One seller (we’ll call him Tom) followed all the steps, down to the letter.
Yet, he still couldn’t get more than 10 sales from his campaign. The internet had lied to him, he was promised a t-shirt empire and he received nothing.
In order to build that t-shirt business and make it big in social commerce, you need to do a little something extra. The only way for him to find out what went wrong was to look at his advert performance. The first stop for Tom was his reach.
By looking at his Reach he was able to see how many individual people saw his adverts, on its own this wasn’t particularly useful, but it gave him some context for his other metrics such as his Click-through-rate (CTR) and Actions.
His reach was about average but his CTR was very low (sitting at 0.27%). That left him with a couple potential problems for his campaign.
1. His design wasn’t interesting to his niche audience.
He would need to edit and change his audience or design.
2. The adverts he used weren’t good enough to get people to click.
He would need to seriously improve all of his adverts.
In order to save himself the cost of re-running ads, he created a new design with a new niche audience.
The problem with picking a niche audience is that, unless you’re a part of that audience, it’s hard to understand what they’ll like or dislike. What you consider to be an awesome design might not be interesting to your niche.
It’s best to test the design with your audience first.
Now he had some actionable feedback (and a little organic traction) for his design, the next step was to perfect his Facebook Ads.
His designs weren’t the only potential issue with his campaign. It was just as likely that his adverts weren’t good enough at encouraging people to click, so he decided to A/B test them.
His second set of adverts were much much engaging and unsurprisingly resulted in a considerably better click-through-rate.
With the massive improvement to his CTR, more and more people started to see his custom merchandise and he finally started to make sales. Tom used the data he got from his Facebook Ads to turn a failed campaign into a profitable one.
If you’re having trouble getting sales for your campaign, it’s worth looking out for the signs.
A high reach and low CTR
A high reach and CTR but no sales
Your Ad spend (Cost per 1,000 impressions or Cost per Click) is too high
Learn from Tom by keeping an eye on your Facebook Ad metrics they’ll tell you if there’s an issue with your campaign. If you have any questions about your campaigns or adverts then come ask our experts at the Moteefe Hangout on Facebook.
Image Credit: Oculto