your budget will be used and what results you should expect based on the strategy provided by the agency.
4. Business Knowledge
Choose an agency that understands your business, that is familiar with the field you are in and that it takes the time to study, learn and get to know your audience.
The more involved an agency is with every little detail of your business, the more successful will be the cooperation.
One of the main reasons to hire an agency is to get their professional input.
Agencies work with hundreds of clients and they get to have a very experienced eye to understand what will or will not perform well when it comes to advertising. Look for an agency that is proactive and it leads you into taking the right actions for your marketing strategy. Offering you guidance as well as providing you with the information related to the latest trends to put into practice.
These above are just a very few examples of what to look for when you want to hire an agency. And one thing is for sure, the right agency is out there for you and your brand.
If you are interested to know more about us, to find out if we are the right fit for you and if you are spending over $500 a day and you want to scale your brand.
So are you looking to build broad audience pools to effectively test your products with the help of Facebook ad campaigns, or you’re aiming to hit the right people with your Facebook ads?
Well, it’s evident for eCommerce and other businesses to build a broad audience because almost 95% of product launches fail.
95% of product launches fail— even regularly in light of the fact that a brand pushes them to dispatch ceaselessly to see whether the item is something individuals really need. Indeed, even the most experienced leaders battle to settle on the correct decisions without contribution from their intended interest group.
So if you’re going to launch your product and want its effective testing, you’ll discover how to build a target audience for your Facebook ads in this article.
Broad Audience Pool
With a broad audience pool or right targeting implies that a marketer, product launcher, or you (looking to test your product) can reach individuals who are interested or showed some interest in your products before. These products can be similar to the product you’re going to test, even if they haven’t visited your website or app yet.
At the point when you focus on a larger audience, people in this crowd naturally observe items from your index that are likely applicable/relevant to them.
This broad audience pool assists you in checking the Audience Insights or ad reporting. You can learn more about the people of different countries, demographics, and behaviors to test your product. You can find the people how they reacted to your ads.
For instance, a business running an enormous scope brand mindfulness mission might need to target comprehensively. It could target individuals 18-65 years of age in the United States.
Kinds of Pool Audience
Facebook Ads campaigns make you eligible to make your pool of audience targeting the men, women, and the people of different ages, countries, and broad interests or past behaviors of the people.
For anyone whose product has variations or differs and is based on age, for instance, health and insurance companies, you’re probably targeting the people of specific age or gender and demography. And if not, time to get started! Select different age ranges for your Facebook ad of a product, and point them at either women or men.
You can Target the Pool Audience by customizing the following options available while setting the Facebook ads.
From the above list, you can see how to change the location, language, and demography for your product testing. Click on each option/segmentation one by one and enter your desired location and other credentials to run your Facebook ad campaign to attract many people/customers and effectively test your product.
Requirements for broad Facebook Product Ad Audiences
● Facebook pixel: You’ll need a Facebook pixel executed on your site and should utilize standard occasions to report which item IDs from your list are being seen, added to the bin, and bought. You may need to work with a site designer to set up your Facebook pixel and standard occasions.
● Catalog/Inventory: You’ll need a list to utilize dynamic promotions. If you don’t have one yet, figure out how to make an index. Much of the time, you can utilize a current channel from other internet shopping gateways with one of Facebook’s outsider reconciliations.
Broad Audience Product Testing for eCommerce Retailers
Generally, Facebook Dynamic Ads have been more qualified to bigger eCommerce stores as they have more site traffic to build a broad Facebook ad audience range. This has demonstrated prohibitively for those with little amounts of traffic or less brand mindfulness.
Since the update permits eCommerce giants or retailers to discover new audiences, this helps both littler and bigger eCommerce locales. The litter retailers with less traffic going to their site can contact new individuals that they would not have conventionally had the option to reach. This assists with advancing the items available to be purchased just as building brand mindfulness.
Bigger retailers can likewise profit as they can contact new crowds that might not have interfaced with something else, permitting the other retailer audience to go after their items.
