Where do you start and how do you listen to what your audience is actually saying? And how can you give them what they want?
To put in context, this only covers minor adjustments we did in order to optimize the website, landing page and creatives. This is based on initial testing of campaigns and the product.
Did you know you can extract direct information just based on the comments on your ads?
Take Time to Read The Comments
Well we’ve done this and it worked really well with kicking off the brand. We’ve recently launched a supplement brand and within the first day we weren’t getting any conversions from the campaigns.
We started looking at the comments on the ads to figure out what is going on. In fact the problem was right there. The top question overall being asked was “how do I buy?”. Keep in mind this is a country that doesn’t have a ton of experience in com shopping.
We started replying to comments and some sales actually came through. After this the concept was proven and we adjusted the landing page with information on literally a step by step guide on how to shop through Shopify.
After this on the creatives itself, we added the click here to buy options to the image as well. Another point came across in the comments was that most of the prospecting customers were asking what the price is. This is a bit silly since you want to get them on your website and convert.
We decided to add a price to the creatives as well and launched the campaign.
This made a night and day difference on the ad performance, within the first day we received a ton of sales and we reached our goal for breaking at least even with testing the ad and actually made a little profit.
The weird thing that we started seeing was that the campaigns started underperforming as they continued to run, this might be due to creative fatigue and comments going unanswered.
The CPC’s on these campaigns were really low and we received a ton of engagement and it started getting hard to respond to all the emails and comments.
This is where we decided now is the time to expand and grow in order to be able to work with these customers in an efficient way.
The only way you can make this happen is to bring someone onboard to handle customer queries and run the social media pages.
From here we can start focusing our attention on running the ads on Facebook. There is still some research that needs to be done in order to have a scalable concept, what we’ve learned is that you can’t scale right from the start, especially within a market that tends to spend $100 total per day.
The art in the form is to learn your target customer behaviour, know where they are in line with online shopping and the learning curve for them to make the purchase.
But it comes to show that sometimes listening to your customers and adding a few pointers on a creative can be the difference between ROAs 1.0 and ROAs 10.0.
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
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And that’s a wrap!
I’m Quintin, Media Buyer at DimNiko