Today I’d like to discuss the pros and cons of single and multi-product advertising.
This post is obviously highly recommended for business owners who have multiple products in their shops but can also help entrepreneurs who are looking forward to expanding their product line.
We have several clients with multiple products in the shop and I am going to share the best strategies we’ve developed from them.
Read More: How Often Should I Change My Product Offers?
Whenever we start working with multiple product brands, we analyze the backend data in order to understand the best-performing product.
Afterward, we go through the ad account and search for the campaigns sending traffic to this product.
Only after confirming the best performing product with the client (sometimes clients have different perspectives on this question) do we analyze the strategy the client has been using for advertising this product and put together ideas for our strategy.
So why do we usually start with 1 product?
This is the most efficient way to build a sustainable base in the ad account.
Why? Because you have an opportunity to clearly test your media buying strategies since you know that the product shouldn’t be an issue since it proved to be the best performing.
You can obviously use catalog sales for the retargeting traffic but start pushing prospecting traffic just for this top product.
Another advantage of this type of testing is very accurate and conservative budget testing.
Since you’re not spreading the budget across all the multiple products, your testing budget can be quite conservative.
So this is the best moment for testing audiences (interests, lookalikes), different GEOs, budget, bid, and other types of campaign settings.
While you’re looking for the winning combinations, you should also be testing different types of creatives and creative angles.
As I said, all of these tests will help you depict a clear winning strategy. In the end, you will know which audiences work best for the business and which type of creatives resonate with your audience.
Once you have stable campaigns which bring enough revenue for you to start scaling them, you can proceed with product testing.
Use the findings that you got from the previous tests and start going through the products.
Test 1 product at a time. If the campaigns are not performing well, the main conclusion will be that this specific product is not worth advertising.
After several rounds of testing, you will define a list of best-performing products and will be able to advertise them successfully and profitably.
Another tip you can use after you have this list is creating bundles based on the best-selling products – this will increase your average order value and will help you continue scaling your campaigns.
You can also use upsells for promoting the top products and again increasing the AOV.
We find these procedures much more effective than testing multiple products at a time. The main reason is that you’ll never know whether the product is not performing or your media buying strategies don’t apply to this account and this brand.
So my main piece of advice will be – ALWAYS TEST SMARTLY =)
If you want to know more about our smart testing,