Frequently Asked Questions
What kind of products are good for testing on broad audiences
Usually health, beauty, home & garden, sport, cars, pets niches are the products that most marketers work to build a broad audience.
Why to segment
Market Segmentation is a process of splitting buyers into distinct measurable groups according to their wants and needs. It is very important in marketing as it assists marketers to be more efficient in terms of time, money, and other resources. Market segmentation enables the companies to learn better about their customers, and so they gain a better understanding of customer’s needs and wants and, therefore, can tailor campaigns to customer segments most likely to purchase products.
Segmentation provides valuable and useful information about prospective customers, so it allows marketers to effectively allocate the marketing resources for the maximization of cross and up-selling opportunities.
When to use gender, age, country, placement pools
You can use gender, age, country, and placement tools for the products that are specific for gender, age of a group of people, or that has sales in a country. While running Facebook ads, you need to keep in mind that men and women traditionally approach burying decisions differently and so set your ads accordingly.
How to overview and analyze results
Go into your FB reports and observe your campaigns in detail. Breakdown by age, gender, location, placements, dynamics. See how different pools are reacting based on your message and creatives.
It is important to build a following, not too big, but a big enough following with real people in order to have the perception of experience for your brand.
Recently consumers have become more vigilant about pages with fake followers. Establishing your brand provides you with the opportunity to have the authority to sell products online without worrying about “how legitimate” you look.
At the end of the day, you want your brand to look like it’s been lived in, ask a few friends or colleagues to provide you with some UGC and reviews.
They’ll always be happy to help.
3. Backdate Organic Facebook Posts
This is a great way to add to the perception of the experience to your brand.
Currently you are able to backdate your Facebook posts.
Adding these post to you pages and boosting the posts is a great way to gaining social proof to your Facebook page.
4. Prepare for Kick-Off.
Here’s where the right account strategy comes into play with you ad accounts.
Setting up a couple of view content campaigns get your website active and your pixel warm and collecting data.
Launching with the view content campaigns with post engagement campaigns targeting the post id’s. This will build social proof on your new ads, obviously and you can start collecting some customer feedback like that as well.
At the end of the day, the most important factor that puts yourself in front of your competition is to be prepared for scaling, in order to keep up with your upcoming demand.
What really ads value to your brand is that perception of experience since you can’t really “cheat” the system.
These few steps will be able to push you in the right direction and you can start launching your campaigns and prepare for the final push for Q4.
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
2020 has been a challenging year for all of us, and advertising on Facebook has also had its ups and downs but finally we made it to Q4, which is expected to be the best quarter of the whole year.
Facebook was pushing out a lot of changes and updates this year, but as we know Facebook is not resting and is continuously working and rolling out new updates and policy restrictions.
So, let’s have a look of what is coming.
Improving Ad Performance Through Ad Volume Guidance
It was announced in October 2019 that it will be introduced ad limits per page in order to control the volume. The reason is to reduce the number of ads, as if advertisers have too many ads running (e.g. 10 in a dynamic ad) most of them won’t exit the learning phase.
For this reason, is implemented a limit on the number of ads each page can run at once, and to get more optimized and stable results with less spend.
If an advertiser has multiple ad accounts tied to the same page, will need to be careful and avoid too many ads in one account because it will limit or completely block the other ad accounts as the maximum number of ads it was reached. One effective solution will be consolidation of the campaigns, which we noticed already from a while ago that the algo prefers broader and larger audience size.
So, let’s have a look at the Ad limits per page and how it will be limited and categorized.
Based on the page size it will be segmented in the following categories:
Small to medium size businesses advertising <$100K in their highest spending month in the last 12 months 250 ads
Medium to large sized Pages advertising $100K to $1M in their highest spending month in the last 12 months 1,000 ads
Larger Pages advertising $1M to $10M in their highest spending month in the last 12 months 5,000 ads
Largest Pages advertising >$10M in their highest spending month in the last 12 months
Apple IOS 14 privacy change that applies to Facebook
As most must have heard about this announcement from Apple that on IOS 14, apps will be required to receive user permission to track users across apps or websites or to access the device’s advertising identifier, so basically the user will now have the ability to allow or reject tracking. This is something amazing from a user point of view, but not so great from advertisers’ point of view.
Re-targeting will be very difficult as most of the users are browsing from their mobile, and the audience network will be out of the game as it’s also used by third party apps.
This will affect many advertisers, especially the small businesses as it is expected a potential drop of 50% or more, however Facebook started preparing businesses for the update and made some suggestions.
It will be released a new version of Facebook SDK to support IOS 14 will provide support for Apple’s SKAdNetwork API
Advertisers will need to create also a new ad account dedicated to IOS app installs.
We are looking forward to seeing how all these changes will impact Facebook Ads in 2021. However, all brands and marketers will need to cope with the new changes and adapt quickly to the tighter rules.
If you have any questions please feel free to contact us.
Also, if you’re spending over $500 a day on paid advertising and want to scale your brand you can book a call below:
Ad Copy is Better in Niches Such as Lead Generation VS. eCommerce.
People will buy when they trust a brand, when they understand how the product will fit into their life and their objections have been handled. All of which are much easier to convey in a video vs text.
You are much better off spending the time you are writing copy, creating extra videos or images.
You will see a much bigger uplift in results if you spend more time working on new videos and new images for your brand.
The best strategy suggestion I have for you is to create multiple images and videos, use a dynamic creative campaign, keep the ad copy and headlines brand generic and I am sure your results will improve as your core focus is now the image / video.
Just think about it for a second, are you more likely to buy a product after reading about it or watching a video explaining and showing it?
That is why you buy from image/video ads from Facebook, Youtube or TV vs the newspaper or magazines.
That is why you want to physically see a product vs just read about it.
So next time you are thinking about copywriting for your ads, turn that attention to your video / images as you will see much better results.
If you are spending over $500 a day and struggling to scale past that lets have a chat.
If you decide to run a business online, you probably don’t plan to have an offline store, where customers can touch & feel your product, right? If you want to maximise your success, you have to use all the possible platforms and channels to reach your clients to convince them to choose your brand and product. We make many buying decisions every day, but how do you find out what your future customers prefer?
How to Define Your Target Audience
First of all, and preferably still before launching your brand, evaluate your product. Do customers need it? Why? What problems are you solving with your offer?
If your product seems relevant, try to define which type of people you consider a possible customer.
Think about their typical life, family status, education, age, even their financial situation. Then you should have a look at their habits. What kind of media do they use? Think about their inspirations since this will help you match offers with your customers desires.
If you are sure, you can offer value for them, launch the business: this group of future customers will be the first audience you have to locate & reach online. The right approach is trying to offer a solution before they even think about whether they need it! 🙂
With time, you will have some data to analyze. Remember, data is our best friend! 🙂 I suggest analyzing your customer behaviour time by time – so you can follow the changes, and you can adapt your offers to the present situation. Stay flexible!
Don’t forget, you are not alone on the market! Consumers are influenced by so many different factors. You need to fight with several competitors, online and also offline. The best you can do is deliver a good brand image, capture attention and to build an emotional connection with your customers.
How to Reach Your Target Audience
Ok, you defined your customers, but how do you reach them?
Nowadays, reaching potential customers is made easier through the power of digital marketing. Habits are changing, TV is losing audience, print is moving to the digital direction. If you’re already one of our clients, your digital marketing is in good hands. We deliver the best results possible.
But exceptional media buying is just 1 piece of the puzzle.
What can you do yourself to reach a synergy effect with your paid advertisements, and to boost even more your sales?
Do you think it’s too much for one person? You are right. At a certain point, the critical factor of growth and success becomes to delegate tasks to professionals. We can take over your Social media advertising, so you can take care of all the rest. What a relief, huh?